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Technolog Needs and Perception

An Assessment of the U.S. Lodging Industry

Galen R. Collins

Thomas E. Combrink

Marja J. Verbeeten

School of Hotel and Restaurant Management, Northern Arizona University.

A survey of managers at 550 U.S. hotels in all market segments found that managers of large hotels generally appreciate technology more than those in small hotels. Part of the reason for that finding may be simply that large hotels have more technology than small hotels and that it's hard to appreciate technology if you don't have it. Compared to small-hotel operators, managers of large hotels generally saw a greater need for technology in their operations. The front office is the area that would benefit most from a technology update, in the view of these managers, and the chief reason they see for installing more equipment is to improve guest satisfaction. Ironically, many of the managers believed guests did not make the best possible use of guest-room technology, but once again those managers generally had less guest-room equipment for guests to use. Perhaps the biggest difficulty in implementing any technological system is staff training. Due to turnover and the press of business, workers often are left to pick up the basics of system operation on their own.

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