People are very dependent on their phones and tablets—especially when they travel. In fact, a recent study found that mobile devices are considered the “single most indispensable item” by travelers. That puts them ahead of essentials like a driver’s license and toothbrush. With people that attached to their smartphones, it’s no surprise that the BYOD trend is gaining steam in the hospitality industry.
What is BYOD?
BYOD—or ‘bring your own device”— refers to the practice of having employees (or, in this case, customers) access applications with their personal devices (instead of using company-owned ones). It’s a trend that makes sense. Virtually everyone is already carrying a powerful phone or tablet around with them. And it’s a device they have experience on and feel comfortable with. So why not let them use it and save on hardware costs?
How can BYOD be used in hospitality?
BYOD policies have been adopted in many industries to great effect. And hospitality is no exception. There are many ways a BYOD-friendly environment can benefit lodging operators (and their guests).
In-room applications >> Many lodging operators have equipped their hotels with in-room tablets. These devices act as control centers, with applications for lighting and climate control, ordering room-service, and making requests and reservations. They’re a great addition to any room, but all those tablets add up. If you adopt a BYOD system, your guests get the convenience of centralized control without the cost (not to mention the ongoing maintenance) of expensive hardware for you.
Streaming >> Whether it’s Netflix, YouTube, Spotify or any of the many other options out there, most people use at least one streaming service. And these types of platforms are only going to get more popular. Creating a BYOD environment means guests can access the content they know and love while staying at your property. And it’s a great opportunity to upsell. 60% of respondents in a survey said they would pay between $3.99 and $6.99 for the ability to stream personal content.
Keyless entry >> Another hospitality trend enabled by BYOD policies? Mobile keys. A simple app allows guests to unlock their door with their smartphones. Not only is this more convenient for them, but it also saves you—and the environment—the cost of printing all those plastic keys (Did you know a 200-room property goes through roughly 12 000 per year?).
Mobile check-in >> Becoming more mobile-friendly is all about making your guests’ stay more convenient. And providing the opportunity for mobile check-in does just that. It’s a chance for customers to skip the queue and they welcome it with open arms.
Things to consider
We’ve talked a lot about the benefits of a BYOD hotel, but there are a few things you should consider when jumping on the bandwagon.
Infrastructure >> Setting up a BYOD-friendly property does involve some initial investment. If you want to offer personal streaming in your rooms, you’ll need TV’s with streaming capability (think smart TVs, Chromecast, or Apple TVs). Keyless entry requires compatible door locks. And climate control applications have to be paired with smart lights and appliances.
Bandwidth >> Another concern with a BYOD environment is bandwidth. Relying on guests’ personal devices means free WiFi is a must, and that could put a strain on your internet service. That being said, WiFi is so important to guest satisfaction these days, that you’ll probably need to invest in as much bandwidth as you can get regardless.
The ubiquity of smartphones and other mobile devices has changed the hospitality industry in many ways, especially when it comes to consumer expectations. Personalization is the name of the game and creating a BYOD environment is a great step in that direction.
