In my last article we took a look at the trends evolving in the online review space in terms of review volume, management responses and the like. There were some interesting points drawn from the data and key takeaways for hoteliers on what they might expect moving forward (declining review volume if you sit back without a strategy to collect them, fewer five-star reviews, management responses are on the rise, etc.). This time around we have taken a deeper dive into what comments stand out in reviews; for better or for worse. These “Rants & Raves,” as we call them, can be a rich roadmap to informing your strategy, doing more of what resonates well and addressing the most common complaints. Seems like common sense, but as they say, common sense is not so common. READ MORE
HOTEL BUSINESS REVIEW
February FOCUS: Hotel Social Media
Hotel Social Media: Adopting a Comprehensive Strategy
This month's feature articles...
The general mood among hotel marketers is that social media is past its prime. It had its heyday a few years ago, but has proven itself to not be a valuable marketing channel. It's understandable why some might feel that way, as it is hard to get social media to work well for your hotel. In fact, most hotels fail at social media, and get little traffic or bookings from social media. That said, there is plenty of opportunity in social media that fails to convert due to strategy and execution, rather than the nature of social media. READ MORE
While Facebook and Twitter are two of the top channels for social networking, new (and arguably, more innovative) social networking sites are launched every day that offer hotel marketers even more ways to connect with customers. This article will teach hoteliers about four additional channels that they should add into their social media marketing strategy today in order to achieve the highest ROI on their efforts. READ MORE
In today's technologically advanced world, hoteliers are constantly striving to meet and stay in tune with the ever-evolving expectations of the new era of travelers. Nowadays guests are connected via smart phones and tablets non-stop, even while on vacation. They expect to have access to WIFI, social networks and all the information that they request and desire from the moment they check-into your property…and often times even before. READ MORE
Is social media truly a distinct marketing channel OR is it simply an amplification opportunity encompassing a hotel's entire portfolio of marketing activities? How does social media integrate at every stage of the consumer travel lifecycle: from looking to beyond booking? How can hotels use social media to stay top of mind at all times, from awareness to consideration, and purchase through retention? And finally, how can hotels create a strategy that seamlessly integrates across all marketing functions to create repeatable, successful social media practices that span the entire consumer travel lifecycle? According to PhoCusWright, the number of consumers using social media networks during the travel booking process has grown from 9% to 12% from 2010 to 2012. Considering that social networking reaches nearly 1 in 4 people around the world, it's undeniable that social media plays an important role in our industry as more than just an awareness channel. READ MORE
One of the major customer experience vendors in the hospitality space was recently conducting a study on the “NPS of NPS.” At the time of this writing the results were not known. The survey was brief and asked if you would recommend the use of Net Promoter Score (NPS) on its standard 0 to 10-point scale. Fred Reichheld, a partner at Bain & Company, introduced the concept of NPS in a 2003 Harvard Business Review article in which he proclaimed that the simple measure of consumers' likelihood to recommend the company's products or services was an accurate predictor of revenue growth. However, there's growing debate about the validity of the NPS as many believe it is too simple and too good to be true. A wealth of information and its evolution from Net Promoter Score to its current form of Net Promoter System can be found at http://www.netpromotersystem.com/about/. READ MORE
In today's fast-paced travel market when an overwhelming number of consumers are utilizing social media as a tool for communication and commerce, it is essential for businesses - especially the hospitality industry - to adopt a comprehensive social media strategy to connect with guests and potential guests. Hotel brands must develop social media strategies to reach their global audience as well as to connect with local guests. Hilton Hotels & Resorts and parent company Hilton Worldwide have woven social media into their business plans to effectively engage with their guests around the world through social media platforms that strengthen relationships and encourage loyalty among travelers. READ MORE
As the opportunities for digital marketing tactics increase, so do the affiliated expenses. The savvy hotelier will spend some time in 2014 analyzing their distribution channels to determine the true costs affiliated with each revenue stream. Once costs are identified, then a channel optimization process ought to be created and should drive your digital marketing strategy. The attached article reviews some fundamental steps each hotelier should take in 2014 to create a strong digital marketing strategy that will increase sales. READ MORE
If you're keeping abreast of hot topics in hotel trade publications and at industry conferences, you'll notice there is quite a lot of chatter about online reputation management. Some hoteliers seem to be fixated on what guests are saying about them on TripAdvisor, Facebook, and in OTA review columns; others display a modicum of concern and wonder if they should be doing anything about them; and then there is a group that frankly, just doesn't give a damn. So where do YOU fall? READ MORE
Today's society is visually oriented, and the phrase a picture speaks a thousand words has never been more relevant. With life moving at warp speed, we don't have much time to read, but we certainly can look to learn, and that applies to business as well. Visually based social networks present an amazing opportunity for the hospitality world and can open up a brand new communication channel for savvy hotels of all shapes and sizes. With just a little bit of smarts, Pinterest can almost drive itself. Learn how to take advantage of this exciting vehicle. READ MORE
With the diversified interests of today's workforce, the water cooler, or any other common meeting ground within an office setting, is gaining importance as a means of word of mouth recommendations. Social media is still vastly important but it comes with baggage, namely a lot of noise. A smart marketer will be able to get around this by developing strategies to reach consumers while at work and then compel them to talk about a certain product or brand with other team members while at the water cooler. READ MORE
Computers can't smile; iPads can't empathize; mobile phones can't relate. Although the best technology can give companies a great advantage in the marketplace, it cannot replace the value of a human connection. Social Media provides brands with the opportunity to bring together technology and one-on-one conversation to create a closer relationship than has ever been experienced before for both brands and consumers. READ MORE
Social Media has begun to affect the hotel industry in ways unperceivable just a few short years ago. Such exponential growth and development has hoteliers worldwide working towards improving the guest experience through use of these different channels. Robert Rauch, President of R.A. Rauch & Associates, provides us with insight on the industry's most recent trends and campaigns involving the use of social media as a form of communication within hotels. R.A. Rauch & Associates is a hotel management and consulting firm offering the full spectrum of hospitality management services to owners, developers, lenders and investors in hotels and resorts throughout North America. READ MORE
Once thought of as a passing fad or internet phenomenon, it is clear that Social Media is now firmly ingrained in the culture. Everyone seems to have an opinion but like it or hate it; social media has become a part of most business marketing strategies in the hospitality industry and is here to stay. Does your social media plan include those with disabilities in the ADA community? READ MORE
For many travelers, hotels serve as a home away from home, a place reserved just for them. For those coming into a new city, your hotel can be a friend who can recommend activities to do while they're in town. Before social media, relationships with a hotel could only develop as a guest booked their room and during their stay. Your hotel may have recognized that through social media you can reach people before, during, and after a trip is planned. However, without a clear understanding of the opportunities and expectations of online interactions, your social media efforts will fail. Here are the traps you need to avoid. READ MORE
The rise of social media has led to an influx of user-generated content across the Web. Hotel guests are sharing their travel experiences online, providing detailed descriptions of what they loved and hated about their stays. Hoteliers have an incredible opportunity to capitalize on this content and use it for improving operations, connecting with guests and even driving new revenue. When you put social media feedback and traditional guest satisfaction feedback side to side today, there are many more benefits of using online reviews and social content to understand the guest experience, versus old-fashioned emailed surveys. This article discusses why social media is becoming the next generation of guest satisfaction and how hoteliers can capitalize. READ MORE
Recent Features ...
January 2014
Mobile Technology: The Necessity for a Well-Defined Strategy
December 2013
The Hotel Concierge: Principles and Best Practices
November 2013
Hotel Sales & Marketing: The Biggest Challenges
October 2013
Best Practices on Maximizing Revenue Management
September 2013