Empathy is an important component of hospitality that has taken on new importance in light of the pandemic and other recent events. The public is calling upon business leaders to address long-standing social inequities with empathetic, transparent and action-oriented communications. The conversation should start with hotel employees who by extension can convey our values to guests. With the right training and support, the hospitality industry also can be agents for the greater good. READ MORE

With the COVID-19 vaccination programs in place all around the world, the tourism and hospitality sectors must foresee the new demands from the customers and stakeholders. This article by Macquarie University Lecturer Shahin Sharifi offers a broad view of the target market and the key change, driven by the pandemic, in the product offering. READ MORE

Lodging sales and marketing will need to focus on service and value. Service is the tool that can differentiate one product or service from another. Service, sales, and marketing in these times must include digital options, i.e. websites, apps, virtual tours etc. An obvious demonstration of new media and technology and an integrated marketing and communications plan will be useful both in the long term, strategically and to meet tactical objectives. READ MORE

Hotel sales and marketing managers face uniquely competitive landscapes. Coupled with product differentiation and the threat of substitutes, identifying a competitive advantage is paramount to building a successful career. Radical and incremental innovations are approaches to product differentiation that may result in sustainable competitive advantages. This article seeks to identify approaches to effective innovation and provides examples of successful innovations. READ MORE

Hotel Marketers need to align their KPIs with Sales and Revenue Management, instead of just focusing on single campaign ROI. Once hotel marketers start focusing on metrics aligned with stealing market share from the competitive set, the conversations will elevate and become more holistic. The pandemic has proven that strong ROI in a campaign may not mean the hotel is performing well overall. READ MORE