Social Media & Relationship Marketing
Michael Barbera
  • Social Media & Relationship Marketing
  • Develop Fully Connected Consumers Through Social Media
  • Social media has shown the world its power. Your power. It's your voice that is shared throughout the world via underwater fiber optic cables and wireless networks. This voice has played a key role in the development of global politics, criminal justice, relationships and economic development. Economic development is a broad term, but when there is growth in a town, city or county, a hotel is likely to appear. Alike every other business, hotels have a target segment, or two, or ten. It's unlikely that a four or five star hotel will appear in small, rural town, and it's unlikely that a large convention will be held in a small hotel, regardless of geographic location. Although each hotel has target markets, hotels can increase their reach through humanizing engagement on social networks as well as increase their revenues by developing a "fully-connected" consumer. Read on...

Benjamin Jost
  • Social Media & Relationship Marketing
  • The Top 3 Social Media Concerns that Keep Hotel Execs Up at Night
  • If you ask most hospitality C-levels, social media might not be their top of mind priority. And why would it? Between worrying about operations, finances (average daily rates and average length of stay), staff turnover and more, social media is just one item at the end of the list. But the truth is, the number one thing that we should all worry about is guest satisfaction – I know I don’t need to hammer that home; however, what I do need to mention is that guest satisfaction comes from many places, and is heavily influenced by what people are saying online, not just what happens at your hotel. Read on...

Michael Barbera
  • Social Media & Relationship Marketing
  • Jealousy and Persuasion via Instagram
  • Consumers in North America are exposed to approximately 30,000 brand impressions daily. During an average, day consumers are exposed to television commercials, radio advertisements, billboards and sometimes, direct sales, but more significantly are the thousands of readily identifiable brand impressions that we observe, but don’t overtly consider. The car logo on our steering wheel, the MTA logo on the bottom corner of the New York City Subway map; the Apple, Google, or Samsung logo on your phone, and the interlocking “NY” of the person wearing a Yankees’ jersey at a ball game are all brand impressions. Each of these items are cognitively processed and stored for a later date when marketers hope that you use your heuristic decision-making process to make a purchase without much apparent rhyme, reason or thought. Read on...

Nisha Thakkar
  • Social Media & Relationship Marketing
  • Social Media Strategy: How Much to Spend and Where
  • While social media has become a mainstream marketing channel, there are many variables that hoteliers are not taking advantage of to increase their revenue. Unlike other mainstream marketing avenues, social media is not static, as platforms continuously find ways to increase engagement with both users and advertisers. As social platforms have realized their massive marketing opportunities within their user base, they have increasingly capitalized on their clearly defined users by providing advertisers access to them. Today, the popularity of social channels has created a “pay-to-play” model that leaves many business owners and managers perplexed as to which channels to focus on, and the right budget to allocate in order to maximize return on investment (ROI). Read on...

Cass Bailey
  • Social Media & Relationship Marketing
  • Top Instagram Trends in the Hotel Industry
  • These days, a lot goes into choosing the perfect hotel. Hotel choice no longer depends solely on the location, price, and amenities; it depends on experience. Customers have become more interested in experiential features instead of whether or not the hotel has a five-star review. As the phrase goes, many “do it for the gram.” When looking to book their stay, the Instagram generation is interested in things that are eye-catching and worthy of sharing with their followers. Just searching the hashtag “wanderlust” reveals millions of images of different travel experiences from around the world. Read on...

Tim Sullivan
  • Social Media & Relationship Marketing
  • Creating the Right Connection for Conversion and Engagement on Social Media
  • As hoteliers’ key audiences spend less time on the Web and more time on their smartphones’ social apps, it is crucial for hotels to have a digital engagement strategy that creates meaningful interactions on social channels. Desktop still converts higher, but the path to a booking is a journey full of touch points across social. Now that social media platforms are maturing, hotels can go beyond targeting their own guests to discovering new profitable audiences. They can reach and drive sales for all sides of the business: leisure, corporate and group sales. However, before hoteliers think about social engagement, they need to cover the basics of personalization and one-to-one marketing. Read on...

Chris Teso
  • Social Media & Relationship Marketing
  • Social Media Activates a Cycle of Customer Engagement, Loyalty and Spending
  • Social media has traditionally been approached as a marketing tool for top-of-funnel activities. However, the activities associated with generating awareness, like creating viral posts and taking advantage of real-time marketing moments, are difficult to measure and even harder to link to real business value. Yet, marketers innately know that social media has real opportunity as their audience is there—in volume and in frequency. As a result, a new trend is emerging among hotel marketers that takes distinct advantage of the direct follower model of social networks: the marriage of the loyalty program with social media marketing. Read on...

Alan E. Young
  • Social Media & Relationship Marketing
  • Social Media Drives Engagement, but Does It Drive Revenue?
  • Today, social media is a staple in most people’s daily lives. In 2016, 78 percent of Americans had a social media profile, up 5 percent from 2015. Worldwide, there are 2.3 billion active social media users – 1.7 billion on Facebook alone! And popular platforms like Facebook, Twitter, YouTube and Instagram aren’t missing this opportunity to capitalize on our need to be social. In 2016, Facebook underwent a dramatic transformation from social network to a media delivery service right before our eyes. Facebook is now the second biggest ad publisher globally behind Google, and in Q3 2016 reported record earnings of $7.01 billion in revenue. Read on...

Mary Gendron
  • Social Media & Relationship Marketing
  • PR's Evolution Into Activation
  • It seems just a short time ago that hospitality public relations – PR – was implemented as a one-way communication between a brand or hotel or resort and its potential market segments. The purpose was to gain attention, interest, and, ultimately, bookings that would turn prospects into customers and, ideally, loyal repeat clientele. Today, the media relations function represents just one component of an interactive, engaged connection between hotels (or hotel companies) and their constituents. This article takes a look at where the discipline came from, how it has evolved, and where it may be headed as a vital tool for driving revenue. Read on...

Ron Caughlin
  • Social Media & Relationship Marketing
  • Practicing Digital Promoflex - Don't Lock it in
  • When accessing and converting potential guests to your hotel, there are no hard and fast rules when it comes to SEO (Search Engine Optimization), Pay Per Click (PPC) campaigns or Social Media Marketing. The most valuable tool you have in the battle for Google’s favor should be the ability to evolve, I like to call this “Digital Promoflex” in today’s marketing environment. We all know, just like in chess, we need a plan in order to play a decent game. This is exactly the same premise in digital and social media marketing. In order to determine what kind of channels to target your audience, Read on...

Gini Dietrich
  • Social Media & Relationship Marketing
  • Use Blogging to Position Your Hotel as a Travel Resource
  • The proliferation of travel discount websites has many hotels scrambling in a race to the bottom. Trust me—this is a race you don’t want to win! So how do you attract travelers (and ideally repeat travelers) who aren’t simply looking for the cheapest bed for the night? Becoming an expert resource on your city and sharing it through a branded blog is a great way to stand out from the competition. By creating and regularly publishing to a blog that celebrates what makes your city unique, you can elevate your hotel from only ranking in Google search for those looking at hotels in a specific price range to being a top destination for anyone looking to learn more about your destination. Read on...

Sherry Heyl
  • Social Media & Relationship Marketing
  • The Rising Value of the Travel Influencer
  • With 59% of marketers increasing their budget to work with social media influencers, Influencer Marketing is going to continue to grow. We will see hotels getting feature stories on top blogs and/or highlights on influential social profiles. There are a variety of reasons influencer marketing is taking over, including more compelling and entertaining stories told to a targeted audience as well as the increased ability to measure the impact and affect behavior and drive conversions. Whether or not you can increase your budget, here are a number ways you can increase the value of your influencer marketing strategy. Read on...

Stephanie Miller
  • Social Media & Relationship Marketing
  • Brand Perception: An Increased Focus on Conversational Messaging
  • Where are your guests when they’re not at your hotel? The answer is simple: they’re on social media. But, the real question is: are they on your social media? Social media is the go-to platform for many travelers who no longer want to visit websites, pick up the phone or even send an email. It’s the fastest way to communicate information about a brand. Often, it’s the first resource referenced for news. While social media will always have its share of window shoppers, more followers are turning to it for specific questions about pricing, availability, onsite amenities and destination activities. Your followers expect immediate responses, informative answers and ongoing information about hotel news, updates and offers. Read on...

Anne Sandoval
  • Social Media & Relationship Marketing
  • Success of Social Media at the Brand Level
  • It’s undeniable that hotel brands have found success in using social media to engage travelers. Some of the more active brands on social media can boast millions of Facebook Likes and hundreds of thousands of followers on Twitter. Scores of additional followers join in the conversation on Instagram, Pinterest and Google+, and the most current brands are trying out networks like Snapchat and Periscope. With this level of undisputed success at the brand level, some hoteliers might think that any engagement at the individual property level is unnecessary, but that is far from the truth. Read on...

Pedro  Colaco
  • Social Media & Relationship Marketing
  • Three Powerful Social Media Indicators That are Overlooked
  • Impressions. Leads. Conversion. Bounce Rate. Hands up who is really obsessed in monitoring these social media quantitative metrics on a daily basis? Quantitative metrics tends to be the main priority when analyzing social media reach or success but there are some new key indicators and metrics that have been overlooked and can also be a key element for a successful hotel social media performance. Most hoteliers are constantly worried about the same old metrics and looking for benchmarks that can help them to monitor their performance successfully on social media. But what about qualitative metrics and sentiment analysis? Are they meaningful? Which ones to use? What can we learn from them? How can we measure them? Read on...

1234 ...20 Next →
{468x60-FF.media}

NOVEMBER: Architecture & Design: Authentic, Interactive and Immersive

Eric Rahe

The advent of social media brought with it an important shift in the hospitality industry. Any guest’s experience might be amplified to thousands of potential customers, and you want to be sure that your hotel stands out for the right reasons. Furthermore, technology has increased competition. According to Euromonitor International, the travel industry will have the highest online payment percentage of any industry by 2020, often occurring through third-party sites that display your competitors alongside you. As a result, many hoteliers are looking to stand out by engaging customers and the experience has become more interactive than ever. Read on...

Pat Miller

Even the most luxurious hotel has a finite budget when it comes to the design or re-design of hotel spaces. The best designers prioritize expenses that have the biggest impact on guest perceptions, while minimizing or eliminating those that don’t. This story will focus on three blockbuster areas – the entry experience, the guest room, and the public spaces. This article will focus on these three key areas and shed light on how the decision making process and design choices made with care and attention can create memorable, luxe experiences without breaking the bank. Read on...

Patrick Burke

For over 35 years, American architect Patrick Burke, AIA has led Michael Graves Architecture & Design to create unique hospitality experiences for hotel operators and travelers around the globe, in Asia, Europe, the U.S. and the Middle East. As the hospitality industry has shifted from making travelers feel at home while away to providing more dynamic experiences, boutique hotels have evolved to create hyper local, immersive environments. Having witnessed and contributed to the movement, Burke discusses the value of authentic character that draws on physical and social context to create experiences that cannot be had anywhere else in the world. Read on...

Alan Roberts

More than ever before, guests want and expect the design of a hotel to accurately reflect its location, regardless of whether they visit a property in an urban center, a historic neighborhood or a resort destination. They also seek this sense of place without wanting to sacrifice the level and consistency of service they’ve come to expect from a beloved hotel brand. A unique guest experience is now something expected not just desirable from any hotel wishing to compete in the world today. A hotel’s distinctive design and execution goes a long way to attracting todays discerning customer. Read on...

Coming Up In The December Online Hotel Business Review




{300x250.media}
Feature Focus
Hotel Law: Issues & Events
There is not a single area of a hotel’s operation that isn’t touched by some aspect of the law. Hotels and management companies employ an army of lawyers to advise and, if necessary, litigate issues which arise in the course of conducting their business. These lawyers typically specialize in specific areas of the law – real estate, construction, development, leasing, liability, franchising, food & beverage, human resources, environmental, insurance, taxes and more. In addition, issues and events can occur within the industry that have a major impact on the whole, and can spur further legal activity. One event which is certain to cause repercussions is Marriott International’s acquisition of Starwood Hotels and Resorts Worldwide. This newly combined company is now the largest hotel company in the world, encompassing 30 hotel brands, 5,500 hotels under management, and 1.1 million hotel rooms worldwide. In the hospitality industry, scale is particularly important – the most profitable companies are those with the most rooms in the most locations. As a result, this mega- transaction is likely to provoke an increase in Mergers & Acquisitions industry-wide. Many experts believe other larger hotel companies will now join forces with smaller operators to avoid being outpaced in the market. Companies that had not previously considered consolidation are now more likely to do so. Another legal issue facing the industry is the regulation of alternative lodging companies such as Airbnb and other firms that offer private, short-term rentals. Cities like San Francisco, Los Angeles and Santa Monica are at the forefront of efforts to legalize and control short-term rentals. However, those cities are finding it’s much easier to adopt regulations on short-term rentals than it is to actually enforce them. The December issue of Hotel Business Review will examine these and other critical issues pertaining to hotel law and how some companies are adapting to them.