For any hotel, generational marketing is a strategic business perspective that studies the effects of age cohorts on marketing decisions. So in this article, the first of a four-part 2008 series, we will look at the first "hump" of a hotel's four-humped customer camel - the Matures or Silent generation. In subsequent articles, we'll look at the 76+ million Baby Boomer group, the infamous Generation X, and the generation that will be filling your hotel's coffers in the coming years - the Y or Millennial generation. So just who are the Matures? And how can you best reach them? Let them tell you... READ MORE

In this article, one of a four-part series on generational marketing in your hotel, we look at the third "hump" of your property's four-humped guest camel - The Generation X (Gen X). A Xer himself, Canadian writer Douglas Coupland has said Generation X is not a chronological age but a way of looking at the world. There may be more truth than fiction in this statement. Defined by diversity, today's 20- and 30-somethings are cynical and skeptical of traditions and institutions (including hotel brands). READ MORE

We are Sasha Cohen, Reggie Bush, the Olsen twins, and the McCaughey septuplets. Born after 1985, we already number 75+ million, and are growing. By 2010, we will be 100+ million strong. And with our numbers, we will become a very powerful economic force as we travel, stay in your hotel, and become members of your loyalty program. Because we were the first generation to grow up immersed in a digital-driven world, we are often called Generation Y (Gen Y), the Net Generation or iGen. But we are also known as Echo Boomers, because we are primarily children of the Baby Boomers. We have even been labeled the Einstein Generation because we are adept at multi-tasking. READ MORE

As executives and decision-makers in global distribution for hotels, we have an obligation to the next generation of professionals to impart our knowledge and experience. By participating in university programs and trade associations, and mentoring young professionals, we can (and should) share our understanding of topics like revenue management, look-to-books, CRS reliability and response, Web site design and content, channel management and career development. Our influence will help develop the best talent to address today's industry challenges, while also helping define and shape the future global distribution landscape for the better. READ MORE

The peaks and valleys of the travel and hospitality industry are inevitable. While there are times you can't meet demand, there are also times that you can't give your product away. But don't take those valleys sitting down, because, there are a number of things you can do to make this time period more profitable for your organization. The low periods may actually offer the great opportunity for financial upside. Read on to learn more about practical strategies that will drive reservations in off- and shoulder-seasons for your organization. READ MORE