Today I read an article in Hospitality Upgrade. Here is my first entry.
Name of the author: Jon Inge
Title of the article: “Back to the Future and Leaping Ahead”
Magazine name: Hospitality Upgrade
Issue: 6/17/2006
URL of the article: https://mycourses.udel.edu/SCRIPT/HRIM450_050_07F/scripts/student/serve_page.pl/HRIM450_050_07F/assignments/blog_assignment.htm?1156632400+1157344260+OFF+resources.htm+
Summary:
Due to the improvement of the tools nowadays, it is far easier to satisfy our increasingly sophisticated guest’s expectations. However, those expectations have become so wide-ranging. It means we need to have a better understanding of our changing business models. In this article, author emphasized eight interlinked trends at work. First, “continuing demand for more complete data” is required for the future marketing and booking approaches. To have a more completed guest’s profiles, many vendors are developing IP-based integration engines to acquire “more data analysis” accurately, which is the trend number two. This trend is particularly used by multi-property chains to simplify the task to ensure all properties use the same data fields for consistent input and to analyze cross-property information. Third, travelers are beginning to use the flexibility of the “web-enabled access to data”. In addition to the sites will need Internet-query access to the various hotel data bases, add links on other peer-review sites and blogs will be a great way for marketing. Forth, “increased focus on the individual guest” is continued growing. To better tailoring the guest’s specific preference, special-offer e-mails, individual e-mailed follow-up surveys and web packaging can drive their recognition. Fifth, “wider application of revenue management” is critical to remain competitive. Now, it is being extended from its guestroom focus to cover more aspects of booking. “More centralization of systems” is the sixth. It gives a better support and easier data analysis, with a growing concern of the security. Seventh, “more efficient vendor operations” allows more flexible integration and speeds up implementations through remote control. Finally, “guestroom technology” has many aspects which included flat panel displays, hook-ups for guest devices and the integration with the Internet, phone, PMS and many other systems.
My Comments:
Nowadays, technology is inseparable from our life. This article gave me a complete picture of eight interlinked trends at work in 2006 in order to satisfy higher expectations from the guest. From my point of view, “web-enabled access to data for new approaches to marketing and booking” and “Increasingly individualized guest contact” is my best two. For “web-enabled access to data”, it is true that some peer-review sites and are far more powerful than any other advertisements. For example, on the TripAdvisor.com, it is easy to find out how the hotel is by the other traveler’s comments. Therefore, taking care of those comments and showing a sincere concern by response is the only way to maintain a positive image and a high rank. “Increased focus on the individual guest” is another critical element nowadays. From my past experience, as a room service trainee in a five-star hotel in Zurich, we do take care of the guest’s specific catering preferences. Every people have their different needs. Some of the guests prefer to drink a hot water while eating; some of them prefer us to just leave the table outsides without disturbed; some of them prefer to have their favorite flowers in the room before they arrive. However, all these needs have to be fulfilled.
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3 comments:
In order to have satisfied guest, hospitality industries are using information technology in advance level. I like the idea that hotel managers need to evaluate themselves by looking through websites such as trip advisor and blogs. Trip advisors gives reviews about the price, cleanliness, food, friendliness of the staff, and etc. Previous customers gives comments, reviews and rates for the property from 1 being the lowest to 5 being the highest. Nowadays frequent travelers make decisions regarding the rates that were given on this site without any hesitation at all. It is very crucial and important as hotel managers to check in on regular basis how the property is doing so far and to plan for future actions regarding the comments that were made by the internet sites, blogs and etc.
This artical listed and described 8 interlinked trends at work. Increased focus on the individual guest continues to grow. Nowadays, hoteliers are trying every way to avoid comoditization, so that they can deliver personalized and memorable service to the more and more sophisticated guests to delight them and even surprise them. Customer satisfaction and final loyalty is the biggest issue in today's hotel industry. How to use technology to support the hoteliers with the crucial task is being concerned. To better tailoring the guest’s need and preference, special-offer e-mails, follow-up surveys and etc are typical tools of collecting information to infer their future behavior. As Vincent metioned in his own experience working in the hotel, room service staff are trying to fulfill their guests' need or preference as much as they can. Guestroom technology is becoming concerned as an important , convinient or even crucial facility to deliver better sevice.
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