Hotel Business Review: Week of May 22, 2017

DJ  Vallauri
  • Sales & Marketing
  • Do You In-House, or Outsource Your Hotel's Social Media Marketing?
  • In October of last year, Pepsico started shaking things up with their digital marketing strategy. They decided to take the social media portion of their digital marketing in-house for the Pepsi brand. There was a lot of buzz about it -- questioning whether this was a smart move. Outside of the tremendous resources needed to have an in-house agency focused solely on social media, the concept of what Pepsi was doing intrigued me. In fairness and full disclosure, I work with a digital marketing agency for the hospitality industry. Read on...

Ben Jost
  • Guest Service / Customer Experience Mgmt
  • The Evolution of the Review
  • While it’s unlikely that Joseph and Mary left a scathing TripAdvisor review after being turned away at the Inn in Bethlehem, hotel reviews have been around, in various forms, since the first hotel opened its doors. As with many other human activities (relationships, journalism/information sharing, etc), “reviews” have become digital. And like those other activities, entire ecosystems have sprung up to support this new channel. Read on...

Curtis Bashaw
  • Development & Construction
  • Making Historic Properties Relevant Today
  • Historic buildings are a window into the past. Unfortunately, few of them operate today as they were originally intended to, and, of those that do, only a handful have been successful at it. That 201-year-old hotel, by the way, is Congress Hall, which, with the exception of a politically-related closing early in its youth, has operated as a hotel and resort for nearly all of the last two centuries. Read on...

Bob Lowe
  • Revenue Management
  • How to Connect to a Credit Card Processor
  • Every hotel needs to accept credit cards as a payment method, and to do that you need a credit card processor. As you select a processor, you should look at what they can do for you and how you will connect to them, because not all are created equal, and the choice you make could have a far- reaching impact. First, will you connect directly to them or connect through a switch, gateway or other intermediary? You may be constrained by the choices your property management system (PMS) or even your hotel brand offers, but it’s good to explore those choices and make the decision that works best for you. Read on...

MAY: Eco-Friendly Practices: The Value of Sustainability

Eric Ricaurte

In 2011, we visited the 10 hotels contracted in the room block for the Greenbuild conference in Toronto. As part of their award-winning sustainable event program, the conference organizers embedded green practices into the contract language for these hotels, who either had to comply with the requirements, explain their reason why they couldn’t implement them, or pay a $1,000 fine. Part of our consulting work was to gather the data and confirm some of the practices on-site. Read on...

Susan Tinnish

Hotels brands have actively engaged in large-scale efforts to become more environmentally friendly. Individual hotels have made great strides on property. Many significant large-scale eco-initiatives s are most easily built initially into the infrastructure and design of the building and surrounding areas. Given that the adaptation of these large-scale changes into the existing asset base is expensive and disruptive, hotels seek different ways to demonstrate their commitment to sustainability and eco-friendly practices. One way to do so is to shift the focus from large-scale change to “small wins.” Small wins can help a hotel create a culture of sustainability. Read on...

Shannon Sentman

Utility costs are the second largest operating expense for most hotels. Successfully reducing these expenses can be a huge value-add strategy for executives. Doing this effectively requires more than just a one-time investment in efficiency upgrades. It requires ongoing visibility into a building’s performance and effectively leveraging this visibility to take action. Too often, efficiency strategies center on a one-time effort to identify opportunities with little consideration for establishing ongoing practices to better manage a building’s performance ongoing. Read on...

Joshua Zinder, AIA

Discussions of sustainability in the hospitality industry have focused mainly on strategies at the level of energy-efficient and eco-friendly adjustments to operations and maintenance. These "tweaks" can include programs to reduce water usage, updating lighting to LEDs, campaigns to increase guest participation in recycling, and similar innovative industry initiatives. Often overlooked—not only by industry experts but even by hotel operators and designers—are possibilities for hotel design and construction that can make a property truly sustainable from the get-go. Read on...

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.