Session 3
- 1. Alice App A great tool for Online Reputation Management Lasalle Olivier MBA2B
- 2. • Who is a major investor in Alice App? The major investor is Expedia, with $9,5M • Why is it important ? To keep improving the technology and expand the teams • Is distribution merging with hotel operations ? Yes, distributors start working with those companies to merge with hotel operations through this kind of apps.
- 3. 360° Guest Service When launching a mobile app for hotels, you have to focus on the guest’s needs, not on the hotel’s needs. The app would idealy predict what the guest want, and so propose them what would we interesting for them. This kind of app permits fast check-in/check-out, a large access to all the services of the hotel, and get a personalized service. The customers have to feel privileged, by receiving instant information, with push messaging.
- 4. • How do hoteliers have to think of guest service now? Guest service is the most important point that hoteliers have to carry on. It is a work of everyday & everywhere; before, during & after the stay. • How is it different from “traditionnal” ORM ? It is different by the fact that now, customers reviews have such a strong power & influence on hotels that it has to be well treated, and taking into consideration. • How does this change the definition of guest service + satisfaction ? It changes the definition of guest service because the guest wants also to be involve in the decision of the hotel (at their level, but their advices have an impact and this is important), improve the app, etc… With a personalized guest service there is generally an online positive review. • At what point should hoteliers be measuring “satisfaction” ? Always. Satisfaction is the basic of hospitality.
- 5. Alice App vs. Checkmate.io • Alice App: - Single platform to connect to all the services to the hotel (front desk, housekeeping, concierge, maintenance). Also, it permits to provide t all the information about their guest’s habits. The app is for before, during & after the stay. • Checkmate.io: - Single shared inbox to respond to customers based on 3 main pillars: Respond, outreach and collaborate. It is a messaging service.
- 6. • Post App Service Economy: - The service consist of messaging channels that permits to businesses to interact in real-time with their customers. - It includes messaging service already existing like Facebook Messenger, and new ones to come such as Google messaging app. - Messaging services will impact ORM by the fact that ORM real-time management will be more emphazised by the fastness & instantaneousness of messaging services.
- 7. • How do next gen hoteliers have to embrace guest service? - Guest service app should be more accurate - Hoteliers have to anticipate the needs & wants of their customers - Focus on in-stay needs is not enough anymore • Role of messaging? - Messaging services can be used to communicate with customers - Propose additional services - Creation of relationship • Role of Facebook? - Promotion of the hotel - Get new contacts - Share moments - Marketing & social media strategy