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Simon Hudson

Every year, some of the world’s brightest minds and most iconic celebrities assemble in Salt Lake City, Utah, to impart their knowledge, network on the surrounding ski slopes, and dance the night away at a private concert. The annual summit, put on by Qualtrics - one of the fastest-growing technology companies in the world - achieved record highs in attendance in 2018 with 7,000 delegates, perpetuating the company’s mandate to improve the quality of the conference content and the overall experience. How has this annual conference grown so quickly? It is all about the hospitality and a real focus on the guest experience, and this article will take a closer look at why the Qualtrics conference is so different from other business events. Read on...

Simon Hudson

Skiers visiting Jackson Hole have two options when they are considering where to stay; Teton Village at the foot of the mountains, or the historic Town of Jackson which is 12 miles away. Teton Village offers accommodations for every lifestyle and budget and is a good choice for travelers who plan to spend a lot of time on the hill and make the most of the lively après ski. Downtown Jackson on the other hand is western-themed, with lots of old Victorian buildings, hotels, pubs and restaurants. This article will take a closer look at these two options skiers have for accommodation, and see how the two locations compete with each other (or work together) to attract skiers. Read on...

Sherry Heyl

There are many advantages to not only hiring freelancers but to develop long-term relationships with a team of freelancers. Many people have made freelancing a career choice and therefore have committed to ongoing training and developing their expertise in a specific niche. By working with freelancers, you're not only able to augment your staff but you will benefit from specialize knowledge and the diverse experience of the freelancer. Also, having a relationship with a team of freelancers enables your team to deliver projects on time, save money, and not over burden existing team members. Today, not only are freelancers benefiting from the freedom and flexibility that their choices offer, but so are the hotels they work with. Read on...

Bonnie Knutson

This article points out what marketers instinctively have known for a long time now: People buy with their heart and justify with their head. Noted neurologist Donald Caine said it best: The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions." In other words, it is increasingly being acknowledged that people respond more to emotional marketing than to rational information when deciding what to buy or where to buy it. Think about memorable Super bowl commercials that moved people throughout the years. Coca Cola's Mean Joe Green. Budweiser's Clydesdale Horses. Or the 2018 Dorito's Blaze commercial with Morgan Freeman. Read on to learn more... Read on...

Hillary Bressler

Millennials make great travelers. They see vacation as a way of life. But are they worth the focus? Millennials travel often which is music to the ears of the travel industry. They travel the most, but spend the least. All surveys point to the increasing importance of Millennials to the family travel market as well. They believe travel agents are totally worth it, and they like to cruise. Tap into these interesting facts about how the Millennials are traveling that will have the travel industry singing a happy tune. Read on...

Gary Isenberg

From the perspective of an experienced asset manager, this assessment of brand loyalty programs answers the question of relevance. Do the brand frequent programs still matter to hotel guests? If they do, how can a brand strengthen the customer relationship? If brand loyalty is not pertinent at specific points in the customer hotel experience journey, then how can the hotel secure its guest relationships? Does it matter? Read on...

Lisa Ross

Today's move toward integrating technology into all aspects of the hospitality experience is driving innovation and streamlining key processes for guests. But, is this new push for more technology taking away the personal touches and human interactions that make the hospitality industry so hospitable? Lisa Ross, president and partner of integrated communications firm rbb Communications, shares how brands and properties can use digital tools to enhance human interaction, foster trial, and develop brand loyalty. Read on...

Hillary Bressler

Is the travel industry forgetting one of the largest untapped niches? With 320 million single parents worldwide, the single parent family travel is a untapped market begging for attention. Gone is notion that single moms are poor. We work hard and play hard, but we require something unique …..for the travel industry to market to us! See what single parents demand from single parent family travel authority, Hillary Bressler, who has her ear to the ground on what single parents want when they travel. Read on...

Mark Ricketts

it takes more than a logo or an employee manual to establish a brand, as our everyday behaviors and the personal choices we make become an important element of real-world brand expression. In its purest sense, a brand is a promise to consumers; an expectation of performance and an overall experience. When we ship a package with FedEx or UPS, we expect a competitive, fair rate; on-time transit; accurate tracking that is accessible online; courteous, properly trained employees and a package delivered without damage. This article will explore some of the practical, simple and, yet, profound aspects of this everyday brand management. Read on...

Sherry Heyl

Despite all the recent hype around influencer marketing, it is really nothing new. In fact, I ran my first influencer marketing campaign for a large brand in 2006. We did not call it influencer marketing, it was called blogger outreach, but the premise was the same. We developed relationships with bloggers who had a large following and wrote about our niche. In this particular case, it was about cars. At the time the goal was to increase awareness. Our efforts were similar to a traditional media pitch and blogs were seen as "new media." Read on...

Brenda Sandoval Valdes

In today's technology dominated society, the days of hotels and resorts creating brand loyalty through old-fashioned classic mailers, television commercials, and print ads are all but obsolete. In a world where tablets, computers, and smart phones stream blogs, social media, and videos that are readily available and at the customers' disposition 24/7, today's travelers are more knowledgeable and particular about the content they process and the brands they choose. Amidst this endless streaming of information, opportunities have emerged for hotels to share their messages across a multitude of direct platforms. Quality content has always been important, but now with the rapid evolution of markets and the overload of information it is more essential than ever. Read on...

Leora Halpern Lanz

Hoteliers, marketing directors, and revenue managers in particular are continuously learning how to put the pieces of the puzzle together when it comes to creative and effective options for selling out room nights. Numerous challenges arise with the plethora of new distribution technology, which complicate the process of directly reaching the guest, or even controlling a hotel's presence on the variety of brand and third party websites. Read on...

Ravneet Bhandari

The only consistent aspect in the way people plan travel is that it's constantly changing. Each decade brings new ways for customers to connect with the hospitality experience because of both changes in technology and customer behavior. Think about it this way, the industry has come a long way since a sign out front touting air conditioning and color TV were enough to attract a customer; that is, if they could find you. It wasn't all that long ago when finding a hotel meant pulling off the road because you saw a sign, or by researching a potential stay by utilizing thick books published each year by Mobile or AAA. Read on...

Bhanu Chopra

The hospitality industry worldwide has witnessed disruptive growth over the last few years. With an explosive influx of all kinds of hotels, both big and small, competition is at an all-time high. However, this is great news for travelers as they are spoiled for choice, with a variety of options to choose from. Combine this leverage for travelers with the internet emerging as a strong search and transaction channel, and with the role of Online Travel Agencies (OTAs) getting stronger each day, hoteliers are now under immense pressure to ensure high visibility across all leading online platforms with an aim to drive a maximum number of bookings. Read on...

DJ Vallauri

In October of last year, Pepsico started shaking things up with their digital marketing strategy. They decided to take the social media portion of their digital marketing in-house for the Pepsi brand. There was a lot of buzz about it -- questioning whether this was a smart move. Outside of the tremendous resources needed to have an in-house agency focused solely on social media, the concept of what Pepsi was doing intrigued me. In fairness and full disclosure, I work with a digital marketing agency for the hospitality industry. Read on...

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Coming up in July 2018...

Hotel Spa: Oasis Unplugged

The driving force in current hotel spa trends is the effort to manage unprecedented levels of stress experienced by their clients. Feeling increasingly overwhelmed by demanding careers and technology overload, people are craving places where they can go to momentarily escape the rigors of their daily lives. As a result, spas are positioning themselves as oases of unplugged human connection, where mindfulness and contemplation activities are becoming increasingly important. One leading hotel spa offers their clients the option to experience their treatments in total silence - no music, no talking, and no advice from the therapist - just pure unadulterated silence. Another leading hotel spa is working with a reputable medical clinic to develop a “digital detox” initiative, in which clients will be encouraged to unplug from their devices and engage in mindfulness activities to alleviate the stresses of excessive technology use. Similarly, other spas are counseling clients to resist allowing technology to monopolize their lives, and to engage in meditation and gratitude exercises in its place. The goal is to provide clients with a warm, inviting and tranquil sanctuary from the outside world, in addition to also providing genuine solutions for better sleep, proper nutrition, stress management and natural self-care. To accomplish this, some spas are incorporating a variety of new approaches - cryotherapy, Himalayan salt therapy and ayurveda treatments are becoming increasingly popular. Other spas are growing their own herbs and performing their treatments in lush outdoor gardens. Some spa therapists are being trained to assess a client's individual movement patterns to determine the most beneficial treatment specifically for them. The July issue of the Hotel Business Review will report on these trends and developments and examine how some hotel spas are integrating them into their operations.