ARTICLES
2019 | 2018-2016 | 2015-Earlier
2019 | 2018-2016 | 2015-Earlier
Skill Sets Required to Manage the Hotel's (Digital) Customer Touchpoints: Collaboration Necessary
"The Increasing Number of Hotel's Customer Touchpoints: The customer's booking and digital connection journey changes rapidly each day as new platforms are introduced and guests continually adjust their method of connecting with brands (as well as their expectations of the hotel companies). Thus, the number of touchpoints a customer uses to contact hotels, for a multitude of actions, continues to expand. From travel agent distribution channels to social media, online travel agencies and chat bots, the guest journey is far from linear..."
Published: November 2018
GDPR and Its Impact on Digital Marketing: What We Think We Know
"It is undeniable that GDPR is the current catch phrase and hot topic for global marketers in all sectors. May 25, 2018, marked the official start of the European Union’s (EU) General Data Protection Regulation (GDPR) ruling, though businesses and organizations around the world have been managing the potential consequences of GDPR for months; many of us have likely received a barrage of emails indicating company privacy policy updates..."
Published: July 2018
Cutting Through the Online Hospitality Clutter, Part II: Best Practices for Paid Digital Marketing
"In the Winter 2018 edition of the Boston Hospitality Review, we brought forth suggestions for the 10 Best Practices for Organic Visibility —ways to improve search results through organic search, or do not cost the company a monetary investment. Rather, these rankings were based on elements such as keywords, location, and mobile friendliness..."
Published: May 2018
New Options for Managing Hotel Public Relations; The Millennial Mindset Gives Power to Instagram
"Move over Google, because Instagram could be the next best search engine. With 2018 came the ever-growing popularity of the photo-sharing application, and the rise of influential marketers who now have the weight to impact the travel and tourism industry in significant ways..."
Published: April 2018
Cutting Through the Online Hospitality Clutter: 10 Best Practices for Organic Visibility
"It wasn’t that long ago when digital marketing surfaced as indispensable practice for the hospitality industry. As time moved forward, hotel marketing departments established roles to manage the digital positioning and visibility of the property. Thus, we witnessed hospitality brands which were ‘present’ on social media outlets, adopting paid search as a permanent component of their marketing mix and abiding by well-known website best practices. We refer to this period as Phase I of the Hospitality Digital Marketing Revolution..."
Published: February 2018
This series of articles was written by the students of Professor Leora Lanz's digital marketing class at Boston University's School of Hospitality:
1. Security: Steps Every Organization Should Already be Taking, But Aren’t
2. What Is Yet To Come: Robots Taking Over The Hospitality Industry
3. Transforming Social into Search: The Ultimate Customer Engagement Tool
4. The Secret to Strong Social Media Campaigns
5. Technology Booms for All Generations
Published: February - April 2018
How Do Hotels Fill Those Last Available Rooms?
"Hoteliers, marketing directors, and revenue managers in particular are continuously learning how to put the pieces of the puzzle together when it comes to creative and effective options for selling out room nights. Numerous challenges arise with the plethora of new distribution technology, which complicate the process of directly reaching the guest, or even controlling a hotel's presence on the variety of brand and third party websites..."
Published: October 2017, March 2016
The Impact of the September 2017 Hurricanes on the Islands of the Caribbean
"When Ebola struck the Sub-Saharan continent in the summer of 2014, thousands of travelers canceled their safari plans in South Africa, resulting in an immediate decline of multimillions of dollars given the tourist cancelations. Truth be told, South African cities such as Johannesburg and Cape Town were more than 2,000 miles from the epicenter of the outbreak, unlike the wildly successful summer destinations of the South of France and England, which were actually far closer to the sources of the viral outbreak..."
September, 2017
Market Pulse: Bermuda, the Host Island for CHICOS 2017
"A comprehensive review by the Bermuda Tourism Authority (BTA) verified that the island’s total air arrivals for 2016 increased to 244,491 travelers. When compared with the 219,814 travelers to arrive in 2015, the year-over-year increase is 11.2%. Among the 162,321 visitors who said their purpose of visit was vacation, that group spent an estimated $222.1 million on the island in 2016, a 23.2% jump (or $41.8 million) from the year before..."
August, 2017
The Rise of European Tourism
"Have we become immune to the terrorism around us? Travel. It is a privilege for all of us. Some may say it is a right for all of us as human beings. Travel is the way to connect and learn from each other -- the manner to promote tolerance and understanding. The activity from which we all grow and evolve as citizens of the world. And yet, the last 16 years of world terror have shaped and quite literally directed how many of us travel..."
July, 2017
How Does the Proliferation of Brands Impact Guests and Revenue Management?
"The hospitality industry is abundant with more than 270 hotel brands globally. Nevertheless, this whopping number is not stopping Marriott, Hyatt, IHG, and Hilton from expanding their portfolios with even more new brands. Theoretically, broadening the supply of brands is favorable for generating revenues from various distribution networks, loyalty programs and supply channels. But just how useful, helpful or even good is all this for the customer? Has the hotel industry gone mad by over-saturating the market with brands that are not all that different from each other?..."
July, 2017
FOCUS: The Rise of Hotel Opportunities in Argentina
"Though Argentina has always sparked interest from investors around the world, some of the economic measures and political scandals related to the party that held the power for a decade (until December 2015) did not represent the best scenario for international investment. The more recent election of President Mauricio Macri, undoubtedly represents an important task of rebuilding the Argentinian economy and restoring its international credibility..."
July, 2017
This series of articles was written by the students of Professor Leora Lanz's digital marketing class at Boston University's School of Hospitality:
1. How to Personalize Email Marketing
2. How to Incorporate Digital Marketing into Fine Dining
3. How to Leverage User Generated Content
4. Digital Marketing on a Budget - for You and Your Wallet
5. How To Measure Your Digital Marketing Effectiveness
March, 2017
Internships in the Hospitality Industry
"Hospitality schools and industry professionals have been working together to provide internship experiences that introduce students to different sectors of the hospitality industry, as well as expose students to the corporate culture and skills required by companies the student could eventually work with post-graduation..."
February, 2017 / June, 2017
Cutting Through the Clutter to Brand Your F&B; in 2017
"Now that 2016 is behind us, we can look back at food and dining achievements in the US and acknowledge a number of interesting trends we all enjoyed and appreciated. Restaurants and servers began to more effectively respect diners with food sensitivities and allergies, for example..."
January, 2017
An Insider’s Look at the 2016 Philadelphia Democratic National Convention: Hospitality and Inclusion at Work
"There is a saying in events management, “If the event goes well, the client is congratulated. If the event goes wrong, blame the event planner.” This saying holds true when cities bid, plan and execute a spotlight event, such as the 2016 Democratic National Convention (DNC). The 2016 DNC was held in Philadelphia, Pennsylvania, July 25-30th with approximately 50,000 stakeholders who traveled to the city..."
October, 2016
Cutting Through the Clutter to Brand your F&B
"Earlier this month I was privileged to present and share my expertise on branding to the creative foodies at the Culinary Institute of America’s (CIA) annual Flavor Summit. Held in the beautiful Greystone Manor along the breathtaking route of wineries through St. Helena, California, this two and a half day summit generated discussions ranging from proteins and carbohydrates, to grass-fed certified angus beef and new uses of mushrooms, to nouvelle French wines and demonstrations of innovatively baked pastries..."
March, 2016
How Do Hotel Sales & Marketing Directors Fill Those Last Available Rooms?
"Hoteliers, marketing directors, and revenue managers in particular are continuously learning how to put the pieces of the puzzle together when it comes to creative and effective options for selling out room nights. Numerous challenges arise with the plethora of new distribution technology, which complicate the process of directly reaching the guest, or even controlling a hotel's presence on the variety of brand and third party websites..."
March, 2016
Customization Rather than Personalization: Did You Know there’s a Digital Difference?
"At the recent HSMAI Digital Marketing Conference in New York, many of us learned that more hotels and restaurants today are personalizing their offerings in order to better target their products to guests. Many of us, who apparently are victim to what was termed “loyalty clutter,” receive numerous emails and direct response outreach from the variety of hotels and brands that we frequent..."
February, 2016
New Vocabulary & Lessons Learned from HSMAI’s Digital Marketing Conference
"It was an absolute graduate school education attending this year’s HSMAI Hospitality Digital Marketing Summit. I had the distinct honor of being invited by the innovative marketers of Hotel eBusiness Strategies (HeBS Digital) to their “Book Direct” seminar at Google’s offices and then attended HSMAI’s Digital Marketing Conference at the grand Marriott Marquis Hotel in Times Square, the next day..."
February, 2016
Hotel E-Commerce: Navigating the Complex Hospitality Digital Marketing Landscape
"It’s challenging to be a hotel market today, let alone one who needs to understand and masterfully manage digital marketing for one or more properties. How do the hotel marketer and revenue manager ride the endless wave of online travel agency (OTA) distribution, commission structures, and rate parity? How much should a hotel budget for key word searches, Google Ad Sense, and Facebook ads?..."
January, 2016
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