Getting top rankings on Google and the other search engines is the prime marketing objective for hotels. Insight into the logic of Google's madness is a must. While no one pretends to know their secret algorithms, a qualified social media professional understands how to achieve the objective on page one. While everyone agrees getting high on the search rankings is key in today's Internet driven environment, why do so many hotels miss the boat? The reason is clear: hoteliers must understand that integrating the PR and SEO functions into your marketing programs at the outset is the answer to making this happen. This article explains how to achieve those high rankings and optimize your SEO capability. READ MORE

In the age of social media and connected devices, companies have the ability to know more about current or prospective customers than ever before. In the highly competitive global hotel industry, this gives properties the opportunity to cater to their clientele more efficiently and more personally than was previously imaginable. Mobile applications can also facilitate faster and more seamless communication both on hotel property and when guests are out exploring. The mass adoption of smart phones and mobile applications, are giving way to a new generation of data-driven and on-demand personal touch, delivered directly to your smart phone. READ MORE

Roughly 20 years ago, investors placed their bets on a variety of technology providers, expecting them to reshape the travel industry. And in the years since, Expedia, Priceline, TripAdvisor and others have done just that. You live in an environment largely shaped by these travel giants. The challenges hotel executives routinely recount in conversations with peers and the press — the increasing cost of distribution, the tyranny of guest reviews, the rapid pace of technological change — can be attributed directly to activities driven by guests and enabled by online travel providers. READ MORE

Back in the day, guest Wi-Fi services at hotels were handled entirely by the IT department. The primary purpose of a captive portal was to stop the users from getting access to the internet before you could charge them for that service. It used to be all about connecting devices. Now, more than ever before, it is about connecting guests to your brand. Although you still need support from your IT department, guest Wi-Fi services have moved from being an IT tool to becoming a critical business tool. READ MORE

Technology continues to advance in the 21st century with an increasing expectation that industries stay up-to-date on cutting-edge trends. The fourth industrial revolution we're moving into is making a monumental shift to embrace: intelligent personal assistants, augmented and virtual reality and artificial intelligence (AI) and machine learning. We've seen hotels already dip their toes in these subjects with voice controls in the guestroom, virtual reality tours in the pre-booking process and delivery robots moving through hotel hallways. This article will zero in on the benefits and uses of AI as well as a look toward the future. READ MORE

What information can I get from my monthly P&L to understand my business and make better decisions?” and “What's going on in my business?” The latter is the better, more applicable, piece for an operations manager who has a healthy sense of curiosity and a leader who wants to make a difference. These are the muscles you need to develop as a hospitality financial leader. It is not up to someone else (accounting) to chase you down and to get you on top of your numbers. It is the other way around. The sooner you see the opportunity in all of this the better for you and your career. It is not difficult. If someone stands in your way, find a way around them. Most leaders will not naturally do this, will you be one that does? READ MORE

In the midst of managing day-to-day operations, hotel and spa owners and managers must continually look forward and evaluate how to increase efficiency and profitability. As you balance overseeing current business and forecasting for the future, you are faced with the challenge of considering what changes will bring the most benefit to your organization. For spas, keeping watch of the latest trends in the spa industry and making relevant changes to your facility, treatment menu and customer service practices are important for success. But how do you know which trends and latest innovations will bring that success and which ones might not be worth their return on investment? READ MORE

More often than not, the wish list a recruiter's been handed is a purple squirrel of sorts. This can work as long as there is flexibility, but that isn't always the case. Companies can get stuck on the requirements, but it's never a great thing to be to firm with requirements (unless the job is 'doctor' or 'pilot'). The best teams are made up of people that respect the organization, respect the vision, get along well with others and are able to excel in helping other team members improve their own proficencies. This is a yin and yang way to look at your team; finding candidates who help mask weaknesses. READ MORE

You may have a sizable stock of inventory. You may also have revenue managers who know how to leverage pricing strategies. Moreover, you may have access to a variety of channels to reach your target market. But, is that all you need to ensure high revenue? Despite having all these goodies, your hotel's revenue-making potential can suffer on account of revenue leakages, which often go unnoticed. Avoiding them will make an immense difference to your hotel's bottom line. But, before we get there, let us understand these glitches in detail. READ MORE

Business travelers go where their work takes them, but their choice of accommodation, even within a travel policy, is driven by personal preference. Hotels, airlines and other travel suppliers recognize this, and personalization has become a primary focus over the last several years. Look no further than Uber's integrations with Pandora and Spotify, which allow riders to play their favorite music while en route. As a hotel, the key to standing out from the crowd is in understanding the corporate traveler's preferences and responding with a compelling and relevant offering up front in the booking process. READ MORE

Today's primary travel market is no longer Matures or Baby Boomers. It is Millennials. How can we keep up with this changing landscape of mobile technology, younger travelers and today's booking patterns? We must use comprehensive personalized content, a loyalty plan that includes customer relationship management (CRM) and optimize our marketing spend by building a community of travelers. We as hoteliers need to think like a customer. And today's customer is increasingly likely to use a mobile phone to do everything. Assuming we all have web sites that are optimized for mobile, do we have a compelling story? READ MORE

You know that technology has had a significant impact on the guest experience. Online bookings, mobile check-ins, hotel apps and the prevalence of social media have fundamentally changed the hospitality industry at an unprecedented rate. IT is now front and center to business operations and a top priority for large chain establishments and mom and pop hoteliers alike. In the years ahead, technology will continue to exert its massive influence on hospitality, with the launch of 5G playing a lead role. 5G represents a paradigm shift in connectivity that will catapult hotels into a new era of guest services and operations. READ MORE

How do guests want to interact with your brand? It used to be we focused on feedback from the guest after they departed to correct any issues before they told friends and family at gatherings. Then it changed to capturing their feedback before departing so they didn't go home and post unfavorable reviews on social platforms and travel review sites. Now of course, with more mobile, technology-minded guests, they can post feedback instantly, perhaps before they've had a chance to understand the entire situation. All the more the reason why hotels and resorts today must be incredibly responsive, in real-time. READ MORE

The bells and whistles of Connected Room devices are hard not to notice. There are machines literally calling out to you by name. The clamorous attention is well-deserved as the technology has immense possibilities for functionality, ease of use, and work efficiency. But how can your hotel keep from investing in shiny promises that don't deliver or are destined for a museum slot next to the Betamax player? Follow these key adoption practices to get the most value from Connected Room and 'wow' guests with new technology. Connected Room technology is here, and it won't be long before it becomes a guest expectation. READ MORE

As technology improves, hotels must often re-assess their current technology to see if it stacks up to their needs and to the competition. A common example is switching from a premise-based PMS to a cloud-based system. Taking advantage of the increased revenue opportunities and savings that come from modernizing your hotel management software is essential for any size property. If it's time to upgrade your PMS, you may have a list of questions for any vendor you consider. Here are the answers to some of the top questions hoteliers should ask before switching to a new PMS. READ MORE