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Online WeChat applet, Hilton playing digital new practice

via:博客园     time:2018/6/12 14:43:25     readed:296


The ever-changing changes in technology circles impact many ancient industries. Hotels are one of them. In recent years, digitalization and intelligence have become popular words in the lodging industry. New and old hotels are facing challenges in terms of mode and concept. But digital transformation is not easy, especially international chain hotels, they tend to be relatively cautious, because even a few minor changes, but also lead the whole body.

From some details, the pace of digital reform of some hotels is still slow. The voice box in the room still stays in the age of 30 iPhone 4/4s, no USB charge, only cash or credit card, television is still cable TV. Although it is no harm, it is unwittingly affecting the impression of the hotel in the heart of the consumer, not to mention the need to move in, check out and invoices. Manual handling, and so on, is a great reduction in efficiency.

Hilton's small program, the new direction of hotel intellectualization and localization

Of course, the hotel industry is also keen to innovate and keep pace with the times. The large hotel group basically has the official network and the WeChat public number and other electronic channels, while Hilton's newly launched WeChat small program is a new attempt by the multinational hotel group in the localization.

Hilton Mini Programs contains details of 19 hotels north of Guangzhou and Shenzhen


The function of online booking and invoicing is a direct reflection of Hilton's user thinking. After all, in an era of efficiency first, it is difficult for high paced businessmen to wait half an hour in front of the front line for invoicing, and Hilton uses a simple function in the small program to solve the problem that has plagued hotels and guests for a long time. Hilton has already taken the first step in taking account of the external conditions, and explored the new direction of user service by means of technology.

Why do hotels pay more and more attention to the so-called

Consumption upgrading is the most frequently mentioned concept in recent years. Behind this concept is the increasing number of middle class in China.

According to the data published by the National Bureau of statistics in January this year, it is conservatively estimated that at present, the middle income group in China has more than 300 million people, accounting for more than 30% of the global middle-income groups. At the same time, 85 and 90 after becoming the main body of business travellers, also derived from more entertainment, personalized needs. For them, this does not mean that the pain point of the consumer can be hit only by the piling up of luxury hardware, and they have a higher expectation of the experience that the hotel can provide. This will test the hotel's understanding of customers and consumption.


Therefore, we will see that the domestic hotel group, which was originally the main economic Fasthotel, has been upgrading the brand, and the new hotel brand has also begun to take the fashion of the fashion. Even the international chain hotel group, which is richer and more diversified, is also actively catering to the trend of consumption upgrading.

In addition to the price and quality of the Fasthotel, another notable change occurred in the guest room, the front desk, and even from the booking to the occupancy.

The small program we mentioned earlier is another embodiment of Hilton's experience in improving guest experience through technology. As you can see, Hilton's user service has been extended from the store to the outside of the store, and to provide information and services outside the hotel for the activities and requirements of guests' accommodation, and to raise the accommodation experience to a new height. The localization of WeChat's complete ecosystem and the foundation of linking people and services is another major innovation of Hilton's digital transformation in the Chinese market.


If it is to provide the surrounding amusement information is also an icing on the cake, then the online reservation Invoicing function is just right to hit the user's pain point is beyond the expected surprise. As long as the guests fill in the necessary information, such as the rise of the invoice and the date of the stay in the small program, you can go to the front desk in the appointment time to get the ticket, the operation is concise, and it does think what the user wants. Even if the hotel does not do this, it has no impact on its own business, but it is the improvement of these subtle points that have improved the final experience, and it is invisible to the customers' expectations of the hotel, and the good accommodation experience is supposed to be the case. It would be a good thing if we could push the whole hotel industry to reform.

Science and technology and innovation are the future direction of the hotel

Our impression of the hotel was a sleeping place, but now the hotel has developed into a combination of accommodation, catering, tourism, retail and other services. Taking Hilton as an example, the Hilton Hotel in Hongqiao, Shanghai, has launched a "WeChat order" service. Guests can get a better living experience through a more agile and intuitive way of ordering a meal than a line phone. Combined with the technical capabilities of WeChat's small program, the ability of this "WeChat ordering" can be easily embedded into small programs, thus giving more hotels.


It is foreseeable that with the expansion of the hotel service capacity and the scene, the optimization and upgrading of the space also becomes larger, not only to cater for green and clean environmental trends, but also to embrace digital and artificial intelligence. How to use innovation and technology to bring more comfortable housing experience to consumers, Hilton's approach may give some inspiration to the hotel industry.

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