Best Practices

The Imperative of First-Party Ordering Data for Hotels

The Imperative of First-Party Ordering Data for Hotels

In an increasingly data-driven world where privacy regulations are tightening their grip, the significance of first-party ordering data for hotels cannot be overstated. Across the globe, governments are implementing stringent data protection measures, exemplified by regulations like the European Union's GDPR and California's CCPA, which are fundamentally reshaping the data collection landscape. In this rapidly changing environment, the acquisition and utilization of data by hotels are undergoing a profound transformation.

Farewell to Cookies

Traditionally, cookies have been the linchpin of online user behavior tracking. However, the enforcement of GDPR and CCPA has cast a looming shadow over the era of pervasive cookie use. These regulations have made third-party data collection a substantially more challenging endeavor for hotels, impeding their ability to access essential guest information.

Amid this evolving backdrop, first-party data has emerged as the new protagonist. Unlike its third-party counterpart, first-party data is sourced directly from the guest. This type of data is freely given, willingly provided, and owned by the hotel. Its acquisition through the hotel's own digital channels underlines its immense value.

Potential of First-Party Ordering Data

A primary advantage of first-party ordering data is its inherent compliance with regulations such as GDPR and CCPA. Given that guests voluntarily contribute this data through a hotel's digital platforms, it seamlessly aligns with the parameters of legally acceptable data collection practices. Hotels can thus continue to enhance guest experiences without running afoul of data privacy legislation.

Adapting to Evolving Guest Expectations

Guest expectations concerning data privacy are evolving, and hotels must stay attuned to these shifts. Guests now demand transparency regarding the collection and use of their data. They are more likely to place trust in hotels that collect and employ data openly to enhance their experiences. First-party ordering data enables hotels to build this trust by transparently gathering and applying guest information to their benefit.

Personalization and Operational Efficiency

First-party data isn't just about regulatory compliance and trust-building; it's a cornerstone of personalization. Hotels can harness this data to provide tailored experiences, including personalized dining recommendations, targeted promotions, and more. This level of personalization fosters guest loyalty, leading to repeat business and positive word-of-mouth marketing.

Beyond the guest-centric benefits, first-party ordering data offers substantial operational advantages. Armed with in-depth insights into guest preferences, hotels can fine-tune their operations, reduce food wastage, and optimize staffing. This results in not only happier guests but also significant cost savings and enhanced operational efficiency.

GoTab- Bridging the Way to First-Party Ordering Data

In an environment where the hospitality sector grapples with a shifting data landscape, GoTab stands as a dependable bridge to the realm of first-party ordering data. Our platform seamlessly integrates with a hotel's operations, granting access to the treasure trove of data willingly provided by guests. This data isn't just a tool for enhancing the guest experience; it's a crucial element for compliance, trust-building, and fostering innovation.

In a time marked by the surge of data privacy regulations, first-party ordering data shines as a guiding light for hotels aspiring to deliver exceptional guest experiences while adhering to the strictest data protection standards. With GoTab, hotels can navigate these changing tides with ease, ensuring that the data they collect remains not only legally sound but also a catalyst for innovation and guest satisfaction.

Check out our Hotel and Resort POS Features and learn how we can transform your guest experience.

Tap Room Playbook: Check Your Experience

Tap Room Playbook Episode 2: 

When you really think about it, with everything managers need to do in a tap room, the hospitality aspect is often overlooked.

Watch Now →
Tap Room Playbook: Kick A** Brands

Tap Room Playbook Episode 3: 

The best breweries pay attention to what their brand stands for. How do the best brewers bring their brand to life?

Watch Now →

Situated “in the heart of it all, yet tranquil enough to make you feel away from it all too,” The Limelight Hotel Snowmass offers 99 hotel rooms and 11 residences, as well as footsteps-to-gondola access in winter and summer — right in the middle of Snowmass Base Village.

The Situation

Especially over the last few years, the Limelight Hotels IT team had witnessed a significant shift to contactless technology in the hospitality industry. After evaluating friction points in the guest journey, aligning with modern technology platforms in their restaurant was determined to be an effective way to offer elevated contactless dining experiences to their guests while also evolving their technology platforms to continue to support long-term company goals. Limelight Hotel partnered with GoTab to provide an enhanced on-demand dining experience on par with the brand’s reputation for exceptional guest service.

The Solution

Reducing Staff Touch Points Without Sacrificing Guest Experience

Guests are now able to begin a tab from their room or the property’s restaurant by scanning a QR code, texting a link to friends or family members on the ski slope to add in their orders, then meeting up together at the patio or lodge to enjoy their meal and après ski festivities without interruption. By streamlining tasks like inputting orders and processing payments, this eliminates friction for hotel staff and allows them to focus on delivering renowned guest service for a memorable experience. Since partnering with GoTab, Limelight Snowmass has consistently seen higher check averages and sales.

“We found the Point of Sale platforms we were looking at offered the guest and staff limited opportunities to further reduce touch points or improve the traditional restaurant experience. The GoTab platform enabled the guest to take an active role over the flow of their experience while simultaneously reducing touch points and further streamlining restaurant operations.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group

According to the Limelight Hotels team, some of the other platforms that were evaluated were either missing some of the pieces they were looking for, had weak customer support models, or had little willingness to develop integrations to existing hotel platforms already in place. To that end, GoTab integrated with cloud-based platform, Infor. Together, GoTab and Infor are providing dynamic solutions to support central, efficient service across hotel amenities and deliver exceptional guest experiences.

“Previously, guests would call down to the restaurant to begin an order from their room or while they were out enjoying the ski slopes. Using GoTab, guests can now place orders from anywhere on the resort, giving them the on-demand service they want without interrupting their day. GoTab empowers us to give control to the guest, reducing touch points and streamlining overall restaurant operations, making Limelight Hotel the resort of choice for Snowmass.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group

Since introducing GoTab, The Limelight Hotel has seen a consistent level of upsells and items sold per check resulting in additional revenue capture. They have been able to maintain service levels in their restaurants during periods when there was reduced staffing available without significantly diminishing the guest experience.

The Benefits

Eliminate Phone Orders – Take Orders from the Slopes. Guests can start a tab from their room or on the mountain without interrupting the flow of their day.

Future-Proofed Technologies – Delivering elevated contactless ordering via integration with the Infor hotel management platform.

Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.

  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.

Request a Demo

Ready to experience GoTab for yourself? Sign up for a free demo and get qualified to receive a complimentary meal on us!
Request a Demo