The Hospitality Divide: How New Technology Is Making It Bigger

By Mark Tapling President & CEO, InfoGenesis | May 19, 2010

It's no secret that there is a great divide when it comes to hospitality. No matter if you operate a hotel, cruise line, resort or casino, there is a distinct difference between those companies that focus on guest service and those that don't. It's only recently that the pendulum as swung back from the commoditization of offerings to a focus on the guest experience. Now, many companies are scrambling to catch up to those that have stayed the guest-focus course in their operations.

This observation begs the question: Why has guest experience accelerated in importance over the past several years? Some say it's the build out of local markets where location and price have reached their zenith. Oversaturation is the death knell for many an operation. But there are still others that realize a focus on guest service and the guest experience has the potential to negate many of the affects of competition, location and price. In fact, many are finding that they can significantly increase revenue by focusing on guest service.

What sets the successful hospitality operators apart is more than budgeted corporate dollars or training. Even companies that have done guest service well in the past find it increasingly difficult to be profitable in competitive markets. The operators that are combining their guest service strengths with new technology are the same organizations carving out powerful competitive leads in their markets. They've discovered the formula that is crucial in hospitality today: Better Service + Better Technology = Increased Revenue.

In this article you'll learn about three new pieces of technology your property can implement. This technology brings the above formula to life for a company that has basic technology in place, such as point-of-sale (POS), property management and table management/dining reservations solutions. What these new, integrated technology pieces represent are unique opportunities to differentiate in the marketplace, get people talking and keep them coming back to your locations.

In The Know

One of the cornerstones of better guest service is information. Lack of information for a manager or guest can breed confusion, incompetence and lost opportunities. Technology is tailor-made to help companies avoid these problems and deliver the right information at the right time, but only if it's set up and integrated properly.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.