A former practicing physician, Bharat Lall, MD, transitioned from a life in medicine to a career in the hospitality sector more than two decades ago. Dr. Bharat Lall now heads Pinnacle Hotels USA as chief executive officer, managing nearly 10 premier hotels in California, Texas, and Ohio.
Technology innovation has significantly changed how hotels manage their business, guests, and services. From launching websites that allow guests to search for rooms online to using apps to take reservations and share special packages, hotel owners continue to turn increasingly to technology to promote their businesses. Net Affinity, a full-service marketing firm specializing in the hotel sector, recently shared its top technology trends for hotels in 2015. These include the following:
1. Hotels will employ a more personalized web experience. Analyzing data about customer search and purchase behaviors, hotels will craft a platform that anticipates what a guest may be interested in and generate applicable content for easy and customized viewing.
2. Mobile payment options will rise. Following in the footsteps of the online retail industry, where alternative methods of payment through services like PayPal account for one in four transactions, the hotel sector will move toward more mainstream mobile payment options in an effort to increase revenue by offering guests improved convenience.
3. Proximity technology will be leveraged to send rich media messages to potential customers in specific locations. With 91 percent of the smartphone user population always in arm’s reach of their phones, hotels looking for growth should consider identifying locations for such marketing activities.