TECHNOLOGY : IN-ROOM ENTERTAINMENT
cathode-ray televisions and video-ondemand content with 32-in ( 81-cm ) Samsung HDTVs with a connectivity panel that allows guests to plug laptops , tablets , smartphones , gaming systems and cameras directly into the television . Over a year later , the rollout is complete for La Quinta ’ s owned hotels but just beginning for franchised properties . “ Many of our franchisees have cable-based services , and our system is based on satellite service ,” says Vivek Shaiva , chief information officer at La Quinta . “ We have just completed working with our partners to develop a cable-based version of the system and began rolling it out for our franchisees in November .”
In terms of guest feedback about the new system , Shaiva says most guests are complimentary but “ seem to expect it ” given what they have at home . Shaiva says it is too early to calculate what the return on investment for the new inroom entertainment system will be .
The murky ROI outlook is holding back the planned in-room entertainment system upgrade for Atlantica Hotels International , São Paulo . The new system uses Samsung media hubs to connect mobile devices to guestroom televisions , and guest feedback has been positive . However , after announcing last year that Atlantica ’ s entire portfolio would be upgraded in 18 months , only 5 % of its hotels have installed the new system .
“ Passing on a US $ 300 room amenity for our average-size hotel , which is 175 guestrooms , is a large capital expense for ownership that at the moment has not demonstrated a true return on investment ,” says Paul Sistare , Atlantica ’ s president and CEO . “ We can only be anecdotal at this time . Guests like it , but will they pay for it ? The latter is the question at hand .”
While the connection between the new in-room entertainment system and additional rate and occupancy seems impractical to quantify , a tiered guestroom Wi-Fi system could help answer that question .
At its 80 managed hotels in Brazil , Atlantica has offered complimentary Wi-Fi , which Sistare says has helped
ARE AUDIO SOUND SYSTEMS A NEW DIFFERENTIATOR ?
In addition to visual content , mobile devices make bringing music everywhere easier than ever . With this in mind , some hotel companies are prioritizing installing audio sound systems .
“ We consider this a key differentiator ,” says David Heckaman , vice president of technology , Mandarin Oriental Hotel Group . “ We have partnered with Bowers & Wilkins to provide their premium consumer audio products in our guestrooms .”
In addition to iHome alarm clocks featured across its portfolio , Orient-Express Hotels says Bose sound systems are available
foster loyalty among its business traveler customer base . However , Atlantica is now beta testing in four hotels a system that offers a complimentary base Wi-Fi package to all guests and a premium Wi-Fi package for guests who want more bandwidth to stream movies and sports events , or use VOIP . At the same time , technology challenges remain for Atlantica ’ s in-room entertainment system . Separate bandwidths with reliable speeds of more than 128kps remain tough to install in Brazil .
Another issue faced by all hotel companies with mobile device integration is the rapid change of mobile device connectivity features , as the media hubs can quickly become outdated when mobile device manufacturers change cable connection plugs and jacks , such as Apple recently did with the iPhone
in suite guestrooms at Le Manoir aux Quat ’ Saisons , Great Milton , England , and Bowers & Wilkins sound systems are featured at Grand Hotel Europe , St . Petersburg , Russia . “ These systems have a sound-limit function , allowing us to accommodate each guest without disturbance ,” says Filip Boyen , chief operating officer , Orient- Express Hotels .
Controlling volume is paramount for hotels looking to install audio sound systems .
“ The key is tuning the amplifier and speakers to be well-matched with the room design and sound-absorbing properties of the furnishings ,” says Robert Cole , hotel technology consultant and founder of RockCheetah , Menomonee Falls , Wisconsin . “ Proper sound insulation has always been an important issue for hoteliers . Most room designs already deal with the television volume , so the treble and mid-range frequencies should be handled as long as the volume cannot be turned up too high . Surround speakers , for example , in a 7.1 setup normally don ’ t drive sound levels similar to the front and middle channels . The subwoofer may be a challenge , as the bass is typically non-directional and can potentially resonate deeply .”
5 . For example , the change makes most iPhone / iPod stereo alarm clock docks unusable for iPhone 5s without an additional adapter . “ For this challenge , we are developing and beta testing with our partners at Samsung a module that will allow wireless connection of most all devices that have Bluetooth capability ,” Sistare says .
Some hotels are forgoing fears of rapid obsolescence , though , and buying dedicated mobile devices for each guestroom for guests to utilize during their stay . Every guestroom at The Upper House , Hong Kong , is equipped with an iPod Touch that offers amenity ordering , hotel information and local area information . “ Guests want to stay connected with streamlined services throughout their stay ,” says Michelle Lau , public relations manager at the hotel .
56 HOTELS December 2012 www . hotelsmag . com