Вшанування пам’яті Івана Франка у 2016 році (презентація 1)
White_paper_Top_Hospitality_Tech_Trends_June_2013
1. 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:
2. 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
theirfocustheirtechnologypurchasinginthecoming
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
5. 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
6. 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,businessfinanceto
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 out hotel.
We are competitive but not a leader
in offering new tech features.
11 12