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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. 
 



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How Millennial Expectations are Transforming the Hospitality Industry

04/27/2016

Hospitality Upgrade recently had the chance to interview Ray Carlin, vice president of solution and strategy management at Oracle Hospitality, about the key findings in Oracle’s new report, Millennials and Hospitality: The Redefinition of Service.

The report surveyed more than 9,000 millennials from around the world and discussed their use of technology in hotels, restaurants, bars and coffee shops – quantifying the impact mobile devices have on the hospitality industry. Millennials are projected to spend an average of $3,900 each on travel this year.

“It’s not a shock that millennials are interested in using mobile technology, but the reality is it’s a mixed-use environment,” Carlin said. “But for some people, mobile is a personal definition of good service.”

Some key findings of the study:

  • 52 percent of millennials want to manage loyalty on their mobile devices.
  • Millennials want to use this mobile technology but on some level still want personal service and individual customer preference.
  • 39 percent of millennials have already ordered food via a mobile device, while more than half (51 percent) want to be able to order delivery and takeout from mobile.
  • 29 percent of U.S. millennials have already paid for food and drink by mobile device.
  • Millennials want to use mobile technology for hotel services such as connecting to hotel Wi-Fi, checking in to a hotel, booking a room or browsing a hotel website. Out of those surveyed, 46 percent had booked a hotel room using a mobile device, and more than 80 percent said they used a mobile device to connect to the hotel Wi-Fi.
  • There are potential ancillary markets to this group including connecting to room service and accessing entertainment. In the survey, 55 percent of millennials said they wanted to connect their mobile devices in hotel rooms to enjoy entertainment, and 36 percent of millennials said they wanted to be able to access their own entertainment and have the option of paying for music, films and TV programming.

“This study reinforces the need to provide solutions in an adaptive service model,” Carlin said. “It also validates an investment in cloud services and a focus on mobile enabling guest and employee-facing technology. It was an important effort for Oracle meant to communicate how cloud and mobile are inherent on how people want to be served before, during and after the visit.”

To read the full study please click here to sign up for the whitepaper section on our website.

About The Author
Geneva Rinehart and Katherine Darsie

Hospitality Upgrade


 
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