Historically, communications has been viewed by many hospitality industry leaders as a utility. It was a basic service that guests expected. Globalization, increased industry competitiveness and the need to differentiate and strengthen brands means hospitality providers must use every advantage to beat competitors. At the same time, guests are becoming increasingly technology savvy and expect to have access to the latest technology when staying at a hotel or making reservations. Many in the hospitality industry agree that technology can create value and offer competitive differentiation. But the benefits must be balanced by the time and cost to implement technology. Here is where new developments such as IP telephony, web services and the emergence of service-oriented architectures (SOA) can make all the difference. Developments in these areas minimize the need for custom code and require less time to implement. | 
