Elevate Your Property with Technology: Compete in the Online Market

Over the past four years, I have had the privilege of meeting numerous hoteliers across the UAE, ranging from 2-star to 5-star properties. These interactions have primarily been with Revenue Managers, IT Managers, and General Managers. Through these conversations, I've discovered a common issue: 90% of properties are missing critical elements necessary to compete effectively with their neighbours and competitors. Let's explore some of these gaps:

1. Direct Bookings vs. Website Performance Many hoteliers emphasize the importance of direct bookings, yet their brand websites are slow and have high bounce rates.
2. Lack of Revenue Management Some properties operate without a dedicated revenue manager or a revenue management system.
3. Resistance to Change While some managers want to upgrade their systems, accounting teams often prefer the comfort of existing systems, hindering progress.
4. Limited System Usage Some properties rely solely on PMS and channel managers, believing these are sufficient to manage operations.
5. Single Channel Dependency Some properties use only PMS and connect exclusively with Booking.com.
6. Manual Processes Others use PMS alongside manual entries for other operations.
7. Outdated Systems Some properties are content with their 10+ year-old systems and have no plans to upgrade.
8. Tech-Savvy Properties A few properties run their hotel tech-like pros, minimizing costs and embracing automation.

The purpose of this article is not to point fingers but to guide you on how to uplift your property in the online market to compete with bigger brands. Here's how:

1. Invest in Your Property Management System (PMS)

Your PMS is the core of your business operations. Start with a robust PMS and build the best third-party systems around it. A reliable PMS streamlines operations and provides a solid foundation for further technological enhancements.

2. Connect with the Largest Channels

Once you have a strong PMS, the next step is to connect with the largest distribution channels. Choose an innovative channel manager or Central Reservation System (CRS) that ensures your property is visible and accessible to potential guests.

3. Implement a Revenue Management System (RMS)

With the right PMS and channel manager in place, it's crucial to adopt a sophisticated Revenue Management System. There are many RMS options available. Schedule demos and compare at least 3 to 5 systems to find the best fit for your property.

4. Develop a Responsive Website

A high-performing website is essential. Invest in a responsive, user-friendly website and develop a strategy to drive Return on Investment (ROI). Aim to convert repeat and OTA business into direct bookings through your brand's website to increase profit margins.

5. Upsell Effectively

Upselling can significantly boost your revenue. Take the time to research and implement third-party upsell systems that enhance guest experience and increase per-stay revenue.

6. Utilize a Guest Service App

To streamline guest requests and enhance service efficiency, implement a guest service app. This will help you track, analyze, and respond to guest needs promptly, moving away from manual processes.

7. Simplify Your Back Office Accounting System

Your accounting system should support your operations, not complicate them. Ensure your back office accounting system is integrated seamlessly with your business processes, enabling smooth financial management without compromising your operational efficiency.

8. Invest in a Point of Sale (POS) System for F&B Outlets

For properties with F&B outlets, a reliable POS system is a must. It should not only facilitate sales but also provide deep data analysis to inform business decisions and improve service.

9. Implement a Specialized Spa System

If your property offers spa services, avoid using an F&B POS for spa charges. Invest in a specialized spa system with a booking engine to streamline operations and enhance guest satisfaction.

10. Stay Up-to-Date with Technology

Stay ahead by being the first to adopt and explore new technologies. This not only enhances operational efficiency but also encourages guests to engage with your in-house tech. There are many hotel-related technologies available that can be incredibly useful. You don’t need to adopt all of them, but select the ones that best match your operational requirements. To discover the latest hotel technologies, check out resources like Hotel Tech Report and ExploreTech. Compare different technologies and ensure you ask relevant questions during demos to find the right fit for your property.

Whether you are a 1-star or 5-star property, integrating these technological advancements will yield significant performance improvements. It is never too late to upgrade your property. Use the low (summer) season to implement these changes and prepare to compete effectively in the next season.

By investing in the right technology, you can elevate your property, enhance the guest experience, and secure a competitive edge in the online market.

Good Luck...