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  • Meet Minneapolis: Travel to the Twin Cities this Summer for HITEC 2019

    We all know that travel can be a real hassle. So, what about a trip makes it worth packing up your suitcase, saying goodbye to your family for the next few days, fighting the airport and staying in a.

  • New Global Directors Join the 2018-2019 HFTP Board

    The HFTP 2018-2019 Global Board of Directors was installed during the association's 2018 Annual Convention and introduces new directors Toni Bau, Carson Booth, CHTP and Mark Fancourt. These extensive director profiles give insight into the distinguished professions and personal goals of HFTP's newest association leaders.

  • A Series of Must-Read Articles on Cybersecurity Produced by the HFTP Research Centers

    Data security remains a pressing concern and top priority for the hospitality industry. The HFTP Research Centers are dedicated to producing findings that can significantly aid hospitality businesses in their efforts to protect their guests’ privacy and personal information against potential cyber threats and attacks.

  • HITEC Special: Does EU GDPR Affect U.S. Hospitality Companies?

    By Alvaro Hidalgo. The EU General Data Protection Regulation has set a path towards protecting personal data which many other countries will follow. In a global industry such as hospitality, it should be a primary objective to take the steps towards compliance.

Is Your Hotel Booking Engine Destroying Your Profitability?

Words of Vikram (By Vikram Singh)·13 April 2018
Almost every other day, I see a headline about the latest trend that is going to have a massive impact on hotels and travel. Some might even be worth exploring. However, the fact remains that if your hotel booking engine is hard to use, none of the trends will have any impact on your net operating income and profits.
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Use Hotel Website Content to Increase Your Revenue

Words of Vikram (By Vikram Singh)·10 October 2017
Contrary to what you might have heard, people still read. We read quiet a lot actually, but much of our reading has moved over to a screen instead of paper. When we are planning travel, we want to read about where we are going. However, the volume of content on hotel websites is shrinking. Plenty of attention, and plenty of space, is given to photos and design. Hotel websites have started to look like clones, favoring heavy imagery and very light content; but that is a mistake. Your website is not an Instagram feed with a booking button. If you replace substantive content with photo captions and a parade of adjectives like Luxurious!, you are sending up red flags. Instead of giving a detailed description of your offering, you are just using generic marketing terms, which online consumers are too savvy to believe. And, by providing very little information that guests can use during the travel planning stage, you are sending your potential guests to other hotel websites or OTAs to get the information they need.

Colorado Springs, Airports, TV: EP008

Words of Vikram (By Vikram Singh)·12 May 2017
The post Colorado Springs, Airports, TV: EP008 appeared first on Vikram Singh.
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Last Click Attribution Is Killing Your Hotel Marketing Campaigns

Words of Vikram (By Vikram Singh)· 4 May 2017
Marketing success today can be measured using many diverse metrics. Analytics programs let you measure everything from who and where your website visitors come from to what content they are interested in. These engagement and conversion metrics can help you understand what is really working when it comes to your website and marketing efforts.
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Interview With Daniel Edward Craig: EP007

Words of Vikram (By Vikram Singh)· 3 May 2017
The post Interview With Daniel Edward Craig: EP007 appeared first on Vikram Singh.
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The Shrinking Value of Hotel Loyalty Programs

Words of Vikram (By Vikram Singh)·28 March 2017
My work revolves around travel. Every night away from home is spent at a hotel or Airbnb property. I was recently asked about my hotel brand preferences and which loyalty program I use. The answer is that I belong to all of them but never achieve a high status due to the fact that my hotel nights are spread across many independent and brand hotels. If I were to pool all of my annual room nights into one brand, I could easily qualify for top tier status.

The Ultimate Guide to Email Marketing for Hotels

Words of Vikram (By Vikram Singh)·27 February 2017
Hotel email marketing has become more important than ever. The cost of click- and impression-based marketing on search engines and social networks continues to rise, not just for generic terms, but also for the historically cheaper brand name terms. Email marketing remains extremely relevant and cost-effective. It has become the best permission-based outbound tool in your marketing kit, hands down. However, as with every great tool, the responsibility to use it well lies with the user.
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BookingSuite: A Lesson in Direct Revenue Strategy

Words of Vikram (By Vikram Singh)·18 October 2016
Throughout my career in revenue optimization for the hospitality and travel industry, I have always stressed the importance of owning your digital assets. This means having control of your domain, your marketing campaign’s analytics and history, and especially your website. As a strong supporter of open source technology, I have stepped in every time a marketing vendor (“expert”) started trashing new and innovative options for hotels. Of course, vendors will always favor their outdated proprietary systems over new technology. They have made a huge investment and have to keep selling. But being tied to old technology is never going to give your hotel an edge in the online marketplace.

Dinosaur Metrics Are Taking a Bite Out of Your Hotel Marketing Performance

Words of Vikram (By Vikram Singh)· 3 May 2016
Marketing is evolving as I am typing this sentence. I’m here to make sure you are not wasting your time, energy and marketing budgets by focusing on outdated metrics. Many of the metrics you’re using have become irrelevant because of the seismic change in how people are researching and booking travel today. If you are still measuring what does not matter, you will end up getting blindsided. Don’t let a false sense of security, or an unwillingness to change, cost you market share and revenue.

Do You Really Need a Separate Brand for Millennials?

Words of Vikram (By Vikram Singh)·23 February 2016
Almost every other week, there is an article about how hotels are trying to “embrace” the Millennial traveler. Basically, anyone born from the 1980s to the early 2000s is in this group. It’s everyone’s new favorite generation to talk about in the hospitality and travel marketing realm. But are they really that different from the rest of us? Do they “Tru-ly” need their own brands?

Marriott's Acquisition of Starwood: Winners and Losers

Words of Vikram (By Vikram Singh)·16 December 2015
Marriott’s acquisition of Starwood is great news for investors, but unfortunately not for Starwood hotel guests and employees. The quote that sums up the reasoning behind this deal came from Starwood Chairman Bruce Duncan. “We are committed to what is best for shareholders.” Notice that employees and guests are not mentioned. This is because they are not the focus of the consolidation. Industry consolidation is aimed at increasing investors’ profits or killing a competitor in the industry. With this deal, Marriott is hitting both those key points. When a deal like this is made, the numbers have been run and re-run hundreds of times. Everything must look good on paper, first and foremost. Banks and investors are going to be the clear winners in this deal.

Hotel Brands' Struggle to Understand Airbnb: The IHG Edition

Words of Vikram (By Vikram Singh)· 7 October 2015
When I'm� on Twitter, I'm usually catching up on some of my favorite comedians (mostly comediennes) and posting my own material. But every now and then, some non-comedic items capture my attention. This live tweet caught my eye on September 30. Sean McCracken* with Hotel News Now posted this update from� IHG's annual conference. *(Let's get our The post Hotel Brands' Struggle to Understand Airbnb: The IHG Edition appeared first on Words of Vikram.

Your Marketing Focus Must Shift To Hotel Value Over Price

Words of Vikram (By Vikram Singh)·28 July 2015
It's amazing how much time and energy gets poured into The post Your Marketing Focus Must Shift To Hotel Value Over Price appeared first on Words of Vikram.

Shift Your Marketing Focus From Price to Value

Words of Vikram (By Vikram Singh)·30 June 2015
It's amazing how much time and energy gets poured into The post Shift Your Marketing Focus From Price to Value appeared first on Words of Vikram.

The Free Website Trap: Lessons From Priceline's Rebranding of Buuteeq

Words of Vikram (By Vikram Singh)· 4 May 2015
  Last year, Priceline.com made a splash when it a The post The Free Website Trap: Lessons From Priceline's Rebranding of Buuteeq appeared first on Words of Vikram.

Google's Mobile Update: Keep Calm and Get With the Program

Words of Vikram (By Vikram Singh)·19 April 2015
Every time Google issues an update, hotel marketing age The post Google's Mobile Update: Keep Calm and Get With the Program appeared first on Words of Vikram.

Let's Keep It Real: The Truth About Hotel Meta Search

Words of Vikram (By Vikram Singh)· 5 March 2015
  Hotel marketing types love trends. Every day the The post Let's Keep It Real: The Truth About Hotel Meta Search appeared first on Words of Vikram.

Expedia Acquisitions Signal Tougher Times Ahead for Hotels

Words of Vikram (By Vikram Singh)·16 February 2015
Expedia, Travelocity and Orbitz walk into a bar.� 'We d The post Expedia Acquisitions Signal Tougher Times Ahead for Hotels appeared first on Words of Vikram.

Marriott's War on Wi-Fi: Hotels Need to Stop Fighting the Future

Words of Vikram (By Vikram Singh)· 8 January 2015
Big hotel brands have seen unprecedented growth over th The post Marriott's War on Wi-Fi: Hotels Need to Stop Fighting the Future appeared first on Words of Vikram.

My Top 6 Articles of 2014

Words of Vikram (By Vikram Singh)·31 December 2014
It's time to say goodbye to 2014. It� was an epic The post My Top 6 Articles of 2014 appeared first on Words of Vikram.

The End of an Era: IHG Acquires Kimpton

Words of Vikram (By Vikram Singh)·23 December 2014
  How much is that boutique hotel in the window? W The post The End of an Era: IHG Acquires Kimpton appeared first on Words of Vikram.

Why You Shouldn't Sell Rooms for $7 on Hotel Tonight

Words of Vikram (By Vikram Singh)· 1 December 2014
This Thanksgiving holiday in the US was an eventful one The post Why You Shouldn't Sell Rooms for $7 on Hotel Tonight appeared first on Words of Vikram.

Do You View Hotel Marketing as a Cost or an Investment?

Words of Vikram (By Vikram Singh)·24 October 2014
I am often asked, “What is the most important factor in a good hotel marketing strategy?” One of the top factors (that no one likes to talk about) is how a hotel’s owners and management view their marketing budget.

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