Library Archives

Matthew Rosenberger

Last year one of the articles I wrote for Hotel Executive was titled "Designing the Perfect Family Package". In the article I wrote about the importance of the relationship between the hotel concierge and very young guests. Hyatt Hotels and Resorts listened and in early December 2008, established an on-site Kids Concierge program for families traveling with children. As you read my article ask yourself if you are implementing the strategies necessary to send a strong message "Families Welcome!" If you are not, it is time to get started. If you are, keep it up and you will continue to be rewarded with a healthy share of the lucrative family travel business. READ MORE

Bonnie Knutson

Choice proliferation has overtaken the hotel industry. As marketing guru Jack Trout quipped, "Like an amoeba dividing in a Petri dish, the marketing arena can be viewed as an ever-expanding sea of categories." So whether your hotel is a limited service, a full service, or a bed and breakfast, your guests have more choice than ever before. And there is no end in sight. This means that your property needs to compete by standing for something; i.e., you have to own a position in the consumer's mind. You, like Disney, Southwest and Wal-Mart have to get it. You have to do more than have a better product, service and value. You have to been seen as different. In other words, if you own it, flaunt it. READ MORE

Steve Morse

One of the things that hospitality marketers got "right" before many other industries is the practice of maintaining wonderfully detailed customer records and databases. The problem, however, is many hospitality marketers still haven't learned to use email marketing to its full capacity and they continue to rely primarily on ad hoc email campaigns and direct mail to reach their audiences. By doing so, they completely fail to use the great data they have while it's still fresh, leading to disappointing results. To succeed in today's environment, hospitality companies must do better... READ MORE

Bonnie Knutson

In this article, one of a four-part series on generational marketing in your hotel, we look at the third "hump" of your property's four-humped guest camel - The Generation X (Gen X). A Xer himself, Canadian writer Douglas Coupland has said Generation X is not a chronological age but a way of looking at the world. There may be more truth than fiction in this statement. Defined by diversity, today's 20- and 30-somethings are cynical and skeptical of traditions and institutions (including hotel brands). READ MORE

Lawrence Hefler

What are the ingredients for a successful Private Residence Club? Many would suggest that it starts with location...a resort setting where there is a strong demand for luxury vacation homes or luxury hotel offerings. A location with mountains, rivers, golf courses, spectacular views, and multiple seasons is preferable. Resort areas with land scarcity and a difficult entitlement process are also particularly attractive. READ MORE

Rob Rush

As the definition of "green" intersects with "sustainable" and both mature in the marketplace, and it becomes abundantly clear that a "green" hotel needn't detract from the guest experience, it will behoove hospitality professionals to a) Get on the bus, as sustainable practices will be a required "cost of entry" practice in the future, not a marketing initiative; and b) Figure out how "green" can actually enhance the guest experience. READ MORE

Bonnie Knutson

With the current state of the economy, it is not at all surprising that consumers and hotels alike have developed a frugal mindset. Or as one upscale frequent traveler aptly put it, my wallet is closed! So just what can your hotel do to be tough, be ready, and get going, and still be on-trend with the new luxury consumer? The answer lies in a popular song originally recorded by Billy Ocean in 1985: When the going gets tough, the tough get ready. The operative word is, of course, ready. This article is the second of a two-part series that looks at how lodging properties can take advantage of the paradigm shift between old luxury and new luxury. READ MORE

Richard D. Hanks

Loyalty. What creates it? How can you sustain it? Is there a 'secret sauce' that helps you transform a run-of-the-mill customer into a wildly enthusiastic devotee? What motivates a consumer to drive past 25 restaurants to get to their favorite one? Why does every piece of clothing I'm wearing have a Nordstrom label? What in the world causes Harley Davidson loyalists to love a brand name so much that they will tattoo it on their body? I'm not sure there is a single answer. But I know some things that will help. Here are ten sure-fire ways to help turn customers into brand enthusiasts: READ MORE

Marc Portugal

How do you get people to "stay" in your hotel when people are traveling less? How will you make your hotels money this year? What do you really have to offer locals? How are you different than hotels in your areas? The answer lies in the old casino adage: The longer they stay, the more likely they'll lose. In the absence of gaming itself, how is this strategy translated into practical, relevant and profitable outcomes? READ MORE

Marc Portugal

Why do people REALLY love hotels? It's NOT the scratchy towels and continental breakfasts. It's NOT the out-dated patterned carpeting in the meeting rooms. It's NOT the travel sized bar soap or the cold bathroom tile. It IS the opportunity to get away from daily routines. It IS the opportunity to live out expressions of aspiration. It IS the opportunity to become a "celebrity" for a day - to the extent that a guest FEELS the experiences of both extraordinary recognition and paramount service. A Habitat is the incarnation and delivery of the sentiments of relevant, experiential, and meaningful promises. This is also how a BRAND is actually defined. READ MORE

Rob Rush

A system that was originally created to set some standardized expectations for the hospitality industry and inform and educate the consumer has now mutated into one that does exactly the opposite. While Mobil will proffer its Star system and AAA will offer the comfort of the Diamonds, the truth of the matter is that it's the wild, wild west out there. Any property with an overeager public relations firm and an on-call poolside perspiration valet can stake a claim to star-driven fabulousness. READ MORE

Bonnie Knutson

We are Sasha Cohen, Reggie Bush, the Olsen twins, and the McCaughey septuplets. Born after 1985, we already number 75+ million, and are growing. By 2010, we will be 100+ million strong. And with our numbers, we will become a very powerful economic force as we travel, stay in your hotel, and become members of your loyalty program. Because we were the first generation to grow up immersed in a digital-driven world, we are often called Generation Y (Gen Y), the Net Generation or iGen. But we are also known as Echo Boomers, because we are primarily children of the Baby Boomers. We have even been labeled the Einstein Generation because we are adept at multi-tasking. READ MORE

Jed Heller

A well conceived and executed marketing strategy can be the key success factor for small hotel owners, whether the property is privately owned or a small franchise within a large chain. In today's uncertain economy, many hotel owners are rethinking their marketing strategy and re-evaluating the magnitude of their financial investment as they can't afford to waste their limited funds allocated to marketing. But, they can't survive without a marketing investment either. Logic dictates that owners must get the biggest bang for their buck with their marketing spending. READ MORE

Naseem Javed

There are three types of business names, Healthy, Injured or on Life-Support. Corporations must know the hidden the powers of their names. Each business name has several components often invisible to marketing executives and these characteristics and split personalities determine the success or failure of a name. To measure the effectiveness of a name or to see how much extra luggage a name is burdened with, following are the guidelines for a general check up. READ MORE

Edward Donaldson

In the world of hotel consortiums, a brand is only as good, or in the case of Small Luxury Hotels of the World, as great, as its member hotels. In order to maintain the supreme quality and service that makes a "Small Luxury Hotel stay" an unmatched travel experience, SLH employs stringent processes for evaluating both prospective hotels and existing member hotels. When guests look through the beautiful color directory of our hotels, they expect and deserve a guarantee that all 300 plus properties across the globe will deliver the same high level of service and quality. To that end, the evaluation process for admitting new members involves a deep consideration of how the prospective hotel fits with and enhances the SLH brand. I will take you through the process of becoming a member of one of the elite hotel memberships in the world and provide you with an insight into how we choose our new hotels, as well as ensure that our existing members continue to meet the lofty SLH standards. READ MORE

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Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.