January Mobile Technology: Meeting Tech Expectations

Trending articles this week...

Katharine Le Quesne

As we look forward to the next decade, I've been picking up the phone (I know, very retro) and meeting face to face (… yes, really) with some of the professionals who, like me, have forged a career against the backdrop of an asset heavy industry dominated by suits and on the back foot when it comes to innovation. This is the beginning of a series of interviews, paraphrasing proper conversations with people I respect. The "plat du jour" this week is role models, mentors and sponsors with an inevitable garnish of technology, product trends and climate change. Read on...

Mark Heymann

The hospitality industry is grappling with challenges that shouldn't come as a surprise to anyone: A labor shortage, demanding customers and profit pressure. At the center of these issues, managers who oversee the complexities of hotel staffing must decide how to schedule employees based on the daily needs of the business and complying with rules and regulations that impact their decisions on a daily basis. For this reason, managers need a support system designed to ensure compliance and full utilization of their labor resource. This byline will examine how technology is the solution for an optimized workforce. Read on...

Stuart Butler

There's a dirty secret in our industry that no one is talking about (at least not publicly). There are attribution thieves within our midst, and they're taking too much credit for your bookings. While I don't think that (in most cases) this is a nefarious plot, it is still causing dollars to be invested in the wrong initiatives due to the proliferation of misinformation and the use of flawed attribution models. In this article, we take a look at ways that hotel marketers can fight back by being armed with knowledge, a willingness to break out our critical-thinking hats, and calculators. Read on...

Rick Garlick

Brand extensions have always been a common part of corporate growth strategies, but have more recently expanded into the hospitality business. From retail and entertainment brands like Restoration Hardware, Taco Bell and Disney, companies from all industries are now looking into brand extensions. This article examines the implications for hospitality brand extensions, provides examples os successful integrations, explains how hotel brands can expand into the retail space, and examines the questions they need to address before doing so. Following these tips will help brands avoid being the next Blockbuster and will ensure longevity in the space. Read on...

Coming up in February 2020...

Social Media: Social Listening Tools

The reach and influence of social media is staggering. Nearly 3 billion people use social media daily, posting a range of messages, selfies, images, and everything in-between. According to HubSpot, almost 4 million posts are uploaded to the major social networks every single minute! That's an astounding amount of content and it is crucial for hotels to skillfully use social media in order to effectively compete. From establishing a suitable brand identity and voice to creating content across all the major networks (Facebook, Twitter, Instagram, Pinterest, etc.), the goal is to actively engage consumers and to eventually convert them to customers. Some hotels are initiating online contests as a way to attract new customers, while others are rewarding customers with discounts who subscribe to the their email lists or follow their social media pages. Another recent strategy is to employ social media listening tools that track what people are posting online about their businesses. These tools allow hotels to monitor - or listen to - what's being said about a brand across the entire social web, and this can prove to be very valuable, unfiltered information. Social listening permits hotels to be aware of people's opinions about their business, industry or competitors, and some of these tools even listen beyond social media platforms. They also monitor publicly available information on blogs, forums, news outlets and websites. Some listening tools are more focused on gathering and analyzing data, while others offer more engagement-oriented features, which allow hotels to interact with people right from the platform. Often the information that is gleaned from these listening tools ends up being the most authentic, unbiased insights a business can get. The February Hotel Business Review will document what some hotels are doing to successfully integrate social media strategies into their operations.