Asia-Pacific Enterprise Communications in the Hospitality Industry, 2008

Frost & Sullivan, April 2009, Pages: 189

Research Overview

This Frost & Sullivan research service titled Asia Pacific Enterprise Communications in the Hospitality Industry, 2008 provides market share analysis and revenue forecasts. This research service analyzes the landscape and prospects of the enterprise communication market in the hospitality industry in Asia Pacific from 2007 to 2014. Interviews have been conducted with end users, channel partners, and vendors in the geographic scope of Australia and New Zealand (ANZ), association of Southeast Asian nations (ASEAN), greater China, India, and South Korea.

Market Overview

Enterprise Communication is Poised to Grow Exponentially in the Booming Hospitality Industry in Asia Pacific

China’s hospitality industry is growing exponentially, mainly boosted by the 2008 Olympic Games and its closer ties with Taiwan. A few associations of Southeast Asian nation (ASEAN) countries such as Singapore and Indonesia also offer growth potential, with the governments in these countries actively promoting tourism and branding themselves as tourist destinations. There is sizeable market potential in the newly built hotels, including international chains and boutique hotels. As several international corporations begin to set up offices in India, China, and other ASEAN countries, business travel is becoming more frequent. Accordingly, hoteliers are feeling the need to upgrade to the latest communication standard.

"The renovation of existing hotels and retrofitting of existing buildings into hotels is impelling the market to adopt the latest communication technologies," says the analyst of this research. "Soon-to-be obsolete communication systems currently used by several hotels will be replaced by internet protocol (IP) solutions." Enterprise communications drive the efficiency and productivity of hotel employees and help reduce labor costs. Some hotels are equipping hotel employees with wireless handhelds to enable them to serve guests more promptly. Additionally, applications such as using IP phones to order food can save the cost of employing a receptionist, thereby enhancing the IP telephony market.

Customized Solutions with Local Language Support Should be Developed to Inspire Hotels to Embrace New Technology

"Due to relatively limited vendor sales and marketing activities in the hotel industry, many IT vendors are successfully leveraging opportunities in other verticals such as the government, education, and banking, financial service and insurance (BFSI) sectors," explains the analyst. "Sales in these verticals are considered ‘lower hanging fruits." In addition, a hotel’s priority, in terms of expenses, could be elsewhere – for instance, the restaurant or swimming pool. IP deployment to a hotel’s existing infrastructure requires upgrading of the local area network (LAN). A typical recommendation is usually the activation of layer 3 switching or virtual local area network (VLAN) implementation. However, some legacy Ethernet switches may not have quality of service (QoS) and priority queuing built-in, requiring, therefore, the installation of new ones. Furthermore, the audits may determine that the LAN capacity needs to be increased to be able to accommodate more data traffic. Such additional investments in the LAN weaken the value proposition for IP because they add to the cost per line to support IP telephony.

Success stories could be a significant motivating factor for hotels to embrace new technology. However, there is a dearth of sufficient references, probably due to the Asian concern of revealing their technological prowess to competitors, coupled with the cultural predilection to "not show off". Fully customized solutions with local language support should be developed. These could be vertical-specific, country-specific, and even hotel-specific solutions. "There are various types of hotels in this region," says the analyst, "From business to holiday type, natural resorts to emerging boutique hotels, and casinos to serviced apartments, with varying expectations for communication solutions." Vendors capable of delivering complete customized solutions are most likely to succeed. Local language support is also a part of customization as quite a number of languages are used in this region.

- Executive Summary

- Definition and Scope

- Enterprise Communications in Hospitality Vertical - Asia Pacific (excluding Japan)

- Enterprise Communications in Hospitality Vertical: Australia and New Zealand

- Enterprise Communications in Hospitality Vertical, ASEAN (Singapore, Malaysia, Thailand, the Philippines, Indonesia, and Vietnam)

- Enterprise Communications in Hospitality Vertical, Greater China (Hong Kong, China, and Taiwan)

- Enterprise Communications in Hospitality Vertical: India

- Enterprise Communications in Hospitality Vertical: South Korea

- About Frost & Sullivan

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