This Week in Hotels, July 22: Using video, Tech amenities, and more [Video]

Hi Josiah, Guillaume
You asked the question about Internet increasing ADR, occupancy etc in hotels. I have been researching trends in the hotel industry – like Central Res, Internet, Social Media etc. There is lots of data available but the accuracy of much of this data is questionable. If hotels used the Internet properply it would drive roomnights, ADR, ARR etc. One of the great advantages is 24 hour reservations for example. However, like many “non experts” hoteliers are using the Internet on a half pregnant basis. For many, no proper planning, marketing strategies and analysis is in place. All of the benefits that Guillaume outlined are accurate. I believe that occupancy can be helped hugely by the Internet but again it is dependant on many other criteria being in place, the quality and functionality of the website, inclusion of “what’s on” in the area – many hotel stays are now lifestyle driven. For me the most important benefit is to independent hotels – it definitly levels the playing field for them to compete with the chains/brands but these seem to be the ones that are benefitting the least from it. Lots of the data is coming at hoteliers but remember they are specialist in running hotels – that’s what they do. With the rate that technology is changing it is very difficult for them to keep up. I believe that it is an area that should be outsourced to a specialist – many marketing/advertising companies claim to be experts, but very often they are not. Many of the independent hoteliers do not know how to plan a short, medium, long term marketing strategy and as a result of this keep doing the same old things, because it is what they know. The other issue is that “experts” disagree with “experts” and representative bodies – like industry associations and tourism bodies also don’t know how to best advise their hotels. Hoteliers need to get behind their representative bodies, tourism bodies etc and get them to do what is needed. Hoteliers in turn need to provide an excellent website with fantastic relevant content in whatever format and then concentrate on doing what they do best – running their hotels. We all know, the Internet and Social Media are a well run hotel’s best friends but the enemy of any mis-managed hotels, not delivering on their promise.