Savvy TV Procurement in Spain

By Staff -- HOTELS Magazine, 10/1/2005

With guest expectations and requirements constantly being raised and hoteliers keen to attract and retain customers, budget holders around the globe are constantly facing the challenge of how to make smarter TV procurement decisions that actually work.

Travelling away from home (particularly when on business) can often equal boredom, insomnia and quiet, lonely evenings. Hotels can make the experience more pleasurable by providing guests with creature comforts in their rooms—one of the most important of these being the provision of the right TV facilities, both in terms of equipment and content.

By providing a diverse bouquet of national and international TV channels and movies, along with a top-of-the-range, easy-to-use interactive TV system, it is more likely that hotels will get it right for a wider range of guests who will return time after time.

Getting the mix right is a challenge, and striking a balance can be tricky. If done correctly you hit the jackpot; get it wrong and you can kiss guests and profits goodbye.

At the recent TV and Media Purchasing Forum for the hotel industry hosted by Turner Broadcasting in Barcelona, it became apparent that whilst hoteliers are adamant that they want to provide their guests with the TV channels they want to watch, they simply don’t have endless finances to give them everything that’s on the market.

Therefore the issue of how to be savvy when it comes to choosing and purchasing TV channels was thrown into the mix.

Providing an attractive selection of channels sounds easy, but it would be naive to think that there is a ‘one mix of channels fits all’ solution. The challenge is combining news, business, sports and factual programming with movies, music and entertainment channels to meet the needs of all guests.

Both Acentic and Otrum attended the event and gave an insight into how technology and software can help hoteliers purchase and put together a TV channel lineup that matches their client demographic and requirements.

These two companies are leaders in the provision of interactive software solutions and tools that allow hotels to statistically analyze and manage TV channel portfolios. Amongst the most effective functions include those that allow the hotelier to track viewing levels per channel (image 1) and review historical viewing trends.

The implementation of such tools allows hotel decision makers to procure the most appropriate content for their guests and hopefully ensure customer satisfaction and repeat business.

Otrum and Acentic have strong relationships with leading content providers, which guarantees their clients the delivery of programming that is 100% tailored to the needs of multiple guest profiles. With constant usage tracking, technology suppliers can adapt new offerings that will meet the constantly evolving needs of guests.

Image 1: Viewing tracking statistics, Otrum

As these ideas were being thrown around in Barcelona, it became apparent that whilst most hotels feel they are doing a great job of providing news, music, movies and adult pay-TV, one genre that has immense potential has fallen by the wayside – kids’ channels and cartoons.

Armed with the Powerpuff Girls and Johnny Bravo for inspiration, Phil Lawrie, vice president of commercial distribution at Turner Broadcasting, kick-started day two of the event with a lively dose of animation, provoking delegates into wondering whether this could be that value-added service they’ve been looking for.

Whilst mainstream 3- and 4-star hotels may be home to the businessman and increasingly the businesswoman during the week, on the weekends they find themselves pitching for family business and the provision of kids’ channels could help secure these bookings.

Recent research revealed that whilst CNN is available in 62% of EMEA hotel rooms with cable/satellite TV, Cartoon Network penetration is just 17%*, a figure that screams out a golden opportunity for hoteliers who see the value of family visitors.

The inclusion of animation channels in a hotel room is a simple but strong plus point for parents making a decision where to stay as it provides them with the ‘babysitter’ concept. Just as adults like familiarity when they are away, so do kids, and what better way for parents to secure those vital few minutes to get changed, make a phone call or have well deserved G&T than by putting them in front of the TV to watch their favorite cartoon characters?

Lawrie and his team have seen that it isn’t enough to get the channel in the rooms and on the screens. So they have taken things one step further and can provide value-added options to hoteliers when it comes to animation.

Lawrie commented, “Due to changing guest demographics, at Turner we believe that buying into our animation channels will help hoteliers get the right TV mix for all guests. Cartoon Network is well known for being creative and innovative, therefore the way we work with the hotel industry reflects the very same qualities and values. By offering fun, interactive co-branded marketing and merchandise packages and even going so far as to support character-led special events and themed environments for kids, we can bring the channel alive and give youngsters a treat they will remember and want to experience again.”

He added, “Whether it is providing an exciting, bright goodie bag packed with co-branded T-shirts, magazines, crayons and stickers, or creating a funky themed playroom full of Cartoon Network characters and games, it is initiatives like these that will make you stand out from the crowd and get those all-important weekend figures up and beds filled!”

*Source: NTM Research Feb 2005