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HITEC 2016 NEWS: ADB Commissions Neutral Independent Study to Reinvent the iTV Experience for Hoteliers and Guests

ADB, interactive TV (iTV) solutions provider,  commissioned a neutral, independent study through The Prism Partnership in cooperation with the Consultancy at Pointer’s Ridge to determine exactly what guests and hoteliers want in an in-room entertainment solution, specifically relating to the guestroom TV experience. A White Paper based on survey findings to be presented at HITEC.
Two thousand demographically-balanced hotel stayers representing stays at luxury, upscale, midscale and economy tiers were surveyed for this project. The survey tool was developed on a strong foundation of Hotel Industry Executive Interviews and Consumer Focus Groups, where participants were asked in-depth questions about how they use the hotel in-room TV today, and what they want or foresee in the future of hotel in-room entertainment solutions. Respondents were then asked to rate the appeal of current programming and services and propose new in-room entertainment features. 
Participants identified which features are important to their in-room viewing experience. Specifically, ADB wanted to learn how closely the hotel TV experience should mirror what guests have at home; whether they prefer to view content on their personal mobile devices (BYOD) vs. the guestroom TV; how guests prefer to watch BYOD (do they connect to the TV and how); the likelihood of guests downloading a hotel app; and, what they expect to find in the guestroom of tomorrow.
Here is a sneak peek at what hoteliers said they want in an iTV platform:
  • A robust and stable PMS Interface
  • An “at-home” experience enabling guests to log on to their streaming accounts and own devices
  • An eco-system of vendors enabling guests to get what they want
  • Searchable IPG and Over The Top (OTT) services like Screencasting
  • No limits on what TVs can do
  • Ability to upgrade IRE system every 2 to 3 years vs. the 5 to7 year norm
Here’s a sneak peek at what guests said they want from an iTV experience:
  • Nearly 90% of hotel guests in the focus groups said they want an easy and intuitive user experience vs. needing to re-learn how to operate the hotel TV
  • 82% of guests said Searchable IPG is important to their iTV Experience
  • 62% of guests want a guestroom TV experience similar to what they have at home; 38% want an experience “Better Than” what they have at home with more channels, more choices, better picture via an intuitive and interactive platform
A White Paper provided post HITEC will expand on these findings and look at the generational differences of viewpoint. At HITEC, ADB will unveil its new iTV platform build with these specific hotelier and guest requirements in mind.  
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