At the core of every successfully managed and profitable hotel is a property management system capable of maintaining the efficiency of every aspect of the property’s operations. The data driven age in which any hotel now finds itself operating, requires an entirely new and upgraded system, one that is hosted in the cloud. The traditional legacy systems which have run hotels for decades can no longer keep up with the volume of data and the necessary speed required to gain a competitive edge in today’s hospitality industry.
The future of hospitality data management is undoubtedly in the cloud. A cloud-based, software-as-a-service (SaaS) hotel property management system can truly become a dynamic revenue generating engine for the hotels and chains that adopt the technology. The efficient management of data through a cloud-based PMS will empower hoteliers to not only improve hotel operations, but achieve an enhanced level of guest experience with greater security and at a lower cost as well. All of this accomplished while delivering maximized revenue for every room sold by the hotel. Remaining with antiquated legacy software, which is generations behind, is no longer a viable option for hoteliers going forward.
The real-time information provided hoteliers by a PMS system hosted in the cloud could immensely improve the efficiency of day-to-day hotel operations. Hotel staffs are empowered with this data that provides guests with greater and more personalized customer service. They can therefore better anticipate the needs and desires of their guests with access to the customer data provided by the PMS. Hotel access to such powerful data can transform hotel operations behind the scenes in ways the guests cannot see and can make the hotel property eminently more profitable.
Some hotels are now leveraging aggregate data to improve utility efficiency at their properties. For example, numerous sources can be mined in combination to reduce energy consumption at their hotels. Local climate and weather data, past energy consumption histories, and fluctuations in electric rates can be compiled and analyzed. In this way, energy profiles of each building can be created and future projections may be effectively formulated. Because of the nature of the hospitality industry, hotels also tend to be energy wasters. Energy consumption is largely out of the control of hoteliers when guests are physically in their rooms, however smart technology managed through the cloud PMS can return systems to their most efficient levels in their absence.
The efficiency of hotel services can be vastly improved as well. This can be achieved through a data-driven analysis of which hotel services guests are actually utilizing and which ones might be under-utilized. In this way, precious hotel resources may be accurately employed and not squandered on ill-used services. Additionally, hotel marketing is being revolutionized through targeted campaigns armed with valuable guest data. In order to accomplish this, hotels need complete knowledge and understanding of their guests, so their needs, wants and desires can be effectively predicted. A cloud-based PMS can help hotel marketers identify which customers offer hotels the highest long-term value. Marketing messages must then be created and reach the right customers in a timely fashion.
In part two we will look at how the hotel guest experience is being transformed utilizing the capabilities of a cloud-based property management system.