Changes in technology and the unlimited availability of information has changed the way group buyers purchase travel. Yet in many hotel sales offices, expected sales behaviors have remained unchanged - make cold calls, develop relationships, try to close more deals. This article explores a new look at the hotel group sales process and suggests unique strategies and tools to ensure your sellers are positioning themselves best for today's buyers. While we all know how much technology has changed, pinpointing exactly how it has changed our group buyers has been a little bit trickier to process. READ MORE

The importance of influencers in social media has evolved to the point that fans and followers are not only going where they go, or where they say to go, but they are taking trips with them. How can hotels, resorts and spas tap into what is becoming its own distinct market segment? This article addresses this relatively new phenomenon, cites examples of influencers who are organizing their own trips, and provides tips for hotels and resorts for gaining business through strategic partnerships. READ MORE

Cast your mind back to a time in the hotel industry, that in order to register a complaint or a concern, a swift call downstairs to reception was all that was required, as opposed to requesting clean towels or apparent lack of via a terse Tweet directed at head office, to rectify the solution. Hotels now not only have to monitor social platforms and review sites such as TripAdvisor 24/7 for the opportunity to instantly smooth over an issue in real-time, but also are tasked with how to ingrain social media usage into the property itself in order to be more consumer-friendly. READ MORE

Hurricanes Irma, Jose and Maria recently made names for themselves in the Caribbean and along the southern and eastern coasts of the U.S. As hotels were unfortunately pummeled with Category 5 hurricanes, many people turned to social media. Facebook quickly became a dominant outlet to express well wishes, request updates on guest/staff safety, seek the hotel's condition and check the status of upcoming reservations. During a weather-related crisis, followers and concerned parties want - and expect - timely updates. While challenges are unavoidable, a hotel's ability (or lack thereof) to effectively communicate can significantly affect its brand reputation, guest relationships and long-term revenue. READ MORE

Marketing on social media has come a long way. It's no longer optional for hotels. They must be actively managing and growing their social media presence to positively impact customer engagement. The last two years have been particularly interesting with 71 % of internet users also using social media and more than 81% of the US population having a social media profile. Many people are using social media as their primary source of news and information. This article explores the key trends impacting social media in 2018 and some actionable takeaways for hotel managers to implement in the coming year. READ MORE

Hotels are learning to capitalize on their food & beverage offerings. No longer just a required, unprofitable amenity for guests, the hotel restaurant and especially the bar component are becoming proper revenue sources. People are spending more time—and more money—at these outlets. In some surveys, fully half of travelers report that they choose their hotel for its restaurant. And from the operator's point of view, hotels offer a number of advantages over freestanding restaurants, from not having to manage escalating rents to practical matters, such as having the assurance of a full-time engineering team on site. READ MORE

Answering reviews, whether positive or negative, is one of the best marketing investments you can make. Just remember to keep your cool, even in the face of outrageous complaints. Review sites like Trip Advisor and Booking.com are here to stay. Sadly, many hotels still aren't dealing with them very well. Either they ignore them (or seem to, by never commenting) or, in some cases, they get downright hostile. That's a no-win situation. Let's take a look at some classic examples followed by solutions on how you can do better... READ MORE

The evolution of revenue management has taken hotels from dynamic pricing of transient rates to a holistic strategy of maximizing profitability across multiple revenue streams. Revenue management has moved far beyond the Microsoft Excel expert in a small back office and now involves multiple stakeholders from several departments, all influencing overall revenue strategy with each of their key areas of function. Today's hotel leaders are tasked with converging the traditional roles of sales, marketing, meetings & events and revenue management with an inclusion of other departments like F&B, banquets and finance. READ MORE

it takes more than a logo or an employee manual to establish a brand, as our everyday behaviors and the personal choices we make become an important element of real-world brand expression. In its purest sense, a brand is a promise to consumers; an expectation of performance and an overall experience. When we ship a package with FedEx or UPS, we expect a competitive, fair rate; on-time transit; accurate tracking that is accessible online; courteous, properly trained employees and a package delivered without damage. This article will explore some of the practical, simple and, yet, profound aspects of this everyday brand management. READ MORE

How do you measure social media success? Which metric is even more important than how many likes your Facebook Page has or how many followers your Twitter or Instagram accounts boast? Engagement! After all, what good are thousands and thousands of followers if they are not reacting to your content? Quality over quantity is an important rule to follow in social media. It is far better to have a few engaged followers than thousands of followers who do not care about the content you are publishing on a day to day basis. The same can be said in regards to content READ MORE

In the era of information and digitization soon we will be spending more time online than sleeping. Today's travelers are always-on and stressed-out, and as a result a new trend has emerged: seeking moments of simplicity and calm - online and offline - in order to cope with the day. So what does this mean for the hotel industry, which is no longer about simply providing beds in which to sleep, but providing guest experiences? It means new opportunities to engage in a highly relevant way to provide the sanctuaries that guests are craving. READ MORE

An estimated nine out of ten travelers searching for a hotel online now proactively consult peer-generated user generated reviews before committing to a booking. User reviews are now perceived to be more credible, topical and useful than practically any other source of travel information, making them highly influential. Hotels therefore need to invest in protecting and enhancing their reputation in the user review space. In this highly practical article I outline a tried and trusted approach to systematically managing user reviews, providing practical advice as to how to convert a potential threat into a powerful sales and marketing tool. READ MORE

It is a well-known fact that social media plays an important role in a hotel's brand awareness strategy. But what else can social media presence do for a hotel? Let's see what the numbers tell us. Facebook has been ranked #1 and the most widely used. Twitter has 317 million monthly users. Instagram ads continue to provoke their users to action by visiting websites for one example. These facts alone should be enough of an incentive for your hotel to take a hard look at engaging with social media. READ MORE

The importance of technology in the hospitality industry grows every year, and with each new year brings new options for hoteliers to consider. From creating better experiences for guests, to collecting and tracking meaningful data points, when implemented correctly, technology can make an impact. This article examines the due diligence and critical steps hoteliers should take when evaluating new technology. Additionally, this article outlines the key elements of an effective and revenue-driven hotel technology stack, that includes focusing on marketing and operational aspects to create optimal success for hoteliers. READ MORE

Luxury travel is one of the most lucrative segments for hoteliers, but success depends on publicizing that you are innovating and a market leader. A travel public relations company that specializes in hospitality PR monitors the emerging trends worldwide to best position its hospitality clients for success. These trends shift quickly in today's digital environment, so it is vital to stay abreast of them by subscribing to Google Alerts, and regularly reading top media outlets like Skift. It is important to position your property in the context of trends, because that is what will perk up the ears of editors, journalists and the all important bloggers. READ MORE