Too many hotel managers don't know who their competition actually is. Why? Because the hotels which management identify as competitors are identified from their perspective, not from the perspective of the people who truly know the answer, the guests. While a full market research study can give you a myriad of valuable in-depth information about your hotel and its competition, there is an easy way for you to immediately and accurately identify your competitors. The next time you or some one of your staff is talking with your guests or potential guests, ask them the hotel's version of: The $64,000 Question. In this article, you will learn how the two parts of this game show question can give you valuable insights as to how you can quickly and accurately identify your true competitors, and why your guests and potential guest find them attractive. This understanding will help you structure a laser-approach to more effective marketing. READ MORE

In today's world, a lot of times we think HARD is better. Work hard, Play hard, Drive a hard bargain. Hard may mean strength such as "hard as a rock" versus soft which may seam weak as in "Don't be a softy." Apples taste better hard and to many peoples' tastes, so does cheese. There may be lots of things that work or seem better when they are hard but when it comes to service, it's the soft skills that will enable the most memorable results, not the hard ones. Don't get me wrong.hard skills are essential and important and will get the job done. But, it's the soft skills that will make the emotional connection and inspire the lasting impact most hospitality leaders desire. READ MORE

We often talk about the growing importance, and influence, of online hotel reviews. Recently we took a step back and looked at the review space, specific to USA-based properties, to see what the landscape looked like compared to a year ago just about this time (third quarter 2012 to end of September 2013). What trends are emerging? Are people writing more or less? Are guests being kinder or more critical? Is management chiming in or sitting back? We have the answers around scores, volume, management responses, service, pricing and more. READ MORE

Need funds to build a new hotel? A once little-known U.S. immigration program has become a popular source of development funding for hotels. Known as the EB-5 Immigration program, name brands, such as Marriott and Hilton, have projects that have been financed through EB-5. Because of the flexibility that EB-5 funding offers, it is likely that it will remain a significant funding tool even as credit markets loosen, due to its highly competitive cost as mezzanine financing. For savvy developers who are able to navigate the bureaucratic landscape, the EB-5 program is likely to remain a viable funding option for many years to come. READ MORE

As guests become less loyal to hotel brands and increasingly drawn to hotels that offer experiential stays, unique amenities and flawless service, hotel leaders are hard pressed to create one-of-a-kind experiences that will incite guests to return again and again. But with tightened budgets and the recession-era moniker of doing more with less, how can you create these unique experiences and still hit your numbers? And, how can you tell if they will really benefit the bottom line? In this article, you'll learn how a resort in Tucson, Ariz., melded creativity with business-focused objectives to create experiences that make them stand out in the crowded hotel market. READ MORE

When we ask the question, “Is traditional media in hospitality dead?” we really need look no further than the type of media engagement we ourselves have on a daily basis. Does traditional media influence us? Do we engage solely in digital marketing for our daily decisions? I don't believe that traditional media is dead. I don't believe it's anywhere close. Now that's not to say that the nature of marketing hasn't changed, because it certainly has. But what we see today among our customers is a mixture of both traditional and digital brand engagement. A confluence of old and new… a sort of information gathering dream scenario for consumers, and a marketers' worst nightmare. READ MORE

Creating a connection with current and prospective guests on social networks can be a challenge—especially when it's multiplied by the addition of other countries. What is involved with creating a global social media presence? How can you engage with users in real time? What are the overall practical and strategic considerations in translating this valuable content? With a few proven tactics, hotel marketers can make the most of social media on an international scale in order to preserve brand identity, increase engagement and drive up bookings. READ MORE

Could it be that following the Age of Industrialization, we have entered into the Age of Impersonalization? How many times have you been a victim of “statistics” and not viewed on your individual merits? For example, did you pay premium rates for car insurance or health insurance just because you were a certain age or gender? Or was a loan denied despite an excellent credit history because “statistics” indicated you were a poor risk? And have you ever felt the frustration of trying to reach a “live” person to resolve a dispute or just to ask a question? And you went round and round in circles by pressing various numbers on your phone, without having an option for your particular issue, just to end up where you started? READ MORE

When the economy faltered, the hotel industry suffered greatly. The industry put itself further in an already deep hole by racing to the bottom - utilizing short-term pricing and discounting strategies that lowered rate to get more guests through the door, making it difficult to return to normal rates and market position. Our industry has come a long way and is on the mend; hoteliers can capitalize on this upswing to drive more direct business to their hotels in a race to the top by implementing balanced distribution strategies and integrated marketing efforts without resorting to cutting price or costs. READ MORE

According to Travel Industry Association of America, changing demographics and lifestyle attitudes are playing a major role in the choice of activities Americans make while traveling. Traditionally, activities such as shopping and dining have topped Americans' travel lists, followed by entertainment, sightseeing, beach, nightlife, and theme parks - each with varying levels of interest based on consumer demographics. While these activities remain popular, TIA's reveals major shifts by age group - with preferences often dictated by whether or not there are children in the household. READ MORE

In 1967 the BBC predicted that within 20 years all homes would feature built-in computer terminals and bedside teletype machines. It hasn't worked out quite that way, but it's clear that the news outlet could envision the home computing revolution's outlines fairly well. Today, another technology that has been slowly gaining momentum - augmented reality, which combines digital images with real-time physical environments - has the potential to help hoteliers drive greater loyalty and revenue. For hotels, however, the potential of augmented reality isn't just consumer-facing. The technology can also improve the brand itself. The latest advances suggest unmatched monetization and customer experience potential. The question is: Are hotel brands ready for this change and are they investing in the staff training, IT and creative talent necessary to capitalize on augmented reality's capabilities and guest engagement reach? READ MORE

Hospitality reviews on TripAdvisor, Hotels.com, Booking.com, Travelocity, Expedia, and more sites impact revenues. Hotel managers must learn to respond to and act on this crucial form of customer feedback to succeed in their local markets. Jonathan Sockell, Product Marketing Manager at Medallia, and seasoned hospitality and customer experience executive Linda Wiley delve into how to empower the frontline with actionable customer feedback and build a sense of urgency to excel at customer service. READ MORE

It's all about the team. Whether you are looking to fill open positions in an existing hotel, hire a new staff for a property soon to open or add talent at corporate headquarters, attracting and training, evaluating and retaining a top-notch team of individuals is necessary in order to be successful. In doing so, we must select the right people for our needs; be clear and consistent in communicating goals and expectations; insure that all hires have the skills and authority to achieve assigned goals; and provide timely, constructive and fair feedback on performance as a basis for future compensation and promotion. READ MORE

Just as technology has and is continuing to transform our lives, it's changing the way hotel brands view and analyze their customer experience. Ensuring the vendor of your customer experience measurement program is keeping up with technology is a near impossible task. Yet, the onus is on the hotel brands to be watchful of new technology players who can serve emerging needs. Good customer experience management is fundamental to our industry. And we must be able to analyze, monitor and measure it. Which is why we must continually pursue technology not to eradicate problems, but to take a collective, proactive approach to building brands and experiences customer truly love. READ MORE

Sales lessons are all around us. From professional athletes to actors and celebrities to families shopping for their wish list, inspiration for enhancing the sales approach can be discovered anywhere. The key to refining the sales process lies in your ability to understand the philosophies of the overall process and then practicing your selling skills. A good seller will ask the right questions, look for buying signals and attempt to gauge where the customer is in the process, and then present options for the buyer. Practicing the lessons learned will lead to a polished and sophisticated sales approach. READ MORE