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Beyond the Business Center A Buyers Guide for Guest Computing Solutions
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2 | Beyond the Business Center: A Buyers Guide for Guest Computing Solutions
Goodbye Business Center, Hello Digital Lobby The traditional business center is becoming extinct; however, guest computing is still very much Hotels with alive. In fact, it’s thriving. As reported by the American Hotel & Lodging Association, 77% of Guest Computers hotels had some form of public guest computing workstations in 2008; by 2011 this number 90% had grown to 86%. It is the design and location of guest computers that is changing. 85% 80% In recent years, guest computers have burst out of the isolated, windowless business centers 75% and have landed in more dynamic and social spaces where they can grab a glass of wine or a 70% bite to eat. The reason for this shift is reflected in the changing demands of today’s business 2008 2011 travelers. A recent NY Times article (Sept. 2012) stated that guests expect the same level of technology, if not higher, during their stay. Hotels are beginning to see technology as an opportunity, rather than just a cost. Lorraine Sileo, vice president of research for PhoCusWright (a travel market research firm) was quoted in the same article saying, “it’s all about interacting with the customer at the right time, at the right place.” According to a recent Deloitte survey, 36% of business travelers ages 18 to 44 say they often of guests work in work in hotel lobbies or other common areas. A NY Times article from November 2011 illustrates hotel lobbies or how hoteliers are trying several different things to adapt to the changing technology needs of common areas guests from in-‐lobby computers to employing “tech butlers.” If a hotel does not provide some form of public guest computing then they will be at a significant disadvantage, since the hotel down the street surely does. A hotel that chooses to invest in the right kind of guest computing technology should experience these 3 major benefits: 1. Direct Incremental Revenue 2. Increased Guest Loyalty 3. Brand Engagement Opportunities Most importantly, your guests will appreciate the high quality connection to family, friends, and to their business back home -‐ as well as connections to all your hotel has to offer, the surrounding area, and to their travel needs going forward. Of course, not all guest-‐computing solutions are created equal. The first step in choosing a solution that is right for you is to evaluate key criteria.
36%
Top 5 Guest Computing Selection Criteria Anyone can go out and buy computers and printers, but what sets a hotel’s guest computers apart from the competition is a world-‐class solution that allows you to rest easy knowing your business center is always performing at its best.
Security
Reliability
Guest Experience
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Business Intelligence
Flexibility
3 | Beyond the Business Center: A Buyers Guide for Guest Computing Solutions
1. Security Security is vital, simple as that. Guests do not want to worry about compromising sensitive information, so it’s essential that all user data (applications, files, URL’s, cookies, and passwords) be automatically erased after each session is terminated. It’s imperative to invest in a robust security system that automatically reboots and completely erases the entire desktop at the end of every session. This also reduces any virus risk. The potential for vandalism and theft, especially in regards to identity and financial information, is also a huge concern. Computer locks, sound alarms and monitoring devices can easily be installed to mitigate this risk and reduce the exposure of repairing or “A hotel could be replacing expensive equipment. Along with a security system in place that wipes the considered at fault for desktop clean, it’s important to have a secure billing method, whether it’s bill to room not taking the necessary or PCI compliant credit card charging. precautions to protect According to a study of hotel network security by Cornell, hotels are accountable for their guests” the security of the computers and network they make available to guests. ”Given that - A Cornell Study of Hotel the technology exists to increase a hotel network’s security, a hotel could potentially be Network Security considered at fault for not taking the necessary precautions to protect their guests from hackers.” Neglecting to recognize the importance of guest computing security could have a real impact on guest satisfaction and your hotel’s reputation.
2. Reliability Fundamentally, reliability for business centers means your systems stay up and running and if they do fail, they get fixed quickly. That starts with selecting hardware from top-‐tier manufacturers, and software that is bug-‐free and well maintained. Make sure you choose hardware that has a strong track record with proven reliability in high-‐ use situations. We recommend all-‐in-‐one self-‐contained systems that have a track record of performing well in those conditions. You should also choose a provider that can handle software updates remotely and automatically so your machines are always kept up to date. You also should make sure you have a turnkey provider that will do everything required to keep your guest computers in peak working condition 24/7. Proactive remote monitoring and management assures that when a problem arises, your provider will be immediately notified All-in-one, self-contained systems are highly recommended so they can begin resolution. Onsite assistance is often required, so make sure that you identify and educate key hotel staff who can provide basic assistance to your provider, such as making sure cables are connected, pressing the reboot button and adding paper ohpallir toner. If you think your that’s all your staff can handle, make sure to select a premium provider who offers advanced hardware replacement and dispatches onsite technicians within a few business days to troubleshoot more complex problems. Printers also need to be reliable. There is nothing more frustrating then rushing into the business center on your way to the airport, and not being able to print your boarding pass. Highly reliable printers must be commercial grade and print quickly, in high quality at all times. Just like your computers, printers require 24-‐hour monitoring that automatically detects toner levels and remotely manages printer performance issues. Find a provider with proactive printer service that ensures you have a spare set of toner, automatically replenishes that spare when the current toner is low, and informs you of new toner shipments so you are on the lookout for them.
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4 | Beyond the Business Center: A Buyers Guide for Guest Computing Solutions
3. Guest Experience
When working on the road, business travelers using guest computers expect the same high performance they have in their home or office. Your solution needs to deliver the highest performance as well as sleek hardware. Whether it’s a Mac or a PC, your solution needs to deliver the highest performance and should allow guests to use the most current version of the operating system they are most comfortable with – Mac OSX or Windows 7. Even better, some providers deliver an iMac solution that allows users to switch between the two operating systems. The system also should be loaded with the latest software and access to the applications most business travelers need. This means providing a full suite of Office applications so guests can view, edit, and/or create documents, presentations, spreadsheets, etc. and a desktop with easy links to their favorite browsers and other applications. You should also provide commercial grade printers that provide fast, high quality printing in "Our guests black and white or color. You should also strive to find a provider who appreciate the ability offers 24/7 remote management to ensure optimal performance and to check email, surf maximum uptime, which translates to increased guest satisfaction. the web and print documents right in the CIO of Hyatt, Mike Blake says, "Our guests appreciate the ability to they can lobby where check email, surf the web and print documents right in the lobby also socialize and where they can also socialize and order food or drinks. For us, that order food or drinks.” means providing a sleek in-‐lobby Apple guest computing solution from a premiere provider with a proven solution for high-‐end hotels." - Mike Blake, CIO at Hyatt
4. Business Intelligence
When choosing a business center partner, make sure to select one that provides business intelligence tools to monitor, measure, manage, and maximize your guest computers on an ongoing basis and in real time. Business intelligence begins with property level reporting on business performance measures such as usage and revenue generated. If you have many properties and/or several guest computing locations on property, you’ll probably want roll up reporting that tracks data across locations and/or property groups. Understanding this trending data will help you to not only make the right decisions about new business centers, but should also help you maximize results with your current equipment. For example, you may need to move a machine or two from an area near the ballroom to the in-‐lobby system that is experiencing significant use. Or perhaps, you want to dedicate one machine for boarding pass printing or for use by airline employees that have an ongoing arrangement with your hotel. Also, many hotels are now providing automated single system business centers in their high-‐end suites. You’ll want real time reporting across all The 4 M’s of locations to maximize guest satisfaction and revenue generation. Guest Computing Business Intelligence An automated guest computing solution is also a proven way to help hoteliers generate incremental revenue. Sharing this revenue with your provider allows qualified hotels to 1. Monitor have a guest computing solution installed and supported for little to no investment. Even if 2. Measure you want to offer your guests some level of free use, you can provide a tiered service where 3. Manage guests get time and/or prints for free, but pay for additional use. You’ll want to find a 4. Maximize solution that not only drives topline, but also becomes an ongoing predictable revenue source that builds profit.
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5 | Beyond the Business Center: A Buyers Guide for Guest Computing Solutions
5. Flexibility Consider a dynamic solution that can grow and adapt with your hotel’s changing needs, particularly when it comes to the business model of your guest computers (see page 8 for the three main models). Perhaps you could provide free access to the boarding pass zone and hotel information, or you could go with a tiered model where the first 10 or 15 minutes are free and guests pay for longer sessions. Your provider should allow you the flexibility to fit your business objectives. Your provider should also offer several quick and easy payment options that can be easily modified. Some guests may want to keep their business center charge separate from their room charge and will want to use their credit card. The business center needs to make that easy with a credit card swipe, so they don’t have to key it in. Most guests, however, prefer the bill-‐to-‐room option by just entering their name and room number. Adapting your pricing and service options to your different types of guests should also be easy. Perhaps you’d like to provide certain conference attendees with a group code that gets them on for free. Or you may want to offer a special discount or gift card for use by VIPs, airline employees, or other special guests. Some hotels may even want a special code for specific promotional periods or for promotional packages, e.g., free guest computer use with an “Executive Special” stay. Bottom line, your guest computer solution should be scalable with the growth and changing business objectives of your hotel.
Flexible payment options are a must
Your Criteria Checklist Use the handy guide below to help shape your evaluation of guest computing providers. The list shows you what features and benefits we consider necessary (must have) and which are a differentiator but not required (nice to have). Selection Criteria
Must Have
Nice to Have
Security
• User data removed after each session • Offensive content filtering
• Protection from theft and vandalism
Reliability
• • • •
24x7 system monitoring Remote technical support and service Commercial grade printers Toner monitoring
• Onsite technical support and service • Toner management
Guest Experience
• All in one business computer • 24x7 technical support
• • • •
Business applications (i.e. MS Office) Full desktop Both Mac & Windows OS available Free access to boarding pass printing
Business Intelligence
• Usage reporting • Opportunities to generate incremental revenue
• • • •
Reporting across multiple locations Proactive health checks by provider BC in hotel promotions by provider Proactive printer management; toner monitoring
Flexibility
• Bill to room and credit card billing options • Portal management
• Click & go billing with terms of use • No upfront purchase; option to share revenue • Tailored online messaging
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6 | Beyond the Business Center: A Buyers Guide for Guest Computing Solutions
Location, Location, Location There are a myriad of different guest computing options and the best way to determine what is best for you is to look at what your guests are doing and asking for. It’s also useful to take some cues from the major brands. Marketplace Location Objective Tailored Solution Example
Business Center
Deliver a high quality, high performance office experience with full featured guest computers and commercial printers
• Professional, quiet workplace that is comfortable for extended periods • Choice of Mac or Windows desktops with full suite of MS Office applications • Commercial grade color printers & a copier/fax/scanner • High quality HSIA and hardware performance
Major upscale to luxury hotel brands such as Westin, W Hotels, JW Marriott, Intercontinental as well as high end boutique hotels such as Kimpton and Joie de Vivre
Lobby or Common Area
Provide easy to access, easy to use workstations for small tasks such as checking email, looking for directions, printing board passes
• Convenient location with some comfort & privacy for relatively short periods of time • Highly reliable, high performance systems that can stand up to a lot of use • Full featured desktop a good option for limited work within Office applications and other business use
The Link@Sheraton was the first major lobby solution for a major brand; Hyatt's new lobby initiative, Westin's Haven and the Hilton Connectivity Station are recent examples
In Room
Increase loyalty from your highest level guests with a unique technology experience
• High end iMac loaded with all applications • Provide for free as part of the room charge • Provide easy access
Generally found in high end, rooms and suites; i.e. Hyatt's presidential suites
VIP or Concierge Lounge
Give your high frequency loyalty & VIP guests a substantial, tangible amenity
• Free access to machines equipped with business software • High availability to workstations and printers -‐ no lines • Comfortable environment with refreshments, etc.
The Club Lounge at Sheraton, Hyatt Regency Club, and other concierge locations
Conference Area
Provide easy access to guest computers during breaks in meetings and before/after conference sessions
• Convenient location in public break areas with some comfort and semi-‐private for shorter periods of time • Free use for short periods, paid for longer use is typical • Signage for other guest computers available in the hotel
Generally a secondary location for large full service conference hotels including Marriott, Omni, and Westin
Starwood Starwood’s Link@Sheraton initiative aims to give business travellers a consistent guest computing experience across all Sheraton properties. These “connection destinations” offer guests, particularly valued business travellers, a secure area to work or as well as a fun place to socialize. Like a traditional business center, each Link@Sheraton feature Wi-‐Fi, PC Workstations, and printers; however, the atmosphere differs greatly from that of a stuffy, old business center. Targeted primarily at business travellers, Link@Sheraton computers deploy MS operating systems and office applications on PC’s.
Hilton Hilton drew inspiration from leisure workspaces, like coffee houses, in developing their recently unveiled Hilton Connectivity Station. This new solution is great for owners of properties with smaller lobby space, eliminating the sterile business center of yesterday by bringing guest computing into the lobby. In a recent interview, Andrew Flack, VP of Global Brand Marketing for Hilton stated, “there is as much business going on in our hotels as ever, but where business
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7 | Beyond the Business Center: A Buyers Guide for Guest Computing Solutions
takes place has changed with the revolution in digital and mobile communication. It’s no longer limited to the business center and meeting rooms, because you can conduct business in all of its forms anywhere.” According to Hospitality Technology “The Hilton Connectivity Station features a user friendly and inviting station within the lobby environment that is complete with furniture in four and six-‐seat configurations and computer hardware,” some will even be accompanied by an 18-‐hour bar that starts serving coffee, small bites and snacks by day and cocktails by night. The first of these “technology lounges” debuted in the Hilton McLean Tysons Corner in Virginia this past spring; Hilton is expected to introduce them into all properties by the end of 2012.
Hyatt Hyatt Corporation is one of the many brands moving away from a staffed business center and instead, choosing to go the self-‐service route with fully automated guest computers. In a recent Air Tran Magazine article, Tom Smith, VP of Room Operations for Hyatt stated, “At first, we were against self-‐serve philosophically, because we wanted to provide a high level of service. But that’s where the trend seems to be going.” He continued to say, “We still feel like there’s a need for business centers. It’s just dependent on what the customer needs at a particular property.” He finished noting that some of the company’s more luxury brands such as the Park Hyatt in downtown Chicago are continuing to provide full-‐service, staffed business centers.
Marriott
“We still feel like there’s a need for business centers. It’s just dependent on what the customer needs at a particular property.” Tom Smith, Hyatt Corporation
Starting in 2007, Courtyard by Marriott was one of the first brands pioneering efforts to eliminate traditional business centers, and replace them with what the brand calls “Refreshing Business” lobbies. These social spaces feature comfortable chairs, communal tables, and tucked away in corners you find semi-‐private media booths equipped with plush couches and flat screen TV’s. “What we found in our research was that business travelers want more options,” says Janis Milham, vice-‐president and global brand manager at Courtyard by Marriott. “They want to have the ability to have pop-‐up meetings [as well as] the ability to sit in the corner in a public space but still have their private space.”
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8 | Beyond the Business Center: A Buyers Guide for Guest Computing Solutions
Marriott has seen so much success with the “digital lobby” that they have placed strong emphasis on carrying this idea over into their other brands. Approximately 250 hotels owned by Marriott International now have what the parent company calls “great rooms.” They have done major renovations to open up the lobby area to include adjacent restaurants and bars. “It’s a way to bring new life into our lobbies” said Marriott Chief Executive Arne Sorenson. Marriott recognizes that business travelers sometimes need space to get together in a small group and collaborate, and therefore has been experimenting with how to present meeting space for these guests. This new concept, called “Workspring by Marriott” will repurpose some of the smaller meeting rooms not frequently used, and will be sure to feature the latest and greatest new technologies, modular furniture, power outlets, and snacks.
The Right Business Model For You There is no one-‐size-‐fits-‐all guest computing solution or business model; you have to weigh the benefits and drawbacks of each one and decide which is the most relevant and fitting for your property.
Guest Experience
Free to Guest
For Charge
• • • • •
• • •
Hybrid
• • •
Generally will receive a superior guest computing solution (i.e. MS Office apps and iMacs) Free use for boarding pass printing and other hotel services; easy payment options for other uses Provider and hotel financially motivated to keep systems & printers performing well Guest computer stations are generally available Guest perception usually associated with luxury and upscale brands that provide this model
Hotel Experience • • • • •
Free use of a guest computer; generally a slimmed down PC or Internet kiosk to keep costs down May not be available particularly during high traffic time due to hospitality seasonality Guest perception usually associated with limited service and select hotels
•
Free use and/or free prints at some minimum level (i.e. 15 minutes, 5 free prints, pay beyond that) Generally same high quality system and support as in for charge model Most provider & hotels still financially motivated to keep systems & printers performing well
•
• •
• •
No out of pocket costs if hotel can generate enough revenue for the provider Provide broad guest requirement for boarding pass printing with no out of pocket Hotel receives share of the revenue generated for time and prints Support issues generally handled by provider not hotel Fewer guest complaints due to better solution and support Must pay for initial investment to cover systems, printers, and installation Must pay an ongoing management fee usually per system and printer Provider not as financially motivated to optimize systems on site; hotel responsible for more support While harder to qualify, hotels can deliver with no out of pocket if hotel can generate enough revenue for provider Hotels receive share of the revenue (usually less than ‘for charge’) for time and prints beyond the minimum Support issues generally handled by provider not hotel; fewer guest complaints
Differentiate Your Guest Computing Experience Your guest computing experience provides a wonderful way to connect with your guests. Unified, content-‐rich, customizable portals in the business center, on kiosks, or even the Wi-‐Fi landing page, are all excellent customer touch points. Many brands are beginning to put technology to work for their brand resulting in better long-‐term relationships with their guests. In a world where hotels are constantly striving to differentiate themselves, investing in innovative technologies is a great way to keep guests coming back.
To learn more about ElevenBC, Eleven’s Guest Computing solution, contact us at
[email protected]
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