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June 2017

15 Hotel marketing tips for better Google search results

By Stuart Dickinson - Freelance journalist, copywriter and media developer

While bringing in website traffic certainly is one of Google's most important functions, it's not the only way hoteliers can leverage success from the search giant.Google offers a variety of different services that can help hotel marketers expand their reach, increase online visibility, and ultimately improve their business - and better yet, they're easy to implement and most won't cost you a cent.

4The sharing economy is just the beginning for the change in business travel

By Pieter van de Glind - co-founder shareNL By Harmen van Sprang - co-founder at shareNL

Business travel is a trillion dollar industry that is just about ready to go online and in the midst of going mobile. Only a fraction of the industry has embraced the sharing economy, Airbnb for instance, accounted for only 0,27 percent of lodging expenses in 2016.

May 2017

2The hotel room of the future

By Stuart Pallister - Associate Director, Lausanne Hospitality Research Center

Nowadays, we have wi-fi, a telephone and probably a flat-screen TV. But as hotel guests become increasingly tech-savvy, they are likely to expect to have the latest technology on hand.According to EHL strategy professor Achim Schmitt, hotel rooms all seem pretty similar these days: they have a bed, a bathroom, a TV and a small desk.

3Optimizing your online channels: 9 proven ways to make OTAs work for you

By Fig Cakar - Managing Director - the Americas, SiteMinder

Like Google, OTAs have their own algorithms to determine how hotels rank on their website. I would know; I worked at one for many years.And, while I (or anyone else) could never profess to understand the complete math behind hotel rankings on OTAs, it should come as no surprise that hotels that generate larger revenue for OTAs will almost always earn themselves a higher spot.

4How Artificial Intelligence will change the Hospitality Industry

By Michael Toedt - Managing Partner and CEO at TS&C GmbH

More Individuality through Big DataArtificial Intelligence is a key element of Big Data - also called the Fourth Industrial Revolution. The rational behind is simple and complex at the same time: to find out as much as possible about a customer by using comprehensive data management to then use the insights in order to meet the customer's individual needs.

April 2017

2These Major Trends Are Changing the Hospitality Industry, as You Know It

By Jos Schaap - Founder and CEO of StayNTouch

In the hospitality industry, the only thing that's constant is change. It's clear you can't talk about the hospitality industry these days without talking about disruption. As a hotelier, you need to constantly keep your pulse on emerging trends to avoid disappointing guests and falling behind competitors.

4SEO for Independent Hotels: What, Why and How

By Sophie Tremblay - Digital Marketing Specialist

To make things a little clearer, we've put together a concise and skimmed-down guide on the most important things you need to know about your hotel website's SEO and how to get started.We'll be telling you about:The Basics - What is SEO?Why does your hotel need optimisation?KeywordsTools to help you get started with SEO What Is Search Engine Optimization?Search Engine Optimization (SEO) is the strategy, comprised of both creative and technical elements, used to increase the authority, visibility and presence of a website organically in search engine results.

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March 2017

2Big Data for Big Pay-Off

By Paul Van Meerendonk - Director - Advisory Services at IDeaS Revenue Optimization

But while big data might be heralded as the core of intelligent decision-making, using it effectively can prove to be daunting task for many hotels - especially for those looking to use industry data to develop new revenue management strategies, such as an increasingly essential need for hotels to strengthen their channel performance capabilities.

3What Hoteliers Need To Know About Personalisation Technology

By Sarah Came - Copywriter and Content Marketing Specialist, GuestRevu

In today's world of easily accessible big data, personalisation (admittedly in variably successful forms) is ubiquitous. People you have never had a conversation with in your life send you marketing emails addressed to you by name, and Facebook wishes you happy birthday, knows what news you will be interested in, and makes videos of you and your friends.

4The Five Trends Changing Luxury Travel Today

By Carolyn Childs - Evidence-based strategist & Director at MyTravelResearch.com

We have identified five trends and characteristics defining luxury travel today.The trends are the emergence of the new luxury consumer, the trend to learning and enrichment, the need to put something back, the rise of the ephemeral and instant, and the unwavering need for great service.

February 2017

2Unlocking a hotel innovation strategy

By Carlos Martin-Rios - Assistant Professor of Innovation and Human Resources at EHL By Sabina Savatin - Student at Ecole Hoteliere de Lausanne

It is human nature to always look for a better, more enhanced experience. Arguably, innovation is the key idea that is shaping corporate life, or even defining the actual corporate mission. Hospitality firms are not indifferent to the changes occurring at the level of their competitors, the fast-paced market, or emerging technology breakthroughs.

January 2017

5The Smart Hotelier's 2017 Top Ten Digital Technology & Marketing Resolutions

By Max Starkov - President & CEO at HEBS Digital

Reflecting on 2016 and successful hotel digital marketing campaigns that impacted the industry, there was an obvious and substantial emphasis on 'Book Direct' strategies. Hoteliers have been testing out multiple strategies to increase bookings on their own websites, from loyalty member-only rates, special incentives, unique packages found only on the hotel website, and more.

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December 2016

5Travel and Hospitality Predictions for 2017

By Mihaela Lica Butler - Reporter for Hospitality Net

There's something special about the end of the year, as industry experts in every niche look ahead with hope, trying to predict what the future will change and bring new in their respective fields. Hospitality follows the trend, and I have been speaking with several personalities and specialists to discover their thoughts about what to expect in travel and hospitality in 2017.

November 2016

2WATG Hospitality Trends Forecast 2017

By Muriel Muirden - Vice President Strategy at WATG

WATG have been breaking ground in hotel design for over 70 years, designing some of the most innovative and award-winning destinations around the globe. With a finger firmly on the pulse, WATG Trend Forecaster Muriel Muirden has rounded up the top trends that will be shaping the travel and hospitality industry in 2017.

October 2016

1Healthy Foods as a Wellness Trend for Any Hotel

By Larry Mogelonsky - Chairman, LMA Communications Inc. & Principal, Hotel Mogel Communications Ltd.

I remember my early post-college days working for a Fortune 50 firm where there was limited regard for one's health. Meetings held in a haze of tobacco smoke; cholesterol and calories were mere words undeserving of their accounting ledger; and trans-fats weren't even known let alone demonized.

3Artificial Intelligence (AI) is checking into your hotel

By Carson Booth - C-Suite Technology Strategist

Some industries remain stubborn and resistant to change by not embracing new technology as fast as others. However, over the last few years, the hospitality industry has seen dramatic technology changes with the sudden maturing of suppliers as a result of consolidation and larger more sophisticated supplier entrants, competing hospitality business-model entrants that leverage technology as a platform, and technology strategy changes as a result of brand management company consolidations.

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September 2016

3The Small Business Owner's Guide to Equipment Financing

By Michael Jones - Director of Community Development

Equipment FinancingWhether your business is product or service-based, having the necessary equipment is vital to keeping your venture operating smoothly. Replacing, upgrading or purchasing equipment for the first time can put a serious pinch on your cash flow but with the right financing, you can get the things your business needs without making a substantial dent in the bottom line.

512 Reasons Travel and Hospitality Brands Should Boost Their B2B Content Marketing in 2017 [INFOGRAPHIC]

By Alan Young - President of Puzzle Partner Ltd.

and planning time for 2017. I am sure you already see the paradigm shift in the travel and hospitality technology industry ---and it is truly tougher than ever to break through the noise. There's a reason why CMOs at the largest tech brands report that content marketing is the second most important initiative, only behind measuring ROI.

August 2016
July 2016

3Neither revPAR nor occupancy are ideal indicators of hotel profitability - it's all about the ARPAR!

By Kiran Sunny - Content

There's no denying that room sales is the life-source of most hospitality businesses. But while establishing high occupancy is indeed important, it shouldn't be the sole focus of a modern hotel. When considering profitability, concentrating on maximizing occupancy does not always contribute more to the bottom-line.

5Smart Data Marketing in Hospitality: The Secret to Maximizing Direct Bookings

By Max Starkov - President & CEO at HEBS Digital

your best guest should be defined by travel consumers who are in-market and willing to consider and book your property today. If your marketing campaign reaches out only to past guests or travelers who match your guest profile exactly, but they aren't currently planning a trip to your destination, it's a wasted campaign effort and budget.

June 2016

3Meeting Customer's Expectations in the New Age of Personalization

By Beth Harvey - Marketing Manager at Spring Engage

It is no secret that personalization has been the hot topic for hotel marketers and technology professionals over the past couple of months. Research has shown that guests searching for travel information are no different than any other online consumer; they are now expecting a significant level of personalization during their travel planning.

4Airbnb: A glimpse into the future...

By Christopher Chilton - Co-Founder of Simply Hospitality

Airbnb has not only changed people's lives and how they travel, it has also completely transformed the hospitality landscape for good. The hospitality industry is arguably the most active and exciting industry to work in at this point in time - mergers galore, new businesses sprouting up all over the place, and there is a new dimension as well as fluidity that is quickly shifting and defining world travel.