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ITHotels in Europe

ITHotels in Europe 1) My readership is the general public who read travel magazines. 2) My objective in writing this paper is to explain to my readers why the IT revolution for the hotel industry in central Europe will become a necessity in the future. 3) My limited area is the IT revolution and its significance for the hotel industry in central Europe. 4A) My content could include any of the following from my brainstorming list. a) The history of the IT revolution and the IT declaration, how did this develop? b) The reason for changing the hotel layout or opening new IT hotels. c) Marketing strategies, how do they sell this new resource? d) What can the different hotels offer, do they specialise in any area of the IT. e) An overview of the hotels in central Europe and their marketing approaches to their customers. f) What kind of guests do they hope to attract with this new equipment? g) Do they have to change their location, atmosphere and services to fit the new development? h) What do they offer and why do they offer this. i) Any special promotions in order to attract their guests. j) If possible show statistics that the revenue and the booking of the hotel has increased. k) Show with graphs the change of hotels using IT entering the new millennium vs. the hotels not using it. l) The trends in the IT development of this century. 4B) My content will include the following as short listed here. - The history of the IT revolution and the IT declaration, how did this develop? (A) - Marketing strategies, how do they want to sell this new resource? (C) - The trends in the IT development of hospitality industry. (L) - Location, atmosphere and facilities offered, specialities and special promotions to attract their desired target groups. (D, e, F, G, H, & I) - Statistics showing results created by this category, increased revenue caused of the IT equipment within the hotel. (J & K) 5A) Sorting, my short list falls into two categories of information. a) The history of the IT revolution and the IT declaration, how did this develop? (A) b) A brief overview of basic marketing concepts for IT hotels. (C & E) c) A graphical analysis of the market share. (K) d) Location, atmosphere and facilities offered, specialities and special promotions to attract their desired target groups. (H & I) e) Statistics showing results created by this category, increased revenue caused of the IT equipment within the hotel. (J) a) A brief history of the IT hotels and their changing in guest types. (F) b) The changing trends in business travels. (G & L) c) What kind of equipment must the IT hotels offer, so they can attract more guests? (D) 5B) Sequencing, the order in which I will write in my content is as followed. 1. Introduction and pointed question. (A) 2. A brief overview of basic marketing concepts for IT hotels. (C, E, I & H) 3. A graphical analyse of the market share. (K & J) a) A brief history of the IT hotels and their changing in guest types. (F) b) The changing trends in business travels. (G & L) c) What kind of equipment must the IT hotels offer, so they can attract more I. Introduction and Pointed Question A. The IT revolution and its significance for the hotel industry in central Europe. II. A brief overview of basic marketing concepts for IT hotels. ( C, E, H & I ) A. Direct mail advertising towards large business organizations C. Using hotel magazines and hotel chain connections III. A graphical analyse of the market share. (J & k) IV. A brief history of the IT hotels and their changing in guest types. (F) A. How long has the IT system been used in the hotel industry B. Does this hotel change the hotels’ guest types? V. The changing trends in business travels. (G & L) B. Technical support and installation for guests C. Suppliers and co-workers that know about the hotel industry IV. What kind of equipment must the IT hotels offer, so they can attract more C. Network access and database access D. ISDN network or cable connection The future, what is that. What will happen when the inhabitants of our globe start travelling and ask for connections to the world? Connections that will provide us with information about the world and the place we are visiting? What will happen when people ask for better evacuation alarms in our hotels and what will the digital TV give us. With a digital TV, we mean a television that is intelligent, the only thing we need to do is program the television and the digital electronic chip will figure out the rest for us. We will feed the TV with the information we want and it will automatically display them on the TV screen in a way that will be the best to you. It is in the specification that a single channel of digital television can have as many as 1,024 different programs, but they don't all have to be TV. It might be radio, computer signals or telephone signals. Can we in the hospitality industry offer all this? YES WE CAN. To remain competitive in business today, every organization needs to adopt new technology as it develops. As businesses become increasingly dependent on this new technology. Hotels called IT Hotels (information technology hotels) are under growing pressure to design and implement systems that provide greater business benefits. When a hotel adopts the new technology or Internet based-solutions, it has widespread implications throughout the organisation. The hotel might require a whole new set of skills to manage a completely new way of doing business. Whether the hotel implements an Extranet to integrate its supply chain or an Intranet to manage the flow of internal information, the new technology will create both opportunities and challenges for every IT-Hotel. The story behind IT-Hotels is their need for connections to the world and the publics’ demand for access to the world wherever they are. A certain amount of confusion has arisen over the meaning of an “IT Hotel”. Guests wonder what this means and in certain cases even “ordinary” hotels have called themselves IT-Hotels. The time when a well-furnished hotel room consisted only of a chair, a bed, a table and a lamp is over. For this reason the term IT-Hotels is here to give us a new meaning of what a well-furnished hotel room is. IT-Hotels will offer the hotel guests the means of using analogue connections, digital connection (ISDN) telephones and data communications, as well as network connections to the Intranet and Internet. The IT-Hotels will also offer rooms prepared for digital TV. The digital set-up for the rooms will also be connected to fire and voice evacuation alarms, it will provide temperature control, wake-up service for the guests. It will also be linked to smoke detectors as well as other alarms in the hotel. In this paper I will give an explanation and definition of an IT-Hotel, I will limit my paper to the IT revolution and its significance for the hotel industry in central Europe. For an IT-Hotel the first step is to do proper advertising, people need to know where the hotels are so they can start using the equipment. A problem often encountered is how should the advertising be done to reach the right customers? Today we receive a tremendous amount of information from the mass media, sending signals to people all over the world. How to use the mass media correctly might be the problem. People think of mass media in the terms of television, but there is a lot more to it than just that. Television commercials are expensive and don’t always reach the right target group. Other forms of mass media are international magazines like Times and Newsweek. In these magazines you can do what is called a “target publication” to reach your customers. A target publication or target marketing is a form for advertising direct to the group of people you want to reach. We must not to forget the most vital method, the Internet. The Internet is the fastest growing type of media available to the public. It can be found everywhere and soon in all households. People just need to learn how to use it efficiently. Building the right Internet homepage could be the answer people are looking for, but on the other hand this requires expertise and will be very expensive for a small establishment. Larger hotel chains will most probably have the resources to implant such a thing. But an independent property situated in a big city like London, would probably find hotel and travel magazines as a better way to reach their customers for “target publication”. Most hotels have television sets in their guestrooms and often a channel called internal television. Most guests visit this channel and putting an advert on this channel to inform the guests about the hotel offer is a cheap and easy way of advertising. Direct mail advertising might be a solution for a hotel with the right connections. With this kind of advertising they will address the source directly by displaying the desired information to their target group. The problem with this form of advertising is that they need access to these customers’ mail boxes on the Internet or their company mailbox. Since direct mail is illegal on the Internet, and called “Spam mail” they need to contact the companies they want to reach. Spam is commonly known as a technique to send Email to people or companies you don’t know, like advertising or commercial information. The companies receiving Spam mail could even take legal action towards you and take you to court. Meaning extreme caution must be taken before doing it. Using the mass media is a difficult thing and needs to be understood to use it. How the hotels should set up their marketing strategies to sell their new required source of technology is a good question. The answer is well-planned field research. The reason for offering the Information Technology of hotel services is simple. Business people require access to the Internet in order to be able to perform money transactions, and online meetings with business contacts. The IT-hotels offer a massive line of equipment, small adapters for different phones and cell phones, TVradio, analog connections, extra connections for analog modems, extra connections for ISDN, connections to a network (LAN), smoke detectors and spoken evacuations alarms. An IT-Hotel in Europe is the Adlon Hotel in Stockholm, which has been using Information Technology for approximately 5 years. Their work has just started to bear fruit and they are at the moment discovering that people is using the equipment provided for them. The Director of Adlon Hotel in Stockholm says that; “we are the only hotel in Sweden and one of the few hotels in the world that provides LAN access to the Internet in all of our rooms and it’s free of charge. The web site we have provided to our hotel is generating over 12% of our revenue and it is increasing. Bookings to our hotel come from all around the world.” It is obvious that the need for IT-hotels is increasing, and to build the proper foundation we need to keep pace with the increasing mobility of the workforce. The need for a proper functional telephone-working place is also growing. An IT-Hotel is both a home and an office for people like salespersons, managers, and consultants. From their room, they can connect to the Internet, or the company's intranet and make transfers of data via the hotel's local area network. Today the capacity for receiving information is 12b kbit/second. Kbit/second is the term used for the rate of speed we can download information on. This is much faster than making transfers by fax or phone, and the information you are receiving, may be altered at the time you receive it. To attract new customers the hotels could offer free connection to the Internet or free use of equipment. Renting computers could also be free of charge for those who don’t have their own lap top computer (portable computer). Lap top computer is a small computer, which is portable and easy to take with you on travels or vacations. It has the size of a normal A4 writing paper and weights about 5-6 kilos. To find out if the guests need the equipment provided to them is something that can be found out by analysing the market. By analysing the market in a city like London you will see if people need IT-hotels and their equipment. By using travel magazines and newspapers to carry out surveys, or perform Internet surveys might be the way to find out what people expect of an IT-hotel. This picture shows how a wireless roaming throughout the hotel might be performed. This is a quick installation and a future wireless product integration of a hotel. As shown in the picture you can see how a wireless connection is performed. The access point on the left will receive all information needed and send it to the data port; the data port will split the information and issue it to for example the conference at the left of the picture. Another opportunity is a connection to the satellite system. Then the information will be sent directly to the data port. This system is called “satellite conferencing” and is already used in major parts of Asia. The reason for connecting to the satellite system is that the transfer rate is much faster and that pictures and films can be shown on digital TV. In a conference this satellite connection will be direct and any questions to the person holding the conference can be sent by mail or asked by telephone. He or she can then directly answer your question. The transfer will be sharp and clear but might have a small time delay, approximately about 4 seconds depending on the distance between the connections. By providing the right information at the right time the IT-hotels are constantly updated on information and will give it to the guests. You as a guest will receive all information you need through the Internet access. By staying in an IT-hotel you will get all the information needed about the city you are visiting by pushing a button in your room. If you would like to find out what is on in the city theatre the Internet access will provide you with the information you need. If you want to see the tourist attractions in the town and need a map, you will be able to print it out in your room. These opportunities give the IT-hotels great market control and people might consider staying at the IT-hotel instead of an ordinary hotel. People on vacation or business people are willing to pay more money to make their stay more relaxed. With all this equipment, the IT-hotels are one step ahead of their competitors. The preferred location for an IT-hotel is, at the present time in big cities where the market is better and bigger. For an IT-hotel it is important in the beginning to create a good relationship with their customers, this might be the ultimate solution to make money. Bibliography:

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