Hurricanes Irma, Jose and Maria recently made names for themselves in the Caribbean and along the southern and eastern coasts of the U.S. As hotels were unfortunately pummeled with Category 5 hurricanes, many people turned to social media. Facebook quickly became a dominant outlet to express well wishes, request updates on guest/staff safety, seek the hotel's condition and check the status of upcoming reservations. During a weather-related crisis, followers and concerned parties want - and expect - timely updates. While challenges are unavoidable, a hotel's ability (or lack thereof) to effectively communicate can significantly affect its brand reputation, guest relationships and long-term revenue. READ MORE

Marketing on social media has come a long way. It's no longer optional for hotels. They must be actively managing and growing their social media presence to positively impact customer engagement. The last two years have been particularly interesting with 71 % of internet users also using social media and more than 81% of the US population having a social media profile. Many people are using social media as their primary source of news and information. This article explores the key trends impacting social media in 2018 and some actionable takeaways for hotel managers to implement in the coming year. READ MORE

Hotels are learning to capitalize on their food & beverage offerings. No longer just a required, unprofitable amenity for guests, the hotel restaurant and especially the bar component are becoming proper revenue sources. People are spending more time—and more money—at these outlets. In some surveys, fully half of travelers report that they choose their hotel for its restaurant. And from the operator's point of view, hotels offer a number of advantages over freestanding restaurants, from not having to manage escalating rents to practical matters, such as having the assurance of a full-time engineering team on site. READ MORE

Answering reviews, whether positive or negative, is one of the best marketing investments you can make. Just remember to keep your cool, even in the face of outrageous complaints. Review sites like Trip Advisor and Booking.com are here to stay. Sadly, many hotels still aren't dealing with them very well. Either they ignore them (or seem to, by never commenting) or, in some cases, they get downright hostile. That's a no-win situation. Let's take a look at some classic examples followed by solutions on how you can do better... READ MORE

The evolution of revenue management has taken hotels from dynamic pricing of transient rates to a holistic strategy of maximizing profitability across multiple revenue streams. Revenue management has moved far beyond the Microsoft Excel expert in a small back office and now involves multiple stakeholders from several departments, all influencing overall revenue strategy with each of their key areas of function. Today's hotel leaders are tasked with converging the traditional roles of sales, marketing, meetings & events and revenue management with an inclusion of other departments like F&B, banquets and finance. READ MORE