The Nine Commandments of the Digital World in Hotels

9 Commandments

The travel industry is notorious for hiring within the industry when it comes to filling top jobs, often promoting from within or from a rival company.

So when Accor, one of the world’s leading hotel operators, decided to hire Vivek Badrinath as its deputy CEO earlier this year, it raised a few eyebrows.  Many industry experts were intrigued to know what the senior executive from the world of mobile phone networks would make of a sector as fragmented and complicated as hotels.

Badrinath was speaking last week at the PhoCusWright Europe event in Dublin, Ireland, showing how some of his digital expertise could be applied to a diverse (in terms of brands) and, essentially, human-led corner of the industry.

Badrinath discussed some interesting ideas about how the classic hotel chain should be positioned to cater for the digitally savvy – and mobile-wielding – traveler.  He also gave event attendees his Nine Commandments of the Digital World for his new company.

Tnooz broke Accor’s nine commandments down, and gave some insight as to how they apply to hoteliers and property managers around the world.  Here is a small sampling: Continue reading

Marriott Announces #LoveTravels Campaign

LoveTravels

Travel and hospitality industry experts are always looking for a developing demographic whose attention they feel it is important to attract.  Marriott Hotels is hoping to accomplish this with their most recent social media campaign #LoveTravels.

The effort is a collaboration between Marriott Creative Agency and photographer Braden Summers featuring LGBT celebrities like Brooklyn Nets center Jason Collins and fashion model Geena Rocero.

This campaign is part of Marriott’s new LGBT social media and marketing campaign and seeks to “share exclusive and powerful images celebrating inclusion.”  The images featured in the campaign will be displayed as building wraps at six hotels in Washington D.C., a series of print ads in LGBT media, an online portrait gallery and display ads in cities throughout the country.

“Braden’s work so beautifully illustrates the inclusiveness and equality that we embrace,” said Kristine Friend, a senior marketing director at Marriott.  “We are committed to ensuring that all of our guests feel comfortable at all of our hotels and are proud to stay with Marriott.”

“#LoveTravels is a universal theme we believe is shared by all cultures and communities and truly represents our company’s philosophy and values.  We also want to encourage our guests and travelers around the world to share their own journey and story through #LoveTravels @MarriottIntl,” added Friend.

“We see #Love Travels as a universal, multicultural theme that appeals to communities throughout the world, resonating with consumers around the globe and especially with Millennials and next generation travelers who value inclusiveness,” Karin Timpone, Marriott’s global marketing officer said in a statement.

The campaign’s release coincides with Pride events in Washington, San Francisco and New York City.

To learn more about Marritt’s featured destinations and information for LGBT travelers, click here.

ADI Projects $61 Billion in Online Summer Travel Bookings

Social media
After a brutal winter and a bad case of cabin fever, it looks like Americans are ready to hit the road this summer.  Adobe Digital Index’s (ADI) “Travel 2014 Report” predicts that online travel bookings will reach $61 billion between Memorial Day and Labor Day, a 15% increase year-over-year.

The report is built on consumer data from Adobe Analytics brand sites from 2012 to 2014, and the sample information involved includes more than 33 billion visits to 1,300 branded travel websites.

ADI found that smartphone bookings are up a whopping 121% since January 2013.  During the same period, bookings via gaming consoles are up 60%, and tablet bookings are up 48%.

“Travel companies – online travel agencies, airlines, hotels – have done a much better job of extending the booking capability of their mobile applications and making their websites more mobile-friendly, which is increasing the amount of online bookings,” said Tamara Gaffney, principal analyst at ADI.

Despite the growth of mobile devices within the travel industry, the PC still has the largest share of online bookings, taking in 86% of the share.  Tablets have the largest share of mobile-device bookings, at just 10%.

To read more about the more summer booking trends, and to read the full ADI Travel 2014 Report, click here.

7 Trends Shaping Social Media in 2014

Social media

Social media began as a way to network with other individuals across the world. When organizations become involved with these channels, social media became a giant megaphone for marketing messages, but now these same organizations are realizing that these channels can be used for so much more.

There are seven social media trends that are beginning to shape 2014, and Media Mosaic examined these trends in detail. Here are a few of these trends you may have observed through the first five months of the year:

1) Social Listening – Brands are now realizing that social media is a two-way communication channel, not just a one-way communication method for talking to consumers. 24% of marketers plan to use a social listening campaign in 2014, up 2% from last year.

Effect on Marketing: Brands will be able to interact directly with consumers.
Effect on Users: Brands will now listen, understand, and respond quickly and strategically to consumer queries and thoughts.

2) Social Advertising – Although ROI results are still mixed in most industries, marketers realize that people are on social media channels, and social advertising at the very least ensures viewership of ads. In 2013, 57% of marketers used social ads, and another 23% are expected to start using them in 2014.

Effect on Marketing: Brands will get a cost effective and clutter-free way of engaging customers.
Effect on Users: Users will now be able to see not just posts, but Facebook-sponsored stories or Twitter-sponsored tweets.

3) Images as Marketing Tools – People hardly have extra time to spare. Hence, they are being attracted more towards content that they can comprehend within a short time. If a picture is worth a thousand words, marketers can succinctly convey their message without a lot of words when using images on social media.

Effect on Marketing: Marketers will have to find newer ways to catch attention like graphic advertisements, catchy banners, images and infographics.
Effect on Users: More information in the shortest possible time.

To read the rest of the social media trends, head to the PR Daily website.

Turning Hotel Initiatives Into Social Media Contests

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Social media plays a critical role in the way hotels and unique properties around the world market their product online.  These channels can be used as a mobile/online concierge, as a forum to discuss positive or negative experiences, or as a means to communicate with travelers before, during, and after they stay.

Advertising deals is another way that social media channels are used, but properties must be careful not to be selling hard at all times through these channels, as it will likely turn of traveler engagement.  Here are a few examples of properties that have turned social engagement into great ways to sell their deals and packages. Continue reading

Digital Ad Spending in Travel Jumps

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While some experts ponder whether Google is ready to make an even bigger splash in the travel industry, a recent eMarketer study highlighted a big reason why the search engine giant is content with its current role.  Digital ad spending by the US travel industry will reach $4.15 billion in 2014, a sharp increase over 2013’s numbers ($3.42 billion) that reflects the improving health of the overall US economy and rising profits in the industry. Continue reading

Travel, Hospitality Brands Hop On Board with Google Glass

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The hospitality and travel industries have always been ahead of the game when incorporating new technology into their day-to-day operations, and now some of these brands appear to be ready to hop on board with Google Glass.

OpenTable, TripIt, and foursquare have all rolled out efforts for Google Glass, highlighting the role that utility plays for marketing developing wearable initiatives. All three companies have been added to MyGlass, which is a portal that houses all of the apps found on the Glass devices.

“Glass presents an exciting opportunity to think about how traveling should work,” said Amy Jackson, director of public relations at TripIt, San Francisco.

Jackson also discussed some predicaments during the travel experience – having to carry multiple bags, pulling out a boarding pass, and moving through line after line – where having something to guide travelers through their trip, without requiring them to reach into a pocket or bag would be incredibly helpful.

What Will These Apps do to Help Travelers?
Synching up a TripIt account to the device pushes travel information to Google Glasses so that consumers can view their travel information quickly. The app refreshes Google Now content as well so that a traveler’s information is all in one place. It is also able to pull in car rental, hotel and travel reservations once a consumer has landed.

The foursquare app leverages location to let consumers view a list of nearby places at which then can check in.

OpenTable is tapping Google Glass to trigger last-minute restaurant reservations. Via the app, consumers can view a list of nearby restaurants at which they can make a reservation. Making restaurant reservations and reading reviews continue to be some of the most popular features that consumers are accessing on smartphones, making the switch to Google Glass a logical choice for OpenTable.

To read the full article on Mobile Commerce Daily, click here.

10 Things Every Hotel Website Must Have

ThingsHotelsMustHAve

Your hotel website gives potential travelers a chance to view the most important aspects of your property.  People are not going to visit your property before they stay to ensure it meets all of their needs.  Your property website needs to be able to attract leads and eventually help sell the deal that this is where a traveler should stay.

In order to attract potential guests to your website, you need to know what these individuals are looking for.  Noise, a New York City-based creative agency, was tasked with creating a list of the most important things all hotel websites must have.  Here is what they came up with. Continue reading