With strong trading results in 2018 the future looks bright for the majority of hotels across Europe. Increasing visitor numbers to favourite destinations continue to boost performance while investor interest remains healthy for both single and portfolio assets. Hotel values across Europe saw an increase last year, although not at the levels of the previous year, with only six markets seeing hotel values drop. However, some destinations face unprecedented levels of new supply coming on-stream bringing increased competition and pressure on revenue while others face difficult geopolitical situations which is impacting visitor numbers, says Magalí Castells , senior associate, HVS London. READ MORE

Potential guests are seeking "experiences" when they consider upcoming travel. When travelers are researching, they hunt for an inspiring experience which aligns with their personal interests and desires. As a result, marketing efforts need to be pitched accordingly and content marketing is the ideal way to appeal to potential guests and existing customers. Content marketing is the creation, publication, and distribution of unique content to a target audience to drive new traffic and create loyal, sticky customers. Using a case study approach, authors Tinnish and Mangal explore how hoteliers can customize content marketing to achieve their goals of creating a differentiated, unique customer experience. READ MORE

With successful hotel properties increasingly emphasizing activities, experiences, and memory-making moments, the industry is in the midst of a correspondingly profound shift in the kinds of imagery it produces, distributes and leverages. More hoteliers are moving beyond the cold guest room photo and embracing a new generation of dynamic visual content. There is a vast and growing universe of compelling alternatives to the sterile empty-room photos of the past. Hotels are using lifestyle images, event photography, and video footage to create and share more animated, engaging and relatable content that will resonate with viewers and ultimately lead to more conversions. READ MORE

Twenty-first century selling means reaching your target audience in a way they like to consume information. OceanScape Yachts produces its own podcasts as a way to tell the story about yachting. Through interviews with different guest touch points including captains, crew, chefs, and more, we share conversations about different facets of the experience in a fun, informative, storytelling style. This same technique can be applied to hotels with podcasts on producing a flawless wedding experience from the perspective of the catering manager and even the bride and groom to chats with meeting planners about how your hotel solved a unique meeting challenge. READ MORE

The hospitality business has long been about personal attention and human interaction. But new tools and technologies-and new demographic priorities and practices-either ignore or place less of an emphasis on facetime and personal engagement. Hoteliers are wrestling with the troubling irony that, even as technical marvels and new digital dimensions open thrilling new frontiers, we are unwittingly closing doors that must remain open if we want to get the most out of our properties and personnel. In other words: even as we become more connected, we are drifting apart in fundamental ways-and members of your sales team may not be making the most of their opportunities. READ MORE