Geetha Sham, SVP, Travel and Hospitality, Cybage on how the technology offerings blended with the expertise of domain SMEs becomes a winning combination
A global technology consulting organisation and a leader in the high-tech and outsourced product engineering space, Cybage is a technology partner which solves complex problems for its clients using new-generation technologies for Cloud, Mobility, E-commerce, Data Analytics, Social Collaboration, and enables enterprise-wide digital transformation.With a team of strong and dedicated SMEs, Cybage has an immense travel and hospitality domain insight. Geetha Sham heads the Travel & Hospitality practice as a Senior Vice-President. Her responsibilities include people and talent development, customer satisfaction, client relationship management, domain expansion, competency building, and strategic delivery for this vertical at Cybage. Geetha has an in-depth understanding of the Travel & Hospitality sphere. She spoke to ETHospitalityWorld on how the technology offerings blended with the expertise of domain SMEs becomes a winning combination, that allows Cybage to win and cater esteemed customers.
Q: As a technology consulting company working for diverse industries, what is your understanding about the level of modern technology adoption in hospitality and lodging industry in particular in comparison to other industries?
Ans: There are various aspects to consider when it comes to technology adoption in any industry. Direct comparison with other industries would mean comparing apples to oranges, but for a wider comparison there is a huge disparity in the technology investments made in hospitality as compared to the other industries. Many of the core systems that hotels used since long have evolved through decades and are still in use despite several hitches. This is because these systems still serve all the elementary requirements needed for smooth operations
For hotels, apart from other aspects, guest experience and global presence are key factors that impact their ROI. Guest experience in today’s date is beyond hygiene and needs to match the brand expectations and hence, there is a demand for technology adoption. On the other hand, investments made for global presence, help in attracting non-domestic guests and in increasing occupancy levels. Bigger hotel brands and hotel chains are investing in data centralization, integrations, loyalty programs, and many more initiatives that help them establish their brand name across the globe. Effectively, customer engagement and customer experience are the two areas where hotels seem to be investing more.
Q: What makes the technology demands and requirements of this industry different from other industry verticals?
Ans: For the hospitality industry, environment-related legislation, operations, global distribution (branding), and data centralization are the driving factors for technology demands. At a high level, these factors theoretically sound like other industries, but practically they are different at the ground level.
The perishable & stationary nature of hotel inventory is what makes the technology needs different from other industries. Essentially, the shelf life of room inventory is one night, so one unsold room night results in revenue loss. This demands for a revenue management technology adoption to approach hotel inventory differently. In addition, the stationary nature of this inventory demands to bring the consumer to the inventory which is the opposite of e-commerce industries. Thus, there is a technology requirement to attract guests and to provide them with a memorable user experience at the hotel premises.
Q: What is Cybage’s focus on the Hospitality industry as a specialized vertical and how are you equipped to address and resolve the inefficiencies in this sector due to lack of understanding or proper adoption of technology?
Ans: With a team of strong and dedicated SMEs, Cybage has an immense hospitality domain insight. Our SMEs are backed by experts in various technologies. The team of SMEs along with the technology experts are well versed with the technologies that are being used across the hospitality industry and have a strong functional knowledge of various trending applications. With this vast knowledge of hospitality domain from various perspectives such as supplier(hotelier), wholesaler, retailers, and consumers (B2B and B2C booking platforms), we at Cybage have the vision and capability of helping hoteliers build and manage applications for smoother operations and accomplishments.
In the last 25 years, Cybage has had the experience to work with some of the hospitality giants. This opportunity has helped our teams acquire substantial knowledge of the hospitality domain. While this learning is still on, Cybage also deals with new entrants/startups and coaches them on the functional as well as technological aspects to cope with industry trends.
Q: Today, the key challenge before the industry across the world is coping with the rapidly evolving technologies at all levels to remain relevant in the highly competitive business environment. How does Cybage help its clients with relevant technology investment inputs to make a judicious and relevant choice?
Ans: Cybage has a strong technology background and a vast experience of 25 years in software development. The strong architectural service offering covers the entire technology spectrum of any industry. But, that’s not all, the technology offerings blended with the expertise of domain SMEs becomes a lethal combination, that allows Cybage to win and cater esteemed customers. This team helps our clients develop cost effective, scalable, state-of-the-art solutions that can accommodate immediate as well as long term requirements.
Q: Could you throw some light on the key global and Indian accounts of hospitality clients of Cybage?
Ans: Cybage has been associated with some of the giants in the hospitality and travel industry. We are partners for a leading augmented hospitality hotel group - Accor; South East Asia’s largest bedbank - MG Bedbank; leading cloud-based and data-driven hotel partner - TravelClick, and a leading motel player - G6 Hospitality to name a few.
Q: How Cybage as a partner for travel, hospitality, MICE verticals tries to build convergence through technology to drive content, data, etc. in the sector?
Ans: Hotel industry is all about handling guests; be it guest shopping experience, guest in premise experience, guest preferences or dealing with guest’s historical data. Whereas, hotel applications are all about guest data (hotel and inventory details in Rate Management) or guest details and preferences in PMS, guest reservations CRS. Cybage being a data-driven company is well equipped to bridge the gap between Guest Experience and the Guest Data. By leveraging its vast experience of guest-centric applications, Cybage can efficiently manage integrations with multiple third-party applications such as CRM, CMS, Loyalty platforms, and multiple other event management platforms. Cybage empowers the decision makers at ground zero to make the right choice and remove perceptions and or emotions at play.
The original article can be read here: https://hospitality.economictimes.indiatimes.com/news/operations/technology/cybage-is-well-equipped-to-bridge-the-gap-between-guest-experience-and-the-guest-data/74771773