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Apple Wants To Get Into The Hotel Concierge Business

August 2, 2010 at 9:25 AM | by | Comments (3)

Is there anything Steve Jobs can't do? Not content to just woo us with iPads in hotel rooms, Apple is said to be looking into the hotel service industry in a much more direct way.

According to tech blog reports, Apple has filed patent applications for a few travel and shopping apps, one specifically designed to provide hotel amenities and services.

As CNET summed it up, "It also would appear to put some hotel concierges out of work."

With the ability to handle check ins and check outs, as well as room-service and movie orders, the hypothetical app would also let guests make local restaurant reservations, or source tickets to a local play.

We've heard this promise before—Eventi is one hotel rumored to be introducing a similar service-oriented iPhone app—but for the most part hotel apps are still offering more basic services like initial booking, maps and local tips.

The big deal about having Apple create their own app is of course that it would be more widely available to hotels. They wouldn't have to spend quite so much on designing their own software, and could focus on the range and quality of services to offer via the app.

We hate to say it, Mr. and Ms. Concierge—but if we were you, we'd be shaking in our well-shod boots right about now ...

[Image: USPTO/Screenshot by Erica Ogg/CNET ]

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not too worried

iphone/ipad apps have all been a bust and judging from apple's plans here, i can't really see anything more that they are adding. they are just going to make it easier for more hotels to have these marginal iphone apps.

i've used one of these when staying in a hotel and even ordering room service was not as convenient bc the app had no room for any special directions/orders. booking spa appts however and calling up your car from valet from the iphone are all convenient. but as far as restaurant rezzies and show tickets, i don't need a hotel app to do it, i can use opentable. but if i want the best seating, i'm going to hit up a real live concierge who has connections that an iphone app doesnt.

really, i've been so underwhelmed by this iphone app craze. the best iphone/smartphone app out there are the ones that can do keyless entry like the one IHG has been testing. all others are just all hype. sorry jobs but it's true.  

juliana on August 2, 2010 at 10:58 AM #Permalink

Nothing can replace the human touch

Interesting article. I thought it would be a good idea to share this recent story by Daniel Edward Craig, titled Is the Role of the Hotel Concierge Going Obsolete?

http://www.blog.danieledwardcraig.com/2010/07/is-role-of-hotel-concierge-going.html

As smart as our phones are, they can't replace the insider knowledge of the seasoned concierge.

Charles

Charles Yap on August 2, 2010 at 11:10 AM #Permalink

Unable to discern the delicate nuances

I manage a business in South Beach, FL where the competition is stiff, the variation in service is vast, and the insider knowledge is precious.  An app can provide inportant information, but is unable to discern the subtle indications given by guests about what they want. An app is unable to match levels of personal service with personal expectation.  The concierge is much more than a vehicle for passing along information.  Rather he/she is the liason between the hotel/city and the guest.  Let's see an app do that!  
Sheila Hylton DeToro Forlenza on August 2, 2010 at 11:39 AM #Permalink

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