Coast Hotels case study header

A customer success story

Going The Extra Mile With Coast Hotels

Ben Guanzon, Executive Director of Information Technology, Coast Hotels

Ben Guanzon knows that, in the hospitality industry, excellent customer service doesn’t only start when the customer arrives on-site – it happens during all of the preceding interactions the customer experiences. The Executive Director of Information Technology for Coast Hotels, one of North America’s fastest growing hotel chains, aspires to a one-touch standard on mobile, where Coast’s guests are able to find the information they’re seeking and book their room within the fewest taps possible. It was this desire for a seamless research and purchase experience that led Ben to Mobify. Coast Hotels had already invested in a responsive mobile build, but Ben felt the site wasn’t delivering the experience the brand wanted for its customers or the traffic Coast had been anticipating. Layering Mobify’s adaptive platform on top of the responsive framework gave him the results he was seeking.

“By deploying our mobile site using Mobify, it gave us the opportunity to actually pinpoint specific components, or action points, that we could really focus in on and improve that one-touch approach for the customer.”

“Web developers will tell you, ‘Sure it’s responsive, it will work in mobile,’ but whether or not it can be truly optimized in a mobile context is a different question. By deploying our mobile site using Mobify, it gave us the opportunity to actually pinpoint specific components, or action points, that we could really focus in on and improve that one-touch approach for the customer. That was really the biggest driver, the fact that the responsive components of our website were not optimized correctly for the different types of mobile and tablet experiences that we wanted to have our customers engage with.”

Coast HotelsFor hotels, the importance of mobile engagement doesn’t end once the purchase has been made. Not only are guests relying on their mobile devices to research and book their stays, they’re also using them to manage their loyalty program memberships and access information and triprelated content (often via the hotel’s WiFi network) after check-in.

“Engagement with the customer is ever-increasing in the mobile space. Right from the initial engagement – the online presence, the reservation booking process, and ability to search for information – all that is going through a mobile platform. That then extends to the actual experience they have at the hotel, where again, everything that we’re trying to push in terms of the content has to be through a mobile platform,” says Ben.

“Mobify is out there targeting the whole mobile platform. We know everybody talks about it, but I haven’t really seen any other company trying to do the same thing that they are now.

Mobify is looking at opportunities in terms of how you engage with the customer, how you increase revenues using the platform and how you drive things out with very good key metrics behind it.”

Partnering with Mobify

For Coast Hotels, any investment in technology infrastructure needs to add value in one of three areas – business operations, bookings and guest experience. It’s the latter two categories where focusing on mobile has truly paid off for the hotel chain. Partnering with Mobify has allowed Ben and his team to serve their guests a more finely-tuned experience that has ultimately boosted Coast Hotels’ bottom line.

“If their strategy requires a much better mobile experience to hit their numbers, then they need to go down the path of working with Mobify.”

“Our mobile numbers are up, our revenues are up. As a starting point, just the basic navigational components of the mobile booking experience have certainly been improved through Mobify. Our ability to streamline that process has helped with how our users are now using the mobile platform. I think that our ability to pinpoint certain call to action areas has helped from a revenue generation perspective, because we now are able to actually display what we want to display. Going with Mobify has also allowed us to re-target the mobile-specific segment with a much richer experience for the guest.”

Ben knows that anticipating a guest’s needs before they even realize they have them is what separates a great hotel from a good one, which is part of what stokes his excitement for future collaboration with Mobify to continue to strategically optimize Coast’s pre- and post-booking customer experience as the hotel chain expands its North American reach.

Going the extra mile to optimize mobile beyond what responsive offers has paid off for Coast Hotels and Ben doesn’t hesitate to recommend that other brands seeking to give their customers a five-star experience do likewise.

“If their strategy requires a much better mobile experience to hit their numbers, then they need to go down the path of working with Mobify.”