Current trends and technology in hotel and motel management operations

Hotel and Motel Management and Operations: Current Trends and Technology

Introduction to the Hospitality Industry

For hotel and motel management and operations to be comprehensively understood, they must be considered within the context of the hospitality industry as a whole. Within this framework the management and operations of hotel and motel's is best understood and analyzed (Gray & Liguori, 1993). The hotel industry has existed since the dawn of time. At one time or another all men traveled, and in the course of travel needed to find adequate lodging of some sort. Traditionally this lodging came in the form of a room or bed in the home of a stranger. The travel and tourism industry in fact emerged from the need of man to travel (Gray & Liguori, 1993). From the earliest times there is evidence that man sought out refuge from people and hospitality; as early as in Biblical times and in ancient Greece and Rome in fact there is evidence that people offered hospitality to traveling strangers (Gray & Liguori, 1993).

Since the early times the hospitality industry has changed significantly. Just as the manner in which man has traveled over time has changed, so too have the demands that new travel have placed on the industry. Man is no longer limited to travel by foot or horse, but can now fly thousands of miles and seek out accommodations in distant lands.

Accommodations are now all inclusive, offering consumers and travelers the conveniences of home from a motel or hotel. One cannot travel to a city large or small and not find some sort of hotel or motel operating for the convenience of travelers. Hotels of modern times are influenced by innovative architecture that is appealing; extensive public areas, "function space" and even convention faculties are more the standard rather than the exception to the rule in most modern hotels (Gray & Liguori, 1993:4). Today hotels are located even in remote locations, no longer along major travel ways only.

Along with the changes in the landscape and availability of hotels and motels in the United States and abroad have come operational changes to the industry in modern times. Technological advances have allowed great advances in the travel and tourism industry. Today technology has in essence changed the shape of the industry, and that shape is ever changing as new and more efficient advances are discovered and implemented almost daily.

The primary focus of this paper will be current issues in hotel and motel management and operations as well as the travel and tourism industry in general, specifically the utilization of technology as an asset in hotel and motel management and operations.

With changing times have come a shift in the emphasis among citizens utilization of hotels and motels. In response hotels and motels are changing the way they manage and operate. The advent of technology has resulted in a change in the way that hotels are managed. Technology allows labor-saving administrative changes that can affect the speed with which information is obtained, stored, manipulated and transferred (Rutherford, 2001:2). Hotel and motel managers now have the ability to rent rooms at the speed of light and even provide virtual services to guests.

Travel and Tourism: Current Trends and Issues in Technology

Hotels and the field of travel and tourism are intimately related. Technology is just as influential in the hotel and motel operations industry as it is to travel and tourism in general. In fact the hotel and management business fall into the industry of travel and tourism, which is often considered the world's largest industry with more than $2 trillion dollars in annual sales globally each year (Muehsam & Tarlow, 1992). The travel and tourism industry as a whole is influential in many realms including the business, recreational and entertainment industries.

There are a number of technological advances that have not only enhanced hotel and motel operations but have also promoted mass travel which has given the tourism industry a substantial boost in recent years. In fact the tremendous growth of the motel industry, trends toward franchising and the "facilitation of free trade zones" have all fueled increased business and recreational travel the world over (Gray, 1993:331).

Another factor impacting the future of travel and tourism and current trend to note in the industry is the aging population. According to the American Hotel and Motel association travelers over the age of 60 make up more than 32% of all room nights sold in the industry, and this population is expected to continue to grow far into the future (Muehsam & Tarlow, 1992:28). These travelers tend to book longer stays and are looking for more conveniences, an important emphasis for the industry in the coming years.

Tourism specialists are beginning to realize the advantages of technology in the industry. Among the benefits of technology include electronic travel or communication. Technological advances have made communications faster and more efficient. Improved computer networking has decreased the need to travel in some instances because consumers and other professionals are able to save time and money by simply contacting one another via electronic mail or electronic conferencing rather than via traveling (Muehsam & Tarlow, 1992). This may mean less people traveling, but typically it means an equivalent number of people traveling but looking for more technological conveniences when traveling including video conferencing and access to internet technology.

Thus the face of travel and tourism is changing. Consumers are looking for more electronic conveniences as they travel, particularly when they book a hotel room. They want the ability to fax, email and connect to the World Wide Web. Hotel and motel providers that offer these luxuries are the ones that will attract the greatest numbers of travelers and consumers to their doors.

Because less people will be required to travel it will be important that the travel industry focus on making travel appealing in the future. Other factors or current trends that have altered the way that hotels and motels are managed include travel patterns, which have also been influenced by none other than technology. Many airlines for example, are now deregulated which has driven change in the way millions of people travel, and many hotel companies are starting to locate major facilities "adjacent to hub air transport facilities" to take advantage of business travelers that may not need to travel to business districts to conduct their business (Rutherford, 2001:2).

The role of the travel agent has also changed thanks to modern technology. Whereas in times of old a travel agent was almost always utilized to book lodging and other travel arrangements, in modern times the traveler has become his/her own travel agent, connecting to reservations specialists and systems via personal computers and other easy to reach terminals (Muehsam & Tarlow, 1992). In fact travelers are more likely to realize substantial savings booking their own tickets and purchasing their own travel agents from their home or their office rather than working through a travel agent.

More and more the travel and tourism industry is becoming more automated, and with that automation comes faster and more efficient services. With this advent of increased automation there also is non-stop service available. Travelers are able to communicate with automated service representatives twenty four hours a day from anywhere in the world. With technological advances and automation have come the land of 24-hour business, and much of that business is conducted by travelers seeking non-stop service and accommodations anywhere at anytime. The hotel and motel industry has responded accordingly. Virtual agents are replacing positions that once required a human touch. Though less personalized in some respects, many consumers have come to demand this 24-hour service and access to the travel and tourism industry.

The competition to attract travelers is also high within the modern travel and tourism industry, particularly as more and more travelers travel more for recreation, as technology allows business executives to work from the office without travel in many instances. Managers in the hotel and motel industry are looking at new avenues for attracting business consumers that sometimes have the option of traveling. Travel packages are now fitted to accommodate not just the business consumer, but also the business consumer looking to combine business and recreation.

Current trends indicate that there has been a shift in the development of hotels and motels in recent years from full service to limited service as well, and from independently owned and operated to chain affiliated hotels (Rutherford, 2001:8). In addition there has been an annual growth in the number of rooms available in chain affiliated hotels. This is another reflection of the changes that technology has brought about and the rapid pace with which the industry has kept up with trends and consumer demands.

Sales and public relations are increasingly important aspects of the industry (Gray & Liguori, 1993) as more and more travelers are looking for better service, convenience and efficiency. Sales and public relations specialists are increasingly become important representatives in the hotel and motel operations department. Training of sales personnel need focus on the increasingly demanding and technologically competent consumer in order for hotel managers and agents to thrive and survive in the world of digital technology.

There is also a decreased demand for front desk operations and personnel (Gray & Liguori, 1993:331) due to increased automation and technological advances which allow customers to virtually check in themselves in many instances. At the very least computer services allow guests to check out and in some cases even work with virtual assistants, concierge and more. In many cases this acts as a benefit for consumers who are hurried and looking for service 24 hours a day. This fact has perhaps negatively impacted the human services aspect of the industry, but the trend seems to be continuing into the future and will likely grow as technology results in more automation over time.

Conclusions/Analysis

The hospitality industry has existed for ages, and will continue to thrive as long as consumers and mankind has a need to travel. The face of hotel and motel operations has changed in recent years with the advent of technological advances that have made travel and tourism more efficient and appealing.

Likewise hotel and motel management and operations has adopted many systems that are technologically advanced to help streamline processes and ensure customer satisfaction and loyalty. With the advent of hotel information systems and enterprise resource systems, many different aspects of hotel and motel management can now be combined to offer optimal service. Coordinating each of these aspects of hotel management can be problematic at times, but when adequate training and continuing education are made available to staff, by and large technology serves as an asset rather than a hindrance to the industry.

There are many other trends and issues relevant to the travel and tourism industry. Consumers are now becoming their own travel agents thanks to the advent of technological advances including the internet which allow instantaneous booking, planning and entertainment. Consumers are becoming savvier and demanding more technologically conveniences as they travel. Technological advances have also made travel less necessary in some instances, so sales and public relations specialists are forced to concentrate their efforts on selling the benefits and conveniences of travel.

It is likely that technological advances will continue to impact the travel and tourism industry as well as the field of hotel and motel management for years to come. Thus it is important that managers and executives in the industry keep abreast of changes and new technological advances, and make every effort to incorporate them into practice as often as possible.

In the meantime, other trends are important to follow and accommodate for, and it is likely that representatives in the industry will continue to modify services and adapt practices to meet the changing needs of consumers and the trends that continue to shape the industry as time progresses. The hospitality, travel and tourism industry has constantly adapted and changed with technological advances and changing consumer needs and demands. The forecast for the future looks positive as long as it continues to do so.