Independent hotels now have a digital platform to manage all their services
Özgür Zan, coordinator of the Home2nite project, sums up the hotel industry challenge: “Chain brands that have hundreds or thousands of hotels can provide digital solutions for all their individual hotels so that they can manage direct booking (from web or mobile application), a central customer relationship management database and loyalty for their repeat guests.” Independent hotels, often family-owned, may not have the wherewithal needed to acquire and maintain such technology. They most likely are also not able to offer a loyalty solution. Smaller, independent lodging facilities make up more than half of Europe’s hotel market share. “They provide dynamism to the economy and employment, and they also reflect the cultural heritage, past and social diversity that needs to be protected to have sustainable growth,” Zan emphasises. Despite their important standing in European tourism overall, they are beset by a particular set of problems, including limited technological know-how and resources as well as challenges to managing operating income. They are also under pressure to increase engagement with potential customers and manage their online reputation.
Check out the solution
“Home2nite combines independent hotels under one platform so that they can share standards, digital experience and engagement, and customised service aligned with guest preferences and loyalty,” Zan notes. The digital platform includes a mobile application and cloud applications with numerous functionalities, starting with searching and browsing and direct booking. It allows communication for pre-stay requests (such as transportation) and preferences (smoking/non-smoking rooms) as well as fast and touchless check-in. Once they’re settled in, guests can use the platform to relay requests for services such as housekeeping and dining reservations. With compatible hardware on the part of the hotel, patrons can enter their rooms using the application instead of keys or magnetic cards. All these no-touch capabilities also ensure safety measures when contact needs to be kept to a minimum, such as during health crises. Finally, Home2nite has the option of earning and burning loyalty points.
Ensuring business longevity
Globally, chain hotels have shared standards independent of their country of operation. In contrast, most independently owned hotels operate in just one location and both are influenced by the surrounding culture as well as reflect and affect it. The project’s solution bridges the two realities. “Some tourists like globally shared standards, some want more local experiences,” Zan says. “Home2nite creates shared standards and digital experience and provides this in a cost-effective manner to contribute to local hotels.” With the support of SME Instrument Phase 2 funding, Home2nite succeeded in developing all its originally planned digital solutions. The platform is fully commercial, and new features align with industry needs and conditions. For example, and with specific reference to the COVID-19 outbreak, Zan mentions touchless check-in and food and beverage ordering through digital catalogues. “Hotels that are involved in Home2nite have provided us great feedback and we are growing,” Zan concludes. “We will continue to include more hotels and accelerate our growth, and at the same time we have taken some strategic action to provide Home2nite as a destination platform for sustainable tourism.”
Keywords
Home2nite, hotel, independent hotels, shared standards, digital platform, direct booking, tourism
