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Manali Jaggi in his article "The future is here for the Hospitality Industry," highlights the importance and the benefits of Hospitality companies investing in Information Technology. He stressed that from the first point of contact; reservation to the guest's departure the role technology plays and the fact that it "expands revenue options and maintains operational efficiencies for the industry." He reported that Sukesh Jain, VP Enterprise Business, Samsung highlighted that "Technology comes in handy when we talk about personalization," which is the type of experience one aims to provide to the guest. This provides the guest with an increased customer service experience which in turn leads to customer loyalty which can only lead to financial rewards for the company. He concluded by stressing the point that the Hospitality industry must take a "proactive stance in implementing technological advances."

Fintech startup company, Banked, has partnered with British Airways to provide a new and effective form of payment for their airline loyalty members to pay for online purchases using BA Avios. BA Executive Club members can now use their bank account via Banked and merchants will be able to offer the Avios option at a fraction of the cost of credit card processing fees. (2-4% vs 0.1%) This new partnership will lead to increased customer loyalty, conversion rates along with higher average order value. Banked is currently integrated with may of the largest banks in the United Kingdom, including Barclays and HSBC. Banked CEO stated that 78% of consumers in the UK are making purchasing decisions based on loyalty points, which will extremely increase customer loyalty from the British Airways Executive Club members. In my opinion, this is an excellent way for loyalty club members, especially airline and hotel rewards members, to be able to utilize their points or miles that have been of no use due to the pandemic. This has already been integrated in the United States through Chase, American Express, and Citibank where rewards points can be used for purchases online and even on Amazon. This was the correct step for BA because they will be able to retain loyal customers until travel restrictions are lightened.

This article talks about how to increase customers' loyalty by rewarding them for spreading the word on social sites. Since social media grows stronger those days, it is becoming a trend that businesses use them as a marketing approach. Some businesses build loyalty programs with help of social media. With the high traffic and huge net of connection, word-of-mouth can be easily spreaded via social media. Although it brings lots of benefits, social media also brings negative effects to business, such as adding processing time to transactions. But fortunately, we have a solution already. It is called SNAP(social network appreciation platform). Anytime you swipe your loyalty card, the opt-in program of SNAP will automatically post a message on your social media web site, and every purchase you made gives you points, you can trade them for free staff when you accumulate enough points. As a future manager, you can not ignore the growth of social media, and the way it is going to affect marketing strategy. You should take good advantage of it, and i think loyalty program is a really good idea.

This article presents that many of independent hotels choose the cloud based PMS to make their working systems more profitable. One of the cloud based PMS, Maestro property management system showcases enhanced technology, additionally customer engagement for increasing a loyalty as like as chain hotels. Here are trends that make independent hotels more productive and profitable. First, it makes direct booking that could reduces reliance on OTAs and boost occupancy. Second, its automated e-messaging increase guest retention and revenue. Third, it boast its affordable and secure information. It delivers instant remote access to property and let operators manage multipe properties. Fourthly, it provides dash board to access to real-time data and make on-the-spot decision. Fifthly, it provides guest loyalty programs to compete with chains. It has automated tracking system to redeem points and boost customer loyalty. lastly, it offers to users the knowledge center for 24/7 to let Maestro users to be familiar with the system and provide access to tools and resources.

I liked this article because it actually discusses something I thought about for the discussion board. POS systems, can create ways for guests to easily access what they want, quickly get it and have the opportunity to receive loyalty perks and promotions via APPs. Fast casual restaurants such as Little Caesars just introduced a self service and mobile order pickup stationed called the "pizza portal" which i think is effectively reaching their target market. The usage of POS is restaurant brands are having a major positive effect and creating stronger brand loyalty, especially with the generation CX taret.

Week 6 Diigo - This article was all about how the use of mobile devices can grow a restaurant's business. The four tactics that were discussed were engaging with customers on their level, offer mobile ordering,stay connected with customers, and offer loyalty programs. Engaging with customers includes posting and responding to customers on social media websites, creating a personal connection with customers. Offering mobile ordering allows for customers to have quick and convenient access to your food. This gives them the ability to still choose your restaurant even if they are on a time crunch. Staying connected with customers involves sending out reminders to customers about specials, coupons, etc to encourage them to remember your restaurant and choose to go to it. Lastly, offering loyalty programs will encourage customers to visit your restaurant more than usual just to receive the free perks that come with the loyalty program.

This article explains how PMS, property management system, is integrated to manage and grow customer loyalty independent hotels. It is no secret that some of the best loyalty programs keep guests coming back to the same company/hotel. They attract these guests by incorporating a strong loyalty program that provides rewards, incentives, and exclusive access to certain amenities. It is believed that this is what is needed to attract more bookings that were lost during the pandemic in 2020 up until today. The way to most effectively do so is by integrating a PMS system that allows guests to grow the relationship with the hotel during every transaction and interaction they have prior to, during, and post their stay. There needs to be much more than free wi-fi integrated in hotels as loyalty access as it is becoming so popular that it is not considered an exclusive access feature. Hotels should offer incentives for those who book repeatedly, like free nights, credits at the hotel's restaurant, premium guestroom amenities, hotel spa, and much more. Guests like to feel special, and doing so will guarantee their return to this hotel brand as they want to indulge in this experience every single time.

With privacy being a concern in the hospitality industry, hotels are incentivizing a customer sharing information with a heightened personalized experience. Customers are willing to share personal data to earn loyalty program benefits, receive special discounts and offers, and will shop more often with those brands that personalize their communications.

Even though we are aware that generally, individuals are more inclined to do things when there are benefits to them, this new exchange of data for access to certain benefits has now placed that transaction at the forefront of my mind. This is because schemes are not being applied to secretly obtain customers' personal data, but rather the customers are willing to share them. This exchange is beneficial to guests since they earn travelers' consent, unlock richer experiences, better service, and high long-term loyalty. In my opinion, this is a fair trade. Thanks for sharing this article on "How Hotels Can Drive Increased Revenue and Loyalty By Offering a Reciprocal Value Exchange with Guests."

MICROS Systems Inc., an IT provider for the hospitality and retail industries, recently announced that they will be integrating  Isis SmartT ap Mobile into their POS platform. Isis SmartT ap allows customers to tap their smartphone on the POS and redeem offers, make purchases and present loyalty cards. ARAMARK restaurants are the first to use this technology. I think this is a good idea especially for restaurant patrons because they will no longer have to carry around their loyalty cards or coupons sent to them through email or mail because this information would all be integrated.  The Isis SmartT ap seems practical for restaurants who already have MICROS Systems, Inc. POS because it is a simple download or update with no additional machinery.

This article discusses some current trends in property management systems and how Maestro by NORTHWIND is ready to deliver. Maestro by NORTHWIND is a PMS used by many independent hotels and resorts and offers 20 integrated modules. One of the top trends for 2012 is mobile optimization for management and guests. More and more people are turning to mobile apps for personalized services, and express check-in and check-outs. Maestro Xpress Check-In App allows properties to use iPads and other tablets to do this anywhere there is WIFI. Maestro's App will also allow managers access to reports, and real-time activity from anywhere allowing managers more control over their business. Another growing trend is cloud PMS. Maestro has a cloud based system that claims it can increase productivity at the same time reducing costs. Managers can manage multiple hotels from a single location and reduce costs because they won't have to maintain an in-house PMS. There is also a steady increase in direct online booking from mobile apps and social media sites. Maestro Web Connection reduces the commissions paid to online travel agencies and 3rd parties by allowing guests to book reservations directly. Another way Maestro helps independent hotel chains is by offering them a guest loyalty system to help them offer some of the same incentive and reward programs offered by larger hotel chains.

Northwind Maestro leads the innovations of industry. Cloud system platforms are not just for the large chains. Small, independent operators also can use web-enabled platform with lower cost. Mobile is another trend of PMS innovations. Customers can check in and checkout on iPad by using Maestro Mobile Apps. In addition, direct-booking online from Mobile is the third top trend in 2012 PMS technology. Maestro's Guest Loyalty System with online capabilities is the first application to offer independents the same benefits as major chains to recognize, reward, and retain guests.

Seeing the rapid development of mobile devices and social media, hoteliers are connecting PMS with mobile devices and social media. NORTHWIND Maestro™ is a kind of software which satisfies hoteliers' current requirement. NORTHWIND Maestro™ is an Internet-based PMS. It brings plenty of benefits to hotels. To illustrate, Maestro can reduce cost, create operating efficiencies, secure cardholder information, and to have instant remote access to their property or hotel group's data. Furthermore, since more and more people are using mobile devices to book rooms, make dining reservations or some other services, Maestro also develops mobile apps. "The Maestro Mobile App enables operators to wirelessly connect to their Maestro centralized system and provides access to management reports, real-time activity and other features found in Maestro." Maestro also thinks of customer loyalty by tracking customers and establish database.

This article talks about how hotels can use location based marking to drive business and create customer loyalty. Hotels and restaurants can use proximity marketing and geofencing to get the messages out to customers. Proximity marketing uses Bluetooth technology and WIFI to send messages to a customers mobile phone when they are within a specific proximity to your business. Geofencing creates a virtual "fence" that once the customer is within this area they can be reached on their mobile device. Hotels can use this technology to build customer loyalty by sending special messages to guests when they enter the hotel. These personalized messages can you give a competitive advantage by making the guest feel special and welcome. They can also send messages to guests encouraging them to visit the hotel's restaurant or spa instead of going somewhere else. According to a recent study, customers are willing to give up personal information and privacy in exchange for money saving deals. It is important for hotels and restaurants to take advantage of this new technology to reach the people who are willing and want to be contacted this way.

Hi Dawn This article is great and learning about proximity marketing made me understand it way more now. I think that it could be a good feature to reach out to people that signed up for your program when they get within a certain distance to your property to get them know about current specials. I know if I was part of a loyalty program at a hotel this would make me feel special for sure having them send me a personalized message to my phone upon returning to the property. With the economy where it is at people will willingly give up their personal information to get deals that can save them money for sure. Great post!

This article talks about the different ways that proximity marketing enhances customer loyalty programs to increase customer trust and loyalty. Proximity marketing is a marketing technique involving the localized wireless distribution of promotional content in specific geographical proximity. One of the ways that it can benefit customer loyalty programs is through laser-focused targeting. This kind of marketing is precise because it allows you to target potential customers close to the area, which will enable it to be a more personalized communication. Another reason is that it helps improve customer experience through the use of QR code coupons for customers, resulting in improved customer engagement and experience. Another reason, this one is used by Marriott International, is utilizing beacons. The beacons transmit in-hotel discounts and offer to loyalty program members through the hotel app. The key to proximity marketing is that customers need to remain engaged, in the area, and new marketing techniques like those described above can absolutely help.

It is clear that touches that are guest specific will make a guest feel important and at home. It is important that upcoming technologies keep customer convenience in mind as new features are developed.

The article talks about how to build guest loyalty. There is one thing I like is that "Establish a two-way value proposition". By doing this, both of the business property and the guests feel like they get something valuable which helps with cultivating guest loyalty. It also give tips for hospitality properties to stand out from other competitors.

Completely agree, building special relationship between hotel and customer and having a file of information for each customer can help doing statistic researches and sales increase.

I have a key chain full of membership cards, tiny ones. I have Wallgreen Balance rewards card, Salon Centric professional store card, PetSmart PetPerks card, Winn Dixie Grocery store card, my vehical elite member card, and my gym membership card to name a few. I think those business (retails) got me. I can't resist their benefits even though I know they try to get my money. It's nice to get a discount here and there, and it really makes shopping fun and keeps me coming back for more with coupons and stuff. I think having a customer loyalty program within POS systems is a great idea especially when enabled via mobile devices.

Marriott is seeking to become the Red Bull of the hotel industry. While I first thought that this meant that it wanted to become synonymous as a brand with hotels generally, as Red Bull's brand is with energy drinks, what Marriott is actually pushing for is a sophisticated eMarketing strategy. The company is focusing on content marketing by developing and producing (in-house or through contract) its own videos, shows, web series, movies, musical events, etc. and distributing it through their network of properties. The distribution strategy will focus on using Marriott's 4,000 rooms, which are located across 78 different countries globally. In addition to pushing content through in-room TVs, Marriott will also use its rewards program and mobile app to distribute what it produces to its consumers. Marriott does not plan to abandon its print or online advertising; it is simply adding another platform to increase and diversify its global reach and strategy. The ultimate goal is to fill rooms, but with Millennials, creating long-lasting, individual, memorable experiences is important to overall brand loyalty. Thus, content marketing provides a means by which Marriott can offer original, targeted content to its consumers. In the future, it can become a full-fledged development studio providing complete content for its consumers, in turn pressuring companies like Netflix, Hulu, etc. In the short-term, producing content and releasing it through their app will allow Marriott to increase brand awareness, loyalty, and the overall guest experience. Over time, Marriott is not simply pushing a product or service; they are building meaningful relationships with their consumers.

This article brings up some great points on building your Brand on a mobile App. As a whole, we are attached to our cell phones and using apps for everything. Creating a Brand for your Mobile App is a must have in our industry and it is the direction most hotels, cruise ships, and resorts are taking when you are on property/ship. Personalization and Onboarding is important to the user as they want to be able view their interests/preferences/needs. By providing a personalized experience (interactive maps, videos, etc.) via App we hope to provide the most positive guest experience. As the article states, providing a positive user experience creates happy users which results in Brand loyalty. The end result is always to capture repeat business and Brand loyalty.

On my previous article about Oraculo, the world's first predictive algorithm for hotels, I described how personalization in hospitality is no longer a trend but an obligation. By posting this new article I wanted to dig a little deeper into tailoring guests needs through e-commerce. In 2015, American Express Travel reported that 83% of millennials would not object to have their habits tracked if they get a more customized experience. This strong message has prompted the hotel industry to develop and implement website personalization technology that suggests, intuitively, specific room categories or packages to online lookers. Since building loyalty is an investment, improving the direct booking ratio is now the main goal of the industry. From experience, when I travel I try to stay at the same hotel and book directly from the hotel website. The most important thing to me when I shop around is furniture and bathroom. Although these are not generally specified in detail in room descriptions, the brand I'm loyal to is usually very consistent with my needs. If new technology would give me a more personalized stay somewhere else I would definitely change my membership. I have friends who don't travel much except for vacation and long weekends. They are lookers who go to online travel agencies (OTA's) and bounce from site to site trying to find the perfect place. The article explains this newer technology will be crucial to prevent lookers from bouncing to other websites, and encourage them to book directly from the hotel and avoid OTA's. The idea is to make it so personalized that it will be appealing on the spot. These new technologies not only can tailor room types and resort packages based on IP addresses, but it can customize your TV programming based on your web history. Personalizing the guest experience during the stay is no longer enough. Data shows that in order to build loyalty and make the customer return, personalization has to begin in the booking pr

This article describes how personalization of eCommerce can bring better profits, because it is helping guests personalize how they would like their stay. This is more efficient for the guests because it is ensure they get what they want, like if they want to be around certain theme parks, or if they want their rooms a certain way. They even have options where you can fit guests language barriers, like if they speak only spanish they can change the language so spanish speakers can also ensure they have their preferred stay.

This article explains the importance of website personalization. Here, vital information is stored for current and future use of consumers. It is important for industry professionals to have access to this information but protect it from reaching outside entities.

This article is about Chili's success with their EMenu technology. The article was written in 2016 and includes an interview with Chili's VP of Digital Innovation and Customer Engagement. The EMenu has been a huge success for the chain and the interview touches on everything we discussed in class.

Biometric Technology is being implemented in restaurants offering better health and safety, personalised dining experiences and efficient payment methods. Restaurants are using facial recognition for the following: 1. Contactless payments - scanning customers' faces for safe payment verification. 2. Social distancing and capacity measures - helps identify proximity between individuals and tracks number of people inside a store. 3. Loyalty programs and personalized dining - opted-in diners are recognized as VIPs giving them personalized service and suggesting past preferences. 4. Fast-food restaurants - customers don't need to remember a password or long into an app. Facial recognition is being implemented in drive-through lines to save time. 5. Employee systems - technologies can check body temperature and accuracy of mask wearing, it also simplifies cocking in and out and gives them login access to the POS terminals.

This article talked about how and why to use proximity marketing for your restaurant. They started off by talking about how many people have smart phones and how restaurants can use this to their benefit. There were a couple benefits of proximity marketing this article brought up that i thought were great ideas. The first being partnering with other business and restaurants to create combo deals. The other being just hoe in-depth you can personalize the experience using proximity marketing.

Proximity marketing can be used in many different ways in the hospitality business. For restaurants specificially it can help enhance the customer experience, increase customers, maintain loyal customers, boost sales, make customers want to keep coming and more. Proximity marketing allows restaurants and all the hospitality industry to focus more on their clientele and who they want to reach in many ways and can be a great tools for sales.