January Mobile Technology: Relentless Innovation

Trending articles this week...

Lorraine Abelow

Getting top rankings on Google and the other search engines is the prime marketing objective for hotels. Insight into the logic of Google's madness is a must. While no one pretends to know their secret algorithms, a qualified social media professional understands how to achieve the objective on page one. While everyone agrees getting high on the search rankings is key in today's Internet driven environment, why do so many hotels miss the boat? The reason is clear: hoteliers must understand that integrating the PR and SEO functions into your marketing programs at the outset is the answer to making this happen. This article explains how to achieve those high rankings and optimize your SEO capability. Read on...

Gary Isenberg

If hoteliers want a lesson regarding how drastically dining trends have evolved over the past 40 years, they need to look no further than the history of Howard Johnson's. A welcome respite for vacationing families and interstate road warriors in the mid-20th century, those orange-domed waystations dotted nearly every highway across the country. At HoJo's zenith, the chain numbered than 1,000 restaurants and 500 motor lodges. Read on...

David Ashen

With the rise of technologic innovations throughout the hospitality industry, brands are incorporating new systems that not only affect the way hotels operate, but also the guest experience. David Ashen, partner and founder of interior design and brand consulting firm dash design, looks at how the industry is responding with programs like mobile check-in, app-driven food service, robotics and other systems, along with their influences on the guest experience. Read on...

Sherry Heyl

Despite all the recent hype around influencer marketing, it is really nothing new. In fact, I ran my first influencer marketing campaign for a large brand in 2006. We did not call it influencer marketing, it was called blogger outreach, but the premise was the same. We developed relationships with bloggers who had a large following and wrote about our niche. In this particular case, it was about cars. At the time the goal was to increase awareness. Our efforts were similar to a traditional media pitch and blogs were seen as "new media." Read on...

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.