Distribution

GDS interfaces drag advisors out of the dark, green ages

Travelport
Travelport

GDSs have worked for almost a decade developing and improving graphical user interfaces that present content in a more user-friendly way for a new generation of advisors.

After years of honing their command-line skills, many older, seasoned advisors prefer to continue working in a cryptic environment. But increasingly, GDSs and many agencies are encouraging these veterans to switch to the GUIs, which have more features and promise to offer additional content as IATA's New Distribution Capability grows to permeate the industry.

It is also easier to train new agents on GUIs, eliminating the need to learn an outdated cryptic environment. Eventually, most expect green-screen GDS interfaces to fade into nonexistence.

Digital Marketing

Marriott expands partnership with TED

Apr 15, 2019 / Marriott
Marriott International
Marriott International

Entering its third year of collaborations with TED, Marriott Hotels today announced new program extensions.

This year, for the first time, Marriott Hotels will livestream talks from the TED2019 conference to 12 properties around the world for an exclusive viewing for guests.

The brand will also introduce a TED Masterclass through Marriott Bonvoy Moments, a program which provides travelers experiences around the world. Both the livestream and Masterclass will be in addition to a calendar of exclusive TED Fellows Salons in five cities.

Technology

The future of integration: There is a right answer

Apr 15, 2019 / SnapShot (sponsored)
SnapShot
SnapShot

Carson Booth, CEO of SnapShot, a Shiji Group Band/HFTP Global Board member, unpacked the topic of “The Future of Integration: There is a Right Answer,” during a panel session on April 10, in Palma, Mallorca, Spain.

There’s no doubt that innovation in IT can help the industry drive revenue and offer more customer centric offers. However, due to the challenges such as data silos and legacy systems, the hospitality industry is hindered from advancing and taking advantage of its most valuable resource - data.

While there is a lot of existing innovation from a technology perspective in companies and startups that are building new applications and software, as highlighted by Pillau, the integration of legacy systems with such technology is not that easy and is very costly.

Digital Marketing

How transparent is your marketing spend?

Apr 15, 2019 / Attribution
Shutterstock
Shutterstock

Three ways to better track, classify and account for marketing expenditures.

Improving your ability to categorize, track and account for marketing expenses from a financial standpoint is fundamental to measuring, governing and improving the marketing investments over time.

Highly accountable marketing organizations are working to consolidate and classify their spend in ways that allow them to optimize spend, margins and growth performance.

Digital Marketing

How to target today’s tech-savvy travelers

Apr 15, 2019 / Millenials
Shutterstock
Shutterstock

Customer segmentation is an efficient marketing tool, but it won’t deliver long-term sales results. Capturing attention and share of wallet from today’s tech-savvy travelers requires a more personalized approach.

Capturing the attention of today’s tech-savvy travelers requires a more dynamic, personalized approach. Right message plus right time plus right channel needs to be informed by the right data points. Just as mobile and voice technology have reshaped your guest’s decision-making journey, the data coming in from those sources needs to reframe the way you think about and communicate with traditional market segments.

Digging deeper to uncover need states, interests and preferences - and layering that on top of demographics, behavior and engagement data - will give you the information you need to intercept guests at precise micro moments that influence their purchase decisions.

Technology

The future of the hotel CRS

Shutterstock
Shutterstock

Through mergers and other strategic consolidations, solution providers are upgrading their technology, expanding their product suite, and offering hotels interconnected solutions rather than individual niche products.

For many CRS companies, the “direct distribution” application is the booking engine. Period. Rate plans and availability from the CRS are distributed to the booking engine in the same way they’re sent to third-party distributors.

The problem is, the booking engine isn’t where guests start their booking journey - it’s where it ends. This is where hotels miss opportunities to use the CRS to optimize for direct bookings.

Personalization

Integrating IT, marketing can improve personalization

Apr 15, 2019 / Guest Experience
Shutterstock
Shutterstock

With so much data available in the hotel industry, the ultimate goal of personalizing marketing, selling and the guest stay is too large a task for it to be solely an information technology problem.

The amount of data is getting larger with every year, but with guests’ desire for personalized experiences coupled with the fears and legal requirements concerning how data is collected and stored, defining the appropriate amount of personalization is as clear as mud.

But the argument in support of personalization is this: If data is used to craft a truly unique experience to each guest, that guest will see the worth in handing over preferences and likes.