- Employees to approach guests more proactively under new service-focused strategy
- New approach focuses on personalisation of the welcome to meet the changing needs and behaviours of customers
- Plan to be implemented in ibis budget, ibis and ibis Styles in the UK at one hotel a day by the end of May, supported by new mobile software
ibis, the economy brand of AccorHotels, today announces the roll-out of its new guest experience which will see employees connecting with guests in a more social and interactive way, approaching to help guests rather than waiting to be approached. The move supports ibis as the benchmark in the hospitality economy segment whilst also proving its credentials as a customer service leader.
The remodelled customer experience has been created to meet the changing expectations of guests seeking more social, interactive hospitality experiences with higher levels of customer service. Ibis wants employees to focus on a personalised connection with guests, making them feel welcome.
The new approach will see ibis employees using mobile devices to access any information they need away from the confines of a desk or a computer. It is supported by the company’s new FOLS mobile software, which will be rolled out in ibis, ibis styles and ibis budget – by the end of May, at a rate of one hotel a day.
The software, developed by AccorHotels, allows everything from check-in to housekeeping and breakfast to be managed within one app via mobile devices. This makes it easier for employees to manage their schedules and access information while changing the way employees and guests interact, enabling the opportunity to create a connection between host and guest which is far more personalised.
Karelle Lamouche, Senior Vice President for Economy and Budget hotels at AccorHotels UK & Ireland commented: “Whilst ibis hotels are the benchmark in the economy segment we want to go even further by becoming a leader in customer service. By using the latest technologies to empower our staff, we can meet new customer expectations for a fully personalised approach.
We have removed the traditional transactional aspects of the check-in and check-out process which have been too long in our industry. In doing so, our employees have more quality time to spend with the guest. 73% of our team members at ibis are millennial, so we want them to be using the latest technologies and the best mobile devices to make their work fun and engaging and therefore benefit our overall guest experience. This is the new standard for the industry and customer service.”
The software supporting the new ibis initiative is part of AccorHotels’ 225 million euro digital transformation plan launched in 2014 which includes investment in the distribution platform; the group’s mobile app for guests; and the development of data analytics capabilities. AccorHotels has been investing heavily in its mobile platforms, with two-thirds of the group’s bookings now made via mobile devices.
The move to mobile technology has been a major focus of hospitality providers keen to respond to changes in customer behaviour. Nearly half of millennials would be motivated to return to a hotel by having the ability to check in and out using a mobile device, according to an industry report from Grant Thornton1.
1 Grant Thornton “Hotels 2020: Welcoming tomorrow’s guests” report