Integration And Innovation

Seamless systems, next generation technology lead the way at HITEC 2005.

By Derek Gale, Associate Editor -- HOTELS Magazine, 8/1/2005

The LodgeNet sigNETure HDTV guestroom television platform allows for customization, including greeting guests by name; guest directories that hotels can build with specific text, graphics and colors; and targeted marketing.

SAFLOK’s new SAFE N’ SECURE lights illuminate a clear route to safety in evacuations.

To say it was strictly business at HITEC 2005 in Los Angeles wouldn’t exactly be accurate. Dilbert creator Scott Adams drew plenty of laughs at the conference’s opening session as he described his journey from corporate cubicles to comics. Adams started his career with “a variety of humiliating and low-paying jobs” at a large bank before moving to Pacific Bell, where he worked for nine years in multiple jobs that “defy description but all involve technology and finances.” That was familiar territory for HITEC attendees, who enjoyed glimpses of the cartoons that got Adams in the most trouble at work along with some of his personal tips for success.

Adams’ talk set the mood for the show, which was upbeat and forward-looking. Attendance grew 10%, and the focus of speakers and exhibitors was how to make the good times in the industry even better. Themes that rose out of the conference floor and breakout rooms included the continued importance of systems integration (PMS, RMS, CRS, GDS) and converged networks; group sales and revenue and the channels by which it comes in; dynamic packaging; and the concept of the hotel as more and more like a home (with regard to guest experience and interaction with technology). Internet marketing and voice over IP continued to get plenty of discussion time, with most in agreement that it is all about search engine optimization and that the last circuit switch phone call is on the horizon as legacy phone systems are replaced by new ways to transmit voice.

Attendees asked the experts (a panel of consultants and technology professionals) about wide-ranging topics, but seemed most interested in the best way to wire new-build hotels, the best way to integrate their various systems and what the guestroom of the future would look like in terms of technology. Answers varied as the experts discussed the different categories of wiring and how to best future-proof hotels and guestrooms. Meanwhile, companies like Microsoft, LG, LodgeNet, OnCommand and Comcast made news with their latest guestroom solutions, some of which will be discussed in further detail below.

Looking ahead, IBM’s hospitality consulting and travel-related services divisions see customer relationship management and revenue management as the keys to how hoteliers adapt and grow their business. Top trends include better understanding the customer to deliver more personalized experiences and strengthen brand value, along with growing the revenue picture through focusing on ancillary spend and profit, and doing active post-booking, pre-stay marketing.

Explore these issues and the latest technology surrounding them at HITEC 2006, which will take place from June 19 to 22 in Minneapolis, Minnesota, at the Minneapolis Convention Center.

Here are some of the new products and offerings unveiled at HITEC 2005:

LG Electronics has incorporated the first digital rights management system developed specifically for the lodging industry into a series of integrated flat-screen, high-definition television sets for hotel guestrooms. The Pro:Idiom technology was developed by LG in conjunction with LodgeNet Entertainment Corp. as an industry standard, and is being licensed royalty-free to hotel pay-per-view and consumer electronics manufacturers. The secure platform helps to assure rapid, broad deployment of HDTV and other digital content to the hotel industry. Pro:Idiom is approved for use with both satellite-delivered pay TV content and video-on-demand services.

Accor recently signed an exclusive partnership agreement with LG to equip its Sofitel, Novotel, Mercure, Suitehotel, Ibis and Red Roof Inn hotels around the world with HD-ready LCD flat-screen televisions. The project represents 260,000 television installations.

Thanks to the Pro:Idiom digital content protection solution, LodgeNet Entertainment Corp. has an agreement with HBO for the distribution of HBO HD programming to the lodging industry through its sigNETure HDTV guestroom television platform. At HITEC, LodgeNet also announced a partnership with Movielink LLC to allow guests to download movies from their rooms to their laptops at rates more than six times faster than traditional broadband Internet access.

IDeaS, a provider of revenue optimization solutions, used HITEC to unveil a new approach designed to provide greater business intelligence to hoteliers. Delivered via the Web, critical information now is prioritized and presented in colored graphs and reports. Monthly graphical views of estimated room revenue, occupancy, ADR and RevPAR, along with alerts, special events and quick links, are delivered in an easily navigated way. More than 30 reports targeted to key areas of forecast, decisions and management are available to highlight business trends, show the results of marketing activities and comparatively measure performance. IDeaS also offers Web-based training broken down into an online client portal, the IDeaS Educational Hotel and a new learning management system.

Meanwhile, Manugistics displayed its Hotel Rate Management Suite, a chain rate forecasting and optimization technology. The HRM Suite unifies group forecasting, rate optimization, reporting and collaboration.

SAFLOK introduced its new SAFE N’ SECURE pathway lights, housed in the bottom of the MT lock’s exterior trim. Designed to augment the hallway lighting of any property, the pathway lights indicate a clear route to safety in evacuation efforts, and can be configured to strobe mode to indicate if a guestroom is empty. The four LED lights share the lock’s battery and also can be positioned within the interior lock trim to serve as a timed courtesy light or guest night light.

Vantis announced its rollout of Viz-it rich media content to boost Web site sales. Viz-it rich media includes premium video tours or photovideo tours, giving potential guests a walk-through of any property.

Finally, Siemens now is bundling all its hospitality efforts in an integrated, synchronized approach called “Siemens One.” This was reflected at HITEC, where the company demonstrated various solutions from Siemens Building Technologies, Siemens Communications and Siemens Osram Sylvania.

Tech Briefs
New At HITEC 2005
Onity introduces an online training portal on the company’s eBusiness extranet site, featuring interactive lessons on all products and software... TravelCLICK introduces OneScreen, the new iHotelier Web site booking engine that shows real-time updates on inventory, photos and rates all on one screen... Enablez Inc. announces the launch of ResortSuite WEB, an integrated online reservation tool that allows guests to book their entire stay, including all bookable amenities, via a property’s Web site... Bartech Systems International announces a new cocktail mix discount feature that enables hotels to give guests a price reduction on products used in predefined cocktails... Diversified Computer Corp. introduces its new SmartRunner Rapid Response application with direct IP connections for Pocket PCs and Java-enabled cell phones... Mintek Mobile Data Solutions unveils its WinTrack Work Order Kiosk, which enables people outside of the engineering department to submit work orders via a browser-based system... GoConcierge.net expands its Web-based concierge solution to include guest profile information such as birthdays and anniversaries... ASI announces the release of the Write-On Handheld with fully integrated mobile payment processing for the Restaurant Manager POS System... Newmarket International introduces MeetingBroker with Direct Book Services, which makes it possible for hotels to offer clients the ability to book small meetings online... Telkonet Inc. debuts in-room remote printing capability and the iWire Internet retrofit package, a hard-wired Internet access add-on for hotels that offer 100% wireless Internet in guestrooms... Epicor Software Corp. announces a new release of Epicor iScala, an enterprise software suite that now includes improved inventory management and an enhanced view of customer information... Asoka USA Corp. unveils PlugLAN, a commercial-grade power line network solution designed for the hospitality market that provides Ethernet connectivity over existing electrical wires.