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pects of a franchisee’s business, from guest check-ins and housekeeping services to billing and finances. Over time new features have been rolled into the software platform making it more robust and useful for hotel owners—it’s currently distributed in eight countries and available in four languages. And while plenty of cloud-based PMS packages are now available from third-party vendors like Micros, Maestro, and RoomKey, Choice’s internal solution has garnered its fair share of attention. “We had been getting knocks on the door from IT vendors at other hotel companies and individual Choice franchisees that own other brands, saying they were interested in our product,” says Pacious, “So we set up a new division so we could take a look at other opportunities we could develop.” This led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system. Pages: 1 2 3 4 2013-06-18 Sean Downey !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_US/all.js#xfbml=1"; fjs.parentNode.insertBefore(js, fjs); }(document, 'script', 'facebook-jssdk')); (function() { var po = document.createElement('script'); po.type = 'text/javascript'; po.async = true; po.src = 'https://apis.google.com/js/plusone.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(po, s); })(); (function() { var li = document.createElement('script'); li.type = 'text/javascript'; li.async = true; li.src = ('https:' == document.location.protocol ? 'https:' : 'http:') + '//platform.stumbleupon.com/1/widgets.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(li, s); })(); inShare0 Related Articles attachment-3

Switching to the cloud from a client server platform pays off with a big drop in both the initial capital outlay and the ongoing operating costs for the property management and other systems.

his led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system. Pages: 1 2 3 4 2013-06-18 Sean Downey !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_US/all.js#xfbml=1"; fjs.parentNode.insertBefore(js, fjs); }(document, 'script', 'facebook-jssdk')); (function() { var po = document.createElement('script'); po.type = 'text/javascript'; po.async = true; po.src = 'https://apis.google.com/js/plusone.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(po, s); })(); (function() { var li = document.createElement('script'); li.type = 'text/javascript'; li.async = true; li.src = ('https:' == document.location.protocol ? 'https:' : 'http:') + '//platform.stumbleupon.com/1/widgets.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(li, s); })(); inShare0 Related Articles Hotel Market Insight: Cleveland a

This led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system.

A personalized service tailored to the customer

Virtual reality brings the experience to the customer

Tapping into an increasingly international market using data

Retargeting to chase up lost sales

Virtual and augmented reality is fast becoming a normal part of everyday life, most noticeably in ecommerce.

Many hotels now let customers take a virtual tour of their building right there on the hotel’s website. The Thai hotel and resort chain Amari, for example, offers virtual tours of all its premises, including 360° panoramic views of its lobbies, exterior, and hotel rooms.

By analyzing weather reports, local events schedules and more, Marriott is able to forecast demand and calculate the value of individual rooms during busy — and not so busy — periods of the season.

Ecommerce has blown the international market wide open.

It’s important for hospitality brands to stay ahead when anticipating customer needs, and personalization is an important method of doing so.

Another way ecommerce is impacting the hospitality industry is through the normalization of sophisticated tracking and retargeting.

CAC = Marketing Campaign Costs/Total Customers Acquired

CLV = Gross profit from all historic purchases for an individual customer

f managed skillfully, the hotel’s website could yield the lowest CAC and the highest CLV as it permits the hotel to have a direct interaction with the customer which could lead to a long-term relationship.

Each online distribution channel plays a different role in the hotel’s marketing program:

The hotel website is the most critical marketing tool because it can deliver a message that is both relevant and appealing to the target customer.

A responsive web design provides an optimal viewing experience by adapting the website to mobile phones, desktop computers, and tablets. A responsive design is an advantage because a wide range of devices are used to make hotel reservations.

This could be a significant advantage for a hotel considering that mobile bookings have increased by 42% in the last two years, accounting for 25% of total bookings made in the Americas, as reported by TravelClick.

hotel website that contains relevant, unique, engaging, and accurate information will be able to dominate SEO.

Online Travel AgentsThis channel has the highest cost for hotels given the bidding process and the commission structure in place, typically amounting to 15% to 30% of revenues generated.

Branded hotels typically have agreements and commission structures in place with different OTAs.

Most OTAs feature a pay-per-click sponsor listing through a bidding process that typically ranges from $0.25 to $2.00 per click, depending on the market.

Each OTA uses a slightly different algorithm to position and rank hotels in the results screen. Regardless of the OTA used, hoteliers should implement the following techniques to position their hotel with the highest possible ranking:

GDS provide pricing, availability, and reservation functionality to a world-wide market of consortia, who can book airline, car, hotel, and other travel arrangements for their customers.

It is important for hotels to ease the booking process for travel agents by including the right type of information and rates in the GDS, and by keeping hotel information current, including all attractions and points of interest that attract guests.

Measuring the distribution channelsDemand360 is a market intelligence tool from TravelClick that provides exclusive information and in-depth reports on projected future demand for a hotel’s specific competitive set.

The more information we know about customers, the more we will understand how to attract them to hotel properties. Hoteliers need to understand the electronic distribution environment and develop a comprehensive pricing strategy to maximize revenue and profit. Maximizing profitability can only be possible by extracting intelligence on the day-by-day activity of these channels and analyzing the possible displacements.

Here is a summary of the trends in three online distribution channels used in the hospitality industry: websites, Global Distribution Systems (GDS), and online travel agents (OTAs).

The most critical measures of marketing are the customer acquisition cost (CAC) and the customer lifetime value (CLV), which at times can be difficult to understand and quantify.

the hotel website reflects and emphasizes the hotel’s image and competitive edge

OTAs can boost occupancy in need periods and help diversify a hotel’s client base by introducing guests that otherwise might not have considered staying at that particular hotel

the GDS connects hotels with consortia, which are global associations of travel agents that provide hotels primarily with major sources of corporate business.

A vanity domain name with an independent website that reflects the hotel’s unique personality can be an advantage for a branded hotel operator to include relevant information about their particular submarket and the property.

The advantage of this distribution channel is marketing exposure. If a hotel is incapable of filling certain days using other channels, even higher-cost OTAs would be considered a benefit.

GDS provide pricing, availability, and reservation functionality to a world-wide market of consortia, who can book airline, car, hotel, and other travel arrangements for their customers.

It is important for hotels to ease the booking process for travel agents by including the right type of information and rates in the GDS, and by keeping hotel information current, including all attractions and points of interest that attract guests.

The GDS distribution channel remains an important part of the industry, and it can have a significant impact on the amount of commercial demand captured.

Data mining will help managers understand how many room nights are being booked and the typical season and day of the booking, which will in turn help them recognize how to maximize profit from these accounts and avoid displacing higher-rated demand.

GDS channel advertising opportunities are also available to increase the exposure of the hotel on the GDS

Private lofts and businesses are starting to rent areas that would previously have been off-limits, which makes attendees feel like they’re getting exclusive access.

he popularity of eSports events is influencing event connections.

Create policies outlining inappropriate behavior,

se of voice and facial recognition will increase and will improve overall experience and engagement.

dding areas or just time where attendees can unplug from the event and allow them to process what is happening and reconnect, allows them to come back energized and engaged.

Many companies’ risk management plans cover terrorism and communicable illness, but more than ever, tech security and sexual harassment policies need to be included as well

61% say they go to live events and tournaments to connect with friends they’ve met and play with online, and 41% said they attend to forge new relationships.

hannels to report issues, and protocol for staff on how to deal with allegations.

With the increase in vegan and healthier diets, there is an influx in looking for new ways of clean eating.

increase their sustainable operations.

A web-based chatbot can provide prospective guests with up-to-date booking information, advice on local amenities, estimated prices, and so on.

Content is the lifeblood of ecommerce businesses

A strong content marketing strategy transforms your hotel website into a go-to hub for guests to help them research, prepare, and plan their trip. Consequently, you provide an expansive customer experience that caters to all your guests’ needs in a single space.

A frequent criticism that holidaymakers have about booking hotels online is that the booking system itself is confusing. Too many options, contradictory choices, an arduous process make for such a taxing experience that the traveler needs another holiday to get over it.

The best ecommerce websites are those that provide a streamlined checkout with a simple, linear process and as few choices as possible. Keep your booking process as bare as possible.

Social media is a core component of strong customer experience. It’s rapid, conversational, and works on platforms where your guests are active most, communicating to your target audience with speed and personality.

building a personal rapport between the brand and the customer.

social media serves as a crucial stepping stone towards offline customer experience. The interactions you have with your customers online serve as an incentive to book with you, and form another facet of your brand personality.

Social media is customer service, digitized.

Customer experience is many different things to industries. But inspiration can be found everywhere if you look, and ecommerce is no different.

It’s a rather slow conversion over to EMV. But it’s definitely coming.” View the discussion thread. Subscribe Subscribe to QSR Renew Update Address eLetters Advertising Contact &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Articles Food &amp; BeverageMenu Innovations Marc Halperin: Resident F&amp;B Expert Food Safety Health Ingredients &amp; Dayparts ExpansionQSR 50 Franchising Growth Fast Casual George Green: Fast-Casual Expert Emerging Concepts TechnologyOrdering Social Media Promotions Sustainability Denise Lee Yohn: QSR’s Marketing Guru OperationsExecutive Insights Competition In the Store Consumer Trends Charitable Giving Outside Insights Women in Foodservice Human Resources Alan Philips: Trends to Watch Research QSR 50 OneSource Drive-Thru Study Growth 40 Smart Chain Franchise Opportunities Find a Supplier Find a Job Restaurant Management Events NRA Show <a h

AgentStream also allows agents to gain and share insights on suppliers, destinations, properties, extras, activities or restaurants and comment on the trends shaping the industry, as well as learn more about Sabre products.

The platform’s flexibility and diverse offerings have proven successful across a broad base of customers from craft breweries to cideries, distilleries to wineries, brewpubs to non-brewery taprooms, and beyond.

“We went from not being able to tell who comped or what they sold, no labor, operations, or depletion data to now being able to track and analyze everything

The platform’s flexibility and diverse offerings have proven successful across a broad base of customers from craft breweries to cideries, distilleries to wineries, brewpubs to non-brewery taprooms, and beyond.

The platform’s flexibility and diverse offerings have proven successful across a broad base of customers from craft breweries to cideries, distilleries to wineries, brewpubs to non-brewery taprooms, and beyond. The foundation of the platform according to Trigg is based around a shift from “point of sale” to “point of service” – a system focused on the needs of patrons and the people serving them.

The Arryved Point of Service system increases service efficiency and flexibility,&nbsp;allows staff elevated hospitality and consumer experience in addition to the data that allows you real-time insights&nbsp;and in-depth analytics to make business decisions For consumers this translates to ease and flexibility in ordering, expedited service, and custom-tailored offerings and suggestions. For staff this means building relationships with guests, working seamlessly as a team, and increased ordering flexibility and accuracy.For business owners it equates to greater insight on quickly changing consumer tastes and trends, reduced waste in liquid and materials, improved labor costs, increased staff retention, ease of implementation, and flexibility to change and scale without interruption.&nbsp;&nbsp;&nbsp;

The event promoters industry group features 3,000+ company profiles categorized into multiple product and service categories. Each category contains detailed insights dedicated to helping procurement and sales teams find trusted suppliers and target sales prospects.

The event promoter service categories include:Event Production ServicesCorporate Entertainment ServicesParty Entertainment ServicesSports Event Planning Services

If you anticipate growth or change, a cloud-based POS system is better enabled to grow with you.&nbsp;

Instead of printing out lengthy reports for every shift, now you can access your insights from any smart device—such as your computer, phone, or tablet—and get updated sales, inventory, customer feedback, and more, no matter where you are.&nbsp;

Legacy systems only allow on-premise access to data, which means you have to be in your restaurant in order to access the information on your POS system.

Real-time data means real-time solutions to situations before they become problems. Just think of the time and money you’ll save by identifying issues before they blow out of proportion

While buying up all of the necessary technology to get a cloud-based POS system off the ground may seem expensive, they tend to have cheaper operating costs in the long run and some, like Upserve, offer free support 24/7/365.&nbsp;

With a cloud-based restaurant POS, you have the ability to add on a mobile POS unit that provides a number of benefits.

That decrease in time spent waiting for their check or credit card to return to the table also increases guest satisfaction, boosting your reputation. A mobile restaurant POS also provides contactless payments with a built-in EMV reader, minimizing the exchange between servers and guests – something that is particularly important in this moment.

Cloud-based POS systems update automatically and for free, just like the apps on your mobile device, while traditional POS systems require manual updates that can be labor intensive and costly.&nbsp;

The beauty of the cloud-based POS format is how scalable and customizable it is—it can work for single-location full service and quick service restaurants, multi-location restaurants, and restaurant groups alike.&nbsp;

Thanks to the cloud and its encrypted online storage, there’s no risk of hardware or software incompatibility or failure, no viruses or driver hiccups, and no risk of a hard drive accidentally deleting a weekend’s worth of sales reports. It’s all backed up, automatically.&nbsp;

If the internet ever goes down, the system that your legacy POS relies on will be offline and non-functional. Luckily, on a cloud-based restaurant POS system you have the option of switching to offline mode as a back-up. You’ll stay up and running until the internet is able to connect again.

Whether it’s updating your menu on the regular, launching new or improved loyalty programs, or requiring more precise inventory tracking, the more your needs will shift over time, the more sense it makes to opt for cloud-based.

Plus, younger generations of workers—think millennials and Gen Zs—will be able to get right on board with a cloud-based POS solution with little-to-no training.

Customers will feel good knowing their credit card information is secure and encrypted with the most up-to-date technology.&nbsp;

No matter what type of establishment, your cloud-based POS can track every last drop of product, allowing you to spot discrepancies in an instant and fix gaps before they become problematic.

Hardware costs are separate from service, and maintenance and support services often come with a hefty fee.&nbsp;

While traditional POS systems certainly have lower start-up costs, they tend to come with plenty of hidden costs that reveal themselves over time.

upfront costs are kept to a minimum and monthly subscription fees are lower.&nbsp;

Best of all, instant free upgrades mean no lost revenue from downtime or inconvenient hardware upgrades as your business grows. Instead, plans can be upgraded or downgraded at will, and most providers don’t even charge a fee for the trouble.&nbsp;

If you have existing setups in place, many third-party vendors have upgraded apps for cloud POS systems to help you maintain your current rewards and promotions planning.&nbsp;

Most studies are showing that those who switched are sticking with a cloud-based solution, and that legacy POS systems will only decline moving forward.

After over three decades with a legacy POS system that only slowed them down, they made the move to a cloud-based POS to bring their restaurants into the future.

“Our restaurants are chef-driven, so we have specials that change every day. We need to add buttons every day. We change pricing every day. Having to stop and reset all the terminals because it’s not instantaneous was a headache.”

Not only did constant resets of the system create roadblocks for the team at Homegrown Hospitality, but service was also less than stellar and cost more than what it was worth.

We went through a lot of pain—our system would crash all the time, credit cards wouldn’t spool, and data would be lost. Our IT department would spend numerous hours a week just trying to recover data,” Simon explained.

“That was pretty much the breaking point: we were at the point where we needed to upgrade, but it would have cost us several hundred thousand dollars. So we decided to source something new. The functionality and capability of Upserve won us over.”

Despite being one of the largest and most dynamic segments of the US and global economy, penetration of cloud-based technologies in the segment remains incredibly low, and the vendor landscape remains tremendously fragmented on a global basis,” says Matt Melymuka, co-founder and partner at PeakSpan Capital.

Life House, a tech-first hotel experience, shows proof-of-concept: that hotels that invest in technology drive higher revenue, better guest reviews, and a higher star-rating.

Hotels use Zingle’s messaging tools to deliver five-star service at scale; Medallia’s investment in Zingle gives hotels the opportunity to provide frictionless guest service and streamline time-consuming interactions, such as check-in.

Hotels are catching on, adding convenience through streaming, voice activation, guest-room tablets, and food ordering tech.

White labeling is a practice in which a product –&nbsp;in this case, hotel software – is manufactured by a third party and uses branding by the purchaser, or marketer, so that the end product appears to have been produced by the purchaser.

An API, application programming interface, is simply a messenger of data between applications. APIs allow your various hotel technology tools and programs to work together, connecting your RMS to a PMS, or your PMS to your upsell software, or your business intelligence software to your PMS. An API makes your technology user-friendly and efficient; when your tools work together, you capture each platform’s full capabilities.

For instance, feeding data from your PMS into a business intelligence tool leads to real, operational data to analyze trends and provide recommendations for better marketing campaigns, smarter staffing decisions, seasonal trends, and market competition. Hotels that are comfortable using APIs can automate tasks that take up much of their employee’s time with manual data entry.

On-demand convenience dominates our lives, and guests expect this level of ease from their hotel experience as well.

Oaky, one of the industry’s leading upselling tools, raised a Series A funding round of $9.5 million led by PeakScan Capital. Oaky’s appeal to investors stems from the app’s data-driven approach to driving incremental revenue. Their deep understanding of customer behavior makes Oaky one of the top-rated upselling tools on the market today.

Hilton is taking a different approach, partnering with Netflix to allow guests to control their streaming straight from the Hilton Honors mobile app.

As far as voice-activation, Volara is leading the way in providing a thoughtful, Alexa-esque guest-room solution. Volara integrates with the most popular work order management systems so that guests can make requests and get confirmation when the item or service they need will be delivered.

And for savvy marketing managers, tablets provide a new channel through which to send targeted, automated messages generating $5,000 per month in additional revenue.

2nd Kitchen is a godsend for hotels without a kitchen on-site: guests can order room service from restaurants near your hotel, taking care of care of orders, menus, payment, fulfillment, and customer support for your property.

Hotels are a prime target for hackers. “Only about 25% of all U.S. businesses, including hotel operators, are fully compliant with current data security best practices. That means that three out of four are not and are potential disasters waiting to happen,” reported one cybersecurity expert.

Numerous high-profile malware attacks on the hotel industry have led to hundreds of millions of guests’ data being compromised and millions of dollars in damage. Just this February, MGM Resorts revealed they were the target of a massive data breach that compromised personal information for more than 10.6 million guests. Files leaked in the MGM attack included information on celebrities, chief executives of technology companies, reporters and government officials, according to Skift.

Expedia and Booking have taken some pretty big hits in recent months.

Why the dive in stock price? There are two factors outside Coronavirus that are impacting OTAs. First, hotels are getting better at capturing direct bookings. Hotel tech like direct booking platforms, metasearch ad managers, and messaging integrations help properties draw more visitors to their site and convert more direct bookings, circumventing the high OTA commissions in the process.

Secondly, Google has entered the travel market in a big way. Google has expanded from traditional AdWords to include hotels everywhere via its Hotel Ads product.

5G may be getting all the buzz, but for property owners, WiFi 6 is much more relevant. WiFi 6 is the term used to describe the next iteration of Wifi, a faster, more efficient connection enabled through new technologies. WiFi 6 is about 30% faster than our current WiFi.

With WiFi 6, your property can leverage in-room technology to provide better service, driving positive guest reviews and repeat business. Smart thermostats, smart speakers, and smart locks will all perform better with the adoption of WiFi 6 over the next five years.

Investors in Oaky already recognize this next insight: data has become the world’s most valuable resource. The sooner you start to mine guest data for better customer insights, the better positioned your property will be against your competition.

Data can fuel smarter marketing campaigns, inform your pricing, and help you capture a higher market share than your competitors by knowing your guests on a deeper level.

Earlier this year, Revinate launched the hotel industry's first Guest Data Platform to aggregate, clean and deliver rich guest profiles for hotels and property groups of all sizes. The platform combines data from multiple sources to provide a complete picture of a hotel’s guests, delivering the information needed to increase guest satisfaction scores, direct bookings, and ultimately, profit.

Brands in the alternative lodging sector include Stay Alfred, Sonder, The Guild Hotels and to some extent groups such as Selina and OYO.&nbsp;

The biggest distraction or barrier these next-gen hotels face is that they’re taking the wrong approach to tech. The companies that win will be the ones who stop acting like tech companies – using buzzwords like AI and virtual concierge –&nbsp;and focus on being more innovative and agile real estate businesses than traditional market players today. Those that succeed will be tech-enabled businesses; not tech businesses.

Smart hotel rooms use technology to allow guests to personalize their stay experiences.

Technology is becoming more important to hotel operations because it can deliver increasingly high value for hoteliers and guests.

The most important software in the hotel industry is the property management system, which acts as “mission control” for hotel operations. Hoteliers use a PMS to manage reservations, check guests in and out, and handle billing.

While exciting technologies present new options for hoteliers to enhance their offerings, these new innovations also mean hoteliers must focus on data security and continued training when implementing the technology that guests expect.

Although hospitality and tourism organizations have already implemented smart technologies such as AI and robotics into their business activities (Epiknetworks, 2018), the companies adopting them are still limited owing to the individual, organizational and external environment barriers.

Researchers still need to engage better, investigate and understand these nascent developments (Murphy et al., 2017), and limited studies have examined the implementation challenges.

Technological development plays a vital role in tourists’ decision-making processes. Digital technologies and cyber-physical systems may even act as extensions of a tourist’s self (Stylos, 2019). Several researchers have focused on the importance of including AI in tourism education (Murphy et al., 2017) and to be prepared for technology shifts in their industry

They also suggested that employees in the hospitality and tourism sector should study robot design and machine learning to link changes in technology to the international tourism industry.

In future, tourism will take place in a robonomic economy and tourists will demand a high-touch service experience

The use of smart technologies such as chatbots usually receives positive feedback and the benefits of this technology outweigh the challenges (Buhalis and Yen, 2020). The advancement of novel technologies involves a process of knowledge management, including maintenance, disruption and change. This needs the integration of technologies and institutions and results in the growth of new values and services (Vargo et al., 2015).

Service providers need to think critically about how AI applications in hospitality and tourism might affect people’s use of the service. They should also consider what needs to be changed to ensure that robots and employees work together seamlessly to augment the service experience (Buhalis et al., 2019). Smart technologies and AI could disrupt services in the hospitality industry, altering customer engagement plans and expectations (Helkkula et al., 2018).

Hospitality software has moved from local to server-based to Web-based to cloud-based platforms (Leung, 2020). The future smart infrastructure with high-speed networks enables efficient data exchange amongst databases in real time and therefore immediate service (Buhalis and Sinarta, 2019)

Technologies tested in previous studies have been improved by highly interactive systems, increased capability and a more user-friendly interface, so examining perceived interactivity of technology has become more important for advanced robot acceptance models (Go et al., 2020). Ivanov et al. (2019) stated that robotics was not introduced early to the travel, tourism and hospitality industries, because of the complexity of human reactions to customer needs.

Customers must experience feelings of enjoyment and satisfaction interacting with the robot. Customer attitudes are shaped by experience, and employee skills depend on education and training, as well as the company’s needs (Ivanov et al., 2019). Robots are expected to eventually overtake humans for cognitive tasks, with human input only required for duties requiring empathy and emotion

Intelligent agent technology is one of the most useful methods for supply chain management because it combines social ability, intelligence and collaboration (Alsetoohy and Ayoun, 2018). Alsetoohy et al. (2019) claimed that current procurement practices lack coordination and proactivity between suppliers and buyers, intelligent tools for finding suitable suppliers, performance evaluation and automation

By pairing robots and humans, service delivery can be optimized, leading to increased productivity and reduced costs

. At times, the process needs you to blend in before positioning where you can outshine the competitors.

Influencer marketing wins if you’re after a reliable social media strategy

identify the influencers who can assist you in boosting your social media hotel awareness.

authenticity

requesting personalities like famous figures or celebrities in your hotel can assist in building trustworthiness

have a trademarked hashtag and inspire potential audiences to use a particular hashtag whenever they stop by your hotel.

You can target several sponsored posts in specific areas using the users’ GPS.

Most users prefer short-form videos, running at approximately 90 seconds or fewe

social media marketing has grown to become a strategy that converts – even in hotels.

“Commitment to data protection” drives brand loyalty for 31% of consumers, a figure that increases to 40% for “Trustworthiness”[1].This backs up the findings from a 2018 survey by Salesforce, which found that consumers are more likely to stay loyal to a company, spend more money and recommend its services if they felt they could trust the organization with their data

Data breaches cause serious financial and reputational losses

Every type of organization could suffer a data breach if adequate data protection controls and systems aren’t in place.

Hotels concerned about their ability to adequately protect guests’ personal data should take immediate steps to address this. A common problem is the existence of multiple guest profiles across different platforms within the hotel tech stack, such as the PMS, CRM, RMS, POS, website, etc. Where these are not fully integrated, data has to be updated manually, which carries significant risks.

Key legislation explained

There are strict rules around how data can be obtained, stored, managed, and used.

Achieving data privacy compliance

large amount of valuable data held by hotel groups makes them a prime target for hackers and cyber thieves.

From compliance and reputational viewpoint, these functionalities are truly invaluable to hoteliers. However, IT can only do so much. Other key considerations for hoteliers include creating robust data privacy policies, providing clear guest communications, and training staff on data privacy processes. Taking a 360-degree approach is the best way for hotels to protect themselves and their guests from data breaches and the associated risks.

If you want to grab customers’ eyeballs, you need to market where they’re looking. That’s why using location-based&nbsp; advertising to target mobile device users is a smart marketing strategy.

IP address marketing lets you use that location information to target your marketing.

GPS marketing lets you target promotions based on this location information.

geofencing marketing involves setting up a virtual location or radius so that you can market to people with in that area. Related to that, proximity marketing lets you target advertising and marketing campaigns to people who are within range of a geofence you have previously setup.

Beacon marketing or beacon advertising allows you to use physical devices called beacons within the premises of a business to target marketing to people who are within range of that beacon.

Blueprints create geographical boundaries around points of interest and locations.

Proximity targeting lets you reach your desired customers in real time in or near locations you have previously geofenced.

Weather targeting lets you use prevailing or upcoming weather conditions to target ads and marketing promotions.

Geoconquesting is about using location data to win business from your competitors.

Audience targeting lets you market to people based on location, online and offline behavior, demographics, interests, and more.

Location-Based Marketing Benefits

1. Location Targeting

2. Data Offerings

3. Enhanced Targeting

4. Cost Per Visit Performance Model

Location-Based Marketing Disadvantages

1. Opt-In Requirements

2. Non-Smartphone Users

3. Inappropriate Targeting

4. Ineffective Location Data

Location-based marketing is an extremely effective tool for getting the word out about your business. It’s had the most success in boosting in-store traffic and increasing brand awareness. It’s also a relatively cost-effective form of advertising compared with other advertising methods.

What is Location-Based Marketing?

Opt-In Requirements Place-based advertising only works when users use the location technology on their phones AND give verified apps access to that data. However, many people don’t do this because of privacy concerns. Without their participation, there’s no way to use location targeting with this group of users.

send messages to user smartphones when they come within range of a store

consumer provides permission, a wireless message is transmitted, at no cost

as simple as a discount coupon or as elaborate as an interactive gam

Consumer privacy is completely protected

customized

reaching consumers in that venue

quickly change messaging

generate much higher returns than traditional ads

more affordable

precious data on consumer buying habits

agile ad strategy

For HeBS Digital, Adobe solutions provide insights into the market and a driving force to differentiate itself from competitors.

HeBS Digital keeps clients ahead of the curve and ahead of the competition in building direct online revenue channels.

Driving multichannel marketing success Improving return on ad spend for clients Making more informed online marketing decisions

Additionally, the explosion in social media and smartphones has added new dimensions for marketers that require new skills.

“By using Adobe products at HeBS Digital, we are able to generate big returns for clients by employing highly engaging, locally targeted strategies,” says Jason Price, executive vice president for HeBS Digital.

In another instance, the HeBS Digital SEM team used bid rules created with the Adobe solution to automate the bidding for some keyword campaigns

With Adobe Solutions, HeBS is able to create award winning hotel website design, pioneer best practices in

marketing, and build leading-edge technologies for the hospitality industry

Intuit QuickBooks Online

restaurant space, empowering them to grow and thrive

help them to savecosts, reduce time spent on admin tasks and better engage theiremployees

clear picture of the overall business

Manage and report on all inventory

sales information flow automatically from Lightspeed into the proper general ledger accounts in Intuit QuickBooks Online to understand the business at a single glance

Schedule all employee

ales and employees' time and attendance will roll up from Planday and Lightspeed into Intuit QuickBooks Online to run payroll

mall business owners can gainvaluable insights into many aspects related to the performance andhealth of their business so they can make smart decisions to ensuretheir growth and success