New Hotel Booking Tool Allows Guests to Choose Their Exact Rooms

GLH Hotels have debuted new feature that can improve significantly their guest experience.

A London-based hotel chain has introduced a feature to the hospitality market that can really improve their guest experience. According to Skift, GLH Hotels, an owner-operator of 14 London hotels with brands that include Clermont, Amba Hotels, Guoman Hotels, Every Hotels, Thistle Hotels, and Thistle Express, launched ChooseYourOwnRoom.com, which lets you do exactly that.

As of June 30, guests can go to the Choose Your Own Room site and pick the exact room they want to stay in, down to the number and location. That feature allows guests to know in advance the room they are going to stay in, avoiding surprises when they eventually check in. Unlike Hilton — which already utilizes a similar tool — guests can choose the room before they finish the booking process, so they book the exact room they want.

Colin Roy, GLH Hotels Chief Marketing Officer, said that the company tested the technology with more than 6,000 guests for over a year. “Ninety-seven percent of people were saying they would use this service again. Ninety-seven percent were also saying they would recommend this to their friends to use,” he said of the new feature.

With this system, a guest can choose a room based on a specific need or interest, such as business, view, family, budget, or suite, or based on the hotel or location. Each room has their own set of amenities and reviews, so the guest knows exactly what they are booking from the very start.

“The research that we saw was that the next level of anxiety in the journey, after checking in to the airport, was waiting until you’d check in to see what your room was like,” he said. “Everyone knows hotels have a lot of different rooms and some are better than others.”

[Photo: The Royal Horseguards]