June FOCUS: Sales & Marketing

June, 2023

Sales & Marketing: Integrating Technology

The Sales & Marketing department is responsible for maximizing a hotel's revenue by developing programs to increase occupancy and to make profitable use of its meeting and leisure facilities. Increasingly, managers are utilizing sophisticated digital technology to help them achieve those goals. Virtual Reality is being integrated into booking engines which provide potential guests the opportunity to tour a property from afar, including wedding, event and food & beverage facilities. Voice Search has also become a popular marketing tool. Using smart home devices, it's now possible for customers to book hotels entirely through voice commands. Chatbots are becoming more ubiquitous as hotels seek to refine their online customer service. Chatbots can answer common questions, push key marketing messages, increase direct bookings, and even guide customers through the booking process. Finally, hotels are already preparing for the debut of the Metaverse and planning how sales and marketing departments will fully participate. The June Hotel Business Review will focus on the sales and marketing strategies that some hotels are adopting and how they are benefiting from them.

This month's feature articles...

Merilee Kern, MBA

The concept of Emotional Intelligence is considered a cornerstone for the ability demonstrate numerous soft skills that are critical to the hospitality trade. Individuals aside, there is less discourse about how hospitality brands at large should be demonstrating their EQ within the marketplace. Branding expert Martha Marchesi, CEO of JK Design, provides five signs that a hospitality brand lacks EQ. READ MORE

Lisa Rosenstein

In response to the trend of customers seeking sustainable hospitality, hotels are rolling out the green carpet for their guests. They are launching new initiatives and incorporating green marketing into their plans. Sharing details about sustainability on property captures the attention of travelers as they seek to book accommodations at a property that shares their commitment to gloriously green travel. READ MORE

Krystal Ramirez

In today's ferociously competitive environment, hoteliers must be hyperaware of providing a consistent experience throughout the entire sales cycle. Check out this guide to realize the potential of having a holistic CRM. See how your hotel sales and marketing teams can work together to anticipate and adapt to booking patterns and guest behavior, making visibility and accountability top priorities at every step of the sales process. READ MORE

Tom Dibble

Consumers demand it. Marketing teams see results from it. Now, personalized marketing is a reality in the hospitality industry, thanks to today's modern technology stack and a better understanding of how to create a custom path to purchase. Here's how hotels and resorts are leveraging personalized marketing at scale to increase conversion rates, grow revenue and build loyalty. READ MORE

Gabor Forgacs

Hi-tech is cool, however hi-touch is more important than ever. Our personal interactions with guests need to matter. Can we outthink even ChatGPT? Well trained staff is enabled to leverage technology both for developing information rich guest profiles plus our hi-tech resources at the fingertips of staff are useful tools for upselling, answering inquiries and even transacting if needed. READ MORE

Mimi Oliver

Evolving workplace environments and travel kicking back into high gear three years after the pandemic have presented new categories of travelers. From business to leisure travel and everywhere in between, this increase in traveler types proves that providing flexible lodging options at your property to appeal to both short and long-term guests is essential. What are the benefits of offering flexible stay offerings? Increased visibility from new categories of travelers, more local support from residents in the community and ultimately an increase in sales. READ MORE

Vivek Neb

Business travel continues to rebound, with 2023 spending projected to reach $1.16 trillion. Nonetheless, economic pressure - along with geopolitical conflict - is threatening positive progress. As the industry works to recover, emerging trends could hold the key for destinations seeking to overcome headwinds and position themselves for a new surge of success. READ MORE

Don DeMarinis

Hotel guests are more than willing to share personal information to elevate their experiences. Properties that use that data in the form of profitable marketing campaigns have the ability to learn more about their guests, stay connected with them, and capture more of their spend. Learn how empowered staff use guest data to identify hospitality moments and personalize their experiences, resulting in champions for their brand and five-star reviews. READ MORE

Nadav Avni

To reduce cost burdens and boost efficiency, hotels can harness an Android TV setup which is a cost-effective solution for their businesses that allows them to get free from the monthly costs of providing TVs in their rooms. The solution can help hoteliers reduce costs and offer their guests their desired content at a relatively lower price. READ MORE

Nicole Dehler

Technology is always advancing, but the foundations of good marketing and salesmanship will always remain the same. The key for hotels is not to jump on the latest technological fad, but to embrace technologies that allow them to better know their customers, meet guests where they are, eliminate purchasing friction, encourage positive interactions, and amplify brand advocates. READ MORE

Loretta Macke

Emerging technology encourages positive change for hotel sales teams, but also comes with its own sets of challenges, especially as it relates to understanding where these it fits into a company's structure and operations. Once properly onboarded, teams that can properly utilize the resources available to them can work more efficiently, ultimately yielding better results for teams and potential clients. READ MORE

Kimberly Erwin

Marketing budgets have always been tight, but this post-Covid world put a greater emphasis on cost containment. Marketing spends must be justified and optimized - and with limited hotel marketing expertise available, properties have a difficult time knowing what to focus on. The key priorities include: 1) staying focused on positioning; 2) supporting the fundamentals; and 3) ensuring marketing supports business needs. READ MORE

Joel Pyser

The speed of change in today's hospitality industry is unprecedented. That means that, now more than ever, hotel sales staff and management need to be able to make sales decisions faster and with easy access to reliable data intelligence. Leveraging newer technologies that can instantly combine all relevant data sets into a single source, hoteliers can now finally ensure that their sales strategies are in line with evolving market trends. READ MORE

Anil Bilgihan

Embracing cutting-edge marketing strategies like virtual reality, voice search, chatbots, and preparing for the Metaverse is crucial for hotels to thrive in a competitive market. By leveraging advanced technologies, hoteliers can attract more guests, enhance customer experiences, and boost their business. Adapting to these emerging trends ensures hotels remain at the forefront of the industry and capitalize on new revenue opportunities. READ MORE

David Allison

Within a given cohort, individuals are on average only 10.5% similar to each other. That means demographic-based marketing efforts will miss the mark roughly 90% of the time. There's a more effective metric for hotel marketing: values. Here's a look at the common hospitality problems a values-driven strategy can solve and a tool for identifying values in your audience. READ MORE

Roger Allen

Advanced guest-facing technologies based on artificial intelligence (AI), virtual and augmented reality (VR and AR), or the metaverse currently have different adoption levels and potential in hospitality, but operators should nevertheless consider integrating them in their marketing and sales strategies. In this article, we explore why these solutions may become indispensable for hotels in the future. READ MORE

Wei Wei

How to achieve successful metaverse businesses in the hospitality industry? The advent of Mixed Reality glasses would enable everyone to carry portable glasses to experience a layer of the digital world on top of the physical world. Hospitality practitioners should pioneer and prepare to design their desirable digital world as a new marketing initiative to showcase and interact with customers. READ MORE

Robert O'Halloran

Sales and marketing have long been key factors for success in the lodging industry. These departments have evolved with other traditional units within lodging. While there is little positive about the pandemic, there are takeaways from the "pivots" that businesses made to survive COVID-19 and business disruptions. One aspect to note is the integration of technology in marketing and sales efforts. For example, marketing channels that are embracing voice searches, the use of Chatbots and more are preparing lodging sales and marketing for the Metaverse. READ MORE

Sandy  Murray Hanson

This article delves into the importance of workplace safety in the hospitality industry, highlighting how it contributes to public health, worker rights, economic growth, and fiscal stability. It also looks at how it encourages a safety culture that lowers the likelihood of workplace injuries and accidents and how it helps to attract and retain skilled workers. Moreover, it touches on prevalent security challenges in the sector and presents practical methods to overcome them. Managers in human resources and other leaders working in the hospitality industry would benefit greatly from reading this article. READ MORE

Scott Socha

Delaware North, a global leader in hospitality and entertainment, is strengthening its presence in the outdoor recreation and leisure segment. Despite the challenges posed by COVID-19, the company's Parks and Resorts division has focused on expansion and success through innovation, customer satisfaction, and unforgettable guest experiences. The division encompasses branded offerings, independent lodging, curated tour experiences, and attractions, reflecting Delaware North's commitment to stewardship and hospitality. ```````````4 READ MORE

Eric Ettlin

At a time when competitive hotel owners and operators are embracing new technologies in almost every part of the business, new frontiers in the application of cutting-edge tech are showing exciting potential: giving marketing professionals new insights, new ways to connect and resonate with their audiences, and supercharging creativity to help them find new ways to surprise and delight guests. READ MORE

Christian Brown

Influencers benefit hoteliers by helping to attract more guests. They build credibility and generate captivating visuals and innovative social media content. Influencers are masters of short-form video content, customized experiences, user-generated content, sponsored posts and events. Influencers make great brand ambassadors. Yet clear goals, engagement over follower count, content control and compliance with disclosure regulations are the keys to success. READ MORE

Adi Segal

By definition, hospitality is being friendly and welcoming to guests and visitors and making them feel "at home" when they aren't. It's "How can I make you feel like you belong here?" and going the extra mile to find out what it takes to get them there. That said, hospitality is about providing your guest with a memorable experience. READ MORE

Jeremy Gall

The short-term rental industry has come to the forefront of the travel landscape over the past few years, gaining market awareness during the pandemic and riding a wave of growth. In this article, Jeremy Gall explores how hotels can leverage learning from short-term rentals and regain market share. READ MORE

Sarah Fox

Hotels rarely exist in a vacuum where their success does not depend on assets and resources outside the bounds of individual properties. Instead, most hotels form interdependencies that broaden their appeal to guests and enrich the essential hospitality experience. Many times, those interdependencies contribute to the financial viability of the investment and form bonds with adjacent communities that allow them to play important societal roles. This article explores several trends where a wide range of interdependencies benefit hotel guests, operators, developers, and the communities they inhabit. READ MORE

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