Doubletree Jumps On HSIA Bandwagon; Adds Complementary Printing Services

BEVERLY HILLS, CA— Joining an already crowded lineup of major hotel brands that have made high-speed Internet access a brand standard, Doubletree is supporting such an initiative with the addition of complementary guest printing services, which is also required for all of its properties by the end of 2004. Recognizing that both business and leisure travelers have come to expect HSIA, the 160-hotel chain felt the time was right to mandate the service for the approximately half of its properties that do not currently offer it. “For the past years, guests have been content with dial-up access. That’s not the case anymore,” said Dave Horton, senior vp, brand management for Doubletree hotels. By connecting a notebook computer via a supplied in-room Ethernet cable connection and following on-screen instructions from a preferred Internet connection application, guests can have online access at speeds up to 50 times faster than a dial up connection, according to Doubletree. In addition, the amenity will be reinforced by a 24-hour, toll-free customer support line that will be available for all users. Some hotels will charge $9.95 for the offering while others will offer it for free, depending on the market the property is located in, Horton said. Many times implementing a brand standard, which requires individual property owners to invest additional money into their hotels can be met with resistance, but that has not been the case, according to Horton. “[The reaction] has been very positive. Our hotels are realizing the high-speed Internet revolution that’s upon us, and they recognize that HSIA is now more of guest requirement, rather than a luxury amenity,” he said. Toward that, the company is looking to facilitate the process for its owners with extensive research to help them make the decision in terms of a provider. “Our corporate team has worked diligently to assist our hotels in selecting the right provider and the right system to deliver an HSIA solution that will live up to our guests’ expectations,” Horton said. While properties in certain tech-savvy locations— such as Boston, Los Angeles and Atlanta— have opted to go with wireless service throughout the hotel, and it is generally less expensive and easier to implement, the company is offering the option of wired or wireless to its owners. Doubletree also plans to market the brand’s mandatory HSIA offering through print collateral, direct mail, and e-marketing opportunities. Meanwhile, the PrinterOn guest printing service enables guests to print from a notebook computer in their guestroom to a central printing resource in the hotel’s business center or at the front desk without special cables, drivers or technical support. To use the hotel guest printing service, guests connect to their in-room high-speed Internet service and use their Web browser to visit the hotel’s branded printing Web site. “The incredible benefit to the PrinterOn guest printing service is that PrinterOn hosts the server software and an online wizard that installs this seamless value-added service for our hotels,” said Horton.