Library Archives

 
Frank Meek

Colder weather is upon us, and your guests will want to spend the night tucked warmly in bed - but they won't be the only ones trying to escape the cold - rats and mice will also be looking for a warm place to spend the night, and if you're not prepared, you might find your establishment playing host to some very unwanted guests. Read on...

Peter Goldmann

The Association of Certified Fraud Examiners (ACFE) reports that the average US company loses 6% of gross revenue to internal fraud every year. When you add frauds committed by outsiders-dishonest hotel guests, vendors, restaurant patrons, etc- the loss figures become even more startling. For hospitality security personnel, auditors and controllers, the biggest anti-fraud challenge is the seemingly limitless variety of ways that employees and outsiders find to steal from the organization. Read on...

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Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.