Development and Application of ATRIO PMS System in Hotel Diva, San Francisco - Case Study Example

Development and application of ATRIO PMS system in Diva Hotel San Francisco AFFILIATION: Development and application of ATRIO PMS system in Hotel Diva, San Francisco Hotel Diva, San Francisco Hotel Diva is a well-known and reputable hotel of Personality Hotels group; it is located in the heart of Union Square’s and has all the amenities for people who visit San Francisco. It started its operations in 1986 and has its presence on Geary Street that is two blocks away from Saks and Neiman Marcus (Hotel Diva, 2008). The hotel has been designed by top ranked artists of San Francisco so its architecture is appealing and attractive for the customers. When people arrive at the hotel, they have to stroll past an amazing sidewalk of fame, which is the superb Diva sidewalk that has signatures of celebrity guests and entrance directly in its lobby. Recently, the hotel renovated its structure and now it offers most extraordinary features to its customers (Hotel Diva, 2012). Each room in the hotel has been renovated with the most superb amenities that comprise carpeting with cobalt, headboard sculptured with stainless steel, CD players set inside the room, two telephones that have touch-tone and allow global internet data ports, voicemail and fax machine, latest televisions with VCRs, pay-per-view movies, Nintendo, honor bar showcase that has special items of San Francisco, maid services, and fresh newspapers (Stowe, 2012). All dining facilities are superb: California Pizza Kitchen, which offers inside dining and room service, and Starbucks, which is adjacent to the lobby. Along with dining facility, there are top quality day laundry and dry cleaning services, parking by valets that offer parking within and outside privileges, workout room with complimentary cardio services, video library that has a range of newly released films, a caretaker lounge that has magazines, brochures of tourism in San Francisco, literature on San Francisco, as well as green apples of Granny Smith and a gourmet coffee. The hotel is fully-equipped for business; it offers wireless high-speed internet access (“The Future of Hospitality is Here”, 2012). The target market of Hotel Diva comprises rich people looking for best quality services and complete access to all mandatory amenities. According to Creamer (2012), Diva Hotel has a reputation for offering customized services that are in accordance with customer demands; its management supports innovation and even has boutique properties that are providing access to ample services in a nearby location. The main objective of Hotel Diva is to exceed customer expectations by providing superb quality services and instant access to the most diverse range of facilities (Hotel Diva, 2012). ATRIO Property Management System (PMS) PAR Springer-Miller Systems, Inc., commonly known as PSMS is the wholly owned subsidiary of PAR Technology Corporation, which is recognized globally for providing hospitality management systems that are guest-centric, so that hotels, restaurants and all companies of hospitality industry can effectively manage their operations (ParTech, Inc., 2011). The company is well-known for development of ATRIO system for hospitality industry that can revolutionize the operations of all companies present in this particular industry. ATRIO platform of solutions is believed to be the latest generation of hospitality management software, which have been purchased by and built for hotels so that they can maintain their IT infrastructure (“ATRIO Guest Experience Management”, 2012). Since technological advancements happen on an ongoing basis, it is crucial for companies to upgrade their IT systems so that they have well-designed IT infrastructures that will allow them to integrate all requirements of hotel businesses; ATRIO is the best alternative for IT solutions, as it allows hotel owners to save money and control their IT cost. Every hotel and resort has a choice of deployment either on premises or on cloud or even a combination of the two, so that they have opportunity of implementing IT infrastructure that will work best for their business (“ATRIO Guest Experience Management: User Experience”, 2012). It provides a suite of solutions that make hotel management easier and brings new hotels online so that they can operate on web and integrate their hotel guest information systems. PAR Springer-Miller’s success is evident from its presence in about one thousand resorts, retail outlets and spas; ATRIO is the best creation of the company that has completely changed technology industry of the hospitality sector. The main features of ATRIO system comprise a module-based and intuitive suite that has simplified entire aspects of a technology system that is guest-centric, streamlines operations so that there is efficient working in hotels and resorts, as well as excellent velocity, big picture views, compliance at a global level, flawless integration, supreme and low cost scalability (Curtin, 2012). Significance of ATRIO for Diva Hotel ATRIO has been designed specifically for hotels and resorts to take advantage of both on-premises and on-cloud IT systems and to widen their customer base on web level (“PAR Springer-Miller Systems – ATRIO™ Guest Experience Management”, 2012). ATRIO Guest Experience Management System is considered to be the pioneer system for hospitality industry that has delivered an entirely new generation of technology. When Diva Hotel will applies this system in its organization, it will be able to enhance its performance and it will provide following benefits to owners and employees of the hotel: 1. Cloud- based hospitality management system will be implemented that will reduce complete cost of ownership. ATIRO embraces cloud computing that minimizes technology dependency on property and introduces user experience that is innovative and will allow users to make decisions quickly and effectively (Burnes, 2012). Hotel Diva will have access to an effective training program that will reduce time designated for training while enhancing efficiency and productivity of the staff. (“PAR Springer-Miller Systems – ATRIO™ Guest Experience Management”, 2012) 2. In order to provide superb user experience with ATRIO system, it is designed by UX experts and well-known architects of IT industry. ATRIO is engaged by focus group testing that ensures usability with zero training across a range of varying roles and demographics of the users (“PAR Springer-Miller Releases Newest Update of ATRIO™ Guest Experience Management System”, 2012). 3. ATRIO system is built with all features of cloud computing so that users are provided access to all features of e-commerce website; with the help of this cloud aspect, Hotel Diva will be able to avail flexibility options and install on-premise features that work both for in cloud and for on premise modules. (“PAR Springer-Miller Systems – ATRIO™ Guest Experience Management”, 2012) 4. Since there are innovative touch-screen features included in ATRIO system, users can enhance their experience by running the system on a workstation or a mobile device. Hotel Diva will be able to convert complex processes into simple and easy ones that enhance everyday experience of customers by allowing them to visit Google, use gaming consoles and latest smartphone applications. Everyone in the hotel will be able to use it as it is available in multiple languages and types of formatting of date, and it provides support even for cultural differences (Curtin, 2012). 5. There is Enterprise Service Bus (ESB) feature that allows flawless integration of current and future capabilities (Hotel Management, 2012). When Hotel Diva will implement this system in its premises, it will be available 24/7 from various browsers, workstations and handheld devices so the customers will be able to do online booking and gather information about services and skills required for operating systems of ATRIO (“The Future of Hospitality is Here”, 2012). (“PAR Springer-Miller Systems – ATRIO™ Guest Experience Management”, 2012) 6. As ATRIO has a modular structure, it allows quick integration of latest features and service modules so that it can be enhanced according to demands of various hotels. Hotel Diva will have all extraordinary features from a guest-centric to velocity feature along with amazing user experience. The system is designed to be modular, easy to use and flexible; it will allow the hotel to gain competitive edge in the hospitality industry and even get capitalization in technology advancements. Implementation plan for Hotel Diva In order to successfully implement ATRIO system in Hotel Diva, the management team will have to decide about the aims that are to be achieved by implementing this system. All benefits associated with the system have been mentioned above; they give ample evidence of facts that will help the hotel enhance its business performance. Since the hotel has been recognized for offering an excellent range of services (including online services), implementation of ATRIO will provide the opportunity to successfully meet demands of the customers. The complete cost of this system will be $2 million, which the company can afford (Hotel Diva, 2012). The management team will have to first understand the needs and critical aspects of the system for the employees to freely support application of this system in the organization. Cloud computing, which is easy to use, is the best feature of the system, and it will enhance online service experience offered by the hotel. The target users of this system in Hotel Diva are the employees, customer representatives, managers, and owners; all hotel’s employees have to be able to operate the system so that they can take advantage of efficient IT infrastructure and offer prompt services to the customers. Hotel Diva will first plan the complete strategy of implementation; the system will have to be designed in accordance with the hotel’s business requirements so that it has all the features that will enhance user experience in the hotel. There will be no need of incurring any training cost as employees can quickly learn to operate the system. It is designed for it to be used with keyboards, touch screens, and individual widgets. With the help of this system, everyday routine tasks will be performed efficiently as it will have complete details about services offered by the hotel; employees and customers will be able to review options available for them such as selection of amenities and housekeeping facilities. Employees will be able to deliver customized and personalized services such as wishing guests happy birthday on their birthdays and even providing them with such things as bottled water, in-room services, and many more. Hotel Diva will be able to implement the system with existing applications and data of enterprise. The management team will have to develop at least two year plan of implementation so that they can ensure that system is applied with perfection. The system has Windows Azure Compute so ATRIO can run application code of the cloud. There is even Windows Azure Storage, which provides storage services that are scalable and can be easily accessed along with Blobs and Tables. SQL Reporting and SQL Database services are offered by this system so Hotel Diva can avail of all services with accuracy. When a complete plan is developed, it will be easier to implement. To be able to use ATRIO system, users will be given user IDs and passwords; all users will have access to the required information, especially their bio data, salary packages, job descriptions, promotion patterns and career development opportunities. Hotel Diva will have to make decisions about making changes in their packages along with offering services that are required by the customers. In order to make sure that ATRIO system is completely upgraded, users will have to ensure that they update it frequently so that all information is latest in the system. With easy accessibility to vital information about the company, Hotel Diva will make quick decisions about growth and will make a good amount of profit. With the help of this system, revenues will be effectively managed by the hotel’s management team, and the hotel will be able to move in the right direction in the hospitality industry. Conclusion When ATRIO system is applied in Hotel Diva, skills of every employee and staff member will be enhanced. In today’s world, latest technology needs to be implemented so that efficient management of work can be done along with appropriate development of business operations that will enhance functioning of Hotel Diva. The information will be updated regularly, so decisions will be made timely. Everyone in organization will be able to exchange information that is vital for their jobs, and they will have quick access to all important data that will help them make decisions quickly. Since people are looking for hotel information online and want to make reservations on the hotel’s website, they will be able to use of e-commerce options available for them on Hotel Diva website. Therefore, ATRIO system will improve performance of Hotel Diva, as it will be meeting expectations of its customers by offering those services that will exceed their satisfaction level. References ATRIO guest experience management (2012). Retrieved from http://www.partech.com/hotel/atrio-software/ Creamer, D. (2012). 6 property management predictions that may impact your next buy. Retrieved from http://hospitalitytechnology.edgl.com/top-stories/6-Property-Management-Predictions-that-May-Impact-Your-Next-Buy81481 Curtin, S. (2012, May 26). Exceptional customer service is not complicated. Retrieved from http://www.4hoteliers.com/4hots_fshw.php?mwi=6852 The future of hospitality is here. (2012). Retrieved from http://www.htng.org/images/stories/innovation/2011/306_par-sm_atrio.pdf PAR Springer-Miller releases newest update of ATRIO™ Guest Experience Management System. (2012, June 25). Retrieved from http://www.hospitalityupgrade.com/_news/showNewsDetail-docID-5699.asp Hotel Diva (2008). Hotel Diva breaks the mold for Meeting Space. Retrieved from http://www.hotelsoftherichandfamous.com/news/hotel-diva/hotel-diva-breaks-mold-for-meeting-space Hotel Diva (2012). Hotel overview. Retrieved from http://www.hoteldiva.com/ Hotel Management (2012). Personality Hotels renews focus on social media. Retrieved from http://www.hotelmanagement.net/technology/personality-hotels-renews-focus-on-social-media-16067?utm_source=technology&utm_medium=newsletter&utm_campaign=technology_05102012&utm_content=personality-hotels-renews-focus-on-social-media-16067 ParTech, Inc. (2011). The dining customer’s view on emerging technologies and restaurant operations. Retrieved from http://www.partech.com/wp-content/uploads/2012/01/ParTech_Consumer_Research_White_Paper_February_2011.pdf PAR Springer-Miller Systems – ATRIO™ guest experience management. (2012). Retrieved from http://www.hotelmanagement-network.com/contractors/hospitality-software/atrio/ Burnes, Christopher R. (2012, February 14). Personality hotels move to the cloud with the ATRIO guest experience management platform. Reuters. Retrieved from http://www.reuters.com/article/2012/02/14/idUS149188+14-Feb-2012+BW20120214 Stowe, V.T. (2012). PAR Springer-Miller Moves Hospitality to the Windows Azure Cloud. Retrieved from http://www.hotel-online.com/News/PR2012_3rd/Jul12_PARAzure.html ATRIO guest experience management: User experience. (2012). Retrieved from http://www.partech.com/hotel/atrio-software/user-experience/ Read More