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.
Hotel Marketing Software Articles
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
“Love your staff.” That’s the secret to running a successful hotel according to the founder of the iconic One Aldwych in London. It’s great advice and an essential mantra for hospitality, which is a people business at its core. That mantra is put to the test during hospitality industry downturns, such as the COVID pandemic or the financial crisis of 2008. Faced with uncertainty and economic headwinds, managers must balance the needs of the business with those of its people. So it's understandable that you may be asking yourself, “How can I be a good manager?” It's an important question and an indication that you're already well on your way to being an effective leader. Self-awareness and a desire to improve are two valuable traits in any manager. “Love your staff.” That’s the secret to running a successful hotel according to the founder of the iconic One Aldwych in London. It’s great advice and an essential mantra for hospitality, which is a people business at its core. Whether you're working towards your bachelor's degree in hospitality management, an assistant general manager looking to up your game or even a veteran hotel manager and expert in hotel operations - this article shares timeless tips for becoming a better manager. 1. A Great Hotel Manager Must be Honest and Objective Always be honest with your staff! You don't want to sugarcoat things, hide from the truth, or seem aloof, evasive or uncaring. Your staff will see through any BS anyhow, so it’s best to be as honest as possible (without being mean). At a time when stress and emotions run high, stay objective. It helps keep your head level and your approached even-handed. Dialing too deep into emotions can create an inconsistent experience for individual staff members. That breeds feelings of unfairness and resentment, as individuals feel they’re being treated differently. Avoid that and stay both objective and honest. 2. Hotel Management Happens in the Lobby, Get out of the Office When times are tough, the last thing you want is for staff to think you’re hiding in your office. Get out into the hotel and stay connected with all aspects of the property. You’ll have a better understanding of the current mood and operational needs. This is called “Management By Walking Around (MBWA),” and it keeps you up front and visible with staff. You lead by example and show them that you’re active and engaged, rather than hidden away in the office. Being visible is also a fantastic way to provide a top-notch guest experience. Greeting guests and being available to address comments or concerns keeps you in tune with their needs -- a personalized approach that encourages glowing reviews and builds your online reputation. Remember that it’s not enough to just get out of the office: you also must interact with others to really catalyze the benefit, says Mark Hamister, CEO of the Hamister Hospitality Group: “Adding an "I" for Interaction to MBWA enabled us to finally encourage teamwork between management and staff, increase the number of informal problem-solving opportunities on a daily basis, and thereby produce immediate and creative solutions.” 3. The Best General Managers Prioritize Speed Over Precision If there's was a TLDR (too long didn't read) headline for GM job descriptions, it would read "do everything, always". Whether you realize it or not, your team takes cues from your confidence and posture. As their leader, you set the bar. Especially during times of crisis, when circumstances change often, you must be a fearless leader. You don’t have the luxury of rumination. So you must be decisive and prioritize speed over precision. Even if you have to fake it because you are freaking out inside, act fast and with conviction. See the next point for a specific tactic that requires a good leader to be decisive. 4. The Hotel Manager Job Requires Firing Quickly and Fairly Staffing is the #1 challenge for most hotels during normal (i.e. non-COVID times). A general manager needs to be highly skilled in human resources management. Part of that includes finding the best talent, but that also, unfortunately, includes firing employees who aren't a good cultural fit. A single bad apple can destroy the culture of an organization. Even if you have to fire people today, you may want to hire them once the downturn eases and demand returns. The last thing you want to do is leave a poor impression that scuttles employee loyalty. Do right by them, as you may want to bring former employees back rather than trying to find new staff. Furloughs may become temporary as the downturn drags on. And you may even need to fire employees that you recently brought back on. Firing is often the worst part of being a manager. It's emotionally exhausting and extremely difficult. But don’t delay the inevitable, as making several rounds of smaller layoffs leads to lower morale. To minimize the stress of an already difficult situation, fire quickly and fairly. Make an honest appraisal of what you need to do to keep the lights on and then make those decisions quickly. You also want to be fair and as transparent as possible about how these decisions were made. Avoid politics and personal preferences to avoid favoritism or ill-will. And always follow the traits above: Be objective, honest and helpful! 5. Interpersonal Skills are Key: Listen, Listen, Listen! Great leaders are great listeners. They're able to listen, synthesize and act based on what they’ve learned. Listening is the foundation of hospitality, as it builds mutual understanding, meaningful relationships and memorable, experiences, says Gary Gutierrez of HRI Lodging in New Orleans: “For hoteliers, what’s most meaningful is creating positive, uplifting outcomes for human experiences and human relationships. Running a hotel, like life, is all about how you make people feel.” And it’s not just with guests; sometimes it's just about being a friendly ear for your team. You don't have to be a therapist but you certainly have to be there to listen. Oftentimes, that’s what your team needs most: a sympathetic ear. 6. Be Available to Your Staff Make it crystal clear that you are a manager with an open door policy. Build trust with your staff by listening to their concerns and doing what you can to address them. Different roles require different styles of communication and hospitality management employs a highly diverse employee base. Front office and guest service workers are generally very social and outgoing where engineers and chefs, for example, might require a more logical and direct approach. Of course, much of it will be out of your hands. So just listen and empathize. Be there for your staff and they will have your back. Even in tough times, people know when they are treated fairly and with respect - and that makes a lasting impression. Sometimes an open-door policy may not be enough to encourage employees to surface issues. Experiment with holding office hours, which are open to anyone and held at the same frequency (weekly, bi-weekly or monthly). You also should offer anonymous channels of communication. Not everyone is comfortable with face to face conversations. To reduce gossip, prevent abuse and shorten the distance between you and your employees, make an anonymous feedback channel for your staff. Anonymity helps you build trust and address concerns quickly before they get out of control. 7. Embrace Creativity, Patiently A crisis is an ideal time to experiment and try new things. It pulls you out of the everyday routine and provides an organic opportunity to embrace creativity. Convene your staff and encourage them to brainstorm creative ways to both address the current crisis and build resilience for future ones. One of the corollary benefits to creativity is that it often engages your staff. Most people respond well to being asked to brainstorm ideas and contribute to the success of the organization. By unleashing your the creativity of your staff, you inspire and bring out the best, which also nurturing potential future leaders, says Paul Patiño of the Saguaro Palm Springs: “The true challenge is being that leader that can move everyone in the same direction together and bring out the best in each person, inspiring them to be better versions than they already are. All great things take time, patience, and lots of love.” 8. Get Creative and Do More with Less Hotels everywhere are trying to do more with less. There’s fewer bookings which means fewer people working on property. Look for opportunities to economize your operational footprint and be as efficient as possible. If you can find room in the budget, invest in new technology that preserves service standards despite being short-staffed -- and reduces the burden on your small team overloaded with tasks. Hotel technology like revenue management systems should be viewed drivers of profitability rather than cost centers at your hotel. For operations managers at large hotels or hotel chains, preventive maintenance software can keep down long term equipment replacement expenses. Lodging managers and owners of small hotels can use technology like guest messaging software to deliver impeccable service to guests even when running with a light staffing model. Roll your sleeves up and show your team but no task is too small. It’s all-hands-on-deck, so step up and lead by example. This behavior will build trust and motivate your staff, as well as create a “we’re all in this together” mindset. 9. Be Helpful and Humble Great managers aren't just good listeners and clear communicators, they're also helpful. Management experience tends to strengthen humility and empathy amongst top leaders yet exacerbate arrogance amongst weak ones. The hotel industry is a people business and while this is our last recommendation it's arguably the most important. As a trusted resource, you show staff that you care and that it’s ok for them to bring their whole selves to work. When you fire people, offer to write recommendation letters and do help them in their job search. When you discipline individuals, provide clear performance improvement tips that help them improve. When you walk around the property, be helpful to guests and staff - helpfulness is a form of hospitality, after all! You also must be humble. As someone in a position of authority, it’s easy to think that your position makes you the best person to solve the problem. But that leaves blindspots and leads to employees feeling disengaged at work. That’s not a good recipe for hospitality! To avoid this, leaders don’t just listen but also ask to lead with questions, says Joseph Kirtley, GM at Highgate Hotels: “Leaders often feel that we are supposed to have all the answers. In actuality, being a great leader takes humility, and asking the right questions. Opening yourself to the strengths and knowledge of those around you takes you to another level.” Did we miss any? Reach out over live chat to share your favorite tips with the Hotel Tech Report community!
Due to the developments in recent months, it has become clear that historical reference points do not offer the guidance they once did. But while this may make hotel forecasting seem impossible now, it’s more important than ever. The COVID-19 pandemic has hit the hotel industry especially hard, and we are still facing great uncertainty. Revenue managers are under pressure to maximize revenue from the little business a hotel has. At the same time, hoteliers find it challenging to set the correct prices in today’s shifting markets. This has led the hospitality industry to talk more about forward-leaning data, how to access it and use it to optimize revenue and help to forecast demand more accurately. Future Demand Data Provides a Unique Competitive Advantage for Hoteliers To be successful in this new landscape, relying solely on on-the-books (OTB) data is not enough. Hoteliers must rethink their approach and adapt to the current market conditions by using advanced resources. Then they can move beyond the recovery period, find new demand pockets and revenue streams which might require developing new business models and/or new concept offerings. Moving forward, the key to success for today's hoteliers will demand a proactive, data-driven approach supported by innovative tech tools and top-of-funnel demand information. Top-of-funnel data will revolutionize the industry by providing hoteliers with the capability to better predict true demand based on booking and travel intent. On top of that, the ability to gain these insights automatically by supportive tech solutions will be a total game-changer and provide a unique competitive advantage for hoteliers. “Historical reference points don't offer the guidance they once did. Hotel forecasting is extremely challenging in these times, however, looking into the future and planning for it has never been more important. Revenue managers must focus more on current and forward-looking data to predict demand and adjust pricing at the right time. Understanding true demand data in the future, like for example the intent to travel, will allow revenue managers to create realistic forecasts which will no longer be based on historical on-the-books data,” says Alexander Edström, CEO at Atomize. Benefits of using Future Demand Data in Your Revenue Management Strategy Using forward-looking data brings many valuable benefits you won’t get just from looking at historical data. Among other things, using forward-leaning data can help you do the following: Identify high-demand days and market anomalies to stay ahead of the game and maximize revenue. Monitor hotel booking demand and booking intent in your geographical hotel market, 365 days into the future. Stay ahead of your competition since the availability and adoption of future demand data is still extremely low in the industry. Since this may sound a bit abstract, let’s look at three ways you can apply predictive, forward-looking market intelligence in day-to-day decision-making to maximize your revenue. Leverage Localized Demand Insights Forward-looking demand data takes into account how demand for your destination is trending in various source markets. Once you know which markets are interested in your city and which stay dates they’re searching for, you can create geo-targeted ads and promotions for this source market. Use this to direct more of the existing demand to your property and let your RMS support you with optimized rate suggestions. Get Deeper Competitive Insights Pair forward-looking demand data with competition insights to understand how your competitors are reacting to changing demand in the short and long term. Having this bird’s eye view of the market helps you accurately position your property among your primary compset and in the market overall. This means you reduce the risk of outpricing yourself all while maintaining optimal rates following real-time changes in the market. Complete Market Overview for Refined Revenue Strategies Top-of-funnel data looks beyond current competitor rates and trends on OTAs. It gives you the bigger picture by including GDS, flight, event, holiday data and much more. Since this is much more data than any team could ever collect and analyze manually, a business intelligence tool comes in handy. It will give you the chance to see your market and future demand as a whole instead of just individual snapshots. Use this information to refine your revenue strategy and optimize tactics and decisions both in the short and long term. “Market conditions for hoteliers have changed drastically with fundamental shifts in traveler behavior and constantly evolving demand patterns. Understanding traveler search patterns and upper-funnel data has become essential for hotels to capture demand before their competition,” said Sean Fitzpatrick, CEO of OTA Insight. In AtomizeRMS the users will be able to Identify high demand days and market anomalies. The demand data from Market Insight will be processed together with Atomize’s other data sources, including both historical and future on the books data, to identify dates with high future revenue opportunities. How Can I as a Hotelier Get Access to Forward-Looking Data? Until recently, OTAs have mostly possessed a monopoly on forward-looking demand data. Business intelligence tools like OTA Insight’s Market Insight can now reveal this data to hotels providing hoteliers with aggregated data sets that reflect hotel booking demand and travel intent in any geographical hotel market, 365 days into the future. To take things a step further and ensure rates are always optimized in real-time, this data can be fed directly into an RMS to improve rate recommendations. A recent partnership between Atomize RMS and Market Insight enables hotels to do exactly that and to better navigate current and future markets by providing more insight into the volume of travelers searching for and arriving in their respective markets. For a hotelier, this brings a unique competitive advantage and provides better conditions to predict, forecast, and boost future business, revenue, and profitability.
There are only so many hours in a day, so when it comes to staying on top of the latest hospitality industry news and trends, you don’t want to waste time. Quality matters. You want to invest your time in news sources with the deepest domain expertise, those that give you timely news as well as deep-dive analysis to keep you informed and prepared. To help you be most efficient with your media consumption budget, we decided to rank the top hotel new sites. What makes a great hotel news site? First and foremost is industry expertise. You want coverage that's incisive and poignant, getting right to the heart of the matter with a firm grasp on the broader industry trends. You also want clear writing that demonstrates how a topic impacts the industry. Ideally, you also want good storytellers, who can make dry business topics more interesting. To rank the best hotel news sites, we used the following parameters: editorial quality, domain expertise, publication frequency, quality of the website experience and its Alexa ranking. We also looked primarily at outlets with a significant online presence serving mostly English-speaking audiences. No doubt this post will be controversial! Of course, these are subjective rankings which do favor larger publications with bigger budgets to deliver quality news and analysis reliably. Even so, these are all reliable sources for your daily hotel news fix. As an industry, we're lucky to have such a broad array of quality resources to help guide us on our professional journeys. #1: Wall Street Journal WSJ’s covers the business of hospitality through a different lens than the traditional hospitality trade publications. Since the WSJ’s audience is broader, and often global, the coverage here often weaves together a variety of angles that aren’t always seen elsewhere. That’s primarily because its hospitality section includes stories from other parts of the paper, such as Business, Property Report, Real Estate and Homes. So you get a broad perspective on news that’s not entirely hospitality but nonetheless relevant. Editorial quality: 5/5. WSJ journalists are unparalleled in their depth and breadth around all things business -- especially as news relates to the global business ecosystem. Domain expertise: 4/5. There's no fully dedicated hotels reporter, so the coverage tends to be broader in nature and less industry-centric. Publication frequency: 5/5. The WSJ’s global staff covers breaking news and in-depth pieces in equal measure, providing a real-time firehose of the latest. Website experience quality: 3/5. Paywalls help maintain the quality and reliability of the content. But they do prevent access for casual readers, so we dinged them one point for that. And another point because the desktop experience can get a bit cluttered (much better on mobile). Traffic Ranking: #129 in the U.S: 5/5. Note: Obviously this is hard to beat, given the global size and reputation of this publication. TOTAL SCORE: 22/25 HotelNewsNow As the editorial arm of data analytics firm STR, HotelNewsNow benefits from its parent company’s extensive data and industry expertise. The site is simple and straightforward, with content bucketed into three categories: News, Opinion and Data. There’s usually a fourth callout in the navigation bar that highlights a special section, such as earnings roundups or event coverage. For industry watchers, this is a go-to resource that provides news and analysis cleanly and concisely. Editorial quality: 4/5. The ability to pull from the experts (and data) at STR gives the outlet a leg up over others when it comes to hotel news and analysis. It creates a data-first vibe that sets HNN apart. Domain expertise: 5/5. In addition to the well-versed editorial staff, there’s also a solid stable of guest contributors that are often more substantive than fluff. Publication frequency: 4/5. The website is refreshed several times per day across its three main sections. Website experience quality: 5/5. The card-based format is a design best practice that follows through well on mobile. The images make it easy on the eyes and the prominent real estate for the Data Dashboard puts HNN’s value proposition front and center. The site is also easy to search, which wins it top marks. Traffic Ranking: #59,130 in the U.S. 4/5. TOTAL SCORE: 22/25 Skift With recent acquisitions in aviation and events, Skift has become a well-rounded resource across many industry segments. Its coverage is often more ambitious in scope, although it has moved to a tiered paywall during the pandemic. Its hotel coverage is typically a blend of well-reported deep dives and higher-level newsy stories. Editorial quality: 5/5. The scope of coverage encompasses all aspects of the industry and how everything relates to each other. With reports, newsletters and podcasts, there’s a lot of context for what’s happening not just in hotels but travel. Domain expertise: 4/5. Alongside a dedicated hospitality reporter, the publication maintains a deep bench of qualified journalists who are experts in their coverage beats. Publication frequency: 4/5. Given the focus more on more extensively-reported coverage than other more B2B industry publications, content is published less frequently than the rapid-fire cadence elsewhere. That’s also due to the single reporter (rather than a full team covering just hotels). Website experience quality: 4/5. The website is more modern than most and maintains that experience via mobile as well. Traffic Ranking: #9,303 in the U.S. 5/5. Skift’s traffic reflects its growing stable of brands; it’s one of the most-visited sites covering the business of travel. TOTAL SCORE: 21/25 Phocuswire Phocuswire is the travel technology arm of Phocuswright. The hotel coverage focuses on the impact and application of technology in the industry. There's also extensive coverage of startups and other emerging trends, and, thanks to Phocuswright’s network of travel media brands, the coverage has a strong global focus. Editorial quality: 4/5. Phocuswire’s editorial team is well-versed in travel technology and has a broad foundation to build on. The stories range from the deeply-reported to topical quick hits. Videos and podcasts augment written coverage to provide a variety of perspectives. Domain expertise: 4/5. The focus on the technology side of the business sets it apart. And, although some contributed perspectives aren't as good as others, Phocuswire’s acceptance of external opinions broadens its diversity of perspectives. Publication frequency: 5/5. Frequent updates keep things fresh and relevant. Website experience quality: 4/5. The website is relatively clear, although there is a lot of information to process within the several sliders. It can sometimes be hard to know where to click first. On mobile, the content is easy-to-scroll and generally avoids invasive ads that plague other outlets. Traffic Ranking: #25,654 in the U.S: 4/5 TOTAL SCORE: 21/25 Hotel Management Hotel Management is part of the global B2B trade company Questex. It focuses on all aspects of the business, including financing, operations, procurement, hotel technology and financial performance. Overall, it’s a solid choice for staying on top of the latest hotel news, as well as recent surveys and reports around hotel industry trends. Editorial quality: 4/5. The stories are definitely more vendor-focused and are more quick-hit updates rather than thematic deep dives. Domain expertise: 4/5. The editorial team has a long history of covering the hotel industry and use that knowledge to inform their coverage. Publication frequency: 5/5. Frequent updates on the website and also a monthly digital magazine. Website experience quality: 4/5. The website is minimalist, focusing on the content with a reasonable amount of ads. This experience mostly follows through on mobile, although ads take up too much space at the top of the smaller screen, pushing content down below the fold. That’s less of an issue on larger screens. Traffic Ranking: 2/5. #65,490 in the U.S. TOTAL SCORE: 20/25 SmartBrief The Hospitality SmartBrief is an easy and convenient way to stay on top of the latest news and analysis. Each day’s new stories are curated and summarized by the editors, which then publish the stories on the website and in an email newsletter. There are also separate newsletters for spa professionals, travel professionals and those in gaming. It’s part of a massive 275+ industry coverage map, so they’ve got this format down. Editorial quality: 3/5 The editorial curation is superb. It’s an efficient way to stay in the loop. But since SmartBrief doesn't create any of its own content, the score is a bit lower in comparison to others. We wanted to be fair given the costs of supporting the editorial quality of the other ranked publications. Domain expertise: 4/5 The editors do a great job summarizing each news story in a way that surfaces the most important and relevant aspects for their audience of hospitality professionals. Publication frequency: 4/5 The newsletter goes out daily. Other outlets publish several times per day though, a frequency that gives you more real-time information. Website experience quality: 4/5 Simple and straightforward, it’s less cluttered than others on this list. Traffic Ranking: #4,587 in the U.S: 4/5 Note: This doesn't tell the whole story, as it includes all industry segments and doesn’t reflect the newsletter subscribers. TOTAL SCORE: 19/25 Lodging Magazine Lodging Magazine is a publication of the AHLA. Its online component features content across a broad array of categories, from finance, guest experience and operations to technology, people and design. There aren't many other publications that cover so many topics with a frequency and quality as this one. Editorial quality: 4/5 This is a comprehensive resource for all aspects of the hotel business. It’s specifically geared towards the hotel professional and not just the vendors serving the industry. Yet, it’s heavier on the vendor content so we took off a point. Domain expertise: 4/5 As the official publication of AHLA, it can lean on all kinds of experts across the industry, as well as others serving the industry. This makes it very authoritative in its field. Publication frequency: 5/5 There’s a lot of content covering many different topics, updated many times a day, and across other mediums, such as podcasts, videos and the namesake magazine. Website experience quality: 3/5 We know revenue is important but the repetitive advertorial pop-ups can be excessive when browsing across multiple articles in a single session. There are just too many ads! Traffic Ranking: #151,057 in the U.S: 2/5 TOTAL SCORE: 18/25 Hotel Business Hotel Business is another source for hotel owners, investors and operators to find industry-heavy news and insights. Similar to other sites like Lodging and HotelManagement that monetize their content through vendor updates, there’s quite a bit of supplier content and high-level industry updates. Editorial quality: 4/5 There’s a good breadth of coverage of news topics, including people moves and supplier features/updates, as well as sharing snippets of relevant business updates and demand data. Longer form articles are reserved for the magazine and then republished. Domain expertise: 4/5 The team has been working in travel for decades and has a solid understanding of industry fundamentals and how the news impacts the industry moving forward. Publication frequency: 4/5 Daily updates, plus a regular magazine (with digital edition) and a strong slate of videos. Website experience quality: 2/5 The website is dated and there are too many ads (a problem for all sites relying on vendor dollars). This makes it cluttered - and that extends to mobile. There’s just too much vying for our attention. Traffic Ranking: #33,041 in the U.S: 4/5 TOTAL SCORE: 18/25 TopHotel.news TOPHOTELNEWS is a hotel news site that focuses primarily on updates from new hotel projects and chain hotels around the world. The editorial mandate also extends to featuring expert perspectives from hotel owners and operators worldwide. It’s a bit more narrow in scope than other hotel news sources yet it’s much more design-forward as far as its coverage. Editorial quality: 2/5 Editorial content is short and mostly newsy (less analysis). Much of the content is supplier news, vendor perspectives and people updates. These are useful signposts for any hotel professional but doesn't quite match the editorial quality of other publications listed here. Domain expertise: 4/5 TOPHOTELNEWS specializes in hotel development and really shines through when it comes to its content around new hotel openings, design trends and updates on hotel development pipelines. Publication frequency: 4/5 The content is refreshed frequently, around a few times per day. Website experience quality: 3/5 On desktop, the auto sliders are distracting and somewhat busy, although the prominent use of images is refreshing. On mobile, the experience could be a bit more focused on speed and putting more information easily accessible without having to click around so much. Traffic Ranking: #516,698 in the U.S: 1/5 Traffic is much lower than others but this is also serving a specific niche of those in hotel design and development. TOTAL SCORE: 14/25 -- In addition to these websites you'll also want to make sure you follow your local hotel news channels such as the San Francisco Hotel Counsel or Las Vegas Tourism Bureau or local real estate publications. You'll also want to keep a pulse on the press sections of major chain websites like Hilton, Hyatt, Choice Hotels, IHG, Wyndham and Marriott. It can often be helpful to follow other travel industry websites as areas like flights and meetings may be leading indicators for hotels. Hoteliers can feel very isolated on property so it's important to stay in the know. COVID-19 has thrust our industry into a new normal and it's more important than ever to stay on top of trending topics that affect reopening and success strategies working in other markets or adjacent verticals. Knowledge is power and staying on top of the latest developments can have a huge impact on how your hotel handles the coronavirus crisis and other rapidly evolving market dynamics such as occupancy and RevPAR trends or even inbound tourism from markets like the Middle East, Asia, and Latin America that impact your United States business.
Many of us are already anticipating 2021 with optimism – and a number of new hotel properties slated to open next year are only adding to that excitement. Design trends indicate that hotel architects are emphasizing the destination, creating spaces that illuminate the natural beauty and energy of a location. Property designs incorporate smart technology with eco-friendly elements, like living greenery and seamless indoor/outdoor transitions. Sustainability also plays a role in how a hotel property incorporates existing design elements in their renovation or new design: some hotels, for instance, are taking historic sites and blending vintage architectural elements with modern amenities. Our list is packed with everything from boutique hotels to global luxury brands with some rockstar interior designers and design firms featured. Despite the pandemic, there's still nothing like staying at a luxury hotel arriving in the hotel room, and let go of the day-to-day stresses. From Athens to Barcelona and Malaysia to Miami, there are incredible hotels in your backyard that you probably don't even know about. Some of us prefer ultra-modern all-glass hotels with museum-quality art collections and others prefer rugged retreats. Whatever your preferences, design inspiration is all about taking elements from a variety of the best hotels. From insane living rooms and hotel interiors to Infiniti edge swimming pools this list will give you a taste of the high life. These 30 hotels opening in 2021 exemplify some of the hottest design trends in the hospitality industry – here’s what we have to look forward to visiting next year. Amanvari, East Cape Baja, Mexico Amanvari in Baja’s Eastern Cape will offer 20 contemporary, private pavilions perched on stilts in a beachfront, tropical mangrove. These modern accommodations will each have two floors with living space, wrap-around decks, and a cantilevered private pool, plus fire pits and hammocks. Rosewood São Paulo, Brazil Rosewood São Paulo’s striking architecture houses 180 rooms and suites in a “vertical park.” The property is designed by world-renowned architect Jean Nouvel with interiors by Philippe Starck. This property includes natural Brazilian wood blended with Italian elements. One&Only Resorts Kea Island, Greece One&Only Resorts is coming to Kea Island, Greece with resort-style rooms, suites, and villas. The design of this property integrates classic Hellenic architecture with modern amenities and seamless indoor/outdoor transitions. Etéreo, Riviera Maya, Mexico Etéreo is Auberge’s latest addition in Mexico. The resort is designed to look like a series of coral stone structures that reference Mayan culture. Floating above the tropical vegetation, areas of the resort are connected by a hidden network of boardwalks and pathways. Stanly Ranch, Napa Valley Stanly Ranch in Napa Valley, California is one of the most highly anticipated openings of 2021. The property will include 135 cottages nestled in the vineyard, with patios that open directly onto the vines overlooking the Mayacamas Mountains. We expect Stanly Ranch to incorporate lots of natural building materials, open spaces, and natural light. Montage Big Sky, Montana Montage Big Sky is coming to Big Sky, Montana. The property is designed to provide ski-in, ski-out access to 5,800 skiable acres. In the summer, guests can enjoy an 18-hole golf course designed by Tom Weiskopf. The hotel promises to be ultra-luxurious with five-star amenities just an hour’s drive from Yellowstone National Park. Nobu Hotel Toronto, Canada Nobu Hotel in Toronto is a striking addition to the city’s skyline. In line with the design trend of repurposing existing building materials, Nobu Toronto is designated as a heritage site and will retain the original brick façade from the Pilkington Glass Factory previously on the site – as well as Art Deco design elements from the early 1900s. Six Senses Ibiza, Spain Six Senses in Ibiza, Spain promises to offer townhouses, pool suites and “beach cave units” overlooking the blue waters of Cala Xarraca Bay. Initial mockups of the design show minimalist, natural elements blended with the rustic appeal of the Spanish island vibe. W Hotel Edinburgh, Scotland Designed by architecture firm Jestico + Whiles, the W Hotel in Edinburgh will incorporate a winding steel ‘ribbon’ that recalls a spiral of paper – a nod to the neighborhood’s history as a home to Edinburgh’s printing presses. The design also considers the area’s status as a UNESCO World Heritage Site in its smaller footprint. Costa Navarino, Greece Costa Navarino is another hotel opening in Greece and part of three new areas under development in Messinia. The resort puts the natural setting first with an earth-sheltered design. Accommodations are built into the hillside with planted roofs discreet private pools. The Langham, Gold Coast, Australia Langham Hospitality Group is opening a new hotel in Surfer’s Paradise, Australia in one of the three landmark towers of the Jewel development project. This destination will feature 180-degree views of the Pacific Ocean, plus a sky terrace and bar, an indoor free-form pool (plus a second outdoor pool), and a 700-square-meter ballroom. The Langham, Jakarta, Indonesia Langham Hospitality Group is also opening a new property in Jakarta, Indonesia – designed by Smallwood, Reynolds, Stewart, Stewart, one of the world’s top international architectural firms. The hotel will feature a 336 square meter Presidential Suite with its own outdoor terrace. Mondrian Cannes, France The Mondrian brand is slated to open a newly redesigned hotel on the city’s Promenade de la Croisette. Mondrian Cannes’ will feature custom-designed interiors by Monaco-based architects Christophe Poyet and Emil Humnert. Six Senses New York The Six Senses' new project in Manhattan will feature two twisting towers designed by architect Bjarke Ingels between the Hudson River and the High Line. The interiors are going to be designed by Parisian firm Gilles & Boissier and promise to be contemporary, modern, and full of natural ambiance. Castello di Reschio, Italy Castello di Reschio is another great example of an existing building getting a modern facelift. Located in Umbria, the owner is also an architect, and personally supervised the renovation and redesign of this 10th-century castle to include upscale amenities and modern touches. Krugar Shalati, South Africa Krugar Shalati is a totally unique hotel coming to South Africa in 2021; it’s built inside a restored vintage train floating on a bridge above the Sabie River. The permanently parked train includes local art and furnishings to evoke the area, plus access to the game park. Xigera, Botswana Xigera is opening in Botswana’s Moremi Game Reserve and is designed to offer a unique safari experience – the lodge is positioned to sit over the water of the Okavango Delta so that guests can enjoy uninterrupted views of wildlife. You can also book a stay in the three-story steel baobab tree nearby. Chablé Sea of Cortez, Mexico Chablé Sea of Cortez in Mexico uses architecture to blend with the natural environment while offering uninterrupted sea views from every room. The property will focus on wellness, with a huge spa, private beach, and ocean-front pool. Aman New York, USA Aman New York will take over the Crown Building, formerly the location of the Museum of Modern Art in Manhattan. The redesign retains much of the building’s historic charm paired with luxurious elements designed by Jean-Michel Gathy, a leader in hospitality design. Radisson Hotel Perm, Russia Radisson is opening its first property in Perm, Russia. The property is designed by Twelve Architects, an award-winning international architecture firm. The interior will be Scandanavian-style, while the exterior takes its inspiration from the folds of a ballerina’s skirt – a callback to when the Bolshoi ballet company was based in the city. Casa Formentera, Spain Casa Formentera will open in Spain’s Balearic Islands in the style of beach-y, boho-chic luxury. With just 14 rooms available, this exclusive hotel will feature “neutral tones, polished concrete floors, lots of natural wood and linens, tropical plants and African style ceramics with rattan screens providing stylish touches,” according to the property’s press release. LXR Roku Kyoto, Japan LXR Roku Kyoto Resort in Japan will be set among the Takagamine Sanzan mountains, part of a 28.6-acre enclave that’s home to some of Kyoto's most notable gardens, historic architecture, and authentic tea houses. The resort was designed with the Japanese concept that “beautiful things are born from a beautiful environment” in mind. Kālesma Mykonos, Greece Kalesma will soon be the only property in the world to have pieces by designer Rick Owens – and that’s just the start. Kalesma’s look and feel is inspired by Mykonian history, with natural materials such as wood, marble, and stone giving a contemporary twist to classic Cycladic style. Four Seasons Chao Phraya River, Bangkok Four Seasons Chao Phraya River is the Four Season’s upcoming opening in Bangkok, Thailand. The interior of this prestigous hotel is designed by world-renowned architect Jean-Michel Gathy; there’s also a collection of art installations curated by Gathy. Canopy by Hilton, Kuala Lumpur Canopy by Hilton is opening a new location in the Malaysian metropolis of Kuala Lumpur. The architecture and interior design will be inspired and influenced by its local surroundings, positioning the hotel as a natural extension of the neighborhood. Daxton Hotel, Michigan The Daxton Hotel in Michigan is scheduled to open in early 2021 – and already taking reservations! Guests can enjoy luxurious design touches and art curated by world-famous Saatchi Art. Pendry West Hollywood, Los Angeles The Pendry’s design and decor reflects it’s stylish position on Los Angeles’ Sunset Strip. The Pendry mixes Art Deco with contemporary, modern elements. The hotell will offer a rooftop pool, a members-only social club, live entertainment and a food and beverage menu by Wolfgang Puck. The Tasman, Australia The Tasman is Mariott’s newest project coming to Hobart, Tasmania. The hotel design echoes the building’s original heritage, maintaining Art Deco details with modern elements and luxurious amenities. Raffles the Palm, UAE Raffles the Palm is on track to be the talles building on the UAE’s Palm Jumeirah, standing at almost 260 meters high. The hotel is set to offer 125 rooms and suites, as well as 359 branded residences – including 16 penthouses. Anantara Jinsha Chengdu Hotel, China Anantara Jinsha Chengdu is a planned urban oasis. The property will sit in front of a 47-hectare eco wetland park, one of the largest outdoor spaces in the middle of Chengdu. If these stunning hotels are anything to go by, 2021 is shaping up to be a trend-setting year for designers and architects in the hospitality sector.
Curious about property management? Whether you own an investment property, you're a property manager - or even just looking to break into the industry - you’ll gain a solid introduction to property management in this article. By the end of this page, you’ll know the differences between a property management company and an individual property manager and understand the benefits of using one or the other. Let’s get started! Property Management Defined In short, property management is the operation and oversight of real estate assets. Property managers can work with residential properties, such as apartments, condominiums, townhouses, or detached single-family homes, or commercial properties, like shopping centers and office buildings. Property management serves as the bridge between the property owner and the tenant, and the property manager often handles maintenance and physical upkeep in addition to driving revenue and interfacing with tenants or guests. Types of Rental Properties When it comes to residential rentals, properties that look the same on the outside can be managed in completely different ways. Residential rentals can be split into two categories: short-term rentals and traditional long-term rentals. Depending on the goals and preferences of homeowners, they might decide to focus on short-term or long-term rentals. Short-term rental properties are made available for stays less than one month in duration. Some short-term rentals allow nightly reservations while others focus on weekly stays. Short-term rentals are an alternative to hotels for vacations or business trips; they’re fully furnished and usually come stocked with linens, toiletries, and kitchenware. The phrase “short-term rental” often refers to urban apartments that allow short stays, while “vacation rental” or “vacation home” refers to detached houses available for short stays. Long-term rentals, on the other hand, generally only allow stays longer than one month, and it’s not uncommon to find traditional rentals that have a 1-year minimum leasing term. These properties are usually unfurnished. Tenants can bring their own furniture, set up their own utilities, and make the place feel like home with their own decor. Property Management Structures In some cases, the property owner manages their own property, but many owners choose to outsource the hassle of property management activities to a professional, whether that be a real estate agent, an individual property manager, or a property management company. In all of these structures, the owner pays the property manager a fee or commission for their services and pricing varies based on the level of service provided. Some service providers only handle key hand-offs while others may manage multiple units within a larger multi-family complex and handle other facets of the operation such as: listing sites, maintenance requests, rental income accounting, setting up VR management software and even managing housekeeping services. In popular leisure destinations, it’s common to see real estate brokers that double as property managers. Why? Many of the broker’s clients are purchasing vacation rental homes that they want to rent out during the parts of the year they’re not using the property. These broker-managers offer deep expertise in the local market and in the real estate and property management fields. Other owners might choose to hire an individual property manager to handle all property management activities. An individual property manager will be dedicated to the property and know all the ins and outs of the property, the market, and the tenants or guests. Professional property management companies also bring a wealth of experience and access to relationships with construction companies, travel agents, and other relevant connections. Some property management companies focus on a specific niche, like condos at a specific ski resort, while others manage hundreds of vacation homes of various sizes and price ranges across the world. A Day in the Life of a Property Manager What exactly does a property manager do? Whether a company or an individual manages the property, the operational tasks will be quite similar. Property managers have two main responsibilities: maintain the physical property and handle the business aspects of the property’s operations. From a maintenance perspective, the property manager would respond to any alerts of damage or maintenance issues. If a tenant or guest notifies the property manager that there’s a leak in the bathroom, the property manager will contact a plumber and ensure the issue is resolved. The property manager will also schedule seasonal maintenance, such as winterizing pipes or cleaning gutters. The property manager is also the link between the owner and the tenant or guest. At short-term rental properties, the property manager advertises the property, manages reservations, ensures guest satisfaction, and schedules cleanings between stays. At long-term rental properties, the property manager also advertises the property, but rather than accepting reservations, they screen potential tenants, manage lease contracts, and bill tenants for rent payments. Why use a Property Management Company? Property owners who want to outsource property management must decide whether to use a broker, an individual property manager or a property management company. Property management companies can offer several important benefits that deliver additional value for the owner and the overall business: expertise, connections, and scale. Property management companies that work with dozens or hundreds of properties and have years of experience can bring valuable expertise to the table, especially for short-term rentals. These companies know how to market properties online, delight guests, and provide great experiences. Their operations are a well-oiled machine, and they know the nuances of hospitality, marketing, and legal requirements in the area. In addition to operational expertise, property management companies have relationships with vendors and contractors who work closely alongside them. If your property needs maintenance or decor advice, the property management company can likely snag a discount on these services. Not only that, but if the property management company provides cleaning services, furnishings, or linens, they often receive bulk discounts by operating at a larger scale, which means the owner can save money too. While property management companies can deliver a lot of benefits for owners, it’s important to remember that these benefits come at a literal cost in the form of a management fee or commission. The owner must balance their own financial goals with the efficiencies that come with using a property management company. Property Management Licenses and Credentials Another reason that owners choose to work with property managers is that many local municipalities require specific licenses or credentials. Some states or cities require property managers to hold community management licenses or special operating licenses for short-term rentals. The application process for these licenses can be complicated and lengthy, and a professional property manager will know secrets to a successful application. Besides operating licenses, some states mandate that property management companies also hold broker’s licenses, which allows them to advertise properties via the multiple listing service (MLS) and hold showings at rental properties. Whether you’re investing in real estate for the first time or considering launching your own property management company, you can find exciting business opportunities with short-term and long-term rentals. What else do you want to learn about property management? Let us know!