Tech Talk

Recent posts

People today expect to be connected always and everywhere; sometimes it’s hard to believe that there was a world before smartphones and Wi-Fi. In the time since Wi-Fi became ubiquitous in hotels, apartments, and public spaces, it has fueled the evolution of connectivity in a lot of ways. Just like Maslow’s hierarchy of needs, the most basic needs start at the bottom, and you can’t get to the next level without a strong foundation. 

By now, everyone is aware that hotel giant Marriott International announced on Friday a massive data breach that goes back more than four years and may have affected up to 500 million customers worldwide. 

After two years of preparation, the FlyZoo Hotel — a futuristic property that uses interactive technologies to do everything from greet guests to deliver room service — is ready for business. 

Mobile technology is fast becoming central to the entire travel experience. Consumers are increasingly using their smartphones to research trips, book accommodation, check in at the airport, and access their hotel room. But one of the next big roles mobile has to play in the travel process is mobile payment. The idea of an entirely cashless society might still seem some way off, but mobile payment is gaining popularity. As it becomes more widely used, its fast and frictionless nature will bring benefits before, during and after a trip. 

Digital marketing, also known as internet marketing, plays a significant role to boost hotel website traffic and online bookings. Recently, many big announcements were made in the digital industry, for example when Facebook introduced a new video format for marketers, or when Google announced a board core algorithm. If you are a new hotelier and want to stay ahead in the industry, then you should know what’s going on in the hotel digital marketing industry. 
 



want to read more articles like this?

want to read more articles like this?

Sign up to receive our twice-a-month Watercooler and Siegel Sez Newsletters and never miss another article or news story.

x
 

A Beacon in the Dark

04/26/2016

As a beacon of light guides a ship to safe waters, beacon technology guides the consumer to something they may need or want. This revolutionizing technology uses Bluetooth Low Energy (BLE) signal to communicate with a guest's phone when it is within 230 feet, or 70 meters, from one of the devices. The technology opens up the concept of proximity marketing and target marketing to only individuals that are near or in your facility.

If you think this sounds a bit “big brother,” do not get too concerned, yet. This technology currently only communicates to a phone if it has installed an app for that company. It is not an open communication that anyone can be targeted by. The most practical application is using it as part of the loyalty program app.

Will this enhance or hinder the guest experience? By signing up to the loyalty program and using the loyalty app, how much latitude do guests give the resort to store information about them and market to them at every corner? When they selected to opt in to receiving information about specials at the resort, as most jurisdictions require, did they also agree to let the resort track their every movement within the property? Was this covered in the terms of use policy that was so long and confusing that they did not actually read? Where does access to information end and privacy begin?

Beacon technology has opened a new world in the concept of guest service. The ability to let a loyal customer know of a special based on his or her location within your property capitalizes on the impulse buy. As with most adoption of new technology, the technology itself is not the problem. It is the human element. In this case, the customer’s expectation of privacy is going to be a major concern. No matter what the law may dictate, the customer is going to expect the ability to choose from a list of options to opt in to. The consumer already has to download the company app, turn on Bluetooth and turn on location services. Within that process, we need to inform the guest how this technology is going to be used and how it pertains to personal information. Are we ready for that? We need to be ready in order to guide our customers to use this technology and not be afraid to opt in.
 
About The Author
Terry Price, CPA, CHAE, CHTP
Principle Owner
HFT Consulting Group


Terry Price, CPA, CHAE, CHTP is a principle at HFT Consulting Group and is part of the DANNI Enterprise team. He can be reached at Terry@hftcgroup.com.

 
Comments
Blog post currently doesn't have any comments.
Leave comment



 Security code