Designing for New Revenue: Leveraging Display-Based Automation

Investing in technology can seem daunting, especially when there are so many places to invest.  With the multitude of new technologies emerging in today’s marketplace, smarter hoteliers should evaluate not only the expenses involved in their next IT investment, but also the prospect of new revenue streams that can be stimulated as a result.  Last week, Guestroom 20X, the guestroom of the future, was unveiled at the Hospitality Financial and Technology Professional ’s HITEC.  And while there were plenty of “cool” technologies that easily captured the attention of the convention attendees and industry followers, those that had the potential to introduce new revenue streams to a property seemed to be the ones destined for widespread adoption.

Guestroom 20X offered numerous ways to connect with customers while they are on-property. In-room displays are arguably one of the best technologies for the delivery of targeted messages, special offers and pertinent guest information. The in-house guest has immediate needs and potential wants, many of which arise while the traveler is in his or her room.  Services and information can be communicated on-demand, and delivered instantaneously through touch screen interfaces, in-room entertainment systems, and telephony combined with digital display solutions. 

Although primarily suggested for lobby applications, the first stop was a table-top, multi-touch computer provided by Microsoft Surface featuring SuiteLinq.  This cutting edge model responds to hand gestures and real world objects, and the integrated technology can also be utilized in the guestroom through eRoomSuite, a complete digital solution that enhances the guest experience through the perfect combination of hotel services and revenue opportunities. Other available solutions which combine numerous in-room technologies that integrate internet, music, video and room controls, include Alcatel-Lucent’s My IC Phone and Incentient’s SmartTouch.  These technologies feature large, multi-touch display screens that run hospitality-specific applications to open limitless opportunities for communication with the in-house guest; thus increasing the chance to advertise, and up-sell services and amenities at your next generation hotel.  

Imagine the efficiency of room service menus that can change items and adjust pricing with the season- or even daily.  Consider the added visual appeal of images or video that play as the system offers to make a reservation at the in-house restaurant.  Next generation applications populate digital displays and interactive TV with content that is relevant, timely, and appropriate.  These applications have additional benefits like data reporting capabilities, which alert smarter hoteliers to the specials are attracting the best response, and highlight the most frequently requested services- information that helps fine-tune sales and marketing efforts. 

Geoff Cairns, hospitality industry managing director for Microsoft comments, “The challenging economic climate and increased demand from consumers for value has not gone unnoticed by the travel industry. As a result, hoteliers are looking for ways to enhance the guest experience in a meaningful way as well as differentiate themselves from their competitors.”  Digital display technologies are literally “touch-points” where your customer and your brand meet, a place where smarter hoteliers are engaging their guests with relevant communication and appropriate service offers.  The effects are financially beneficial on multiple levels: personalization increases guest satisfaction and loyalty, and point-of-sale features drive revenue and higher RevPAG by capitalizing on impulse purchases of promoted services and amenities. 

While technology can be overwhelming in its ever-evolving state, one thing is certain- the features that become more highly developed are those with the potential to accomplish ROI across the board. New guestroom technologies are often loaded with “wow” factor, but the truly exciting results of implementing emerging technologies will be the ones smarter hoteliers know well:  Increasing guest satisfaction, creating operational efficiencies, and sometimes most importantly, driving new revenue opportunities.

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