Conrad Hotels – Want Softer Pillows? There’s An ‘App For That!


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Imagine getting back to your hotel after your early morning jog and your breakfast is there waiting for you just how you like it! Imagine arranging your airport pick up just by tapping on your iPad as you land! Imagine getting the pillows you want via your smartphone!

Well, The Conrad Concierge App will help you do just that! Their Dramatically and Demonstrably Different’ approach to creating a personalised customer experience is number #20 in our 3D Challenge search for 100 ideas.

The ‘app’ integrates with the booking and management systems of their 20 hotels worldwide and with a few simple clicks, users can manage a range of services including room service, transportation, local attractions, spa appointments, housekeeping requests, wakeup calls and more – and it can do so in 13 different languages!

They are a great example of ‘Establishing a Dramatic Difference’ (3D Characteristic #2) by identifying what customers want and then responding!

Research by Conrad shows nearly 75% of consumers use a smartphone, tablet or computer when booking elements of their travel, and that 77% of travelers value service when selecting a hotel. Additionally, nearly 70% of U.S. travelers prefer hotels that can customize their experience to reflect their personal desires and anticipate their needs.

It’s also clearly targeted at a specific group of customers (Choose ‘Em Or Lose ‘Em! is an ingredient of 3D Characteristic #2) “Conrad guests represent a new generation of global travelers for whom life, business and pleasure seamlessly interact,” said John Vanderslice, global head of luxury and lifestyle brands at Hilton Worldwide. “Conrad Concierge allows for this interaction by putting the control in the hands of our guests. Whether it’s scheduling a wake-up call while you’re at a business dinner or booking a relaxing spa treatment, this new app offering allows for a seamless and intuitive experience”

And finally, it’s a great example of 3D Characteristic #3 Create Delighted And Devoted Customers by being ‘easy to deal with’ and by creating a ‘personalised customer experience.

Lessons for you?

  • Are there specific types of customers that you could / should be focusing on?
  • What are their needs and preferred buying behaviours?
  • How can you make it easy for them to buy from you and deal with you?
  • How can you ‘persionalise’ the experience?

And just to clarify…. it doesn’t have to be an ‘app’ that does this for you – it just ‘appens to be the way they chose to do it!

Republished with author's permission from original post.

Andy Hanselman
Hi there! I help businesses and their people create competitive advantage by 'Thinking in 3D'! That means being 'Dramatically and Demonstrably Different'! I research, speak about, write about and work with businesses to help them maximise their sales and marketing, their customer service and their customer relationships.


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