Library Archives

 
Tema Frank

Artificial Intelligence (AI) is shaking up the hospitality business, and it is no longer just for big chains. It can help any size company serve customers better, increase operational efficiency, and cut costs. Learn about some of the leading edge ways AI is being used by hotels like the Hilton, the Wynn and the Four Seasons, as well as less expensive AI-based tools that can help even independents be better run and more profitable. Read on...

Adria Levtchenko

Today's hospitality organizations rely on advanced technologies in a wide range of back-office operations, as well as areas directly impacting guest services. And much more is to come. Implementing these technologies successfully demands a careful approach to assessing needs, whereby all stakeholders embrace the new systems; acquisition; and implementation, including a thoughtful approach to staff training. In this way, we can achieve the objectives of making our jobs easier as we acquire new powers, communicate better within our organizations and with strategic partners and serve guests in new ways. Read on...

Benjamin Jost

The importance of technology in the hospitality industry grows every year, and with each new year brings new options for hoteliers to consider. From creating better experiences for guests, to collecting and tracking meaningful data points, when implemented correctly, technology can make an impact. This article examines the due diligence and critical steps hoteliers should take when evaluating new technology. Additionally, this article outlines the key elements of an effective and revenue-driven hotel technology stack, that includes focusing on marketing and operational aspects to create optimal success for hoteliers. Read on...

David Ashen

With the rise of technologic innovations throughout the hospitality industry, brands are incorporating new systems that not only affect the way hotels operate, but also the guest experience. David Ashen, partner and founder of interior design and brand consulting firm dash design, looks at how the industry is responding with programs like mobile check-in, app-driven food service, robotics and other systems, along with their influences on the guest experience. Read on...

Justin Effron

The combination of increasing customization and advancing technology is bringing the world together. What used to take ten or more separate devices is now all in one smartphone. Platform-based services like Uber, Netflix, and Airbnb are revolutionizing business as we know it. Just about every industry has jumped on board this trend towards tech-based simplicity except one. The hotel industry has been slow to adapt, preferring instead to stick with separate systems for their various departments—if using systems at all. Thanks to the increasing awareness of hospitality platforms however, all that's about to change. At long last, the hotel industry is getting its long-awaited wake-up call. Just don't go back to sleep, before making room for a platform in your upcoming budget. Read on...

Mark Ricketts

In this article, we will discuss some approaches to meeting this challenge of being "technicians with a heart." The goal is to make good use of these new approaches to operating a hotel, while making sure we provide guests with the meaningful experiences they undeniably crave, as we do ourselves. One is tempted to call them our phantom guests. With today's technologies, a guest can make a reservation, sign in and, perhaps, check out without talking to or being seen by someone at the front desk. Timed right, a guest may not even interact with maintenance or housekeeping. Read on...

Paul Lachance

Hotel executives are starting to catch on to digital technology as they strive for better customer experiences across the board. With powerhouses like Hilton and Marriott leading the charge, competitive hotel brands are raising the standard for guest experiences in the digital age. A recent study by Hospitality Technology found 57 percent of hotels plan to spend more on technology across the board in 2017 than they did in 2016. And while improving customer engagement and enhancing payment and data security stood out as the top priorities for many hospitality industry decision-makers, it appears far fewer are considering a critical investment: Enterprise Asset Management (EAM). Read on...

Matt Naeger

Travel industry marketers are setting their sites on the customer, following in the steps of other industries such as retail and using digital platforms to strategically target and message across the customer journey. The advances in customer experience we see today are the result of platform and technology availability. Knowing customers like to be treated as individuals is not a new concept in customer service. Not long ago personalized treatment was reserved for face-to-face conversations and luxury experiences. Digital has evolved, but the concept remains the same. Read on...

Benjamin Jost

The technology ecosystem in the hotel space is changing at a rapid pace. In some cases, companies seem to be appearing from nowhere, offering a brand new solution that solves a problem many hotels didn't know that they had. In other cases, companies with extensive track records in other markets are performing pivots, taking everything that they've learned in their history and trying to apply best practices to the travel industry. Read on...

Mark Heymann

Mobile technology has pervaded virtually every aspect of our lives, and travel is no exception. As people turn to their mobile devices for assistance with an increasing number of daily activities, the hotel industry has responded with apps designed to streamline processes from checking in to accessing one's room. Starwood Hotels & Resorts pioneered mobile room keys with its SPG Keyless product in 2014 and since then several other major brands have followed suit. There are also apps today that enable SMS two-way communications between guests and hotel staff, facilitating a wide range of interactions, including late check-out requests, room service orders, and restaurant recommendations. Read on...

Allison Ferguson

Travel today is a highly aspirational, emotional, and educational experience. However, today's experience is largely a digital one, which is evolving our roles as hoteliers and marketers at the very pace of innovation. In many cases, travelers completely self-manage their stay from end to end with some 69 percent of travelers start their search online. The best customer strategy for today's hotelier lies at the intersection of digital experience, loyalty program experience, and the end-to-end travel journey. Here's some very effective tips... Read on...

Matt Schvimmer

Customer Relationship Management (CRM) is a tried and true method of connecting with guests and customers across a number of platforms including websites, social media, apps, live chat, email and phone. Selecting a CRM software solution is notoriously laborious and the software itself has the reputation of being expensive and hard to implement. Hotels and hospitality organizations who operate at a local level, and thrive on the relationships they have in the community, need a nimble, real-time CRM solution to engage with their guests and be responsive to their service needs. Read on...

Jeff Navach

Hotels find themselves in an uphill battle as they seek to increase loyalty to their own brands and recapture market share from OTAs. Many hotels are increasingly embracing digital advertising, recognizing it as a critical channel to acquire consumers directly and compete more effectively with OTAs. But as hotels expand their digital marketing presence and ramp up advertising budgets, they would do well to consider some creative approaches that can help level the playing field and turn the tide in their favor. Read on...

Michael Coughlin

Since its infancy in the late 90s and early 2000s, paid search has been a highly effective tactic for capturing would-be travelers that are actively exploring travel options. There's seemingly no better way to attain a new hotel guest than by delivering an ad promoting your hotel when someone is searching for "hotels" in your market area. For instance, if you are promoting hotel rooms in Las Vegas, you would likely deliver relevant ads to people searching for keywords such as "Las Vegas hotel," "Las Vegas hotels," and "Vegas hotel reviews. "According to Prognosis Digital, 79% of people that book hotels online search for that particular hotel on a search engine before buying. Thus, having a presence on search engines is essential for any hotel. Read on...

Katarina Puckett

In the drive to increase bookings, hotel owners sometimes overlook a key component that can have a dramatic impact on their online visibility: local SEO. Search engines rely on a variety of signals when determining your hotel website's position and visibility in search results. Local SEO strategies cover three of the top web ranking signals that Google and the other search engines consider: on-page signals, citations from well-established, respected local directories, and reputable backlinks. When you correctly and proactively apply these local SEO strategies, you strengthen your hotel's business profile and help establish your website domain authority. 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.