Hotels of all types and sizes are migrating to the cloud for their property management needs. While cloud PMS technology may takes center stage in the hospitality arena, it’s important to recognize that emerging technology trends are proving that potential exists beyond the PMS. In 2015 and beyond, hotels will heavily invest in mobile technologies that will redefine customer service and help deliver a “full” guest experience.
What’s the impetus for this push? Mobile technologies have the potential to give hotel guests unprecedented choice and control. Millennials, in particular, are motivated by access to mobile choices and options. Looking long-term, major hotel chains subscribe to the belief that if a guest is empowered to use their phone for multiple functions, they can satisfy the guest’s need for independence while reaping savings and gaining efficiencies. A strategic mobile strategy is also seen as a way to combat leading OTAs who charge hotels a fee for bookings. Finally, hotels believe that providing their own apps is an effective way to build brand loyalty.
Certain major hotel chains are leading the charge when it comes to looking beyond the hotel PMS. Marriott International claims that nearly 1,000 of its hotels offer mobile check-in and check-out, and more than 4,000 hotels globally will offer these services by the end of 2015. In addition, Marriott estimates that more than 40% of its website visitors view it on a mobile phone or device. These stats indicate why the industry giant pushed its Marriott Mobile App to market in 2013. It’s updated version gives connected guests the ability to check in and out faster, browse amenities, and access local city guides. Similarly, Hilton Hotels & Resorts recently announced an exciting mobile-first strategy enabling guests to make room selections and customizations via mobile and web-based floorplans. Hilton guests are also able to use their smartphones as room keys in several of the chain’s major properties. Likewise, guests using the Starwood Preferred Guests App can use their mobile devices to check in, get their room number, and even unlock the door!
These examples of technology and hospitality integration depict an exciting future for the industry. What’s on the horizon? Scannable QR codes on reservation confirmations, encrypted audio signals, touch-less concepts to open hotel doors, ID cards encrypted with guest information, and more. SkyTouch Technology envisions an influx of tech integrations that will significantly speed up hotel processes, redefine the ways hotels interface with guests, and take the hotel experience to the next level – one that goes far beyond the PMS.
