3 Steps to Implementing Mobile Access for Improved Guest Experience

By providing a premium branded app experience, you will simplify your guests’ entire interaction with your hotel from booking to check out.

Step One: Understand Your Guests

The ideal mobile access guest is a frequent business traveler who wants to bypass the front desk check-in process. They are typically already mobile power users.

Tech savvy guests appreciate a property that is a technology innovator because:

• They have a high comfort level with smartphone use for purchases and an endless variety of apps.
• They prefer to do things on their own.
• They have a desire for mobile booking, check-in/check-out, and are prepared for mobile room keys.
• They are prime customers for revenue-generating amenities and services such as guest loyalty programs, room service, restaurant reservations, spa visits, etc.

Conversely, limited-service properties usually appeal to budget conscious guests typically not concerned with amenities. They are not likely to put a high value on a property’s advanced technology. RFID (radio frequency identification) door locks and key cards will simplify and enhance the guest experience while providing a platform for future mobile access implementation.

Step Two: Establish a Mobile-Ready Infrastructure

Infrastructure includes a property’s network (wireless and cable), PMS, and other property software applications. It also includes the staff involved to establish an efficient mobile-ready property.

Questions a property may consider before implementing mobile access are:

• Do you have RFID BLE door locks?
• Is your PMS Mobile-Ready?
• Do you currently have an established loyalty program?
• Is my staff trained? A marketing program for guests and a training program for Staff is required.

Step Three: Select an Integration App Vendor that Meets Your Needs

Major brand franchisors provide their properties with mobile app-based programs and functionality. Independent hotels must rely on third-party app integration partners to package the functions and services (including secure mobile door keys) that a property wants to include in its mobile app.

The app experience must mirror or exceed a property’s website or in-person guest experience. A property may consider asking the following key questions to potential integration partners:

• Does the app interface with my PMS for reservations, secure mobile key creation, and room inventory notification from my preferred guest door lock provider?
• Will the app communicate with property systems for room booking, check-in/check-out, room service, housekeeping, in-room televisions, and light and temperature controls?
• Does the app have flexibility to show frequently updated room rates, amenity, and dining special offers?
• Can your integrator partner securely collaborate with your lock provider to deliver encrypted mobile keys?
• How does the app maintain and update the property’s guest database with stay statistics (length, frequency, season, etc.), and where guest dollars are spent?
• What safeguards are in place for secure interface with my property’s operations platform?

Security First

Shifting to a mobile access environment requires a corresponding shift in a hotel’s approach to security. Under existing keycard systems, the hotel controls and is responsible for all security aspects, including cards and activation procedures. Mobile keys change this.

In the mobile world, security extends to off property entities. For example, when a property checks in a guest the mobile access provider generates an encrypted mobile key credential. That credential, or key, moves through your app provider’s platform to be delivered over a mobile carrier’s network to a smartphone owned by your guest. With multiple third-party systems involved, it is essential to closely examine security measures and responsibilities throughout the process.

To learn more about implementing mobile access at your hotel, contact hospitality.us@dormakaba.com.