Since launching the first iteration of its mobile app in 2012, The Ritz-Carlton Hotel Company has conducted extensive research with global affluent consumers and studied user preferences to ensure the next version of the company’s mobile app enhances global travel. Recognizing the importance of the rising segment of Gen Y travelers, special focus was laid on the extension of digital services and experiences throughout the guests’ stay. Accommodating the younger travelers’ ‘mobile first’ approach to connect with brands, the first iteration of digital guest services will launch exclusively as a mobile platform.
Digital services will provide guests at all 87 Ritz-Carlton hotels worldwide with touch points to truly enrich their journey from the time of initial trip planning until their departure from the hotel. The Ritz-Carlton sees the opportunity to connect more closely with guests through advanced mobile functionality, as it continues to create content to better serve today’s global traveler, providing options for guests to communicate based on their particular preferences and needs.
The Ritz-Carlton mobile platform was re-launched on August 12, 2014 with a fully redesigned mobile website as well as iOS and Android apps.
Quick Overview of The Ritz-Carlton App Enhancements:
- Check-In, Check-Out
- Service Requests
- Real-Time Folio Review
- Exclusive local content and offers at all hotel
- Mobile food and beverage ordering at select hotels (In-Room-Dining / Poolside Ordering)
- Shareable Travel Posters
Special focus was laid on the systems integration to ensure the flawless operational execution at all 87 Ritz-Carlton worldwide. After setting up and evaluating pilots at hotels in all continental regions, the brand-wide selected platform now directly integrates into existing property systems (PMS), allowing the platform to work with existing workflows and decrease turnaround times. This extensive integration into property systems marks an industry-first approach.
With The Ritz-Carlton Hotel Company operating in 29 countries and territories around the world, the new mobile guest services platform will be available in multiple languages. Besides English, the platform will be available in Chinese, Japanese, French, German, Russian and Spanish in order to welcome and serve our guests in their local language. The company plans to add more languages are at a later point in time.
The global reception and assessment of the new Ritz-Carlton Mobile Guest Services platform was extremely positive. Press reviews (Examples: Forbes | Luxury Daily | Hotelier Middle East | Shankman | PSFK | ClickZ) covered the launch extensively and highlighted the depth and reach of the program.
Guest reviews (app store reviews average at 4.5+ stars) are overwhelmingly positive as well. In addition, quantitative results speak for themselves: Of all guests receiving an e-mail inviting them to perform mobile check-in, 18% complete the digital check-in process – a stunning success and conversion rate for an industry-leading program.
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