Meeting a need……….
Tourism is one of the world's largest industries and it is projected to
be the world's largest employer by the year 2010, while simultaneously it is
already one of the largest income-generators in Europe. As the volume and the
quality requirements of the contemporary clientele is increasing constantly a
new need arises for new ICT tools that will enable SMHOs (Small & Medium
Hospitality Organisations) to integrate hotel operations, reshape the marketing
function, improve total efficiency, provide tools for market research, build
partnerships, enhance customer services while providing strategic
opportunities.
The revolution of ICT Technologies has a strong impact on the
tourism industry as it facilitates cooperation with all actors involved in the
value chain (i.e. clientele, employees, other SMHOs, public authorities and the
wider public) as well as it offers useful tools(i.e. internet) for the
exploitation of new opportunities i.e. globalization. The World Tourism
Organisation (WTO) underlines that “the key to success lies in the quick
identification of consumer needs and in reaching potential clients with
personalized up-to-date information” (WTO, Guidelines, Madrid). As contemporary
clientele becomes more familiar with ICTs, its expectations concerning the
usage of ICTs facilities in hotel rooms i.e. internet access, are increasing
too. Evidence from a recent survey in the USA indicates that there is a
dramatic shift in the usage of e-services through internet in
SMHOs. More precisely, the new clientele expects interaction and
prompt communication with hoteliers in order to satisfy their specific needs as
well as easy access to information through internet.
……….through an intelligent internet -
based service
Our service is an integrated internet based tool-set that targets the
integration of the value chain of SMHOs by
supporting their management activities and providing specific services for
specific actors, namely: customers, employers, other
SMHOs, hoteliers, public authorities and the wider public. More
specifically the service provides:
1.The “Before” service where
the end customer “visits” the SMHO where he/she gets (through the i SeT portal)
tourism information as well as a reservation service.
2.The “During” service where the end
customer “gets” (through wi-fi connections) internet access and a virtual
concierge service (information related to the local weather, transport,
attractions etc.)
3.The “After” service where the end
customer “gets” selected CRM (customised information, special offers etc.) and
loyalty management services.
4.Last but not least, in the
intra-organisational level the hotel employee will have access to an
easy to use management system that permits the administation of all the above
activities (i.e. billing, user profiling, etc.), as well as
5.in the inter-organisational level
the hotel owner will have access to a vertical portal dedicated to
clustering and networking activities of the local tourism SMEs.
It follows a diagrammatical representation of the service:
……….increases SMHOs’ revenue stream
Further, i-SeT service opens new and cost-effective sale
channels and markets, while it enables SMHOs
to reduce costs dealing effectively with all the administrative issues,
………..enhances customer retention
The i-SeT service enhances client’s retention through user
profiling and service personalization; improve image and brand awareness, and
last but not least
……….keeps up with competition and
maximizes return on investment
The key i-SeT service is provided in the
form of:
A. Easy internet access to the customers of tourist SME
accommodations
B. Provision of an interoperable environment of communication between SME
accommodations and the wider public (web portal)
However, i-SeT service
will be sold and marketed as one product that constitutes a holistic internet
solution for SMHOs and the wider public
as it incorporates a various set of services in a cost-effective package.
Executive Summary
