Shiny: Hotel associates earn more with digital tipping

DIGITAL TIPPING CAN boost hotel associates' earnings by up to $375 per week, according to a recent study by Shiny, a digital tipping platform. Furthermore, guests are 15 percent more likely to tip compared to 2023, with half leaving tips of $10 or more.

Shiny’s second annual report, “Harnessing Tipping Data to Empower and Motivate Hospitality Workers,” also includes a case study on Stonebridge Cos., a hospitality management firm that implemented Shiny’s digital tipping platform across its hotels in 2022.

The report analyzes tipping behaviors and patterns at hotels using its digital tipping software.

“Not only is providing a tipping option for associates a phenomenal benefit to increase take-home pay, but it also is a fantastic way to keep employees engaged beyond daily standup,” said Rebecca Robinson, Shiny’s cofounder. “In this report, we continue to explore trends in digital tipping to further improve operations and ultimately increase retention.”

At Stonebridge hotels, the top 25 percent of tipped associates earned at least $100 per week in tips, reducing employee turnover by 50 percent over 12 weeks, the report found. Additionally, a luxury city-center property reported a 36 percent increase in guest satisfaction scores compared to the previous year’s Tripadvisor ratings before implementing Shiny’s digital tipping.

Stonebridge is led by founder and chairman Navin Dimond.

Shiny emphasized that understanding guest behaviors, especially how they express gratitude, is key to improving service quality and employee satisfaction. The report also offers actionable solutions to introduce and boost guest tipping.

The report outlines tactics to boost gratuity awareness, including investing in quality materials, using clear messaging, placing collateral strategically, and choosing the right timing.

“By partnering with a strong digital platform, we’ve been able to utilize their data to make improved operational decisions, which have led to increases in guest satisfaction, employee retention and recognition, making our hotels more profitable,” said Chris Cheney, Stonebridge’s senior vice president of commercial services.

In April, 24Seven Hotels, led by founder and CEO David Wani, partnered with Shiny to support over 450 associates across its 30-hotel portfolio, including housekeeping staff. Shiny was founded in 2021 by Rebecca Robinson and Gwen Johnson.

A Shiny study from April 2023 found that guests tip hotel associates most on Sundays and least on Tuesdays. Loyalty program members are twice as likely to tip as non-members, with departments like housekeeping, valet, dining, lounge, and front desk receiving an average tip of $10.60.