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FEBRUARY Social Media: Social Listening Tools |
Wednesday February 19, 2020 |
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Managing the Hotel Influencer... 2020 Style
By Babs S. Harrison, Managing Director, Babs Harrison & Partners
The hot concept in 2020 hotel and resort marketing is influencers - you know you want to do it. But you also must know that there are many ways to do influencer marketing wrong. There are plenty of reasons to want to do this right - notably the popularity of social media channels (think Instagram and Facebook) and their increasing importance as places where consumers search for travel information. Which can mean inspiring pictures, for instance. Also brief, punchy write-ups that make the reader want to pack and go. Resolution for 2020: learn to succeed with influencers.
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| TRENDING THIS WEEK |
The Love Language of the Revenue Team
By Kristi White, VP, Product Management, Knowland
Taking a page out of Gary Chapman's bestselling book, The 5 Love Languages, The Secret to Love that Lasts, Kristi White, VP Product Management at Knowland, takes a look at how the various hotel stakeholders – from Owners and Operations Teams to Group Sales Managers and Revenue Managers communicate and connect. And what better month to do this than in February - the month of love. In this edition, Kristi explores the "love language" of a revenue manager. Is it Words of Affirmation, Receiving Gifts, Acts of Service, Quality Time or Physical Touch? Read this compelling take on how to better connect, work and align with your revenue manager for achieve a long, healthy and profitable relationship.
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DAILY HEADLINES - Wednesday Feb 19, 2020 |
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More from our online Library Archives... |
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How Hotels Can Increase Engagement & Build Loyalty with Instagram
By Garrett Kingsbury, Senior Digital Marketing Manager, Cendyn
For hotels, using Instagram is a win-win, it's free and the opportunity for engagement is endless – as long as you're using the platform in a compelling way. With over a billion active users, Instagram is quickly gaining steam as the social platform of choice, with much higher engagement over Facebook. Although smaller, the IG community is loyal and more active with brands. If you're new to Instagram, or just looking for a few tips to keep your content engaging, we've put together a quick guide of Dos and Don'ts to make your IG account a fan favorite.
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Social Media Can Be the First Responder in Weather-Crisis Communications
By Stephanie Miller, Social Media Manager, Madigan Pratt & Associates
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.
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The Rising Value of the Travel Influencer
By Sherry Heyl, Founder & Consultant, Amplified Concepts
With 59% of marketers increasing their budget to work with social media influencers, Influencer Marketing is going to continue to grow. We will see hotels getting feature stories on top blogs and/or highlights on influential social profiles. There are a variety of reasons influencer marketing is taking over, including more compelling and entertaining stories told to a targeted audience as well as the increased ability to measure the impact and affect behavior and drive conversions. Whether or not you can increase your budget, here are a number ways you can increase the value of your influencer marketing strategy.
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March 2020: |
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Human Resources: Confronting a Labor Shortage |
With the unemployment rate at its lowest level in decades (3.7%), what has always been a perennial problem for human resource professionals - labor shortage - is now reaching acute levels of concern. It is getting harder to find and recruit qualified applicants. Even finding candidates with the skills to succeed in entry-level positions has become an issue. In addition, employee turnover rates remain extremely high in the hotel industry. As a result of these problems, hotel HR managers are having to rethink their recruitment strategies in order to hire the right talent for the right job. First, hotels have been forced to raise their wages and offer other appealing perks, as a way to attract qualified candidates. Secondly, HR managers are reassessing their interviewing techniques, focusing less on the answers they receive to questions and more on observable behavior. Part of this process includes role-playing during the interview, so that the recruiter can gauge how a candidate works through specific problems and interacts with other team members. Additionally, some HR managers are also creating internal talent pools as a way to address labor shortages. Instead of utilizing department resources to find new hires with specific skills for needed positions, hotels are cultivating talent pools internally and preparing their employees to assume leadership roles whenever the time comes. They are also placing greater emphasis on a company culture that is more performance-based, as a way to curb employee turnover, increase employee satisfaction, and assure higher levels of customer service. Finally, recognizing the importance of employee retention as a way to lessen the impact of a tight labor market, some HR managers are instituting generous reward programs in order to retain their top performers. The March Hotel Business Review will explore what some HR professionals are doing to address these and other issues in their departments.
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