How Dorsett Hotels’ investment in technology is paying off

by Ruth Hogan

Hong Kong hospitality brand Dorsett is creating a more tech-centric guest experience at its Gold Coast and Melbourne hotels with the roll out of smart solutions across numerous touchpoints in the guest experience, from pre-arrival to check out.

When potential guests first interact with the Gold Coast hotel via the website, an AI powered conversational tool, HiJiffy – which will soon be rolled out in Melbourne – can perform bookings, offer instant automated responses to guest queries and transfer any unresolved queries to the reservations team.

The chatbot has over 150 FAQs in its repertoire and is frequently updated and optimised in response to guest feedback.

A Virtual Concierge component then communicates information to guests via mobile app and email prior to arrival and departure, allowing guests to undertake a one-off pre-arrival registration to speed up the check-in process.

The tech-forward hotel brand has also implemented innovative technology to speed up its check-in experience.

On arrival, guests are greeted by two Guest Services Robots (GSR), nicknamed Tim and Tam by the Gold Coast team and Dorothy and Dexter by the team in Melbourne.

The robots have been programmed to greet guests, conduct the check-in process and provide room keys. They can also provide information on local attractions and events.

The technology is reported to reduce waiting times by around 60% and allows hotel staff to control workflow during peak arrival times.

Guests have embraced our robots upon check in and we’ve noticed our corporate guests are really confident with the tech as they are experienced in using the self-check-in tech process with air travel,” Dorsett Gold Coast General Manager, Christian Wachter, told HM exclusively.

“While those periods can be busy, to see guests embracing and enjoying the robots for a fast, seamless process has been really encouraging, as this means reduced wait times, making for a more enjoyable experience for our guests.

“Being able to provide guests with a faster, more seamless check in and out process is part of enhancing the overall guest experience at our Dorsett hotels.”

Data from a single day of operations at Dorsett Melbourne found there were 614 check in/outs with the GSR freeing up 51 hours of staff time.

“Dorsett prides itself on exceptional customer service, so our team has been thrilled with the introduction of the robots,” said Wachter.

“This technology allows our team to provide more attentive service to our overall guest experience, and both properties are now running more smoothly as a result.”

As with any new processes and technology, enhancements and developments will continue to be made.

“We’re fortunate to have a fantastic IT department, who have been fundamental in providing support and any tweaks that were identified throughout the trial period and expect to continue to improve and enhance this offering for our guest experience,” Wachter added.

Throughout their stay, guests can experience art through technology with augmented reality system EyeJack at Dorsett Melbourne creating immersive experiences.

By scanning a QR code with their smartphone, guests are welcomed to the hotel with an AR artwork at the entrance and can view 3D AR components in the physical Diva Garden sculpture in the central courtyard.

Behind the scenes, Dorsett hotels have adopted a range of new technologies to improve efficiencies, including a new property management system (PMS), QR code ordering in F&B, and digital Do Not Disturb signs.

The PMS, Opera Cloud by Oracle Hospitality, can be accessed by all staff at all times. It is primarily used as a front desk management and reservations system, but also provides support to manage operational tasks such as guest preferences, and real-time room inventory updates.