Like other hotel brands, Loews Hotels & Co quickly converted its in-person experiences into contactless experiences wherever possible in response to the global COVID-19 pandemic. The brand wanted to ensure that guests felt safe, while also remembering the company’s brand positioning and service culture.
“When the pandemic began, we had questions – like everyone else did,” notes Barry Phillips, Senior Director IT Strategic Systems. “For example, how do we take care of our team members and guests and ensure they feel comfortable? What does contactless mean? How do we service our restaurants and bars without them coming to see us? And, how can guests bypass the front desk?”
Initially, Loews Hotels & Co – like so many others – turned to QR codes to provide contactless solutions.
However, when the brand realized that the pandemic would be a marathon and not a sprint, it revaluated its use of QR codes and the contactless experience. It ended up paring down its QR code offerings and then created a new solution that would include a variety of services while allowing guests to interact with the brand via a single point of contact: the guest portal.