MICROMARKETS


A new way to improve hotel guest experiences


Micromarkets and SmartFridges are helping to address the unique challenges faced by the hotel sector to enhance customer experience. Currently the hotel sector is facing an unprecedented staff crisis.


Attracting the right people has become extremely challenging and with reports suggesting that one in five workers have left the sector since the global pandemic, the sector is seeking innovative solutions that enable it to still offer great customer service with a reduced workforce. This prompted food tech specialist, Selecta to carry out a survey to assess what really matters to hotel decision makers when it comes to enhancing guest experiences and increasing operational efficiency and there were four key areas that were deemed important: - The experience economy – people now travel with a purpose and are looking for their hotel to deliver an experience not just a place to stay


- Food is the mirror of the soul – the increased focus on wellness means that functional food is becoming more important. Anticipating and meeting these health-related needs will position hotels for greater success


- Automation – convenience is key for consumers. Having hotel technology that facilitates this is important such as apps that open rooms, self-service solutions for food and beverage and online booking and payment options


- Sustainability – today’s traveller wants to stay in a hotel that has integrated green practices in all areas of business including eco- friendly options, sourcing local suppliers and reusable items According to Selecta UK & Ireland managing director, Paul Hearne, in the food and beverage space, micromarkets and SmartFridges help to address each of these points. A small retail area that offers a variety of convenience products such as snacks, sandwiches, sushi, salads and beverages for purchase without the need for a staffed cash counter can improve the overall guest experience.


The plus points of micromarkets


Head of operations at SBS, the makers of Vendmanager and Coffeemanager, Dan Varney always recommends a clear focus on the commercial benefits of micromarkets.


He lists the following as the major benefits:


• Increased workforce satisfaction: micromarkets improve employee morale and satisfaction through convenient, affordable, access to a wider (better) variety of food and drink options.


This technological advancement means that hotel guests can access snacks, high quality coffee and other every day essentials at their convenience, 24/7 without needing to leave the hotel. The systems are cashless so speed of use is optimised. Hotel guests simply swiping their card or tapping their device before making a selection and leaving. There are no lengthy queues, no need for physical cash and no staffing costs for the hotel. Installations of this type in the hotel sector are on the rise as hotel


groups look to create a welcoming environment, cater to all guest needs at the same time as reducing overheads. Guest experience is placed at the heart of the micromarket with a broad selection of products available from fresh food (sourced locally, delivered daily and serviced by the Selecta team) to quality bean to cup coffee solutions. The size of the micromarket can be designed to fit the available space in a hotel lobby or other communal space and can be branded in keeping with the hotel interior. Hotel guests can simply ‘grab and go’ before either returning to their rooms, sitting in the communal areas of the hotel or leaving to go to meetings or exploring the local scenery. As an increasing number


of hotel guests are looking for a premium experience with the minimum amount of fuss, the micromarket offers a seamless solution to create a great food and drink offer without the need for additional staff and increase the overall profitability of the hotel.


• Improved productivity: with on tap access to healthy and convenient food and drinks, employees are shown to be more productive, with greater focus on their work. They are also less likely to go off site during breaks.


• Enhanced image: micromarkets help businesses to project a positive and healthy corporate/brand image.


• Increased customer engagement: loyalty apps can help businesses to engage more deeply with their customers by providing exclusive offers, discounts, and rewards, to encourage greater customer satisfaction and brand loyalty.


• Reduced labour costs: self-service means less need to hire staff.


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