Hospitality Innovation News

As my passion of travel and hospitality grew ten years a go, so did my interest in hotel marketing. My research into hotel marketing then developed until I became fascinated by hotel systems and began working with system developers and delivering training within hotels in Asia.

Slowly, my interest in hotel systems has expanded to encompass all things of a technical nature within the hospitality industry; particularly the nerdy innovations that could be considered superfluous by some but I consider to be ‘funky enticements’.

Latest Innovative Announcement

The latest techy announcement comes from Starwood , who have entered into a partnership with Zinio , a company that digitally published printed magazines. Starwood will now offer a Digital Newsstand to guests in Four Points, Element, and Aloft hotel properties, for free!

My understanding is that the Digital Newsstand will be accessible in guest rooms and at kiosks in the lobby.

The Starwood press release states:

“The digital newsstand, … will offer participating titles including: Caribbean Travel & Life, Destination Weddings & Honeymoons, Field & Stream, Golf Fitness Magazine, Kiteboarding, Macworld, mental_floss, Outside, Outside's GO, PC World, Saveur, Ski Magazine, Skiing, Spa Magazine, U.S. News & World Report, Wakeboarding and Working Mother.
Also, Starwood will be the first hotel company to offer VIVmag, the first interactive digital women's luxury-lifestyle magazine, conceived and designed exclusively to be read digitally.

To access the digital newsstand during your stay, you click through from the internet portal page (on your laptop in your room or on a lobby kiosk) "to the private-label newsstand where free single issues will be featured," pick the magazine you want to read, register for Zinio, and read mags to your heart's content.”

The digitized magazine titles will include animated graphics, easy to read text, account registration, and simple navigation.

You can expect to see the digital newsstands in Element hotels by the end of May and hopefully we will see them at Aloft and Four Points by Sheraton properties later this year. Whether this includes Asian hotels is not clear, but I do hope to see them in at least large cities by the end of the year.

Yet another example of innovation from the Starwood group of hotels!

If you know of any innovative hotel booking software or hotel technology, I would love to hear your comments and reviews. Please get in touch via the ‘comments’ link below or by emailing me at eharradine@hotmail.co.uk.

Thanks for reading (and for your feedback)

Emma

How to Drive Guests to Review Your Hotel Online

In a previous article I mentioned the importance of encouraging your guests to review your hotel online on Travel Search Engines, such as Trip Advisor or Kayak.

Since writing the article, I have received four or five emails plus a comment on this site asking for more information on exactly HOW to encourage guests to write reviews.

The general trend appears to be that if guests are extremely unhappy then they are more likely to post a negative review on a travel search engine. Guests who have been unhappy with their stay and have not received a suitable outcome after a complaint are the most like to use a bad review to express their emotions, often in a non-factual way. As unfortunate as these occurrences are, and as harmful as they can potentially be for your business, they don’t have to be so.

The Positives of a Negative Review

Not only is a bad review an opportunity to look inwards at the quality of your service and product, and therefore grow and improve, it is also an excellent chance to respond in a professional manner. It is your chance to show empathy and understanding, explain your point of view, and publicly right any wrong doings. Who could ask for better free PR?

Excellent Example

I remember a great example on Trip Advisor in January 2008. A guest wrote a terrible review of the Sofitel Galaxy Hotel in Nanjing, describing the poor service, terrible food, and low quality of the room fixtures. Within four days the GM responded to the criticisms in a delightfully professional manner, apologizing where necessary, whilst politely pointing out that he had video evidence completely contradicting the guest’s unsubstantiated claims. Excellent! His reply filled me with joy and reminded me of how much I love this industry!

However, I digress…

Special Offers and Gifts

My hotel and guest house clients have been successful in getting customers to write reviews by giving a special offer to all those who do. A simple 15% discount or a free bottle of wine on their next stay if they write a review after this stay is enough to encourage your guests.

Reminder Cards

I have suggested to a number of hoteliers that they create inexpensive business cards to hand to their guests at check-out that ask them to review their property at whatever travel search engine they favour. This can, of course, incorporate the idea above by including a coupon on the back of the card. Due to their size guests can easily place them in their wallet and be reminded to write the review at a later date.

Asking your guests for help is, in my experience, usually well received and they are more than willing.

Create a Forum

You should also consider developing a forum for guest to discuss the hotel and surrounding area online; recommending nearby restaurants or sights worth visiting, for example. Again, from experience, I have noticed that people are much more likely to forward websites to friends when they are featured on it.

If you have any further suggestions you’d like to share with me or fellow hoteliers and guest house owners, please add your comments below or email me on eharradine@hotmail.co.uk.

Many thanks for reading,

Emma

I am still on a search for the best hotel booking system for small to medium sized hotels. If you know of hotel booking software that can beat HotelSystems.co.uk for ease of use and functionality then please contact me on eharradine@hotmail.co.uk

Hotel Management Resources

Firstly, please accept my apologies for the lack of posts of late; I have had some serious issues accessing Blogspot. However, after uninstalling and reinstalling programs, changing my antivirus software and firewalls, and playing with my internet options, I finally discovered that the reason is completely unrelated to me or my laptop… It’s China! China has decided to block access to Blogger and to Blogspot at great inconvenience to the blogging community. I have, however, found my way around this block and hope that business can now go back to normal.

However, I don't apear to be able to add images or links with ease, so please bear with me until I find a way around this too. I'll add these as soon as possible.

The extra free time I’ve had has been great for research purposes and for gaining greater insight into groups and resources aimed at hoteliers and the hospitality industry.

Insightful LinkedIn Group

The first interesting resource I’d like to focus on is a LinkedIn group called the Hotel Online Distribution & Hotel Revenue Management Professionals Group.

I found this group to be particularly insightful due to the high level of usage and content turnaround. For example:

The discussions are always both current and perceptive; the discussions highlighted at this moment include forecasting issues and Egencia by Expedia. There have been 18 new discussions in the last 7 days.

The news is always highly relevant to the industry (How to use the downturn to your advantage. Twitter ROI.) and there have been 42 news articles in the last 7 days.

The number of well-targeted group members is high and growing fast; 53 members in the last 7 days and 2,533 in total.

I cannot recommend this LinkedIn group enough for those interested in booking systems, channel management, online distribution, and general hotel management issues.

Useful Hospitality Website

The second useful resource was introduced to me by the company’s CEO, Errol Lawrence, via the LinkedIn group I mentioned above.

It’s Hospitality is a free networking, marketing, job and search site for the hospitality industry which offers a newsfeed and electronic catalogue to help promote people, products, and services.

It’s the aim of It’s Hospitality to create one single community for all participants in the hospitality industry including hotels, travel, restaurant conventions, and supporting industries and suppliers. And, with more than 2,600 members from over 25 different countries it is definitely well on its way to achieving this goal.

Summary

So, if you are a small to medium sized hotel, motel, or guest house, or a provider of hotel booking systems, then these are two resources that you should become familiar with now. Both websites are provide you with invaluable information, news, and networking opportunities that I wish I had discovered sooner.

Many thanks for reading,

Emma

I am still on a search for the best hotel booking system for small to medium sized hotels. If you know of hotel booking software that can beat HotelSystems.co.uk for ease of use and functionality then please contact me on eharradine@hotmail.co.uk

Who Are You Marketing To?

Above: Are you marketing to Generation Y?

Who Are You Marketing To?

Market analysis during an economic crisis provides an astonishing opportunity to observe changes in consumer behaviors and attitudes.

A well-respected travel industry research authority projects that the total U.S. travel market will decline 11% in 2009, returning the industry to pre-2006 levels. This decline reflects a dramatic shift in consumer demand levels and provides valuable insight into the changing behavior of the modern traveler.

Whether you’re the owner of a small to medium sized hotel, motel, or guesthouse, or whether you’re the GM of a luxury establishment within a multi-national hotel chain, you would be wise to observe these changes and customize your product and marketing to target this emerging market.

Generation Y

Twenty-five to thirty-four year olds are spending the most per household on travel and tourism. Plus, eighteen to thirty-four year olds are considerably more likely than older age groups to indicate that they plan to travel more this year. The forty-five to sixty-five age group is spending the least per household on travel and is also the most likely to reduce travel spend this year.

Online Travel Agencies

Due to an ever-growing and increasingly loyal customer base, online travel agencies (OTAs) like Expedia and Orbitz will outperform other channels in year over year despite their recent bout of fee cuts and revenue-eroding promotions.

Online Travel is Not Yet Saturated

Consumers that spend the most on travel still use a mix of online and offline methods, therefore, there is still an opportunity to grow your customer base using your own online methods.

Travel Search Engines

Over a quarter (28%) of travelers now use travel search engines, such as TripAdvisor, when shopping for travel destinations and places to stay. This concept is not new; however, it looks as though websites such as Kayak have become mainstream elements in the travel planning process and are here to stay.

In order to increase customer base, hotels must focus on impressing current guests and encouraging them to write about their stay on travel search engines.

The information and statistic for this article were taken from PhoCusWright's Consumer Travel Report. This highly-informative report uncovers the detailed behaviors and attitudes of the U.S. traveler and helps companies understand how consumers are adjusting travel behaviors and reacting to market trends. The report is available for purchase at www.phocuswright.com.

Many thanks for reading,

Emma

I am still on a search for the best hotel booking system for small to medium sized hotels. If you know of hotel booking software that can beat HotelSystems.co.uk for ease of use and functionality then please contact me on eharradine@hotmail.co.uk

Hotel & Travel Innovations

Above: My personal favourite innovation within the hotel industry. W Hotels have introduced the Whatever/Whenever service to their already extensive list of luxury services.

Hotel & Travel Innovations

Today I have been looking back over the last three years, and reading travel articles I’d written for both business and pleasure; I cannot believe how much the travel industry has changed. Obviously, dramatic changes occurred after the events of September 11th; however, it’s changes unrelated to this event that have made the biggest impact. Technological changes have made the most noticeable difference; the web; hotel booking systems, and low cost operators have rendered the travel agent virtually obsolete.

Hotel booking systems have changed dramatically. Many of the small to medium-sized hotels I originally consulted for were using nothing more than a pen and note paper to record bookings; many didn’t see the necessity for a computerized system. And even then, the systems that were available didn’t even have graphical booking calendars let alone the ability to create reports. Now, systems include financial reports, maintenance schedules, and invoice options.

Booking Systems

And what does the future hold? Booking systems aimed purely at small to medium-sized hotels, motels, guest houses, and inns are evolving into web based booking systems to allow potential customers to enquire on room availability.

And within other areas of the hotel and travel industry:

Despite the struggling economy, airlines appear to be looking to the future; upgrading business class to the point that it looks like a luxury hotel and airport lounges so that they resemble fine dining restaurants. So what’s next? Will we have private bath and shower areas and individual lockable rooms in first class? Economy class changes will be interesting to monitor as well; self check-in seems to finally have caught on and pay TV appears to be growing in popularity. How about more comfortable seating and the ability to get from your window seat to the aisle without disturbing fellow passengers?

Shanghai and London have led the way in terms of innovative airport transportation. The Maglev (a magnetically levitated train) is a definite ‘must-do’ when in Shanghai and the Heathrow Express (the most expensive train journey in the world per mile) is a definite ‘don’t-do’ when in London. But of course, companies selling over priced on-airport parking shudder at the though of inexpensive and innovative airport transportation, so I wonder where their futures lie? Is there room for innovation within airport parking? I hope so!

What about hotel innovations? The concept of budget hotels has extended the term ‘budget’ to include new ‘miniature hotels’. Miniature hotels take the idea of ‘no frills’ and run with it; no frills means no TV, no windows (unless you’re either lucky or willing to pay extra) no phone (excellent, no calls from prostitutes at three in the morning!) and no toiletries, but of course, they’re extremely cheap; catering to guesst who couldn’t normally afford the luxury of travel.

At the other end of the scale, high-end hotels have added new luxuries to their already extensive list; bath butlers, personal butlers, elevator wi-fi, to name but a few. My personal favourite luxury innovation is Whatever/Whenever by Starwood’s W Hotels. Their advertising reads:

“Birthday Party at 35,000 feet? Wedding Dress Pickup by Helicopter? Bath of Hot Chocolate? At W Hotels, your wish truly is our command with our Whatever/Whenever service. We’ll make your special moment magical, and transform your dreams into reality. Whatever you want. Whenever you want it (as long as it’s legal!)”

At this precise moment, I’m trying desperately to think of the most original and difficult to achieve Whatever/Whenever possible. Any ideas?

If you have an idea for a crazy Whatever/Whenever or have heard of a crazy hotel/travel related innovation, I’d love to hear from you. What’s your favourite travel innovation from the last three years?

Thanks for reading,

Emma

Please leave your comments here or email me on eharradine@hotmail.co.uk

24 Hour Customer Support

Above: The testimonials offered by Hotel Booking Systems are a good example of positive ‘customer support’ feedback.

Customer support: number three on the list

“Customer support – 24 hours” came third on the list of requirements when sixty small-to-medium sized hotel, motel, and guest house owners and GMs were questioned about their hotel booking system requirements. However, when asked about their reasons for swapping their booking software supplier, “Lack of continuing support” was number one on the list. This did not come as a surprise to me.

An effective hotel system must be usable in any country, with any currency, and any tax system. It is for this reason that free fields are required (as opposed to drop downs) and programs must be fully customisable. Most (but certainly not all) companies have realised this and therefore offer full customisation; however, with complicated systems and full customisation, there needs to be an option for twenty-four hour support; something that, yet again, most companies (seem) to realise.

However, I have come to question the support offered by these hotel booking system providers. I have lost count of the number of unanswered calls, week long waits for email replies, and voice mail messages I have left… All to no avail. And once I receive such terrible support once, I no longer have faith in the supplier and no longer recommend their product to my clients. It’s as simple as that! If a customer is promised support as part of their software package, then that promise needs to be fulfilled.

Respondents agree

It seems that my questionnaire respondents agree:

“I have come to trust software providers that request additional payment for support. Any company that has told me they can answer my emails or calls 24 hours for free has let me down one hundred per cent of the time.” – Simon, Hope Hotel, USA

“I’m getting too old to understand the ins and outs of a complicated booking system. I want to be told how to use it and get on with using it from day one. Once something goes wrong, it’s not like I can figure it out for myself; I need help. And if there is no one to help me for over a week, what am I supposed to do meanwhile?” – Anon, UK

“I’d like to send some of these people on a customer support course to teach them how to deal with real people. I sometime wonder whether they know their own software because they certainly don’t know how to explain it to me. I need quick, supportive, answers to my questions.” – Anon, UK

“I don’t mind waiting two days for a reply as long as I know it’s going to be two days! Don’t promise me the earth and give me a ping pong ball, I’ve learnt enough in this industry and won’t be taken for a mug anymore!” – Peter, Swan Inn, Yorkshire, UK

Testimonials

As a consultant within the industry, I have found testimonials mentioning excellent customer service and support are of utmost importance when promoting your software. I expect to see two or three testimonials from establishments of a similar size to the hotel, motel, guest house, or inn, I am consulting for. Excellent testimonials (that can be checked) can make or break my decision to use a system provider and I am sure that this is true of establishments searching for their own booking software.

I wish to also convey the importance of this to the hoteliers reading my blog: ALWAYS ask for testimonials and ALWAYS ask whether you can check their validity. If a supplier cannot provide positive feedback from previous clients and/or seems reluctant for you to contact the person, DO NOT trust the supplier. I learnt my lesson the hard way, there is no reason for you to do the same.

I hope that hoteliers and hotel booking software suppliers have found this, and previous, posts useful. If so, please add your comments to support my ideas, completely disagree with my thoughts, to advertise your own hotel/software, or to ask any questions you have.

Thanks for reading,

Emma

Please contact me on eharradine@hotmail.co.uk for further information or advice.