ButlerTech appoints Rooster PR for unique digital travel task

ButlerTech, the global travel company that aims to transform tourism, has appointed Rooster PR to launch its brand in the UK.

ButlerTech is to launch two products in the UK

The travel tech company is looking to launch two ButlerTech products this year; a destination guide application called CityButler, and a virtual concierge application called ButlerPad. The latter is already available, however CityButler is yet to be revealed.

Rooster’s remit for the consumer-focused CityButler, is to launch the app in the UK and drive awareness and downloads. For ButlerPad, Rooster will take on a B2B brief to raise awareness of the product and its benefits among decision makers in the hospitality industry.

Alongside traditional PR and media relations, Rooster will also look after the brands’ social media briefs, generating content for, and managing, product-specific platforms for both of the ButlerTech brands. Social media responsibilities will include the day to day running of the CityButler blog and ButlerPad’s Facebook and Twitter channels.

CityButler is a comprehensive destination guide application, offering curated lists and independently developed reviews of local businesses, retailers and attractions. The app will allow users to browse, communicate and book directly with local businesses, including hotels, tour operators, tourist sites, restaurants, spas, retailers, dental and healthcare centres, hairdressers, etc.

While CityButler is a consumer-focused app, ButlerPad is designed for predominantly for hotels and resorts. Developed as a concierge app, it streamlines enquiries, requests and bookings with all hotel departments, as well as with nearby businesses. The app allows transactions from any location and at any time before, during and following a hotel stay. Butlerpad requires no investment on the part of hotels and offers a newly created revenue stream to hotel partners in the form of a share of the commission from bookings or purchases made with external merchants.

“CityButler is racing to launch with Singapore and Bangkok to be among the first destinations featured,” said Vetri Mayandi, chief marketing officer of ButlerTech. “As we near the official launch for ButlerPad, we are keen to widen our focus to Europe for both products. We are currently in discussions with some key hotel groups in the UK regarding ButlerPad adoption and are busy curating our Europe-centric CityButler content. Rooster will be instrumental in launching both products, raising awareness of the superiority of our destination guide app among travellers and encouraging further buy-in to ButlerPad from hotel brands looking to increase in-property spend, improve brand loyalty and guest satisfaction, and enjoy a newly generated revenue stream in the process.”

James Brooke, managing director at Rooster PR said; “ButlerPad is a truly unique proposition for hotels worldwide and the consumer-focused CityButler promises to become the one-stop shop for travellers visiting the world’s top city destinations. We are confident that we can deliver successful campaigns for both products thanks to the strength of the apps’ USPs.”

The appointment comes just as ButlerTech announced a new partnership with Guestline, the hotel software solution company. Guestline will facilitate the integration of the ButlerPad app with its hotel property management system, Rezlynx PMS.

The integration will enable hoteliers to deliver a more streamlined check-in and check-out process, whilst further enhancing the guest experience by allowing clients to message hotels ahead of arrival, view or pay the balance of their invoice, or make reservations for repeat visits, from any location and from the comfort of their own smartphone or tablet.

A recent YouGov survey showed 50% of people said that hotel check-in queues were too long; 21% had problems with key cards and 12% said it took too long to order room service. Nearly 40% of people also said they’d be more likely to book a hotel offering mobile check-in over others that didn’t.


Mairi Clark

Ex-editor of The Drum and various other marketing and advertising titles. Specialise in branding, marketing, advertising and social media. Have worked in digital since 1993.

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