Homing in on potential guests

The Wall Street Journal reports that "marketing and software companies are increasingly using sophisticated technologies for smartphones and other mobile gadgets to
track consumers and target ads based on their location."  While using subscribers' location to sell ads is raising some privacy concerns as many of the
businesses don't clearly inform consumers
about the kind of data they track, how it is used or with whom it is
shared, the technology holds tremendous promise in the nascent but fast growing field of Mobile Advertising.

The Journal reports notes that "Skyhook Wireless, a company which develops location software for the iPhone and
other devices, uses GPS satellites, Wi-Fi networks and cellular towers
to establish a user's location within 60 feet. A hotel operator could
use the software to target its ads to consumers accessing the
Traffic.com iPhone app from a nearby section of the highway."  Seems as if the interstate system with hostelry off exits lends itself particularly well to that application. The WSJ report quotes Mobext, a mobile ad marketing firm whose client list includes Choice Hotels, as addressing privacy issues by asking the subscriber's permission for each session.

Mobile advertising is evidently on a steep ramp up as Apple claims to have "more than $60 million in bookings for its new iAd mobile advertising
network
– weeks before its scheduled launch on 1 July. The market most likely will be split up as Apple strives to keep out Google or any ad-service provider affiliated with other mobile phone manufacturers or
distributors. So ads for Android, BlackBerry and other devices will have to be separate from iPhone apps but that should not pose too many hurdles for advertisers whether from the hospitality space or without.

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.

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