Crowne Plaza is using three European properties to trial new efforts at complete connectivity. The trials were driven by guest insights collected from 6,4333 in-brand business travelers.
From this feedback, the brand identified ways to help their guests succeed professionally - something that came up repeatedly, as guests sought features that helped them be better at their jobs. Guests identified personalization as a key way to achieve this, as their needs vary according to work style, schedule and day-to-day priorities.
This core insight led to four specific trials:
1) Energy Essentials: This program deploys "Run Stations," which are a starting point for runners with maps, hydration and towels to most easily take advantage of running while traveling. Complimentary water and fruit are also available across the property, and healthy snack boxes round out the assortment of energy-producing amenities.
2) Fast and Fresh: A fresh menu is carefully crafter to deliver tasty, fresh meals, quickly prepared and ready to go whenever the guest desires.
3) Breakfast-to-Go: Sometimes getting a decent breakfast in the morning can be difficult, especially when considering schedules. Calling in room service gives a longer window to arrival, or putting out the door hanger only gives a broad 15-minute window for delivery. This means that business travelers must either get up earlier to eat in-room or downstairs, pick up something to go, or skip breakfast. This trial creates breakfast options that are available in boxes, ready to eat in-room or on-the-go.
4) Completely connected: A constant gripe of business travelers is the lack of full, cross-device connectivity. This technology trial ensures that all devices can be charged simultaneously, and that guests also have access to secure WiFi printing. The idea here is to deliver an experience that boosts productivity and makes it easier for guests to do better business. This and thus have a successful trip that hopefully leads to many more.
In the discussion of the trials, Anthony Worrall, General Manager of Crowne Plaza London – The City, said:
“We have received valuable feedback from our guests and the overall lesson we’ve learned is that listening to what our guests are saying, through IHG’s research, has enabled us to give them a better experience. The pilots have been very well received by our guests and we’re proud that we have been able to enhance their stay.”
The pilot trials will be analyzed throughout the rest of the year, with the aim of rolling out the most successful features in early 2014.
NB: Fresh fruit and water image courtesy Shutterstock.