Time to Deal with your Business Center Computer
As displayed on HotelExecutive.com
By: Josh Friedman, VP Marketing of Eleven Wireless
March 15, 2006

If you don’t have a business center in your hotel, or if you have one and it’s antiquated, it is time to bring it up to a decent standard. Guests are increasingly using business centers for computer access and printing documents. It will soon be a requirement to have a solid offering for your guests. Dropping the old accounting computer on a desk just doesn’t work.

The hospitality industry recently experienced a similar evolution of broadband access for guests. First guests asked for it. Then they demanded it. Hotels saw the opportunity as a competitive differentiator, which quickly moved to a competitive necessity. Now, many hotels - whether economy or luxury - either have a broadband network, or plans for one. In fact, the total number of hotels in North America with broadband deployed grew to 15,000 in 2005 from 9,500 in 2004. This is expected to grow to 20,000 in 2006. North American hotels represent roughly 60% of the hospitality broadband market worldwide.

Further, in North America during 2005 there were 98.6 million broadband connections at a 12% take rate (35% growth over 2004). This is expected to grow to 122.6 million connections at a 14% take rate in 2006. $568.7 million in guest revenue was generated in North America for broadband during 2005, roughly 70% of the total worldwide. Worldwide hospitality broadband revenue is expected to top $1 billion in 2006. See the In-Stat report entitled Battling for Broadband: Broadband in the Hospitality Industry for further detail on all of these statistics.

Now that broadband networks are deployed, or will be soon, it is time to think about what’s next. The most immediate and relatively obvious guest amenity related to broadband is the business center computer. Increasingly, business travelers are leaving their computers at the office. When work needs to be done abroad, though, these guests are in a bind. They need access to a computer and the software used regularly to perform their tasks. They expect to find such computers in the hotels they patronize.

Historically, many hotels have turned to basic Internet kiosks, but these typically provide only browser-based Internet access. Not only this, but the user experience is not up to guests’ standards. More recently, hotels have set up their own basic, outdated desktop computers, placing them in the hotel lobby or business center. These computers typically fill up with viruses, spyware or other malicious software and are quickly unusable. They are not secure for guests. Often, business centers are staffed by hourly employees unfamiliar with the technical demands of guests. An incomplete solution can turn good intentions into negative or frustrating guest interactions.

None of these approaches has allowed hotels, or their service providers, to deliver complete computer functionality to guests. Nor have these approaches enabled the hotel to properly monetize business center computing and printing. Even some newer systems don’t allow hotels to control their brand image and guest experience, let alone centrally manage, control and report on business center use.

Hotels need to offer a full-function business center computer that provides a user experience comparable to guests’ homes or offices. This would suggest supporting multiple operating systems, either on one computer or more; full black-and-white and color printing; and, ideally, hotel wide printing, including for non-business center computer users. Hotels should be able to fully customize these systems with their brand or flag – from the on-screen demo and login process, to a credit card receipt and any collateral onsite. Essentially, like most other items onsite, the hotel should be able to extend its brand to the guests.

What to do now? Are there things to be aware of in moving forward? Fair questions. Here are some things to consider:

1. Select a business center computer solution that ensures guest privacy and security. Period.
2. Guests need their applications. Be sure they get them.
3. Simplify the management of the business center computer solution.
4. Establish flexibility and control.
5. Select a vendor who will provide flexible purchasing options.

1. Select a business center computer solution that ensures guest privacy and security. Period.
This really is a non-negotiable point. You simply cannot take the risk of affecting your guests’ privacy or security. If guests sense a risk there is no way they’ll use the product you deploy. Many vendors claim to address this, but you really need to press them. The system should fully delete and clean any and all files, settings, websites, cookies – anything that is used during the session.

2. Guests need their applications. Be sure they get them.
Users who leave their computers at the office or home will only use a computer that has the applications they need while traveling. For business travelers this means full Microsoft Office and many other business applications. Leisure travelers typically expect games and other entertainment applications, such as instant messaging or voice over IP phones. Over time, guests will inform you if the applications they need aren’t on the system. The vendor you select should have the ability to add these applications. Ask them. If they won’t, don’t select that vendor. This is a sign as to whether they will meet your needs in the future, not just now.

3. Simplify the management of the business center computer solution.
Given that you have a broadband network in place, be sure you have one system that manages all applications and content over that network. You’ve spent precious capital and time. Your guests are using the network and expect great service. Now, you’re going to provide a proper business center with computers for them to use. Be sure it is combined with your existing broadband network and manageable from one system. While this is setting the bar high, it is necessary. Do you really want another IT system to manage separately? You will get comprehensive reporting from a single system. This results in operational efficiency for your staff and will allow better guest support and service.

4. Establish flexibility and control.
Some business center computer products don’t allow hoteliers to change or control important elements of the solution: branding, pricing, time increments, reporting, and guest receipts, among other items. It is important to select a vendor who provides a system that allows control of these, and more. Ultimately, flexibility of the solution provides a great guest experience. Without flexibility, the experience could go awry.

5. Select a vendor who will provide flexible purchasing options.
You know your business best, so this won’t be news to you: Select a vendor who provides a variety of ways for you to purchase or finance the business center computers. Many won’t provide terms that work for you. In some cases it may make sense to purchase versus lease. In other cases the reverse may be true. Why would you work with a vendor who forces you to make a decision that isn’t congruous with your needs?

The bottom line is this: Given all the information above, be sure you make the right choice for your organization in your decision to implement a proper business center computer. Generally, hotels make the right decisions in addressing market needs and taking care of guests – don’t overlook the business center needs. In properly addressing these needs, you will find new sources of revenue – directly, through revenue of computer usage and indirectly, through increased ADR and occupancy.


Josh Friedman is the co-founder and VP Marketing for Eleven Wireless. Eleven has been in the hospitality broadband industry since 2001. The company’s software is used in many of the leading hotel properties throughout the United States and Central America. The company is a leader in on-demand software for broadband networks. He can be reached at 503.222.4321 ex 111 or josh.friedman@elevenwireless.com.