Library Archives

 
Lisa Ross

The U.S. Hispanic market is growing in both size and purchasing power, and it is an audience that should be top of mind for major hotel brands. As the largest ethnic minority in the country, this group of 57.5 million represents 17.8 percent of the total population, and is projected to increase to a whopping 28.3 percent by 20601. And with annual hotel openings tripling over the past five years, it makes sense to look at new guest segments to fill all those new rooms. Read on...

Arturo Garcia Rosa

Though Argentina has always sparked interest from investors around the world, some of the economic measures and political scandals related to the party that held the power for a decade (until December 2015) did not represent the best scenario for international investment. The more recent election of President Mauricio Macri, undoubtedly represents an important task of rebuilding the Argentinian economy and restoring its international credibility. Macri, already in his short stint thus far as president, has partially succeed with inroads here, and as such has been given the honor to host the World Trade Organization meeting in December 2017 along with the G20 Summit in 2018. Read on...

David Grenwell

The hospitality industry continues to flourish and in addition to contributing billions to Britain's GDP, it provides jobs for a huge amount of workers across the UK. To put that into perspective, in 2014, it was estimated that hospitality was responsible for a massive contribution of around £143 billion - this is 10% of the UK's entire GDP. And as for employment, figures suggest that the industry is directly employing 4.7 million workers and indirectly employing 775,000 people. If the industry continues to grow, it's expected that as will the GDP contributions and of course, more jobs and opportunities will be available to workers. Read on...

John Poimiroo

Tourism has become recognized as essential to sustaining historic preservation and California's tourism industry is responding to that reality. Responding to encouragement by President George W. Bush's historic preservation advisor, John Nau, III, Californians organized a California Cultural Heritage Tourism Council in 2004 which subsequently has sponsored symposia and efforts to connect tourism with cultural and heritage preservation. "We recognized that California's vast geography and diverse heritage and cultures kept tourism, cultural and heritage leaders from speaking to one another and thus cooperating. By coming together, we have been able to generate highly visible promotional efforts and stimulate cooperation, to the benefit of preservation," says Susan Wilcox, co-chair of the California Cultural Heritage Tourism Council and Deputy Director of the California Travel and Tourism Commission. Read on...

Andrew Freeman

Diversity is no longer a lofty idea for the future and wishful thinking. Nor is it something regional affecting select sections of the country. From vendors to guests, staff to neighbors, diversity is here, it is now, it is universal. Revisiting existing strategies and tactics and implementing new ones to accommodate true diversity and inclusion in your hotel is not only socially responsible, it is just good business. Read on...

John Poimiroo

According to The Historic/Cultural Traveler, a weathered, but oft-quoted 2003 study by the Travel Industry Association of America and Smithsonian Magazine, more than half of U.S. adults (over 118 million people) include at least one art, history, humanities or heritage activity or event when they travel. You find them swaying to exotic music at cultural events, festivals and fairs. They're drawn to ethnic neighborhoods for authentic foods and imports. Clusters of them are seen looking skyward as they walk through historic districts on guided architectural tours. Others are involved in volunteer projects to both immerse themselves in a destination while helping to preserve it. They walk battlefields, often as knowledgeable about what took place as are local guides. The travel stories they retell are of the cultural treasures they saw and the remarkable local people they met. Read on...

John Poimiroo

When limited markets are divided among competing hotels with similar facilities and services, hoteliers find that new guests can be attracted and hotel occupancy increased by revisiting the past. They've discovered that heritage corridors create additional reasons to travel a route, be loyal to a property and stay longer. These less-traveled corridors were once the beaten path, but now have nostalgic appeal for travelers in search of a slower pace, authenticity and our nation's history. Read on...

John Poimiroo

Cultural events have long been touted by arts organizations as benefiting hotels. Research studies by the Los Angeles County-based organizations prove the claim. In the late 1990s and again in the early 2000s, the effectiveness of major art exhibits to attract visitors to Los Angeles County were studied by the Los Angeles County Museum of Art and by The Museum of Contemporary Art as driven by LA's Cultural Tourism Department. Those studies documented not just the economic and social impact of major Vincent Van Gogh and Andy Warhol exhibitions, but proved once and for all time that strong exhibits - effectively promoted - attract out-of-town visitors, sell rooms and can be extremely lucrative to hotels. Read on...

John Poimiroo

Within the past decade, many of the nation's leading museums and concert halls have hired starchitects the likes of Gehry, Calatrava, Libeskind, and Taniguchi to create singularly stunning structures that, like massive titanium magnets, attract visitors to them. So, too, hoteliers are renovating landmark buildings in major cities into new use as signature hotels. Branded destinations are exporting their architectural concepts abroad. Read on...

John Poimiroo

In response to increasing financial and cultural ties between China and the United States, both countries have eased travel restrictions. The China National Tourism Administration (CNTA) and U.S. Department of Commerce recently announced a Memorandum of Understanding (MOU) which is intended to boost travel between the two countries and serve to "strengthen relations and forge new friendships." The MOU opens China's growing market to U.S. travel and tourism industries with a push toward expanding group leisure travel from China to the U.S. CNTA Chairman Shao Qiwei sees it as broadening exchange and cooperation between the countries in economic, cultural and air service areas. 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.