Library Archives

 
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

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 MORE

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 MORE

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 MORE

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 MORE

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 MORE

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 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.