Technology

Hotel industry has to invest more in technology

May 09, 2019 / Guest Experience
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Shutterstock

For some, the hotel industry requires a fundamentally different notion to how it sells and packages merchandise, physical goods and experiences.

If hoteliers are content telling themselves and others the biggest threat to the industry is Airbnb, then they have misjudged the problem and in essence already given away the shop, according to sources at the recent Hospitality Industry Technology Exposition & Conference.

Above the online travel agencies and disruptors sits Big Tech, global giants poised to take even more, sources added.

Products & Services

New hotel booking platform centers on sustainable travel

May 09, 2019 / Sustainability
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Shutterstock

Not-for-profit hotel association Bee + Hive is launching a new booking platform centered around hotels that offer sustainable travel experiences.

Guests that want to travel responsibly and adventure while on vacation can plan a trip based on activities, locations, and sustainable resources.

Any profits made from the booking engine will go directly to Bee + Hive’s efforts to support sustainable travel and hotels.

Related: Bee + Hive

Loyalty Program

Customer loyalty in a hyper-segmented hotel landscape

May 09, 2019 / Horwath HTL
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Shutterstock

While many hotel branding companies have recently announced reforms in their rewards structures, their programs are still primarily based on a point redemption system.

While Horwath HTL analysis suggests that point and redemption programs are unlikely to drive loyalty, technology and the use of big data could change this. Marriott is now collecting customer information relating to 120 million customers, over 6,700 hotel rooms and 30 different brands.

The greatest value in today's rewards programs should lie in hotel companies' ability to collect, store and utilize data more effectively to help brands offer guests more personalized experiences - all in an effort to surpass guest expectations and develop strong relationships.

Products & Services

IHG likes third-party bookings

May 09, 2019 / IHG
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Shutterstock

The chain recognizes that not all guests are brand loyal, and that it is wise to maintain healthy relationships with online travel agencies and metasearch engines.

While many of IHG’s competitors, including Hilton and Marriott, have been running campaigns and emphasizing direct-bookings, where guests find the lowest rates for loyalty program members on the chains’ websites, Philippe Garnier, the chain’s vice president of third-party distribution, in Cancun said IHG recognizes that not everyone prefers or is able to book its properties direct.

Garnier said he welcomed the fact that there has been a deescalation of late in the rhetoric about an alleged booking war between hotels and online travel agencies. It’s not just a matter of director booking being good and third-party booking being bad, he added.

Technology

Hotels: The legal issues of working with blockchain

May 09, 2019 / Blockchain
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Shutterstock

While hoteliers might be interested in working with blockchain they need to keep in mind some legal hurdles, particularly in relation to GDPR.

None of the legislative bodies - whether it’s the European Commission or the supervisory authorities in individual states in the EU - have commented on blockchain or provided guidance on how it can be used under privacy and security laws.

One of the biggest conflicts between GDPR and blockchain technologies might be the so-called “right to be forgotten,” where in the subjects of data can insist on data holders wiping their information from their systems.

Loyalty Program

Webinar: Drive loyalty through a personalized journey

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Shutterstock

In this webinar, experts from leading hospitality and hotel tech companies will share their insights and strategies on how to enhance customer loyalty.

Delighting your guests with a personalized experience is crucial for increasing customer loyalty and revenue. But it’s easier said than done.

Hoteliers have to leap over many hurdles to create holistic customer profiles and implement marketing personalization at scale. You need strategic partners by your side to make that happen.

Digital Marketing

The Hotel Zags Portland reimagines Portland with a new website

The Hotel Zags, Portland
The Hotel Zags, Portland

The Hotel Zags Portland, formerly Hotel Modera, has launched a custom website in partnership with HEBS Digital to showcase its new, out-of-the-box brand.

The Portland hotel’s new brand appeals to young, creative travelers through a variety of engaging offerings and services. The Hotel Zags Portland worked with the HEBS Digital team to create a website as welcoming and vibrant as its new voice.

The new website brings the best of Portland to life through custom page designs, including a neighborhood guide - featuring an interactive map and illustrated walking tours - and a page for its complimentary equipment rental service, the Gear Shed.