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Lorraine Abelow

What makes them even more attractive to the hotel industry is that they are nearly twice as likely to travel for business as Baby Boomers. In fact 46% of Millennial are willing to do so versus 26% of their older counterparts. This interesting statistic came of light from a study by the Global Business Travel Association. So even though there are technologies like Skype and Gotomeeting, Millennials want to meet face to face and their companies have the funds to send them on that business travel. Predictions are that by 2025, this group will make three-quarters of the workforce. Understanding and growing with this generation will make or break you in the hotel world of the future READ MORE

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 MORE

Lorraine Abelow

Luxury travel is one of the most lucrative segments for hoteliers, but success depends on publicizing that you are innovating and a market leader. A travel public relations company that specializes in hospitality PR monitors the emerging trends worldwide to best position its hospitality clients for success. These trends shift quickly in today's digital environment, so it is vital to stay abreast of them by subscribing to Google Alerts, and regularly reading top media outlets like Skift. It is important to position your property in the context of trends, because that is what will perk up the ears of editors, journalists and the all important bloggers. READ MORE

Lorraine Abelow

Getting top rankings on Google and the other search engines is the prime marketing objective for hotels. Insight into the logic of Google's madness is a must. While no one pretends to know their secret algorithms, a qualified social media professional understands how to achieve the objective on page one. While everyone agrees getting high on the search rankings is key in today's Internet driven environment, why do so many hotels miss the boat? The reason is clear: hoteliers must understand that integrating the PR and SEO functions into your marketing programs at the outset is the answer to making this happen. This article explains how to achieve those high rankings and optimize your SEO capability. READ MORE

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 MORE

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 MORE

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 MORE

Lorraine Abelow

Due to the exponential growth of digital media, how we plan and book our vacations has changed dramatically over the past two decades. The environment is constantly evolving; with an increase in the use of mobile content being amongst the most recent advances. Travel Public Relations firms can help you to remain fully informed about this rapidly-changing landscape. Magazines, guidebooks and newspaper supplements were once seen as the ultimate authority on travel. But now the biggest touchstones also include online reviews, travel websites and blogs. READ MORE

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 MORE

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 MORE

Lorraine Abelow

The Harvard Business School coined the term Unique Selling Propositions (USPs) as a marketing concept in the early 1940s. Abelow PR, a boutique public relations agency that specializes in the hospitality field, follows this strategy as the basis for its campaigns. Identifying these points about your brand is a fundamental step. From there, you should develop an elevator pitch that summarizes what makes you different from everyone else. During the dot-com boom of the 1980s and 1990s, the elevator pitch was created to give the target market the gist of a company and overall raison d'être. Here we'll discuss the steps involved in creating a successful PR campaign. READ MORE

Lorraine Abelow

With experience and adventure both being the greatest drivers today for all markets in choosing where they'll stay, it's imperative for hotels to adapt. A recent American Express survey illustrated that consumers demand more enriched lives, personal fulfillment, and learning. Hotels responding to this shift are answering this call with creative activities and rate packages that will attract this market. It's important to note that this cuts across a large swath from millennials to baby boomers to Gen X-ers. However, it's vital to get the message out through traditional and social media channels so your property rises to the top of Google when people are researching where to stay and what to do. READ MORE

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 MORE

Lorraine Abelow

The travel industry is on the rise and expected to reach $375 billion next year, which will undoubtedly affect the hotel market. This growth is due to an increasing number of Millennials and Baby Boomers choosing to travel and booming economies in China, Russia and Korea. These developments are impacting the hospitality industry, in a significant way, particularly in North America. Hotels in the U.S. need to respond to this healthy upturn by targeting luxury travelers through public relations. Here you'll find travel trends expected to flourish in 2017, which is crucial to know when acclimating to this new climate. READ MORE

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 MORE

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Coming up in December 2020...

Hotel Law: Protecting Guest Privacy

Every business is obligated to protect their customers from identity theft but unfortunately, data breaches have become all too common. In an effort to protect a guest's right to privacy and to safeguard their personal data, the European Union passed a General Data Protection Regulation (GDPR) that could hold hotels legally liable for any breaches that expose a customer's sensitive personal information. Though the GDPR only pertains to EU citizens' data, any international business that mishandles their data can be legally responsible. Another legal issue of concern is the fight involving hotel "resort fees." Several states attorney generals have recently filed suit against two major hotel chains in an effort to litigate this practice. Their suit alleges that these companies are "engaged in deceptive and misleading pricing practices and their failure to disclose fees is in violation of consumer protection laws." The suit seeks to force the hotel chains to advertise the true price of their hotel rooms. There are several other legal issues that the industry is being forced to address. Sexual harassment prevention in the workplace is still top of mind for hotel employers-particularly in New York and California, which now statutorily require harassment training. Hotels and motels in California will also soon be required to train all their employees on human trafficking awareness. Immigration issues are also of major concern to hotel employers, especially in the midst of a severe labor shortage. The government is issuing fewer H2B visas for low-skilled workers, as well as J-1 visas for temporary workers. Though there is little hope for any comprehensive immigration reform, hotel lobbying groups are actively seeking legal remedies to alleviate this problem. These are just a few of the critical issues that the December issue of the Hotel Business Review will examine in the area of hotel law.