Library Archives

 
Lorraine Abelow

While the vastness of online content through the variety of channels is key to a PR campaign, the traditional print media environment for news impact is undeniable. An article in the New York Times or Wall Street Journal has undeniable lasting power. The sheer proliferation of industry specific print media one sees in Barnes and Noble and the staying power of a major feature article is a vital component to a successful campaign. While thousands may read an article online, the magic of the printed page still holds the attention like none other. Recent studies by the Magazine Publishers of America bears out the value and substantiates to anyone who wants to sustain a powerful PR program, that print media must be integrated into your program Read on...

Lorraine Abelow

A recent study revealed that ads bombarding the online community are offensive and editorial provides a more relaxing environment to absorb news. Gen X to Baby Boomers, according to the research, strongly objects to being hit constantly by brands online and in social media, to which they are constantly connected. The take away from this comprehensive investigation was that "Advertising on such sites is causing them to either cut back their use of such platforms, or even stop using them altogether," according to the report. Shocking and dismaying news indeed for those of us in marketing. The results of this study are fascinating and revealing. Read on...

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 for your PR agency. While no one pretends to know their secret algorithms, a qualified travel public relations firm should understand 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. Read on...

Lorraine Abelow

While the lure of the spa has greater impact than ever before in attracting guests, the offerings must be well conceived - with an eye towards cultural trends -- and brought to the attention of your target market through the power of the press. The spa can be a big revenue generator for your property - especially if you leverage a well-crafted travel PR program to generate brand and consumer awareness. Read on...

Lorraine Abelow

Destination weddings have exploded into a $16 billion dollar industry. It's time to mine this booming sector, and the key is publicity. On average, couples spend $30,000 for a smaller destination wedding in a luxury resort and many lovebirds have a budget that is upwards of $100,000. Make sure to loop your travel PR firm into the process so they can get maximum exposure for your property and attract more of this lucrative business. 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...

Janet Gerhard

We've all traversed the same bumpy social media path over the last several years. What can we anticipate for 2016? Is the battle for social dominance a worthy endeavor in light of the new disrupters taking headlines, and profits, from the hotel industry? What does it mean for the brands and our customers? Read on...

DJ Vallauri

People are used to being treated like crap. Have I gotten your attention? Let me explain further. We all "get" social media and understand how powerful platforms like Facebook, Twitter and others are vital in both building customer loyalty and engaging customers. With this in mind, hoteliers have come to understand that social media marketing is not free. While setting up accounts and pages on the social media networks are free, in order for the hotel's branding and visibility to benefit, it requires constant attention which costs money as it relates to hiring people to leverage the social media networks. Read on...

Jane Coloccia

If you were to ask consumer-facing companies where the greatest future opportunity lies in terms of engaging customers, a relatively high portion would point to the social space. In fact, more and more companies are investing greater amounts of their marketing dollars into social media. And, with good reason. Trend reports are continuing to show people are watching less and less television, and reading fewer print publications. If you want to influence today's consumer — aka your potential guest — you need to reach them where they are spending their downtime. And that, my friends, is with their mobile device. Read on...

Carolyn Murphy

For hotels, driving direct bookings is more critical than ever before. With Expedia's acquisition of Orbitz earlier this year, Expedia and Priceline now own 94 percent of the online travel agency (OTA) market in the United States, according to Phocuswright data. Additionally, Google and TripAdvisor, two of the top online sources of travel inspiration, have released OTA-like features that will surely disrupt the market further. What does this mean for hotels? Hotels rely on OTAs to acquire new customers. The latest OTA consolidation means there is less competition. This, on top of the release of Book on Google and TripAdvisor Instant Booking, may result in fewer direct bookings and higher commission fees for hotels. Read on...

Jeff Catlin

You are already reading your reviews. I mean, you are, right? If not, then, you probably should at least start doing that. Do that, and then come back to this article. What we're going to talk about here is how you can broaden your view from just your reviews, out to competition reviews, then out to listening to all the social conversations that are relevant to your guest experience.Your brand reputation translates directly into higher revenue, and nowhere is brand reputation influenced more than online. The Internet is an enormously influential tool for consumers today: 80% of TripAdvisor's 340 million unique monthly users read at least 6-12 reviews before they book a hotel; another survey reported almost 30 percent of consumers saying that positive online reviews are the single most important factor in their booking decision. Read on...

Bernard Perrine

Since the Internet gained popularity in the mid-1990s, it has largely damaged hoteliers' finances, with travel aggregators forcing down rates and taking a slice of the pie besides. But now a new phenomenon from cyberspace, social media, is offering ways to generate/replenish lost sales and grow. Aside from sparking operational improvements, social can help foster customer loyalty. A look at opportunities and challenges of this "second wave." Read on...

Brandon Dennis

Daily deal websites like Groupon burst into popularity towards the end of the 00s. Since then, they have generated much controversy. Despite being valued at over $6 billion in 2010, Groupon's value has degraded significantly. It's stock value has crashed 43%, heralding many to proclaim the death of flash deals. Not so fast. Groupon's stock woes are due to Groupon's aggressive marketing, and it's stock allocation decisions. Despite it's troubles, Groupon still sits on $868 billion in cash reserves. In 2011, a BIA/Kelsey report predicted that consumers would spend $4.2 billion on daily deals by 2015; by 2016, they predict the number will rise to $5.5 billion. Read on...

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Coming up in May 2019...

Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. 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.