Market Data

UK: Deloitte upbeat about travel despite challenges

May 23, 2019 / UK
Shutterstock
Shutterstock

The economic fundamentals for travel remain positive in the UK but the sector faces some major challenges, the 14th annual Barclays Travel Forum was told.

Alistair Pritchard, partner and head of travel at Deloitte, said a widely-expected slump after the 2016 Brexit referendum failed to materialise.

And he said although the UK economy is not growing as strongly as before the referendum it was still growing and other factors like wages, inflation and employment were positive.

However, he said concern about staff shortages, rising costs from business rates, auto-enrollment pensions and an increased in the national living wage is “squeezing margins” in the sector.

Barclays Travel Forum: Fear over impact of discounts and zero deposits

Branding

Inside Hilton's marketing strategy

May 23, 2019 / Hilton
Hilton
Hilton

Hilton CMO Kellyn Smith Kenny sheds some light on the marketing strategies that support 17 different hotel brands in a competitive global market.

The company has an enterprise marketing strategy, as well as individual brand marketing strategies to reach our customers and potential guests.

The enterprise marketing strategy speaks to the broad base of consumers who shop its portfolio of 17 brands across 113 countries, and our loyal customers who are members of Hilton Honors.

Simultaneously, Hilton's brand campaigns speak to specific consumer targets about individual brands. These efforts work together and build on one another to create a virtuous cycle.

Distribution

Hotels ‘outweigh Airbnb for value, cleanliness and experience’

May 23, 2019 / Airbnb
Shutterstock
Shutterstock

Almost three quarters of UK travellers do not believe Airbnb provides better value for money compared to traditional hotels, new research claims.

A quarter of travellers (24%) feel an Airbnb will provide them with a genuine experience of a city or country compared to staying at a hotel. But only 9% believe that Airbnbs offer better locations compared to 62% who would favour a traditional hotel stay.

However, when asked which type of accommodation they would prefer for a rural holiday, 41% would opt for a B&B or Airbnb.

Data Protection

GDPR one year later: What’s changed and what’s still to come for hotels

May 23, 2019 / GDPR
Shutterstock
Shutterstock

GDPR has prompted many hotels to re-examine their guest privacy practices, such as how they obtain and use guest data gathered through OTAs, or the impacts of sharing data among multiple properties within one management group.

Transferring data now must be fully transparent to the consumer, and all of the ways a property uses the data must be explicit. For example, if a traveler agrees to receive a newsletter, they do not, by default, also agree to receive all promotions or correspondences from a property.

Properties and their partners must encrypt personal data to protect the consumer’s identity and ensure that appropriate measures are taken to safeguard the integrity of that data. This is a lot to take in and execute for any hospitality business.

But the EU measures are just the beginning of widespread consumer data reform.

Distribution

Google integrates food delivery services into Search, Maps and Assistant

May 23, 2019 / F&B
Shutterstock
Shutterstock

For restaurants that participate, you’ll soon see and “Order Online” button in Search and Maps when you search for a specific restaurant or cuisine.

Google today announced that it is launching the ability to order food delivery directly from Google Search, Maps and the Assistant.

Google itself isn’t getting into the delivery game, though. Instead, it is partnering with companies like DoorDash, Postmates, Delivery.com, Slice and ChowNow. Support for Zuppler and others is “coming soon.” The ordering experience, though, is deeply integrated into Google’s tools and you can pay with Google Pay.

Digital Marketing

The types of content that will help build your hotel story on social

May 23, 2019 / Net Affinity (sponsored)
Shutterstock
Shutterstock

Having a consistent, ever-present voice on your social platforms will help remind potential guests of your hotel, and sometimes it’s the little things throughout your day to day that can be used to attract attention.

Your posts don’t always have to be groundbreaking news. Was it a member of staff’s birthday? Post a pic on Instagram. Was the breakfast looking particularly delicious this morning? Don’t let the evidence go to waste. These smaller, day to day things can actually help piece the bigger picture of who your hotel in a delightfully human way.

Speaking of delightfully human, you know what else is just that? Humans. People need to feel like they can relate to something. They want to see the human side of your brand, they want to get a feel for your property’s personality.

Technology

NextGuest wins three Stevie Awards

NextGuest
NextGuest

The Stevie Awards are considered to be the world’s premier business awards, designed to recognize achievement in every facet of the workplace.

NextGuest competed in the American Business Awards division against thousands of other entries, all judged by more than 200 industry professionals across a two-month judging process.

HEBS Digital is thrilled with the success of its content personalization technology, and receiving a Gold Stevie Award means that the technology is recognized for setting the industry standard. Serving personalized content to different users is the way of the future, and HEBS Digital is proud to be a pioneer in the way customers interact with hotels.