W Barcelona boosts F&B guest spend by 60% with IRIS’ mobile ordering

W Barcelona, situated on the famous Barceloneta Boardwalk, partnered with IRIS, the leading provider of digital F&B and guest experience platforms, to offer a broader digital ordering experience resulting in a boost in revenue and efficiencies.

It selected both its mobile dining solution to deliver an in-room dining service and a world of culinary delights direct to its guest’s doors, in addition to its digital guest directory solution to provide all guests with direct access to hotel and local area information, whilst at the same time maximising sales and profits.

The luxury hotel, popular with both residential and day guests, has reported significant results since implementation. Most notably, a 60% increase in average guest spend across all operations via mobile dining compared to traditional dining. More specifically, since deploying digital dining, 35% of all F&B room service orders are now placed digitally, accounting for nearly half (46%) of all revenue.

Commenting on the results, Martin Daniel Voštiar, B&F Coordinator, W Barcelona said, “Guests appreciate the ease and efficiency of serving themselves and enjoy the convenience of being able to access information wherever they are, in their own time – they are fully in control of their experience.

“The IRIS app is a convenient and holistic tool that ensures guests have all the information at their disposal and the ordering and booking process is as seamless and enjoyable as possible. Remarkably intuitive, it boasts a user-friendly interface that’s easy to navigate and manage. Considering the increase in guest spending through online orders, it’s undeniably delivering a substantial return on our investment.

Operationally, the team has reported significant improvements in efficiencies and guest service management. In-room dining has reduced the workload for its “Whatever/Whenever” team who previously took all room service orders over the phone. They now have more time available to focus on other aspects of their role and enhance guest service, particularly during peak times when phone lines are congested, eliminating the need for guests to wait on hold to place an order. It has also assisted the In-room dining team, allowing them to concentrate solely on preparing and delivering orders more efficiently.

Alongside mobile dining and ordering, the digital guest directory means guests can easily access information on the hotel facilities, fitness classes, special events and what’s on in the local area. Additionally, guests can download a range of newspapers and magazines, book appointments at the Spa, barber and Tattoo Studio, and view information on the hotel’s services and sustainability policies. A wealth of information is clearly visible and accessible in the palm of the guest’s hand, wherever they are in the property or local area.

From a guest perspective, they have found it simple and easy to use, and have been swift to adopt the simplicity of self-service ordering from the comfort of their own device, particularly during peak times when staff are busy.

The hotel has invested heavily in promoting the app (accessible via QR codes) at check-in to ensure guests are provided with complete and accurate information on its facilities and services in the most convenient way possible.

Offering a more cost-effective, sustainable alternative to traditional paper menus and directories, the hotel team can simply edit and add information online as and when required without the costly and inconvenient job of re-printing and replacing material in all 473 bedrooms. Likewise, they can amend and keep menus and opening hours up to date to ensure the app is always accurate with correct information at no extra cost. Multi-lingual, it delivers a consistent experience for guests, regardless of their nationality and reduced guest wait times with a direct integration to the Micros POS.

Voštiar continues, “Following its success we are now planning to extend digital dining in 2024 to our Salt Beach Club. Guests will be able to access digital menus via QR codes printed on the sun beds. They will be able to place their order, have a dip in the sea and return to their lounger with their order waiting for them and we look forward to fulfilling this enhanced guest experience next year.”

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About IRIS

IRIS is the global market leader in digital F&B ordering, guest directory and concierge solutions for hotels, working with many of the world’s leading chains including Marriott, Hilton, Mandarin Oriental, IHG and Four Seasons. 

IRIS empowers Hotels and F&B leaders to do what they do best: increase revenue, look after their teams, and provide an outstanding customer experience. 

Their flexible hospitality platform enables hotels and restaurants to provide a truly digital ordering experience to their guests, making it easier and faster for guests to browse, order and pay for items and services across multiple outlets.

Since 2010, thousands of hotels on every continent across the world have used IRIS’s mobile, tablet and web app technology to boost additional revenues by 20% on average.