• Guest Service / Customer Experience Mgmt
  • Why User Generated Content is The Great Equalizer in Hotel Marketing

  • The rise of user-generated content is one of the most disruptive forces in hospitality since hotels moved their marketing materials and booking engines to the Web. Why? User-generated content is the great equalizer of marketing. It allows consumers, not brands or properties, to own the reputation of a hotel. It allows boutique hotels with small marketing budgets to compete against large chain hotels with lavish loyalty programs. It allows great service and quality to drive marketing through consumer reviews.

    When I was a marketing director for a consumer products company in the '90s, our website was the most important part of our marketing mix. We spent hours agonizing over wording and design, imagining that each pixel could somehow affect our brand. It was the primary way we spoke to our customers. In addition to telling customers who we were and what we did, the website needed to reflect our corporate values and our personality. And of course it needed to drive sales.

    Today, there are infinitely more ways for a company to reach customers online. As the head of marketing at Revinate, my job is to engage with our prospects and clients in communities -- both real and virtual. I tweet ...


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Hotel Business Review Guest Service / Customer Experience Mgmt

Nancy Wiesenfeld
Marcus  Nicolls
Mark Johnson
Jesse Boles
Rita Anya Nara
Naomi Stark
Jim Coyle
Tema Frank
Coming Up In The December Online Hotel Business Review

Feature Focus
Hotel Law: Legal Issues Looming Large in 2015
In an industry where people are on-property 24/7/365, the possibilities are endless for legal issues to arise stemming from hotel guest concerns. And given the sheer enormity of the international hotel industry, issues pertaining to business, franchise, investment and real estate law are equally immense. Finally, given the huge numbers of diverse people who are employed in the hospitality industry, whether in hotel operations or food and beverage, legal issues pertaining to labor, union, immigration and employment law are also significant and substantial. The expertise of all kinds of specialists and practitioners is required to administer the legal issues within the hotel industry, and though the subject areas are vast and varied, there are numerous issues which will be in the forefront in 2015 and beyond. One issue that is gaining traction is how hotels are dealing with the use of marijuana by employees, given its ever-changing legal status. The use of marijuana is now legal in 21 states and the District of Columbia for certain medical conditions. Two other states, Colorado and Washington, have legalized recreational marijuana use for individuals who are 21 years old or older, and Alaska and Oregon currently have similar legislation pending. Most state laws legalizing marijuana do not address the employment issues implicated by these statutes. Therefore, it is incumbent on all hotel operators to be aware of the laws in their states and to adjust their employment policies accordingly regarding marijuana use by their employees. Other issues that are currently looming large pertain to guest identity theft by hotel employees and the legal liabilities which ensue; issues of property surveillance versus a guestís right to privacy; and immigration reform could also be a major compliance issue. The December issue of Hotel Business Review will examine some of the more critical issues involving hotel law and how some managers are addressing them in their operations.