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Ways Hotels Can Leverage Influencer Marketing for Brand Growth
Debbie Miller | October 9, 2024
In today’s competitive hospitality landscape, hotels increasingly turn to influencer marketing as a strategic tool to boost brand visibility and drive bookings. Why? Partnering with influencers allows hotels to tap into their engaged audiences, leverage authentic storytelling, and create compelling content that resonates with potential guests. Here are a few ideas for how hotels can effectively collaborate with influencers to strengthen their online presence and attract more guests. Understanding the Power of Influencer Marketing To start, let’s define “influencer marketing.” Simply put, influencer marketing...
Heightening Accountability In Point Of Sale Systems
Mohammad Ashrafi | July 18, 2016
By Mohammad Ashrafi Accountability in an organizational sense means responsibility, transparency, obligations and, above all, trust, especially when there's money involved. As employers, we expect this from our staff. We expect them to be accountable for upholding the quality of their work, for maintaining positive interactions with guests, for taking pride in a job well done and to act with integrity. We spend countless training hours to instill the values and methodology of our businesses in order to set accountability expectations. Then we expect that this baseline of accountability will remain with the employees over the long-term e...
CASE STUDY: Using Social Media and SEM to Drive Group Business
Teri Merritt | July 14, 2016
By Teri Merritt Before I started my own business, I was heavily entrenched in the Marriott International corporate brass, where group meetings business accounts for 40% of the overall revenue for their US hotels. As a leader in marketing and e-commerce disciplines, my team's focus was largely devoted to driving demand and revenue from the direct consumer segments and channels. For reference, our shorthand for all these activities was B2C, while those pertaining to groups were called B2B. With the acquisition of Gaylord Hotels and the opening of several other large convention hotels in major US markets in the summer of 2012, I was tasked...
The Battle for ‘Book Direct’ May Be Won, But the War Will Not
Bill Carroll | July 13, 2016
By Bill Carroll 'Book direct' is the war cry of hotel owners, management company executives, chain CEOs and many marketing consulting groups. Like real war, the costs and benefits must be evaluated, particularly by those who will be paying for it - hotel owners. This is even more critical for a war that is unwinnable. "Wars are won and lost on the basis of superior strategy and overwhelming resources." -Clausewitz, On War, Book 2, Chapter 2, 1873 An Unwinnable War In this war to win the hearts and minds of modern travelers, intermediaries like Google, Expedia and Priceline have the resources and major strategic advantages. Individually ...
A Refreshing Change of Perspective on the Millennials
John Bowen | July 13, 2016
By John Bowen Just by the size of their numbers, millennials will have a significant effect on the hospitality industry. In the United States, there are over 90 million in this demographic, making them the largest generational segment with a spending power of over $200 billion. In terms of travel consumption, millennials will account for over half of all travel spending by 2020. Although definitions of the millennial generation vary, the general consensus is they were born between 1980 and 2000. Generational segments are just one way we can divide the market, though. From a marketing standpoint, we are interested in the consumer behavio...
