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Like any industry, the field of tourism and hospitality must be competitive and technologically advanced. The article addresses six technological trends within the hospitality industry. 1. Virtual reservations - A significant number of patrons reserve their hotels via a computer or mobile device. Thus travel booking websites have become more popular. 2. Virtual check-in and ordering - Check-in kiosks cut down on customer wait time (long lines, short staff, etc.). More hotels and restaurants will be making use of these technologies. As technology advances, consumers shouldn't be surprised to see more futuristic options such as voice recognition, fingerprint and retina ID. 3. Travelers with multiple devices - Hotels have to be conscientious of this fact in terms of room design, public (hotel) space and structure. Customers want to feel secure that they (and their devices) can be properly accommodated. 4. Hospitality staff with multiple devices - This trend is a win-win for employees and customers. Employees can better meet the needs of their customers no matter their location (poolside, bar, lobby, etc.). Also, by collecting data, businesses have a better understanding of customer needs and preferences. Customers have the freedom to be more mobile (in any area of the hotel) without feeling disconnected or not being able to have their needs met. 5. High tech meeting and public space - Hotel meeting rooms and lobbies are receiving technological make-overs to accommodate users who rely on multiple devices. This is great for business as it creates an environment that is conducive to conducting technologically advanced meetings and conferences in a comfortable setting. 6. Online reviews - These reviews are crucial to businesses as well as consumers. On the business end, companies will be able to gauge their effectiveness in all areas via honest customer feedback. Consumers have the opportunity to make better choices after reading reviews based on ot

All of the big three global distribution systems were still expanding as well as increasing productivity and revenue as of June 2014. Amadeus, Sabre and Travelport have each made significant moves in the hospitality industry, although primarily for airlines. Amadeus is by far the largest and currently most successful GDS with the highest profit, booking volume, and market share (air travel). As of 2014 Southwest Airlines was their biggest client, but they provide GDS services and access to over 100 other airlines as well. Sabre is second best to Amadeus. The company elected to go public in 2014 and since then their billable bookings, booking share and growth have all increased modestly. During the same year they gained American Airlines, newly reformed at the time, as a client. Presently, the company expects continued improvement in revenue. Travelport has made the decision not to compete directly with Amadeus or Sabre in that they have chosen not to provide "full passenger services systems to airline on a multi-host basis." However the company is still working closely with Delta Airlines and researching "add-on" features with their main focus being the continued growth of "beyond air" activities. Honestly, I was shocked that Amadeus is the largest and most successful GDS. I truly expected it to be Sabre. This belief was based on what I have personally experienced: every OTA I have used required a link to the Sabre GDS, but I can only recall one that required one to the Amadeus GDS. After reading the chapter 8 of D.V. Tesone's "Hospitality Information Systems and E-Commerce, along with the research report from our discussion forum I have changed my paradigm. Regardless, GDSs are still used widely in the hospitality industry. Different segments of the market prefer to book in different ways: via offline Travel Agents, OTAs, hotel websites or on the phone. Those that use either form of TA are using a GDS.

Leisure guests tend to book for themselves with rare exceptions including some forms of international travel and cruise travel. These guests use OTAs or intermediaries such as Travelocity (Owned by a GDS company) or TravelZoo. In the case of TravelZoo, a guest uses the TravelZoo website to access information such as availability and pricing that TravelZoo pulls from a GDS before making a selection and processing a transaction. On the other hand, business and corporate travelers are more likely to use an offline TA. An offline TA is better equipped to meet the needs of a customer whom is travelling for business. Offline TAs require less information when booking a hotel room then an OTA does, making it simple for a secretary to book the travel arrangements for the guest. In addition, offline TAs can work easily with a hotel to make special accommodations. The hotel receives contact information for the travel agency that booked the stay in case clarifications on requests are needed. In conclusion, as long as either form of TA is in the market, a GDS will be necessary to streamline bookings and ensure that each TA has the correct pertinent information when making a booking or completing a transaction. As a result, as new OTA options or hospitality enterprises enter the market GDSs are continuing to morph, merge and grow.

Due to the vulnerability of some POS systems, hackers have made the example of SAP whose POS system does not authenticate or check any internal commands, meaning if an hacker is able to get into their POS system they can change prices, add discounts and even disable the check out systems. Even though they have made the example out of SAP, it is said that this vulnerability is across almost all POS systems. One reason that this is happening is because many companies that run their POS system off the internet are not updating their programs, such as the windows, the internet explorer or the POS system itself. Today companies are very aware of the measures they must take to ensure their POS systems are safe as many breaches have happened causing many people to have their personal data stolen, therefore due to the efforts POS system breaches have been decreasing over the recent years.

"The Motorola Solutions 2011 Hospitality Market Barometer reveals that 91 percent of hospitality decision makers realize the increasing importance of mobile and wireless technology, while 78 percent recognize the role mobility plays in ensuring a competitive advantage for their business. As a result, hospitality venues are investing in new technology, as well as powerful wireless networks to handle greater data volumes and increasing demands for high-speed access from the customer and mobile workforce. "

The article analyzed why hotels do investment to It in 2011. It concluded three main reasons, which are elevating the guest experience, empowering the mobile worker, and enabling operational efficiency. It's already 2013 now and things can become different. Hotels should invent carefully according to its specific necessary and customers' necessary.

Dear team! I found an article, very old but to me, very actual and interesting about how the Internet Technology is improving and progressing, and the investment bring benefits only. In 2011 , only 4 years ago, we can see that the companies were having a clear plan to improve the communication system. By introducing wireless, tablets, WLANs , to improve network reliability... Today we have it all on hands. We are using all the devices online , wireless and with no problem to access. No cords on the floor, no telegrams ... Internet technologies is a big progress in our century and is developing and growing, by leaving some of us behind. :)

I found this article very useful because it focus on the common complaint of hoteliers when it comes to paying commissions to OTA's. In order for hotels to attain direct bookings, they need to have a deep understanding of ecommerce and digital marketing. While online travel agencies (OTAs) have continued to flourish due to their understanding of conversion optimization and user experience, many hotels still have not adapted to this mindset. Therefore, if hotels want to compete and succeed in the digital economy, it is important to acknowledge key principles of e-commerce and apply them effectively to the websites. First, mastering user experience includes creating simple yet intuitive design including a clear navigation, easy to find information and a strong call to action. Next, constant A/B testing, which is a process that compares different versions of the same page to measure with converts best, helps hotels understand how to maximize the user experience. Personalization is another useful tool to elevate user experience, since 86% of consumers reported that personalization impacts their purchases. OTA's have been efficient in this area as they have been able to amass booking data and convert this to improve the shopping experience thanks to embedded cookies and marketing automation systems. Also, employing conversion triggers are powerful tools used at pivotal points in the booking process. Just as OTA's have been able to master these conversion triggers, hotels should learn from them to increase direct bookings. For example, creating a sense of urgency on the website, such as "only 4 rooms left", will appeal to customers. Social proof, which entails social persuasion, is a decision making tool, where customers can book their stay thanks to quick access to reviews. Best rate guarantees help boost bookings as well, since customers have the peace of mind that they do not have to sure elsewhere. Lastly, understanding the travelers' booking journey, such

This article researched the efficient strategies that OTA's use when getting customers to book through their site. The purpose is to give tips for improvement to hotel websites so that they can use their site appropriately to drive more bookings directly. My opinion is that the strategies used by OTA's outlined in this article are a perfect direction for a hotels' website to configure itself in the most efficient manner.

With the majority of bookings done through the internet, hotels need to find the best ways to make their websites attractive and engaging for a guest. Here are the ten e-commerce ideas that a hotel should strongly focus on. Number one, high quality images. A guest wants to see your property, and see the amenities that are offered. Provide a clear image of these items to them, so that they are aware of what makes the location great. Two, focus on the location's credibility. and build a reputation of trust for your location. Guests do not like to be fooled, so you must prove that you have integrity to gain business. Three, simplify the booking process. For many people it might not be an issue to navigate through the internet and book a room, but for some people it is. Make sure that the process of booking a room at your sight is very easy, and is comfortable for any guest. Four, integrate customer service channels. If your guests have questions before booking, then try to answer them as fast as possible. This works with the second step of improving credibility. Five, not only should you make the booking process simple, but the navigation process as well. Your layout should be clear, and guests should easily be able to figure out where it is that specific information is found. Six, have only one call to action per page. A call to action is a phrase that when clicked on, creates a certain thing to happen. Like clicking on a button that says "Reserve now", and then being led to a reservation page. It is important to only put one on a page, because several can seem cluttered and confusing. Seven, make the site friendly to cellular devices. Many of the reservations are done last minute, and on a cellular device. Make sure this is easy for your guests to do. Eight, the importance of PCI. There are many threats out there to our finances, and as a place of business it is up to you to secure the financial information of the guests, to avoid any fraud or theft. Nine, optimize o

In today's society it is extremely important for the hotel industry to make use of the e-commerce technology. This article focuses on the ten best e-commerce practices. Best practice number one is to use high resolution photos that are a true representation of your hotel. These photos should be frequently changed and of good quality. Secondly, show your guests that they can trust you and your website, by building credibility. E-commerce is designed to make the process better, thus, thirdly, ensure that it is easy to book a room through your website. The fourth best practice is to ensure that you are clear about ways that your customer can reach out to you for information. show that you are accessible. Next, the author mentioned the importance of making your website user friendly and easy to navigate. Additionally, have one call to action button so that customers are not confused as to where to make their selection or booking. Consumers are now using cellphones more to book hotel accommodations, thus, another best practice is to ensure that your website is mobile friendly. Internet security is a concern for consumers. Best practice number eight is to ensure that your website is secure for financial transactions. The ninth best practice is ensure that you make use of email marketing. Your website should have the ability to collect emails from each user. The final best practiced listed in the article is to use marketing techniques like persuasion elements that go the extra mile to convince guests to book their hotel. The ten best practices outlined were listed for hotel operates to analyze their website and identify ways to improve if necessary.

My company works specifically in the short term rental space, and I wanted to comment on number 9 and offer some insight and results from properly managing your email list. First and foremost, having an email list increases return customers to your platform or rental site by over 300%. Most companies in this space have spent countless hours creating and defining specific messages to potential guests, which begin from the first time they visit the site, all the way until they checkout. Each time these touch points, through email or other communications, increase the likelihood of the guest to use the rental company, condo association, or hotel year in and year out. A new method of communication that is being used industry wide is through text messaging. I believe that this form of e-commerce will enable faster delivery of information to customers and allow managers to personalize experiences at the hotel or property. This follows along the lines of remote locks and other services that are technology based rather than requiring personnel to execute, greatly reducing overhead costs.

With technology evolving and changing at a fast pace it is changing both what consumers expect and how the Hospitality industry responds to these expectations as well as how they do business themselves. The article highlights the many trends in the Hospitality industry. These trends include the improving and overhauling of a Wi-Fi network, conference rooms that offer Audio visual equipment, Smart room keys and many other different trends.

In today's world we are surrounded by technology; however, sometimes we do not realize the extreme of which we are surrounded by until we stop and look around. The Hospitality industry is quickly adapting to the technologically world we live it. I read an article written by Jeff Robinson, Technical Director for Aurecon titled "Technology in the hospitality industry - exploring the very latest trends". This article was beyond interesting because it touched on some on the way technology has already changed the hospitality industry and ways it will be changing it for the future. Robinson tells us in his article that "some of the trends in industry are leading to great improvements and savings for hospitality industry companies; while some are changing how hotel developers plan their buildings, infrastructure, management structure and staffing requirements". This means its not only about the bottom dollar, but the experience of each guest when they stay at the hotel. Robinson also states the obvious fact that travelers these days do not see Wi-Fi as a perk, but more of a must have. Full access to audio-visual is also on the must have list especially for business meetings and conferences. What I found most interesting from Robinson's article was the introduction of the Near Field Communication (NFC) technology. This technology give you the ability to share information from a short-range frequency wireless communication. This technology is also ideal for self check-ins by guests at hotels as well as smart room keys.(Robinson) Hotel room keys have come a long way. From an actual key, key card in which you insert, to a key card you simply pass close to the reader and now the birth of the smart key. "Smart room access system allow guests to unlock their doors by simply swiping their phones across a keyless pad on the door.". (Robinson) Now how awesome is that. Robinson also talks about other new technology just as the future of hotel in room entertainment, hotels offering

It has been well described and defined that technology impacted the hospitality industry in which it has advantage and disadvantages. The update and development of software creates a change in the business. This justifies that better software leads to better customer service. For this development has given most business opportunity to grow as they give them better tools.

This article highlights the different aspects that e-commerce brings to society. It highlights the many ways that e-commerce has affected the Hospitality Industry and the things that can be done about it, and it also highlights the economical and political impact that e-commerce might have on the future of our society (especially the hospitality industry).

This article went into explaining how businesses in Palm Springs have experienced a large labor shortage since the pandemic. They have tried advertising, high wages, benefits, etc. however people who left the industry do not have intentions of returning, looking for different career paths. Because of this, business owners have turned to using robots in their facilities. There is a rise of the use of robots and technology in restaurants and hotels, such as delivery food.

Augmented reality is flooding the hospitality industry with its many features. As stated in the article, "AR is an interactive experience or enhanced version of the real world to be presented in a more understandable way". Anyone is the hospitality industry knows and are aware of the convenience and satisfaction AR/AI/VI brings to both the guests and businesses. A great example mentioned is the article is how AR can aid travelers from out of the country where there is a language barrier. This provides an untroubled trip, and not to mention a safer trip for someone in a new country. A feature we are seeing a lot now-a-days and many hotels using is 3D models of their rooms and amenities. This allows the guest to tour and experience the hotel without even stepping foot in the hotel yet. AR/AI/VR provides a realistic experience as well as aids in collecting data for businesses and creating better and even personalized experiences.

This article delves into numerous different uses augmented reality (AR) could have in hotel properties. AR is an interactive experience and/or enhanced version of the real world. AR has the abiliy to mobile with internet connection and cell phones. This article suggests interactive hotel rooms, maps, or even guest recognition. They even mentioned how Holiday Inn will allow for cameras on phones to show celebrities in the hotel or even Starwood Hotels utilizing beacon technology to send keys to guests smartphones.

In the article, "Green and Eco-Friendly Hotel Amenities" it talks about how many different hotels are doing their part and keeping the planet green. The first place that the article talks about is the Mayakoba, Riviera Maya, it uses no motorized vehicles instead the guests can use electric golf carts or electric boats to ride around on the nine miles of canal. "Each resort also has an onsite biologist to lead educational boat tours through the lagoons." At the Palmer House Hilton in Chicago they built a rooftop garden to provide fresh vegetables and herbs for the hotel's restaurant, they are also considering making space to put several beehives, this will lead to a natural approach of producing honey. One of the most interesting and easy ways to stay green was at the Calistoga Ranch in Napa Valley; they have sheep that eat the grass replacing all lawnmowers and on top on that, their manure helps fertilize the soil. It's a win, win solution! In New York they have a restaurant called Habana Outpost and you really have to work for your food, literally. At this restaurant you have ride a bike that powers the eatery blender and if they generate up to 100 watts of energy, they will earn a free meal, such an amazing and creative idea! This "is part of the hotel's larger commitment to eco-friendliness, which includes a CO2-neutral building, solar panels, and groundwater-based heating and cooling systems." At Jicaro Island lodge in Nicaragua, they used all of they wood from trees that were knocked down in Hurricane Felix and they also use a good majority of their wastewater that is recycled to irrigate the trees and plants. Before reading this article, I never knew that so many hotels were doing their part at staying green and I'm surprised by all the new and unique ways that they have come up with, it gives me hope for the future!

The article highlights new advances in technology trends that has captured the attention of numerous businesses in the UK due to the significant reduction cost and savings that can be achieved. The trends include cloud computing which businesses view as a low initial cost or capital investment to undertake. Eliminating the need for hard drives storage, maintenance, and giving way to quick upgrades and updates of an It system. A company's main goal is to provide the best products and services at the lowest cost, and if cloud computing creates this ease of burden without compromising the quality of products and services offered to guests then transitioning to this new technology remains one of the best and newest innovation as the savings will undoubtedly add to the company's bottom line. Smart phones, tablets and other mobile devices has definitely revolutionize the way people communicate and hotels in the United States, China the UK and other parts of the world are capitalizing on this mobile trend as a way to improve customer service. Whether it may be making reservations, or checking in and out of hotels from any location without having to wait in long lines at the front desk. Mobile computing is definitely a way to save cost, and time. It's important to note that this trend does not only benefit huge companies but it's a viable option for small businesses who definitely wants to position itself as a company offering the best and most unique service. Social media is extremely paramount for business exposure and that's why hospitality companies continued to capitalize on this growing phenomena. From Trip Advisor which informs potential guests about the facilities, products, and services to Facebook or Twitter which not only help to market or promote the company's products and services but these are great resources and tools for companies to capture and address comments or concerns that can potentially put the business in a negative light.

This article discusses hardware and software trends in the hospitality industry. Article discusses six points that are having a major effect on the hospitality industry. The first area is the definite shift from software held in-house to software used in the cloud. The article estimates that around 85% of all inquiries are from companies that are looking to use the cloud for software needs. The second item article discusses his mobility. The use of devices such as tablets and smart phones are revolutionizing the way people interact with technology this is also revolutionizing the hospitality industry. The third area that the article discusses the social media and the profound impact it has had has had on the hospitality industry. Article points to trip advisor who has become one of the major sources of information for people researching holidays travel, hotels and leisure facilities. The fourth area in which hardware and software is changing hospitality industry is the feeling of a personalized experience. People are expecting that their experience within the hotel to be personalized and technology is helping the industry personalized their experience. The fifth area is the integration of the hardware and software from the many specialized facilities within a property. Traditionally golf spas have operated their own individual software system now that software system is integrated into the overall properties software system. The last area of hardware and software trends that is changing industry is an area of globalization. Properties will need to adapt their two different management approaches to survive in high levels of economic uncertainty. Consequently, brands with large chains must look at their business from a global perspective.

Mobile users are not just playing Angry Birds or checking the local weather, 38% have used their mobile devices to plan a trip and 60% of respondents said they have downloaded travel apps on their mobile devices, according to a TripAdvisor survey. While travelling, 62% of travelers said they use their mobile devices to research restaurants. 51% check their flight status and 46% research attraction, 28% have checked in to a restaurant, hotel or attraction using their mobile device while on a trip, according to TripAdvisor. (travelmole, May 2011). A research conducted by PhoCusWright shows that 75% of frequent business travelers (those making at least five trips a year) are smartphone owners. About half of frequent leisure travelers have smartphones. There's more than enough evidence for the hospitality industry to use mobile apps, and some hotels have already started and are successfully doing it.

This article demonstrates how easy it is to check in and out of your hotel as well use the services that feature at the property. There is no longer a need for room keys or itemized receipts to be printed. All the agents have to do is scan the mobile app and all charges can be seen from your smart phone. Asides from all charges being posted, yourphone will be unlocking most doors including your guest room, spa, and. fitness center. You don't have to worry about misplacing your room key and having to take it out everytime you want to use the elevator or get into your room. This type of technology has been produced in France and has been adopted by Comfort Xpress in Oslo, Norway. I don't think it will be long before the US adopts this policy. All they would have to do is create or purchase the software and hardware from Ariane Systems and Openways or create there own verison. Personally, I would love to be able to use something like this, I always misplace or forget my room key but never my phone. I also don't have to wory about putting change in my pocket and having the room key be defunct. My only question would be how many mobile apps could I have? If I was traveling with a guest or partner, could they get a mobile app as well at no additional costs?

Many of the individual elements of the tech-led hotel are in place, but a hotel in Norway has joined all the dots together, creating a completely human-free experience. Combining check-in/out and guest management software from France-based Ariane Systems with room door technology from OpenWays, visitors to the Comfort Xpress Hotel in Oslo will soon be able to complete their entire stay without ever speaking to a member of staff.

This article talks about how hotels are trying to upgrade the in room phones to better serve the guest they receive. They have started to think of ways to integrate the phones to have USB ports for charging smart phones or thinking of ways to actually have a tablet available on the night stand. Some companies have even decided to downgrade their phones to save on maintaince cost since most people have smart phones or tablets with all their information on it.

I think this is a great article that you found. It is true that people do not really use the in-room telephones anymore unless it is to call down to the front desk and then still the hotel is not making money on it. If they had an all-in-one phone, alarm, USB port, mp3 people would get a lot more use and be happier with it. These devices should start to come to major hotels and see how they work and then go from there to be everywhere

Through Cloud Computing, businesses have virtually no limitation to the amount of software they can manage without ever having to worry about server or storage space. However, it seems people are just not ready to make the transition. While there is valid proof of the cost effectiveness in the long run, the first issue with the adoption of any new system is its initial cost of implementation. Yet, more than anything else it is concern for information privacy and security that deters most businesses away. There are people who still have major unease with online information sharing and having private business information stored someplace other than onsite makes many companies question whether or not it's really safe. Perceived threats or not, this is the obstacle Cloud Computing must overcome before a more accepted successor takes its place. 

Nowadays, as travelers turn to the internet and mobile devices to research and book their travel online increasingly, the online marketing in hospitality has become a important sign for success. At the same time, the hospitality industry tries best to enhance their online booking service, hoping to turn general online travelers into loyal repeat customers that book directly on hotel websites. However, there are still are challenges as the industry has many complex factors. And this article gives solutions and results by introduce Adobe products.

In this article it talks about e business strategies. One of them being mobile device because research and booking travel have been so critical for people on the go. The HeBS is a big digital marketing firm for the hospitality industry. There are profitable online strategies to come by in the hospitality industry. These opportunities do not come easy many time it very complex but also very successful if it done right .Hotel budget have come to a plateau. Hotel need to step up the plate because online travel agencies have taken over the industry. In addition social media and smart phone have added new dimension for market that require new skills with their ideas. HeBS face a challenge by multichannel marketing success, improving return on ad spend, and making more online marketing to be able to come back by doing this they would have the solution and the result. The solution being, keeping clients of the curve of the competition by building direct online revenue. The result for that is providing insights. The market and the driving force for the differentiate competitors. The benefits will build a leading- edge for the hospitality industry

This article suggests that consumers now purchase in a more customized why with new technologies offered through applications and data plans through consumer's phones, tables and laptops. Airline consumers have recently changed their purchasing habits to choices such as in-flight WiFi, priority boarding, premium seating, meals or doubling their miles instead of the traditional schedules and fares. Airlines have veered to selling these types of customized travel services through direct selling to consumers and have eliminated the use of global distribution systems GDS. Airlines have found that the use of GDS's are more expensive to both the airline and consumer and that GDS's technology has yet to evolve to enable the kind of customer-focused and customized shopping that other industries have embraced. Now GDS's has ask that the Department of Transportation DOT to protect its market dominance by having DOT force airlines to give them, free of charge, the ability to sell options services as checked bags, seat upgrades or club access. Airlines believe that consumers should know what the are paying for.

This article claims that GDS systems are actually limiting consumer choices. The author suggests that using new distribution technologies that connect us directly to reservation systems would be better for consumers because it provides them with all the choices the airlines can offer, without the extra charge. Purchasing a ticket through GDS is three times more expensive than purchasing the ticket directly. Airlines, which aim to support consumer choice and transparency with its customers, try to tailor travel options to accommodate a passenger's individual needs. However, GDS opposes this movement by urging airlines to use outdated equipment that requires its due fees, which in turn raises the cost of travel for consumers.  

In this weeks reading, the article, "Why Investing in Hospitality Technology is Investing in Good Business", mentions how due to the economic downturn hotels have turn to cutting technology and staff levels as a method to minimize costs, yet this is a recipe for disaster, if not conducted adequately. Technology is continuously evolving, it is important to make decisions regards IT investment that will be useful in the coming 3-5 years. Technological infrastructures should operate to facilitate a process or procedure for the overall benefit of the hotel, rather than take a day-by-day approach. In an ever-demanding industry, it is critical for hoteliers to be adequately prepared with automated systems, reducing if not eliminating important manually conducted tasks which are damaging the operations of the hotel due to the lack of real time information which will help revenue maximization. In moments of recessions, companies minimize their cost reducing what is foreseen as unnecessary such as IT investment, yet is important to maintain a level of preparation and not losing the opportunities presented by the market.

Hotel owners and managers are putting eyes on technology in the hospitality industry slow recovery period. All pundits agree this method can bring some recovery. The international hotel organizations have made many plans of improving investment in technology and staff. Progressive hospitality organizations have updated and invested in new technology and training, change the industry requirements and market. Before investment, the most important is to look at what operational efficiencies the technology can bring and how the technology will benefit the hotels. There are many technologies are good choices for investment, such as Revenue Management Systems. This technology is efficient and can help hotels track historic data, forecast future demand and so on. We also need to technology is changing all the time. So this is a big challenge of managers to make decisions for a long development. We also need to realize that the hospitality industry is changing, strategies will not always be applicable to new, unique situations. It is important for hotels to increase advantages in the competition.

Those hotel groups that fail to recognize the speed of change in technology and what this can bring to the business will find themselves significantly under prepared when the market starts to strengthen. While "its never too late" to act - there is a significant opportunity cost in doing nothing or worse still, cutting technology out of the day to day operations. For a hotel to effectively operate and ensure it is maximizing its incoming revenue, the right technologies needs to be in place. Through investing in the right technology at the right time, savvy hoteliers will be ensuring that their facility(s) are able to effectively maximize their ongoing revenue capability now and into the future.

The article highlights the top five risks and security challenges in the hospitality industry. The following are the top five security risks according to the article. 1. Identity theft leading to credit card fraud - compared to other industries, the hotel industry is at more risk for credit card fraud and identity theft. This is because hotels are highly targeted by hackers. Hotel properties for the most part have credit card information for each and every guest that has stayed at a specific property. Hotels must be ahead of the technology curve when it comes to security however this is not always the case. 2. Silent invasions - This consists of all the cyber attacks that can affect a business by infecting the network. As discussed during the first module, hotels run majority if not all of their business using technology. If a hotel were to have their networks hacked it would leave them in a very bad situation. Since hotels operate their entire business using technology and multiple different systems, they would not be able to operate if they experienced a network breach. 3. Longer or no security audit cycles - Most branded hotels are required by the franchise to have consistent security audits done for each property. Independent hotels are deemed greater at risk for a security attack because they are not mandated to have security audits. These hotels sometimes skip audit cycles to save money. 4. Physical crime - This ranges from professional robberies to drug laps in hotel rooms. Hotels are at risk for armed robbery due to to lower chance of security compared to other industries that operate overnight. 5. Reputation risk - Hotels that experience a security breach almost always will see some sort of loss in competitive advantage. Nowadays with social media and the news travelers are more aware with what is going on and they would be more inclined to book their reservation somewhere else if they heard of the property having a security breach.