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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

Syedain, H. (1993) 'Making the Smart Move' , Marketing, 25th February, p. 16.

Carter, B. (1992) 'Introduction to the Smart Card', European Payments Conference Tutorials', Edinburgh, 17th-19th November, p. 6.

Lathom-Sharp, D. (1992) 'Worldwide Growth of Applications', European Payments Conference Tutorials, Edinburgh , 17th-19th November, p. 1.

See ref. 2 above.

Schlumberger Industries in Gates , M. (1990) ' Smart Cards: The Next Marketing Marvel?', Incentive, February, p. 29.

Townend, R.C. (1992) 'Smart Cards — The Future', European Payments Conference Tutorials , Edinburgh, 17th-19th November.

See ref. 3 above.

Stanford, C. (1992) 'What is a Smart Card?', European Payments Conference Tutorials, Edinburgh, 17th-19th November, p. 11.

Ibid. p. 6.

10.

See refs. 3 and 8 above.

11.

See ref. 8.

12.

Rines, S. (1994) 'Card Sharp', Marketing Week, 4th March, p. 56.

13.

Cowell, D.W. (1984) 'The Marketing of Services', Butteworth- Heinemann, Oxford.

14.

Oyer, P. and DeHoust, M. (eds.) (1994) 'All-in-one Multi-application Cards', Smart Cardsystems Applications and Technologies, Conference Proceedings, Ramada Renaissance at Techworld Plaza, Washington, DC, 28th-31st May, p. 72.

15.

Mitchell, A. and Littlewood, S. (1992) 'Marketing's Smart Transformation' , Marketing, 21st May, p. 18; and Cobb , R. (1995) ' Smart Cards on the Table' , Marketing, 9th February, p. 27. (16) See ref. 8 above.

16.

See ref. 2 above, p. 3.

The application of smart cards in hotels

Abstract

Keywords

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References