Hotels have recently begun to question the use of in-room dining as part of their hotel service, so much so that the New York Hilton Midtown has stopped offering room service completely. While some hotels no longer see the benefit of having this service, there still remains a high demand for the amenity from guests.
According to a recent survey of meeting professionals, 43% of guests say room service is extremely important when selecting a hotel. With 28% of guests saying not offering the service is a deal-breaker.
Dining is an essential part of a guests in-room experience, they expect to be able to order quality food after a long day of travel regardless of the hour. The long-standing idea of calling front desk and being served on a silver platter has changed. With the addition of technology, hotels can now provide guests with a smoother and more efficient ordering process.
Numerous factors have caused the recurrent decline of traditional in-room dining, including service charges, food quality and delivery time, resulting in cold meals and incorrect orders. With the help of technology hotels can bring back the in-room dining experience.
Change Brings Opportunity to Forward-Thinking Hotels
Hotel room decor may be relatively unchanged over the past few years, yet in-room technology itself has had a significant upgrade. Guests expect state-of-the-art-technology that is easy to use and accessible from multiple devices. With accessibility on the rise, technology has helped hotels improve guests’ experiences with more in-room services, featuring the likes of wider entertainment options, wake up calls and recently in-room dining.
One of the biggest issues facing traditional in-room dining services is the discontinuation of communication between the hotel and guest once an order is taken. Technology allows the hotel to keep guests updated with notifications and alerts, for information on food arrival time and about any special requests made.
With clearer communication, language barriers often experienced via phone are mitigated, allowing for greater accuracy and reducing overall complications of orders.
By digitizing the in-room menu, hoteliers can add images of the food they are offering, which has been proven to increase orders.
In an Iowa State University study, researchers tested a digital display of a salad on kids at a YMCA camp. The campers who saw the salad photo were up to 70% more likely to order a salad for lunch.
With multiple technologies prevalent in modern-day life, particularly in the travel industry, hotels are now turning to technology to further connect guests to their services.
Over 60% of hospitality executives believe the quality of a guest’s experience will significantly improve through enhanced in-room services. Meanwhile, 70% of guests want to use technology to improve their overall experience.
How In-room Dining Technology Creates New Loyalty
In the hopes to restore guest loyalty, the hospitality industry increasingly looks for innovative ways to stand out against competitors. Many hotels have already turned to technology to aid their in-room dining services, such as The Peninsula Hong Kong, where guests can make food and beverage orders with greater efficacy using an in-room tablet.
In Nevada, the SLS Las Vegas hotel has upgraded their dining service, offering food direct from its very own selection of restaurants. Giving take-away food a luxury spin, SLS Las Vegas has widened the scope of F&B service with a greater variety of food while guaranteeing consistent high-quality. Its menu is also accessible by guests via TV to ease the browsing process with detailed descriptions and tantalizing visuals of the selection on offer.
Many hotels are taking this approach to in-room dining, offering take-out from either their own restaurants or external options nearby. All-in-all, the cost of keeping a kitchen open is reduced with the quality of food increased for a better guest experience.
Crown Towers Perth hotel in Australia has pre-installed a hotel guest app on in-room tablets that has seen record F&B numbers totalling 2,000 orders per month. That equates to four orders per room out of their 500 rooms. Since implementing this technology the hotel recorded a total of 2,000 orders per month from their 500 rooms.
By updating a hotel’s in-room dining service with technology, hoteliers can provide guests with better quality service to further increase their experience and ancillary revenue. With the right technology and resources hotels can maintain and improve the traditional amenity of in-room dining.
How important is room service?: http://www.meetings-conventions.com/News/Research/How-Important-Is-Room-Service-/
Hotels See Increased Profits via Reinvented Room Service: http://www.hotel-online.com/press_releases/release/hotels-see-increased-profits-via-reinvented-room-servic
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