Sales & Marketing
Sarah Harkness
  • Sales & Marketing
  • How Millennials Are Changing Travel
  • “Oh great,” you must be thinking. “Another article about Millennials. Haven’t we exhausted this topic already?” Trust me, as a Millennial I understand your frustration. Feeling like you are consistently labeled as lazy, entitled, distracted, and a contributor to the demise of the English language isn’t good for one’s self-esteem. I am not here to argue with whatever preconceptions that you may or may not have about my generation, instead I want to tell you what I do know, and why it is important for you as a travel brand to at least try and understand the collective “us”. Read on...

DJ  Vallauri
  • Sales & Marketing
  • Aren't We All Like Millennials Anyway?
  • A lot has been said and written about the “millennial traveler” and how “different” their travel and hotel needs are. How connected and ambitious they are, the young movers and the shakers in the modern business world. In fact, nearly every major hotel brand believes millennial travelers are seeking new places to stay when traveling, new experiences, new ways to connect, new ways to stay healthy while on the road and so on. New millennial brands continue to launch onto the scene. Brands like Marriott’s Moxy, Hilton’s TRU, Starwood’s Aloft and Hyatt’s Centric all seeking to be positioned to grab the growing share of millennial traveler. Read on...

Carolyn  Childs
  • Sales & Marketing
  • Time to Hand Over the Youth Mantle: Millennials Grow Up
  • Globally the influence of Millennials on travel and on marketing has been profound. In the US, Millennials are as large a generation cohort as Baby Boomers . In China, they are a smaller generation numerically thanks to the one child policy. But as the first generation to benefit from China’s astonishing economic growth, 80s children (as they are known) are a wealthy and high-consuming group. The word Millennial has almost become synonymous with youth. But that is about to change. Read on...

Jonathan Bailey
  • Sales & Marketing
  • Fifty Shades of Millennials
  • There are roughly 80 million millennials in the United States, and each year they spend approximately $600 billion. Clearly, marketers have recognized this group and are scrambling to reach out to them, connect in a relevant way and convince them of brand relevancy. Some are missing a big opportunity for success, however, because they are operating under the false assumption that all millennials belong in the same gigantic group. There is more than meets the untrained eye here, and properly targeting millennials is a multi-faceted, complicated effort. If you’re like me, you are inundated with articles, webinars and conferences Read on...

Tema Frank
  • Sales & Marketing
  • The Forgotten Folks Who Can Kill (or Help) Your Brand
  • When it comes to success in the hospitality industry we tend – quite rightly -- to focus on staff and guests. But there are five other categories of people who can influence whether your hotel succeeds or fails. It is easy to forget about them, or even to see them as a threat to your profitability. But if you treat them right, there are many ways they can help you. Building strong relationships with them – even surprising ones like competitors – can end up helping both your organization and theirs. In this article we’ll explore who these oft-overlooked allies are, why they are important to your business, and how you can win their support. Read on...

Bonnie Knutson
  • Sales & Marketing
  • Six Ways to Tell a Story About your Hotel
  • No matter how hot storytelling is in brand marketing and building, it is often misunderstood. One of the world’s greatest brand storyteller, Guido Everaert, reminds us that good brand storytelling is not about the language, it is about creating and telling stories in a compelling way. It is about finding the right metaphors, and structure in which to tell your story. It’s about hitting a hot button in the hearts and minds of the target markets. By doing so, you create a part of life and generate a story that is unique to your brand and, more importantly, can easily be readily remembered. In other words, the story has to be relevant to consumers and move them to act. In this article, you’ll learn about the Storied Six of telling your hotel’s brand story. Read on...

Lorraine Abelow
  • Sales & Marketing
  • Hotels Can Attract Guests Considering Retirement in Latin America
  • Though the phenomenon of Americans retiring in Latin America began 25 years ago, it has accelerated in recent years. The 50 plus category is actively searching for safe and secure places in which to retire. Resorts located in the countries in this region can attract those searching for places to relocate by enticing them to use the comforts and resources of your hotel as a base, while they explore the region and its living options. By reaching out to this exploding market through a comprehensive marketing program including sales and public relations program initiatives, you can build customer loyalty. Read on...

Lizz Chambers
  • Sales & Marketing
  • Ten Urban Sales Legends and How to Overcome Them
  • Sales associates often operate on the periphery of hotel organizations with their sales methods and negotiation tactics shrouded in mystery from the rest of the team. Their efforts are nonetheless instrumental towards bringing in meetings and group business, and better communication is necessary with other on-property operations to ensure that guest service is never compromised. Ten strategies have thus been outlined to both heighten internal communications amongst different departments and increase sales performance. Read on...

Bonnie Knutson
  • Sales & Marketing
  • The State of Brand
  • Just like people, brands need to be carefully nurtured and managed, and just like people, they get old and tired and need reinvigorating. In today’s State of Brand world, every hotel owner/manager has to perform a regular health check on the hotel’s brand. I don't mean just looking at occupancy levels, rack rates, or even food and beverage revenues. I mean fully understanding the health of your brand image, internally and externally. This means doing regular refresher sessions on the state of your brand for all key leaders to ensure that they are passionately connected and understand who they are and where you are going as a hotel. In this article, you’ll see how the State of Brand has evolved over time and where it is going in the near future. Read on...

Tammy Farley
  • Sales & Marketing
  • Rate Shopping: The Importance of Being Nimble
  • When it comes to rate shopping, most properties and management companies know they need it – and they need it now. This article outlines the advances that are being made to make rate shopping faster, friendlier and more flexible by illustrating the state of the art, citing case studies of successful users. Read on...

Pamela Barnhill
  • Sales & Marketing
  • Refresher: What IS a Hotel Brand?
  • Does a brand have certain attributes? Do legacy brands include their new “soft” brands? Are so-called collection companies brands? With so many extensions and iterations, it’s only natural to pose such questions. Is a brand a legacy brand or does it include the newly created soft brands? What about the collection companies, are those brands? Read on...

Robert Festinger
  • Sales & Marketing
  • Time for Change? Hotel Rebranding 101
  • In the dictionary, rebranding is defined as the changing of a company or organization’s corporate image. In reality, for businesses that are rebranding their hotels, the term exudes a much less simplistic picture. It can be a daunting task, even one that seems overwhelmingly complex and trying. But irrespective of how challenging the overhaul of a brand might first appear, it’s not impossible if approached methodically and with an outlined strategy. In the end, it’s a worthwhile undertaking for establishments looking to reinvent themselves in their respective markets. Which brings me to the first most pivotal point: understanding your market. Delving from that comprehension into the personality of your hotel will help prepare you, step by step, for a successful transition by creating an identity that resonates. So, how exactly is it done? Read on...

Simon Hudson
  • Sales & Marketing
  • Marketing to Millennials
  • Increasingly, hospitality marketers are turning their attention away from Baby Boomers towards gratifying the instantaneous needs of the Millennials. There are currently around 79 million Millennials in North America – that is three million more than Baby Boomers who are predicted to dwindle to just 58 million by 2030. Otherwise known as Generation Y, they were born between 1980 and 1999, children of the Digital Age. This article focuses on the behavior of this generation, and offers some tips on how hotels can be creative in attracting, satisfying and retaining this demanding demographic. Read on...

Laurence Bernstein
  • Sales & Marketing
  • Soft Branding: The Answer to Everything?
  • Soft Branding is the new “it thing” in hotel marketing. Much has been written about how it works for developers, owners and operators, but the more important question is whether and how they work for travelers. In this article we look at the fundamental structure two of the brands that are successful in the soft brands space, and view this in terms of consumer’s functional and emotional needs. The answer, from a consumer point of view, might surprise you. Is soft branding the answer to everything? Read on...

Kenny Lee
  • Sales & Marketing
  • Why Targeted Marketing is Critical for Hospitality
  • Companies like Priceline and Expedia have become even more powerful as a result of strategic acquisitions of smaller regional players. A recent report by HVS Consulting found that Priceline now controls 62 percent of the European market. Expedia holds 70 percent of the US market. The result? While OTAs offer a number of advantages to hoteliers including a wide, multi-national reach and big marketing budgets, commission rates of 15 to 30 percent are a heavy burden on hotel profit margins. OTA commissions could also go higher as larger companies acquire smaller regional competitors. Less competition amongst OTAs means fewer choices for hoteliers looking for OTA partners. Read on...

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

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.