Tag Archives: Online Marketing

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.

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Filed under Employee Practices, Hotel Employees, Hotel Industry, Management And Ownership, Risk Management, Training

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 mobilityInforgraphic Attract millennials 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.”

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.”

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Filed under Employee Practices, Guest Issues, Hotel Employees, Hotel Industry, Management And Ownership, Social Media

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,online engagement 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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Filed under Employee Practices, Hotel Industry, Maintenance, Management And Ownership, Social Media, Technology

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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Filed under Guest Issues, Hotel Industry, Maintenance, Management And Ownership, Risk Management, Technology

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.due diligence 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.”

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.”

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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Filed under Employee Practices, Hotel Employees, Hotel Industry, Management And Ownership, Risk Management

Hospitality Industry Management Update: “The Threat Most Hoteliers are Ignoring”

“That’s particularly true when hoteliers begin marking their competitive differentiation on price20150327_AirbnbNYC—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?”

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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Filed under Hotel Industry, Management And Ownership, Risk Management

Hospitality Industry Management Update: “The Good, The Bad, and Especially – The Ugly. Why Responding to EVERY Review is Essential to Your Reputation”

“Address the comment, validate their frustration, apologize for their poor experience, and find a way to make it better.feedback This will, of course, depend on what the grievance is exactly, but it’s probably an easy fix, and your response to the issue will be there forever for all future guests to see.”

Feedback, constructive criticism, or maybe just plain old criticism. Are you shuddering at the thought? If you are, stop, because though it may be hard to take sometimes, it’s essential to the success and well-being of your hotel. That’s right, criticism whether good, bad, or even ugly, is a necessary tool for you and your management team to have and to use. Without feedback, you’ll never know what you’re doing well, and what you could do better. Listening to all comments and responding appropriately and in a timely manner is one of the best tactics for hotel reputation management.

Regardless of whether your hotel has received a positive or negative review, you must give equal attention to both. Don’t be arrogant. Mistakes are made everywhere in life, misunderstanding and miscommunication happens no matter what. Therefore, never turn up your nose at a grievance, large or small. Many potential guests will judge a hotel’s customer service based on how the hotel responded to previous guests comments and reviews. Therein lies the true value of responding to all comments – to show future guests you have responsive management, that you care about your guests and any issues that may arise.

From our very own experience, here’s a quick list of best practices when it comes to responding to reviews

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Filed under Employee Practices, Guest Issues, Hotel Employees, Hotel Industry, Hotel Restaurant, Maintenance, Management And Ownership, Social Media, Technology

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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Filed under Guest Issues, Hotel Industry, Technology

Hospitality Industry Marketing Update: “Trends and Budgeting For 2015” (Infographic)

Click above to view the whole image!

Click above to view the whole image!

1. Mobile Presence

2. Local Presence

3. Social Presence

4. Content Marketing

5. User Experience

6. Paid Search Presence

7. ROI Analysis – Cross Channels

8. Understanding Your Customer Journey

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Filed under Finances, Hotel Industry, Hotel Restaurant, Management And Ownership, Social Media, Technology

Hospitality Industry Management Update: “Engaging Today’s Connected Travelers”

To improve the overall guest experience, hotels should leverage their unique position as a supplier, said Bernard Ellis, vice president of industry strategy at Infor Hospitality,Entertainment-620x330 a software provider. “You know more about your property than anybody else, so you can maximize that with things like early check-in and late checkout, room type, food and beverage—all based on looking at the guest’s past preferences,” Ellis said.

Hotels that establish meaningful relationships with guests can maximize revenue opportunities and increase customer satisfaction, travel industry experts said during the Digital Marketing Strategy Conference, which was hosted by Hospitality Sales & Marketing Association International in Manhattan last week. Here are some best practices panelists shared for using technology to engage with guests before, during, and after their stays.

Before They Arrive
Google’s industry head for travel, Tiffany Miller, said that during the pre-booking period, consumers visit 18 travel-related sites. “You have two and a half weeks to inspire the traveler to book your property,” she added. To make an impact, marketers should take creative approaches, like using celebrities or YouTube stars to boost engagement or allowing consumers to spread the message through self-generated videos.

For more: http://bit.ly/1NACu5k

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Filed under Employee Practices, Hotel Industry, Management And Ownership, Social Media, Technology