Hotel & Motel Management - November 5, 2007 - (Page 18)

18 Franchise Law IN THE details Use new technology Untapped marketing tools Train personnel for best use Products make day easy By Mort Aronson H&MM Columnist H&MM November 5, 2007 | HotelMotel.com www.HotelMotel.com/digital_edition Effective use of technology is key to success T echnology is the name of the game. Those hotel systems that most effectively use the latest developments in technology will leave their competition far behind them, with regard to success in their occupancy and hotel operations. Recent technology trends have focused on “managed services.” In the past, tech- nology issues have been handled on a reactive basis, namely after the issue arises. The managed services proactively monitoring technology can signiﬁcantly reduce the negative issues that arise when an unexpected problem occurs. The Internet has created many new ways to incorporate and manage technology. Man- aging computer network applications and equipment from a centralized location is now more possible and cost effective than ever. Examples of technology areas for hotels to consider in expanding their occupancies and revenue are the following: E-mail marketing. Once a hotel receives a reservation con- ﬁrmed by e-mail, the customers appear to be more responsive to e-mail marketing. Property-management systems. Excess functionality bur- dens many property-management systems. One tech company has developed a PMS that appears to be cost effective, scalable and lean. It also enables hotels in the same ownership/ management portfolio to share information. Experts in the ﬁeld project that PMS will split into reservation systems, primarily for chain use, and on-site devices, mainly for accounting. It is important to develop PMS programs that provide standard integration across a portfolio. Business centers. There is no standard business center model. Some centers occupy real space and some are virtual. One of the new concepts is a “virtual concierge,” a machine activated through arrangements with different suppliers that enable a guest to purchase an attraction or commodity or obtain information to make a purchase. Facilitating guest use of technology. “Jack pack” devic- es, enabling display choice and multiple plug-ins, are becoming more common in guestrooms. One hotel chain is testing a system of check-out laptops available at the front desk. Near Field Communication. NFC technology will soon be available through the cell phone. In 2008, NFC phones will be available in most parts of Europe, affording their users the ability to make payments over the phone. Legal considerations. In implementing new technology within hotel systems, care needs to be exercised that any such technology does not impinge on or violate any patent, trademark, copyright rights or other legal rights of another person or company that could result in significant damages to the offending hotel chain. hmm@questex.com Mort Aronson is an attorney with the international law ﬁrm of Kilpatrick Stockton LLP, which is based in Atlanta. He can be reached at (404) 745-2414. CIRCLE NO. 130 http://www.HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.hoshizaki.com http://www.hoshizakiamerica.com http://www.hoshizaki.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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