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David Allison

The Lodging industry in all price categories is going through a period of disruption, with huge forces at play. New technologies, mergers, acquisitions, online competition, Airbnb, new travel behaviours, new types of travelers: these are not small adjustments to an ecosystem. In the midst of that chaos it's valuable to step back and ask our consumers, directly, what they value, want, need and expect. And that's where the 75,000 surveys in the Valuegraphics Database come in. We've done that work of asking hotel guests those questions for you. Read on...

Lisa Ross

Artificial Intelligence (AI) is now a part of everyday life and is still growing at an astonishingly rapid rate. Consumers live in smart homes and work in smart offices, so it should come as no surprise that this revolutionary technology has made its way into the hospitality realm. Hotel marketers are rapidly identifying ways to put AI into widespread use. In this article, you will learn how AI impacts hotel marketing and what hoteliers can do to transform how they operate, maximize processes and interact with guests for increased satisfaction and loyalty. Read on...

Brian Morris

The JW Marriott San Antonio Hill Country Resort & Spa brings luxury to the Texas Hill Country by offering guests outdoor adventure, golfing paradise, spa rejuvenation and a true escape. Conveniently located a short drive from San Antonio International Airport and downtown, the resort boasts 1,002 recently refreshed guest rooms, two 18-hole PGA TOUR TPC golf courses, a 9-acre water park, over 280,000 square feet of meeting and event space, five on-site restaurants and a full-service spa and wellness center. Whether guests are visiting to connect, meet, stay, play or refresh, the JW Marriott San Antonio has on-site amenities to meet every need. Read on...

Miranda Kitterlin, Ph.D.

In the United States, women represent the majority in both hospitality and tourism operations and academic programs, yet are sorely underrepresented in high level positions. The prevalence of sexual harassment in the industry adds an even greater challenge to the female professional in terms of navigating the workplace and road to advancement. While not a new phenomenon, the Me Too movement has brought the issue to the forefront and forced us to ask a question that may not have otherwise received such substantial and international attention: How do our female leaders make it to the top in a #MeToo world? Read on...

Gino Engels

It is no secret that hoteliers are looking to increase direct bookings to mitigate against rising distribution costs. As cost inflation has pushed direct booking to the top of most hotels' priority lists, hotels are pursuing more business through the lower-cost direct channel, in an all-out effort to preserve the profitability of each booking. In this article, Gino Engels, CCO and co-founder at OTA Insight, discusses 10 essential tactics-such as enhancing your booking experience, segmenting your guest lists, properly forecasting demand, and more-that you can employ to produce more direct business and increase your hotel's revenue per available room. Read on...

Bonnie Knutson

Somewhere along the way, we came to believe that all it takes to generate value, loyalty, and great ambassadors for our hotel are outstanding facilities, programs, and services. And don't forget those loyalty programs. While that may have been true back in the 20th Century, it is no longer enough in 2019; these qualities are just expected in a hotel. To provide the kind of experiences that will drive guest value and hotel revenues, it takes more than top facilities and good service. In this article, you will learn how a Gum Ball Machine can point your way into this Experience Economy. Read on...

Court Williams

New hotel brands are being developed on an almost daily basis, to the point that it becomes confusing for guests and the public to identify what brand belongs to whom. In some instances, hotel groups are buying out existing brands to get their reservations book, while in others they are building new brands from the ground up. Is there a solid business case to be made for the proliferation in new brands, or is it overkill? Court Williams, CEO of HVS Executive Search analyses the benefits and disadvantages to all stakeholders, to determine whether this state of affairs is good for the hospitality industry over the long-term, or simply a short-sighted strategy without a future. Read on...

Gino Engels

In order to best position your hotel in a competitive marketplace, it is essential to have an airtight revenue strategy so that room prices are priced right every time. While that sounds simple enough, it is important to remember that there are four key factors (events, timing, trends and competition) that need to be accounted for in order to accurately forecast demand and maximize revenue for a hotel. In this article, Gino Engels, CCO and co-founder at OTA Insight, discusses why these factors matter and how to extract exploitable data and insights from each. Read on...

Bonnie Knutson

Eleven years from now the U.S. population will reach a tipping point. The year 2030 will mark the moment when all baby boomers will be at least 65 years of age; in other words, 20 percent of our population will be of retirement age. Jonathan Vespa, a U.S. demographer, puts it this way: "The aging of baby boomers means that within just a couple decades, older people are projected to outnumber children for the first time in U.S. history. By 2035, there will be 78 million people 65 years and older compared to 76.7 million under the age of 18." So, what does this have to do with hotels? A lot. In this article, you read about two unique opportunities for your hotel to take advantage of the longevity trend. Read on...

Javier Coll

As hotel owners and investors discuss strategies for success in the coming year, a careful review of current market conditions is imperative. While supply in the international hotel market remains growing and strong, room rates are beginning to soften, and smart owners should now consider a brand conversion strategy to stay ahead of the curve. In this article, Javier Coll, Executive Vice President and Chief Strategy Officer of Apple Leisure Group, shares why a conversion, with the right brand partner, is key to beating out the competition in a potentially oversaturated market. Read on...

Brett Tabano

Consumers are spending increasing amounts of time on mobile devices, forcing brands to rely more heavily than ever on digital marketing to drive bookings and boost revenue. Unfortunately, the ever-changing digital landscape is becoming more difficult to navigate and control, often resulting in brand safety issues. From ensuring that ads don't run next to damaging content to preventing competitors and other nefarious "squatters" from exploiting the awareness you've built, marketers must take proactive measures to protect the value of their brand. As a scalable, efficient solution, a growing number of marketers are shifting to a real-time, programmatic, platform-based strategy. Here's why. Read on...

David Bilicic

Research firm Magid digs into the opportunities and challenges presented by subscriptions in the hospitality industry, especially among loyalty program members. Magid found that travelers who already belong to a loyalty program are much more likely to be interested in a subscription program offering than those who are not part of loyalty programs. This research, which was conducted through an online study of 3,000 individuals who have an active subscription within one of 14 business verticals (Including meal kits, fitness, music, beauty, clothing and more), also delves into other consumer perceptions around subscription programs including price, offerings and "must-haves." Read on...

Shannon Colbert

What separates the good hotels from the great? The vice president of sales and marketing at Endeavor Hospitality Group, Shannon Colbert, explains that it comes down to one business element: your people. To be successful in the competitive and ever-evolving hotel space whilst providing consistent, yet fresh and memorable guest stays, it all starts with cultivating a fulfilled, resilient and productive team that is inspired to deliver on your hotel's promise. Read more about Shannon's six tips for making new employees feel at-home and satisfied in their hospitality career. Read on...

Brian Wise

Hospitality marketers are currently facing a more challenging landscape than ever when it comes to attracting and appealing to millennials. The methods used for generations past are proving to be irrelevant for this current audience, not just in where they are going, but why. And with the generation on track to make up 75 percent of all hotel guests by 2020, hospitality industry professionals should start to learn what amenities make them tick – and why they all point to Vegas. Read on...

Bonnie Knutson

Generation Z is actually known by several names. But whatever it is called, this generation is the one that follows the infamous Millennials.. Typically, demographers and researchers classify iGens as those born between 1995 to 2005, putting them still in school with leading edge finishing up their college years. Although this cohort is still relatively young, they influence about $600 Billion of what and where their family spends its time and money – i.e. that's about 70% of their parents' spending. Already they are swaying their family's travel decisions. By 2020 – that's less than two short years from now - they will represent 40% of the world's consumers. In this article, you learn more about this up and coming generation and how your hotel can attract their business. 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.