Intelligent in-room entertainment

Rapid advancements in technology in tandem with the pandemic have led to an increase in technology upgrades in households, which has influenced guest expectations during their hotel stays.

Smart features are now integrated into the same devices people have been using in their homes for decades. As more households adopt upgraded technology like Ultra HD televisions, smart security systems and smart refrigerators, all impacted industries must also adapt and evolve to maintain or gain an edge over their competitors. To win that hotel booking time and time again, hoteliers must be familiar with the Australian home entertainment experience and invest in long-term entertainment solutions that meet or better those expectations.

When guests are kept engaged in their hotel room, they’re more likely to stay on-site, potentially book a massage or decide to eat in the hotel restaurant. This is where a product like Foxtel Business iQ comes into its own, enabling guest communications through the TV screen found in virtually all hotel rooms. Hoteliers can access the ability to strategically advertise hotel amenities and facilities directly to guests. Send messages to all rooms about upcoming sporting events at the hotel bar, or display pop-up ads whilst guests look for something to watch. Foxtel’s Business iQ provides more than just entertainment; it provides an opportunity to cross-sell hotel services and act as an online booking service for hoteliers.

A household may be able to upgrade their television every few years, but this presents a financial burden for hoteliers maintaining high-quality in-room entertainment.

When traveling, people are faced with unfamiliar environments. Getting around their destination and performing what would be routine activities at home (e.g. buying a bus ticket, navigating to local attractions, making their way to a meeting in an office they've never been to, etc.) are all potential stressors. When they reach their hotel room, it is important for them to be able to unwind and relax. So when guests need some downtime and home comforts, they turn to in-room services.

Guest satisfaction is also influenced by environmental factors. International guests may be jetlagged; parents may have children who need to be kept entertained; some people may simply value relaxing in their hotel room, watching shows and ordering room service. Therefore, hoteliers that provide access to modern in-room technologies benefit not only from satisfied guests who are likelier to return, but also from the potential to increase revenue with in-house services.

A common misconception in the hotel industry is that casting devices alone will satisfy guest in-room entertainment needs. Whilst casting suppliers may be the cheapest entertainment option, those who prefer streaming their own apps may not prefer casting, as people don't cast at home and often prefer to find something to watch quickly and easily.

International guests streaming apps will be geo-blocked and unviewable. Guests also often max out their logins for a new device and smart TVs outdate very quickly.

Foxtel Business iQ viewing data also shows that when guests are presented with live television, On Demand and streaming content choices, on average they choose to watch live television for 92% of their viewing time; On Demand content for 6% of their viewing time; and casting for only 2% of their viewing time. Furthermore, according to Deloitte's Media Consumer Survey 2022, Australians top home entertainment activity is watching live television. In a competitive environment where guests spend an average of 2.5 hours per day watching television, it’s never been more important to provide a future-proof entertainment system that caters to how all guests choose to consume content.

With Foxtel Business iQ hoteliers benefit from a one-time investment in cloud-based technology that continuously updates in response to global changes and user behaviour. The Foxtel live channel lineup includes access to over 50 sports, entertainment programmes, movies and documentaries. Hotel guests can also watch over 20,000 hours of movies and TV shows On Demand. And if guests prefer to watch shows from their own streaming apps, they can cast them using Business iQ's inbuilt casting feature. There’s also over 700 titles added every month, so there's always something new and exciting for new and returning guests to enjoy.

To upgrade your rooms, visit foxtel.com.au/biq or call 1300 792 883.

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This will continue to enhance the guest experience whilst new apps for content continue to grow.

Why is it important to seek expert help from a hospitality supplier?

Working in partnership with the hotel to deliver a superior system is the key. A great hospitality supplier has data on guest experience and in-room content consumption. The right vendor partnership provides a positive guest experience by offering 24/7, 365-day support to the hotel and the guest maintaining that high level of guest experience.

What can go wrong without expert guidance?

The relationship between the property and the provider starts the day the system is commissioned. There might only be limited support requests, but the importance is that when the phone rings, there is someone to answer it and resolve a problem that might have popped up, to ensure the guest experience is maintained.

Importantly Mr Saayman added: “Do your research and reference check other hotels who are running a casting system. Take the time to visit or stay in a hotel where the desired system is operational. Don’t just go by the sales pitch in front of you, understand what you are buying.”

From your perspective how do you see the current landscape for guestroom entertainment in hospitality?

Guests still expect content diversity and choice. A common misconception among hoteliers is that casting alone will meet guest expectations. Our viewing data continues to indicate that they prefer a wide variety of entertainment provided to them with the added option of casting. Providing guests with the option of how they consume their entertainment ensures that hoteliers are catering to all their guests’ needs.

What current trends have you seen in guestroom entertainment?

There’s much more of a shift towards the TV providing more than just entertainment. Having an entertainment system that also allows them to view information on available hotel amenities along with the ability to connect with hotel departments such as ordering room service or making bookings at hotel facilities provides guests with a much smoother experience by allowing hotels to streamline their processes and therefore reduce service wait times.

Do trends change depending on the type or age of the guest?

Older demographics typically prefer to watch traditional linear TV, and younger demographics tend to use devices more and in shorter time periods. Business travellers also frequently want to watch the news while they’re getting ready for their workday, so we see high viewership of news channels between the hours of 7am to 9am.

What considerations do you recommend for those seeking to upgrade their guest entertainment offerings?

It’s important to provide a future-proof entertainment system that provides everything you need all in one place. A solution that caters to how all guests choose to consume content and evolves in response to global changes is ideal.

What entertainment solutions should be prioritised to stay ahead of the pack, and ensure guest satisfaction?

A fully integrated platform that delivers everything your guests want and everything your business needs. A platform that has future-proof technology that interacts with your guests and provides them with a more personalised stay.

A great guest experience can be delivered seamlessly with Foxtel Business iQ.

What if they have a limited budget?

It’s a very competitive marketplace. It’s always imperative to speak with as many operators as possible to get the best deal as the cheapest option might not be the best investment in the long-term.

In what ways do you suggest operators can provide guests with the perfect luxury entertainment solution?

It’s a combination of providing them with a large choice of linear channels, on-demand content, and casting to cater to everyone’s viewing habits. Then use the TV to give them access to all the information they need to enjoy their stay, as well as connecting them with hotel services to make for a smoother experience.

We’re seeing hotels that have our Business iQ product installed that are providing in-room dining menus on the TV so guests can then order room service via their phone using a QR code or providing information about the spa or restaurants and again providing a QR code for the guest to book their treatment.

At home, we’re used to ordering a takeaway on our phone or booking a restaurant so why not replicate this convenience in hotels?

What are your tips for small accommodations and holiday parks when purchasing or replacing entertainment solutions?

With regional drive markets booming since the pandemic, guests’ expectations also intensify, especially with the increase in spending. Small accommodations should consider mirroring what CBD/metro accommodations are doing as they often have similar demographics. My advice is to speak with your entertainment experts to consider all options.

How do you think the rise of casting/streaming has changed the entertainment landscape?

With rising costs in power, food, staffing and supply chain issues, casting has become the cheapest option for entertainment. But hoteliers should consider factors like international travellers not being able to cast their streaming apps in Australia because they’re geo-blocked and ensuring that they’ve got strong enough wifi to support a casting-only option, especially during peak times for in-room viewing. Foxtel delivered by satellite is much more reliable than casting via a limited internet connection.

What do you think the future holds for hospitality TVs?

TV software can outdate very quickly, as can reliability. It’s an expensive exercise upgrading hospitality TVs every time there is a fault with the picture, sound, or embedded apps. Our belief is to keep in-room technology devices and the TV separate. It is the far less expensive option to replace a standard TV as opposed to a hospitality TV.

Why is it important to seek expert help from an industry supplier?

As it’s a competitive marketplace, the more suppliers you speak to, the better understanding of your needs you will gain. There is also the constant evolution of technology, so planning for the future is imperative. What can go wrong without expert guidance?

Choosing the wrong solution can result in high maintenance costs, expensive equipment replacement, poor technical support, and lengthy contracts you can’t get out of. Sub-standard delivery of products can also negatively impact a guest’s stay and result in poor online reviews. It’s vital to speak with long-standing industry experts and diligently choose the best solution for you and your guests. Finally, Mr Wiedemann said: “After the pandemic, there has been a greater focus to create a superior and more personalised guest experience." He asked: "Are the decisions you are making enhancing your guests’ stay? That should always be front of mind.”