There is so much to love about the lodging industry.
Meeting people from around the world. Creating remarkable experiences for our guests. And, using our creativity to grow brand awareness, engage guests and grow our properties’ revenue.
This year, we asked our clients what was making them warm and fuzzy on Valentine’s Day and here’s what they had to say:
1) A Robust Economy RevPar and ADR are still running at a healthy pace, despite growing hotel supply and Airbnb’s rapid growth in driving leisure and corporate travel. STR predicts demand to stay strong throughout 2017, based on a solid labor market, stronger consumer spending and low inflation rates. Corporate travel also appears to be on the rebound, following a rocky 2016 when corporations tightened their travel budgets in response to a high-profile election, massive corporate mergers, and international issues such as Brexit and the spread of the Zika virus. It appears that corporate travel is poised for its comeback in 2017, with all-time high stock market rates and President Trump’s commitment to slashing corporate tax rates, loosening up regulations, and building more transportation infrastructure. 2) Robust Career Opportunities The industry is ripe for innovation and continuous improvement. That’s why, with new hotel openings and the growth of new hospitality start-ups, we’re seeing more opportunities for marketers in the lodging industry than in many other sectors. This growth has drawn in a lot of millennial talent, bringing in even more fresh ideas and perspectives. The excitement of the industry and the fast-tracked promotional opportunities make hotel/technology/digital jobs some of the most coveted in the country.
3) Elevated Consumer Awareness of Direct Booking Benefits Thanks to the massive media outreach by Hilton and Marriott’s direct booking campaigns, we’re seeing heightened public recognition of the benefits of booking direct. The idea is to educate travelers and chip away at the myth that OTAs save guests money. With the stage set, more and more hotels are following in Hilton and Marriott’s footsteps with their own hotel marketing campaigns enticing audiences to book direct.
Plus, hotel marketers at properties of all sizes are now armed with new digital hotel marketing tools and previously unaffordable technology that can help them drive direct room revenue, instead of settling for costly OTA bookings. The momentum of the “book direct movement” is growing and we’re excited to see where this is headed. 4) The Free Evangelist Army of Social Media Advocates Here’s a not-so-secret secret: You have thousands of unpaid hotel social media and marketing staff. They are your guests who Tweet from their hotel balcony, Instagram their room service breakfast, and Facebook Live their rides on the hotel’s complimentary bikes. Then, even after checking out, they post photo albums of their dream vacation online. When guests gush about their travel adventures, they’re taking you along for the ride. This user-generated content is pure gold for a hotel marketer. Now, smart hotels can even seamlessly collect these authentic photos and videos and leverage them as marketing assets using affordable social capture tools.
5) New Simplified Analytics Tools As you know, even small hotels can be buried in a mountain of customer data and need the right tools to help make sense of it all, make better financial decisions for the future and reshape or pivot their hotel marketing strategies. Now, simple analytics tools, like cloud-based SnapShot allows you to see exactly how your hotel is running, aggregating data from your PMS system, TripAdvisor, Google Analytics and social media. This type of data puts you in the best position to craft hotel marketing campaigns tailored with the right message, for the right audience at the right time.