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

Susan Hartzler

What is the difference between traditional media and social media? Many in the hospitality industry are asking that very question. It seems like everyday, there’s a new revelation in this arena so what’s a hotel, motel or resort to do? Public Relations Professional Susan Hartzler explains the difference between traditional media and social media and how they work together. In this article, you will gain a perspective on how to develop a strong marketing campaign that will brand your property on all the necessary platforms the potential guests use. READ MORE

Grainne  Maycock

If you want to reach 80 percent of your global audience, you need to translate your hotel website into 12 or more languages. But website translation is merely one step of many. You have a lot more to consider on the marketing assets front. To establish and build your hotel brand in new markets worldwide, you need to consider tailoring elements as closely as possible to each audience’s cultural expectations. These elements include your color schemes, your website, logo and tagline, marketing campaigns and, of course, the very words on the page. Look to expert guidance from localization experts when it comes to adapting each of these aspects to achieve a local feel in new regions and cultures. READ MORE

Laurence Bernstein

Customer experience design (CSE) is the new black, although mostly viewed as a function of big data and digital marketing. This is misguided: customer experience design is neither new nor a function of the digital world. CSE is very much a part of the organization as a whole and should be directed by the marketing department to ensure that all customers experience the products and services delivered by the organization in the context of the brand. The greater the global understanding of the fundamental importance of understanding how customers experience the organization and what it does for them, the greater the importance of the marketing team to every aspect of the organization: rather than displace marketing, customer experience design is elevating the function. READ MORE

Robert Gilbert

It’s an ever-changing world for hotel sales, marketing and revenue management professionals. In 2014 we’ve seen continued global hotel demand growth and moderate supply growth, but we’ve also seen a focus on integrating the disciplines of sales, marketing, and revenue management more than ever before. As customer acquisition costs continue to grow and erode hotel profit margins, the science of understanding and optimizing the business derived by channel and managing these and other intermediation costs will be paramount to success. 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.