Library Archives

 
Melissa Maher

Technology impacts how consumers today live, work, shop and play today. They are moving at the speed of light, and they expect the companies they interact with to keep up with them. This "digital impatience" means consumers increasingly expect that technology understand them, and be intuitive, personal and seamless - including with travel. Expedia's Melissa Maher, SVP Global Partner Group at Expedia, Inc., offers insights and tips for hoteliers to capture the attention of and engage today's digitally savvy traveler. From increasing efficiency and personalization, to inspiring with digital imagery, to optimizing reviews. The hotels that will thrive in today's highly competitive landscape are those that leverage tools to better understand and respond to the needs of their guests. Read on...

Hillary Bressler

Digital marketing global thought leader, Hillary Bressler, puts together her most worthwhile statistics that will resonate with marketers looking to keep ahead of this fast paced game. The days of a 12 month locked in marketing plan is so yesterday. The times in digital marketing are changing FAST! Agile marketers must be able to turn on a dime with their strategies. Solid statistics are vital for marketers to keep up on the latest shifts. With so many marketing statistics out there today it is crucial to decide which ones are valuable to building your strategy and which ones are interesting, but useless. This article focuses on stats that make marketers think twice about their strategies. Read on...

Pedro Colaco

Impressions. Leads. Conversion. Bounce Rate. Hands up who is really obsessed in monitoring these social media quantitative metrics on a daily basis? Quantitative metrics tends to be the main priority when analyzing social media reach or success but there are some new key indicators and metrics that have been overlooked and can also be a key element for a successful hotel social media performance. Most hoteliers are constantly worried about the same old metrics and looking for benchmarks that can help them to monitor their performance successfully on social media. But what about qualitative metrics and sentiment analysis? Are they meaningful? Which ones to use? What can we learn from them? How can we measure them? Read on...

Stephanie Hilger

Creating content is hard, especially with limited budgets, time, and resources. Not to mention, the content that your hotel is publishing is not only competing with content from other hotels but also with content from other brands, other industries - even users' family and friends. In the digital world, community managers are constantly trying to think of creative ways to attract and engage followers. As a social media manager, it is not always necessary to create content from scratch. Engaging content can be discovered and re-shared with your network. Often times, content curation can even be the key to increasing engagement. Read on...

Tema Frank

Answering reviews, whether positive or negative, is one of the best marketing investments you can make. Just remember to keep your cool, even in the face of outrageous complaints. Review sites like Trip Advisor and Booking.com are here to stay. Sadly, many hotels still aren't dealing with them very well. Either they ignore them (or seem to, by never commenting) or, in some cases, they get downright hostile. That's a no-win situation. Let's take a look at some classic examples followed by solutions on how you can do better... Read on...

Sherry Heyl

360 video and 360 images, known also as spherical videos or immersive videos, are a new type of media where the viewer has control of the viewing direction. Viewers can get a first-person experience of a different location and time. 360 Imagery has seen an astounding increase of the adoption rate in the last few years thanks to the diffusion of virtual reality devices, new browsers and techniques to display the media without additional plugins and the broad usage of new generation mobile devices that are able to display the 360 media. Read on...

Jeff Catlin

The early days of the travel and leisure industry are more recent but nonetheless important. In days gone by the idea of traveling cross-country or across a continent was a life-and-death proposition. Through innovation and the entrepreneurial spirit, the travel and leisure industry has become the ambassadors of business across the globe. Yet, when your customers can be literally anyone in the world, how can anyone be expected to effectively understand what they are they are saying? We will take a more detailed look at how social engagement should differ for the various brands within a hotel chain. Specifically, we're going to examine how sentiment is not a universal measure, and that it's not only correct, but appropriate that sentiment for high end hotel chains will have a much larger variance (more really positive and really negative comments). Read on...

Benjamin Jost

Guests constantly hop across different communication channels. To keep pace with them, hotels must migrate through these various platforms to remain engaged. Most modern hotel executives recognize the importance of communicating with guests on the medium in which they are most comfortable. However, identifying and implementing approaches that makes these meetings possible can be more difficult than these executives consider. After all, anyone can send a text message. But meeting and tracking an SLA across an SMS creates an entirely new set of hurdles an owner must address to his advantage. Read on...

Michael Barbera

Social media has shown the world its power. Your power. It's your voice that is shared throughout the world via underwater fiber optic cables and wireless networks. This voice has played a key role in the development of global politics, criminal justice, relationships and economic development. Economic development is a broad term, but when there is growth in a town, city or county, a hotel is likely to appear. Alike every other business, hotels have a target segment, or two, or ten. It's unlikely that a four or five star hotel will appear in small, rural town, and it's unlikely that a large convention will be held in a small hotel, regardless of geographic location. Although each hotel has target markets, hotels can increase their reach through humanizing engagement on social networks as well as increase their revenues by developing a "fully-connected" consumer. Read on...

Benjamin Jost

If you ask most hospitality C-levels, social media might not be their top of mind priority. And why would it? Between worrying about operations, finances (average daily rates and average length of stay), staff turnover and more, social media is just one item at the end of the list. But the truth is, the number one thing that we should all worry about is guest satisfaction - I know I don't need to hammer that home; however, what I do need to mention is that guest satisfaction comes from many places, and is heavily influenced by what people are saying online, not just what happens at your hotel. Read on...

Michael Barbera

Consumers in North America are exposed to approximately 30,000 brand impressions daily. During an average, day consumers are exposed to television commercials, radio advertisements, billboards and sometimes, direct sales, but more significantly are the thousands of readily identifiable brand impressions that we observe, but don't overtly consider. The car logo on our steering wheel, the MTA logo on the bottom corner of the New York City Subway map; the Apple, Google, or Samsung logo on your phone, and the interlocking "NY" of the person wearing a Yankees' jersey at a ball game are all brand impressions. Each of these items are cognitively processed and stored for a later date when marketers hope that you use your heuristic decision-making process to make a purchase without much apparent rhyme, reason or thought. Read on...

Lorraine Abelow

Capturing the adventure travel market, which encompasses a wide span, is a challenge for resorts in today's competitive media environment. Adventure travel is undeniably one of the most popular trends all over the world and growing by leaps and bounds. Social media PR is a vital way to highlight your property's involvement to reap more reservations from this category. While there are many travelers that enjoy a tranquil, white beach with turquoise waters for a calming vacation, the thirst for adrenaline filled and thrilling activities you offer has tremendous promotional opportunities. Finding those influencers who have huge followings on Instagram, in particular, will attract guests to your property. Read on...

Simon Hudson

An increasing number of hoteliers are embracing social media because of its potential for engagement and collaboration with networked consumers. Through social media, marketers can gain rich, unmediated consumer insights, faster than ever before. This article will focus on M Live APAC, Marriot's new Asia Pacific state-of-the-art marketing and brand newsroom command center, which has become the company's epicenter of real-time marketing to customers in the region. M Live APAC allows Marriott not only to seize more chances to engage with consumers quickly, but also to create memorable and shareable experiences. Read on...

Gary Kimball

Social media has become a primary channel for hotels to market their brand and for guests to share experiences, thus controlling and shaping the reputations of hotels large and small every day. In a crisis, social media can be a critical tool for keeping your customer base informed, but also for monitoring potentially damaging opinions and finding a resolution. Social media can help with real-time, responsive communications, understanding followers' concerns and swiftly allaying them with direct and transparent messaging. Read on...

Bernard Perrine

With more than 600 million Tweets sent daily, it's likely your next customer is on Twitter. The challenge for companies is making their Tweets stand out and building their business by capturing a greater share of the growing market using Twitter. An effective Tweet can boost business by creating the highest engagement with followers, while building a devoted fan base. And while what you say and how you construct a Tweet is important, building an effective Twitter program sets the stage for those all-important 140 characters or less communication. In this article I'll address ways to create an engaging presence on Twitter, as well as give you tips to make every Tweet count. Read on...

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Coming up in May 2018...

Eco-Friendly Practices: The Greening of Your Bottom Line

There are strong moral and ethical reasons why a hotel should incorporate eco-friendly practices into their business but it is also becoming abundantly clear that “going green” can dramatically improve a hotel's bottom line. When energy-saving measures are introduced - fluorescent bulbs, ceiling fans, linen cards, lights out cards, motion sensors for all public spaces, and energy management systems - energy bills are substantially reduced. When water-saving equipment is introduced - low-flow showerheads, low-flow toilets, waterless urinals, and serving water only on request in restaurants - water bills are also considerably reduced. Waste hauling is another major expense which can be lowered through recycling efforts and by avoiding wastefully-packaged products. Vendors can be asked to deliver products in minimal wrapping, and to deliver products one day, and pick up the packaging materials the next day - generating substantial savings. In addition, renewable sources of energy (solar, geothermal, wind, etc.) have substantially improved the economics of using alternative energies at the property level. There are other compelling reasons to initiate sustainability practices in their operation. Being green means guests and staff are healthier, which can lead to an increase in staff retention, as well as increased business from health conscious guests. Also, sooner or later, all properties will be sold, and green hotels will command a higher price due to its energy efficiencies. Finally, some hotels qualify for tax credits, subsidies and rebates from local, regional and federal governments for the eco-friendly investments they've made in their hotels. The May issue of the Hotel Business Review will document how some hotels are integrating sustainable practices into their operations and how their hotels are benefiting from them.