Library Archives

 
Simon Hudson

The sharing economy is having a disruptive influence on the lodging sector, with evidence that Airbnb's entry into some markets has had a quantifiable negative impact on local hotel revenues. Can hotels compete with this new phenomenon without compromising on price? I believe they can. Recent research suggests that the sharing economy appeals to consumers not just because of price, flexibility, and ease of use. Consumers are also attracted by social benefits; guests of Airbnb for example, enjoy interacting with their hosts in an 'authentic' setting, and even gain local connections with the host's help. Read on...

Yvonne Tocguigny

Is it possible for your hotel to attract millennials and boomers? Yes. It's a solid strategy. But building a brand, and generating the optimal messages for each group requires nuanced understanding of what each generation cares about and how they make decisions. The writing-duo of Yvonne Tocquigny, and her daughter, Laurel, tell hotel executives what they need to know to bridge the branding gap between generational age groups. Is it possible to build a hotel brand with appeal to both the millennial and the boomer generations? Where are the commonalities and the differences when it comes to brand loyalty in hotels? Theoretically, if you know where the points of intersection and differences lie, you can broaden the relevance of your brand and capture more market share. Read on...

Bonnie Knutson

Unlike money, time isn't fungible; no matter how long or hard we try, we can't make any more of it. So while we might be able to reallocate our time, we can never increase our supply. That is why time is becoming such a luxury; why we value it so much. In fact, it may be the ultimate luxury. But while it may be a luxury for every one of your guests, different generations view it differently. It is a major differentiator. In this article, you'll see how the three major consuming generations - Baby Boomers, GenXers, and Millennials - view time in their own way. Read on...

DJ Vallauri

As hoteliers, how do we define "customer service" and how does it play into our daily hotel operations? The answer leads us to wonder if customer service can be considered as a competitive advantage for hotel operators. In this article, I share my thoughts on how hospitality customer service can be leveraged to drive new and repeat business into a hotel. When you think customer service in hospitality one brand comes to mind that epitomizes the meaning of great customer service, The Ritz-Carlton Hotel Company. They have successfully used customer service as a marketing differentiator within the hospitality luxury market place. Read on...

Roberta Nedry

There's nothing like warmth, when it comes to hospitality, that blanket of welcome that surrounds a guest or customer when caring and proactive efforts cause greater comfort to happen while making frigid moments forgotten. As guests contemplate their seasonal choices for leisure and business travel in the new year, global warming may be a genuine environmental concern but global warming takes on new meaning when through the eyes of hospitality and a meaningful service emphasis. In this case, warming the hearts of guests and customers is a weather proof strategy for all seasons in the arena of Guest Experience Management. Read on...

Chris Campbell

In a 2012 feature article for The Week magazine entitled "Confessions of a Hotel Insider," Jacob Tomsky, who describes himself as having "worked in hotels for more than a decade," wrote down some of the standard front desk lies. Like: "All rooms are basically the same size." And: "My pleasure." For any executive or staffer who has seen or handled his own share of guest interactions, Tomsky's list is worth a chuckle. Some may even nod in agreement and admit to being guilty as charge Read on...

Bonnie Knutson

Today's guests are more sophisticated, more experienced, and certainly more demanding than ever before. They expect the best overall experience, which is why the American Marketing Association revised its definition to: "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." While your promotional strategies make the brand promise, it is how you keep the promise - i.e. how you deliver - that matters most. With the proliferation of all things social media, how you deliver the experience is more important than ever before. No longer is it word-of-mouth, but it is now world-of-mouth. In this article, you will find out who should be the guest experience's chief cheerleader in your hotel, and four critical metrics that you need to measure, monitor, and manage your hotel's guest experience. Read on...

Judith Jackson

The race is on! How can you differentiate your hotel or resort from other attractive, well positioned and advertised properties? All you have to do is bet on the senses of sight, sound, smell, hearing, and touch to keep your property on the inside track. And if your guest offerings include a spa, that could be your sensory triple crown. Science has proven that the human limbic system, located deep in the middle brain, is the seat of memory, learning and emotion. Turn that on and your guest will never forget walking into your lobby and being seduced by the subtle fragrance of sandalwood. Let's explore ways you can have your lobby, amenities, food and spa "kidnap" guests' senses from the moment they step into your sensory haven…and, upon checkout, begin planning their return. Read on...

Benjamin Jost

As a whole, the travel industry has been clawing its way forward to improve customer experiences. Many hotels have experimented with implementing various digital platforms and adding personalized factors to their communication systems to facilitate these improvements. Taking a step back, however, we need to first understand "customer experience" before we can address challenges therein. Throwing technology at the problem may seem like a simple solution, but instead, it's only adding complexity and muddying the waters when it comes to creating clear, and obvious paths to improvement. Read on...

Pamela Barnhill

The ability to provide a rich selection of goods and services for potential customers has aided the rapid growth of peer-to-peer platforms. Airbnb, one of the most successful of these, defines itself as "a social website that connects people who have space to share with those who are looking for a place to stay." Because of its rapid growth and popularity since Airbnb's launch in 2008, hotel industry leaders worldwide have been attempting to answer the Airbnb challenge. Read on...

Tema Frank

It's easy to obsess about your Net Promoter Score (NPS). It's simple to get and it's a number your executives can grasp. But focusing too much on your NPS risks sending you off in the wrong directions. It can be misleading, and it doesn't answer the all-important question of why people have given the score they have. Read on to find out the hidden downsides of the NPS, what it doesn't tell you that you really need to know, how it can mislead you, and why sometimes it shouldn't be your top customer experience improvement priority. Read on...

Judith Jackson

After the first stay, does your guest remember your property as "The Hotel Rescue"? Is your guest more refreshed when leaving than upon arrival? When you planned your guest facilities and services, were they designed to be genuinely unisex? Does everything in the room work - like thermostat, wall plugs and light bulbs? Is the clock set to the correct time? Is the television remote easily located? If the answer is yes, have you checked all of them lately? Read on...

Benjamin Jost

Every hotel manager has a fear that wakes him or her up in the middle of the night in a cold sweat. It isn't a standard fear that most people have; hotel leaders aren't in the throes of the dream where they showed up to a presentation naked. This particular fear has to do with the ink that's being spilled on the internet. It's the fear of a negative review on a major review site or social network. To put context around the world we live in today, there are more than 3 million hotel reviews written each week. That's 18,000 reviews per hour. Needless to say, not all of them will be from guests who loved every moment of their stay. Read on...

Steven Ferry

Emotional engagement is one of those hot subjects that most have heard of but very few can actually define. What is it exactly? As with any subject, a keen observation of life in action followed by a logical analysis can shine light on the dark corners of our knowledge to bring clarity to our understanding, and, in order to be useful, a workable procedure for action that brings about desirable results. In the case of emotional engagement, it would be guests who are thrilled at the renewal or reinforcement of life and energy they experience when interacting with hotel staff. Of course, that would presuppose and require that the staff be passionate and full-of-life themselves, rather than uninspired and going through the motions. Read on...

Michael Barbera

The attention span of a goldfish is eight seconds. The attention span of the average American is seven seconds. It's not surprising that we are easily distracted. There is marketing content everywhere we look. Many businesses are competing with one another to gain the attention of the consumer in order to fight for their dollar. Furthermore, the same applies to the lodging industry. It doesn't matter if you're a luxury resort, four star hotel, motel or renter on AirBnB, you're goal is to get the consumer to return; however, your consumers will make that decision within the first three to five seconds of walking through the front door. Read on...

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.