Sophisticated systems based on IP telephone networks in hotels will increasingly enable a range of new services aimed at improving customer service in hotels and resorts. Although worldwide revenue from such systems totaled only $869 million in 2008, by the end of 2014 annual earnings will exceed $2 billion.
These systems will eventually penetrate mid-range hotels, but in the initial period will be found mainly in the top-tier of properties catering to those willing to spend $300 or more a night. According to ABI Research vice president Stan Schatt, �High-end hotels are increasingly turning to technology as a differentiator to attract a high-spending clientele. These services put a premium on improving customer service and staff accountability.�
Scenario 1: You order room service. Three phone calls later, your order finally arrives. Using new phone-based technologies, managers can see who took the order, track its current status, and see how long it took to fulfill.
Scenario 2: You�re in your room, wondering which of the hotel�s restaurants to visit and what show to see. A screen on your phone shows you video of all your options, and allows you to make bookings.
Scenario 3: You�re lounging by the pool. If you had a pocket, your money would be burning a hole in it. You punch a button on a wireless phone provided by the hotel, and it shows you items available in the hotel gift shop. Another button makes a purchase, which is billed to your room account.
�The variety of technologies needed to deliver such services means that this market is difficult for vendors to reach,� says Schatt. �It may require several different channels, including systems integrators.
Services companies such as IBM will play a major role here. Also to watch: specialized companies such as MTech, a SaaS company offering workflow managed services for the hotel industry.
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