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1×The HOTEL Yearbook Special Edition - Digital Marketing 2017×
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Publication date: 15 December 2016

The Hotel Yearbook 2017–Digital Marketing features editorial contributions from 35 opinion leaders around the world on the ways hotel companies will be using digital marketing techniques in the years ahead.


By Daniel E. Craig - Founder, Reknown

After over a decade of social media in the mainstream, the online reputation management function has reached a maturity level in the hotel industry, writes Daniel E. Craig, founder of Reknown. As we

By Philip Alford - Project Lead, Digital Transformation, Bournemouth University and John Kennedy - CEO & Co-Founder of Kennedy Andersson AB

Hotels are tasked with marketing across an increasingly fragmented media landscape to customers who have an unprecedented number of channels at their disposal to search for, review and buy products

By John Burns - Hospitality Technology Consultant

Content is more important than ever. As John Burns, President of Hospitality Technology Consulting,.

By Marion Roger - General Manager N America at Dayuse.com

How can hotels generate more revenue out of the same space? Strategically oriented and technology-enabled, revenue management now targets such parts of the hotel as function space and restaurants

By Kelly McGuire - Vice President, Advanced Analytics, Wyndham Destination Network

“Analytics” is a big buzzword in every industry. The domain can seem complex and vast – and it is. Particularly in emerging areas like digital, there is a lot of noise around the techniques available

By Michaela Papenhoff - Managing Director at h2c GmbH

The CRS landscape is seeing dynamic changes. Michaela Papenhoff, Managing Director of Düsseldorf-based h2c, provides us with some valuable perspective. Although hotels talk to their guests every day

By Lennert de Jong - Commercial Director at citizenM

Over the past year, there has been much buzz about the subject of direct booking. No matter where you look, big brands were promising direct booking benefits, OTA’s were retaliating, or rate parity

By Ravneet Bhandari - Chief Executive Officer at LodgIQ

The average person and Big Data are inexorably and permanently intertwined. Big Data is us, because we are now Big Data.

By Cindy Estis Green - Co-founder and CEO, Kalibri Labs, LLC

It’s a new world order, writes Kalibri Labs’ Cindy Estis Green: one that is dominated by the digital marketplace and in which all parties are struggling to migrate from the analog days of the past.

By Javier Delgado Muerza - Head of Vertical Search for Southern Europe at Google

Because a hotel’s inventory is perishable, the core of the hospitality business, according to Google’s Javier Delgado Muerza, is to manage occupancy in such a way that revenue is optimized.

By Kenny Lee - VP of Marketing at Revinate

Thinking of sending out a mass emailing to everyone in your database? Don’t do it! says Revinate’s Kenny Lee.

By Christophe Tayon - Marketing Director at Cendyn

Hotels, and the amenities they offer, are designed to provide guests with a truly unique experience, and their marketing campaigns should do the same. With the advancement of hotel CRM and digital

By Douglas Quinby - Vice President of Research at Phocuswright, Inc. and Lorraine Sileo - Senior Vice President at Phocuswright and Alice Jong - Research Analyst at Phocuswright, Inc.

Few would deny that OTAs have become a force to be reckoned with within the travel distribution landscape. From humble beginnings, two companies, The Priceline Group and Expedia Inc., have grown

By Nathan Midgley - Chief editor at Melt Content Marketing

As hoteliers, one of the most valuable – but underutilized – marketing resources we have is all around us: our staff. Within the members of our staff resides a wealth of skills, knowledge

By Andrew Sangster - Owner of Hotel Analyst

Hotel brand companies are going through an existential crisis, writes Andrew Sangster, Editorial Director of Hotel Analyst.

By Max Starkov - President & CEO at HEBS Digital and Margaret Mastrogiacomo - Vice President, Strategy at HeBS Digital

Max Starkov and Margaret Mastrogiacomo of HeBS Digital outline the steps to a data-driven marketing.

By Remy Merckx - Vice-President of Marketing for Carlson Rezidor Hotel Group

In the old days of the hotel industry, prior to the dawn of digital age, the only important criterion for success was “location, location, location”. While this is still important for hotel owners

By Sanjay Chib - Program Manager Global BBA and academic faculty at Les Roches Global Hospitality Education

The digital landscape is changing… and it is changing the hotel business itself. As Les Roches’ Sanjay Chib explains, among other big changes ahead is the fact that hotel businesses will incur higher

By Alex Gibson - Senior Lecturer in Marketing in the School of Hospitality Management and Tourism, Dublin Institute of Technology

Following many false dawns, it seems as if augmented (AR) and virtual reality (VR) are finally maki.

By Ralf Denke - Vice President E-Business at Deutsche Hospitality

With digital services and contents becoming a key success factor for our industry as a whole, more hotels will have to make similar courageous decisions, even if they seem risky and costly at first, writes Ralf Denke of Deutsche Hospitality.

By Patrick Bosworth - Co-Founder and CEO at Duetto

Whichever company sits highest in the sales funnel and interacts first, and most often, with a potential customer is the one that is most likely to win that person’s transaction and make the most

By Paul Mulcahy - Senior Vice President Commercial and member of the Executive Committee at Mövenpick Hotels and Resorts

What is the future of the OTAs’ new direct booking model? As Mövenpick’s Paul Mulcahy explains, it .

By Robert A. Gilbert - President and CEO of the Hospitality Sales & Marketing Association International (HSMAI)

In the aggregate, what do we seem to be getting right when it comes to executing effective digital .

By Alan Young - President of Puzzle Partner Ltd.

Evergreen content is content that continues to be relevant to your audience well after it is first published.

By Ruth Walters - Garvey Schubert Barer; Hospitality Law and Intellectual Property

The digital world is a vast, Amazonian river of intellectual property (IP)—software, brands, photos, video clips, music, guest information, guest reviews—flowing quickly in every direction. Almost any

By Sophie Perret - Director at the HVS London office. and Peter O’Connor - Director of the MBA in Hospitality Management at ESSEC Business School

With travel becoming increasingly digital, existing relationships are being disrupted, write HVS’s Sophie Perret and Peter O’Connor from ESSEC Business School. Digital is facilitating the introduction

By Suzie Thompson - Vice President of Marketing at Red Carnation Hotels

The role of marketing is to grow your company, reputation, customers, and profits, writes Suzie Thompson, VP Marketing at Red Carnation Hotels. She shares with Hotel Yearbook readers her thoughts

By Fernando Vives - Chief Commercial Officer and member of the Management Committee at NH Hotel Group and Ana Morillo - Global Commercial Strategy & Pricing Director at NH Hotel Group

Does the hotel industry have a firm grip on the issue of cancellations? As NH Hotel Group’s Fernando Vives and Ana Morillo explain, if a customer makes multiple advance bookings and only takes a last