Automation has become a necessity to thrive in the hospitality industry, not just to improve operational efficiencies, but to keep up with increasing guest expectations for faster and more convenient service. Many hospitality businesses are jumping at the opportunity to digitize the guest experience, while others are still hesitant to take the next steps. For Vök Baths, a unique spa destination located in East Iceland, technology brings clear benefits to both their company and their visitors.
Although the spa is located in a relatively remote area – the nearest town, the largest in the region, which counts just 2,500 inhabitants – Iceland is a high-volume tourist destination, and many visit the East. Vök Baths welcomes over 90,000 customers every year to its one-of-a-kind infinity floating pools on the banks of lake Urridavatn. The facilities also include a bistro, a pool bar, a tea bar with herbal drinks brewed using the spa’s geothermal water and a retail store. To keep their service both quick and high quality even at peak times, Vök Baths turned to technology.
Using data to enhance personalization
“We like to think differently – we may be one of the few spas in the world that brews its own beer using geothermal water. We also like to be innovative, and technology plays an important role in our guest experience,” says Adalheidur Gudmundsdottir, CEO of Vök Baths. The company uses a system that covers reservations and ticketing, as well as sales in the bar, bistro and retail store. Having all interactions happen in the same system means that the data can easily be connected, and the resort can see each guest’s journey. “Our typical types of customers are international travelers, who may visit the spa just once and locals who hold annual passes.” says Gudmundsdottir. “Technology has helped us understand how to cater for both these groups. In our system we can see what times of the day are most popular with different types of guests, how they use our facilities and drill down into who is more likely to purchase a cocktail, buy a meal or add specific extras based on the guests’ age, nationality or whether they are visiting as a family, a group of friends or an organized tour.”
Having straightforward guest information has helped Vök Baths strengthen their relationship with their most loyal customers – their annual passholders. “We can see their historical sales and determine their favorite drink, dish or frequently booked packages. We use this information to send them targeted offers, or thank-you vouchers, to encourage future visits,” says Gudmundsdottir.
Optimizing employee productivity
Most hospitality businesses are familiar with the challenges of labor shortages. One of the biggest advantages to the automation at Vök Baths is how technology has simplified their employee processes. Because all information is in one database, employees at Vök Baths can see at a glance each day’s reservations without needing to search across many systems and logins. “It’s really made life easier for our staff,” explains Gudmundsdottir. “There are fewer steps they have to follow during check-in and check-out, and they can access information much quicker.” Simplifying these processes has also freed the employees’ time, so they can focus on engaging with customers. Staff members can also see returning guests in the system, giving them time to prepare to welcome them and make recommendations based on their preferences.
Offering more convenience for guests
Self-service and contactless technologies are becoming more common in hospitality to deliver the kind of speed and convenience guests expect. Vök Baths has recently added self-check-in and self-check-out machines, while also maintaining a traditional reception desk, so customers can enter or exit the spa in their preferred manner. “If our guests want to go to the spa as quickly as possible to relax, they can just scan the QR code on their reservation and go straight in – no waiting in line. Those who don’t have a booking, or want to ask for food recommendations, can see our friendly staff at the register,” says Gudmundsdottir. To minimize disruption to guests who just want to soak in the thermal waters, Vök Baths has introduced contactless bracelets. They can be picked up at a self-service machine or at the desk, and guests can use them to make purchases at the bar without needing to bring along their credit card or phone when they’re in the water. “Now that tickets, reservations and bar sales are managed in the same platform, we can offer an experience that is relaxing and hassle-free – with technology as its strong, but almost invisible, backbone.”
