People buy from other people, not from corporations. This mantra - or any other version of it - has existed for almost as long as the craft of salesmanship itself. And it makes sense, too. We build rapport far easier in person than over the phone or via the internet. Furthermore, human beings are genetically programmed to constantly read faces and facial expressions as a means of analyzing social cues or forming emotional bonds with the opposite party. We mentally connect with and remember faces much quicker than with objects, places, symbols or words. READ MORE

In today's swirling economy and society, achieving and spreading meaningful identity and culture for our hospitality organization is an ongoing challenge. Externally, we must address the demands of diverse audiences that include our competitors, consumers, elected officials, business leaders and community leaders Competitive forces or factors include the advent of multiple instantaneous, digital platforms for advertising, reservations and group sales, and critique of our product. Internally, we must address our investors, strategic partners and team of key leadership, managers and staff. Into this mix, we add the franchise affiliations, or flags, with which most all hospitality management and investor groups partner. READ MORE

The way people travel is changing. This article examines some of the travel and tourism trends and discusses the impact on hotels. It provides some fodder to hotels to adapt and understand the mindset of the consumer and reconsider ways to satisfy their needs. These changes will add to the hotel industry current efforts to respond to new customer demands, increasing reliance on technology (by customers, in hotel marketing, and within hotel operations). READ MORE

Digital consumer engagement is an important part of building brand equity. By using a five-point digital marketing reference system, a hotel can successfully evaluate and manage its digital customer engagement activity to ensure it supports and reflects the brand's core properties. Tracking consumer-generated online content is a great way to identify short- and long-term marketing campaigns that add value through engagement and revenue through conversions. It also helps you develop distribution point markers so you know which sites require your attention and when to change it. Digital noise is a good thing and with the above tips and talking points, you may even learn to love it. READ MORE

Custom branded content is booming in today's media landscape. For the travel industry, hosting leading travel bloggers to create and deliver enriching branded editorial has become an effective complement to an integrated public relations strategy. The California Highway 1 Discovery Route has implemented a paid blogging program to connect this diverse region with targeted travelers in a dynamic way. READ MORE