E-Marketing/ digital marketing help businesses in the hospitality and tourism industry grow and succeed. This article focuses on the importance of e-marketing/digital marketing for the restaurant industry. The article mentions that over 70% of smartphone users access restaurant information on their phone, therefore promoting the restaurant online through a website, social media or e-mail marketing can help drive business. The first way digital marketing can help restaurants would be to develop the brand's story and identity. Secondly, having the restaurant be active and engaging on social media will help build customer loyalty and interaction. Another advantage to digital marketing is sharing menu items, pictures of the restaurants and showing guests having fun online develops visual content and can entice and attract customers. Another point made in the article was to keep the restaurant information such as hours, promotions and restaurant contact info up to date. Incorrect information can lead to customer frustration and loss of business and profit. Another benefit of e-marketing is the ability to offer incentives to the customers and bring them in the door. It is especially important to reward loyal customers. Another benefit listed is to review and interact with customers on platforms such as Yelp and Facebook. All in all, digital marketing is beneficial for business growth not only restaurants, but any business in the hospitality and tourism sector.

This article discusses the top seven features of event planning software. This can be applied to any business in the hospitality and tourism industry. If the hospitality or tourism company has the money to invest in event planning and registration software, it would be a very smart move to do so. The first feature the article mentions is that the software can build, for example, the hotel or restaurant its own event website which can help generate publicity for the event. Secondly, the article mentions that with event management software, registration, ticketing and payment methods can all be done online. Thirdly, the article mentions that this software allows companies to upload email lists from past registration and helps to manage email campaigns. This can be an avenue where the hotel or restaurant can advertise their event and also allow guests provide feedback after the event. The fourth feature of event planning software that this article mentions is that some event planning software can allow for mobile check-in for attendees, easily look up event details, and allow for in-app messaging. This feature can also be available in free event planning software. The fifth feature mentioned was that some software can also incorporate awards management into their platform. The sixth feature mentioned was the ability for guests to network and interact with each other through the app before, during and after the event. Lastly, the seventh feature mentioned is that multiple systems (such as emailing tools or CRM tools) can be integrated into event planning software so all of the event planning needs can be in one place. Event management software will help "automate the event management lifecycle" which can be beneficial for both the hospitality and tourism business and their customers.

This article discusses the liability for a cyber breach at various branded hotels between the franchise owner or the corporation. The Trustwave 2016 Global Security Report stated that the hospitality industry had the second largest amount of data breaches. Additionally, more than half of the breaches are from a corporate/internal network breach. According to a Ponemon study, the average cost of a data breach is $4 million. While this is alarming, it is a surprise since hotels store numerous amounts of personal customer data including guest's credit card information. The article states that cyber hacks are largely due to the gap in not knowing who is responsible for the cyber security. There is an issue of control of data versus franchise network requirements. The hotel brand places individual franchisees in control of their own cyber security. However; they must rely on many centralized corporate owned reservation systems that could be possible access point for cyber attacks. The article suggests that the individual franchisee should make more effort in protecting their customers information as the hotel brand will take most of the blame. This does not help either side. Also, it mentions that in order to protect the hotel franchise it is important to have updated systems and should consider investing in cyber insurance.

Alice, a relatively new start-up which sells operations software to hotels, had a significant investment from Expedia in the previous round of funding. Alice has become a software that provides "the first unified platform for a hotel to run its entire back end operations, such as housekeeping and customer service communication". The system allows guests to send a text message with a request for more pillows or towels, for example, which will be directed to the proper the hotel employee department. Customers can track their requests and both the front and back of house staff can receive communications from guest requests. This IT platform has seen 5 times the amount of requests being generated. Also, the platform has partnered with double the number of hotels and they project more than two million requests will be communicated through this software in a year. Expedia is the largest shareholder in Alice currently. Alice suggests that this is because Expedia could be more interested in "more back-end software services for the hotels that use it to market and distribute their inventory globally." Expedia currently markets tools such as revenue management under the name Expedia Powered Technology to hoteliers. Expedia also offers meetings and events booking tools for hotels. Priceline, which is a competitor to Expedia, also has invested in tools and services that include revenue management software for their hotel partners. Trivago is also offering these services. Alice believes that the size of the market will allow for many other companies to work in this space, and is even open to partnering with other firms to expand. Alice also plans to expand their own business and add personnel with the new funds.

Beginning in 2018 the financial accounting standards for hotel business are changing. One of the changes is the way OTAs charge for the rooms. Typically the OTAs operate under two methods the retail model and merchant model. The retail model uses the OTA to reserve the room but the final payment is made to the hotel. The hotel then gives a commission back to the OTA. Under The merchant model the payment is made to the OTA. Then the OTA takes the commission off and sends the remaining payment to the hotel for the price of the room. This comes out as a net transaction. The new standard is saying that the company that controls the transaction for the room has to mark the transaction or sale as a gross transaction. The new model forces the hotels to record the transaction on a gross basis. This can be a big difference for hotels because now they will have to increase the amount of costs and reduce the hotels bottom line.

This article discusses the importance of having a Point of Sale, or POS, system in your restaurant and its many roles in the operations of the business. POS systems track all sales transaction up to the minute. It also accounts for all employees' operations. Of course, there are pros and cons to every system. One pro of a POS is the direct connection to the kitchen staff. Once the server places the order, a ticket is printed in the kitchen thus helping to eliminate miscommunication and create efficiencies between servers and kitchen staff. Another positive stated was a POS system helps cut back on employee theft since the system logs employee actions and makes it difficult to alter items in the system. Additionally, POS systems can help substantially with the bookkeeping operations. POSs can track and collect data regarding popular and unpopular food and menu items. The system also can help with accounting and show payroll as well as profit and loss statements. One of the drawbacks of a POS is the susceptibility to electronic issues, such as hardware failure or system crashes. If there is a catastrophic crash to the system, the restaurant could lose all of its sales data as well as payroll statements and other important documents. Therefore, having a backup is important, but expensive. Additionally, while the POS system typically comes with a warranty, it would be smart to have an IT person employed who can set up the POSs and update the device or software and address any problems the POS network may encounter. Again, this adds cost. In the end, Point of Sale systems are an overwhelmingly positive tool for the restaurant industry. However, restauranteurs need to be aware of the issues and plan accordingly to run a smooth operation.

This article discusses the importance of a hotel being up to date with their PMS system and all the features a PMS system could have. The article states that cloud-based PMSs accessible to hotel staff via Internet through a phone, table or laptop is essential for the future of PMS and will enable the staff to stay up to date in real time. Additionally, a PMS system that is PCI compliant is necessary to protect guest personal information and will allow the hotel to provide better guest services and satisfaction. Another feature listed was to ensure the PMS is integrated with third-party systems such as two-way OTA interfaces and credit card processing platforms. This will help eliminate human error and lessen workload so employees can concentrate on delivering the best guest experience. Also mentioned was the fact that a cloud-based PMS offers security updates that will always be compliant to the latest standards of cyber security. With staff scheduling and revenue management capabilities, PMSs are a much more integral and important part of hotels success than ever before. It is imperative for a hotel to be up to date with their PMS so they don't fall behind their competition.

This article discusses the reason hotels are shifting their focus on energy management. Hotels are adopting green practices that not only saves money but benefits the environment. One method is by controlling energy output. New technology allows the hotel management to have wireless control of the heating and cooling systems. If rooms are unoccupied they can turn off the cooling system to save energy which in-turn reduces cost. The invention of the "Internet of Things" (IoT), management can control, diagnose and operate AC and other systems from their tablets or computers. This advantage gives the hotels the need for less service calls and disruptions to guests. Also, the trend of Bring Your Own Device (BYOD) gives the guest the option to control their room settings from their own phone. Lastly, hotels are building towards LEED certifications from the U.S. Green Building council. The certification is internationally known. It saves the company money and aligns to a lot of guests eco-traveling preferences.

This article discusses Lufthansa airlines and Ukraine International Airlines who both now impose a surcharge on GDS bookings. The GDSs Amadeus, Sabre and Travelport disagree with this strategy and say that they offer the most choice of services and think that steering clients away from using GDSs to book travel is not a smart idea. In 2015, Lufthansa and its other airlines (which also includes Austrian, Brussels, Eurowings and Swiss airlines) implemented a 16-euro fee on all GDS bookings. Ukraine International Airlines (UIA) is a much smaller airline than Lufthansa, however, some analysts believe that this decision could prompt other airlines to do so as well. About one month ago, UIA imposed a $9 surcharge on GDS bookings. Some analysts believe that the new imposed fee will drive some customers, especially the price-sensitive leisure travelers, towards other airline carriers. In addition to implementing a surcharge on GDS bookings, UIA is also adding fees to any bookings made on third-party booking sites. The airline is trying to incentivize its travelers to book directly through their website and not go through any other channel. Lufthansa has had success with their strategy. The CEO stated the fee had a net-zero impact on their business, but there was a rise increase in sales through their direct channel.

This article discusses the use of data mining and analytic techniques to create a competitive edge for companies in the hotel industry. Hotel companies are a customer centered business which accumulate large amounts of data on customers from various databases. Implementing a data mining system will improve profits, loyalty and retention and enhance guest experiences by helping the marketing and management teams create focused policies. The article discusses seven guidelines that create appropriate use of data mining technology. These guidelines include synching your IT infrastructure with the right data experts. Also, creating accurate segmentation and predictive models of the customers information or profile. As well as gathering the correct data for use in the system's models. Also utilizing the proper methods to collect and sort relevant data. Another important guideline is to have a speedy turnaround of the data. Also, continuous improvement is important find better ways to implement the processes. The final guideline mentioned is to find the proper IT employees to manage the data. The article proceeds to discuss five categories to utilize the information. These are classification, clustering, deviation detection, association and forecasting. The article predicts that over the next ten years there will be more attention paid to data mining to improve the guest experience and focus marketing initiatives. Data mining will be a critical tool to understand and utilize customers behaviors and patterns.

The article titled Mobile Key: It's the new reality for hotels by Esther Hertzfeld, discusses the various aspects of the implementation and utilization of the mobile key technology in hotels. The mobile key technology is a Bluetooth enabled lock that a user can open with their mobile devices. The popularity and demand for mobile key entry in hotels is skyrocketing. However, hotels can't implement them as fast as the guests demand and desire them. It will be easier for hotels that are being built from scratch to integrate the feature than established hotels switching over to this new technology, but I believe they will eventually. In the article it states that guests rate the hotel 7 points higher with mobile key cards. Higher reviewed hotels will bring in more guests thus increasing hotel revenue. The utilization of the mobile room key allows the guest to check in on their phone remotely. Once the guest arrives to the hotel they can go straight up to their room without having to stop at a front desk. This gives the guest a more personalized and efficient experience, which I agree with. In my opinion being able to walk into a hotel and go up immediately to my room is ideal. I have not stayed at a hotel yet that has used the mobile key feature but I imagine it is great. I think all hotels in the future will run on mobile key entry. The article states there will be a learning curve for the guests and staff initially. It will be important to educate guests who don't travel often and guests in general. It stated that some people might feel embarrassed if they don't use the mobile key correctly and need to return to the front desk. That could be very frustrating to some guests who come to their room and then have to go back downstairs to talk to the front desk if something goes wrong. It is also stated that there will be awareness and comfort challenges with the front desk staff. I believe that mobile key entry is the future of hotel technology. It will take