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THE ON


ntegrated mobile ordering solutions might not yet be commonplace in hotels, but with all the benefits they can offer – from improving efficiency to


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allowing operators to fully understand their guests and ultimately putting them in a posi- tion to be able to deliver higher levels of cus- tomer satisfaction – it’s no surprise it’s the direction in which the industry is heading. There’s no doubt that mobile is starting to play a much bigger role in hospitality. Accord- ing to a survey by mobile ordering solution provider Wi-Q and The Caterer, 92% of hotels see mobile technology playing a role in their business in the future, with multi-language options, upselling capability and allergy- specific menus all scoring high in what hote- liers are looking to technology to provide. Peter Agel, global market segment manager at Oracle Hospitality, has seen a similar trend. “There is an increasing willingness to allow


18 | Technology Prospectus 2017


mobile devices to become the centre point of guest interaction, in particular during certain parts of the guest journey (searching, booking, rating and sharing),” he notes. “And we also see that hospitality customers are adapting guest interaction during the hotel stay or for their restaurants to allow interaction with guest mobile devices (online check-in/ out, searching things nearby, online ordering and table reservations).” Guest expectations are only going to get


higher. Not only are customers increasingly looking for solutions that are quick and easy, they’re also getting sick of apps clogging up their smartphones. As Patience Tagborlo, head of partnership solutions at Wi-Q, which offers cloud-based mobile ordering solutions that can be used on any device, explains: “Custom- ers don’t want to wait to order and pay, so they absolutely want to use a solution that makes the process quick and simple. They also don’t


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