SiteMinder World Hotel Index: UK hotel bookings hit highest level since March 2020

Hotel bookings in the UK have reached their highest level since the start of the pandemic, according to SiteMinder’s World Hotel Index, sourced from the company’s open hotel commerce platform, used by 35,000 hotels and connected to more than 400 hotel booking channels globally.

This is the most concrete confirmation so far of the “staycation” boom the UK is currently experiencing, with bookings hitting 84.57% of 2019 levels on July 29, 2021 and remaining stable at 84.18% of 2019 levels on August 1, 2021. The bookings are being driven by domestic tourism with 92% of hotel bookings currently coming from within the country.

The UK’s overall hotel bookings, as a comparison to pre-pandemic times, first surpassed the global average on May 9, 2021, and have since grown to sit at 19.99% percentage points above the current global average of 64.19%. The comparative booking levels are also outperforming those in a number of major European markets, including Portugal (82.48%), France (69.7%), Germany (71.36%), the Netherlands (66.77%) and Malta (73.88%).

The vast majority of bookers over the past two weeks are due to arrive at hotels either this August (61.64%) or September (19.15%), showing the extent of the local pent-up demand that has been created from tightened travel restrictions this past year.

UK bookings vs global average as a percentage of 2019 numbers

Domestic vs international bookings as a proportion of total UK hotel reservations as of August 1, 2021 (dynamic monthly numbers updated daily)

UK hotels headed for a sustained recovery

The UK’s coastal destinations have performed especially strongly this year, with hotel bookings in Brighton, for example, currently at 107.72% of 2019 levels—having surpassed pre-pandemic volumes on June 6, 2021, and peaked at 123.29% a few days later.

Edinburgh is another standout destination, sitting at 111.76% of 2019 bookings, while Bristol stands at 97.53% by the same measure. However, growth is also being experienced by destinations that have been hardest hit by the pandemic, including Glasgow (85.29%), Manchester (81.67%) and Birmingham (76.66%), all of which have, over the past week, enjoyed their highest volumes since the start of the pandemic. Hotel bookings in London also continue to grow and currently stand at 65.61% of 2019 levels – the highest since March 2020. This compares favourably to a number of European capitals, including Paris (53.28% of 2019 volumes), Amsterdam (53.24% of 2019 volumes) and Vienna (50.42% of 2019 levels).

“The data from SiteMinder’s World Hotel Index illustrates the diversity and resilience of the UK as a travel destination, with cities of all kinds showing a sustained upwards trend throughout the year,” says James Bishop, Senior Director Global Ecosystem at SiteMinder. “The data is in line with the findings of SiteMinder’s Changing Traveller Report 2021: UK Edition, which found that nearly two-thirds of UK travellers plan to travel either more (26%) or the same amount (35%) as before the pandemic. As a result, we should expect current trends to continue, especially as restrictions continue to ease in light of the UK’s ongoing vaccine programme. While challenges remain, after 18 months, recovery is now in sight for the country’s accommodation providers who should continue to be diligent about ensuring their business is in the best position to succeed now and in the future, and look to technology as a critical enabler.”

Ascott launches discoverasr.com

The Ascott Limited (Ascott) has launched discoverasr.com, unifying its separate brand websites on one single global online travel booking platform. Throughout Europe, discoverasr.com provides guests with one-stop access to approximately 50 Ascott properties with more than 5,500 units in eight countries. This includes Ascott’s two main brands, Citadines and The Crest Collection.

Worldwide, discoverasr.com gives guests access to more than 400 serviced apartments, hotels and co-living spaces with a total of about 77,000 units, across more than 130 cities in over 30 countries. It features Ascott’s 14 award-winning lodging brands: Ascott The Residence, The Crest Collection, Somerset, Quest, Citadines, lyf, Préférence, Vertu, Harris, Citadines Connect, Fox, Yello, Fox Lite and POP!.

With a cleaner and more intuitive user experience, guests can easily find their home away from home with Ascott as they discover their next travel destination. Ascott Star Rewards (ASR) loyalty members can quickly identify and book the best deals to maximise their membership privileges. ASR members can also easily redeem their ASR points to offset the total cost of their stay.

Philippe Mettey, Vice-President Sales & Marketing Europe, The Ascott Limited, said: “As part of Ascott’s ongoing digital transformation to support our fast-expanding business and to improve our guest experience, we are leveraging Ascott Star Rewards to unify our brands on one single global online travel booking platform. We look forward to reaping greater marketing synergies, onboarding new properties more easily and widening our online and loyalty offerings as we continue to grow our portfolio. discoverasr.com and ASR are two of our most important direct-to-customer touchpoints, set to strategically position Ascott to capture market share not only when travel rebounds, but also beyond.”

Discoverasr.com will complement the Discover ASR mobile app, which was launched in October 2020 to provide ASR members with greater convenience and flexibility. The app has received over 177,000 downloads since its launch. Through the mobile app, ASR members can search for deals, manage their membership and redeem ASR points, perform mobile check-in and check-out, and make contactless payments. The app’s latest features include allowing guests to customise their stay by sharing their pre-arrival and in-stay requests; earn ASR points if they opt out of housekeeping service as part of Ascott’s Go Green initiative; and share feedback on their stay through a pulse survey in the mobile app. The app’s features will be progressively rolled out to more properties.

Leading apart’hotel brand Citadines has five properties in the UK: Citadines Barbican, Citadines Trafalgar Square, Citadines South Kensington, Citadines Holborn-Covent Garden, and the newest addition to the portfolio, Citadines Islington. The Crest Collection brings together four unique residences for discerning guests looking for authentic and refined experiences, three in central locations in Paris: La Clef Louvre, La Clef Tour Eiffel and La Clef Champs-Elysees, and one in the heart of Châteaux de la Loire in Tours, Château Belmont.

To sign up for complimentary ASR membership or for more information, please visit: https://www.discoverasr.com/en/sign-up.

SIHOT AUTOMATES HOTEL CHECK-IN

SIHOT, one of the leading modular hotel management software systems, has launched SIHOT.KIOSK to provide guests with a seamless, fully digitalised check-in experience while automating hotel operations.

The new check-in terminal provides hotels with a secure and efficient check-in point for guests, designed to bring greater efficiencies while capturing all essential guest information. The SIHOT.KIOSK software, connected to SIHOT’s Property Management System, is accompanied by the Stellar TK-2130, a modular kiosk system that can be customised to the hotel’s brand and lobby interior.

Guests can use their booking confirmation details including reservation number, GDS or QR codes to complete the data requirements for check-in registration and confirm the hotel’s terms and conditions. SIHOT.KIOSK also features an AdriaScan ID reader for the immediate, automatic transfer of text-data from personal IDs and passports into the hotel management system. On completion of the registration process, the terminal generates a room key card for the guest.

Hotels can also earn ancillary revenue by offering upgrade options, presenting the guest with room details including images and descriptions in various categories, while integrating other services, like breakfast or hotel transportation.

Carsten Wernet, Executive Board Member at SIHOT, said: “Guests are more digital savvy than ever before, and hotels need to ensure data is compliant and accessible. We’ve developed the kiosk system and terminal so hotels can tailor the check-in experience to each specific property to provide a full brand experience. We are continuously evolving our platforms to bring greater efficiencies to hotel operations so staff can focus on serving their guests rather than fulfilling processes. Hotels can benefit from our wide range of integrations to connect applications to elevate the guest experience.”

SIHOT.KIOSK is designed for easy and quick servicing and maintenance, and features a touch-screen monitor fitted with an antibacterial nano-coating with bacteriostatic and sterilising components to maintain hygiene and cleanliness.

The terminal has also been built to handle the check out process, taking prepayment by credit or debit card, automatically booked and billed via SIHOT.KIOSK with the guest receiving an invoice to their nominated email address. The kiosk system was specially developed by SIHOT for self-service applications with additional integration options to connect peripheral devices for hotel operations.

Digital marketing can provide a lifeline to the hotel sector

The hotel sector has been particularly hard hit by the recent waves of Covid lockdown restrictions.

These tough trading conditions have made it even more important for hotel owners to harness the power of digital marketing and Ecommerce, to improve their flow of future bookings, and bounce back as quickly as possible.

Successful operators are discovering that digital marketing can provide a lifeline. 

Beware of neglect

With the many demands of running a hotel, it’s easy to understand how websites for independently owned and managed hotels can quickly become neglected.

Slow operating speeds, non-secure technology and a lack of direct online booking facilities can often mean that hotel owners submit to the terms of online travel agents (OTAs) where high commission fees affect margins and profitability.

This is not a sustainable business model and given the urgent need for hotels to balance their books, due to Covid related lost bookings, the emphasis, more than ever, is about occupancy, particularly mid-week occupancy, which historically can languish at 30-40% in off peak times.

Building relationships

I recommend to hotel owners that they stop relying purely on the OTAs and look to generate direct bookings, to enhance their margins. 

By becoming more visible, enhancing their websites through simple booking facilities, and automating loyalty-building processes, hotels can take back the impetus and build direct relationships with their clients.

We’re seeing it in the insurance and other sectors: the aggregators hold too much power and generate excessive profits, whilst the businesses that are delivering the service are left with a lesser margin.

Own the booking process.

The online market for hotel bookings has developed dramatically in the past few years. With this in mind, I recommend to savvy hoteliers that they invest in their own online room booking facility and move away from the brochure model.

This enables them to  fully control their online reservations process, own their clients’ data, and most importantly, maximise their deserved margins.

At Ascensor, we have been engaged by a number of hotels to drive visitor website traffic and online bookings. These include Raithwaite Sandsend (recently rebranded from Raithwaite Estate), a coastal retreat near Whitby, North Yorkshire, and Burgh Island Hotel, a fully restored art deco landmark on a private island, off the South Devon coast.

We have also recently been commissioned by Gatton Manor Hotel and Country Club, Surrey and Orton Hall Hotel, Cambridgeshire, to deliver new websites and digital marketing.  

Staycation scramble: market opportunity

As Covid restrictions ease, hoteliers face a unique market opportunity where customers are   desperate to take a well-earned break. However, giving the trading losses experienced through the lockdown period it’s vital to manage occupancy. 

In what the press are describing as the ‘staycation scramble’ it’s easy to imagine that full occupancy requires little effort, but away from the peak school holiday season, hoteliers still need to work hard to woo customers.

The opportunity costs for hotel owners are massive. Unlike a market in which physical stock is traded (and can be stored and sold later), the hotel sector has to confront profitability issues on a daily basis. Tonight’s unsold rooms are an opportunity lost and can quickly provide a drag on margins. So, I recommend to hotel owners that now is the time to deliver excellence in their digital marketing.  

Understanding customers’ expectations

It’s vital to remember that whilst customer demand is high, so is customer expectation.    More than ever, holidaymakers want every aspect of their holiday booking to be seamless and secure.  And that includes the booking process. Customers with money to spend still demand value, and hotels which understand how to provide a memorable online customer journey will win out.

With the current demand for staycationing, it’s more important than ever that hoteliers understand the role and value provided by website modernisation and continual optimisation.

Single minded approach

Digital marketing is crucial within any industry, and it’s extremely effective in the hospitality market. We are established in this sector and provide a range of digital marketing services, enabling our hotel clients to rank high in search results, and to be found quickly and easily by their potential guests.

Website design and digital marketing  demand a clear focus, and our role is to adopt a single-minded approach, enabling us to drive our clients’ sites forward and improve the conversion of site visits to bookings.

Showcasing the proposition

For example, the luxurious Raithwaite Estate on the North Yorkshire coast, has recently created a new brand identity and has evolved to become known as Raithwaite Sandsend. To properly showcase and promote their new identity, Ascensor built Raithwaite a bespoke website to ensure that they could convey the message they wanted.

I remind clients it’s vital that luxury accommodation is displayed clearly and effectively online. In this case, we ensured that each style of room had its own page with a standout image and key features listed.

In addition to developing a compelling hotel booking website, we have also recently built the ‘Village’ area of the Raithwaite website to support the owners with the sale of properties, as part of the ongoing estate development that includes a community village.

This work demonstrates how we were able to achieve significantly higher levels of website traffic, increased room bookings and significant interest in the adjacent village development.

Most importantly, we have helped Raithwaite Sandsend to achieve more than 90% occupancy in May and June, including strong mid-week bookings.

Breadth of approach is important

Of course, digital marketing is a wide discipline, and is not confined to website presence and performance.  It  can also include online advertising and promotional activity.

A recent example of taking a broad approach is Burgh Island Hotel, an architectural gem, located off the coast of Devon. It is an iconic landmark that has been welcoming guests including Agatha Christie, Noel Coward and many other pre-war luminaries since 1929.

Our role was to drive more bookings for Burgh Island Hotel with the main focus on improving brand awareness through paid ads, increasing bookings by driving high quality traffic via a promotional offer, and reducing the cost per acquisition of online advertising by using an alternative to booking websites.

ROI is imperative

Hoteliers have always had to have a laser-like focus on costs, and their marketing investment needs to drive commercial benefits. We helped Burgh Island Hotel to achieve a return on investment of almost 550%, with a return on advertising spend of more than 800%, helping them move to fully booked status.

So, by increasing the number of direct bookings for our hotel clients, we have also reduced the role of online travel agencies and so improved their acquisition costs.  It’s crucial to remember that whilst booking volumes are important, so is profitability.

Customer engagement

Hoteliers who own an increasing proportion of their booking through direct reservations on their website have control of more than just their revenues and margin. They also build their own database of customers.

So, rather than relinquish control of customer data to an online booking service, they can build loyalty and engage with their customers directly, using social media, e mail and direct marketing. 

By creating a series of midweek and out of season offers, they have the ability to own the customer relationship, build loyalty and optimise long term profitability from repeat business. 

Social media is powerful for hoteliers

Well planned social media, delivered consistently well, is key to generating brand awareness for hoteliers. 

I recommend to independent hoteliers that they choose the social media platforms their guests are most active on.  For example, if their target audience includes millennials, then Instagram and Pinterest will probably provide more reach. If they are offering leisure breaks for retired guests, then Facebook is likely to be a more relevant channel.

Our role is to help by developing testing, so that we can optimise the best performing social media channels.

Engagement is key to digital marketing

Engaging with future and previous customers is vital for the success of a hotel’s brand and its flow of bookings.  I advise hoteliers to regard their social media channel as a form of online concierge service, with well delivered content on local attractions, events and reasons to visit.

Social media is a recommended channel for the continuous communication of upcoming hotel offers, activities and events. These can be mid-week accommodation packages, seasonal celebrations or exciting changes to food and beverage offers. Variety is important.

Managed well, social media can provide a valuable channel for creating and building a strong, personal connection with future and previous clients. In this way hoteliers can direct guests back to their own website, to book directly, bypassing OTAs in the process.
 

And because strong social media content is shared within friendship groups, it means that satisfied customers are frequently given the opportunity to recommend their favoured hotel to their family and friends.

Most importantly, social media is cost effective direct engagement, where messaging can be planned in advance, as part of your overall online plan, and also delivered at speed, if tactical accommodation packages need to be marketed at short notice.

Our work for wedding venue Thief Hall, Northallerton, demonstrates the pivotal role of customer engagement through social media.

With well devised content on Instagram, TicToc and Pinterest, we have created brand allegiance and helped to make this a first-choice wedding venue for couples planning their small scale Covid-safe wedding, or a larger scale wedding following the easing of restrictions.

We work with our client to  include practical tips on how to plan a small wedding and make it Covid safe, at a time when many of the larger hotel chains’ wedding teams have simply closed shop. This is a great example of how digital marketing can be adapted to meet tough trading conditions, engage customers and achieve profitability.

I’ve focussed on the challenges faced by the hotel industry as we emerge from Covid lockdown. I hope that my advice has been helpful in demonstrating that now is the time to deliver excellence in digital marketing and website engagement, to drive direct bookings and retain the maximum amount of profit to maximise the bounce-back.

Good luck to all our regional hotel and hospitality businesses as the lifting of lockdown continues.

 www.ascensor.co.uk

Rudding Park Spa Launches Digital Detox Days

Rudding Park Spa in Harrogate has launched Digital Detox Days, to encourage guests to be fully present in the moment without any distractions. Taking place on the first Tuesday of every month, guests are asked to leave their phones and digital devices behind or in their locker so they can focus on mindfulness and make the most of the Roof Top Spa & Garden this spring.

Numerous studies suggest adults are becoming overly attached to their electronic devices. According to stats published by Time to Log Off, UK adults spend an average of eight hours and 41 minutes per day on their screens, over half of our waking hours*.

Putting away all digital devices during the spa experience is thought to have a number of benefits including a calmer mind, sounder sleep, stress alleviation and improved overall wellness.

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Sarah Johnson, Rudding Park Spa Manager explains, “The smartphone has almost become an extension of the human hand – an accessory so essential you feel lost without it.  Having been voted one of the most ‘instagrammable’ spas in the country we understand the power of user-generated content and guests love to share their pictures of the spa experience with their social media followers, however, it is not for everyone so we wanted to dedicate a day each month where guests can relax without any digital distractions.” 
 
Guests can experience the Roof Top Spa & Garden without any distractions this spring including taking a dip in the warming waters of the hydrotherapy pool and relaxing on the sun deck whilst admiring the gardens in full bloom.
 
Rudding Park is an award-winning hotel and spa renowned for its ongoing commitment to innovation, including opening the UK’s first Roof Top Spa Garden in 2017, and experiences such as a Sunlight Therapy Room to help guests overcome seasonal affective disorder, an Oxygen Pod based on NASA technology and CBD-based treatments.

NH Hotel Group Redesigns its Meetings and Events experience With Advanced Digital Services

Action plan developed following survey of more than 1,000 meetings and events specialists and expert recommendations.

Hybrid hospitality solutions combining face-to-face and online meetings, social distancing measures and facilitating the celebration of simultaneous events will be offered.

Technological innovations for event planning have been implemented, such as the ability to survey spaces virtually and design meeting set-ups in advance.

In the F&B area, the arrangement of the furniture and the layout of the gastronomic offer take on special importance to comply with social distancing and to strengthen safety protocols in food handling.

Under the Feel Safe at NH concept and in collaboration with SGS (world leader in inspection, analysis and certification), the Group has reviewed all its procedures and made nearly 700 adaptations to its operating standards, which will be progressively implemented in all its hotels to preserve the health and safety of travellers and employees.

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In order to preserve the health and safety of its clients and employees, NH Hotel Group has redesigned its hotels' meeting and events experience. The Company has reviewed nearly 700 standards and has promoted the digitalisation of its services to facilitate social distancing and ensure maximum hygiene and safety in the spaces intended for the MICE segment (Meetings, Incentives, Congresses and Exhibitions).

In recent months, the Company launched a survey among its corporate clients to find out first-hand the needs of the MICE segment to be incorporated during the recovery process. NH Hotel Group has developed its action plan taking into account the input of the more than 1,000 replies received from specialists in this segment, the indications of experts in inspection, analysis and certification, and the recommendations of the World Health Organization and local authorities.

Digitisation

In the results obtained in the survey carried out by the Group, one of the most demanded items was the digitalisation and innovation of services. In response, NH Hotel Group has implemented different technological innovations aimed at facilitating the virtual planning of events. Thus, the client will be able to take a virtual tour of the spaces offered by the Group, choose the set-up according to their needs and visualise it from their own electronic devices, in addition to receiving personalised advice at all times.

To facilitate hybrid events, which combine face-to-face and online meetings through the use of technology, other digital aspects have also been reviewed, such as the WIFI bandwidth, which has been adjusted to cover the needs of large online meetings, conferences and webinars.

Updated cleaning and disinfection protocols

In order to intensify the sanitisation of the hotels, NH Hotel Group and SGS recently announced their collaboration on a project that has redefined and intensified the sanitary protocols applicable to the operation of the Group's properties, allowing them to be certified as clean and safe environments in the face of their reopening. Among some of the initiatives, meeting rooms and rest areas will be disinfected after each event and during breaks, using specific cleaning products and techniques, in addition to applying new hygiene measures designed by leading supplier Diversey. Moreover, all materials used at any of the events and meetings, such as pens and notebooks, will be disinfected before entering the hotel and delivered to clients in individual packaging.

F&B services

The Food & Beverage area has also undergone a reorganisation that affects everything from preparation logistics to the delivery of the product, its consumption and the payment method. NH Hotel Group will request health certifications from its suppliers and a delivery process under strict control protocols. In the case of events, menus and processes will be adapted, with special attention to the table setup so as to respect social distancing measures and with the traditional buffet service now presented in individually packaged portions.

New security protocols for attendees

In order to avoid crowding in the common areas, the arrival and departure of large groups will be pre-scheduled. There will also be hand sanitiser dispensers at each of the main accesses to the meeting rooms and registration desks will be protected with plexiglass screens and located in areas that will help prevent congestion.

About NH Hotel Group

NH Hotel Group (www.nh-hotels.com) is a consolidated multinational operator and one of the leading urban hotel companies in Europe and America, where it operates more than 360 hotels. Since 2019 the Company has been working with Minor Hotels to integrate their hotel brands under a single corporate umbrella with a presence in over 50 countries worldwide. This way, a portfolio of more than 500 hotels has been articulated around eight brands: NH Hotels, NH Collection, nhow, Tivoli, Anantara, Avani, Elewana and Oaks, which complete a wide and diverse range of hotel propositions connected to the needs and desires of today's global travellers.

Tel: +44 (0)20 3375 4050 / +44 (0)20 3375 4054

Email: rebecca@humewhitehead.co.uk

Corporate website: www.nhhotelgroup.com

Social media:

www.nh-hotels.com/social-media

Online ticketing holds key to control in pandemic

A 90-acre country park and adventure centre in Devon has introduced on-line ticketing technology to support its re-opening plans as it gears up for a rush of visitors when lockdown ends.

CRS Adventures is an outdoor activity business based at River Dart Country Park. Activities include a treetop high ropes course and water-based activities such as kayaking and canoeing. It turned to advance ticketing online last year when Covid-19 restrictions completely changed visitor patterns.

They are now using the TygTickets system to take advance bookings so that they can ensure social distancing; plan staffing levels in advance and be certain car parking facilities are not overwhelmed when the expected rush of visitors occurs.

Adam Habasinski, Chief Instructor at CRS Adventures said: “We had previously only used TygTickets for our annual Picnic in the Park and Fireworks Events. Day visitors would arrive, and we would estimate numbers based on the weather forecast.”

“Last year when social distancing regulations were issued, we wanted to eliminate queues as much as possible as it is not good for the customer experience. Prior to using the TygTicket system we found there were days when it was all hands to the pump to cope. Now we are turning to people booking their tickets in advance and the TygTickets system has been invaluable to us putting us in control, rather than the customer controlling how we operate.”

“In the months ahead, it is going to be even more important as we believe people will want to get out into adventure parks like ours and enjoy the summer, and we are expecting unprecedented demand. The TygTickets system enables us to limit visitors to 400 a day, which we know our car park can cope with and they can book time slots for specific parts of the attraction.”

Previously, staff would have to be moved onto car park duties on busy days, removing them from the attraction’s various outdoor activities. Now, with numbers regulated and a known number of visitors each day, staff can be deployed where they are needed, and customers get fast and efficient access to the fun.

Prior to using the TygTickets system people would buy tokens for activities, they can now purchase tickets live via any mobile device, this is a paperless system where people simply show their phone booking. CRS Adventures have set up a wi-fi hotspot to overcome issues with a small number of people whose phones cannot access networks.

Maureen Huck of TygTickets said: “Contactless entry gives customers reassurance in these times. It is great to hear how the system has benefitted the centre at River Dart Country Park in so many ways. We were pleased to work with them to shape the system to match their needs.

 Information on CRS Adventures can be found at www.crsadventures.com and information on TygTickets at www.tygtickets.com.

Citysuites makes room for expansion with new website

CitySuites has unveiled a new website that supports its future ambitions to expand the number of luxury short and long stay residences within the brand, beginning with the opening of a second exclusive aparthotel in Manchester City Centre in summer 2021.

As the hotel welcomes guests again, the website reveal indicates the positive future for the luxury five-star hospitality business, which is part of the Select Property Group based in Alderley Edge, Cheshire.

Developed by its digital agency partner Absurd, CitySuites’ new site features innovative technology and digital-first services. It has a bespoke contactless check-in process that eradicates the need for guests to go through the typical registration process on arrival, and enables them to just verify their identity on entry to the aparthotel based on the information already provided. There is also a new portal for guests to view their reservations, make changes ahead of their stay and that simplifies repeat booking.

As well as exploring the different types of accommodation offered across the two hotels, visitors can also discover more about Citysuites’ other facilities including the Embankment Kitchen restaurant, gym and pool.

Tara Homayounbod, Marketing Director “As well as evolving the site to include our new hotel, which will open this summer, we have added new features to further enhance the visitor experience. Users can explore our rooms and facilities through virtual tours, as well as learn more about our locations.

“Many service requirements for CitySuites differ from the more typical hotel needs, due to the specialist accommodation offered and lengths of stays, which we have built into the new user journey, booking process and site features. Absurd has done a fantastic job with the design, brand positioning and the functionality of the site. We’re just so glad to be reopening again and to build on our future plans.”

Oliver Bailey, co-founder of Absurd, adds: “The new design and features are baked in user insight and testing, and we’ve created a framework that will support CitySuites’ growth as they expand both in the UK and internationally. We’ve focused on the navigation and how ultimately users will be able to explore all aparthotels with ease.

“As a result of a platform upgrade and a headless CMS, the new site also benefits from a much faster load time and improved experience. By implementing a component based set up, content admins can create new pages with ease. This means Citysuites can operate with agility and be more reactive around campaigns and deals, and the platform facilitates ongoing communication with guests with more personalised marketing.”

CitySuites is located in Manchester City Centre and combines the comforts of home with the luxury touches of a hotel, providing an exceptional living experience that surpasses standard serviced apartment accommodation.

www.thisisabsurd.com
https://www.citysuites.com/

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Could Order-at-Table add value to your business?

For many years Apps have ruled the roost when it comes to ordering takeaways and deliveries, but there has been an ever-increasing growth in ‘Order-at-Table’ Apps over the last few years, but do they actual work? And more importantly, do they add value?

So, what is Order-at-Table? Well it’s pretty much what it says it is on the tin, the ability for the customer to place an order, at their table, using their own smartphone.  No staff required and in most cases the customer pays the bill by card up front.  The order is then fulfilled by the bar and/or kitchen staff and taken direct to the table chosen when ordered.

Sounds fairly simple, and to be honest it is, as you are not adding anything new to the process, you’re just removing the need for the customer to queue and place an order at the bar or with a member of staff.

In many cases, giving the customer the ability to place the order themselves saves them an average of 15 minutes of waiting time per visit.  This not only means they are happier; it also means they can depart a bit faster too, which offers you the ability to turn tables quicker, and serve more customers.

A study done by Velocity in 2019, showed that 40% of people said they would be more likely to eat out more often if they could order and pay via an App.  So not offering this service could be putting people off from visiting you, or at least visiting more often.

The way people spend their money has changed in the last 5 to 10 years, with a huge switch from cash to card and more recently to contactless and App payments.  In a conversation with the owner of WA Pubs in Preston, who recently launched their own ‘Order-at-Table’ App, powered by App4, Lee pointed out that “in 2011 around 85% of all transactions were cash, whereas today it is more like 60% card/contactless, and this only increases every quarter”.

Clearly offering this kind of service has some great financial benefits to the business, and the customers also have a lot to gain, so how easy is it to implement?

Talking to Lee who has put this into two of his 3 pubs so far, he said;

“We initially met with App4 at their offices in Derby to go over everything we needed.  It was clear that they had a wealth of experience in the sector and they were very clear in what they provided and made sure that their solution met our needs exactly.

Once we had signed up, App4 were very quick to get the ball rolling with the App design and they worked with our IT consultant to make sure everything was setup as needed.

After a couple of weeks, the App had been built and submitted and we received a box of equipment for each site.  All we had to do was plug in the printer and tablet provided and connect the tablet to the internet.  We then had a 30-minute training call to go over everything and we were up and running.

We have been live for a few months now and the reaction from our customers has been amazing, with great initial uptake, which has continued to grow every week.

So far, we have seen a reduction in waiting times at busy periods, as people are not going to the bar and queuing, they are simply ordering at the table.  We have also noticed an increase in individual customer spend, as people are exploring more of our drink and food menus.

Overall, we are very happy with how the App has worked and really pleased we chose to work with App4 as they have helped us all the way through the process and continue to support us on a regular basis.  We will be rolling this out across the venues in the group over the next few months, as well as introducing a take-out service in a few of our venues, also through the App.”

If you’re looking at ways to encourage more customers to visit your business and to increase customer loyalty and spend, come and speak to App4 on Stand E266 and talk to us about our Order-at-Table system and how it could work for you too.

The Ritz-Carlton, Abama launches new web-based app

The Ritz-Carlton, Abama, has launched STAY, a new web-based app to improve every aspect of a guest’s experience. Guests who use the web-based app will be able to effortlessly and contactlessly, make dining and spa reservations, access digital menus and explore the Resort at the touch of a button.

The web-based STAY app will provide guests with real-time connectivity, revealing the daily programming and activities calendar, highlighting any special events and a destination guide as well as an interactive resort map. The STAY web-based app can be used during every stage of the guest experience journey, from reserving a place in the fitness centre, choosing from a selection of treatments in the spa and offering a channel for room service requests. Guests can peruse the menus for all the fine dining and poolside restaurants and view the specials straight from a mobile device.

As guest expectations and interactions have transformed over the past few months The Ritz-Carlton, Abama STAY web-based app allows for the same unforgettable visit with added convenience. Digitising interactions and introducing paperless options reduces contact with high-touch materials and simplifies a range of everyday activities, allowing for a safer experience while providing real time information - and reducing paper waste.

Also new for 2020, the timeless island retreat on the south west coast of Tenerife has unveiled a semi-private ‘villa club’ concept ensuring guests have all the space they crave indoors and poolside too. Guests staying in the Villa Club will be assigned a sea or garden view room or suite in the two-floor, terracotta hued Casitas. Each lane of Villas has its own pool for use by the limited number of residents. There are adult-only villas and dedicated family villa sections so guests can escape and relax in a style that suits them best. Digital newspapers and magazines are also made available to all villa club guests, again reducing paper waste and reducing shared contact points.

The Ritz-Carlton, Abama has long been recognised as a gastronomic destination, with Michelin-star options from Kabuki amongst its endless possibilities. Guests can select from the breakfast menu from the comfort of their own room or suite via the web-based app, and order dinner in-room from restaurants including Michelin-starred options. A further selection of in-room dining options are also available 24/7 directly via STAY.

Visit ritzcarlton.com/abama for more information