Hey, You, Get Off of My Cloud!

Surviving the Transition to "Community Model" Software

By Bernard Ellis Vice President of Industry Strategy, Infor Hospitality | April 24, 2016

After cautiously testing the cloud computing waters for almost twenty years, the hospitality industry has been diving in head first lately, and for the most part, made nice, controlled entries with minimal splash. And for the majority, the dive was followed by a graceful, controlled float to the top. Others, however, found themselves disoriented, bumping into other swimmers, and gasping for breath. The cloud is indeed like a community pool in many ways, but after reading this article, there’s no reason why you shouldn’t be able to quickly find your lane and swim faster laps than ever.

Quick Insight From the Path Not Taken

So why do I claim to have so many answers? Please allow me to share a little history that might explain why this issue is particularly near and dear to my heart. Not ready to commit to a career in the hotel industry at age 18, I opted for a liberal arts college and majored in sociology. I figured it wasn’t completely off track: after all, large hotels are one of the few places where under one roof you are likely to cross paths with people from all rungs of society, potentially from all corners of the globe, and even more interestingly today, to witness the unprecedented five generations currently sharing the hotel workplace. And my sociology degree did indeed train my mind to have an even more nuanced and inquisitive appreciation of the diversity around me. However, what it didn’t prepare me for was the beautifully dressed bride, red-faced with fury and screaming at full volume across the front desk, nor for her even more unpleasant mother, nor the panicked, disorganized meeting planner who generously distributed blame to everyone but herself, nor the beloved celebrities who weren’t nearly as friendly in person. In fact they were kind of a pain. Yes, what I came to realize was that I liked the systems a lot more than I liked the guests.

But not to worry, dear readers: the hospitality technology field has provided just as much if not more opportunity to exercise my sociology training. I’ve always been suspicious that the herky-jerky, often rhyme-less, reasonless way our industry adopts new technology might not be quite normal, and in fact, could even be considered deviant. Having now had three years at Infor to compare notes with my counterparts who serve other industries, such as healthcare, public sector, retail, and industrial manufacturing, I can now definitively confirm that, no, our industry is not normal—far from it in fact!

Was it All a Dream?

Conveniently, cloud computing offers a perfect example to illustrate my point. I have actually been evangelizing cloud since 1999, the year when I began a 12-year stretch of working for growing companies who each only offered one product, a web-native Software as a Service (SaaS) solution, the first being a CRS and the second being a revenue management system. So, why, even in print, is my tone coming across a little surly, if our industry began humming along on cloud computing more than 15 years ago? After all, some of my Infor colleagues are only just now managing to convince some of their manufacturing customers to dip their toe in the water. Well, what I didn’t fully appreciate at that time was just how much of a “cloud bubble” I was in. Viewed from more of a distance, it was easier to see that, as with so many other emerging technologies, hospitality hadn’t actually been all that heroic about early adoption. Instead, the industry was actually following its usual “slow-slow, quick-quick, slow-slow, quick-quick” dance rhythm of technology adoption, whose tempo is set by low tones of wary apprehension that are occasionally lured to the dance floor high noted promises of lower costs. There had not been nearly as much early adoption as I had thought.

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.