Sometimes you simply know that you have arrived somewhere different, somewhere unique, just like Dorothy did when the tornado dropped her off on the Wicked Witch. Many hotels and hotel companies strive for this sense of differentiation, employing a variety of strategies. Doormen in formal topcoats is one way. Opulent dcor with elaborate floral presentations set amid marble, gilt, and original artwork is another. Extraordinarily high service levels with butlers on each floor yet another. A signature restaurant offering a regional or specialty cuisine works as well.

Some hoteliers have pursued technology as a means of differentiation. The business logic supporting this strategy strengthens as technology becomes more important to our guests and meeting planners for their business and professional reasons. Many baseline elements of technology offerings are no longer differentiators but simply part of the price of entry in the marketplace. Some are differentiators today, but rapidly heading toward commoditization. High-speed Internet access (HSIA) is one example.

The key here is that numerous hotels and hotel companies see technology as a crucial differentiator and apply it as a strategic weapon in the marketplace. The objective of this strategy is to take customers away from competitors and increase return visits by guests that experience the benefits.

Lets examine some of the principles of employing technology as a differentiation strategy:

Make it Obvious: If you are making technology-based services a part of your value proposition to your guests, dont keep it a secret! Make it obvious throughout the property that you are offering these services.

Keep it Current: Technology is a rapidly changing environment with very rapid cycles from early adoption to established tools. Within this environment, budgets must support implementing new technology and include maintenance and upgrades, rather than a one-time investment.

Think Carefully about Pricing: Be cautious about what services you charge for, especially in the guest room. Although guest-facing technology is not inexpensive to deliver, one needs to carefully consider the impact of charging guests incrementally for every service.

Do not charge per use for HSIA services in guestrooms or public spaces.

Service, Service, Service: The historical mantra for hotels has long been location, location, location. Relative to technology, however, consider service, service, service. Offering a technology-based service to guests states a commitment to making it succeed. The hotel must have an effective mechanism for supporting guests with technology services. Some properties rely on trained hotel staff while others utilize vendor resources. What you cannot do is ignore the need to make support available.

Meeting Planners Matter: The necessary corollary to service, service, service is the need to support the crucial business meeting segment effectively. Business meeting planners are more service-sensitive than price-sensitive, and simply cannot tolerate a failed Internet connection or videoconference. More so than guestroom technology, technology services sold in the meeting rooms need to be fully supported and supportable.

Atanu Ghosh
maildqindia@cybermedia.co.in

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