May Eco-Friendly Practices: Corporate Social Responsibility

Trending articles this week...

Rocco Bova

It has been a long journey for boutique hotels. In the last 40 years (or so), this concept has dramatically changed the landscape of standard, box-type hotels selling average experiences and mostly clean rooms and hot breakfast. The disruption continues with the birth of similar-ish concepts that have evolved as well as how they are perceived around the world. I have followed this phenomenon for many years now and I hope you will enjoy my point of view and insights on this topic. Read on...

Cristine Henderson

Whether you love them, or love to hate them, millennials are often characterized as disruptors across many industries. This generation has definitely made its mark on the hotel industry, especially where design is concerned. Known for innovation, affinity to technology, and often associated with the advent of social media, millennials are making changes throughout the consumer landscape. Read ahead to see how all these characteristics are translating into the future of our industry. And don't worry, short-term rental services are not quite the death sentence they are painted to be. From selfies to sleek finishes, millennials are shaking things up. Read on...

Ed Fuller

Hospitality industry leader Ed Fuller shares his expertise on the importance of hotel safety and security preparedness in today's tumultuous times. The need for hotels, both large and small, to have crisis management and a crisis communications management plan in place at all times has never been more urgent. Hopefully, hotel executives will never need to activate these plans but being prepared is paramount. Additionally, Fuller highlights several news stories that sparked a media relations nightmare for several national brands offering readers insight on how local incidents can become front page news thanks to people's smart phones. Read on...

Gino Engels

In order to best position your hotel in a competitive marketplace, it is essential to have an airtight revenue strategy so that room prices are priced right every time. While that sounds simple enough, it is important to remember that there are four key factors (events, timing, trends and competition) that need to be accounted for in order to accurately forecast demand and maximize revenue for a hotel. In this article, Gino Engels, CCO and co-founder at OTA Insight, discusses why these factors matter and how to extract exploitable data and insights from each. Read on...

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.