Hey, You, Get Off of My Cloud!

Surviving the Transition to "Community Model" Software

By Bernard Ellis President & Founder, Lodgital Insights LLC | April 24, 2016

After cautiously testing the cloud computing waters for almost twenty years, the hospitality industry has been diving in head first lately, and for the most part, made nice, controlled entries with minimal splash. And for the majority, the dive was followed by a graceful, controlled float to the top. Others, however, found themselves disoriented, bumping into other swimmers, and gasping for breath. The cloud is indeed like a community pool in many ways, but after reading this article, there's no reason why you shouldn't be able to quickly find your lane and swim faster laps than ever.

Quick Insight From the Path Not Taken

So why do I claim to have so many answers? Please allow me to share a little history that might explain why this issue is particularly near and dear to my heart. Not ready to commit to a career in the hotel industry at age 18, I opted for a liberal arts college and majored in sociology. I figured it wasn't completely off track: after all, large hotels are one of the few places where under one roof you are likely to cross paths with people from all rungs of society, potentially from all corners of the globe, and even more interestingly today, to witness the unprecedented five generations currently sharing the hotel workplace. And my sociology degree did indeed train my mind to have an even more nuanced and inquisitive appreciation of the diversity around me. However, what it didn't prepare me for was the beautifully dressed bride, red-faced with fury and screaming at full volume across the front desk, nor for her even more unpleasant mother, nor the panicked, disorganized meeting planner who generously distributed blame to everyone but herself, nor the beloved celebrities who weren't nearly as friendly in person. In fact they were kind of a pain. Yes, what I came to realize was that I liked the systems a lot more than I liked the guests.

But not to worry, dear readers: the hospitality technology field has provided just as much if not more opportunity to exercise my sociology training. I've always been suspicious that the herky-jerky, often rhyme-less, reasonless way our industry adopts new technology might not be quite normal, and in fact, could even be considered deviant. Having now had three years at Infor to compare notes with my counterparts who serve other industries, such as healthcare, public sector, retail, and industrial manufacturing, I can now definitively confirm that, no, our industry is not normal-far from it in fact!

Was it All a Dream?

Conveniently, cloud computing offers a perfect example to illustrate my point. I have actually been evangelizing cloud since 1999, the year when I began a 12-year stretch of working for growing companies who each only offered one product, a web-native Software as a Service (SaaS) solution, the first being a CRS and the second being a revenue management system. So, why, even in print, is my tone coming across a little surly, if our industry began humming along on cloud computing more than 15 years ago? After all, some of my Infor colleagues are only just now managing to convince some of their manufacturing customers to dip their toe in the water. Well, what I didn't fully appreciate at that time was just how much of a "cloud bubble" I was in. Viewed from more of a distance, it was easier to see that, as with so many other emerging technologies, hospitality hadn't actually been all that heroic about early adoption. Instead, the industry was actually following its usual "slow-slow, quick-quick, slow-slow, quick-quick" dance rhythm of technology adoption, whose tempo is set by low tones of wary apprehension that are occasionally lured to the dance floor high noted promises of lower costs. There had not been nearly as much early adoption as I had thought.

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Jerry Tarasofsky
Brenda Fields
Shujaat Khan
David Lund
Joseph Ricci
Roberta Nedry
Deborah Popely
Robert Festinger
Lynn McCullough
Louis D'Amore
Coming up in January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.