While independents - which by nature have more personality and distinctiveness than corporate hotels - represent half of the world's lodging stock, they are still underserved. IBC and its corporate sibling, InnSuites Hospitality Trust, aim to expand the branding of independents through marketing and trademark services. In this column, we look at why striking the balance between rapidly changing, ever more affordable lodging technology and the human touch that still counts so much is key to an independent hotel's success. That balance is within reach. READ MORE

As more and more hospitality marketers have begun to struggle with the omnipotent presence of social data and how it affects their brand, they have begun to question the very issue of branding itself. Only through Omni-channel listening - what some may call data blending - of data of all forms (ie. survey, Social, call-centers, emails, etc.) can we truly understand the volume, sentiment and impact that the voice of the customer has on our continued efforts to drive brand loyalty, guest satisfaction and profits. READ MORE

Hotel affiliates hold a myriad amount of customer personal information and a data breach suffered by an affiliate may impact the hotel's entire brand. One way to mitigate the risk of a data breach is to enter into a joint cyber security defense agreement. READ MORE

Hilton Worldwide recently announced that it plans on rolling out mobile room keys during 2015 as part of its effort to revolutionize the hotel experience by allowing guests to completely customize their experience through mobile devices. By 2016, hotel guests will be able to check-in and check-out, choose their room and purchase upgrades on a smartphone or tablet. The restaurant and retail industries have already begun using mobile technologies to better service their customers, but the hotel industry has been slower to catch up, with good reason. READ MORE

Millennials aren't just interested in having the latest tech gadgets, flexible work schedules and GMO-free foods, especially when it comes to their living arrangements. The following article by Michael R. Ytterberg, PhD., AIA of BLT Architects takes a look at the most important elements in building, design and amenities for this demographic. Whether it's a larger, brighter, more spacious living room and higher quality finishes such as granite and quartz included within the actual living space, or a grand lobby and Internet lounges within the apartment building itself, these trends cannot be overlooked when understanding what millennials what and how to attract them. READ MORE