News for the Hospitality Executive |
AUSTIN,
CHICAGO and WASHINGTON | October 24, 2011 – Several major associations
involved
in hospitality distribution and technology have joined forces to
implement a
program of unique global identifiers for hotels. Experts agree
that a
single identifier for each hotel would significantly improve the
accuracy and
efficiency of transactions between hotels and their trading partners. Three
associations—Hospitality Technology & Financial Professionals
(HFTP), Hotel
Electronic Distribution Network Association (HEDNA), and Hotel
Technology Next
Generation (HTNG)—will jointly form a governing body to oversee the
effort, and
are expected to select one or more third-party companies to operate it
under
contract. The effort also has the support of the OpenTravel
Alliance, the
Convention Industry Council (CIC) and Hospitality Sales & Marketing
Association International (HSMAI). Hoteliers
and technology providers have long complained that the lack of an
agreed system
of identifiers for hotels, distributors, and other partners makes it
difficult
and expensive to keep databases up-to-date. The problem has
become more
severe with the proliferation of thousands of Internet sites with hotel
data in
recent years. Search engines can easily become confused when
hotels
change names, or use name variations in different languages or through
different distributors. And when a hotel opens, is renamed or
rebrands,
the lack of a central registration service means that every electronic
trading
partner must be notified independently, a process that can take weeks
or months.
In the meantime, revenue-generating transactions can fail, be routed to
the
wrong hotel, be lost in processing or require costly manual
intervention.
The
new effort will build on work undertaken by HEDNA in recent years, but
will
also bring to bear the support and capabilities of diverse communities
of
supporters from other organizations. It will focus first on
identifiers
for hotels and lodging establishments. Future iterations may
include
event venues, distribution channels and processing partners, among
others.
In addition to numerous applications in distribution, Unique Global
Identifiers
are a probable requirement for a major hotel industry project on
credit-card
security being undertaken by HTNG, to support the secure passing of
credit card
information from the original booking source to the hotel. HEDNA
will contribute the groundwork it has developed, and provide expertise
from the
distribution perspective. HTNG, as an organization that focuses
on
getting industry partners to implement technology solutions, will
provide
support and infrastructure as needed to bring together the various
pieces. HFTP, as the industry’s professional association for
technology,
will take the lead on educating technology professionals on the program
and its
benefits. Speaking
for the group, HTNG CEO Douglas Rice said “We envision a simple and
low- or
no-cost registration system, based on principles similar to those used
for
Internet domains.” Just as an Internet domain owner controls the
key
information for that domain, such as the location of servers that
support it,
the Unique Global Identifier program will allow key information about
hotels
and other entities to be updated once by the hotel owner or their
designated
agent, and propagated to all relevant parties automatically. Like
Internet domain names, which are governed by an independent
organization called
ICANN, the governing board expects to delegate authority to multiple
“registrars” to handle the registration and assignment of unique
identifiers to
different types of entities. To
reduce or eliminate startup and operating costs, the group has been
exploring
possibilities to engage with commercial partners. It has
identified some
who already have extensive hotel data, as well as the ability for
hotels to
maintain that data in a secure manner, and a business need for
higher-quality
data. Some of these potential partners have indicated that they
believe
they could operate a registration service at minimal additional cost,
and also
a willingness to cover some or all of those costs. The governing
board
expects to require that all data provided by hotels as part of the
program be
made available by registrars in real time to anyone with a legitimate
business
need. Because some of the registrars could potentially be
companies who
already have significant positions in the industry, this approach would
ensure
that they gain no unfair advantage – the data they receive would need
to be
provided by their competitors, and would be equally available to them
whether
or not they were selected as a registrar. Depending
on the outcome of negotiations, registrars would offer registration to
hotels
for no cost, or for a nominal cost. The
group is interested in hearing from companies that would like to be
registrars. Companies should already have an online system by
which
entities can maintain basic registration information securely, and a
process
for transferring and challenging ownership. To register interest,
please
contact HTNG at [email protected]. About Hospitality Financial and Technology Professionals HFTP, Austin, Texas, USA and Maastricht, The Netherlands, founded in 1952, is the global professional association for financial and technology personnel working in hotels, clubs and other hospitality-related businesses. HFTP provides first class educational opportunities, research, and publications to members around the globe including, the premiere hospitality technology conference HITEC--founded in 1972. HFTP also awards the only hospitality specific certifications for accounting and technology – the Certified Hospitality Accountant Executive (CHAE) and the Certified Hospitality Technology Professional (CHTP) designations. HFTP was founded in the USA as the National Association of Hotel Accountants. About Hotel Electronic Distribution Network Association The Hotel Electronic Distribution Network Association (HEDNA) is a not-for-profit trade association whose worldwide membership includes executives and managers from the most influential companies in the hotel distribution industry. Founded in 1991, HEDNA's activities are intended to stimulate the booking of hotel rooms through the use of GDS, the Internet and other electronic means. HEDNA brings all segments of the hotel industry together to evolve systems and services into electronic distribution that is easy and efficient. Visit HEDNA online at http://www.hedna.org About Hotel Technology Next Generation The premier technology solutions association in the hospitality industry, Chicago-based HTNG is a self-funded, non-profit trade organization with members from hotel and hospitality companies, technology vendors to hospitality, and other industry members including consultants, media, and academic experts. HTNG’s members participate in focused workgroups to bring to market open solution sets addressing specific business problems. HTNG fosters the selection and adoption of existing open standards. Where necessary, it also develops new open standards to meet the needs of the global hospitality industry. Membership in HTNG is open to hotel and hospitality companies, technology vendors to hospitality, consultants, academics, press and others. Currently more than 400 corporate and individual members from across this spectrum, including most of the world’s leading hotel companies and technology vendors, are active HTNG participants. |
Contact: Katy Walterscheidt, Public Relations & Social Media Manager, HFTP [email protected] 512-249-5333 Reed Hitchcock, Executive Director, HEDNA [email protected] 202-204-8400 Brian Larson, Marketing Consultant, HTNG [email protected] 847-303-5560 |