TECHNOLOGY : SELF-SERVICE
to look up flights , local restaurants , attractions , and a way-finder for hotel meeting space ,” says Thorsten Kirschke , COO of Carlson Hotels and President of Carlson Hotels , Americas . “ This self-service concierge will continue to be offered in our new Radisson Blu properties . We are investigating a number of self-service opportunities for our guests , including self-service check-in .”
F & B whenever you like Instead of kiosks , Hilton is focusing on installing self-service food and beverage offerings in its North American properties , something most major hotel companies are now developing or implementing .
“ We have 350 hotels in the Americas that we own and operate — I would say that as many as one-third of them are actively looking into a self-paced grab-and-go option , and I ’ m sure that number will increase ,” Benolken says .
Eventually Hilton will introduce this in other global regions , but given that self-service is more prevalent in North America , it will be done there first . “ It ’ s more of an expectation in Europe and Asia to have a leisurely meal ,” Benolken says .
IHG , Denham , U . K ., is planning on installing The Hub at Holiday Inn lobby concept in Holiday Innbranded properties after testing it out at Holiday Inn Gwinnett Center in Atlanta since June 2011 . IHG has 15 different floor plans for the The Hub at Holiday Inn , and it features selfservice food and beverage options for guests . “ With The Hub at Holiday Inn , we are adding a 24 / 7 market . We are testing a grab-and-go concept ,” says Gina LaBarre , vice president of brand delivery , the Americas , IHG .
In Atlanta , IHG is also testing a grab-and-go wine and coffee dispenser for its upscale lifestyle Hotel Indigo brand .
Meanwhile , Hyatt has installed a 24-hour grab-and-go food market at three of its hotels in New York City , Atlanta and New Orleans and is planning to introduce it elsewhere . “ I know that it has been very well received
“ WE ARE ALSO TRIALING A MOBILE APPLICATION
that enables self-service for the majority of hotel services that can be made in person .”
– Piers Schreiber , Jumeirah Group
and is more efficient that room service ,” Smith says .
Order via app In addition to grab-and-go , some hotel companies are integrating point-of-sale applications that allow guests to order services from the hotel .
At the Radisson Blu Aqua Hotel , Chicago , Carlson has installed Intelity ’ s ICE software , which allows guests to use their mobile devices by downloading the free hotel app or logging on through their laptop or through the TV to order hotel services .
Kirschke says Carlson is prioritizing mobile and brand self-service initiatives despite acknowledging that they will not immediately lower costs . “ Over US $ 10 million is being invested in mobile and brand web initiatives to enhance the guest experience and implement self-service concepts where feasible ,” Kirschke says . “ The use of mobile-assisted applications can assist more people and make current hotel resources more efficient , but may not provide immediate lower costs .”
Hyatt has installed a similar system at the newly reopened Hyatt Regency New Orleans using GBC Blue software . “ We don ’ t have a printed directory or room service ,” Smith says . “ The TV allows you to order room service [ and fulfill other ] guest requests . The TV system interfaces directly into the Micros point-of-sale system .”
Hotel companies have been investing heavily in mobile applications , and their usage for check-in , checkout and ordering room service in addition to booking rooms could increase significantly if the use of cell phones as room keys — a technology already on hotel industry convention showroom floors — were to be more widely adopted . “ This trend will really take off when the hotel allows guests to use their phone or loyalty card for room keys , making a stop by the desk unnecessary ,” Bennett says . “ If the property can encourage guests to use their mobile devices on the way to the property , then it helps the reception and housekeeping [ staff ] prepare for the arrival and would again provide better guest service and a more efficient operation .”
Hilton says it is working on integrating ordering services on its brand mobile application . “ As for ordering room service on the app , we actually do that now with the reservation system ,” Benolken says . “ We ’ re making that transition to making it on a mobile system — the ordering of room service options .”
Jumeirah Group , Dubai , is also working on a mobile application that will include these features . “ We are also trialing a mobile application that enables self-service for the majority of hotel services that can be made in person ,” says Piers Schreiber , Jumeirah ’ s vice president of corporate communications . “ Such services include the ability to order in-room dining , request housekeeping services , make restaurant reservations and book spa treatments . The initial uptake has proven to be very successful , and we expect to roll this out across other hotels .” Jumeirah is also developing a virtual concierge mobile application .
62 HOTELS January / February 2012 www . hotelsmag . com