The hospitality industry in the digital age
Digital solutions – ranging from events to vouchers – streamline processes and strengthen guest loyalty. The Cervo Mountain Resort demonstrates how this works in practice.
to the voucher shop to the ticket shop to the interviewFacts CERVO Mountain Resort
Eating, drinking, partying – the culinary experience is an integral part of the CERVO experience. The restaurants cover a wide range of culinary styles.
Driven by a pioneering spirit, innovation and passion, CERVO’s mission is to think differently, to play an active role in shaping the process of cultural transformation, to unlock untapped potential and to create opportunities for both professional and personal growth.
With 54 rooms and suites and seven lodges, the CERVO Hotel offers a wide selection of lovingly curated experiences.
A steam bath, a Bhutanese herbal bath, a Japanese-inspired onsen with a stunning view of the Matterhorn, Mongolian yurts – all of these invite guests on a journey of self-discovery.
Voucher and ticketing system with online shop
The CERVO is a founding member of Responsible Hotels of Switzerland and thus demonstrates its commitment to sustainable tourism in Switzerland to the wider world.
The Membercard fosters a sense of community and belonging. Guests become part of a community and enjoy benefits not available to others.
Digitalisation is having an ever-greater impact on day-to-day life in hotels
Applications such as product shops, membership cards, voucher systems and ticketing solutions optimise processes and strengthen guest loyalty. The Cervo Mountain Resort in Zermatt makes use of these opportunities and combines hospitality, catering and events with the help of digital solutions. A key component of the customer experience is the digital membership card, which is available as a wallet pass and replaces traditional plastic cards. It is directly integrated into guests’ everyday digital lives.
Daniel F. Lauber, owner of the Cervo Mountain Resort Zermatt, sees this as an important step towards streamlining processes: «For us, digitalisation is part of the overall guest experience, from booking right through to their stay. A membership card or voucher must not be a stand-alone system, but must be integrated into the workflow.»
The digital card enables guests to build up credit, enjoy benefits and take part in community offers. At the same time, it streamlines operational processes: credit can be redeemed directly at the point of sale (POS), physical cards are no longer needed, and service staff work according to clear procedures. Furthermore, digital management makes it easier to reach out to club members, for example for events or special promotions.
«For us, the membership card is not just a loyalty tool. It fosters a sense of community and belonging. Guests become part of a community and receive benefits that are not available to others.»
e-guma prepaid cardVouchers as part of the digital offering
Digital vouchers are now standard in many hotels. They offer guests a simple way to give the gift of an experience, whilst also attracting new visitors.
At the Cervo Mountain Resort, too, vouchers are an important part of the digital offering. Gift vouchers and experience packages, such as day spa passes, are particularly popular.
e-guma voucher systemGive the gift of experiences
Another trend is combining vouchers with physical products. Many hotels are increasingly using their brand in merchandising, for example with cosmetics, accessories or outdoor items. «A voucher on its own is often just a piece of paper. But if you combine it with something from the hotel – for example, a product from our shop – it becomes a much more meaningful gift,» says Daniel F. Lauber.
The resort offers a wide range of its own merchandise, which reflects the character of the brand. Presentation also plays an important role here. Gift vouchers are deliberately designed as high-quality gifts. «You can get creative with the packaging and turn it into something beautiful that reflects the brand or the hotel,» says the hotel owner.
e-guma product shopTicketing for event management
Digital ticketing is becoming increasingly important, particularly for hotels with a strong events programme. Ticket shops serve not only to sell tickets, but also to organise events. Capacity can be managed and offerings flexibly adjusted as required, which increases planning certainty for the business.
At the Cervo Mountain Resort, the spectrum ranges from small culinary events to large-scale events with several hundred guests. «With a ticketing platform, we can manage events very easily. We can see straight away how many places have been sold and how many guests are coming,» explains Lauber.
Ticketing also creates a sense of commitment and prevents no-shows. The system facilitates easy communication with guests, for example via links that lead directly to event booking.
e-guma ticketing systemCommunity as part of the hotel’s strategy
At the Cervo Mountain Resort, digitalisation and the organisation of regular events are closely linked to the community strategy. The resort’s club structure caters to various target groups: community members, regular guests and local visitors who regularly make use of the dining and event offerings. «For us, Cervo is a way of life. It’s not just about overnight stays, but also about encounters, events and community,» explains Lauber. Digital applications support this approach by raising the profile of events and engaging guests in a targeted manner.
Digitalisation as a strategic process
The introduction of digital solutions is not a one-off step, but an ongoing process. Systems must be integrated into existing workflows, staff require training, and guests, too, need to get used to new applications.
Daniel F. Lauber emphasises a key point here: «Ultimately, it simply has to work for the guest and for the team. If a system is complicated, it won’t be used in day-to-day operations.»
Digital membership cards, voucher and product shops, and ticketing systems are thus becoming key building blocks in the modern hospitality industry – particularly in establishments that focus not only on accommodation but also on community, events and brand experiences.
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