The travel industry rebound is well underway but the recovery remains uneven and demand trends are rapidly evolving. The guest acquisition strategies that succeeded prior to the pandemic are less likely to succeed in the new normal. In a recent global study conducted by Revinate, 68% of travelers said they would feel more comfortable returning to a hotel they’ve stayed at before. Many of the highest value guests in the world have already stayed at your hotel. These repeat guests are cheaper to bring back to your property and tend to spend more than new visitors. Revinate’s study also found that repeat guests spend 67% more during their stay than new guests. This attractive pool of potential customers is sitting in your guest database and we’ll walk through how to attract them. In this article, we’ll share five tips to help you capture your guests’ attention (and travel dollars). We’ll cover how to ensure your past guests book with you and not another previously visited destination. We’ll provide guidance on how to incentivize profitable direct bookings and maximize the revenue opportunity with every sale. Use Segmentation to Attract High-Value Guests As lockdown restrictions begin to ease, hotels need to segment their guest database to identify high probability bookers based on local market conditions. For example, where international travel restrictions remain in place - hotels need to focus on domestic and drive markets using personalized messaging and offers targeted to guest segments like families to sell more rooms. Creating smaller, focused segments and targeting with personalized and specific action-oriented messages yields materially higher returns. Revinate’s global survey found that segments of 10,000 contacts or less tend to generate 2x revenue compared to larger segments. Small hyper-targeted segment campaigns are also much more cost-effective because they tend to result in lower unsubscribe rates. Every contact in your database has the potential to yield revenue in the future, so unsubscribes present a very real hidden cost that many hotel marketers wrongfully overlook. Additionally, every campaign takes time to create and execute so when those campaigns aren’t yielding results there is a significant opportunity cost. Leverage Revenue Upsell Opportunities Post-Booking Another effective, revenue-generating marketing strategy is to offer upsells to guests who have already booked at your property but haven’t yet arrived. Bringing back old guests is far cheaper than finding new ones, but upselling existing guests can yield even more profitable outcomes. According to the Revinate survey, the most popular upsells last year included pre-purchased food and beverages, early and late check-in and late check-out, and room upgrades. Additionally, hotels that have sophisticated segmentation strategies can get extremely creative with campaigns. If your hotel is popular among families, you could promote a “movie night in” package to the portion of your database who have previously stayed with their kids. Similarly, if your hotel is cozy and romantic, you might want to offer a “date night” package that includes a bottle of champagne or a takeout dinner for two from your restaurant. When formulating an upsell strategy you’ll want to create segmentation rules so that the right offers go to the right guests. Communicate Health Measures in Booking and Pre-Arrival Campaigns It’s no secret that health and safety are top of mind for travelers in the rebound. In fact, Revinate’s survey shows that safety, cleanliness, and pandemic risk-mitigating measures are top priorities for travelers - even topping price and location as decision-making factors for the first time ever. Hotels looking to minimize cancellations are wise to create pre-arrival “clean theater” campaigns educating guests about health measures taken on property and in destination to boost confidence leading up to every trip. Running campaigns that communicate health measures that your property has taken can also influence guests to book with your hotel in the first place. During times of uncertainty, clear and transparent communication is the key to instilling confidence and driving bookings. Avoid Generic One-Time Promotions It’s tempting to blast your database with generic offers to save time but these campaigns create database fatigue which results in poor campaign engagement and email unsubscribes. The best hotel marketers share relevant, timely, and personalized offers to targeted segments of their databases. While it takes a bit more thought and planning to set up these campaigns, behavior-based automation with tools like Revinate means that you can “set it and forget it” for the most part. Automated campaigns can be triggered in real-time by actions that your guests take, they provide high lifetime value and generate strong engagement. Automated campaigns such as pre-arrivals, on-property welcome letters, win-back offers, and birthday promotions receive, on average, 270% higher open rates than unsegmented offers. This translates to more direct bookings, loyal guests, and upsell opportunities. Grow and Maintain a Healthy Database While marketing creativity is vital, growing and maintaining a healthy guest database is the foundation of a profitable long-term guest acquisition strategy. Database health can be measured via growth rates, unsubscribe rates, and campaign engagement. Implement a data collection process when guests check in. This way you can gather accurate contact details from guests whose information may have been masked through OTA bookings. With this information, hoteliers can build strong relationships with guests through personalized communication, from pre-arrival to post-stay. Time and effort invested into expanding your hotel’s database pay off with extremely high returns on investment. As the industry rebounds, focus on growing and maintaining your base of loyal, repeat guests. Create processes to collect, clean, maintain, and action on guest data - finding the right Hotel CRM is key. The good news is that many of these vital processes can be automated via technology partners like Revinate. This content was created collaboratively by Revinate and Hotel Tech Report.
Hotel Marketing Software Articles
We certainly don’t need to tell you that the COVID-19 pandemic has shaken up the travel industry. But despite all the pandemic’s negative effects, this unusual year has inspired many hoteliers to take the leap into new technology that will enhance guest stays in 2021 and beyond. According to recent studies conducted by Amadeus, people are eager to travel again, with 75% of survey respondents stating they would travel within just three months of loosened restrictions. Although many of those travelers might feel nostalgic about the world “before,” the data shows that travelers expect technology to help reduce physical touchpoints, encourage social distancing, and more. In fact, 84% of respondents said hotel technology would actually make them feel more confident that they can stay safe and healthy on the road. In this article, we’ll explain five key areas where hoteliers can strategically implement technology to give guests a warm welcome to the “new normal.” By the end of this article, you’ll have a solid understanding of guest expectations and exciting innovations in the travel and tech space. Staff Collaboration Tools Help Improve Team Efficiency at Lower Staffing Levels With 87% of travelers feeling skeptical that their peers are following health and safety guidelines, impeccable housekeeping and maintenance service is more important than ever. If guests think their fellow travelers didn’t wash their hands before pushing elevator buttons or opening doors, then your employees need to go above and beyond to keep your property clean. You’ll want to do whatever you can to avoid housekeeping mishaps that could break guest trust, and a key element of success is staying organized and avoiding lapses in communication between staff. Staff collaboration tools make teamwork a breeze - even with teams that work on different schedules or in different locations. Software like Amadeus HotSOS gives hotel managers and employees the power to log maintenance issues, centralize housekeeping requests, record guest preferences, and more. The app integrates seamlessly with Amadeus’ own PMS as well as 100+ other systems, so your tech stack can work harmoniously. “We use Amadeus HotSoS for logging guests’ needs as well as general area maintenance, such as lighting fireplaces, old light bulbs, clogged sinks, broken tiles, missing paint. To be able to log and communicate with housekeeping, engineering and bell in this manner is excellent,” a Resort Activities Manager in Rancho Palos Verdes told Hotel Tech Report. Collaboration tools like HotSOS not only reduce communication lags and potential friction between departments, but they can enhance the guest experience by helping staff provide faster and more accurate service. In a post-COVID world, it’s even more crucial that guest expectations are met (if not exceeded) and that hoteliers can reduce costs wherever possible. Use Customer Messaging to Communicate Compliance and Safety Local health restrictions are changing frequently, and today’s traveler needs to stay in the know - and they need to receive information from a trusted source, like from their hotel. Hoteliers are implementing customer messaging tools like Amadeus GMS to communicate rapidly changing regulations and standards with guests. Whether you need to alert guests about a new travel restriction or share the good news about reopening the spa, guest management technology can help you spread the word. 42% of respondents even say that technology that provides on-trip updates to local guidelines and outbreaks would make them more confident about traveling. If you’re considering adding a GMS to your hotel’s tech stack, you have no shortage of choices. Through customer messaging platforms, you can communicate with guests via their preferred method. Some guests prefer email, while others prefer text messages. Some platforms, like Zingle (which integrates directly into HotSoS, even support WhatsApp and Facebook Messenger). Plus, you can set up automated messages that will free up your employees’ time while increasing guest engagement. Ditch Guest Room Phones for Smart Assistants Hotel guest room phones have been slowly dying out for years and the advent of smart assistants like Google Echo and Amazon Alexa accelerated their decline. Why? According to the Amadeus research, 61% of travelers would like to use voice assistant technology if present in their rooms. Hotels and larger groups like Viceroy are welcoming guests back to hotels by eliminating in-room phones and allowing them to order via the same technologies they’re using at home like mobile apps and smart speakers. Smart assistants powered by software like Volara are preprogrammed to control every facet of the in-room guest experience going far beyond the capabilities of in-room phones without adding significant cost. Volara’s voice technology integrates seamlessly into Amadeus HotSOS to fulfill service requests. “The reality is anything you can do to limit direct contact with other people and even our own surroundings is part of widespread change in personal behaviors. Guests no longer want to have to touch the remote control or use the guest room telephone to make service requests. If a guest has forgotten toiletries or needs to report maintenance issues for instance, or even play music, watch shows, set alarms, or request more towels, they will want to do so in a contactless manner. Having the ability to simply ask an in-room voice assistant to help fulfill special requests and preferences will be an opportunity to increase guest Loyalty,” says Volara CEO Dave Berger in an interview on the Amadeus blog. Eliminating Lobby Crowds with Contactless Check-In Like with contactless ordering, offering a contactless way for guests to check in to your hotel is the welcoming touch that every traveler wants these days. Amadeus’ research shows that 62% of travelers would prefer to handle check-in and check-out via an app, so hoteliers that don’t yet have a technology solution for contactless check-in are making it a priority to implement one. Both guests and employees enjoy peace of mind when they don’t need to exchange physical credit cards, IDs, registration cards, and pens. “There are a number of ways the PMS can become a key component of the new guest experience. First, advanced two-way integrations with other supporting systems (CRS for instance) will allow for synchronized data across platforms to capture and make data actionable data coming from new apps. Second, many PMS systems provide simple and robust integrations with hundreds of third-party systems to make the implementation of new mobile services and tools simple and painless. Finally, some PMS systems offer open APIs, which make it possible to integrate with custom internal apps. This allows hotels and hotel chains to innovate at their own pace, and be more agile,” says Patrick van der Wardt, Head of Sales Specialists International, SO, S&C, PMS at Amadeus. Besides just providing a solution for check-in without physical contact, contactless check-in software can personalize the guest experience further by offering upgrades and add-ons that can lead to incremental revenue. -- As we’ve learned throughout the pandemic, guest preferences and expectations are changing rapidly. COVID-19 ushered a new wave of contactless technologies and efficiency driving software into the hotel industry. As we prepare for a travel rebound, hoteliers are still in a prime position to optimize their tech stacks to ensure they are able to capture and maximize on new business opportunities. Every facet of the guest experience is being reimagined with the creative use of technology from booking to check out. Let market data like this Amadeus research and the needs of your own guests guide your technology decisions and set your hotel up for success in 2021. This content was created collaboratively by Amadeus and Hotel Tech Report.
Choosing a hotel management software system is like buying a car: it’s easy to feel overwhelmed by the plethora of options, and it can be difficult to find trusted advice about the PMS features you need most. “There’s often a misconception in business software that one size fits all. Every hotel has very specific needs based on property size, chain scale, geography, and dozens of other variables. On top of that, every owner or manager has their own preferences in terms of design, usability, and support. It is absolutely critical to narrow down the problem you’re trying to solve to engage with PMS vendors, and ensure you aren’t being sold on things that your property doesn’t need” says Amelia Gain, CEO of popular Hotel PMS company Preno. Hotel industry veterans often use the analogy of a duck on a lake to describe hotel operations. Above the surface, the duck appears calm and collected, but under the surface its legs are kicking furiously. Guests are often stressed with their own travel plans, or are trying to escape stress altogether during their holiday, so it is critical for staff to appear calm and relaxed regardless of the hustle and bustle. Technology is one of the key tools that hoteliers leverage to make operations appear effortless to guests, and hotel management software is the single most important system in the entire hotel. Whether you work at an independent bed and breakfast or a global hotel chain, your hotel management system is the nucleus of your property. Nearly every member of a hotel team must access the PMS to perform daily tasks. Guest service staff need to prioritize hotel rooms that must be cleaned for early VIP arrivals. Sales & event management professionals need to block off rooms for groups. Hotel managers need to access the system for data and operating insights. Hotel management system vendor selection is one of the most important and difficult decisions a hotel operator will ever make. By the end of this article, you’ll know exactly what to look for so that you can make informed technology decisions for your property. The Most Essential Hotel Management Software Functionalities Let’s start with the basics. These features are true must-haves for any modern hotelier who wants to use technology to improve the guest experience, make back office operations more efficient, and build lasting relationships with guests. Intuitive & easy-to-use interface: A user-friendly interface is the most important factor when choosing mission-critical software for a hotel. If your hotel software is complex and confusing, more mistakes will be made, costing you more money. Common tasks should not take lots of time and steps, as this slows down your team and limits your ability to grow quickly – hence the need for a powerful hotel management software system. Mobile & tablet optimised: When your manager, housekeeping team, and other staff members need to check details on a booking quickly they shouldn’t have to rush back to the office. Any system you use must not only be accessible by, but also optimized for use on mobile phones and tablets. Better yet, your owner should be able to check performance while on holiday. Clear visibility of the grid: Adding special events that are happening in the region, highlighting returning guests, and identifying guests who are yet to pay their bill are all features your grid should enable by default. Your grid should allow you to quickly & easily see key information about your guests. Guest profiles: Are you working on building guest loyalty? Guest profiles store your guests’ contact information, stay history, and even preferences, so that you can deliver a more personalized experience during their next stay. Better yet, a guest profile with stored CC’s of your guest will make it even easier for returning guests. Email automation: You can communicate with guests and reduce manual work for your staff by deploying personalised, customised, and automated emails. Using your own templates, automated email functionality allows you to build a communication journey from the initial booking to targeted offers for repeat guests. Housekeeping management: Your PMS should allow your housekeeping team to mark rooms as clean, dirty, or out of order. Having this information in one central place gives the front desk visibility of room statuses, so that they can accommodate early check-in’s and room moves without needing to radio the housekeeping supervisor. Reservation management: Perhaps the absolute most essential PMS feature is reservations management and front office features. By housing all of your reservations digitally, hoteliers can make a paper reservation book a thing of the past. Within reservations management, you should be able to set rates, control availability, offer promotions, and visualize reservations on a calendar. Room management: The room management module of a PMS is like your virtual front desk. This functionality lets front desk agents check guests in and out, and cancel or extend reservations with just a few simple clicks. Group bookings/reservations: If your hotel plans on hosting any type of event or group of guests, then group reservations functionality is crucial. Group reservation features include allowing guests to book reservations within the room block, exporting a room list, and configuring billing settings so that you can bill one account for multiple rooms. Invoicing: When most guests check out, they want a copy of their bill, so, your PMS should be able to easily export guests’ folios that contain all charges from their stay. Similarly, you’ll want solid, straightforward financial reporting that helps you reconcile revenue and expenses from room revenue, outlets, vendors, and more. Payment processing: Gone are the days when guests paid with cash or cheque, so you’ll want a PMS with a payment processor integration that allows you to effortlessly charge guests’ credit cards and have secure access to major payment gateways. Business intelligence & reporting: How do you know if your hotel is doing well if you can’t measure your performance? A PMS with robust reporting features will give you insight into your revenue, ADR, RevPAR, and a slew of other metrics so that you can find opportunities for growth – and track your progress toward your goals. Rate management: Do you want to offer a non-refundable rate or value-added packages? If so, you’ll want rate management functionality that allows for multiple, customizable rate plans. User logs & permissions: With so much turnover in the hotel industry, it is important to keep front-line staff accountable with detailed user logs to have an automated record in case of any mistakes, as well as to ensure proper training and issue resolution. Additionally, we are living in a world where consumers demand heightened security, so it is critical that staff are only able to access the parts of the hotel management system required to complete their core tasks without unnecessarily accessing sensitive information like credit card data. Key Software Integrations to Supercharge Your Hotel Property Management System A PMS is an important software partner in its own right, but running a hotel is very complex, which usually means that more feature functionality will be needed than a PMS can provide. For that reason, some of the most important PMS features are actually software integrations with other key systems to unlock more value and performance through real-time data sharing and triggers. Let’s explore some of the most critical PMS add-ons. Accounting software: Accounting is an ever-changing, complicated industry, and you don’t want to be stuck with software that is out of date when rules change. As such, you should look for software that has robust and complete integrations to the world leaders of accounting software like Xero. This will empower you to streamline your invoicing, reconciliation, commission payment, and billing processes and automate repetitive tasks to help your finance department run more smoothly. “Whether you’re tracking agency commissions or configuring payment policies for groups – it is vital for hotels of all sizes to have a seamless integration between their property management system (PMS) and hotel accounting software. Why? It saves countless hours of tedious administration via automation,” says Preno’s CEO, Amelia Gain. Point-of-sale system integration: If your hotel has a restaurant, bar, spa, or other outlets, then an integrated POS can do wonders for your operations. When your POS can talk to your PMS, guests can seamlessly charge purchases to their room, and you can keep a record of guest purchasing activity to analyze trends and personalize future loyalty offers. Channel manager: Do you work with third-party channels like Booking.com and Expedia? If so, you’ll need a channel manager to push your rates and availability to these platforms, and more. In return, it will send reservations back to your PMS to capture more hotel bookings. A channel manager can also prevent overbookings by syncing with your PMS since it will know when to turn off distribution as a certain room type gets sold out. Channel manager software solutions are also important for hotels to optimize the allocation of rooms across channels and to ensure maximum profitability. Booking engine: Allow guests to book directly with you, with no expensive commissions. An online booking engine, which publishes your rates and availability to your website, collects the necessary information from guests, and creates reservations in your PMS. Looking for more advice and information on hotel management systems? Download Hotel Tech Report’s 2021 Hotel Management Software Buyer's Guide to inform your vendor search. This content was created collaboratively by Preno and Hotel Tech Report.
The tourism industry is slowly coming off its worst year in history. Last year saw the lowest occupancies in the history of the industry. Business travel was completely shuttered, and leisure struggled in most markets as planes were grounded. Often in the darkest of hours, the best stocks and investing opportunities present themselves. Now, travel outlooks remain cautious but optimistic. Hotels are reopening and accepting bookings and the share prices of publicly traded hotel stocks as well as hotel REITS, or Real Estate Investment Trusts, are shifting back to post-Pandemic levels. The uptick in these share prices is inline with Wall Street’s overall performance lately. With the vaccine rollout combined with Congress’ $1.9 trillion fiscal stimulus package have boosted investors’ confidence. They were also encouraged by the Labor Department’s jobs report for February showing that employers added hundreds of thousands more jobs than expected. In turn, the S&P 500 and the Dow Jones Industrial Average both showed gains, an indicator that the market could be headed towards an upswing. So whether you’re new to investing or already have experience in other investment sectors, now is the time to consider putting your money in the hotel sector. It’s an opportunity to put the adage “buy low, sell high” to the test. Once travel and tourism return to pre-pandemic levels, so will these stock prices. If you follow the traders on Reddit’s Wall Street Bets (WSB), you’ll know that the “tendies” or financial gain on the stock market, are lower when you buy stocks at their peak. Like this group of non-traditional Reddit investors and cryptocurrency speculators, accessing the metrics on hotel stocks should also reflect the new normal that we’re living in. Gauging a stock’s one-year, three-year or five-year performance today won’t present an accurate picture of its future potential as the drastic dip that all stocks experience in 2020 will dramatically skew that outlook. Hotel Chain & Casino Stocks There are also a variety of hotel investments to consider, which translates to a number of diverse money-making opportunities. There are, of course, the major hotel brands like Marriott International Inc. and Hilton Worldwide Holdings Inc. as well as casino resorts like Wynn Resorts Limited and Caesars Entertainment, with which you’re probably already familiar. These are C-corporations that are primarily built on the business of hotel management, marketing and branding and often, franchise licensing. They pay corporate taxes on dividends. This popular mid- to large-cap stocks are popular investments because their brand names are well established globally and investors have likely stayed in the hotels. That first-hand experience of the products also tends to result in positive sentiment among investors, which helps to keep stock prices at reasonable levels and make them relatively safe bets. Prior to the pandemic, the most noticeable trend happening among these hotel companies was the introduction of new brands. The intent behind this move was to create more opportunities to expand franchise and management contracts in markets that were already saturated by other brands under the companies’ umbrella. However, the pandemic has stalled this growth strategy. Similarly, pipeline development also slowed and in some instances reversed course as hotel owners and investors pulled back once the pandemic hit and existing hotels began closing. Consequently, stock prices may remain somewhat stagnant until expansion plans are underway again. Marriott International Inc. is arguably one of the most popular, if not the most well known, of hotel stocks. Based in Bethesda, Maryland, the company has a portfolio of more than 7,600 properties under 30 brands in 133 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts globally. The stock trades as MAR on NASDAQ. In 2020, Marriott International generated over $10.5 billion in revenue and saw annual EPS decline to $0.31 from $1.16 in the 2019 fiscal year (FY). From 2009 to 2019, Marriott stock has returned 10% higher compared to NASDAQ composite and 44% higher compared to Dow Jones Large Cap. According to CNN Business, 18 analysts offering 12-month price forecasts for Marriott International Inc. have a median target of 135.00 with a high estimate of 175.00 and a low estimate of 119.00. Hilton Worldwide Holdings Inc., (NYSE: HLT) operates and franchises 6,400 hotel properties under 18 brands in 119 countries in addition to licensing vacation ownership resorts. The company’s revenue for 2020 total $4.31 billion and annual EPS dropped from $3.04 in FY 2019 to $-2.56 for FY 2020. During the decade between 2009 and 2019, Hilton’s stock returned 126% higher compared to NYSE composite. As per CNN Business, the consensus among 18 analysts for 12-month price forecasts is a median target of 123.50, a high estimate of 140.00 and a low estimate of 100. Hyatt Hotels Corp. (NYSE: H) Headquartered in Chicago, Hyatt’s has 20 brands under its corporate umbrella and more than 975 hotels, all inclusive resorts and wellness resorts throughout 69 countries across six continents. 2020 revenue for the company was in excess of $2 billion although annual EPS for 2020 was -$6.93, which was a significant from 2019 annual EPS of $7.21. Between 2009 and 2019, the stock returned 28% higher than the NYSE composite. Fifteen analysts offering CNN Business a 12-month price forecasts for Hyatt Hotels Corp have a median target of 72.00, with a high estimate of 95.00 and a low estimate of 55.00. The median estimate represents a -14.11% decrease from the last price of 83.83. Accor SA (OTC Pink: ACCYY) This Paris-based company trades on the Euronext Paris exchange. However, U.S. investors can purchase shares through the Pink Open Market. The company’s product offering is comprised of 5,000 hotels and residences across 110 countries worldwide. Revenue for the full year 2020 €1.6 billion when annual EPS was -€8.69. Annual EPS for 2021 is estimated to be -€1.09. In the 10 years spanning 2009 to 2019, Accor returned 52% lower than the Euronext 100 composite. As reported by CNN Business, the 12-month price forecasts of 18 analysts for Accor SA has a median target of 8.38, a high estimate of 10.97 and a low estimate of 4.68. Intercontinental Hotels & Resorts (NYSE: IHG) With $992 million in 2020 revenue, this hotel company has nearly 6,000 hotels throughout the America, Europe, the Middle East, and Australasia and China. More than 880,000 rooms are currently open and another 272,000 rooms are now in the pipeline. 2020 EPS for the stock declined 168.31% from 2019. However, IHG has returned 120% higher compared to NYSE composite in the decade between 2009 and 2019. The 12-month price forecasts of 20 analysts include a median target of 63.29, with a high estimate of 78.23 and a low estimate of 50.07. Choice Hotels International (NYSE: CHH) has more than 7,100 hotels or nearly 6,000 rooms, in over 40 countries and territories. Lodging options range from full-service and limited service hotels in the upscale, midscale, extended stay and economy segments. 2020 revenue was more than $774 million and 2020 adjusted diluted EPS was $2.22, a decrease of 49% over the prior full year period. The stock also returned 168% higher than the NYSE composite over the 10 years from 2009 to 2019. The 10 analysts offering a 12-month price forecasts for Choice Hotels International Inc have a median target of 105.50, with a high estimate of 122.00 and a low estimate of 90.00. Wynn Resorts Limited (NASDAQ: WYNN) owns and operates Wynn Las Vegas, Encore Boston Harbor, Wynn Macau and Wynn Palace, Cotai. For the year ended December 31, 2020, operating revenues were $2.10 billion and annual EPS was $-19.37, a 1784.35% decline from 2019. In the 10-year period between 2009 and 2019, Wynn Resorts Limited (WYNN) has returned 75 percent lower compared to the NASDAQ composite. The aggregate 12-month price forecasts for Wynn Resorts Ltd have a median target of 120.00, with a high estimate of 157.00 and a low estimate of 99.00. MGM Resorts International (NYSE: MGM) is a global entertainment company with a portfolio of 29 hotel and destination gaming offerings that include casinos, meeting and conference facilities, live entertainment experiences and restaurant, nightlife and retail products. The Company is currently pursuing targeted expansion in Asia through the integrated resort opportunity in Japan. In 2020, net revenues were $2.2 billion for the company’s Las Vegas Strip resorts and $2 billion for its regional operations. MGM China had net revenues of $657 billion in 2020. Adjusted EPS was a loss per share of $3.94 in 2020, compared to Adjusted EPS of $0.77 in 2019. MGM Resorts International (MGM) returned 115% higher over the 10 years from 2009 to 2019 in comparison to the NYSE composite for the same period. Fourteen analysts offering 12-month price forecasts for MGM Resorts International have a median target of 37.75, with a high estimate of 50.00 and a low estimate of 28.00. Caesars Entertainment, Inc. (NASDAQ: CZR) is one of the largest gaming-entertainment companies in the U.S. and one of the world's most diversified gaming-entertainment providers. Since its beginning in Reno, Nevada, in 1937, Caesars Entertainment has grown through development of new resorts, expansions and acquisitions. Caesars Entertainment's resorts operate primarily under the Caesars®, Harrah's®, Horseshoe® and Eldorado® brand names. Caesars generated approximately 3.47 billion U.S. dollars in revenue in 2020, when annual EPS was -$13.50 compared to annual EPS of $1.03 in 2019. The stock returned 59 percent higher than the NASDAQ composite in the 10 years over 2009 to 2019. The 12 analysts offering 12-month price forecasts for Caesars Entertainment Inc have a median target of 97.50, with a high estimate of 115.00 and a low estimate of 90.00. Las Vegas Sands (NYSE: LVS) is a developer and operator of meetings, incentives, convention and exhibition or MICE-based integrated resorts, including Marina Bay Sands in Singapore and through majority ownership in Sands China Ltd., Sands developed the largest portfolio of properties on the Cotai Strip in Macao, including The Venetian Macao, The Plaza, Four Seasons Hotel Macao, The Londoner Macao, The Parisian Macao and Sands Macao. The company recently entered into definitive agreements to sell its Las Vegas real estate and operations, including The Venetian Resort Las Vegas and the Sands Expo and Convention Center for an aggregate purchase price of approximately $6.25 billion. Casino and entertainment resort company Las Vegas Sands generated approximately 3.61 billion U.S. dollars in revenue in 2020. However, EPS for the 12-months ending Dec. 31, 2019 was -$2.21, a year-over-year decline of 163.14%. But from 2009 to 2019, the stock returned 62% higher than the NYSE composite and 14 analysts collectively a 12-month price forecast with a median target of 67.50, a high estimate of 84.00 and a low estimate of 50.00. Real Estate Investment Trusts (REITs) REITs are another investment option. Unlike hotel companies, hotel REITs –and all REITs for that matter— own, operate or finance real estate with the objective of generating income. Similarly to mutual funds, REITs combine the capital from multiple investors who earn dividends and avoid the risk associated with buying, managing and directly financing real estate assets on their own. These are good bets for investors who want a stable income stream. However, REITs aren’t known for their capital appreciation, which is why they tend to show noticeably lower returns against index composites. For example, over the decade from 2009 to 2019, Apple Hospitality REIT Inc. returned 68% lower compared to the NYSE composite and during that same time period, Host Hotels & Resorts returned 40% lower than the NYSE composite index. Broadly speaking, a REIT’s 52-week high and low are more illustrative of the moderate risk they represent to investors. You should keep in mind that the Pandemic has led to a trend where hotel assets are either being sold off to then be repurposed into other asset classes such as multifamily housing and senior living facilities or hotel owners and investors are themselves repurposing their hotel properties into other asset classes. REIT investors should be aware of this as the trend has the potential to change and even diminish the portfolios of hotel REITs. Like hotel stocks, there are a good number of hotel REITs to invest in, but these tend to be investor favorites because of their longevity and portfolios of reputable brands. Apple Hospitality REIT, Inc. (NYSE: APLE) owns 233 hotels with more tan 29,800 rooms located in 88 markets throughout 25 U.S. states. The portfolio has a concentration of marquee names including Marriott-, Hilton- and Hyatt-branded hotels. Annual revenue for 2020 was $602 million and the median yearly earnings for 2021 are approximated at $0.54. In the 52 weeks ending on March 19, 2021, the highest price reached by the stock was 15.89. The lowest price was 5.36.A panel of eight analysts offered a collective price forecast with a median target of 17.00, a high estimate of 19.00 and a low estimate of 15.00. Hersha Hospitality Trust (NYSE: HT) owns and operates 37 hotels totaling 5,845 rooms are located in New York, Washington, DC, Boston, Philadelphia, South Florida and select markets on the West Coast. The company’s revenue for the full year 2020 total $529.96 million while 2020 EPS was -$0.46. In the 52 weeks ending March 19, 2021, the stock price peaked at 12.9 and saw a low of 2.41087. The nine analysts offering 12-month price forecasts for Hersha Hospitality Trust have a median target of 10.00, with a high estimate of 21.00 and a low estimate of 8.00. Host Hotels & Resorts (NASDAQ: HST) is the largest lodging REIT and renowned for its concentration of luxury and upper-upscale hotels with a focus on brands such as Marriot, Ritz-Carlton, Westin, Sheraton, W, St. Regis, The Luxury Collection, Hyatt, Fairmont, Hilton, Swissôtel, ibis and Novotel. The company owns 76 properties in the U.S. and five internationally, totally 46,800 rooms. Host additionally holds non-controlling interests in six domestic and one international joint venture. The company did $65 million in revenue for the full year 2020 when annual EPS total -$1.04. The stock price hit a high of 18.42 during the 52 weeks ending on March 19, 2021 and fell to a low of 9.06. Eighteen analysts estimated a median target of 17.00 in a 12-month price forecast, with a high estimate of 21.00 and a low of 13.00. Park Hotels & Resorts (NYSE: PK) is the second largest publicly traded lodging REIT with a portfolio of 60 premium-branded hotels and resorts that comprise more than 33,000 rooms in city center and resort locations. The company reported $852 million in 2020 revenue and annual EPS for 2020 was $0.94. In the 52 weeks ending on March 19, 2021, the highest price reached by Park Hotels & Resorts Inc stock was 24.6. The lowest price was 6.04. The 14 analysts offering 12-month price forecasts for Park Hotels & Resorts Inc have a median target of 22.50, with a high estimate of 28.00 and a low estimate of 15.00. RLJ Lodging Trust (NYSE: RLJ) has a portfolio of 1010 premium-branded, focused service and compact full service hotels in 23 states and Washington D.C. along with an ownership interest in one unconsolidated hotel. This REITs hotels are consolidated in urban areas and other densely populated markets where the barriers to entry are significant, but RLJ’s investment strategy of focusing on hotels with limited food service offerings, limited meeting space and consequently fewer employees, represents greater potential on returns. Index Funds & ETFs Index funds and ETFs or Exchange Traded Funds are good bets for investors who want to put money into hotel stocks and hotel REITs while minimizing their risk. The benefit to index funds is that they are passively managed because they only track stock indexes. So the fees and expenses incurred by investors are lower. However, the hotel industry is extremely sensitive to changes in the economy. So gains and losses made on these investments will be a function of the greater business climate. Keep in mind that not all stock indexes are index funds. The Baird/STR Hotel Index is widely regarded by hotel investors as an accurate barometer of the hotel industry’s financial performance. However, this index is not actively managed, nor does it allow direct investment. The Baird/STR Hotel Stock Index and sub-indices are cobranded and were created by Robert W. Baird & Co. (Baird) and STR. The market-cap-weighted, price-only indices comprise 20 of the largest market-capitalization hotel companies publicly traded on a U.S. exchange and attempt to characterize the performance of hotel stocks. ETFs are also considered low-cost investments. They can also have the added benefit of being more diverse investments since they can also include exposure to other real estate investments beyond the hotel industry. So they may not be as sensitive to shifting economies. Additionally, ETFs can include or comprise an entire portfolio of REITs, which on their own are not considered “qualified dividends” as per the IRS. In other words, earnings on REITS are taxed at a higher rate. Despite the fact that REITs qualify for the Tax Cuts and Jobs Act’s 20% pass-through deduction, they are still taxed at a higher rate than qualified dividends. ETF dividends can be taxed at the qualified rate provided the investor holds them for at least 60 days from the date of issue. Yet, there are ETF dividends that are not taxed at the qualified rate. So investors may want to confirm the tax rate before going in. Also, keep in mind that the data by which you’re going to assess an ETF as an investment vehicle will differ from that used to assess any given hotel stock. These are not individual companies with annual revenues. Rather, an ETF is an investment vehicle comprising a portfolio of multiple companies and the portfolios are rebalanced, usually once a quarter. In turn, net assets change regularly. The revenue or other metrics for any single company within that portfolio is not an accurate representation of the ETFs’ performance as a whole. In the meantime, here are a few ETFs worth considering: Nuveen Short-Term REIT ETF (BATS: NURE) This fund provides exposure to U.S. real estate investment trusts (REITs) with short-term lease agreements which may exhibit less price sensitivity to interest rate changes than REITs with longer-term lease agreements. The Fund seeks to track the investment results, before fees and expenses, of the Dow Jones U.S. Select Short-Term REIT Index, which is composed of U.S. exchange-traded equity REITs that concentrate their holdings in apartment buildings, hotels, self-storage facilities and manufactured home properties, which typically have shorter lease terms than REITs that invest in other sectors. The ETF was formed in December 2016; performance data for the last five years is not yet available. The fund has $26.02 million in net assets and the year-to-date daily total return was 12.11%. Its one-year monthly total return was 8.47% and its three-year monthly total return was 9.97%. The 52-week high was 31.22 and the low was 19.28. Wall Street analysts give this fund an N/A rating according to Marketbeat.com Invesco S&P 500 Equal Weight Real Estate ETF (NYSE Arca: EWRE) The Invesco S&P 500® Equal Weight Real Estate ETF (Fund) is based on the S&P 500® Equal Weight Real Estate Index (Index). The Fund will invest at least 90% of its total assets in securities that comprise the Index. The Index equally weights stocks in the real estate sector of the S&P 500® Index. The Fund and the Index are rebalanced quarterly. The fund has net assets of $22.66 million. The year-to-date daily total return was 12.11%. Its one-year monthly total return was 11.52% and its three-year monthly total return was 11.33% and the five-year monthly total return was 9.01%. The 52-week high was 33.50 and the low was 21.60. Zacks gives this fund an ETF Rank of “Sell” at the time of this writing. ETFMG Travel Tech ETF (NYSE Arca: AWAY) The ETFMG Travel Tech ETF is a portfolio of companies that are a subset of the global travel and tourism industry. These companies are engaged in the “Travel Technology Business” by providing technology via the Internet and internet-connected devices to facilitate travel bookings and reservations, ride sharing and hailing, travel price comparison, and travel advice. AWAY is an exchange traded fund (ETF) that seeks investment results that correspond generally to the price and yield, before fund fees and expenses, of the Prime Travel Technology Index. The fund has net assets of $261.77 million. The year-to-date daily total return was 20.07%. Its one-year monthly total return was 116.96%. No additional performance data is available as the ETF was launched in February 2020. The 52-week high was 34.54 and the low was 13.58. Based on WalletInvestor.com forecasts, a long-term increase is expected. The "AWAY" fund price prognosis for 2026-03-25 is 148.980 USD. With a five-year investment, the revenue is expected to be around +369.23%. Your current $100 investment may be up to $469.23 in 2026. Hospitality and Travel Tech Stocks The travel industry is expected to benefit from pent-up demand. Despite this, many investors have exited their positions in asset-heavy stocks like hotels, airlines and cruise lines. But asset-light travel tech stock may appeal to investors who still want to cash in on an upcoming booking spree since these companies all play some role in the booking funnel. Travel tech companies also have irons in just about every fire in the travel industry, from hotels and cruise lines to tour operators, airlines and restaurants. So they help investors spread their risk through diversified business interests within the travel and tourism sector. But investors should also be cautioned that Wall Street is bearish on tech stocks right now. According to a survey from Bank of America, fund managers cut their tech weighting to the lowest overweight position since January 2009. For investors who aren’t faint of heart, here are some stocks in the travel tech space that are worth considering right now: Tech Plays: OTAs Expedia (NASDAQ: EXPE) Expedia Group leverages platform and technology capabilities across an extensive portfolio of businesses and brands to orchestrate the movement of people and the delivery of travel experiences on both a local and global basis. 2020 annual revenue was $5.2 billion was 2020 annual EPS was -$19.00. Expedia Group Inc. returned 26% higher compared to the NASDAQ composite in the decade between 2009 and 2019. Twenty-seven analysts offering 12-month price forecasts for Expedia Group Inc. have a median target of 165.00, with a high estimate of 211.00 and a low estimate of 120.00. Booking.com (NASDAQ: BKNG) Booking Holdings (BKNG) is a provider of online travel and related services, available to customers and partners in over 220 countries and territories through six primary consumer-facing brands - Booking.com, priceline, agoda.com, Rentalcars.com, KAYAK and OpenTable. The company’s annual revenue for 2020 was $6.79 billion while annual EPS for 2020 was $1.44. In the 10-year period from 2009 to 2019, Booking Holdings Inc. returned 13% higher compared to the NASDAQ composite. Twenty-five analysts offered a 12-month forecast that included a median target of 2,550.00, a high estimate of 3,000.00 and a low estimate of 1,890.00 Airbnb (NASDAQ: ABNB) Since its inception in 2007, Airbnb has grown to four million hosts who have welcomed over 800 million guests in almost every country worldwide. Annual revenue was $3.4 billion for 2020 when annual EPS was N/A. Airbnb shares began trading in December 2020. Therefore, no historical data is available. A 12-month price forecast from 26 analysts included a media target of 180.00, a high stimate of 240.00 and a low estimate of 130.00. Trip.com (NASDAQ: TCOM) Trip.com Group Limited is a travel service provider consisting of Trip.com, Ctrip, Skyscanner, and Qunar. Across its platforms, Trip.com Group enables local partners and travelers around the world to make informed and cost-effective bookings for travel products and services, through aggregation of comprehensive travel-related information and resources, and an advanced transaction platform consisting of mobile apps, Internet websites, and 24/7 customer service centers. The company report annual revenue of $2.8 billion for 2020 although annual EPS was N/A for 2020. Tripcom Group Limited returned 51 percent lower than the NASDAQ composite for the 10-year period between 2009 and 2019. In a 12-month price forecast provided by 34 analysts, a media target was set at 44.54, with a high estimate at 51.32 and a low approximated at 37.43. Google (Alphabet Inc.) (NASDAQ: GOOG) Alphabet became the parent holding company of Google in October 2015. The company’s suite of products, through its subsidiaries, includes web-based search, advertisements, maps, software applications, mobile operating systems, consumer content, enterprise solutions, commerce and hardware products. The Internet’s annual revenue for 2020 came in at $180 billion. Annual EPS for 2020 was $58.61. However, Alphabet Inc. returned six percent lower than the NASDAQ composite for the 10 years from 2009 to 2019. Forty analysts offered a 12-month price forecast where the median target was 2,400.00 and the high estimate was 3,000.00. The forecast’s low estimate was 1,477.00 Tech Plays: Metasearch Tripadvisor (NASDAQ: TRIP) Travelers across the globe use the Tripadvisor site and app to browse more than 860 million reviews and opinions of 8.7 million accommodations, restaurants, experiences, airlines and cruises. Travelers turn to Tripadvisor to compare low prices on hotels, flights and cruises, book tours and attractions, as well as to make restaurant reservations. Tripadvisor is available in 49 markets and 28 languages. The subsidiaries and affiliates of Tripadvisor, Inc. (NASDAQ:TRIP) own and operate a portfolio of websites and businesses, including many travel media brands: In 2020, the U.S.-based online travel company generated revenues of approximately $604 million and annual 2020 EPS was -$2.14. In the decade between 2009 and 2019, TripAdvisor returned 48% lower than the NASDAQ composite. According to a 12-month price forecast from 18 analysts, the median target is 38.50 and the high estimate is 62.00 while the low estimate is 20.00. Trivago (NASDAQ: TRVG) Trivago is a global hotel and accommodation search platform used by travelers to search for and compare different types of accommodations, such as hotels, vacation rentals and apartments, while enabling advertisers to grow their businesses by providing them with access to a broad audience of travelers via its websites and apps. As of December 31, 2020, Trivago offered access to more than 5.0 million hotels and other types of accommodation in over 190 countries, including over 3.8 million units of alternative accommodation, such as vacation rentals and apartments. The search platform can be accessed globally via 54 localized websites and apps available in 32 languages. Trivago’s annual revenue for 2020 was $284 million. However, 2020 EPS was -$0.8170. Trivago returned 156% lower from 2009 to 2019 compared to the NASDAQ composite. A price forecast offered by nine analyst for 12-months offered a median target of 2.67, a high estimate of 3.56 and a low of 1.27. Tech Plays: Software & GDS Companies Oracle (NYSE: ORCL) The Oracle Cloud offers a complete suite of integrated applications for Sales, Service, Marketing, Human Resources, Finance, Supply Chain and Manufacturing, plus Highly- Automated and Secure Generation 2 Infrastructure featuring the Oracle Autonomous Database. Total revenue for 2020 was $39.1 billion and annual EPS was $3.08. Oracle Corporation (ORCL) has returned 58 percent higher compared to NYSE composite in the ten years from 2009 and 2019. Twenty-one analysts offering 12-month price forecasts for Oracle Corp have a median target of 73.00, with a high estimate of 93.00 and a low estimate of 57.00. Amadeus (OTC: AMADY) Amadeus IT Holding S.A. is a Spain-based IT provider for the global travel and tourism industry. The company builds solutions for airlines and airports, hotels and railways, search engines, travel agencies, tour operators and other travel businesses through its global distribution system (GDS) and IT business. Amadeus provides search, pricing, booking, ticketing and other processing services in real-time to travel providers and travel agencies through its Amadeus CRS distribution business area. It also offers computer software that automates processes such as reservations, inventory management software and departure control systems. It services customers including airlines, hotels, tour operators, insurers, car rental and railway companies, ferry and cruise lines, travel agencies and individual travellers directly. The company’s annual 2020 revenue were €2 billion and annual EPS was -$1.40. According to SeekingAlpha.com, “In the last decade Amadeus IT managed to grow its cash from operations every single year. The OCF-ratios on both a revenue and an equity level are exceptional. All the while management spends cash to grow the business via M&A and purchases of intangibles, but is also growing dividends each year for the shareholders. And as can be seen on both the balance sheets and cash flow statements, the company is managing its debt levels in a very prudent way. If there are no good businesses to buy, debt is retired.” SeekingAlpha also points out that the risk associated with investing in Amadeus is that most of its revenue is related to air travel. In the 15 years or so prior to 2020, the growth has been robust, but Coronavirus has clearly changed that and the short- and median-term future of global air travel remain to be seen. Twenty-one analysts offering 12-month price forecasts for Amadeus IT Group SA have a median target of 66.76, with a high estimate of 88.06 and a low estimate of 49.16. Sabre Corporation (NASDAQ: SABR) Sabre’s software, data, mobile and distribution solutions are used by hundreds of airlines and thousands of hotel properties to manage critical operations, including passenger and guest reservations, revenue management, flight, network and crew management. Sabre also operates a leading global travel marketplace, which processes more than $120 billion of global travel spend annually by connecting travel buyers and suppliers. Headquartered in Southlake, Texas, USA, Sabre serves customers in more than 160 countries around the world. In 2020, the corporation generated $1.33 billion in annual revenue and had an annual EPS of -$4.42. Sabre Corporation (SABR) has returned 98% lower compared to NASDAQ composite. Four analysts offered 12-month price forecasts with a median target of 16.00, a high estimate of 18.00 and a low estimate of 13.00. Did we miss any great hotel stocks? Let us know via live chat!
The pandemic accelerated technological transformation across the hospitality industry. Contactless has become a must-have, fitness centers have gone virtual, guest communications have moved to mobile, and self-service has become standard. While some hotels found themselves rapidly deploying new technologies, other hotels have been playing the tech-long game for years. Here are some of the world’s most notable high-tech hotels. We've covered the tech strategies of great hotel groups like Viceroy and Noble House who implement everything from contactless check-in to digital concierge but this article focuses on some more wacky tech implementations with a bit of focus on form over function. This list features some pretty cool hi-tech gadgets and hotel room amenities that go above and beyond the typical flat-screen tv. Some of the cutting-edge technology on this list may off-put more traditional travelers but will undoubtedly hit the spot for tech-savvy millennials. Rather than layer technology onto the operation, these properties embed technology into the fabric of the operation, making it a focal point and key feature. Some use it as an Instagrammable moment at a specific location while others structure their entire brand around the tech-enabled guest experience. Either way, technology is front-and-center at these hotels. Henn Na Hotel, Japan “The Robot Hotel” Tokyo has become the marquee high-tech hotel. The brand concept is “commitment to evolution,” which appears across its operation in the form of robots. Lots of robots! The brand claims to be the world’s first hotel staffed by robots -- and there’s really no disputing that, as guests are greeted by robots at the front desk. At one property, the front desk is even staffed by dinosaur robots and iPad kiosks, which is quite the experience. Other high-tech features at some locations include a robot barista frothing lattes, espressos and teas, as well as a 360-degree VR space for guests to immerse themselves in virtual reality experiences. The hotel is also fully enabled with Wifi powered facial recognition, which eliminates the need for a hotel key altogether. Guests can access the property, and their individual guest rooms, seamlessly using biometrics. Very futuristic, indeed! YOTEL, New York City The YOTEL brand has been synonymous with technology since it opened its doors near Times Square. The showstopper was a massive robot arm dominating the lobby, providing automated luggage storage for guests (as well as safety deposit boxes to store valuables). The YOBOT also provides self-service check-in, which puts the brand far ahead of today’s contactless guest experience. The rooms -- called cabins -- may be small, but YOTEL uses technology to deliver its promise to “give you everything you need, and nothing you don’t.” This includes Smart TVs so that guests can connect their own devices and choose their own entertainment. The guest rooms also use motorized beds as space-savers and motion-activated sensors for lighting and AC to reduce carbon emissions. It’s all about efficiency, delivering an outsized guest experience in even the smallest spaces. Blow Up Hall 5050, Poland The Blow Up Hall 50/50 is an impressive mix of form and function. Designed by BAFTA-award-winning artist Rafael Lozano-Hemmer, the hotel combines a restaurant, bar, gallery, and hotel into a unique vibe. There are several digital art installations, including a commentary on surveillance capitalism embedded right within the lobby. The property eliminates the traditional touchstones of the hotel experience: there’s no front desk. The guest’s smartphone provides access to the property, from check-in to room keys to staff communications. The phone also acts as a room finder: after opening the app, the assigned room lights up and the door unlocks automatically. It’s these small tech flourishes that reinforce the property’s sense of mystery and intrigue. Hotel Zetta, San Francisco At the center of Silicon Valley, the centerpiece of Hotel Zetta is most definitely its virtual reality room in the lobby. Designed by a local tech startup (naturally), the VR cube gives guests a fully-immersive opportunity to experience virtual reality. There are also Nintendo Switch consoles and Oculus VR headsets available so guests can experience next-generation technology in the comfort of their rooms. Other tech touchstones include a vintage Atari Pong table in the Zetta Suite, which is modernized to include both the classic game and a Bluetooth speaker to play personal playlists. Each guest room is also equipped with Alexa-enabled voice control in every room. Guests can order a meal from room service, set an alarm or learn about on-property dining specials. Kameha Grand, Zurich The Kameha Grand isn’t one of those kitschy places that you’re embarrassed to stay at. Quite the opposite: the high-end “lifestyle hotel” is part of Marriott’s Autograph collection. And, with rooms designed by Marcel Wenders, it’s got all of the trappings of a luxury property. Rooms Our favorite rooms are, of course, the Space Suites. It’s the most futuristic room type on this list because it quite literally connects to space. The in-room TV features a live feed from NASA TV so that you can fuel those space dreams. The atmospheric vibes will contribute to that dreamy feel, with “outer space furnishings have been designed down to the smallest detail with a floating bed, pictures of galaxies, hovering astronauts and models of rockets.” Far out! Virgin Hotels The Virgin Hotel brand has always been tech-forward and guest-centric. Even prior to the pandemic, the brand empowered guests to control their own experiences right from the palm of their hand. Now, those features are dramatically expanded to be even more contactless. Named Lucy, the app allows guests to skip check-in, using their phone to select rooms and unlock doors. Guests can also use the app to order room service, adjust room temperature, control entertainment (in-room streaming and Apple Music), plan their trip around the city, or even follow custom exercise routines by Fitbod. Following on smartly with its brand promise, the app also offers three preset lighting modes for guestrooms: Get Lit for full brightness, Get in the Mood for dimmed relaxation, and Do Not Disturb for sleep. By putting all of these elements together into a single interface, Virgin Hotels puts the guest in control. 25hours Hotels Another brand that’s focused on high-tech without losing high-touch hospitality is 25hours. Thanks to an in-house multidisciplinary think tank, the Extra Hour Lab, the brand experiments with new ways of engaging with guests, both through digital and analog channels. That balance plays out in Cologne, where the record store greets guests alongside Perhaps that’s one aspect that distinguishes the futuristic, high-tech hotels: those that understand how to inject storytelling into the experience alongside the latest technology. Cityhub A hybrid between a comfortable hotel and a convivial hostel, Cityhub is futuristic in both its technology and its approach to hospitality. It’s part of a new wave of brands that blend categories and use technology to enable a more social experience. The Cityhub brand has an app but it also takes a cue from Disney and offers RFID wristbands. These bands are used not only for check-in and property access, but also at the bar, cafe or vending machines, where guests can serve themselves and charge their rooms. Without having to constantly pull out their phones, there’s a more personal element to the experience. Each “hub” has its own customizable lighting, temperature and audio streaming, so guests can control their vibe. There’s also an on-property social network, giving guests a digital lobby to meet and plan real-world adventures. The Atari Hotel, Las Vegas (coming soon!) A notable mention is the upcoming Atari Hotel in Las Vegas. This property will blur the boundaries between hotel and immersive experience, building on Las Vegas’ long history of blending entertainment with hospitality. The experience is straight out of Blade Runner: bright lights, massive marquees, and an “everywhere you look” focus on gaming. The Atari Hotel points to a far-more futuristic vision of hotels than anything else on the market today. It very well could be the first hospitality experience built just as much for the virtual world as for the physical one. Guests can host friends in their rooms for gaming marathons, with consoles, batteries, and spare controllers available for delivery. The Atari Hotel may redefine the category and establish a new mainstream travel trend: the gamer circuit. -- What are your favorite high-tech hotel amenities? Let us know if we missed any key ones like hotels with crazy underwater speakers, air conditioning activated by motion sensors, cool touchscreen applications, and more!
Does creating a hotel marketing plan sound as intimidating as rocket science? Whether you’re opening a new hotel, rebranding an existing one, or stepping into a new hospitality industry marketing role, tackling your marketing plan is a daunting - yet essential - task. Without a plan, you could end up maxing out your marketing budget with little return on investment, targeting the wrong traveler segments, or using less than ideal technology tools. Putting in a little extra work early on will help your hotel compete effectively and efficiently, which is crucial to your hotel’s success both in periods of uncertain and strong demand. But how do you start your hotel marketing plan? Not to worry; we’ve built a simple step-by-step process for crafting hotel marketing strategies so it feels less like rocket science and more like building a Lego rocket. Just follow these nine steps and you’ll have a robust hotel marketing plan that will take your hotel to the stars (five-star reviews, that is). Looking for the pocket-sized version? Here’s your hotel marketing plan cheat sheet: Create a Google Sheet with your hotel’s benchmarking data Enhance your Google sheet with competitor data to best of your abilities Prepare a SWOT analysis Analyze CRM and PMS data to understand business mix and profitability by guest segment Present findings to your cross-functional team and ask for feedback Rate satisfaction of partners and tech vendors Create an ROI forecast for each tool Add KPI status tags Put together three budgets Let’s get started! 1. Create a Google Sheet with your hotel’s benchmarking data to set the stage for your marketing strategy The first step in developing your hotel marketing plan is to start with your current situation, from your current RevPAR to your social media following. We recommend mapping all of the below metrics in a Google Sheet, putting your hotel’s name at the top and all of these metrics, organized by category, in the rows beneath. Core metrics RevPAR: Revenue per Available Room. You can quickly find this number in your property management system. ADR: Average Daily Rate. This stat is also available in your property management system. CPA: Cost per Acquisition - i.e. what is the average cost of each reservation? This number can include OTA (online travel agencies) channel fees and any other booking fees. ROAS: Return on Ad Spend. Divide your ad spend (like Expedia TravelAds or Google Ads) by the revenue booked as a direct result of the ads to get your ROAS. Marketing as % of revenue: Add up all of your marketing spend, then divide it by your hotel’s total revenue. % direct bookings: The share of reservations that come through your direct channels (website, reservations office) versus other booking platforms like OTAs and the GDS. Brand awareness: What is your share of voice online? Different hotels calculate this metric differently but consistency is the most important thing here. A simple calculation could be to sum up the following metrics for your compset: web traffic + review volumes across major online portals such as Booking, Expedia, Google, TripAdvisor, Facebook, and Yelp (these will vary based on market). Local business reviews on these portals typically equate to more traffic on those platforms. Advertising budget: List your marketing budget, including your target cost per click for ads. If you’re new to paid digital marketing, you can use a return on ad spend (ROAS) calculator to help you determine your ideal spend level, like this one. Social media marketing efficacy: List your follower counts and engagement rate for each of your social media profiles (Facebook, Instagram, Twitter, etc.). Search engine optimization (SEO) Website traffic: The number of visitors to your hotel website in a given time period. You can find your traffic stats in your Google Analytics dashboard or website’s content management system. The hotel industry is notorious for outsourcing traffic to OTAs - organic search traffic is the most profitable traffic hoteliers can focus on because it has long-term value. Keywords: List your website’s top keywords - i.e. the search engine keywords where your website ranks highly. You can find them on Moz, SEMRush, or similar sites. Domain authority: This metric measures the likelihood that your website will rank highly in the search results. It’s a way to measure your website’s “strength.” You can look up your hotel website’s DA on Moz or SEMRush as well. Marketers often take this metric too literally, the important thing in SEO and online marketing, in general, is looking at metrics like this in relation to competitors. Funnel performance Website conversion rate: This metric compares the number of “lookers” to “bookers” on your website. Out of 100 website visitors, how many actually make a reservation? Website metrics: page load speed, first contentful paint, bounce rate and time on site are critical indicators of what's happening in the hotel booking funnel. Google's page experience update means that even if your not the best hotel you can still outrank those formidable competitors with a great hotel website. Booking engine conversion rate: Similar to your website conversion rate, but this metric only looks at shoppers who have actually entered your booking engine. What percentage of them end up finalizing a booking? Average basket size: The average price of a reservation added to a potential guest’s “basket.” 2. Enhance your Google sheet with competitor data to the best of your abilities Now, let’s put your benchmarking data in context by studying what your competitors are doing. First, you’ll want to gather a list of three to five close competitor properties. These competitors should be located in the same general area, offer similar amenities, and charge similar nightly rates as you do. Once you have decided on your competitor properties, add their names to the header row in the columns to the left of your own hotel’s column. Proceed to fill in the cells beneath with as much information as you have readily available. For instance, you can visit your competitor’s social media pages to take note of their follower counts. Some information will require a bit more digging. To find stats on competitor’s keywords, pay-per-click marketing, and website traffic, you can use a tool like SEMRush, iSpionage, or Google Ads’ Auction Insights. Moz and SEMRush also let you find the Domain Authority for any website, so you can simply enter your competitors’ websites to find their DA. Other metrics, like return on ad spend, cost per acquisition, and website conversion rate, will be harder to come by. If you have good relationships with your peers at your compset hotels, you can ask your competitors if they would be willing to exchange information for educational purposes. You can also ask for insights from OTA market managers or your technology vendor representatives. Another strategy is to take demos with digital marketing agencies and ask them what metrics or performance they would expect when using their tools. For instance, if you test-drive a booking engine, they should be able to share a ballpark conversion range based on similar clients’ performance. 3. Prepare a SWOT analysis With your competitors’ data lined up nicely next to yours, you can easily compare your performance to theirs. Using these metrics, conduct a SWOT analysis to determine how you stack up to the compset. This exercise will help to elucidate the marketing channels that will be most impactful for your business. A SWOT analysis helps you uncover your Strengths, Weaknesses, Opportunities, and Threats. It may be helpful to add a new column where you can add the appropriate label to the category. For instance, if your website conversion rate is higher than your compset average, you would add “Strength” in the SWOT column. Use these prompts to help you determine your strengths, weaknesses, opportunities, and threats: Strengths: What does your hotel do better than your compset? What sets you apart from your compset hotels? Weaknesses: What is your hotel not so good at? Where do you have resource limitations? For example, is your marketing budget much smaller than your compset’s budgets? Opportunities: Are only a few of your competitors doing this? For example, are none of your competitors engaging with their social media audiences? Threats: Does your hotel have any new competitors? Is a new hotel opening down the street? Will changing market dynamics push your ADR down? 4. Analyze CRM and PMS data to understand business mix and profitability by guest segment With your SWOT complete, let’s switch gears and look at your guest segments. Generate a report in your hotel CRM or PMS that shows your performance by guest mix - i.e. revenue, room nights, ADR, booking window, and similar metrics broken down by transient guests, corporate guests, groups, consortia, and any other relevant segments. Your Hotel CRM will also calculate RFM for various guest segments (recency, frequency, monetary value) to ensure that you focus your marketing efforts on the right channels with the right marketing messages. High-quality marketing strategies don't just think about high-level demographics when creating customer personas like age or gender - the best marketers are able to use data to understand their target audience better than the compset. Whether you're running display ads like remarketing campaigns or email marketing campaigns the language you use) resonates with the audience it's put in front of. Personalization is the key to persuading business travelers and leisure guests alike. Using this data, you can determine which guest segment is your most profitable, which one is the most expensive, which segments have seasonal trends, and more. Understanding your business mix and profitability metrics will help you decide which segments to target in your marketing plan and which ones might not deliver favorable financial results if you were to invest more marketing dollars. 5. Present findings to your cross-functional team and ask for feedback Of course, since you’ve only been looking at the hard numbers so far, it’s crucial to run your findings past a cross-functional team to get their take on your analysis. Bring your SWOT analysis and business mix analysis to the next leadership meeting - or call a special meeting with department heads to review your reports. Make sure to loop in sales, revenue management, and your GM so everyone can share their opinions. Give each team the opportunity to share their feedback, which can help you to validate and enrich your findings. 6. Rate satisfaction of partners and tech vendors Now it’s time to think about how you can achieve your goals laid out in the SWOT analysis. For instance, if you learned that your website conversion is lower than your compset or the industry average, how do you plan to increase it? Your marketing partners and technology vendors can be valuable assets here, so let’s audit each one to find areas of opportunity for growth - or potential reasons to switch to a new solution. Make a list of your partners and vendors, then ask key stakeholders to rate their satisfaction with each one (or rate them yourself). Match each vendor with a KPI from step 1; for example, your digital marketing agency would correspond to your marketing budget and social media presence, and your booking engine would correspond to your website and booking engine conversion rates. Some partners and vendors to consider include: Digital marketing agency Hotel CRM & email marketing software Booking engine Hotel website developer Metasearch software (and meta partners like TripAdvisor) Hotel website chatbot Reputation management and online reviews software Direct booking tools Upsell software 7. Create an ROI forecast for each tool and channel With your list of partners and vendors ready, and maybe a few items on your technology wishlist, let’s figure out the costs and potential impact for each tool. For tools you already use, you should be able to fill in cost numbers, whether that’s a commission on each reservation, a monthly fee, or a one-time investment. You can find the cost of tools you don’t already use via this very website (how convenient!) by submitting quotes to vendors on their “profile” pages. Besides costs, you’ll want to estimate the benefits these tools can deliver. For instance, if you invest in a new booking engine, it might increase your website conversion rate by 0.5%, which could lead to an additional $10,000 in booked revenue per month. Similarly, by implementing a CRM tool, the vendor could provide an estimate of additional revenue per contact in your email database by optimizing your email newsletters. Adding up all of the costs and potential revenue uplifts will give you an ROI forecast for each system on your list. 8. Add KPI status tags Keep up the good work, you’re almost there! Take your list of tools from step 6 (with their corresponding KPIs and ROI forecast) and combine it with your SWOT analysis. Simply match each KPI with the respective SWOT tag - strength, weakness, opportunity, or threat - to give context as to why you want to invest in each tool. For instance, if you identified your website conversion rate as a weakness compared to your compset, you would assign “weakness” as the status tag for your website developer or content management system. 9. Put together three budgets Now let’s sum it all up! The final step is to prepare three budgets - high, medium, and low - based on light or heavy investment in marketing tools and strategies. You might want to consider three different levels of ad spend, three different website options (i.e. standard, deluxe, and fully loaded packages), and some tools that would be nice to have but maybe not totally essential. Come up with a rationale for each and why you think spending more would yield better results for ownership, then get ready to present it for approval. Well, that wasn’t so bad! In just nine steps, you’ve created a comprehensive hotel marketing plan with not just one budget, but three, plus you’ve outlined clear KPIs you want to hit and buy-in from other hotel departments. Still have questions about your hotel marketing plan? Get started with the template below but don't feel restricted to our process - every hotel business is different so you need to customize for your individual or portfolio property needs.
Each year Hotel Tech Report surveys thousands of industry insiders to find the best hotel tech jobs and employers globally. In 2020, the COVID-19 pandemic wreaked havoc on the hotel industry. The World Travel and Tourism Council predicts that 121 million of the 330 million jobs tied to tourism around the world will be lost in 2020. Despite existential challenges, hotels and their vendors have proven resilient in the face of the biggest challenge ever posed to the hospitality industry by working together. But there’s always opportunity in crisis. The pandemic has advanced digitization in the global economy by at least 5 years according to most experts. Hotels that already had adopted technology like contactless check-in and guest messaging software have had a massive advantage since the pandemic broke out and the importance of technology for running a successful hotel business will continue to rise over the coming years meaning that demand for hotel technology talent will grow with it. Here at Hotel Tech Report, we’ve interviewed countless hoteliers about their journeys from being hoteliers into lucrative technology careers like Del Ross, Marco Benvenuti, Sameer Umar, and Kevin Brown. For hoteliers furloughed on the sidelines, there is an unprecedented opportunity to pivot into a technology career leveraging skills and knowledge from hospitality experience. But which hotel tech companies should you apply to? Every year we do the hard work for you and survey thousands of hotel tech professionals to find the best companies to work for in the hospitality industry. We ask respondents to rate their employers from 1-10 on these key variables: Work-life balance Personal development opportunities Gender equality Confidence in company direction Values alignment 2021 Bonus Question: Rate your firm’s COVD-19 crisis response Hotel Tech Report creates this list each year for two reasons: (1) to help industry professionals find the best hospitality tech jobs and (2) to help hotel tech buyers understand that it’s just as important to partner with great organizations as it is to find great software tools and products. Vendor culture is important to every aspect of a vendor relationship: Product: Great workplaces attract the best talent who make the best products Customer Support: Happy client reps give better service and stay around longer developing deeper relationships. Sales: When a sales team has high turnover, innovation gets strangled because there isn’t enough cash coming in the door to invest in innovation. Our 10 Best Places to Work in Hotel Tech list features companies who foster wonderful work environments for employees. In return, those employees deliver incredible products and services to clients. Without further adieu here are 2021’s 10 Best Places to Work in Hotel Tech… 10. Siteminder (TIE) Right before the coronavirus pandemic broke out, industry leader Siteminder reached an incredible milestone earning itself unicorn status. Under the stewardship of CEO Sankar Narayan the firm quickly composed itself when the pandemic broke out and began rolling out initiatives to support both employees and customers like its World Hotel Index sharing real-time data with the industry when historical data just wouldn’t cut it. Siteminder has an internal slack channel called #stayingsocial dedicated strictly to team members having a social communal space in the age of remote work. This is pretty typical for a small startup but much rarer in the world of 700 employee behemoths. The great part about working at a large startup-like Siteminder is that there’s almost limitless upward mobility according to one employee working in operations at the firm, “They allow me opportunities to take on more responsibilities that are even beyond my scope to develop my skills and prep me up for bigger roles. They also give leadership training to enhance to continue developing my capabilities.” If you’re looking for a fast-paced global startup on a world domination path - then you should absolutely be dropping a resume at Siteminder. The best part is that they’ve got offices all around the world so even if you prefer the WFH life your colleagues shouldn’t be too far away no matter where you call home. 10. Atomize (TIE) This is Atomize’s first time making Hotel Tech Report’s annual Best Places to Work list but we doubt it will be their last. In true Swedish fashion Atomize rates amongst the highest on the list for gender equality with a 50% ratio of men to women on its leadership team. Atomize also rates very highly for culture alignment with a score of 97.8%. Perhaps the biggest standout for Atomize was how highly employees rated the firm’s COVID-19 response and support for clients during a crisis. “Everyone from finance to product development has chipped in to try to support clients. We have for instance developed a relief-program for those that are hurting really bad, we have updated the product to amend for the large drop in occupancy for hotels, etc,” one Atomize executive told Hotel Tech Report. Atomize made it through COVID-19 without a single layoff which is a testament to the longevity of the business and its and commitment to team members. During the crisis Atomize stayed calm, launched the 2.0 version of their core RMS product, and even found time to bring the team together for a BBQ this summer during a slow down in transmission rates. 9. Hotel Effectiveness Georgia (the U.S. state not the country) based Hotel Effectiveness is in the business of helping hotel owners more efficiently manage labor but the question is: how well do they manage their own labor? It turns out they do a pretty darned good job at fostering internal culture. Prior to the pandemic labor costs were the biggest focus area for most hotel ownership and management groups - despite the shift in focus Hotel Effectiveness managed to grow through the pandemic all while placing a heavy emphasis on quality of life for employees. Team members cite a high percentage of employees being groomed from junior roles into leadership positions, flexible PTO programs, and strong opportunities for women. PTO is great but Hotel Effectiveness management goes one step further where they encourage team members to completely unplug and not even check email during their vacation. Adding icing to the cake, employees raved about the firm’s response to COVID-19 where it was able to grow without any layoffs needed. One engineer raved about the Company’s COVID-19 response, “Hotel Effectiveness immediately shifted priorities specifically to address the changing needs of our clients. Hotel Effectiveness provided new guidance materials, payment options, and built new features (such as Daily Wellness Check-In) under tight deadlines to meet the new needs of our customers.” 8. EasyWay Big congrats to the first-ever Israeli startup to make this list! If you’ve ever been to Tel Aviv or the Start-up Nation (Israel), perhaps a job interview with EasyWay is the excuse you needed to visit one of the most amazing cities in the world packed with beautiful beaches, vibrant nightlife, and a foodie scene that’s truly in a league of its own. EasyWay is the quintessential startup with a mentality that so long as you hit your KPIs - the rest of your life is totally flexible. An EasyWay executive’s quote to Hotel Tech Report about the last 12-months at the company says it all, “The work around the clock in the COVID-19 time was crazy. We have developed so much stuff, that I almost miss this period. We've learned a lot from that, and staid on our feet! The rest of the team was great and it really gave me confidence in my own abilities. If you're the kind of person who likes to work hard and play hard - you’d be wise to check out EasyWay’s open positions. 7. Asksuite This is Asksuite’s second year making the list and true to their commercial team’s motto “rockets don’t have reverse”, even a pandemic couldn’t slow down this high flying Brazilian startup. Florianopolis may not be a hotel tech hub (yet) but the Asksuite team has access to lessons in language, hospitality and other training to upskill their way into global domination. During the pandemic, leaders have made themselves available for 1:1 meetings to support all colleagues and perhaps it’s this close communication that leads Asksuite employees to rate 98% confidence in the future success of the firm. Asksuite employees frequently cite an onboarding process that makes all team members feel like a part of the family in short order. 6. RoomRaccoon Despite the pandemic RoomRaccoon doubled the firm’s headcount in 2020 and achieved a major milestone in reaching 1,000 clients. Employees frequently cite similar aspects of the culture as differentiators like their annual international week at the Netherlands headquarters and an inclusive onboarding program. One employee within the marketing department told Hotel Tech Report, “This year RoomRaccoon decided to start hiring more new colleagues against the market trend of furlough and letting people go. To smoothen the onboarding process of our new hires we've created an E-learning program and two intensive onboarding weeks. So far we've onboarded 15 new hires since July 2020 that immediately are getting results. Something I'm really proud of!” If you’re looking for an ambitious organization with a strong remote culture and complementary annual trips to the Netherlands - don’t hesitate and check out open listings at RoomRaccoon. 5. Alliants The Alliants story is the cure to the common venture funded business gone wrong story. Alliants built the business developing custom software for ultra luxury hotel brands like Four Season and Jumeirah before ever dipping their toes into the SaaS world. That means they’ve got killer products, an eye for design and engineering to back it up. Starting in a consultative role for luxury brands has afforded Alliants a luxury not many early stage SaaS products have - cash flow. How would this impact you when you apply for a role there? Alliants employees are given a $5,000 stipend to invest in their own education and training. Whether it’s a paid marketing course or intro to Ruby on Rails - at Alliants you will be able to create your own journey and take control of your destiny. Have you ever had a boss block your calendar so people can’t book meetings with you? Well, Alliants employees have. During winter months with less daylight, CEO Tristan Gadsby blocked the entire team’s calendars from 11:30am - 1:30pm to encourage team members to get outside, walk or simply catch some rays. If that doesn’t sell you I don’t know what will. 4. ALICE This ain’t ALICE’s first rodeo, well it’s their fourth if we want to be precise about it. ALICE has made Hotel Tech Report’s Best Places to Work list 4 years in a row (2018, 2019, 2020, 2021). ALICE is an incredible place to work for former hoteliers because employees truly act as a strategic extension of their partner properties. During the pandemic, ALICE quickly pivoted to rollout closure checklists and other free assets to help partners quickly reconfigure their operations for the new normal. “The most memorable achievement while working at ALICE this past year was being able to provide support for our employees during the pandemic. The pandemic-related fatigue and anxiety impacted everyone and in different ways. We were able to provide support to our employees through group therapy sessions, health and wellness initiatives, increased one-on-one check-ins regarding fatigue, increased opportunities for learning and connection with one another virtually. I am so proud of how the leadership at ALICE has led us through the most difficult time in our industry's history, and with such care for both our customers, our industry as a whole, and our employees,” says one ALICE team member in an HR role. Just as important as supporting clients through COVID-19 is supporting colleagues. ALICE team members were constantly comforted that management understood the stress and challenges they were facing during this historic yet tragic year, encouraging an environment of transparency and honesty about how to cope with natural distractions from work in times of stress. 3. hotelkit Austria-based hotelkit is another repeat visitor on this list moving up from 4th to 3rd place. Founded in 2012 by hotelier Marius Donhauser, hotelkit is a majority female-run business that’s growing rapidly but responsibly throughout Europe. hotelkit’s team motto is “one team one dream” and while the team had to work remotely for a good portion of the year, colleagues are hopeful that 2021 will bring back the annual hotelkit Christmas party famous for great eats and poker. Under Marius’ leadership, hotelkit has fostered a culture that feels like family so it’s no wonder that employees rate the culture so highly across every single vector. 2. Cloudbeds Cloudbeds may be the fastest-growing hotel tech company right now so while their headquarters are in sunny San Diego the Company has got Silicon Valley energy pumping through its veins. Not to mention, Cloudbeds is extremely global with local managers in 40 countries. On March 11th (yes that’s right when COVID-19 took the world by storm) Cloudbeds announced the closing of an $80M funding round. Cloudbeds employees tend to share two main things in common: (1) they are extremely performance-driven and (2) they LOVE to travel. One Cloudbeds employee within the operations department told Hotel Tech Report, “I managed to get promoted on my 1 anniversary day at Cloudbeds, I was so happy and everyone was so attentive to me during this process. Cloudbeds is an amazing company, full of amazing individuals, it's so nice to see the owners in our calls and engaged with us all at all times. I used to think I had worked at good companies, till I met Cloudbeds. This is where I want to stay and grow. It will be hard for any other company to take me from here.” Cloudbeds has TONS of openings so make sure to browse their career page if you’re in the market. 1. Mews This is Mews’ 3rd year making the list ranking #2 in 2019 and #3 in 2020 - but this is their first year topping the list which is a testament to the strong culture at the firm. Like most fast-growing companies, the pandemic wreaked havoc on projections and business plans for Mews leading to some difficult decisions needing to be made. Mews not only came through what was maybe the darkest moment in the history of the hotel industry but came out stronger than ever before. Mews leadership set a strong course for the business cutting expenses, reorganizing the team, rebranding, focusing on remote deployments, and even making an acquisition. Quite a busy year - even if things had been normal. Mews management has created one of those infectious startup cultures that can almost feel cult-like at times often intoxicating entire trade show floors (pre-COVID). It’s not often that employees at an aggressive high-performance tier 1 venture-backed business get to see their founder dancing through a town hall (affectionately named Mews Con) in a silly costume. Mews pivoted from hyper-growth mode into a sharp focus on profitability right-sizing the business and is poised to come out of the pandemic far stronger than it went in. Lots of open roles to check out and we’re sure that list will continue to grow over the coming months.
Each year along with individual awards for the top-rated hotel software in each category, Hotel Tech Report recognizes the Top 10 most customer-centric global companies in the annual People's Choice Awards. The People's Choice Awards serve to honor and recognize companies who have balanced strong growth with a relentless focus on customer-centricity. The HotelTechAwards platform (by Hotel Tech Report) leverages real customer data to determine best of breed products and companies that help hoteliers grow their bottom lines. “The People’s Choice Award goes to a single company across all categories who demonstrates the strongest customer relationships during the HotelTechAwards. Cloudbeds had more than 550 hotelier customers come out to share overwhelmingly positive feedback about Cloudbeds products in the midst of a global pandemic. To have that kind of support from clients during the most challenging market in hotel history says all you need to know about Cloudbeds’ commitment to their partner properties,” says Hotel Tech Report CEO Jordan Hollander. Here’s the Official 2021 People’s Choice List: Cloudbeds SiteMinder RoomRaccoon Bookassist OTA Insight ALICE IDeaS Avvio Hoteltime hotelkit The key factors used to determine the annual People’s Choice Award include total verified customer reviews, geographic reach of reviews, and overall review sentiment and ratings. The best companies know that the most effective way to communicate their value proposition is to empower and amplify the voices of their happy customers. The People’s Choice Award recognizes companies whose customers really value the relationship and partnership. “Twenty years ago we lived in a world where hoteliers just used one of the three or four technology systems out there and typically just ended up using whatever system they had heard of before. Today there are thousands of SaaS choices in the market and dozens of great options available for most use cases but the market is moving so quickly that it’s hard for hoteliers to identify and keep track of the best products and companies. This award honors the companies whose hotel customers are the most vocal advocates of their products to make that process easy,” says Hollander. About the 2021 People's Choice Award The People's Choice Awards serve to honor and recognize companies who have balanced strong growth with a relentless focus on customer-centricity. Early on as a startup, it’s easier for companies to maintain strong customer relationships with a limited customer base. But as a company grows its install base and scales globally, maintaining high customer satisfaction becomes increasingly more challenging. Each year along with individual awards for the top-rated product in each category, Hotel Tech Report recognizes the top 10 most customer-centric global companies in the annual People's Choice Awards acknowledging the achievements of top innovators across all categories who embody the values, transparency, and customer-centricity that lie at the core of truly great companies. View Ranking Methodology>>
Hotel Tech Report has announced winners in the 2021 HotelTechAwards, based on more than 10,000 hotel software product reviews contributed by verified hoteliers during the competition. Winners are selected based on key performance metrics including product popularity, customer satisfaction, integration compatibility, customer support quality, and more. Winning a HotelTechAward is the highest achievement in the hotel technology industry. “In the midst of a global pandemic, 318,466 hoteliers visited Hotel Tech Report from every corner of the globe contributing 10,227 verified new product reviews during the 3-month awards period to share insights about their favorite tech products to run and grow their businesses. It has been inspiring to see this massive wave of hoteliers sharing technology insights and product recommendations,” says Jordan Hollander, CEO of Hotel Tech Report. “This is the most comprehensive dataset around hotelier preferences ever developed and it gives unprecedented insights into tech trends for hotels during a pivotal moment in history. Winning a HotelTechAward is a huge feat with the 2021 competition being the most competitive year ever. Every company on this list should be extremely proud of what they've contributed to the growth of the hotel industry.” During the HotelTechAwards, hoteliers from the world's leading hotel companies review the top tech products used at their hotels to increase operating efficiency, drive revenue, and improve the guest experience. This data is used to identify the best hotel tech products and organizations. "The HotelTechAwards are the only prize in the industry that is completely and transparently customer-driven — it's the hoteliers that decide who is best, and it's their opinion that matters most." Gautam Lulla, CEO at Pegasus. "We at SiteMinder believe strongly in the essence of openness; it is what underpins the very core of what we stand for, and the HotelTechAwards, through the program's data-driven and transparent process, aligns firmly with this value.” - Sankar Narayan, CEO at SiteMinder “This honor has deep, personal meaning as it is decided upon by our clients and represents our passion and focus for providing the most sophisticated revenue technology and comprehensive support.” Dr. Ravi Mehrotra Founder at IDeaS “The HotelTechAwards are a powerful stamp of approval for any company to possess and for hoteliers to trust. We value the HotelTechAwards process, which collects thousands of verified reviews from around the world each year.” Alex Shashou, Co-Founder at ALICE “HotelTechReport is the leading platform for technology in the hotel industry, and its meticulous and impartial verification process makes this one of the most prestigious awards.” Moritz von Petersdorff-Campen, Co-Founder at SuitePad The competition spans core areas of hotel software & technology: marketing, revenue, operations, and guest experience. 2021 Voting included participation from major hotel groups including Four Seasons, Hilton, Marriott, Accor Hotels, Hyatt, Intercontinental, Rosewood, and thousands of independents. "We originally created the HotelTechAwards as a democratized way to help our fellow hoteliers quickly determine best of breed vendors based on data they can trust and the scope of the competition this year is a testament to how far the industry has come in the last decade. The HotelTechAwards rating process is simple, transparent, and unbiased--judging is based on time tested ranking factors, publicly available data, and crowdsourced insights from verified hoteliers who have hands-on experience with each product.” The HotelTechAwards are often referred to as "the Grammys of Hotel Tech" and winners were selected from the top technology products around the world. The HotelTechAwards are the industry's only data-driven awards platform with winners determined not by a handful of judges or popularity votes but by a global community comprised of thousands of verified hotel technology users across more than 127 countries. Best Hotel Software Companies List >>
Hotel Tech Report has announced finalists in the 2021 HotelTechAwards, based on more than 10,000 hotel software product reviews from verified hoteliers during the competition. Finalists are selected based on key performance metrics like product popularity, customer satisfaction, integration compatibility, customer support quality, and more. Winning a HotelTechAward is the highest achievement in the hotel technology industry. “In the midst of a global pandemic, 318,466 hoteliers visited Hotel Tech Report from every corner of the globe contributing over 10,000 verified new product reviews during the 3-month awards period to share insights about their favorite software products. It has been inspiring to see this massive wave of hoteliers sharing technology insights and product recommendations,” says Jordan Hollander, CEO of Hotel Tech Report. “This is the most comprehensive dataset around hotelier preferences ever developed and it gives unprecedented insights into tech trends for hotels during a pivotal moment in history. Finaling in the HotelTechAwards is a reflection of quality every company on this list should be extremely proud of what they've contributed to the growth of the hotel industry.” Hotel Tech Report authenticates reviews through a strict verification process. Further, companies are ranked based on pre-defined objective data variables to avoid the biases present in other human judged competitions. "Based on real and honest customer feedback, the HotelTechAwards really do provide the most transparent view on how technology is perceived and used across the industry,” says Sean Fitzpatrick, CEO at OTA Insight. The HotelTechAwards are often referred to as "the Grammys of Hotel Tech" and finalists are selected from more than 1,000 of the top technology products around the world. The HotelTechAwards are the industry's only data-driven awards platform with winners determined not by a handful of judges or popularity votes but by a global community comprised of thousands of verified hotel technology users across more than 120 countries. -- Competition winners will be publicly announced on January 12th -- Best Guest Experience Technology Finalists Guest Messaging Software: Whistle, EasyWay, Monscierge Guest Room Tablets: SuitePad, INTELITY Guest Survey Software: TrustYou, Guestrevu, Revinate Hospitality TV Providers: Monscierge (Apple TV) Mobile Key: ASSA ABLOY Global Solutions, FLEXIPASS Mobile Ordering: Bbot, RoomOrders Hotel Guest Apps: ALICE, INTELITY, Wishbox Best Operations Software Finalists Property Management Systems: Cloudbeds, Mews, Clock PMS+, HotelTime Staff Collaboration: hotelkit, Monscierge, ALICE Hotel Management Systems: RoomRaccoon, Cloudbeds Concierge Software: ALICE Cyber Security & Fraud Prevention: Canary Technologies, Sertifi Digital Signage: Monscierge Housekeeping Software: hotelkit, ALICE, Optii Marketplaces & Integrators: Hapi, Dailypoint Preventive Maintenance: hotelkit, ALICE, Transcendent Restaurant Management: HotelTime, Oracle MICROS POS Employee Engagement Software: hotelkit, Hotel Effectiveness, Beekeeper Contactless Check-in: EasyWay, Canary Technologies, Wishbox Spa Management: HotelTime Best Revenue Management & Finance Software Finalists Revenue Management Systems: IDeaS, Duetto, Atomize Business Intelligence: OTA Insight, Duetto, ProfitSword Central Reservations Systems: Pegasus Channel Managers: SiteMinder, Cloudbeds, D-EDGE Parity Management: OTA Insight, RateGain Rate Shopping & Market Intelligence: OTA Insight, SiteMinder, RateGain Reporting & Accounting: M3, MyDigitalOffice Upselling Software: Oaky, GuestJoy, EasyWay Best Marketing Tech Finalists Booking Engines: Cloudbeds, Bookassist, SiteMinder Hotel CRM & Email Marketing: Revinate, Profitroom, Dailypoint Digital Marketing Agencies: Bookassist, Avvio, Net Affinity Direct Booking Tools: Triptease, Hotelchamp Website Live Chat and Chatbot: Asksuite, Whistle Independent Loyalty Programs: The GuestBook Metasearch & Ad Tech: Bookassist, Avvio, Koddi Reputation Management: TrustYou, Guestrevu, Revinate Hotel Website Design: Bookassist, Avvio, Profitroom Best Meetings & Events Tech Finalists Event Management Software: Event Temple Group Sourcing & RFP Software: MeetingPackage, Venuesuite Meetings Intelligence Software: Duetto, IDeaS Sales CRM: Event Temple, MeetingPackage