Remove friction from the customer experience, make the sale more likely. We are seeing a trend in travel and hospitality to make transactions and guest experiences hassle-free, higher tech, and less reliant upon hard copies and hard people. Make mobile device use free, experience-enhancing, and rewarding, and incremental revenue-generating for vendors – stay in business.
Travel and hospitality companies that don’t prioritize automation and mobility won’t be here in five years.
You can already see the market for a frictionless, more seamless guest experience in the successful offerings of progressive car rental companies like Silvercar, airlines like SurfAir, Porter, and Virgin, hotel chains like IHG with the health-themed, wristband-based EVEN Hotels, Marriott with Moxy, etc. Reduce check-in time, reduce waits, reduce error-prone interactions with agents. Move the printed rental contract to the cloud. Take a snooty or busy or bribed human concierge and replace them with an app. Develop culturally sensitive sub-brands focused on different market needs and smarter guest profiling. The obvious fixes abound.
While I loathe both of these resorts, I should touch on theme parks: Disney and SeaWorld are handling the trend well.
Disney World’s MyMagic+ is a billion-dollar tech project that includes hotel and resort-wide WiFi and microchip-embedded wristbands that interact with sensors throughout the park and link to a reservation system to book attractions weeks in advance. Disney’s MagicBands use radio frequency (RF) technology, replacing theme park tickets and hotel room keys with tap and pay technology. MagicBands and Apple Watch (coming early 2015) both remove commerce friction, i.e., the hassle of getting a phone out of a pocket to tap and pay.
SeaWorld’s 7/15/14 app update incorporated a new mobile payments system. Now guests can use the app to pay for gifts, food, and Quick Queue access at the ride instead of paying in advance via desktop or at the front of the park.
But isn’t disconnecting important?
One could argue that the onslaught of offerings like free WiFi and charging stations at amusement parks and resorts only perpetuates the always-on, distracted state of mind from which a true vacation should provide escape, particularly when with family. If you really want a relaxing unplugged escape, however, you shouldn’t be at Disney or SeaWorld. If a parent uses a theme park’s free WiFi and app to decrease time spent waiting in line, to augment reality and amuse the kids, or to enhance the experience by hashtagging an Instagram photo to get a free Lego toy upon exit, everyone wins (guests, park, and brand). Not to mention that having instant communication via mobile can make a family trip more manageable and efficient – as long as you can find a convenient charging station.
What traditional airlines are doing for connectivity – further reading:
–Delta Recharge Stations (airport)