Advertising a hotel has changed in more ways than most of us can count. From the past when it was enough to be included in a guide or when sending brochures to travel agents could guarantee a certain revenue, to AdWords and Facebook Ads.
The necessity to advertise hasn't changed. With more hotels opening and more people traveling the added choice means we need to find better ways to make hotels discoverable.
Our Advertising section covers the changes and evolution in the advertising sphere, how hotels and companies can benefit from these changes. What new channels are being created that can give hotels and groups an edge on the competition and examples of great advertising to get inspired from.
Distribution & Revenue
Hotel distribution online was the big news of the last decade, but that doesn't mean the industry is stopping there. Constant changes large and small make this an incredibly important channel to monitor.
Where is the distribution game going, how are new players entering, where are the incumbents evolving to and what does this all mean for business.
Revenue management has become one of the biggest levers in hotel marketing. How is this going to affect advertising. If the best hotel marketing is a story of finding the perfect balance between location, comfort and value then Revenue most definitely plays a central role in hotel marketing.
It's great to hear about AI and algorithms, but once we've brushed up on the technical aspects what does it really mean.
Social media has long been viewed as a low ROI gimmick in hotel marketing, but as it becomes the de facto face of companies and hotels it has left the role of just being a channel to existing in and of its own.
The changes, the importance and which platform to focus on. What is happening and what will change. How to get an edge on the others in the name of incredible service.
New channels are created, existing ones are changing, how to keep up with the changes and what are the important evolutions versus the buzzword features requires an big picture view with a pragmatic approach.
Technology & Infrastructure
Hotel technology, hotel marketing technology, the infrastructure required to keep the channels connected and the data flowing and the changes with new regulations.
More technology and systems are being created every day. Some solve real problems some solve future problems. But the landscape needs filtering. A new technology company might more attention than others, but one needs to know what is happening in the grand view of things.
Probably one of the most rapid changes parts of the industry and the most exciting ones. But implementing the wrong technology can be quite disruptive too.
Data & Analytics
Data volume is growing exponentially, hotels and hotel marketing companies are working hard to try and make sense of if all, work out how to interconnect the various data points.
How can data be used to improve guest experience, what are the risks of having so much data on our guests. How to make sure data is being used before it perishes and becomes useless.
With the data comes better analytics, hotels can tremendously increase their management of information not only to optimize rates and profits but to exponentially increase guest experience.
Managed by travel agents or local travel managers, business travel is considered one of the next big sectors of innovation. As corporate travelers search for better experiences to mix business and pleasure, the industry is shaping into a new and exciting channel for all hotels.