This document proposes implementing a new innovative technology approach for the Lopesan Group using QR codes and a mobile application. A small ICT team would create an app for customers to download upon check-in via QR code scanning. This would allow the hotels to send customers information like activities, promotions and special offers to improve their experience and engagement. The goals are to increase customer satisfaction and loyalty, drive additional revenue through increased secondary spending, and gain customer data insights to further enhance marketing and services. The innovation is described as an incremental improvement that would enhance processes efficiently without disruption.

1. Think In Innovation
Guest Innovation
Innovation Project Challenge
Idea Contest for Innovative Projects

2. New Technologies – Nigel Parton July
2014
INTRODUCTION
•New Innovative approach to technology
•To link to the Vision for change & Core Values of the Lopesan
Group
•Formulation of a Strategic Plan to improve the products and
services for our customers
•To initiate a change in customer interaction
•To become a market leader in the use of technologies in the
leisure / hotel sector

3. Choose the challenge your project is related to:
1. New Technologies
Ideas with the aim of introducing improvements in Technologies of the
Information (TICs).
2. Sustainability
Ideas with the aim of introducing improvements in quality, corporate
responsibility, environmental protection, sustainability, energy saving,
recycling, etc.
3. Products and services
Ideas with the aim of introducing improvements in product/service
creation for our customers.
4. Food and Beverage
Ideas with the aim of introducing improvements in processes of the
food and beverage area.
5. Accommodation
Ideas with the aim of introducing improvements in processes and
services regarding our customers, in the frame of the accommodation
area:
a) Entertainment
b) Housekeeping
c) Reception
d) Public Relations

4. Which is your proposal for the project value? Describe it briefly (5 lines maximum).
To implement a new innovative approach to technology based around the
widespread implementation of a QR code / Lopesan application at the point of
check-in
What is the difference between your solution and the options already existing on
the market or in our company? Describe it briefly (5 lines maximum).
By providing an effective interaction with the customers it can provide a
‘competitive advantage’ for the Lopesan group and can also enable the group to
hold and utilise data and information on customer preferences / spending habits
to further target other marketing initiatives and tailor the services to individual
customers and to fulfil market segmentation possibilities.

5. Project Team
How many persons are needed to implement the project?
Small team of ICT specialists and training fro the reception staff
Which professional profiles are needed? Describe briefly (5 lines maximum).
Some ICT specialist support may be required to interface the system with the
existing booking systems / processes
Is there an investment of capital needed? Describe the estimated amount and
explain briefly (10 lines maximum).
Full costs are not known, but investment is unlikely to be significant and a cost /
benefit analysis should determine t benefits which could include a significant
increase in revenue through secondary spends by customers staying at the hotels.

6. What time horizon does the project have? (The time needed for project implementation).
Explain shortly (5 lines maximum).
The project could be implemented quite quickly (probably within 12 months)
Which benefit/profit do you expect from the project? Ponder each variant from 1 to 5:
Increase in invoicing: Cost reduction: Yes
Improvement of customer satisfaction: Yes Improvement in staff satisfaction: Yes
Less staff absenteeism: Better staff rotation:
Brand awareness: Yes Brand prestige: Yes
Standardization of products, services, processes: Yes
Security and hygiene at work:
What kind of innovation do you want to introduce? (Tick one or more options which you
think correspond to the innovation.)
Product: Yes Service: Yes Process: Yes

7. Impact of the innovation:
Can the resulting innovation be considered as disruptive or as incremental?
*
The innovation would be a significant non disruptive incremental change.
The proposals would enhance the customer experience and should improve
efficiency and effectiveness whilst at the same time generating additional
revenue.

8. Rationale / Process
•Understand the need for innovation
•Understand the importance of customer interaction
•Recognise the need for change
•Align the business to meet the needs of the customers
•Start to put in place a vision for change
•Make the customers feel valued by providing a personal
service

9. Proposal
•Widespread implementation of QR codes at all Lopesan
Hotels
•Easy ‘one touch’ scan at reception when checking in
•Instant Application download by customer onto their
mobile device
•Marketing sell by Lopesan staff at check-in. For example ‘
Please check your phone / device regularly as we will
provide you with useful information throughout your stay
and we will also notify you of any special promotions’

10. How Could it Work:
QR Code Scan / upload of App
Regular / daily programme of events at the hotel
Specific notifications / discounts / initiatives
Customer loyalty & increased secondary spend

11. Anticipated Outcomes
•Continued growth and Increase in revenue
•More effective and efficient use of resources
•The Customer feels valued
•Future selling point / repeat business opportunities
•Higher overall percentage usage of services at the hotel
e.g. golf, tennis, spa, restaurants or any franchised
services within the hotel
•Opportunities to extend existing services e.g. excursions
for guests with partner organisations

12. Examples of ways in which the QR code / App could be
used:
Daily programme of events and useful information
Offers e.g. 2 for 1 in the Spa or special price for specific
golf ‘tee times’
Special notifications e.g. Birthday of a customer or
returning guest
Specific promotions e.g. Try our ‘a la carte restaurant next
Monday for a 10 euro supplement’
Future marketing opportunities as data on client has been
captured etc.

13. Further Developments / Opportunities:
•Key pad in room to book hotel services e.g. Golf, spa,
hairdressing
•Smart TV with Lopesan group channel including Social
media opportunities
•Computer tablets in the rooms for customers to capture /
give immediate feedback of service experience
•Collaboration with partner organisations including local
tourist attractions / sustainable tourism

14. Measurable Results
Which means and parameters are you proposing to measure
the project results?
Benefits to the Lopesan Group:
• Competitive advantage over other hotel operators
• Should provide future marketing opportunities to generate
repeat bookings
• Identifies customers choices and needs to further tailor
the service in the future
• Strengthens the brand image and marketing focus
• Provides a better overall experience for the customer