13 min read

Hotel Marketing Software: Here's What You Need to Know

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Jordan Hollander in Marketing

Last updated February 22, 2023

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There are several main pain points that hotel marketers often face. One of the biggest challenges is competition, as there are often many hotels in a given market vying for the same guests. This can make it difficult for a hotel to stand out and attract bookings. Another pain point for hotel marketers is the constantly changing nature of the industry, as trends and preferences can shift quickly. Additionally, there is often a need to effectively target and reach specific guest segments, such as families, business travelers, or luxury travelers. Finally, hotel marketers must constantly adapt to changes in technology and the use of online platforms for marketing and bookings, as well as manage guest reviews and ratings.

There have been several notable developments in hotel digital marketing in recent years. One of the biggest hospitality marketing trends has been the increasing use of social media platforms, such as Facebook, Instagram, and Twitter, to reach and engage with potential guests. Hotels have also been leveraging the power of visual content, such as photos and videos, to showcase their properties and amenities. In addition, there has been a shift towards mobile optimization, as more and more travelers are using their smartphones to research and book hotel stays. Another important development has been the increasing use of artificial intelligence and machine learning to personalize the guest experience and improve targeting and messaging.

Let's dive into the three different types of hotel marketing software and the different tools that fall into each category.

What is Hotel Marketing Software?

Hotel marketing software is a type of software that helps hotels to manage and optimize their marketing efforts. This can include tools for managing and analyzing guest data, creating and distributing marketing campaigns, managing social media and online reviews, and tracking the success of marketing efforts. Hotel marketing software can also include tools for managing online booking and reservation systems, and for analyzing and optimizing the performance of a hotel's website. Some hotel marketing software may also offer features such as email marketing tools, content management systems, and guest relationship management capabilities. The goal of hotel marketing software is to help hotels streamline and improve their marketing efforts, and ultimately drive more bookings and revenue.

What are the 3 different types of hotel marketing software?

Guest acquisition refers to the process of attracting and acquiring new guests for a business. This can involve a variety of marketing and sales efforts, such as advertising, promotional campaigns, and lead generation. The goal of guest acquisition is to bring new guests into the business and increase the guest base.

Guest upselling refers to the process of selling additional products or services to existing guests. This can involve offering guests upgrades, add-ons, or complementary products that enhance their initial purchase. The goal of guest upselling is to increase the value of each guest's purchase, and to generate additional revenue for the business.

Guest retention refers to the process of keeping existing guests coming back to a business, and preventing them from defecting to competitors. This can involve a variety of efforts, such as providing excellent guest service, offering loyalty programs, and continuously improving the guest experience. The goal of guest retention is to maintain and strengthen the relationship with existing guests, and to encourage them to continue doing business with the company.

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Software that converts lookers into bookers

Digital marketing and website conversion are important for hotels because they can help attract more guests and increase bookings. By effectively promoting the hotel and its amenities through various online channels, such as social media, email marketing, and search engine optimization, hotels can reach a wider audience and generate more leads. Additionally, optimizing the hotel's website for conversion can help turn website visitors into paying guests by making it easy for them to browse and book rooms, and providing information and incentives to encourage them to make a reservation.

Metasearch management software

Hotel metasearch management software is a type of software that helps hotels to optimize and manage their presence on metasearch engines, such as Google Hotel Ads and TripAdvisor. These platforms allow travelers to compare hotel rates and availability from multiple sources, and can be a valuable source of bookings for hotels. Hotel metasearch management software typically includes tools for managing hotel listings on metasearch engines, tracking the performance of these listings, and optimizing them to improve visibility and drive more bookings. This can involve tasks such as updating pricing and availability information, creating and managing bid prices for paid listings, and analyzing data to understand the effectiveness of different strategies. By using hotel metasearch management software, hotels can better control their visibility and presence on metasearch engines, and optimize their listings to drive more qualified traffic to their websites. This can ultimately lead to more bookings and revenue for the hotel.

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THE PITCH
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100 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Metasearch drives an average ROI of 13:1 to our customers.
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Metasearch by SHR Group (formerly Avvio) Hotel Metasearch Management Software
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100 HT Score
Metasearch drives an average ROI of 13:1 to our customers.
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Hotel chatbots

Hotel chatbots can drive more direct bookings for several reasons. One reason is that chatbots allow hotels to provide instant, personalized service to potential guests. By using chatbots, hotels can quickly and easily answer questions and provide information to potential customers, which can help to convert more of these prospects into actual bookings. Another reason is that chatbots can help hotels to streamline the booking process and make it more convenient for customers. By using chatbots, hotels can provide an easy and convenient way for customers to check availability, make reservations, and complete bookings directly through the chatbot. This can save customers time and effort, and make them more likely to book directly with the hotel rather than going through a third-party booking site. Finally, chatbots can help hotels to better understand and serve their customers by collecting and analyzing customer data. By analyzing data collected through the chatbot, hotels can gain insights into customer preferences and behaviors, and use this information to tailor their marketing and communication strategies. This can help to increase customer loyalty and drive more repeat business.

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THE PITCH
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100 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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World leader in smart service platform for hotels and resorts focused on double direct bookings.
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Asksuite Hotel Chatbot Hotel Chatbots
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100 HT Score
World leader in smart service platform for hotels and resorts focused on double direct bookings.
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Direct booking tools

Hotel direct booking tools like Hotelchamp and The Hotels Network are designed to help hotels drive more direct bookings through their own websites. These tools typically offer a range of features and services designed to improve the hotel's website and make it more effective at converting visitors into bookings. For example, Triptease offers a range of tools and services including website optimization, conversion rate optimization, and personalization. HotelChamp provides tools for managing online reviews, creating and managing special offers and promotions, and optimizing the hotel's website for search engines. The Hotels Network offers a suite of tools including website design and development, search engine optimization, and social media marketing. By using these types of hotel direct booking tools, hotels can improve the performance of their websites and increase the number of bookings made directly through their own channels. This can help hotels to reduce their dependence on third-party booking sites, and ultimately drive more revenue.

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THE PITCH
RATINGS BEST FOR
100 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Growth for your Hotel's Direct Channel
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The Hotels Network (Personalization) Direct Booking Tools
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100 HT Score
Growth for your Hotel's Direct Channel
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Hotel website design tools

Hotel website design is important for driving profits because it plays a key role in attracting and converting potential guests into bookings. A well-designed hotel website can make it easy for travelers to find and book a stay at the hotel, and can help to create a positive impression that inspires confidence and trust. A poorly designed website, on the other hand, can make it difficult for travelers to find the information they need, and can create a negative impression that turns them away. A website that is difficult to navigate, slow to load, or lacking in relevant information can drive potential guests to competitors' websites instead. In addition to attracting and converting potential guests, a well-designed hotel website can also help to drive revenue in other ways. For example, a website that showcases the hotel's amenities and services in an appealing way can encourage travelers to book additional services, such as room upgrades, spa treatments, or restaurant reservations. A website that is optimized for mobile devices can also make it more convenient for travelers to book and pay for their stays, which can increase the likelihood of a booking. Overall, hotel website design is an important factor in driving profits, as it can have a significant impact on the number and value of bookings made through the website.

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THE PITCH
RATINGS BEST FOR
98 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Storytelling that converts - websites that are design led and conversion focused.
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Web Design by SHR Group (formerly Avvio) Website Design
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98 HT Score
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Booking engines

A booking engine is an online system that allows travelers to search for and book hotel rooms directly through a hotel's website. It is an important tool for driving direct bookings at hotels because it provides a convenient and efficient way for travelers to book their stays, and can help to reduce the hotel's dependence on third-party booking sites. One reason why a booking engine is important is that it allows hotels to capture bookings that might otherwise be lost to competitors. By providing an easy and convenient way for travelers to book directly through the hotel's website, hotels can increase the chances that travelers will book with them rather than with a competitor. Another reason is that a booking engine can help hotels to increase their revenue by offering travelers a range of booking options, such as room upgrades, additional services, and package deals. By providing these options, hotels can encourage travelers to book more valuable stays and increase the overall value of each booking. Finally, a booking engine can help hotels to better understand and serve their customers by collecting and analyzing customer data. By analyzing data collected through the booking engine, hotels can gain insights into customer preferences and behaviors, and use this information to tailor their marketing and communication strategies. This can help to increase customer loyalty and drive more repeat business.

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THE PITCH
RATINGS BEST FOR
100 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn More
Increase your direct bookings to grow your revenue and take control of your guest experiences with SiteMinder’s high-converting booking engine.
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SiteMinder Booking Engine Booking Engine
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Increase your direct bookings to grow your revenue and take control of your guest experiences with SiteMinder’s high-converting booking engine.
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Software that encourages guests to spend more after booking

Hotel room upsells and the upselling of ancillary services can be profitable for a number of reasons.  Upselling allows hotels to increase the average daily rate (ADR) that they charge for rooms. By offering guests the opportunity to upgrade to a higher-priced room or add additional amenities, hotels can potentially earn more revenue per booking. Upselling can also help hotels increase their overall occupancy and revenue by encouraging guests to stay longer or book additional nights. For example, if a hotel offers a discounted rate for a longer stay, it can encourage guests to book additional nights and generate more revenue for the hotel.

The upselling of ancillary services, such as restaurant reservations, spa treatments, or transportation, can also be a profitable source of revenue for hotels. These services are often priced at a premium and can generate significant additional revenue for the hotel.

Overall, upselling and the upselling of ancillary services can be a valuable way for hotels to increase their revenue and profitability.

Upsell software

Upselling software for hotels is a type of software that helps hotels to identify opportunities to sell additional products or services to their guests, and to execute these upsells effectively. This can involve a range of tools and features, such as personalized recommendations, targeted offers, and cross-selling capabilities. One way that upselling software works is by analyzing customer data and identifying opportunities to upsell based on past purchasing history and current needs. For example, if a guest has previously booked a room with a mountain view, the upselling software might suggest an upgrade to a suite with a mountain view or a package that includes a guided mountain hike. Upselling software can also use real-time data to identify opportunities to upsell during the booking process or during a guest's stay. For example, if a guest is booking a room online, the upselling software might suggest a room upgrade or an additional service such as a spa treatment. If a guest is already at the hotel, the upselling software might suggest a restaurant reservation or an additional night's stay. By using upselling software, hotels can increase the value of each booking and generate additional revenue by offering targeted and personalized upsells to their guests.

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THE PITCH
RATINGS BEST FOR
100 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Oaky is an upselling software that helps hotels boost their revenue by offering relevant upgrades & services to their guests throughout the whole guest journey.
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Oaky Upselling Software
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100 HT Score
Oaky is an upselling software that helps hotels boost their revenue by offering relevant upgrades & services to their guests throughout the whole guest journey.
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Guest messaging software

Guest messaging software is a type of software that allows hotels to communicate with guests through various channels, such as SMS, email, and messaging apps. This type of software can help hotels to upsell more ancillary services by providing a convenient and personalized way to communicate with guests and offer them additional products or services. For example, guest messaging software can be used to send targeted and personalized offers to guests based on their preferences and past purchasing history. If a guest has previously booked a room with a mountain view, the guest messaging software might send them a message offering a discounted rate on a guided mountain hike or a spa treatment. Guest messaging software can also be used to send reminders and notifications to guests about additional services or activities available at the hotel. For example, a hotel might use guest messaging software to remind guests about a yoga class or a poolside cocktail hour, and offer them the opportunity to sign up or make a reservation. By using guest messaging software to communicate with guests and offer them additional services, hotels can increase the value of each booking and generate additional revenue through upsells.

Mobile ordering

Room service software is a type of software that helps hotels to manage and optimize their room service operations. This can include features such as order management, inventory management, and delivery tracking, as well as tools for marketing and promoting room service offerings. Room service software can help hotels to make money in a number of ways. One way is by streamlining and improving the efficiency of the room service process, which can reduce costs and increase profits. By using room service software to manage orders, track inventory, and coordinate deliveries, hotels can reduce waste, avoid shortages, and minimize errors, which can all contribute to higher profits. Another way that room service software can help hotels to make money is by providing tools and features for marketing and promoting room service offerings. For example, room service software might include features for creating and managing menus, creating and distributing promotional materials, and analyzing data to understand customer preferences and behaviors. By using these tools, hotels can increase the visibility and appeal of their room service offerings, and ultimately drive more sales. Overall, room service software can help hotels to increase profits by improving the efficiency and effectiveness of their room service operations, and by providing tools and features for marketing and promoting these offerings.

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THE PITCH
RATINGS BEST FOR
91 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Offer personalized dining experiences to guests and take orders through Easyway to drive ancillary revenue.
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Easyway F&B (by Duve) Mobile Ordering & Room Service
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91 HT Score
Offer personalized dining experiences to guests and take orders through Easyway to drive ancillary revenue.
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Guest room tablets

There are several ways that hotels can make money by putting tablets in guest rooms. One way is by using the tablets to provide guests with a range of services and amenities, such as in-room dining, room service, and concierge services. By using the tablets to offer these services, hotels can increase the convenience and satisfaction of their guests, and potentially generate additional revenue through upsells and additional service charges. Another way that hotels can make money by using tablets in guest rooms is by using them to deliver targeted and personalized offers and promotions to guests. For example, a hotel might use the tablets to send guests recommendations for local attractions, dining options, and other activities, and offer them the opportunity to book or purchase these services directly through the tablet. By using the tablets to deliver targeted offers, hotels can increase the chances that guests will take advantage of these opportunities, and generate additional revenue through commissions or service fees. Finally, hotels can also make money by using tablets to collect data about guest preferences and behaviors, and using this data to improve the guest experience and drive more repeat business. By analyzing data collected through the tablets, hotels can gain insights into what guests value and what they are willing to pay for, and use this information to tailor their offerings and pricing. This can help to increase customer loyalty and drive more repeat business, which can ultimately contribute to higher profits for the hotel.

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THE PITCH
RATINGS BEST FOR
100 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
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Helping hotels engage their guests in a digital world.
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SuitePad In-Room Hotel Tablets
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RATINGS
100 HT Score
Helping hotels engage their guests in a digital world.
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Software that brings old guests back to the property and drives loyalty

Return guests are generally more profitable for hotels than new guests for a number of reasons. It costs less to retain an existing customer than to acquire a new one. Hotels may have already invested resources in marketing to and acquiring these guests, so it can be more cost-effective to encourage them to return through loyalty programs or other incentives. Return guests are often more loyal and are more likely to book directly with the hotel, rather than through an online travel agency or other third-party source. This can help hotels increase their direct bookings and reduce their reliance on intermediaries, which can reduce their overall distribution costs. Return guests may also be more likely to engage with the hotel's loyalty program and take advantage of additional ancillary services, such as restaurant reservations or spa treatments, which can generate additional revenue for the hotel. Overall, return guests can be a valuable source of repeat business and a key driver of profitability for hotels.

Hotel CRM

Hotels can use customer relationship management (CRM) systems like Revinate to bring back return guests to their hotels by leveraging the data and insights collected through the CRM system. By collecting and analyzing data on guest preferences and behaviors, hotels can gain a better understanding of what guests value and what motivates them to book a stay. One way that hotels can use this data to bring back return guests is by using a hotel CRM system to send targeted and personalized communication to guests. For example, a hotel might use Revinate to send guests personalized emails or SMS messages offering special rates or promotions based on their past stays, or to remind them of the amenities and services available at the hotel. By using the CRM system to deliver targeted communication, hotels can increase the chances that guests will book a return stay, and drive more repeat business. Another way that hotels can use the CRM system to bring back return guests is by using it to track and analyze customer feedback and reviews. By using Revinate to manage online reviews and ratings, hotels can identify areas for improvement and make changes to the guest experience that will increase customer satisfaction and loyalty. This can ultimately lead to more return bookings from satisfied guests. Overall, by using a CRM system like Revinate to collect and analyze data on guest preferences and behaviors, hotels can increase their chances of bringing back return guests and driving more repeat business.

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THE PITCH
RATINGS BEST FOR
98 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn More
Deliver personalized campaigns and upsell offers for rooms and amenities through targeted guest segmentation.
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Revinate (Marketing) Hotel CRM & Email Marketing
THE PITCH
RATINGS
98 HT Score
Deliver personalized campaigns and upsell offers for rooms and amenities through targeted guest segmentation.
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Independent loyalty tech

Loyalty programs like The Guestbook work to help hotels market to historical guests by collecting and analyzing data on their preferences and behaviors, and using this data to tailor marketing efforts and offer personalized rewards and incentives. By enrolling in a loyalty program, guests provide the hotel with valuable data on their stays, preferences, and interactions with the hotel. The hotel can then use this data to understand what motivates these guests to book a stay, and what they value in a hotel experience. Based on this data, the hotel can then use the loyalty program to market to historical guests in a more targeted and personalized way. For example, the hotel might send personalized emails or SMS messages to historical guests offering special rates or promotions based on their past stays or preferences, or send them personalized recommendations for activities or amenities based on their interests. Loyalty programs like The Guestbook can also use data on historical guests' past stays to offer personalized rewards and incentives, such as free nights or room upgrades, to encourage repeat bookings. By using data to tailor marketing efforts and offer personalized rewards, hotels can increase the chances of bringing back historical guests and driving more repeat business.

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THE PITCH
RATINGS BEST FOR
100 HT Score
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn More
The Guestbook helps independent and boutique hotels drive direct bookings by leveraging the power of cash back rewards and exposure to its 1 million+ registered members.
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The Guestbook Loyalty Programs for Independents
THE PITCH
RATINGS
100 HT Score
The Guestbook helps independent and boutique hotels drive direct bookings by leveraging the power of cash back rewards and exposure to its 1 million+ registered members.
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Why should your hotel be investing in marketing software right now?

There are several reasons why hotels should consider investing in marketing software right now. One reason is that the hotel industry is highly competitive, and hotels need to use every advantage they can to attract and retain customers. Marketing software can provide hotels with a range of tools and features that can help them to effectively reach and engage with potential guests, and to optimize their marketing efforts for maximum impact. Another reason is that travelers are increasingly using online channels to research and book hotel stays, and hotels need to be visible and easily accessible online in order to compete. Marketing software can help hotels to optimize their online presence and reach, and to make it easy for travelers to find and book a stay at the hotel. Finally, marketing software can help hotels to better understand and serve their customers by collecting and analyzing customer data. By using marketing software to track and analyze customer interactions and preferences, hotels can gain valuable insights into what their guests want and need, and use this information to tailor their marketing efforts and improve the guest experience. Overall, investing in marketing software can provide hotels with a range of benefits that can help them to compete effectively and drive more bookings and revenue.

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Jordan Hollander
CEO @ HotelTechReport Linkedin profile
Jordan is the co-founder of HotelTechReport, the hotel industry's app store where millions of professionals discover tech tools to transform their businesses. He was previously on the Global Partnerships team at Starwood Hotels & Resorts. Prior to his work with SPG, Jordan was Director of Business Development at MWT Hospitality and an equity analyst at Wells Capital Management. Jordan received his MBA from Northwestern’s Kellogg School of Management where he was a Zell Global Entrepreneurship Scholar and a Pritzker Group Venture Fellow.