Editor’s Note - This story was originally published in July, and is part of Loyalty360’s “Best of 2016.” We wish you and your family a happy holidays, and will return to our regular content schedule in 2017!
Officials at Red Lion Hotels Corporation (RLHC) realize that customers expect Wi-Fi service when they travel. Now, RLHC has created an updated Wi-Fi option that aligns with the hotel group’s brand standards and allows for an elevated customer experience.
The updated Wi-Fi system works by allowing guests to use their Hello Rewards loyalty program credentials to log in during the first time they stay at any RLHC property. Following the initial entry, and on all subsequent visits to RLHC hotels, the system will remember that guest, automatically upgrade their bandwidth level, and in the future will greet the customer with an email acknowledgement welcoming them to the property. This email will allow hotels to communicate special messages to guests or advertise hotel amenities such as onsite food and beverage outlets or specials.
Loyalty360 caught up with RLHC CMO Bill Linehan to learn more about this revolutionary upgrade.
What factors prompted the new Wi-Fi customer affinity program and how does it work?
Linehan: One of the most important amenities for any guest is wireless internet access. In fact, according to a Forbes survey, most travelers consider it the most important factor when choosing a hotel. As our guests bring more devices and require more bandwidth, we want to ensure we are offering services that meet their needs. To increase guest satisfaction, we will now be offering free basic Wi-Fi with an optional paid speed upgrade.
What are your goals for the program from a customer engagement/CX perspective?
Linehan: Guests have come to expect access to Wi-Fi everywhere they go, from the subway to a restaurant, and that is no different when staying at a hotel. The new tiered Wi-Fi approach allows all guests to have complimentary access to basic Internet, sufficient for checking email and casual web browsing. Complimentary Wi-Fi will be available in all guest rooms as well as public spaces. The optional upgrade will provide guests with 5Mbps of bandwidth, allowing for private VPN access as well as video streaming.
By offering a tiered approach, all guests can easily stay connected while offering faster connections for guests who require it.
Additionally, if guests utilize a Hello Rewards number for sign in, they will not need to re-go through the sign-in process during future hotel stays at any of our properties. This allows our guests to be connected instantly during their stay.
How often does RLHC conduct feedback surveys from consumers, and what other ways do you glean customer insights?
Linehan: RLHC conducts guest surveys via our post-stay survey, which is sent at the conclusion of a guest’s stay at a property. This is one of the primary ways that we hear the voice of the customer for the purposes of improving future experiences and it creates a 1-to-1 relationship with the customer. We removed the rating system and replaced it with a happy and sad face to indicate if you were or were not happy with your stay to convey simplicity and to increase the survey response rate. From there, we respond to all reviews from guests that indicated their stay was not up to their expectations.
Additionally, we have now begun to conduct quick surveys during a guest’s stay. This allows our team to get a quick pulse of how things are going and determine if there is anything we can improve on immediately.
We also gain customer insights and forge 1-to-1 relationships with consumers via our Hello Rewards guest recognition program, which encourages hotel staff to knowingly recognize guests by greeting them by name and getting to know what fuels their passions. Additionally, we utilize social media, our call center and events to glean customer insights.
What has been your biggest, most pleasant surprise since the Hello Rewards loyalty program launched?
Linehan: Hotel guests are ready to ditch points and be part of a program that personally recognizes them. The premise of Hello Rewards being points-free was a differentiator when the program launched in December 2014. Since then, guests have shown us that they are ready for a change. Personalizing communications, providing surprise and delight moments just because, and getting to know the guest when they stay at a property have proven to be very successful as indicated through the number of new members we have seen, as well as insight gleaned from our surveys, social media, and call center.