By Feature Writer Larry Mogelonsky, MBA, P. Eng: Repeatedly, I ask hoteliers a simple question, “How’s business?” Typically, I get a response like, “We’re down $x.xx in ADR versus budget, but occupancy is holding steady at xx.x%,” or, “REVPAR is solid and we’re $x.xx ahead of comp set.” In all, these types of responses are an excellent one-stop measure of how the senior manager believes his or her business is operating. Unfortunately, they reflect only a narrow focus on short-term financial data.
Have You Tasted Your Own Pie?
By Feature Writer L. Aruna Dhir: We were staying at a mountain resort a few months ago and asked the F&B Manager for his recommendation. While there were a couple of things he could suggest, the rest of the menu he was clueless about. Yes, it was the F&B Manager and he had not had the chance or taken the trouble to test the entire menu out. His lack of first-hand knowledge about the wares of his hotel led us to have one bad meal at the place, coercing us to give a mental black mark to the resort in an otherwise wonderful stay.
Free WiFi: Do the Math
By Feature Writer Larry Mogelonsky, MBA, P. Eng: Would you pay a buck per room to move your TripAdvisor rating up even so slightly, knowing what the results might be? You probably pay that amount for many other equally important services, especially given that internet connectivity is widely deemed a necessity for numerous consumers. The reasons for not offering this service for free are rapidly depleting. So, what am I missing here?
Eight FAQs About Social Media in Travel
By Feature Writer Frederic Gonzalo: Online marketing and social media in particular have changed how the travel decision-making process takes place, forcing travel brands to adapt their marketing accordingly. Yet, not everyone adapts at the same rate, and there are still many who question the worthiness of efforts in this sphere. Among frequently asked questions I often get on my blog or during and after conferences or workshops I give, I thought I would share a few of my favorites ones. In no particular order, here we go!
A Sense of Place
By Feature Writer Larry Mogelonsky, MBA, P. Eng: A ‘sense of place’, implies that a space is unique, comforting, bold, tranquil and alluring. In short, it’s the gut reaction to the physicality of your brand, and it’s used in a positive light. This expression encompasses first impressions, but it also denotes how a space can grow on you with more time spent around it or with each subsequent interaction.
Five Travel Marketing Trends For 2014
By Feature Writer Frederic Gonzalo: I recently shared with you what I expected as five key social media marketing trends to look out for in 2014. Since I have been working in the travel & hospitality vertical for the past 20 years, I figure it would be equally interesting to try to figure out what we ought to look out for in 2014 from that industry perspective. So here it goes!
Scent of A Hotel Part 2
By Feature Writer L. Aruna Dhir: The trend of adopting a signature scent is not as new as we may think. Perhaps because hotels have to be enticing enough to have guests really wish to visit them and choose them over another, there must be facets that are distinguishing. Also, hotels are really an experience-based industry, hence they must be able to ensnare all the five senses of the guest, smell being no less important.
Cooking Classes Anyone?
By Feature Writer Larry Mogelonsky, MBA, P. Eng: I haven’t stumbled upon anything new by bringing up the notion of hotels offering in-house cooking classes, courses or an entire culinary teaching school. It’s a well-established facet of our industry, but one that is mostly in the realm of esteemed five-star jaunts or bucolic inns with Michelin-rated restaurants. So, what I ponder is why more hotels don’t engage in this practice. Is it exclusive to luxury providers, or is it something that any hotel could get up and running, even at the one-off, ad hoc level? Yes or no, make up your mind once we’ve reviewed five key advantages of this practice.
Pinterest and Travel: A Match Made in Social Media Heaven
By Feature Writer Frederic Gonzalo: Because it plays a key role at the aspirational and planning stages of the travel decision-making process, Pinterest should therefore be considered in priority by travel destination, transportation (airlines, rail, cruise) and hoteliers. But restaurants, festivals, events and attractions can all gain from the web traffic generated through compelling visuals, as can be seen by some of the examples above. Pinterest has certainly gained a key role in the social media marketing world, in particular within the travel vertical. It will be interesting to see how Place Pins move the needle and where things lead in 2014.
Drip Pricing Versus Upselling Analyzing the Subtle Difference
By Feature Writer Larry Mogelonsky, MBA, P. Eng: We all have a conception of what’s implied by ‘upselling’. Drip pricing is a little less understood, so bare with me through a broad definition. It’s the practice of removing services out of what would normally be included in the regular nightly rate then offering them for an additional surcharge. Hence, the prices ‘drip’ from a customer’s wallet as opposed to flushing out in the form of a single line item on the final bill.
