Tag Archives: Technology

by | February 22, 2016 · 6:17 pm

Spending Money Where the Guest Perceives It

guest

When it comes to renovations, savvy owners are investing their money in design aspects that matter most to the guest. Nunzio DeSantis, executive vice president and director of HKS Hospitality Group, shares his perspective on where hotels can get the biggest bang for their buck.

Emphasize guest public spaces.

“The lobby has the opportunity to create an interesting and engaging space. We see every type of guest—business, leisure, group—enjoying and entering this space. Everyone must enter and check-in and everyone must exit and check out through this space. If you take a look at the lobby, it can also be an extension of the bar, coffee shop, or restaurant. The quality of seats and materials will bring business travelers down to conduct work and entice group visitors to congregate in this space.”

Lighting is key.

“Look at how each room plays off of the other. How are the indoors and outdoors connected? What is the lighting like? Is it natural or synthetic lighting? The best way to make your guests happy they have chosen your hotel as their home away from home is a great view. Location and views change the entire experience.”

Design a navigable guestroom.

“There are two functionalities we are finding more and more hotels could be benefiting from: Mobility within the room and creating a square room. Most rooms are entered from a corridor. The guest then enters their room by walking into yet another corridor, thus elongating the anticipation of the satisfaction of their room. What I suggest is to create a 22-by-22-square-foot room instead of the typical 15-by-32-square-foot room. You do this by pushing the closet, typically to your right, and the wet room, typically to your left, to the back of the room. You not only create more space within the room, you also have now made the wet room less or a confined closet and more of an enhanced experience with a window. You have also created space for mobility.”

Create a clean bathroom space.

“The lavatory is what is going to set one brand apart from the rest. Customer service is always going to vary from brand to brand and is part of the interaction aspect of hotels, but everyone utilizes the lavatory, and everyone prefers it clean and functional. My suggestion is to get rid of the bathtub altogether and have a shower with a ledge. Really think about the guest—not everyone is the same height, so adjustability of the shower head is very important. Think about the firmness of the water, how it hits you, the temperature controls and what really should be the universal way to turn the shower on and off. And lastly, the drain should be slanted—this way everyone’s filth isn’t circling—and the doors should be an opaque glass. It’s clean, elegant, and private.”

Craft an all-encompassing fitness experience.

“Fifteen to 20 years ago, fitness rooms had no windows and were a small room with a few pieces of equipment. Today, people want fitness with a view, great outdoor patios for a cool down, innovative lighting, larger open spaces to move around, and equipment that is functional.”

Whenever DeSantis travels and stays in a new hotel, his architect side always emerges. As a guest, he constantly looks at what the properties are doing right or wrong, and whether things are working as intended. DeSantis says hotel design is all about making the right mistakes. “You try until it works, and when it does, you watch your guests’ experiences come to life.”

For more: http://bit.ly/1SNBvU2

Comments Off on Spending Money Where the Guest Perceives It

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

Tagged as , , , , , , , , , , , , , , ,

by | February 17, 2016 · 6:54 pm

How to Ramp Up Employee Cybersecurity Training

employee

In 2015, the hotel industry suffered unprecedented cyberattacks. In one month alone, Hyatt Hotels Corporation, Starwood Hotels & Resorts Worldwide and Hilton Worldwide Holdings all fell prey to savvy cyber thievery.

Hyatt confirmed hackers used malware to collect cardholder names, card numbers, expiration dates and verification codes from at least 250 hotels globally. Just a few days after the company announced its planned merger with Marriott International, Starwood Hotels also stated malware had been used to steal credit and debit card data that was found on point-of-sale cash registers.

Hilton also began investigating credit card breaches at several of its properties, including its Hilton, Embassy Suites, DoubleTree, Hampton Inn and Suites, and Waldorf Astoria Hotels & Resorts brands. Hilton confirmed the breach and, much like Hyatt and Starwood, cited unauthorized malware that targeted payment card information in point-of-sale systems as the cause of the breach. Additional hotels targeted by hackers in 2015 included The Trump Hotel Collection, Mandarin Oriental and White Lodging Services Corporation.

To help prevent breaches, management should take steps to clearly define employee policies and procedures, which include:

Create protocols for access and transfer of sensitive information

Once a hotel has its IT network secure, only certain individuals should have access to the data. Further, user activity should be monitored using insider threat detection solutions that notify management of suspicious activities, both externally and internally. This includes monitoring applications for phones or computers that have access to sensitive data.

Hoteliers should tighten all network security. Simple ways to help accomplish that include:

  • ensure logins expire after short periods of inactivity;
  • require strong passwords that are never written down in public or unsecured locations; and
  • scan devices for malware every time they are plugged in.

Confirm that off-site technology is secure

Data housed off-site should be routinely backed up, and hoteliers should ensure that Web application firewalls are cloud-based solutions that are secure and encrypted. Hoteliers also should use top-notch anti-malware software and update it routinely.

Securing paper files that might include personal information

Employee files are a major target area for data breaches by way of paper files. They are typically easy to access (particularly in smaller hotels) and provide a significant source of data for a low-tech inside job.

Employee files also might include medical information protected by HIPAA. According to the Department of Health and Human Services, hacking has been involved in the HIPAA breaches of nearly 3 million patient records since 2009. Employees across all industries, including hospitality, should be aware that this highly sensitive information needs to be protected.

For more: http://bit.ly/1mHKrMn

Comments Off on How to Ramp Up Employee Cybersecurity Training

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

Tagged as , , , , , , , , , , , , , , , , , , , , , , , , , , ,

by | February 12, 2016 · 8:01 pm

Enhancing Check-in and Loyalty with ID Verification Solutions

Loyalty

There’s no weariness quite like the fatigue and impatience that sets in at the end of a long day of travel. You’ve made it through security gauntlets, cramped seats, noisy kids, and traffic to arrive at your destination. What’s next, a long line of your fellow crabby travelers, or a quick trip straight to your comfy room and minibar? As an hotelier, you know which of these customer experiences translates into greater loyalty, advocacy, and revenue.

 

When it comes to business and personal travel, customer expectations have always been high; customers increasingly expect more convenience, personalization, and flexibility from hospitality brands. Online booking options, mobile technology, and social media reviews have made the market intensely competitive. Customer loyalty is a key driver for revenue growth and competitive advantage. In fact, a recent Forrester study commissioned by Sabre Hospitality found that a 1-point score increase on their Customer Experience Index provides $6.52 in annual incremental revenue per customer—a significant cumulative impact, especially for larger brands.

The same study found that two-thirds of leisure travelers and more than half of business travelers claim they are not loyal to any hotel brand. The study’s findings point to intelligent applications of technology and data as primary avenues for improving customer experience and loyalty, with an emphasis on integrated enterprise solutions. Feel-good experiences engender loyalty more surely than cost or convenience, and loyalty translates directly to good news for the bottom line. How can we begin to incorporate technology that leaves customers raving about their experience and returning for more the next time they travel?

One of the big pain points for customers—the dreaded check-in process—presents a huge opportunity for hotels that extends well past what happens at the front desk. Solutions for scanning and verifying IDs and passports, including mobile scanning and self-service kiosks, are transforming the check-in process and providing a key link between customers and data-driven, integrated hospitality platforms. With mobile scanning, check-in can begin anywhere (even remotely) and be completed in less time with fewer errors. Advanced scanning solutions quickly and accurately read all data off drivers’ licenses, passports, and other official identity cards, automatically populate data records and store a digital replica of the ID for regulatory and security purposes.

Once a guest’s ID data has been scanned into records, it can then be cross-checked with other databases (DMV, credit bureaus, etc.) to verify the customer’s identity. The data can also be connected with the hotel’s enterprise systems for security, billing, and customer service management, as well as personalization and loyalty programs. The ability to quickly and accurately gather this data at the point of entry eases and enriches all the subsequent processes and interactions that rely on such data. These days, customers expect that you have their information and will use it to provide them with a more polished and personal experience. The information scanned at check-in can also be used for seamless sign-up to loyalty programs. Hotels and casinos have found that insights and information gleaned from this data allow them to tailor rewards to guests’ preferences and analyze guest spending patterns in response to various promotions.

A recent Software Advice study of hotel guest preferences found that 60 percent of respondents would be more likely to choose a hotel that allows check-in and keyless entry via smartphone, and 37 percent are more likely to choose a hotel with lobby technology such as self-service kiosks. This follows the general preference of Millennials for automated customer service options. It’s also reassuringly good news for hotels striving to deliver better customer service while controlling staffing costs. Front desk agents can spend more time on personal greetings, solving exceptions, and addressing complaints when they are freed from manual data entry tasks. A serene, smoothly run lobby makes for a more welcoming space than one crammed with guests waiting to check-in.

For more: http://bit.ly/1QcmxGI

Comments Off on Enhancing Check-in and Loyalty with ID Verification Solutions

Filed under Crime, Guest Issues, Hotel Industry, Management And Ownership, Risk Management, Theft, Training

Tagged as , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

by | January 29, 2016 · 5:15 pm

The 2016 Hospitality Law Conference

hospitality

Intensive Hospitality Education. Exceptional Networking. It’s Not Just for Lawyers.

From development deals to management agreements, from food and beverage liability to labor and employment, and from claims management to anti-trust issues, the latest cases, trends and challenges in compliance, finance, law, risk, safety, and security are up for exploration at the 14th Annual Hospitality Law Conference, February 22-24, 2016.

The Owner Management Summit, co-located with The Hospitality Law Conference – 2016, intersects legal, finance and technology and includes sessions on: who owns the data, who is responsible for the data, development and unwinding management contracts.

The Hospitality Insurance and Loss Prevention Summit, co-located with the Hospitality Law Conference, includes sessions on risk management, the top claims in 2015, and coverages for cyber & data breaches.

Hotel and Restaurant Corporate Counsel have several opportunities to meet with their peers in facilitated conversations to explore common challenges, solutions and law department management.

Also featured during The Hospitality Law Conference – 2016, are break-out sessions and roundtables in Food & Beverage, Lodging, and Human Resources & Labor Relations.

Join Petra Risk Solutions’ very own Todd Seiders for, “Discussion of Most Frequent Claims and How to Prevent Them”

 

Todd Seiders - Petra Risk SolutionsSlips, falls, breaks, disruptions.  If you are involved in the hospitality industry, you face very real threats to your financial well-being and your reputation.  A security breach at your property, a slip by a patron, a defect in construction, or a natural disaster are examples of problems that could and should be addressed by your risk management program and your insurance.  In this session, Todd Seiders, Director of Loss Control at Petra Risk Solutions, and Allen Wolff, Insurance Recovery Attorney with Anderson Kill, will identify and analyze some of the most frequent claims that arise in hospitality industry and will offer analysis and insight for managing the risk of such claims, mitigating the losses caused by them, and obtaining insurance coverage for them.

Click here for more infomation on: TODD SEIDERS
And for more info on the conference: http://bit.ly/1KfrDiI

 

Comments Off on The 2016 Hospitality Law Conference

Filed under Conferences, Hotel Restaurant, Management And Ownership, Risk Management

Tagged as , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

by | January 20, 2016 · 6:46 pm

Use a Lack of Confidence in OTA Sites to Your Advantage

OTA

A recent report from the Association of British Travel Agents (ABTA) revealed an increase in complaints about false OTA websites created by fraudulent travel companies.  Many customers have lost money to these sites, while others are calling hotels directly to ensure that they are indeed making a reservation at the hotel as intended.

This apparent trend of dwindling consumer confidence matches the booming growth of the online travel sector. While customers now have unparalleled choice and freedom to compare a range of deals, they’re also faced with uncertainty when dealing with unknown companies.

Common questions: Is this deal too good to be true? Is my payment secure? Who exactly am I dealing with here? With answers to these questions unclear at times, customers are increasingly cautious.

For a legitimate OTA, this clearly presents a challenge. How can an online business give people a sense that it can truly be trusted?  Having a quality website that has well-written copy, that features up-to-date content, and has a unique tone of voice can all help give off a sense of added professionalism and authenticity.

But the ABTA report shines a light on arguably the most important way people seek assurances: they pick up the phone.   In the end, nothing replaces the human voice. As a travel company, making sure customers can talk to you day or night offers your clients an instant way to check your credentials.

No doubt, investing in a quality website can convey an extra level of trustworthiness. But many customers will always want a more immediate and reliable way of making sure your company is legitimate.

So, at a time when online shoppers are becoming less trusting and more savvy about who they deal with, having a phone number clearly listed on your website and a system to ensure every call gets answered can safeguard potential bookings from cautious customers.

For more: http://bit.ly/1PhGonk

Comments Off on Use a Lack of Confidence in OTA Sites to Your Advantage

Filed under Hotel Industry, Management And Ownership, Technology

Tagged as , , , , , , , , , , , , , , , , , , , ,

by | January 18, 2016 · 5:17 pm

Social Media Marketing Trends to Try in 2016

social media

In today’s fast-moving digital age, unless you’re constantly reviewing journals and forums, online and social media trends can be hard to keep up with. It’s important that hospitality brands stay at the forefront of digital innovation to target audiences on the online platforms where they spend their time. Oster and Associates, a full-service marketing and branding firm, offers this overview of some of the top online marketing tactics that hospitality brands can take advantage of during 2016.

Capture your customers during micro-moments

Micro-moments are the times throughout the day when a consumer consults their smartphone to do something instantaneously, such as research a fact a friend just mentioned, shop for an item of clothing they just saw a stranger wearing, look up a nearby restaurant for lunch or check prices for upcoming weekend flights to Chicago. Because customers function in micro-moment tidbits of time, so should your brand. This means considering how your website is navigated. It should be mobile-friendly and intuitive to a customer’s needs, featuring a personalized experience through geo-targeting, demographic information and established behaviors. Consider how you can serve your customers the information they need before they even ask for it.

Videos should be a large portion of your social media content

Customers want to experience your brand as much as possible before choosing to spend their money at your establishment. Videos offer a chance to give them a bite-sized glimpse of your company. In addition to video-based social media platforms such as Periscope, most existing platforms, including Facebook and Instagram, have incorporated video capabilities. And, 360-degree video technology is changing the game. Hospitality and tourism brands can utilize videos to showcase their product with potential customers around the world.

Tailor email campaigns to your various audience groups

Email campaigns are effective channels to share your brand with consumers and create long-term relationships with existing customers. Compared to other industries, the hospitality industry experiences one of the highest open-rates for emails. Capitalize on your already-engaged audience and provide content specific for each group. For example, we know that families tend to plan their vacations months in advance, so if you are a family-oriented brand, create and schedule email campaigns that engage your target audience during their vacation-planning phase. Additionally, with the expected increase of business travelers, consider how to engage with the bleisure traveler – the one who tacks additional days on to a business trip in order to enjoy leisure time while in a different city. Try targeting this group using email campaigns that promote weeklong stays with leisure options, such as restaurants or tours, over the weekend.

“While the platforms and technology may change, one thing remains constant: customers want to feel valued,” said Karin Salas, Oster and Associates vice president. “Even in a technology-driven world, consumers want a personalized experience. Brands can use new online and social media tools to connect with potential customers, creating customized moments that engage them with your brand.”

For more: http://bit.ly/1QiDZb9

Comments Off on Social Media Marketing Trends to Try in 2016

Filed under Hotel Industry, Management And Ownership, Social Media

Tagged as , , , , , , , , , ,

by | January 15, 2016 · 6:24 pm

Booking Scams: Helping Guests Helps Hoteliers

Scams

Although online booking scams are a problem that should be resolved by the hotel industry as a whole, they also can cause headaches for individual front-desk employees at properties.

 

According to research from the American Hotel & Lodging Association, 15 million deceptive bookings were made in 2015 at a cost of roughly $1.3 billion.

So what should you do when prospective guests walk through your front door believing they’ve booked and paid for a stay only to find out they’ve been scammed? Sources said the answer to that question can be a difficult one, but it requires a delicate balance of education, compassion and long-term thinking.

Maryam Khan Cope, VP of government affairs for AH&LA, said one way these rogue websites operate is by taking photos from a hotel’s website and claiming to offer bookings to that particular property.

“We’re seeing this spike (in booking scams) and hearing from hotels that they essentially had their identities replicated on these scam sites,” Cope said.

Accommodating a scammed guest

Even though hoteliers did nothing wrong to cause a would-be guest walking onto their property with a sham booking, there is a lot on the line depending on how the situation is handled.

Roger Bloss, CEO of Vantage Hospitality Group, said his directive to owner-operators of his company’s brands is to honor stays of “a night or two” and charge it to the corporate office.

“We’ve got to think about the people booking in the economy lodging segment,” Bloss said. “(Scam bookings) can be a dramatic hardship on them. As hoteliers, we don’t want to see that happen. So, we’ve instructed our hotels to be hospitable.”

Bloss said covering stays for scammed customers benefits the company in terms of reputation management. Even though the hotel isn’t the source of the scam, leaving a would-be guest out in the cold can lead to a negative association with brands and possibly negative reviews and backlash online.

“At the end of the day, it always comes back to the brand, the property and the company,” Bloss said. “I don’t want to put our members in the position that they have to make a financial decision that affects the brand as a whole. In the days of social media, it’s a lot less expensive to keep a customer than attract new ones.”

Bloss said he sees this as a common sense approach.

“You have to think about all the money spent to attract guests to hotels,” Bloss said. “Would you destroy all that over a couple hundred bucks?”

Cope said AH&LA suggests taking a similar tact to what Bloss described.

“We suggest, because they’re in the business of guest service, that they do whatever they can to accommodate,” she said. “That might mean identifying an alternative at your hotel in your area.”

Cope said GMs try to “bend over backwards” to help scammed guests, but sometimes they’re caught in situations where no solution presents itself, such as if no rooms are available. But hoteliers should keep in mind that all efforts to help a scammed guest are positive.

“They should offer any additional support they can provide the guest especially because negative experiences often reflect on the hotel,” Cope said.

Chris Harvey, GM of the Crowne Plaza Charleston Airport & Convention Center, said he has been lucky enough to not encounter scammed guests at his hotel, but if it were to occur he’d instruct staff to offer a room at a reduced rate.

“You have to make sure you’re doing something for them and help them to keep the situation from getting worse,” Harvey said.

For more: http://bit.ly/1NbJKAJ

Comments Off on Booking Scams: Helping Guests Helps Hoteliers

Filed under Guest Issues, Hotel Industry, Management And Ownership, Risk Management, Training

Tagged as , , , , , , , , , , , , , , , , , , , ,

by | January 4, 2016 · 6:24 pm

9 Social Media Tips For 2016

Social Media

Hotel marketers have never seen such rapid and overwhelming change like the one happening in social media. However, there are ways to approach the social media universe that will help maintain perspective in the face of all that change.

Several sources provided nine social media tips for 2016 to help marketers maintain perspective.

1. Keep up with what’s new

Social media innovations catch on with incredible speed. For instance, Periscope and Meerkat, both video streaming apps launched in 2015, are already players in travel marketing. The apps allow users to send video to friends or followers instantly.

“There are constantly new platforms emerging and it’s important to us to stay on top of it,” said Dan Moriarty, director of digital strategy and activation for Hyatt Hotels Corporation.

2. Stay up to date on existing platforms

The big guys are not resting on their laurels. For example, Moriarty said, “Twitter removing direct messaging character limitations really opens up the depth of conversation hotels can have with guests on that platform and enables better connections.

“Also, Instagram has made it easier to tag a location when a picture was taken there, and now allows users to search by location rather than just hashtag. This is huge for travel.”

“Facebook is leading the pack everywhere,” said Benji Greenberg, CEO of BCV, which manages social media for hotels. “They are introducing something new every two weeks. They recently launched Facebook Messenger for business, which is important because companies will be able to embed Messenger in their websites instead of using live chat. Now a customer can walk away from the computer without the usual live chat waiting and maintain the communication on another device.”

3. Practice targeting

All the social platforms have upped their capabilities around targeting, said Lucy Kemmitz, lead of social media for the Hilton Hotels & Resorts and Curio brands from Hilton Worldwide Holdings.

“Instagram now offers the same extensive and highly accurate targeting parameters as Facebook,” Kemmitz said, “and allows for campaigns that run on both platforms for coordinated campaigns using both platforms at a more affordable price point than previously. As evidence of the effectiveness of the targeting available on Instagram, we see click-through rates of nearly 2.5% on ads for Curio.”

Kemmitz said Twitter launched event-based targeting, which allows marketers to target people interested in area events. She said beta advertisers saw up to a 110% increase in engagement when using this type of targeting on the platform.

Jeremy Jauncey, founder of Beautiful Destinations, which advises brands on Instagram, said paid advertising on Instagram is “the most important change to the platform in its history.”

“Now not only can a hotel tell its story through imagery, targeted ad technology enables brands to drive: clicks to websites, views of videos, mobile app downloads and massive amounts of impressions,” Jauncey said. “Hotels like the Bellagio and Starwood properties such as W and Aloft have already spent money on these types of ads.

For more: http://bit.ly/1Z2BsYe

Comments Off on 9 Social Media Tips For 2016

Filed under Hotel Industry, Management And Ownership, Social Media

Tagged as , , , , , , , , , , , , , ,

by | December 31, 2015 · 4:52 pm

Guest Experience Trends: What To Watch In ’16

Experience

There have been countless reports and studies on guests trends for the coming year. And there’s no shortage of trend-related articles on Hotel News Now.

But what exactly can travelers expect in 2016 when it comes to the guests experience? HNN sought to answer that question with this virtual roundtable. We asked hotel industry folks with an array of backgrounds the following question:

What’s a trend not on everyone’s radar that will affect the guests experience in 2016?

Experience

On luxury

Mark Harmon, managing partner, Auberge Resorts Collection: “Luxury resort guests today, more than ever before, are seeking custom-designed experiences and highly-personalized service. They’re enjoying sophisticated cuisine in settings that are relaxed and social and they’re embracing service that’s unscripted. Guests are looking to the operator to be the destination advisor and to create a one-of-a-kind experience that surprise and delight. In every aspect of the resort experience, this new approach is taking off, and it will continue to evolve in 2016 and beyond.”

Experience

On hotel design

Harry Wheeler, principal, Group One Partners: “Art is becoming increasingly more important to our hotel designs to enhance the overall guest experience and fulfill their desire for authenticity. Art, sculpture and the reuse of historical artifacts and their integration into the architecture of the building play a huge role in providing travelers with a personal and customized experience and connection with hotel brands. By creating viewing areas and architectural elements to frame this art, we are immersing guests in their cultural surroundings by giving them a hotel with a personality that celebrates its place in the world.”

Experience

On technology

Matthew Schuyler, EVP and chief human resources officer, Hilton Worldwide Holdings: “Rapid advances in technology continue to shape and change how we interact with brands, products and people, changing the way we live and learn. Consumers now expect a customized experience. The challenge for companies is how we leverage technology to provide consistency at scale when needed while, at the same time, providing unique the experience being demanded by our customers. … Our guests, they want to be in the driver’s seat when it comes to their experiences with our company.”

Experience

On F&B

Thomas Conran, principal, Greenwood Hospitality: “The mantra for the coming year will continue to push operators to think outside the box and create a unique multi-faceted experience. The focus to infuse healthy and hyper-local ingredients into food-and-beverage items will be on the rise. More focus on the sustainability and locally sourced animal proteins will occur and whether it be root vegetables, compressed melons or fresh garnishes they will all find their way into bar and nosh offerings, main plate attractions and cocktails as well. Further development in the use of aromatic spices and sauce blends will be found in cocktails, ‘mocktails’ and even snacks. Additionally, ceviche, sashimi and crudo and distinct ethnic flavors will continue to grow in popularity, providing diners an opportunity to explore greater portions of a menu in a single experience through the use of ‘small and share’ plates. Comfort food and stews will continue to gain popularity, even including variations of fried chicken. Be on the lookout for dishes utilizing new and important cuts of meat.

“On the beverage side, mock cocktails and variations of eccentric coffee offerings will become more prevalent alongside the creation of house-made sodas. Gin could become the new bourbon, yet the latter will continue to be a strong performer in the year ahead. The use of infusions and the fresh garnishes will be mainstays for the mixology discipline. Craft beers will remain healthy in 2016 and will be joined at the tap with wine offerings. Additionally, there will be a renewed focus on wine listings to include more white wine selections.

For more: http://bit.ly/1JhLpcQ

Comments Off on Guest Experience Trends: What To Watch In ’16

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

Tagged as , , , , , , , , , , ,

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

Comments Off on 16 Hotel Marketing Trends for 2016

Filed under Hotel Industry, Management And Ownership, Risk Management, Technology, Training

Tagged as , , , , , , , , , , , , , , , , ,