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Enhanced Experience Builds Loyalty With Post-Pandemic Travelers
It’s no secret that COVID-19 has been a game-changer—and not a positive one—for the hospitality industry. Since travel came to a halt in mid-March, investing in PPE, sanitizing guest rooms, and creating contactless check-in have topped the To Do list for hotel operators, whose #1 concern has been the safety of their guests and employees. The status of in-room entertainment options? It probably wasn’t on the radar.
Now, operators are beginning to welcome guests back, confident that rooms are clean, hand sanitizer is plentiful, and contactless check-in is running smoothly. But what about the in-room entertainment experience that will greet Covid-weary travelers? Will they feel as good about that as they do about the property’s cleanliness when they return?
of Travel
Readying for the Rebound
The data is in—and it holds some much-needed positive news for the industry: Some 90 percent of consumers expect to travel again in the 12 months after Covid restrictions have eased; almost one third of those who did not travel at all in 2019 plan to take at least one round-trip leisure flight; and 13 percent of all consumers plan to fly more than they did in 2019.
But in the “new normal,” hotel stays likely will look different than they did before. Theater and restaurant closures, along with a lingering fear about the virus, mean guests will be spending more time in-room.
So, while budgets understandably shifted away from IT during the pandemic, hoteliers must tackle technology upgrades to improve in-room entertainment—because it has become a bigger part of the hotel experience than ever before.
In 2018, more U.S. households subscribed to a streaming service (69%) than to a traditional satellite or cable TV provider (65%) for the first time.
By early 2019, more consumers were sampling, subscribing, canceling, and re-subscribing as they chased content, enjoyed trials, and tested for value across a growing array of media and entertainment options; during the pandemic, those trends accelerated, especially in paid streaming video, music, and gaming subscriptions. With more time on their hands, tech-savvy consumers began adding new services to get new content —content they’ll want to access when they hit the road once again.
Before COVID-19 hit, technology was fast becoming a mainstay for consumers across all demographic groups.
Tech Continues Its Climb
But as the landscape continues to evolve, that loyalty becomes harder and harder to capture—especially among younger consumers, who want more than an HDTV with satellite/cable live TV, a dated channel list tossed on a bedside table, and upgraded WiFi during their hotel stay.
They’re also willing to open their wallets when those expectations are met:
Building brand loyalty is key to longevity in the competitive hospitality industry.
Longing for Loyalty
These tech-savvy guests not only want, but also expect, an in-room entertainment experience that seamlessly integrates hotel-provided content with entertainment options from their iPhones, tablets and computers. They want to be able to cast their favorite content, access their apps, and watch live TV and premium channels on the in-room TV—and many of them will become repeat customers if they can: 72 percent of hotel guests are likely to return to a property when the tech they want is available.
Important features and benefits to look for to bring a personalized, innovative in-room entertainment experience to hotel guests:
Does the system give guests access to a comprehensive menu of HD TV and premium channels? Can you create a customizable guide? Does the system let guests enjoy a seamless experience with streamlined navigation, channel previews, and genre filters that make content discovery easier than ever—all accessible via a simplified remote? And does it do all of that in an affordable way?
Look for a system that offers integrated Netflix on in-room TVs and allows guests to log in to the Google Play store to download their favorite apps; pick up where they left off on a TV show or movie; cast their favorite personal content and access their apps; and take their in-app purchases with them at check out. The more options they have, the more comfortable they’ll be.
How can hotels delight guests by delivering the comforts of at-home entertainment in the comfort of their hotel room? How can they elevate it in a way that will differentiate their brand?
Personalization and Innovation Are Key
Welcoming guests by name can be a first and important step in building brand loyalty…so look for a system that lets you not only personally welcome
Will the system integrate into existing coaxial, Ethernet, or fiber setups? That is important because it makes set-up easy and reduces operating costs—no pricey rewiring needed.
Big brands with big budgets have developed their own technology because they recognize the importance of the guest’s entertainment experience. They know that offering guests the opportunity to access their own content 24/7 on their hotel tv is a point of differentiation. It can be one for economy and mid-range brands, too.
Every property, after all (at least those that ultimately thrive) will get there eventually.
And that means is the right time to think about enhancing the in-room entertainment experience—not at the end of the adoption cycle.
Engaging guests through the in-room entertainment experience is no longer a pie in the sky proposition.
The Future is Now!
1 PwC survey of more than 1,000 consumers nationwide; week of April 22, 2020
2 Deloitte’s Digital Media Trends Survey, 13th edition
3 Deloitte's Digital Media Trends Survey, 14th edition
4 Hospitality Technology 2019 Customer Engagement Technology Study
Think your property can’t afford an upgrade? Don’t have a capital budget to invest in entertainment technology? The good news is you don’t have to rewire your hotel or buy new TVs for every room.
DISH Business can help. Contact us today to upgrade with no upfront equipment costs. Visit dish.com/hotels
See How DISH Business Can Help Your Property
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CUSTOMIZED ENTERTAINMENT SOLUTIONS
IN-ROOM NETFLIX AND APP INTEGRATION
PERSONALIZATION PERKS
COMPATIBILITY WITH INFRASTRUCTURE
CUSTOMIZED ENTERTAINMENT SOLUTIONS
In-Room Netflix & App Integration
Personaliztion Perks
Compatibility With Infrastructure
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GAMING
STREAMING MUSIC SERVICE
TRADITIONAL PAY TV
STREAMING VIDEO SERVICE
65%
69%
41%
30%
66
indicated they will pay more for technology they deem important.
listed Smart TVs and content streaming as a Top 10 Technology Influencing Guest Booking Decisions.
42
%
%
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The Transformation
In-Room Entertainment:
72
%
of hotel guests are likely to return to a property when the tech they want is available.
13
of consumers expect to travel again in the 12 months after COVID restrictions have eased
of all consumers plan to fly more than they did in 2019
o
o
of those who did not travel at all in 2019 plan to take at least
one round-trip leisure flight
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each guest but also maintain guest privacy by clearing user credentials and passwords at checkout.
90%