Spotlight

Personalisation is key

Bhavika Jhaveri reports on The Right Technology, a talk by Peter O’Connor at HICSA 2006

The first session of day two at HICSA 2006 kickstarted with Peter O'Connor, co-director of IMHI and associate professor (Hospitality IT) at ESSEC Business School, highlighting the importance of customisation of technology to suit the individual needs of the guests.

With the customer becoming more tech-savvy, it is important for hotels to constantly update the technology in guest rooms. O'Connor said, "We have an increasingly wired consumer now due to surge in travel. So having appropriate technology in the room is important." He pointed out an article written by Paul Grimes, a New York travel writer, in 1991, where he lists what the customer wants in a guest room:

• Power outlets near the desk (and near the bed)
• Internet access at an acceptable speed
• An in-room safe big enough to hold a laptop
• TV with an appropriate selection of channels
• A shower where you can set the temperature

According to O'Connor, nothing has changed over the last 15 years. "We don't listen to our customers. Technology is driven by them and when they enter the hotel room there are so many devices that can complicate matters. Guestroom technology should be made easy; it should be what they use in their daily life," he added.

So where are we headed? According to O'Connor, the five things likely to become standard in the short term are:

• LCD/plasma TV screens with cinema quality sound. If guests want to see pictures on TV, it should be possible.
• Video/music on demand. We already have this but its not good enough.
• Cordless telephone headsets that integrate land lines, GSM and skype.
• Cableless chargers (cell phone, laptop) built into hotel furniture.
• Biometric access to guest room floors, rooms and safes.

"Customers want recognition and personalisation in aspects like the bed, lighting, heating/air-conditioning, telephone and décor. We should know what a customer is looking for and to give them a home away from home, we need to offer a hotel experience according to the customers," O'Connor said. He urged the hoteliers to invest more in the technology infrastructure of the rooms after identifying the right requirements for their customers.