Driving guests satisfaction and generating new revenue streams

Two technologies that can boost guest satisfaction and provide new revenue opportunities, while easing pressure on staff

The tourism sector is facing two major challenges. The first is how to provide guests with unique and personalised experiences that have them coming back for more. The second is how to do this with ever smaller staff numbers. 

The travel sector of the future will be based on guest experiences that are completely seamless, personalised, and secure thanks to two technologies:

Facial recognition: A technology that identifies and verifies individuals by analysing and comparing unique facial features captured from images or video footage.

Location-based services (LBS): Applications that leverage GPS, Wi-Fi, or cellular network data to determine a user's position and provide relevant information, content, or services.

Along with improving the experience, adopting these technologies will benefit businesses by reducing pressure on staff and providing new opportunities for upselling and gathering data on customer behaviours and preferences.

Let’s take a deeper look at how you can get the most out of facial recognition and LBS within your business.

Using LBS to increase revenue and customer satisfaction

In the age of personalisation, many businesses are searching for new ways to directly engage with their customers. Adopting location-based services (LBS) is a great way to send both interesting content and personalised offers directly to customers’ screens.

Attractions and MICE planners in particular have been keen to integrate LBS into their guest journey with well-known attractions like the Disneyland Resort in California and the Louvre Museum in Paris now leveraging its capabilities.

However, some businesses have been hesitant given the time, expense, and effort it takes to build and maintain a mobile app. Luckily there are other ways you can deploy LBS technology. 

One of the most practical and versatile methods of utilising LBS without an app is through QR codes. By strategically placing QR codes throughout your attraction, visitors can access valuable information about your history, exhibits, or events. They can also be used to create a self-guided visitor journey. For instance, the Metropolitan Museum of Art in New York City employs QR codes to deliver information and self-guided tours throughout its exhibitions. Furthermore, QR codes can be used to entice customers with discounts and coupons, encouraging repeat visits and fostering loyalty.

Geo-fencing, or virtual perimeters created with GPS or RFID technology, allow software to trigger a response when a mobile device enters or leaves a specific area. By leveraging this technology, attractions can send push notifications to travellers within the vicinity. The San Diego Zoo, for example, uses geo-fencing to send push notifications to nearby visitors, ensuring they never miss upcoming events or special discounts.

Similarly, proximity marketing via bluetooth technology can be used to alert visitors to nearby attractions.

LBS technology and the use of beacons (or wireless devices that enhance LBS by providing more accurate and granular data within a given area) in event spaces have also been successful in helping MICE professionals provide relevant and engaging information to visitors.

The Mobile World Congress (MWC) in Barcelona uses its conference mobile app to drive traffic to premium exhibitor stands, provide transportation information, invite attendees to future events, and more. However, with attendees flying in from across the globe, only 2% of those who enabled GPS received a notification. But by deploying beacons across the venue, MWC was able to reach over 17x more mobile users than simply relying on GPS.

Absolventenkongress, one of the largest job fairs in Germany and Switzerland, uses LBS and beacon technology to help connect job seekers with companies. Upon arrival at the venue, attendees are directed to specific booths based on their skills. The app also helps them navigate to prearranged meeting locations with recruiters.

Streamlining processes and reducing pressure on staff with facial recognition

Imagine arriving at your hotel after a long flight and wanting to relax, only to run into a line at the check-in counter. 

First impressions set the tone for the rest of your guests’ stay and long check-in lines certainly won’t help. With staff shortages on the rise across the hospitality industry, many businesses will need to find solutions to keep wait times down, especially during high season.

Facial recognition scans introduced at the entrance of your establishment can be used to verify a guest’s identity eliminating the need for physical identification documents or lengthy paperwork.

The Fullerton Hotel Singapore, for example, has been able to streamline their pre-arrival and check-in process by introducing STB’s E-Visitor Authentication (EVA) API. After booking their stay, guests are prompted to upload their IC/passport via the app and receive a link to a check-in page. On arrival day, guests can use EVA’s facial recognition capability to complete the check-in process and obtain a digital key via the mobile app, or receive a physical room key from the front desk. Facial recognition can be integrated into access control systems, allowing guests to seamlessly access their rooms, exclusive areas, or amenities.

Restaurants can also leverage facial recognition systems to recognize frequent diners and VIP guests, allowing staff to provide a more personalised dining experience.

Gathering actionable insights

The great thing about these technologies is that they don’t just provide assistance and opportunities in the short term. They can also provide valuable insights to inform future strategies and decision-making.

LBS and facial recognition generate a wealth of data about customer behaviour, including foot traffic patterns, popular areas within a property, and customer preferences. Hospitality and tourism businesses can analyse this data to gain valuable insights into their customers' preferences and make data-driven decisions.

For instance, MICE planners can use the data gained from LBS and beacon technology to gain insights on attendance over various days and times of the week. The Next Web conference in Amsterdam also uses this technology to zero in on traffic flows giving them a better understanding of which speakers and events were most popular.

Facial recognition and LBS technology present a myriad of opportunities for the hospitality and tourism industry to boost revenue and customer engagement. By streamlining check-in processes, personalising experiences, enhancing security measures, enabling targeted marketing, and optimising operations, establishments can create memorable experiences for guests while increasing efficiency and revenue generation. However, it is crucial to implement these systems with transparency, consent, and robust privacy measures to ensure the trust and confidence of customers.