Advertising In Hospitality And The New Advantages In Today's Technology

By Adam Gillespie Founder, BroadView IP | January 13, 2019

Hotels now have the ability to target guests with advertisements in a variety of different ways, from targeting a guest who is searching on Google, Bing, and Facebook for hotels, advertising platforms offer ways for hotels to get in front of the guest before they book their stay.

Using Direct Advertising Online, And On A Device

Once a guest's information is registered to the hotel, ads can be targeted from the welcome and promotional emails, ads can also be served to the users that use onsite guest experiences such as in room tablets, phones, and mobile entertainment systems. 

From an advertising perspective, Google dominates the online search world, holding 63 percent of the market and 98 percent reach in the internet ecosystem, including its display network. Hoteliers that haven't made Google Ads part of their marketing budgets may already be behind the curve. 

Hotel marketers need to organize their objectives, digital assets and first-party data such as website, app and customer-relationship management. the data the platform provides can tell marketers a lot-if used properly. Hoteliers must make sure to put conversion tracking in place, making it easier to attribute what channel, placement, tactic and creative mix delivers against key performance indicators. 

Google Ads and other advertisement platforms might seem too complex to figure out a return on investment, but these platforms can tell marketers a lot of data about their guests preferences if used properly.

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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.