Tech Talk

Recent posts

Time is limited. Once it’s gone, you can’t gain it back. Similarly, once a room goes unsold for a night, it will go unsold forever. There’s no way to recover that loss, because there’s no way to go back in time.
 
Many hotels fight this limitation by trying to sell as many rooms as possible. If all the rooms are completely booked, time no longer becomes a factor. But most don’t have the luxury of being at-capacity every single night. That’s why last-minute booking apps are growing in popularity in the industry, where hotels can make the most of each day. These apps specifically target guests who don’t plan far in advance, seeking accommodations from one week to one minute later.
 
There are several different ways your hotel can benefit from using last-minute booking apps in your business strategy.

IoT is Coming, Jon Snow…
Posted: 05/21/2019

Hospitality is prime for the coming advent of the various devices that make up the Internet of Things. Estimates show the industry now represents 17.5 million rooms worldwide and savvy guests are demanding more personalization and an overall improved guest experience along their connected travel journey and belief is that IoT can bring this to reality. 

The forces driving local search rankings are constantly changing. But recent studies suggest that in 2019, four key factors make up the local search algorithm. 
 
The most significant factor is Google My Business (GMB). If you’re not on it, get on it now.

The robotic revolution in the hospitality industry might seem to have taken a step back. This January, the famously quirky Henn-Na Hotel in Japan fired half of its 243 robot staff. The robotic workforce reportedly irritated guests and frequently broke down.

Think about the moment when you first enter your hotel room. Look around: Does the room tell you anything unique about the hotel where you are staying? Or is it all beige walls and double beds with white covers, and you have to walk back outside and look at the sign on the hotel’s facade to even remember where you are?



want to read more articles like this?

want to read more articles like this?

Sign up to receive our twice-a-month Watercooler and Siegel Sez Newsletters and never miss another article or news story.

x
 

Use Data as a Wrecking Ball: Tear Down Marketing Silos with a Single Focus on Consumers

10/06/2014

I live and work in Indiana, a state rich with both high-tech and agribusiness, so believe me, I understand the value of silos... for farming, that is. Corporate silos are another matter entirely.

Corporate silos are outdated. They’re impractical, and (I can’t be any more direct than this) they have no place in the modern enterprise. Silos, whether within marketing itself or between marketing and other departments, impede virtually everything that’s vital to success in today’s fast-paced and multifaceted business environment.

Even so, dismantling traditional corporate structure isn’t easy. How do you begin?

I tackle this topic in great detail in my book, "Big Data Marketing"; but in a nutshell, it all comes down to one thing: using your customer data as a wrecking ball.

Follow these five steps:

Set a customer-focused vision and strategy: Communicate and drive a shared understanding of expectations, goals and anticipated returns. The key: Identify where customer data lies across the business and integrate it to create a single view of all the interactions customers have with your company. Our research shows that only 18 percent of marketers have this kind of insight. Resolve that today, a single view of your customer data becomes your first priority.

Collaborate so everyone’s a part of marketing: Since every customer-facing function needs to deliver your message, you need robust communication channels for two-way exchanges of information. Some companies use circulated reports with scheduled cross-functional team meetings. Others make this a standing topic in quarterly or operational meetings. Alternatively, you could create an internal collaboration platform like Jive or Chatter to provide real-time updates to the appropriate team(s).

Remain transparent: You need buy-in beyond marketing. To get it, equip yourself with the right tools. Today’s technologies allow you to track your way toward revenue goals, get instant visibility into spending and campaign ROI, and know where you stand on customer satisfaction, market share growth and virtually any other metric. Transparency between sales and marketing is especially essential. It enables sales to provide you with the feedback needed to optimize marketing initiatives.

Share what you did: Communicate results with the entire company so others learn where opportunities exist and what’s been improved. Use data to demonstrate marketing’s contribution to the company’s objectives, and give them what they want – not how many Facebook “likes,” but return on marketing investment (ROMI) or the number of marketing-qualified leads.

About The Author
Lisa Arthur
Chief Marketing Officer
Teradata


As the chief marketing officer for Teradata Applications, Lisa Arthur serves as an industry thought leader driving integrated marketing management (IMM) applications for Teradata Corporation. A 30-year technology industry marketing veteran, Lisa has received numerous awards and is a frequent speaker and prolific writer who masterfully combines a distinctive energy and enthusiasm with her depth of knowledge when sharing her thoughts on today’s most compelling marketing topics.

 
Comments
Blog post currently doesn't have any comments.
Leave comment



 Security code