• Guest Service / Customer Experience Mgmt
  • Practical Tips for Using Social Media to Drive Loyalty

  • Before the boom of social media, hotels could attract bookings based on brand, loyalty programs, location and price. Today, recommendations and reviews are driving more bookings that anything else. So how can savvy hoteliers drive sales and loyalty in this new era of user-generated content? This article will examine practical steps hotels can take to drive loyalty and describe how leading hoteliers are winning over guests on Twitter, Facebook and other social networks.

    Last week I returned from a vacation in Mexico and after unpacking my bags I logged into TripAdvisor and wrote a review of the 5-star boutique hotel where I stayed. I gave the hotel five stars and wrote about how beautiful the property is and how friendly and attentive the staff was. The day my review was posted I received a call from the General Manager of the property. He said he wanted to personally call me to thank me for writing such a nice review and he looked forward to welcoming me back to the hotel in the future. The entire call took less than a minute but I have mentioned it to at least fifteen friends and shared the story during a talk I just did ...


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Coming up in December 2018...

Hotel Law: New Administration - New Policies

In a business as large as a hotel and in a field as broad as the law, there are innumerable legal issues which affect every area of a hotel's operation. For a hotel, the primary legal focus includes their restaurant, bar, meeting, convention and spa areas of their business, as well as employee relations. Hotels are also expected to protect their guests from criminal harm and to ensure the confidentiality of their personal identity information. These are a few of the daily legal matters hotels are concerned with, but on a national scale, there are also a number of pressing issues that the industry at large must address. For example, with a new presidential administration, there could be new policies on minimum wage and overtime rules, and a revised standard for determining joint employer status. There could also be legal issues surrounding new immigration policies like the H-2B guest-worker program (used by some hotels and resorts for seasonal staffing), as well as the uncertain legal status of some employees who fall under the DACA program. There are also major legal implications surrounding the online gaming industry. With the growing popularity of internet gambling and daily fantasy sports betting, more traditional resort casinos are also seeking the legal right to offer online gambling. Finally, the legal status of home-sharing companies like Airbnb continues to make news. Local jurisdictions are still trying to determine how to regulate the short-term apartment rental market, and the outcome will have consequences for the hotel industry. The December issue of Hotel Business Review will examine these and other critical issues pertaining to hotel law and how some companies are adapting to them.