Opinion Articles
Page 2 of 721

What is RFM? Top 5 Ways to Elevate Your Digital Strategy & Increase Direct Bookings

By Margaret Mastrogiacomo - Vice President, Strategy at HeBS Digital

Understanding the lifetime value of guests, including the type of content and promotions that compels them to book direct, is crucial to an effective book direct strategy.So, what's the secret to understanding the value of your guests and knowing your most profitable guest? The answer lies in RFM (recency, frequency and monetary) modeling.

Train Your Front Desk Team On The "5 Pillars Of Hospitality Excellence"

By Doug Kennedy - President of the Kennedy Training Network

Therefore, while I have always believed that the front desk staff played a critical role, now more than ever they truly are the first impression makers, for better or for worse. Chances are that hard evidence for this is available online every day in your guest surveys and/or your online guest reviews.

The Future of Food: Transparency and Traceability Are Key

By Stuart Pallister - Associate Director, Lausanne Hospitality Research Center

What are the main trends facing restaurateurs and the food industry currently, and where is gastronomy heading? Those are some of the questions posed during a panel session at the recent Window 2 the Future conference staged by Lausanne Hospitality Consulting at Ecole hoteliere de Lausanne.

Never Take Your Eyes Off The Customer

By Shep Hyken - Customer Service and Experience Expert, Keynote Speaker and Bestselling Author

One of my favorite restaurants in St. Louis, where I live, is Tony's. You may be familiar with Tony's if you have been following my articles and videos for a while. They are an outstanding example of a great product - their food - and amazing service.

The 5 Deadly Sins of Content Marketing

By Jennifer Nagy - President of JLNPR & Instructor at DIY.JLNPR

While we all have our good and bad days, when it comes to the BIG five sins of content marketing, I'd guess that most hospitality marketers have been very naughty this year (tsk tsk!)!(In case you need a quick overview of what content marketing is and why you HAVE TO implement a content marketing strategy for your hospitality business today (no matter whether yours is a B2B or B2C company), read my HuffPost article, "Content Marketing 101.

Building a tech stack based on what your guests need (rather than just using everything that's available)

By Margaret Ady - Co-founder of Apaleo

It's called overindulging. And it isn't just happening at the breakfast buffet. It's running rampant in hotel tech.We are bombarded every single day with new technologies, urgent trends, sniffs of what our competitors are implementing, "how-to" guides, interesting sales pitches, and the like.

How Hotels Can Leverage the Psychology of Impulse Buying to Capture More Revenue and Enhance the Guest Stay

By Jos Schaap - Founder and CEO of StayNTouch

Let's consider a scenario. You're out shopping for a few household items at a local Target or Costco, but while you cross those items off your list, you come across some tempting, unrelated deals. Maybe a great deal on a new TV or electronic, a decorative item for the house, a luxury skincare item, or a gift for a loved one.