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services within a hotel ’ s infrastructure , meaning pertinent data can ’ t be easily shared or seen .
One way around this is re-architecturing the legacy applications onto modern frameworks such as Platform-asa-Service ( PaaS ), thus offering cloud benefits while retaining an application ’ s business logic .
Another option is to switch to a “ true cloud ” service that can be integrated with other cloud-based applications , typically those that fall in the Software-as-a- Service ( SaaS ) category . Hilton Worldwide is just “ beginning their journey ” into cloud computing , says Michael Leidinger , vice president of IT infrastructure and operations , but the company wants to move away from monolithic microservices and embrace more true cloud solutions . Currently , about three dozen of Hilton ’ s hotels are using a cloud-based server for property management systems , while several proprietary legacy applications are being renovated for the cloud .
IntegratIon Is key For Leidinger , the key to cloud computing is integration between all software systems . “ A full-service hotel is running a couple of
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dozen different applications ,” he says . “ So things like single signon , clean interfaces between the apps and the ability to manage data is important .”
Hilton is also working on moving existing property branch
“ Cloud means different things to different people . there ’ s no one size fits all . eaCh organization has to define what their goals are and what they are trying to aChieve .”
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Michael leidinger , vice president of it infrastructure and operations , hilton WorldWide
exchange ( PBX ) into the cloud , which can then be integrated into other apps and services , significantly reducing maintenance and equipment costs .
But all hotels should
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conduct the usual due diligence on cloud solutions and providers . They may even find that a cloud move doesn ’ t make sense for their business . “ If cloud computing is part of your upgrade path , look at your options ,” Zieres says . “ Don ’ t do it just because it ’ s the new buzzword .”
Leidinger echoes Zieres ’ warning . “ There ’ s no one size fits all . Each organization has to define what they are trying to achieve . In some cases , it may make sense to put something on a ( remote ) server .”
Leidinger also stresses that hotels should be proactive in managing cloud providers . “ You can ’ t take anything for granted ,” he says . “ Make sure they are delivering their services , living up to their end of the agreement and that their performance is within defined service levels .” Atkins , the digital management consultant , says cloud technology is an area for explosive growth and can be material ROI to a hotel , so long as it ’ s done right . “ If you do not properly plan and explore the various offerings , cloud technology , like anything else , can be an expensive and unnecessary loss for the P & L ,” he says .
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GettinG personal Cloud technology is proving valuable in customer relationship management . Millennium Hotels & Resorts recently unveiled a slick proprietary digital platform for online booking by adding destination tips , out-of-hotel experiences , loyalty program access , discounted rates and tailored hotel recommendations . It ’ s this last feature that demonstrates the company ’ s foray into innovative CRM practices .
According to a statement announcing the platform , Millennium looked for direction at the retail sector . ( Think of the personalized “ You might also like this ” recommendations that pop up during online shopping .) The company custom-built a CRM system called Rainbow , which connects the databases of over 125 Millennium hotels , making it easier to learn about customer behavior and send targeted communications .
Starwood Hotels & Resorts has been using a proprietary , cloud-based marketing platform for the past four years called Most Valuable Promotion . When guests are searching on a Starwood website for a hotel , this platform pulls together detailed information from previous guests — whether they are a member of the Starwood Preferred Guest program or not — and then presents “ hyper-targeted ” offers based on their past stay behaviors and preferences . “ There ’ s no noticeable delay from the time you would type in SPG . com to when the page [ with the offers ] renders ,” says Chris Norton , vice president of CRM applications and channel intelligence for Starwood . “ That ’ s what you talk about when you talk about the power of the cloud .”
Sixty Hotels , New York , found collecting guest information through its existing PMS and CRM platforms was difficult and prevented the hotel from communicating with previous guests . Nina Libby , director of e-commerce for Sixty , says the company turned to a service that links up with the hotel ’ s WiFi network , allowing guests who sign onto the hotel ’ s WiFi to either login through a social app such as Facebook or enter their email address . With the guest ’ s permission , demographic information is collected that can turn into personalized offers , Libby says . The company ’ s costs start at $ 500 a month per property for simple data collection .
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