This article talks about how hotels can use mobile event apps to attract event planners. Hotels can use these apps to not only add value to their offerings, but also set themselves apart from the competition. These mobile apps provide information on the meeting agenda, speakers, and hotel details to all attendees. Mobile event apps are beneficial to the event planners because the apps help facilitate communication, offer networking opportunities, and improve the overall digital experience. Hotels are able to move away from traditional meetings and offer planners something more, something intangible that will contribute to the event's overall success.

This article talks about some of the key digital marketing trends that hotels should implement in order to stay relevant. OTAs continue to dominate the market offering competitive pricing. Hotels need to ensure rate parity is in play and that they are setting themselves apart from the OTAs. Social search optimization and social media marketing are becoming more important in today's society. Hotels need to ensure their posts are social search optimized in order to have better placement in Google searches. They can also choose to advertise through social media platforms. This article also states that mobile optimization is more than just a trend. Travelers are increasingly using their mobile devices to play trips including booking hotels. Hotels need to make sure their websites are optimized so guests can easily make reservations. This article also recommends that hotels feature special offers for those guests who book using a mobile device. This is key for setting themselves apart from OTAs. Video marketing is the final trend discussed in this article. Creating videos is a great way to stay relevant and also connect with guests. Having videos on your website also helps your social search optimization because guests will typically spend more time on the site, which ultimately improves your ratings.

This article talks about how hotel companies are starting to invest more in information technology to provide a more enhanced guest experience. A survey done by Motorola Solutions found that 56% of hospitality companies are looking to invest in more mobile technology. While companies are looking to invest more in technology, it has been challenging to convince higher management levels to make the investment. Radi Karnib with Rotana Hotel Management said that it's important to demonstrate the benefits of the investment. Daniel Haijar with Layia Hospitality agrees and goes on to say that it's important to differentiate between what's an investment and what's an expense.

This article talks about how property management systems have changed over the years. Previously the main purpose of the PMS system was focused on back-of-the-house functions like guest registration and housekeeping. Now some PMS systems are equipped with everything from the ability to automate transactions with travel agents to in-room entertainment. These systems are enabling hotels to better serve their guests. Typically full-service hotels and resorts would require more complex PMS systems, but smaller select-service could manage with simpler systems. The overall goal of a PMS system is to increase profitability and RevPar. These new systems are more streamlined across all operations, which enables hotels to meet their goals.

This article by Sean McCracken talks about hotels not utilizing GDS systems and travel agents to their full potential. A majority of the business booked through GDS channels is corporate and corporate travelers tend to choose luxury hotels, which drive higher ADR. These travelers are also more likely to upgrade to premium room types, which also helps ADR. While marketing through GDS has a high initial cost, many hotels are seeing a higher return on investment. The Hilton Garden Inn Overland Park made an initial investment of $600 for three months and saw about $10,000-$15,000 in added revenue per month. The marketing enables the hotel to be exposed to travelers so when the marketing ends, they will be able to build loyalty and hopefully have those travelers come back. Many believed GDS systems were a thing of the past, but a recent survey by TravelClick shows that travel agents were actually more likely to book through GDS. Rate is key and travel agents will stop booking hotels through GDS if those hotels are not offering their best rates.

This article talks about some of the creative ways hotels are going green. As more and more guests are looking to stay at environmentally friendly hotels, properties have to go beyond just offering a towel initiative or just using LEED lights. Hotel chains like Kimpton, The Charles Hotel, Starwood, and Calistoga Ranch are all coming up with new ways to be more eco-friendly. About five years ago Kimpton Hotels implemented a complimentary bike service. Guests are able to check out the bikes and use them to navigate throughout the city. As this service became more popular, Kimpton started investing in more bikes at each property. The Charles Hotel in Cambridge Massachusetts offers a similar program for guests. Their program started eight years ago when they purchased a property in Boston. The program enables guests to experience the city, all-while being environmentally friendly. Hotels are also finding new ways to be eco-friendly with their food and beverage options. The Charles Hotel actually operates a farmers market on-site with local fruits, vegetables, and meats. Other companies like Kimpton focus on offering sustainable seafood in their restaurants. Kimpton has removed whale, turtle, and shark fin from their menus due to environmental concerns. Calistoga Ranch in Napa Valley has come up with a creative way to reduce their carbon footprint when it comes to yard maintenance. About 11 years ago, they brought in babydoll Southdown sheep to graze on property in order to reduce their usage of lawn mowers. These babydolls help Calistoga Ranch reduce noise and reduce usage of gas-powered lawn mowers. Guests love to visit with the baby sheep, which is an added benefit. Hotels like Kimpton, Starwood, The Charles Hotel, Calistoga Ranch and other have to come up with more creative ways to be eco-friendly as more and more guests identify that this is important when considering where to stay.

SUMMARY: This article by Bernard Ellis talks about the benefits of cloud computing and how it is being used in the hospitality industry. Hotels were previously wary about using cloud computing, but are slowly realizing that this technology has the ability to improve not only their operations, but also customer service and revenue. Ellis believes that limited-service brands, like a Courtyard by Marriott are part of the reason why hotels started looking into cloud computing. Brands like Courtyards do not have the means to spend significant amounts of money on technology, unlike their full-service counterparts. This sometimes means these hotels are at risk for not receiving necessary updates. Cloud computing enables hotel chains to offer access to systems, not previously made available to limited-service brands and also franchisees, both of which are crucial to the hotel chain's success. Hotels were previously concerned about their ability to maintain security and safety of systems within cloud computing. Now the concern has turned to change management. Changes and updates happen faster through the cloud platform and hotels have to figure out the best way to ensure staff is on top of all changes that take place. According to Ellis, the answer to this problem is learning management platforms, which are technology-based and more cost-efficient. Having technology-based learning platforms makes training easier and gives hotels the ability to update the training regularly based on any changes that take place. By utilizing cloud computing and learning management platforms, hotels will be able to improve operations, improve customer service, and streamline revenue.