Technology In The Hospitality Industry

Technology In The Hospitality effortIntroductionThis written document apologizes the technological alter which has happened in cordial reception manufacture and in particular hotel constancy. The partake of entropy engineering science in hotels is rather signifi tail endt. It has not only given people knowl raciness as what to try when looking for a hotel but also a whole lagger as what is avail able in the mart.This whole revolution of training engine room has changed both the industry and the consumer. Industry has to become to a greater extent transp argonnt and broad-enterprise(a) in order to satisfy customer needs. One needs to hold off in mind the enormous variability of the technology rather than mount its de confinesining powers. (Poster, 1995)Information technology is an inevitable part of any administrations functionality. If an organisation seeks to progress in industry then it has to be competitive and up to date in its technological needs. In a world panoptic technology survey (Hensdill, 1998), hoteliers and some otherwise consultants let offed how the hotel industry lagged far more butt in terms of automation than other industries.This document volition explain what has changed hotel industry from technological perspective and what the demands of consumers are in impale ripe age.1.1 Claridges HotelClaridges hotel is situated in Mayfair, in the heart of Londons west revoke al wholeness a a couple of(prenominal) minutes walk from the shops and b turn outiques of Bond passage, South Molton Street and Oxford Street. It has 203 rooms including 67 suites. The Reading Room eatery and The Foyer contriveed by Thierry Despont. The Fumoir The intimate, kindledlelit bar is a push, forward-looking lieu to enjoy cocktail. Claridges turn out designed by David Collins goldbricks host to Londons moers and shakers. (www.claridges.co.uk)The most important change in recent times is Gordon Ramsay at Claridges restaurant hea d by Head chef Steve Allen. It offers finest dining in London, celebrating flavourful combinations of the freshest ingredients which is designed by Thierry Despont it is luxe and elegant, but intimate. (www.claridges.co.uk)Claridges hotel has always been con fontred as living in modern era but rattling noteworthy in royalty and celebrities for its iconic impression. just in recent years there have been many changes which has change integrity modernism and post modernism in Claridges and this is why author thinks it is the civilize up mannikin to show how information technology has had its impact on Claridges.1.2 Claridges Hotel WebsiteClaridges website provides preparation to both its customers and better halfs in order to phonograph record hotel rooms, table at restaurant or for afternoon tea. On task presence of Claridges hotel is superstar of the main examples of post modern era. Now any type of customers can just go online and book room for them. Two or three years ago nerve-wracking to find hospitality IT vendor with an e-mail address, never mind a website, were an almost futile search (Frew, 2000). There were many hotels which were still on the old phone/agent booking system. Now agents have become entropybase in which they can see when to book and Claridges gets these bookings automatically.Dr. Martin Peacock argues that the systems currently organismness implemented in the hospitality industry emphasise the constraintling side of technology they provide performance measures they work to restrict the options of both line managers and cater. As he suggests as well that this to be the ca intent for the irrelevance of management.1.3 Gordon Ramsay at Claridges RestaurantCelebrity Chef Gordon Ramsay has his own restaurant in Claridges which is headed by Chef Steve Allen. In todays technology revolutionised era, it is very important to have someone famous to boost the brand. Most of the people know Gordon Ramsay done TV, newspaper and medi a and having his some(prenominal)ize with Claridges is key to enhance its brand name. People not only take it as a typical hotel but also a place to dismiss afternoon and dine out. According to Cline (2002) Hospitality ebusiness is destined to play an change magnitudely significant map and will have lowering impact on the way hospitality business is conducted in the future.Literature2.1 investigate MethodsThere are various ways to perform research in order to register technological requirements and changes in Claridges hotel. Dr. Martin Peacock has laid plenty three fundamental rules in order to choose and research on choice gather inup. First, he suggested that it should be of interest of the author, secondly the fulfilment of the criteria of adapted secondary data which is deemed possible. Finally, a possibility of primary data existence available so that marrow squash reasons and suggestions can be presented in put to work of an argument. This primary data can eith er be collected by talking to choice establishment or its customers.2.1.1 ObservationsIn order to understand and feel technological changes in Claridges, author visited the hotel himself and had afternoon tea in the hotel. motive also visited Gordon Ramsay restaurant and saw their seating plan and wag for customers and also understood how customers are being booked at the restaurant. writer also visited halls and visited bedrooms to understand and feel the same which a customer feels. Author understood that online customer booking facility is sooner famous among customers ascribable to ever ever-changing consumer demands and post modern era. Claridges also provides online facility to its partner companies/agents to book for rooms/restaurants.2.1.2 InterviewsOne of the primary research techniques is to interview the proprietor or people work in the choice establishment. It is also very important to take interview from customers so that meet analyses can be done. Author tried to book interview with IT staff of Claridges hotel but the have-to doe with person in IT department was not available. So author has relied in the main on observations and secondary data.2.1.3 Online SourcesMain online sources enforce are hospitality journals available online, website of Dr. Martin Peacock, Claridges website and google search.2.2 LimitationsIt was not possible to conduct survey with customers as Claridges does not bring home the bacon external person to conduct any gesturenaire survey with its customers without prior licence from higher management. It was not also possible to take interview with staff of claridges who can give insight about Claridges IT performance except few observational meetings with receptionist just to understand the functionality of basic information systems.Impact of expert InnovationTechnology has often been employ as an instrument of control and the term itself has a link with the aim of tools to control inanimate objects. by chance the shell illustration of the use of technology to control people is Zuboffs (1988) example of Benthams Panopticon. Here a prison is designed with icing walls and corridors radiating out like spokes from a wheel. The conceit is that these corridors can be controlled by one guard situated at the centre of the wheel. The technology (in this case glass walls, a rotating chair and innovative design) is used to control the inmates. This is not an figure of speech totally distant from modern information systems within touristry and hospitality. (Chapter in Information and Communication Technologies in Tourism (edited by D.Fesenmaier), Springer, Wien, 2000)(Cultural tourism convergence emphasising on information and infrastructure, by Daniela Freund De Klumbis Wil Munster in learnings in the hotel industry origination meets Historic Properties)Sector (significance of under ANOVA 0.000). Hotels had 68.6% in the enthusiastic user category, whilst restaurants could only count 41.9% in this group. (Martin Peacock, 1994)Modern information systems privilege a vision of technology which has close links with Benthams glass prison. In the NEDC working party report on competitiveness in tourism (1992), TGI Fridays use of technology to provide control and monitoring systems, is listed under Case Studies out cope with Practices. The same report also praises McDonalds use of systems. Baker et al (1998) suggested that the epic poem system developed for Bass Taverns removed the uncertainties of operative fraud and the bleak economy for public house managers. (Chapter in Information and Communication Technologies in Tourism (edited by D.Fesenmaier), Springer, Wien, 2000)This systematic calibration of the hospitality crossroad kindle a counter-movement inspired by consumers searching for hotels with comical or sophisticated and innovative characteristics, called boutique, design or modus vivendi hotels. In the beginning of the 80s of the expire century the term bo utique hotel swept through the market and was used to describe unique 50-100 rooms victorianties, non chain-operated, with attention to fine detail and separate decoration in European or Asian influenced furnishings (literally a boutique as opposed to a department store). Sophistication and innovation explain the growth of the design and life-style hotel niches. In order to employ a generic term for these new niches, we will refer hereafter to the boutique, design and lifestyle concepts with the term lifestyle hotels.Being independent enterprises, lifestyle hotels trades union voluntary groups (membership affiliations, consortia) in order to benefit from the advantages of duress especially spherical trade and promotion receiptss, common packages and international reservation systems without having the disadvantages of chain recession hotels like absence of management autonomy, architectural uniformity and standardized in operation(p) procedures (Yu, 1996 Andrew, 2001). E xamples of these voluntary groups are market and sales reservation networks (e.g. SRS World Hotels) and free alliances.The confrontation of knock and lifestyle hotels by means of Kotlers product take aims shows clear differences between both concepts. On the core and facilitating product levels, recession hotel companies present savings in building and staff costs due to the standards of performance as a major advantage to the hotel operator. In the marketing policy, the uniformity of the concept and the strong recognition of the brand are used to influence the consumers choice. Commoditization generates, within handed-down segments, a feeling of security and familiarity. For the widely-travelled tourist, however, the stay put in a box hotel turns into alienation and anonymity. many a(prenominal) of them share the look of awaking in a hotel room while asking oneself Where am I now? This negative guest experience, caused by impersonality, predictability and boredom, has le d to an important deviation of clients and turnover with box hotel companies. Table below shows us, by means of a confrontation matrix, the hotel guests main differences in choice criteria (Naber, 2002).BOX HOTELS LIFE look HOTELSDemands quality guaranteeExpects quality given the high quality level of lifestyle hotelsMinimum standardsExceeding standardsNo annoying surprisesSurprise- sexual climaxure-historyExperiences are desire outside the hotelThe hotel stay is an experience in itself comprehension of the productRecognition as a guestTo feel at home by means of the hardwareTo feel at home by means of the well-heeledwareReliable unique sell propositionsReally unique selling propositionsFamiliar with the brand imageSearch for a specific individuation(By Daniela Freund De Klumbis Wil Munster in Developments in the hotel industry Design meets Historic Properties)What is key character to drive todays hospitality industry?Information technology is the key region which is drivin g hospitality industry. It has already revolutionised hospitality industry in post modern era and now it is driving it as major decisions are being taken and are based on Information systems provided by IT.Claims of overall subjoins in productivity caused by increasing use of information technology are difficult to justify empirically both at the local and the global level. US improvements in productivity can be linked straight to computer manufacturing (Anonymous, 1999) with productivity growth in other sectors stalled or falling. Landauer (1995) reported Roachs findings that information workers in the US (1960-87) had seen no increase in productivity.Martin Peacock and Humphery Shaw, (1996) Bytes and Bias suggests in this paper that the specific sheer of the attitudes to new technology in the hospitality industry. Yet, outside the specific question of the industry, society too illustrates very ambivalent attitudes to new technology. One of the best illustrations of this is the Unabomber debate. The Unabomber is an American mail bomber who has attacked pro-technology targets (principally academics) over the last 18 years. fail year his manifesto was published in the Washington Post and other American publications (Anonymous, 1995).Technological change defines the horizon of our material world as it shapes the limiting conditions of what is possible and what is barely imaginable. It erodes taken-for-granted assumptions about the nature of our reality, the pattern in which we dwell, and lays open new choices. (Zuboff, 1988) New technologies do not spell the end of traditional technologies. The synthesiser has not replaced the piano. Each has their traditional and contemporary roles to fulfil. However, the advent of the synthesiser has effected the way in which we see and use the piano. It is something dissimilar to what it was. (Biggs, 1991)Tiles Oberdiek suggests in 1995 that modern technologies in short, behave like ecosystems. When we intervene here, unthought-of consequences pop up there.As Tiles Oberdiek suggests in 1995 that on the other yield there are people who have become deeply pessimistic as a result of observing the path of so called adept progress. As they see it, we are strangely impotent in the introduce of, indeed are enslaved by, a pervasive technology that, ironically, we ourselves have made. be to the primary tourism enterprises, the hospitality industry is an essential component of the heathenish tourism product. Hospitality products need to fulfil customers needs on several levels (Kotler, 2003)(a) The core product answers the basic question what is the buyer really purchase? It refers basically to the benefits provided by the hotel to the consumer and not the features, e.g. room comfort and convenient location.(b) Facilitating products are those services or sinceres that must be present for the guests to use the core product, e.g. bellboy in a luxury hotel.(c) Supporting products are scanty products offered to add value to the core product and help to position it through differentiation from the competitors, e.g. full-service health spa.(d) The augmented product includes atmosphere and customers interaction with the service organization and each other, e.g. lobby socializing. The augmented product is an important concept because it is in this level were the main differences arise between the various hospitality concepts, e.g. atmosphere created by focus on lightning, marriage of textures and colours to occupy the senses.How Technology works in Claridges?The expansion of the international hotel chains, in their colossal majority, was accompanied and made possible by a process of standardisation and commoditization. Technological innovation has had huge impact on this expansion. Research data, which hotel chains keep and also have track record of ever changing customer needs is really important in order to stretch forth the hotel chain as well as keeping an iconic image in the market. Claridges hotel has uniqueness which is to keep itself as one and only one hotel. It is part of group of hotels which is called Maybourne Hotel Group who has three big hotels (Claridges, Connaught, The Berkeley) in their portfolio and few other hotels internationally.Customers like to book online using Claridges website. Travel professionals in tourism industry also have online access available through website where they can make bookings on behalf of their customers. Booking online provides facility to customers to request anything extra they wish to the hotel and that will fulfilled. Due to recent trend in technology and use of internet has changed the old perspective of booking via phone. A customer can book anywhere while sitting in airport or in a cab and as soon as they catch at the hotel, everything is ready for them.It is very important to show in this document what are the strengths, weaknesses, opportunities and threats which are being faced by Claridges. This a nalysis shows this data using SWOT technique which can be applied to other life style hotels as well and will give capable information in order to take the required decisions.SWOT analytic thinking of the Claridges hotelStrengths WeaknessesWell-defined concepts with an unique identity and a modern character, taking into aim the four levels of the hospitality product.Need to re-adapt constantly to the fast changing market demands.Diversity in guest experience. In some cases, hotel becomes the pagan charity in itself tremendousr hotels groups cause lifestyle-fatigue through over-brandingLow costs of soft branded dissemination by the sharing of costs of diffusion, technology and purchasingLow profitability as compared to box hotelsAutonomous control over operations by the hotel itself, allowing the personal expression of passion for hospitality broad(prenominal) maintenance and staffing costsOpportunities ThreatsEmergence of new soft brand distribution models organization of i ndependent hotels (e.g. Design Hotels Resorts)Global chains dominate interpret through acquisition and development. They practise brand management across fourfold brands (economies of scale)Design is becoming an share adopted by the various hospitality products (e.g. Accors backpackers concept Base)Emergence of low service stylised concepts or imitators name programs that allow customers to spend all their moneyAggressive down-pricing by box hotel chains to retain market shareNeeds and wants of the post-modern consumer quality tourism, traditional hospitality, personalapproach, sustainable hotels, the brand as a self image, regeneration of experiencesFamiliar with travelling, nowadays consumers expect value and quality for their money.Effective use of Customer-Relationship- care databases and customer-choice-modelling experiments can allow hospitality establishments to personalize products and services thus increasing satisfaction, retention and loyalty.Good inform and critica l consumersUse of co-branding synergies with other lifestyle brands as the allocation to an existing Claridges brand name enables a prompt exaltation of the hospitality product values and contents to the client (e.g. Gordon Ramsay at Claridges Restaurant)Because of the unpredictable buying behaviour of the post-modern consumer, brand loyalty is difficult to achieve. Many consumers can no longer be easily segmented on the basis of education, income, social class and geographic origin.Utilisation of opinion hint in the segment addressed and of the power of famous influencers (e.g. Famous hotel for George Clooney when he is in London)The consumer is wary to media, makes his choices and can hardly be influenced.ICT solutions for matched marketingHigh cost level of ICT-investmentsDevelopment of websites that convey the types of pleasurable experiences promised by the hotel and ensure pleasant browsing experiencesHigh complexity of the global distribution modelConclusionsBy using the research methods and proper use of literature, it is quite apparent that technological innovation is inevitable and in hospitality, any establishment who does not believe in this will be out of the industry in no time. It is and will always be the case of being more innovative and creative in information technology and more strategic decisions are being taken by using proper IT research methods. It is imperative to keep up to date information systems in place if to succeed in the market is the goal. In future, it will not only the case of looking good and be more hospitalize but also to use core hospitality techniques along with good knowledge of customer needs. This knowledge can only be gained if proper information system is in place.Author believes that customer should have the power to customise the facility according to his/her needs. Hotel should accommodate customer and help him/her to customise as per requirement. This can only be done if hotel has sufficient information av ailable which covers all expected and legitimate needs of any customer.Cline (2002) as well as Peacock (1995) point out the industrys slow and deliberate approach to IT and to innovation generally. But as the sophistication of technology increases (e.g. Fisk, 1999) it was suggested that a more organic or humanistic approach to IT is needed to make the technology more useable to the organisation, employees and customers. Effective innovation appears more at the operative level, at the point of sale. Creative problem solving, product remodelling, and sound marketing have been encouraged by technological change in other industries. New modes of service delivery have grown directly from the potential of new software (Barras, 1990). It is the imaginative coupling of new technology with new services and new modes of organisation which represents its real potential. (Martin Peacock Humphery Shaw, (1996) Bytes and Bias) rival is fierce on the international hotel market and imitation of su ccessful concepts is a proven method to attract new target groups. So it is no wonder that many of the ingredients which contribute to the lifestyle hotel experience, have been adopted by box hotels. Glocalisation, the combination of globalisation and localisation, has been introduced as a leading dogma in marketing policies of chain hotels. In promotional campaigns of box hotels, the role of local culture as component of the hospitality product is highlighted by means of slogans like Think locally, act globally (Hilton Hotels) and International standards, local flavours (Claridges). While ten years ago design and style were unique selling propositions, nowadays they are minimum requirements to attract the sybaritic post-modern guest. Large hotel groups are even causing lifestyle-fatigue through over-branding and, at the same time, the count of low service stylish concepts is increasing with design becoming an element adopted by various hospitality products, e.g. Base, the backpac ker concept of the Accor group.In this competitive struggle, the cornerstone of success for the lifestyle hotel product will be to pursue to satisfy the fast changing needs and wants of the post-modern consumer by offer an inimitable individuality and a full-balanced hospitality experience. The effective use of customer-relationship-management databases and one-to-one marketing actions has to be strengthened in order to be able to personalize products and services, thus increasing satisfaction, retention and loyalty. The quality of the staff will continue to be a key success issue because the lifestyle traveller seeks more than advice or recommendations. Hotel employees should not only be train to manage the information exchange, but also be required to match guests to experiences. To perform such a consultancy task, they are expected to be informed about the hospitality product itself as well as its cultural environment (Freund, 2002). Furthermore, hospitality employees will be r equired to possess moneymaking(prenominal) skills based primarily on making the most out of each customer transaction by creating experiential programs that push the guest to spend the greater part of their money at the hotel.It should be noticed in this respect that consumers see food, accommodation and culture merely as elements of a greater whole relating to a total experience. Because of this, a relevant opportunity for lifestyle hotels, from a marketing perspective, consists in co-branding the property with a leading brand outside the tourism industry, e.g. fashion designers, retail companies, lifestyle brands. As the allocation to an existing brand name enables a quick transfer of the product values and contents to the client, co-branded hotels (e.g. Cerrutti, Armani and Bulgari Hotels) have a competitive edge in penetrating the market. However, co-branding in the hospitality industry requires a profound evaluation of both brand partners strengths and weaknesses, a strategy for the long term co-operation and, above all, a prudent implementation.ReferencesFreund de Klumbis, D. (2002), Seeking the ultimate hotel experience, paper primarily presented at the XIIe International Leisure and Tourism Symposium ESADE-Fira de Barcelona, Barcelona, April 2002, and published in Gestin en H, No. 11, May-June 2003, pp. 58-76.Naber, T. (2002), Chain or independent box hotel or boutique hotel? nark given at the Eurhodip Conference 2002 Hospitality Management in Europe Moving into a New Dimension, Maastricht, May 2002.Andrew, G. (2001), growing of tourist offers the importance of an individual hotel experience in an independent hotel chain, lecture given at the Eurhodip Conference 2001 The Hotel and Catering Trades for Employment and Economic Development in Europe, Venice, November 2001.Peacock, M., Information Technology in the Hospitality Industry, Cassell, London, 1995Smith, T., Does Technology claim History, The MIT Press, London, 1994OConnor, Peter Using comp uters in Hospitality, Cassel, 1996.Bytes and Bias Technophilia in technology writing, (refereed assembly paper for Hospitality Information Technology Association Worldwide Conference, 1996).Ms. Rita Fernandas (2010) observations during meetings held with Ms. Fernandas, a receptionist at Claridges hotel.Online Sourceswww.claridges.co.ukhttp//www.maybourne.com/page.aspx?id=4458http//www.maybourne.com/uploadedFiles/Claridges/About_the_hotel/Claridges_London_English.pdfhttp//www.maybourne.com/uploadedFiles/Maybourne/Supplementary_Navigation/Travel_professionals/Downloads/Group_Guarantee_UK.pdfhttp//www.avlk87.dsl.pipex.com/martin/hospital.htm , (Hospitality managers who love computers too little?) by Dr. Martin Peacock