Case Competition
Welcome
A landmark in Copenhagen
Meet the CEO
Dear MIM Future Leaders,
At Villa Copenhagen, we have delivered extraordinary results and established a leading brand. Yet, we are facing the neverending challenges of being at the forefront of hospitality tech.
Your mission is to help us navigate the hospitality tech stak and recommend solutions that I can share with my team for execution.
Peter Høgh
CEO Villa Copenhagen
Guest Journey
Enhancing guest experience and maximizing sales
1
Website and Pre-Arrival
How can the hotel’s digital presence be optimized to set the stage for an outstanding guest experience? Consider the role of personalized digital journeys, booking processes, and customer communication channels. Additionally, identify opportunities for upselling and cross-selling during these interactions to maximize revenue.
Guest Arrival
2
Check-In Experience
What innovations can be introduced to streamline the check-in process, balancing efficiency with a personalized touch? Evaluate the potential use of avatars, robots, or other emerging technologies in enhancing the check-in experience. Also, explore how the check-in process can be leveraged as a point of sale to offer additional services or upgrades.
3
During the Stay
How can technology improve convenience and satisfaction? Consider smart room features, entertainment, voice-activated services, and other innovations. Evaluate the potential for sales opportunities through personalized offers, service promotions, or seamless purchasing options. Should traditional in-room phones be replaced by more modern solutions?
Business vs. Leisure Segmentation
How should Villa differentiate its technological offerings to cater to the distinct needs of business and leisure travelers? Consider the varying expectations and experiences of these segments, and how tailored solutions can also drive revenue through targeted offers and services.
Integration and Innovation
Think outside the box—what new technologies (e.g., AI, virtual reality, IoT) could be introduced to revolutionize the guest experience? How can these technologies be integrated seamlessly into the existing system, and how can they be used to create new revenue streams?
Events
Don't miss the two live events
Live Discussion
Interactive session with the CEO and some management team members
Grand Finale
Three selected groups on each case will present their recommendations
Tech Stack
Key Systems in Villa Copenhagen's Tech Stack
Mews
Mews serves as Villa Copenhagen's primary Property Management System, handling crucial aspects of guest management. It stores and manages reservations while facilitating key communications throughout the guest journey. These include sending confirmation emails, pre-check-in notifications, and checkout messages, ensuring guests are well-informed at every stage.
Villa Copenhangen is also using a featured calle Mews Kiosk, implemented through six iPads placed beside the Front Desks. This allows guests to take control of their check-in and checkout processes, offering a modern, self-service option that caters to those who prefer a quick and independent experience.
Digital Guest
Digital Guest is a hub for information sharing and service bookings, engaging guests at multiple touchpoints before and during their stay. The system initiates contact with a pre-arrival email 14 days before the guest's visit, followed by an arrival SMS three days prior, and a check-in SMS on the day of arrival. This helps build anticipation and ensures guests have all needed information.
During the stay, Digital Guest provides services such as in-room dining orders. The integration of digital services aims to provide convenience and personalization throughout the guest's visit. You will receive temporary access to the app, to explore its features and potential improvements firsthand.
Success Criteria
- Guest Satisfaction: Recommendations should demonstrate a clear potential to improve guest satisfaction, evidenced by enhancing convenience, personalization, and overall experience.
- Revenue Generation: Proposed solutions must include strategies for increasing sales, whether through upselling, cross-selling, or other innovative revenue streams.
- Feasibility: Proposed solutions must be realistic and executable within the constraints of Villa Copenhagen’s existing infrastructure and PMS.
- Innovation: Creative and forward-thinking solutions that leverage cutting-edge technology are encouraged, especially those that provide Villa Copenhagen with a competitive edge.
- Cost-Effectiveness: While innovation and revenue generation are key, recommendations should also consider the cost implications and provide a clear ROI.
Sources of Insight
- Fromer guests: Review guest reviews, feedback, and surveys to identify pain points and opportunities within the current guest experience. Additionally, consider guest data to identify trends that could inform sales strategies.
- Future guests: Research the evolving expectations of future guests, including tech-savvy travelers and emerging demographics or geographies.
- Industry: Research emerging trends in the hospitality tech space, including AI, IoT, smart devices, and personalized digital experiences, with a focus on their commercial applications.
- Competitors: Analyze how competing luxury hotels are utilizing technology to enhance the guest experience and drive revenue, identifying best practices and potential gaps.
- Experts: Engage with industry experts, particularly those with experience in hospitality technology, guest experience management, and commercial strategy.
Tips
Dear MIM Future Leaders,
As you dive into this case, let me share four simple tips:
- Understand whom do we compete against and how
- Justify any investments with short/long-term ROI
- Go crazy — we are the "naughty boy" in class
- No idea is bad — ideas lead to move ideas
With these principles in mind, venture forth with confidence. I look forward to see you showcase your solutions at the Grand Finale. The winning group will receive an extravagant prize, as a token of appreciation.
Peter Høgh
CEO Villa Copenhagen
Prize 🏆
The winning group will earn a luxurious stay
