A guest of a hotel or chain books with an OTA. The OTA is grateful for the transaction, and hopes to get a nice share of that customer's travel bookings for years to come. The hotel is happy to get a (let's say) first time guest. Sure, they paid a commission for that booking, but the GM and their team is ready to do their stuff. Which is to say - deliver a great stay experience. Now what? The OTA that was used for the booking has the guest's information and sometimes they'll share that with the hotel, but not always. Now it's a battle of the marketers! READ MORE

Though it seems that online travel agencies have been a part of the hotel booking landscape for eons, the reality is that just 25 years ago, brick and mortar travel agencies were the norm. Travelers would visit an agency for trip planning advice, printed brochures, and to speak with actual travel agents to assist in booking airfare, hotel accommodations and rental cars. Travel agencies had the knowledge and information about the destination and, of course, the tools and connections to book hotels and flights to begin with. The support these agencies provided put traveler's minds at ease, especially for international trips. This was the foundation of why OTAs are in existence. READ MORE

In a world where almost everything is done digitally, it is important to remember how impactful a two-way conversation can be for consumers interested in booking travel. There is no denying that it has become easier and easier to plan trips online, and purchase products almost instantly - yet there are still many customers who want the personal touch and assurance that they truly understand what it is that they are buying. They want someone to provide direction, answer questions, and give them “insider” information. This is especially true for a dynamic destination like Atlantis where there are an abundance of options. Our guests aren't just interested in a resort, they are seeking a coveted, catered experience. READ MORE

A guest's social media is an opportunity for hotels to work better and more efficiently to target and enhance the guest experience. Coupling the data that guests give through social media with the data we have from years of growing AccorHotels, we are focusing on using the right tools to best access the guest. At AccorHotels, we are moving away from the transactional model of hospitality and focusing on building relationships through social engagement and bolstering the benefits of our loyalty program. In order to do both, we've invested in building better tools for our hotels to succeed on the promise of hospitality - great service, attention and comfort. READ MORE

When guests checks into a hotel, there are plenty to mechanisms to protect their physical “stuff”, but how can they be sure that their personal information is protected? This is the question hotel owners and operators are keenly focused on in the aftermath of cybersecurity breaches in the hospitality industry. Guest Data - an Asset or a Liability in the Age of Cybersecurity? will explore whether guest data is an asset or a liability by exploring the rules and regulations that govern privacy and security, steps that hotel operations can take to ensure that they are in compliance with privacy and security requirements for guest data, and privacy considerations. READ MORE

Channel management is a practice that allows hotel companies to cast a wider net to capture more market share. How you manage various marketplaces defines your customer acquisition strategy. RLH Corporation recognizes cost of distribution differences between direct and third-party channels, and we always promote direct bookings. However, an important component of increasing direct channel traffic and conversion is to leverage OTA site traffic to promote brand awareness. RLH Corporation takes a contrarian approach to OTAs - a customer acquisition strategy where we fish where the fish are to capture, convert and retain ongoing relationships with consumers. READ MORE

Being a business traveler is not about choosing between Tahiti and Maui for a dream vacation; it is about the luck of dodging an air delay and narrowly catching a few winks of sleep at a hotel before a morning meeting with a client. Business travelers do not have the luxury of choosing time or location, but they do have a choice when it comes to their hotel booking, and the entity that has the most influence over that choice in accommodation ultimately becomes the owner of it. Ownership over the hotel booking experience for the business travel remains in flux, and the traveler makes the final choice. READ MORE

From digital room keys to wireless internet, the hospitality industry continues to embrace new tools and technologies that promise to enrich the guest experience. Advances in technology also open up possibilities behind the scenes for hospitality sales and marketing professionals-online booking services, social media channels, and hotel review sites are reshaping the sales and marketing landscape in important ways. But are all of those changes necessarily a good thing? Are there limitations to the power of technology, and inherent trade-offs and compromises that need to be taken into account? READ MORE

The relationship between business travel buyers (the customer), the travel management company (TMC), and hotels has evolved since the beginning of travel management into one of interdependency. The hotelier must understand the TMC/customer relationship in order for hotels to work more effectively with TMCs to establish, build, and maintain their relationships with the customer. READ MORE

Not too long ago, I was researching for a presentation that I needed to deliver during an annual conference for a major hotel brand. The topic was networking and this brand had seen a drop in personal interactive skills of staff at all levels. People in all roles - front desk, sales, even managers and owners - were losing their ability to connect with others due to their reliance on electronic tools. Being in the world of hospitality, where a premium should be placed on service and relationships, this void was seen as critical. READ MORE

Upon graduating from Colorado State University's department of Design & Merchandising in 2004, I had no idea that my undergrad learnings would come into play during my hospitality career, over a decade later. Nor did I realize I would depart from the fashion/retail industry for the hotel business. I will always remember one of my professor's lectures on what merchandising really is: having the right product, at the right time, in the right place. It sounds quite simple, but putting this philosophy into action is more complex. READ MORE

In the ongoing power struggle between hotels and online travel agencies, one question that often emerges is, “Who owns the guest?” It's a question that will likely be debated for years, and grow even more complicated as new players continue to enter the online travel arena. The answer, DHISCO CEO Toni Portmann, argues, is “no one and everyone.” And rather than argue over who should have access to customer email and other information, she says, they should look to new technology for managing rates and inventory and sharing richer content as the bridge to more amicable relationships. READ MORE

Like never before, marketers are competing for attention. Snapchat Spectacles, Instagram Stories, 360-degree videos and Facebook Live are all helping fill consumers' free time. So, as marketers, how do we use all the data now available to figure out how to get the right stories out on social media, smartphones, tablets and other channels? And how do we make our content interesting enough to compete with the fad du jour occupying people's minds? I challenge myself and my team to think about three key means to earn attention in today's marketplace. READ MORE

The 21st century discerning digital native traveler can be clearly characterized as hyper connected, better informed, and technology savvy. In this “Age of I” hotel brands need to gain a competitive edge by taking heed of these guests and making them feel interconnected. The next frontier is undoubtedly clear and real. This write up will focus on three marketing trends that need attention and if executed can be of grave value to any hotel businesses' marketing efforts. Mobile marketing platforms, predictive analytics strategies and contextual marketing tactics are new hotel marketing frontiers. Hoteliers cannot lose sight of these in the next decade. READ MORE

The booking shift to mobile in the travel industry raises questions on how marketers can adjust their strategies to reach a mobile audience. This in conjunction with quickly evolving virtual reality technology opens doors for travel marketers to make an impact and get ahead of their competition. Using VR to enhance mobile websites, apps and advertising can increase mobile bookings and raise brand awareness and credibility. READ MORE