HITEC Offers Glimpse of Future Hotel Tech
ORLANDO, FL, June 27, 2007. For one week every June, technology is king in the hotel industry. That's because this week is the annual Hospitality Industry Technology Exposition and Conference (HITEC). It's a time when all hospitality tech heads and geeks descend to learn what's up and coming, what's hot, and of course what's not when it comes to electronic gadgets, gizmos and productivity tools meant to make guests happy and hotels achieve richer profits.
This year's event is expected to attract about 6,000 individuals by the time the last flat panel TV is shut off and the final PMS demo is complete. One highlight of the event was the debut of the latest version of Guestroom 2010, a technological showplace meant to display current and emerging technologies in the context of how the guestroom of tomorrow may adapt to meet the needs and dreams of hotel customers. The room was packed with 70 different technologies selected after a comprehensive worldwide, comprehensive search of existing, cutting-edge and future guestroom innovations was conducted.
"GUESTROOM 2010 has become a great success since it debuted at HITEC 2006. The technologies in the futuristic guestroom have been presented around the world and GUESTROOM 2010 has become a point of reference for new hotels," said Frank Wolfe, CAE, HFTP CEO and Executive VP. "The technologies featured in the 2007 version will include more than the expected electronic technologies. Nanotechnology and environmentally friendly items will shed a new light on hotel technology."
Funky new technologies on display included a wall sized video display panel that allows guests to view artwork in high definition, a digital door viewer that uses a monitor rather than peep hole to see who's at the door and an in room desk that integrates computer hardware into the body of the desk. There was also a television that displayed images in 3D, personal video phone and an energy boosting oxygen stick.
Guestroom 2010
However, relying solely on technology in place of a strong customer centric service culture could be dangerous, warned Jonathan Tisch, chairman and CEO of Loews Hotels. During his keynote address during the opening session he said there is a customer revolution occurring.
"Competition is fierce and loyalty is fickle. You have to build a lifelong relationship with [customers]. What we need to do [as an industry] is to take a transaction and turn it into an experience," said Tisch. "The consumer is highly sophisticated and highly knowledgeable and has access to all sorts of information we could not have dreamed of 10 years ago."
Tisch said technology can be used to help guests feel good about their lodging decisions. "The relationship between technology and the customer experience is vitally important. Technology can be seen as a bit impersonal and create distance between the guest and the [hotel brand, but in reality is can help in reestablishing and personalizing the experience. We are using technology to break through that clutter and noise and reconnect with the customer. Technology gives us new kind of intimacy and allows [the guest] to be brand loyal because it helps recognize the consumer wherever I go," said Tisch.
At gCommerce, a hospitality marketing firm, the company's president Scott van Hartesvelt said Americans are living in a post scarcity environment. Meaning, whatever someone wants can be easily purchased so having a particular product is no longer special. This is rapidly changing the consumer mindset and they are now seeking more intangibles, which is emerging as the desire to have unique experiences. Technology is vital tool in helping to facilitate experiences.
He said that it's no longer just good enough to set up a blog and hope for the best. He encourages hoteliers to give more control to the guest. When doing that, the possibilities are limitless because it will more fully engage them and give them a stake in the brand. He suggests things like letting them provide unfettered commentary on all aspects of the property, warts and all. It's an exercise in building trust.
"You have to trust your customers. Don't tell them what they want. Ask them what they want," said van Hartesvelt.
Marriott International, Inc. (NASDAQ: MAR) is a global leading lodging company based in Bethesda,Maryland, USA, with more than 4,200 properties in 80 countries and territories. Marriott International reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: The Ritz-Carlton®, BVlgari®, EDITION®, JW Marriott®, Autograph Collection® Hotels, Renaissance® Hotels, Marriott Hotels®, Delta Hotels and Resorts®, Marriott Executive Apartments®, Marriott Vacation Club®, Gaylord Hotels®, AC Hotels by Marriott®, Courtyard®, Residence Inn®, SpringHill Suites®, Fairfield Inn & Suites®, TownePlace Suites®, Protea Hotels® and MoxyHotels®. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards® and The Ritz-Carlton Rewards® program, which together surpass 50 million members. For more information or reservations, please visit our website at 
