Editorial Board   Guest Author

Ms. Farmer

Cate Farmer

General Manager, Margaritaville Hollywood Beach Resort

Industry veteran Cate Farmer is the general manager of the flagship Margaritaville Resort in Hollywood Beach Florida. With more than two decades of hospitality industry experience, Ms. Farmer has held executive positions within Margaritaville Resorts, Morgans Hotel Group and Marriott International.

Named HSMAI's South Florida General Manager of the Year and Business Woman of the Year by the Greater Hollywood Chamber of Commerce, Ms. Farmer is a leader in the community and industry. Actively involved in creating benchmarking sustainability practices for the lodging industry, she also works closely with the City of Hollywood, Hollywood Beach and Greater Fort Lauderdale business and philanthropic communities, serving on several boards and associations.

Ms. Farmer attended the University of Wisconsin where she received a B.A. in Journalism and Political Science.

Please visit http://mhbr.com for more information.

Ms. Farmer can be contacted at +1 954-874-4446 or cfarmer@mhbr.com

Coming up in January 2020...

Mobile Technology: Meeting Tech Expectations

What once seemed futuristic is now the norm, owing to the escalating developments in mobile technology, and hotels must continue to innovate in order to meet guest expectations. In a recent study from Mower, 65 percent of guests said they would gladly pay more for a hotel that provides the mobile technology they deem essential. The same study shows that 44 percent of travelers are more likely to book a smart hotel, and nearly 7 in 10 want to use smart devices provided by the hotel. And how do guests wish to use all this technology? A majority expressed a desire for mobile check-in and check-out, and mobile payment options. They also want to be able to stream content from their phone to the TV; to make service requests of the hotel staff; to control in-room lighting, temperature and sound; to order food and beverages; and to request a wake-up call - all from their mobile device. Guests also expressed preferences for robust wi-fi and convenient device charging ports throughout the hotel. They also appreciate the use of hotel branded apps which allow a guest to book a room, access loyalty programs, receive discounts and rewards, and even use the app to choose the room, floor and view they prefer. Some hotel apps also allow a customer to track their charges throughout their stay, rather than waiting to receive a bill at the end. Finally, mobile tech lounges are popping up more frequently in some hotels. These lounges offer guests the opportunity to perform tasks like airline check-ins or access to local info guides, but they also provide a place where guests can comfortably get some work done outside their room. The January Hotel Business Review will report on what some hotels are doing to meet their customers' expectations in the mobile technology space.