As Hotel Brands Go Digital, Asset Management Must Not be Overlooked

By Paul Lachance President, Smartware Group Inc. | May 14, 2017

Hotel executives are starting to catch on to digital technology as they strive for better customer experiences across the board. With powerhouses like Hilton and Marriott (1) leading the charge, competitive hotel brands are raising the standard for guest experiences in the digital age.

A recent study by Hospitality Technology (2) found 57 percent of hotels plan to spend more on technology across the board in 2017 than they did in 2016. And while improving customer engagement and enhancing payment and data security stood out as the top priorities for many hospitality industry decision-makers, it appears far fewer are considering a critical investment: Enterprise Asset Management (EAM).

Cloud-based EAM technology empowers hotel staff to better understand the real-time maintenance needs of their business. With rising operating and property management costs, the hospitality industry must stay abreast of the latest in EAM technology.

Avoid Potential Catastrophes That Can Inconvenience Guests

There’s a lot that goes into creating a positive, hospitable stay for guests, but even one complication can ruin the experience. Heating and cooling failures, electrical outages, alarm system errors and more are a pain to deal with in the first place, but can have major consequences when they occur while paying guests are present.

These unplanned catastrophes are not only expensive to address on their own, but can require reimbursement for unhappy guests and lost revenue from cancellations. Additionally, a bad experience (like a blaring alarm in the middle of the night or a power failure) can permanently scar a hotel’s reputation, scaring patrons away from making future reservations and earning negative reviews online. Clearly, a simple problem that goes unaddressed can quickly become a hospitality nightmare for guests and employees alike.

Hotel Newswire Headlines Feed  

Trish Donnally
Larry  Mogelonsky
Rick  Gabrielsen
Julie  Lepp
Jeff Guaracino
Roberta Nedry
Roger G. Hill
Richard Dahm
Christopher  Bolger
Paul van Meerendonk
Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.