Has been proven in properties such as the MGM Grand in Las Vegas. According to James Hogg, as director of operations for the MGM Grand Skylofts, the Digital Door Viewer is a simple yet significant upgrade on an old-fashioned hotel room aspect. “One of my colleagues had gone to a trade show and saw the Digital Door Viewer and it just makes perfect sense,” he said. “I mean, we bought it because it looks good, but you don’t realize how much it can change your guests’ perceptions.”
The Skylofts wanted something that surprises guests and adds to their experience. Based on the feedback
given at the Skylofts, the Digital Door Viewer is fulfilling those needs. “I’ve never, in a hotel, seen 99% of the
guests love something so much. They ask how they can get one for their house,” Hogg noted. “One guest
even put it this way: ‘I want people to ring my room doorbell just so I can look through it.’ People love playing
with it. It’s tactile and smart.”
The need to differentiate from competitors has turned into a multi-million dollar investment for today's
hotel companies. While a differentiation strategy does not allow a property to ignore costs, it cannot let costs
become the primary strategic target. The race for differentiation has incited increased rivalry within the
hotel industry; hotels continue to spend millions of dollars to gain a competitive edge.
Differentiation and keeping the hotel property looking bright is so important that the Wilshire Grand Hotel in
Los Angeles is spending USD 20 million on guestroom upgrades even though the property is scheduled to be
torn down in two years.
By Hamza Hasnain
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