There is a wide range of "green" or eco-ratings in the marketplace ranging from the relatively simple to the fully integrated and comprehensive. Their growth has paralleled the increased level of environmental concern in the collective conscience. Even though the hospitality industry has been slow to adapt any one of them as a single standard for many reasons, the industry as a whole has also been slow in looking for opportunities to reduce its level of resource intensity. The problem with both the slow uptake on sustainability activities and the eco-ratings is that they are tactical reactions to an issue of strategic importance. READ MORE

Most hoteliers have stopped short in their environmental programs with the misconception that guests equate quality with excess and that technologies guests will rebel against the poor quality lighting of compact fluorescent bulbs or low flow rates of efficient showerheads. Those trying to demonstrate their corporate commitment to sustainability have felt that a linen or towel reuse tent card on the nightstand proves the hotel management's commitment to "save the environment". The reality is that guests are becoming increasingly environmentally-conscious and have a much better appreciation for technologies and practices in hotels that share their interests. READ MORE

Viral marketing. It's all the rage today, and sometimes it seems like everybody's going viral. But what exactly is viral marketing? How does it work? And when should you try to employ it? Contrary to popular belief, viral marketing has been around forever. It's basically word-of-mouth, only instead of the "virus" spreading through conversation it's spread through user groups, websites, email, instant messaging and a host of other technologies. READ MORE

Research can be a hotel marketer's best friend or his worst enemy. It all depends on who's driving. I'd like to offer six thoughts that will help you keep research from grabbing the wheel and sending your brand over a cliff. There are things you can measure and things you can't. Don't mix them up. How much do you love your wife? What's the value of poetry? What is a life worth? Ask most people these questions and you'll either get a funny look or a metaphysical discussion. Some things just can't be quantified. Yet in marketing we often act as if everything can. READ MORE

Achieving a higher level of education and industry awareness opens many doors for a career. The meeting industry is no exception to this rule. To that end, the CMP designation says a lot to your clients. It reflects a commitment to excellence and demonstrates the CMP designate as someone who is a well-informed partner and resource in the meeting planning process. READ MORE