Library Archives

Ines Barreiros

According to The Hotelier PULSE Report, an increasing number of hotels worldwide are prioritizing 'Social Media' as a means to engage with guests and drive direct bookings. But at what cost? This article will show you how to calculate what your hotel is investing toward your social media strategy vs the return on investment (ROI) for your business. READ MORE

Florence Quinn

Florence Quinn, founder and president and Cassandra Small, senior vice president of Quinn, a lifestyle public-relations firm specializing in travel and hospitality, food, wine & spirits, real estate, spa & wellness, to name a few, share the hilarious, heartwarming and brave social media practices that were started during COVID that will continue into 2021 and beyond. READ MORE

Gaurav Varma

In the wake of 2020, COVID-19 brought about mass lockdowns causing waves of people to flock to the online streets. Social media has become a vital platform of trust and engagement between consumer and business as a new universal language of online presence takes over word-of-mouth. So, filing rooms in a hotel requires sharing a little more than a brochure. READ MORE

Katie Adkisson

In this article by Katie Adkisson, Partner & Co-Founder of Reed Public Relations, hoteliers of all sizes can adopt four tried and true tactics for unique social media content creation. Katie explains the importance of focusing on customer data, keeping brand content consistent across platforms, and varying verbiage based on the social media platform to achieve maximum success in the social media space. READ MORE

Stephanie Smith

During Covid time, hoteliers have had to become creative in how to use social media to engage with past, current, and future guests. Stephanie Smith of Cogwheel Marketing has broken down social media marketing into 3 phases, Pause, Recovery, and Growth. In each phase, she explains the types of posts hotels should create, how to recognize the demand patterns within markets, paid social media strategy, and the KPIs to focus on. READ MORE

Paul Kesman

Social media as we know it today was jump-started by advances in communications, first with a maturing Internet, and, then, mobile devices like always-on smart phones and tablets. Social media offers creative new ways to reach guests, staff and industry partners, as well as form collaborations with worthwhile causes and community groups. Regardless, hospitality organizations must exercise caution and take care to control the conversation as much as possible. READ MORE

David Viteri

Hospitality marketing offers marketers endless opportunities to let their creativity run loose. Social media has been a vehicle that given marketers even more reach and engagement with their target audiences. Although it's been a blessing, the metrics/KPI's, content, and overall advertising campaign within social media have been misunderstood by some hospitality marketers. With this article, we address these misunderstandings and clarify them. READ MORE

Torsten Sabel

In times of crisis, priorities shift and hoteliers tend to make managing their online reputation a low priority. But actively influencing your reputation and your visibility on the internet is paramount, especially during a crisis as serious as the coronavirus pandemic. Implementing a reputation management strategy by following these essential steps is vital to protect your image and to emerge even stronger after the crisis has passed. READ MORE

Lisa Ross

The vast millennial population makes them a major target group for all businesses. That's why, hoteliers must find effective ways to attract this young, tech-savvy and demanding generation. Millennials are more well-travelled and adventurous than the previous generation. Their exposure to technology sets them apart as the first to grow up fully connected. They expect something new from the hospitality industry, throughout their entire experience – from making the reservation to checkout and beyond. Read on to learn how to cater to millennial desires for customization over generalization, need to stay super connected, and appreciation for brand engagement on social media. READ MORE

Melissa Maher

A hotel's reviews can be one of its most powerful assets, as well as one of its own downfalls. As one of the most important sources of information for travelers prior to booking, a review can ultimately sway travelers to stay at your property or lead them elsewhere. That said, filtering through hundreds of thousands of reviews across multiple platforms is no easy feat, but hoteliers shouldn't dismiss this treasure trove of valuable information. The solution: data-driven technology that transforms guest feedback into actionable insights to help hoteliers understand what guests are loving at their properties, as well as areas of improvement. READ MORE

Leora Halpern Lanz

GDPR is defined by the EU’s Data Protection Agency and “regulates the processing by an individual, a company or an organization of personal data relating to individuals in the EU.” A new world of GDPR compliance is now upon us. We must pay attention in order to prevent an infliction of hefty financial penalties or perhaps even damaging negative word of mouth. In our world of lodging and hospitality, the issue of personal data and privacy protection has been rampant and now marketers have to be even more in tuned to potential consequences. Hospitality companies must become hyper-aware of digital marketing practices and management of customer personal data. READ MORE

Sherry Heyl

Marketers have a sometimes-overwhelming number of tools in their toolbox to generate leads and bookings. That often means falling back on the tried and true practices that have worked for years. This feature explores a few marketing strategies and tactics that teams might have missed, including the benefits of strategically deploying user-generated content, crafting effective linkbait, using influencer marketing at any budget level, and why chat and messenger bots might just be the future of marketing. We also take a look at how brands can use humor to be better, more relatable marketing and why that doesn’t have to be a scary proposition. READ MORE

Adria Levtchenko

Hotel operations rely on and profit from advanced technologies in areas such as the physical operation of a property, the communication systems we use daily, and in managing hotel operations, everything from staff scheduling and guest reservations to human resources and tracking return on investment. This reliance on technology will continue to grow, driven by our impulse to understand and serve guests in new and better ways, as well as external competitive factors. This article considers what is driving this trend and how we might approach our future in technology. READ MORE

DJ Vallauri

With over 30 years of hotel marketing and technology experience, DJ Vallauri provides us with his perspective on hotel messaging apps and why he believes they will be as ubiquitous on websites as hotel booking engines are today. With venture money chasing the new messaging apps, Dj breaks down his thoughts on why it all will come down to the people-to-people level, stating technology is a great enabler, but it's about people at the end of the day. Dj firmly believes the hospitality business is about being "hospitable" and providing guests with the highest level of services and that technology can help, but should never replace providing personal service people will remember. READ MORE

Leora Halpern Lanz

The power of Influencers! Today's public relations for hotels move beyond traditional travel writers and third party media experts to a newly established sector of citizen journalism — the influencer. New strategies in the digital sector are being used to promote properties and increase bookings. The use of Instagram as a search engine has been ground-breaking in terms of hotel marketing and has opened up opportunities for non-traditional campaigns. Influencers have established trust among their cohorts, granting them the power to effectively market hotels and impact the travel and tourism industry in a significant way. The shift in the industry has encouraged hotels and PR firms to continuously move toward a more innovative, integrated space. READ MORE

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Coming up in May 2021...

Eco-Friendly Practices: Now More Than Ever

One theory about the pandemic states that future viruses are more likely to originate and flourish due to global warming. If true, the urgency to accelerate the adoption of eco-friendly practices is greater than ever. Of course, there are many other reasons to create a sustainable operation, including reduced utility costs, savings on operational costs, healthier and happier guests and employees, and positive publicity, marketing and community goodwill. Many hotels are introducing innovative programs into their operations - from recycling bins in guest rooms to starting a roof top garden. Other hotels are using eco-friendly cleaning products, reusing towels and sheets, sourcing locally grown food, supporting the use of electric vehicles, and permitting guests to refill their reusable water bottles with clean, filtered water. Finally, some hotels are encouraging guests to get involved by making it possible for them to participate in local community clean-up projects. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.