For years it was assumed that hotel guests wanted staff interaction at the front desk. Today's reality is clearly different. Findings from a recent Harvard Business Review survey on Self-Service (conducted in cooperation with the Corporate Executive Board, a leading research and advisory services company) concludes that businesses need to "stop trying to delight [their] customers." Rather than creating more nuisances (disguised as guest services) that require guests to stop by the front desk, the study shows that "customers want [to take] control over how and when they interact with companies." Anything less, analysts say, can result in "major competitive disadvantages, irreversible brand damage, and a loss of key revenue opportunities." READ MORE
HOTEL BUSINESS REVIEW
February FOCUS: Mobile Technology
Mobile Technology: A New Dimension in Hotel Marketing
This month's feature articles...
Hotel marketing has gone mobile. Mobile marketing offers a cost-effective way for hotels to reach customers, whenever and wherever they are, driving business and bookings. Has your property harnessed the incredible marketing opportunity that mobile has to offer? If not, then this article is a must-read as it describes four ways that hotels can 'go mobile' today. READ MORE
Hotel guests are not just accessing the internet via laptop computers; they are increasingly accessing the internet via mobile devices such as smartphones and tablets, which have no wired connection ports and so the need for Wi-Fi in hotels is increasing. While globally, smartphone penetration among business travelers (69 percent) has outpaced the consumer market there is still a strong push from the consumer market for these devices too. The reality is that today's traveler, whether business or pleasure now carries a device stack consisting of a smartphone, a tablet and a laptop. Hotels will continued to be challenged by the travelling public to support a seamless user experience across all these form factors. READ MORE
We are well in the midst of a mobile revolution. Mobile devices are not simply an additional guest touch point, but a new platform for customer interaction. This distinction is significant as a platform implies new applications and capabilities that were not possible on prior devices. Nielsen Research predicts that smartphones will overtake feature phones in the U.S. by Q3 of this year! In addition, over the next six months the market with be flooded with close to 100 different tablets. Forrester Research predicts that tablet sales in the U.S. will reach 44 million units per year, compared to 10.3 million in 2010. By 2015, 82 million people will be using the devices. The hospitality industry is particularly well positioned to use mobile technology to enhance the guest experience, promote onsite and local services and improve operational efficiency. READ MORE
The real mobile question is not if, but how you utilize this channel. This should be guided by your overall mobile strategy and which options meet you and your guest's needs. If you don't have a mobile strategy - you need one. There are almost endless possibilities for communicating with mobile guests, but your business needs to adopt a strategy to be successful. It goes beyond simply identifying all possible revenue and service touch points. You need to understand guest preferences for interacting with your brand and what they expect in return. Mobile guests are maturing quickly and have high expectations. So the longer you wait, the greater the chance someone else will fulfill their needs. READ MORE
The global smartphone market is projected to grow by 24% CAGR and reach 619 million units by the year 2015. We as travel industry professionals are obviously dazzled by the very viable and possibly amazing opportunities for growth through mobile devices. Be it location based applications, pushed SMS; it's all there for the taking. Or are we all wearing blinders? Have we paused to consider the increasingly possible pervasive effects of getting guests so focused on themselves? Meanwhile are we unknowingly fulfilling a core CRM financial principle namely, pushing client servicing costs onto the clients themselves? Are they organizing their myriad of self-servicing mobile nitty-gritty 'bits' rather than appreciating the sensorial value of the services you so dearly hope to sell them? READ MORE
By reacting too slowly to the development of the web, hotels largely lost the opportunity for direct selling online in the late nineties, ceding control to aggressive third party channels that now dominate online booking and extract high commissions. Only recently are hotels recovering that lost ground online through the use of online marketing and social media to reach the guest directly and lower their cost of acquisition. If hotels learn from the past and react quickly now to the explosive growth in the mobile market, they can avoid a repetition of the same mistake and begin serving their customers directly on mobile. READ MORE
Location-based games like Foursquare, Facebook's Places, and IMGuest are growing in popularity and evolving into more social venues daily. There are more than five million Foursquare users today and that number is growing daily. Hotels have a unique opportunity to benefit from this new channel. Find out how claiming your venue can help you drive more traffic to your restaurant, sell more weddings or create more employee engagement. It's simple and for now, it's free. READ MORE
There is a common misconception among smaller independent properties that a mobile app is expensive and only useful for larger hotel brands. In this article I explain why this isn't true and discuss how a hotel app can be a powerful marketing tool for hotels of any size and star rating. This article also provides an overview of the mobile market today, and outlines what your hotel needs to do to meet your mobile guests' increased expectations. READ MORE
Since mobile devices are always with us, our sensitivity to privacy is much higher. Mobile messaging done incorrectly will likely be seen as abusive and damaging to your brand. There must be a coordinated effort to deliver the right information at the right time - and only with the recipient's explicit permission. For these reasons, the biggest opportunity I see in mobile communications is using it as a service channel - not as a direct sales or marketing medium. Let's examine how mobile messaging can be used for service. READ MORE
Contending with today's powerfully evolving mobile landscape, small chains to independent hoteliers are faced with a new challenge of quickly acquiring expertise in a 24/7 marketing environment, created by the rapid evolution of technology and the never-ending opportunities to deliver higher levels of customer-centric initiatives with more efficiently generated revenues. Now with the new year, it is apparent that a paradigm shift is happening in consumer-direct marketing, eCRM and alternative "hand held" distribution channels, due primarily to the immense popularity of smartphones. READ MORE
The key to success is in leveraging mobile technology to create highly targeted and customized messages for 1-on-1 personalized marketing, which the guests truly appreciate and value as thoughtful and meaningful, making their life easier and simpler. Any hotel company that is able to master this would emerge as a sure-shot winner with highly interactive relationships with their customers, resulting in deeper and more profitable engagements. The ringing phone with a telemarketer at the other end is passe. READ MORE
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