W Boston - Mobile Dining Solution
“Mobile dining enriches the guest experience and provides an easy means of ordering, which has led to a 46% increase in F&B revenue.”
Hotel Overview
Immersed in the music, fashion and art of the downtown district, W Boston is a contemporary hotel of style and sophistication. This boutique hotel showcases signature amenities, custom décor and stunning views of the iconic Theatre District. Guests can savour New England staples and international dishes from the Gallery Restaurant in the comfort of their rooms and their recently renovated suites that offer modern amenities and feature stylish dining and living rooms with iconic views of the city skyline.
“Mobile dining has increased our F&B revenue by 46%. It has had a huge impact on sales, and it has effectively changed the way we manage room service orders. It enriches the guest experience and provides an easy means of ordering.
And with 80% of room service orders now processed online and seamlessly going straight to the kitchen, it saves our Welcome Desk team time and headaches, so it’s definitely here to stay!”
Hotel Requirements
The hotel wanted a contactless, seamless ordering facility for in-room dining to alleviate pressures on their Welcome Desk staff.
They wanted to provide a digitalised, attractive ordering experience for guests to drive order value.
Being a Marriott property, mobile dining was easy to implement and a good option to improve room service and maximise F&B ancillary revenue.
Solutions Installed
Mobile Dining App Benefits
High Guest Uptake
Over 80% of F&B orders for room service are placed online. Guests enjoy the simplicity and ease of the platform so uptake is high. Guests are told about the platform at check-in and QR codes are displayed in the bedrooms. The platform can also be accessed through the hotel’s website (where all the F&B outlets are promoted).
46% Increase in Revenue
The hotel serves up everything from breakfast to bubbles - guests can enjoy a variety of items from omelettes and toast in the morning, to flatbreads and burgers in the evening – all clearly displayed on their online menu. Guests can schedule an order for later and either have it delivered to their room or arrange a pick-up.
As a result, and due to guests enjoying the seamless, uncomplicated ordering experience, in just 6 months, the hotel has increased ancillary F&B revenue by 46%.
29% Increase in the Number of Orders
With online ordering being an easier, more convenient means of placing an order (compared to over the phone), the order volume has increased by 29%. The hotel receives orders throughout the day from guests who enjoy spending time in their luxury rooms and suites. They also receive more orders on bad weather days, in Autumn and Winter especially, and even on windy days.
Frees Up Staff Time
With online ordering, it frees up the Welcome Desk from taking orders over the phone so they’re available to handle other guest queries. Calls have significantly reduced and with a small team, this helps save resources and enables them to work more efficiently.
Eases Congestion in the Restaurant
With more guests ordering room service, it leaves more space in the restaurant and the ability to serve more covers. With a room service order costing less to fulfil, this enables the hotel to boost its profitability, generate more income from its restaurant (especially from non-residents) and save costs.
Increase in Average Check Size
With all options clearly displayed on the digital menu, guests order more online than over the phone. With more time to peruse the menu online and add additional items, like alcoholic drinks and side dishes (e.g. complementary items promoted and upsold on certain dishes), order volumes are up. As such, guest spend is 13% higher on average than when they phoned their orders through to the Welcome Desk
Pets Catered For
The hotel offers an online pet menu for their furry guests. Being a pet-friendly hotel, it’s a great amenity to offer guests another channel to drive incremental revenue.
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