IN THE FIELD WITH DAVID ESSERYK- Part 11 / Personalisation of the Guest Experience

ENHANCING THE GUEST EXPERIENCE THROUGH DIGITAL TECHNOLOGIES & CUSTOMISATION

David Esseryk, the AccorHotels Group’s Vice President Guest Technology, is in charge of guest-facing technology for all brands. This edition of his regular report builds on the past edition looking at the advantages of converged networks in the hotel environment.

LOOK AT WHAT’S POSSIBLE! Next-generation services, delivered over a converged network include personalized room settings for controlling temperature and lighting, personalized interactive multimedia, and high-speed Internet access with personalized content.

Hotels need to increasingly support the trend toward self-service — allowing guests to access personalized content, which is then delivered over the converged infrastructure into the guest room. A converged hotel allows for the improvement of sales and marketing capabilities, adding enhanced room management, refined front-office services, and developing better employee and human resources management.

With a converged IP network, hotels can consolidate market intelligence collected from guest information to create customized offers and promotions. Hotels can develop their own property-specific digital TV channels, offering personalised, flexible, dynamic content. In addition, hotel staff can access more current information about room status and availability, minibar status, and order requests and delivery, by consolidating all internal hotel management systems onto one network.

Lighting, elevators, HVAC, fire control, energy management, video surveillance, and other security technologies can all be managed and controlled over one converged, IPbased network

In-room entertainment services can include revenue generating video, music, and gaming, all delivered over the same converged network. Hotels can better respond to guests using automated check in and checkout, online concierge, service, and help desk requests.

Hotels can integrate disparate communications systems—radio, analogue, Global System for Mobile Communications (GSM), and pager communications—onto one converged network.

Hotel staff can be equipped with land mobile radios (LMRs), which integrate existing two-way radio system. Dual-mode phones allow hotel management to use a single device for both GSM and wireless communications.

Lighting, elevators, HVAC, fire control, energy management, video surveillance, and other security technologies can all be managed and controlled over one converged, IP-based network. This same network supports all staff and guest services, offering a level of integration that allows hotels to get the most out of their resources —technology, employees, and their property. Information is shared across the hotel systems, allowing employees to make better decisions and operate more efficiently. Guest customisation has now become a reality.