Question:

Conduct a review of the below article with a focus on information systems in 1000 words.

Your assessment must include:

1) What was the problem? - relate this to inefficiencies in the existing business processes.

2) What type of Information Systems were used to solve the problem - explain the additional support functions and improvements that were made to the existing business processes upon introduction of the information system (or systems)?

3) Explain how the Information systems support the corporate mission and strategies, and help the company gain a competitive advantage.

Hiltons OnQ Technology Platform Designed to BenefitGuests And Hotels

BY HOTEL BUSINESS ON JUNE 21, 2005INDUSTRY, PRINT STORIES

BEVERLY HILLS, CA Having installed a single technology platform called OnQ for all its 2,300 hotels by the end of 2003, Hilton Hotels Corp. has spent the past 18 months fine-tuning the system and developing next-step extensions so that the properties can function more productively and guests can make better use of their time while in the hotel. The strategy was to create one consistent platform that supported all our business functions across all our brands, including real-time reservations and inventory controls, revenue management, customer relationship marketing, accounting, and business intelligence, said sr. vp and CIO Tim Harvey. Once the basic system was up and running, we have been able to focus on some self-service applications to give travellers more choice in determining how they do business with us. Harvey cited two examples: lobby check-in and check-out kiosks that allow guests to save time by bypassing the front desk and advance off-site online check-in, so travellers can be sure of getting the guestroom they want. Both depend on OnQ to confirm which rooms are available on the night in question. Kiosks are now available at 45 core Hilton hotels and will be available at 125 by year-end. Our Embassy Suites brand recently made kiosks a brand standard, so they will be rolling out there as well in the coming months, Harvey said. In addition, Hiltons two midscale brands, Hilton Garden Inn and Hampton, currently are beta testing versions of the machine. For HGI and Hampton, were scaling back some of the functionality that the full-service version has, not because it isnt useful but because it may not be cost-effective for midprice hotel owners, he said. In all kiosk scenarios, Harvey said the intention was not to replace front-desk personnel, but to give travellers another option when they check in. Guest feedback has been positive. Frequent travellers especially may feel they know the hotel well and dont need the one-on-one interaction with a staff member. Rather, they prefer to save the extra time, Harvey said. The beta test for advance off-site online check-in initially involved 13 core Hilton brand hotels but is being expanded to 150 by the end of this month. Check-in is available up to 48 hours in advance. Again, its about giving travellers more control over their stay, he said. Certain travellers will have a clear room preference and being able to check in early helps ensure theyll get their preference. Unlike the kiosks at full-service hotels which provide a room key, guests who use advance online check-in still have to stop at the front desk to pick up their room key. The key will be ready though to be picked up, so it saves the guest waiting the extra minute or two while the front desk clerk cuts the key, Harvey said. At present, only Gold and Diamond-level members of Hiltons frequent guest program, Hilton Honors, are eligible to check-in remotely. Theyre our most frequent guests, so it made sense to make this privilege available to them first, said Hilton HHonors president Adam Burke. At the same time, we wanted to start on a modest scale to assess how great the demand was and work out any adjustments in the technology that might be necessary. The next step will entail making the service available to all HHonors members and then all Hilton guests. Going forward, Harvey said OnQ would facilitate more improvements in CRM. It started with guests being able to indicate their simple room preferences smoking or non-smoking, high floor or low floor, king bed or double-bedded room. But later this year, the system will allow guests to indicate their newspaper, pillow, dietary preferences, etc., Harvey said. Travelers who stayed at one Hilton brand can expect their preferences to be in the system and available across all Hilton brands. Guests also can look forward to more pre-and post-stay e-mail communications, including reservation confirmations, welcome and welcome back notes, surveys, and thank-you messages.