What ’ s Hot : TECHNOLOGY
Smart TV content delivery systems continue to blossom , offering hotels more and more marketing , point-of-sale and entertainment options to put in front of guests . At the same time , televisions are also increasingly able to interact with mobile devices , either for playing stored content or replacing the remote control , browsing websites and streaming online content . LG ’ s Pro : Centric offers customizable digital signage and video integration for in-room televisions , while Phillips ’ MediaSuite offers integrated applications that utilize the TV ’ s Internet connection to access Facebook and other websites . Hotels that have implemented smart TVs have seen food and beverage revenue increases , although hotels ’ pay-perview revenue continues its overall decline as consumers opt for Netflix and stored content . “ There are a number of startup companies testing new solutions and new business models ,” says Kermit Littlefield , vice president , information resources , global property systems
SMART TV
OPTIONS services and operations technology , Marriott International . “ The pace of change is dramatic .”
LG ’ s Pro : Centric shows a channel guide with hotel imagery .
DATA TO
DRIVE
REVENUE
The hotel industry has yet to widely implement personalized service and upgrade offers that consumers typically see on Amazon . com , for example . The brand . com dialogue after booking a reservation , as well as when logging into loyalty club accounts , remains mostly boilerplate .
However , vendors are beginning to offer products with this capability . Nor1 , whose clients include Hilton Worldwide , Hyatt Corp ., IHG and Carlson , is offering eStandby Upgrade , which gives guests personalized offers after their reservation is booked . FrontDesk Upsell gives reception staff a targeted upgrade offer to give at check-in . Both products utilize Nor1 ’ s Prime data engine , which identifies the offer selection , upsell pricing and display ranking decision for each individual guest based on historical transactions and profile information . “ Hotels need to embrace what data tells them about their guests ,” says Nicole Hockin , vice president , marketing and public relations , Nor1 , Sunnyvale , California . “ Hospitality is the only industry where upgrades are free .”
A TV mirror by Electric Mirror
MIRROR TELEVISIONS
Mirror televisions are steadily being installed in more properties , giving guests something to watch besides themselves when they ’ re in front of the bathroom mirror . In addition to the novelty factor , YouTube features a bevy of videos of mirror televisions at hotels made by impressed guests , building online brand advocates . Vendors now offer TV mirrors that can appear black , camouflaged or disappear when turned off .
ROOM KEY REVOLUTION
Using mobile phones as a guestroom key isn ’ t new anymore , but now several mobile room key vendors have developed new capabilities that allow guests to open hotel rooms without having to press any buttons using near field communication technology . “ Use of one ’ s cell phone as the room key is finding growing interest and early adoption in Asia ,” says John Burns , president of Hospitality Technology Consulting . “ Enabled by the near field communication capability that is now being installed in cell phones worldwide , this will be the next generation of self-service .”
48 HOTELS October 2012 www . hotelsmag . com