“ Our gOal is tO begin rOlling Out smart CheCk-in tO every alOft , W and element arOund the WOrld later this year .”
Technology : Mobile
Wallet
Some hotel companies are using virtual wallets not
WaR just to process payments but also to integrate loyaltyprogram data that can be used to access purchase history , service preferences , promotion registration and social-networking affiliations . In addition to their value to consumers , virtual wallets provide a valuable link between the transactional side of the hotel business at both the brand and property levels and loyalty and customer relationship management programs .
Omni Hotels & Resorts , Dallas , has partnered with Google to first implement its virtual wallet for its loyalty program , soon to be followed by integration with its reservation system .
“ We are thrilled to be partnering with Google Wallet Loyalty to drive awareness and , incrementally , loyalists by creating a more memorable and personalized experience for our guests ,” says Kerry Kennedy , vice president , e-commerce , for Omni . “ Google Wallet ’ s Instant Buy allows guests a quicker and easier purchase path while giving the security of using their preferred method of payment through their Google Wallet account .”
RFID ,
NFC CompetItoR emeRges
For skeptics wondering if the broader travel industry is interested in implementing virtual wallet technologies , the launch partner list for Google Wallet included Airbnb , Priceline / Booking . com , Expedia and Uber . Will this be another tech area where the OTAs ride out ahead of the hotel companies ?
A competing technology to RFID ( radio-frequency identification ) and NFC ( near field communication ) next-generation guestroom locks has emerged — Bluetooth LE ( the LE stands for low energy ). Like RFID and NFC , Bluetooth LE allows a smartphone running a hotel brand ’ s mobile app to open hands-free a Bluetooth LE-enabled door lock .
Although the security argument of using smartphones as virtual keys versus magnetic stripe cards has largely been won , the cost of next-generation locks remains a barrier to implementation , and retrofitting existing properties is rare .
However , opening guestroom doors represents merely one aspect of this Bluetooth LE technology . First , it is already supported in the Apple iOS 7 , Android 4.3 ,
Windows Phone 8 and Blackberry 10 , and on the other end of the wireless connection is a battery-powered beacon that has a range of 200 feet ( 61 meters ).
These radio beacons contain a powerful processor , accelerometer and temperature sensor in addition to a two-way radio and can automatically exchange information with app-enabled phones passing by . The beacons provide exceptional context for interacting with guests . By using the right design and app integration , hoteliers can understand the context of where , when and with whom interactions are taking place . It is then up to the hotel to decide what , why and how any interactions take place .
Beacons and smartphones using the Bluetooth LE can also be aware of other beacons and smartphones using a common set of applications on the network . By triangulating beacon signals , a guest ’ s location can be discerned within inches . Additionally , Apple has received a patent to dynamically load and unload mobile apps based on the user ’ s location .
Starwood Hotels & Resorts Worldwide is testing Bluetooth LE at the Aloft
Harlem in New York City and Aloft Cupertino in California .
“ Our goal is to begin rolling out Smart Check-In to every Aloft , W and Element around the world later this year ,” Frits van Paasschen , president and CEO , Starwood Hotels & Resorts Worldwide , said during a conference call with investors in February . “ People use their mobile devices to buy a cup of coffee , order a car or shop for just about anything . Why wouldn ’ t our guests want the same kind of mobile experience when they arrive at a hotel ?
“ Looking ahead , Smart Check-in is just the tip of the iceberg ,” van Paasschen continued . “ We ’ re taking digital and mobile innovation and combining it with revenue management systems , big data offer engines and an integrated set of reservations and loyalty systems .”
Meanwhile , Starwood is focusing on leveraging mobile technology on-property , including connecting with guests in real time with relevant offers .
Robert Cole is a hotel technology consultant and the founder of RockCheetah , Menomonee Falls , Wisconsin .
“ Our gOal is tO begin rOlling Out smart CheCk-in tO every alOft , W and element arOund the WOrld later this year .”
– Frits van Paasschen , starwood hotels & resorts worldwide
50 HOTELS April 2014 www . hotelsmag . com