Guest columnist Robert N. Grimes reminds us that technology today is designed to enhance the guest experience.

Hotel technology for food service operations has made a complete circle over the past few years. While the end of the last millennium and the start of the new one highlighted technology as a means of cutting costs and operational efficiencies, today’s technology focus is on the guest and increasing revenue opportunities.

Concepts such as “lifetime value of the guest” have emerged as industry measurements along with that of looking at REVPAR and F&B standards such as Average Check, etc. The idea is to sell as many products as possible to the single guest and, in doing so, create a relationship with the guest that extends beyond a single room night or meal.

Some of your best guests, in fact, may not be the ones who appear at the top of the frequent stay/dining list, but are those who stay less and spend more —especially in higher-profitability areas and ones where others do not get a cut of the revenues.

We must look at the guest experience of old and where the incremental revenue (and profit) opportunities really lie. In the past, the guest went to a hotel to get an experience they could not get at home. But, today, guests look for experiences that at least match what they have at home.

So, specifically, how does technology play a role in this and how will it impact Hotel F&B revenues?

There is an opportunity to reach out to your local community to attract patrons to your F&B operations. Reservations technologies similar to those used to book rooms are readily available and can be linked, or not, with hotel reservations systems. In many cases, especially in higher-end hotels and resorts, these booking systems operate independently and can be part of larger groups to get the word out. Firms, groups, and associations the hotel might have access to will promote the F&B outlets. These include Zagat’s, DiRONA, and others like American Express or the local Convention and Visitors Bureau.

POS systems can also be automated to allow for ordering over the television, computer, or cell phone. Again, things that are being done in the “outside” world that guests look to hotels to provide as well. This is all about access.

Offering free in-room internet access drives guests to use F&B room service or delivery services from outside restaurants—many that pay a fee to the hotel. Of course, this lets guests get information and make F&B reservations independent of the hotel.

The bottom line: this is a guest focus. Connect the guest to the system and keep them long after the stay is over. Make the local community part of your guest pool for F&B. The technology tools are there. Take advantage of them and get connected.

Robert Grimes is Chairman & CEO of CynterCorp and its affiliated companies. CynterCorp provides a variety of technology integration services to the foodservice, retail and hospitality industries.

Frederick J. DeMicco, Ph.D, is professor and ARAMARK chair of Hotel & Restaurant Management, the University of Delaware.