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2009 ATTENDEES Boston, Mass, Sept 2009 ATTENDEES Boston, Mass, Sept. 9-11, 2009 Front Row/ Row 1 (left to right): Chuck Marratt, MTM Luxury Lodging; Jane Durment, The Marcus Corporation; Venky Rangachari, Wyndham Worldwide; Yu Jin, Four Seasons Hotels & Resorts; Brian Garavuso, Diamond Resorts International; Sheila Donahoe, Bluegreen Row 2: John Edwards, Millennium Hotels; Vineet Gupta, Fairmont Raffl es Hotels International; Alan Zaccario, New Castle Hotels LLC; Vivek Shaiva, LQ Management LLC; Paul Bushman, Interstate Hotels and Resorts; Nelson Garrido, Noble Investment Group; Richard Rabinoff, Xanterra Parks & Resorts Row 3: Carol Campbell Beggs, Sonesta International Hotels Corporation; Kris Singleton, Kimpton Hotels & Restaurants; Ira Greenfi eld, Extended Stay Hotels; Scott Nowakowski, Denihan Hospitality Group; John Malenfant, Saunders Hotel Group; Bernard P. Gay, Sr., Kerzner International; Andy Ross, Canyon Ranch; Mike Blake, Hyatt Hotels Corporation Row 4: Lyle Worthington, Horseshoe Bay Resort; Terry L. Price, The Grove Park Inn Resort & Spa; Walter Zalewski, Al J. Schneider Company; Paul Major, Aspen Skiing Company; Jeffrey Stephen Parker, Magnolia Hotels Row 5: Simon Eng, CTF Development, Inc.; Bruce Hoffmeister, Marriott International; Ken Barnes, White Lodging; Richard Tudgay, Omni Hotels; Bradley Koch, HEI Hotels & Resorts Row 6: Martin Stanton, Destination Hotels & Resorts; Rajiv Castellino, Great Wolf Resorts; David Barbieri, Red Lion Hotels Corporation; Mike Uwe Dickersbach, Thayer Lodging Group; Tony DelMastro, Loews Hotels; Scott Gibson, Best Western International Row 7: Michael Schubach, Trump Hotel Collection; Todd Thompson, Starwood Hotels & Resorts Worldwide, Inc.; Alexander Danon, Grupo Posadas; Jim Hansen, Larkspur Hotels & Restaurants Row 8/9: Bill Martin, Royal Caribbean Cruises Ltd.; Gustaaf Schrils, IHG; Myles Cyr, Carnival Cruise Lines; Ron Hardin, Davidson Hotel Company, Martin Scheidl, Orient-Express; Nick Price, Mandarin Oriental Hotel Group (not pictured): Katrina Lane, Harrahs Entertainment 2009 CIO Summit Review 48 Hospitality Upgrade | Fall 2009 www.hospitalityupgrade.com Review by Kris Burnett Hospitality Upgrade's he city of Boston, Mass., 8th Annual CIO Summit travel companies need a is an area rich in charm, Sept. 9-11, 2009 multifaceted strategy; and history, great sports Royal Sonesta Cambridge, Mass. mobile applications will traditions, beautiful enable travel companies T “In no other conference will hotels, and on Sept. 9-11, several to reach new levels of CIOs interested in the latest so many attendees from diverse backgrounds have similar issues that operational efficiency, technologies, current trends but enhancing the travel and professional connections. can be analyzed from different angles and multiple solutions and results experience should be of shared among a peer group.” equal importance. Wednesday, Sept. 9 ~ Gustaaf Schrils, VP, With the continued growth Hitting the Links global technology Americas, and demand for the iPhone, Hospitality Upgrade’s eighth InterContinental travel companies will need to Hotels Group annual CIO Summit began with create location and situational- a bang. Over half in attendance based applications that take participated in the annual CIO Summit advantage of the ease of distribution to Golf Scramble, this year at the prestigious iPhone users. Andover Country Club. The field was highly Buhler said that a mobile search is a reverse competitive, with Sheila Donahoe of Bluegreen, funnel approach. Traditional Web searches return Richard Tudgay of Omni Hotels, Tom Pullen of Pure general results, and then the user refines his or HD, Inc., and Vineet Gupta of Fairmont Raffles Hotels her search. With mobile searches, specific results coming in with the lowest score. Ron Hardin of are returned and then are expanded. Davidson Hotel Company garnered the closest to the pin award, while Sheila Donahoe took home the prize What companies should do: for longest drive. •Review mobile search engine results for your company (mobile and transcoded content). The Opening Barbecue with a Twist •Optimize mobile Web site for mobile search As with tradition, the event’s opening night engines. icebreaker commenced, this year in speed-dating •Prepare for context-aware mobile search style. All attendees were able to meet and talk with results (e.g., develop LBS data strategy). at least half of the others in the room by rotating •Consider the reverse funnel concept for both seats and introducing themselves. A New England mobile search and travel search specifically. clambake with lobster and other specialties from Frequent business travelers are significantly the area followed. All attendees had the opportunity more likely to use Web browsing for travel-related to get reacquainted with the others by answering services. Smartphone users are significantly a question posed by random game cards on each more likely to access sites to make or change of the tables, with topics ranging from what other reservations. career would they like to have to favorite cars, most The main reason mobile may not be used for embarrassing moments, favorite job over the years, Web browsing functions is an unwillingness to pay and favorite conference to attend – no contest there. for extra services. Frequent business travelers (44 percent) are less likely to object than others, and Thursday, Sept. 10 women are significantly less likely to pay for extra The Top Line services than men. The first session began with Joe Buhler, social Studies also find that frequent business Web marketing consultant and senior destination travelers are significantly more willing to accept marketing analyst, PhoCusWright, and his promotional text messages, and men, and people examination of mobility – mobile networks, mobile between the ages of 18 and 35, are significantly travel applications, etc. He and Katrina Lane, senior more likely to agree to receive SMSs from vice president and chief technology officer, Harrah’s vendors. Entertainment, discussed how mobile platforms “Many hoteliers wrongly believe that mobile has “The CIO have the potential to enable innovative personal more to offer airlines,” Buhler said. “(But) more Summit is an interactions with travel customers, enhance the travel and more of the larger hotel chains are using excellent forum experience and enable travel companies to create mobile.” to meet other top line revenue. Nick Price, CIO of Mandarin Oriental, asked technology Buhler said, “Mobile has been talked about for for which mobile sector Buhler would develop leaders from many years, and over the last two years (especially technology. “Smartphones,” Buhler said. “Old- the hospitality with the introduction of the iPhone™), mobile is style mobile won’t be your target because industry and to (their owners) just don’t travel that much. Your advancing.” There are over 4 billion users (more than discuss the issues customers are more likely to have a smartphone.” half the world) with mobile phones, and according facing all of us to Buhler, that number will increase by 1 billion in the According to PhoCusWright, mobile bookings today.” next few years. “They have sold 30 million iPhones are a small percentage of total online booking since 2007,” he said. over the next three years. Hotel and car mobile Bruce According to Buhler, as a result travel companies bookings show superior growth as these product Hoffmeister, should treat mobile not as another channel, but categories are more likely to be booked via a senior vice as a new platform that enables different and mobile device. To become a significant channel, president, sales innovative personal interactions with customers. travel companies must implement mobile- and marketing Travelers need filtered information that is location specific applications that are location, contextual information and context sensitive; today’s mobile platforms and situational-based, using both the power technology, Marriott are highly fragmented, and the near future will of the network and the power of the advanced International 2009 CIO Summit Review see a continuation of this fragmentation, therefore smartphone. www.hospitalityupgrade.com Hospitality Upgrade | Fall 2009 49 Buhler site), so they knew they would need to several properties around the world, Factors explained that offer this for phones (mobile device). and described some tools to create Influencing after years Harrah’s uses interactive campaigns this business case strategy. Wyant Mobile Adoption of waiting where each casino has its own explained how Surface™ works in for mobile identity and page. Interactive mobile different environments, including a The growth of technology campaigns are used to engage guests restaurant where you can slide and smartphone and 3G to have an and drive opt-in. place different toppings onto a digital adoption will continue influence on Lane said that many leisure picture of a pizza. The table then to drive the need for more mobile travel travel, travelers travelers are submits your order to the kitchen. applications worldwide are older, and “Nothing will “Consumers are paying more finally adopting generally do not for cell phones (or mobile device) With app stores advanced have iPhones, so make you more now than in January (over $100 per from Apple and Google now in devices and their promotions credible than shining month). People would rather lose their place and new app networks that are sent in a in an otherwise dark wedding ring than their cell phone,” stores planned can support different format. time.”
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