Virtual concierge software: Modules and integrations

If you run a hotel business, you have a concierge helping guests around, and we bet they are great with it, giving great chats and unique local advice. But here’s the thing: your concierge doesn’t work 24/7, probably doesn’t speak more than two languages (it’s great if they do, honestly!), and doesn’t remember each guest’s preferences to recommend just the best services for upselling every time. Your human concierge can’t do it all, but a digital one can.

Digital concierges work alongside their human staff to fill those quiet hours, language barriers, and lack of data-driven insights. We'll walk you through how this technology evolved from basic chatbots to sophisticated AI systems, explore the different types of concierge solutions available, and show you how they integrate with your existing hotel systems to create round-the-clock guest service.

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What is a virtual concierge or digital concierge?

A digital concierge is a software tool that accepts and fulfills guest requests, gives the necessary information, and provides varied hotel services (room cleaning, transfers, etc). It operates via mobile applications, in-room tablets, websites, or voice interfaces, utilizing artificial intelligence and chatbot technology to learn from and communicate with guests' needs.

The closest analogy to compare a virtual concierge is a with is the round-the-clock information center of a hotel, from which guests can request recommendations for restaurants at 2 AM, request extra towels, make spa reservations, or find out how to get to the nearest pharmacy. Virtual concierge software springs into action and delivers these requests in an instant, either by delivering answers from its database or referring requests to the appropriate hotel department.

What makes it different from traditional concierge service is also the ability to handle multiple languages, remember guest preferences, and integrate directly with your hotel's booking and management systems to actually complete tasks, not just provide information.

The idea behind such tools isn’t that new, but it has evolved gradually from the simplest solutions to much more sophisticated ones.

How did traditional concierges evolve into AI-based solutions? 

First of all, what does a hotel concierge do? They greet visitors, introduce them to the city, book them into restaurants, arrange transportation, and basically sort out any problem. Your man for anything from theatre tickets to getting your dry cleaning collected.

Then came the early 2000s with info kiosks in hotel lobbies. These massive machines would tell you what time the hotel restaurant opened and maybe spit out a basic city map, but that was the limit of their features. 

The real transition happened when chatbots got wiser during the 2010s. Hotels started experimenting with solutions that could actually engage in a conversation with guests. These mid-point digital concierge platforms could book spa treatments, order room service, and even connect with the hotel's management system to execute valid requests.

Present systems are much more helpful. Today's virtual concierge technology does not wait for you to ask questions but adapts to your routines and suggests before you ask. If you constantly order a coffee at 7 AM, it will ask you if you'd like your usual order delivered early. It learns that you prefer restaurants within walking distance, books restaurants similar to your past ones, and coordinates requests for special requirements. With predictive analytics and AI, the technology moved from answering guests to forecasting their needs.

Why hotels are turning to digital concierge services 

There’s a good reason why hotels adopt digital hotel concierge solutions more and more. It’s not just the overcoming trends of hospitality using AI and advanced analytics, but also a response to a demand and matter-of-fact improvement of your workflows (and revenues).  It’s simple to see: 47% of your guests prefer ordering room service through an app, without the need to call anyone. Let’s face it: your guests don’t want to talk to human staff that much these days. But here’s why you should let them talk to a virtual concierge:

• More efficient operations. Less time is wasted by front desk personnel in answering the same inquiries regarding WiFi passwords, amenity hours, and basic information. Around 93% of hoteliers realize notable efficiency improvements after implementing these technologies. This enables personnel to focus on more complex guest needs.
• A fit to modern guest expectations. Guests nowadays anticipate having instant access to services and information without waiting or repeating themselves to multiple staff members. An online concierge offers guests the option to reserve dinner, order amenities, or get local recommendations at any time of day without difficulties in language or hold times. Internal studies show that guest satisfaction ratings improve by 30% with such solutions.
• Better revenue opportunities. The systems actively market hotel services, suggest upgrades, and upsell on-site amenities when guests make inquiries. Hotels using digital concierges witness increases in incremental revenue as the system constantly mentions relevant services and upgrades.
• Furthermore, such platforms help you get closer to putting hotel accessibility on the menu (in bold), as they offer different communication options and language support, so if you want to please the 81% of travelers who value inclusive and sustainable experiences — keep a check on this possibility.

The advantages are pretty clear by this moment. But how exactly does it all work? Let’s see the technologies that enable you to use these solutions.

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How digital concierge software works

Behind each effective benefit-inducing tool lies some moving parts, making them tick. Let's deconstruct the tech behind digital concierge services to see how these solutions operate.

• Concierge software nowadays uses AI algorithms to learn with each guest interaction, remembering tastes and guessing what an individual will require based on their booking history and behavior patterns. Subsequently, AI increasingly processes it to provide smarter suggestions in the future.
• Another feature that we previously highlighted is chatbots. They handle requests, answer questions, and automate actions, endeavoring to create an interaction with a human being. A study of using chatbots reported future growth of 53% across hospitality.
• NLP technology enables visitors to communicate naturally instead of keywording or entering rigid commands. If a visitor enters "I'm freezing in here" or "room too cold," the system receives that they require temperature adjustment. It even recognizes typos, broken-up sentences, and multiple languages, so visitors don't have to be flawless with grammar when asking for help at 2 AM or trying to communicate when they're sick.
• Internet of Things ties it all together. IoT sensors and devices throughout the hotel feed information into the concierge system. Thermostats in rooms, door locks, lighting systems, and even mini-bar sensors report back to the platform through this means. If a guest asks to "make the room more comfortable," the system adjusts the temperature, darkens the lights, and sets the mood just right without any human intervention.

With the technologies paving the way, real magic happens in how social interactions with guests and these systems are created, and this is where communications channels become priceless.

Communication channels enabling concierge tools

Without ways to accept requests and ways to communicate responses, any technology is just the backstage. Thanks to these channels, a hotel digital concierge talks to your guests.

• Web portals are the easiest point of access. Hotels place concierge chat widgets on their websites so that guests can start a conversation prior to arriving at the hotel. The apps operate on any web-enabled device without downloading or installing apps. Guests can ask questions in their research for trips, and the system remembers their wishes when they arrive on subsequent visits.
• Room tablets are embedded into hotel networks, allowing visitors to control room facilities, see services, and order services without having to fish out their phones. The tablets often replace the typical room service menu and hotel directory and also give real-time information about spa openings, restaurant wait time, and local area events.
• SMS and mobile applications define the most intimate connection. Hotel-branded electronic concierge apps allow guests to have the concierge in their pocket all the time, receiving location-based recommendations when they're roaming around the city. SMS connectivity is ideal for guests who simply want basic text messaging, from ordering towels to table reservations through plain text conversations that feel completely natural.
• Voice assistants bring the convenience of hands-free operation to hotel rooms. Voice-controlled devices or smart speakers enable guests to place requests as they prepare, relax in bed, or pack their belongings. These systems integrate room controls and hotel services, meaning that guests can turn down the lights, request breakfast, or ask about checkout times with a mere voice command.

All the platforms channel into one central system, therefore, they can communicate freely across platforms based on the preference and situation of guests.

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Types of virtual concierge services

Hotels employ different types of virtual concierge services depending on their guest base and operational needs. 

AI chatbots

These applications operate by text-based conversations on websites, chat apps, or hotel apps. When users enter queries or requests, the chatbot goes through natural language processing by natural language understanding, queries its database, and replies immediately. The platform is natively connected to hotel property management software so that it is able to receive real-time information about room availability, restaurant reservations, spa bookings, and activity at local attractions. 

Chatbots excel at handling repetitive questions like working hours, WiFi passwords, or check-out procedures. They even handle housekeeping requests, maintenance issues, and room service orders by initiating relevant tickets. More sophisticated virtual concierge chatbots forward complex requests to the varied departments while keeping the visitors posted on their progress, or automate the handover of conversations to human staff.

Voice-activated in-room assistants

These devices are run with smart speakers or voice-enabled tablets placed in the guest rooms, and they respond to voice instructions and requests. The system links to the hotel network hardware and also to room control systems, property management software, and third-party services like weather and traffic updates. The guests simply speak, and the assistant processes the sound, determines the correct action, and either provides information or executes actions like turning the room temperature up or down or setting wake-up calls.

Voice assistants are best used in hands-free scenarios in which guests need help while they are doing something else. They can control in-room amenities like lighting, temperature, TV, and curtains and can do traditional concierge tasks like restaurant reservations, transport reservations, and local recommendations. The digital concierge can also order room service, reserve housekeeping, and enable guests to call hotel staff with voice calls when needed.

Mobile concierge apps

Hotel-branded mobile applications provide full-fledged digital concierge services through smartphones and tablets. They may include electronic room keys, ordering, and real-time messaging with staff. The business process is usually the following: guests install the application before or during the stay, input their booking details to authenticate, and get access to personalized services based on their profile and current location. The application provides accurate, real-time data on availability and amenities.

Mobile applications are the most universal digital concierge software, as they are able to apply smartphone capabilities such as GPS, camera, and push technology. Guests can browse and book hotel amenities, access location-based suggestions, and even get alerted about special offers or events. 

Kiosk-based digital concierges

These are real touch-screen kiosks in hotel lobbies, elevator halls, or other high-traffic spaces throughout the property. Guests interact using touch screens, selecting menu options or typing requests into virtual keyboards. The system processes requests locally or relays them to appropriate hotel departments, printing confirmations or sending electronic receipts to guest room numbers or e-mail addresses.

Kiosks are valuable for digital concierge services due to quick information retrieval and simple transactions. They can display interactive floor plans of the hotel and neighborhood, handle restaurant reservations, print out local points of interest directions, and address simple service needs like extra towels or maintenance issues. Most kiosks are also check-in/check-out stations, allowing guests to check in and out independently and eliminate front desk lines. 

Hybrid models

Hybrid hotel digital concierges include varied communication channels and human supervision to support adaptive services. The platforms typically incorporate AI-powered first interactions that escalate to human staff as demands become more complex or require attention on an individual basis. The system monitors conversation patterns and guest satisfaction levels, automatically sending specific types of requests to live agents while routing repetitive questions through automatic answers. Staff can also monitor several online conversations at once, stepping in if necessary.

Such models allow the efficiency benefits of automation with the human touch many customers still want. This strategy enables hotels to maintain 24/7 basic service while having human expertise available between business hours for more sophisticated guest requirements.

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Key features digital concierge software should have

Your system needs to support everything from simple room requests up through advanced neighborhood recommendations without sacrificing the ease of your existing operations.

Text messaging and communication channels

‍The foundation for any digital concierge is solid two-way communication. Guests should be able to reach your staff with their preferred method, whether SMS, WhatsApp, Facebook Messenger, WeChat, or your own hotel app. The system needs to have built-in chatbot capabilities to handle simple requests like wake-up calls, extra towels, or room service orders without involving staff. More complicated requests should automatically forward to the appropriate department with a full history of the conversation.

Mobile check-in ability and functionality for stay management

Research shows that 80% of guests in your hotel would install an app for self-service check-in to get complete information on hotel amenities. Your digital concierge must handle room upgrades, extensions of stay, and checkout without front desk involvement. Controls set for room lighting, temperature, as well as entertainment systems are a worthwhile addition. 

The virtual concierge service tool should promote hotel amenities to maximize your ROI. This can be done by rich content and booking capabilities. This isn’t the end of the possibilities: using GPS and beacon technology, large properties use real estate with indoor and outdoor navigation features.

Providing information on the local area and attractions

Digital concierges are in need of vast local knowledge databases on the subject of attractions, dining, transport, local weather, events, and business hours. The system needs to provide real-time traffic condition details, parking availability, delivery possibilities, and transport alternatives like rideshare, taxi fares, and public transport. 

Third-party integration provides real, up-to-date information about the local business, reviews, promotions, and availability. Guests expect detailed instructions and the best routes they can take to get to any destination.

Processing payments and booking capability

Your guests should be able to book amenities through your tool, which is why you should link it to restaurant reservation software, entertainment venue booking sites, and activity operators. Processing payments securely also allows guests to pay for hotel services, external reservations, and room incidents on the site. 

The virtual concierge system also needs to accommodate both instant charging and authorization for future billing.

Multi-language operations and currency diversity

Global travelers expect communication and pricing in their local language and currency. Two-way instant translation capability has to support guest communications and information displays. Currency conversion needs real-time exchange rates for all price data. Precision in language without loss of meaning and context in translations is another important thing to consider.

Internal request management and staff coordination

Hotel employees need worldwide visibility of all guest requests with automated allocation to the correct departments. Mobile notifications alert staff when they are needed. Request tracking gives your managers the ability to see completion status, synchronize between departments, and help you keep your service consistent across shifts. Finally, virtual concierge software needs to have complete request histories to predict future patterns, and then enhance services accordingly.

Creation of profiles and gathering databases

Customer profiles hold preferences, past request history, allergies, and service history to support future tailored experiences. Vendor databases hold contact information, rates, and service information for in-house vendors and partners. Integration of these databases enables fulfillment speed by employees coupled with the development of more personal guest relationships.

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Virtual concierge integrations

Concierge technology in the virtual realm is not an island in itself, and it needs to integrate with your existing hotel systems if it's to work. These integrations bring guest requests, operational data, and third-party services into harmonious unison.

PMS integration

Your PMS is handling the heart of hotel operation, and being accompanied by a virtual concierge is essential. Your system needs to interact in real time regarding the availability of rooms, status of reservations, guest history, and allow for any charges. As guests ask for an upgrade of room, extension of stay, or check-out on your virtual concierge, the same data needs to be updated on your PMS so that conflicts are avoided and correct accounting is maintained.

Such a connection also enables automatic guest authentication such that the digital concierge service provides individualized service from reservation data. The majority of the major vendors, including Opera PMS and Clock, provide standard API connections, making integration an easy task. Without pre-built connectors, API aggregators like Hapi can support numerous integrations in a single connection point.

CRM integration

CRM software integration makes virtual concierge interactions valuable customer intelligence. Any guest request or communication is logged into customer profiles, building rich histories that are of value to future stays. The system tracks what kind of amenities guests use most often, how they wish to be communicated with, food preferences for dietary restrictions, and any other unique amenities.

This data enables frictionless service. The concierge can suggest an arriving guest's usual order ahead of time if they consistently order room service at 6 PM. Marketing professionals can use the data to sell more relevant products to the right guest segments. Staff can also spot VIP guests and attend to their requests with corresponding priorities.

Integration with IoT devices

Smart hotel rooms must provide effortless integration between concierge systems and IoT devices across the facility. Room climate, lighting, drapes, and entertainment systems are controllable by guests using concierge text-to-chat interfaces or voice commands. Such systems also integrate with door locks for digital keying, thermostats for temperature control, and smart TVs for entertainment platforms.

IoT integration can also be given to public spaces with elevator stops, parking, and fitness equipment. Sensors automatically detect when visitors are in their rooms and adjust settings based on stored preferences. Integration lends itself to truly smart hotel experiences where technology meets guests' needs sensibly.

Integrations with payment processors

A functionality for conducting secure payments provides visitors with the benefit of paying without leaving the concierge platform. For room service, SPA booking, or paying for off-site restaurant reservations, your payment gateway must have the ability to interact with the concierge directly. The integration accommodates various modes of payment, including digital wallets and credit cards.

It synchronizes payment information with POS and PMS platforms for accurate billing records. Real-time transaction processing allows for instant service while maintaining security at a level equal to that of card-present transactions. Integration is offered with current hotel payment infrastructure without the requirement of standalone merchant accounts.

External service integrations

Booking websites for ordering restaurant tables, like OpenTable and Yelp Reservations provide more dining options without the need to make any calls. Ride integrations with Uber, Lyft, and neighborhood taxi companies make it possible to order rides within the concierge interface. 

Weather and news APIs provide real-time information that guests tend to request. Entertainment booking through Viator or similar channels offers in-market local attractions and tours along with affiliate income.

Sites like TripAdvisor offer ratings of restaurants and local places of interest in order to help visitors decide on the best options. Facebook Messenger or WhatsApp, as well as SMS messaging integrations, offer communication flexibility to the guest while consolidating all the interactions with no need to leave the management console of your virtual concierge software.

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Examples of digital concierge for hotels

We’ve covered the essentials — the key features and integrations of a digital concierge. Now, let’s list some of the most widespread and benefit-packed options you can use.

• LoungeUp’s all-in-one solution manages guest relationships on multiple channels — for instance, WhatsApp or Facebook Messenger. The tool offers keyless entry, self check-in, and multilingual communication capabilities. Ideal for hotels seeking integrated CRM capabilities on top of concierge services.

• HelloShift’s software delivers messaging through multiple channels with AI assistant capabilities for calls and chats. The virtual concierge services of this tool include contactless check-in as well as staff collaboration capabilities along with guest communication. It’s ideal for hotels seeking both guest-facing as well as improvements for internal operations.

• Revinate Ivy offers AI-based messaging via WhatsApp or through SMSs with over 60% automation rates. The platform integrates with hotel systems to enable seamless upselling and gathering of guest feedback. The solution is most suitable for hotels looking for end-to-end revenue optimization and customized guest experiences.

• Monscierge Connect is a go-to solution with a web-based guest access through SMS or QR code with no downloads required. Focuses on emphasizing amenities and local advice through secure, automatically updated content. Monscierge suits properties that want simple, no-download guest information options.

• Alliants Concierge closes our hotel concierge services list that combines messaging with guest, trip planning, and capabilities for itinerary building. It also offers a real-time sync with a variety of PMSs, as well as electronic payment handling for requests. This solution is a good fit for luxury hotels and resorts requiring full-service concierge function.

These options all have some benefits and disadvantages, and cater to specific types of hotel businesses. But the thing is, even with the most robust solution, you need to pay close attention to proper implementation.

Some notes on concierge tools implementation 

Implementing any software solution follows a similar algorithm, from research to considering your costs, integration abilities, features, and thorough testing. However, we would like to give you some tips for this specific type of solution, due to some specifications of the industry and functionality.

• Have a dedicated coordinator on board. Choose a team member who is aware of your operation and guest needs to manage vendor communication and system installation. This person should go through the extensive onboarding, collect requirements from each department, and keep the project on schedule.
• Plan your data import. Clean up existing guest contact lists and service request histories prior to importing them into the new system. Poor quality data results in failed automated emails and confused guests.
• Start with a gradual rollout. Test it on a small group of employees initially and gradually roll it out. Train different shifts since each has different guest requests and different workflow needs.
• Build solid integrations. Integrate the concierge system into your housekeeping software, payment processor, and PMS early in the process. Redundant work and data inconsistencies are caused by a lack of integrations.
• Keep key metrics in check. Track guest satisfaction scores, response times to staff, and upselling conversion rates. Conduct monthly meetings to observe what automated responses need adjustment and what manual processes still exist.

Finally, you should consider whether you would benefit from an off-the-shelf solution or if the custom tool would be more flexible to accommodate your number of rooms, type of channels, connectivity with IoT devices, etc. You might face an issue here: you either pay too much for a fixed quote, or your vendor cannot handle specific upgrades you might need in several months. To solve this risk, companies like ours offer AI application development for tools in your unique niche, business needs, and other peculiarities. 

How COAX will help you

At COAX, our teams of seasoned experts with 15 years in hospitality software development create technology solutions (web and mobile platforms), establish two-way custom integrations that link your business to any PMS and GDS, or sync your digital concierge service to CRM or ERP systems. We start by understanding your property through and through, studying your processes, bottlenecks, and infrastructure to deliver a solution that drives your growth.

Our standout case in custom software development for travel industry proves this: we created a global hotel room resale platform that required sophisticated integrations with over 600,000 travel agency platforms, integrating multiple payment gateways. The project included designing sophisticated data processing algorithms, secure booking functions, and real-time marketplace functionality, showing our ability to build tech issues from concept to execution. If you need us to make a fully custom, tailored software to fit your hotel like a glove, COAX will fulfill it.

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FAQ

What is a hotel concierge?

A concierge system in a hotel is a modern service model that combines hospitality with technology to assist travelers with local tips and requests. According to a report by The New York Times, luxury brands now offer location-specific information through real-time chats. Also, Hyatt has 24/7 customer service through Twitter, and InterContinental tests iPad-bearing concierges through Skype/FaceTime and pre-arrival email recommendations. Meanwhile, Marriott's Renaissance Navigator program recommends restaurants and entertainment. 

Guest services vs concierge — what is the difference?

Concierge services are traditional human-centric services, while guest services use IoT devices to control rooms autonomously (temperature, lighting). Arapou's study determines that concierge technology focuses on request management and local information databases, while Forman's study defines guest services to widely focus on contactless payments and keyless entry systems.

What are the barriers to the adoption of digital concierge services?

They are costly to implement, there are security threats possible, and the absence of personal contact presents another barrier, as per Arapou's research. Resistance of staff and absence of digital literacy are stated by Forman's research. A study by Ohio State University by Stephanie Liu notes privacy and customer acceptance problems for AI concierge voice recognition.

How long does it take to implement a concierge system?

Implementation duration depends on system complexity, hotel infrastructure readiness, training requirements for staff members, and integration with legacy systems. Complexity of natural language processing, setup of intent, entity customization, and context establishment are additional considerations, as described by Gosjen in Procedia Computer Science. Simple chatbot implementations can be faster, while more comprehensive AI implementations with behavior data integration require more time due to long testing periods.

How do I help my guests get accustomed to the new electronic concierge?

Provide natural language interfaces that understand varied user speech like "What's the weather?" or "Temperature tomorrow in San Francisco?", as illustrated in Gosjen in the study we previously mentioned. Take on transparent training sentences, structured parameters, and context awareness. Offer various modes of interaction and enable the system to seamlessly manage conversation flow such that technology adoption becomes seamless for guests via the same old familiar conversational patterns.