Technology
managers and brands , it is the level and frequency of investment in their digital platforms and revisions to the strategies that underpin these decisions . There is a notion within the industry that technology platform investments are run on a “ set it and forget it ,” three- , five- or 10- year investment cycle . To remain competitive today requires incredible speed to market , flexibility and a consumer-centric approach that gives potential guests control over their entire experience . This is what guests expect from brands . Content is king , context is queen and technology is an enabler .
Dupré : Critical cybersecurity risks around the safeguarding of digital communications and transactions with guests . Underscored by a recent series of high-profile breaches , there is an urgent need for more careful treatment of sensitive customer information , which is increasingly being shared digitally to automate the guest experience , enhance loyalty and set new comfort norms . Verizon ’ s 2016 Data Breach Investigations Report identified point-of-sale intrusion as the culprit for 74 % of the data breaches tied to the hospitality sector during the previous year . It appears that following a series of high-profile cyber attacks directed at retailers , the spotlight has turned to the hospitality industry , a threat that should be taken seriously .
H : Name a misguided industry trend . What needs to change ?
Gray : The lack of proper accounting as it relates to channel cost . Because we account for the cost of OTAs as a “ non-line item ” in our P & Ls , we will instead cancel a wildly successful , highly converting direct channel campaign for lack of budget funds and let run unbridled OTA bookings simply because no
Following a series of highprofile cyber attacks directed at retailers , the spotlight has turned to the hospitality industry , a threat that should be taken seriously .
— MIcHele Dupré
If we don ' t start expanding our ability to create unique relationships with our current guests , we will lose the future ability to influence their awareness of our product .
— loreN Gray
one is being held accountable for the profitability of contributing channels . Look less at RevPAR and more at ProPAR .
H : What is one trend you are watching and why ? atkins : I am bullish on the use of computer-assisted interaction with a mix of content and context . This technology will revolutionize the travel experience , and it is not some sci-fi fantasy . There are practical applications coming every day . Every owner , asset manager and brand should be asking their partners how they can help build strong brand differentiation using these new platforms — such as artificial intelligence in the booking path to increase operational efficiencies ; augmented reality to heighten marketing differentiation and on-premise experiences ; and even virtual reality and gamification to increase awareness , post-stay engagement or to provide a unique destination marketing experience .
Gray : Voice search . As recent as the past few months , dramatic changes in accessing
development of things , like Google ’ s new Assistant , Apple ’ s Siri , Amazon ’ s Alexa and Microsoft ’ s Cortana will redefine our interaction with search and use of personalization . If we don ' t start expanding our ability to create unique relationships with our current guests , we will lose the future ability to influence their awareness of our product .
DaviD sjolanDer , chief operating officer , HTNG , Schaumburg , Illinois : Mobile keys .
It is difficult to change guest behavior . Guests are programmed to walk through the door , go to the front desk and proceed to their room after collecting their key and room assignment . For mobile keys to have a chance , they will need to be widely deployed and become top of mind for travelers . As a comparison , if online check-in only worked with some airlines and then only at some airports , it would be used very little . And there ’ s the perception of security . Guests will need to feel comfortable that only their phone will open the door , not any phone .
56 hotelsmag . com September 2016