Hospitality trends 2013
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Hospitality trends 2013

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As consumers become more sophisticated about technology in their professional and personal lives, they ...

As consumers become more sophisticated about technology in their professional and personal lives, they
expect more from hotels when they travel. A hotel’s technology offerings are an important factor when
choosing a hotel, according to a majority of respondents to a SmartBrief poll. Savvy hotels are responding by
adapting their guest rooms, meeting spaces, lobbies and front desks to today’s technology advances. The
changes are improving the guest experience as well as making hotels more inviting to younger travelers – the
market every hotelier is trying to accommodate and attract – who see technology as an essential part of their
lives. Read on to learn about the most important trends in hospitality technology.

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Hospitality trends 2013 Hospitality trends 2013 Presentation Transcript

  • 10Hospitality Technology Trends YouNeed toKnowAbout As consumers become more sophisticated about technology in their professional and personal lives, they expect more from hotels when they travel. A hotel’s technology offerings are an important factor when choosing a hotel, according to a majority of respondents to a SmartBrief poll. Savvy hotels are responding by adapting their guest rooms, meeting spaces, lobbies and front desks to today’s technology advances. The changes are improving the guest experience as well as making hotels more inviting to younger travelers – the market every hotelier is trying to accommodate and attract – who see technology as an essential part of their lives. Read on to learn about the most important trends in hospitality technology. Sponsored by:
  • Device-andEntertainment - Autonomy Service Automation Whethertravelingforbusinessorleisure,whocanlive withouttheirsmartphoneortabletthesedays?Nearlyhalf ofSmartBriefpollrespondentstravelwithtwodevices, andanotherthirdtravelwiththreeormoredevices. Technologyisessentialtoguests,andtheyexpecthotels toaccommodatetheirtechneeds.Onecompanyhelping guestsconnecttheirtechnologywithahotel’sofferings isShodogg.Theserviceallowsgueststosynctheirmobile devicewithahoteltelevision,allowingthemtoaccesstheir ownlibraryofmovies,music,photosandsocialmediasites suchasFacebookandTwitter. “TheShodoggtechnologyremovestheemphasison hardware,whichhasbecomeadrainonthehospitality marketbecauseofhowquicklynewproductsarebeing launched,”ShodoggC.E.O.HerbMitschelesaid.“Our technologyenablesgueststoaccessandcontrolcontent— photos,videos,music—fromanymobiledevicetoany hotelTVenabledwithourtechnology.Ourtechnologyis evolutionary,soitwillworkondevicesinthemarkettoday ordevicesthathavenotyetlaunched,allowinghotelsto alwayshavethelatestmediaoptionsintheirguestrooms.” Onedecisionfacinghoteliersiswheretoinvesttheir technologyspending.Whenpolled,morethanhalfsaid theyfocustheirtechnologypurchasinginthecoming yearontheguestroom.Hotelsalsoareaccommodating guests’devicesbyredesigningaspectsoftheguestroom. HamptonHotelsnowrequiresitspropertiestohave connectivitypanelsineachguestroomthathavetwoUSB portsandthreeelectricaloutlets.Theunitsaremounted desksideoronthenightstand.Havingtheseresources available—withouthavingtomovefurnitureorseekthem outonyourhandsandknees—allowsgueststohavea betteruserexperiencewhileenjoyingcontentontheir devices. Nowatmorethan500hotelsworldwide,Intelityis helpinghotelsdothisthroughitsICEapplication.Guests cancontactthehotelwithavarietyofrequests,andthe systemsendstherequestdirectlytothestaffpersonwho canfulfillit.Morethan85percentofhotelguestsusethe systemduringtheirstay,accordingtoC.E.O.DavidAdelson, whosaidthetoprequestsareforroomservice,wake-up callsandhousekeeping.InMay,thecompanydebuteda newplatform,ICESapphire,designedtoreplacethealarm clockintheguestroom.Atabletdeviceonadockwould offeranalarmclock,morethan300worldradiostations andavarietyofguestservices. “Thistypeoftechnologyiswheremigrationishappening.” Adelsonsaid.“Thisiswhattheguestexpects.It’snolonger whatthehotelwantsustosupplyasadifferentiator,it’swhat theguestexpectstoseewhentheyareinyourhotel.” Hotelsaremovingforwardwithotherautomated systems.Thejust-openedHyattUnionSquareinNew Yorktargetsguestswhohavebusinessinthecity’s “SiliconAlley,”whichmeansitneedstooffertechnology thatservesthosetravelers.Guestsgetasenseofthe technologyfocusassoonastheyenterthehotelwith thethreecheck-inoptions:aniPadcheck-inwithstaff called“galleryhosts,”acheck-inkioskandatraditional frontdesk.About40percentofguestschoosetheiPad option,saidGeneralManagerChrisHolbrook,aveteran ofInterContinentalandKimptonproperties.Staffeven canmakearoomkeyontheiPad.“It’snicetohaveoptions fortheguest,”Holbrooksaid.“Wewanttomakesureit’s quick,seamlessandmemorable. Guestsarequicklyadaptingtothistrend.Askedina SmartBriefpolliftheywouldcheckinusinganautomated kiosk,morethan91percentsaidtheyhadtrieditor plannedtotryit,anotherindicationthattheyareready nowtostartusingtechnologyduringeverystepoftheir travel. Trend #1 Trend #2Guestsaretravelingwithmoredevices, whichmeanstheyalsoarebringingtheirown entertainmentoptions. Guestsprefertoorderroomservice,makea housekeepingrequestorcontactthevalet indirectlyratherthanbyphone. TheAndazFifthAvenuealsooffersmobilecheck-inasa friendlieroptiontoatraditionalfrontdesk.“Itdoesn’t needtobeatransactionalinteraction,”saidKelly Overstreet,thehotel’sdirectorofmarketingandevents. One None Two Three or more How many devices do you travel with? 45% 40% 14% 1% 76.16% 14.86% 5.65% 3.33% Would you check in using an automated kiosk? Yes, and I already have Yes, it sounds convenient No, it’s too impersonal I’m not familiar with this technology 3 4
  • The “New” Perks The Lobby as a Tech Hub TheMuseNewYork,aKimpton Hotel,offersguestsNooke-readersto useduringtheirstay.Thedevicesare pre-programmedwithbooks,magazines andothercontentandguestscantake themoffproperty.“Wewantedtocreate somethingforguest(s)thatwaspersonal,” GeneralManagerErickaNelsonsaid.“They canrelaxandenjoythemselves.”Another KimptonpropertyinNewYork,Eventi, offersa“businessbar”stockedwithiPads andiPadMinisinsteadofatraditional businesscenterandwirelessprintingis availablethroughoutthehotel. ThesetechnologyperkssetKimpton apartfromthecompetition,although notallhoteliersseethemasagood investment.WhenSmartBriefasked hotelprofessionalswhetherhotels Hotelsaretryingtoencourageguests tospendtimeinlobbiesbyoffering programming,residential-stylefurniture andplentifulelectricaloutlets.Evenwhen guestswanttoworkindependently, theyoftenwanttodosoaroundother people.TheprototypeforHilton’snew extended-staybrandHome2Suites includesanopenlobbyconceptcalledthe Oasisthatincludesa52-inchtelevision andacommunaltablewithoutletswhere guestscanworkonlaptops.Attheultra- hipAceHotelinManhattan,thelobbyis consistentlyfilledwithlaptop-ortablet- totingguestsatthewoodencommunal tablesandplushsectionals. AllofStarwood’sAloftproperties includeanIntelityICEapplicationon touchscreensintheirlobbies.Dubbedthe shouldofferguestsin-roomiPads,iPods ordesktopcomputers,morethanhalfsaid no.Thisseemstoindicatethathoteliers arenotprioritizingaccesstotechnologyas highlyashotelguests.Theyneedtobemore concernedwithprovidingtheirguestsaccess totechnologyandmeaningfuldigitalcontent. Onecompanytryingtohelphotels bridgethatgapisRoomlinx.Usingtheguest roomtelevision,itprovidesprovidesmedia, entertainmentandbusinesssolutionssuch asaccesstoaguest’sownNetflixaccount andtheMicrosoftOfficesuite.Guestscan travelwithfewerdeviceswhilestillaccessing thedigitalcontenttheywant.AndazFifth AvenueoffersRoomlinx.“Itreallyisalmost likeahomecomputerontheTV,”saidKelly Overstreet,directorofmarketingandevents. Trend #3 Trend #4 Hotelsaremakingiteasierforguestswhotravel withoutdevicesbyprovidingiPads,iPodsand Nookswithcustomcontent,aswellastreatslike magazineandnewspapersubscriptionsandmore robustentertainmentonguestroomtelevisions. FromofferingoversizetouchscreenstoWii tournamentstocommunaltableswithpower jacks,thelobbyisnolongerjustawaystationfor guests. “CoolConcierge,”guestscanlookuplocal attractions,printboardingpassesand accesshotelinformation. Andhere’soneunusualtechperk that’sboundtotakeoffathotels:At AndazFifthAvenue,thehotelhasafree GEBrightboxchargingstationinthe lobbywhereguestscanquicklyandsafely chargetheirsmartphones.(Italsooffers spareiPadandiPhonechargersonloanto guests.) Should hotels offer guests in-room iPads, iPods, or desktop computers? Where will you focus most of your technology purchasing next year? Yes,theycanbeusedtosell hotelservicestoguests. Guestrooms It’sanicetouchbutnot essential. Lobby No,gueststravelwiththeir owntechnology. FrontDesk No,theywouldneedtobe replacedwithnewmodels toooften. Meetingandeventspace 13% 51% 22% 12% 54% 23% 11% 14% 5 6
  • Free Wi-Fi The Office Away From the Office How much are you willing to pay for Wi-Fi? Wouldahotel’stechnology offeringsmakeadifferencein whetheryoustayedthere? Trend #5 Trend #6 Fewerhotelsarechargingfor Wi-Fiusetoappealtoyounger travelers. Hotelsarecreatingsecond-space officesforbusinesstravelersand workersintheirowncity. Consumersexpectfreeaccesstohigh-speedInternet. ApollofSmartBriefreadersbacksthisup.Whenaskedhow muchtheywouldbewillingtopayforWi-Fi,85percentsaid thatitshouldbefree.Today’shotelguestswantquick,easy accesstoonlineresources. The366-roomPod39HotelinManhattan—sonamed foritssmallishroomsandlowerpricepoint—wasdesigned toappealtoyoungertravelers.GeneralManagerScottYo saidhisguestsdonotwanttofeelnickel-and-dimedby Wi-Ficharges.Theytravelwithmultipledevices,andfree wirelessaccessdoesn’tfeellikeaperksomuchasaright. “Inourmind’seyeweareveryconsciousofwhocomesand stayshere,”Yosaid.“Mostofourguestsaremillennialsand verytechsavvy.Rightnowyou’vegottohavefreeWi-Fi. Wespentatonofmoneyhavingfiberopticcablebecause wewantedtohavereliableWi-Fi.” KimptonHotelsalsoofferfreeWi-Fiaccess,butonly tomembersofitsloyaltyprogram.Thereisnocharge toenroll,soguestshaveanincentivetosignup,and Kimptongainsnewmarketingtargets.AndazFifthAvenue alsooffersfreeWi-Fi.“It’sacalltoactiononthepartof customers,”Overstreetsaid. Marriott’snewWorkspaceonDemandprogram allowsbusinesstravelerstobookmeetingspacelikea hotelroom.Thehotelchain,workingwithshared-office companyLiquidSpace,offerstheservicesforfull-and-half daysatMarriott,RenaissanceandCourtyardhotels. Forslightlylargergroups,the“WorkspringatMarriott” conceptoffersanewtypeofmeetingspacecomplete withaudiovisualequipmentandWi-Fiincludedintherate. Nowbeingtestedin5,000-square-feetofmeetingspace inaRedmond,Wash.,property,theconceptfeatures fivemeetingroomsandasharedsocialspacewithmore naturallight,newcolorschemesandresidential-style furnituredesignedtoimproveproductivity.“Corporations haveblendedthenotionofmeetingandsocial,”saidPeggy FangRoe,vicepresidentofglobaloperationsservices atMarriottInternational.“It’saboutconnectingand networking.” No.Technologyisnot importanttome. $15 No.Ibringmyown technology. $15ormorefor premiumservice Yes.it’sessential $10 It’simportantbutnot adecidingfactor. Nothing; itshouldbefree <1% 3% 4% 9% 87% 46% 30% 21% 7 8
  • Social Media Event Spaces Go High-Tech Technology as Luxury Trend #7 Trend #9 Trend #8 Hotelsmusthavea presenceonnewforms ofsocialmedia. Techtoolsformeetingplannersarebecoming moresophisticated,withappstotakecareof commonissuesduringmeetingandultrahigh- techboardroomsandvideoconferencingsuites. Sometechnologieshave becomealuxuryperk. Whilehotelswerequicktojumponto FacebookandTwitter,once-nichesites suchasPinterestandInstagram—andsoon Twitter’ssocialvideosharingappVine—are growingandusedbymoreguests,especially youngerguests.Thesemorevisualmediums provideimportantmarketingvehicles,and somehotelshavealreadystartedtaking advantageofthem. WhentheWNewYork-TimesSquare debuteditsnewExtremeWOWsuite thisspring,itheldabloggerpartyinthe penthousespaceandcreatedahashtag. Becausethehigh-conceptsuitehas plentyofvisualeyecandy—alightfixture resemblingaflattenedNewYear’sEve mirrorball,customwallpaperofBroadway ticketstubs,agraffitimuralfromBrooklyn artists—thebloggersquicklytookto Instagramandsharedphotosofthesuite usingthehashtag#extremewow.Thehotel, whichismarketingthesuiteforprivate events,gotinstantexposure. Marriott’snewRedCoatDirectmobileappconnects meetingplannerswithhotelstaffaseventsarehappening toaddressanyneedsthatarise,fromadjustingtheroom temperaturetoorderingmorecoffee.Theappisadigital versionofMarriott’s50-year-oldRedcoatmeetings conciergeserviceandtracksresponsetimeandother metricssohotelscanadapttobetterservemeeting attendees.TheservicedebutedattheAtlantaMarriott Marquisin2012,andisplannedforasystem-widerollout, Roesaid. Anothertechsolutionhotelsareofferingmeeting plannerscomesfromLaCostaResortandSpainSanDiego. Theresort’snewLaCostaCoastalEventsCenterincludes meetingplannersuites,live-workspaceswithelectronic whiteboardsandotherfocusedtechperks.Forvirtual meetings,StarwoodoffersCiscoTelePresenceSuiteat severalpropertiesincludingtheSheratonTimesSquareand WChicagoCityCenter.Offeredatanhourlyrate,thesuites offerhigh-definitionconferencingfacilitieswherein-person participantsappeartobesittingaroundthesametableas off-siteparticipantsandsoundsensorscuecamerastoshow speakers,allowinga“face-to-face”meeting. High-endhotelsarefindingthattechnologycanbecome aluxurycomfort.Oneincreasinglypopularperkishigh- definitiontelevisionsembeddedinbathroommirrors. CompaniessuchasElectricMirrorprovideshigh-definition televisionsinmirrorsinsizesrangingfrom15inchesto55 inchesathotelsincludingMandarinOriental,CityCenterLas Vegas;theRitz-Carlton,LosAngelesatLALive;andtheFour SeasonsLondon,ParkLane. AtHardRockHotels,thehotelstayson-brandbyoffering guestsacuratedsetlistofmusicdownloads.TheSoundofYour StayprogramenlistscelebritiesandDjstocreate15-trackthemed playliststhatguestscandownloadusingacodetheyreceiveat check-in.Complementingthedigitalamenity,HardRockalso letsguestscheckoutFenderguitar,FenderampandNixon headphonestouseduringtheirstay.In-roomtelevisionsoffer guitarlessonsfrommusicpublishingcompanyHalLeonard. Does your hotel have its own app? Yes, and guests are using it to interact with the hotel. Yes, but it’s not that popular. No, we rely on our brand’s app. No. but we are developing one. 24% 19% 30% 27% 9 10
  • Print Goes By the Wayside Conclusion Trend #10 Digitalsignageisreplacing printedsigns. CourtyardbyMarriott’sGoBoardsetthestandard forbrandeddigitalsignage.ThelargeLCDtouch-screen inthelobbyinvitesgueststointeractwithitforproperty informationandconcierge-likeservices.FourWinds Interactiveprovidedthescreensandworkswithhotels onotherdigitalsignagesolutionsfordirectionalsignage, meetingandconferencesignageandrestaurantmenus. Havingdigitalsignsallowshotelstoquicklyupdate informationaswellasinstilltechnologyintoyetanother aspectoftheirhotels,providingaunifiedhigh-tech appearancethatmeetsorexceedsguestsexpectations. “Today,guestsarelookingtoscreens,whetheradigital sign,interactivekiosk,guestroomTVoramobiledevice,to gettheinformationthatisimportanttothem.Withguests becomingmoreandmoretech-savvy,anintegratedvisual communicationssolutionthatcanprovideon-demand informationisbecomingamust-haveforanytypeof hotelproperty,”saidDavidLevin,presidentofFourWinds Interactive.“Hospitalityorganizationscontinuetoadopt visualcommunicationssolutionstoincreasevisualimpact andguestengagementthroughouttheirspaces.From purecontent-focusedsolutions,likedigitalart,tomore interactiveapplications,likepropertymapping,hotelsare blendingfunctionwithstyletoincreasetheoverallguest experience,”Levinsaid. Hoteltechnologynolongerissimplyaperk,it’sa necessityforhotelguests.Guestsareexpectingmorefrom theirtravel,fromfreeWi-Fitotheabilitytocheckinusing anautomatedkiosk,andhotelsthatcanembracethenew technologytrendswillhavealeguponthecompetition. Inaddition,hotelsthatcanoffermoreinthewayof sophisticatedtechnologyformeetingandeventsspaces aremeetingthedemandforaseparate,butgrowing,lineof business. Byofferingintuitivetechnologythathelpsguests accessdigitalcontent,usetheirowndevicesandwork efficientlyontheroad,forward-thinkinghotelsare meetingrisingexpectationsandcreatingmemorable experiencesforguests. “Thisiswhattheguestexpects.It’s nolongerwhatthehotelwantsusto supplyasadifferentiator,it’swhatthe guestexpectstoseewhentheyarein yourhotel.” -DavidAdelson,CEO,Intelity AboutSmartBrief Visitsmartbrief.comformoredetails. Servingmorethan5millionseniorexecutives,thought leaders,andindustryprofessionals,SmartBriefisthe leadingonlinepublisheroftargetedbusinessnews andinformationbyindustry.Bycombiningtechnology andeditorialexpertise,SmartBrieffiltersthousands ofsourcesdailytodeliverthemostrelevantindustry newsinpartnershipwithmorethan180trade associations,professionalsocieties,nonprofitsand corporateentities. The industry leader in curated business news. AboutTheWallStreetJournal Whetheryourguestsaretravelingforbusinessorplea- sure,youcansatisfyeveryone’sinterestswithWSJ. com.Itoffersafullspectrumofdailynewscovering everythingfromglobalevents,business&financeto sports,travelandentertainment. ToseehowWSJ.com couldbenefityourproperty,clickheretowatchashort video.Torequestfurtherinformation,clickhere. Is guest-facing technology a priority for your hotel? 23% 18% 26% 33% We are tech-forward and consider this area a priority. We know we need to catch up, and this will be a purchasing priority. It is not a priority for our hotel. We are competitive but not a leader in offering new tech features. 11 12