Six Must-Make Resolutions for Hotel Marketers in 2017

“Every time you tear a leaf off a calendar, you present a new place for new ideas and progress.” – Charles Kettering

It’s that time of year….time to make your new year’s resolutions. Take a cue from HSMAI’s Marketing Advisory Board which has set some ambitious, yet achievable goals for themselves to make big impacts in 2017.

  1. Remember that people are people. We are going to continue to remind our teams that, as people, we’re all not so different from one another. We need to pay attention to what our friends and family members are saying and feeling. What’s on their mind is probably the same as what’s on our guests’ minds. We will consider  what they are saying and apply it to our business.
  1. Spend more time in the lobby and talk to guests. There are so many fancy digital things we can do to try to get insights into customer behavior and preferences, but there’s no replacement for communicating face-to-face.
  1. Innovate at the crossroads of service, marketing, and technology.
  • We have access to so many opportunities for customized communication, but we don’t always pull the trigger. Now is the time!
  • Our hotels are going to implement a text-based customer service initiative so that we can respond in real time – and help anticipate what is important to our guests.
  • We’re deliberately looking for every point of friction for guests in our hotel – and easing as many of them as possible.
  1. Connect marketing and operations. We are launching a training initiative with operations to ensure we’re authentically delivering our brand promise. We recommend everyone read this article from HSMAI to get their juices flowing around this issue.
  1. Get out of my bubble. We are going to deliberately focus more attention on current events, through the lens of some new sources. Reading and watching many different sources of news, seeing what items are being shared in social media, and getting out of our own bubbles to see the entire spectrum of opinion and perspective can inform (and inspire!) us as to emerging trends. You never know where you will find an idea!
  1. Find the right role for data. We plan to remember that just because data is “big” doesn’t mean it’s good. How do we go about using our data to effectively answer the pressing questions facing our business – without being distracted or being led down unproductive rabbit holes?

About HSMAI’s Marketing Advisory Board

HSMAI’s Marketing Advisory Board leverages insights, emerging trends, and industry innovations to inspire marketing for hotels. Members include:

  • CHAIR: Maureen Callahan, Vice President of Marketing Communication & Public Relations, Destination Hotels
  • Michael Bennett, Vice President, Marketing, White Lodging Services
  • Tiffany Braun, Area Director of Sales and Marketing, Commune Hotels and Resorts
  • Katie Briscoe, EVP, Client Services, MMGY Global
  • Matthew Clyde, President & Chief Strategist, Ideas Collide
  • Sean Dee, CMO & EVP, Outrigger Resorts
  • Agnelo Fernandes, Senior VP of Sales & Marketing, Terranea Resort / Destination Hotels and Resorts
  • Brian Hall, Chief Marketing Officer, Explore St. Louis
  • Natalie Osborn, Senior Industry Consultant, Hospitality and Travel Global Practice, SAS Institute, Inc.
  • Mandy Penn, Senior Director of Resort Marketing, Universal Orlando Resort
  • Florence Quinn, President, Quinn
  • Lisa K. Ross, President, rbb Communications
  • Andrew Rubinacci, CHSP, SVP, Distribution & Revenue Management Strategy, IHG
  • Bill Rubino, Partner, President, Panzano & Partners
  • Paolo Torchio, CHDM, VP, Product Management, Sabre Hospitality Solutions
  • Casey Ueberroth, Chief Marketing Officer, Preferred Hotels & Resorts

Categories: Marketing
Insight Type: Articles