Pounding the tech treadmill

Technology continues to develop at a frantic pace, impacting our everyday lives in a growing number of ways.

There is a variety of new technology innovations available to spas and clubs - from hotel spas to health resorts and gyms to golf clubs - that will benefit the operator and the customer.

Historically, technology could generally be divided into PC-based systems such as membership and diary booking systems and equipment-based solutions, such as computer-controlled gym equipment.

However, there has been an explosion of technology recently that blurs this demarcation. These technologies include the internet, mobile phones, radio frequency indicator (RFID) systems, global positioning systems (GPS), biometrics and lasers.

For PC-based systems, the main developments are in software technology and interfacing rather than in terms of functionality.

Updating technology from outdated, although highly efficient programming languages, to a modern architecture such as Microsoft's .NET platform is the prime objective of many software vendors.

This development enables web access, remote operations and a centralised system for membership, guest profiles or loyalty data that is far easier to implement.

This has also enabled the growth of a trend based around health information. No longer is it acceptable merely to store data about a guest or member's address, bank details, height and weight, fitness manager, preferred cosmetic products treatment history, etc.

Instead, good systems will already check health indicators for incompatible treatments if the guest/member is pregnant, has high blood pressure, or suffers from certain allergies or, for example, if they try to book a second sun-bed treatment within 24 hours of the first.

Some spa systems are even now including client health data records such as skin type, blood group and allergies, as the range of treatments on offer expands and encroaches into the medical world.

Online revolution

The internet has had, and continues to have, a major impact on many business applications. Clubs now provide online services for members. At golf clubs, for example, the types of online facilities available to members include the ability to join, pay subscriptions, book tee times, enter competitions, top up bar accounts, check the club diary for golf societies, enter scores, view leader boards and print handicaps.

These services are also reflected in real benefits to clubs, such as less telephone calls in and out, greatly reduced administration, minimal cash processing (with its security and banking implications) and increased marketing success through SMS texting and special promotions.

SMS texting via mobile phones to confirm bookings is another increasingly common development in the past year. Many spas will send a text (SMS) confirmation to a guest or member's mobile phone 24 hours before the appointment.

The hotel guest or member can then confirm, cancel or request to reschedule. The net result is a huge saving in ‘no-shows'. Cancellations and reschedule requests will create free slots that, with a wait list facility on the software, can be rebooked - increasing customer satisfaction and minimising lost revenue.

Technology continues to infiltrate gyms - even affecting the good-old treadmill. After all, although one of the most-used pieces of equipment in a gym, the downside to a treadmill has always been boredom, certainly when compared with road running.

Users have for some time been able to measure their time, distance, heartbeat and calorie consumption, as well as having big screens on the walls showing films or television. Now, the latest systems with on-board monitors enable users to select running courses with realistic videos of surrounding countryside, set up races between machines and even have races with other people in different locations over the internet.

More applications

Technology is also being used more at receptions and in changing rooms, with RFID technology being used for door access (including locker access) and for monitoring expensive equipment.

In the golf sector, technology is becoming as much a part of the golfer's standard equipment as a pitching wedge or driver. Many clubs are now using GPS technology.

Examples are high tech golf buggies that have display screens showing distances from buggy to pin, front of green, back of green and a fly-over view of the holes.

Back at the office, staff can display a map of the course showing location of all buggies, or indeed players. The daily position of the pin positions can also be beamed back and delivered to players on PDAs. The benefit of these technologies is to save time and speed up play.

There is also technology to help locate your ball when in the rough - something I would find of real value! It uses a proprietary digital imaging system to locate golf balls in all natural settings up to 35 feet away, with minimal ball exposed, using a small hand-held display unit.

Golf balls are also being fitted with microchips for monitoring shots on the driving range, although as yet these are not licensed for competition use.

Finally, a really impressive cloakroom management system was on display at a recent UK show that would be useful to clubs holding events. Many of us have lost our cloakroom tickets at an event and had much hassle to get back our briefcase or coat. This new system uses biometric technology to identify the individual entering the club or event and handing over property.

As the item is handed over, the person places their finger on a biometric scanner and a camera takes a digital photo. The system stores both with a ‘time stamp' and a printer issues a receipt. If the receipt is lost the person simply places their finger in the scanner and the photo and receipt number is brought up and the request validated.

The system also has many other features and benefits. One being the check on members at an event who sign in early when prices are discounted, then spend two hours at a cheaper venue before returning.

The system can check people out, with a 15 minute allowance for free re-entry - else a full fee to come in. This has obvious benefits in terms of secondary spend and gate revenue.

In summary, technology is not only increasing the guest experience but also adding efficiencies and benefits to spa and club professionals. It's now the responsibility of operators to stay abreast of new technologies and monitor those most suited to their facility. No doubt in 12 months time, a whole new raft of innovative solutions will have emerged.

Mike Preston is the managing director of Prismea Consulting Ltd, which provides international business development, management and IT consulting, and sales training and development. He will be presenting on ‘New Technology for Clubs and Spas' on day two of The Hotel Show, which runs from June 8-10 at Dubai International Exhibition Centre. For more information: www.prismea.com and www.thehotelshow.com

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