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ay Carlin, vice president of hospitality strategy and solutions management at software firm Oracle, noted that companies like Starbucks, Marriott International, and Starwood Hotels and Resorts Worldwide are pioneering mobile tools that are enhancing customer loyalty. In a recently released survey, "Millennials and Hospitality: The Redefinition of Service," Oracle noted how 23% of American millennials already manage loyalty programs via mobile. Another 52% want to in the future.

More than 20 percent of millennials have used their mobile devices to check into a hotel while 46 percent have booked a hotel stay the same way.

Paul Wallbank listens in on two Oracle customers at Oracle OpenWorld who are wrestling with social marketing. Both are cautious yet hopeful.

Last week I traveled to Orlando to attend Oracle Connect, which is a little more than a typical users group and still attracts many of its customers from multiple industries. I absolutely enjoyed being there and attended many sessions including one where Marriott was sharing its ongoing installation activity with Oracle, which I am guessing at times has been a bit overwhelming considering how many hotels they are doing each month. It was a great conference that allowed me to bump into so many I knew, and nothing beats face-to-face reconnecting. I thank Oracle for inviting me.