Library Archives

 
Ashish Gambhir

Understanding what guests are saying about their stay at your hotel and what is influencing their perspective enables your marketing and operational executives to determine what steps need to be taken to ensure the best experience possible. Mining and analyzing online feedback and summarizing massive amounts of raw text via an intuitive dashboard alerts your executives to operational and marketing strengths, weaknesses, and opportunities per every hotel, region and brand. At a glance, these real-time summary views provide a strategic look at where you are now, where you need to be going, and what needs to be done to get there. Read on...

James Filsinger

If hoteliers want growth, they can no longer rest on their laurels and depend on traditional established customer bases. They must look to expand into new markets. Broadening international customer bases is one way to do this, and it can be easier than some think. Harnessing technology is one way to work smarter, not harder, in order to attract a new global customer base and keep them coming back. Read on...

Mike Kistner

Travel is expected to slowly but surely continue on its road to recovery through 2012, shifting gears as it encounters inevitable bumps along the way. Independent hotels, mobile adoption, distribution, hotel merchandising and partnerships/integration/alliances played key roles during 2011. So which trends will help shape travel in 2012? There are many, but the following five are especially important.. Read on...

Mike Kistner

Never before in the history of our industry have hotels had so many opportunities to market and sell their room inventory. Facebook, TripAdvisor, Google, mobile, online, GDS and traditional voice, among countless others, present infinite opportunities to increase exposure for a property on a global level. However, there is one tool that remains crucial regardless of the channel you're selling through, and that is the hotel website. Many hotels, especially independents, have only scratched the surface with the foundation of their online presence, inadvertently making serious errors that may in fact be hurting their chances to sell. Following are the five website failures hotels make, along with how to fix them. Read on...

Paolo Boni

As travel shopping continues to fragment within the online space to a myriad of channels, devices, and platforms the role of the hotel marketer is becoming increasingly complicated. Today, audiences are jumping from online travel agencies to review sites to social media and so on, using their smartphones, computers and tablets to do so. This makes for a complex web of touch-points for hotel marketers to explore and take advantage of. Success requires balancing a number of priorities and activities that make up a hotel's greater marketing strategy. Included in this strategy are activities that convert website traffic to bookings on the hotel's own website and third party websites. Read on...

Ian  Millar

Technology has reached an evangelical level; a recent documentary by the BBC has shown that some people today react to technology the same way some people react to religion. Seeing photos of apple products or the Google logo activated parts of their brain that is only stimulated by attending church and praying. And people addiction to technology is only growing and very fast. What will be the future technologies that our guests will require, what should we be providing. Will YouTube on the hotel TV be enough? How will guests interact with the hotel, most probably it will all come down to the Smartphone, so what effect will that have on our future operations? Read on...

Daryl Stokes

What will the hotel of the future look like? Today, most hotel guests rate connectivity as the most important amenity. But this means more than just Internet access. Hotel guests want to always be connected. Hoteliers are spending a great amount of resources on network technology and applications as they are on other amenities. Hotel customers expect the same online convenience and customization they have in their homes. Nearly every traveler equipped with laptops, iPad and smart phones, they also expect their hotel to be place of ubiquitous connectivity. This "hotel of the future" is as much an information management center as it is a place to have a good night's sleep. Managing that type of critical information flow is not easy. This article will outline seven technologies that will deliver advantages for hotels. Read on...

Tina Stehle

The economy is finally showing signs of recovery. And while that gives hoteliers good reason to be optimistic, it's still critical that they make smart technology purchases, choosing solutions that will help decrease costs (or at least keep them in line), streamline efficiency and enable the property to realize a competitive advantage. Some of the newest technology has a big 'wow' factor, but the return on investment may not justify the expense. Fortunately, there are exciting software selections that can help position your hotel for success and provide a fast ROI. Following are five technology purchases that can help your property stay ahead of the competition in 2011 and beyond. Read on...

Mike Kistner

I recently had to give a prediction for the future of IT in the next five years to Computerworld magazine for their list of premier leaders in IT. They asked me to offer my boldest, most out-on-a-limb prediction. Mine was that the traditional IT department operating in a specific industry will cease to exist as IT will continue to migrate towards the community model. If you work for a major hotel company in an IT position, the nature of your job will change, period. Read on...

Paul West

We are well into 2010 and perhaps still facing many decisions on whether or not to pull the trigger on possible technology purchases. So, if technology purchases of any kind can be made, then it is more important than ever that hotel companies make sensible choices with these purchases while still keeping a close eye on the bottom line. Therefore, what should be the guideline for selecting technology that is right for the times? Once that is determined, then the next question to answer is "What would be those best types of technology choices that are most likely to impact the bottom line and thereby influence a more positive cash flow for an operation?" Read on...

Paul van Meerendonk

As the wider hospitality industry continues to face a slow recovery, savvy hotel owners and managers should be looking inwards during this time with a view to ensuring that the technology they use to help run their facilities are best suited for the roles they have to perform. Whilst many international hotel organizations have used the economic downturn to adequately plan for the future through improved levels of technology and staff investment, many others are not heeding the warning signs and are instead shedding costs wherever possible - which can lead to disastrous consequences. Read on...

Robert  King

Today's quickly-changing marketing environment turns traditional approaches on their ear, with guests calling the shots, dictating the timing and preferences for communications and engagement. For marketers, this customer-driven, fast-paced environment mandates a new approach to optimize engagement - the points of contact with the brand - and maximize the guest's lifetime value. But most traditional database-driven marketing solutions fall far short of these goals. That's why savvy marketers are turning to sophisticated relationship marketing.but no relationship marketing strategy will work without the right digital marketing system. Read on...

Michael S. Wasik

In the sixth century BC, Greek philosopher Heraclitus observed "Everything changes but change itself." Twenty-six centuries later, it's still just as true. It certainly applies to today's hotel customers. Travelers, whether business road warriors or families on vacation, are more selective, value conscious and well-informed than ever before. They also have a whole new set of expectations. Hotels have a unique opportunity now to embrace and benefit from this new customer reality. Read this article to learn how you can capitalize on it in ways that will differentiate your property's brand, rise above the competition and increase customer loyalty. Read on...

Paolo Boni

Today's travelers are choosing hotels that inspire them and effectively articulate why their rooms and amenities are 'worth' the price. But hotel listings on travel sites are typically lackluster and undifferentiated with unclear value propositions. The challenge for hoteliers is this: successfully conveying their hotel's unique value on the sites travel shoppers use to research and compare hotels online. Hoteliers can capitalize on their presence on travel websites by applying online merchandising techniques and using visual content to their advantage. Read on...

Hillary S. Bressler

Since Google Earth launched, millions of Internet users have traveled the globe in search of everything from Mount Kilimanjaro to their childhood homes, all from the comfort of their own computers. But, this popular satellite-based application is far more than a way to pass the time at work. When integrated into a website, Google Earth is a powerful tool that can boost Search Engine Optimization (SEO) and support the overall marketing strategy. 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.