Tech Talk

Recent posts

Love
Posted: 10/23/2020

"Friendship often ends in love, and love in friendship never ends. "

We’re hardly out of the woods with COVID-19, and that means many properties will have to make do with a customer base mostly derived from local leisure, staycations and workcations from drive-to markets. With fewer overall guests, outside of cost savings efforts we must simultaneously look at maximizing the revenue per available guest (RevPAG), and there’s no better way to go about this than by sharpening your use of the PMS.

This is the last issue of Siegel Sez before this year’s CYBER HITEC event. HITEC is an event I have not missed in 30 years, and historically it has always been a great place to find innovation.

Toxicity Kills
Posted: 10/07/2020

It doesn’t matter if it is toxins in your physical environment or toxins in your mental environment. This stuff kills! 

It’s said that when someone’s mindset shifts, everything around them can change at the same time, and in our current setting, the importance of being in the right headspace, both personally and as an organization, can’t be discussed enough.



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A Beacon in the Dark

04/26/2016
by Terry Price, CPA, CHAE, CHTP

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.

 
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