When luxury hotels design their digital platforms, they have to take into account guest preferences but be sure to hold true to their brand. They also need to anticipate a customer's needs in terms of connectivity. "Patrons can find themselves paying for computer access [from] their rooms and then needing to buy a separate plan for an iPad or phone in the hotel restaurant if mobile service is weak. These additional charges may translate into guests feeling the hotel does not understand their needs," writes Carol Banks Setter, national director of insights and innovations at Band Digital.
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