E n t r y : B e s t I n n o v a t i o n i n h o t e l c o n c e p t. i b i s H o t e l s : R e i n v e n t i n g t h e G u e s t E x p e r i e n c e

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1 E n t r y : B e s t I n n o v a t i o n i n h o t e l c o n c e p t i b i s H o t e l s : R e i n v e n t i n g t h e G u e s t E x p e r i e n c e

2 T h e C o n c e p t In 2017, Ibis Hotels introduced a new concept, transforming the way guests are welcomed into a hotel. Supported by innovative mobile technology, the concept simultaneously improves customer service, operational efficiency and employee satisfaction, while creating space that can transform traditional reception areas into vibrant revenuegenerating spaces. 2

3 T h e M a r k e t C o n t e x t Broad ntroduction Introduction of new digital of new digital technology to to reduce reduce staffing staffing costs costs Perceived decline in customer service levels throughout the industry C u s t o m e r s f e e l i n g i n c r e a s i n g l y u n c a r e d f o r, i n t u r n r e s u l t i n g i n a w o r s e e x p e r i e n c e f o r t h e r e d u c e d n u m b e r o f c u s t o m e r - f a c i n g p e r s o n n e l 3

4 T h e A i m To transform the experience of its guests and employees and become the benchmark for customer service in the economy segment and beyond and in doing so, improve guest satisfaction and loyalty * M A K I N G G U E S T S FEEL W E L C O M E * 4

5 A T h3e 6 0 S oa l up tp iro na c h R e i n v e n t t h e g u e s t a n d e m p l o y e e j o u r n e y w i t h t h e h e l p o f m o b i l e t e c h n o l o g y. Employees using mobile devices to access the information they need for everything from check-in to housekeeping within one app. By using the company s new FOLS mobile software, employees can manage their schedules and access information while being freed up to interact with guests, approaching to help them rather than waiting to be approached. 5

6 T h e r e m o v a l o f t h e c h e c k - i n d e s k This mobility allowed ibis to take the unique step of completely removing the traditional check-in desk, with employees now trained to greet guests on arrival with room keys in hand. 6

7 N e w G u e s t J o u r n e y i n a c t i o n! For guests that want to engage and sit with the team 7

8 N e w G u e s t J o u r n e y i n a c t i o n! And for guests to want to check in quickly! 8

9 T h e b e n e f i t s 1 Improved customer service: the system makes check-in and check-out a faster, easier and more personal experience for guests. Employees are encouraged and empowered to offer great customer service. 9

10 T h e b e n e f i t s 2 Improved employee engagement and satisfaction: three-quarters of ibis employees are millennials who predominantly use their mobile devices for the vast majority of tasks in their lives outside work. Enabling them to carry out their duties by using a smartphone or a tablet and an app to gather and process information instead of limiting them to a static point with a desktop PC, makes work a more natural extension of their normal lives and increases the feeling of working in a forwardthinking organisation. 10

11 T h e b e n e f i t s 3 Improved operational efficiency: employees can now access any information they need away from the confines of a desk or a computer. The software allows them to manage their schedules within one app, making day-to-day management of the hotel more efficient. 11

12 T h e b e n e f i t s 4 Revenue-creation opportunities: the removal of the traditional reception desk allows for the creation of more social spaces around hotels, which are more appealing for guests and passers-by while offering revenue-generating opportunities for hotels by incorporating retail services in the space where traditional reception areas would otherwise have been. This approach was trialled in ibis Cambridge Central Station, with the hotel s Chill #2 coffee shop acting as the main check-in area of the hotel. Chill #2 is an appealing proposition to retail customers going to and from the train station next door as well as hotel guests. 12

13 T h e P a r t n e r s FOLS mobile AccorHotels Microsoft C U LT U R A L T R A N S F O R M AT I O N 13

14 T h e R o l l O u t The concept was rolled out across the entire UK ibis network of 71 hotels between January and May

15 T h e T r a i n i n g The roll-out was accompanied by a cultural transformation on how to use the software and how to welcome guests in a new more personalised way, providing great customer service. It was carried out face-to-face, peer-topeer at ibis Cambridge, but also with the use of online training videos, a favoured medium of most employees targeted, and peer-to-peer training tips. 15

16 T h e E v a l u a t i o n 16

17 T h e E v a l u a t i o n The project cost an average 5,000 per site including the full mobility concept. ibis main methods of evaluating the success of this initiative are: The percentage of check-ins completed with the mobile concept: to measure the rate of adoption of the welcome Guest satisfaction scores: to measure its impact on customer service levels Employee engagement and retention: to measure its impact on employees Initial results indicate that the programme is proving a real success: - 90% per cent of guest check-ins are now conducted via mobile devices with the new approach - 53% of the hotels significantly increased their guest satisfaction scores - Employee engagement and retention figures [as 17 above]

18 I n s u m m a r y I b i s u s e d i n n o v a t i o n, e n a b l e d b y m o b i l e t e c h n o l o g y t o s i m u l t a n e o u s l y : - E m p o w e r e m p l o y e e s t o p r o v i d e g r e a t c u s t o m e r s e r v i c e - M a k e o p e r a t i o n s m o r e e f f i c i e n t - I m p r o v e e m p l o y e e e n g a g e m e n t a n d r e t e n t i o n - C r e a t e t h e p o t e n t i a l f o r r e v e n u e c r e a t i o n t h r o u g h r e t a i l s e r v i c e s - P l a c e h o s p i t a l i t y b a c k a t t h e h e a r t o f t h e h o t e l f o r a p e r s o n a l i s e d e x p e r i e n c e 18