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Hilton's Travel with Purpose: Green From The Ground Up
By Bill Duncan, Global Head All Suites & Focused Service Categories , Hilton

What does it mean to be a sustainable hotel company? Saying you're green is one thing, but implementing developmental and operational strategies that truly work towards achieving a healthier planet is another. For Hilton, being a sustainable hotel company starts with development and continues throughout the entire lifespan of every property within our portfolio. We leverage innovative construction and design concepts to operate in more efficient and eco-friendly ways – from modular building, to utilizing sustainable building materials and focusing on brand standards that have helped us earn triple International Standards Organization (ISO) certification for our entire portfolio of 5,600+ hotels globally-the largest certified ISO portfolio in the world. Hilton has also developed a global Corporate Responsibility strategy, Travel with Purpose, with initiatives such as LightStay, Soap Recycling and much more in order to ensure our properties remain sustainable well past their opening date. Hilton hotels are cutting down their environmental footprints from the ground-up, from the inside-out, with every team member from the top-down involved in the effort. Here's how we are doing it. Read more.

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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.