Interview with Goki CEO & Founder Jack Bowcott
When you're tasked by a hotel owner to find the best system for a fully digital end-to-end guest solution, the way in might literally be the way in.
The Property Management System is usually the start point for selecting the systems that a hotel will use, so when the owner of Australia's first fully digital hotel asked me to implement an end-to-end digital solution for the entire guest journey, the obvious place to start was to search for a cloud based automated PMS that fit the brief.
The problem? There were over 20 systems to choose from and none of them seemed like the perfect fit.
That's when I had a lightbulb moment.
Knowing that Goki could deliver an automated check-in that was both contactless and sustainable, I decided to start there and work backwards. I simply reversed my search and focused on the solutions that could integrate with Goki.
This week I'm delighted to talk to Jack Bowcott, CEO & founder of Goki, about our shared passion for helping hotels go digital and transforming the way they operate.
NICOLE: What inspired you to create GOKI?
JACK: I founded a publishing business creating guidebooks. I was doing a substantial amount of travel and found the check-in process boring and antiquated. True, brands such as QT Hotels & Resorts later deployed a new way of checking-in where guests would sit down at a desk for a more informal check-in process, have a one-on-one chat with the Guest Ambassador and discuss their stay. But I wanted to create an experience where the technology would do the heavy lifting, similar to an Apple retail experience, and empower the guest to check in on their terms more so than in hospitality and travel businesses.
NICOLE: Has the GOKI journey evolved over time or has the mission stayed the same?
JACK: Goki has now been around for 6 years. Initially we were very social-focused with the communication ability to direct messages, send shoutouts, let guests know what’s going on and track sentiment. Then we started to adopt a more airline-style approach to the check-in process, using the kiosk concept. The Goki app automates check-in, access and communication, which adds value for both the guest and the property, operationally and in terms of efficiency.
NICOLE: As an entrepreneur have you found it difficult to obtain funding?
JACK: When product market fit was at a stage where we could scale the business to a wider audience of properties, we were approached by Hostelworld who invested 3.5M USD into the business. Now we're on a new capital raise to increase the headcount of our business which is mainly sales focused, so we can capitalise on all the properties currently clamouring to be contactless. The pandemic changed everything - and it changed us. It reinforced our commitment to helping properties deal with shifts in behaviour: Goki offers a contactless guest journey that supports social distancing and lets hotels offer a greater duty of care to guests as well as enhanced hygiene practices throughout the whole property.
NICOLE: What is a smart key and a legacy lock?
JACK: Legacy locks are typically keycard-operated. That means they rely on a reception team to check the guest in, encode the keycard and take payments. With GOKI, guests can manage this entire process themselves, from their own phone. Check-in, access and in-stay communication are completely automated, which means they can use a smart key to get into their room, as well as access any other common areas during their stay. This has been really popular as we start to come out of lockdown, because it lets property owners reduce their 3rd party dependencies - that's people such as lock installers and maintenance staff. At Goki we've built and engineered a low-touch self-service model that allows properties to self-manage their locks and systems, using their own staff.
NICOLE: How does GOKI improve hotels, hostels and airbnb?
JACK: Goki doesn't only focus on making properties a better place to stay, but also a better place to work. Using automation, we can eliminate repetitive tasks and make stays better for both staff and guests in three core areas: the check-in process, in-room access and engagement with guests pre, during and post stay.That frees up staff to focus on guest experiences instead of being task driven. From a guest point of view, they can also enjoy the freedom of those efficiencies.
NICOLE: Can Goki track guest behaviours and identify who is staying at the property for hoteliers?
JACK: At its core Goki is a communication tool. We understand where the guest is in their journey, and we serve content at a time where it has the highest chance of hitting the mark. At the same time, our sentiment tracking improves online ratings. Our 'extend stay' option increases revenue opportunities. Our events identify who else is attending. Our engagement provides opportunities to respond to requests and learn more about our guests... It's all linked to the individual guest journey.
NICOLE: What customisation does GOKI provide to its properties to enhance personalised guest interaction?
JACK: The main way we personalise guest interaction is via Autopilot, which is a product inside our dashboard. It's how you set the operational parameters for your business, but also set the tone for your communications with guests. For example - if a guest arrives, and there's no outstanding balance, and the room is clean - grant access. Properties can also post events and let their guests know what’s on and send direct messages to them.
NICOLE: When you were creating an autopilot tech solution, how did you roadmap the guest journey and when does GOKI come into play in the contactless automated journey?
JACK: Goki is all about how you move a guest from making a booking to opening their room with minimal human contact and then how you engage with that guest during their stay. Autopilot is simply about eliminating the repetitive tasks associated with that.
NICOLE: In 4 words what makes GOKI stand apart from your competitors?
JACK: More than a lock.
NICOLE: What's in the development pipeline?
JACK: We've just released our 3 most requested features. The first is shorter PINs that also work on the common areas. The second is a web application for more frictionless access and the third is contactless pay so guests can make purchases by scanning a QR code. That's really useful for paying for food and drinks, extending their stays or late check-outs.
NICOLE: What is the ultimate ambition for GOKI - how far do you want to take it?
JACK: The more properties that sign up, the greater the network effect we can achieve for guests. No-one wants to download an app every time they check in, which is why branded apps at hotels have such low take up. Being able to download your key for when you go travelling is the ultimate goal, from the youth travel segment heading out for a year travelling abroad to an executive staying one night at a 5*hotel or a family at an Airbnb. Our ambition is to create an industry-defining HospitalityOS that quite simply makes stays better.
Article by Nicole Sideris
Chief Customer Officer
Journey Makr
LinkedIn
Nicole is an entrepreneur and dynamic hospitality professional with an eye on the future. She advises hotels on how to digitalise their processes, integrate new technology, use innovations strategically, and transform their business model.
Nicole joined Journey Makr after 20+ years as Group General Manager for brands such as Stamford Hotels & Resorts, Art Series, AHotels and Accor.
