SPECIAL FEATURE: HITEC
SPECIAL FEATURE: HITEC Big Data and Micro Marketing Monika Nerger - Global CIO, Mandarin Oriental Hotel Group Very few guest-facing hospitality technologies are substantial differentiators in supplying operating advantage, and most new technologies are quick to be replicated once featured in a hotel. Monika Nerger Global CIO, Mandarin Oriental Hotel Group CONTACT Mandarin Oriental Hotel Group 281 Gloucester Road, Causeway Bay, Hong Kong Phone: +852 2895 9106 mnerger@mohg.com www.mandarinoriental.com However, hotels can still deliver operating advantage through unique use of digital marketing and consumer marketing technologies to truly offer a personalized relationship with the brand. I think one of the biggest opportunities the hospitality industry has going forward is to take advantage of Big Data to drive micro-marketing. By 2020, the explosion of data will exceed the capacity of any of our current systems and technologies to effectively manage it. Legacy systems which are prevalent in our industry were not designed to take advantage of personal content consumption. For example, we are generally not well positioned through current technologies to marry a guest’s clicks on a brand website with guest stay information and post stay consumer marketing, which is essential in moving from personalized marketing to micromarketing. Micro-marketing moves beyond offers by package type or rate category to truly tailored packages based on insights derived through this consolidated view of guest information and an understanding of what our guests really want. “Data Revolution: How Big Data Will Change the Way of Doing Business” by Dr. Michael Toedt is an excellent source for understanding the impact and opportunities of the transition from traditional Business Intelligence to Big Data. From an Operations perspective, machine learning (also referred to as “deep learning”) is heading our way very quickly, and is very much on my radar. I have met with a number of Silicon Valley startups that are taking advantage of machine learning to change the way business is conducted. Any function that is repeatable or learnable by a computer is a target opportunity. I believe that in our industry, Back Office functions will be the first to be replaced by this disruptive technology, and we need to prepare for significant changes in our business operations. “The Second Machine Age: Micro-marketing moves beyond offers by package type or rate category to truly tailored packages Work, Progress, and Prosperity in a Time of Brilliant Technologies”, a book by Andrew McAfee and Erik Brynjolfsson, takes a deeper look at the impact of machine learning on society and how it will eventually change employment needs, and is a useful resource. A point to remember: Security and Data Privacy – The line between a fully personalized experience and appropriate sharing of data is already being challenged in many markets. The tensions between these will continue to grow. 16 Hotel & Tourism SMARTreport / Worldwide Edition N°26 / June - August 2015
Brought to you by The Customer Experience Floor Bleeker – Chief Information Officer, Mövenpick Hotels & Resorts How are today’s guests different from those of five years ago when it comes to technology? The millennial generation is growing up and this group will soon make up the largest group of travellers. They have distinct and different needs compared to earlier generations and this translates, in part, to their technology expectations. Being connected wherever they are, and able to share experiences, is very important to them, and the mobile phone is at the centre of almost everything they do. How is online/mobile check-in and check out going to change the way they perceive the hotel? At Mövenpick Hotels & Resorts we believe that online/mobile check-in and check-out will soon become a key service at any hotel. We have decided to provide our guests with a web-based experience that they can use from any mobile device without the use of an app or the need to be part of a loyalty programme., Our online check-in is optional for guests though, as we don’t want to take away from the personalised service for which we are so well known. The “internet experience” at many hotels today is way below par. Why is it important to be up to speed, and what are customers expecting? One of our brand signatures at Mövenpick Hotels & Resorts is MIFI (Mövenpick WIFI) and this refers to the complete WIFI guest experience, including coverage, speed and the portal. We are committed to providing 100% coverage in our hotels with enough strength to have full bars on the guest’s Smartphone (-65dB for the moment). As far as internet speed is concerned, of course, the faster the better! All our European hotels are installing 1GB Internet pipes so that dedicated high speeds can be allocated to certain meetings or events. The portal or landing page is also highly important. It needs to add value and provide the guest with online services and special offers that are relevant and that will enhance their experience. It is an opportunity to build a A cold shower hurts for a few minutes but a bad Internet connection haunts you during your entire stay relationship between the guests and the brand. Our WIFI landing pages receive 18,000 visits per day. That means 18,000 opportunities to engage with guests that are already using our services! What’s more important? A good internet connection or hot water? To me? Definitely the Internet connection! A cold shower hurts for a few minutes but a bad Internet connection haunts you during your entire stay! Where is all this taking us? There are some really exciting innovations being developed by our vendor community. What about guest service robots… or room controls that will call the elevator for you as soon as you leave your room? Floor Bleeker Chief Information Officer, Mövenpick Hotels & Resorts CONTACT Mövenpick Hotels & Resorts Management AG Oberneuhofstrasse 12, 6340 Baar, Switzerland www.moevenpick.com www.cleverhotel.org Hotel & Tourism SMARTreport / Worldwide Edition N°26 / June - August 2015 17
