Views from a Corner Suite

A New “Location, Location, Location” for the Hotel Industry

By Robert Cole|2019-01-05T19:20:13-05:00October 27th, 2009|Hotel, Views from a Corner Suite|

The modern hotel industry, revolutionized by E. M. Statler, was founded on the concept of location, location, location serving as the basis of fame and differentiation. In the future, "location, location, location" will again be the hallmark of the industry leader - this time, with three new types of virtual locations. Search Engine ranking, Social Media reputation and Location Based Promotion effectiveness will dictate who are the respective winners and losers in the arena of hospitality marketing.

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Multiple Persona, Trip-centric Travel Has a Name – EveryYou

By Robert Cole|2019-01-05T19:20:13-05:00October 21st, 2009|Marketing, Views from a Corner Suite|

Travel is a complex process that differs significantly from other online purchases. Traveler destination, hotel, airline and travel itinerary selection decisions are not only highly personal in nature, but also may be based on very different criteria depending on the nature of the trip being planned. By applying multiple persona marketing concepts against specific trip-centric attributes provides a multi-dimensional traveler profile that is far superior to conventional frequent traveler information maintained by online travel sites, hotels, airlines and car rental companies. EveryYou is the term given to the concept by blogger Tim Hughes in a presentation prepared for the Web In Travel Conference at ITB Asia in Singapore.

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Freedom of Choice in Expedia Contract Negotiations?

By Robert Cole|2019-01-05T19:20:13-05:00October 19th, 2009|Online Travel Company, Views from a Corner Suite|

Contract negotiations between Choice Hotels International and Expedia have broken down, resulting in Choice brands being removed from Expedia's websites. As negotiating power now favors Online Travel Agencies, hotel brands must maintain discipline to retain mutually beneficial terms. Seeing continued declines in both occupancy percentage and average rate, hotel owners may be willing to exchange future margins for immediate business volume. Hotel brands are challenged to maintain chain-wide pricing integrity and competitive positioning the economy improves. Hotel brands able to maintain strategic alignment with its hotel portfolio will have the best prospect to emerge stronger when the industry recovers.

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Erin Andrews Peephole Video Demands a Proactive Hotel Industry Response

By Robert Cole|2019-01-05T19:20:13-05:00October 8th, 2009|Security, Views from a Corner Suite|

Erin Andrews victimization by a stallker who modified a peephole and filmed a video using a cell phone camera has been well documented. What has not been publicized is that unmodified hotel peepholes do not put a guest's personal privacy at risk. Hotel management is able to take three basic measures that can help to eliminate the risk of future peephole related security issues. One distressing recommendation that has arisen as a result of the publicity is the recommendation for women traveling alone to block the hotel room peephole. Instead, women should always use the peephole before opening a hotel room door to avoid the risk of entry by unwanted visitors.

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New FTC Rule Helps Improve Social Media & Travel Reviews

By Robert Cole|2019-01-05T19:20:13-05:00October 5th, 2009|Social Media, Views from a Corner Suite|

The United States Federal Trade Commission (FTC) took a much needed positive step forward by introducing guidelines designed to differentiate between legitimate personal opinions and sponsored commercial endorsements made through social media. Individuals blogging or posting product reviews are now required, under threat of fines up to $11,000 per post, to disclose any material connections between themselves and the companies selling the products they are reviewing. This will improve the accuracy and reliability of hotel reviews and help eliminate unethical practices designed to artificially improve travel industry product rankings.

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Change Your Thinking about Social Media

By Robert Cole|2019-01-05T19:20:14-05:00September 30th, 2009|Social Media, Views from a Corner Suite|

A parable of two men sharing a hospital room provides a foundation for considering the true spirit of hospitality and how the sharing of experiences through effective communication can create inspiration. For hotels, resorts, attractions, destinations and other travel suppliers, it is extremely important to provide a quality experience that meets or exceeds the customer's expectations. With the growth of social networks, effective communication that is authentic and personal has the ability to inspire travel. To succeed, travel companies need to focus more on the "social" and less on the "media." As opposed to communicating with customers solely to attain short-term sales, the goal should be to improve travel experiences and enrich the lives of their customers to establish true engagement. This approach helps grow a community that can inspire others to travel and enhance the cycle.

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Social Media Conversation Prism. Image Credit: pipeapple | Flickr

Marketing Your Hotel or Resort in a Web 2.0 World – Presentation at HFTP Annual Convention

By Robert Cole|2019-01-05T19:20:14-05:00September 28th, 2009|Marketing, Views from a Corner Suite|

Presented at the Hospitality Financial and Technology Professionals 2009 Annual Convention in Las Vegas, Marketing your Hotel or Resort in a Web 2.0 World covers the importance of ensuring property product and service delivery is functioning properly and the alignment of traditional marketing with online and social media efforts. Most importantly, marketing strategy must drive technology and channel decisions - ensuring tactics support marketing strategies and business objectives. The presentation includes hospitality industry examples applying rich content, reputation management, search engine optimization, and social media in both small and large properties.

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Wynn Resorts Becoming “More Chinese” With Hong Kong IPO

By Robert Cole|2019-01-05T19:20:14-05:00September 24th, 2009|Casino, Views from a Corner Suite|

Wynn Resorts is selling 25% of its Wynn Macau property for an estimated $1.5 Billion through an IPO next month. The Financial Times is reporting that this is the first time an American company has issued shares on the Hong Kong Stock Exchange. Steve Wynn, the man responsible for redefining the Las Vegas strip 20 years ago, is quoted as saying he would like Wynn resorts to become “more of a Chinese company." There is good reason for this strategy - Macau is already the world's largest gaming market, with gambling proceeds doubling those of Las Vegas. By successfully integrating Chinese perspective and sensibilities into the product, marketing, operational and now financial aspects of his casinos, Wynn Resorts' chairman is positioning the company to benefit from a growing market of Chinese players over the next 20 years.

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How Google Can Help Enhance Online Travel Research

By Robert Cole|2019-01-05T19:20:14-05:00September 15th, 2009|Innovation, Views from a Corner Suite|

Recent studies have shown that the research phase of the seven-step online travel process is becoming frustrating for consumers. Many travelers search a large number of sites or spend extended periods of time seeking information regarding airlines, hotels, car rentals, attractions and destinations that are best suited to their interests and needs. Google, with its massive search traffic and extensive advertising platform is well suited to help the travel industry improve travel research. In addition to many innovative tools that are currently offered, Google could help travel marketers by embracing travel industry standards and working to create persona-based traveler profiles that will better align the products of travel suppliers with customer needs.

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Socialnomics Should Not Be Voodoo Economics

By Robert Cole|2019-01-05T19:20:15-05:00August 27th, 2009|Social Media, Views from a Corner Suite|

Socialnomics runs into some fact checking issues with its video heralding the incredible growth of social media. The video inadvertently highlights the key issues most frequently cited by social media critics: First, not referencing its obvious creative source - the Karl Fisch, Scott McLeod and Jeff Brenman "Did you Know" work. Additionally, the difficulty in measuring the impact of social media is amplified by several statistics turning out to be grossly inaccurate or based on unsubstantiated opinions.

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