Hotel & Motel Management - November 5, 2007 - (Page 16)

16 Cornell Insights IN THE details Index measures readiness Demographics are related Report analyzes travelers Examine your guest proﬁle By Glenn Withiam H&MM Columnist H&MM November 5, 2007 | HotelMotel.com www.HotelMotel.com/digital_edition Love it or hate it, technology differentiates T he hotel industry constantly looks for ways to use technology to provide better service to guests and, not incidentally, to ﬁnd ways to improve revenue. In an earlier day, hotel technological improvements included piping chilled water and AM radio signals into guestrooms. Though hotels have moved far beyond such humble innovations, one factor remains constant: guests’ reaction to technology. Although we tell ourselves that our guests demand the latest in computer-based gadgets, the fact is that not all guests are comfortable with technological changes, whether in the lobby, in the guestroom or when they are trying to book a room. As it turns out, the extent to which your guests embrace technology in their personal lives provides a straightforward way to differentiate those guests on a number of other dimensions. The tool for creating market segments based on guests’ reaction to technology is called the Technology Readiness Index. As explained in a new re- THE FORTE VILLAGE RESORT Sardinia Molinaro Koger, the world’s leading hotel—exclusive real estate advisor, brokerage and capital markets source, is pleased to have facilitated our clients’ global investment goals through more than $4.2 billion in transactions during the past 12 months. COPENHAGEN MARRIOTT HOTEL Copenhagen, Denmark WESTIN O’HARE HOTEL O’Hare Airport Chicago, Illinois SUMMERFIELD SUITES PORTFOLIO United States SHERATON HOTEL AND CONFERENCE CENTER Oklahoma City, Oklahoma GREAT EASTERN HOTEL London, England WASHINGTON MARRIOTT HOTEL Washington, DC Please contact Molinaro Koger for comprehensive hotel investment services. port from the Cornell University Center for Hospitality Research, the TRI is a relatively simple, 10-item survey that you could ask guests to complete in their spare time, perhaps instead of a satisfaction card or as a special request by your front-desk associates. The TRI gauges guests’ view of technology on four dimensions: optimism, innovativeness, discomfort and insecurity. We usually think of technology-focused individuals in terms of their willingness to innovate, but the research behind the TRI also measures the extent to which people believe that technology helps improve their lives (optimism). Against that score are measures of whether people feel befuddled by technology (discomfort) and whether they simply don’t trust technological devices to work correctly (insecurity). If you’re a fan of technology, you can download this report along with the TRI questions from the center’s web site (chr. cornell.edu). Most obviously, as a hotel manager, you need to consider your guests’ possible reactions to any technology-based additions to your service package. If it turns out that your guests don’t appreciate technological innovations, you can save your money rather than install self-check-in kiosks or in-room WiFi. According to this idea, hotels can differentiate themselves using technology to attract frequent travelers who are willing to pay upscale room rates. With the many product tiers now in the hotel industry, hotels can prosper whether they focus on upscale, technology-loving guests or on budget-minded, technology-anxious guests. The key is to know which group frequents your hotel before you spend the money for the next big technological innovation. hmm@questex.com Glenn Withiam directs publications at The Center for Hospitality Research at the Cornell University School of Hotel Administration. He can be reached at grw4@cornell.edu. WASHINGTON, DC | NEW YORK | LONDON ATLANTA | CHICAGO | CINCINNATI | DALLAS | LOS ANGELES | PHOENIX | SAN FRANCISCO BEIJING | MUMBAI | SHANGHAI w w w. m k h o t e l s . c o m CIRCLE NO. 147 | +1.703.760.9600 http://www.HotelMotel.com/digital_edition http://www.HotelMotel.com http://www.mkhotels.com http://chr.cornell.edu http://chr.cornell.edu http://www.mkhotels.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - November 5, 2007

Hotel & Motel Management - November 5, 2007 Contents M&A Pace Slowing After Early Boom LodgeWorks Jumps Into Upscale Game Accor Reorganizes Leadership, Structure Perspective At Your Risk Travel Trends Sales Clinic On Finance Family Business Matters Cornell Insights Franchise Law Training Trends Satisfaction Trends Management Trends Events Guest Column Trends & Stats GM Survey Historic Property Conversions Offer Appeal for All Extended-Stay Brands Survey Green is the Word at IH/M&R Show Transactions Restaurant POS Handhelds Keep Managers Alerted Rising Costs Confront Midwest Builders Business Travelers: Breakfast Still an Important Perk IH/M&RS Product Preview Vacation Ownership Projects to Grow in U.S., Abroad Awards Training Programs Jump to Front Lines Refrigeration: Before You Break It, Fix It Lighting Enhances Property People Supplier News Best Western Aims High with Atria Vantage Makes Global Plans Sierra Moves Forward with New Name, High Expectations Maintenance Doctor Social Marketing Makes Way into Hotel Industry People Ad/Editorial Index Marketplace Classifieds Checking Out

Hotel & Motel Management - November 5, 2007

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