I can already hear some of you shouting at your screens asking why we need this feature?
Well for the hotel it’s easy, they get extra data that they can use to make better business decisions; it’s also allows their check in staff to do other things than serve you.
But from the guest’s point of view, because you have to register on the Hotel App, you don’t have to spend time waiting at the reception desk. You can enter your own name, address and credit card details so you can go straight to your room after your long flight without the hassle of the front desk.
But what excites me, is thinking about what version 2 of the App may be? If Starwood continue to develop their digitalisation project, in future you may be able to set the temperature of the room before you step off the plane, book a restaurant table or order room service to be delivered 10mins after you arrive. The opportunities are nearly endless!
For someone who always checks the wifi capabilities of the hotels I stay at when I travel on business, this extra control I could have of my trip in the dead space of an Airport, would definitely encourage me to stay loyal to a particular Hotel brand. All we need now is a mobile phone that lasts long enough to cope with it being a boarding card, a taxi booker and a room key..