|
|
Day 46: May 4, 2009
4 May, 2009 By: HWN Staff|
TODAY'S STORIES |
Using technology to survive—and to thrive
By Jon Inge, HWN Contributor
Times are tough and you’re scrambling to find a way out, let alone a way up. Why focus on technology? Because it gives you the tools to stay afloat and chart a course forward for when the economy turns around.
The first essential is a map, a set of data as complete and accurate as possible describing your operation and customers. Only then can you determine where you want to go and chart a course.
This takes three things:
1. Integrated systems
All the many systems needed to run a property have useful but incomplete views of the guests and operation. Interfacing them provides a single, complete picture and removes the error-prone manual re-keying of data from one system to another. Single, fully integrated systems are even better, eliminating the conversion of data between system formats.
Equally important is ensuring all departments use the systems consistently. Even with an integrated system, entering different codes or name formats in different departments always leads to unreliable data.
2. Good BI tools
Business Intelligence (BI) tools consolidate data from individual applications into a coherent whole and provide analysis tools to identify key trends in operations and marketing. You can then act on it, focusing marketing on the most profitable segments and modifying business processes to eliminate inefficiencies. This isn’t easy, but good use of BI means fewer guesses and better-calculated (and better-defended) decisions.
3. Good marketing tools
The same trustworthy database helps identify the spending and booking habits of your most profitable guests and market segments, letting you offer creative, highly targeted deals at the times and over the channels the guests are more likely to respond to. Well-informed revenue management can mix individual and group business for maximum flexibility in maintaining revenue per available room.
Two other technology issues critical to staying in business are:
4. Appropriate guestroom and meeting room technology
High-speed, reliable Internet access is critical in both areas. Providing this gets harder as guests demand ever-higher bandwidth for streaming videos and Internet phone calls, but you have no choice. Free basic service with a fee for higher bandwidth is one current approach, but you still need a flexible vendor who can provide the bandwidth your guests need on demand.
Function-room technology is less price sensitive, but remember that repeat business is built on high-quality audio. Attendees who can’t hear the speakers won’t return no matter how impressive the visuals.
5. Secure, reliable systems
Data security grows more difficult, requiring constant security patches and anti-virus updates as well as now-mandatory Payment Card Industry (PCI) compliance. Remotely hosted, fee-based systems are an option that offers more effective security and support than most properties can afford, with a lower entry cost.
One final thought: renegotiate your vendor support contracts, but don’t over-tighten the screws. You need them to stay in business to support the technology you must have to stay alive—and thrive.
hmm@questex.com
Jon Inge, a member of the International Society of Hospitality Consultants, is president of Jon Inge & Associates of Edmonds, Wash. Contact him at jon@joninge.com.
Secrets for online success
By Rob Käll, HWN Contributor
1. Get emotional in seconds
You’ve probably heard that you have just a few seconds to capture a consumer’s interest on your website. What isn’t always mentioned, however, is that capture is largely emotional. An ugly or busy site will not do the trick. Consumers are sophisticated and your site should be as well. Use the best images and design possible, and make visitors feel they belong: “I really want to experience this, I really want to visit that place.” These days, comprehensive stock photo websites have affordable, professional photos of most destinations around the world.
2. For the love of searching and quick searching
What is one of the most popular Web activities? If you answered “searching,” you just earned yourself 10 points. Searching is what consumers love doing—searching for travel deals, great vacations and a chance to get away from it all. Right next to your emotional appeal (beautiful photos of your property and destination), should be the next logical step: “The Quick Search.” Now you have a 1-2 punch. You’ve just made visitors to your site want to find out more, and given them the tool to do it.
3. SEO is not Black Magic
Which site does Google want to rank the highest for a particular keyword? The answer is obvious: “The best one.” And how can you achieve the best search engine optimization? By making sure your site performs well on every level, not just design. So how do you create a great hotel or vacation rental website like this? By having clear and complete information and simple to use booking tools. You should also follow the best practices when it comes to keyword selections, page titles, content format and site structure. Those things can take a long time to get right, unless the Web platform you use already does it for you.
Want to read secrets 4 through 10? Check out all 10 Secrets for Online Success here. Wondering how your site stacks up? To try out Bookt’s online site test or to learn more about online marketing, visit www.bookt.com.
Rob Käll, President, BookT,
Steps to energy savings
Hotel owner Arthur Bartsch is known for his persistent attitude in pursuing green initiatives. Recently he’s added solar panels to one of his properties and wants to add some to another. But before adding the panels, he did dozens of other green projects that made his properties more energy friendly. He advises three key steps when starting the process to improve environmental efficiency at your own property.
1. Conservation. Do all of the basics that can be done at any time. “You want to make sure you’re turning the lights out or making a situation to turn lights out,” Bartsch says.
2. Efficiency. Further define and manage your energy usage. This encompasses buying thicker insulation, energy-efficient windows, motion sensors, energy management systems and any other tactic that will reduce your heating, cooling and electric bills.
3. Renewable energy. “You have to do the other two first,” he says. “You don’t know how much you need [renewable energy] without doing one and two. You have to define energy usage before you know how renewable energy will help.”
And if you move to that next step and want to add solar panels to your hotel, check with the National Renewable Energy Laboratory to predict how much energy the sun can possibly provide your property.
Arthur Bartsch, owner Super 8 Motel, Monroe, Wisc.
Sponsored message: BuyEfficient
B.E. in Control. Quick, can you list all the PO's you have outstanding? You can with BuyEfficient with the best tools and systems to improve your purchasing processes and control costs. Join the fastest growing complete online solution at www.buyefficient.com.
|
|
|
|
Reproduction in whole or part is prohibited
Please send any technical comments or questions to our webmaster