Softscribe Inc. Execs Identify Key Hospitality Trends

New Media, 'Green' Top the List

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. October 14, 2008

ATLANTA, GA, April 23, 2008. Executives from Softscribe(R) Inc., a public relations firm that helps technology companies achieve their objectives in marketing for hospitality and tourism, today reported on top industry trends from three separate conferences during the first quarter of 2008. Major trends identified are: Hoteliers are creating online communities with new media; Green is the new 'luxury,' and operators are tasked to make foreign visitors feel welcome. Softscribe executives attended Hotel Technology Next Generation (HTNG) 2008 Member's Meeting and Conference, The America's Lodging Investment Summit (ALIS), and the Atlanta-based Social Media Conference (SoCon) '08.

"Technology will continue to follow its current path to streamline processes and connect people," said Michael Squires, president of Softscribe Inc. "What is changing are the people themselves, always our industry's greatest asset. Hoteliers are becoming more technically astute specialists; they now use technology strategically to streamline their operations in new ways that add topline revenue quickly while improving the guest experience." Squires cited revenue management, online marketing, sales and catering, and business intelligence as silos where operators are evolving into strategic thinkers.

In order of their conference occurrence, here is a recap of major trends:

Major ALIS trends included:

---|--The economy was under a microscope; attendees were cautiously positive, not recessionary.

---|--Hoteliers must make foreign hotel-bound visitors feel welcomed.

---|--'Sustainability' is a trend that will stay.

---|--Blog entry: Ask ALIS, Disney about Rule #9

---|--Recap article for Hospitality Upgrade: ALIS 2008: Every Cloud Has a Green Lining

---|--Hotel Technology Next Generation 2008 (HTNG)

Major HTNG trends included:

---|--Participation in HTNG at some level is now mandatory to do business with many chains.

---|--HTNG is at critical mass. It is a respected and valued organization; participation drives sales.

---|--HTNG events are forums that stimulate a creative dialogue between vendors and operators resulting in more efficient technology implementation.

---|--Social Media Conference 2008 (SoCon)

At SoCon '08, a one-day gathering of 250-plus Atlanta-area new media pundits and participants, the focus was on "embracing the swarm."

"Embracing the swarm is Rule #1 of the Networked Economy, which says 'As power flows away from the center, the competitive advantage belongs to those who learn how to embrace decentralized points of control,'" said Julie Keyser-Squires, CFO of Softscribe Inc. "New media makes that possible."

Major SoCon '08 trends included:

---|-Pay attention to what seems frivolous; Twitter.com, for example.

---|-Use new media to create online communities.

---|-Engage in "free revealing," or give away your ideas for free to your communities.

---|--For more information about any of these trends, or the Green hospitality trend, please contact [email protected] or call 404-256-5512.