Personalization

How hotels get personalized marketing to guests

Feb 05, 2019 / Guest Experience
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At the 2019 HSMAI Digital Marketing Strategy Conference, hoteliers shared insights about how they get more specific and tailored marketing messages in front of potential guests.

Messaging and online interactions specifically tailored to individuals are more likely to convert to bookings and increase important metrics like time on site, according to experts speaking at the 2019 HSMAI Digital Marketing Strategy Conference.

Adele Gutman, VP of sales, marketing and revenue for the Library Hotel Collection, noted her company doesn’t “have the big budgets of major chains to apply very expensive customized technology to our platforms.” So instead her company strives to reach a level of personalization by focusing in on the guest experience and making sure “every guest feels like what we’re offering them is designed personally for them.”

Distribution

Australia urges Senate to kill OTA rate parity

Feb 05, 2019 / Rate-parity
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Price Parity as a practice must be banned - Accommodation Association of Australia CEO Richard Munro told a Federal Senate inquiry in Melbourne yesterday.

Under current contracts between some major online travel agents and individual accommodation providers, clauses are in place legally prohibiting hotels, motels and serviced apartments from competing against the big OTAs with their own promotions or reduced rate offers.

Munro said any tax increase levied against online travel agents will simply be passed on and would have to be absorbed by accommodation providers as they were unable to raise their own rates to compensate. This practice, he added, would drive consumers in greater numbers to stay at unregulated accommodation operators such as AirBnb hosts.

Market Data

Analysts expect 2019 to be a healthy year for hotels

Feb 05, 2019 / Economy
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Executives from STR, CBRE Hotels, Kalibri Labs and JLL shared their forecasts at ALIS and talked about rate, supply and other trends hoteliers should keep an eye on.

Numbers lend credibility to conversations about where the hotel industry is in a cycle and whether the future looks like a peak or a valley.

At the Americas Lodging Investment Summit, executives from several data analysis companies put 2018 performance and activity into context, shared how the next few years are shaping up, and what hoteliers should be aware of when it comes to the data.

Personalization

Hilton: ‘We’re not trying to compete with Google, Amazon and Apple’

Feb 05, 2019 / Guest Experience
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At a time when a number of travel and hospitality CEOs are increasingly concerned with the idea of who “owns” the customer Hilton CEO Christopher Nassetta has a slightly different take on those efforts versus peers.

Whereas AccorHotels CEO Sebastien Bazin and Marriott CEO Arne Sorenson see technology companies such as Google, Amazon, Apple, and others as direct competitors, Nassetta doesn’t necessarily see things in the same light.

“We’re not trying to compete with Google, Amazon, and Apple,” Nassetta told Skift recently at the Americas Lodging Investment Summit. “We’re not trying to. We’re a platform and a network, and our view is that we’re on the fulfillment side, that we’re the experience. We’re the hearts and souls that make that stay different, and we make sure that product is right, along with the amenities, and the service delivery. I don’t think those guys are going to want to be in that form of fulfillment for a long, long time. I mean, I may be wrong, but … we jointly own the customer.”

Distribution

Hotels: The 5 hidden costs of being branded

Feb 05, 2019 / OTAs
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For years hotel chains have publicized the advantages of working with them: advanced loyalty programs that promise to bring consistent customers, low fees, tough negotiations with OTAs, and preferred financing options. Not so fast.

With a booming economy and increased competition across the globe, owners must examine their partnerships to ensure they position themselves to be financially successful. It’s no longer necessary to work with a brand to achieve financial success in your hotel.

Remember to lean on OTAs and to consider what lending organizations are looking for in financing agreements, and you can avoid pain points that the big brands bring.

Products & Services

Easy agile techniques to try in your hotel

Feb 05, 2019 / Triptease (sponsored)
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The agile approach refers to cross-functional teams working together in short iterations - sprints.

It supports new ways of working, collaborating and even thinking. The fast-paced sprints also allow adjusting quickly to external or internal changes.

At the Direct Booking Summit: Americas, Paolo Torchio, Vice President Digital and eCommerce at Two Roads Hospitality, shared his approach to reducing silo mentality at work with a combination of Kanban, Agile and Scrum methodologies.

Revenue Management

Crucial KPIs for success: game-changers for 2019 and beyond

Feb 05, 2019 / OTA Insight (sponsored)
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Hoteliers the world over predict another year of solid demand and increased occupancy.

Despite moderate growth in supply, the industry appears to be in rude health. But it remains a highly competitive market, and, in a sector as cyclical as ours, the good times don’t last forever.

But there’s no room for complacency. To weather any future storms - and just to do as well as you possibly can - is it time for an audit of your KPIs? Here's a list of crucial KPIs for success.