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Hotel Industry News |
Saturday November 22nd, 2008 |
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CeME and Hsyndicate partner to better understand in-room technology trends |
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CeME (Center for Marketing Effectiveness) and Hsyndicate have partnered to develop the In-Room Technology IQ, a series of research studies designed to confirm (or dispel) common industry perceptions. |
Each quarter the IQ tackles a new in-room technology to better understand market trends, guest demand and hotelier decisions. "We saw an increasing need for unbiased information around the actual perception of In-Room Technology both from the hotelier as well as consumer perspective, and the alliance with CeME helps in our continuous effort to deliver our members with the right information at the right moment", says Henri Roelings, CEO of Hsyndicate.
The first In-Room Technology IQ featured results from two surveys on wired v. wireless high-speed Internet access in the guest room. In one survey, hoteliers were asked their views on the differences between wired high-speed solutions and wireless high-speed solutions. In another survey, guests were asked to share their experiences using the two solutions.
Key findings from the study include:
• 79 percent of hoteliers believe that most HSIA solutions will be wireless in the next 3-5 years and half of their guests regularly ask for a wireless solution in the guest room.
• 63 percent of hoteliers perceive wireless as cheaper than wired, but guests are dramatically more likely to experience a slow or inconsistent connection using a wireless solution.
• Every one 1 of 2 frequent or occasional travelers would be willing to pay more for value-ads (e.g. more bandwidth, better security, greater coverage, printing services) to their high-speed experience.
Results of the wired v. wireless survey are currently available at cemeinfo.com.
The Hsyndicate/CeME partnership led to a further partnership with the IH&RA. CeME, now an IH&RA Industry Supporter, discussed and debated the results of the In-Room IQ at the 41st Annual IH&RA Conference in Istanbul, Turkey on November 20, 2004. Gary Mays, Senior Advisor at CeME, was a panel participant and shared key insights from the study.
The current In-Room Technology IQ compares cable and satellite. Some early insights on this topic include:
• 3 in 10 properties have satellite installed over cable. This number remains the same whether the property is an economy or midscale property or an upscale or luxury property.
• Of those that have cable, 65% believe it is cheaper than satellite and, of those that have satellite installed, 73 % believe it is cheaper than cable.
Upon completion of this quarters’ survey in early January 2005, an executive summary will be available on www.cemeinfo.com. Results of the wired v. wireless survey are currently available at cemeinfo.com. To participate in the current survey or in future surveys, please go to www.hospitalitynet.org or www.wiredhotelier.com and click on the In-Room IQ logo.
For questions or additional information about the In-Room Technology IQ, please contact Laura Steiglehner at laura.steig@cemeinfo.com.
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