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NEWS | 2011 Year-End Hotel Technology Review (long)

Well, it wasn’t the year we’d hoped for; initial optimism that we were at last coming out of the recession was replaced by reminders that there was still a long way to go. Nevertheless, many properties took advantage of slow business to upgrade their systems and lay the foundations for more efficient operations once traffic does return, and equally as many vendors enhanced their systems for greater integration and flexibility.
The importance of IT innovation in the hospitality world was recognized once again by InformationWeek’s listing of the U.S.’s 500 most innovative business technology users, which included seven hospitality companies in the top 250. The highest-ranking hospitality company honored this year was Vail Resorts at #10, whose EpicMix Web and smart-phone application appropriately highlighted the integration of guest service with mobile technology. The year of mobile technology It was definitely the year mobile devices of all types became mainstream, along with a growing integration of social media sites into more traditional hotel systems. IHG (InterContinental Hotels Group) released iPhone booking apps for each of its seven brands, launched 120 free iPad Concierge Insider Guides and reported a nearly 1,000 percent increase in room night bookings from mobile devices. MGM released Android versions of 12 hotel applications for booking rooms and activities, and Motel 6 released an app for Apple devices. Genares and InnLink released mobile booking engines, Expedia announced an app for the iPhone and iPod Touch, and RIM released a BlackBerry Travel app integrating itineraries, profiles and flight status updates into BlackBerry Calendar. To help international travelers, FCS’ i-Guest Hotels Finder app played recordings of directions to a hotel in the local language for lost guests to play back to taxi drivers, and Marriott offered its mobile app for Apple and Android devices in Chinese, Spanish, German and French. RateTiger released a Blackberry version of its revenue management RTSuite, and Alloso Technologies ported its hospitality business intelligence app to the iPad. Bringing social media into the mix, Availpro released a Facebook booking engine and RateTiger used Cultuzz Digital Media’s CultBay to post hotel availability on eBay. Sabre’s SocialConversion product suite helped hotels maximize their social media presence; Appnostic and Genares integrated their hotel booking apps with Facebook, and Regatta Travel Solutions launched a Facebook booking engine tool for Destination Marketing Organizations (DMOs). VFM Leonardo released a Mobile Media Player for its VBrochure, formatting hotel photos, virtual tours, videos and marketing copy for mobile devices. Protel introduced an iPad “bookatonce” version of its GMS and released its Voyager browser-based mobile app for Apple, Android or BlackBerry. ResortSuite released ResortSuite MOBILE; Resort Data Processing (RDP) announced four new mobile modules. Fuel Interactive’s Guestdesk Mobile Booking Software added mobile booking of tee-times and other activities, as did Open Hospitality for food and beverage, special amenities, event tickets, flowers and other add-ons. W Hotels unveiled an iPhone app that lets guests order room service and request other services, in addition to booking guestrooms; Crave Interactive’s GuestService+ in-room application included food and drink ordering for Room Service or in Hotel restaurants.

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