The Hotel Inspector 2013 - (Page 83)

media FEELING APP-REHENSIVE? O We discuss the growing trend for digital mobility, the potential for increased F&B revenue streams and explain why the hospitality industry needs to play catch-up in the technology arena... nce merely the preserve of pen-topaper forms, the term application (now abbreviated to “app”) has become the global user-friendly title for applications software. So much so, that in 2010 the term was listed as "Word of the Year" by the American Dialect Society. And since the first marketed smartphone in 2000, the Ericsson R380, and the inexorable rise of the appladen iPhone, there's pretty much an app for every thinkable function, with just under half of the UK Feeling app-rehensive? / Once a app-un a time population a smartphone owner (as of 2012). In June 2012, the iTunes App Store celebrated its 30 billionth download – and with 600,000 to its name, it's quite clear that the UK – and indeed global – population are “app happy” But what . does this mean for the hospitality industry? Firstly, of course, it reveals that hotels need to become increasingly aware of their customers' penchant for app software (no longer is this vein of technology seen as a luxury, it's part and parcel of consumers' daily lives). Secondly, it's an opportunity ripe for the taking: what better way to connect to your clientele than through one of their favourite media? And so, this becomes the remit of bespoke hospitality apps... 'IN JUNE 2012, THE ITUNES APP STORE CELEBRATED ITS 30 BILLIONTH DOWNLOAD' WORDS: Jessie Bland PHOTOGRAPHY: Shutterstock , Getty Images WORDS: Jessie Bland. PHOTOGRAPHY: Getty Images, Shutterstock THE APP AGENDA Whilst it can be easy to get caught up in the hightech nature of hospitality apps, it's crucial to pay attention to the revenue-generating qualities of this strain of technology. Being able to communicate with guests through apps is the premier benefit for hoteliers, as Tim Butterworth, Managing Director of Cardola (the organisation behind the VirtualHotel application) reveals. “People want to use these devices: whether it’s via one already in the room provided by the hotel, or an application for guests to download onto their own devices. Some hotels, for example, will decide to put an iPad in every room or just suites and every executive room. You can choose to also promote the downloadable application to your guests. So THE HOTEL INSPECTOR 83-85 media (apps).indd 83 083 012 9/1/13 16:24:27

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