Source: Siguaw JA, Enz CA & Namasivayam K. (2000). Adoption of Information Technology in US Hotels: Strategically Driven Objectives. Journal of Travel Research, 39:192-201.
This interesting article investigates the link between structural aspects of a lodging establishment and the strategies that are supported by the technologies they adopt.
Four structural variables are defined, namely:
- Lodging segment (i.e. budget, economy, midprice, upscale, luxury)
- Lodging type (all-suite, extended stay, convention hotel, casino hotel, standard hotel, bed-and-breakfast)
- Chain affiliation (chain affiliated or independent)
- Size, expressed in terms of number of rooms
Three strategic priorities are considered, namely:
- Revenue enhancing strategies, e.g. yield management
- Employee productivity enhancing strategies, e.g. automation of manual functions
- Guest services enhancing strategies, e.g. customer relationship management
The survey results are reflective of the 4679 hotels who responded to the survey and had adopted at least one technology.
There were differences amongst the lodging establishments w.r.t. strategic priority, namely:
- Chain affiliated hotels adopt significantly more technologies than independent hotels, and specifically technologies that enhance employee productivity and also revenue.
- The more expensive the lodging segment the more technologies it adopts, and specifically revenue enhancing technologies.
- Convention and casino hotels implement more technologies than any other lodging type.
- Size influenced the extent of technological adoption and specifically the number of employee productivity and revenue enhancing technologies adopted.
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