Mergers. Acquisitions. Employee attrition. These terms are becoming more and more commonplace in the hospitality industry, and they all translate to big changes. The brand message your customers receive sets the tone for your property's ongoing success, and dictates not only whether or not they will come back, but what they'll say about your property to others. One bad experience or one encounter that fails to deliver what was promised or expected means they'll potentially attach a negative perception to your property and, most likely, share that perception. Unfortunately, you can't blame the hiccup on your period of change. Once that impression is made, there is little you can do to change the customer's opinion. So how do you prepare when it comes to managing your brand during times of change? READ MORE

It used to be that when a person decided he was going to need hotel accommodations, he called either a hotel directly or a travel agent for reservations. Fast forward to today, and with the impact of the Internet, the options for reserving a room -- whether in a chain, boutique or independent hotel, bed and breakfast, inn, all-inclusive club, or timeshare -- are extensive. Of course, a person can still call a hotel or a travel agent, but now he can also conduct research and make reservations via the Internet. Here is where the choices become whelming. So, when do consumers make reservations online? When do they call a travel agent? When do they call you or central reservation numbers or properties directly? And, when they consult the Internet, are they reserving directly through the hotel chains' or properties' websites or are they surfing the Web for third-party sites, many of whom provide reduced rate accommodations? What factors impact this decision-making process? READ MORE

Why are hotel loyalty programs important to consumers? What do travelers want from them? How do they affect consumers' decisions about where to stay? How do you attract target market consumers' attention to your program? Qualitative research, primarily through focus groups, can provide answers to these questions. READ MORE

Loyalty. What creates it? How can you sustain it? Is there a 'secret sauce' that helps you transform a run-of-the-mill customer into a wildly enthusiastic devotee? What motivates a consumer to drive past 25 restaurants to get to their favorite one? Why does every piece of clothing I'm wearing have a Nordstrom label? What in the world causes Harley Davidson loyalists to love a brand name so much that they will tattoo it on their body? I'm not sure there is a single answer. But I know some things that will help. Here are ten sure-fire ways to help turn customers into brand enthusiasts: READ MORE

What are the ingredients for a successful Private Residence Club? Many would suggest that it starts with location...a resort setting where there is a strong demand for luxury vacation homes or luxury hotel offerings. A location with mountains, rivers, golf courses, spectacular views, and multiple seasons is preferable. Resort areas with land scarcity and a difficult entitlement process are also particularly attractive. READ MORE