The HOTEL Yearbook Special Edition - Digital Marketing 2017

The direct booking trend: What is it really about?

Lennert de Jong

By Lennert de Jong – 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 was being banned by yet another country. As Lennert de Jong of citizenM writes, if we want to better understand the debate, we need to dig deeper into this heated subject and shine some light on it from different angles.

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Marketing is a mindset | By Suzie Thompson

The HOTEL Yearbook Special Edition - Digital Marketing 2017

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. Considering the huge impact that online marketing can have on a hotel company’s bookings, The Hotel Yearbook 2017–Digital Marketing is a must read for marketing decision makers throughout the entire industry.


Other articles in this edition

Marketing is a mindset

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

Hotels are racing with OTAs and metasearch giants to get to the top of the sales funnel

By Patrick Bosworth, Co-Founder and CEO at Duetto

Back to the future!

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

Inbound marketing: Opportunity for all, large and small

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

Smart Data marketing in hospitality: The secret to maximizing direct bookings

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

Digital is metamorphosing hotel operating structures

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

Online Travel Agents: Winners in a hyper-dynamic marketplace

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

Augmented reality and virtual reality: New realities in digital marketing

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

The content conundrum: Finding a way to describe your hotel successfully

By John Burns, Hospitality Technology Consultant

Personalization as the key to success in managing the customer journey

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

Only connect: How linking visitor personas to staff personas can supercharge your content

By Nathan Midgley, Chief editor at Melt Content Marketing

Boosting innovation in the HoReCa business

By Olaf Koch, CEO of METRO AG

Make your digital marketing sustainable with evergreen content

By Alan Young, President of Puzzle Partner Ltd.

Generic blast emails are killing your business

By Kenny Lee, VP of Marketing at Revinate

Curating the guest experience in the age of digital marketing

By Christophe Tayon, Marketing Director at Cendyn

Online reputation management: To 2017 and beyond

By Daniel E. Craig, Founder, Reknown

Highs and lows: Hotel digital marketing today

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

Digital analytics, demystified: Three analytical techniques to amp up your digital efforts

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

The decade’s dilemma: Product or retail

By Andrew Sangster, Owner of Hotel Analyst

The next era of hotel distribution: Connecting supply and demand in the moments that matter

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

State of the art in digitization of the hotel industry

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

Demystifying the digital marketplace: Implications for the European marketplace

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

The future of digital marketing: Change it if you can!

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

Finding the future: Mobility, metrics, and merging skillsets 

By Ravneet Bhandari, Chief Executive Officer at LodgIQ

Instant book: Is this the beginning of the end for direct hotel bookings?

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

Emerging developments in the CRS market and their implications for hotels | By Michaela Papenhoff

By Michaela Papenhoff, Managing Director at h2c GmbH

Intellectual property in the digital world

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

Taking back control

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

Other Hotel Yearbook Editions

The HOTEL Yearbook Special Edition - Digital Marketing 2017

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. Considering the huge impact that online marketing can have on a hotel company’s bookings, The Hotel Yearbook 2017–Digital Marketing is a must read for marketing decision makers throughout the entire industry.

HYB Special Edition - Technology 2017

The Hotel Yearbook launches its 4th annual look at hotel technology trends. This 100-page e-book features contributions from more than 30 opinion leaders around the world on the outlook for technological innovation in several key areas affecting the future success of a hotel enterprise. It covers a wide range of technology issues, from robotics and revenue management to managing IT talent, a wide range of topics guaranteeing that there is something in it for everyone concerned with integrating technology in their operations. Underscoring its focus on innovation, The Hotel Yearbook 2017 – Technology includes a special section featuring 18 hospitality start- ups, each making use of different tech approaches to provide creative solutions to hospitality challenges. As in past editions, our partner is HFTP.

HYB Special Edition - Talent Development 2016

The Hotel Yearbook branches out again with a new Special Edition on talent development within the global hospitality industry – where and how it is found, nurtured, trained, and retained. Authors include some of the industry’s best known thinkers and doers in human resources, hospitality management education and senior management.

Hotel Yearbook 2036 - Eyewitness reports from the year 2036

Since 2007, The Hotel Yearbook has provided thousands of decision makers in the hotel industry with valuable opinions and insights on what may be in store in the year ahead. To celebrate the 10th anniversary of this forward-looking publication, The Hotel Yearbook 2036 breaks completely new ground, taking a giant leap 20 years into the future. Written from the viewpoint of the year 2036, the book presents dozens of 'eyewitness reports' from the future: interviews conducted with fictitious hotel industry executives, consultants, experts – and guests – who describe the world of 2036 from their own perspective, and in doing so, illuminate the dramatic changes that hotel companies will confront between 2016 and 2036.

The HOTEL Yearbook Special Edition - Technology 2016

The Hotel Yearbook 2016 – Technology, its third Special Edition focused exclusively on the changing technology landscape in the world of hospitality. "Since its inception in 2007, the editorial concept of The Hotel Yearbook has been to bring together senior hotel industry executives and recognized experts and thought leaders from every part of the industry to write about foresight and innovation in the global hotel business," said Woody Wade, co-publisher. "Our latest edition on technology comprises 90 pages and covers a wide range of topics from Big Data and meta-search to revenue management, robotics and human capital management." Rapidly evolving technological innovations are reshaping every aspect of the hotel industry, from reserving and accessing rooms to improving guests' in-room experience and increasing profitability. The new publication covers these and many other topics.

Hotel Yearbook 2015

The Hotel Yearbook 2015 will become available early January 2015. It features a comprehensive outlook for major geo markets as well as in-depth interviews with hotel group executives focusing on key segments including luxury and lifestyle brands. Additional articles include expert views in the fields of design, environment, technology, social media, finance, education, business travel and human resources.

The Hotel Yearbook Special Edition - Technology 2015

The Hotel Yearbook 2015 – Technology marked the 2nd edition of the HOTEL Yearbook special coverage on TECHNOLOGY. The eBook boasted 25+ articles written around all aspects in technology. "Since its inception in 2007, the editorial concept of The Hotel Yearbook has been to bring together senior hotel industry executives and recognized experts and thought leaders from every part of the industry to write about foresight and innovation in the global hotel business," said Woody Wade, publisher. "The aspect of the business that this Special edition focuses on, technology, is especially dynamic – and will have a huge impact on profitability, competitiveness, efficiency, and guest experience." Rapidly evolving technological innovations are reshaping every aspect of the hotel industry, from automating processes to communicating with guests via mobile apps. The new publication covers these and many other topics.

HYB Special Edition - Digital Marketing 2014

Early 2014, The HOTEL Yearbook branches out with a new Special Edition on the future of digital marketing within the global hospitality industry. This special edition is being published in partnership with Hospitality Sales & Marketing Association International Foundation (HSMAI) and will be published in conjunction with HSMAI's Digital Marketing Strategy Conference in New York, February 25th 2014. Authors will include some of the industry’s best known thinkers and doers in various fields of digital marketing such as reputation management, CRM, revenue management, search engine optimization, social media and channel management.

Hotel Yearbook 2014

The Hotel Yearbook 2014 is now available for immediate access. It features a comprehensive outlook for major geo markets as well as in-depth interviews with hotel group executives focusing on key segments including luxury and lifestyle brands. Additional articles include expert views in the fields of design, environment, technology, social media, finance, education, business travel and human resources.

HYB Special Edition - Technology 2014

Wade & Co. SA, the Swiss-based publisher of The Hotel Yearbook, an annual compendium of expert opinion and insights on the future of the hotel industry, announced the launch of The Hotel Yearbook 2014 – Technology, its first Special Edition. The 80-page publication examines the changing technology landscape in the world of hospitality. "Since its inception in 2007, the editorial concept of The Hotel Yearbook has been to bring together senior hotel industry executives and recognized experts and thought leaders from every part of the industry to write about foresight and innovation in the global hotel business," said Woody Wade, publisher. "With this new publication, we are focusing for the first time on just one aspect of the business, technology." Rapidly evolving technological innovations are reshaping every aspect of the hotel industry, from reserving rooms via mobile apps to implementing resource-saving green concepts to improving guests' in-room experience. The new publication covers these and many other topics.

Hotel Yearbook 2013

The 2013 edition featured the first interview with Steigenberger’s new CEO Puneet Chhatwal, as well as a conversation on leadership in uncertain times between Gene Ference and the Dorchester Group’s CEO Chris Cowdray. Our second Special Report appeared, “Spa 2020” – a look at how the spa and hotel industries might overlap, intersect, integrate, compete and collaborate seven years in the future, with spa industry opinion leaders contributing from New York, Bangkok, Washington, Miami and Hong Kong. And as it does every year, the Hotel Yearbook 2013 contained a number of articles on thought-provoking management subjects and ideas ranging from crowdsourcing and micro-branding to behavioral economics and scenario planning.

Hotel Yearbook 2012

With the financial crisis continuing, the Hotel Yearbook’s contributors looked at the industry’s prospects with a mix of caution and hope – and even some optimism. Writing for us that year was a host of experts and commentators such as Giovanni Angelini from Hong Kong, Michael Hirst from London and Keith Kefgen from New York. As in past editions, the academic world also contributed, with articles by ESSEC’s Peter O’Connor, Cornell’s Rohit Verma, and Lausanne’s Ian Millar. The Horwath country reports covered the industry outlook in 30 different markets around the world.

Hotel Yearbook 2011

In 2011, the Hotel Yearbook hugely expanded its special section provided by the worldwide experts from Horwath HTL. Twenty Horwath offices contributed country reports covering hotel markets from China and India to Spain, Australia, Russia and Vietnam. Sir David Michels, former CEO of Hilton International, shared his insights, as did Choice CEO Stephen Joyce, Four Seasons’ new CEO Kathleen Taylor and Best Western’s CEO David Kong.

Hotel Yearbook 2010

The 2010 edition included our first-ever Special Report, a 50-page section on “Southern Africa in 2010”, with contributions from several regional experts and industry CEOs. In addition, that year’s publication featured input from such notable industry executives as Fairmont’s Thomas Storey, Ritz-Carlton’s Simon Cooper, Six Senses’ Sonu Shivdasani, Four Seasons’ Isadore Sharp, Mandarin Oriental’s Edouard Ettedgui, and Taj’s Ray Bickson.

Hotel Yearbook 2009

In the 2009 edition of the Hotel Yearbook, our far-flung editorial contributors included top managers of several hotel groups, among them Marriott’s Ed Fuller, Mövenpick’s Jean-Gabriel Peres, and Scandic Hotels’ Frank Fiskers. The AH&LA’s Marlene Colucci assessed the changes that the US lodging industry could face with newly elected Barack Obama in the White House, and a team of ISHC contributors chose the most interesting new hotels opening on each continent in the coming year.

Hotel Yearbook 2008

In this last pre-crisis year, our contributors were still full of optimism for the outlook of travel and the hotel industry. Among them were the CEO of Dubai-based Jumeirah Hotels, Gerald Lawless; CEO Steve Rushmore of HVS; Michael Sagild, COO of Bangkok-based Minor International; Claus Sendlinger, CEO of Design Hotels in Berlin; and Paul McManus, CEO of Leading Hotels of the World.

Hotel Yearbook 2007

The inaugural edition of The Hotel Yearbook boasted a number of high-profile contributors including EasyJet founder Stellios Haji-Ioannou on his new concept, EasyHotel; IH&RA CEO David McMillan on the imminent rise of the Chinese traveler; Arthur de Haast, Global CEO of Jones Lang LaSalle Hotels, on the investment outlook; Kempinski CEO Reto Wittwer on his company’s growth strategy; and Rezidor CEO on the most critical issues facing the industry in 2007.







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