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Singapore hotels offer mobile services to improve guest satisfaction

Nurdianah Md Nur | Jan. 22, 2015
The move hopes to improve the industry’s 2014 customer satisfaction score of 69.4 percent, which is a 10.4 percent drop from 2013.

Some hotels in Singapore are offering complimentary mobile services to their guests in hopes of targeting tech-savvy travellers.

The Park Hotel Group, for instance, invested nearly S$300,000 (US$240,000) in Grand Park Orchard's free smartphone service. Dubbed the "handy", the service enables guests to make unlimited local and international calls to 27 countries, as well as provides unlimited 3G data and a built-in city guide via the smartphones installed in all the rooms. 

"The hotel absorbs the cost as the management sees it as hugely beneficial to enhancing the guest experience, which will translate to more return guests," Tan Shin Hui, the group's executive director and head of marketing communications, told local media MyPaper.

Meanwhile, the Bay Hotel offers a mobile check-in service. Guests can check in by sending  a code to the hotel via SMS on their mobile device. They will be greeted by the hotel staff upon their arrival to help them complete their registration.

 "We are able to register the guest while walking to the lift, or even in the lift or their rooms, using the hotel's tablets so that guests don't have to proceed to the front desk," Bay Hotel's rooms division manager Nigel Vsandh told MyPaper. He added that the service has reduced the average waiting time to check-in from six minutes to just one minute.

According to the Customer Satisfaction Index of Singapore survey released in November last year, only 69.4 percent of the customers were satisfied with hotels in the republic this year. This figure represents a 10.4 percent decrease from 2013 and marks hotels' poorest performance since 2009. Hotels are thus banking on using technology to hopefully improve guest satisfaction this year.       


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