The article below embraces what a hotel or resort director of sales & marketing is challenged with during a typical budget process from start to finish. In our current highly technical fast-paced world supported by the ever-changing dynamics of e-commerce, directors of sales & marketing are faced with a multitude of challenges. In order to start to prepare and lead the sales and marketing efforts during the budget season, a director of sales & marketing needs to have a comprehensive understanding of all emerging trends. READ MORE

Online advertising is very important for companies that execute the majority of their transactions online. Here's why: if you're not visible in the place where potential customers are searching for hotels, then your hotel is not likely to secure a customer's booking. This article will examine the three different online advertising channels that I would recommend for hotels:social media marketing (specifically, Facebook ads), featured listings on OTAs and Google AdWords. READ MORE

“People don't like to be sold, but they love to buy!” These wise words are the mantra of sales authority Jeffrey Gittomer and have far-reaching implications for the hotel and travel industry. The statement also illuminates the many reasons why personalization is such an essential tool for hotel marketing. By successfully and meaningfully cross-selling and upselling their guests at their online destinations, hotel marketers can dramatically improve guests' experiences at their actual destinations. Everything you need to know is here in Maxymiser's 5 key Do's and Don'ts of personalization. READ MORE

Too many hotel managers don't know who their competition actually is. Why? Because the hotels which management identify as competitors are identified from their perspective, not from the perspective of the people who truly know the answer, the guests. While a full market research study can give you a myriad of valuable in-depth information about your hotel and its competition, there is an easy way for you to immediately and accurately identify your competitors. The next time you or some one of your staff is talking with your guests or potential guests, ask them the hotel's version of: The $64,000 Question. In this article, you will learn how the two parts of this game show question can give you valuable insights as to how you can quickly and accurately identify your true competitors, and why your guests and potential guest find them attractive. This understanding will help you structure a laser-approach to more effective marketing. READ MORE

When we ask the question, “Is traditional media in hospitality dead?” we really need look no further than the type of media engagement we ourselves have on a daily basis. Does traditional media influence us? Do we engage solely in digital marketing for our daily decisions? I don't believe that traditional media is dead. I don't believe it's anywhere close. Now that's not to say that the nature of marketing hasn't changed, because it certainly has. But what we see today among our customers is a mixture of both traditional and digital brand engagement. A confluence of old and new… a sort of information gathering dream scenario for consumers, and a marketers' worst nightmare. READ MORE

Creating a connection with current and prospective guests on social networks can be a challenge—especially when it's multiplied by the addition of other countries. What is involved with creating a global social media presence? How can you engage with users in real time? What are the overall practical and strategic considerations in translating this valuable content? With a few proven tactics, hotel marketers can make the most of social media on an international scale in order to preserve brand identity, increase engagement and drive up bookings. READ MORE

Could it be that following the Age of Industrialization, we have entered into the Age of Impersonalization? How many times have you been a victim of “statistics” and not viewed on your individual merits? For example, did you pay premium rates for car insurance or health insurance just because you were a certain age or gender? Or was a loan denied despite an excellent credit history because “statistics” indicated you were a poor risk? And have you ever felt the frustration of trying to reach a “live” person to resolve a dispute or just to ask a question? And you went round and round in circles by pressing various numbers on your phone, without having an option for your particular issue, just to end up where you started? READ MORE

When the economy faltered, the hotel industry suffered greatly. The industry put itself further in an already deep hole by racing to the bottom - utilizing short-term pricing and discounting strategies that lowered rate to get more guests through the door, making it difficult to return to normal rates and market position. Our industry has come a long way and is on the mend; hoteliers can capitalize on this upswing to drive more direct business to their hotels in a race to the top by implementing balanced distribution strategies and integrated marketing efforts without resorting to cutting price or costs. READ MORE

Sales lessons are all around us. From professional athletes to actors and celebrities to families shopping for their wish list, inspiration for enhancing the sales approach can be discovered anywhere. The key to refining the sales process lies in your ability to understand the philosophies of the overall process and then practicing your selling skills. A good seller will ask the right questions, look for buying signals and attempt to gauge where the customer is in the process, and then present options for the buyer. Practicing the lessons learned will lead to a polished and sophisticated sales approach. READ MORE

Accor, the largest hotel operator in Asia Pacific, with more than 560 hotels in the region, says that while digital distribution is one of the company's key strengths, the group retains a strong focus on traditional sales and marketing methods. Graham Wilson, Accor's Senior Vice President Sales & Marketing Asia Pacific says traditional marketing and sales tools such as the group's World of Accor hotel roadshow, client events, trade shows, direct mailing, sales calls and off-line advertising still play a key role in the group's success. READ MORE

Travel planning has changed. With limitless sources of information accessible in an increasingly social world, travelers have essentially become their own agents. This couldn't be more evident than in the way an increasing number of people now rely on consumer-generated online reviews for their travel plans. How exactly do these reviews shape consumer perceptions of a property? What steps must hotels and hospitality execs take to effectively leverage review data and drive bookings? Chris Campbell, founder of online review management company Review Trackers, explores. READ MORE

Everything in today's business environment seems to be about technology, the latest developments, content marketing, microblogs, engagement, SEOs, etc. Some companies have become overly-systematized, as I call it. Everything and I mean everything is left to automation. Once the database is set-up and your name is entered you get emails on a regular basis whether they are relevant to your current need or not. This just happened to me recently where I got a letter from my Bank of ... soliciting me for a lower mortgage rate. I am a client of Bank of ..., they hold my mortgage and you would think that they know whether I qualify for a reduced rate, but as it turned out they didn't. That's what I call over- systemized. Here are some examples of what technology cannot do... READ MORE

Inspired by the beauty of its mountains and its golden beaches, I decided to continue my professional career as sales director in Puerto Vallarta with a return to the four-diamond beachfront CasaMagna Marriott Puerto Vallarta Resort and Spa. My foray into the hospitality industry began with my first job at the JW Marriott Mexico City and during my career thus far I have spent time in numerous properties around and outside of Mexico including the Marriott Ixtapan de la Sal Hotel and Spa, Lisbon Marriott Hotel Portugal, Airport Marriott Hotel Mexico City and most recently the St. Regis Mexico City. Having spent the majority of my career in major urban cities, moving to the coast has been an enlightening experience, both personally and professionally. Just a couple of months living in this beautiful area, I found that despite being a world-class destination, the coastal city is facing big challenges when it comes to selling this picturesque getaway locale. READ MORE

Revenue Management definition: To sell the right product to the right customer at the right time for the right price via the right channel. But how do you get there? We all know the leaders of data production - Smith Travel Research produces daily, weekly, and monthly reports on your hotels performance vs the competitive set. Travelclick supplies you with more intelligence on rate shops and Travel Agent production through 'hotelligence' and more. According to STR and TravelClick during the HSMAI ROC conference this past June, Transient Travel is increasing however group travel is declining between 2-4%. Furthermore TravelClick statistics show that Leisure travel has increased and is forecasted to continue growth. READ MORE

Every business needs to know what its industry rivals are up to in order to meet customer expectations, stay current, and charge competitive prices. For hoteliers, this can involve discreet mystery shopping with visits to local establishments or checking out the websites and social media initiatives implemented by direct competitors. For those serious about being the best in their industry, though, the search for new ideas and customer service excellence can go further than the hotels in the same town, to other countries and even other industries. This article will highlight what some hoteliers around the world do to check out the competition in order to stay ahead of the game. READ MORE

We live in one of the most exciting times in travel advertising history. Digital media has found its groove and most brands are embracing it in big ways. The online advertising space allows marketers to reach their prospects based on their age, income, zip code, online behavior and travel interests. Travel marketers find it exciting to know they are reaching the center of their target audience in innovative ways with very little waste. Exciting as it may be, access to large volumes of data from multiple sources can prove overwhelming and complicate campaign analysis. By understanding the many forces at play with the numbers you will be better prepared to effectively analyze your digital campaigns. READ MORE