The hotelier, in his everyday practice, does not have direct contact with the metasearch engines. The contracts are made with intermediaries, with whom he agrees a price and sells the hotel; on the other hand, he also maintains the official website as another distribution channel. This commercialisation view as management of sales channels is perhaps not the most adequate to analyse the success of the metasearch websites.
In the everyday reality of many hoteliers, metasearch websites do not exist. Traditionally, they receive the commercialisation from the distributors that work for them. From that viewpoint, their biggest decisions are based on choosing their intermediaries well; their management focuses on the prices that they sell to them and their measure of success or failure is the compared amount of bookings of each of them in relation to their costs (or margin).
It is a dangerous isolation that had never been as serious as it is now.
A more useful approach would be to understand the origin behind every booking, the client’s motivations and his process of decision and purchase. When raising this point, three big names come to the fore: Google, Tripadvisor and Trivago.
Get the full story at the Mirai blog
Read also "Meta travel search marketing is not a distribution channel"
Article location: http://hotelmarketing.com/index.php/content/article/travel_meta_search_opportunity_or_threat_for_hotel_marketers
As an independent hotelier interested in TripConnect, your first step is to verify that you currently have a TripAdvisor Business Listing, a prerequisite for participation in the TripConnect self-service bidding platform. TripAdvisor Business Listings launched in 2010 and allow businesses to add key property information to standard listings. With a Business Listing, hotels can optimize their property listing with unique special offers and contact information. With such a monumental shift to mobile in recent years, TripAdvisor has also been encouraging hoteliers to opt into “Business Listings + Mobile”, which allows hoteliers to include a mobile-only special offer on their hotel’s listing.
The pros for independent hoteliers: The features included in Business Listings allow independent properties to standout and compete against branded hotels, most of which have Business Listings. These listings include a link to your hotel website, contact information including phone number, special offers link, a special offers tag, photo slideshow, and an announcement. A link and phone number on your listing may not sound significant, but this is a simple way to drive relevant and interested traffic to your website or reservations center to increase non-commissioned bookings.
The cons for independent hoteliers: Most major hotel brands pay for Business Listings for all of the properties within the brand family as a means to increase traffic and open up new marketing opportunities. (The brands typically return on this investment by charging each hotel a commission for all bookings made on TripAdvisor.) However, TripAdvisor Business Listings can be extremely expensive for independent hotels that are not backed by a brand and are already investing their marketing dollars on other online channels. Pricing is tiered according to the location and number of rooms at the property. I ran a search for similar-sized properties in different markets and received the quotes below.
Get the full story at BlueMagnet Interactive
Article location: http://hotelmarketing.com/index.php/content/article/is_tripadvisors_tripconnect_worth_the_investment_for_independent_hotels
Total revenue passenger kilometers (RPKs) rose 6.6% compared to October 2012, an improvement over the September increase of 5.2%. A capacity increase of 6.5% meant that load factor was virtually flat at 78.9%.
Iata director general and chief executive Tony Tyler said: "October traffic results reinforce expectations for a strong fourth-quarter traffic performance in line with rising business confidence and better economic performance in the major advanced economies.”
He added: "In 2013 the airline industry will carry more than three billion passengers in a year for the first time. And on January 1, 2014, we will celebrate a century of scheduled commercial aviation.
Get the full story at Travel Weekly UK
Article location: http://hotelmarketing.com/index.php/content/article/air_travel_maintains_growth_as_global_economies_pick_up
Against this backdrop, hotels are currently trying to come up with solutions that address customer and user experience (UX) issues. Creating an unambiguous cross-channel experience is of paramount importance, both from a customer experiencne and UX standpoint, argues Stan Kreydin, Senior Vice President and Chief Technology officer for hospitality company Wyndham Exchange & Rentals. “Where possible, we want our customers to have a similar experience with our products via self-service channels such as the web as they do with our contact centre agents for our assisted service channels,” he says.
Where the firm syndicates products to channel partners, Kreydin argues for the importance of a consistent operating platform. “In doing this, we create an ERP-like open systems-based platform that channels legacy information in near-real-time with contextual pricing and business logic by channel,” he says.
Kim Walker, Senior Vice President and Creative Director of Morgans Hotel Group agrees that the main objective of the group is to create a consistent experience that translates the culture of hotels to a digital platform.
“The experience guests have with hotel staff is engaging and streamlined, and we made it a top priority for consumers to feel the same way when interacting with our website,” she says. With the new site guests can make reservations in four clicks or less, tour the city they’re visiting with a curated Google Map outlining the top locations, and access an Instagram feed populated with photos from guests staying at the property.
Get the full story at EyeForTravel
Article location: http://hotelmarketing.com/index.php/content/article/three_hotel_brands_talk_raising_the_bar_in_a_multi_channel_world1
Posting new, unique content regularly on your site is not enough. Each day there are around 92,000 new articles posted on the internet. Smaller businesses won't be able to compete based on sheer volume. So how can a site differentiate itself in this market?
This is where the development of a content strategy can come into play. It's extremely helpful to understand a company's unique value proposition, and if the company doesn't have one, to understand where the opportunities are in the space to create one. For B2C companies, it can be identifying the company's existing target audience and promoting the brand as an advocate for a particular lifestyle. For B2B companies, it is often times about positioning your brand to be the ultimate authority or source of knowledge in a specific industry/niche.
When developing a content strategy, it's important to evaluate the product that the business sells. Evaluating a product doesn't mean identifying the features or solely understanding the benefits of the product. It actually means understanding the marketability of the product. For instance, is the product a "think" product or a "feel" product? Does the product require high involvement or low involvement from the consumer? Using the FCB grid developed by Richard Vaughn is a useful tactic.
Get the full story at Moz
Article location: http://hotelmarketing.com/index.php/content/article/the_future_of_content_upcoming_trends_in_2014
The product: If I'm going to pay $4 for a cup of coffee, it better be good, damn good. Lesson one - if you're main product is crappy nothing else matters and no amount of marketing will be able to save you. Go big or go home. Your market is too crowded for any new offering that is mediocre.
The Value-Add: You come for coffee and wi-fi. What you get is Google-fast Wifi and a personalized content and commerce portal. As Starbuck's intended - it feels luxurious - affordably luxurious. You received what you expected but your expectations were exceeded by everything from the technical and content infrastructure.
Regardless of your product or whether you primary sales tool is a website or office space. How are you bridging commerce with content that helps you sell and differentiates you.
Get the full story at Lynton
Read also "How Starbucks Attracts Holiday Shoppers" at 24/7 Wall St.
Article location: http://hotelmarketing.com/index.php/content/article/how_starbucks_combines_content_commerce_and_coffee
“Our number one commitment is to our hotel clients,” said Ges Doran, senior vice president and managing director, client services for Pegasus Solutions. “It’s not enough to make client support available. You have to ask what the hotelier will be able to fit into his daily workflow, which doesn’t allow room for learning. The Pegasus Academy has been designed to empower our clients with the answers and access they require in a format they prefer – have a question, do a search, get the answer.”
The Pegasus Academy debuted this week on the Pegasus Connect+ client portal at http://www.pegsconnect.com with several presentations on RVNG, the Pegasus central reservations system. RVNG is web-based, easy-to-learn and implement, and enables hotels to deliver consistent availability across all channels.
“In RVNG, rates, availability and hotel information, including images, can be automatically updated everywhere – with the GDS, hundreds of online channels, a hotel’s desktop and mobile sites, as well as with the call center,” added Doran. “It becomes as powerful as the hotelier using it. Training and support have always been made available to our clients, but the Pegasus Academy actually encourages the hotelier to ‘play’ with it on their own terms. The greater exposure and passive demonstration allows first time users to ‘get it’ faster, and other users to continually hone their skills.”
Related Link: Pegasus Solutions
Article location: http://hotelmarketing.com/index.php/content/article/pegasus_solutions_launches_the_pegasus_academy
U.S. online travel agencies (OTAs) have long relied on airline tickets as the cornerstone of their business. But sliding air bookings are now forcing OTAs to seek growth elsewhere. According to a new PhoCusWright Global Edition report, OTA air gross bookings are projected to drop 7% in 2013 as air suppliers succeed in driving direct bookings via online and mobile channels. Hotel and lodging, not air, is now the segment driving OTA growth.
"OTAs have focused on building their more profitable hotel businesses as they have watched air bookings fizzle, and these investments are paying off," says Lorraine Sileo, senior vice president, research. "Hotels are pushing to drive direct bookings, but the OTAs' aggressive marketing tactics – paired with a distinct advantage in mobile hotel bookings – will keep hotels' and OTAs' share of online bookings steady through 2015."
Lodging is the only U.S. travel segment projected to grow online bookings by double digits in both 2012 and 2013. OTA hotel bookings will grow slightly faster than supplier-direct bookings through 2013, when hotel will surpass air to become the largest OTA segment.
Get the full story at PhoCusWright
Article location: http://hotelmarketing.com/index.php/content/article/ota_air_bookings_drop_7_in_2013_as_airlines_succeed_in_driving_direct_booki
The results from Q3 of 2013 demonstrate a tremendous and continual shift from desktop to mobile and tablet devices. Across HeBS Digital’s hotel client portfolio, consisting of thousands of hotel properties, we saw this shift occur in every data category.
The most notable developments in Q3 2013:
- Over 35% of web visitors and nearly 32% of page views were generated from non-desktop devices (mobile and tablet).
- Over 12% of bookings, roomnights and revenue came from tablets and mobile devices (not including voice reservations originating from the mobile websites of our clients).
- Tablets generated 210% more roomnights and 603% more revenue than “pure” mobile devices.
- The iPad outperformed all other tablet devices and was responsible for 88.2% of page views and nearly 97% of tablet revenue.
Get the full story at HeBS Digital's blog
Article location: http://hotelmarketing.com/index.php/content/article/shift_in_hotel_bookings_from_desktop_to_mobile_accelerates
The survey by Brussels-based UAI is based on responses from individuals representing about 830 international associations based all over the world. The survey was sent out to all international organizations listed in the UIA’s Yearbook of International Organizations that have meetings. The Yearbook lists around 66,000 non-government and intergovernmental associations from 300 countries that have international membership.
Here is a snapshot of the respondents’ meeting preferences and challenges.
Meetings are Locally Run: The bulk of international association meetings are planned by national members from the host country. About 21 percent are run by association staff without a professional meeting department, while 19 percent are managed by an in-house meeting planning department. Further, 15 percent are run by a local PCO in the host city, while another 10 percent of organizations retain a core PCO to manage all their meetings wherever they are held.
Site Selection Decisions: There is no predominant theme when it comes to who is doing the site selection. About 38 percent of respondents said the decision is made by meeting committees or councils, while 29 percent said the decision rests with the association executive. Roughly 26 percent indicated that site selection is done by a general assembly.
Get the full story at Meetings Net
Article location: http://hotelmarketing.com/index.php/content/article/12_trends_in_international_association_meetings
As mobile continues to grow, retailers will need to preemptively react to consumers’ needs, according to industry experts who participated in a Mobile Commerce Daily webinar yesterday.
During the “Mobile Commerce Outlook 2014: Up, Down or Flat?” webinar, executives from HotelTonight, Bib & Tuck, DDB Chicago and Zoove discussed the biggest lessons learned in 2013 and what merchants can expect from mobile in the year ahead. Merchants should anticipate that consumer expectations with mobile to build to the point where marketers offer relevant information without a consumer having to ask for it.
“It’s this notion of retailers becoming more context aware, whether through explicit signals or through implicit signals,” said Jared Simon, chief operating officer of HotelTonight, San Francisco. “The best retailers in mobile are going to know what a user wants before they say it. Whether it’s making a hotel reservation after a flight delay.
Get the full story at Mobile Commerce Daily
Article location: http://hotelmarketing.com/index.php/content/article/how_hoteltonight_uses_predictive_marketing_to_meet_mobile_needs
Facebook is tops among mobile users, at least based on the results of a recent survey.
In a report released Wednesday, research firm Consumer Intelligence Research Partners asked mobile phone users for the names of the three apps they use most frequently. Facebook scored the top spot, ranked by 45 percent of those polled. Twitter came in second at 13 percent, followed by Candy Crush at 11 percent.
"Facebook just dominates mobile phones, in terms of most frequent use, not just downloads," CIRP partner and co-founder Mike Levin said in a statement. "For most other apps, including some well-known ones like YouTube and Pandora, fewer than 10 percent of phone buyers included them among the most frequently used."
Get the full story at CNET News
Read also "Travel is main theme among Facebook posts"
Article location: http://hotelmarketing.com/index.php/content/article/facebook_dominates_mobile_phones_in_downloads_and_most_frequent_use
Twitter has just announced the launch of Tailored Audiences, their retargeting advertising product. The social network will work alongside partner companies to offer advertisers access to targeting data from sources external to Twitter.
In the announcement, Twitter said, "After testing this for several months, today we are announcing the global availability of tailored audiences-a new way for advertisers to define your own groups of existing and potential customers, and connect with them on Twitter with relevant messages."
Retargeting allows advertisers deeper insight into consumers' behavior, enabling more specific targeting and messaging. It's a way for advertisers to get back in front of people who have expressed some interest in the brand or a related topic.
Advertisers have had access to retargeting through Google's DoubleClick, Facebook and other networks. However, Twitter's social offering is interesting, given the seamless placement of Promoted Tweets in the tweet stream.
Get the full story at Search Engine Watch and Twitter
Read also "3 Ways Marketers Can #Win With Twitter’s New Tailored Audiences" at Marketing Land and "Twitter Tips Its International Strategy" at AllThingsD
Article location: http://hotelmarketing.com/index.php/content/article/twitter_launches_retargeting_product
Currently in its fifth year and offered in conjunction with The Cornell University School of Hotel Administration, the scholarship is designed to help increase professional development opportunities in the field of revenue management. Under the second round of the program, six hospitality professionals were awarded scholarships based on their demonstrated revenue management expertise and career aspirations.
“Each year, we look for revenue management professionals across the globe who display excellence in the field of revenue management,” said Brian Sterrett, Vice President, Global Sales, IDeaS. “IDeaS is thrilled to work alongside Cornell and provide scholarships that help deepen skills and capabilities in hospitality pricing and revenue management.”
Winners of the second and final round of the 2013 IDeaS Cornell Revenue Management Scholarship include:
Certificate in Hotel Revenue Management -
- Benjamin Chan, Area Revenue Analyst – New York, Viceroy Hotel Group, New York, N.Y.
- Pankaj Dhoundiyal, Duty Manager – Front Office, Fairmont Hotels & Resorts, Jaipur, India
- Robert Horsfield, Revenue Coordinator, Hyatt Regency London – The Churchill, London, U.K.
Certificate in Advanced Hospitality Revenue Management -
- Abhay Bishnoi, Revenue Analysis Executive, Jumeirah Group, Dubai, UAE
- Saskia Maren Hoffman, Revenue Analyst, Park Hyatt Hamburg, Hamburg, Germany
- Jerome Joaquin, Revenue Manager, Hotel Brandwood, Glendale, Calif.
“This program will help broaden my revenue management expertise and provide me with additional tools and techniques for improving our culture of revenue management,” said Chan. “I am grateful for the opportunity and will use it to gain invaluable knowledge that is both essential and supportive to my growth.”
Supported by IDeaS and Cornell, the IDeaS Cornell Revenue Management Scholarship offers hospitality professionals worldwide the opportunity to gain online revenue management certifications from eCornell. Throughout the year, 12 scholarships are awarded that provide recipients paid registration to the Certificate in Hotel Revenue Management and the Certificate in Advanced Hospitality Revenue Management: Pricing and Demand Strategies.
“Winning this scholarship has already increased my confidence in the field of revenue management, and this course will only deepen my vision for more strategic revenue approaches,” said Dhoundiyal. “I am positive that the scholarship will enhance my ability to put both traditional and modern revenue management practices to work within my organization.”
Recipients of the spring scholarship, announced in August, received paid registration to five eCornell courses leading to an eCornell certificate. Additional information about the program including past scholarship winners are highlighted at http://www.ideas.com/scholarship.
Related Link: Ideas
Article location: http://hotelmarketing.com/index.php/content/article/ideas_announces_final_round_of_2013_ideas_cornell_revenue_management_schola
The sessions generated significant interest among the travel industry with a ‘standing room only’ turnout.
Agoda, GTA and Ostrovok - all part of the eRevMax Channel Ecosystem - delivered relevant presentations to hoteliers looking for superior connectivity, new distribution markets and updates on new technology developments.
“TigerTime by eRevMax was the perfect platform for us to present our value proposition to a varied set of attendees. It helped us showcase how hoteliers can benefit from our advanced XML connectivity and how they can reach out to our diverse client base. Apart from being a great branding exercise, this platform put us directly in touch with key decision makers who can understand the value of our offerings and with whom we can take our business forward,” said Pavel Babenko, Director for International Markets, Ostrovok.
Get the full story at eRevMax
Article location: http://hotelmarketing.com/index.php/content/article/tigertime_by_erevmax_turned_out_to_be_a_hit_with_hoteliers_and_otas
We all dream of a sun-kissed holiday or the chance to escape to interesting foreign climes – especially at this time of year, when the British winter is clouding the horizon. But, according to new research, travel also dominates our lives when it comes to social media and keeping in touch with friends and contacts online.
A study by Facebook into the habits of users who have been on holiday in the last 12 months has found that travel is the dominant theme among posts and updates.
The social-media behemoth looked at the activity of 3000 regular users, and found that 42 per cent of stories on their timelines were tied in to travel – whether photographs uploaded on their last jaunt overseas, or simple day-dreaming about the need to get away.
Get the full story at The Daily Mail
Read also "Luxury travel professionals name Facebook top social network" at Yahoo! Travel and "Wooing travel industry will be Facebook’s key focus in 2014"
Article location: http://hotelmarketing.com/index.php/content/article/travel_is_the_main_theme_among_facebook_posts
Marriott International was the top performing hotel with an average score of 83%. Accor came second with 78% while Starwood Hotels was third with just 68%. The overall average among all eight hotels was 64%.
The report follows Qubit’s website analysis framework, which looks at elements of the purchase journey, personalisation and mobile. This post summarise the results of the purchase journey, which Qubit refers to as ‘Find’, ‘Choose’ and ‘Buy’.
Get the full story at Econsultancyand Qubit (free registration)
Article location: http://hotelmarketing.com/index.php/content/article/marriott_edges_out_accor_and_starwood_in_hotel_site_ux_survey
A specialist in payment and expenses for business travel, AirPlus makes its predictions in a new travel industry white paper entitled Business Travel 2060.
Futuristic hotel rooms, driverless cars, virtual technology that will 'erode the presumption that face-to-face contacts are essential to do business, and the shifts in economic power, especially when related to the BRICS (Brazil, Russia, India, China and South Africa) countries, will drive international travel to and from these nations.
Demand for business travel is set to grow over the coming decades, but the dividing lines between modes of travel will become increasingly blurred as transport systems become more integrated.
To download a copy of Business Travel 2060 at AirPlus (free registration)
Article location: http://hotelmarketing.com/index.php/content/article/airplus_white_paper_looks_at_business_travel_in_2060
Don't expect to find a front desk when you walk into an EVEN Hotel, a new wellness-oriented brand set to debut next year.
Guests will instead be directed to a "Well-ness Island," where an employee will hand them either cool or heated hand towels, depending on the season. They'll also get a cup of water with a slice of lemon or lime to sip. When checking in, they can forgo the traditional room key card for a bracelet that serves the same function, which they can wear while running.
Near the island, somewhere off the lobby, guests will see a 1,200-square-foot or more athletic studio covered in frosted glass so they can run and lift weights without worrying that they're putting on a show. It will be divided into three zones for cardio, strength training and mat exercises.
Get the full story at USA Today
Article location: http://hotelmarketing.com/index.php/content/article/a_look_at_ihgs_new_even_wellness_hotels
"Survey fatigue" has been a concern among researchers for a long time. If people stop taking surveys, it could really hamper the quality of the data many rely on to make important business decisions. Response rates have been falling fast for many forms of research. According to Pew Research Center, their response rates have fallen from about 36 percent in 1997 to 11 percent in 2013.
The hospitality industry is hungrier for feedback than most. It relies on guest surveys to understand what is going well and what can be improved. It also needs positive online reviews on websites like TripAdvisor to influence booking choices. Significant survey fatigue would be devastating if it hit hospitality.
Fortunately, there is plenty hospitality can do to prevent survey response rates from dropping into the doldrums. To begin with, hotels, restaurants and travel experiences in general are things people like to talk about. A well-managed feedback program can generate participation rates that are consistently high.
Get the full story at Market Metrix (free registration)
Article location: http://hotelmarketing.com/index.php/content/article/beating_survey_fatigue_in_the_hospitality_industry
Hotels, which were grouped with holiday and travel companies in the Index, placed in the middle of the pack, behind supermarkets – which topped the Index with a rating 32% above the average – banks, mobile service providers, entertainment companies, smartphone makers and ISPs. To create the Index, more than 1,000 UK consumers were asked to rate businesses they deal with from various sectors based on their communications, with their scores representing levels of familiarity ranging from ‘treats me like a total stranger’ to ‘knows me like a close friend’.
Although hotels and related businesses were rated 5% above the average, for a sector with a number of loyalty schemes and other ways of gathering insight into their customers, this is still a surprisingly low score. The hotel business should, after all, be about knowing your customers and being able to demonstrate that to them.
Infrequency of transactions can be seen as a major obstacle to hotels building the long-lasting, loyal relationships that would attract higher ratings from consumers, as they have fewer chances to gather customer information that can be used to target and tailor marketing communications.
Get the full story at UK's Hotel Industry Magazine
Read also "Customer intimacy, meet operational excellence" at Harvard Business Review
Article location: http://hotelmarketing.com/index.php/content/article/hotels_need_to_improve_customer_intimacy
In the third quarter (Q3) 2013, online channels which include Online Travel Agents (OTAs) and hotel websites (Brand.com) continued to experience the most growth in hotel bookings, according to data from the TravelClick North American Distribution Review (NADR; Fourth Quarter 2013). The NADR aggregates hotel bookings by channel for the transient segment (individual leisure and business travelers).
The OTA channel experienced the largest jump in bookings, with a 13.6 percent increase in the third quarter compared to last year. Brand.com, increased year-over-year by 5.3 percent. The GDS (Global Distribution System, used by travel agents) grew 3.7 percent. Hotel Direct (calls right to the property and walk-in customers) remained flat (-0.2 percent) and calls to a hotel’s 800-number, the CRO channel, decreased -5.5 percent.
Average daily rates (ADR) in Q3 across all channels grew 3.6 percent compared to last year. The OTA channel had the highest ADR growth with an increase of 8.0 percent. Additional channels that showed growth include: Hotel Direct, up 4.1 percent; GDS up 2.5 percent; CRO up by 3.8 percent and Brand.com up 2.5 percent.
In Q4, OTA ADR is currently tracking ahead by 7.1 percent. ADR for the fourth quarter is also growing for the other channels, up 2.4 percent for the CRO channel, 5.6 percent for the hotel direct channel, 2.6 percent for the GDS channel, and 1.7 percent for Brand.com.
Get the full story at TravelClick
Article location: http://hotelmarketing.com/index.php/content/article/otas_continue_to_gain_market_share_in_online_hotel_bookings
Baidu-backed Chinese online travel agency Qunar sees mobile travel bookings as a crucial part of its strategy to keep grabbing market share and remain China's most-visited online travel website.
Qunar - the name means "Where are you going?" in Chinese - is 61% owned by Baidu (BIDU), China's No. 1 search engine.
Jenna Qian, deputy general manager of Beijing-based Qunar Cayman Islands (QUNR), told IBD that Qunar, which raised $167 million in a Nasdaq IPO on Nov. 1, wants to provide China's most comprehensive product so consumers can do both search and bookings "at their fingertips." Qian says that, as in the U.S., China's travel bookings are migrating from PCs to mobile devices.
Get the full story at Investor's Business Daily
Article location: http://hotelmarketing.com/index.php/content/article/chinas_qunar_looks_to_mobile_to_hone_strategic_edge
Based in New York, Tablet was founded by Laurent Vernhes and Michael Davis in the year 2000, and has grown to offer some 2,000 handpicked boutique and luxury hotels in more than 100 countries. Tablet focuses on quality rather than quantity, presenting "only the hotels that matter" — each Tablet hotel is scrutinized by Tablet correspondents to ensure that the guest experience is first-rate.
"Tablet is the 'happy pill,' the cure for boring travel; while Tu Bo, literally 'a stop during the trip,' aims to be a trustworthy hotel 'Bo Le' (an ancient Chinese expert famous for identifying extraordinary horses) for demanding modern travelers, saving guests the time and trouble of undertaking their own research," says Tablet co-founder Laurent Vernhes.
Originally from Paris, Mr. Vernhes spent 7 years living and working in Hong Kong and Southeast Asia during the '90s, and through this experience, developed a great appreciation for many facets of Chinese culture. "China has always been one of the most fascinating destinations for Tablet's hotel selection, and today China has some of the best hotels in the world. Thousands of Westerners have booked their stays in China through Tablet — in fact, Tablet's first-ever booking was for a hotel in Shanghai."
Bringing Tablet to China has always been a dream for Mr. Vernhes.
"Chinese travelers have become very sophisticated, ready to step out of the comfort zone of traditional hotel chains. If Tablet is going to be the global 'Bo Le' of unique hotel experiences, it's time to share this expertise and our excellent service with Chinese travelers."
Featuring expertly chosen hotels, the lowest available rates, an easy-to-use reservation process and concierge-grade customer service, Tablet is more than a hotel booking site. From its design to its hotel descriptions, from its online magazine to its travel guides (curated by Tablet users themselves), Tablet has made quality content its core value. This approach remains constant even as Tablet expands into its ninth language. "Tablet China is much more than a translation of a foreign site. We hired top-flight Chinese people who have a global perspective, to make Tablet China their own – from recommendations to customer service," says Mr. Vernhes.
Related Link: TabletHotels.com
Article location: http://hotelmarketing.com/index.php/content/article/tablethotels.com_launches_in_china
Booming economy – check; Growing middle class – check; High levels of disposable income – check; Big spenders abroad – check. Over the last few years, China has been heralded to an undisputed No. 1 spot as the fastest growing tourism source market in the world. As Chinese travel more and widen their travel compass, the hospitality industry globally has needed to adapt and ensure their operations are China friendly to benefit from this surge in visitation. While some hoteliers have done their bit, most need a strategic roadmap and an innovative plan that goes beyond offering dim sums and congee in the breakfast buffet.
An economic boom coupled with a fast growing middle class and an exponential rise in the number of millionaires, has fuelled the fire amongst the Chinese population to explore the world. International travel volume has grown rapidly over the past two decades and the country's outbound travel market has overtaken US, Germany and UK to become the fastest growing in the world. And not only has China become the darling of the travel market, the Chinese are spending more per trip. According to World Tourism Organisation, in 2012, 83 million mainland Chinese spent USD 102 billion abroad. What is most fascinating is given the size of China's population the market size is still modest. So far bulk of the travel has originated from only two of China's cities - Beijing and Shanghai. One can only imagine the unprecedented growth that can be expected with other major cities joining forces to travel abroad.
Historically, the largest number of trips made by the Chinese has been to mainland and greater Chinese regions. In the last 4 years however significant growth is witnessed to other regions including USA, Russia, Europe, Latin America and Africa. Today most hotels globally would count the Chinese Geographic segmentation as a statistically significant source market.
Whilst a lot of hoteliers have done their bit, others have been slow to recognise just what they need to do to capitalise on the opportunities offered by these new guests. On the other hand, luxury goods players like Louis Vuitton and Tiffany's have been on top of this game for years. Step into any Tiffany or Louis Vuitton flagship store and you are bound to be welcomed by Mandarin speaking staff or be provided a host who shadows your entire shopping experience.
From a hotel perspective, bombarded with so many alien stimulations, a lot of Chinese travellers yearn for a taste of home while abroad and some brands like Starwood and Accor have responded – at least regionally. From an assorted tea selection in room to translated menu's as well as numerous Chinese-speaking staff equipped to handle the spikes of tour-bus traffic, a lot of chains have some form of China ready compliance kit that is implemented. However, it is not enough to package this geographic segment as an Emerging market and view it as a buffer for loss of business from US and Europe. Employing Mandarin-speaking staff to offering seamless shopping holidays to typical Chinese meals is just the beginning. When do the Chinese guests travel? How do they book their holidays? Do they really travel in groups? What is the significance of your hotel name in Chinese? What colours, numbers are lucky? What is more aspirational a cultural discovery a spa treatment or shopping? Does the hotel brand universally accept Union Pay?
Going forward, it is all going to be about continuing to focus on a hotel brand's ability to connect with customers in China. A large component of this can be further strengthened by connecting with the younger Chinese via online marketing efforts because the role of the Internet is far more important in China than it is in other markets. What companies need to work out are subtle ways to gain a reputation as a Chinese-friendly operation that enables hotels to make a "nice to have" service a competitive value proposition based on a deep understanding of cultural nuances. Your hotel needs a real change that breaks the cycle founded in stereotypes.
Get the full story at Bridge-over Group
Article location: http://hotelmarketing.com/index.php/content/article/is_your_hotel_positioned_right_to_woo_the_chinese_traveler_in_2014
Of the initiative which was announced in November, Piper Stevens, director of social media, Loews Hotels & Resorts, says: “As part of the broader Loews Hotels Social Media strategy, we wanted to actively engage guests and potential guests in a social manner during the booking stage of the travel continuum.”
Having witnessed a consistent number of tweets about reservations being submitted to @Loews_Hotels, Stevens observed that there was an opportunity to directly connect consumers with travel planners at the Loews reservation centre in Nashville, Tennessee.
“Twitter seemed like the natural choice because of the nature of conversations that take place in the network,” says Stevens, “and we felt that we could assume conversations that were very similar to the offline exchanges that take place at our reservation centre”.
Get the full story at EyeForTravel
Read also "Loews Hotels launches Twitter hotel booking tool"
Article location: http://hotelmarketing.com/index.php/content/article/why_loews_hotels_choose_twitter_to_drive_direct_bookings
With the increased focus on the next generation of travelers, brands are giving owners much more flexibility with design packages, especially over the last few years, said Amy Hulbert, managing director of design at Best Western International.
"Millennials are looking for something unique. They’re reading TripAdvisor. They’re online looking at pictures. They’re looking for something that makes the hotel special. They want to post a picture of it on Facebook and say, ‘Look what I saw,’ at such and such property,” she said. “… We do have design guidelines, but they’re written in a way that allows for flexibility in terms of the aesthetics so hotels can become very regionally appropriate. We want it to make sense to the guest, but we are interested in pushing the envelope.”
Hulbert cited several examples of Best Western properties that have pushed the envelope from a design perspective. The Best Western Music Capital Inn in Branson, Missouri, repurposed a drum set as a light fixture in the lobby. The Best Western Plus Intercourse Village Inn, located in Pennsylvania’s Amish country, went through a top to bottom renovation incorporating a post and beam barn design at the lobby entrance.
Get the full story at HotelNewsNow
Article location: http://hotelmarketing.com/index.php/content/article/millennials_are_looking_for_something_unique_in_hotels
Market research firm PhoCusWright projects that by 2014, 20 percent of hotel bookings will be made by tablet and mobile phones. Projections like this make the flash travel app a hot market, and 2013 has been their year. Pioneering U.S. brands like Hotel Tonight offer last-minute deals on hotel rooms that have attracted millions of mobile users, and nearly $50 million in venture capital. In Europe, flash travel app providers like Hot Hotels and Blink are fighting to capitalize on the lure of last-minute travel in the attraction-dense landscape of the Continent. Just around the globe, Hotel Quickly, flush with Hong Kong venture capital, is staking out South East Asia, perhaps the most mobile-friendly, smart-phone-drenched market in the world. Clearly, as the world changes, the way we travel through it is also transforming.
As flash travelers seize the deals found by living without reservations, the traditional hotel industry trembles. True, vacant rooms are the bane of the business, and dumping them off on third-party providers like Hotel Tonight is providential. But selling them off cheap might be a way of selling tomorrow, too. In the worst-case scenario, the dim future of the hotel industry is one where reservations are a fond memory.
Wary of missing last-minute bargains, more travelers have stopped booking ahead. Like an army of barbarians armed with smartphones, they lay siege to hotels by waiting until the last minute to book. Brand loyalty will disappear as users chase whatever hotel offers the best bargains. Hotels will be chaos, and hospitality will suffer as reservations, the predictive indicator of service needs, becomes irrelevant. In this future, the atomized blast of flash travel ushers in a dark, wasted landscape of withering hospitality, played out on the bleak tundra of a crumbling industry model.
Get the full story at Newsweek
Article location: http://hotelmarketing.com/index.php/content/article/flash_travelers_seize_the_deals_found_by_living_without_hotel_reservations
However, Yahoo said much of this information was confusing to customers, who are further frustrated by the inability to research and book holidays with travel companies using multiple screens, including mobiles, tablets and PCs.
Yahoo! senior director of international research Laura Chaibi said only about 10 travel brands have the capability to keep track of customers who choose to visit their sites from several different screens and, because of a lack of unity between the different platforms, users are often not able to find the same content when they switch screens.
"The most fundamental thing that came out of our research is that consumers want travel brands to up their game," said Chaibi.
Get the full story at Travelmole
Article location: http://hotelmarketing.com/index.php/content/article/travel_firms_fail_to_inspire_holidaymakers
CNN.com recently ran a headline declaring, “The travel agent is dying, but it’s not dead yet.” The report based part of that inference on a single metric that is frequently used to measure the health of the agent channel: ARC’s number of agency locations.
According to Shelly Younger, manager of settlement services for ARC, that number has dwindled to 13,000 from a peak of 46,000 in the early 1980s. It began falling in the mid-’90s, when airlines capped and then cut the commissions that had been the foundation of the retail travel model.
But in fact, using ARC data to measure the number of agencies is no longer even close to accurate because it represents only those agencies that sell airline tickets under their own ARC accreditation.
Because agency business models have evolved rapidly in the last two decades, the drop actually better reflects two other trends: A lot fewer agencies are selling air, and many of those that are selling air are using the ARC accreditation of a host or partner agency.
Get the full story at Travel Weekly
Article location: http://hotelmarketing.com/index.php/content/article/how_many_travel_agents_are_there
TripAdvisor studies show that this sticker is a great way to draw in travelers who use the world’s largest travel site. 75% of TripAdvisor members surveyed say they are more likely to patronize a business with a TripAdvisor endorsement on display.
If you buy into these studies, you can now start attracting even more TripAdvisor travelers by adding TripAdvisors Virtual Sticker to your website. Simply visit tripadvisor.com/widgets, add your property name, and choose “Link to TripAdvisor”. Then select the “Virtual Sticker” to add it to your website.
Just bear in mind, by clicking on that sticker your website visitors are off to TripAdvisor where they are invited to check your prices on OTA sites, learn more about other properties in your destination and lots of other content that potentially keeps them away from eventually returning to your website and converting that booking.
Article location: http://hotelmarketing.com/index.php/content/article/tripadvisor_stickers_go_digital
Franchises and chains pose unique challenges for marketing and customer care alike, and thus for social media community managers. Even with centralized reservation and CRM systems, social media inevitably becomes a major component of customer care. While an individual customer care or community manager can help broker a resolution for a customer, they are limited in what they can do - they can't just call over to the floor managers and say, "hop to!"
Hilton Hotels has faced this challenge in a similar way to other brands: with a main corporate presence and a separate customer care account on Twitter that quickly takes issues offline. Where the brand has created a success story - something that goes beyond the quotidian - is with their social media version of a concierge service, @hiltonsuggests.
Using social listening tools, the team is able to identify tweets that indicate a search for information in cities where the Hilton has hotels. Thus, someone might post a question like, "Where to go on a Saturday night in Manchester? HELP!!!" That query can then be channeled to an employee in that city who might answer (as one actually did to the above tweet), "would be happy to help, looking for clubs? cocktails? chilled out pubs? Will there be a few of you? #manchester."
Get the full story at Social Media Today
Article location: http://hotelmarketing.com/index.php/content/article/hilton_on_its_social_media_version_of_a_concierge_service
Could it be that following the Age of Industrialization, we have entered into the Age of Impersonalization? How many times have you been a victim of "statistics" and not viewed on your individual merits? For example, did you pay premium rates for car insurance or health insurance just because you were a certain age or gender? Or was a loan denied despite an excellent credit history because "statistics" indicated you were a poor risk? And have you ever felt the frustration of trying to reach a "live" person to resolve a dispute or just to ask a question? And you went round and round in circles by pressing various numbers on your phone, without having an option for your particular issue, just to end up where you started?
Our customers and guests in hotels are no different. They want to know that their business is valued, that they are heard and that they have access to someone who will listen and respond to their particular situations.
The new generation of hotel sales staff was raised on text messaging, instant messaging, and video games. They do their buying online and are adept at condensing conversations to 140 characters in a Tweet, not to mention throwing grammar and sentence construction out the window.
Get the full story at Hospitality.Net
Article location: http://hotelmarketing.com/index.php/content/article/hotels_need_to_combine_technology_with_excellent_sales_habits
TravelClick, a global provider of innovative cloud-based solutions that enable hotels to grow revenue, won more than 70 awards in 2013 for website design and media in hotel and lodging categories from organizations including the Interactive Media Awards, Travel Weekly Magellan Awards, The W3 Awards, Web Marketing Association’s WebAwards and Mobile WebAwards. Most recently, TravelClick and its hotel clients took home four gold, four silver, and three bronze titles at the HSMAI Adrian Awards, along with two integrated marketing campaign awards.
“We are proud that TravelClick and our hotel partners have been recognized once again for our web designs,” said Jason Ewell, Executive Vice President, Business Intelligence, Media and Web Solutions for TravelClick. “It is great to be honored by so many global organizations for developing high impact websites and media campaigns that help drive revenue for our customers.”
Get the full story at TravelClick
Article location: http://hotelmarketing.com/index.php/content/article/travelclick_takes_home_the_most_hotel_website_design_awards
In recent months the social network’s EMEA division has gradually been reorganising its sales teams to work with advertisers on a vertical, rather the country-based level. It has been recruiting for travel sales representatives in particular as it is looking to bring spend from the sector more in line with its biggest spending sectors, such as FMCG and financial.
This week Facebook met with 40 of its top and prospective travel clients to present a study, conducted by research agency Sparkler, that found Facebook appears prominently during the five stages of taking a holiday: dreaming, planning, booking, experiencing and reflecting.
Among the findings, the study claimed more than half (52 per cent) of users said when using Facebook they started dreaming about a holiday even when they did not have one booked and that 95 per cent of people use Facebook for travel related activities prior to going on vacation.
Get the full story at Marketing Week
Article location: http://hotelmarketing.com/index.php/content/article/wooing_travel_industry_will_be_facebooks_key_focus_in_2014
In 2015, Americans will book $39.5 billion worth of reservations on their mobile devices, accounting for 12% of all travel sales, PhoCusWright reported in its annual Online Travel Overview last month.
Those numbers represent more than a fivefold jump from the $6.15 billion in sales and 2% market share that mobile represented in 2012, and they illustrate the growing ubiquity of the smartphone- and tablet-toting traveler.
“The channel is getting a lot of attention from both OTAs [online travel agencies]and suppliers,” PhoCusWright wrote in its 90-page report. “Every serious player in the online travel space is prioritizing mobile technology development and pushing hard for travelers’ attention in the form of traffic, transactions and app downloads.”
Get the full story at Travel Weekly
Article location: http://hotelmarketing.com/index.php/content/article/phocuswright_report_on_mobile_bookings_shows_rapid_growth
The presentation touches upon the following key points:
- An all-new travel landscape where travellers are increasingly connected to each other, and expect brands to be responsive
- The necessity of real-time customer service and the perils of new customer behaviour like “complainvertising”
- The importance of having a quick response team on social media for times of crises
- A look at the future of social business in travel
Get the full presentation at SimpliFlying
Article location: http://hotelmarketing.com/index.php/content/article/how_to_adapt_to_the_connected_traveler_and_drive_results
Bedbank.com has relaunched with a new focus on luxury accomodation and integrated transfers with Transfers4Travel.
The Vertical Group-owned hotel booking site now has faster search, improved content and the facility to personalise and forward accommodation information and quotes to the customer.
The site, which has the new strapline 'luxury accommodation and transfers worldwide', will contain only four and five star hotels, villas and apartments with bookable upgrades and transfers.
Get the full story at Travel Weekly UK and Bedbank
Article location: http://hotelmarketing.com/index.php/content/article/bedbank.com_relaunches_with_focus_on_luxury_accommdation
Although hotel brands are fully capable of explaining the assets of a property to consumers, travelers are often wary of taking advice directly from the company that stands to benefit from giving that advice. Consequently, leveraging bloggers can help brands achieve a tone of authenticity that may resonate with consumers, while reaching larger pockets of consumers.
“There’s a large gray area these days when looking at writers and bloggers,” said Damon M. Banks, director of DMB Public Relations, New York. ”There are a number of writers who maintain some level of a blog as a way to further explore their areas of interest, while also writing for a number of magazines and online outlets.
“There are a handful of these expert bloggers out there who can be very beneficial to hotels as they can provide a look at the hotel to their audience,” he said. “In these cases, most hotel representatives know the bloggers who can bring them some level of promotion, and can focus on collaborating with these few individuals.
Get the full story at Luxury Daily
Article location: http://hotelmarketing.com/index.php/content/article/luxury_hotels_look_to_bloggers_for_measure_of_authenticity
During a recent Eye For Travel webinar, representatives from top consumer travel sites said investing in mobile apps may soon be a fundamental course of action across the travel industry.
At TripAdvisor, which by its own estimate is the world’s biggest travel site, 15% of revenue now comes from mobile, said Rory Kenny, director of mobile partnerships for EMEA.
“What mobile and tablets have done to reshape our business is to open up the inspiration and on-the-trip parts of the trip,” said Kenny, who noted that TripAdvisor’s desktop sites now attract 260 million unique visitors annually.
Get the full story at Travel Market Report
Article location: http://hotelmarketing.com/index.php/content/article/go_mobile_now_say_consumer_tech_experts
The Hotel Industry Social Media Monitor Survey 2013 is now open. This is the third year of RateGain’s collaboration in the survey which provides a comprehensive view of where hotels are in the development and implementation of their social media activities. Participants are offered the opportunity to benchmark their progress alongside the rest of the hospitality industry.
Participation is invited from all those who are involved in social media in hospitality, at unit and brand level, plus the agencies that manage social media programmes on behalf of a hospitality company. The survey is open until mid-December and results will be available in early 2014. To participate, please visit http://www.surveymonkey.com.
Face Marketing is an innovative relationship management company offering community management, lead generation and content sourcing and creation for hospitality and travel companies.
Revenue by Design is a leading provider of training and coaching in hotel revenue management, distribution and digital marketing.
Related Link: RateGain
Article location: http://hotelmarketing.com/index.php/content/article/revenue_by_design_rategain_and_face_marketing_join_forces
eRevMax, the leader in hotel online distribution and channel management solutions, has unveiled an infographic to assist property owners around the world to know about the latest technology trends topping the charts this season.
One of the current trends listed by eRevMax deals with device and entertainment autonomy. A SmartBrief poll showed that 45% of hotel guests travel with two devices and 40% with three or more. Thus, ensuring guests have electronics (adequate and easy-to-reach plugs, bandwidth capabilities) and ergonomic support (seating and surfaces) becomes essential for hotels.
Another important tip by the hotel solutions provider is to leverage the billboard effect, defined as the increase in offline bookings of a property when it is listed with an Online Travel Agency (OTA). An experiment conducted by Cornell University observed that one of the participant hotels experienced an impressive 14% increase in direct bookings when it contracted with an OTA. Besides, Average Daily Rate (ADR) increased by 1.5% during OTA listing of the same property.
Accordingly to the infographic, 38% of the guests reported that Wi-Fi was the priority factor while booking a hotel. Also, a whopping 85% of travellers said they wanted access to free Wi-Fi in hotels. eRevMax suggests hoteliers to provide the service for free to guests who enroll for their select programs, for starters. Such services may be made exclusive for gold and platinum level members or accessible in lobbies of full-service properties.
These are important insights for property owners and serve as helpful reminder to get thinking about what is important to guests who want to stay connected virtually.
View the infographic at eRevMax
Article location: http://hotelmarketing.com/index.php/content/article/top_5_trends_in_hotel_technology_according_to_erevmax
1. Urbanisation: Cities are growing at rapid rates, especially in China, with large swathes of a population moving from rural and sometimes basic dwellings to hi-tech urban areas. As a result, some are experiencing the web for the very first time or are now using sites more frequently to buy products and stay connected with friends, family and colleagues.
2. Growth of middle class: The increased level of urbanisation has also created new industries and, in turn, pushed the average income in some countries to previously unseen levels. This emerging middle class has money to spend, not only on homes and household goods but on travel products such as personal leisure trips to domestic and international destinations. Many of these people are also finding themselves on business trips for the first time as home-grown industries expand overseas and into new markets or global businesses set up operations in countries around the Asia-Pacific region.
Get the full story at Tnooz
Article location: http://hotelmarketing.com/index.php/content/article/five_macro_trends_shaping_the_travel_industry_in_asia
This "wishlist" was revealed in a survey conducted by Amadeus among 300 agencies during its recent series of workshops, “Shaping the future of travel in China 2013”, held in Beijing, Guangzhou and Shanghai.
The three identified priorities in detail:
- More content: 69% of attendees surveyed ranked “more choices to meet their needs” as the top expectation from their customers. This was ranked higher than low prices and top-quality service delivery.
With travellers becoming increasingly diversified, travelling for a much wider range of reasons and with different requirements for the travel experience, travel agents today need to be able to cater their offerings to these diverse groups.
- Investment in technology: China travel agents identified the top three challenges facing them as: (1) pricing pressure from competitors; (2) costs of running the business; (3) lack of technology to support growth
But 93% of the agents surveyed indicated that technology has the potential to transform their businesses.
- Online sales: Over 90% of the agents in the survey said that online sales were important or very important to their company strategy. However, 48.6% were currently dissatisfied with their companies’ online business strategy.
Get the full story at Web In Travel
Article location: http://hotelmarketing.com/index.php/content/article/travel_agents_in_china_want_more_options_improved_technology
“More than anyone, travelers need mobile tools that make it simple and easy to find and book activities whenever and wherever they are,” CEO Johannes Reck told VentureBeat. “Our mobile apps are designed to help travelers get inspired, review options and purchase tours from their smartphones and are the next step in expanding our U.S. footprint.”
GetYourGuide is a portal that features 23,600 tours, attractions, and activities in over 2,190 destinations around the world. Each listing contains basic information, images, and customer reviews as well checking on availability, booking, and paying online.
A mobile presence is critical for business of all kinds, but it’s particularly critical for the travel industry, which is based entirely on mobility.
Get the full story at VentureBeat
Article location: http://hotelmarketing.com/index.php/content/article/getyourguide_goes_mobile
Scandic estimates that in the first year it will see half a million digital check-outs. In the following year, Scandic expects to see that number double. This is because the service is so simple to use that it gives guests immediate added value, not least since the people of the Nordic region tend to be so mobile literate.
Over the summer, Scandic conducted a pilot project at Scandic Park in Stockholm, where the new mobile check-out solution was evaluated and finetuned. The pilot project was warmly received and now the mobile check-out system is being rolled out at all Scandic's hotels. All that is needed to check out with a smartphone is for the guest's telephone number or email address to be registered at check-in. The night before check-out, guests receive a text message and can check their bill, add purchases from the minibar, update their address details and pay for their stay. The receipt is forwarded by email and the keycard can simply be dropped off at reception on the way out.
"It feels great to be the first to make this move, but the important point is that this is something guests have been waiting for," says Frank Fiskers, Scandic's CEO. "Checking out is seen by many guests as the tiresome part of a hotel stay and it is sometimes associated with queues and morning stress. Now we are offering guests a smart shortcut that gives them a more pleasant start to the day. They can check out when it suits them, and some guests will no doubt check out the evening before so they can enjoy a more leisurely breakfast."
More services expected
The hotel industry has so far been cautious and rather slow with its digital services, mostly focusing thus far on making it easy to book hotel rooms by computer and mobile. However, these days many Nordic guests take it for granted that they can manage their bank accounts and shop for, book, rearrange and pay for travel on their smartphone. Scandic saw check-out as a natural place to start and is happy to report that already 10% of all invited guests have tried out the service. The feedback from the guests has also been positive.
"It's definitely time for us to give guests added value they appreciate by exploiting the almost infinite possibilities that digital technology now offers," says Johan Michelson, Vice President Brand & Products at Scandic. "We will continue adding more digital services, and right now we're looking at check-in and conference booking, although as I said, this is all at an early stage."
Article location: http://hotelmarketing.com/index.php/content/article/scandic_enables_mobile_check_out_at_all_hotels
Ultimately there is one golden rule in Web psychology that you have to follow, and it takes this form. Number one, research your audience. It doesn't matter who they are, research who they are. That means that you can do things like on SurveyMonkey or some questionnaires. Qual and quantitative stuff is brilliant. Find out, do your research, and that will form the foundation for your online endeavors.
Number two, once you've got your research, test your hypothesis. If you know that your research shows you that these are 18 to 30 year old hipsters in Shoreditch and they're likely to like these sorts of preferences and they have this cluster of personality traits, create something and test that hypothesis and see if it pans out.
Third and final step, analyze your results and evolve accordingly. Okay. Well, that's pretty much it. So then you just repeat the cycle, and if there's ever a gap in your knowledge, go back to the first point and do some fresh research.
Get the full story at Moz
Article location: http://hotelmarketing.com/index.php/content/article/web_psychology_how_online_behaviors_are_shaped_and_can_be_affected
According to Q3 2013 figures from Yesmail Interactive, an email service provider, 15% of all sales volume generated by emails sent through its service were the result of a click on a mobile email, rather than a message read and acted on via the desktop. For retail the figure was even higher: 18% of all email-generated revenues came from mobile emails.
Most of the orders placed on mobile devices happened on tablets—and more than 99% of tablet purchases occurred on the iPad, with just a negligible 0.3% share for Android-based tablets. iPhones also accounted for more than a quarter of all mobile orders placed, making iOS-based devices far and away the winners for marketers hoping their emails generate conversions on mobile.
Average order values are still somewhat lower on mobile devices—by about $10, according to the study. But again, the retail industry makes out better than average. Mobile purchases triggered by retail emails averaged only about $2 less than desktop-based purchases triggered by the same emails.
Get the full story at eMarketer
Article location: http://hotelmarketing.com/index.php/content/article/retail_benefits_most_from_mobile_email_revolution
As the trendy East London neighborhood of Shoreditch emerged as the city’s hub of technology and social media companies, it was inevitable that bars, restaurants and hotels would adapt to serve the young cosmopolitan types who work at such businesses.
One of the newest examples of this transformation is the Ace, the international debut of an American boutique hotel chain that has revamped a former stuffy Crowne Plaza business hotel here.
Gone is the banal beige interior. In its place are copper fixtures, glass-and-steel screens and exposed brick — all references to the neighborhood’s industrial and artisanal past, but attuned to its entrepreneurial present.
Get the full story at The New York Times
Article location: http://hotelmarketing.com/index.php/content/article/the_search_for_hipness_in_hotels
Being more focused and strategic with data and analytics can deliver significant benefits to the bottom line, writes Pamela Whitby, editor, EyeforTravel. Everybody is talking about how data, if used correctly, can deliver greater efficiency and a better customer experience. But achieving this in a rapidly-changing environment is anything but easy.
From keeping on top of big trends (think the rise of metasearch, holiday rentals and homestays) to skilling up and spending in the right place, analytics teams must be statistically minded and strategically focused. Ahead of EyeforTravel’s upcoming Smart Travel Analytics North America 2014 show which will take place in New York next year, we hear some tips, as well as some of the trends and challenges that are shaping this important travel niche.
1. Metasearch: threat or opportunity?
Priceline’s acquisition of Kayak, Expedia’s of Trivago and then its later investment into Room 77, all point to a growing trend towards metasearch, says Bill Beckler, former head of innovation at Travelocity and lastminute.com and now the founder of a new website alltherooms.com. For the “super-optimizer” group of customers - those that spend multiple days looking at dozens of different options, this presents a huge opportunity, says Beckler.
For example, suppliers and online travel agents can now look to measure how users are ‘comparison shopping’ and reading reviews on metasearch sites before coming to the brand’s own site to book directly.
For Google’s Travel Industry Manager Michael Librizzi, an analytics team may, for example, find that metasearch is very powerful in assisting consumer research and booking. However, just because “meta” is becoming an increasingly global and meaningful source of traffic for partners in the industry, an analytics team probably doesn’t need to adjust their overall strategy. “Rather they can incorporate ‘meta’ into their model like any other traffic source,” he says. “Ultimately, teams need to ask: how is ‘meta’ driving last-click bookings and how is ‘meta’ assisting in bookings?”
In terms of direct impact, today metasearch mostly affects B2C companies. However, as B2B companies like Carlson Wagonlit Travel (CWT) look to become more consumer-oriented, it is something this company increasingly expects to come across. “I think it [meta] represents a great opportunity, as it allows analytics teams access to more content,” explains Catalin Ciobanu, Director, Global Product İnnovation at CWT. “However, this does come with challenges, as the increased amount of content requires more analysis, which can have an impact on the real-time response that is desired in today’s world.”
2. Technology spend: in house or outsourced?
One of the biggest challenges facing analytics’ teams is how to maximize their budgets so that any investment delivers greater profitability. For OTAs like booking.com, Expedia and Travelocity, Google is the biggest drain on a budget. “Most of these guys spend more on Google than on their own travel technology,” says Beckler. And in many cases this technology piece is outsourced to agencies. As head of innovation at lastminute.com, Beckler quickly learnt that “agencies don’t live or die based on travel trends or for tweaking data and integrating a Google strategy with other technologies or information from elsewhere.”
Recognizing this, he helped to bring the paid search team in house. As a result, Beckler says the firm was “able to squeeze out a lot more value from the money we spent on Google.”
If you are in any doubt about whether to invest in analytics, take note. While at lastminute.com, Beckler helped to grow the in house analytics team from five people to 30. As a result, the company was able to make substantial savings on the back of a multi-million dollar investment.
3. People Power: skills don’t come cheap and are hard to come by
Speaking of investing in people, both Ciobanu and Beckler argue that one of the biggest pain points in analytics is finding the right people. The wide variety of skills required including an understanding of math and statistics, the ability to write code on a daily basis, sound business sense and strong communications skills, are a complex combination. “It can be tricky to find the person with the right mix,” says Ciobanu.
In addition, people with the right skills are often really expensive as their skills are very much in demand in the financial sector, which has higher margins and can pay more. “Starting salaries for good predictive modelling people in financial services can start at around £100,000,” explains Beckler. This was a challenge he faced at lastminute.com. To address this a decision was taken to go partly offshore in order to establish the right skillset. Today, half of lastminute.com’s analytics team is based in Krakow, Poland, and the other half in London.
4. Access to data and knowing what to focus on is essential
For Ciobanu, another major pain point is getting access to data. “Analytics often requires fast and repetitive processing of full datasets,” she explains. “When I say this, I mean hundreds of times a day! And in most companies today, this is not the norm.” So the challenge is in changing some of the existing thinking and IT processes. For Beckler qualitative studies should precede everything. “For any company the focus has to be on how to win,” he says, “but to understand how you go about this requires more than focusing simply on the numbers.”
Brands should be asking: How should we focus our data so we are coasting closer to that final goal? “That is a very qualitative task,” he says.
5. Data integrity: do we need standards?
For Beckler the answer is a resounding yes. In the hotel business, he would like to see a clear hierarchy and uniform approach to tracking properties. Unlike the airlines, hotels have no global standard. “This is not about giving away free data, but rather collaborating, sharing and agreeing a common standard that can be used across companies. “With the rise of metasearch, we are exchanging data all the time and that can be very complicated,” he says. “That has a big impact on analytics because if you are working with multiple providers, you need to know how hotels are performing and which you should be promoting. But right now this data is very hard to use.”
For CWT, however, the implications of such protocols and standards and their adoption have a wide reach within the travel space, so the bigger picture needs to be considered. “Analytics is, and would be, only a small part of any protocol considerations,” argues Ciobanu.
Meanwhile, Google holds the view that the best thing teams can do is to focus on developing a ‘user-centric’ view of data to develop their strategy. “This is something everyone can start putting in place today,” says Librizzi who argues that in the current analytics world too much is built around segments of visits, which is only a partial view of the user. “In a user-centric world, analytical teams can think about the architecture of the data that will enable smarter business strategy. For example, looking holistically at CRM data, website data, and marketing data can enable optimized marketing budgets and more relevant user experiences, something Google is hoping to address with universal analytics.
6. Measuring the multi-device, multichannel world
“Often when speaking with marketing analytics teams, ‘X-strategy’ is an important topic,” says Librizzi, explaining that X-strategy includes the measurement of cross device (smartphone to desktop), cross product (air to hotel), and cross media (video to SEM). “In each of these buckets the industry is working on solutions,” says Librizzi.
Specifically with cross-device behavior, an Ipsos & Google survey showed that among smartphone users approximately 47% of travel research sessions are started on a smartphone vs. 38% starting on a desktop. In October, Google announced estimated total conversions to help measure cross-device activity. This can help brands to measure when a user researches on a smartphone and then, as a next step, purchase on a desktop or other device. When advertisers in the travel industry use AdWords estimated cross-device conversions, they are able to measure 8% more conversions, on average, than they did before.
7. Mobile is going to be hugely disruptive to travel teams
In the future we are going to see the majority of traffic coming from mobile. What is more, as EyeforTravel’s latest research highlights, the proportion of consumers using mobile to book has been growing year on year to a quarter of all travelers in 2013. Over two years from 2011 to 2013, 63% more travel suppliers saw mobile booking volumes increase. Beckler believes that there can be little doubt that the majority of traffic in the future is going to come from a mobile device. “So we need to find ways to understand this,” he says. And that isn’t easy because right now the tools available are general purpose and not specific to the travel industry.
Related Link: EyeForTravel's Smart Travel Analytics show in New York (February 11-12)
Article location: http://hotelmarketing.com/index.php/content/article/trends_and_challenges_in_travel_analytics
Social media secrets were exposed at the recent Travel Industry Question Time hosted by TravelMole. As experts discussed how to measure the return of social media at the TIQT in the Doubletree by Hilton Hotel in Victoria, London, they offered the industry a host of tips.
- Social media is highly measureable. Those that say it isn't don't know what they want to measure. You can calculate ROI easily providing you have the right tools in place. Your web analytics should be able to show flow of clicks from your social channels but remember - traffic isn't the only success factor.
- Social media is most effective as a conversation platform and not as a broadcast tool. If you want to broadcast, put your energy into paid for media. Platforms like Twitter are a rich source of conversation. Use advanced search tools to monitor these conversations and don't be afraid to jump in, providing you can add some value.
- SMO is the new SEO. Social media optimisation is what your brand should be focusing on as search engine optimisation is no longer about building a link strategy. Don't create content that is optimised for Google. Create content that is optimised for your customers.
Get the full story at Travelmole
Article location: http://hotelmarketing.com/index.php/content/article/travel_experts_discuss_social_media_roi
London-based revenue management software provider IDeaS Revenue Solutions is to introduce new software that can help analyse how social media ratings should affect hotel room pricing.
The tool will combine IDeaS’ pricing data with social media analytics for an all-round study of the impact on pricing by social media.
IDeaS co-founder and COO Sanjay Nagalia explains: “This is the industry’s first integrated solution that draws the correlation between how a hotel is reviewed and perceived online and how much it should influence pricing,”
“By creating this within IDeaS RMS, we can help hoteliers make much more informed pricing decisions,” he continues.
Get the full story at Skift and Ideas
Article location: http://hotelmarketing.com/index.php/content/article/pricing_hotel_rooms_based_on_tripadvisor_reviews
during this is the time of year people are starting to think about a winter getaway. So hoteliers are seeing twofold opportunity here. Get people to book their vacations sooner while also getting a jump on shoring up their future bookings by offering some early deals
Bookings aside, it’s also a great opportunity for hotels to do a little bit of a PR grab. Already deal crazy consumer focused websites are running these items all over the place, giving hoteliers a chance to get their property some much needed visibility.
For New Castle Hotels and Resorts, Cyber Monday is a great opportunity to alert travelers about their newest Residence Inn/Courtyard by Marriott dual branded property on Armory Square in Downtown Syracuse New York which opened this past summer. To spread the word while ramping up their business they are using the day to offer 30 percent off weekend bookings from December through April.
Get the full story at Hotel Interactive
Article location: http://hotelmarketing.com/index.php/content/article/cyber_monday_focusing_more_on_hotel_deals
These days, it's as easy to book office space at hotels as it is to book a room.
A number of hotels are making use of unused space by renting it to travelers or even locals looking for places to work. Like pop-up restaurants before them, "pop-up offices" are now becoming more common in the hospitality industry.
Hotels are reacting to, and capitalizing on, changing habits of today's workers, who are increasingly deciding for themselves where and how they're going to work. Hotels are especially trying to appeal to travelers in their 20s and 30s —Millennials and a number of Generation Xers — who have a unique style of working.
"Not everyone is going to an office, 9 to 5. People are on the road," says Jenny Hsieh, vice president of insight, strategy and innovation for Marriott International. "These next-generation professionals, they grew up working in Starbucks, Panera, libraries, working outside. So sometimes, they are most creative, most effective in non-traditional environ-ments."
Get the full story at USA Today
Article location: http://hotelmarketing.com/index.php/content/article/hotels_eye_mobile_workers_with_office_spaces
Despite their lack of branding power, independent hotels are very much in the game these days thanks to technology and social media services that level the playing field.
“With search optimization in the hands of every property (and many consulting firms who serve independents), the Web is, more than ever, the great leveler,” said Donna Quadri-Felitti, associate professor at New York University’s Tisch Center for Hospitality, Tourism and Sports Management. “Reservations systems have been the powerhouse engine of brand conversions in the past, but today there are so many more options for the independent operator. Brands have done a great job of teaching the owner about the complexities of distribution and marketing in the travel business.”
At a conference conducted by the Hospitality Sales & Marketing Association International (HSMAI) earlier this year, Andrew Mantis, group head for merchant information services for MasterCard Advisors, said, “The interest in independent hotels is rising, particularly among younger travelers. … Independents are doing very well against brands. There is a back-and-forth cycle as far as whether brands or independents are doing better, but the strength of independents is surprising.”
Get the full story at Travel Weekly
Article location: http://hotelmarketing.com/index.php/content/article/technology_helps_keep_independent_hotels_competitive
When it comes to information, the balance of power has shifted to the caller’s side of the equation over the last decade or so. In the past most had very little information from a brochure, directory, or tourism guide book unless they had visited before. That’s why back then we trained front desk and reservations agents to find out of the caller was familiar with the hotel, and then if not, find out the primary purpose of the trip. Then based on a “business” or “leisure” reason for traveling, agents were trained to offer-up what we would today call a “30 second commercial” or “elevator speech.”
Now with all of the information available online at the hotel’s website and others such as TripAdvisor, Facebook and social media, many of today’s callers have done extensive research prior to calling. What they don’t want to hear is a scripted list of the same basic features they have seen online. That’s why it’s important to find out what it is they do want to hear in order to finalize a decision to book. While it’s still a good idea to determine familiarity and reason for travel, for there’s an important new QUESTion to ask for circa 2014:
“As I’m checking those dates, are there any questions I can answer for you about the area or our amenities and services?”
This QUESTion will help “unmask” the caller’s “story” and prompt them to reveal the question or concern that caused them to call instead of just booking online.
The guest will then let you know if they have read conflicting reviews or negative online postings and need to be reassured. Or they might let you know they are confused about all of the available accommodations and rate options (especially for upscale hotels and destination resorts). Or they might reveal themselves to be a “value-driven deal seeker” who just wants to verify that the rates they see online are in fact the lowest, and/or to make sure they understand the “final” overall cost including taxes and fees.
Having “unmasked” the caller’s “story” or situation, now agents need a sales model that will help them understand the importance of conveying the value of the overall experience of being a guest. At KTN we call this the Hotel Value Pyramid. There are three levels on the Hotel Value Pyramid. The foundation, which is the location and area; the mid-level, which includes the amenities, services, and outlets in or nearby the hotel, and finally, the accommodation itself to top-off the pyramid.
To get the most calls converted into confirmations, today’s agents need to establish value at all levels before topping off the pyramid with a price tag. Unfortunately, too many reservations agents these days build upside down value pyramids. These are the agents who start off by checking dates and quoting rates. When and only when callers ask about the location, amenities, and services do they offer such details. Their value pyramids easily topple over with the slightest objection.
Instead, if the value of each level is established before rates are quoted, chances are less that an objection will occur and if so, the odds are higher that it can be overcome.
The amount of information you potentially need to provide about each level will vary according not only to the “call story” you are fielding, but also to the type of accommodations and experiences you are selling.
For example, many mid-market hotels do not have restaurants, bars, nor recreational activities to talk about. Instead, such services are located nearby in the area. Other properties, such as full service hotels and luxury resorts, have a multitude of services that could be of interest. Similarly, some hotels have only a few room categories, while resorts and vacation home rental companies have a multitude of options.
So the amount of information you provide at each level of the Hotel Value Pyramid will vary according to what you are selling, and according to who you are selling it to.
Again, if you ask callers if they have questions about the location or amenities and services before quoting rates, most of them will tell you where they are at in their decision making process and thus signaling what components of the value pyramid you need to fill in before you mention a price.
Some call stories are no doubt easier to sell to than others. For example, most regular, repeat guests just want to talk about the rooms and rates. They have stayed before and know about the amenities and services; that’s why they are coming back. They already know about the location and area too. For these callers you need only focus on the top level.
Other callers might be familiar with your area and location, but they have questions about the hotel, resort or community amenities, services, dining options, as well as the room or suite. For these callers you can start from the mid-level and build up from there.
Still other callers have never been to the area before, and in these cases you have to build the Hotel Value Pyramid from the ground-up.
After training your staff on how to identify where callers are at in their decision making process by asking the right QUESTions, they will then know how to determine what guests want to hear. By training them on the concept of the Hotel Value Pyramid, they will be better prepared to go beyond just quoting rates and to instead convey the overall value of the experience of being a guest at your hotel or resort.
Related Link: Hotel Reservations Quest
Article location: http://hotelmarketing.com/index.php/content/article/going_beyond_just_quoting_features_benefits_and_rates_on_the_phone
Destination calls this a turnaround year for budgets. In 2013, 26 percent of respondents said meeting spending will increase in 2014, with 55 percent saying it will stay the same. That’s more than the 20 percent who saw budgets increasing in 2013 over 2012.
Value for those increasing dollars, though, is a priority. “Transient demand continues to increase at properties, putting greater pressure on rates,” according Andre Fournier, senior vice president of sales and marketing for Destination. “This puts a premium on the ability of property salespeople to explain exactly what a group is getting for the price they pay, and working with the customer to find potential efficiencies in any area of a meeting that conserves dollars without sacrificing quality. This requires a consultative approach.”
With 9 out of 10 planners reporting either the same number or more meetings on the calendar for 2014 as for 2013, pressure for space is likely to increase. That means lead times are lengthening after years of shortening. The space crunch is also due to rising demand from individual business travelers and leisure travelers. “Many planners are finding that they’re unable to get their first choice of meeting dates at a venue if they wait too long to book,” says Fournier. “Less than two years ago, a planner could call a property six to eight weeks out and secure their first (or second) choice. But our most recent figures show that such a climate does not exist anymore—Destination will have 10 percent more meetings on the books by December 2013 for meetings occurring in 2014 than we had in December 2012 for meetings to be held in 2013.”
In 2014, the majority of respondents (46 percent) are booking meetings within two to six months of arrival, 16 percent are booking meetings within 60 days of arrival, and 12 percent are booking more than 12 months ahead.
Get the full story at Meetings Net
Article location: http://hotelmarketing.com/index.php/content/article/is_this_the_turnaround_year_for_meeting_budgets
Mobile applications such as Dash, TabbedOut and MyCheck are competing to sign on both restaurants and consumers, but restaurants are waiting for larger consumer bases and consumers want more available restaurants. This vicious cycle leaves the mobile checkout world struggling to catch on in the restaurant industry.
“The multi-merchant solutions that involve in-store payment of a tab require lots of technical integrations across a wide variety of merchants and they also require a solid number of enrolled consumers to make it relevant to the merchants,” said Rick Oglesby, senior analyst at Aite Group, Boston.
“This makes the multi-merchant solution quite a bit more difficult to get going and it creates a chicken-and-egg scenario,” he said. “It’s not interesting to merchants unless there are consumers using it, and it’s not interesting to consumers unless there are merchants accepting it.”
Get the full story at Mobile Commerce Daily
Article location: http://hotelmarketing.com/index.php/content/article/restaurants_overwhelmed_by_mobile_payment_options
A good salesperson at a luxury store will call to tell you an item you’re going to like will be available. That’s what ecommerce is lacking, and that has to improve.
Websites should be digital tools that allow real people to get early information to each other. It’s a way of setting up that exclusive club. Most websites have all of that data, but they’re just not using it to the best degree possible. In this case, digital should be similar to what happens on the human level.
Get the full story at eMarketer
Article location: http://hotelmarketing.com/index.php/content/article/luxury_consumers_respond_to_exclusive_access_not_promotion
From Google’s announcement:
Today, we’re introducing Reviews in Google Places for Business. Now you can learn what your customers are saying about your business on Google and across the web, in one place. If you have a verified business listing, you will now see your customer ratings and reviews in the easy-to-use review inbox.
Google is making it more appealing than ever for business owners to verify their business and encourage customers to leave reviews. Their Places for Business service also offers a basic analytics feature to track how the reputation of your business changes over time.
The Reviews tab pulls in data from Google properties as well as data from around the web, making it the most comprehensive free tool available for online reputation management at the moment.
Get the full story at Google
Article location: http://hotelmarketing.com/index.php/content/article/google_places_for_business_gets_a_review_tab
Travel companies are improving the customer experience on their websites by providing consumers with more personalized offers and other relevant information, said Nathan Richter at The PhoCusWright Conference, held this week in Hollywood, Florida.
Travel suppliers can generate more revenue by infusing online shopping sessions with customized information based on individual search choices and other preferences, said Richter, Monetate’s director of client solutions.
Carriers and destinations in the travel industry increasingly leverage the preferences of new and existing customers—everything from search choices to previous bookings to loyalty club memberships—and use that data on their websites to encourage more customers to book, not just look, during online sessions.
Upselling and cross-selling opportunities on a travel supplier websites hinge largely on their ability to make consumers aware of special offers of interest to them during online shopping sessions. “There is a tremendous amount of opportunity here, but the question isn’t which one works. It’s which message works for what customer,” Richter said. The goal in highlighting additional services beyond basic travel is “to really get them to see the value of that up-sell.”
Get the full story at Monetate
Article location: http://hotelmarketing.com/index.php/content/article/online_travel_shopping_get_them_to_see_the_value_of_that_up_sell
Fuelled by its growing middle class and rising spending power, Russia is experiencing a travel boom like never before, according to research by Hotels.com, which today publishes its Russian International Travel Monitor (RITM). Almost half (49 per cent) of hoteliers worldwide have seen a rise in Russian guests in the last year, with 54 per cent of those hoteliers seeing bookings grow by more than 10 per cent or more.
Russia is now the world's second-fastest growing outbound travel market in terms of spend, up 32 per cent in 2012 and more than doubling since 2005. The RITM examines how hoteliers are reacting to this rapid growth, which last year saw Russians spend $43 billion on travel abroad, making Russia the fifth biggest outbound travel market globally.
In 2012, 35.7 million tourists from Russia took a foreign trip, up from just 7.7 million in 2006. The country has become a top performing growth market for many destinations and international outbound travel is forecast to grow by 7.5 per cent per year on average to 2017. However, with a population of more than 140 million, there is still a huge untapped market for foreign travel that will create demand for different types of holiday and new destinations that are bound to make an impact on the pattern of world tourism.
Johan Svanstrom, president of the Hotels.com brand said: "The meteoric rise of Russia's outbound travel market is providing a welcome boost to hoteliers worldwide, with Russians among the highest spenders on hotel rooms globally. The rising size and spending power of middle class Russian travellers is a key driver behind this growth. Standing 104 million strong today, the group is set to account for 86 per cent of the country's population by 2020, with a combined spending power of $1.3 trillion.
Many hoteliers also supported this fact as 43 per cent said that Russians are now spending more money on their travels. Moreover, they are becoming more confident and independent, with improved foreign language skills. More than half (53 per cent) already book their accommodation online with only 32 per cent opting for a traditional travel agent.
With 92 per cent of the hoteliers surveyed by Hotels.com expecting the volume of Russian visitors to increase over the next three years, many are making changes to deliver a warmer welcome. Almost a third (32 per cent) of hoteliers have already started to offer Russian TV channels while more than a fifth (23 per cent) have hired Russian speaking staff, with a further 12 per cent planning to do so.
To make sure that Russian guests have a more relaxing stay, 15 per cent of hoteliers plan to offer translated welcome materials, in addition to the 20 per cent that already do so, and a further 15 per cent plan to start providing translated travel and tourism guides. One in 10 hoteliers (11 per cent) plans to start serving Russian food.
Article location: http://hotelmarketing.com/index.php/content/article/hotels_prepare_for_russian_travel_boom
Hotel guest satisfaction may be up for the first time in many years, but according to online hotel reviews, there’s more work to be done - especially in hotel bathrooms. A TrustYou survey of 2013 online hotel reviews, specifically for guest sentiments about hotel facilities, shows that guest rooms are getting mostly mediocre ratings and bathrooms are failing, while the effort on making beds more comfortable has paid off considerably with many markets receiving “Very Good” ratings.
Hotel Rooms & Beds
- Hotel room scores are surprisingly low given that guest satisfaction has increased. New York City (78=”good”) rates highest for hotel rooms in 2013, but all other markets are receiving mediocre scores.
- Even if rooms aren’t meeting expectations, the beds are. New York tops the list of comfiest beds with an 86 followed by San Francisco, Houston, Phoenix and Chicago- all rating “very good”
Get the full story at TrustYou
Article location: http://hotelmarketing.com/index.php/content/article/travelers_love_comfortable_beds_not_fans_of_hotel_bathrooms
Akshay Kulkarni, regional director of Cushman & Wakefield’s hospitality sector group across South Asia and South-east Asia, said: "Several hotel markets have had a large supply influx of rooms in the past year or so. This has led to region-wide RevPAR levels falling in the first half of 2013 due largely to declining occupancy levels. However, we expect much of the excess supply to get absorbed soon on the back of strong tourism demand. As occupancy starts increasing, we will see room rates rising upwards in most markets.
"RevPAR growth in Asian hotel markets is expected to turn positive in 2014. The only exception is likely to be Seoul, which is seeing an unprecedented pipeline of least 15,000 rooms over the next two to three years."
Most hotel markets across Asia saw positive RevPAR growth in 2012, except Mumbai and NCR, India. Bangkok (19.3 per cent), Hong Kong (10.1 per cent) and Jakarta (9.8 per cent) were the top markets benefiting from increases in occupancy and average daily rates. Declining markets included Bali (-4.6 per cent), Ho Chi Minh City (-7.0 per cent), Mumbai (-15.1 per cent) and NCR region (-21.6 per cent).
In 2013, the dramatic influx of new hotel rooms in recent years has led to some price relief in markets such as Singapore and Shanghai. Yet emerging markets like Dhaka, Yangon and Colombo with limited high-end hotel stock amid strong tourism demand are enjoying strong revenue growth. Overall, Asia-wide RevPAR is expected to fall below 2012 levels, although performances will vary across markets.
Get the full story at TTG Asia
Article location: http://hotelmarketing.com/index.php/content/article/revpar_for_asian_hotels_expected_to_dip_this_year
Social media was seen predominantly as a youth phenomenon, while luxury brands tend to cater to the older and well heeled. Exclusivity – that fond pursuit of luxury brands – seemed at odds with proliferation, the defining trait of social media. So the luxury brands waited out until this new medium shook out.
Meanwhile, consumer behavior dramatically changed in a socially connected world.
According to Nielsen, 86 percent of consumers say they trust the advice of their friends more than anything else. They turn to social media to get that advice today. High-net-worth individuals are no different and are quite happy to engage with brands in social media.
Get the full story at the Mobile Marketer
Article location: http://hotelmarketing.com/index.php/content/article/why_social_marketing_is_tailor_made_for_luxury_goods
A chart created by the New York Times shows how long it took various categories of product, from electricity to the Internet, to achieve different penetration levels in US households. It took decades for the telephone to reach 50% of households, beginning before 1900.
It took five years or less for cellphones to accomplish the same penetration in 1990. As you can see from the chart, innovations introduced more recently are being adopted more quickly. By analogy, firms with competitive advantages in those areas will need to move faster to capture those opportunities that present themselves.
Get the full story at Harvard Business Review
Article location: http://hotelmarketing.com/index.php/content/article/the_pace_of_technology_adoption_is_speeding_up
SiteMinder is very pleased to announce that the company has been named to the 2013 Deloitte Technology Fast 50 Australia list. This is the third year in a row that SiteMinder has been named to this prestigious list, which recognises the fastest growing technology companies in Australia, based on revenue growth percentage between 2011 to 2013.
During the qualification period, SiteMinder’s revenue grew by 130%, demonstrating the ongoing need for the intuitive hotel management software.
“To be recognised as one of fastest growing companies in Australia is a fantastic validation for our seven years of hard work,” said SiteMinder CEO, Mike Ford. “It is an honour for us to be listed among the most successful and innovative technology companies in the country.”
SiteMinder was launched in 2006 by Mike Ford (CEO) and Mike Rogers (CTO) with the purpose of offering hotels an industry leading channel management and online distribution tool. SiteMInder’s products include the Channel Manager; TheBookingButton, a commission-free Internet booking engine; GDS by SiteMinder; and “plug and play” distribution technology API pmsXchange. As well, SiteMinder offers two-way integration to many PMS and CRS systems around the world. As the online booking channel continues to experience rapid growth, SiteMinder’s products have become operational imperatives for successful hoteliers, as they help increase revenue, streamline business processes and drive down the cost of acquisition.
“I continue to be a strong ambassador for SiteMinder driven by their unrivaled, interfaced technology, which plays a significant part of our seamless distribution infrastructure,” said Christopher Cooper, Group Director of Revenue at Rocco Forte Hotels in London. “Additionally, SiteMinder’s strong focus on customer service and account management is a recognisable USP to their business operation. Finally, the commercial model offered by SiteMinder makes absolute sense, offers real value and is a 100 miles ahead of any rival organisation. These consistent ‘ahead of the game’ deliverables make it clear why SiteMinder has enjoyed such a rapid explosion of growth across the globe.”
Related Link: Siteminder
Article location: http://hotelmarketing.com/index.php/content/article/siteminder_named_to_deloitte_technology_fast_50_list_australia
Leisure travellers seek travel inspiration online, anticipate more family travel, and want to stay connected while traveling:
- 68% began researching online before they decided where to travel versus 65% in 2012.
- 49% plan to travel more frequently with family in the coming year versus 46% in 2012.
- 42% are more likely to use their smartphone or tablet for travel related information while on a trip versus 33% in 2012.
When it comes to business travellers, they continue to prioritize brand sites, price and convenience. 65% of business travellers book travel directly on brand sites more often than via OTAs, this is a 11% increase from 2012.
Get a summary of the study at Tnooz or the complete Google Think Insight study at Google
Article location: http://hotelmarketing.com/index.php/content/article/the_2013_traveler_according_to_google
The business travel industry can change a lot in seven years.
To wit: In 2006, the industry was flying high from strong demand, unaware of the global economic meltdown looming two years over the horizon. Concur was just an expense reporting company, at least until it acquired the Outtask booking tool that year. Continental Airlines existed. So did Northwest.
And not a single business traveler carried an iPhone or an Android smartphone, much less a tablet.
While there doubtlessly were prescient individuals who correctly predicted the enormous effect those smartphones would have on business travel management starting the following year when iPhones were first introduced, most observers in 2006 would be shocked to peek seven years into the future. Few would have expected the ubiquity of smartphones among business travelers and the countless travel-related apps they spawned.
They'd probably be less surprised at some other developments. Airline consolidation in 2006 certainly seemed possible, even likely. The rosters of mega travel management companies and the large multibrand hotel companies of that year largely are the same as today. And few would be caught off-guard by debates that continue today between airlines, global distribution companies and TMCs—some of which wound up in court.
Get the full story at Business Travel news
Article location: http://hotelmarketing.com/index.php/content/article/vision_2020_projecting_the_future_of_business_travel
“We’re very busy, but it’s fun to be busy, unlike it was just a few years ago,” said Dave Johnson, president and CEO of Aimbridge Hospitality. “It’s all about moving rates in 2014 as the pricing pendulum has swung back on the supplier side. We’re spending a lot of time determining how aggressive we can be on a market-by-market basis.”
At the same time, Johnson said he worries about the effect high commission charges by OTAs are having on property profitability. He said OTAs are really an extension of third-party travel agents that have been part of the industry for decades. The difference, he said, is OTAs charge much more than traditional travel agents, which typically take commissions of 10%.
“The OTA cost per channel is ridiculously high, and we need the brands to partner to help us lower the cost,” he said.
Chip Ohlsson, VP of development at Starwood Hotels & Resorts Worldwide, said brands are partly to blame for the industry’s dependence on business generated from OTAs. “Brands got a little lazy; our market shares eroded and consumers became loyal to segments, not to brands,” he said. “The only way to change that is to use loyalty programs and technology to lure them back and make them loyal to us.”
Get the full story at HotelNewsNow
Article location: http://hotelmarketing.com/index.php/content/article/brands_partly_to_blame_for_hotel_industrys_dependence_on_otas
The report, ‘A New Breed of Traveller’, says the impact of rising affluence, globalization and technology has led to modern hotel guests valuing experiences and the feeling of ‘being connected’ over traditional hotel luxuries.
“It seems that many hotels have barely changed over the last decades still consisting of the same in-room amenities, the same heavy curtains, the same check-in process, and the same small desk. This is no longer a place where the modern-day traveller feels at home,” states report co-author HVS associate Veronica Waldthausen
“This new segment of traveller is no longer looking for white-linen service, bellboys to carry their luggage up to their room or a concierge. When the current generation of young travellers enter a hotel, they want to feel completely at home, connected and to be in a setting where they can be part of an experience,” she adds.
The study, which includes interviews from leading hotel executives, outlines the fact that the new generation of travellers see luxury more in the storytelling of having an experience, rather than in the abundance of luxury items. They are much more satisfied with a hotel lobby they can sit in and drink coffee surrounded by other people, than having a coffee machine in their room.
“You can buy status symbols, but buying an experience is much harder. Whereas leading hotels used to be equipped with gadgets and technology, the new breed of traveller wants the confidence of places that understand them, and to be surrounded by a community of like-minded people, wherever they go,” adds Waldthausen.
The changing nature of hotel guests is also prompting change in the traditional layout of hotels. Lobbies, for example, are becoming larger, more open social hubs and gathering spaces, with a mix of comfortable couches, communal workstations and meeting spaces.
Formal divisions between the lobby, restaurant and bars are also disappearing with guests able to sit where they like or help themselves to what they want.
Rooms are changing too, with many lifestyle hotels having smaller rooms as guests spend more time in social places. Desks are becoming less necessary in the room, as people prefer to sit on chairs or on beds to work when using their laptop or tablet.
Meeting rooms are becoming less formal and more ‘homely’ with brighter colour schemes and comfortable chairs. Hotels are becoming creative with their breakout spaces to allow guests to feel that they are in their own home some with breakout space with a communal kitchen.
Hotel service is becoming more intuitive and casual, albeit with the same level of respect. Some hotels are abandoning uniforms and the days of scripting responses to guests are over.
“Guests are looking for a home-away-from-home. The new era is about participating in an experience, rather than flaunting wealth. Travellers today don’t want to feel like they are in a corporate setting, but thrive in environments where they can interact with people, be it face-to-face or virtual. They want everyone to participate and don’t mind interacting with new people,” says co-author Arlett Oehmichen, HVS London director.
“The new-breed of ‘lifestyle’ hotels have adapted, differentiating themselves in both style and service and are offering a new kind of product that is comfortable and simple, a place where guests can become part of an experience by interacting with the people that live there as well as staff. There will always be a market for wall-to-wall luxury, but it is lifestyle hotels that are prompting change throughout the industry,” Oehmichen concludes.
Article location: http://hotelmarketing.com/index.php/content/article/how_consumers_are_driving_change_in_the_hotel_industry
According to travel industry research authority PhoCusWright, in the new report, U.S. Online Travel Overview Thirteenth Edition, mobile travel bookings will more than triple over the next two years, to reach $39.5 million by 2015.
"Mobile devices are quickly becoming an integral part of the travel lifecycle, essential tools for planning and managing trips," says PhoCusWright research analyst Maggie Rauch. "But there is still much to be done to drive transactions via both tablets and smartphones. Every serious player in the online travel space is prioritizing mobile technology development and pushing hard to increase their share of mobile bookings."
Mobile travel bookings are projected to comprise over one quarter of the U.S. online travel market in 2015 – up from just 2% in 2011. Mobile will represent a compelling competitive battleground for suppliers and OTAs over the next two years, as U.S. travel market growth remains in the 4-5% range. Despite the maturity of the online channel, online growth will continue to outpace the overall travel market through 2015.
Related Link: U.S. Online Travel Overview Thirteenth Edition / PhoCusWright
Article location: http://hotelmarketing.com/index.php/content/article/mobile_to_represent_over_one_quarter_of_u.s._online_travel_market_by_2015
Darren Huston, the Priceline Group’s CEO-in-waiting, wants to ensure that its Booking.com unit, which is king of the hill in the online global hotel business, doesn’t get arrogant.
Huston would never put it into words like this, but he clearly seeks to avoid the fate of Expedia Inc., which has been deeply resented, sometimes despised, by hoteliers over the years for seeking to squeeze every penny it can out of them with its higher-margin merchant model hotel business.
Huston, speaking at the PhoCusWright conference in Hollywood, Florida yesterday, said he spends a lot of time with Booking.com and Agoda employees advising them to “stay humble” with hotel owners, hotel managers, and hotel revenue managers in “making sure success doesn’t lead to arrogance.”
He said Priceline needs to ensure that its salespeople and other employees in the field “are living the culture that we built.”
Get the full story at Skift
Article location: http://hotelmarketing.com/index.php/content/article/booking.com_touts_win_win_partnership_with_hotels
TripAdvisor puts a nice notch in its belt today with a Bing integration deal that places its results front and center on search results pages. The deal marks the first time that TripAdvisor has lent its metasearch data, gathered from over 125M reviews across 3.1M locations, to a search engine.
In conjunction with the new Bing integration, TripAdvisor is also launching a new Windows 8.1 app that allows Hotel Price Comparison search (what it calls its metasearch data), a touch-based interface and dynamic maps that populate rooms, places to see and eat in real time.
The Bing integration is by far the biggest deal for TripAdvisor here, and fits in with its overall efforts to leverage its metasearch data beyond just its own site. If you’ve seen Bing’s sidebar content before, then you’ll be roughly familiar with how the TripAdvisor data will be presented. If you search for a hotel name and city, for instance, you’re presented with a map of its location and an address and contact details. That’s all fairly standard for Bing. But now, below that, you’ll also get ‘reservations’ and ‘reviews’ sections powered by TripAdvisor. You can blast in dates and smack the ‘find rate’ button to be delivered booking options from the options that TripAdvisor indexes.
Get the full story at TechCrunch and TripAdvisor
Article location: http://hotelmarketing.com/index.php/content/article/tripadvisor_to_power_hotel_price_comparison_on_microsoft_bing
Skift and Tnooz interviewed the dynamic duo outside the PhoCusWright conference in Hollywood, Florida yesterday, and they answered questions about where Priceline has been, and where it is heading,
Asked if the advent of mobile bookings poses an existential challenge to Priceline’s market advantage because all of that huge search engine marketing spend on Google can’t easily be replicated on mobile.
Huston said he’s not discouraged by the the mobile challenge, calling each device type, from smartphones to tablets and the mobile Web, “almost a new channel” in themselves. He added that Kayak, which Priceline acquired earlier this year for $1.8 billion, has lots of app expertise to lean on.
Get the full story at Skift and Tnooz
Article location: http://hotelmarketing.com/index.php/content/article/for_pricelines_new_ceo_this_was_just_the_first_chapter
Commissioned by Expedia Media Solutions and conducted by comScore, the study demonstrates the expansive opportunity that the leisure travel market provides for marketers – at $58 billion, travel accounted for 37 percent of total e-commerce through the first half of 2013* . The study tracks content consumption and sharing patterns before, during and after a trip is booked to help marketers understand how, when and where travelers are seeking and sharing digital content, both travel and non-travel related.
Online travel spending and mobile travel content consumption is rising, but not replacing the PC, creating more opportunity for marketers to engage with travelers.
- Online content consumption is growing at a rapid pace, as consumers are spending 93 percent more time with online content than they did three years ago.
- Online travel spending is up eight percent year-over-year (YoY).
- Total mobile travel minutes have increased by 45 percent YoY and PC travel minutes have increased by two percent YoY.
Content is available and being accessed by consumers across more platforms and channels than ever before and online travel agencies are an important source across all platforms and throughout all stages of the booking process.
- During the booking process, 26 percent of travel buyers were exposed to travel-related content on Facebook, with 23 exposed to paid content and nine percent exposed to organic.
- Twenty-eight percent of total travel minutes are consumed on mobile devices and 24 percent of travelers access travel content exclusively on their mobile devices.
- Online travel agencies (OTAs) are visited by 80 percent of travelers during the booking process and the average number of OTA visits during each phase exceeds that of any other category.
Different types of content resonate with and will be shared by consumers at specific points and on specific platforms throughout the content journey.
- Fifty-five percent of travelers seek hotel and accommodation information, and it is the most commonly sought content across all decision stages when taking PC and mobile consumption into account. Information about weather/climate, airfare and activities follow at 46, 45 and 42 percent respectively.
- Weather and climate information, followed by restaurant reviews, are most likely to be accessed on mobile, at 46 and 44 percent, respectively.
- Image content is used 37 percent of the time during the travel decision process, which is more than twice as much as videos, at only 18 percent.
- Upon return, 45 percent of travelers will post travel-related content on social media or write reviews.
- At 64 percent, social media photos are most likely to be published from a laptop, followed by smartphones at 45 percent and tablets at 16 percent.
The study provides a 360-degree view of the traveler’s content journey, allowing marketers to understand the consumption habits of their potential customers. Using these insights, brands and advertisers can develop creative and effective content and distribute it across appropriate channels to reach a vast and content-hungry audience.
“Rather than a linear path to purchase, the research and booking process of today’s traveler looks like an ongoing and multi-directional flight map, with each stop providing an opportunity for brands to reach and engage with travelers,” said Noah Tratt, global vice president of media solutions at Expedia, Inc. “At Expedia, we work with our partners to make sure they have the necessary knowledge and tools to develop effective marketing and advertising strategies that maps back to their business goals.”
Download the full story at Expedia Media Solutions
Article location: http://hotelmarketing.com/index.php/content/article/mobile_travel_content_consumption_is_rising_but_not_replacing_the_pc
Top-end hotels competing to provide the same degree of luxury risk creating a sense of homogeny – Michelin-starred fine-dining restaurants, infinity pools and marble bathrooms are all well and good but with service, amenities and decor often standardised frequent travellers might sometimes question whether they're in Tokyo, Turin or Tulum. To provide a sense of distinction and lure discerning customers to their property, a rising number of hotels are introducing experiences and excursions that offer a sense of place and insight into their locality.
Peninsula Hotels exemplifies the trend, with each of its hotels offering a range of location-appropriate experiences through the Peninsula Academy programme. Guests at its Tokyo property can visit a sake brewery – drinks and designated driver are included; in Hong Kong, guests can visit the few remaining artisans practising traditional crafts such as paper tearing or qipao button-making; in Los Angeles visitors can have a private "behind-the-scenes" tour of film and television sets at the Warner Bros studio.
Aman Resorts have introduced similar initiatives at a number of their properties. At Amangalla in Galle, guests wishing to try authentic Sri Lankan cuisine escort the hotel's chef (or one of his team) to the local market to select ingredients, before travelling to the village of Yatagala. There a local will teach them how to cook a traditional curry in clay pots. At Amandari in Bali, guests are led on a tour of the galleries and studios found in the boho village Batuan, and taught about Balinese art, by local artist Bruce Granquist.
Get the full story at the Telegraph
Article location: http://hotelmarketing.com/index.php/content/article/keeping_it_real_hotels_promote_local_flavour_in_a_quest_for_authenticity
Of course, hotels like the Algonquin in New York, host to the “Round Table” of authors who met there in the 1920s, have long had links to literary figures. But newer literary-minded hotels are establishing places for the reader and browser to go that, in the best cases, further an understanding of the destination.
In Newfoundland, the new Fogo Island Inn features furnishings, crafts made by local artisans and a province-focused library. A pair of modern wingback chairs bookend a fireplace in its Dr. Leslie A. Harris Heritage Library, a spacious room with a large central table ringed by books on Newfoundland culture and history. The 1,000-and-growing book collection was donated by Dr. Harris, past president of Memorial University in St. John’s, the province’s capital, and supplemented by Newfoundland publisher Harry Cuff Publications. Its topics range from island folklore and how to salt cod to Newfoundland breed dogs and vernacular architecture. Guests drift into the library to peruse the shelves, often borrowing volumes to take to the lounge or back to their room.
The three-year-old Ballyfin in County Laois in central Ireland is in a restored 17th-century manor house with about a third of its ground floor devoted to a library befitting a “Masterpiece Theater” production, with fireplaces at either end, a 19th-century replica chandelier and windows that overlook a garden fountain. Its mahogany shelves hold over 5,000 books, many rare, on topics from ancient law to modern garden design. “It’s the most used of the public spaces in the house,” the general manager Aileesh Carew said. “It’s comfortable and encourages relaxation.”
Get the full story at The New York Times
Article location: http://hotelmarketing.com/index.php/content/article/hotels_a_place_to_lay_your_head_or_bury_it_in_a_book
Based on data from three million users who agreed to share their Gmail inboxes, Return Path’s study found promotional email engagement has changed only slightly since Gmail released its inbox tabs:
"Almost no commercial mail is reaching the “Primary” tab, but instead of ignoring marketing messages, Gmail users are actively searching for them and reading them at almost the same rates at which they did before tabs."
In a round up of email marketing before and after read rates, Return Path found many industries saw little to no change after the introduction of the Gmail tabs, with a some industries experiencing a slightly higher read rate.
According to the Return Path’s data, 90 percent of promotional emails were delivered to the “Promotions” tab, with “Promotion” tab emails generating a 14 percent read rate. The .3 percent of promotional emails delivered to the “Primary” tab had a 24 percent read rate. The nine percent of emails sent to the “Social” tab earned an 11 percent read rate.
Get the full story at Marketing Land
Read also "How the new Gmail tabs could change email marketing"
Article location: http://hotelmarketing.com/index.php/content/article/study_claims_marketers_shouldnt_worry_over_gmail_tabs
Pinterest on Wednesday launched Place Pins, where content can be saved with a location and then laid out on a map. The product from the buzzy social site is aimed to help users plan trips and create guides to their hometowns, both activities lots of them already tend to do.
Pinterest is launching the product for Web, Android and iOS at the same time. Users can send boards to friends with a couple clicks, and then can use them on the go from their phones.
The maps were built with the help of Foursquare, Stamen and MapBox, which is why they’re prettier than the usual Google or Bing Maps. Partners like Airbnb, Yelp and TripAdvisor are also providing structured data that shows up in the pins.
Four Seasons Hotels and Resorts is among the first companies to receive early launch access to Pinterest's Place Pins
Pinners can enjoy four map-enabled Pinterest boards on Four Seasons Hotels and Resorts Pinterest page, including Gastronomic Travel, Concierge Recommends: Europe Uncovered, Extraordinary Honeymoons and Around the World by Private Jet.
By working collaboratively with Pinterest, the new Place Pins will complement Four Seasons online trip planning service, Pin.Pack.Go, which connects guests with Four Seasons local experts worldwide through collaborative boards on Pinterest."
Launched in August, Pin.Pack.Go enables users to utilize the expertise of Four Seasons concierges around the world to plan their upcoming trips, making Four Seasons a part of the adventure from the very first Pin. With the new Place Pins feature, guests will be able to view their boards as a map, making planning and exploration easy. Place Pins will also be available on mobile, perfect for discovering places on the go.
Get the full story at AllThingsD
Read also "Pinterest needs growth badly, so it is pinning places" at GigaOM
Article location: http://hotelmarketing.com/index.php/content/article/pinterest_finally_moves_into_travel_with_place_pins
Wertheimer, who co-founded flight shopping and pricing engine ITA Software in the early 1990s and sold it to Google as the basis for Google Flights for $700 million in 2011, is unfazed by the criticism, and speaking at the PhoCusWright conference in Hollywood, Florida, today, he argues that critics are just viewing the “iceberg.”
Wertheimer said that to develop a good travel shopping experience, you need lots of data and to “build things. Building things takes time.”
Displaying his computer scientist’s bent, Wertheimer adds: “To me, as long as the rates of change are going in the right direction, it’s a matter of time.”
Google obviously has plenty of time, and is no hurry to set the travel world on fire.
Get the full story at Skift
Article location: http://hotelmarketing.com/index.php/content/article/google_in_no_hurry_to_set_the_travel_world_on_fire
First, hotels were a major focus. Seven presentations were aimed at improving the way in which we book hotel rooms and the way hotels present themselves. The businesses ranged from a distribution system called Global.li aimed at providing a dedicated distribution platform for boutique hotels in Asia, Africa and Latin America to Groupize, which provides a booking engine and management platform for hotels to use on group leads and bookings. It would appear hotel marketing and check-in technology is in line for a makeover.
The second dominant idea was personalization – how is the industry going to tailor the offer it makes to consumers by using social media and other user generated content. These themes ran through a number of presentations throughout the day, including Peek, which aims to help activity operators find new customers and Mygola, which aims to help travelers plan “completely personalized trips in just 15 minutes”.
To supplement the broad personalization offers there were also some fascinating niche companies on display including MiniTime which will help build itineraries for family travel and Flights With Friends, which promises a more collaborative experience for group travel.
Get the full story at the Amadeus blog
SafelyStay Wins the $250K General Catalyst Award
PhoCusWright Inc. has announced the award winners of The Travel Innovation Summit, held on Nov. 19, the first day of The PhoCusWright Conference currently underway in Hollywood, Fla. Each year, 30 innovators are selected to demonstrate groundbreaking applications and solutions that are set to change the travel industry, and the winners represent the best of this elite group.
"New travel startups and legacy travel companies alike are pushing boundaries through all facets of technology -- from mobile to data to cloud -- to benefit travelers and the industry," said PhoCusWright vice president, research Douglas Quinby. "This year's demonstrators are amongst the most exciting we've seen present to date at The Travel Innovation Summit, and we look forward to seeing each make a greater impact on the travel industry in the future."
Winners are chosen by a panel of judges comprised of travel and technology experts, who determine the top innovation in each of five categories -- Startup, Emerging, Established, B2B and B2C. Attendees of The PhoCusWright Conference determined the Travel Innovation Summit People's Choice Award winner. This year, Brand USA awarded the first-ever Travel Marketing Innovation Award, and one company was selected to win the $250,000 General Catalyst Award for Travel Innovation.
The General Catalyst Award for Travel Innovation: SafelyStay
The Brand USA Award for Travel Marketing Innovation: Mygola Inc.
The 2013 Travel Innovation Summit People's Choice Award: Peek
The Most Innovative Startup Company: VerbalizeIt
The Most Innovative Emerging Company: Groupize
The Most Innovative Established Company: Sociomantic Labs
The Most Innovative Business to Business Company: Sociomantic Labs
The Most Innovative Business to Consumer Company: MakeMyTrip.com Pvt. Ltd.
The 2013 Travel Innovation Summit People's Choice Award: KDS
Innovative Startup Company: SafelyStay
Innovative Emerging Company: Routehappy
Innovative Established Company: KDS
Innovative Business to Business Company: KDS
Innovative Business to Consumer Company: CheckMate
"The PhoCusWright Travel Innovation Summit has a long history of identifying companies that are transforming the travel industry by applying cutting-edge technology to innovative business models," said Joel Cutler, managing director of General Catalyst Partners. "We've had the good fortune of investing in some of the travel industry's leading technology companies and by bringing our experience to the table, we can help ensure that the great ideas uncovered at The Travel Innovation Summit have the resources they need to succeed. SafelyStay is a perfect example of innovation at work, and we're excited to watch and help them become one of the next successful brands in travel."
"Partnerships drive everything Brand USA does. Through our partnership with PhoCusWright and as a sponsor of the Travel Innovation Summit, we are able to connect with an incredible range of talent. Through the Brand USA Marketing Innovation Award, we are demonstrating our commitment to companies that are driving the future of tourism marketing," said Carroll Rheem, vice president, Research and Analytics for Brand USA.
Article location: http://hotelmarketing.com/index.php/content/article/hotels_major_focus_at_phocuswrights_travel_innovation_summit
One of the most notable trends amongst 21st century travellers is an increase in online bookings. The US and Western Europe remained the largest online travel markets in 2012, with online travel sales reaching US$185 billion and US $170 billion, respectively. These same markets will grow the least from 2012-2017. However, BRIC markets are each expected to grow between 10-20% during that same forecast period.
Mobile technology has greatly affected travel bookings and will continue to grow, driving the increasingly important real-time social conversation between the newest travelling consumer, the millennial, and consumers and travel brands. According to Pew Research Center, 81% of US consumers between the ages of 25-34 have smartphones and 37% own a tablet. Marketing strategies must adapt to incorporate gaming, apps and user-generated content to reach this generation, since they are sceptical of traditional marketing.
Collaborative consumption, or the act of consumers and producers coming together through activities like lending, exchange and bartering, is becoming increasingly popular. AirBnB has been a leader in the "hotel" space given the recent economic woes. Tourists are keen to rent less expensive lodging options and homeowners struggling to pay mortgages are more willing to rent their spaces. Therefore, the vacation rental market performed better than hotels in 2009.
Luxury travel has made a comeback. Despite its decline in 2009, luxury hotels and premium air travel grew between 5-10% per year over 2010-2012. With ever-rising annual disposable incomes, middle class consumers are becoming more sophisticated, boosting demand for luxury hotels worldwide. Luxury guests have also embraced technology, with social media playing an important role for brands.
"These trends need to be addressed by travel companies to maintain or increase their share in the marketplace," says Euromonitor's Head of Travel and Tourism, Caroline Bremner. "Technology is changing the direction of travel and tourism and it is imperative to capitalise on social media to reinforce a positive brand image, reach key demographic segments and create a conversation with prospective tourists."
These are just some of the travel trends highlighted in the "Understanding the 21st Century Traveller - How to Captialise on Changing Travel Habits" white paper from Euromonitor International's Head of Travel & Tourism, Caroline Bremner.
Download the complete whitepaper at Euromonitor (free registration)
Article location: http://hotelmarketing.com/index.php/content/article/whitepaper_understanding_the_21st_century_traveler
Vacation-related posts comes above nights out, music, food, pets, babies and weddings, according to the study.
The study polled more than 3,000 Facebook users in the U.K., Germany and Scandanavia, but Lee McCabe, head of travel for Facebook, said the company would conduct a similar study in the U.S., and he said he expected the results to be similar.
McCabe said that because travel is so ubiquitous on Facebook, it's an ideal place for travel businesses to inspire people.
"Just viewing someone's vacation photos on Facebook is a huge influence to kick your friend into the dreaming state," he said.
Get the full story at Travel Weekly
Read also "Travel Weekly's 2014 social media road map"
Article location: http://hotelmarketing.com/index.php/content/article/facebook_survey_shows_influence_of_travel_posts
Affluent travelers, defined as those with an annual household income of $250,000 or more, make up 6% of the leisure travel market, the 2013 Portrait of American Travelers report says. Women now make up the majority of those travelers at 54%, up from 42% in 2010.
On average, these upscale travelers took five vacations during the last 12 months and spent $9,765 on travel during that time period. The group also expects to spend more than $10,000 on vacations in the coming year.
Affluent travelers tend to be married, are older and use social media. And they're keeping up with the technology. "Significantly more affluent travelers have downloaded travel apps to their smartphones now (49%) than in 2010 (27%)," a statement about the study says. Airline websites, Expedia and TripAdvisor were the most popular travel websites used by this group of travelers.
Get the full story at the Los Angeles Times
Article location: http://hotelmarketing.com/index.php/content/article/more_affluent_travelers_than_ever_most_are_women
According to the research by hotel price comparison website Top10.com, guests save an average of 15 per cent or £30 a night when booking through OTAs such as Booking.com, Expedia.co.uk or LateRooms.com with the online price being cheaper than the direct booking 71 per cent of the time.
Top10.com's random sampling of 100 three to five star hotels across the world for a booking date of Saturday 7 December 2013 revealed that only one hotel offered a cheaper rate by going direct and in the UK specifically, consumers were able to save 50 per cent through an OTA.
Alex Buttle, director of Top10.com, said: "There is a commonly held belief that booking a hotel direct with the hotel is the most cost effective way to book - our research debunks that myth. The reality is that customers need to shop around to save money - the best prices are normally to be found through one of the booking sites.
“While people are aware of the savings that can be made by comparing prices on services such as car insurance and energy, there is still a lack of understanding of online travel agents. Our research shows hotel prices vary hugely between sites like Expedia, LateRooms.com, Hotels.com and Booking.com which confirms the importance of shopping around to get the best deals.”
Get the full story at Big Hospitality
Article location: http://hotelmarketing.com/index.php/content/article/hotels_must_fix_rate_parity_as_survey_shows_guests_save_15_through_otas
Today priceline.com announced a new beta version of its iPad app that brings travel exploration, research and booking capabilities together in one interface. The latest innovation in mobile travel app technology, priceline.com's new Explore functionality unhinges travel aspirations and empowers consumers to uncover new popular priceline.com destinations around the world, while comparing prices, reducing the need to research and book travel at different times in different places. For the first time, priceline.com travelers can search for flights and access real-time pricing without defining a specific destination.
Powered by Travelport Flex Explore search technology, Explore enhances priceline.com's existing iPad app, which has been a featured Travel app in Apple's iTunes store. The application presents an easy-to-navigate graphical map of the world and an expansive range of inspirational search capabilities to narrow down the ideal destination and desired travel experience.
Beginning this week with priceline.com' Explore functionality, travelers can:
- Seamlessly research, and compare flight prices whether they know their destination or need help discovering a new place to visit
- Explore popular priceline.com travel destinations by interest from categories like "beach," "family-friendly" and "romantic"
- Customize global searches on a local level with the touch of finger on the app's interactive touch-screen map
- Access flight availability and pricing in real-time from any origin airport to a variety of destinations with one simple search, reducing the need to conduct multiple destination searches
- Narrow flight options and reveal additional airports and flights by circling an area on the map
- Leverage a budget filter to narrow flight results and destinations by preferred price
"Our iPad customers are in the early stages of travel planning, often booking further in advance for longer lengths of stay compared to smartphone users. In fact, iPad users are almost three times more likely to book 10+ days in advance than iPhone users," said John Caine, Chief Product Officer of priceline.com. "We've designed this feature for iPad users by making it easier to research multiple destinations, and we are delighted to help travelers who are just beginning the exploration process."
"We're committed to helping our valued customer priceline.com inspire their travelers and delighted to work with them to provide consumers with great search functionality," said Kurt Ekert, chief commercial officer, Travelport. "Travelport initiatives are all founded on one underlying principle: to provide the most informed travel choice. Choice inspires and liberates travelers to search, book and enjoy travel in new ways. Priceline.com Explore epitomizes what Travelport is bringing to the global travel industry through increased search capabilities, customization and control. This is what we aspire to do for all travel service providers to help them compete and prosper."
The new Explore functionality launches this week in beta and is available for download in Apple's iTunes store.
Article location: http://hotelmarketing.com/index.php/content/article/priceline_unveils_explore_search_functionality_on_ipad_app
The oldest lifestyle branding route is still through a celebrity recognized in a specific category, primarily food/chefs (Daniel Boulud), golf (Jack Nicklaus), and architecture/design (Philippe Starck).
Major hotel brands like Starwood Hotels and Resorts and IHG are segmenting by special interests. Starwood has been a leader in this over several decades, with its fashion brand (W), wellness (Westin) and the newest, eco-luxury (1Hotel) and entertainment (Aloft). At the same time, they continue to build their straight luxury portfolios, with high end appeal (The Luxury Collection and St. Regis).
Lifestyle brands especially from the fashion world – Versace, Armani, Bulgari, Missoni and others – are creating immersive hotel brand experiences at the high end. In a very interesting development, at the other budget end of the spectrum, Marriott is doing a partnership with IKEA. My prediction: always one to watch, LVMH will use its hotel acquisitions to showcase its full range of lifestyle product lines. Imagine this: you walk into their hotel and are greeted by runway models, offered a glass of Moet et Chandon. Want more? Visit the Moet et Chandon Ice Lounge (already in existence). Choose your fashion suite – Celine, Donna Karan, Fendi, Pucci maybe with Acqua di Parma bath amenities. It's dinner time and you're hungry? Head down to the restaurant through the lobby fragrant with the newest perfume from Dior, order a lobster and a glass of Chateau d'Yquem. And before heading home, stop off in the hotel shop and pick up a Bulgari or Chaumet watch as a memento of your stay.
And finally, the newest option is to brand by a niche, special interest category. Examples include the Food Hotel, Divorce Hotel, Women Only Hotel, and the Pet Hotel. Interestingly enough, most of these have come out of Europe. Marketing associations with a niche such as Design Hotels are yet another choice, also a European invention.
Get the full story at Hospitality.Net
Article location: http://hotelmarketing.com/index.php/content/article/behavior_increasingly_driving_travel_decisions
It is the season of travel, where people buckle up on planes and trains across the world, relishing the relatively recent wide-spread availability of public Wi-Fi.
This year, however, it seems people have wisened up to the fact that the Starbucks Wi-Fi isn’t the same secure and convenient connection you get at home. And that’s a good thing as 89 percent of public Wi-Fi connections are unsecured and open to bad actors, according to research from VPN provider AnchorFree.
Indeed 84 percent of travelers aren’t properly protecting themselves from public Wi-Fi threats because many of them don’t even realize they’re connected. This is due to the fact that people are connecting more often on their mobile devices when out of the house, many of which automatically switch to available Wi-Fi networks for you.
Get the full story at VentureBeat
Article location: http://hotelmarketing.com/index.php/content/article/travelers_89_of_public_wi_fi_connections_are_not_safe
This past year has unarguably been an exciting year for search marketing. We’ve seen Google take dramatic action to clean up its search result pages with its well-publicized Penguin and Panda updates, both of which are still being tweaked in ongoing updates.
This has resulted in a “clearing away” of lower quality sites using unethical SEO techniques and, therefore, a reward of greater visibility for brands “doing the right thing” online — much to the delight of ethical SEO agencies that play by the rules and focus on building relevancy, quality and long-term value for their clients.
The impact of this clearing-out, which has been particularly evident in the retail space, is profound, with better general discoverability for legitimate retailers over pure-play affiliate sites with domains to burn for short-term gain.
So, for SEOs running brand protection against knock-off retailers, life got a lot easier in 2013.
Get the full story at Search Engine Land
Article location: http://hotelmarketing.com/index.php/content/article/googles_focus_on_search_quality_creates_opportunities_for_small_biz_seo
eMarketer forecast in August that the UK would reach a population of 32.1 million social network users this year, including individuals of any age who log on to a social networking site at least monthly from any electronic device. That’s up nearly 2 million from last year’s user numbers, but faster growth expected in Germany will put the island nation in second place.
The gap between Germany and the UK is expected to widen over the forecast period, with a compound annual growth rate (CAGR) of 4.0% predicted for the UK’s social networking audience between 2012 and 2017, vs. a CAGR of 6.1% expected for Germany. Still, the UK will hold second position in the region through 2017, with France coming up third.
When it comes to Facebook usage, however, the UK is still tops. Nearly 30 million UK residents will access Facebook each month this year, based on eMarketer’s August estimates, coming in well ahead of the 22.1 million users expected for each of France and Germany. And it’s not just absolute numbers where the UK shines: Nearly half the population and more than six in 10 internet users will use Facebook this year, putting the UK behind only highly developed and homogeneous markets like Norway, the Netherlands and Sweden. When examined as a percentage of total social network users in the country, the Facebook population rises to 93.4% penetration—just a shade lower than Spain’s rate of 93.9%.
Get the full story at eMarketer
Article location: http://hotelmarketing.com/index.php/content/article/germany_now_top_social_networking_spot_in_europe
"Who's Sleeping with You? A Detailed Look Into the U.S. Online Hotel Guest," reports that 123 million travelers researched hotel options online in 2013, and 92% of them went on to book rooms online as well. These travelers enjoy an expanding array of hotel options, creating a "let-the-best-deal-win" mindset as hotels compete to capture their attention online.
"In 2014, hotel chains face a fiercely competitive environment on the web," Harteveldt said. "Their customers are becoming more demographically fragmented and most don't belong to a hotel loyalty program. So hoteliers really need to know who their customers are and understand them on a deeper level. They have to earn their customers' loyalty and fight for every booking."
The study is based on a three-month analysis of Adara's extensive network of shopping, booking, loyalty and mobile data derived from more than 1 billion travel transactions that the company processes each month, along with Hudson Crossing's proprietary research. Adara has partnerships with 60 leading travel companies around the world that provide real time customer data directly to the company.
Among the key findings in the report are:
The average age of a leisure hotel guest is 42. The largest block of guests – 33 percent – is in Generation Y – people 24-36 years old. One in 10 is 18-23. Baby Boomers, ages 49-67, the traditional audience focus of so much of the industry's marketing, are beginning to see their dominance diminish.
Only 2 in 5 travelers feel loyal to any travel brand. Many don't belong to hotel loyalty programs. Of those who book on hotel websites, 40 percent belong to a hotel loyalty program elite tier, and even these travelers shop around extensively before booking. Adara's data show that elites average nine searches outside of the hotel chain they book. Other loyalty members average an eye-popping 11 searches.
Hotel loyalty program members are 2.5 times as likely to take action if they see online ads about hotels that are relevant to their travel-related shopping and booking history.
Adding more customer data helps digital travel ads perform better. When travel companies leverage four additional customer data points – such as geo-targeting or purchase history -- in an online campaign, they achieve a nine-fold improvement in the ad's effectiveness.
Online travel agencies are an effective way to reach "impulse" buyers who like to take last-minute trips. Travelers who book on OTA sites do so just 10 days in advance of their trips on average, versus 25 days in advance on hotel websites.
Two in three hotel customers have a smartphone and 44 percent own a tablet device. But travelers are more interested in using tablets than smartphones to research and book hotels.
These trends indicate that consumers are "free agents" in choosing where to stay. The changes in traveler demographics, behavior and attitudes mean that hotels must ensure they have the appropriate ability to target and retarget customers.
"Understanding the guest on every possible level isn't a "nice to have" for hotels – it's a key strategic priority," said Layton Han, Adara's Chief Executive Officer. "How well digital advertising campaigns succeed in converting online lookers into hotel bookers will depend on rich data, the insights derived from it, and the ability to act on them. This will play a key role in the ability of hotels to prosper during the next 12 to 24 months."
Meanwhile, the explosion of mobile and new digital marketing technologies has raised travelers' expectations. Consumers are continuously connected to people and businesses that matter to them. And they expect personalized messages, offers and interactions based on their current context.
"The hotel industry faces an uncertain business and consumer environment heading into 2014, but it does so equipped with more tools to help it succeed," Harteveldt said. "Hoteliers can now access actionable knowledge about their customers and their shopping and booking behavior to reach them when they are making their booking decisions."
"Who's Sleeping with You? A Detailed Look Into the U.S. Online Hotel Guest" and its companion infographic are available for download at no charge at http://www.adaraglobal.com.
Get the full report at Adara Global (PDF 676 KB)
Article location: http://hotelmarketing.com/index.php/content/article/online_hotel_bookers_are_young_wireless_and_free_agents
The TripBarometer survey polled travelers from 22 different countries around the world¹ on mobile and social trends. The survey found that nearly two-thirds of U.S. travelers (61%) report using social media while on vacation. Forty-six percent (46%) of that group—nearly half of the travelers who use social media—cited a fear of missing out on news from their friends and families as a reason for staying connected.
TripAdvisor's TripBarometer survey also found that mobile devices are an essential part of the travel experience for U.S. respondents, and that travelers are nearly twice more likely to use smartphones than tablets during their travels: 85 percent (85%) of American travelers reported using smartphones while on holiday, while just 46 percent (46%) reported using tablets.
The survey results showed that U.S. travelers' use of social media and mobile devices while on vacation was comparable to the global average for the 22 countries polled. Eighty-seven percent (87%) of global travelers reported using a smartphone while on holiday, compared to 44 percent (44%) who reported using a tablet while on a trip. Sixty-one percent (61%) of global travelers reported using social media on vacation.
Get the full story at TripAdvisor
Article location: http://hotelmarketing.com/index.php/content/article/tripadvisor_looks_at_mobile_and_social_travel_trends
Online travel agents have struggled to keep apace with consumer personalisation trends because shoppers do not visit their websites often enough, according to an industry expert.
Jon Pickles, a travel technology consultant, was speaking this morning at the Travolution Summit in London alongside a panel of industry experts about how OTCs can make better use of data to understand customer behaviour and offer more relevant holiday options.
“They have a product. The product is a holiday. But they might only [shop] one or two times a year. The question is: how do you get your customer back the following year? It should be because they had a good experience on holiday. But you ideally have to start warming that customer through the year to capture the data [about them] and make good use of it [to provide them with relevant search results].”
Get the full story at Travolution
Article location: http://hotelmarketing.com/index.php/content/article/otas_struggling_to_keep_up_with_consumer_personalisation_trends
Improving a travel e-commerce website with an overhaul of design and functionality is generally a routine initiative that happens every few years. However, even though such projects are expected to play their part in stronger affiliation with the brand, and a stronger role in travellers’ booking funnel, it doesn’t mean work stops there.
One thing is certain, not every action will garner higher than average booking values and conversion rates. That said, small tweaks and changes can help. For example, enhancements could include a new feature or taking action to address sudden spurts in visitors to a website. And daily monitoring can help ensure that both website design and functionality works the way it should.
In the case of WorldHotels, the team says it has immensely improved the booking funnel by adding room and rate display prominently next to top selling points such as guest reviews and location. The team has also placed rate information earlier in the booking funnel. In addition price, location and guest reviews are next to each other in order to make all information available at first glance. “We have also optimised our booking process by implementing a new design, layout and structure as well as developed new CTA (call to action)-buttons,” says Kerstin Steinberg, global director e-marketing, WorldHotels.
Get the full story at EyeForTravel
Article location: http://hotelmarketing.com/index.php/content/article/five_tips_to_help_hotel_brands_convert_lookers_into_bookers
With Orbitz Rewards, customers earn so called 'Orbucks' based on the full amount they paid for the booking. Unlike other hotel rewards programs, Orbitz Rewards customers can redeem their 'Orbucks' instantly - without any black-out dates. What's more, Orbitz Rewards customers that book hotels via the company's mobile apps will get a 5% discount on the booked hotel price.
Talking about mobile hotel bookings, Orbitz revealed that today already 27% of all its hotel bookings across all global sites are made via its mobile apps. For sameday bookings, the mobile app share has already increased to 60% of all hotel bookings.
Barney Harford also talks about Orbitz' new partnership with Jetset Travelworld in Australia. Orbitz will power Jetset's new retail brand, helloworld, and plans to enter similar partnerships in the future.
Watch the full complete interview at Fox Business
Article location: http://hotelmarketing.com/index.php/content/article/more_on_orbitz_shifting_its_focus_on_hotels
The changes have many fliers wondering which carrier will be the next to “update” its loyalty program, with some eyeing the merger between American Airlines and US Airways as a possible catalyst for more such announcements.
Airlines generally change their programs once every two to three years, said Tim Winship, publisher of FrequentFlier.com.
“Whatever your miles are worth today, they are almost certainly going to be worth less in the future,” Winship said.
Get the full story at NBC News.com
Article location: http://hotelmarketing.com/index.php/content/article/frequent_flier_program_changes_concern_travelers
Article location: http://hotelmarketing.com/index.php/content/article/aaron
The number of global corporate bookings, those made through the global distribution systems (GDS), in October 2013 matched that of October 2012. Rates increased a slight +0.5% over prior year, despite global political issues and the US government shutdown. Year-to-date, rates inched up +0.6% over 2012, which is not to be overlooked, according to David Millili, chief executive officer of Pegasus Solutions.
"Five years ago, our industry had just been hit with the effects of the economic downturn," said Millili. "Hotels across every region and segment experienced a dip in occupancy and rates. Bookings have been recovered for a couple of years now, but we continue to struggle to return rates to 2007 levels. For the corporate channel, October rates actually set a year-to-date pace of +1.1% over October 2007, though they were still off that month's performance by -3.5%.
Every bit of growth we see in those rates brings us closer to being fully 'recovered', which is still a ways off for the leisure market."
Leisure bookings came within -1.3% of last year, setting a pace of +1.7% year-to-date. Rates travelers paid were +2.3% higher than 2012, upholding the +2.7% year-to-date growth pace over prior year. This slight improvement during an off-peak season indicates promising growth for 2013's upcoming holiday travel. Compared to October 2007 levels, leisure rates are still off by -15.7%, even as volumes are a full +25.1% higher.
More stable booking volume is expected through the end of the year for both corporate and leisure bookings. Rates for the corporate market will continue to grow through December, with an extra bump expected in January. Consumers booking through online channels will be paying about +3% higher rates than prior year through the first of 2014.
Data reported by Pegasus Solutions comes from billions of transactions processed monthly for nearly 100,000 hotel clients, facilitating more than $16 billion a year. The Pegasus View, produced quarterly, is the only industry report to reflect data drawn from both GDS and ADS transactions, representing the business and leisure markets respectively. Pegasus' PegasusView Market Performance business intelligence is a monthly reporting product augmenting the global data provided quarterly in The Pegasus View.
Related Link: Pegasus Solutions
Article location: http://hotelmarketing.com/index.php/content/article/hotel_booking_volumes_remain_flat
RevPAR allows hotel entities to measure on a like-for-like basis the performance of one hotel relative to its competitive set. With this metric, hotels can assess if they are achieving their fair share and just how successful the hotel has been in optimising the use of available inventory.
When it comes to TrevPAR, however, the issue is the definition of total revenue, explains Puneet Mahindroo, Director, Revenue Management - Asia Pacific, Four Seasons Hotels and Resorts. The question then is: should hould hotels consider only resident guest related spend to calculate it or should they also be considering the overall gross revenue generated by the property? Each approach has implications. For instance a hotel with the same room inventory may have a larger banquet space and, as a consequence, greater potential for revenue generation. So when you divide the total revenue for two hotels, it may not be a fair, like-for-like comparison. “I think the industry is yet to come to a consensus on this,” says Mahindroo, who adds that another complication is that unlike RevPAR, there is general hesitation in disclosing total revenue data in several parts of the world.
According to Kristie Goshow, Vice President, Marketing at Sabre Hospitality Solutions, larger brands have certainly embraced the conceptand this is evident through their marked interest in optimising inventory sets beyond the bedroom such as food and beverage, meeting space and other public spaces. “Small groups and independents will slowly follow over the course of the next 24 months. We expect the level of adoption to vary by region,” she says.
Get the full story at EyeForTravel
Article location: http://hotelmarketing.com/index.php/content/article/hotel_brands_embrace_the_concept_of_trevpar