Technology
by introducing features such as competition, incentives, challenges and feedback into non- gaming circumstances. Gamification in the hotel sector goes beyond typical loyalty programmes and awards by utilising game concepts to improve customer engagement and satisfaction.
Why does gamification in hospitality matter?
The hospitality industry is perfect for this concept. The most significant benefit for service-based businesses (like those in the hospitality industry) is that they build customer loyalty. By gamifying a core component of your business, you incentivise your customers to stick with your company to possibly ‘win’ the game. Let’s have a look at some of the benefits:
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Enhanced guest engagement: by adding an element of play and enjoyment to the experience,
gamification may increase guest engagement. Guests are more likely to recall and value their stay when they actively participate in enjoyable activities or challenges.
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Better loyalty and repeat business: hospitality companies may encourage repeat business from their visitors by providing incentives and prizes for involvement. A well- thought-out gamification system may foster a sense of accomplishment and loyalty in users, increasing the likelihood that they will make future reservations with the same business.
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Revenue growth: gamification has the potential to boost revenue, as well. For instance, visitors are more willing to spend money on services like eating, spa treatments or hotel reservations in order to accrue additional incentives when they receive points or awards for particular acts.
Examples in the industry
Some of the best examples of this are found in hotel and airline loyalty programmes. Both use gamification to encourage their clients’ competitive spirit and make their brand more memorable overall. An excellent example of gamification in the hospitality sector is the Hilton Honors app. Through the use of the app, visitors may purchase room service, use a mobile key and check-in, among other activities that earn points and incentives. These points may be redeemed by visitors for extra nights, hotel upgrades and other benefits. Additionally, before checking in, customers may use the app’s ‘Choose Your Room’ function to select their room from a digital floor plan. This feature gives visitors a sense of empowerment and lets them actively participate in personalising their stay. Some hotels like The Great Escape Lakeside in Florida, US, are using gamification creatively, by transforming their space into exciting places for visitors to go on adventures. An interactive tablet is given to each guest upon check-in, signalling the start of a journey with a narrative that unfolds throughout the hotel.
There are cleverly placed puzzles, riddles and clues throughout the site. To advance, tourists must decipher concealed messages and overcome obstacles. As visitors progress, they may unlock the hotel’s hidden mysteries and improve their entire experience by earning rewards that range from complimentary snacks to unique luxuries. Some hotels even go over and above by providing themed rooms that correspond with the activity, giving visitors a more authentic experience. Gamers can opt to participate alone or in groups while using collaborative gaming, which promotes a competitive and sociable
18 Hotel Management International /
www.hmi-online.com
www.hmi-online.com
chuckchee; VectorPixelStar/
Shutterstock.com
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