I’m a mobile man…are you?
(sorry “person”)
Well we all know the
trials and tribulations as we try to hook up to the Wi-Fi at hotels around the
globe. The best places I found for catering to travelers needs are the South Americans,
they know how to deliver free Wi-Fi. Hostels also recognize the value of Wi-Fi
for guests, but why do hotels still struggle with this concept? Why can I go to
the pub on the corner and surf, but not in my hotel room…and we wonder why
hotels are struggling?
I attended the HOSPAWorkshop event to look at mobile technologies in hotels, beyond Wi-Fi it’s the
strategy that hotels, on the whole, really need to catch up. While their
retailing counterparts are outdoing them with online purchases and the buying
experience, the hotel industry is still using archaic systems to manage their
properties, their people and their guests.
Social media is in full
swing as we blog, Tweet and Facebook / G+…and hotels are keen to commercialise
this instead of jumping straight into the action.
Software companies at
this event talked about the ‘cloud’, you know that place where we store our
photos and documents from our mobiles?! And they talk about SaaS (software as a
service), like our Gmail accounts, Flickr etc…
See. Several steps behind
us right?
Well just imagine what
their Reservation management system looks like? You wonder why it is so
difficult to book a hotel direct, or a hotel has the right reservation details
for you…well wonder no more…!
We are changing the way
we book our hotels, where we find where we want to stay, yet we’re continually
forced to use the big brands or TripAdvisor, Expedia or booking to research and
make these decisions. We want a new experience to our hotel stay, and as the
mobile youth generation begin to afford to travel their decisions are going to
be on how well a hotel can service them…through our mobile.
And the impact? A big
change in the way that the middle hotels 2 – 4* will survive to deliver guests
these expectations.
Everyone talks so highly
of CitizenM…the concept of community, loyalty and being part of the club, a
hotel brand utilizing new technologies like Apple Passbook (you know how
frustrating it is to have to find an internet café to print off your boarding
pass or hotel reservation receipt).
Speaking to Mike Murray
of Tripcraft, an enterprise solution for hotels, has the guest experience and
loyalty at the centre of the system to help hotels improve that customer
service. Facilitating multilingual conversation between the guest and the hotel
staff…and incorporating all existing technologies in the hotel, so that OUR
guest data is centralized so we don’t have to repeat ourselves time and time
again.
Mobile technology is
developing at such a rate, the question is will hotels be able to tap into it
and keep up. iRiS Mobile Concierge is another one that is placing all hotel
services within an App to help customers search for information, and order
services and products themselves, from their room or when they are on their way
to the hotel.
Speaking to Paul
Lingard-Kay of Old English Inns, technology is moving in a hotel but adoption
is not easy. At local property level, expecting staff to handle these
technologies consistently is a challenge, and therefore centralizing this
management of digital, marketing, content and communications with guests is the
trend.
It helps to understand
why some communications is more generic than we would expect from unique
properties.
What we also have to
understand, as travelers, is that on the whole, the industry has “forgotten”
that it’s in the ‘people business’. Salaries have changed little, and you will
often be confronted by the lowest qualified staff in the most important
positions. As a guest this cannot excuse misgivings in the level of service or
quality of experience at the hotel.
It is as though the level
of trust in staff has diminished in favour of cutting basic operational costs,
that include salaries, rather than trying to maintain a higher quality level of
service.
We can put this down to
one thing – hotels are looking for the quick fix.
Everything is being
bolted in, hotels are trying to evolve rather than take a leap of faith and do
something different. And travelers are only going to suffer.