Hotels use digital F&B to compete with Uber Eats

The hospitality industry has always embraced technology, and the modern guest expects no less. Guests want simpler ways to interact with services and want to be informed and communicated within better ways and in any language. 

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Hotel room service has always been a tough sell. It’s expensive both to order and to operate, looks extravagant on a business traveler’s expense report, and for most people, goes against the very point of travel: to get out and explore new sights and cuisines. Room service revenue industrywide is down more than 25 percent since before the recession, according to CBRE, a commercial real estate firm.

Although 80 percent of guests expect hotels to have an on-site restaurant, only 72 percent will use it, and only for breakfast. And even though many hotels offer a room service menu (many 24 hours a day), 81 percent of hotel guests say they would never use it. In the future, room service deliveries from external companies are predicted to rise by 83 percent.

Hotels, then, have a problem. They either need to fight back, banning food deliveries and making room service more appealing and affordable, or embrace the lifestyle shift and encourage and collaborate.

Several hotels already have a mobile application to streamline their services, to be able to check-in and check-out through the telephone, request room service, communicate with the hotel staff, as well as find local information and order food. 

An interesting fact is, on average, a hotel spends 2 dlls per day on printed paper per day: menu, hotel information etc.  Switch to a digital format has the facility to update information directly, reduces printing costs, time and improves its service.

The best way to fight back to the food delivery industry is with the right omnichannel strategy within the hotel. Each channel available at the hotel leads and facilitates the guest to improve their service and increase preference, revenue, and loyalty.

Kiosks and display screens showing the special of the day will surely encourage guests to reserve a table at the hotel’s restaurant or ask to something at room service. 

All available consumer channels from Mobile, digital signages and kiosks around the hotel have the facility to communicate and update at the moment, giving the guest the ease of ordering, booking and enjoying in the comfort of the hotel without having to resort to a food delivery app.

As well, well organization need to look at how digital food ordering can decrease costs, and increase point of sale purchase.   Providing guests with pictures and upsell opportunities as well as prescheduling ordering.    

Are you planning to grow your Omnichannel ordering capabilities? Send us an email and we’ll be more than happy to share with you what we have done and how we can help you accomplish your guest experience goals. info@omniexperience.com.  For special revenue calculator simple send us an email we will help you show management the potential of digital ordering.