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This article is from the Summer 2006 issue of Hospitality Upgrade magazine.To view more articles covering technology for the hospitality industry please visit the Hospitality Upgrade Web site or to request a free publication please call (678) 802-5307 or e-mail. | |
By Debra Kristopson, June 2006
Do you fondly remember the days when you were considered the young kid on the block with all of the new, radical, ideas about how to make a difference? And now? For most of us we�re not one generation out of school but two, even three. The good news is we�re only as old as our ideas; however, its time for our ideas about reservations processing to change, and change dramatically. Profiling the Up and Coming Generation Let's talk about this up and coming generation, not as potential future employees, but as our next generation of guests. This group is currently 15-24 years of age and beginning to enter the workplace. Their school curriculum has required computer proficiency. They�ve grown up with: cell phones, pagers, laptops, PDAs, the Internet, e-mail, instant messaging, chat rooms and gaming. Statistically, they are one of the highest users of the Internet. The fourth quarter 2005 Internet statistics reported 75 percent of this group as regular Internet users averaging 11 hours/week on the Net. And Our Reservation Systems While we may have added some color and pretty photos to a Web page, in reality our approach toward how we require a guest to book a reservation hasn�t really changed in the last 20 years. In essence, we took our call-center user interfaces, simplified them a bit and web-enabled them. While this was a major step forward for the time, it�s not even close to where we could, and should, be going. What we haven�t done is stepped back and rethought the actual process of booking a reservation based upon current technologies and our new-technology literate (addicted) guests. In reality, if you look past the brand logo and the signature brand colors, would you even know whose reservation system you were in? We�ve focused on leveraging our legacy systems and reservations booking efficiency (usually ours); that�s not going to be enough going forward. The following is a test. Score your reservations system on a scale of zero to 5. Score of 5 : the functionality described is already present in your
reservation system
Q1: Is booking a reservation at your hotel fun?How did your reservations system score? There�s a possible total of 25 points. If you scored 20 or above...
If you scored between 10 and 19
If you scored less than 10
Existing reservation systems are often referred to as legacy systems � meaning that they have been around for a long time and are built on older technology. If you have a legacy system which has a strong internal architecture then the additional functionality described above can be �added-on� to your already tried and true reservations processing engine. A legacy reservation system doesn�t have to be a negative � it can be turned into your most important asset as you approach the technology referred to in our test. You may only need innovation and incremental change to accomplish bringing your legacy system into the superstar range. One Size Doesn�t Fit All Being Web-enabled with a single Internet interface for your guest isn�t
enough. Yes, it may have been a hurdle to get to where you are but you
can�t stop and rest for long. While you may have conceived developing
an Internet Interface to your reservations system as a single project that
you�ve now completed; in reality you�ve just begun. In the Internet reservations
world, it's true, one interface won't properly service all of your guests.
Emerging technologies and this next generation of Internet guests will
continue to place pressure on you to innovate and move forward.
�©Hospitality Upgrade, 2006. No reproduction or transmission without written permission.� |
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