Hospitality marketers’ recent embracing of mobile technology has prompted many hotel brands to employ their own or third-party concierge solutions to drive room service ordering and easy communication with staff in a bid to personalize guest stays even more. Experts also suggest that teaming up with a third-party vendor is a smarter solution than marketers attempting to create their own branded experience, although SMS can still play a critical role. “It’s no surprise that hotels are looking to increase communication with the guests, as that translates directly into more revenue per room, or repeat bookings,” said Scott Michaels, executive vice president at Atimi, Vancouver, Canada. “I think we all can tell that hotels struggle with this in general, especially when it comes to technology. “A great example is the room phone, which used to be a profit center for the hotel,” he said. “Now, it’s a loss as everyone uses their own mobile phones than ever pick up the one in the room. “So, hotels are adopting more technology in an effort to increase the revenue per room. That comes in the form of this SMS campaign, or in the form of tablets that are embedded into the room. Those do more than just turn the lights on/off or replace the old alarm clock, they also try to prompt guests with room service, or local business partner restaurant and nearby entertainment deals.” Get the full story at Luxury Daily