The Hotel Inspector 2013 - (Page 77)

media Like all industries today, hotels need to take advantage of the communication opportunities offered by smartphones and social websites iHOTEL WORDS: Jessie Bland | PHOTOGRAPHY: Getty Images M any feared that 201 would be ‘an empty 3 year’ for the hospitality industry, living in the shadows of 2012’s Olympic glory – and yet it has been forecast as a year for social prowess and connectivity; a year in which social media and mobile technology will not only become a necessity for consumers, but could prove a remunerative venture for hoteliers too. With over 60% of 1 8-to-34-year-olds now using social media to decide where to stay and eat, online, social and mobile channels are going to become a central consideration for hotels moving forward. By 2020, telecommunications company Sony Ericsson has estimated that over 50 billion connected devices (including smartphones, laptops and tablets) will be in circulation. Social media will also have an important part to play in hotels' marketing strategies and practices, particularly with the recent new-and-improved Google search algorithms, which now premier original content – and connectivity (between websites and social media sites) – as opposed to the traditional link-heavy objectives of SEO past. It is predicted that by 2016 half of the travel industry will be using social media to generate revenue and bookings – at present, 50% of current travel bookings are made on the internet. And Hospitality is getting digital – are you synced in? We delve into the tech advances that today's hotel guests expect although according to Google, only 7% of all searches are currently made from tablets – versus 1 from mobile and 79% from desktop – mobile 4% technology is certainly an area that hotels need to invest in during 201 3. Indeed, as the number of smartphones in use reached over one billion in the third quarter of 2012 (according to a recent report from Strategy Analytics) and the total is expected to surpass two billion by 201 there is no denying that the 5, digital landscape is becoming ever more vast and consequently ever more difficult to manoeuvre for us mere mortals. The ability for news – good and bad – to go global within a matter of minutes is truly remarkable, and this level of immediacy is something that the hospitality industry needs to be increasingly aware of. The current generation of guests who have grown up with technology (the infamous Generation Y) expect seamless technological integration as a matter of course – and that includes their hotel-experience demands. And while this issue of playing catch-up with tech-savvy guests’ expectations can at first seem a hindrance, Liz Moores, Director of Product at Quadriga, points out: ‘It provides hoteliers with a challenge. Even more important, it presents > EXPERT HELP Quadriga is the single partner to the global hospitality industry, integrating TV and Mobile communications platforms, Internet, Network and Multi Media solutions to deliver operational efficiencies and new revenue opportunities. THE HOTEL INSPECTOR 77-79 media.FINAL.indd 77 077 9/1/13 12:14:57

Table of Contents for the Digital Edition of The Hotel Inspector 2013

Alex's welcome
News bulletin
Statement pieces
Series round up
Gym & Spas
Fine dining
Kitchen matters
Energy efficiency
Food management
Cooking equipment
Technology upgrade
App integration
Renewable energy
The Hospitality Show
Hospitality Technology Expo
Business supplies
Hotel management
Global clients
The 10 best hotels
AA interview
Hotels of the future

The Hotel Inspector 2013