Today’s guests expect more than just a place to stay—they seek a seamless, tailored experience from the moment they arrive. Personalized service is no longer an added bonus; it’s a key ingredient in creating memorable stays. To meet this demand, many hotels are turning to digital concierge solutions. One company at the forefront of this transformation is IRIS Software Systems. We sat down with Graham Rushin, VP of Sales & Marketing at IRIS, to discuss how their innovative platform is helping hotels streamline operations, increase revenue, and enhance the guest experience.
Why are Digital Concierge Solutions gaining popularity in hospitality?
"When we look at the way guests interact with technology in their daily lives—whether it's ordering food through apps like UberEats or managing tasks on their phones—it’s clear that the hospitality industry needs to align with those behaviors," Graham begins. "At IRIS, we’ve developed a platform that taps into this shift. We focus on making it easy for guests to engage with a hotel’s services from the moment they arrive until the moment they check out."
IRIS is known for its mobile F&B ordering solution, which uses QR codes to give guests instant access to menus and services. "Guests can simply scan a QR code with their phone, place their order, and either schedule a delivery or pick-up time, or request it right away," he explains. "And the best part? No app download is required. They can do it all from their own device, anywhere in the hotel."
How does IRIS empower hotels to deliver seamless service?
According to Graham, one of the main benefits of IRIS’s solution is how it integrates directly with the hotel’s existing systems. "Our platform is fully integrated with the POS, so orders are automatically sent to the kitchen or bar, speeding up service and reducing errors," he says. "That means no miscommunication, no extra steps—just a smooth process that makes both the staff and guests happy."
The system is built to handle everything from ordering food and drinks to requesting housekeeping or transportation services. "What sets us apart is our focus on flexibility and ease of use," Graham adds. "Guests can set specific delivery times, make special requests, and even filter menu items to accommodate dietary preferences—all from their phone. It’s all about giving them control over their experience while freeing up staff to focus on what they do best: delivering great hospitality."
What’s driving the demand for digital, self-service solutions?
So, what is driving this demand for digital, self-service solutions? "We’ve seen a real shift in guest expectations," Graham notes. "Travelers today are used to the convenience of mobile-first solutions. They want to be able to browse, order, and pay for services quickly and easily, without waiting in line or relying on staff availability."
Graham points out that IRIS’s solutions don’t just benefit the guests—they also have a direct impact on hotel operations. "By automating these processes, we’re helping hotels improve their operational efficiency. Instead of being bogged down with taking orders or handling requests manually, staff can focus on delivering a more personalized experience. And because everything is processed digitally, it’s faster and more accurate, which boosts guest satisfaction."
How does IRIS stand out from other digital concierge solutions?
When asked what makes IRIS’s platform different from other digital concierge solutions, Graham is quick to highlight a few key features. "First and foremost, our true POS integration is a game-changer," he says. "The menus are always up-to-date, and orders are sent directly to the kitchen, which streamlines the whole process. Plus, we offer features like pre-ordering, so guests can schedule their meals ahead of time. That’s a big win for both the guests and the hotel staff."
He also mentions the platform's scalability. "Our solution is designed to grow with a hotel chain. Whether you’re rolling it out at one property or across an entire portfolio, we’ve made it easy to implement."
How does IRIS enhance the guest experience through personalization?
One of the standout features of the IRIS platform is its ability to personalize the guest experience, particularly through the Attribute Filter, which allows guests to easily find items that meet their dietary needs. "Whether you’re vegan, avoiding gluten, or just have specific food preferences, our filter makes it simple to choose what’s right for you," Graham explains. "It’s all about making sure guests feel comfortable and confident in their choices, which in turn leads to higher satisfaction and loyalty."
What does the implementation process look like?
Implementing new technology can be a challenge for any hotel, but Graham assures us that IRIS is with their clients every step of the way. "We take a very hands-on approach," he says. "From the moment a hotel signs on, we’re guiding them through the entire deployment process—from configuring the platform to integrating it with their systems. And once they go live, our support team is available 365 days a year."
Graham also emphasizes the importance of training. "We offer extensive training resources, including an online portal with videos, FAQs, and walkthroughs. That way, hotel staff can get the most out of the platform and ensure it’s being used to its full potential."
How does IRIS cater to international guests?
With hotels catering to a diverse, global clientele, it’s essential that digital concierge solutions support multiple languages. "Our platform is available in 26 different languages," Graham shares. "That’s huge for international guests, who are more likely to order and engage with services when they can do so in their own language. It also reduces the risk of miscommunication, which is crucial for maintaining a high level of service."
What’s next for IRIS?
As technology continues to evolve, so does IRIS. Graham hints at several exciting developments on the horizon. "We’re constantly innovating. Right now, we’re working on expanding our POS integrations and enhancing our analytics capabilities. We want to give hotels even more insights into guest behavior and operations so they can continue to refine and improve their service."
He also teases some upcoming features: "We’ve got some exciting enhancements in the works, including improvements to our advanced ordering and guest verification tools. It’s all about making the experience even more seamless for guests and staff alike."
The future of hospitality is digital
As our conversation with Graham makes clear, the future of hospitality lies in digital solutions that empower both guests and staff. With platforms like IRIS, hotels can offer the kind of seamless, personalized service that today’s travelers expect—while also boosting operational efficiency and revenue.
"Our goal is simple," Graham says in closing.
"We want to help hotels create unforgettable experiences for their guests. And with our platform, we’re making that easier than ever."
ExploreTECH Content Team
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