ARTICLE: Pathway to Tech Paradise: Part I

I recently read Dan Farber's review of a report "Converging Technologies for Improving Human Performance," released by National Science Foundation and the Department of Commerce. As he reflects on advances in technology Dan comments, "while we have become more mobile, we are still mostly tied to a keyboard." (What utopia can technology deliver?, ZDNET, August 9, Dan Farber).

Most innkeepers who use a computer in their day to day operations could identify with Dan's comment, "we are still mostly tied to a keyboard." However, as the innkeeping industry looks into the "future" of technology - it's perhaps helpful to conduct our own review of technological advances in this industry. Dr. James Canton, an author of the report said "We are hopeful technology will [lead to] longer and better quality of life and a more level playing field."

In Part I of this article - we will review technologies that have emerged during the last decade and their utility in the B&B industry.

B&B Directories
Widespread commercial use of the Internet began in the years 1994 and 1995, when the name "Internet" was officially coined by the Federal Networking Council (FNC) and web browsing software entered the market. Web sites and e-mail were hot on the heels of these commercial entries. Between the years of 1994 and 1996 the now familiar names of Yahoo!, Hotmail and Amazon were born. During this same time most of today's popular B&B directories had their start. As early as 1994, PAII's conference included a workshop titled "Putting your inn on-line."

Internet Marketing
The results of an "early adoption" of Internet marketing definitely contributed to "leveling the playing field" for many B&Bs and country inns. How did this happen? A new network - the Internet - became a way to "distribute" and "advertise" available rooms for B&B properties worldwide. Vendors and innkeepers rode the learning curves together as Internet search engines and web site technology continued to emerge. Innkeepers continue to reap marketing benefits from the newly created "distribution center" called the Internet.

Property Web Sites
The innkeeping industry was certainly an "early adopter" of this newly commercialized technology called the Internet! Individual web site development was quick to follow. Soon, new properties' marketing budget included both a printed brochure and web site design and hosting. The opportunity to individually´ market their property via the Internet, became another advertising advantage simply unaffordable in print.

Email Marketing
Email has actually been around a lot longer than the "Internet." Universities and research centers were communicating electronically in the 1980s. For the B&B industry, email use rose as properties began designing their own web sites. Before long, enterprising innkeepers were utilizing e-mail in selling their rooms! With e-mail newsletters and last minute sales promotions, another technological avenue is put to use to keep in touch with guests.

Reservation Software
Software programs actually pre-dated Internet technologies by about a decade. Auto Clerk and InnPal were both founded in 1987. In those early years, a small percentage of B&B owners used software for managing their operations, billing, guest database and reports. During the last decade there has been significant growth in use of reservation/guest management software by B&Bs. The benefits of a software program for managing a small property are testified to the fact that few ever go back to paper!

Accounting Software
Use of small business accounting software has also become more common in the innkeeping industry. Since its introduction in 1984, the Intuit products continue to be popular with innkeepers. The use of these and similar products help innkeepers track their profit margin, expenses and reduce time spent on end of year tax reports.

Online Availability & Reservation Services
Once innkeepers caught the first wave of Internet revelation, they were ready to jump on the next one to come along! As more and more people began researching travel plans online, it became more critical to provide up to date information to the guest. By the late 90s, old and new vendors began offering "online reservation" services. In the midst of much debate concerning room inventory, pricing and distribution - guests continue returning to web sites that provide complete, accurate and current information - including room availability.

Phone Service
Innkeepers have much greater flexibility now in providing helpful and prompt phone service to their guests. More professional answering options, such as automated voice mail now replace old tape answering machines. Cell phones, which were introduced in the late 80s and early 90s allow innkeepers to forward their main 800 numbers and return calls from a variety of premises and locations (use your imagination!). Both of these technologies have made it easier to keep in contact with those ever-important guests!

PDA
In the late 90s, last and not least, the Personal Digital Assistant (PDA) arrives on the scene. Innkeepers use the PDA to track guest information, appointments and in some cases reservations. These devices also connect to the web and enable guests to browse B&B directories, or the innkeeper to check their email. Another portable device for keeping the innkeeper and guest in touch with one another.

In summary, innkeepers have intelligently implemented a variety of technologies to improve their marketability, efficiently manage reservations, and enhance communication with their guests.

Next month in Part II, I'll review a survey of current innkeeper's use of these technologies, and make some suggestions as to how improvements could be made in the future!

Until then - if you have technology questions, you can post them online at www.easywebboard.com/innkeeper.