It’s a dilemma that’s been simmering under the surface of the industry for years and one that shows no sign of abating…
How does a hotel owner follow franchisors brand standards, whilst managing potential conflict with guest needs and ensuring a good return on investment?
Hotel technology is one of the key areas in which conflict between individual owner/operators and franchisors crops up, with both sides very territorial over how much ground (and control) they yield to the other party.
So, how did we get here and what’s being done to resolve an issue that threatens to remain a sticking point between hotel owners and franchisors for years to come?
Over the past ten to fifteen years more and more individual hotel owners and operators have opted to become franchisees of big name industry players, such as Hilton and IHG.
By joining a major hotel chain, these individual owners benefit from the brand association they get from being under such a well-known corporate umbrella, broader consumer recognition, plus access to well-established centralised reservation and booking systems.
By submitting to the will of the big franchisors however, decisions regarding individual hotel needs can be taken away from the individual owners, often to the detriment of the hotel.
The big franchisors maintain that owners must follow their brand standards to the letter, a situation that inevitably leads to conflict over things like in-room technology.
When it comes to investing in hotel technology, owners can be loathe to implement anything that doesn’t offer a good return on investment. Read More
Note : This is a guest article Timo Kettern, IT director for Westbridge Europe and hotel IT advisory board member for the Hospitality Technology EXPO (HTE).
Published: http://www.tnooz.com By: Timo Kettern