Library Archives

 
Robert Post

As much as we would like to believe that the bad news is largely behind us, we actually face something much more complicated for the next 24 months: uncertainty - around the virus, how the public will respond, etc. In human history this isn't the first time a pandemic and recession have impacted the human race. READ MORE

Brenda Fields

The top performing hotel Sales Department will look very different than the model over the past 20 years. With the abrupt loss of demand and loss of traditional markets, it is critical to maximize the role of Direct Sales. Growing market share will be the focus to generate revenues and the successful hotelier in a competitive marketplace will quickly evaluate to devise and execute plans to impact market share. READ MORE

Mark Natale

Consistent and strategic branding can lead to a strong brand equity, which can add great value and credibility for hotels. Despite the challenges that have unfolded due to COVID-19, now is not the time to put off building a remarkable brand. In fact, it's quite the opposite. You should now be doubling down on your commitment to your brand. READ MORE

Laurence Bernstein

Hospitality may well be the industry most impacted by the Covid-19 pandemic. But it is also possibly the industry that has done the most to mitigate the effects and been the most innovative in developing programs and protocols to serve the needs of their customer, retain whatever revenue is possible and keep everybody safe while doing it. As an industry, we can all feel proud of how our colleagues have responded. But, it's not clear that in their haste to introduce mitigating programs, hotels thought through what will happen when this thing is over. READ MORE

Cindy Perkins

As hotels start opening and meeting planners begin looking for venues that their clients will be comfortable with, what are the critical items to focus on to ensure capturing the available revenue? How best can you prepare your hotel, your team, and owners for the next 24 months and beyond? Modifying your budgets, sales procedures, marketing plans, revenue expectations and even your comp set during the rebuilding is paramount. READ MORE

Philia Tounta

A tourism crisis occurs when circumstances in a destination pose a change which is potentially destructive to the destination and to its tourism industry. Destinations can exploit the window of opportunities linking destination branding to their crisis management strategies. Branding is an essential tool for positioning the destination, and in order to be effective, a need to re-study the destination marketing strategy is crucial. For the firm execution of place branding is essential to examine and map culture, customs, characteristics and every feature required that can benefit place image. Preferably, a place branding project intends to build an overall perceived image, apart from priorities in mission when it comes to targeting tourism, investments, etc. READ MORE

Ford Blakely

COVID-19 has impacted every area of business operations, but few have been as affected as communication. Experiencing spikes in incoming requests from anxious customers, even hotels that have had to close their doors temporarily have had to make dramatic changes to their communication strategies. Everything about guest communication has changed overnight. From the conversations brands are having with guests to the resources facilitating these conversations, and most notably the very impact that real-time communications, or the lack thereof, has on an organization's success. It's fair to say that real-time communication has gone from a competitive advantage to a survival strategy. READ MORE

Brenda Fields

In navigating an unprecedented and epochal global crisis, each country, city, county, and province has had its own unique challenges and afflictions as well as experiencing common hardships with other countries and nations. Approaches varied. Some worked. Some didn't. But with them all, there was a steep learning curve that, at this writing, has not even come close to plateauing. In observing what was effective, it became apparent that leadership was the core component in how a country or a nation fared. This article will address some lessons learned about leadership at the onset of this global crisis. READ MORE

Amber Natale

In today's noisy world, brands are on a constant quest for more attention. To accomplish this, we often hear people discuss trends and how to best utilize them. One reason to follow a trend may be because you're trying to fit in. However, do you have to necessarily follow suit? In this piece, Amber Natale of the integrated brand development agency Smarthinking Inc. takes a closer look at four questions you should ask yourself to build brands that will stand the test of time and minimize the inherent risk that following trends brings with them. READ MORE

Marc Heyneker

Data has become hospitality's most valuable resource, allowing hoteliers to personalize each and every guest touchpoint, from which upsell offers to present before the stay, to which amenity to feature in a loyalty offer. For data to be actionable, though, hoteliers need a way to bring together disparate sources of data to create a single guest profile. A Guest Data Platform is hospitality's answer, making personalized marketing possible for every hotel and group. Marc Heyneker, Co-Founder and CEO of Revinate gives a heads-up on where we stand with hotel data at this time and advice on how to use it to your advantage. READ MORE

Bonnie Knutson

Change happens in the boiler room of our emotions…so find out how to light their fires. This little quotation probably should be embossed on the wall of every marketing or sales office of every hotel worldwide. Said another way, people buy with their hearts and justify with their heads. And it is getting more so by the minute because the consumer decision-making process has become more emotional. Therefore, so must your hotel's marketing become more emotional since that emotive connection between your hotel and your guest is what will differentiate the property from its competitors. In this article, you will read about the "fab five" of emotional marketing. READ MORE

Fernando Rivera

In the hospitality industry, the cookie-cutter approach just won't cut it anymore. With a new decade dawning, more and more travelers are looking for hotels that are immersed in local culture. They're on the hunt for a place the reflects local touches and offers local insight. They're avoiding the tourist traps in favor of truly local experiences, whether it's signature cuisine or attractions that shed light on a place. Today's traveler is searching for authenticity. Fernando Rivera, General Manager at the soon-to-be-opened Kimpton Palomar South Beach, has developed an array of strategies to help hotels tap into local culture. READ MORE

Jeff Hart

Jeff Hart, General Manager of the Los Angeles Airport Marriott explores the evolution of hotel club lounges and the everyday ways in which they can elevate their spaces and offerings. Hart discusses tactical tips and strategies that hotels can take to stand out and provide a unique experience for guests. From concierge access to exceptional views, and stellar food and beverage, hotels are finding that guests are willing to pay a premium to have access to a heightened hotel lounge experience, and Hart dives into simple touches and more modern renovations that show the unique ways in which they can level up their spaces, offerings and approach. READ MORE

Mark Natale

It is so much more impactful when the whole symphony plays together vs. one instrument. That's why, integrated brand development agency Smarthinking Inc. believes that it is most effective when a company's branding aligns with the experience found within the establishment, giving consumers a full experience. Mark Natale, Smarthinking Inc.'s chief executive officer, says that to be successful, you must take the time to define your brand terms. In his authored piece, he details the crucial questions you should be asking yourself in order to create an unforgettable hospitality brand. READ MORE

Lisa Ross

Video is an effective tool to enhance the power of social media marketing. Effective marketers use video as a tool to make meaningful emotional connections with target audiences and have measurable impacts on business success. Hotel marketers must experiment with video and stay abreast of how the channels connect with current guests and prospective travelers. Whether captured by a traveler or produced by the brand, the best-performing videos reel viewers in with a mix of compelling storytelling, relatable moments and emotional triggers that inspire action, from social sharing to buying. In this article, we lay out six tips hotel marketers should consider when creating video content. READ MORE

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Coming up in November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.