evaluating technology

School of Hospitality Management

Evaluating Technology in the Industry


3 key questions

• Does it provide a competitive advantage/s?

• Does it improve productivity?

• Does it enhance profit?


• Choosing the right technology for your organization is a key management process that can help the company move up in the industry


Does it Provide Competitive Advantage?

• How can the technology give us an edge over our competitors?

– Product Differentiation

• Unparalleled Service

• Market Segmentation


Does it Provide Competitive Advantage?

– Cost Differentiation

• Creation of product with lower cost

• Creation of better product at the same cost


Product Differentiation

• Unparalleled Service

– Service that is present only in your organization that provides a distinct identity for the company in the industry

• Specific Item Freebie / Unique Customer Service etc.



• Market Segmentation

– Is a marketing strategy in which there is a specific group in the market that is being “targeted” by the company’s core product or service

– This “target” has at least a common characteristic present in all its members



• Cost Advantage – Lower of Costs

– The cost of producing the same product or level of service is lower than that of the competition.



• Cost Advantage – Higher level Product for the Same Price

– The level of the product is higher than that of the competitions, even if the price is the same


Does it increase productivity

• How can the technology increase our productivity?

– Workflow Processing

• Task Sequencing

• Space Management


Does it increase productivity

• How can the technology increase our productivity?

– Data Processing

• Input – output time is minimized

• Minimization of data handling

• Streamlining the output


Does it enhance profit?

• Does the use of technology produce rewards that outweigh the risks?


New Products in the Industry

• E-commerce (electronic commerce or EC)

– the buying and selling of goods and services on the Internet, especially the World Wide Web.


New Products in the Industry

• This term and a newer term, e-business, are often used interchangably.

• For online retail selling, the term e-tailing is sometimes used.

http://searchcio.techtarget.com/definition/e-business



http://searchcio.techtarget.com/definition/e-tailing




Division of E-Commerce

• E-tailing or "virtual storefronts" on Web sites with online catalogs, sometimes gathered into a "virtual mall"

• The gathering and use of demographic data through Web contacts

• Electronic Data Interchange (EDI), the business-to-business exchange of data

http://searchdatacenter.techtarget.com/definition/EDI


Division of E-Commerce

• E-mail and fax and their use as media for reaching prospects and established customers (for example, with newsletters)

• Business-to-business buying and selling

• The security of business transactions

http://searchmobilecomputing.techtarget.com/definition/e-mail



http://searchnetworking.techtarget.com/definition/fax


Forms of E-Commerce

• Distribution Channels

• Social Networking

• Internet Marketing

• Enterprise Systems


Electronic Distribution Channels

• Provides communication linkage to the hotel to its potential guests through multiple exposure alternatives

– Internet Booking – Booking websites

– Global Distribution Systems


Agoda.Com


Asia Travel. Com


Global Distribution Systems


Social Networking

• The use of Social Networking sites has been an alternative way of exposing the organization in a more “personal” approach, allowing management to reply to customer queries in a conversation type public forum setting


Internet Marketing

• Online Ads

• Site Banners

• Free Selling Sites

• Pop Ups

• Collaborative Sites


Enterprise Systems

• ES addresses the needs of Multi Property organizations by providing a central system accessible to the different establishments

– This allows elimination of central and regional office operation costs as well as increasing efficiency in transfer of data


CONVENTIONAL TECHNOLOGYTourism Industry


• Property Management Systems

• Airline Reservation Systems


Property Management Systems

• Is a system application that gives automated information about a facility and directly relates to the front and back office operations in the establishment


Property Management Systems

• This system connects and coordinates several modules in the establishment

• Reservations

• Rooms Management

• Guest Accounting


What does Property Management Systems do?

• Tracking of Availability of rooms / facilities

• Tracking of guest information and reservation details

• Guest consulting


What does Property Management Systems do?

• Registration and check in facilitation

• Guest Accounting services and balances

• Housekeeping room status and services monitoring