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If Elon Musk Was A Hotelier
Posted: 09/25/2020

What if a person of Elon Musk’s character and bravado were to enter the hotel industry? How would they shake things up and presage the next ‘game-changers’ to propel hospitality beyond our current challenges?

Things right now are hard to predict. That is a fact. Trends lack patterns. Strategy is a 6-month viewfinder. Leaders are in a tactical storm. We feel overwhelmed by the unknown and the feeling of “what is next.” 

Over the past six months, this column has focused mostly on hospitality technologies and issues that were triggered by COVID-19. Innovation has flourished during that time, from both established industry technology providers and from startups. At last count I had identified nearly 300 startups in the space since the beginning of the year, some of them with very interesting technologies.

As outlined in our previous article, cleanliness is dominating the headlines within the hotel industry, with a number of press releases on new initiatives from all the major chains. The landscape has transformed quickly, to help keep up with the standards this article will summarise the basic principles of cleaning and sanitisation of guest rooms and how that can be achieved quickly, easily and cost-effectively.

Decreasing Stress
Posted: 09/14/2020

Stress does not come without your invitation. It is self-induced by our perspectives of what is occurring in our lives. We all have stress, and the less of it, the more happiness you experience. Life is about living day to day.



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How to Incorporate Digital Marketing into Fine Dining

01/24/2017
by Boston University: Rafi Pell, Tessa Ohebshalom, Zifan Li and Maura Feltault

Since the recent growth in fine dining casual dress codes, environments, added value and culinary enhancements are among the ways in which fine dining restaurants have changed to meet their customer's’ needs.

As times have changed and most restaurants have migrated toward a digital marketing approach, it has been challenging for restaurants to keep up. Establishments of this caliber depend on the idea of exclusivity, that is something quickly lost by the use of digital marketing since all channels are meant to be public. Restaurateurs might be wary to try this new form of marketing out of fear of losing touch with traditional roots and losing the one aspect that sets the experience apart.

Similarly, the lack of personal touch that comes with digital marketing on top of the lack of exclusivity are the two main reasons that fine dining restaurants might be hesitant to incorporate digital marketing. In order for fine dining to remain a force in the industry, adapting to the new era and incorporating digital marketing is essential.

One way this can be done is through the tasteful use of social media channels. Even though their market is limited, many different types of guests can be found at fine dining restaurants. There are the wealthy guests, the foodies, the tourists, and guests who come only for special occasions. A fine dining restaurant’s goal should be to reach this diverse demographic of guests through different sources. To target the older market, restaurants should invest in traditional marketing techniques such as newspapers, food magazines and reviews. However, this would only touch a fraction of customers. Restaurants also have to focus on new media channels such as Instagram, Facebook and Twitter.

Using aesthetically pleasing photos of a restaurant's food, the dining room or the chef can influence those following their accounts to choose their restaurant. The way a fine dining restaurant will posts pictures will be much different than the way casual restaurants do.  Fine dining restaurants can still emphasize the experience of their restaurants through images that entice the viewer to seek out the exclusive experience for themselves.

User-generated content sites like Yelp, which have tremendous power in the world today, is another way to remain competitive. There are millions of users on these sites who actively engage on them throughout their day. But there are several fine dining restaurants that will not promote themselves on Yelp for fear of what guests might say. According to Yelp, almost half of the reviews posted on the site are five-star reviews, and even if they aren’t five star reviews, almost three-fourths of the reviews posted on Yelp end with the reviewer recommending the establishment to the public.

Another interesting fact is that nearly half of Yelp users make a salary of $100,000 or more a year. These users arguably have a larger disposable income and can afford to eat out more often at upscale establishments. Being an active participant on Yelp has not only been proven to have a strong influence on restaurant sales, but it can also help create loyal guests. Responding to reviews shows that the restaurant appreciates its customers and wants to take that second chance to turn them from critics into repeat customers.

Digital marketing is not just the present way to engage with guests, but it is also the future. All restaurants have to work in incorporate it somehow in order to stay relevant in this ever changing industry. Fine dining especially has to put its traditionalist ways behind and embrace the idea of digital marketing through social media and Yelp to remain a force in the industry.

About The Author
Boston University: Rafi Pell, Tessa Ohebshalom, Zifan Li and Maura Feltault




Rafi Pell, Tessa Ohebshalom, Zifan Li and Maura Feltault
 
Special thanks to Leora Lanz's Digital Marketing for Hospitality class at the Boston University School of Hospitality Administration for providing this series for our readers.
 
This is the second article in a total of five articles this series.

 
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