As a hotel executive, the last thing you may want to think about is whether your hotel is considered "green." You are worried about filling your rooms, satisfying your guests, and perhaps getting the big business of government and companies. But being designated as "green" can actually help you do all of these things: it can increase your room-nights, enhance your guests' satisfaction, and boost your business with big customers. This series will show you how. We begin by examining what it means for a hotel to be "green." The word is, of course, shorthand for being environmentally responsible (or sustainable) so as to minimize environmental impacts in purchasing, operations, and plant management. READ MORE

A diet low in refined carbohydrates is actually not new to many cultures. In fact, in some places in the world, the lifestyle has been around for centuries. Asian cuisines revel in the use of fresh vegetables and fruits. Very little white flour or bread is used. And even though rice is a staple, the most popular form used is brown rice, a source of the good, complex carbohydrates that nutritionist tell us are healthy. Mediterranean cultures also emphasize cuisine based on seasonal, fresh fruits and vegetables, and the great seafood that is so abundant in the region. I was reminded of this fact as my team and I were researching the cuisines of the Mediterranean countries - Spain, Italy and France - in preparation for a new concept for our menu in The Terrace, the Hilton Short Hills' more casual dining venue. READ MORE

An issue of interest to the nation's hotel industry-chains as well as independents-is appearing on ballots in a number of city elections this year: Who should be the electricity provider-the existing electric utility or a newly created city department? Iowa is one state where a number of local ballot initiatives are asking residents if their city should municipalize, or more accurately, takeover the role of electricity provider. California is another. And in recent years the question has come up in Florida, Nevada, and New York and elsewhere. The bait is typically lower prices and greater reliability. But government takeovers can't guarantee either. To make improvements here, we must look beyond local control issues and address the national issues that are affecting the country's electricity system. And this can only be accomplished through comprehensive national energy legislation. READ MORE

Are the guests of your hotel greeted by name at check in, welcomed with their favorite bottle of wine in their room, and treated to their newspaper of choice each morning? If this scenario is familiar, you are undoubtedly leveraging a Customer Relationship Management (CRM) system. If not, should you? CRM programs can help build and reward customer loyalty, and capture the ultimate value from every customer relationship. Hotels who effectively leverage CRM programs can realize an improvement in their bottom lines, and an increase in shareholder value. In today's competitive environment, using a CRM system is no longer a matter of choice, but an imperative. READ MORE

Have you ever asked yourself, "how do travelers decide where to stay?" Did you ever question how travelers view your hotel, resort, bed & breakfast or inn compared to your competition? If these questions sound familiar, then qualitative marketing research may provide some of the answers you seek. This article is the first in a series about qualitative marketing research. It provides a basic overview about this methodology, especially for those in the hospitality industry who are not fully acquainted with it. READ MORE

As the world's largest single industry, the hospitality industry as a whole continues to become more complex, competitive, global, and technological. As such, the industry struggles with a high percentage of low-skilled or unskilled workers and a scarcity of well-trained personnel at management levels. In this ever-changing environment, companies are looking for employees who will be successful in tomorrow's economy. These people should possess specialized job skills and should be able to think critically, communicate clearly, manage ethically and contribute to the community. Therefore, attention must be given to improving the level recruitment and training provided to potential managers, especially if they are responsible for delivering the experience demanded by the luxury traveler today. READ MORE

Spa guests seem to be shopping virtually everywhere but their favorite spa. Mass marketers understand this, and have slapped the word "spa" on everything from dish soap to shoes. Spa guests are ready, willing and able to shop your Stay Spa. But what motivates them to buy? Will retail be merely an afterthought in your spa facility? The "Stay" Spa's notoriously weak retail performance-as low as 2% of revenues in some facilities-- has created a chicken-or-egg dilemma for spa designers. Do Stay Spas retail poorly because their clients aren't interested in home care products, or because the spas themselves make it difficult to shop? Here's how to ensure that you reap the rewards of retail. READ MORE

Today, there is a major shift in thinking on how to build a major corporate personality. To play the game, one must clearly figure out the secret powers of e-commerce and the role of new technologies in contrast to traditional print and old-fashioned, mass-advertising driven models. During the last century, mega corporations throughout the world followed the prime rules of building corporate image and name identity in the strictest sense. Their goal was simply to achieve an elite, world-class image by having their name and logo brightly displayed on skyscrapers in every city. They ran massive advertising campaigns to promote their identity and claimed ownership to specific colors and designs, all in an effort to create a single visual global icon. They used every opportunity, from naming stadiums to sponsoring parades.The objective was simple: to demonstrate their exclusive power and their domination by big image. READ MORE

Despite the growing attraction and convenience of purchasing goods and services by credit card, businesses of all kinds - including hospitality companies - are sitting ducks for credit card fraudsters. The problem is two-fold: While until recently, most credit card fraud involved "guests" using stolen or fraudulently obtained credit cards to pay for hotel charges, now the Internet has added a new dimension of credit card fraud threatening hospitality businesses. For example, cyber criminals can hack into a company's customer database and steal large batches of guest credit card information that they then sell on the black market. Or, they can use the stolen credit card information to manufacture counterfeit credit cards, which they then use to fraudulently purchase goods or services. Making matters worse, like companies in other industries that have been hacked by information thieves, hospitality companies could suddenly find themselves on the receiving end of lawsuits claiming damages for liability related to the theft of confidential guest information. To prevent incidents such as these, optimizing the company's information security defenses is the obvious first step. READ MORE

The gay and lesbian market is one market that hotels and other tourism-based companies have for too long overlooked, or simply chose to ignore. But can the industry continue to ignore this market? Can you? The simple answer, in my opinion, is no. And why would you want to? Most hoteliers understand the importance of diversifying their markets, but many aren't completely sold on the gay and lesbian market. I've identified three main reasons for why you and your hotel should choose to target this market. READ MORE

Statistics show that, instead of complaining to an organization directly, 96% of dis-satisfied customers will gripe to an average of nine other people. I'm sure our group fulfilled that statistic and then some! You never know whom you're serving. Appearances can be deceiving. When you're serving a party of 65 for the holidays, know who the host is, whether it is an individual or a company. Also remember that the rest of the people, nameless as they may appear, all have names, careers, influence on others, and many have reasons and means to pay for a party of their own someday. Bad hair or a cheap-looking suit should not be taken for a bad person who has no value or influence. Besides being extremely rude to someone who is a guest and doesn't deserve to be ignored, you may be quashing a future opportunity to make money and promote your business. READ MORE

While the Spa Inspired Guestroom concept is still very new, it is answering the needs that today's travelers are requesting - a true experience. This is a request that the hospitality industry cannot ignore. Many hoteliers do not want to hear that it is not about just the guestroom as travelers feel that most brands are equal when it comes to accommodations. Travelers today are time starved and as marketers we must begin to cater specifically to the traveler that fits within your hotels demographics. If you are marketing to a Baby Boomer, the services, amenities and training standards should be different than if marketing to a high power female executive who travels constantly and has children at home. No longer does one size fit all. READ MORE

Most hoteliers rely on third party feasibility analysis prior to building or expanding their rooms or related infrastructure, but they often turn a blind eye when developing or expanding their spa. Spas have gone from being the "red-haired step child of the resort world,"an amenity that we hope might break even, to the "must have amenity" if we want to be taken seriously. This proliferation of spas is both good and bad for the developer. Clearly, the market has embraced the need for spas--which is good. The dramatic building (and in many cases overbuilding) has made competition for the spa dollar fierce, and the spa user savvy--which can be bad if you don't do your homework. Now more than ever is why spa feasibility is a necessary part of the spa development process. READ MORE

With the U.S. Senate expected to consider the 'Climate Stewardship and Innovation Act of 2005' and other bills this summer that address the global climate change issue, every hotel executive should be paying attention. The 'Climate Stewardship and Innovation Act', being offered by Senators McCain (R-AZ) and Lieberman (D-CT), would cap the nation's carbon dioxide (CO2) emissions at year 2000 levels by 2010. To do that, it would impose limits on how much CO2 the economy could produce in activities such as generating electricity, refining and importing transportation fuels, and manufacturing. Putting a mandatory cap on the country's CO2 emissions would lead to higher energy bills for you, and it would also most likely put a cap on the economy as a whole, which would slow down your guest traffic as well. According to the U.S. Energy Information Administration (EIA), here's what could happen if the McCain/Lieberman bill was passed... READ MORE

We have seen an interesting evolution in hotel design over past several decades. At the beginning of the 20th century, the wealthy traveled in grand style at a leisurely pace, with vast amounts of luggage and, quite frequently, large numbers of staff. The design of the hotels that catered to them reflected that style, in size, proportion and atmosphere. The tumult of the 20s, 30s, and 40s disrupted travel patterns, but when people began traveling more consistently in the ensuing years, the look and feel of hotels changed. As travelers became more sophisticated, the demand arose for hotels with design elements that spoke of the destination; that used indigenous concepts and materials to help create a total experience. This demand for authenticity is very strong today. READ MORE