Farrell, S. (26 October 2006). Single-screen booking engines: the times are changing. Hospitality Upgrade. Retrieved March 7, 2007 from http://www.hospitalityupgrade.com/_files/File_Articles/HUFall06Farrell_SingleScreenBookingEngines_Fall06.pdf.
Summary:
The article “Single-Screen Booking Engines: The Times Are Changing” by Scott Farrell describes an area of focus and potential increase in hospitality, the use of single-screen booking engines. These booking engines, as the name suggests, use only one screen instead of the typical multi-screen process currently used by most hospitality companies. Using the more advanced Web 2.0, hoteliers are offered a competitive advantage in using this more dynamic, interactive platform because guests are offered a more personalized shopping experience, thus stimulating buying.
Single-screen approaches utilize Flash interactive technology. This technology is now becoming standard in Internet-enabled personal computers; about 98 percent of these computers have Flash Player installed. The installation of Flash allows for single-screen booking engines. According to Forrester Research, Flash Technology converts shoppers into buys 50% more often than the older, HTML, multi-step approach[1]. The single-step approach, which is currently used by Ikea, Timberland, and Williams and Sonoma, is preferred by customers and follows a more intuitive model of searching.
For hoteliers, single-screen booking engines can “enhance online merchandizing, give control to the customer, and improve guest satisfaction,” all of which assist in creating a more profitable company and build repeat customers.
Some doubt the merits of the single-screen booking engine and maintain the traditional multi-step booking engine remains superior. One of the most common misconstructions of single-screen technology is the limitations that are created; there are no limitations that affect performance. The advantages of the single-step booking engine transform the booking experience and are far more advantageous than their multi-step counterparts.
A single-step booking engine allows for a faster download than the multi-step approach. There is no waiting time, thus reducing the frustrations that may develop while shoppers wait for slowly loading websites.
The definition of the traveler and the behaviors he or she exhibits has changed dramatically in recent years. Travelers have less time and have become increasingly more proficient in using the Internet; they want dynamic results produced in real time. Single-screen booking engines provide shoppers with the interactive, engaging search experience they seek. Hotels that utilize this technology enjoy increased looker to booker conversion rates, revenues generated, and guest satisfaction.
Reflection:
This article presents a hospitality IT trend that will only increase in the future; the use of single-screen booking engines utilizes technology that will continue to become more advanced and widely used. I found this article very interesting because it included concepts we have learned in class about Web 2.0 as well as covered material presented in another class about the same topic.
Single-screen booking engines have been designed with today’s traveler in mind; the increase of Internet travel has shifted the power from the supplier to the consumer. The adaptation of these new technologies to create the single-screen approach illustrates this control the traveler has. Demands for fast results in an engaging, interactive setting were made, and the hospitality industry responded.
Hoteliers must embrace this new technology and determine the best way to transform their website to better reflect industry standards and guest preferences. Single-screen booking engines can be applied for hotels of all sizes and in all locations; this new approach will soon become a standard. Currently, use of the single-booking approach is viewed as a competitive advantage due to the lack of mainstream adoption. Hoteliers must constantly search for new, innovative ways to expand on this technology to maintain a competitive advantage in the marketplace.
It is very interesting to see the effect single-screen booking engines can have on shopper conversion rates. With such low industry standards for conversion, hoteliers should embrace this technology because of the many benefits received. Guests will be more satisfied before their initial visit to the property. The benefits and rewards the hotel receives outweigh any potential costs of implementation.
It will also be interesting to see if other areas of the hospitality industry utilize this technology and apply it to their respective needs. The use of single-screen booking applications by restaurants may be a future trend for that part of the industry.
Single-screen booking engines have the potential to change the hotel website, which will directly affect the profitability of the hotel. Utilization and application of Web 2.0 and Flash technology will allow hoteliers to provide travelers with websites that match their unique needs and preferences.
[1] Farrell, S. (26 October 2006). Single-screen booking engines: the times are changing. Hospitality Upgrade. Retrieved March 7, 2007 from http://www.hospitalityupgrade.com/_files/File_Articles/HUFall06Farrell_SingleScreenBookingEngines_Fall06.pdf.
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2 comments:
Web 2.0 is a trend in itself, so it makes sense to read articles concerning its application. Single-screen booking agents sound like a great idea. This would be great to target towards Generation X and beyond. As Betsy said, people are becoming more proficient when using computers and more specifically, the Internet. And, with proficiency comes impatience. Single-screen booking is a great way to keep consumers interested and engaged without having to wait for new screens to pop up. I think that this will be utilized more and more in the near future.
I agree with what Betsy had to say about the article, and I found the topic to be very applicable to what we have learned in class. I believe that single-screen booking engines will soon replace all of the other online methods, I just wonder how quickly it will take for that to happen. With today’s tech-savvy consumers, it is crucial to maximize seed and easy of use with internet sites in order to not loose guests to other companies.
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