The Smart Hotelier's Guide to 2013 Digital Marketing Budget Planning

This is part 3 of a 7-part series about hotel IT security) This article discusses The Payment Card Industry Data Security Standard, or PCI DSS which is "a set of comprehensive requirements for enhancing payment account data security... which fosters a consistent and uniform set of standards among the five major credit brands (Visa, MasterCard, American Express, Discover, and JCB). It lists the 12 requirements and six goals which are mandatory for hotels as of July 2010 which include building and maintaining a secure network; protecting cardholder data; having a vulnerability management program; implementing access control measures; and regularly monitoring and testing networks. As a consumer and as a hospitality professional, it is good to know that there has been a data security standard developed, and that it is required for hotels (and other merchants) to implement and develop compliance programs at every property. Also discussed are six goals for making data security decisions, such as "If you don't need it, don't store it." Upon reading these it is refreshing to see such common sense advice and no pretentiousness in the documentation guidelines. The article finishes stating that data security should not be bothersome or inconvenient, that data security is essential in light of hotel liability consequences should a guest's payment and identification data be compromised.

Online self-service travel sites are significantly enhanced with service by traditional travel agents, such that TA's don't consider online service a competitive concern. This is due to the increased technological adeptness of todays TA's, as well as the exponential increase in travel options, multiple means of transportation, and especially due to the overload of tourism packages and special discounts. Liesure travelers simply don't have the patience to sift through the plethora of travel options and appreciate the personalized service provided by the TA who can tailor travel plans to fit their preferences. Corporate travelers use TAs to save time and to develop complex travel arrangements to keep pace of the dynamics of business opportunities. Every travel venue has its own unique and desirable features which are better obtained through local travel professionals who are thoroughly familiar with all aspects of the destination. Conversely, it is noted that web TAs don't experience competition as the strengths of the traditional TAs is packaged tours and personalized, yet limited travel options. Web agents make their profits through the sheer numbers of hotel properties world wide.

This article discusses 'E-Tourism Evolution' from tourism initial goal of establishing an online presence (96-99) to acquiring customers (99-03) and then retaining customers (2003-now). E-Tourism started with a focus on getting travel industry members in front of consumers on their computers, then offering attractive travel site features such as direct booking for customer convenience. This course has shown that while travel providers increased online travel options and services, consumers were finding a lack of personalized customer service which prompted increased dissatisfaction with the eMarketing providers. This led to the current focus by the tourism industry seeking to provide exceptional customer service within their eMarketing platform to ensure effective service and enhanced customer satisfaction, thereby ensuring increased customer retention. Whereas eMarketing has greatly increased travel to under developed countries, such countries must gain greater access to information and communication technologies to capture more of the tourism market. Tourism is utilizing a variety of communication channels including social media. Facebook booking engines are utilized by online travel sites, and travel packages and services are auctioned or bought direct on eBay. An online brochure, VBrochure by VFM Leonardo provides virtual tours and marketing content for mobile applications as well.

Although there was a significant slowdown of GDS usage between 1999 to 2009, bookings are steadily increasing over 2012's first quarter. The growing demand is primarily from corporate travel, but leisure travel reservations are also picking up speed as well, especially in the form of job related trips that end with vacation days. Hoteliers are increasingly following a "dynamic pricing model" which has flexibility of rates to increase during high demand and vice versa, encouraging weekend stay-overs and group rates. In spite of previous estimations, GDS enhances the online search tools rather than being replaced by them, since it is much better suited to handle large amounts of site traffic than smaller companies and independent, as well as providing a cost-free marketing presence for the tourism providers. Hotels still consider GDS transaction fees high, but this is an ongoing negotiation. Corporations appreciate GDS' security reporting features which pinpoint employee locations as well.

Hilton prides itself with strong brand identity, but also seeks out innovation and is constantly adapting for new technologies. Hilton has developed a website, the Hilton Design Studio, which allows owners, developers, and design firms to create their unique design utilizing Hilton styles of FF&E and artwork. This website allows users to fully integrate their creativity within Hilton's guidelines, but minimizes costs through the rendering of virtual representations in minimal time. Hilton is allowing flexibility of design while maintaining brand standards. "Part of the design philosophy is creating the Hilton Design Studio as an education tool for owners and developers to know the Hilton look and feel". The article also discusses the new Hilton Valet, a multifunctional armoire with refrigerator with three types of amenity components for owner to choose aimed at "creating a smart, clean design". Also featured is Hilton's Connectivity Station, which is offered in three model choices to provide additional technology convenience to guests.

This is a KniTec Pro:Centric AdRev Solution advertisement for hoteliers offering in-room solutions providing guests with self-service "instant access to these businesses/services with a touch of their in-room television remote." This is add-on technology for LG Hospitality Televisions which have already been installed.. It works through KniTec's selling "highly targeted advertising space to businesses in the area which appeal to hotel guests." This saves the hotel having to generate these business associations, PLUS gain "up to 30% of all revenue earned from advertisement sales." KniTec gives a turn-key solution to establishment of hotel / local area businesses partnerships benefiting guests by installation of the "LG's Pro:Centric Server and Gold Bundle free of charge ($8,500 Value), manage the server content remotely and design the advertisements." This certainly appears to be a cost effective solution to providing concierge services to guests 24-7 in regards to reducing labor and work staff time; and if area activities and attractions were also included with dining options, then the benefits would certainly justify initial capital investment.

"Hospitality, perhaps more than any other industry, has been transformed by social media." That statement alone is enough for tourism industry leaders to sit up and take notice of this new form of feedback yielding a near immediate clear picture of guest comments, which has been long be sought by hoteliers worldwide. While the infrequent and mostly negative traditional forms of feedback are dwindling, social media is providing a user-friendly platform for posting reviews subject to interaction. Not only are social reviews being posted exponentially, but compilation of reviews in travel sites have been cited to be influential, such that "81% of travelers turned to hotel-review sites to help with their decision making" (when choosing a hotel). Social media has unlimited reach, generating "thousands...unsolicited" comments and reports that are NOT generated by professional critics which may have been compensated or otherwise influences. This article then offers hoteliers which considerations when seeking to gather and analyze credible and relevant feedback from the avalanche of commentary available. Bearing an open yet discerning frame of mind will bring to light "proactive" measures needed to respond to guest concerns and enhance future customer experiences.

FYI from Hotelnewsnow.com which provides free newsletters upon registration.

"Gaylord Hotels has implemented a mobile point-of-sale (POS) solution from Daily Systems, for poolside ordering and payment that provides prompter and more personalized service...a cost-efficient solution that would enable it to provide more attentive and personalized service to its guests." With ACRES of pool area to cover, this was the only solution viable to maintain guest expectations of service. Implemented was a wireless hand held POS system integrated with IPad touch combined with Daily Systems' iAPS sled, providing "all-in-one" bar code scanner, credit card and smart card reader, and receipt printer. Not only does this new system provide enhanced customer satisfaction through more timely, accurate and better overall customer service.", but it also provides technologically adept guests tools that match their lifestyle, thereby adding 'modern' to the Gaylord Hotels reputation.

When Pilot Travel Centers chose to deploy the NCR RealPOS workstations in 306 travel centers nationwide, it was a definite sign that POS has become a standard tool for the travel industry. Pilot operations are the largest sellers of over the road diesel fuel. Also initiated was the utilization of this and NCR's RSM (Retail Systems Manager) which monitors and manages retail operations remotely with a help-desk interface which ensure ongoing operations in the event of the onsite workstation is operation. Pilot commented that this technology ensures their commitment to customer service, and includes such features as self-service kiosks which allow OTR and RV customers to obtain receipts without standing in lines.

Not only does the Better Business Bureau verify legitimate businesses, but this link provides travel tips which are highlighting possible scams and ripoffs that are occurring related to tourism. It is important for travelers to be hyper-vigilant when making purchases not part of everyday lifestyle, such as taking vacations to foreign & unfamiliar places, which makes opportunities for fraud. Local scams are also discussed such as the risk for ripoffs when buying sports or concert tickets as well as counterfeit team items. Fake lodging and cruise scams are also highlighted, all issues which serve to bring awareness that validation prior to purchases of travel arrangements or leisure offers is a critical step to take before making any commitments, or confirming payment. The BBB recommends: 1) Always check the business first through validation with BBB. 2) Pay with a credit card which can be stopped or possibly recovered according to your provider. 3) Ensure you purchase is actually being used for what you intended by ensuring payment is received by cruise line, hotel, or airline being promoted. 4) Get proper confirmation of your booking. (Nuff said), 5) Don't be afraid to ask lots of questions BEFORE MAKING A PURCHASE! If questions are not welcomed, then don't give them your money! 6) Consider investing in travel insurance - a few dollars goes a long way when problems occur. Plan travel insurance into your vacation budget as a necessary purchase. "For more consumer tips you can trust, visit www.bbb.org/us/bbb-news. "

The Caribbean Tourism Organization presented this event to communicate investment opportunities in the Caribbean. The choice of New York as a venue was a very strategic choice as this is an international investors mecca to the West. Forums featured private equity firms, renewable energy firms, and assorted tourism representatives from many of the island nations throughout the Caribbean. "If you are a private equity investor, investment banker, financier, real estate developer, hotel chain executive, lawyers, architect or entrepreneur, looking to grow your money and do business in an emerging market that is on the up and up, then this is a can't miss event," said Felicia Persaud, convener of Invest Caribbean Now and CEO of Hard Beat." Also offered is a Trade Show and Educational Seminar for Travel Agents, and government representatives were available to provide in-depth information for journalists and tourism professionals. This event is the perfect type of forum of destination based tourism agencies to market their locations not only for further investment and development, but to showcase a variety of features and benefits. As an aspiring meeting professional, such a seminar is the perfect example of showing a prospective client that while brochures, marketing advertising, and other forms of media can tell a lot about a place, nothing beats having some of the actual people, food, music, clothing, sounds and smells that can all be recreated at full-scale events to provide the perception of a full sensory experience. This experience will create a desire to go and be a part of that destination unmatched by any other form of marketing.

Source: Successful Meetings; Mar2005, Vol. 54 Issue 3, p28-34; Author: Ben Chapman bchapman@successfulmeetings.com I am posting this article because if points out another netiquette issue, which is having consideration for those outside your internet access zone, such as the public nearby, companions, and most importantly, your business supervisors and peers. This article discusses the pitfalls of technology when it comes to conducting meetings, whereas the attendees are not fully engaged due to their focus on their personal devices. While it was posted in 2005, and stating that establishment of etiquette rules are yet to be established, I still do not see indication seven years later that this trend of attentiveness towards one's device over the person next to you (or presenting to a group) has changed for the better. Not only that, but apparently meeting attendees have actually emailed the presenter to express their boredom with the meeting, and while it's good for coordinators to know how engaged the audience is, it still is very rude. The article does say that "awareness of etiquette is rising as technology matures" and "it's hip to have manners," but I don't see it in school nor in the workplace. Employers have all adopted guidelines regarding use of personal devices to limit use during work hours, and even to constrain employees online social activities to forbid use of their company name or to post disparaging comments. I find it sadly amusing that the very instruments which are meant to increase productivity and provide increased communication and professional interaction is becoming the very opposite in the workplace and during professional development venues.

I am adding a travel site rather than a travel article. The Future Travel Experience site provides news of technological innovations for travelers world wide. Every travel consideration is covered, including Self service, Baggage Handling, Facilitation & Security, Mobile Technology, Boarding & Gates, Immigration, Arrivals, and Technology. The index page lists all these on the menu at the top, as well as displayed below as separate "file folders" which show the most recent article for each subject. This website has a wealth of up-to-date information regarding world wide travel technologies in place and how such innovations enhance and simplify the passenger experience. The information is even relevant to would-be travelers by explaining available options for booking travel arrangements, and assisting them when they arrive at their destination. The site describes such options as being able to order food delivered to the gate that is properly packaged according to airline requirements (B4 YOU BOARD). Other articles describe self-boarding, curbside lounge access, and sleeping pods for layovers. This is not only a extremely informative website for world travelers, but also is a forerunner in media that provides exclusive international travel related topics and information. Any site visitor can browse the articles and gain a greater understanding of the technological capabilities, and the issues present in the world market. The site is connected to Facebook, and LinkedIn, and has ongoing Twitter updates right up front. FTE is an interactive site which fully communicates travel considerations worldwide and provides comprehensive information regarding technological systems available for travelers so that they can know what is being offered, where ever they are going, and how to utilize it to their benefit.

This article gives an overview of security considerations of a cruise liner. Initially it cites a comparison between cruise security concerns and that of a hotel, which are basically the same, such as secure doors to cabins (rooms), having an exact record of all passengers and onboard staff, as well as having surveillance such as cameras taking constant video recordings. Whereas hotels are mostly open to outside traffic, cruise ships are limited only to those who have purchased passage, are working there, or are conducting business onboard. This has led to boarding procedures which are as stringent and detailed as those conducted when passengers board a commercial airline. Safety concerns for cruise ships have been a forefront concern since the 1985 hijacking of the MS Achille Lauro (See next comment) which led to minimal security standards issued by the International Maritime Organization (IMO). The tragic events of 9/11 compelled US issuance of an International Ship and Port Facility Security (ISPS) to strengthen security protocols. This includes requirements that any "ship over 500 tons…not (be) allowed into the United States unless their last ports of call conformed to ISPS code." The ISPS code, however, involves minimal adjustment for cruise lines currently in compliance with IMO rules. Newer ships are being constructed to include the infrastructure for video fibre optics and metal detection equipment. State of the art equipment will have crew member's photo and data available to be checked with each swipe of their ID card. Biometric fingerprint detection equipment is another safety layer that is available, but is not currently in use, although it will certainly be put into place promptly if a major incident occurs. The odds of such a major incident are high when considering the volume of cruise passengers in the last decade. Since other commercial ships have witnessed attacks, cruise lines are strongly advised to progressively

Additional information regarding the 1985 MS Achillies Lauro hijacking: http://www.britannica.com/blogs/2010/10/remembering-the-achille-lauro-hijacking-picture-of-the-day/

This is a good tutorial of how to increase visibility of your business, product, or service. I appreciate seeing this because if gives a basic outline of the options available for those who are not especially internet or marketing savvy. Although posted on the Linkedin: Event Peeps: For Live Event Industry Professionals news articles, it is relevant to all hospitality professionals in their marketing efforts. The first suggestion is to create a blog, and points out that having a RELEVANT blog is the key to getting attention, and then traffic and interest in your product. Next, it is important to keep the blog current and up-to-date, and that it must be posted on a three times weekly basis. Once the blog is generating traffic, the next suggestion is to make the most of the specific keywords which get responses, or even use the keywords from within the responses to the blog. This will indicate the topics and content that are creating the most interest, and will in turn re-create more traffic. The next strategy is to write articles and submit them to article directories, which generate high-quality traffic. This of course leads to the next suggestion, which is to get your business name and/or your name out into the public's awareness. This starts with articles and blogs, but has to be enhanced by participation in industry forums, which will bring you into the limelight if peers acknowledge that your articles and blogs are informative and demonstrate your expertise. Lastly, utilize methods other than online sources. All forms of marketing enhance each other, so don't neglect to send the local market your business card, and be sure to offer hard copy details on your blogs and articles. Using both online and offline contact methods will increase traffic to your website, and site visitors should be promptly contacted in as personal a manner as possible to initiate a successful customer relationship.

South Florida can relax and breathe easy because this summer's outlook is encouraging, because our fellow Floridians are likely to 'come on down' for their vacations this year. The favorable indicators are a combination of an improved economy and low(er) gas prices. The good news doesn't stop there either as international tourism has been noted on the increase as well! One 162-room hotel in Delray Beach anticipates up to 60% Floridians this summer, as well as South Americans enjoying the benefits of their growing economies. "Advance bookings … are up by 50 %" for US tourists and an additional 20% for foreign visitors at a Ft Lauderdale resort, which reports over 90% occupancy booked for July. The owner comments that advance bookings over 15% is considered good, so the 2012 outlook is definitely a boon for the South Florida tourism industry. He plans to increase rates as well, for an added extra shot in the arm to the local economy. With local family members working hospitality jobs, I been hearing for years how they might as well take off of work during the summer due to the low number of tourists, and that those who do visit are very stingy on their purchases and gratuities; all a reflection of the US and worldwide economies' downhill spiral since 9-11. Florida has been taking ongoing hits to its tourism dollars since then exacerbated by the 2009 recession and the BP oil spill in 2010. Only last year did the annual summer slump tentatively raise its sleepy head and squint towards a light at the end of the tunnel. South Florida hotels had an increased in occupancy from 50 - 63%, and were able to charge up to 6% increase in rates, according to Smith Travel Research. With this winters long awaited tourism bonanza this year, the 'Snowbird' season is happily back again in full force, so that industry professionals can go back to business as usual now that summer is also expected to be lucrative. Happy Summer!

Enjoy: Here Comes The Sun - The Beatles http://www.youtube.com/watch?v=fmRMLILaW3o&feature=colike