Loyalty Program

AccorHotels rebrands back to Accor, rolls out lifestyle-focused loyalty program

Feb 21, 2019 / Accor
Accor
Accor

The change was made because Accor is an "augmented hospitality" company, that has made a significant investments in home and villa rentals.

The group had previously rebranded as AccorHotels in 2015 for online marketing purposes, matching the name of the company with its Accorhotels.com website.

Also on Thursday, Bazin unveiled a revamp of Accor's Le Club loyalty program, which will now be known as Accor Live Limitless. The Live Limitless platform will aim to offer members a broader array of rewards, services and experiences across Accor's 30 hotel brands and collection of bars, restaurants and nightclubs.

Business Travel

Experimenting with the future of business travel: three hypotheses

Feb 21, 2019 / Egencia
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Shutterstock

There are three clear hypotheses that the business travel industry should be experimenting with to be truly customer-centric in the future.

With machine learning algorithms, in the future companies will be able to immediately see what business trips are “high-risk” and need approval versus those that should sail through easily.

This is just one example where an algorithmic approach can help. Others include identifying the most logical low-fare option and setting daily hotel rate caps by seasonality and market.

Products & Services

Standard hotel group turns tech incubator as One Night app raises $5M

Feb 21, 2019 / The Standard Hotels
The Standard Hotels
The Standard Hotels

The Standard Hotels are known for comfortable beds, cheeky marketing, and always providing a bustling spot to get a late-night drink or an early-morning breakfast. Now it’s adding something new to its resume: tech incubator.

One Night, the app that makes it easy for both the spontaneous and the procrastinating to make last-minute bookings at independent hotels, today secured $5 million in Series A funding.

The mobile app features a curated list of over 200 independent hotels that are open for last-minute stays. Since it launched, One Night has grown to 17 markets, including London and Bangkok.

With the funding, the company will be launching a new distribution channel later this year that is poised to disrupt traditional online travel agencies and set the stage for the next generation of travel agents.

Products & Services

Forbes Travel Guide unveils 2019 Star Rating Awards

Feb 21, 2019 / Hotel Design
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Shutterstock

Forbes Travel Guide debuted its 61st annual list of Star Rating winners, recognizing the world's finest properties and rewarding gracious, intuitive service.

The 2019 award recipients include 21 new Five-Star hotels, 49 new Four-Star hotels and 62 new hotels in the Recommended category. Other first-time recipients include six Five-Star restaurants, eight Five-Star spas and 21 Four-Star spas. See the complete list of winners here.

A standout was The Peninsula Hotels, which made Forbes Travel Guide history by becoming the world's first all Five-Star hotel company. The Peninsula Manila earned its fifth star this year, which pushed the Hong Kong-based brand's tally to 10 Five-Star hotels.

Digital Marketing

Marketers move down the funnel

Feb 21, 2019 / Inbound Marketing
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Shutterstock

Over the past several years the customer journey has extended beyond the sale into post-sale adoption, satisfaction, renewal and advocacy.

This expansion has resulted in marketing moving down the funnel with a focus on quality demand generation, higher conversion rates and clear post-sale customer engagement to ensure success.

It is important to ensure, however, that all customers and prospects are not lumped into the same category. Just because a customer has engaged with a piece of content, it does not always mean that they are on the cusp of starting the buying cycle.

Digital Marketing

The top 5 things you need to know now in hotel digital marketing: February edition

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Shutterstock

This month, the latest digital innovations include Facebook allowing Page owners to participate in Groups, new video advertising opportunities through Amazon, and asymmetrical layouts making a splash in website design.

It’s no secret that voice search is gaining more and more traction. Internet users are increasingly shifting from typing their queries into Google to asking voice search providers like Siri and OK Google. This trend will significantly change the type of keywords you need to target, as users begin asking more complete questions and long-tail queries.

Bidding on long-tail keywords and question-phrased keywords (even though they have a lower search volume) is an extremely cost-effective way to drive voice conversions for search queries such as “luxury hotel with rooftop pool in SoHo New York.”

Digital Marketing

The great connector: The hotel mobile app

Feb 21, 2019 / Runtriz (sponsored)
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Shutterstock

Hotel apps are more than a one-trick pony; they have evolved from a tool into a portal through which hotels can deliver the guest experience.

Booking, check-in, room service, chat, check-out, housekeeping requests, restaurant and spa reservations, concierge information, and so forth. But because they are more streamlined than bulkier websites, mobile apps have five times the conversion rate than that of mobile sites.

Mobile apps, when used to their fullest potential become the great connector between the hotel and the guest. The app delivers on the experience that the guest wants from the hotel, and it communicates guest needs back to the hotel.