Today’s hotels are adapting to cutting-edge payment technologies driven by the common use of smartphones and revamping their loyalty programs to compete for new customers while retaining guests. With renewed optimism among hoteliers toward increased RevPAR in 2015, according to a recent SmartBrief poll sponsored by The Wall Street Journal, more hotel brands and technology giants are providing services that recognize the interests of modern-day guests. Here’s how some properties are creating a niche:
- Starwood Hotels & Resorts’ SPG Pro combines three existing programs—Starwood Preferred Planner, Star Choice and Starwood Pro—into one. Backed by a $30-million marketing campaign, the program rewards guests for their personal stays as well as meeting business. “Over 50% of our occupancy is driven by SPG members. That number is even higher in our luxury brands,” said Chris Holdren, SVP of global and digital, SPG.
- One of the biggest announcements to come from Apple’s product launch event in September 2014 was the company’s mobile-payment system, Apple Pay. Using near-field communication technology, the concept allows users to wave their smartphones, smartwatches or other enabled devices near a hub to have a transaction recorded.
- Google introduced its mobile-payment system, Google Wallet, in 2011, and other companies are experimenting with the concept. While there are concerns about credit card security and adoption from businesses, it’s clear that mobile payments are a developing and potentially huge technology for the hotel industry.
About The Wall Street Journal
More than two million people read The Wall Street Journal every day, including travelers staying at your properties. With surprisingly affordable options, The Wall Street Journal, available in both print and digital editions, keeps your guests up-to-date on everything from global news to sports, travel, fashion and entertainment.
To request more information, click here.