Blog Archive

Hotelier news, tips and advice from industry experts.

Welcome Anywhere Property Managment System > Articles by: Mark Ellis

A question for you: is your hotel the main reason for guests to be visiting your area?  Perhaps you have a spa and run relaxation weekends.  Maybe you host major events.  It would be nice to think that your venue is the epicentre of your guests' weekend, but for many, it's probably more a matter of convenience.

Sorry.

This is why destination marketing is important.

Outside the swooshing doors of your lobby lies a town or a city worth visiting, and to help you sell rooms, it makes sense to highlight this to potential guests.  Here are 3 reasons to make your surrounding area the focus of your marketing.

Destination marketing creates local partnerships

Your area probably contains a rich environment of activities and facilities.  Is there a local museum, or art gallery, that is open to the public?  For the more rural locations, perhaps there are local walks and parks that are worth traipsing around, or local produce that can only be bought from your area.  If that's the case, tell everyone and demonstrate the pride you have for your community!

On the face of it, this might seem like you're giving other businesses and attractions column inches for nothing.  However, by bringing the culture of your area into your doors, you're actually creating invaluable partnerships.  For instance, that venue down the road hosting the Sheryl Crow concert might have space for you on their website, and local suppliers might be inclined to recommend you in their own marketing materials.

Let your destination marketing strategy be the leader in a small community that strives to increase profitability, together.

Let PPC drive traffic to your website

It's always tricky looking for the right keywords for your search engine optimisation and Google advertising.  As a hotel, there's probably many search variations and keywords that you're already bidding for, but do you have a specific keyword group created with your local area in mind?

If you aren't using pay-per-click (PPC) as a channel, it's still worth considering doing so just for your local area, because someone's "booking a trip to Northampton" Google search might drive traffic to your website.  For whatever reason they're in your area, your facilities and comfortable beds might just be the thing they need to complete their visit.

As long as your landing page is relevant, and your website up-to-date, there's a higher chance they will convert.  Sure, on your website sits all of your promotions and those tempting photos of clean sheets and succulent breakfast muffins, but if you add some locality to your PPC strategy, destination marketing may bring a fair few additional guests through your doors.

Build relationships with your guests

Every hotel is always looking for that opportunity; to create a memorable moment perhaps, or to deepen the relationship with their guests.  A cynic might suggest that this is only for a cheeky upsell, while others will recognise that a memorable stay encourages loyalty.

By being knowledgable about your local area you'll build trust with your guests.  Recommending another business isn't sending someone to the competition -  it's building a rapport and demonstrating that you're more interested in their break.  So, don't be afraid to suggest they take lunch at a specific café; the guest response to a good suggestion for what to do while staying at your hotel could lead to greater loyalty with your brand - and that's a very good thing indeed.

Wrapping up

We would all like our business to be the focus of any marketing campaign - it's natural.  We're a competitive species that's territorially motivated and passionately protective of our businesses.  However, the reality is that for many people, your hotel is perfectly located for a good night's sleep, and  that location may just be the key to getting more people through your door.

So, what's going on in your area that we should know about?

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In-room hotel entertainment used to be remarkably simple. A TV with access to terrestrial channels and pay-per-view movies was about as far as it stretched until tablets, streaming and a desire to link home devices to in-room tech began to emerge.

The Caterer recently published a round-up of what it expects to be the in-room entertainment of choice for hotel guests during 2019, and it caught our eye. If you haven’t read it yet or would like it summarising, we’ve done just that (you can thank us later).

“Casting” will be the new buzzword

If you’ve invested in a Google Chromecast for home entertainment purposes, you’ll be acutely aware of how wonderfully convenient it can be to beam video content from your smartphone or tablet to the TV.

If ‘Chromecast’ means nothing to you, think about the number of times you’ve found a YouTube video on your phone but have become frustrated by the small screen’s inability to immerse you in the content when you have a perfectly good (and big) TV sitting opposite you.

Devices like Google’s Chromecast enable users to transfer video content from a handheld device to the television, and with more hotel guests wanting to watch their Netflix accounts while staying away from home, offering them the ability to do that at your property could result in plenty of favourable reviews.

WiFi: as essential as hot water

Just as they’d expect running water from taps upon entering the bathroom, modern hotel guests expect WiFi to be available immediately and for free. What’s more, they won’t stand for a weak, slow connection - much like they wouldn’t stand for a lukewarm shower.

In the Caterer article, marketing manager of Airwave, James Grant, explains that “WiFi is at the bottom of it all”. He also points out that, beyond WiFi, guests are increasingly expecting the same level of tech comforts at hotels as they enjoy at home.

Thankfully, rather than a complete overhaul of your in-room systems, this might simply mean implementing stronger, free WiFi and the ability to ‘cast’ (see above) content from personal devices to the TVs you provide in each room.

Familiar EPGs

How many times have you checked into a hotel room only to be frustrated by the infinitely-confusing TV menu system? Imagine, instead, turning on the box to find the familiar sight of Sky’s EPG.

Bliss!

Sky Select is Sky’s centralised HD distribution system for hotels, and it’s starting to make its presence felt in rooms across the UK.

But that’s not all. Savvy hoteliers are beginning to use management software than enables TVs in public areas such as the bar to display special offers and hotel-specific advertising. Imagine being able to signal the start of happy hour during the half time of a big game!

Audio expectations

It’s not all about visual stimulation when it comes to the modern hotel guest. With more and more bringing colossal music collections on their smartphones thanks to streaming services such as Spotify and Apple Music, the ability to play their favourite tracks on decent hotel room speakers will go down very well indeed.

Thankfully, speaker technology has accelerated to the point where a great sound can be produced from a particularly diminutive device, with some - such as Amazon’s Alexa - even incorporating speech recognition and digital assistant capabilities.

Wrapping up

Perhaps the best news about in-room tech expectations in 2019 is, as we’ve alluded to above, the fact that it doesn’t have to cost a fortune for the hotelier to implement.

Technology is reaching the point where services, hardware and software platforms that were once only available to those with deep pockets is now democratised. Guest expectations might be on the rise, but exceeding them won’t break the bank.

What in-room hotel tech are you most looking forward to implementing this year?

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The signs that you need to change your hotel’s property management system (PMS) aren’t always that obvious.

This is because the PMS is a tool which is deeply embedded within your operation, and even if it’s gradually falling apart by the seams, staff will probably accept its increasing number of foibles and assume that’s just how it’s going to be for the foreseeable future.

That’s just not good enough. And not on your team’s part, either; if your PMS is slowly dying or increasingly out of step with modern guest expectations, it’s no longer doing the job for which it was purchased.

Here’s five common but often hard to identify reasons that you need to change your PMS.

1. Your staff keep shouting at your current PMS

Why does it crash every time you click on the arrivals list? Why on earth do you have to keep doing that really complicated workaround just to place a deposit on a future booking?

If members of the team are continually shouting at the PMS or banging their fists on the table in frustration when it doesn’t act as it should, don’t assume it’s because they’re using it incorrectly or need training. While that might be the case, there could be something much worse at play.

Speak to the team and find out what it is that frustrates them the most about the PMS.

2. You’re still updating OTA sites manually (and you hate life because of it)

It’s the task on your daily to-do list that you’re always pushing to the bottom. It’s tiresome, laborious and nearly always results in you making mistakes because you just can’t be bothered.

In 2019 there’s absolutely no reason at all to update OTAs with rates and availability manually. Your PMS should connect directly to the likes of Booking.com and Expedia and do all of the hard work when it comes to ensuring every website knows how many rooms you have free and what your latest rates are. It should sort out the incoming bookings for you, too, thus removing any chance of the dreaded double booking.

If it doesn’t do any of this, you need to find a PMS with a brilliant channel manager.

3. Another guest has complained about the bottle of wine they didn’t drink

Not again!

How many times this week have guests complained about their room bill or queried certain items on it? And how often are those transactions related to the bar or restaurant?

Chances are, this is because you’re still manually transferring charges from the F&B side of the business to room accounts. Did you know there’s a much better way of doing this that pretty much eradicates human error?

A modern PMS should be able to connect to a host of POS systems. In doing so, it’ll enable bar staff to automatically post food and drink bills to room accounts. Some will even transfer across the POS sales data into your main PMS accounts reports!

Imagine that…

4. Very few guests bother to return

Tempting guests to return to your hotel isn’t easy, even if they had a brilliant stay with you the first time around.

In order to build great relationships with your customers that result in plenty of return bookings, you need to nurture them with email marketing and personalised guest correspondence.

Can your PMS send pre- and post-stay emails and SMS messages automatically? Are you able to export a list of customers that can then be imported into a modern email marketing tool?

If the answer is “no” to any of those questions, it’s time to get a new PMS - it’s that important.

5. Your competitors are wiping the floor with you

What gives? Your competitors’ room prices seem to flex more than yours and, as a result, they appear to know the secret sauce that draws in more guests.

Why can’t you do the same? And why do you never really know what level to set your room prices at?

Guess what - your competitors are probably using modern PMSs that enable them to flex rates strategically based on market conditions and work from actionable, insightful data about past performance.

Do you really want to be lagging behind because your system is no longer up to scratch?

Wrapping up

The best news? Property management systems no longer cost an arm and a leg. Well, some do, but choose the right one and you’ll pay a manageable monthly fee that enables every staff member to use the system no matter where they are or what device they have to hand.

Is it time you replaced your PMS?

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Hosted by TripTease in February, the Direct Booking Summit is the first event of its kind devoted to helping hoteliers increase the number of direct bookings they receive.

The fact direct booking now has its own summit is a clear indication of how big a challenge it is for hoteliers (particularly independents) to drive bookings through their own websites as opposed to the commission-based alternatives.

The good news? If you’re an independent hotelier, there are five things you can do in 2019 to maximise your direct bookings - and they’re easier than you might think!

1. A blatantly-obvious online booking button

We’ve offered this tip so many times in the past, but there’s no harm in reiterating it.

When you have a new website designed for your hotel, it’s easy to get lost in everything but the most important element - the call-to-action (CTA).

For a hotel, that’s the ‘book now’ button. If yours can’t be found immediately (i.e. without scrolling, or pinching to zoom on your phone [see tip 5]), you’re missing out on direct bookings - simple.

2. Nail the user experience

A beautiful website isn’t necessarily a functional website or one that’s a pleasure to use.

Given the visual nature of this industry, we’ve seen far too many hotel websites where there has been too much time spent on the design, leaving the user experience to chance.

You need beautiful, original imagery and video if you’re to engage potential guests, but you also need to make it easy for them to navigate. Here’s our user experience golden rules:

  • Make it easy to book (see tip 1)
  • Put all of the important information within the upper-third of each page
  • Create a simple, clear menu

That’s it. Easy, right?

3. Make security a priority

Understandably, there’s a lot of nervousness about data protection and cybercrime these days, and your hotel website needs to give its visitors the confidence to hang around.

You can do this by investing in a PCI-compliant online booking system for their credit card payments, and by ensuring that you have an ‘https’ security certificate for the website. The latter displays the little padlock icon in most browsers and is an industry-standard form of security.

These little things will add credibility to your brand and encourage people to hang around long enough to book.

4. Rate parity

If you’re advertising rates higher or lower on your website compared to the OTAs, you’ll be both breaking their rules and confusing guests.

Sound odd? Not really. Guests want transparent pricing, and finding multiple prices for the same room at the same hotel across multiple websites including your own doesn’t exactly inspire confidence. Why are they different?

If you have price parity across all of your online channels, the choice of booking method for the guest will usually come down to whichever website they land on when they’re at the buying stage of the customer journey. If yours keeps them engaged and makes it easy to book, why would they head back to an OTA?

5. Mobile compatibility

Test your hotel website on your mobile phone.

Most of the people who visit your website will do so on their smartphone. And that means everything should auto-adjust to fit any screen size, while keeping that all important CTA (re-read tip 1!) front-and-centre.

Whats the experience like? Painful?

You’re missing out on direct bookings!

Wrapping up

You’ll never achieve 100% direct bookings for your hotel. If you do, we’d love to hear from you.

But you won’t - sorry.

That doesn’t matter, though, because by using our tips above, you’ll significantly increase the portion that originate from your own website and in turn establish a brand that people want to return to again and again.

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So, here it is; 2019. Another new year. Time to pack away the Christmas tree (unless you’re doing the whole ’twelve days’ thing), and start the new year with a bang.

But how do you do that as a busy independent hotelier? With chain hotels continuing to pop up everywhere and brands such as Airbnb redefining guest expectations, what new year’s resolutions should you be making?

The good news? They’re pretty simple and don’t require any immediate action - just a promise to yourself, the hotel and its team that you will make headway on them as 2019 progresses.

Review your hotel tech

Hotel technology evolves at a rapid pace. In fact, it’s so fast-paced that you can be forgiven for lagging behind a little as an independent hotelier.

However, there are a few areas in which you might need to invest if you’re to continue providing a range of services and an experience that befits the modern guest.

Pay particular attention to the following:

  • The property management system (PMS): is it web-based, reliable and fully integrated with both your website and the OTAs on which you rely? Does it connect to your other hotel technology such as your POS system?
  • In-room guest services and entertainment: you don’t have to spend big here - the simple addition of USB plug sockets might be enough to satisfy the digital needs of your guests, but if budget allows, perhaps 2019 is the year you finally upgrade the in-room TVs to be fully on demand and add complimentary iPads to rooms, complete with a bunch of boredom-busting apps for the duration of guest stays. Have a look at last year’s guest feedback on TripAdvisor to spot areas where you might be lacking.
  • The restaurant: can you accept online bookings for your restaurant? If not, you might be missing out on a raft of reservations; people are far more inclined to book tables digitally nowadays.

Schedule some events

Staging events at your hotel is a great way to find new revenue streams.

Advertising yourself as a wedding and conference venue is no longer enough. What about running networking events for local businesses, or cooking competitions hosted by your talented head chef?

Live music, social dining experiences and tie-ins with local events can all be explored this year and might just result in a host of corresponding room bookings and new advocates of your property.

Turn your website into a conversion machine

Hotel websites are no longer simply digital brochures - they’re designed to bring in more bookings for the property; lots more bookings.

They can only do this if they’re set up for conversions in the same way an online store is. And if that sounds a bit cold or lacking in the personal touch for your hotel, you might need to leave some of your preconceptions at the door.

When you buy something on Amazon, it’s hassle-free; they’ve mastered the online shopping experience. The same should go for your hotel’s website. If someone wants to book a room, they should be able to check availability and rates and place their reservation as conveniently as possible.

It should be just as simple on whatever device they have to hand, and fast no matter how weak their connection.

Try out your online booking experience with the mindset of a guest in a hurry for a decent room at a decent rate. If you get frustrated, it’s time to look for a new platform.

Touch base with your OTA reps

Yeah, let bygones by bygones and all that - it’s the new year!

The relationship between independent hotels and OTAs has always been rather tetchy, but OTAs aren’t going anywhere and with January hopefully making you feel more reflective, now is the time to get back in touch with your OTA reps.

If you don’t hear from them regularly, be proactive and seek out their help. For all you know, there could be much better ways to manage your listing and there might even be new tools you can use to optimise your presence on such sites which could result in better placements.

Make 2019 the year you foster a healthy relationship with the OTAs you rely on. Challenge them but accept their help when it’s offered. Combined with a conversion-tastic hotel website (see tip above), this is the best strategy for a stellar online presence that will result in plenty of profitable bookings.

Wrapping up

What’s your hotelier new year’s resolution? What have we missed?

Tell us what you’ll be doing this year to bring in more bookings and draw guests away from the big name competition by commenting below!

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In episode 12 of the Welcome Systems podcast, we're joined by two award-winning hoteliers - Frances Meeres Young of Stoberry House and Struan Lothian from Knockendarroch Hotel and Restaurant.

Having both picked up prestigious awards from the Good Hotel Guide this year, we decided to quiz Frances and Struan on what it takes to become a successful independent hotelier in the digital age.

This is a must-listen for any hotelier who wants to know how to raise occupancy, develop a consistent yet personalised service and make the most of the wonderful technology available today.

Find out more about Stoberry House by clicking here

Find out more about Knockendarroch Hotel and Restaurant by clicking here

https://soundcloud.com/user-568165456/the-welcome-systems-podcast-ep12-knockendarroch-and-stoberry

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Online travel agencies aren’t going anywhere - let’s get that particular fact out of the way immediately. That means savvy hoteliers will continue to pay commission for the new bookings generated by sites such as Booking.com.

But that’s not a bad thing. You see, if you’re running one of the latest channel managers for hotels, you’ll benefit from a set of tools that make online distribution a cinch.

Such tools provide you with something rather invaluable: more time to work on your direct booking strategy. And, with that in mind, here’s four direct booking strategies you should be working into your 2019 hotel marketing plan:

1. Ensure your website is mobile-friendly

How often do you encounter websites that don’t work properly on your smartphone? You have to pinch to zoom and read text and, nine times out of ten, you’ll hit the wrong link as you try and navigate the site.

In a 2017 survey by Google, 89% of people confirmed they’re more likely to recommend a brand after a positive mobile browsing experience. How compatible is your hotel’s website with smaller screens? If it’s a frustrating experience, make 2019 the year you go fully mobile-first with your web presence.

2. Reach out to existing guests

The guest email addresses you collect could hold the key to a significant uplift in return bookings.

With an email marketing platform such as Mailchimp or Campaign Monitor, you can finally make use of those email addresses in 2019 by sending tempting offers to stay with you again. And, if your PMS allows you to filter and export specific sets of customers (by business or leisure and demographical data, for instance), you can send highly relevant emails to people who are most likely to engage with them.

Oh, and the good, old-fashioned telephone and snail mail aren’t bad ways to reconnect with old guests, either!

3. Build a rate strategy from past performance

Providing you have a PMS that offers deep analytical data on your guests’ past staying habits, you should be able to create a rate strategy for 2019 that’s influenced by past performance.

Look for your most popular rates by booking channel and try and identify those which were most often booked directly. You clearly got something right, whether it was the inclusion of some free extras for booking direct or the name you chose for the package.

The more you study last year’s performance, the more you’ll be able to spot direct booking trends that will help inform the hotel’s rate strategy for 2019.

4. Find something unique about your hotel - and promote the hell out of it

Every independent hotel is unique. For some, that uniqueness is obvious (the presence of giraffes as dinner guests, for instance), while for others, it’s a little more subtle - but equally compelling.

Whether your property is supposedly haunted by a ghost, once played host to a celebrity or played a minor supporting role in an episode of Dr Who, make a big noise about it next year.

Booking via OTAs is a relatively soulless experience, simply because every hotel is listed in a near-identical fashion. When people reach your hotel’s own website, they want to be drawn into your world, and one of the best ways to achieve that level of engagement is to highlight the one thing that makes your property unique.

Don’t be shy - shout loud and proud about whatever it is that makes your hotel special and have some fun with it; create a special menu or stay package based on the unique element.

Wrapping up

You have the time to undertake the direct booking strategies above, even if it feels like the clock is forever ticking against you.

The trick lies in making your direct booking strategy a vital task that’s present on every day’s to-do list. Find the time, and you’ll find more guests who are willing to come straight to your website rather than book via OTAs. It’s that simple.

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A couple of weeks ago, we asked UK hoteliers what they’d like to buy their hotels for Christmas.

It only seemed fair. After all, on the 25th December, we all get to open our own presents - so why shouldn’t the fabulous hotels that can be found in every nook and cranny of this country get a little treat, too?

Well, we received a whole bunch of requests for Santa (some unpublishable), and we’d like to share the best with you today. Anonymously, of course…

All my hotel wants for Christmas is…

…“A new washing machine”

Clearly, this hotelier (and probably the guests) are a bit fed up with less-than-fragrant washing. Or perhaps the spin cycle has broken (which is understandable - hotel washing machines are hard workers).

…“New staff”

We’ll just leave that one there.

…“A new chef”

And… we’ll leave that one there, too.

…“A drop in VAT”

The 20% VAT rate paid by UK tourism businesses is one of the highest in Europe, and there has long been a campaign to see it slashed to 5%. There’s even a website that encourages those within the industry to rally against the high rate. Can Santa help?

…“A visit from Santa with chocolates for all the staff on Christmas morning”

This seems entirely justified. Long hours and early starts means sugar is a vital pick-me-up for hotel staff, and Christmas means you can eat as much of it as you like - as early as you want in the day!

…“A week off”

Run out of holiday allowance? Maybe Santa can have a word with the person in charge of HR.

…“Christmas off”

More hotels are now opening over the Christmas period as people search for alternative ways to spend time with their family during the festive season. Unfortunately, this desire to leave the cooking and clearing up to someone else inevitably means the responsibility falls on the shoulders of hospitality professionals.

…“A refurb of the reception to create the best first impression”

It’s the first impression most guests get of your hotel, and while it might be a big ask, we’re sure Santa will understand and be able to call on his friends in the trade.

…“Faster internet”

Super-fast broadband is still struggling to make its presence felt across the entire UK. Santa might have his work cut out with this one.

…“The car park resurfaced and spaces made bigger”

We can only assume that the later part of this request is in response to the increasingly massive SUVs and 4x4 ‘Chelsea Wagons’ people are filling their drives with these days.

…“More direct bookings”

We hear Santa knows a thing or two about channel management, so he’s probably in a great position to help out with this particular request.

…“More weddings and event bookings”

Have wedding and event bookings slowed in your hotel? These remain two of the hardest market segments to crack as an independent hotelier.

…“Room refurbs finished quicker”

With guest expectations continually rising for the in-room experience, it’s not unusual for hotels to refurbish rooms more regularly. But, yeah, wouldn’t it be nice if the paint dried a little quicker and the carpet guy turned up on time?

…“Wi-Fi and coffee machines in all guest rooms”

This sounds suspiciously like a guest request, but as these two things are essentially the fuel of life, who are we to question them?

…“A Christmas party for the whole group”

Depending on the hotel group in question, that’s probably one hell of a Christmas party. Although, we’re sure Santa can pull some strings (particularly those of the finance director’s purse…).

…“A staff coffee machine”

Yeah - why should the guests get all the coffee tech? As any hotel worker will know, attempting to get through a long shift without at least a couple of decent coffees is virtually impossible. Ok - harder.

…“Elves to come in and take over at Christmas so the staff can have time off”

Imagine how cool a hotel run by elves would be. This is our favourite; we’ll ask Santa to push it to the top of his list.

Let’s see what Santa brings on Christmas Day morning, eh?

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A recent story that’s shocked the hotel industry is the data hack at Marriott’s Starwood division. Affecting over 500 million customers, the cyberattack resulted in email addresses, passport information and, most worryingly, encrypted credit card data being compromised.

When news stories like this emerge, it’s a reminder that any hotel is at risk of fraud. A security breach can be very damaging - especially in the digital age where hoteliers are requesting more sensitive information from their customers.

Whilst hotel fraud is thankfully pretty rare (thanks in part to software security updates becoming a necessary part of everyday life), regularly assessing the associated risks within your own business should still be a top priority.

The scale of the task for Marriott’s IT security team is not to be underestimated, but this very unfortunate incident is a timely reminder that guest information security must be treated seriously by hotels of all sizes.

Let’s consider some of the modern forms of fraud that can take place in hotels.

1. Loyalty schemes

Loyalty schemes are a great way to ensure customers continually choose a stay at your hotel to keep racking up their points. By rewarding frequent guests with discounted nights or free use of your hotel amenities, you’ll keep them coming back.

However, loyalty schemes also feature an attractive database of information for cyber criminals, due to the belief on their behalf that customer loyalty scheme information is easier to obtain than encrypted credit card data.

By retaining names, email addresses and other sensitive information, your customers can become more susceptible to identity fraud. With the right cybercrime knowledge, their hard-earned points can be compromised or transferred to fraudsters to sneakily reap the benefits of your scheme.

2. Digital check-in

Offering a smartphone app to check in and out of hotels is a great way to increase guest satisfaction. It reduces reception desk queues and makes for a highly convenient stay, thus benefiting both your staff and guests.

However, you should always be aware of the increased risks this type of technology can have on the data you collect.

The depersonalisation of hotel check-ins can unfortunately result in guests being more susceptible to identity fraud. While fraudsters might not be able to bag themselves a free overnight stay, there’s still the possibility of skilled hackers bypassing the check in procedure to make use of guest-only amenities.

3. EMV fraud liability

Card preauthorisation via EMV (Europay, Mastercard and Visa) terminals is by far the most secure way to take payments from hotel customers, be it at the front desk or via an online booking.

EMV-equipped terminals accept fraud liability, which means your hotel and its guests are covered if any fraudulent activity takes place.

If your hotel doesn’t use EMV or a member of staff inadvertently uses a non-EMV-equipped POS terminal at check out, the liability remains with your hotel, which is bad for business and reputation. You should therefore always invest in up-to-date payment technology for your hotel - not just for efficiency, but for the extra security it offers you and your customers.

Wrapping up

Even with adequate security measures in place, it’s important to consider the ways emerging hotel technology can be targeted by cybercriminals for fraudulent activity. Marriott’s recent troubles demonstrate that it really can happen to any business, no matter how deep their pockets for cybersecurity.

Investing in the latest tech to create better guest experiences is still an important strategy for modern, savvy hoteliers, but cybersecurity is unfortunately a topic that isn't going anywhere.

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