Investing in hotel technology – guest needs versus franchise demands

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:  By: Timo Kettern

About hospitalitytechnology

Technology is making greater and greater inroads into our lives. Right from when we wake up in the morning to when we head to sleep – we cannot imagine a life without the gadgets and gizmos that make life easy and interesting. When we travel and stay in hotels, our expectations are no different. We expect all the technological amenities we easily access at home if not more. The hospitality industry in increasingly accessing technology to wow guests, optimize their use of manpower, control hotel functions in an integrated manner and on the whole reduce costs while increasing efficiency. This blog is meant to track these technological changes happening in the hospitality sector. The growing move towards sophisticated hotel ERP, the growing use of cloud computing, the rapidly changing customer facing devices – smart phones and iPads, the increasing security concerns and more. Expect to find interesting articles, whitepapers, thoughts, and observations. Feel free to comment and even mail us content that you don’t mind posted here. Happy reading!
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1 Response to Investing in hotel technology – guest needs versus franchise demands

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