For many industries, Big Data is the hot, in vogue marketing buzz word--and that includes the travel industry. The idea is an attractive one: having a trove of data about customer history and behavior should give the marketer invaluable insights into what guests want, how to attract them, how to sell to them, and how exactly to keep this guest coming back. The hard part, though, is somehow harnessing all those terabytes of data (which may come in several forms, from different sources) into something meaningful. And then, in translating that meaningful information into real ideas that you can try, test, and experiment with. This article will show you how to begin that process so you can fold the power of Big Data into your online/offline strategy
In the last few years, Social Media has undergone a myriad of changes. New players have come on the to the scene, a number of informational websites have gone ‘social’ and, in addition, existing social media platforms have changed considerably. Where do hotels direct their effort in utilizing Social Media for the best return today? How does a hotel keep up with the many changes and rapid development in the Social Media world? Although change can feel like it happens overnight, a hotel’s Social Media Marketing (SMM) efforts should always be driven first by the idea of engaging and promoting the brand to the customer and secondly by incorporating changes into the portfolio of a SMM Plan.
Hotels today face a lot of pressure. Competition in the marketplace, the struggling economy and lower consumer spending requires hotels to do more to acquire and engage new customers and create repeat business. It is hard to stand out, and to create a point of difference that not only matters to the customer but breaks through. This is why integrated marketing, the marriage of traditional marketing, event or personal engagement, and social media, is so very important to create a relationship with the whole customer. It feeds both rational and emotional needs and enables dialogue with the customer when he or she wants to be engaged. Integrated marketing tools provide the opportunity to get closer to that customer. And today, closest to the customer wins.
The semantic web has been talked about for some time, and it will be here sooner than we expect. The hospitality industry needs to learn about this and how it affects their business, before they are left behind as with all recent web developments. It is important for us to understand what semantic web is and what it means to your hotel business; how semantic web can help your business; how it helps you understand your customers and your business expression. Get there before your competitor does.
You arrive in it, you leave via it, you meet friends and colleagues there, you linger there, or alternatively hurriedly pass through it. You register, you find your way, seeking direction to successfully navigate the next stage of your stay in the hotel. You encounter a whole list of experiences throughout it and of all the public areas you probably remember it – or alternatively find it as forgettable as any space in the Hotel, and yet what is it really? READ MORE
Most of the hotel owners and operators we have worked with recently plan major renovations on their properties at least every five to eight years. They often face very a similar challenge: managing risk and surprises through the process of maximizing the return on their investment. Very few renovations go as predicted though, resulting in significant danger to the physical plant, guest experience, and bottom line. READ MORE
Numerous vectors are pushing the hotel industry to reduce its carbon footprint and improve the sustainability of operations. One of the vectors is guest demand, as individuals and groups request hotels to report on their sustainability initiatives. Guests are generally willing to participate in a hotel’s sustainability programs, as long as that participation doesn’t interfere with the enjoyment of their stay, but guests have not shown a willingness to pay higher rates for improved sustainability. This article explains one hotel’s experiences in retrofitting for efficiency. READ MORE
With more female business travelers emerging and leisurely spending habits often made by women, the hotels that can offer solid design features combined with creative marketing and services will see a successful return on investment for years to come. When assessing what women want from a hotel versus men, the preferences don't tend to vary dramatically; women just tend to want more from the overall hotel design. From hotel design including increased safety measures and amenities like toiletries and gym equipment, to marketing using social media, hotels use many different tactics to attract female customers. READ MORE
Franz Staufer, President,Les Clefs d'Or New Zealand and Group Executive Concierge, Blackstone Group Auckland, talks with Roberta Nedry, President, Hospitality Excellence, about his role as Chairman of the 60th International Congress of Les Clefs d'Or Concierges, held for first time in Queenstown, New Zealand. Franz highlights the Congress impact and how these top concierges experienced Queenstown.
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The Hospitality Gene: A Beast, a Blessing & a Payoff
Benjamin Jost, Co-founder & CEO , TrustYou You can take the hotelier out of his/her hotel, but you can't take the Hospitality Gene out of them. Like or not, if you are hotel executive attention to detail, noting each and every last service detail, is in your blood. There is no escaping it; even when you're on vacation. The Hospitality Gene: A Beast, A Blessing & A Payoff takes a look at just how this extreme attention to details, the nuances that your non-industry traveling partners are blind to, keep tapping you on the shoulder even when you are trying to take time off. Chances are most of you reading this can relate all too well. Read more. |
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