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Proximity marketing—also sometimes called hyperlocal marketing—uses cellular technology to send marketing messages to mobile-device users who are in close proximity to a business.

While the audience is limited to those in the proximity of the business and those using its Wi-fi or Bluetooth signal, the message is very user friendly and reaches those most likely to visit a store. Who employs Proximity Marketing?

Major retailers, such as Ikea or Macy’s, can send store maps and coupons or offers to apply for their credit card or to enroll in their loyalty or rewards programs. Hotels can inform guests about on-site events and promotions or can offer to enroll them in loyalty or rewards programs. Restaurants can send special menus/daily specials, coupons, offers for loyalty programs, or perhaps send trivia questions or other games to help them pass the time while they wait for their table to be ready. Shopping malls can offer a proximity marketing benefit to their tenants by putting together a package of coupons or offer a discount at any mall retailer. Travel hubs such as airports and public transportation centers can provide maps or display ads that can be sold to local tourist destinations. General information about a product or service can be delivered through proximity marketing even if the fixed location of the business or service agency changes

This makes just about every consumer with a smart phone potentially susceptible to a proximity marketing campaign, particularly younger, tech-savvy shoppers who are more likely to own smartphone and use them while shopping.

With mobile devices becoming a staple of modern society and the preferred way of accessing digital content, today’s successful marketing professionals will need to understand how to connect successfully with mobile consumers.

One of the key benefits of proximity marketing is that its messages reach a high percentage of potential customers who are in the area.

The main purpose of the proximity marketing plan is to connect with customers while they are near your business or service and spur them into action

In the case of mobile messaging, it’s important to consider adding an opt-in component to your campaign.

More and more, customers value control over the messages they receive and desire privacy from unwanted solicitations

Mobile devices are made for short messages and quick interaction, and there is intense competition for the attention and time of the mobile device user. Therefore, in developing a proximity marketing plan, messages must be sharpened and honed to be as clear, concise, and impactful as possible.

If the goal is to drive as much traffic as possible to the business and maximize sales that day, then an electronic coupon or special offer might be the best strategy. If the store has a high turnover rate, the goal may be to make a connection with customers by offering them incentives to return.

The digital and interactive nature of most proximity marketing campaigns provides the advantage of real-time data collection of response and success rates. If a message is failing to connect, it can be easily and quickly adjusted.

Most crucially, a cybersecurity strategy must include a solid plan for Business Continuity and Disaster Recovery in order to prepare for any worst-case scenarios. In the era of COVID-19, incidents of the worst kind are fast emerging and businesses deserve a fighting chance to succeed.

Today, the systems used for various functions in a hotel’s back and front operations are manned by employees who are not yet well-equipped to pick up on and counter large-scale cyber-attacks until it’s too late.

Mobile phones, tables and laptops connected to open networks become a hunting ground for hackers to harvest banking details through card payments. 

While financial services and the public sector have been forced to endure an endless stream of cybercrime, the hospitality industry has also become a prime contender for hackers in the wake of its rich data-base. 

No matter the size of the business, inefficient cyber support diverts crucial time from business activities and relationships with customers.

With global business fighting relentlessly to survive against the chaotic threat of the Coronavirus, all industries are exposed to criminal cyber-threats, and so the security of highly sensitive data must be handled appropriately.

British Airways and Marriott International are two major hospitality companies to be victims of high-profile breaches in recent memory. They serve as a stark reminder of the heavy costs faced when the safety of customers’ data is compromised. 

bring in high-value, corporate guests or other guests who decide to book with travel agents?

been overlooked by many hoteliers, the GDS is still a very viable booking channel

hoteliers

put

on the back-burner

GDS

when

success of the online channel.

The use of travel agents is, once again, on the rise -

now highly valued

expertise

ability to build complex, multi-stop itineraries quickly, affordably and with little fuss

appeal to the luxury segment

best possible experience

r.”

taking home anything less than 100% of the revenue from each booking has become unacceptable,

here is a fee associated

effective distribution channels just because they have a cost of acquisition

they eliminate

smaller percentage than what most hotels pay in commissions to the top OTAs.

you still use them

about the OTAs

gripe

and pay the high commissio

you know it works.

GDS

opportunity

corporate bookings!

bulk

ravel agents,

visibility

cost of acquisition of a booking from the GDS/travel agents is lower (than the OTAs)

visibility

o a whole new segment of travelers: corporate and/or luxury travelers.

leisure travelers

book

corporate travelers are less concerned about the rate

primarily on price

business travelers typically spend more money on-site

break-even on GDS bookings because the higher room rates PLUS the ancillary revenues

GDS is, once again, a viable distribution channel for your property

Solomon: Is the human element getting lost?  Allen: Absolutely not! A key differentiator of casual dining is the personalized service model. Our technology innovation is not only a win for our guests, but also a win for our team members. With technology, we’re able to remove some of the mundane tasks of the server and allow them to make our guests feel special with a memorable dining experience. Furthermore, technology is completely optional and guests can choose to opt out if they wish. These tablets do not eliminate the personal service our guests receive from servers. In fact, these tablets have served as a good tool for our team members to help eliminate some transactional pain points, such as paying the bill or ordering dessert, and have helped our team members do their job more efficiently. This allows our team members to focus on the duties that make a personal impact on the dining experience, such as getting to know the table, taking entrée orders and delivering meals, among other duties.

Micah Solomon:  Can you bring me up to speed on how the Chili’s digital service came to be deployed, and how it’s going so far? Wade Allen, vice president of digital innovation and customer engagement, Chili’s Grill & Bar: We started our digital guest experience journey in Sept. 2013 as the first mover in the casual dining industry to bring tabletop technology to our restaurant tables. The goal was to remove common guest pain points around paying the bill and re-ordering drinks. We’ve seen rapid adoption with 75 percent of guests using the tablets to quickly pay their bill. Furthermore, we’ve been able to gather valuable insights through real-time feedback where 25 percent of guests use the tablets to complete the Chili’s survey at the end of their dining experience. This feedback allows us to make improvements on an individual restaurant level, as well as, provide proof points for national-scale decisions around our Fresh Tex and Fresh Mex menu favorites. Once we had the tablets in place, we took a different approach and launched a fully digital loyalty program, “My Chili’s Rewards,” in May 2015. The goal was easy access/participation for all guests. We also included unique elements around gamification to keep guests engaged. In six months, we went from no loyalty program to 4.2 million members. Furthermore, approximately 18 percent of transactions in restaurant are tied to loyalty members. We’re building on this for what we call “loyalty 2.0” with our latest partnership with the Plenti rewards program, as the newest partner to join representing the casual dining industry. This will allow guests to earn points at partner locations and redeem for their Chili’s favorites.

Solomon: What are the backup plans for when guests want human rather than kiosk service? Allen: Our model is based on personalized service to make guests feel special when dining with us. So, the personalized aspect will always be a part of what guests experience at Chili’s. The technology innovation is completely optional and guests can choose to opt out if they wish.

Regardless of the solution they eventually offer, entrepreneurs who hang back can avoid early fatal flaws that interrupt fantastic consumer experiences.

Poor marketing, uber-techiness and overspending.

1. Watch, look and listen.

2. Use negative sentiment to your advantage.

Capitalize on negative press swirling around your competition by waiting to release a similar product.

While we love a story of bold innovation, innovation doesn't always keep the lights on. Sometimes, it's far wiser to come in second or third where the spotlight is less blinding -- there, you can see where you're going.

3. Differentiate yourself through great execution.

As you read through social media posts and dig into articles on your competition's products, figure out where things went awry. Make sure you don't stumble over the same roadblocks.

Apple has merely found a smoother path to streamline a service people want and already use

Lyft and Uber have been entangled in a fight like this for a while.

When President Donald Trump's travel ban rather circuitously led to #DeleteUber momentum, Lyft took advantage of the opportunity to outshine its rival. Not only did Lyft donate to the American Civil Liberties Union, but it has also enjoyed a 7 percent increase in customers since January 29. Lyft wasn't hasty, and it swung with the popular sentiment pendulum.

You might think you have a revolutionary product, but what if the market disagrees? If your top competitor just released a similar product and its sales are flailing, you owe it to yourself to analyze what's happening. Could it be that the market for your product just doesn't exist yet? If so, how can you pivot so you can produce an actual game-changer, not a wannabe?Segway knows all about this challenge: It discovered its product's market was limited by cost and individual desire. By the time it was put to bed, it was no longer a technological marvel -- it was just a punchline. Chances are good that leaders of a company waiting to market a Segway-like creation put plans on hold when they saw the fallout and chose to execute their innovations differently.4. Do the common uncommonly well.

leapfrogged over the issues plaguing its competitors, solidifying itself as a smarter, less-glitchy solution for music lovers, thanks in part to what it's calling the Music Genome Project.

Increased automation will remove manual workloads and streamline processes. Putting the right industry-specific accounting software in place will be a game-changer for hotels looking to pinpoint inefficiencies and significantly reduce expenses across property lines.

During the next wave of hospitality technology, more and more hoteliers will recognize the power of analytics and adapt their strategy accordingly. Smart operators will seek out the most versatile technology on the market to collect and store information through data warehousing, which enhances data mining, analytics reporting, decision support and business forecasting.

Hotels have already begun replacing front-desk employees with apps, robots and automated kiosks. As a result, finding high-quality labor (at a reasonable cost) is no easy task.

As we continue to live in an increasingly customized world, hoteliers will seek targeted accounting tech partners to replace one-size-fits-all solutions.

Apps/AI Over the last decade, the hospitality industry has developed a fixation on mobile technology that has revolutionized hotel management. In the next phase, this trend will continue with full force—and any service that is currently delivered using pen and paper will eventually make the shift to mobile.

Hoteliers are already using their mobile apps for real-time data analysis, allowing them to make informed decisions whether they are on property, near their work areas, in the field or on the fly.

Predictive analytics and forecasting tools will continue to allow management teams to better anticipate and adjust decisions to meet future guest needs without sacrificing bottom-line results.

While there has been significant introductions with regard to guest-facing apps, and apps focused exclusively to enhance the guest experience, the untold value in mobile apps, for the operator, is behind the curtain

Automation Rising demands from guests will require hotels to be more responsive than ever. To keep up with the pace, managers will need to access an array of critical information on-the-fly, from in-house guest preferences to upcoming reservations, restaurant volumes, spa bookings and so forth—with automatic alerts set up that notify staff members when there’s a deviation from the plan related to forecasts or scheduling changes.

By combining varied data sources into one centralized location, or data warehouse, an API-powered data system will provide a holistic snapshot of entire portfolio raw data into a user-friendly format with gauges, dashboards, trendlines and more to equip hoteliers with the answers they need to impact bottom-lines.

Analytics The phenomenon of “big data” has infiltrated the professional world, spanning industries and transforming all facets of business, from accounting and operations management to marketing and business development. No longer bogged down by paper and binders, today’s hoteliers can access numerous data sets at every turn, from STR reports to PMS documents and guest satisfaction surveys.

On a micro level, big data will help property managers faced with countless day-to-day decisions make more informed choices on the floor, from keeping track of labor expenses to assessing the cost of a new light fixture.

On a macro level, corporate and regional managers will have the extended oversight necessary to ensure the right decisions are made at every level of the company from the ground-up.

And finally—partnering with a hotel-specific provider will continue to be invaluable for hoteliers to speed up their internal processes, minimize investment, reduce errors, and increase overall performance to make more informed decisions on the horizon.

the next chapter of hospitality accounting will be all about the three “A’s”: apps, automation and analytics.

Apps/AI

this trend will continue with full force—and any service that is currently delivered using pen and paper will eventually make the shift to mobile.

significant introductions with regard to guest-facing apps, and apps focused exclusively to enhance the guest experience, the untold value in mobile apps, for the operator, is behind the curtain.

Mobile app reporting not only streamlines efficiencies and allows easier access to data, it also allows today’s hotelier to be more agile.

interact with and enhance the guest experience by being more available and more attentive on the floor. Removing the chains and restrictions of the desktop and expediting report compilation, hoteliers can truly begin to refocus on delivering the best experience possible without worrying about becoming mired in the weeds of business ineffeciencies.

Predictive analytics and forecasting tools will continue to allow management teams to better anticipate and adjust decisions to meet future guest needs without sacrificing bottom-line results.

Good data supports good management. As more guests tap into hotel apps on the front end, hoteliers can track, analyze and adjust their offerings on the backend to meet guests’ needs, all while supporting a business synergy and strategy that makes sense.

Automation

managers will need to access an array of critical information on-the-fly, from in-house guest preferences to upcoming reservations, restaurant volumes, spa bookings and so forth—with automatic alerts set up that notify staff members when there’s a deviation from the plan related to forecasts or scheduling changes.

Increased automation will remove manual workloads and streamline processes. Putting the right industry-specific accounting software in place will be a game-changer for hotels looking to pinpoint inefficiencies and significantly reduce expenses across property lines.

Analytics

Smart operators will seek out the most versatile technology on the market to collect and store information through data warehousing, which enhances data mining, analytics reporting, decision support and business forecasting. These capabilities will result in increased efficiencies, reduction of expenses and improvement of overall performance and profitability.

Over the next five years, the advantages of having a big data strategy will be infinite. Hoteliers who decide to apply big data in a meaningful way will reap the rewards in every facet of their business, from sales and marketing to guest satisfaction. On a micro level, big data will help property managers faced with countless day-to-day decisions make more informed choices on the floor, from keeping track of labor expenses to assessing the cost of a new light fixture. Using consistent data monitoring and evaluation, hotel teams will be able to deliver a higher level of service while making informed strides every day.

Technology and Labor

Effective labor management technology can help proactively notify management when there’s an issue and eliminate overtime before it happens to ensure that guest satisfaction remains high while balancing profitability. Mobile and dashboard data related to key functions that consume labor will become the GM’s best friend.

finally—partnering with a hotel-specific provider will continue to be invaluable for hoteliers to speed up their internal processes, minimize investment, reduce errors, and increase overall performance to make more informed decisions on the horizon

Hotels that participated in the white paper cited reasons why they do not currently offer ancillary services. Many talked about resources, including a lack of technology to streamline ancillary offerings for both on-site and off-site trip extras. With many hotels having their staff and management doing multiple jobs, hotel management is reluctant to add another task to management’s plate. This highlights the need for digital ancillary technology to address these valid concerns and reduce such effort while simultaneously scaling the operation.

managers are focused on perfecting the on-site process, instead of branching out and offering new services to differentiate their brand from their competitors.

Hotels, both large chains and independent boutiques, can learn from other companies in the travel sector who have successfully implemented an ancillary sales strategy.  Airlines were quick to offer ancillary services more than a decade ago. Now these non-core services such as priority booking, baggage fees and car rentals make up an estimated US$28 billion in revenue annually for the top ten airlines. This trained travelers to  purchase travel add-on services during checkout, and at other cross-sell merchandising points such as confirmation emails.

ancillaries that increase productivity provide value.

Trip extras that increase productivity include wifi access, early check-in/ late check out to continue working between meetings and travel. More than 70% of business traveler respondents indicated they are interested in purchasing more than core hotel products such as on-site dining, retail sundries and transportation options

Business travelers surveyed were most interested in purchasing off property local dining (36%), access to fitness/wellness activities (32%), and tickets to live shows/ events (31%), while in destination or on the day of service.

An ancillary strategy that is managed and implemented, with constant communication at the individual properties, can offer a consistent guest experience across the brand. Off-site ancillary offerings are opportunities for hotels to access more wallet-share for the business traveler’s trip. Offering car rentals, or restaurant reservations through strategic partnerships and additional loyalty points add revenue streams to the hotel, boosting profits without increasing ADR.

provides a centralized application to perform, schedule, and organize daily operations and transactions involved in the business.

PMS solutions have been customized to ease operations and impact revenue

Consider Your Specific Requirements

Establish a Clear Budget

Find a PMS that supports a Booking Engine

Consider Customer Support and After-sales

List of the Best Property Management Systems

With your data, pinpoint odd situations

This information should be flagged because it's potentially problematic.

MeasureTrack the incident for prevention and reference.

RouteOnce you have detected a possible incident, depending upon your position, whether it’s a restaurant manager, district or regional manager, inform the appropriate management.

Managing fraud is a continual process, and you need the tools to record events and the data to keep track of unresolved issues.

The solution should automatically route possible issues to the person most capable of investigating them. As they do the investigation, the system should allow them to record the resolution they feel is best for the situation. And the system should give you an up-to-the-minute account of where all the detected issues stand.

Numbers never lie. Find a way to track transactional data.

As a restaurant operator, you must realize that your employees may be behind your recent food and beverage losses or the POS manipulation scheme you can't seem to pinpoin

if you have a comprehensive loss management system in place, there is a higher chance theft will be deterred and detecte

The companies that are best at tracking social media return are measuring all of their marketing efforts including organic and paid social so they can see how social media is driving traffic and influencing purchasing decisions.”

Breaches undermine hospitality brands’ reputations and erode customer trust. Eighty-one percent of consumers will stop engaging with a brand after a breach, according to a 2019 study.

When it comes to cybersecurity, companies today have two options: Defend the fort or devalue the data. The former is the more traditional approach. By strengthening the digital “walls” around your data — via firewalls, intrusion detection, 24/7 monitoring and other security protections — the defend-the-fort approach works to keep attackers from accessing your systems at all.

However, one of the biggest vulnerabilities may be on the hotel grounds themselves.

hotels have multiple point of sale (POS) terminals across different locations, from the front desk to restaurants, all of which are connected to each other. If a POS device is not properly secured, attackers can use malware or other attack vectors to steal clear-text credit card numbers and other data.

POS attacks remain one of the most common causes of data breaches in accommodations and food services.

Guests may share their credit card numbers with the hotel in advance via a booking app or website, opening up the possibility of web-based attacks. Loyalty programs are another source of online vulnerability, with an estimated $1 billion a year lost to account fraud and related crimes.

One important and underutilized aspect of cyberdefense is employee training.

Make sure your employees use strong passwords and know how to spot fraud and spear phishing attacks. You may also want to limit employee access to confidential data, so if an account gets hacked, private guest information doesn’t go with it

You should also make sure your software is up to date with all security patches, as attackers often exploit known weaknesses in programs. Isolating POS devices from the rest of the network can also limit the damage from malware infections at that entry point.

it’s unlikely that even the strongest digital “walls'' will prevent all incursions. Defenses are important, but the ever-changing nature of technology means that new, hard-to-catch vulnerabilities will pop up all the time.

important to devalue your data, rendering it unusable to attackers who gain access to your systems. One way to do this is to implement point-to-point encryption (P2PE) by encrypting payment information from the moment it enters your network at the POS

Encrypted data is unintelligible to anyone who doesn’t have the right digital key. Implementing P2PE is the only way to ensure that clear-text payment data doesn’t fall into the hands of attackers targeting POS systems with malware.

Data that’s stored for the long term, like passport information or credit card numbers saved to a loyalty program, can also be devalued through tokenization. Data that’s tokenized gets replaced with an alphanumeric pseudonym, so the actual sensitive information isn’t stored on your servers. This method helps secure guest information beyond the initial transaction at the POS.

Hotels that reckon with their security vulnerabilities now will protect themselves from fines and other fallout from data breaches as business rebounds. They’ll also build deeper, more trusting relationships with customers by keeping their personal information secure. By strengthening security protections and devaluing their data, hotels can set themselves up for a brighter future. 

DarkHotel hacking

Customer data/ identity theft 

Over that past few years, the industry’s most well-known brands have all been victims of cybercrime.

Cybersecurity for hotels should always include a process to mitigate any compromised systems should they go down in a DDoS attack.

intends to convince the recipient that he/she should share information

In recent years, this threat has become increasingly sophisticated, with attacks targeting those in authority. The aim is to take over a user’s email account to send bogus emails to colleagues. These emails often attempt to persuade recipients to authorize transactions, which are ordered from above.

Hotels that have fallen foul to this crime have in the past paid more than $17,000 to be able to let guests into their rooms and create electronic keys.

Phishing refers to the sending/receiving of emails that appear to be from a genuine source.

Cybersecurity issues of this nature, often result in customers being out of pocket, and the media getting involved. Which, of course, means bad press for a hotel. Furthermore, there could be financial implications for the business.

Protecting the identity and information of a customer is paramount to the success of any business and hotels ar eno exception.

The attacks use forged digital certificates to convince victims that a software download is safe.

That is often passwords and financial information; this scam is one of the oldest on the internet.

taking information and certain systems hostage. The purpose of this attack was to gain financially from those who paid the demanded figure to free their data/systems.

Every day regular items such as sprinkler systems to security cameras are vulnerable to hijack. After which, entire computer systems can be made to come crashing down.

And that means somewhere there is a weakness in the system which has been revealed by human error.

criminals use a hotels Wi-Fi to target business guests.

ncourage guests to use virtual private networks (VPN) if they plan on conducting business with sensitive data.

Especially when there are criminals from all over the world trying to steal identities, and credit card data.

his crime is forever changing.

for hotels, an almost perpetual arms-race to secure both data and networks.

Phishing refers to the sending/receiving of emails that appear to be from a genuine source

Compliance with the Payment Card Industry Data Security Standard (PCI-DSS) not only helps to ensure that data security software, hardware, and practices are safer, but also helps to protect against fines and penalties when a breach occurs,

The right technology is only half the equation; over the years, security experts have also identified employees as part of the problem. Hotels must train their staff to handle personal information security, comply with privacy policies, and change user access credentials regularly.

Even with a great PMS/POS system and the right training, it’s important to perform routine penetration testing and risk assessments. There’s no straightforward answer as to how often you should pen test your network, but experts warn once a year probably isn’t frequently enough

After all, the industry has been and continues to be focused on cultivating a user-friendly atmosphere. Unfortunately, for hackers this combination is nothing short of a gold mine.

Since a businesses' hard-earned reputation relies heavily on instilling confidence in its customer base, a breach of trust is sure to compromise that relationship. If an attack affects millions and is publicized to millions more, the impact on brand equity can be difficult to recover. 

Marriott, for instance, was criticized not only for the breach, but also for responding inadequately and unprofessionally.

In short, as more and more consumers become aware of the importance of reliable cybersecurity, a hotel that neglects this pain point is compromising the strength of its product among its competitive set. 

Considering that the annual frequency and severity of cyberattacks are only rising, the time is now to establish organizationwide security operations, recovery plans and budget allocations.

a cohesive top-to-bottom strategy is required and often is best delegated to a trusted strategic advisor with depth of experience in cybersecurity breach prevention and resolution.

Next, the goal becomes full-scale protection. From the technical side, this includes setting up firewalls and securing weak points (such as point-of-sale terminals).

There needs to be an efficient method for detecting the attack and mitigating any damages. Lastly, to avoid the pitfalls noted above, a predetermined plan to address this worst-case scenario is vital. From reviewing insurance policies to preparing for impending litigation, recovery is a process best started with a go-to advisor before it is needed. 

The only way to avoid being another statistic in future Internet crime reports is by staying as ahead of the looming threats as possible.

Planners will try to book events further in advance. This leaves hotels and venues in a pickle: Taking early bookings could mean missing out on higher-value events later.To avoid missing out on revenue, hotels and venues need to segment business intelligently. That way, you can avoid the pitfalls of traditional lead-scoring biases that hurt RFP management.

In 2020, brands will invest in events as a marketing channel. In fact, in a recent event marketing survey, 52% of respondents said that event marketing drove more business value than other marketing channels. (Only 8% said it drove less business.)

Planners should create ample private meeting spaces and “collision spaces.” Some events do this by providing fewer chairs than attendees. With fewer empty seats, they’re encouraging movement and interaction.

Large, minimalist spaces with easily accessible bars are the perfect recipe for a networking event. Venues like this can use the networking angle to promote event space to corporate clients.

These attendees blend the worlds of business and leisure. It’s given rise to a new, multi-generational segment that drives destination decisions. (See: our Hotel Market Segmentation Guide for more on this.)

Attendees want more control over the event agenda. In fact, 96% of the Social Tables audience believe events are expected to be more personalized than ever.

16. Sustainability will be center stage at events.

For proposals, try showcasing multiple event-specific variations. This adds value for the planner by helping them better meet their event objectives, while adding value for the hotel or venue as an upselling technique.

According to Billboard, there over 800 annual music festivals in the U.S. alone, and they attract 32 million attendees in total. 14 million of those attendees are (surprise, surprise) millennials.

At smaller levels, adding performances to the agenda can go a long way in engaging attendees. However, for larger events, creating a festival-like atmosphere requires access to a variety of spaces that are exclusive to one group.

A bigger focus on wellness could revolutionize F&B — replacing beef with the proverbial Brussels sprout.

While you don’t need to offer 11 choices for every hour, you can empower attendees to mold the event to meet their individual needs.

Sustainability initiatives are your chance to make a positive impact while painting your brand in an equally positive light.

Meetings are growing and evolving rapidly, and each is an experiment in applying new methods to find a perfect formula.

Industry Performance TrendsAttendee Experience TrendsMeeting Destination TrendsEvent Technology TrendsMeeting Design Trends

Demand will continue to outpace supply

be dynamic, you have to be flexible, and–above all–you have to be in tune with attendee desires.

Meetings are growing and evolving rapidly, and each is an experiment in applying new methods to find a perfect formula.

predicts 5-10% growth in demand. At the same time, the development pipeline is slowing.

It’s also the spontaneous conversations that come with serendipitous networking.

nticipate higher rates, and book event space as early as possible.

At the same time, face-to-face time takes a hit — making it a more treasured commodity in our modern world.

redict it’ll grow about 2.41% in North America. CWT expects an even higher hike of 3.7%.

Planners should create ample private meeting spaces and “collision spaces.” Some events do this by providing fewer chairs than attendees. With fewer empty seats, they’re encouraging movement and interaction.

Why? Well, take the speed of your current 4G LTE smartphone internet and multiply it by 1,000. (Think: putting the Millenium Falcon into hyperdrive.)

For events — especially large-scale events — sustainable initiatives are now the expectation.

Fast, reliable WiFi will soon become the norm, opening up new engagement opportunities and nontraditional venues for events.

“I think many hoteliers will be unhappy with the significant investments they are making now into cabling that will become obsolete just as soon as 5G launches.”

Apps present an opportunity for personalization and engagement at each stage of the event lifecycle.

Hotels and venues are developing sophisticated apps that enhance the in-venue experience. Whether it’s Wembley Stadium’s virtual tour guide or Marriott’s sophisticated in-app chatbot functionality, branded apps are adding value in multiple ways:

everage lobbies, rooftops, and other communal areas for networking events.

Because today, 86% of consumers expect companies to act on social and environmental issues — and they’re more than ready to vote with their dollars.

0% of event planners reported that their jobs require more experience creation than just 2-5 years ago

Content:

Destination

Technology:

90% of respondents stated that event security should still be a top priority for the industry.

That could mean avoiding coastal destinations during hurricane season or avoiding certain areas of the city to ensure safety outside of event hours.

. Event diagramming software can help in this regard by allowing venues and planners to collaborate on a single source of truth

Security is a significant value add and a key selling point in initial communications.

you’re providing any personnel, such as security, custodians, and administrators.

ess furniture, fewer seats, smaller portions, less irrelevant decor… you get the picture. A

reate a step-by-step safety checklist for execution during on-site setup, and another safety checklist for the day of the event.

Less is more when it comes to the material.

It’s a movement that stands in direct opposition to the gaudy ballrooms of old

Have evacuation plan

c, open floor plans that make minimalism a possibility.

lassic combinations of whites and greys

ewer seats means more mingling.

lutter-free to promote a clean, open feel that keeps the focus on content.

Hotels, however, may find themselves scrambling to reinvent their event spaces. It could be time to rethink these spaces — along with lobbies and other communal spaces that set the aesthetic tone for the hotel at large

Larger chains should look to boutique hotels, which create visual identities that are often more closely aligned with the appeal that nontraditional venues offer.

This type of data risk is more subtle, and it involves employees selling data to third parties without the knowledge of the organization that employs them

Data security risks in the hospitality industry extend far beyond the reputation hit that a hotel can take if guests’ data is compromised. Industry and political regulators are becoming stricter in governing how organizations process and store personal data.

the job turnover rate in hospitality is as high as 90 percent

High Staff Turnover

From the perspective of cyber criminals, hospitality appears to offer an ideal target for conducting crimes, such as identity theft and credit card fraud, due to the existence of multiple databases and devices containing both Payment Card Information (PCI) and Personally Identifiable Information (PII).

Here are five of the biggest data security concerns in the hospitality industry:

Complex Ownership Structures

Reliance on Paying By Card

Information security is a pivotal aspect of many industries

Compliance

Insider Threats

Best data-protection practices for companies in the hospitality sector include… Always encrypting payment card information.Operating a continuous training program in cybersecurity to maintain a well-trained workforce.Always adhering to relevant regulations, such as PCI DSS.Use cybersecurity measures such as firewalls, network monitoring, anti-malware, and traffic filtering to protect against common threats.Conduct tests against your organization’s cybersecurity defenses in which you mirror the behavior of an actual hacker.Know where your data is and enforce the principle of least privileges to limit acce

ss to sensitive information.

organizations in the hospitality sector are better placed to implement a comprehensive information security strategy that entails the necessary procedures, processes, and people to improve cybersecurity within the hospitality industry.