No longer just passive observers, the modern internet and mobile users are now actively engaged and are determining the type of relationship they have with their favorite brands, organizations and communities. Consumers are using Smartphone apps and social media on a daily basis, to connect like never before. As media habits change from static to dynamic, local to global and from fixed to mobile, it is becoming crucial for companies to have a digital marketing strategy that utilizes both a social media presence and mobile applications to cross-promote their brand and products. READ MORE

The 2012 Local Consumer Review survey conducted by Search Engine Land, found that 52 percent of consumers trust online reviews just as much as personal recommendations. The survey also reports that Restaurants / Cafes were the most searched businesses, followed by, you guessed it, Hotels/B&B's/Guest Houses. You want more proof that potential guests rely on online reviews? In 2011, research firm Forrester found that nearly 50 percent of consumers won't book a hotel that doesn't have online reviews. READ MORE

Trade secrets - employee and customer lists, financial and marketing information, research and development data - this is prized information to any business. Keeping this information secret gives a business the competitive edge. Compromising that secrecy, especially to a competitor, can be very costly. Employee access to technology and use of social media presents challenges to businesses seeking to protect trade secrets. Overly broad restrictions on employee use of social media may be deemed illegal. Conversely, a lack of effective measures to address the problem leaves a business vulnerable. This article examines measures employers can take to protect business proprietary information. READ MORE

In the past, hotels have used glossy brochures and images on OTAs and/or the direct website to sell their property to potential guests. Now there's TripAdvisor, which allows both the property itself and past guests to upload pictures of the property. But hotels need to use all of the available channels to share their images with potential guests; after all, we all know the phrase “A picture is worth a thousand words”. This article examines how Pinterest can be used to promote your property, as well as further develop your brand image with potential guests. READ MORE

Personalization is no longer a trend—it's a must have, an expectation. With multiple devices, channels and on-the-go messages, consumers don't just want tailored offers and experiences—they need them. But only through a customized combination of multivariate testing, optimization and personalization best practices, can travel companies truly begin to reach their consumers with personalization that is effective and impactful. READ MORE

The hospitality industry needs to address that the internet is the leading consumer touch-point today representing a significant core of sales. Online marketing and sales activity needs to work hard to engage the consumer and capture their booking. READ MORE

As hotels' mobile offerings continue to expand beyond simple search functions, the support for a mobile app goes far beyond the IT and reservation teams - it involves the entire staff and a guest experience that goes beyond the property. This article will look at those brick-and-mortar requirements and opportunities for hoteliers to build a mobile strategy from the ground up. READ MORE

When a company franchises more than 6,200 hotels around the world, that size and global reach provides a unique position to make the most of mobile's advantages. While size and coverage present Choice Hotels with advantages, the company must also be both nimble and farsighted to maintain a leadership position. That means making technology a company priority and focusing first on the needs of those franchisees. READ MORE

This article addresses general and hotel specific business continuity management program basics including senior management buy-in, program initiation, risk assessment, Business Impact Analysis (BIA), prevention, mitigation and recovery strategies as supported in a business continuity plan. The article also differentiates between a private sector business continuity program and public sector Continuity of Operations (COOP) program. Additionally, this article discusses other critical business continuity management program components such as awareness, training, testing, ongoing program management and the importance of employee and family preparedness. READ MORE

It seems that every year since the launch of the first iPhone back in 2007 marketers, technologists, futurists and erstwhile prognosticators have been calling the year that follows, “The Year of Mobile,” or variations thereof. While the mantra may have worn thin, the meaning behind those words is no less relevant as we head into 2013. READ MORE

For a hotel, the “end game” of practical, applied technology is a 360° view of guests' needs, preferences, and behavior. The goal is to be in sync with guests, anticipating their desires, responding with personalized service, and forging bigger, better relationships. When both guests and staff are empowered with data-rich technology, a hotel can promote the brand, build guest loyalty, and increase revenue. The good news: the technology is ready to go. The first step? The will to innovate. Isn't it time to wake up to the possibilities? READ MORE

Mobile measures and key performance indicators (KPIs) - “mobile metrics” - are the basis for hoteliers to take decisions for adjusting and proving mobile strategy. Mobile phones are expected to surpass PCs for Internet access in about 2 years' time from now. Corporate offices of hotel chains and revenue managers and GMs on hotel level must be aware of benchmarks for conversion rates, traffic and devices being used by guests while competing with indirect 3rd party distribution channels for the fastest growing “channel” that is mobile. Selling opportunities provided via mobile devices must be carefully analyzed. Last-minute deals require thorough evaluation so that pricing strategies are not jeopardized. READ MORE

Largely a result of the proliferation of smartphones, many appraisals and anecdotes of a guest's experiences at a hotel are now being published online in real-time - that is, as events are occurring or soon thereafter. To properly coordinate management efforts towards this new pedigree of reviews requires a new level of tact and alacrity for measurable success. READ MORE

A fundamental shift is underway in how we consume digital information. The web is transforming into an application-based interface delivering content and documents served up from the cloud. This trend has the potential to dramatically enhance guest's experiences while increasing hotel efficiency. READ MORE

The New Year is upon us and your guests are in a heightened state of personal health awareness. Each year the American College of Sports Medicine (ACSM) publishes its annual survey of fitness trends. Maintaining awareness of the growing health and wellness concerns of your guests will help you continue to shape your fitness center over time. The hospitality based fitness trends for 2013 in this article are certainly here to stay for a while. The following are the top trends in fitness this year that apply to the Hotel industry and how you can best keep pace with them. READ MORE