Mobile technology is an incredible business resource. It has the potential to impact nearly every way that hotels have traditionally operated, the way they market and most importantly, the way they provide service. The question right now is how can hotels use this tool and what will be the short and long-term effects of incorporating mobile? Most importantly, how will guests react? The authors see a variety of brands making announcements that will provide answers to these questions and are leading to a new chapter for the industry.