Library Archives

Bonnie Knutson

Change happens in the boiler room of our emotions…so find out how to light their fires. This little quotation probably should be embossed on the wall of every marketing or sales office of every hotel worldwide. Said another way, people buy with their hearts and justify with their heads. And it is getting more so by the minute because the consumer decision-making process has become more emotional. Therefore, so must your hotel's marketing become more emotional since that emotive connection between your hotel and your guest is what will differentiate the property from its competitors. In this article, you will read about the "fab five" of emotional marketing. READ MORE

Fernando Rivera

In the hospitality industry, the cookie-cutter approach just won't cut it anymore. With a new decade dawning, more and more travelers are looking for hotels that are immersed in local culture. They're on the hunt for a place the reflects local touches and offers local insight. They're avoiding the tourist traps in favor of truly local experiences, whether it's signature cuisine or attractions that shed light on a place. Today's traveler is searching for authenticity. Fernando Rivera, General Manager at the soon-to-be-opened Kimpton Palomar South Beach, has developed an array of strategies to help hotels tap into local culture. READ MORE

Jeff Hart

Jeff Hart, General Manager of the Los Angeles Airport Marriott explores the evolution of hotel club lounges and the everyday ways in which they can elevate their spaces and offerings. Hart discusses tactical tips and strategies that hotels can take to stand out and provide a unique experience for guests. From concierge access to exceptional views, and stellar food and beverage, hotels are finding that guests are willing to pay a premium to have access to a heightened hotel lounge experience, and Hart dives into simple touches and more modern renovations that show the unique ways in which they can level up their spaces, offerings and approach. READ MORE

Mark Natale

It is so much more impactful when the whole symphony plays together vs. one instrument. That's why, integrated brand development agency Smarthinking Inc. believes that it is most effective when a company's branding aligns with the experience found within the establishment, giving consumers a full experience. Mark Natale, Smarthinking Inc.'s chief executive officer, says that to be successful, you must take the time to define your brand terms. In his authored piece, he details the crucial questions you should be asking yourself in order to create an unforgettable hospitality brand. READ MORE

Lisa Ross

Video is an effective tool to enhance the power of social media marketing. Effective marketers use video as a tool to make meaningful emotional connections with target audiences and have measurable impacts on business success. Hotel marketers must experiment with video and stay abreast of how the channels connect with current guests and prospective travelers. Whether captured by a traveler or produced by the brand, the best-performing videos reel viewers in with a mix of compelling storytelling, relatable moments and emotional triggers that inspire action, from social sharing to buying. In this article, we lay out six tips hotel marketers should consider when creating video content. READ MORE

Stuart Butler

There's a dirty secret in our industry that no one is talking about (at least not publicly). There are attribution thieves within our midst, and they're taking too much credit for your bookings. While I don't think that (in most cases) this is a nefarious plot, it is still causing dollars to be invested in the wrong initiatives due to the proliferation of misinformation and the use of flawed attribution models. In this article, we take a look at ways that hotel marketers can fight back by being armed with knowledge, a willingness to break out our critical-thinking hats, and calculators. READ MORE

Bonnie Knutson

In this increasing Internet of Things world, how can hotels give guests the personalized and memorable experiences they want? Is Alexa the answer? What about Siri? Or maybe Cortana? Can any of them give hospitality and deliver those immersive experiences so you can delight your guests and improve your team's productivity. And what about privacy policies? Will a hotel be able to use Alexa to eavesdrop? These are the questions that every hotel will have to answer – and soon. This article will help you begin that process. READ MORE

Court Williams

Hotel brands these days have much to gain by integrating a corporate social responsibility (CSR) program into their core business strategy. Doing so benefits their profitability, increases trust with their target audience, and can significantly boost a hotel or chain's reputation. A strong CSR program enhances brand awareness and traveler loyalty, while providing the essential ingredients to build a competitive advantage in the market. Employees also benefit from the opportunities offered to give back to the community, and CSR can be a powerful way to retain top hotel talent. Discover some of the novel ways different types of hospitality properties have implemented CSR strategies, and how their activities are benefitting local (and not-so-local) communities. READ MORE

Nate Lane

Google's continually evolving ecosystem presents both a challenge and an opportunity to business owners looking to maximize their impact and increase visualization on the web. Today, the algorithms behind Google are designed to make recommendations based on a user's intent rather than direct keyword matches, a trend observant hoteliers are taking advantage of. This article will outline the cornerstones of a strong search engine optimization plan, how business owners can adopt an intent-based search process, and why these strategies are integral to your future success. READ MORE

Lisa Ross

User Generated Content (UGC) is a double-edged sword for every hotelier. It's invaluable as far as it delivering positive, authentic guest testaments to future hotel guests. However, it can also elevate a hotel's pain points into the public domain. As hoteliers focus on the balancing act of leveraging guest accolades and damage control, it's easy to lose sight of the impact that UGC ultimately has on room revenues, as well as the potential ways in which hoteliers could be maximizing UGC to further enrich the guest experience and better the property's exposure among potential new guests. READ MORE

Bill Caswell

Timeshares and vacation clubs are working to determine what their next product sets should be in order to attract younger buyers. The industry as a whole has consistently increased its revenues over the past decade, but many believe this has been done on the backs of existing owners. There is still a generational disconnect between the product, the marketing and sales processes, and today's younger buyers. The problem for operators is that many are using decades-old acquisition and sales models to reach today's generation of buyers, who are less willing to make big financial or ownership commitments. READ MORE

Gino Engels

As the hospitality industry continues to grow and change, traditional strategies are being tested and it can be daunting for revenue managers to know how to adjust. This article features insights from industry experts on distribution, direct bookings and rate parity. Our experts share some of their challenges and approaches to revenue managing whilst aiming for a seamless customer experience. We also look at some key trends, including harnessing customer data, the upturn of direct booking, and new developments from hotels in order to keep up with market changes. READ MORE

Stuart Butler

Love them or hate them, OTAs likely drive a substantial number of heads-in-beds to your property. That's not a bad thing, especially when it comes to driving first-time guests. The problem is that far too many hotels aren't putting their best foot forward when it comes to converting first-time OTA bookers into repeat guests who book via a direct channel. This article looks at some simple and effective steps that you can take that will ensure each and every OTA booker wants to return to your property and that they are much more likely to do so by booking direct the next time. READ MORE

Bonnie Knutson

On March 10, 1876, Alexander Graham Bell uttered his famous words, "Mr. Watson. Come here. I want to see you." Watson, who was in an adjoining room heard Bell's summons clearly. The telephone was more than an invention by an unbelievably creative mind. It was a disruptor. There is a distinct difference between an invention and a disruptor. Today, there is a disruptive "new sheriff in town" and its name is Blockchain. In this article, you'll see how this technology can be integrated into your hotel and transform your Loyalty Program. READ MORE

Amanda Hurley

As people continue to take more interest in their pet's well-being, pet travel has become increasingly popular. In fact, according to the 2017-2018 APPA National Pet Owners Survey, 37% of pet owners travel with their pets every year, which is a nearly 20% increase from a decade ago. Savvy hoteliers know how to capitalize on this and stay relevant among the competition. In fact, more than half of US hotels now allow pets, according to the 2018 American Hotel & Lodging Association Hotel Trends Survey. This case study explores the ways in which the Inn at East Beach, managed by broughtonHOTELS, used operational and promotional strategies to ensure the hotel was set up for success in becoming a dog-friendly hotel. READ MORE

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Coming up in June 2020...

Sales & Marketing: Technology Rules

It is impossible for any hotel to develop an effective sales and marketing plan that doesn't include a wide-ranging digital strategy. Online platforms have impacted virtually every aspect of their business, due to major changes in how Internet users research, plan, and book their hotel visits. As a result, a successful plan includes generating traffic through the use of a hotel website, social media, email and a myriad of other digital marketing technologies. One such strategy uses data collection and automation technology to create personalized content to individual customers. The goal of personalization marketing is to engage potential customers by communicating with them as individuals - to establish a more personal relationship - as a way of encouraging them to visit a property. Video marketing is also extremely important. Showing someone authentic video from a specific location is immersive and engaging, and video is still the preferred way for customers to interact with a hotel brand. Voice and Visual Search are increasingly in demand, as consumers are moving away from typing queries into a search engine. Instead, they can simply speak their request into their phone, and find and book a hotel without ever typing a word. Similarly, other platforms allow consumers to search visually for almost any image, and find out pricing information, shopping comparisons and how-to-buy - all from the app. The adoption of Artificial Intelligence is also becoming popular. The ability of chatbots to answer simple questions or fulfill requests 24/7 is undeniably appealing. In addition, A.I. seems best positioned to qualify leads that can be later nurtured and closed by a human sales expert - all at a fraction of the cost of a traditional support team. The June Hotel Business Review will examine how some sales and marketing professionals are integrating these innovative technologies into their operations.