Hospitality Law Conference
Presented by Anderson Kill and Petra Risk Solutions: Tuesday, June 2, 2015 at The Cornell Club in New York
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Tag Archives: Hotel Marketing
Hospitality Industry Conference Update: “Hospitality Law Conference”
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Hospitality Industry Management Update: “5 Social Trends Hoteliers Can Leverage”
“Everything is being rated and talked about, he said. And much of that is being done on mobile. For example,
he said a lot of hoteliers will say they aren’t interested in Twitter—but that’s where their customers are talking about them. Thus, hoteliers need to monitor it and join in on the conversation.”
A picture of a pet cat with a slice of bread on its head. A person standing in front of a waterfall and capturing a photo that makes it seem as if he or she is vomiting said waterfall.
The above two examples “broke the Internet,†according to Daniel Levine, director of The Avant-Guide Institute, a global trends consultancy for travel and consumer marketing, based in New York City. But they were short-lived fads and certainly not things to build a business plan around.
But building a plan around social trends? That might be the golden ticket.
“Trends are not specific to any one industry. Trends are what people are thinking and feeling, and they’re looking for these same trends to be answered in every part of their lives,†Levine said while speaking during the recent opening general session of the AmericInn 2015 Convention & Tradeshow held at Bally’s Las Vegas.
In other words: Hoteliers can adjust their operations to sell the answers to these trends, he said.
“The beauty of trends is that they resonate with people for reasons they may not even be aware of. They’ll go and beat a path at your door if you’re answering these trends in creative ways,†Levine said.
Here are five social trends hoteliers can capitalize on.
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Hospitality Industry Management Update: “The Real Value of Dual-Brand Hotels”
“Based on the analysis of the seven subject properties, it appears that operating efficiencies do not come automatically for all dual-branded properties. Throughout all facets of the lodging industry, attention must be paid to the fundamentals.
Dual-branded hotels provide the opportunity to achieve operating efficiencies, but management still needs to optimize shared resources to earn their efficiencies.”
The pace of new hotel construction is picking up. According to STR, there were 1,003 hotels under construction in the United States as of January 2015, up 31.8 percent from January 2014. The most active under-construction segments of the hotel industry are upper-midscale (37.9 percent of total projects) and upscale (34.5 percent of total projects).
One way developers are taking advantage of the popularity of these segments is to build dual-branded hotels. The majority of dual-branded properties in the United States consist of affiliations within the upper-midscale and upscale segments. For the purpose of this article and analysis, we defined dual-branded hotels as single buildings that contain two distinctly branded operations. More often than not, the dual-branded properties contain separate entrances, front desks, and elevators for each brand but share back-of-the-house operations and guest amenities, such as meeting space and pools.
According to Kallenberger Jones & Company, there were 30 dual-branded hotels in the United States as of year-end 2014, offering a total of 12,193 rooms. Another 24 projects, with a total of 10,284 rooms, were under construction as of January 2015.
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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)
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 StrategyÂ
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.â€
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Hospitality Industry Conference Update: “Northern California Hotel & Lodging Conference”
CH&LA and AAHOA have once again partnered to present the annual Northern California Hotel & Lodging Conference. This year the event is moving back to the DoubleTree San Jose. Each year this event gathers together over 300 hoteliers who enjoy the free educational seminars, updates on industry topics and to attend the trade show.
The show will include the usual abundance of networking opportunities, general session luncheon, and of course the trade show, the largest of its kind in Northern California. Over 100 vendors will be eager to show off the latest industry products, many who offer special rates and discounts for this conference. There will also be a reception in the trade show at 4:00 pm, with appetizers, soft drinks, no-host bar and lots of networking.
To get a glimpse inside one of our California Hotel & Lodging Trade Shows, click here.
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Hospitality Industry Management Update: “Attract Millennials With Millennials”
“I see folks around me in the hotel industry, and they’re bouncing between jobs.… When we are bringing on this staff, it’s important to show them there is this upward mobility
and there is a reason you should be here for more than two years,†he said. “I think that’s important and maybe this whole jumping around between jobs is getting a bad rap about loyalty.â€
Front-desk associate or freestyle rapper? The two need not be mutually exclusive—particularly as operators seek “rock stars†to provide a more authentic level of service to guests who increasingly want that real experience.
Who better to know about what millennial guests, in particular, want than hoteliers who belong to that generation?
“I always harp on with my corporate staff, I want people at the front desk who have a rock-star personality,†said Ravi Patel, the 29-year-old president of Hawkeye Hotels.
He has just that in Del, a front-desk associate at one of Hawkeye’s hotels who dabbles in freestyle rap on his off days. Working alongside Del is another double-duty performer who spends part of his time as a bartender.
“These guys know exactly what it is to be really engaged with your audience,†Patel said. “So now whenever I see the surveys come in from that hotel, it literally names off, ‘Oh yeah, I talked to Del, and he told me what he does in Des Moines.’ It’s really capturing a different kind of associate as well and getting them to work for you.â€
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Hospitality Industry Management Update: “Survey Finds Social Media Boosts Hotel Occupancy by 2x”
“The hospitality industry has experienced the impact social media can have on their business, both positive and negative,
but these findings allow properties to quantify the impact of taking action on reviews—and make it easier to justify additional investments in social media engagement,†said Aurelia Setton, Medallia’s general manager for hospitality.
Hotel properties that actively engage with social media reviews grow occupancy at double the rate of properties that don’t, according to a study released by Medallia. The study examines customer and business data from more than 4,400 hotel properties worldwide to understand and quantify the impact of social media engagement on a company’s revenue growth, customer satisfaction, and social reputation.
Results Overview
The study found a direct relationship between responsiveness to social media reviews and occupancy rate. Properties that responded to more than 50 percent of social reviews grew occupancy rates by 6.4 percentage points, more than twice the rate of properties that largely ignored social media reviews. These socially engaged properties also outperformed the hospitality industry as a whole, which achieved a 4.3 percent occupancy growth rate during the same period.
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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 more
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.
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Hospitality Industry Management Update: “4 Ways to Differentiate Your Hotel”
“If you can’t find anything fun that is truly local, then expand the circle of your list to include the county, the state or even the region in which your hotel is located.
 Then figure out how to inexpensively incorporate at least three of those items into your property.”
If you spend any time paying attention to trends in our industry, the buzz words you’ll likely come across include “unique,†“authentic,†“artisanal,†“sense of place,†“local,†“craft,†“experiential,†“discovery,†the latest iterations of “boutique†and “lifestyle,†and the single most overly and incorrectly used word in the English language, “curated.â€
Today’s trend words all have one definitional element in common: They all are somewhat synonymous with “different†in one way or another. Guests are looking for different experiences in the different cities they visit, particularly road warriors. “Different†in that context doesn’t necessarily mean “better,†just not “the same.â€
If this is not your year for a major renovation, and you won’t be turning your lobby into an experiential gathering place or your restaurant into an eclectic journey of discovery, there are still things you can do to be different and successful.
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Hospitality Industry Management Update: “The Threat Most Hoteliers are Ignoring”
“That’s particularly true when hoteliers begin marking their competitive differentiation on price
—the average price of an Airbnb listing in NYC hovers slightly above $200/night and is well below the average cost of a hotel room in, say, Manhattan.”
“Is anyone worried about Airbnb?â€
Nary a hand was raised when Mark Woodworth asked that question from the main stage at the Hunter Hotel Conference. The head of PKF Hospitality Research had to peer into the sea of some 1,200 attendees, hand above his squinted eyes like a sailor gazing into a foggy horizon, to find any. There were maybe five in all.
“Well, I’m going to talk about it anyway,†Woodworth said.
He was right to do so. The peer-to-peer accommodations platform is a threat to both demand and rate. We’ve documented that fact time and time again. Hoteliers just don’t want to hear it.
This dismissive attitude is based on the fact that it takes a lot of Airbnb supply to truly steal share. To reach that mass, Airbnb needs a strong concentration of willing hosts in high-demand markets such as New York City and San Francisco.
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