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Didi Lutz

Integrated Marketing Communications, or IMC, is a strategic management process that encourages the blending of Advertising, Public Relations, Sales Promotion and all aspects of the traditional Marketing mix. As we gallop and conquer the digital information age, IMC has become an effective way to communicate across various industries and is particulary successful within the hospitality industry. Read on...

Didi Lutz

Hopefully, it will be the only part of your strategic Public Relations plan that you will never have to execute: a crisis plan is often times the most important part of the communications strategy. A crisis is usually referred to as an event that can affect a property in a negative way. This can be anything from a fire, to a guest relations issue, a computer glitch, or it can result from a renovation, a management change, new ownership, etc. The effects of a crisis can be short term or long term, and many times the damage can be irreversible. When a crisis is handled poorly, it affects your reputation, brand management, and most of all your credibility- and when credibility is badly damaged, the affects can be fatal to your business. Read on...

Gini Dietrich

The current economic climate is undoubtedly influencing the way you do business and like many, you likely are looking for places to cut back. Marketing may seem like the best place to get started, but in tough economic times it is more important than ever to keep the lines of communication open on all fronts. If you stop communicating and differentiating your organization, you risk joining the ranks of hotels viewed as commodities. Once that happens, it is very difficult to remove the label and revive your brand. In this article, I explore ways to position your hotel as a must-visit destination in cost-effective ways. Read on...

Didi Lutz

Have you heard the term embrace the highs and the lows in business cycles? The highs offer us for prosperity, success, recognition and a bright future. The lows, on the other hand, can prepare us to work better under pressure, change our approach and challenge our creativity. We're in a definite low point in the cycles of business, and the idea of recession marketing is becoming more mainstream. The purpose of recession marketing is to tackle the economic challenges with a customized, fast-action plan that will work for your property. Read on...

Lanny Grossman

Whatever happened to just having a good product, excellent service and an interesting history in order to get great media exposure? The simple answer is increased competition in a crowded travel landscape and the everyday shrinking of the travel media. With travel pages disappearing and newspapers and magazines folding by the day, there are far fewer places to secure coverage so hotels have to fight amongst themselves for those coveted column inches. Now more than ever, innovative, smart and non-traditional approaches to getting your hotel more exposure are required and I am going to help you discover how. Read on...

Lanny Grossman

In order to ensure your message reaches the right audience, you need to not only be targeted in your media outreach, but in order to do so, you need to understand your end consumer. The following article helps guide you to discovering who your customers are and once you have that information, how you can use it to reach the proper media outlet and journalist. With thousands of messages bombarding both journalists and consumers daily, it is essential for yours to be relevant and on point. Read on...

Didi Lutz

Stop! If you are reading this and thinking about cutting back on your Marketing budget, reconsider. If public relations is part of this budget, think again if you should cut it. Because once it is gone, PR is very hard to ramp up again and recoup for lost time. In tough economic times, as the one we are currently going through, we all know it's important to cut corners and switch into survival mode until things look better. But, just because you are slimming down costs right now, this doesn't guarantee you save time and money in the long run. Read my column to find out why investing in media relations is sensible for your property, especially during a downturn. Read on...

Gini Dietrich

Is the unstable economy throwing shadows over your sunny vacation destinations or business travel hot spots? The current economic climate is undoubtedly influencing the way you do business and like many, you likely are looking for places to cut back. Marketing may seem like the best place to get started, but in tough economic times it is more important that ever to keep the lines of communication open on all fronts. Read on...

Didi Lutz

As a hotelier, you it is your responsibility to select the best executive team possible to streamline daily operations, maximize revenue, monitor exposure, stay ahead of your competition, increase repeat business, while managing a million other things every day. Your executive team members represent specific areas of the hotel that generate revenue, as well as influence and interact with the guest experience. Communication and messaging, both internal and external are key functions to managing your property effectively against competition and market changes. So, why isn't Public Relations on the Executive team? Read on...

Gini Dietrich

We are well into the 21st century, and as technology continues to advance all around us, the business climate is changing. PKF recently forecast that lodging is going to be down again in 2009, but that capacity is on the rise. With the combination of both, profits are expected to also decrease. However, the lodging industry is adept at taking cost out when demand drops, and using bloggers and other social media to continue your communication efforts is critical. Read on...

Gini Dietrich

No longer are hotel goers "thinking big" when they book their reservations. Small, themed, and unique hotels frequently steal guests from the most luxurious of hotels. Whether large or small, the difference between a successful hotel and one with far too many vacancies often is simple - a solid public relations plan that delivers essential information to entice potential guests. A strong public relations plan complements your business goals. By increasing brand awareness among targeted groups of prospective guests, you can grow sales and revenues. Following a precise public relations plan including contributes to the goals of any hotel owner. Read on...

LeJane Carson

With the end of the year fast approaching, most hotel directors of sales are busy putting the finishing touches on their 2006 Marketing Plans. While you may have created dozens of exciting weekend packages, meeting specials and food & beverage events throughout the year to increase business and encourage media exposure, don't overlook what the holidays can do for your property. Make certain you are covering all traditional holidays and consider developing plans around some not-so-traditional holidays, or "specially developed" holidays or annual events to garner additional revenue during some typically slow times. Read on...

Doug Luciani

Asking if you need public relations for your hotel or hospitality business is kind of like asking if you want more business. Do you want your property to be more widely known? Do you want to increase revenue and profits? Do you want to ensure the business you have is not lost to the competition? If you answered YES to any or all of those questions (and I hope it was all three) then you need public relations or PR. Read on...

Mary Gendron

Of all of the marketing disciplines, public relations is, to many, the most difficult to assess. "Are we getting our money's worth?" "Are they as productive as they can be?" "Are we achieving the best results?" "Is it time to make a change?" These are the kinds of questions that surface periodically during the life of almost any client-agency relationship. They may crop up often in a new relationship as it struggles to seek a firm foundation, but they occur even in the most established and longstanding of marriages. The questions are natural and they are understandable. Employing a framework for assessing your particular situation will aid in arriving at solid answers. The process will either support the conclusion that you have the right agency in place...or suggest it may be time to make a change. It will also serve as a guideline for working effectively with your agency so you can be secure in the confidence that you are getting the most from your agency and your public relations budget. Read on...

Doug Luciani

In the hospitality industry, there are numerous ways to work with the media. You can send out news releases to alert the media to new amenities or packages. You can host travel writers who will then include you in their stories. If your releases and hosting go well, writers may then follow up with you for an interview. This may all sound easy to deal with. But, take it from someone who has been a journalist and now works with them daily, the media can be finicky. Let's start with sending your news to journalists. 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.