The Value of Information : Hotels

Well it’s hard to believe we have reached that time already- my last blog. For my last one I’m going to explore the industry of tourism and how IT developments give hotels valuable information to increase profits and improve service.An ever-growing method of information is social networking such as Facebook and twitter.

Take facbook for example. Through this hotels can set up their own page and add customers. When they become ‘friends’ with these customers or if the customers ‘like’ the page they have access to their pages where they can gain valuable information about what type of people they are. From this the hotel companies can then create a marketing plan suited to those people and target them directly. This is very valuable information that previously would have been difficult and expensive to get. An article from Hotelogix.com writes “Social networking portals like Facebook, Twitter etc. are increasingly playing a dominant role in strategies of hotels all over. User generated feedback’s and reviews on such websites play a huge role in popularizing the services of hotels by word of mouth. Further, it also becomes easier to stay in touch with and maintain relationships with ex-clients by making use of online tools.” This reveals the positive effects and developments that can stem from it.

However there are also many other ways hotels use IT to gain and manage important technology. Some of these are evident from a case study regarding the impact of IT on Hilton Hotels. One of the early developments which started in the 1990’s. The technology would link information of all Hilton hotels – It was named onQ. The case study states “Top level management recognized that, to continue growth, increase profitability, and foster customer loyalty, a better, and common, IT system was needed. OnQ integrates all the back office operations, as well as providing the front desk with the guest’s customer profile. The guest profile includes recent stays and reports of any problems the customer reported.” This information lets the receptionist know what their previous stay was like and how they can work to improve this one. It makes the customer feel more valued and welcomed. The reception staff can greet the staff by name and offer to book treatments, extra requirements etc. that they had on their previous stay. Also through the technology the customer receives an email from the hotel several days prior to their stay and a survey following their stay. From this they can identify possible flaws and needed improvements. I have attached a short clip on the onQ technology used by the Hilton hotels. It is a brief clip but it states what the essence of onQ is.

So I hope you have enjoyed my blogs and that I have helped your understanding of the value of information. Even though the blog is finished, I hope these entries will be of help to you when preparing for the summer exam. I want to thank all of you bloggers and my teammates for your contribution on the various IS topics.

Thanks again!

http://www.youtube.com/watch?feature=player_detailpage&v=AsHNZPkHroQ

References: images: http://www.kaba.com/media/319652/v1/resized531x-1/hotel-08-023.jpg

http://www.comtranslations.com/translation-blog/wp-content/uploads/2012/04/Hotel-Reception.jpg

References text: http://www.hotelogix.com/blog/2011/09/08/role-of-technology-and-internet-in-present-day-hotel-industry/

Case Study : Impact of IT on Hotel Industry and Hilton Hotel Corporation By Michael L. Schwartz. Available at : http://www.google.ie/url?sa=t&rct=j&q=&esrc=s&frm=1&source=web&cd=1&ved=0CCsQFjAA&url=http%3A%2F%2Fwww.positiveconcepts.biz%2Fpdfs%2FImpact%2520of%2520IT.pdf&ei=oMI7UZiPKfOw7AbTkoDACQ&usg=AFQjCNGzjmu8-vEyMSL7ieUzXSA5Ui9tHQ&bvm=bv.43287494,d.ZG4