Today's Hotelier - October 2016 - 57


on the street nor will any of your friends feel safe going for
a ride. As a rule of thumb, if your website is over five years
old, it's definitely time for a change.
If you can't afford a complete redo of your online presence,
there are quite a few 'bolt on' solutions to help you deliver a
satisfying online experience. One new software enhancement
that should be on your radar is Crowdriff, a service that loads
photography from social media directly onto your site. The
net result is a cornucopia of authentic imagery of real people
doing real things. This not only adds value to your site, but
also provides a meaningful context to what the prospective
guest will experience. In terms of online booking engines,
most independent properties are free to choose their own
interfaces, creating a burden to ensure you choose a functional, secure version while also affording you the opportunity
to further differentiate your branding. Looking at the most
cost effective, companies such as b4CheckIn provide the latest in good UX coupled with a host of further guest-related
enhancements.
Learning about how guests feel about your property is now
a function of social media aggregate software platforms that
integrate your entire digital presence from Facebook and
Twitter to TripAdvisor and Yelp onto one dashboard for realtime management. These tools are now essential to have on
your belt as they will give you invaluable insights as to what
your guests emotionally value and whether there are any
easy opportunities for improvement. Keeping track of your
channels any other way is no longer possible given the tight
allocation of resources to this aspect of operations.
Services such as Revinate not only capture every review,
but continuously monitor and note changes. You can also
compare your scores versus that of your key competitors and
develop performance benchmarks. Thinking more in terms
of proactive and less reactive, platforms such as Kaptivating
work to actually identify potential guests - or 'in market'
travelers as they are now called - through their social media
tweets, allowing you to introduce your property early on in
the research process.

efforts, not only by improving productivity, but also by augmenting the overall quality of the team's work via granular
management of supplies and time. Furthermore, housekeeping is your most injury-prone department. Keeping your
housekeepers healthy can be optimized by new training
programs like Novility, which start by offering many of the
proper accountability and tracking tools, and then directly
enhance housekeeper performance through motion-sensor
guided training programs.
Secondly, maintenance is vital. Caught in time, small
repairs can be undertaken quickly and cost effectively to
prevent out-of-order inventory or guest-identified issues.
But how do you get the information to your engineering
team so they can react in real-time? Consider a product like
HotSOS that helps your cleaning staff immediately record
anything they see that is out of order and electronically
transmit this information to the switchboard. With this,
and many others already in the 'mature' phase, there is no
reason for you to not have a rapid response internal communications tool so pesky problems never become obstacles
to guest satisfaction.

ADDING TO YOUR HOSPITALITY TOOL BELT

BACK OF HOUSE

For every supplier or vendor, there are many competitors, so
this list is in no way complete. I have not even mentioned
the wide variety of bespoke guest mobile apps, contemporary
food and beverage delivery programs, or specialized tools for
golf, spa and even parking.
The best way to start is to define your needs or objectives,
then establish parameters to evaluate return on investments.
You will find that some tools are used more often and will
become essential for your belt, while others merely look good
but offer limited or narrowcast benefits.
Importantly, though, there has never been a better time
to start shopping for additions to your hospitality tool belt.
If you have a pain point, there is definitely a technology
solution out there.
And lastly, be sure to mark your calendar and attend
next year's HITEC, set for late June 2017 in my hometown of
Toronto.
■

Just as you utilize programs to maximize revenue in terms
of occupancy and revenue, there are numerous technology
tools available to boost your team's productivity. Ensuring
productivity means getting the most out of your employees
in addition to heightening accountability and finding those
eager staffers to be earmarked for promotion.
Consider housekeeping - labor intensive yet critical for
ensuring your guests' satisfaction. Just look at any hotel's
TripAdvisor page to confirm this. Consider programs like
Knowcross that allow you to optimize your housekeeping

Larry Mogelonsky (larry@lma.ca) is the founder
of LMA Communications Inc. (www.lma.ca), an
award-winning, full-service communications
agency focused on the hospitality industry
(est. 1991). As a recognized expert in marketing
services, his experience encompasses Four Seasons
Hotels and Resorts and Preferred Hotels and Resorts, as well as
numerous independent properties throughout North America,
Europe and Asia.
TODAYSHOTELIER.COM | OCTOBER 2016 | 57


http://www.lma.ca http://www.TODAYSHOTELIER.COM

Table of Contents for the Digital Edition of Today's Hotelier - October 2016

Letter From the Chairman
Letter From the President & CEO
News Bytes
AAHOA Spotlight
Best Western’s New Frontier
Government Affairs
The Uneven Playing Field: Hotels & Airbnb
Finding Opportunity in the Old
Development & Renovation
Living Legends: Wisdom From Industry Trailblazers
Finance Q&A
The Latest Tech Tools for Hospitality
Guest Experience
AAHOA Events
AAHOA Founding Members
AAHOA Vendor Partners
Classifieds
Advertiser Index
Today's Hotelier - October 2016 - cover1
Today's Hotelier - October 2016 - cover2
Today's Hotelier - October 2016 - 3
Today's Hotelier - October 2016 - 4
Today's Hotelier - October 2016 - 5
Today's Hotelier - October 2016 - 6
Today's Hotelier - October 2016 - 7
Today's Hotelier - October 2016 - Letter From the Chairman
Today's Hotelier - October 2016 - 9
Today's Hotelier - October 2016 - Letter From the President & CEO
Today's Hotelier - October 2016 - 11
Today's Hotelier - October 2016 - News Bytes
Today's Hotelier - October 2016 - 13
Today's Hotelier - October 2016 - AAHOA Spotlight
Today's Hotelier - October 2016 - 15
Today's Hotelier - October 2016 - 16
Today's Hotelier - October 2016 - 17
Today's Hotelier - October 2016 - Best Western’s New Frontier
Today's Hotelier - October 2016 - 19
Today's Hotelier - October 2016 - 20
Today's Hotelier - October 2016 - 21
Today's Hotelier - October 2016 - 22
Today's Hotelier - October 2016 - 23
Today's Hotelier - October 2016 - Government Affairs
Today's Hotelier - October 2016 - 25
Today's Hotelier - October 2016 - 26
Today's Hotelier - October 2016 - 27
Today's Hotelier - October 2016 - 28
Today's Hotelier - October 2016 - 29
Today's Hotelier - October 2016 - The Uneven Playing Field: Hotels & Airbnb
Today's Hotelier - October 2016 - 31
Today's Hotelier - October 2016 - 32
Today's Hotelier - October 2016 - 33
Today's Hotelier - October 2016 - 34
Today's Hotelier - October 2016 - 35
Today's Hotelier - October 2016 - Development & Renovation
Today's Hotelier - October 2016 - 37
Today's Hotelier - October 2016 - 38
Today's Hotelier - October 2016 - 39
Today's Hotelier - October 2016 - 40
Today's Hotelier - October 2016 - 41
Today's Hotelier - October 2016 - Living Legends: Wisdom From Industry Trailblazers
Today's Hotelier - October 2016 - 43
Today's Hotelier - October 2016 - 44
Today's Hotelier - October 2016 - 45
Today's Hotelier - October 2016 - 46
Today's Hotelier - October 2016 - 47
Today's Hotelier - October 2016 - 48
Today's Hotelier - October 2016 - 49
Today's Hotelier - October 2016 - Finance Q&A
Today's Hotelier - October 2016 - 51
Today's Hotelier - October 2016 - 52
Today's Hotelier - October 2016 - 53
Today's Hotelier - October 2016 - The Latest Tech Tools for Hospitality
Today's Hotelier - October 2016 - 55
Today's Hotelier - October 2016 - 56
Today's Hotelier - October 2016 - 57
Today's Hotelier - October 2016 - Guest Experience
Today's Hotelier - October 2016 - 59
Today's Hotelier - October 2016 - 60
Today's Hotelier - October 2016 - 61
Today's Hotelier - October 2016 - AAHOA Events
Today's Hotelier - October 2016 - 63
Today's Hotelier - October 2016 - AAHOA Founding Members
Today's Hotelier - October 2016 - 65
Today's Hotelier - October 2016 - AAHOA Vendor Partners
Today's Hotelier - October 2016 - 67
Today's Hotelier - October 2016 - 68
Today's Hotelier - October 2016 - 69
Today's Hotelier - October 2016 - 70
Today's Hotelier - October 2016 - 71
Today's Hotelier - October 2016 - 72
Today's Hotelier - October 2016 - 73
Today's Hotelier - October 2016 - 74
Today's Hotelier - October 2016 - 75
Today's Hotelier - October 2016 - 76
Today's Hotelier - October 2016 - Classifieds
Today's Hotelier - October 2016 - 78
Today's Hotelier - October 2016 - 79
Today's Hotelier - October 2016 - 80
Today's Hotelier - October 2016 - 81
Today's Hotelier - October 2016 - 82
Today's Hotelier - October 2016 - 83
Today's Hotelier - October 2016 - 84
Today's Hotelier - October 2016 - 85
Today's Hotelier - October 2016 - Advertiser Index
Today's Hotelier - October 2016 - cover3
Today's Hotelier - October 2016 - cover4
Today's Hotelier - October 2016 - outsert1
Today's Hotelier - October 2016 - outsert2
Today's Hotelier - October 2016 - 91
Today's Hotelier - October 2016 - 92
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