The HSMAI Foundation is undertaking a research initiative on how hotels and their partners use AI for recruitment, professional development and retention. The research is being led by Michael J. Goldrich, Founder & Chief Advisor of Vivander Advisors.
We have launched a survey that aims to gather essential insights and data.
At the end of the survey, we invite you to share a quote, case study, and/or favorite AI tool.
Take the Survey: https://form.typeform.com/to/KdaBXl16
The 2024 Adrian Awards are now open! Take some inspiration from last year’s Public Relations Campaign, Consumer, Winner – Tourism Australia and their agency, Turner. Submit your entry for the 2024 Adrian Awards by September 9, 2024.
In our Special Report, we profile all of the Platinum and President’s Award winners — including video and interview footage.
BACKGROUND:
Tourism Australia launched its new Come and Say G’Day campaign in the United States on October 19, with the goal of reigniting U.S. traveler interest in the destination as a vacation destination post-pandemic. The campaign introduced the organization’s new Brand Ambassador, Ruby, a souvenir kangaroo, brought to life with CGI animation and voiced by Australian actress and Australian Tourism Ambassador Rose Byrne.
CAMPAIGN:
The campaign’s objectives included generating 500 million incremental impressions on the campaign’s earned media impressions across print, digital, and broadcast media within the U.S. and driving unique views of the campaign’s hero asset, the G’Day short animated movie.
RESULTS:
As a result, the campaign goal target was more than doubled, securing 1.06 billion earned media impressions through 516 placements, largely driven by national US TV placements and online syndication of content in US media. Based on ad equivalency of $6.67 million from earned media generated, Tourism Australia recorded an ROI of 10:1.
HSMAI honored the 2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Michael Sherwood, CRME, Vice President, Revenue Management Services PTG Consulting, is one of these honorees.
Michael J. Sherwood, CRME, serves as the Vice President of Revenue Management Services at PTG Consulting, overseeing all revenue and distributionrelated consulting services within the company’s hospitality division, for which he played a key role to develop and launch in 2016. In his role, Michael provides comprehensive revenue management and distribution services including revenue-for-hire agreements, revenue management assessments, market feasibility and proformas, thorough multichannel distribution audits, multi-level training programs, and various other revenue and distribution consulting projects.
In 2018, Michael introduced PTG Consulting Revenue Management Interactive Workshops, designed to impart core fundamentals and high-level strategic elements of revenue management to hotel in-house revenue teams. In addition, he has conducted revenue management and system training in multiple countries across North America, Europe, and Asia.
Michael has dedicated a majority of his 38+-year career in hospitality to the discipline of revenue management. In addition, his experience includes various on-property positions such as general manager and roles within accounting, front office, and housekeeping. He possesses a deep understanding of both full-service and limited-service operational procedures. Earlier in his career, Michael spent several years as a development analyst for Bristol Hotels and Resorts, where he was responsible for completing market feasibility studies and development proformas for new hotel acquisitions.
Michael earned his Revenue Management Certification through Cornell University in 2010, and has held the Certified Revenue Management Executive (CRME) designation from HSAMI since 2013.
KEY ACCOMPLISHMENT: Introduced Revenue Management Interactive Workshops, significantly improving revenue management skills across the hospitality industry.
WHAT INSPIRED THIS NOMINATION?
“Sherwood’s depth of knowledge and innovative training programs have made a profound impact on the industry.
Nominations are now open for the 2024 HSMAI Top 25! Deadline is September 9.
The 2024 Adrian Awards are now open! Take some inspiration from last year’s Public Relations Best of Show winner – The South Dakota Corn-Bassador South Dakota Department of Tourism, and their agency: Lou Hammond Group. Submit your entry for the 2024 Adrian Awards by September 9, 2024.
In our Special Report, we profile all of the Platinum and President’s Award winners — including video and interview footage.
BACKGROUND:
The goal of the campaign was to harness the viral exposure of the “Corn Kid” to propel South Dakota to a national conversation and reach new audiences. The campaign aimed to convert Tariq, the “Corn Kid,” to be a South Dakota ambassador/spokesperson, merging his love for corn with a new appreciation for family fun in the state. The campaign also aimed to engage state officials and tourism partners to educate a national audience about the diverse, lesser-known regions in South Dakota and develop resources for traveler use to plan a visit. The campaign had a goal to secure 100 earned editorial placements and 500,000 social media engagements that promote South Dakota’s family-friendly offerings and agritourism.
CAMPAIGN:
The campaign invited Tariq to visit South Dakota’s corn-related attractions and other tourism sites and honored him as the first-ever “Corn-Bassador” with a proclamation from the governor. The campaign also developed a Corn-Bassador itinerary for travelers to follow Tariq’s footsteps.
RESULTS:
The campaign generated more than 2,320 earned media placements, 46.6B+ impressions, $69.7M+ in media value, and 8.3M+ social media engagements. The campaign also contributed to a record-breaking visitor spending in South Dakota and increased traffic to the lesser-known regions featured in the itinerary.
Milestone partnered with Dorothy Dowling, former CMO of Best Western Hotels and HSMAI, to create an eBook on key digital marketing trends for hospitality executives to future proof their digital presence. It covers the latest advancements in AI, Google’s search algorithm, personalization, videos and images, and ancillary and group business, and how these trends are set to reshape the digital landscape. The eBook also includes insights shared with Dorothy Dowing, by key industry leaders on how their organizations are leveraging these trends to enhance their digital presence.
HSMAI honored the 2023 Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization and Distribution — recognizing leaders from hospitality, travel, and tourism organizations for their accomplishments. Mark Fancourt, Co-Founder & Principal at TRAVHOTECH is one of these honorees.
Mark Fancourt’s international career in the hospitality and travel industry spans three decades, characterized by a progressive and globally informed approach. Serving as a forward-thinking corporate hotelier, technology provider, and management consultant, Fancourt consistently embraces innovation with a proactive mindset toward enablement and change. His brainchild, TRAVHOTECH, encapsulates this ethos by integrating business and technology expertise, providing clients with a dynamic competitive edge in the market. Fancourt’s executive leadership roles at renowned establishments such as MGM Resorts, Micros Fidelio, Pan Pacific, and Qantas not only underscore his commitment to pushing industry boundaries but also highlight his capacity to instigate positive change at an organizational level. His extensive global experience positions him as a strategic visionary adept at navigating the complexities of the ever-evolving industry landscape.
Key Accomplishment: Mark has been pivotal in driving innovation and strategic thinking in hospitality technology, significantly impacting the industry’s evolution.
What Inspired This Nomination?
Fancourt’s forward-thinking and expertise have positioned TRAVHOTECH as a leading consultancy in hospitality technology.
Q&A with Mark Fancourt
What keeps you inspired? The perpetual evolution of the travel and hospitality technology landscape fuels my enthusiasm, presenting a myriad of new possibilities each day. Embracing the constant change, I find joy in steering away from routine and exploring the vast array of challenges and innovations. My passion lies in leveraging thought leadership to not only navigate this dynamic terrain but also to actively contribute to the improvement of business environments within the industry.
Nominations are now open for the 2024 HSMAI Top 25! Deadline is September 9.
The 2024 Adrian Awards are now open! Take some inspiration from last year’s Integrated Campaign Best of Show winner – Destination Canada Specialist Sales Companion from Destination Canada and their agency: TravPRO. Submit your entry for the 2024 Adrian Awards by September 9, 2024.
In our Special Report, we profile all the Platinum and President’s Award winners — including video and interview footage.
Award Campaign Video: https://www.youtube.com/watch?v=U8Ip0es2Kio&t=6s
Background:
Destination Canada Specialist Sales Companion, an integrated campaign in the business-to-business division. The campaign falls under the category of Integrated Campaign and the classification of CVB/Destinations/Offices of Tourism. The entry organization country is Canada. The goal of the campaign was to rebuild Visit Canada’s global B2B engagement platform as a mobile-first platform, surpassing the Aussie Specialist program with advanced technology and a deep learning library. The campaign aimed to increase new advisor registrants, improve engagement and retention, and increase sales.
Campaign:
The campaign aimed to increase the sales of Visit Canada by training and engaging travel advisors around the world on the diverse and unique experiences that Canada offers. The campaign used TravPRO Mobile, a mobile-first platform that provided a comprehensive learning library with over 40 chapters on various provinces, cities, and experiences in Canada. The platform also included sales and marketing tools, such as videos, brochures, and itineraries, to help advisors promote Canada to their clients.
Results:
The campaign exceeded its goals by attracting over 27,000 global travel advisor registrants, achieving a 61% graduation rate, maintaining an average monthly engagement rate of over 53%, and generating over $3.8 million in reported bookings from just three markets. The campaign also achieved a 34:1 return on investment and surpassed the Aussie Specialist program as the largest B2B training library in the industry.
Insights from the winners: https://www.youtube.com/watch?v=T2tVSHjqAgw
According to the latest Longwoods International tracking study of American travelers, 37% of them report that the political reputation of potential destinations is a factor in their travel selections. And 14% of travelers say they avoid some destinations because of their political reputations.
“In a divided country and during a presidential election year, it is not surprising that the perceived political environment of destinations would impact travel decision-making for some travelers,” said Amir Eylon, President and CEO of Longwoods International. Insights for HSMAI from Eylon:
The 2024 Adrian Awards are now open! Take some inspiration from last year’s Digital Best of Show winner – New Atlantis Website from Atlantis Paradise Island, The Bahamas and their agencies: LogicBomb Media and GlueIQ. Submit your entry for the 2024 Adrian Awards by September 9, 2024.
In our Special Report, we profile all of the Platinum and President’s Award winners — including video and interview footage.
New Atlantis Website
Video: https://youtu.be/vbCLODfkp2E
Background:
The entry aimed to enhance the online experience of Atlantis Paradise Island to increase reservations and revenue through the website. The entry used a new website design, experience-based content, video content, high-quality imagery, and interactive features to achieve these goals.
Campaign:
The campaign aimed to enhance the online experience of Atlantis guests, increase engagement, and drive bookings for rooms, dining, and activities. The campaign involved launching a new website that featured experience-based content, video content, high-quality imagery, and interactive games and blogs.
Results:
Impressive results, such as a 5% increase in website revenue, a doubling of keyword count, an increase in average user visit duration, a decrease in bounce rate, and a shift from phone to online bookings. The entry also claimed a 289 to 1 return on investment.
Video: https://youtu.be/cyl251jbAFg
As part of HSMAI’s Commercial Strategy Week in Charlotte, HSMAI hosted a roundtable for ownership executives. Industry experts pinpointed five main challenges and offered tactics to tackle them. Below are the identified challenges and their corresponding strategies:
1.Rising Costs and Profitability Challenges
Challenge: Rising sales, marketing, and operational costs are outpacing revenue growth, creating profitability challenges. Innovations and fundamental revenue management are needed to address these increasing costs. Accurate forecasting and strategic cost management are essential to maintain profitability.
Strategy: Implementing advanced revenue management systems and techniques can help mitigate rising costs. Focusing on accurate forecasting and strategic cost management, hotels can optimize resources and improve profitability. Regularly reviewing and adjusting operational practices to align with market conditions is also crucial.
2. Data Management and Utilization
Challenge: Organizations face difficulties in prioritizing and effectively analyzing the growing amounts of available data. There’s a struggle to derive actionable insights from this data, necessitating sophisticated analysis and integration. The acceptance of AI and algorithms is increasing to enhance decision-making processes.
Strategy: Investing in advanced data analytics tools and training staff to utilize these technologies can help extract meaningful insights. Integrating AI and machine learning algorithms into data analysis processes can improve accuracy and decision-making. Creating a centralized data management system ensures consistency and accessibility.
3. Talent Acquisition and Development
Challenge: The lack of skilled talent to drive revenue and make informed decisions is a significant issue. The post-pandemic workforce has seen a decline in quality, with many skilled professionals leaving the industry. Developing business acumen among staff is crucial for effective negotiation and strategic implementation.
Strategy: Establishing robust talent development programs and offering continuous learning opportunities can attract and retain skilled professionals. Implementing mentorship initiatives and career advancement opportunities fosters growth and loyalty. Focusing on business acumen training for staff enhances their ability to negotiate and implement strategies effectively.
4. Customer Preferences and Market Trends
Challenge: Understanding and adapting to changing customer preferences is critical for maintaining competitiveness. Normalizing leisure demand impacts profitability and necessitates adjusted revenue strategies. Staying ahead of market trends and evolving expectations is essential for success.
Strategy: Conducting regular market research and gathering customer feedback can help hotels stay informed about changing preferences. Adapting marketing and revenue strategies to align with current trends ensures competitiveness. Offering personalized experiences and flexible booking options can meet evolving customer needs.
5. Alignment and Collaboration within Organizations
Challenge: Misalignment between property management, brands, and ownership on success metrics is a major challenge. Effective communication and education about profitability and long-term goals are needed to align stakeholders. Fostering collaboration and breaking down silos is vital for strategic alignment and improved performance.
Strategy: Establishing clear communication channels and regular alignment meetings between stakeholders can improve collaboration. Educating all parties on the importance of profitability and long-term goals fosters a unified approach. Encouraging cross-functional teams and shared objectives enhances strategic alignment.
Thank you to the companies sponsoring this roundtable Dragonfly Strategists and FLYR. This Roundtable was attended by ownership groups such as Apple REIT Hospitality, Ashford Hospitality Trust, Hospitality Investors Trust, Newcrest Image, Noble Investment Group, Ohana Real Estate Group, Summit Hotel Properties, and Trinity Investments.
HSMAI hosts this unique by-invitation forum annually for executives from ownership groups who specialize in a commercial role at their company. If you are interested in being invited next year, please email Bob Gilbert.
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