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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.


The Lucky Bag: WLAN

·25 July 2016
Data has become the new gold in the Big Data era. When you look at the business value of companies such as, AirBnB or Uber you can see the immense value of data. All these companies would have no basis for existence without the data they are generating.

Guest Loyalty stands and falls with the Use of your Data!

·25 May 2016
The fight for guests and their loyalty manifests in the booking behavior. In other words, guest loyalty stands or falls with the guest data. Only if you know your guests, their needs and expectations and how much they are willing to pay, will you be able to go up against the OTAs. Success does not

The Big Data Formula: BD = C2A2

·19 April 2016
What is Big Data? I hear this question almost every day. It is indeed not so easy to explain Big Data in simple words. Although Big Data and intelligent use of data are highly relevant topics and present throughout the media, only a few experts are able to deliver a logical and clear definition. The Definition of Big Data A way to explain Big Data is through the 5 “Vs“: Volume (data volume), Variety (data types and sources), Veracity (data quality), Velocity (speed at which data volumes are generated and spread) and Value (economic value). The 5 “Vs“ illustrate that Big Data is about the intelligent use of constantly increasing data volumes derived from various sources and the generation of value thereof for companies.

Hotel Marketing - Stuck in the Year 2000

· 5 April 2016
For more than 20 years, I have been working with digital media. In 2000, I started with marketing databases and CRM. Over the years, I have gained a pretty good overview of the activities within the hospitality industry, in particular when it comes to guest communication. Surprisingly, not much has changed in the past years. It seems to me that 99.9% of all hotels got stuck in the year 2000.

Move with the times or be removed over time

· 4 February 2016
Big Data or holistic and intelligent data management has become a popular topic within the hospitality industry. A lot of hotel companies talk about it, but hardly anyone is even close to doing it right. In my new book 'Big Data - Challenges for the Hospitality Industry',� I predict that by the year 2020 many hotels

Beacons - Top or Flop for the Hospitality Industry?

· 9 December 2015
There has been quite a hype lately around beacons, in particular since HRS has invested 10m in this technology, which is supposed to improve the customer experience in the hotels. But what is behind all this? The beacon technology allows hotels to identify their guests via an app, e.g. a receptionist can see the guest’s profile on a tablet when he enters the lobby. This enables a personalized welcome experience and service. Sounds great in theory, but what about reality? Is the beacon technology the ultimate solution for the hospitality industry? And what actually is a beacon?

Airbnb, Uber & Co. - Does It Make Sense to Regulate the Sharing Economy?

·25 November 2015
Every time the world is going to change, managers call for statutory regulations to secure their own status. For quite some time, lobbyists have been trying to torpedo the Sharing Economy, a phenomenon reflecting our changing society. Taxi companies and the hospitality should no be affected by Uber, Airbnb & Co. But is this the right approach? Is it smart to ignore the changes and call for regulations? Wouldn’t it be better to face the situation, despite the challenges some will not be able to cope with?

Promo Codes are Costing Hotels Millions!

· 5 November 2015
I’m sure you know that little box for rate or promo codes on a hotel’s booking engine. Chains and individual hotels alike use these codes to promote special services to their guests. Corporate clients are given access to special rate codes and thus better prices. Guests get discounts as part of special promotions. But is this still an intelligent and modern marketing approach in the Big Data era?

Hotel apps - nightmare or blessing?

·21 October 2015
Most hotel chains and many individual hotels have their own hotel app – a small program for smart phones, which is supposed to facilitate the check-in process, provide additional information, replace the room key card, and eventually support and facilitate the next booking at the hotel.

Hotel-Apps - Alptraum oder Segen?

·21 October 2015
Ein Großteil der Hotelketten und viele Hotels besitzt heute eine sogenannte Hotel-App - also ein Programm, das auf den Smartphones der User den Check-in erleichtern soll, Informationen bieten, die Schlüsselkarte ersetzen und natürlich das Buchen des nächsten Aufenthalts ermöglichen. Doch sind diese kleinen Programme wirklich der Weisheit letzter Schluss? Apps werden sehr schnell sehr teuer

Big Data ROI - a worthwhile investment!

· 7 October 2015
A world without Big Data or industry 4.0 is unimaginable today. Meanwhile, each responsible manager should understand the importance of this subject, at the latest since CeBit and even Chancellor Merkel has put it on top of the agenda. Strangely enough hardly anybody asks for the concrete usage! Mainly large corporations outside the hospitality industry are investing heavily in Big Data, if they have not already started a while ago. It is almost amusing to see that many of them lack a usage scenario. Consulting firms are hired to hastily define areas that can justify their investments.

BIG DATA ROI - lohnt die Investition?

· 7 October 2015
Big Data - oder auch Industrie 4.0 genannt - ist nicht mehr wegzudiskutieren. Spätestens seit die CeBit und auch die Bundeskanzlerin das Thema ganz oben auf die Agenda gesetzt haben, sollte jedem verantwortungsbewussten Manager bewusst sein, dass es hier um ein nahezu unumgängliches Thema geht. Doch die Frage nach dem konkreten Nutzen wird mir erstaunlicherweise

Wie erkenne ich meinen Gast - Der Irrglaube vom Single-Identifier!

·23 September 2015
Vor einigen Wochen saß ich in Brüssel bei einer Podiumsdiskussion zum Thema Big Data. Ähnlich wie bei einer vergleichbaren Veranstaltung in Dubai, von der HTNG, ging es in Brüssel unter anderem auch wieder darum, welche Art von Daten gesammelt werden sollten. Man geht davon aus, dass rund zwei Drittel der vorhandenen Daten aus heutiger Sicht has stopped transmitting guest email addresses - now what?

·11 September 2015
It has always been legally prohibited to contact or market to a guest, who came through an OTA. But since OTA websites are valuable channels to acquire new guests, only a few hotels followed this. If a guest, who has already stayed at a hotel, continues to book through the commissionable channel and not directly with the hotel, the hotelier has a problem with his marketing.
commercial ubermittelt die E-Mail-Adresse des Gastes nicht mehr - Was tun?

·11 September 2015
Rein rechtlich war es bisher schon so, dass von OTAs vermittelte Gäste nicht von den Hotels angeschrieben oder beworben werden durften. Daran gehalten haben sich jedoch nur wenige Hotels, schließlich sind die OTA-Webseiten ein sehr guter Kanal für die Neukundengewinnung. Problematisch wird es lediglich, wenn der Gast immer wieder über den provisionspflichtigen Kanal anstatt bei

Data capital - the value of your guest data

·23 July 2015
Since Big Data has gained momentum about two years ago managers have begun to understand the huge value of intelligent data usage. In 2011, years before Big Data has even been recognized, I talked about the value of customer data to an audience of bankers, investors and hoteliers at the hotel forum in Munich.

Daten-Kapital: Was Ihre Gast-Daten wert sind!

·22 July 2015
Seit Big Data vor knapp zwei Jahren Fahrt aufgenommen hat, erkennen immer mehr Manager, welch großen Wert eine intelligente Datennutzung haben kann. 2011, also Jahre bevor Big Data überhaupt bekannt war, durfte ich auf dem Hotelforum in München vor Bankern, Investoren und Hoteliers über den Wert von Kundendaten referieren. Anhand eines von TS&C entwickelten CLV

Who will be the next big OTA - Accor or Amazon?

· 8 July 2015
In the past couple of months Accor has been in the media with quite a number of news around technology. With these digital developments Accor want to secure their market position in the battle against the OTAs and thus move closer to the big online booking providers. The goals are pretty clear. They want to

Wer wird der nachste grosse OTA - Accor oder doch etwa Amazon?

· 3 July 2015
Die Hotelgruppe Accor hat in den letzten Monaten mit vielen technischen Neuerungen auf sich aufmerksam gemacht. Durch diese digitalen Entwicklungen will Accor sich im Kampf mit den OTA's eine bessere Position auf dem Markt sichern und sich somit den Online-Anbietern annähern. Das Ziel ist klar: Die Deckungsbeiträge und somit auch die Profitabilität sollen gestärkt werden.

Die Apple Watch - revolutionares Accessoire oder Spielzeug?

·25 June 2015
Letzte Woche durfte ich auf der wichtigsten IT Messe für die Hotellerie, der HITEC in Austin, einen Vortrag halten. Das Thema lautete 'Marketing like the OTA's - what Hoteliers can learn'. Solche Veranstaltungen zu besuchen gehört für mich zur Pflicht, denn schließlich muss ich wissen, wo die Reise hingeht, bzw. was gerade besonders heiß ist.

Umsatzbringer Pre-Stay

· 8 June 2015
Big Data Marketing hat einen großen Vorteil, alles ist messbar! Somit ändert sich auch eines der bekanntesten Zitate im Marketing: 'Ich weiß, dass 50% meiner Marketing-Ausgaben zum Fenster hinausgeworfen sind, ich weiß nur nicht welche!' Für Hotels, die bereits heute auf Big Data und sein schier unerschöpfliches Potenzial setzen, stimmt diese Aussage von Ford bzw.

Pre-Stay As Revenue Generator

· 8 June 2015
The big advantage of Big Data marketing is that everything is measurable! This makes the famous quote by John Wannamaker obsolete: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.“ Hotels, which already use Big Data and leverage its inexhaustible potential, no longer face this challenge, as their managers are very well able to quantify the results or calculate the ROI of each marketing activity.

E-Fitness - Warum die Geschaftsfuhrung IT-Know How haben sollte!

· 1 November 2014
Bei der Jahrestagung des Deutschen Hotelverbandes in der letzten Woche in Braunschweig zog sich ein Wort durch alle Vorträge: 'E-Fitness'. Gemeint war damit, dass das Top-Management sich den Herausforderungen endlich stellen muss, wenn man, speziell im Vertrieb, nicht noch mehr an Boden verlieren möchte... Experten sind sich einig, die IT spielt eine Schlüsselrolle für den

Kampf der Erpressung!

·30 October 2014
Es gibt gute und schlechte Gäste, machen wir uns da nichts vor. Und besonders schlechte Charaktere neigen seit geraumer Zeit sogar dazu, Hoteliers mit schlechten Bewertungen zu erpressen. Die Fachpresse ist derzeit wieder voll von derartigen Meldungen... Ganz nach dem Motto: 'Sie geben mir jetzt einen ordentlichen Nachlass oder ich teile meine Meinung der ganzen

Der richtige Mix macht's - und die Liebe zum Detail

·29 October 2014
Gastbeitrag: Wolf-Thomas Karl, Geschäftsführer Andresen Verlag / Partner Agentur Karl & Karl Henry Ford sagte einst: 'Wer nicht wirbt, stirbt'. Marketing an sich ist jedoch etwas Schönes. Schließlich geht es um unsere positive Darstellung und die Vermarktung. Oft sind es aber die kleinen Dinge, die uns eben weniger gut da stehen lassen... Beispielsweise die Hotelfotos:

Big Data - Nur ein Marketing Gag?

·28 October 2014
An Introduction into Big Data! Das Wort Big Data ist allgegenwärtig. Nicht erst seit der NSA Affäre spricht Gott und die Welt über die 'Macht der Daten'. Sätze wie 'Daten sind das neue Öl', 'Daten sind das Salz der modernen Kaufleute' oder der Kauf von WhatsApp durch Facebook für die unglaubliche Summe von 19 Milliarden


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