The application of smart cards in hotels

Abstract

At the moment there is limited use of smart cards in hotels although the industry has begun to recognise their potential and more implementations are in the pipeline.

Certain features of the smart card are examined in the light of their relevance for, and potential impact on, hotel marketing activities. The smart card is adjudged to enhance the speed, accuracy and economy with which an array of hotel marketing activities can be carried out, in particular customer profiling, promotions, distribution and loyalty schemes with an eventual impact on quality of service.

The smart card, however, is not a panacea and indeed the swipe card already performs many of the same functions, albeit more laborioursly.

Keywords

smart card swipe card hotel marketing customer profiling promotions

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References

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