Sales & Marketing
Leora Halpern Lanz
  • Sales & Marketing
  • How Do Hotels Fill Those Last Available Rooms?
  • Hoteliers, marketing directors, and revenue managers in particular are continuously learning how to put the pieces of the puzzle together when it comes to creative and effective options for selling out room nights. Numerous challenges arise with the plethora of new distribution technology, which complicate the process of directly reaching the guest, or even controlling a hotel’s presence on the variety of brand and third party websites. Read on...

Ravneet Bhandari
  • Sales & Marketing
  • Your Guests' Booking Habits are Changing, Yours Must Change Too
  • The only consistent aspect in the way people plan travel is that it’s constantly changing. Each decade brings new ways for customers to connect with the hospitality experience because of both changes in technology and customer behavior. Think about it this way, the industry has come a long way since a sign out front touting air conditioning and color TV were enough to attract a customer; that is, if they could find you. It wasn’t all that long ago when finding a hotel meant pulling off the road because you saw a sign, or by researching a potential stay by utilizing thick books published each year by Mobile or AAA. Read on...

Bonnie Knutson
  • Sales & Marketing
  • Creating a Sense of Place in Your Hotel
  • Sense of Place has become one of marketing’s more recent hot buzzwords. It’s been used to promote everything from a national park to a housing development. And, yes, it is also used to promote hotel bookings. The truth, however, is that we can’t really define the phrase so we don’t really know how to leverage it effectively. Trying to define it is akin to what Supreme Court Justice Potter Stewart said in his 1964 test for obscenity, “I shall not today attempt further to define [it]…and perhaps I could never succeed in intelligibly doing so, but I know it when I see it…” In this article, you’ll read about the three keys to making sure your hotel has a sense of place, not placeness. Read on...

Bhanu Chopra
  • Sales & Marketing
  • How to Eyeball the Competition
  • The hospitality industry worldwide has witnessed disruptive growth over the last few years. With an explosive influx of all kinds of hotels, both big and small, competition is at an all-time high. However, this is great news for travelers as they are spoiled for choice, with a variety of options to choose from. Combine this leverage for travelers with the internet emerging as a strong search and transaction channel, and with the role of Online Travel Agencies (OTAs) getting stronger each day, hoteliers are now under immense pressure to ensure high visibility across all leading online platforms with an aim to drive a maximum number of bookings. Read on...

Emanuel Baudart
  • Sales & Marketing
  • How AccorHotels Uses Data to Enhance the Customer Journey
  • A guest’s social media is an opportunity for hotels to work better and more efficiently to target and enhance the guest experience. Coupling the data that guests give through social media with the data we have from years of growing AccorHotels, we are focusing on using the right tools to best access the guest. At AccorHotels, we are moving away from the transactional model of hospitality and focusing on building relationships through social engagement and bolstering the benefits of our loyalty program. In order to do both, we’ve invested in building better tools for our hotels to succeed on the promise of hospitality – great service, attention and comfort. Read on...

Wendy Blaney
  • Sales & Marketing
  • Why Call Centers Are Still Effective
  • In a world where almost everything is done digitally, it is important to remember how impactful a two-way conversation can be for consumers interested in booking travel. There is no denying that it has become easier and easier to plan trips online, and purchase products almost instantly – yet there are still many customers who want the personal touch and assurance that they truly understand what it is that they are buying. They want someone to provide direction, answer questions, and give them “insider” information. This is especially true for a dynamic destination like Atlantis where there are an abundance of options. Our guests aren’t just interested in a resort, they are seeking a coveted, catered experience. Read on...

Mustafa Menekse
  • Sales & Marketing
  • The OTA and Hotel Relationship - Then and Now
  • Though it seems that online travel agencies have been a part of the hotel booking landscape for eons, the reality is that just 25 years ago, brick and mortar travel agencies were the norm. Travelers would visit an agency for trip planning advice, printed brochures, and to speak with actual travel agents to assist in booking airfare, hotel accommodations and rental cars. Travel agencies had the knowledge and information about the destination and, of course, the tools and connections to book hotels and flights to begin with. The support these agencies provided put traveler’s minds at ease, especially for international trips. This was the foundation of why OTAs are in existence. Read on...

Scott Weiler
  • Sales & Marketing
  • Who Owns the Guest? Easy - No One
  • A guest of a hotel or chain books with an OTA. Terrific for everyone, right? The OTA is grateful for the transaction, and hopes to get a nice share of that customer’s travel bookings for years to come. The hotel is happy to get a (let’s say) first time guest. Sure, they paid a commission for that booking, but the GM and their team is ready to do their stuff. Which is to say – deliver a great stay experience. Now what? Now it’s a battle of the marketers! Read on...

Wendy Stevens
  • Sales & Marketing
  • Tech Boom or Tech Bust?
  • From digital room keys to wireless internet, the hospitality industry continues to embrace new tools and technologies that promise to enrich the guest experience. Advances in technology also open up possibilities behind the scenes for hospitality sales and marketing professionals—online booking services, social media channels, and hotel review sites are reshaping the sales and marketing landscape in important ways. But are all of those changes necessarily a good thing? Are there limitations to the power of technology, and inherent trade-offs and compromises that need to be taken into account? Read on...

Joe Currie
  • Sales & Marketing
  • Who Owns the Business Traveler Hotel Booking Experience?
  • Being a business traveler is not about choosing between Tahiti and Maui for a dream vacation; it is about the luck of dodging an air delay and narrowly catching a few winks of sleep at a hotel before a morning meeting with a client. Business travelers do not have the luxury of choosing time or location, but they do have a choice when it comes to their hotel booking, and the entity that has the most influence over that choice in accommodation ultimately becomes the owner of it. Read on...

Bill Linehan
  • Sales & Marketing
  • It's Time to Re-imagine the OTA / Hotel Relationship
  • Channel management is a practice that allows hotel companies to cast a wider net to capture more market share. How you manage various marketplaces defines your customer acquisition strategy. RLH Corporation recognizes cost of distribution differences between direct and third-party channels, and we always promote direct bookings. However, an important component of increasing direct channel traffic and conversion is to leverage OTA site traffic to promote brand awareness. RLH Corporation takes a contrarian approach to OTAs – a customer acquisition strategy where we fish where the fish are to capture, convert and retain ongoing relationships with consumers. Read on...

Tara K. Gorman
  • Sales & Marketing
  • Guest Data: An Asset or a Liability in the Age of Cybersecurity?
  • When guests checks into a hotel, there are plenty to mechanisms to protect their physical “stuff”, but how can they be sure that their personal information is protected? This is the question hotel owners and operators are keenly focused on in the aftermath of cybersecurity breaches in the hospitality industry. Guest Data - an Asset or a Liability in the Age of Cybersecurity? will explore whether guest data is an asset or a liability by exploring the rules and regulations that govern privacy and security, steps that hotel operations can take to ensure that they are in compliance with privacy and security requirements for guest data, and privacy considerations. Read on...

Allyson Fredeen
  • Sales & Marketing
  • Making an Impression with Website Merchandising
  • Upon graduating from Colorado State University’s department of Design & Merchandising in 2004, I had no idea that my undergrad learnings would come into play during my hospitality career, over a decade later. Nor did I realize I would depart from the fashion/retail industry for the hotel business. I will always remember one of my professor’s lectures on what merchandising really is: having the right product, at the right time, in the right place. It sounds quite simple, but putting this philosophy into action is more complex. Read on...

Amber Fox
  • Sales & Marketing
  • Why the Personal Touch in Hospitality Must Not be Lost
  • Not too long ago, I was researching for a presentation that I needed to deliver during an annual conference for a major hotel brand. The topic was networking and this brand had seen a drop in personal interactive skills of staff at all levels. People in all roles – front desk, sales, even managers and owners - were losing their ability to connect with others due to their reliance on electronic tools. Being in the world of hospitality, where a premium should be placed on service and relationships, this void was seen as critical. Read on...

Toni Portmann
  • Sales & Marketing
  • New Technologies to Improve Relationships and Bottom Lines
  • In the ongoing power struggle between hotels and online travel agencies, one question that often emerges is, “Who owns the guest?” It’s a question that will likely be debated for years, and grow even more complicated as new players continue to enter the online travel arena. The answer, DHISCO CEO Toni Portmann, argues, is “no one and everyone.” And rather than argue over who should have access to customer email and other information, she says, they should look to new technology for managing rates and inventory and sharing richer content as the bridge to more amicable relationships. Read on...

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OCTOBER: Revenue Management: Technology and Big Data

Gary Isenberg

Hotel room night inventory is the hotel industry’s most precious commodity. Hotel revenue management has evolved into a complex and fragmented process. Today’s onsite revenue manager is influenced greatly by four competing forces, each armed with their own set of revenue goals and objectives -- as if there are virtually four individual revenue managers, each with its own distinct interests. So many divergent purposes oftentimes leading to conflicts that, if left unchecked, can significantly damper hotel revenues and profits. Read on...

Jon Higbie

For years, hotels have housed their Revenue Management systems on their premises. This was possible because data sets were huge but manageable, and required large but not overwhelming amounts of computing power. However, these on-premise systems are a thing of the past. In the era of Big Data, the cost of building and maintaining an extensive computing infrastructure is incredibly expensive. The solution – cloud computing. The cloud allows hotels to create innovative Revenue Management applications that deliver revenue uplift and customized guest experiences. Without the cloud, hotels risk remaining handcuffed to their current Revenue Management solutions – and falling behind competitors. Read on...

Jenna Smith

You do not have to be a hospitality professional to recognize the influx and impact of new technologies in the hotel industry. Guests are becoming familiar with using virtual room keys on their smartphones to check in, and online resources like review sites and online travel agencies (OTAs) continue to shape the way consumers make decisions and book rooms. Behind the scenes, sales and marketing professionals are using new tools to communicate with guests, enhance operational efficiencies, and improve service by addressing guests’ needs and solving problems quickly and with a minimum of disruption. Read on...

Yatish Nathraj

Technology is becoming an ever more growing part of the hospitality industry and it has helped us increase efficiency for guest check-inn, simplified the night audit process and now has the opportunity to increase our revenue production. These systems need hands on calibration to ensure they are optimized for your operations. As a manager you need to understand how these systems work and what kind of return on investment your business is getting. Although some of these systems maybe mistaken as a “set it and forget it” product, these highly sophisticated tools need local expert like you and your team to analysis the data it gives you and input new data requirements. Read on...

Coming Up In The November Online Hotel Business Review




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Feature Focus
Architecture & Design: Authentic, Interactive and Immersive
If there is one dominant trend in the field of hotel architecture and design, it’s that travelers are demanding authentic, immersive and interactive experiences. This is especially true for Millennials but Baby Boomers are seeking out meaningful experiences as well. As a result, the development of immersive travel experiences - winery resorts, culinary resorts, resorts geared toward specific sports enthusiasts - will continue to expand. Another kind of immersive experience is an urban resort – one that provides all the elements you'd expect in a luxury resort, but urbanized. The urban resort hotel is designed as a staging area where the city itself provides all the amenities, and the hotel functions as a kind of sophisticated concierge service. Another trend is a re-thinking of the hotel lobby, which has evolved into an active social hub with flexible spaces for work and play, featuring cafe?s, bars, libraries, computer stations, game rooms, and more. The goal is to make this area as interactive as possible and to bring people together, making the space less of a traditional hotel lobby and more of a contemporary gathering place. This emphasis on the lobby has also had an associated effect on the size of hotel rooms – they are getting smaller. Since most activities are designed to take place in the lobby, there is less time spent in rooms which justifies their smaller design. Finally, the wellness and ecology movements are also having a major impact on design. The industry is actively adopting standards so that new structures are not only environmentally sustainable, but also promote optimum health and well- being for the travelers who will inhabit them. These are a few of the current trends in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.