Last updated: 09:19 AM ET, Wed September 09 2015

Genre Hotels Launches Mobile Check-In, Guest Engagement Platform

Hotel & Resort | Ryan Rudnansky | September 09, 2015

Genre Hotels Launches Mobile Check-In, Guest Engagement Platform

Add Genre Hotels to the long list of hospitality companies and brands that are focusing on delivering a mobile-friendly and personalized stay for their guests these days.

The Los Angeles-headquartered company that features independently owned and managed hotels across the world, just announced a partnership with guest engagement platform GuestDriven.

Via GuestDriven’s “Express” solution, Genre Hotels guests will now be able to personalize and customize their stay prior to arrival, as well as begin their check-in process online. On the flip side, hoteliers will gain valuable guest data, which can be used for personalized upgrades and offers. According to a release, the GuestDriven technology “elevates the guest experience to be simultaneously high-tech and high-touch — while also luxurious and refined.”

The first Genre member hotel to launch with GuestDriven was Jupiter Hotel in Portland, a mid-century motor lodge turned trendy boutique hotel that has gained popularity among traveling millennials.

"I never knew that I could monetize early check-in and late check-out as well as we do now thanks to GuestDriven," said Jupiter Hotel General Manager Al Munguia, who started earning revenue with Express in May.

Jupiter Hotel has experienced a 40 percent conversion rate on ancillary offers during mobile check-in via the Express solution, according to a release.

Genre Hotels is yet another hospitality company that has recognized the importance of the mobile environment today. Major hospitality companies such as Starwood Hotels & Resorts and Hilton Worldwide have been leaders of the movement, not only providing for mobile check-in, but also allowing guests to open their room doors with their smartphones.

But what has spurred this movement?

According to GuestDriven, guest engagement, “like a fine boutique hotel experience,” “changes over time.”

In an infographic (see below), GuestDriven notes there was once a “dark period” for hoteliers when “pre-arrival communications were not aligned with the pre-arrival guest mindset.” Nearly three-fourths of guests (73 percent) wanted hotels to offer automated or mobile check-in, but 93 percent of hotels were not providing the capability. On the same token, more than half (55 percent) of food and beverage inventory, 42 percent of ancillary room products, and 50 percent of spa facility inventory was not being sold, presenting a strong upselling opportunity. At the same time, more than eight million users were making mobile transactions on mega transportation service Uber each day.

GuestDriven’s Express is one solution that has helped hotels improve guest engagement via mobile means.

According to GuestDriven, hotels with Express have seen 64 percent of guests use the mobile check-in and engagement capability. GuestDriven hotel partners include: Karisma Hotels & Resorts, Design Hotels, Morgans Hotel Group, Hotel Giraffe in New York City, Skt. Petri in Copenhagen, Graduate Tempe in Arizona, Mercure Hotels and Denihan Hospitality Group.

Infographic courtesy of GuestDriven


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