Sophisticated systems based on IP telephone networks in hotels will
increasingly enable a range of new services aimed at improving customer
service in hotels and resorts.

Although worldwide revenue from such systems totaled only $869
million in 2008, by the end of 2014 annual earnings will exceed $2
billion.

These systems will eventually penetrate mid-range hotels, but in the
initial period will be found mainly in the top-tier of properties
catering to those willing to spend $300 or more a night.

According to ABI Research vice president Stan Schatt, “High-end
hotels are increasingly turning to technology as a differentiator to
attract a high-spending clientele. These services put a premium on
improving customer service and staff accountability.”

Scenario 1: You order room service. Three
phone calls later, your order finally arrives.

Using new phone-based technologies, managers can see who took the
order, track its current status, and see how long it took to fulfill.

Scenario 2: You’re in your room, wondering
which of the hotel’s restaurants to visit and what show to see.

A screen on your phone shows you video of all your options, and
allows you to make bookings.

Scenario 3: You’re lounging by the pool. If
you had a pocket, your money would be burning a hole in it.

You punch a button on a wireless phone provided by the hotel, and it
shows you items available in the hotel gift shop.

Another button makes a purchase, which is billed to your room
account.

“The variety of technologies needed to deliver such services means
that this market is difficult for vendors to reach,” says Schatt.

“It may require several different channels, including systems
integrators.

Services companies such as IBM will play a major role here.

Also to watch: specialized companies such as MTech, a SaaS company
offering workflow managed services for the hotel industry.

“Enterprise Communications in the Hospitality Industry” chronicles
the current and future impact of 802.11n access points, telepresence,
and Wi-Fi-enabled cell phones in the hospitality industry.

It also sizes the global total available market for communications
products and services, including unified communications.

It forms part of the firm’s Enterprise Communications Research
Service.