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Definitely Doug 10/18/19
Posted: 12/06/2019

Sustainable Innovation
 
Sustainability can yield multiple benefits to hotels. Saving energy and water yields direct cost savings. Revenue can be generated by guests who prefer to deal with businesses that minimize their environmental impact. And many would argue that conserving scarce resources is simply the right thing to do.

Definitely Doug 12/6/19
Posted: 12/06/2019

Meetings Innovation
 
The sale and delivery of groups and meetings is perhaps the most significant and under-automated functions for many hotels. Even though groups often account for 30% to 60% of revenue, most group bookings are still handled manually for most if not all of steps, as they move from a meeting planner’s research to a confirmed booking.

The biggest enemy to any system is complexity. In a system of inputs and outputs, such as an enterprise system, more complexity means more parts are used in interaction with inputs to create the outputs. Every part that must be built and maintained costs time and money

Tracking the evolution of key performance indicators (KPIs) over time allows hoteliers to identify meaningful trends, create forecasts and budgets and assess the results of different strategies. To perform this kind of analysis, data has to be recorded within consistent time intervals and in chronological order. This is known as a time series.

Definitely Doug 11/15/19
Posted: 11/15/2019

Every time I turn around these days, I see a new vendor or product promising something called a complete Guest Experience Management, Guest Journey Management, or Guest Engagement (or some variation on those words). This week I looked at some of the emerging products claiming to be in this space, both to try to better understand it, and to see what promising ideas it may hold.



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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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