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Bonnie Knutson

Sense of Place has become one of marketing's more recent hot buzzwords. It's been used to promote everything from a national park to a housing development. And, yes, it is also used to promote hotel bookings. The truth, however, is that we can't really define the phrase so we don't really know how to leverage it effectively. Trying to define it is akin to what Supreme Court Justice Potter Stewart said in his 1964 test for obscenity, “I shall not today attempt further to define [it]…and perhaps I could never succeed in intelligibly doing so, but I know it when I see it…” In this article, you'll read about the three keys to making sure your hotel has a sense of place, not placeness. READ MORE

Mia A. Mackman

The magnitude of wellness and mindfulness has ushered in new perceptions of performance and program authenticity. While the nature of the hospitality industry is to serve, care, and exceed guest expectations; there can be considerable breaks in delivery, legitimacy and company culture, making it a challenge to quantify value and maintain significance and consistency. This article examines the central mainstays of delivering wellness with a mission and purpose that effectively ties to company cornerstones, employee ethos and crafts genuine, wellness-focused guest experiences. This article also looks at internal value propositions that add meaningful engagement, and enhance employee investment in stride with operating and fiscal performance through integrally focused wellness models. READ MORE

Leora Halpern Lanz

Have we become immune to the terrorism around us? Travel. It is a privilege for all of us. Some may say it is a right for all of us as human beings. Travel is the way to connect and learn from each other -- the manner to promote tolerance and understanding. The activity from which we all grow and evolve as citizens of the world. And yet, the last 16 years of world terror have shaped and quite literally directed how many of us travel. READ MORE

Michael Barbera

Virality is a social media marketer's dream. Achieving virality is a feat that few could claim. It is statistically more likely to be admitted to an Ivy League university, to win the lottery or to be struck by lightning than to go viral. In the business of business, which is revenue generation, engagement is a means to an end, and that end is increasing profit. The idea is that the more engagement you get, the more likely it is that people will know and trust your brand, and hopefully purchase a product or service at your business. Social media marketers continuously attempt to develop content that contains all of the essential attributes of historically viral posts. However, changing the default could increase the chances of virality and increase organic reach: set the honeypot. READ MORE

Leora Halpern Lanz

Internships, work experiences, field experiences...the semantics may vary, but the gist is the same, and their importance is only increasing in today's undergraduate experience. Students, schools, and industry professionals are recognizing the significance of internships for developing a resume, an experienced, well-rounded candidate, and a student that has made connections in the industry prior to graduation. READ MORE

Paul Breslin

Generally, any hotel that uses a nearby educational institution as the primary demand generator can be considered a campus hotel; however, the scope of this article focuses on hotels that are directly affiliated with an educational institution, often a college or university.For each campus hotel project, developers should fully understand the school's vision to create a property that not only meets the design requirements and educational purposes, but is also economically sustainable. On the other hand, operators should have appropriate revenue management practice, leverage school's internal resources, and manage student employees with extra emphasis on scheduling and training. The concept of campus hotels is not a new one. READ MORE

David Ashen

There's no denying that in the past several years there's been a noticeable rise in hotel brands. Soft brands with distinctive features and unusual offerings have grown, especially, in popularity, perhaps because they so neatly straddle that cumbersome divide between the unusual characteristics of boutique locations and the broad-scale offerings of mega-franchises. As industry notable Stacy Shoemaker Rauen recently said during dash design's debut dashChat podcast, people are excited to see something new and different. They want to be a part of something that shakes things up and draws them in, all of which leaves full-scale hotels that don't elevate their game or have a specific point of view in a precarious position, even while an abundance of brand tiers can be confusing to some. READ MORE

Jonathan Barsky

With improved benefits and guest-friendly rules, hotel loyalty programs are increasingly becoming one of the primary reasons for selecting a particular hotel. Loyalty programs now rank fourth among reasons why consumers select a hotel (the top three reasons are "Location", "Price", and "Past Experience"). Across the industry loyalty program membership is on the rise and the percentage of "Elite" members in these hotel programs rose sharply in 2011 (up 5%). This is good news for hotels because members of these programs are more likely to recommend the hotel, spend more per room, and are less sensitive to price increases compared to non-member guests. READ MORE

Rohit Verma

Issues relating to discounting and value are brought to the fore by the sudden popularity of "social coupons," which are activated when a group of people accept a particular promotion. The social coupons typically involve a steep discount, which challenges businesses to create promotions that do not lose money. Although studies have found that the social coupons do bring in additional business, they also raise the specter of cannibalizing existing sales. Instead of deep discounts, hospitality operators might better find ways to add value to existing services, especially since research has shown that the amount of the discount is less important than the fact that the business is offering a "deal." READ MORE

Ashish Gambhir

Companies today are drowning in data - much of which may not even help you make better decisions and improve business outcomes. Slicing and dicing the reams of data in order to extract relevant, actionable insights is a business imperative. READ MORE

Didi Lutz

Understanding the new rules of the crisis management game is important to protecting your hotel's reputation. While the real time that social networks offer these days can be horrific when a crisis hits, at least you will be prepared to face the worst. With a crisis plan in place and a great team behind you, your business will be ready to tackle any questionable social media post… Read my story READ MORE

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Coming up in November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.