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NOVEMBER: Hotel Sales & Marketing: The Heart of the Matter

Andrew Freeman

The old saying that “everyone’s money is green here” might seem like true hospitality in action, but for a marketer with limited resources, it’s a recipe for failure. Clearly defining target markets means identifying who we believe will respond first and most often to our concept. However, it also means consciously acknowledging that we can’t be everything to everyone for every occasion. Demographics alone are no longer sufficient and marketers must deeply know their guests. Initially, this process can seem time consuming, but it can ultimately lead to stronger brand loyalty and the generation of greater revenue at a lesser cost. READ MORE

Bonnie Knutson

There is no question that we will see a tremendous explosion in the use of strategic content marketing in the relatively near future. With the proliferation of mobile devices, and the growth in all things Internet, people will be connecting anywhere, any time. So your brand message had better be ready and able to inform interestingly, entertainingly and with relevance 24/7. This takes what I am dubbing the 5 Cs of Kontent is King. In this article, you’ll see how your these 5 Cs can help your hotel develop an effective content marketing strategy for guests and prospective guests alike. READ MORE

Mark Johnson

Generating customer loyalty in hospitality is a surefire way to drive sales and revenue, as guests tend to remain dedicated to certain hotels based on positive experiences. However, what it means to have a positive customer experience at a hotel has been transforming as of late, and marketing and sales must keep up with new customer expectations to stay competitive. Mark Johnson, CEO of Loyalty360, an unbiased, voice of the customer loyalty marketer’s association, explores the new landscape of loyalty in his piece “The Loyalty Renaissance: Navigating New Expectations to Deliver an Exceptional Experience in Hospitality.” With expert insight and examples from hotels doing it right, Johnson delivers a must-read piece for anyone implementing a loyalty program in the hospitality industry. READ MORE

Stevi  McCoy

How much is a good customer experience worth? Some might argue that it is priceless. Most will agree that the holistic brand experience can make or break effective customer engagement. But will consumers pay more for an amazing experience? Recent data on this subject indicates that consumers do indeed make decisions based on factors other than price. According to a CEI Survey, 86% of buyers will pay more for a better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. READ MORE

Coming Up In The December Online Hotel Business Review


Feature Focus
Hotel Law: The Biggest Challenges
Given the size and scope of the international hotel industry, the subject of hotel law is equally varied and vast. From development deals to management agreements; from food and beverage liability to labor and employment; from claims management to anti-trust matters; to legal concerns surrounding the issues of risk, safety and security, the practice of hotel law relies upon the expertise of many different kinds of legal specialists and practitioners. Though the subject matter is broad, there are several pending legal issues which will loom large in 2014 and beyond. The Affordable Care Act will be fully implemented in 2014 and its impact on hotel companies and their hiring practices is still to be determined. Other significant labor issues to be addressed include lawsuits pertaining to tip credit and tip pooling; wage-hour audits conducted by the Department of Labor: ongoing negotiations with unions involving living wage issues and the right of workers to organize; and increased pressure on hotel operations to be fully compliant with the Americans with Disabilities Act. On the business side of the industry, it is expected that there will be a wave of new hotel development that will engender all the related legal issues – land acquisition, entitlements, joint ventures and other financing, selection of hotel operators and brands, along with Hotel Management and Franchise Agreements. In addition, it is projected that there will be a substantial increase in foreign investment – particularly from the Chinese. Chinese investment will involve all the normal legal issues of an investment from due diligence, acquisition and financing, but will add layers of complexity to deal with tax and other international issues involving direct foreign investment in the U.S. These critical issues and others pertaining to Hotel Law will be explored in the December issue of Hotel Business Review.