Library Archives

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

Michael Coughlin

Since its infancy in the late 90s and early 2000s, paid search has been a highly effective tactic for capturing would-be travelers that are actively exploring travel options. There's seemingly no better way to attain a new hotel guest than by delivering an ad promoting your hotel when someone is searching for "hotels" in your market area. For instance, if you are promoting hotel rooms in Las Vegas, you would likely deliver relevant ads to people searching for keywords such as "Las Vegas hotel," "Las Vegas hotels," and "Vegas hotel reviews. "According to Prognosis Digital, 79% of people that book hotels online search for that particular hotel on a search engine before buying. Thus, having a presence on search engines is essential for any hotel. READ MORE

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 MORE

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 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 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 MORE

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 MORE

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 MORE

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 MORE

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 MORE

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 MORE

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Coming up in April 2021...

Guest Service: Health and Safety First

Though expectations are that hotels will return to some semblance of normalcy in 2021, their highest priority must continue to be the health and safety of guests and employees. To that end, hotels are training their guest service personnel in enhanced cleaning routines, which include the following practices - bathrooms, elevator buttons, remote controls and other high-touch items, are disinfected and cleaned with a higher frequency; all tables, chairs and menus in restaurants are cleaned at a much higher frequency, and after each seating; floor markers in public areas to remind guests and team members to maintain physical distance; hand alcohol stations and disposable gloves in lobbies and restaurants; loose items such as pens, note pads and information material removed from rooms and meeting rooms; limiting the number of seats in restaurants and public areas; and revised food & beverage offerings. The April issue of the Hotel Business Review will review how guest service personnel are being trained to maintain health and safety protocols in their operations.