The Story of GuestCompass: Enhancing Guest Communication

GuestCompass was founded in 2014 in Cadzand-Bad at the Strandhotel with the goal of giving hotels back control over their guest relationships. At the time, online travel agencies (OTAs) and third parties had taken over much of the communication with hotel guests. Initially, GuestCompass developed custom apps for hotels, allowing each property to maintain its own branding and identity. This white-label approach provided hotels with a direct channel to engage with their guests.

However, it quickly became clear that hotel guests, who stayed on average between 1.7 and 2.5 nights, were not inclined to download an app for such a short period. This led to the development of a web app, making GuestCompass accessible via hotel WiFi and lobby screens. The introduction of QR codes facilitated easier access, a concept that took several years to gain widespread acceptance but is now commonplace.

GuestCompass later collaborated with ABB, a well-known automation company, to integrate KNX solutions into the platform. This enabled guests to control in-room elements such as lighting, curtains, and air conditioning. However, the primary aim remained facilitating better communication between hotel staff and guests rather than focusing solely on automation.

A significant step forward was made in partnership with Hotek, where GuestCompass enabled keyless entry directly via the web app, removing the need for dedicated mobile applications. At the time, most lock manufacturers required an app for access control, making this integration a notable innovation in the industry.

GuestCompass is designed as a modular system, allowing hotels to configure it according to their needs. Instead of a complex menu structure, the platform ensures that guests can find necessary information within one or two clicks. Research into different guest profiles—romantic travelers, families, friends, seniors, and business guests—showed that while guests are open to communication, they prefer only relevant and timely information. For example, a guest checking in on Friday does not need details about a Wednesday market.

Over time, GuestCompass has expanded into student housing, where its communication tools have reduced emails, phone calls, and front desk visits by up to 70%. Managing key handovers in student residences, where over 10,000 residents change annually—sometimes within 24 hours—posed a logistical challenge. After evaluating various smart lock solutions, iLOQ emerged as the most suitable due to its battery-free design and simple installation.

GuestCompass became the first external platform to integrate with iLOQ, offering a tailored solution for digital key management. A cloud-based tool was also developed, enabling students to share keys, register themselves, and providing subcontractors with controlled access—allowing for a more decentralized but secure approach to key management. Beyond replacing physical keys, GuestCompass has introduced features that support community-building, such as issue reporting and early departure notifications.

AI is now being incorporated into the platform, offering students automated, context-aware support in multiple languages based on their device and situation. Other recent developments include a feedback generator, extensive customization options, and numerous third-party integrations.

GuestCompass continues to adapt to changing industry needs, ensuring that hotels, student housing providers, and other users maintain effective and efficient communication with their guests and residents.

GuestCompass Timeline

2014
📍 GuestCompass founded in Cadzand-Bad at the Strandhotel.
📱 Launch of custom hotel apps.

2015
🌐 Development of the web app after realizing guests don’t download apps for short stays.
📶 Integration of QR codes and WiFi access for seamless use.

2017
🤝 Partnership with ABB to integrate KNX solutions, enabling guests to control room features.
🔑 Initial tests with smart locks and home automation.

2018
🔓 Integration with Hotek for keyless access via the web app, eliminating the need for a separate app.
🛠️ Modular system introduced, allowing hotels to customize the interface.

2019
🏠 Expansion into student housing, focusing on digital communication.
📉 Impact study: 70% fewer emails, calls, and reception visits.

2020
🔍 Research into the best smart lock solutions for student housing.
✅ iLOQ selected as the most efficient solution: battery-free and easy to install.
📲 First external iLOQ integration within GuestCompass.

2021
☁️ Launch of a cloud-based key management tool, including key sharing and subcontractor access.
🌍 Expansion into broader market segments.

2023
🤖 First AI integrations within GuestCompass for personalized support and automation.
📊 Further expansion with feedback generators, customization options, and new integrations.

2024
🚀 GuestCompass continues to evolve, focusing on adaptive and future-proof communication solutions.