Tag Archives: Digital Marketing

by | December 21, 2015 · 7:34 pm

16 Hotel Marketing Trends for 2016

Marketing

2016 is right around the corner, and this past year has seen a slew of changes to the digital marketing landscape. The growth isn’t over, though – mobile is exploding and technology is expanding. That means that digital marketing, still a relatively young and swiftly-growing field, is rapidly growing and changing along with it.

Here’s an what we’re predicting:

  1. Mobile Dominates: Mobile has contributed over 94% of year-on-year growth in e-commerce traffic. On average, 21% of hotel bookings take place on Mobile devices. Make sure you’re ready for the future. (Learn More)
  2. Content is the New SEO: With an average of 30-40% of a hotel’s revenue deriving from Organic traffic, having a content strategy that goes beyond typical ‘hotel information’ is extremely valuable. Whether it’s a blog about local events or an innovative social presence now is the time to get creative.
  3. Relationship Marketing: It’s vital to market to real people, and market to therightpeople. Insights from persona marketing, machine learning, programmatic marketing and Google’s customer match will all help you talk to your guests in 2016. (Learn More)
  4. The Rise of Ad Blocking: With Ad Blocking on the rise, other methods of driving traffic to your site need to step up. Ad blocking grew globally by 41% in the past 12 months, and is expected to cost the industry $41B globally in 2016. (Learn More)
  5. Video Everywhere: Video is taking over, with auto-play clips appearing on Facebook, Instagram and elsewhere. It’s no longer restricted to your website and YouTube – in 2016, there will be more channels than ever to promote your hotel’s videos on.
  6. Buy Buttons Taking Over: Social E-Commerce is on the rise! Buy buttons on Facebook, Pinterest & other social channels will become standard as the line thins between social media and e-commerce sites. (Learn More)
  7. In-the-Moment Marketing: Being “in the moment” matters for hotels. Showing up at the right place and the right time and having a strong presence on all channels where your personas hang out is crucial, so nail down guest personas and strengthen your strategy.
  8. New Payment Methods: New ways of completing a payment, particularly on mobile are growing. Companies like Stripe are starting to change the market. 2016 will see fingerprint payment grow, more mobile payments and simplified checkout flows. (Learn More)

For more: http://bit.ly/1IkuczB

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by | December 18, 2015 · 6:55 pm

Impacting the Bottom Line in 2016

2016

2016 promises to be the most profitable year our industry has ever seen due to strong rate growth, minimal supply impact, low interest rates and oil prices, and a somewhat minimal impact from disruptors like Airbnb, living wage bills, and health care costs. As we do every year, following are the trends that will help you maximize your business opportunities in the year ahead.

Analytics rule:

Everything is trackable now. Not only can we see how much attention a certain ad campaign is getting, but we can see the geographic location of the users interacting with it, their age, and a general idea on their income. Use this information to target your marketing efforts to your specific buyer persona and watch your ROI skyrocket. Also, arm yourself when looking into digital advertising campaigns. Do you know how much one visit to your website is worth in dollars? Knowledge is power and you have it all available at your fingertips.

Consolidation is only just beginning:

The Marriott acquisition of Starwood and the Expedia acquisition of Orbitz are harbingers of a consolidation coming in the hotel industry. While it is too soon to determine what other brands or companies will decide to come together, it is clear that we are entering the age of consolidation as the economy enters the mature stage. The impact on guests and hoteliers will only be determined as this wave of consolidations plays out, but for the immediate future, bigger is better.

2016 Digital marketing is dominated by mobile and video:

The average user consumes more than 65 minutes of live video a day and this number is growing fast. Periscope alone averages 2 million daily active users with over 10 million total accounts created as of August 2015—barely 5 months after it launched. Millennials look at live streaming video the same way past generations viewed television.

Invest in capex immediately:

While the money is available and cheap, take advantage now of major expenditures including renovations that may not only be required by the brand, but will also revitalize your hotel now and through the next downturn. Remember, new supply is coming and a tired hotel loses twice—in 2016 when rates can be pushed to pay for the capital expense and in the future when demand drops and those who have renovated win! Moreover, the sharing economy could have a material impact on lodging demand by 2017.

Millennial mindset trends toward group settings:

Millennials and those who have the “millennial mindset” are looking for John Naisbitt’s high-tech, high-touch experience. They like a personalized, gourmet experience for a reasonable price and this has produced all new lobby designs in the hotel sector. Lobby bars and hotel restaurants are wide open with combination work, play and eat/drink spaces designed with this youthful customer in mind. So give them what they want—personalized experiences that create value. This group is quick to criticize via social media, so “wow” customer service is your best protection here.

Optimal channel mix:

Online travel agencies (OTAs) are having a tremendous impact on distribution. They are responsible for incremental demand and the OTA’s extensive marketing campaigns and sophisticated platforms reach travelers who might not find your hotel any other way. Owners still view OTAs as an expensive channel, but it’s a channel we most definitely need going into the next downturn. Find ways to use OTAs without relying on them as your primary resource—and get more eyeballs to your own web site.

For more: http://bit.ly/1OcwrRp

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by | August 5, 2015 · 11:13 am

Hospitality Industry Technology Update: “How to Use Reviews to Size Up the Competition”

One of my panelists (he who cannot be named) brought up an interesting tactic to help hoteliers size up the competition and see how they’re delivering on the guest experience.hotel website Have you ever thought about really digging into TripAdvisor’s “star” reviewers’ reviews? That’s a mouthful. But it’s an interesting way to look at what your hotel might be missing the mark on.

As our readers might know, Hotel News Now is deep in the throes of the beast that is the Hotel Data Conference. Leading up to the event, which kicked off last night, we pulled the data, assigned stories and called our panelists. (Shameless self-promotion: Hear me moderate the panel titled “Online, offline: Keeping your reputation intact”).

While this is only my second time moderating a panel, I have to say I’m really excited about this one. Why, you ask? Well, I’ve had the pleasure of speaking with each one of my panelists via phone about how the discussion will go. Let’s just say we’re all on the same page when it comes to giving you some concrete examples of how your hotel can better manage its reputation.

I don’t want to spoil all the fun, but I wanted to give you all a preview of what to expect during the panel, which will take place right before lunch on Thursday, 6 August. OK, enough of the self-promotion. Hopefully I’ve already wooed you.

For more: http://bit.ly/1T3M9kT

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by | June 18, 2015 · 8:34 am

Hospitality Industry Technology Update: “Hoteliers Need to Own Their Property Website”

While low cost and minimal fees are an appealing draw, rental websites are a classic example of a scenario in which one gets what one pays for, but in this case, possibly even less since the ownership of the site and what hoteliers are putting funds toward is not theirs at the end of the day.hotel website This doesn’t even take into account the additional shortcomings seen from rented hotel websites such as no search engine optimization, little service or support following the initial set-up, a limited number of site pages, photos or content and so on.

The hospitality industry has seen a number of agencies offering hoteliers a low-cost, low-budget website that they can rent. It has been widely noted that these agencies, which promise all of the bells and whistles associated with investing thousands of dollars and development resources, often leave hoteliers in the lurch after the deal is done.

Why? A number of reasons, but perhaps the most important is that agencies that rent hotel websites do not provide hoteliers with true ownership of their content which becomes problematic as explained below.

It should come as no surprise that a hotel’s digital assets should be owned by the property, however, the subject of digital ownership seems to be overlooked by hoteliers doing business with rental agencies. Hoteliers’ ownership should reach past the physical ownership of their property to include their digital content and here is why:

For more: http://bit.ly/1FoRs6F

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by | June 11, 2015 · 9:14 am

Hospitality Industry Management Update: “3 Ways the Hotel Industry is Changing”

“We’re under attack right now,” he said. “We’re under direct attack. We’ve got Expedia and Orbitz planning a merger. They have 75% of the online marketplace. This is like the Klingons and Romulans teaming up together.”3 ways hotel industry changing…David Kong, president and CEO of Best Western International, said he is not surprised to see consolidation among online travel agencies considering that some hotel companies are consolidating, too.

J. Allen Smith has a problem.

“I keep feeling: ‘What should I be worried about?’” the president and CEO of Four Seasons Hotels and Resorts said Tuesday during a general session “The leaders forum” panel at the 37th annual NYU International Hospitality Industry Investment Conference.

“You’re mindful of a plethora of risks. None of them seems to be materializing in a way that seems to be disrupting anything, but you have to be mindful of them,” he said

Smith’s comment succinctly summed up the sentiment on Day Two of the NYU Conference. With the industry hitting on all cylinders, it can be difficult to find things to be concerned about.

Difficult, but not impossible it turns out, as top leaders from around the industry discussed their biggest concerns in this part of the cycle. One of the recurring themes throughout the three-hour long series of morning general sessions had to do with how the hotel industry itself is in transition.

For more: http://bit.ly/1MsNG1s

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by | June 4, 2015 · 9:45 am

Hospitality Industry Technology Update: “How Hotels Can Engage Guests Through Social Media”

As hotel guests continue to turn to social media as their primary source for information gathering and remote communication,SocialMedia hoteliers will be presented with numerous opportunities to create engagement among their guests via social media. If they succeed at connecting with guests on a social level, they can remain at the forefront of those customers’ minds when they book their next trip.

It’s no secret that social media plays a major role in the way the hospitality industry connects with customers. There are, however, more ways for hotels to use social media than to just attract guests before they book. With creativity and ingenuity, hotels can use this medium as a powerful marketing channel to build brand affinity and loyalty by engaging guests in conversations during their stays.

Below are simple but innovative ways a few major hotels are already using social media to create memorable guest experiences:

Installing Social Walls
The desire to connect with and meet new people is one that is shared by nearly all of mankind, but compelling any person to actively make connections with other guests during a hotel stay can be tricky. The Four Seasons Dallas, however, came up with a brilliant tactic to overcome this obstacle. During the Fourth of July holiday in 2013, the hotel unveiled “social walls” in its lobby. The walls consisted of screens that showed social posts of people staying at the hotel.

For more: http://bit.ly/1KcyOG4

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by | April 21, 2015 · 10:12 am

Hospitality Industry Management Update: “Hotels’ Lessons For Marketing to Multi-Generational Travelers”

“The marketing world is getting older and younger all at the same time but not in all the same places. The demographic picture is like a two-humped camel: a large group of Boomers (born 1946-1964)IMG_4934 and Millennials (born 1982-2000). The big opportunity for brands is strategically managing both of these groups at the same time. That applies to any number of stay occasions, including multi-generational trips together.

As summer inches closer in the U.S. so do the waves of grandparents and their families ready to relax and flex their spending power on vacations.

Multi-generational travel already has a strong showing at hotels and destinations around the world and if the 80 million people who will be considered older Americans by 2020 are any indication, this market will undoubtedly continue to flourish.

One Hotel’s Strategy 

Preferred Hotels and Resorts, previously Preferred Hotel Group, released the results of its national survey in December on U.S. multi-generational travelers. The findings emphasize that even though hotels need to think of this market holistically, the way properties communicate with the various generations should be differentiated.

“Millennials, for example, don’t want to feel like they’re being specifically marketed to,” said Lindsey Ueberroth, president and CEO of Preferred Hotels and Resorts. “This market stays longer and spends more. Grandparents are the ones who are paying for these vacations but it’s the millennials who are influencing where they’re going.”

For more: http://bit.ly/1yOELpK

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by | April 20, 2015 · 8:46 am

Hospitality Industry Management Update: “Getting Serious About Risk Management”

“To be successful, an organization must do a good job of communicating the importance of risk management, which should raise awareness and provide how-to information to employees.Employers must understand that educationrisk-management needs to occur in order to drive continual improvement and adoption of a risk management mindset. This communication should bleed through all levels of the organization in a consistently open and honest manner.”

Success in today’s complex business environment is greatly dependent upon workforce productivity. Creating a proper work environment—one that is safe and secure for employees, customers and data—is vitally important. It means minimizing downside risk and creating a risk management culture.

There has been an invigorated focus on enterprise risk management, the analysis of a broad spectrum of loss exposures that businesses often face. Executives need to be concerned about reputational damage, falling stock prices, shifts in customer appetites for products or services, and even currency fluctuations. In addition, businesses may be impacted by traditional insurance exposures. Some dramatic examples in recent years include:

  • Hurricane damage from Superstorm Sandy and other severe weather events.
  • The Ebola crisis that left a Dallas hospital reeling.
  • Recent cyberattacks on SONY Pictures, Home Depot, Anthem Inc., Target Corp. and the federal government.

For more: http://bit.ly/1DDRJ8w

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by | April 10, 2015 · 8:40 am

Hospitality Industry Management Update: “Issues Loom For Keyless Entry in Hotels”

“At the moment, the complications might be magnified for multi-brand, multi-property operators piloting more than one keyless system from morekeyless-entry than one brand/vendor, but sources said that this somewhat disjointed approach may actually be preferable to a universal solution; at least until keyless tech is a little further along in its development cycle.”

As hotel companies across the industry begin to embrace keyless entry technology, they will also need to work out the challenges that go hand in hand with such integration.

Major conglomerates such as Hilton Worldwide Holdings and Starwood Hotels & Resorts Worldwide are continuing to conduct pilot testing across multiple properties and brands. Starwood is backing up the technology with a $15-million investment. After launching its SPG Keyless solution at select properties (Aloft Beijing; Aloft Cancun; Aloft Cupertino; Aloft Harlem; W Doha; W Hollywood; W Hong Kong; W New York-Downtown; W Singapore; and Element Times Square), the company is now installing SPG Keyless in 30,000 doors at all of its 150 global W, Aloft and Element hotels.

In the meantime, Hilton is pilot testing its own mobile-enabled room key technology at 10 U.S. properties. By year’s end, the company expects to offer the digital amenity at all U.S. properties of four brands: Conrad Hotels & Resorts, Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts and Canopy by Hilton. Looking ahead to 2016, Hilton will then deploy the technology at scale across 11 brands globally. Similar to the SPG Keyless solution, Hilton’s keyless entry platform is driven by the company’s branded mobile app. Hilton hopes the keyless system will drive usage of the app, which hoteliers can then use to drive incremental revenue through mobile devices. It’s a potentially major revenue source to sway hoteliers who might still be on the fence.

For more: http://bit.ly/1Fusi7x

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by | March 12, 2015 · 10:01 am

Hospitality Industry Technology Update: “Hoteliers Readying for Wearable Tech”

The Apple Watch will be available in early 2015. In the meantime, Starwood Hotels has developed a Bluetooth-enabled smartphone appwearable tech that allows customers to unlock their rooms with a simple swipe. The company upgraded 30,000 room locks across nearly 150 hotels, and in November the app went live at Starwood’s Aloft, Element and W brands.

Technology giant Apple made a splash with a 9 March keynote address providing more detail about the much-anticipated release of its new venture in wearable tech, which will be available for purchase on 24 April.

Several hotel companies are getting in front of that launch date with news of their own tailor-made apps for the device.

Accor announced an iOS app for Apple Watch shortly after Apple’s webcast presentation. Available in 10 languages, the app will promotes top hotels and destinations and allows users to manage bookings on Accorhotels.

Marriott International, meanwhile, announced it would be the first global hotel company to accept Apple Pay, which allows guests to use their iPhone 6, iPhone 6 Plus or Apple Watch to pay at check-in as opposed to via cash or credit card. The phased introduction this summer in the United States will include brands in popular locations, such as The Ritz-Carlton, Edition, Renaissance Hotels and Marriott Hotels.

For more: http://bit.ly/1ED7a3g

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