Hotel Business Review: Week of Feb 01, 2016

Roberta Nedry
  • Guest Service / Customer Experience Mgmt
  • Take the Service Elevator to the Top Floor
  • Customer experience management is increasingly critical as a top investment area and skill essential for C-suite executives (some firms even have a CXO). What does that mean exactly and what do leaders need to do to ensure they are ready? How will they proactively acquire these skills and mindset when there is no single or even clear roadmap as to exactly what to do or how to do it? On top of that, the new science of customer emotions is inspiring even more considerations and most CEO’s don’t like to ‘get emotional’ about their business strategies! Some are finding their way in the dark. Yet, more and more evidence shows the direct relationship of emotional intelligence as part of the customer experience strategy. It’s time to figure it out! Read on...

Yuriy  Boykiv
  • Food & Beverage
  • Asian-Americans Represent Significant Opportunities for Hotels and Beverage Brands
  • Multicultural beverage marketing can be a difficult segment to break into — particularly for the travel and entertainment industries. Fortunately, there’s a special on tap. According to a recent Pew Research report, Asian-Americans are the fastest-growing segment of the marketplace. Since the 1965 Immigration and Nationality Act, 51 percent of new immigrants have come from Latin America and a quarter from Asia. Asian-Americans are projected to eventually overtake the size and importance of the Hispanic market. Read on...

Susan Tinnish
  • Human Resources, Recruitment & Training
  • Hiring Students Through Optional Practical Training
  • As the Dean in a college program with many international students, I speak firsthand about how these students enrich the college culture. Their unique perspectives and backgrounds help create a special atmosphere in classes. Relishing this richness, I have written this article to encourage hotels and other companies to consider hiring an international student through Optional Practical Training (OPT) to realize some of these same benefits. OPT is a period during which students with F-1 status who have completed or have been pursuing their degrees are permitted to work for one year towards gaining practical training to complement their field of studies. OPT is an easy, cost-effective method for hoteliers to hire international students. Read on...

Bernard Perrine
  • Social Media & PR
  • Top Ways to Boost Your Twitter Marketing Efforts
  • With more than 600 million Tweets sent daily, it’s likely your next customer is on Twitter. The challenge for companies is making their Tweets stand out and building their business by capturing a greater share of the growing market using Twitter. An effective Tweet can boost business by creating the highest engagement with followers, while building a devoted fan base. And while what you say and how you construct a Tweet is important, building an effective Twitter program sets the stage for those all-important 140 characters or less communication. In this article I’ll address ways to create an engaging presence on Twitter, as well as give you tips to make every Tweet count. Read on...

FEBRUARY: Social Media: Communication Platforms to Build Your Business

Robert  Rauch

Live video streaming is not necessarily a new technology, but it has recently experienced quite the rise in popularity. A generation filled with “cord-cutters” has turned Internet video into the new cable TV. As hoteliers, we know that marketing is no longer a straight path, but rather a box of tools for us to utilize given our property’s needs. Live video streaming is marketing’s shiny new tool that is loved by the millennial market and what might be better termed the “millennial mindset” market. Clearly, other generations love technology just as much and not all millennials love it, so the hype is not necessarily geared solely to the 20-35 year old market. So let’s take a look at how live video streaming began, what caused its recent emergence and what the future holds for this rapidly developing technology. Read on...

Peter Brooke

Hotels of all sizes are finding success using social media to drive their rewards program. The challenges you face as you build your hotel reward program – establishing great perks, creating an easy path to earn extra reward points, and introducing your program to guests - can all be achieved using the right social media strategies. Learn how to employ the best social media strategies to drive engagement and increase enrollment in your hotel's loyalty rewards program, from setting up a social media-powered referral program to establishing VIP social media accounts, using social concierge accounts to improve your hotel's reputation, and more. Read on...

Mary Gendron

Social media continues to be akin to a wild rollercoaster ride with new developments around every curve. Yesterday’s top influencer may find itself on a steep decline with upstarts becoming mainstream in a moment. For the uninitiated – or those with a day job that differs – it can be overwhelming. But to those of us in the business of connecting B to C, it’s exhilarating and ever stimulating. Here’s an overview of some of what’s happening now on the social media landscape – developments that hoteliers may want to consider as part of marketing strategy. Opportunities abound to connect with – and surprise and delight – guests and to attract new ones. On the surface, it’s all about creating relevant content that resonates with travelers. But a deeper look into analytics can uncover new strategies and approaches to connect, engage and turn prospects into customers. Before we look at some trends, let me offer the disclaimer that the few week’s lag time between the writing of this article and its publication may have produced even more to think about for 2016. Let’s take a look: Read on...

Alan E. Young

When it comes to identifying a brand advocate, nothing can rival the passion and loyalty of a sports fan. While it is highly unlikely that we will ever witness a colleague walking into the office sporting a Marriott™ logo on their t-shirt while shouting, "Guess where I’m going tonight?", hoteliers are striving to capture that same level of enthusiasm with their guests. Social media has forever changed the way consumers interacts with brands. Static, points based loyalty programs may encourage repeat business, however, they fall short in converting guests into true advocates. Has the traditional loyalty model become ineffective? What is the difference between loyalty and advocacy? How to create a compelling advocate marketing plan? Most importantly, can we measure an ROI on advocacy? Read on...

Coming Up In The March Online Hotel Business Review


Feature Focus
Human Resources: Strategies to Find and Keep the Best Employees
The hotel industry is notoriously rife with employee issues and human resource professionals are typically charged with the task of solving them. These issues can often seem daunting, given the myriad of problems HR departments encounter every day. Increasingly, issues such as workplace violence, workplace safety, workforce diversity, drug and alcohol abuse, labor shortages, inter-departmental conflicts, and compliance with all legal, employment and government regulations have become more prevalent in recent years. However, according to a recent survey, the biggest challenges human resource professionals face involves recruiting, training, retaining and rewarding employees. More than one-half (59%) of HR professionals believe that recruiting, training and rewarding their best employees, and developing the next generation of corporate leaders, will be their greatest challenges. About one-third (34%) predict the challenges will be creating a corporate culture that attracts the best employees, and finding people with the specialized skills the organization requires. Of course, all of these efforts are part of a strategy to reduce employee turnover - an issue that continues to plague the industry. An average hotel spends 33 percent of its revenues on labor costs, but employee turnover in the industry can be as high as 31 percent. A high rate of turnover dramatically disrupts operations and profitability, and it falls to HR professionals to address and resolve this area of concern. The March Hotel Business Review will document some of the biggest challenges HR professionals are currently facing, and will report on some of the best practices they are employing to achieve their goals.