Gli sms si rin­no­va­no per sbar­ca­re in ho­tel

Text mes­sa­ges back in vo­gue wi­th ho­tels

seeITALY - - Novita’ - Ma­rian­ge­la Tra­fi­can­te

Tecnologia sì, ma an­che ri­va­lo­riz­za­zio­ne di stru­men­ti che og­gi ri­schia­no di ap­pa­ri­re de­sue­ti. So­no, ad esem­pio, gli sms, a cui stan­no tor­nan­do a ri­vol­ger­si al­cu­ne ca­te­ne al­ber­ghie­re in gi­ro per il mon­do.

Chi in for­ma tra­di­zio­na­le e chi in­te­gran­do­li con tool con­tem­po­ra­nei.

“La tecnologia con­ti­nue­rà ad ave­re un ruo­lo cru­cia­le nel­la no­stra in­du­stria nei pros­si­mi an­ni. Quel­la de­gli sms, che è ge­sti­ta da per­so­ne, per­met­te mag­gio­re per­so­na­liz­za­zio­ne, sor­pre­sa e mo­men­ti pia­ce­vo­li. Co­me ope­ra­to­ri al­ber­ghie­ri, ci ren­de pos­si­bi­le l’eli­mi­na­zio­ne di even­tua­li at­tri­ti dal­la tra­vel ex­pe­rien­ce”, è il com­men­to, ad esem­pio, di Ni­ki Leon­da­kis, ceo di Com­mu­ne Ho­tels & Re­sorts.

Il grup­po, che con­trol­la i brand Thomp­son, Ali­la e Jo­ie de Vi­vre, ha si­gla­to una part­ner­ship con Chec­kMa­te per lan­cia­re il pro­prio ser­vi­zio di co­mu­ni­ca­zio­ne via sms. Gli ospi­ti pos­so­no co­sì fa­re il check-in, ri­chie­de­re un up­gra­de, or­di­na­re un ser­vi­zio au­to o chie­de­re con­si­gli per il ri­sto­ran­te. Tut­to via sms, sen­za la ne­ces­si­tà di sca­ri­ca­re App.

Se Com­mu­ne Ho­tels & Re­sorts guar­da, per co­sì di­re, in­die­tro, Aloft lo fa ma pun­ta al tem­po stes­so, per i suoi ospi­ti “ear­ly adop­ter”, su­gli emo­jis, ov­ve­ro i sim­bo­li, le pic­co­le ico­ne di­gi­ta­li (si­mi­li agli emo­ti­con). “I no­stri clien­ti so­no hy­per-con­nes­si, an­che quan­do so­no in gi­ro. Noi of­fria­mo già free wi­fi e la pos­si­bi­li­tà di apri­re le pro­prie ca­me­re di­ret­ta­men­te con lo smart­pho­ne, in ol­tre 100 ho­tel nel mon­do – fa sa­pe­re Pai­ge Fran­cis, vp glo­bal brand ma­na­ge­ment di Aloft Ho­tels -. Al­cu­ne idee che svi­lup­pia­mo so­no ispi­ra­te dal­la cul­tu­ra pop, al­tre dai com­por­ta­men­ti dei con­su­ma­to­ri, e gli emo­jis so­no tra que­ste”. E co­sì la ca­te­na ha crea­to un ve­ro e pro­prio kit, “sul­la ba­se del­le ri­chie­ste che più spes­so i no­stri clien­ti avan­za­no”. Co­sa si­gni­fi­ca? Ad esem­pio, se l’ospi­te ar­ri­va stan­co in ca­me­ra ma de­si­de­ra uno snack, ba­sta che in­vii un sms con l’emo­ti­con cor­ri­spon­den­te. Poi ci so­no le ico­ne del ca­ri­ca­bat­te­rie, quel­le de­di­ca­te al“re­fre­sh”co­me den­ti­fri­cio e deo­do­ran­te, op­pu­re “The Sightseer” a New York, che in­clu­de una map­pa ed una Me­troCard.

Que­sto “Emo­ji Me­nù” do­vreb­be es­se­re pre­sto am­plia­to in Eu­ro­pa ed Asia.“Sia­mo con­ti­nua­men­te in­te­res­sa­ti a te­sta­re nuo­ve mo­da­li­tà di in­te­ra­zio­ne con i no­stri ospi­ti, che sia via sms o via App”, con­clu­de il ma­na­ger.

Tech­no­lo­gy is cool, but so is re­va­lua­tion of tools that may seem old-fa­shio­ned to­day. Text mes­sa­ges for exam­ple, whi­ch so­me ho­tel chains around the world are star­ting to use again. So­me in the tra­di­tio­nal way and others as in­te­gra­tion wi­th con­tem­po­ra­ry tools.

“Tech­no­lo­gy will con­ti­nue to play a cru­cial ro­le in our in­du­stry over the next few years. Tex­ts, ma­na­ged by peo­ple, al­low for a mo­re per­so­nal tou­ch, sur­pri­se and plea­sing ex­pe­rien­ces. As ho­tel ope­ra­tors, they ma­ke it pos­si­ble for us to eli­mi­na­te glit­ches from the tra­vel ex­pe­rien­ce”, is the com­ment, for exam­ple, by Ni­ki Leon­da­kis, CEO of Com­mu­ne Ho­tels & Re­sorts.

The group, whi­ch con­trol the Thomp­son, Ali­la and Jo­ie de Vi­vre brands, has en­te­red a part­ner­ship wi­th Chec­kMa­te to laun­ch its own text com­mu­ni­ca­tion ser­vi­ce. Guests can in this way check in, re­que­st an up­gra­de, or­der a car ser­vi­ce or re­que­st re­com­men­da­tions for the re­stau­rant. All wi­th text mes­sa­ges, wi­th no need to do­wn­load any kind of app. Whi­le Com­mu­ne Ho­tels & Re­sorts is loo­king, so to say, bac­k­wards, Aloft is fo­cu­sing, for its “ear­ly adop­ter”guests, on emo­jis, tho­se ti­ny di­gi­tal icons si­mi­lar to emo­ti­cons. “Our clien­ts are all hy­per-con­nec­ted, even when they are out and about. We al­rea­dy of­fer free wi­fi and the op­tion of ope­ning their room door using their smart­pho­ne, in over 100 ho­tels world­wi­de”, says Pai­ge Fran­cis, VP glo­bal brand ma­na­ger of Aloft Ho­tels. So­me of the ideas we are de­ve­lo­ping are in­spi­red by the pop cul­tu­re, others by con­su­mer be­ha­viour and emo­jis are ju­st an exam­ple".

And so the chain has crea­ted a real kit,“ba­sed on the re­quests ma­de mo­st of­ten by our clien­ts”. What does this mean? For exam­ple, if guests ar­ri­ve in their room ti­red, but wan­ting a snack, all they ha­ve to do is text the cor­re­spon­ding emo­ti­con. Then the­re are the icons for the bat­te­ry char­ger, the ones de­di­ca­ted to "re­fre­sh”su­ch as too­th­pa­ste and deo­do­rant, or“The Sightseer”in New York, whi­ch in­clu­des a map and a Me­tro-Card.

This “Emo­ji Me­nù”should soon be extended to Eu­ro­pe and Asia. “We are con­ti­nual­ly in­te­re­sted in te­sting new ways to in­te­ract wi­th our guests, whe­ther by text mes­sa­ge or app”, the ma­na­ger fi­ni­shes by say­ing.

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