Technology
Mark  Heymann
  • Technology
  • How Mobile Technology is Changing the Hotel Business
  • Mobile technology has pervaded virtually every aspect of our lives, and travel is no exception. As people turn to their mobile devices for assistance with an increasing number of daily activities, the hotel industry has responded with apps designed to streamline processes from checking in to accessing one’s room. Starwood Hotels & Resorts pioneered mobile room keys with its SPG Keyless product in 2014 and since then several other major brands have followed suit. There are also apps today that enable SMS two-way communications between guests and hotel staff, facilitating a wide range of interactions, including late check-out requests, room service orders, and restaurant recommendations. Read on...

Allison Ferguson
  • Technology
  • Win the Connected Traveler with Connected Loyalty Strategies
  • Travel today is a highly aspirational, emotional, and educational experience. However, today’s experience is largely a digital one, which is evolving our roles as hoteliers and marketers at the very pace of innovation. We must constantly use people-based marketing to re-imagine how we connect with travelers and inspire them to connect in return. Here's some very effective tips... Read on...

Ravneet Bhandari
  • Technology
  • Your Guests' Booking Habits Are Changing, Yours Must Change Too
  • The only consistent aspect in the way people plan travel is that it’s constantly changing. Each decade brings new ways for customers to connect with the hospitality experience because of both changes in technology and customer behavior. Think about it this way, the industry has come a long way since a sign out front touting air conditioning and color TV were enough to attract a customer; that is, if they could find you. It wasn’t all that long ago when finding a hotel meant pulling off the road because you saw a sign, or by researching a potential stay by utilizing thick books published each year by Mobile or AAA. Read on...

Matt Schvimmer
  • Technology
  • Texting Makes Real-Time CRM a Reality for Hotels
  • Customer Relationship Management (CRM) is a tried and true method of connecting with guests and customers across a number of platforms including websites, social media, apps, live chat, email and phone. Selecting a CRM software solution is notoriously laborious and the software itself has the reputation of being expensive and hard to implement. Hotels and hospitality organizations who operate at a local level, and thrive on the relationships they have in the community, need a nimble, real-time CRM solution to engage with their guests and be responsive to their service needs. Although mobile technology has certainly equipped hospitality teams with more on-the-go solutions such as apps and responsive websites, customer relationship solutions that are truly real-time for both the organization and the guest, have not been available. The widespread adoption of texting and ubiquity of mobile devices has now made real-time CRM a possibility. Read on...

Jeff Navach
  • Technology
  • Leveraging Vertical Search to Go Direct
  • Hotels find themselves in an uphill battle as they seek to increase loyalty to their own brands and recapture market share from OTAs. Many hotels are increasingly embracing digital advertising, recognizing it as a critical channel to acquire consumers directly and compete more effectively with OTAs. But as hotels expand their digital marketing presence and ramp up advertising budgets, they would do well to consider some creative approaches that can help level the playing field and turn the tide in their favor. Read on...

Michael Coughlin
  • Technology
  • Using Paid Search Engines to Maximize Returns
  • Since its infancy in the late 90s and early 2000s, paid search has been a highly effective tactic for capturing would-be travelers that are actively exploring travel options. There’s seemingly no better way to attain a new hotel guest than by delivering an ad promoting your hotel when someone is searching for “hotels” in your market area. For instance, if you are promoting hotel rooms in Las Vegas, you would likely deliver relevant ads to people searching for keywords such as “Las Vegas hotel,” “Las Vegas hotels,” and “Vegas hotel reviews. ”According to Prognosis Digital, 79% of people that book hotels online search for that particular hotel on a search engine before buying. Thus, having a presence on search engines is essential for any hotel. Read on...

Katarina  Puckett
  • Technology
  • How to Improve Hotel Bookings with Local SEO
  • In the drive to increase bookings, hotel owners sometimes overlook a key component that can have a dramatic impact on their online visibility: local SEO. Search engines rely on a variety of signals when determining your hotel website’s position and visibility in search results. Local SEO strategies cover three of the top web ranking signals that Google and the other search engines consider: on-page signals, citations from well-established, respected local directories, and reputable backlinks. When you correctly and proactively apply these local SEO strategies, you strengthen your hotel’s business profile and help establish your website domain authority. Read on...

Michael Coughlin
  • Technology
  • Video Content: A Crucial Enhancement for Your Future Marketing Success
  • With rapid advancements in technology, video content is taking over the internet. Whether it’s through social media platforms, apps, or news publications, companies can miss out on valuable branding opportunities without a high quality video narrative to leverage on these networks. In an industry where building human relationships is of utmost importance, hotels must adapt to this growing medium. Well-produced videos help brands connect with consumers emotionally thus creating genuine brand loyalty. In the offline history of advertising, we’ve seen media consumers migrate in large droves from reading newspapers in dull black and white text, to reading magazines and newspapers in full and vibrant color, to consuming radio and TV advertising that bring brands to life. Read on...

Katarina  Puckett
  • Technology
  • How to Create an Effective Hotel Web Design to Boost Direct Bookings
  • Hotels now face stiff competition from the OTAs as well as from other hotels. To succeed in this challenging environment, hoteliers need to develop an effective hotel website that blends the latest design trends and online marketing strategies to appeal to prospective guests. By incorporating essential hotel design, functionality, and reservation features such as SEO strategies, incentivizing pricing strategies, and web analytics, hotels can use their websites to gain the competitive edge. Discover everything you need to know to create a highly effective hotel website design, so you can successfully increase direct bookings and regain control of your hotel brand. Read on...

Bernard Ellis
  • Technology
  • Hey, You, Get Off of My Cloud!
  • After cautiously testing the cloud computing waters for almost twenty years, the hospitality industry has been diving in head first lately, and for the most part, made nice, controlled entries with minimal splash. And for the majority, the dive was followed by a graceful, controlled float to the top. Others, however, found themselves disoriented, bumping into other swimmers, and gasping for breath. The cloud is indeed like a community pool in many ways, but after reading this article, there’s no reason why you shouldn’t be able to quickly find your lane and swim faster laps than ever. Read on...

Tammy Farley
  • Technology
  • The Democratization of Sophistication in Hotel Technology
  • Data is more plentiful and available than at any time in history, yet some of the most crucial information for hotel operators has been accessible only to large organizations with deep pockets. Today, however, new technologies are disrupting established markets with analytical solutions that are more affordable and flexible, offering excellent capabilities to hoteliers who could previously only access such tools through their parent brands. This article takes a look at key qualities of some of the data and analytics tools that make the technology more approachable than ever. Read on...

Matt Naeger
  • Technology
  • 5 Tips for Driving More Digital Bookings
  • Travel industry marketers are setting their sites on the customer, following in the steps of other industries such as retail and using digital platforms to strategically target and message across the customer journey. The advances in customer experience we see today are the result of platform and technology availability. Knowing customers like to be treated as individuals is not a new concept in customer service. Not long ago personalized treatment was reserved for face-to-face conversations and luxury experiences. Digital has evolved, but the concept remains the same. To both the traveler and the marketer, customer experience is differentiation, timing, relevancy. Read on...

Rahul Razdan
  • Technology
  • The Big Data Revolution Within the Hospitality Industry
  • Big Data will provide a complete "digital profile" of current and prospective guests, enabling hotel executives to create more effective marketing and communications campaigns. This opportunity, available for all and affordable to all, will transform the way hoteliers interact with travelers; it will revolutionize this relationship for the better by making outreach more direct, personal and relevant. Thus, these benefits are too important to ignore - they are too substantial to dismiss - since the result will be a more intimate and gracious expression of loyalty from hotel executives on behalf of their most loyal supporters. Welcome to the big dividends of Big Data. Read on...

Drew Patterson
  • Technology
  • App-ocalypse: How Hotels Can Thrive in the Post-App Economy
  • Literally millions of mobile apps compete for consumers’ time, attention and phone space. Hotel apps are largely unsuccessful in breaking through the noise and engaging with guests in an authentic way; yet, hotel brands continue to spend excessive budget and effort on creating newer, flashier mobile apps in the hopes of sparking customer interest. A new paradigm - one where hotels create mobile solutions aligned with how travelers actually use their mobile devices - provides an alternative. Welcome to the post-app economy: it’s simpler, smarter and more effective guest communication. Read on...

Scott  Morrison
  • Technology
  • Why You Need a Managed Network Services Provider
  • From guest services and operations to conference space and poolside dining, the need for a complex, connected and dependable network is critical to the success of any hotel. But without the proper planning, installation and maintenance, your network may be underperforming and not capable of handling the demand that is increasing exponentially by the day. In this article we explain why hiring a managed network services provider with certified project managers for your technology installation can help control costs, mitigate future risk and alleviate the burden of managing multiple vendors so you can open with confidence. Read on...

MARCH: Human Resources: Inspiring a Journey of Success

Sandy Asch

Baby boomers, Gen Xers, and especially Millennials, who now make up more than 50 percent of the workforce, want a sense of purpose at work. It’s clear that today’s workforce is increasingly concerned with doing good. People are tired of just showing up every day to perform a job. They want lasting fulfillment at home and at work. In his book, Drive, Daniel H. Pink suggests that we are in a time where individual desire to have a positive impact in the world often ranks higher than pay scale when selecting a job. Millennials, in particular, want to feel like their work has real purpose, and they want to be home for dinner. Read on...

Whitney Martin

As new properties explode on the scene and traveler choices abound, hotels know they have to pull out all the stops to make every guest experience a positive one. Are staff friendly are courteous? Are rooms clean? Are meals excellent? Are bills accurate? We rely on our employees to execute their jobs, not just correctly, but with enthusiasm. And, if they don’t, business suffers. We do our best to hire good people (in a competitive market), we give them a little training, and then we HOPE they create raving fans. Ever heard the expression “hope is not a strategy”? Read on...

Joyce Gioia

Worldwide, the hospitality industry is going through a transformation. In response to workforce shortages, many employers have looked for---and found---ways to reduce staff by using automation. Despite this trend, there are continuing shortages of skilled workers from front line housekeepers to general managers. Hospitality leaders are looking for and finding innovative ways to find the talent. This article will give you an overview of what’s working for general managers and their human resource professionals to find the people they need to staff their properties. Read on...

Paul Feeney

A recent report from the U.S. Bureau of Labor Statistics, showed that close to 3 million people voluntarily quit their jobs a couple of years ago, a 17% increase from the previous year, proving that opportunities for employees are abundant and we have shifted back to a candidate-driven marketplace. Why is this important? Employee retention should always be of utmost importance, but requires awareness as to why employees leave to begin with. Numerous statistics show that the #1 reason people quit their jobs is a disconnect or poor relationship with their boss or immediate supervisor or manager. This shows that turnover of staff is mostly a manager issue. Read on...

Coming Up In The April Online Hotel Business Review




Feature Focus
Guest Service: The Personalized Experience
In the not-too-distant future, when guests arrive at a hotel, they will check themselves in using a kiosk in the lobby, by- passing a stop at the front desk. When they call room service to order food, it will be from a hotel mobile tablet, practically eliminating any contact with friendly service people. Though these inevitable developments will likely result in delivered to their door by a robot. When they visit a restaurant, their orders will be placed and the bill will be paid some staff reduction, there is a silver lining – all the remaining hotel staff can be laser-focused on providing guests with the best possible service available. And for most guests, that means being the beneficiary of a personalized experience from the hotel. According to a recent Yahoo survey, 78 percent of hotel guests expressed a desire for some kind of personalization. They are seeking services that not only make them feel welcomed, but valued, and cause them to feel good about themselves. Hotels must strive to establish an emotional bond with their guests, the kind of bond that creates guest loyalty and brings them back time and again. But providing personalized service is more than knowing your guests by name. It’s leaving a bottle of wine in the room of a couple celebrating their anniversary, or knowing which guest enjoys having a fresh cup of coffee brought to their room as part of a wake-up call. It’s the small, thoughtful, personal gestures that matter most and produce the greatest effect. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.