July 31, 2007

Lessons in Magic!

A new Harry Potter theme park to be launched by Universal Orlando Resorts in 2009 is the most recent addition to the never-ending Harry Hoopla! Perhaps, the travel industry could consider leveraging off the magic of the world's most famous modern classic.

- A Harry Potter themed hotel with an inhouse school of magic
- Magical meals - A Hogwart style buffet hall/restaurant
- Potter themed in-room entertainment including books, dvds, podcasts, interactive games
- Harry Potter airline that is kids and family friendly
- A Harry Potter museum

Adventurous, risk-taking travelers will welcome the infusion of magic in saturated resorts and destinations!

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July 30, 2007

Culinary Vacations - the new trend

It's always been a part of popular culture but was never really the coolest thing to do! Thanks to tv, movies, books and the general nationwide obsession with waistlines, cooking has suddenly soared in relevance in the average American life! Not to be left behind, the travel industry is cooking up some recipes of its own.

Culinary vacations are the hot new trend. Travelmole reports that 60% of US travelers expressed interest in culinary tours, wine festivals, food markets and the like while on vacation in a study co-sponsored by Gourmet magazine, TIA and the International Culinary tourism Association.

Why the rush to don an apron while on vacation? The Travelmole article points to the abundance of cooking reality shows, celebrity chefs & affluent, culturally savvy individuals who have seen the world and enjoy partaking of local cuisines and activities. Add to this the clear turnaround in stereotypes. All along, cooking was perceived as the prime pursuit of moms at home or stay-at-home dads. With majority of the population eating out anyway, the kitchen is losing its pride of place! The workaholic nature of modern America also precludes leisurely foody experiments at home!

Culinary vacations are a natural offshoot of travelers going above and beyond the mundane in their quest to discover new experiences!

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July 26, 2007

New views on page views

Page views are going the way of "hits" if new trends on web traffic measurements are any indication. WSJ.com recently reported that Nielsen is switching to "time spent at websites" (a metric that always had a place but never quoted as much as page views) as a more reliable yardstick of web stickiness. Why exactly are pageviews not popular anymore? Online video and Ajax make it possible for users to be engaged long enough without pulling pages from a site.

In reality, page views are largely used by ad networks and websites to market their site inventory. E-commerce sites have continually grappled with the challenge of converting traffic into sales. Hotels for example are constantly redesigning their sites and refreshing content to attract new customers and keep their current ones. While time spent is an indicator of interest and attention, does it always lead to a sale? The web has made most companies more ROI oriented than ever before and business models are increasingly focussed on revenues out of every random visitor! No one wants curiosity clicks! In such circumstances, the only metric that will survive is one that has a direct correlation with sales!

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July 25, 2007

Art hotels

In some hotels, it’s not about room service or executive suites anymore. It’s about art! The Seattle Times magazine recently published an article on a new trend that is currently being developed and expanded: hotels combining accommodations with art displays.

We can detect 3 main functions of these art hotels:
1 - As a powerful tool, art adds value to the guests’ experience. These paintings, sculptures, photographs and installations provoke feelings and encourage guest interaction. It makes their stay pleasant and unforgettable.
2 - Art hotels look like art galleries and give exposure to new artists. The pieces of art exhibited are often on sale.
3 - People book way in advance to make sure they’ll have a room. Some properties are sold out weeks in advance, boosting the occupancy rates of these hotels.

These hotels now add names of artists to their list of amenities. This art-lodging partnership seems to be a creative and powerful concept that guests appreciate, and that hotels can use to differentiate themselves in a market where it is difficult to do so.

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July 24, 2007

Hotel business centers

Improvements to a hotel’s technology offerings are often more than welcomed by guests who consider new technology as a real benefit and absorb it quickly. Guests are even ready to pay more for technology.

Besides the need for business travellers to stay connected, there is also a growing demand from leisure travellers to have Internet access while travelling.

As highlighted by Sergio Laurant, a Hotel Business Center Profitability Consultant, in a recent Hospitality Trends article, there is an increasing demand from guests for hotel business centers. A study done by the Travel Industry Association and Synovate in 2006 revealed that less than 25% of US leisure travelers carry a laptop with them when vacationing. There are 2 main reasons for leaving their laptops at home: the first one is the very scrupulous airport controls, and the second one is the increase in laptop theft.

Hence, business centers are now becoming a standard amenity, and hotels often offer in-room Internet connections in order to make it easier for guests to stay in touch with home or work.

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July 23, 2007

Engaging your guests

In an environment in which amenities and services offered at hotels are becoming increasingly similar, going back to basics of building customer relationships is a means to differentiate oneselves from the competition. In a recent 4Hoteliers article, J. Ragsdale Hendrie, Chief Executive of Hospitality Performance, advocates in favor of engaging guests. According to him, there is a lack of human relationship building when guests actually need this human touch after all they go through to arrive safely at a hotel (standing in long lines at the airport, waiting for a cab, dealing with security checks etc).

One can engage guests and personalize marketing efforts to build a brand. We know for instance that brand evaluation is necessary to judge one's efforts of distinguishing a brand from the competition. This brand evaluation can be accomplished, by sending comment cards, or follow-up emails. To create an inimitable relationship that the guest will remember, one can engage guests in Focus Groups as a way to have feedback, to show that hotels care, and to personally thank them. Another interesting way highlighted in the article is increasing interaction with guests by assigning a manager or hotel staff member to hotel guests to oversee their needs.

This is only one means to differentiate oneselves in the marketplace and the way hotels collaborate with their partners (employees, vendors, destination city or area…) is another one. We mutually help each other and succeed together. Hence, listening and interacting with customers and the community are becoming increasingly important elements to stand apart from the crowd.

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July 19, 2007

Geo-tourism

The International Herald Tribune has an Associated Press report on Geo-tourism, a phenomenon so new that "few tourists use it". However, the article points out "it's on the lips of travel professionals who describe it as a step beyond the better-known environmentally friendly ecotourism".

As David DePetrillo, Rhode Island's tourism director insightfully notes "People do tend to like things that they're not going to experience somewhere else. They're looking for things that are not homogenized, People are seeking a more experiential vacation". That perspective is unsurprising and, arguably, was the genesis of the boutique category - a desire to steer clear of the dreary sameness of the brands who offered no surprises for any aspect, good and bad, of hospitality.

The IHT article also points out another non insignificant benefit "its benefit to the local population. When destinations highlight the things that make them special, it not only draws more tourists, it also helps the local community appreciate its own uniqueness. That, in turn, motivates them to preserve the cultural or natural resources that keep tourists coming".

Other benefits touted by proponents of geo-tourism such as Lelei Lelaulu, president and chief executive of Counterpart International, a Washington-based non-profit international development agency Guatemala, small coffee growers include "peace building" when outsiders (farm tourists) and locals interact and get to better understand different viewpoints and savor local culture. Seems like a model that American Indians could still adopt instead of the lemming like endorsement of casinos that has, over time, decimated their culture.

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July 18, 2007

Cancelling without pain

An abc7 news article on hotel cancellation points out that hotels are no longer taking cancellations lightly. From demanding 72-hour notice to having different policies for the same room, same day, same hotel, hotels are going all out to curb the "menace" of no shows and mass-cancellations.

In general, the better planned holiday is less subject to the vagaries of cancellations. The greater the hurry, lesser the flexibility and more are the chances of a last-minute-change of mind. Online customers who are racing against time might find a better deal closer to their travelling date; new websites promise new deals all the time; word-of-mouth from friends prompts many travelers to keep shopping even after booking their tickets. There will always be a "better deal" but travelers need to weigh the inconvenience of cancellation against the hassle-free experience of booking a more expensive package closer to their travel date. With weekends and shorter holidays becoming the norm, consumers are better off sticking to travel websites that they can trust and hotels they already have had a good experience with.

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July 17, 2007

Video hotel guide

There are quite a few sites riding the video boom in travel and hoping to win a larger audience through better engagement. After all, movies speak louder than a thousand words!

Trivop aims to be the first online video hotel guide. The term video guide suggests more of a focus on guiding the consumer through the hotel decision making process as opposed to only engaging their attention. Though the done-to-death map homepage of trivop is a disappointment, the idea of experiencing each hotel through its movie is a neat one. 360-degree tours have always been a big draw on hotel sites. What's different is seeing videos of the world's best hotels all in one place. If trivop manages to gain critical mass and cover more countries, it could become the Trip Advisor of hotel movies.

www.trivop.com

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July 16, 2007

Snail mail still more effective than email

A survey by International Communications research commissioned by Pitney Bowes reports that a majority of respondents (73%) prefer to receive new offers/product brochures from companies they do business with. Unsolicited mail from companies was also better received than unsolicited email (better known as spam!)

Companies debating the benefits of direct mail vs email blasts are perhaps better off using a mix. Aspects to consider include the fact that emails - particular email blasts - are subjected to spam filters at the recipents' end and may never reach their intended recipient whereas snail mail's filter is usually at the senders' end as few organizations would intentionally waste time and money on postage without verifying the address of recipients.

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ABOUT ME

  • President and COO of Apple Core Hotels- a chain of 5 midtown Manhattan hotels offering value and comfort in the heart of the city.

    Member of the board of Directors - Hotel Association of New York.



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