WHAT ’ S HOT :
FUTURE SHOCK : HOTEL COMPANIES MUST ADAPT AS MOBILE , SOCIAL AND SEARCH SHIFT GEARS .
by NATHAN GREENHALGH , ASSOCIATE EDITOR
Wearable computing is set to disrupt the mobile universe .
WEARABLE
Although their use is far from
COMPUTERS widespread , hotel companies are already allocating portions of their marketing outreach for wearable computers such as the Google Glass headpiece , which has been available in limited releases .
Starwood Hotels & Resorts Worldwide announced it has beta-tested a version of its Starwood Preferred Guest application for Google Glass , and Acme Hotel Co ., Chicago , introduced the Google Glass as an amenity guests could reserve to explore the city .
Other wearable computer products include the Samsung Galaxy Gear smartwatch , launched in September 2013 ( for which TripIt has released a travel
UPSELLING itinerary app ), and the Apple iWatch , which is under development . Applications on these devices have great potential for personalization based on location and user intention , and could disrupt the current online travel booking process .
In addition to guest-facing efforts , wearable computing could be useful for hotels ’ back-of-house communication and logistics . “ Wearable computing technology can be adapted to the hotel back-of-the-house to give hotel staff greater , more comfortable and more convenient access to technology without the nuisance of walkie-talkies , cell phones or other sometimes cumbersome communication devices ,” says John Burns , president of Hospitality Technology Consulting , Scottsdale , Arizona .
Hotel companies are increasingly focusing on upselling strategies to boost revenue . To assist them , vendors have been developing software that engages guests with upsell options immediately upon booking online and also pinpoints upgrades for front-desk employees to offer guests at check-in . Typical upgrades include larger rooms , amenities and food and beverage packages .
“ Hotel marketers and revenue managers must invest in the processes , data capture and reporting systems , technology and training to make this part of their core operations ,” says Tim Peter , managing director of hotel e-commerce consultancy Tim Peter & Associates , Long Valley , New Jersey . “ Given the increasing influence of intermediaries during the purchase path , hotel operators have far more to gain than to lose by offering guests timely , targeted , valuable offers that both improve guest satisfaction and increase revenues and profits .”
However , hotel companies stress that the revenue interest of the upsell pitch and offer must be balanced with guest satisfaction , and that is not the only challenge . From the front-desk clerk all the way to the general manager , hotel companies say getting staff on board with upselling can be difficult , although adding incentives can help boost enthusiasm .
www . hotelsmag . com June 2014 HOTELS 47