The hospitality industry is a clear beneficiary of the growing number of tourists floating about the world. As the amount of disposable-income travelers increases, the number of those opting to stay in luxury hotels is also on the rise. As a result, luxury hotel operators are looking at ways to maximize on-site security as well as operational efficiency.
The tourism and hospitality sectors are inextricably linked — you can't have one without the other. This link becomes even clearer when looking at the numbers. And as the global economy continues to recover, so does the hospitality sector. International tourist arrivals grew by 5% in 2013, according to the World Tourism Organization's (UNWTO) January 2014 World Tourism Barometer. The APAC region leads this growth with the number of tourists reaching 14 million, a rough growth estimate of about 6%. Southeast Asia was the best performing sub-region with the number of tourists growing by around 10%. Africa was next after APAC with approximately three million new arrivals, followed by Europe and the Americas. For 2014, the UNWTO forecasts international arrivals to increase by 4 to 4.5%.
Not only is the number of travellers on the rise, the number of travellers with disposable income is also on the rise, fueling the demand for upscale and luxury leisure travel, according to EY's Global Hospitality Insights: Top Thoughts for 2014. The latest numbers from STR Global indicate that there are 2,312 hotel projects currently in construction, in development, or in planning in the APAC region as of March 2014. In the Middle East and Africa, 573 hotel projects are currently underway, with 25 hotels in the luxury segment expected to open in 2015 alone.
Luxury hotels have a lot to offer; however, opting to stay at a luxury hotel is more than just wanting first-class service and accommodations. It is also about feeling secure and knowing you can relax and feel at ease. For the hotel operator, security is of utmost importance. By utilizing newer security technologies such as physical security information management (PSIM) software and video content analysis (VCA) software, luxury hoteliers are able to not only secure their establishment and their guests, but also increase management and operational efficiency.
UPGRADES AND PROCUREMENT
How luxury hotel chains upgrade and procure their security equipment is different from standard economy hotel chains. Industry players estimate that luxury hotel chains, on average, look at large system upgrades every seven years, give or take a few. Upgrades are driven by anything from changing local regulations to system failures to incidents that point out security weaknesses. Regardless of the reason, during this time security directors of luxury hotel chains use this opportunity to take a hard look at how security technology has changed and how they can benefit from it, according to Brian Lane, Director of Product Management at 3VR. “This is when the ‘migration' from one technology to another begins.”
In terms of procurement, Ilya Umanskiy, Associate MD of Security Risk Management at Kroll in Hong Kong highlighted the competitive nature of luxury hotel tenders. Certain genuine process indicators/measures are used to select the right supplier. From there, a fixed pricing period is often determined, which is reset every two to five years. Lane further pointed out, “Hotels generally do not network their security systems together as an enterprise, therefore, a single hotel in a chain may elect to choose their own security system, independent of other hotels in the same chain, even luxury hotels.” Because a hotel operator or security director may have an established relationship with a local integrator, they are not always likely to purchase a single solution from one supplier, added Lane. “The hotel may have different components from several suppliers, but often will use only a single integrator.”
BETTER EFFICIENCY WITH PSIM
PSIM has been promoted within the security industry as solution for centralizing disparate systems; however, due to high cost, mass implementation outside of government-type and critical infrastructure projects has been limited. Despite this, more and more industries are realizing the benefits of using PSIM software to help manage their facilities. A report released by Transparency Market Research in January 2014 estimates that the emerging PSIM segment will grow at a CAGR of 25.8% from 2013 to 2019. This rise in PSIM deployment is attributed to a decline in price, increase in sophistication, and growing awareness among end users.
Luxury hotel chains are among those that are starting to see the many benefits that PSIM has to offer. “PSIMs are good when you have disparate systems that have been installed over the years where you can aggregate signal information in a single user interface where it can help centralize your monitoring,” said Umanskiy. This ability to centralize different systems makes it a great tool for luxury hotel chains.
Yet, demand for PSIM software varies by region and reach. “The demand is there. The big question is the global region of where the hotel chain operates and whether the hotel chain is a global chain or a regional chain or if it's simply a privately owned operation or several properties in a particular country or region,” explained Umanskiy. For example, hotel chains in the Western world are more likely to use PSIM software as a result of more technical knowhow available to explain how PSIM operates and what benefits it brings. On the other hand, in Asia, less market education and high cost have made PSIM adoption quite low. “In Asia specifically, that [PSIM] hasn't really been widely discussed by luxury hotel operators,” said Umanskiy. “They still either rely on access control platforms to monitor various sub-systems or use those systems as completely standalone, so they end up operating through different interfaces.” One reason for this can be attributed to the market for luxury hotel implementation in Asia being owned by integrators. Because integrators generally prefer to get in and get out, they are less likely to spend time educating users on what technology they are receiving, according to Umanskiy.
LUXURY HOTELS GET SMARTER
VCA, or video analytics, has been a hot topic in the security industry in the last few years. Making systems “smart” allows users to save time and increase operational efficiency. That is why luxury hotel operators are getting in on the action.
Aside from using PSIM software to manage and centralize systems, many luxury hotel chains simply integrate subsystems such as access control with video management systems (VMS), a more affordable solution. A VMS with VCA software integrated with an access control platform allows the video analytics to be applied and married to the access control database, asserted Lane. Video analytics at a hotel can be used for many different things. On the security side, VCA technology can help hotels that have issues with parties in hotel rooms — the video analytics can send an alert to security officers if three or more people enter the hotel through a back entrance using the same access control key. Analytics can also be used to help with operational efficiency, pointed out Lane. “For the operations of the hotel, analytics that determine queue length can notify the manager to add more front desk personnel when the queue hits a certain threshold, while face analytics can be used to identify VIP guests, and people counting analytics can be used to help managers find traffic patterns to help maximize staffing needs during peak and lull periods.”
Although deployment of VCA has clear benefits as a proactive tool for operations and surveillance, Umanskiy points out that it has limitations. Making sure that patrons feel safe at a hotel means making sure that the security measures are as unobtrusive as possible. Therefore, hotel operators cannot put cameras everywhere, as a certain amount of privacy must be maintained. Since analytics requires video content for analysis, it is not possible for analytics to be everywhere on a property. As such, it is important to understand the value of VCA applications up-front based on individual video surveillance deployment methodologies.
THE NON-ROOM SERVICE SERVICES
Services at a hotel can mean much more than decadent room service. In the case of security, services refer to maintenance services and extended services, both contracted and not. Again, like PSIM software proliferation, the use of monthly/annual service agreements is more widely seen in the Western luxury hotel chain market. Umanskiy attributes this to the fact that the majority of luxury hotel chains originated from Western countries. Because of this, growth and expansion of these Western hotel chains requires them to centralize their models and focus greater attention to best industry practices. Realizing that service agreements signed upfront, often as part of the initial bid, represent a better value, Western hotel chains prefer to sign agreements that include things like built-in maintenance, calibration requirements, upgrades, etc. “For the most part, hotel managers prefer to have the predictability of a maintenance plan versus paying for the maintenance repairs when an issue arises,” explained Bill Glover, National Account Manager at Tyco Integrated Security. “Having a plan in place helps for budgeting purposes, avoiding hefty fees from fixing technological issues throughout the year. It is also more structured and offers hotel managers a more efficient way of managing issues as they occur.”
However, Asian hotel chains are much less likely to engage in extended service or extended maintenance agreements. According to Umanskiy, Asian hoteliers do repairs based on time and materials. One of the reasons for this is a lack of formalized relationship with the integrator, and as a perceived 'cost-saving' measure, hotel operators will have the integrators on call, but rarely sign service or maintenance agreements. Even so, more and more hotels worldwide are looking at global best practices, which should result in more formal agreements between hotels and security service providers.
SECURE, PERSONALIZE, AND PAMPER
There are certain things patrons come to expect when staying at a luxury hotel. Personalization of stay and top-notch security are among those. The fewer distractions a patron has to deal with, the better they feel about their stay, meaning they are more likely to return in the future. Hotel operators have found several ways of ramping up security in a less “in your face” way that is helping to not only ensure the safety of those staying at the hotel, but also personalize their stay as well.
One way hotel operators are pampering their guests is by using facial analytics, according to Lane. “By saving a customer's face in the system, the system can then be used to alert the front desk when a ‘platinum-level' guest arrives.” Furthermore, combining card-key access with face analytics can provide guests with an even more personalized stay when entering the hotel spa or another service area. By combining these two technologies, service personnel are able to identify guests as they enter and call them by name. This coordination between security and guest service departments allows for in-guest concerns and in-guest needs to be more easily addressed.
DID YOU ENJOY YOUR STAY?
Making sure all guests are treated to a luxe experience means ensuring safety and security along with all the other five-star amenities people come to expect from luxury hotels. As the global economy continues to recover, both the tourism and hospitality sectors are expected to continue growing as well. The rising number of travellers will definitely require luxury hotels to amp up security measures. And as the price for PSIM software continues to drop and the accuracy of VCA continues to improve, there is no reason why both these technologies cannot see more widespread implementation in the future.