Library Archives

 
Justin Effron

The combination of increasing customization and advancing technology is bringing the world together. What used to take ten or more separate devices is now all in one smartphone. Platform-based services like Uber, Netflix, and Airbnb are revolutionizing business as we know it. Just about every industry has jumped on board this trend towards tech-based simplicity except one. The hotel industry has been slow to adapt, preferring instead to stick with separate systems for their various departments—if using systems at all. Thanks to the increasing awareness of hospitality platforms however, all that's about to change. At long last, the hotel industry is getting its long-awaited wake-up call. Just don't go back to sleep, before making room for a platform in your upcoming budget. Read on...

Mark Ricketts

In this article, we will discuss some approaches to meeting this challenge of being "technicians with a heart." The goal is to make good use of these new approaches to operating a hotel, while making sure we provide guests with the meaningful experiences they undeniably crave, as we do ourselves. One is tempted to call them our phantom guests. With today's technologies, a guest can make a reservation, sign in and, perhaps, check out without talking to or being seen by someone at the front desk. Timed right, a guest may not even interact with maintenance or housekeeping. Read on...

Paul Lachance

Hotel executives are starting to catch on to digital technology as they strive for better customer experiences across the board. With powerhouses like Hilton and Marriott leading the charge, competitive hotel brands are raising the standard for guest experiences in the digital age. A recent study by Hospitality Technology found 57 percent of hotels plan to spend more on technology across the board in 2017 than they did in 2016. And while improving customer engagement and enhancing payment and data security stood out as the top priorities for many hospitality industry decision-makers, it appears far fewer are considering a critical investment: Enterprise Asset Management (EAM). Read on...

Matt Naeger

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. Read on...

Benjamin Jost

The technology ecosystem in the hotel space is changing at a rapid pace. In some cases, companies seem to be appearing from nowhere, offering a brand new solution that solves a problem many hotels didn't know that they had. In other cases, companies with extensive track records in other markets are performing pivots, taking everything that they've learned in their history and trying to apply best practices to the travel industry. Read on...

Mark  Heymann

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

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...

Matt Schvimmer

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

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

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

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...

Katarina  Puckett

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...

Michael Coughlin

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...

Bernard Ellis

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

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...

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Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.