Effective Ways Hotels Provide What Connected Travelers Crave

By Renu Hanegreefs-Snehi VP Corp Communications, PR & Reputation Management, Carlson Rezidor Hotel Group | February 04, 2018

The average Briton now spends more time online each day than sleeping, or doing anything else in their life, according to Wired magazine. That's an average of nearly nine hours per day on media and digital communication. Yet this trend is not exclusive to the UK.

Across the globe, we are all scrambling to keep up with the latest developments in a 24-hour news cycle that's churning out information non-stop; and that's before we even mention "fake news"– and political debates about fake news – and all of a sudden we have to decipher what's authentic and what's not. We're bombarded with opinions from commentators, influencers, friends, and strangers on the street, all through social media.

The online world is moving a mile a millisecond, but our brains can only handle so much in one day. As more of our work and lives move online, the digital space starts to feel very noisy; and almost everyone is suffering from information overload!

Digital Can be Peaceful

Considering all this, it's perhaps not surprising that there is a relatively new social media trend that Adweek recently uncovered – a trend towards social media users "seeking mindfulness, simplicity and calm as a reaction to our stressful, always-on digital world." That's exactly why YouTube has seen a rise in demand for videos with white noise, relaxing music, or soothing sounds. There are now apps devoted entirely to meditation, mindfulness or achieving calmness. Facebook has recently been advertising an app that produces short videos featuring peaceful images, which play the sounds of rain falling on a tree or waves softly drumming on the beach. All these apps encourage users to meditate or simply "do nothing" for a few minutes.

At first glance, the fact that people are looking for moments of calm in the noisy digital and social media space may seem ironic or paradoxical; but on the other hand, it is completely understandable that social media users are craving calm and snatching brief moments of reprieve whenever they can.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.