Generation Alpha and Family Travel Trends

The Lightning Round is a signature program at HSMAI’s Marketing Strategy Conference — giving six marketing executives just six minutes and 40 seconds each to share a best practice, strategic insight, or big idea. At the 2020 Marketing Strategy Conference on Jan. 22, Derek Price, director of business development in North America for Expedia Group Media Solutions, focused on how families travel in a Lightning Round presentation called “Generation Alpha and Family Travel Trends.”

KEY TAKEAWAY: Generation Alpha is made up of kids born after 2010 — and they’re already having an impact in the travel space. According to Price, they love to travel and are actively involved in planning trips with their parents. Most families need help planning their trips, and the biggest opportunity is using appealing imagery in digital marketing which attracts Gen Alpha as well as their parents. “Everyone wants to be entertained and everyone wants to have fun,” Price said. “They’re making their decision based on the destination activities available.”

The Futures of Advertising, Digital Marketing, and PR

HSMAI’s Adrian Awards have always celebrated the state of the art — the cutting edge of the now — in hospitality advertising, digital marketing, and public relations. But this year’s program pushed beyond the now with the Adrian Awards Futures Stage. Located in the center of the room at the Adrian Awards Dinner Reception and Gala in New York City on Jan. 21, the Future Stage offered three forward-thinking presentations from industry thought leaders:

ADVERTISING: ‘Influence Is Power’

Brian Hall, Chief Marketing Officer, Explore St. Louis (Best of Show winner for Advertising in the 2018 Adrian Awards)

DIGITAL MARKETING: ‘Stand-Alone Marketing Is Dead’

Jeff Doane, Senior Vice President of Sales and Marketing – North and Central America, Accor (Best of Show winner for Digital Marketing in the 2018 Adrian Awards)

PUBLIC RELATIONS: ‘New Is Not Enough’

Melanie Brandman, Founder and CEO, The Brandman Agency (recipient of HSMAI’s 2016 Winthrop W. Grice Award for Public Relations)

Data & Analytics for Sales Leaders: Understanding Data

Dr. Kelly McGuire, Principal, McRevenue, LLC, discusses data and analytics at HSMAI’s Sales Leader Forum 2019. Here is the fourth of four key takeaways:

4. Understanding your data. “The biggest takeaway I want all of you to get from this is to really understand your data and be careful how you use it.” McGuire said. “Just shoving your data into an algorithm is not going to necessarily get you the results you expect.” As sales leaders, she said, it’s your responsibility to understand the data, potential biases, and key metrics to interpret the output and make your business better.

Learn more with the other 3 takeaways:

1. What are data scientists?

2. When to use machine learning.

3. Tips for success.

Marketing in a Zero-Click World

The Lightning Round is a signature program at HSMAI’s Marketing Strategy Conference — giving six marketing executives just six minutes and 40 seconds each to share a best practice, strategic insight, or big idea. At the 2020 Marketing Strategy Conference on Jan 22, Tammie Carlisle, head of hospitality at Milestone Inc., focused on making sure your hotel website appears in search results in a Lightning Round presentation called “Marketing in a Zero-Click World.”

KEY TAKEAWAY: As Google is becoming more advanced, around half of all searches result in zero-clicks — in which the search engine finds and displays the answer without linking to a website. Hotels want Google to display the answer from their site, as opposed to OTAs’ sites, even if it doesn’t result in any clicks. Carlisle recommended providing detailed answers to common questions on your website and focusing on voice search results. “Structure data in a way to make it easier for the search engines to read,” Carlisle said.

The Convergence of Sales With Marketing, Revenue Optimization, Distribution, and Operations: Part 1 — Collaboration

Everyone has a story about working with others. Holly Zoba, CHDM, principal at Influencer Sales, shared one of her most memorable experiences collaborating with other disciplines in the hospitality industry with attendees at HSMAI’s Sales Leader Forum 2019.

Back in the 1990s, when she was running sales and marketing for 15 Washington D.C. area hotels, Zoba worked with AOL to write up tourist information about Washington to put online. In return, AOL created a system that allowed Zoba’s team to chat live with customers who had questions about the city. Zoba’s team brought in $400,000 in additional revenue by recommending their own hotels to tourists. “It was a huge lesson to me, how partnering with other people can be really, really profitable,” Zoba said, “and I happily never forgot that.”

Save the Date: 2020 HSMAI Sales Leader Forum and Awards Dinner: October 27-28, Westin Stonebriar, Frisco, TX

 

Total Revenue Management and Its Impact on Hotel Profitability

HSMAI Region Europe has been in conversation with Hospitality Industry Experts. This session features Frederic Toitot, Vice President, Global Learning & Development at Accor and Chair of the HSMAI Region Europe Revenue Optimization Advisory Board. Among the topics discussed:

– Why does Total Revenue Management matter?

– Why is Total Revenue Management still something that needs to be addressed?

– How should Total Revenue Management be set up and used?

– How to measure?

Data & Analytics for Sales Leaders: Tips for Success

At HSMAI’s Sales Leader Forum on Nov. 5–6, Dr. Kelly McGuire, principal with McRevenue LLC, presented a breakout session on “Data and Analytics for Sales Leaders.” Here is the third of four key takeaways:

In order to get into the groove of data-driven, fact-based decisions, McGuire recommends asking for proof in order to have stronger, more accurate data. “Get it built into your culture,” she said.

Second, all data is filthy. Data cleanliness initiatives take a long time, McGuire said, but you can’t wait until the data is perfect or you’ll be waiting forever. Third, get used to using visualizations beyond spreadsheets to more clearly illustrate data, especially when sharing with others.

Data & Analytics for Sales Leaders: When to use machine learning

At HSMAI’s Sales Leader Forum on Nov. 5–6, Dr. Kelly McGuire, principal with McRevenue LLC, presented a breakout session on “Data and Analytics for Sales Leaders.” Here is the second of four key takeaways:

  1. When to use machine learning. “Not every problem is a machine learning problem,” McGuire said. “It’s great for these messy, complex problems, but if it’s relatively simple, it’s going to be a sledgehammer with a mosquito.”

If the cost of failure is high, machine learning is not a great solution, because it is designed to be wrong sometimes, she said. Indeed, there are many problems in hospitality that can be solved without machine learning. Examples of problems that machine learning can help with include chat, recommendation engines, and image recognition.

Data & Analytics for Sales Leaders: Data Scientists

At HSMAI’s Sales Leader Forum on Nov. 5–6, Dr. Kelly McGuire, principal with McRevenue LLC, presented a breakout session on “Data and Analytics for Sales Leaders.” Here is the first of four key takeaways:

  1. What are data scientists? Data scientists have three interlocking skill sets, McGuire said. They fully understand advanced algorithms and statistics knowledge, have coding and hacking skills, and have business expertise to translate business problems into math and produce useful results. “This is an extremely valuable yet incredibly unique skill set,” she said.

However, McGuire continued, not every problem needs a data scientist. There are other analysts out there who can help wrangle your data without having to wait to hire a data scientist or pay a data scientist’s salary.

What’s Different About Revenue Management in Franchised Hotels?

The Lightning Round is a signature program at HSMAI’s ROC event — giving six revenue optimization leaders just six minutes and 40 seconds each to share a best practice, strategic insight, or big idea. At ROC 2019, Sharon Paine, vice president of revenue management for IHG, used her Lightning Round to ask and answer the question “What’s Different About Revenue Management in Franchised Hotels?”

KEY TAKEAWAY: One of the biggest challenges in working with franchises, according to Paine, is the many differences between individual hotels, from upscale to midsize, cities to small towns and suburbs. Because some properties rely on transient guests and last-minute bookings more than others, it can be difficult to forecast, which makes it even more important to get pricing right every single day. That means that revenue optimization professionals have to be resourceful, resilient and flexible. They also need great communication skills, and must be able to build good relationships with their different hotels. And finally, Paine said, they must deliver measurable and sustainable results that the owner can see in order to justify the cost of their job.