The cover story on new technology trends in hospitality from the September 2011 issue of AAHOA Lodging Business.

1. Cover Story
Mobilizing For the Future
A look at how mobile applications are changing the guest experience and
how owners can use the technology to streamline hotel operations
T
ogy solutions providers are already
oday’s hotel guest arrives at a By Jonathan Springston, well into the game, offering not just
hotel armed with smart phones
AAHOA Lodging Business mobile-friendly websites but fully
and tablet computers all loaded
with mobile applications. Just as they developed mobile applications that
use mobile applications for social net- lags behind other sectors and could meet a variety of needs.
working, organization and other per- continue that way into 2015. Deloitte What follows is a spotlight on
sonal and professional needs, guests recommends the industry focus on some of the newest innovations cer-
are also utilizing technology to book developing more and better mobile tain to create some buzz in 2012.
rooms on the go and learn more about technology solutions. IHG’s Priority Club Rewards
the hotel and its surroundings. A 2011 study conducted by
Apple alone offers 500,000 apps Motorola Solutions found that more App for Kindle Fire, Google
for its iPhone and iPad. Many more than half of hospitality organizations TV and Android Tablets
are available for other platforms like are planning to increase their mobile In 2011, IHG exceeded $130 million
Android, Kindle Fire and Google TV. investments with 91 percent of all in revenue through mobile book-
While hoteliers may understand hospitality decision makers under- ings, thanks in large part to the host
the benefits of mobile technology, a standing the importance of mobile of mobile applications released over
recent study from Deloitte notes that and wireless technology. the last two years. These include
technology spending in hospitality Many brands and other technol- the Priority Club Rewards app
30 AAHOA Lodging Business MARCH 2012

2. Cover Story
next-generation personal technol-
ogy strategy,” Michael Menis, vice
president, Web and Interactive
Marketing, IHG, said. “As con-
sumers embrace new devices like
tablets and interactive television,
we will continue to expand our
reservation options and brand pres-
ence through these fast-growing,
emerging touch points.”
The new IHG app allows Prior-
ity Club Rewards members to find
and book rooms, view photos and
amenities for each hotel, click-to-
call front desk for each hotel, use
Priority Club Rewards account
The IHG Priority Club Rewards App for Google TV information to facilitate book-
ings, view Priority Club Rewards
member details (number, level and
points balance), manage account
profile, view and cancel upcom-
for Windows Phone in July 2011; app for iPhone in April 2010. ing reservations, redeem points for
iPhone booking apps for each of To cap 2011, IHG unveiled the Priority Club Reward nights, use
IHG’s seven brands, announced in Priority Club Rewards App for Kin- corporate IDs to get corporate rates,
June 2011; InterContinental Con- dle Fire, Google TV and Android quick enrollment into Priority Club
cierge Insider Guides app for iPad Tablets. Rewards, and view special offers.
in December 2010; the Priority Club “Extending our solutions to While the Kindle Fire and
Rewards app for Android in July work with Kindle Fire, Google TV Google TV are still emerging tech-
2010; and the Priority Club Rewards and Android Tablets is key to our nologies, Menis said IHG wanted to
MARCH 2012 AAHOA Lodging Business 31

3. Cover Story
not getting the engagement
with guests to make [mobile
apps] effective,” Todd Kelly,
vice president of Interactive
and Mobile Applications,
LodgeNet Mobile, said. “We
wanted guests to keep coming
back. We wanted guests to use
the app throughout the trip
and even after, but especially
during the trip.”
To really maximize the ho-
tel experience, the LodgeNet
Mobile App enables hotel
guests to use their own smart
phones or iPad devices in
place of the in-room remote
for navigating the LodgeNet
interactive TV system.
Kelly cites data that The LodgeNet Mobile App
found 40 percent of guests for the smart phone
ards App between the ages of 18 and
ity Club Rew
The IHG Prior 34 prefer using a smart entertainment options with photos,
for Kindle Fire phone or tablet to control the TV contact information and reviews.
viewing experience. Other features include the ability to
The app also supports both folio order room service while in transit or
be on the forefront.
and credit card payment options as poolside, making on-site restaurant
“When we look at the overall
well as other value-added features or spa reservations and even mobile
traffic of our website, it’s interest-
such as an Interactive Program checkout with an e-mail receipt.
ing to see the spike in Kindle use,”
Guide, a highly requested service “We built the app sort of as a
he said. “We want to make sure we
that will display the channels, times hospitality ecosystem. We put our-
are integrated and understand the
and programs available at the hotel selves in the shoes of our custom-
role they play.”
where a guest is staying. ers,” Kelly said. “We thought there
Menis noted that for IHG,
With the LodgeNet solution, was an opportunity to provide this
putting a focus on an app for Prior-
guests can search local dining and larger suite of services so that it was
ity Club Rewards members
ensures they keep the business perfectly designed for hotel-
The LodgeNet Mobile App for the tablet iers to customize the solution.”
of their most loyal guests.
“We launched with our RoomSaver from Travel
Priority Club app because that
was the best place to start,”
Media Group
he said. “With the launch of For 30 years, Travel Media
our branded apps, it provides Group, under the names of
brand-right solutions. Over Florida Travel Saver, Travel
time, we will be evolving to Coupon Guide and RoomSaver
more brand-right apps to meet /HotelCoupons, has offered
different needs for different printed coupon books that offer
consumers.” discounts on hotel rooms across
the United States. Despite the
LodgeNet Mobile App advent of new technology and
LodgeNet Interactive in Janu- the decline of the publishing
ary unveiled what it calls a industry over the last decade,
“Mega App” that provides Travel Media Group still prints
in-room entertainment, lo- 2 to 3 million books every month
cal area services and hotel depending on seasonality.
services. While users can’t “Our business model has
book rooms through the app, changed slightly but one thing
the LodgeNet solution aims to that has remained constant
increase guest interaction dur- is marketing hotel rooms to
ing and after their hotel stay. interstate consumers,” Mark
“The hospitality space in Novak, vice president and
their implementation were general manager of Travel
32 AAHOA Lodging Business MARCH 2012

4. Cover Story
information that can be
redeemed at the hotel as a
walk-in coupon rate, call
the hotel within the app,
and save hotel coupons in a
favorite list.
“Unlike typical OTAs
that have followers that
book in advance, there are
still a number of travelers
that still don’t know where
they are going to be that Consumers have a galaxy
of mobile apps at their fingertips
night. We do a very fine
RoomSaver became HotelCoupons.com on Feb. 15
Media Group, said. “Travelers need
great deals at a great property that
meet their needs.”
Nevertheless, Travel Media
Group has adapted to changing
technologies with RoomSaver apps
for the iPhone, iPad and Android.
Users can search for hotels, view
hotel coupons in a list and a map
view, view hotel details in a gallery
view, hotel amenities and hotel’s
coupon price, view hotel coupon
A screen cap of a hotel coupon on a smart
phone from Travel Media Group
MARCH 2012 AAHOA Lodging Business 33

5. Cover Story
balancing act,” Novak said. “Where
our app becomes intriguing is that
our app is not brand specific. If
[brands] want to be on our plat-
form, they have every opportunity.
The traveler likes the choices. They
like the geo-location. What they
really like is the pricing. The pric-
ing is a very discounted price but
the difference is that it is based on
walk-in availability.”
Travel Media Group on Feb. 15
rebranded RoomSaver as HotelCou-
pons.com and upgraded the apps
to feature more social media
integration and targeted data.
While adapting to new technol-
ogy, Novak said his company will
continue focusing on the basics.
“We have an obligation to
market hotels based on the informa-
tion provided to as many interstate
travelers as possible with great ter man- Mourier
quality and hotel deals to satisfy age pricing and his busi-
guest needs,” he said. “We really and streamline ness partner
continue to keep those two core phi- their overall op- Bruno Perez out-
losophies in mind with mobile.” eration. lined what the ideal
The RevPAR Guru is app should be while
What About Hoteliers? an all-in-one solution that pondering the importance
While the number of mobile apps combines RMS, Rate Shopper of mobile applications to all
and their benefits to guests are and Channel Manager. Loaded on a players in the hospitality game.
numerous, there are also options tablet device, a hotelier can use the “Applications need to be fast and
available to hoteliers looking to bet- solution to monitor sales, rate to the point,” Perez said. Mourier
parity and generate automat- concurs, noting apps should offer
ic reports. the “minimum amount of informa-
iers to The solution works 24 tion necessary while giving you all
allows hotel
G uru solution ng rate patterns hours a day to automatically the information you need.”
The RevPAR monitor changi
y
continuousl capture data from the hotel, While many brands offer
the competition, market mobile-friendly websites for guests,
data, calculate a rate based Mourier said solid apps are better.
on the owner’s strategy, “If we’re in the car, a mobile
and publish world-wide. app is really good. If you’re in the
“Automated pricing middle of nowhere, your Internet
systems can preempt the is really slow and the mobile app
quick changes in technol- becomes really important,” he said.
ogy. As booking win- Ultimately, Mourier and Perez
dows continue to shrink, believe the industry will continue
being not only receptive investing money in mobile technol-
to mobile booking but ogy and that there will be a place for
also preemptive to rate every kind of app in order to meet
strategy will be key to different needs of different guests.
increasing occupancy “You’re going to need an app for
rates,” Jean Francois all these social circles. You need an
Mourier, CEO of app for every layer - OTAs, loyalty
RevPAR Guru, said. programs and direct-to-hotel,”
“Using automated Mourier said. “You need a mobile
pricing strategies app for everything today. You
will help hoteliers need to make yourself available to
navigate through the consumer. Mobile phones are
these variables using becoming the mobile PC and apps
technology.” should follow.”
34 AAHOA Lodging Business MARCH 2012