AMX Conrad Hilton

Conrad Hitlon Hotels
Conrad Hotels was founded with the goal of operating a network of luxury hotels and resorts in the world's major business and tourism capitals. The Conrad Miami Hotel, owned by Grupo Espirito Santo and managed by Hilton Hotels Corporation, was the first Conrad Hotel in the United States. An established brand in Europe, Conrad represents the luxury tier of the Hilton Family of Brands.

"By adding that 'wow-factor' to the guest rooms, our opportunities are endless. AMX truly is the platform for the future. It's a marketer's dream come true."

The Conrad Miami opened in October 2004 to an elite guest and meeting clientele. From the outset, the hotel had installed an AMX® Control System in its eight meeting rooms and grand ballroom. The system, based on award-winning Modero® Touch Panels and NI-3000 NetLinx® Controllers, puts control of multimedia presentations, lighting and sophisticated audio visual equipment in the hands of meeting leaders and executive guests.

Andre Cope, business center and guest events services manager at Conrad Miami, points out that the AMX system orchestrates a more successful meeting for hotel clients.

"It is a highly intelligent system," Cope said. "It operates off a Wi-Fi system, and controls PowerPoint®, DVD and CD media through one controller. The AMX system definitely enables a more professional meeting."

As a new hotel, Conrad is a leader in the area of technology. The entire property is a wireless hotspot, and the AMX systems integrate seamlessly with the Cisco 1100 series Wireless Access Points (WAPs) throughout the hotel.

AMX also controls the lighting and temperature in the meeting rooms and grand ballroom. Cope said the overall effect impresses Conrad Miami guests because "it's something new, and it provides a convenience factor that many of our guests appreciate while trying to coordinate important meetings and events."

The reaction of nearly every hotel guest, meeting client or meeting attendee has been "Wow!" Cope added.

Moving On Up
Conrad Hilton management decided to take that "wow-factor" and move it upstairs to a select number of guest suites, as part of a market trial coordinated by AMX. In the suites, the AMX systems provide not only control for various electronic devices, but also a dynamic guest directory on the panel. According to Robert Thrailkill, Conrad Miami general manager, the AMX systems in the suites set the Conrad Miami apart from other top hotels in the highly competitive city.

Thrailkill said it was critical for Conrad Miami to establish itself with different technology that would make his facility a one-of-a-kind destination among the various competitors.

"We chose AMX because we were looking for a way to provide a unique room experience for our guests," Thrailkill said. "The AMX system gives our customers an extraordinary experience through the AMX Modero Touch Panel. It's a new level of sophistication and distinction for our property."

Banking on a Winner
The decision to expand the AMX Control System to the guest suites was coordinated through Hilton's management, according to Thrailkill. AMX systems are installed at numerous Hiltons around the world, including the Grapevine Lakes Hilton outside of Dallas-Fort Worth International Airport, where Thrailkill worked before moving to Miami. Additionally, AMX systems are installed at Hilton's "Room of the Future" - a showcase suite at the Garden Inn outside of Los Angeles International Airport, which is owned and operated by Hilton. Clearly, Hilton recognizes the value of control and the impact of AMX technology.

"We already had the technology in the meeting rooms here at the Conrad, and it was impressive to our customers," Thrailkill said. "I had discussed in-room control technology with my associates at Hilton long before the hotel opened, so we knew that in-room control was on the radar screen. Fortunately, AMX had a solution that was familiar, and the results have been very positive. The wireless infrastructure was already in place, so we naturally wanted to bring the AMX experience to our customers in the guest rooms."

Thrailkill said hotel guests have embraced the AMX technology like little he has seen in the hospitality industry. And the goal of creating a different type of experience from what a traveler could realize at other hotels has been achieved.

"The ability to have a single point of control through a panel that allows our guests to operate so many elements of their rooms practically says, 'Please, touch me. I have some information to share with you.' The guests love that."

Personal Touches
Thrailkill pointed to the simplicity of the AMX control panels as one of the primary reasons hotel guests use and enjoy the amenities it provides. The displays shown on the Modero Touch Panel are intuitive, and the wireless options allow guests to carry the units around the large and well-appointed guestrooms. The Moderos also provide consistency, so guests and staff know what to expect in a familiar format, he said.

Flexibility plays a key role in the AMX system. In the future, Thrailkill and his team of marketers can work with other members of the hotel staff to create Modero interfaces that offer special deals at particular times.

"All we have to do is figure out what we want to offer," he said. "For example, if our off-peak hours at the spa are from 4 p.m. until 6 p.m. on Mondays and Thursdays, we have the option to offer our guests special pricing during those days and times. Nobody else in the hotel industry can do that. The value of direct, one-on-one marketing messages is key to our business."

Thrailkill also said the hotel plans to partner with various vendors so guests can receive discounts on drink specials or gift shop merchandise. The AMX system allows for specific programming that can support those plans.

Conrad Miami plans to add even more personal touches to the AMX system.

"Imagine how impressed a guest will be when the control panel in his or her room addresses that guest by name. We can do that with AMX, and one day we will," Thrailkill says. Smooth Operator
Of course, every hotel possesses a large amount of internal data. Guests can now access information concerning reservations, checkout times, restaurant and room service information, baggage check, entertainment, in-house video-on-demand systems, transportation schedules, meeting and event bookings - all via the AMX panel. Thrailkill said the customization and integration of the hotel's data into the AMX system proved to be a smooth transition toward taking the control panels online.

Thrailkill is not particularly surprised at the outcome of the guest room integration because of his earliest experience with the AMX system.

"From the first time I saw the AMX system and got to play with it, I knew it probably was the best application of its kind out there," he said. "I've seen similar systems, but nothing as simple to use, as innovative or as intuitive. By adding that 'wow-factor' to the guest rooms, our opportunities are endless. AMX truly is the platform for the future. It's a marketer's dream come true."