• The Evolution of PR in Hotel Marketing: How to Meet People Where They are to Promote Your Property
• By Michelle Guglielmo Gilliam, President, Point Taken Communications

PR has evolved over the past 25 years, and your hotel's strategy must adapt so customers can engage with your brand. From the decline in newsroom staff to the rise of social media and influencers, as well as the omnipresence of online reviews and analytics programs, you need to meet your clients where they are and assess your efforts for PR success. READ MORE

• Harnessing User-Generated Content: a PR Goldmine for Hotels
• By Kaleb McAfee, Senior Integrated Social Media Manager, Crowe PR

User-generated content (UGC) has become a cornerstone of modern hotel marketing, offering authentic guest perspectives that build trust and drive bookings. As travelers increasingly rely on social platforms for decision-making, hotels must strategically curate and engage with UGC. When integrated thoughtfully alongside branded content, UGC enhances credibility, deepens guest connections and positions properties to thrive in a dynamic digital landscape. READ MORE

• Research and Education: a Connection to Ever-Evolving Expertise and Experience
• By Robert O'Halloran, Professor & Director, Hospitality Management, East Carolina University

Hospitality managers have traditionally been educated in operations and business-related functions. As the industry has evolved, even more specific expertise is needed. For example, specialty areas, like construction management, risk management, insurance, and technology innovations, create a diverse hospitality learning platform. This article will discuss the needed skills, traits, and learning for the modern hospitality manager and preparation for that role. READ MORE

• How to Support The Mental Health of Hospitality Staff When The Pressure's On
• By Josh Felix, Director, Solution Design, Axonify

Micro and macroeconomic factors have made working in hospitality settings complicated and increasingly stressful, and customers are understandably frustrated with rising prices that can sometimes turn into increasing demands. However, organizations that are proactive in developing and refining their support programs to include right-fit training, recognition and reward programs and mental health resources can safeguard against escalating turnover, burnout and disengagement. READ MORE