Virgin Hotels is the latest major hotel brand to unveil an updated version of its mobile app with contactless features in response to the public health crisis. The new and improved app is designed to enable guests to minimize, if not eliminate, face-to-face interactions with hotel staff. The hotel originally launched the app, which it dubbed Lucy, five years ago, as a “personal comfort assistant.”
The updated version is set to debut alongside the reopening of Virgin Hotels Dallas and the grand opening of Virgin Hotels Nashville early this month. Future hotel openings will be fully compatible with the new mobile app offerings as well. Virgin Hotels Chicago will see an individual rollout of the functionalities with the new capabilities implemented later this month.
The new features include mobile key functionality and guest room selection. Guests will be able to avoid touching and keeping track of a plastic room key; the app can now handle everything from checking in to unlocking the room directly with mobile key capabilities. The app will keep its original features, including the ability to book stays, provide local recommendations, order room service, initiate service requests, and provide an up-to-date look at individual hotel happenings, news and programming.
Guests will be able to access the features when joining Virgin Hotels’ Loyalty and Preferences program, called “The Know.” For all hotel guests, Lucy can also control the lights from the palm of their hand, unveiling three new lighting themes: “Get Lit,” a bright, master setting; “Get in the Mood,” a dimmed, relaxed setting; and “Do Not Disturb,” a dark setting for sleep. These features join Lucy’s current capabilities including “Get Comfy” controls (thermostat and TV remote functionality) and the ability to order room service anywhere on property.
Users of the Lucy app can also access Apple Music, exercise in the hotel fitness center with custom routines powered by Fitbod, and purchase hotel gift cards. Finally, the new version of the app invites guests to provide feedback on their stay in real time.
“Since the very beginning, Lucy has brought a personal touch to each guest. Now she’ll have the ability to help our guests personalize their stay entirely, while also helping them to feel safe and comfortable when traveling,” stated Denise Walker, Vice President of Information Technology, in a press statement. “Virgin Hotels has always prioritized the ease of stay and overall guest experience, so we are incredibly enthusiastic about this new rollout.”