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[T117]Technology In The Hospitality Industry

by Nick Nikolis, Nic

Traditionally, hotels were largely dependent on cards and paperwork at the front desk to keep in touch with old and current customers. They were largely at the mercy of the desires of vacationers to arrive, and on their own efforts and staff to be ready for potential surges or long droughts of occupancy. Luckily, such inconvenience and old-fashioned methods are long since past, thanks to advances in information technology.

The first area in which information technology became important was in regards to billing. Old-fashioned paper-based book-keeping was time consuming and inefficient, and was not able to quickly tell a hotel owner what the situation of their hotel was. Luckily, advances in modern record keeping allow for a hotel owner to keep track of what they have on hand, how much of it they have, and how much it costs. Accounting is complicated, but advanced accounting software, especially that tailored to the unique needs of the hospitality industry, helps to enable hotel owners to make smart decisions. Services and products that are no longer used can be quickly cut off to save money, while those who show demand can be increased in quantity or modified so as to reduce the heavy usage.

Most hotels are familiar with booking rooms and reservations over the phone, but information technology has expanded well beyond that. Hotels can now work with various online travel companies and booking services to have their rooms booked online, with no need to employ expensive staff. This also allows a hotel to advertise their open rooms and special deals directly to persons who would be most likely to purchase them, instead of wasting lots of money advertising in an unfocused manner. High quality information technology thus allows for better arrangement and management of bookings in order to allow a hotel to better maximize occupancy, and to know in advance when large groups or lean times are approaching. This allows a hotel manager to make plans regarding temporary staff, good times to renovate or expand, or other concerns, because he/she can determine the state of their hotel currently and for the next few months with only a few clicks on the computer.

The advances in information technology extend well beyond booking, however. The internet is essential for vacationers who wish to contact those back home, and for those traveling on business to get in touch with the office. Therefore, wireless internet has become a very common and very useful service for hotels to provide. Many business minded persons even require that a hotel offer internet services so that they can keep working while on the road. Luckily, such services are easy to provide, as all that is required is a wireless router and various devices to ensure the entire hotel is filled with the network. Modern advances in wireless internet also allow for the wireless internet provided for hotel visitors to be used to network the hotel itself. Security cameras, door locks, and other devices essential to hotel security and safety can be wired into the network, so that staff are alerted whenever a door is propped open, a fire alarm goes off or suspicious activity occurs. Though the hotel guests are wholly unaware of it, this sort of added safety and security keeps them safe, and in the event of a problem they will most certainly appreciate the benefits of such a system.

As advanced as it is, information technology in the hospitality industry is still going forward. Intelligent booking systems enable rapid and efficient guest feedback, along with the ability to predict who is likely to use the hotel again and inform them via e-mail or text messages when good deals arrive. Hotels with room service or other guest services can offer their menus online, allowing for quick updates, high-quality photos, and other ways to allow guests to see and order services before they even arrive. There are also advances in terms of payroll and inventory which make information technology a valuable asset for saving money and maximizing profits. The unique nature of the hospitality industry makes it a great place for new and emerging information technology, and forward-thinking hotel owners and managers are always looking for smart equipment and software to invest in.

Sales representation companies and GSA's - are they a boon or a bane? Can they be as productive as your own salesforce? Everyone agrees that they are a necessity but no one can really agree on their effectiveness and efficiency. And having dealt with GSA's from the hotel side until recently, I have found that getting the best out of them consistently and optimizing results can certainly be challenging.

Why does this happen and are there viable solutions?

First of all let us look at the reasons why a professionally run hotel company requires or uses sales representation in the first place. The most common reason is usually the high costs of accessing new and distant, but lucrative markets through a sales office of their own. This involves the formation of a new company entity and additional legal requirements followed by extensive training of a local expert as well as capital costs involved in setting up a new office.

Except for global corporations, many small to medium sized businesses resort to using an already existing platform in these 'far and away' markets. And these existing platforms are the GSA's or sales representation companies who are usually present in the target market and have a sales force able to sell multiple products to a varied client base. Many of them have a travel agency function attached, which means that they can directly make individual reservations as well. So far so good - a ready solution at the right place at the right time.

What usually goes wrong?

One of the biggest challenges is getting your outsourced representative to live and breathe your brand. So a customer may very well feel the discrepancy in the quality and standard of services received while dealing direct with the hotel company and with the representative.

Another related area is relevant product knowledge and training. This in turn then causes a gap in communication and achieving full potential while working together to sell the same product and services.

Cultural differences can also introduce yet another twist into how deadlines are met and communication lines are maintained.

However, above and beyond all this is the question of whether the amount of money, time and efforts in managing such an outsourced relationship is really worth it, in terms of achieving improved brand presence as well as increased sales.

What makes an ideal sales representation organization?

Of paramount importance is the transparency with which the sales representation company operates in terms of the sales activities undertaken and committed to, as part of the agreement between the two parties.

This in turn calls for adequate and open communication channels. A style of functioning which most closely reflects the goals of the hotel company represented is important to achieve the common targets.

Of great importance would also be the partner approach to growth and all the work undertaken should reflect this underlying need. From a hotel perspective, this means that they look to sales representation companies to not only access new markets on their behalf but also to contribute new ideas and routes to achieve accelerated sales.

Unfortunately, a conventional sales representation organization misses this point too often leading to a lot of missed opportunities as well as resulting in dissatisfied clients.

These days most companies are looking to holistic growth and this requires holistic solutions which do not just cater to the basic needs of clients but to work together as partners in growth - and the ideal sales representation company will do just that and provide the ultimate platform for their business partner to GROW!

Article Source : Pg. 288

About Author

Both Nick Nikolis & Vineeth Purushothaman are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Nick Nikolis has sinced written about articles on various topics from Finances, Family Travel and Careers and Job Hunting. Nick Nikolis is working in Atlantica Hotels and Resorts as It manager in . Atlantica Hotels and Resorts is a Europe Hotels chain currently offerin. Nick Nikolis's top article generates over 27100 views. to your Favourites.

Vineeth Purushothaman has sinced written about articles on various topics from Travel and Leisure, Marketing and Computers and The Internet. Vineeth spent a month in Indonesia in 2006. He is the Director of a hospitality company, Hospitality Sales Solutions, based in London, which provides holistic sales solutions to the hotel and travel industry. For more information please visit. Vineeth Purushothaman's top article generates over 2900 views. to your Favourites.