NEW YORK—Guest-facing technology solutions abounded at this year’s International Hotel Motel + Restaurant Show (IHMRS), with a focus on bring-your-own-device (BYOD) strategies and the balance between tech solutions and personal service.
In a panel titled “Staying in Touch with our Guest—Technology Trends,” experts discussed the importance of these areas, which was reflected in some of the offerings on the show floor. Panelists included Daniel Connolly, senior associate dean for academic programs, University of Denver; Mike Dickersbach, VP, information systems & technology, Thayer Lodging Group; Simon Eng, VP, information technology, CTF Development; Dr. Jungsun “Sunny” Kim, assistant professor, University of Nevada, Las Vegas; and Nelson Garrido VP, technology, Noble-Interstate Management Group.
Without a doubt, BYOD is a trend that isn’t going away and hotels are implementing strategies to accommodate that, rather than invest in hotel-provided tablets. Kim cited a study that said 90% of people would prefer to bring their own device than use one provided by the hotel. Eng added that technology changes more quickly than the hotel could keep up with. “We’ve been approached to install iPads, but we always turn it down because the numbers never work,” he said. Garrido agreed that people prefer their own devices, and it’s important for the hotel to facilitate connectivity within the room. Eng noted that his company is investing in ways to integrate streaming of the guest’s media to the room, and Dickersbach agreed that Thayer’s focus is on infrastructure.
A number of vendors debuted products at the show that demonstrated this trend. Hotel Technologies launched its new iHome audio solution, iHome HDL99, which can accommodate all models of iPhone, iPad and iPod, as well as Android, Blackberry and Windows mobile devices. Recognizing the fact that guests are traveling with three devices, the solution supports two docks, as well as a USB port. According to the company, the product is an ideal solution because it can support the iPhone5 as well as older models, which won’t be obsolete for a couple of years. In addition, the alarm clock includes features guests have come to expect, such as the single-day alarm.
Cetis, Inc., meanwhile, debuted the M Series, a telephone that incorporates smartphone connectivity and allows for Bluetooth pairing with any personal device. Ed Klingman, product development projects, noted that guests feel more comfortable on their own devices and don’t want to relearn new technology. “If I want to place a call or receive a call, I can answer it on the cell phone, or I can answer it on this, use the speakers or use the handset,” he said. “You don’t have to worry about where you’re going to be charged for the call. You can also listen to streaming music as well.” In addition to music, guests can utilize the phone to stream videos or Skype, and it also has two USB ports for charging. “There’s more variation of what you can do with it,” Klingman said.
While guests love using their own mobile devices at the hotel, conversation at the panel turned to how important hotel apps are. Kim said that if you’re going to have an app, it’s important to motivate the guest to download the app. Connolly added that it’s important to take a real look at the value. “What’s the value add that you’re providing—is it worth it?” he asked. He said that if you can’t come up with a good reason why someone should have the app, perhaps it’s not worth it to create.
The panel also discussed the prevalence of mobile bookings and mobile check-ins. Connolly noted that the number of mobile bookings is impressive on the surface, but it’s important to remember how the potential guest is interacting with it. “There are short-term booking windows in mobile,” he said. “That’s different from planning your family vacation in August.”
When it comes to check-ins, Dickersbach pointed out that the industry tried kiosks, but it didn’t work. “Hotel guests didn’t want to use electronic check-in at the time,” he said. He pointed out that it’s changing somewhat, giving Marriott’s recent enabling of mobile check-in as an example. Warren Dehan, president, Northwind, noted that mobile technology is becoming increasingly more important at check out as well. He noted that earlier this year, the company launched a solution that enabled guests to look at their folios on a hotel-owned iPad before checkout, eliminating paper waste and enabling the hotel to make any necessary changes directly in the Maestro PMS. However, in response to BYOD, the company is looking into solutions where guests can see that folio on their own mobile devices, which could also help streamline express check out.
When it comes to technology, one of the biggest concerns is whether those solutions will take away from the personal service hotel workers can provide. Connolly argued that implementing tech solutions doesn’t take away from the guest experience. “People have different mindsets of service,” he said, adding that hotels should cater to all types of guests. Just because a hotel utilizes mobile check-in doesn’t mean they shouldn’t have people in the lobby to greet and interact with guests. “How do we re-architect service experiences?” he asked. “We’ve got to be nimble enough to target certain customers.” Dickersbach agreed, “No one solution fits all.”
One new company at the show, Tyme Global, LLC, a joint venture between Guest Valet and Maxsip, debuted its product, which is currently integrated into three hotels. Tyme Global can integrate with existing POS and PBX systems, and enables the company to answer all operator calls within the hotel. “On-site staff can focus on the face-to-face experience,” said Ryan Levin, co-founder and CEO. “Our goal is to make it as easy for your staff to service a guest so well, that whatever it costs to put us onsite, you get it back in multiples by increasing your standing.” All Tyme Global employees become experts in the hotel, able to handle anything from wake-up calls to in-room dining requests, to valet requests, to questions about where the ironing board in the room is located. “We constantly update anything that’s going on with the hotel as well,” said David Critescu, co-founder and CFO. “If the New York Marathon’s coming up, we know these streets are going to be blocked for these hours.” The executives noted that since hotels are prone to high turnover, this enables the hotel to maintain maximum efficiency for guest satisfaction during training periods.
Whatever technology a hotel chooses to install in its guestrooms and public areas, the IHMRS panel stressed that hotels need to be aware of how to properly dispose of it. Connolly pointed out that in a few years, most of the technology out there now will be obsolete. “Where do those go? Figure out how to market green initiatives,” he said. “Sometimes it requires a premium price.” Dickersbach added that there are a lot of companies out there that claim they recycle, but they simply ship the waste to China. “Make sure you do your due diligence,” he said.