Mobile Technology: The Revolution In Human Resource Management

By Saeed Kazmi Chairman & CEO, Vertical Systems, Inc. | July 08, 2012

Mobile technology applications are making human resource management more efficient and more profitable.

On its surface, that's a rather obvious and logical statement -- and because the widespread usage of mobile applications in hotel operations is a relatively young practice, there are no studies that can scientifically back-up the claim.

There is, however, considerable anecdotal evidence to support the point. For example, my company – Vertical Systems Incorporated – monitored the use of mobile applications in housekeeping, maintenance, and room inventory over a one year period at a 2,000-room full-service luxury hotel in Chicago.

Dramatic results were achieved in managing workflow – and whenever you make enhancements to your workflow, you have by definition enhanced the way you manage people. Managing workflow and managing people are overlapping concepts, with overlapping human resource implications and human resource benefits.

This article will examine the "how" and the "why" of these two interrelated concepts – and in the process, I hope to give you a variety of sound reasons for implementing mobile applications more extensively at your hotel properties.

Managing Workflow

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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.