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The 9 Most Futuristic High Tech Hotels in the World

by
Hotel Tech Report
1 month ago

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!

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The 10 Best Places to Work in Hotel Tech 2021

by
Hotel Tech Report
3 months ago

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.  

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Cloudbeds, SiteMinder & Room Raccoon Top People’s Choice Awards in the 2021 HotelTechAwards

by
Hotel Tech Report
3 months ago

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>>

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Winners of the 2021 HotelTechAwards Announced

by
Hotel Tech Report
3 months ago

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 >>

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2021 HotelTechAwards Finalists Announced

by
Hotel Tech Report
3 months ago

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  

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Hospitality Innovation is Thriving Despite the Crisis (Q2 Innovation Report)

by
Jordan Hollander
8 months ago

Innovation is alive and well in hospitality. Don't believe us? Check out the 47 new hospitality innovations that we cover in this report.  In the age of coronavirus we all catch ourselves thinking that the world is coming to an end from time to time. Don't worry, this article has nothing to do with coronavirus (but it's hard not to address the elephant in the room these days). In order to keep this article COVID free, let's run a scenario analysis using Hotel Tech Report's Innovation Wager™.  The wager considers four alternate universes based on two axes.  On our X axis we consider two worlds: Scenario A considers optimal decision making if the hotel industry does not recover, Scenario B considers what to do if you believe that it will. On our Y axis we consider what happens if we improve the way we do business with new technology and processes.  The wager shows us that in any potential outcome, it's always in our interest to improve the way we operate our businesses.  The only unacceptable outcome is the one where the world does not come to an end and we do not improve our tech and hotel operations processes.   So the next question is how did we choose our Y axis (i.e. update my hotel's tech and operations)?  The math is simple, if your hotel group's breakeven is at 25-30% occupancy and you're currently running at 0% you are essentially racing against time to hit that occupancy.  Global travel demand is unfortunately out of your control, so what can you do to get there as quickly as possible? You can improve your margins to lower your breakeven occupancy by getting more efficient at your property.  For this you may explore technology like keyless entry or staff collaboration tools to help your slimmed down team do more with less.  You can sell long term group business today to bring deposit revenue in ahead of those bookings and for that you'll need airtight sales tech and processes.  You could also get more efficient at acquiring guests to hit that 25-30% occupancy rate faster. In this article, we showcase 47 hospitality innovations that have been launched in the crisis.  As you explore ways to improve your margins, get smarter at guest acquisition and more - this list can put you on the cutting edge.  We've divided the article into five categories: Revenue Management Innovations Marketing Innovations Operational Innovations Guest Experience Innovations Sales and Meetings Innovations     BONUS: Look for the contactless badge next to products in the innovation report to identify technologies that will help your hotel go contactless, boost your recovery efforts and prepare now for the inevitable changes that are coming.  The tools have functionality that will enable you limit human physical contact to pre-emptively prepare for new government regulations and even more importantly, guest expectations.   Q2 Innovations in Revenue Management   1. OTA Insight Market Insight Tool OTA Insight’s Market Insight tool offers a smarter way to predict demand and price your rooms accordingly. Market Insight gathers and analyzes data from hotel web searches, flight data, events, holidays, online reviews, weather forecasts, and alternative lodging inventory to give your revenue team location-specific insights segmented into different customer groups. Learn more about your target guest’s booking intent and use real-time market trends to capitalize on revenue opportunities before your competition. 2. SiteMinder Insights SiteMinder Insights allows hotels to be smarter about their sales and marketing strategies while maintaining their brand integrity. This tool has monitoring and reporting capabilities that provide hoteliers a single place to access clear and actionable data on their local market, business performance and guests. This integration can help hoteliers make more informed decisions about hotel pricing and distribution, based on impartial data, as well as reveal insights that help get ahead of the competition. 3. Infor Price Optimizator Infor Hospitality Price Optimizer (HPO) is a mobile-first app that helps hotels price their rooms in a more accurate and timely manner. The algorithms that drive the app replicate the approach the guest takes to book a room: the system data from star ratings, location, pricing, and reviews to select which hotels are the valid competitors that should influence the pricing decision. he system automatically detects seasons and events for a dynamic pricing solution that updates throughout the day as needed.   4. HotelIQ Monthly Forecasting HotelIQ has been working on a Monthly Forecasting & Budgeting Tool that can generate forecasts and budgets for up to 12 months at a time. The platform pulls your real-time PMS data to use as a baseline, automating the burdensome task of maintaining spreadsheets and forecasting by hand. Easily edit figures, track performance, and generate market segment level forecasts and budgets.   5. IDeaS RevPlan IDeaS RevPlan is a total revenue forecasting, planning and enterprise consolidation tool. RevPlan can automate scientific forecasting, budgeting and financial submission for your entire property – from rooms to food & beverage and other income revenue streams. Save time and manual effort while driving greater profitability: RevPlan provides hotels the ability to forecast accurately and precisely.   6. RateGain MarketDRONE RateGain is launching MarketDRONE, a new feature for its rate intelligence platform OPTIMA. MarketDRONE tracks intra-day rates and rate-plan changes by hotels in real-time. Whenever a competitive hotel makes a rate change, your revenue manager receives an alert. Hotels are constantly changing rates for existing plans and introducing new rate plans close to check-in-date to sell off their unsold inventory and maximize revenue. As such, a revenue manager, on an average, may lose $1,000 or more per day by not acting on these intra-day market changes in real-time. With MarketDRONE, revenue managers do not have to pull out rate shopping reports on a daily basis to make the strategic decisions. The instant alerts provide them the market insights on the fly and basis that they can take the recommended actions on the go.   7. HotelTime Instant Reporting HotelTime Solutions is debuting Instant Reporting, a reporting and forecasting tool that helps revenue managers working at multi-location properties get a clear picture on their distribution. It aggregates data on key metrics across different properties. This tool makes it easy to get accurate reports, merging revenue center statistics at the chain level.   8. Hotelchamp Demand Tracker Hotelchamp’s new demand tracker will give revenue managers insight into how much demand there is predicted for future stay dates in their hotel. Set up automatic alerts to be notified when demand increases for a specific stay date. Get insights for a specific demand period to better predict trends in revenue.   9. HotelPartner Synergy Model HotelPartner’s synergy model is a new service offering for individual hoteliers that combines manpower, technology, and expertise in one package. The firm will offer a revenue management tool as well as the team to use it; the synergy model offers a blend of consulting, technology, and a revenue management solution tailored to your property.   10. 5stelle Business Intelligence 5stelle* is introducing a new business intelligence tool that provides 18 interactive dashboards. Get reporting on your reservation lead time, month-to-date revenue and occupancy, RevPAR analysis, and more all in one place.   11. Fairmas Advanced Revenue Planner Fairmas Advanced Revenue Planner simplifies the planning and controlling of all hotel revenues, either by market segment or by account line item, on a daily or monthly basis. The platform is built for different user groups – from department managers who need to plan on the operational level, to revenue managers for a detailed view of the total hotel, and to the general managers who can refer to its consolidated view. The  Pickup Planning feature allows a different way of planning that may be a more realistic approach depending on the day-to-day situation (e.g., How many more rooms do I still need to pick up to achieve my goal?).     Q2 Innovations in Hotel Marketing   12. Revinate Guest Data Platform Revinate’s Guest Data Platform is another take on consolidating guest information to deliver the insights hotel managers can use to drive direct bookings, provide a great guest experience, and increase profit. The Guest Data Platform combines guest data into rich, unified profiles that can inform your sales and marketing campaigns.   13. SHR Maverick CRM SHR Maverick™ CRM by Sceptre Hospitality Resources LLC is a new CRM system that unlocks information from third-party providers. This CRM shows your hotel data about customers no matter where they booked: direct, or through an OTA. Maverick gives hoteliers access to clean, consolidated guest data, including user behavior and booking habits. The platform includes a loyalty and rewards platform and integrates with Windsurfer CRS, Windsurfer CRO, Windsurfer IBE, and a built-in Campaign Management Platform.   14. D-EDGE CRM D-EDGE launched Guest Management, a CRM tool that integrates with the brand’s existing CRS product. Guest Management offers hoteliers a way to centralize data from your PMS, CRS, website, and other sources into one guest profile. By consolidating all data about each guest in one place, your team can more easily send specific, customized offers to guests, driving guest satisfaction and loyalty. 15. Dailypoint Content Bot The dailypoint Content Bot is a tool which pushes email communication finally to an individual experience with each guest. The bot pulls data from guest profiles in dailypoint to select content pieces from a library, offering individualized, concierge-style recommendations based on each individual’s unique needs. Content Bot allows your marketing team to get hyper-focused with messaging. Send a newsletter customized per person, rather than per target group.   16. Suiteness OTA Distribution Suiteness launched a partnership with Booking.com for travelers to book connecting hotel rooms and suites through Booking.com. When connecting rooms are available, they are booked 3.3x more often than multi-bedroom suites in the same hotel. Customer segments like families and groups are heading to AirBnB in droves because they demand more space and don’t want to risk showing up at your property only to find out they can’t get connecting rooms. Give them peace of mind and you’re more likely to win their booking.   17. RoomRacoon Integrated Upselling RoomRaccoon is developing an integrated upselling tool for its hotel management system.  This will allow clients of its HMS to offer add-ons like breakfast or room upgrades prior to arrival.  While there are quite a few standalone upselling tools on the market, RoomRaccoon is one of the first HMS players to offer this functionality.   18. AskSuite Booking Engine Chatbot AskSuite’s latest integration syncs your booking engine with their chatbot to recapture a guest who may be having trouble booking directly. For instance, if a traveler tries to book a room on an unavailable date, the chatbot will automatically respond with a message that there are no rooms available and suggest the next earliest date with availability. Or, the chatbot can be set up to suggest a nearby property from the same chain that does have availability. This integration helps your reservation team work more productively, captures more direct bookings, and standardizes customer service messaging on your site. Asksuite is also in the process of building a Smart Chat Distribution tool that can matches a reservation agent to an open chat, helping large reservation teams coordinate their responses to individual customers. Your property defines specific rules – using triggers such as language, communication channel, type of inquiry, and more – and the algorithm uses these qualifiers to send an open request to the right customer service representative. The goal is to improve your property’s customer service and make it easier for your team to work efficiently.   19. Profitroom WebAssistant Profitroom’s WebAssistant is a new tool for creating and maintaining your hotel website. The tool is built specifically for the hotel industry, with templates designed to set up booking pages that drive direct bookings as well as unlimited data transfer and automated free updates. This website builder is an option for hotel properties that do not have the budget to work with a digital marketing agency to set up their site.   20. Quicktext Lead Generation Quicktext’s chatbot aims to improve your sales cycle by generating new leads for your sales team. When a customer engages with this chatbot, the program checks your CRM to see if this user exists; if they do, the tool will add any missing contact details and customer interests as determined through the chat interaction. If this is a new customer, the bot will upload insights into your CRM that can be used by your sales and marketing team to send more personalized offers and marketing messages. The Quicktext bot interacts with 9% of online visitors each month; if you have 3,000 visitors every month, Quicktext will create 270 new leads to whom your team can market.   21. myhotelshop GmbH Link Travel Ads myhotelshop GmbH recently launched Link Travel Ads, a metasearch marketing platform for hotel chains, booking engines, and hotel marketing agencies. This tool is built specifically for properties that have struggled to run, manage and report metasearch marketing campaigns. Link Travel Ads will take you through the process from start to finish. With this tool, one account manager can manage campaigns for more than 500 different properties, with reporting and invoicing all in one place.   22. Experience Hotel Dedupe Experience Hotel, like D-EDGE, is trying to solve the problem many hotels have: multiple entries for the same guest. Hotel brands that have multiple properties with multiple data sources (the restaurant, spa, reservation system, etc.) tend to have duplicate profiles for the same guest in their PMS. Experience Hotel’s approach is Unified Customer Repository (UCR), a system that can identify all the duplicates in your guest list and combine every guest's details in one single profile. This allows your team to see an entire guest history in one place, and use insights from multiple sources to deliver personalized messages and offers.   Q2 Hotel Operations Innovations   23. hotelkit Facility Management Hotelkit debuted a new Facility Management platform that enables maintenance teams to  plan, schedule, and track corrective and preventive maintenance tasks. The tool help maintenance managers allocate resources such as time, money, and employees more effectively, and can automate and oversee daily maintenance routines. Get data and reporting on energy consumption or wear and tear of equipment to predict future expenses.   24. Mews Online Check-Out Mews Systems now offers an online check out feature aimed at reducing lines at the front desk and streamlining your property’s operations. Guests can checkout online without having to stand in a queue before departure; the platform sends housekeeping an alert once the guest has left, and your revenue managers can start upselling early check ins. Mews Online Checkout gives time back to guests and hoteliers alike with essential automation to guests who are in a hurry and hotels who are trying to turn around rooms.   25. HelloShift Inventory Management HelloShift is introducing Inventory Management to systemize the process of ordering and maintaining your stock of hotel supplies – parts, tools, equipment, linen, guest amenities, and more. Store detailed information about your supplies (warranty, brand, model, etc.), automate reordering, and reconcile inventory levels with regular checks. Reduce error that can lead to over and under-stocking, and reduce costs associated with ordering the wrong amount of supplies.   26. Bookboost Multi-Property Inbox Bookboost Guest Messaging added an all-in-one inbox with multi-property function that integrates messages from a number of channels into one inbox. Manage messages from your website, email, Facebook Messenger, Whatsapp, and more in one platform. This allows one team member to oversee one unified inbox – a big gain in efficiency, especially for multi-property hotels.   27. Sertifi eConfirmations Sertifi eConfirmations allows travel companies to send payment digitally to travel suppliers (e.g., your hotel). Receive corporate credit card payments, virtual card payments along with the corresponding payment instructions, and guest information, such as check-in time and room preference, all at once – quickly and securely. All payment data is tokenized and transferred in a PCI compliant manner. Offer a smooth, hassle-free payment experience for corporate travelers.   28. Beekeeper Task Management Beekeeper’s Whispr Partnership will help frontline workers learn their job duties more quickly and help add consistency to your operations. Whispr transmits “motivational audio messages”, as well as work instructions in your employee’s preferred language through Beekeeper’s operational communication platform. Facilitate communication between your housekeeping team and management in an innovative and authentic way.   29. Telkonet Ecoinput Telkonet introduces EcoInput, a simple way to save energy and reduce your costs. EcoInput turns any light switch into an energy management device. Using the Zigbee wireless protocol, lighting can be controlled locally – e.g., guests can use the light switch as normal – or remotely via software or mobile control. Add sustainability and energy savings to your property without sacrificing guest experience.   30. Hoxell Quality Operations Hoxell has a new tool called Quality Operations. With Quality Operations, members of your team can send messages, create and assign tasks, and digitize workflows to improve productivity. The platform aims to streamline housekeeping activities, create direct communication channels, and improve reporting by reducing friction in communication and knocking down siloed reporting structures.   31. Mister Booking Payment Automation Mister Booking’s Payment Automation feature offers a simple way to process payment from your Hotel Management System. All credit cards collected as guarantee from OTA or booking engine can be verified and pre-authorized directly from the PMS. Automate advanced payments for all non-cancellable and non-refundable reservations, according to their payment conditions. It will save your team time by automating the administrative burden of payment verification.   Q2 Guest Experience Innovations   32. Crave AppLess Mobile Crave unveiled AppLess™ Mobile, a tool that gives guests access to guest services through location-specific QR codes. Guests simply scan a QR code and choose from the services you offer. Create multiple custom QR codes and post them at different points throughout your property: for instance, a QR code for ordering drinks at the bar, a QR code for catering in a meeting room, a QR code for more towels by the pool. AppLess™ enables frictionless digital experiences for consumers to access services on their own devices, without the need to download a mobile app. Includes payment technologies such as Apple Pay and Google Pay.   33. SuitePad Premium Docking Station SuitePad has two new products to share, the SuitePad Premium Docking Station and the SuitePad 10" Tablet. The SuitPad 10 is a premium version of their previous model, featuring a 1920 x 1200px resolution screen, larger battery for longer use, and 2GB of RAM for smoother content delivery. The docking station includes new features such as a bluetooth speaker, in-room presence sensor, and telephone handset. These features increase your property’s ability to send offers to guests at the right moment, and provide a premium in-room technology experience.   34. Volara Google Interpreter Volara introduced Google Assistant Interpreter Mode for Hospitality, a partnership with Google that facilitates real-time conversations with guests through instant translation. The tool translates between 29 different languages to help your staff welcome guests from diverse language backgrounds. Improve the guest experience and solicit reviews in multiple languages with this quick and easy translation platform. 39. TrustYou On-Site QR Feedback TrustYou’s On-Site Solutions Beta is a new product that solicits feedback during the guest stay using a QR code or short URL. This survey tool proactively asks each guest about their stay, escalating any issues occurring at your hotel for immediate attention. One hotel property that tested this product was able to increase their post-stay review scores by 3.8 points by asking for feedback in real-time.   35. Travel Appeal Destination Report Travel Appeal’s On-demand Destination Reports are tailor made for independent and chain hotels, DMOs, and tour operators looking for deeper information about their territory. These reports are available for any city, region, or territory within a few days, and can be used to analyze visitor groups, sentiment scores, trends, competitors, online channels, seasonality, and more. Compare different time periods (up to three years back) and learn about the reputation of the destination, individual sectors (F&B, retail, experiences, and more), and what topics are most discussed in relation to your specific area. Know what to highlight in your marketing campaign and help your concierge team craft the perfect experience for your guests.   36. LoungUp WhatsApp Messaging LoungeUp debuted its new WhatsApp Messaging function, adding a new way to communicate with guests. Use this tool to initiate contact with each customer before they arrive over WhatsApp. Send guests a way to check-in in advance, pay their deposit, book a shuttle to the hotel, or offer an upgrade. Automate some of the time-consuming administrative process and offer real, conversational exchanges with guests. With 1.5 billion worldwide users per month (as of January, 2019) worldwide, WhatsApp is the number one messaging platform, ahead of Facebook Messenger (1.3), Wechat (1.1), Skype (0.3), Snapchat, Viber and Line.   37. Zaplox Mobile Check-in Zaplox Premium iterates on Zaplox’s original product with new mobile-check in and mobile key functionality. This app integrates with most leading PMS and lock systems to streamline check-in. The custom-branded app allows your property to connect with guests before, during, and after their stay. Guests can use the Zaplox app to check-in, preauthorize their credit card, and complete the guest registration before they arrive at the hotel. Includes mobile keys with integration with lock vendors ASSA ABLOY, dormakaba and SALTO systems as well as large PMS providers, such as Oracle, Agilysys, protel, StayNTouch, Maestro, and more.   38. MyStay Mobile Check-in MyStay Check-in Agent is a tablet-based software solution that can make your check-in process 100% digital at the front desk and anywhere at your hotel. The tablet scans guest documents, and then prompts the guest to add missing information, agree to house rules, and sign the check-in card. This increases the accuracy of your guest data, streamlines the check-in process, and allows your team to focus on the guest experience rather than data entry.     Q2 Sales & Group Travel Innovations   39. OPERA Sales & Event Management Oracle’s OPERA Sales and Event Management Cloud (OSEM) helps hotels reduce the extra time spent managing data entry related to events. OSEM provides a single view of all a hotel’s event booking details and revenue across rooms and event spaces for easier audit and analysis. Properties can increase their event revenue by optimizing inventory, bookings, streamlining logistics and providing smooth event logistics. The tool helps streamline operations, increase communication and cooperation across departments, and respond faster to customers.   40. Atomize Group Booking Pricing Module Atomize announced fresh updates to its Group Booking Pricing Module with a tool that helps revenue managers to instantly calculate the optimal rate for groups. This module now presents both the total recommended price and displaced transient revenue for the group, along with details such as prices per room type and date. A separate module introduces the ability to email yourself the group pricing recommendation for future reference.   41. MeetingPackage Analytics MeetingPackage has a new analytics extension for meetings and events bookings that allows you to advertise your meetings and events the same way you would advertise your hotel rooms. The analytics extension allows Google Analytics to track the full customer journey, capturing the total revenue of the meeting/event. Measure the booking process from the very first ad click until the event date, and make smarter marketing decisions on Google, Facebook, and LinkedIn to drive valuable direct traffic.   42. SABA Hospitality Digital Conference Tool SABA Hospitality’s SABA Conference is a digital conference tool that provides automatic answers to the questions and requests of conference hosts and attendees directly to their mobile devices. From conference information, directions and amenities, and information on the surrounding area, all information is easily accessible in multiple languages, and can be presented in any format (e.g. links, videos, text, maps and images). Users don’t need to download a thing, making it easier for conference organizers to ensure all relevant information is received by attendees. Hosts and property operators simply enter the relevant information, and the platform presents it in a branded and engaging way.   43. EVENTMACHINE Instant Quote EVENTMACHINE IQ Instant Quote automatically plans and quotes events based on a few simple inputs, like date or event type. Rather than tasking an event manager to manually select and calculate event spaces, catering and equipment. Eventmachine IQ can reduce that manual effort. Get instant, custom quotes emailed in a professional PDF proposal.   44. Get Into MoRe Strategy Dashboard Get Into MoRe has built a new Strategy Dashboard advises whether or not you should allow an inquiry to proceed with booking your events space. One small event could easily reserve a space and prevent a more profitable, large event. Strategy Dashboard uses a red light/green light system to tell you if an inquiry is worth accepting – or if you should hold out for another booking request.   45. THYNK Meetings Management THYNK has a new product, MYCE, a customer-centric meeting events and venue management system. The flexible, cloud-based system uses Salesforce to automate the sales process follow-up with task automation and two-way integration with your PMS, POS, and other applications. Assign tasks across departments and add the group booking module to make it easier to manage event bookings.   Q2 New Innovations in Food & Beverage   46. Bbot Smart Ordering System Bbot Smart Ordering system allows guests to order room service on their phone from their room without downloading an app or signing up for a new service and integrates with popular hotel PMS and POS systems.  Guests order and pay for food + drinks right from their room without having to call down, which means you save on labor and menu management.  Bbot recently rolled out new PMS integrations including Mews & Opera.                   47. Apicbase's Production Planning Tool Apicbase’s Production Planning tool streamlines kitchen operations at your property by making food production reliable and repeatable. Save money and reduce food waste by up to 30% with automated to-do lists, real-time inventory updates, and a function that allows your team to predict how many quantities will be needed at each meal. Prep only what you need and make the most of ingredients in your pantry to lower your food budget.  

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How to Become an Expert at Retargeting Ads

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Hotel Tech Report
9 months ago

Consider the statistic that 90% of guests who book through an OTA visit your hotel’s website at some point during their booking journey. Despite the time and effort you put into optimizing your website and implementing a great conversion strategy, you’re still losing direct bookings to OTAs even after guests have been to your hotel website. Why? Sometimes, when a guest visits your website, they’re just starting to do research and price the various options on the market. They aren’t ready to click the “book now” button, despite how good your site looks. This is where retargeting can make the difference between bringing the customer back to your site and losing out to an OTA. To increase direct bookings, you need retargeting to be able to meet guest intent and showcase the value of your hotel around the web. Retargeting is one of the most profitable marketing channels because you’re targeting your own proprietary audience and driving them to your direct channel vs. third party hotel booking sites that often charge high commissions.. It’s an excellent way to make sure your ads have the most impact: you’re showing ads and offers to people who are already aware of – and even interested in – your brand. Getting retargeting right can take a ton of time and effort unless you have the right industry-specific tool in your arsenal.    What is Retargeting? Retargeting is a marketing practice that specifically targets visitors to your website who have browsed, but not purchased. It’s widely accepted that only 2% of shoppers complete a purchase during their first visit to an online store. Retargeting aims to bring back the other 98% of viewers to capture a higher percentage of sales. This approach has a higher ROI than most other marketing initiatives because you’re using your budget to convert users who are already interested in your hotel and have demonstrated purchase intent. Using a piece of code, retargeting tracks someone who visited your site and shows them ads related to your brand at a later point in time. There are two main ways to run a retargeting campaign.  Pixel-based retargeting: the most common form of re-targeting, when someone visits your hotel’s page, a piece of JavaScript (also known as a pixel or cookie) is placed on their browser. The cookie notifies retargeting platforms to serve ads after the user leaves your site. Retargeting platforms can serve ads tailored to what the user viewed on your page; for instance, if a visitor viewed suites and family-friendly rooms, a retargeting platform can show ads for family getaways.  List-based retargeting: if you have someone’s contact information, you can use it to show them specific retargeting ads on a social media network. Upload your list of email addresses to the retargeting campaign. Then, the platform matches your emails to users on that network and serves ads just to them. This method is a highly specific way to target potential customers, but only works if someone uses the same email address on social media as the one stored in your database. List-based retargeting might sound good – why wouldn’t you want to target people your sales team has initiated contact with? But experts warn that few people use the same email address in business as in social media. One study found that “match rates can vary from 70-80% down to as low as 20-30% for some platforms, so you'll need a fairly large list to make this type of retargeting effective.”    Why is Retargeting so Profitable? By some estimates, retargeting can be 2x more profitable than regular ad campaigns. Retargeting generates more online sales by keeping your brand front and center. Continuously serving ads to digital "window shoppers" encourages users to come back when they're ready to buy. Every time your customer sees your retargeting ads, your brand gains traction and more recognition. High click-through rates and increased conversions are typical with retargeting campaigns: these metrics underscore the value of good branding and repeated exposure. Triptease’s new retargeting tool uses search data, parity, and behavioral data points to avoid targeting a visitor who’s search dates are in the past, or to avoid bidding to advertise when your page doesn’t offer the best price available online. It also updates the creative and ad copy to show offers most likely to appeal to an undecided guest. Someone planning a golf weekend away will see a different retargeting campaign than a business traveler looking for an event venue.  The value of retargeting is in reaching users who are in the middle of their customer journey – people who haven’t made up their mind about booking with your hotel (or any of your competitors, for that matter). Rather than diverting scarce ad dollars on users who have already made up their mind hotels are wise to focus on those still have an open mind and are more likely to convert because they’re already aware of (and have showed interest in) your brand.   How to Run Highly-Effective Retargeting Campaigns   The mechanics of placing retargeting ads are best managed by a platform like Triptease.  “If we know a guest has arrived on the booking engine from metasearch, we show them a message based on the details of their search. If we know they’re high-value, we might highlight one of the hotel’s upsell offers. If they leave the site without booking but they’ve displayed signs that they’re interested, we’ll adjust our retargeting bids to make sure they’re reminded of the hotel later,” describes Charlie Osmond, Triptease’s founder. There’s a limit, however, to how much exposure a visitor should have to your retargeting campaigns. “Frequency capping” limits the number of ads you show a particular audience. This practice can make the difference between engaging a customer and spamming them. Industry experts found that capping impressions at two to three per ad group is the right number, but test to find the best level for your property. Retargeting campaigns consist of display ads with images, video, enticing copy, and a CTA to capture an audience’s attention. The best retargeting ads include:  A headline that relates to what the user was browsing on your hotel site  (e.g., “Activities for the whole family”) Relevant visuals: an animation, image, or video that shows your property as it relates to what the user wants (e.g., a picture of a family jumping into your property’s pool) A call-to-action that stands out: make the button eye-catching with personalized, actionable text (e.g., Book for your family now) Live price comparison: Triptease Retargeting pulls a live price comparison to guests based on their unique search, wherever they are on the web. Personalization is key in running an effective retargeting campaign. Most retargeting campaigns allow you to segment your audience by either behavior, time, or whether or not they are an existing customer. It takes some time to find the right retargeting strategy for your property – here’s how to get started.    Retargeting Strategies in the Hotel Industry Targeting website viewers is just one potential strategy that’s popular in the hotel industry. The ways to retarget potential guests are categorized by how a viewer interacts with your property – through your website, through email, or through social media, for instance. Email retargeting triggers ads to customers who have opened your email campaign. The tracking pixel is added to your email so that anyone who opens the message will later see display ads for your hotel elsewhere on the internet. Contextual retargeting gives your hotel the ability to cross-promote with similar businesses in the hospitality industry. For instance, if a visitor leaves your site and goes to book a flight, your ad will be shown on the airline’s page. It’s a more sophisticated way to retarget a customer based on behavior and interests. Social retargeting delivers ads to visitors who browsed your website and then left for a social media channel like Facebook or Twitter. According to Net Affinity, “About 54 percent of marketers believe that ‘social retargeting was a better use of resources than mobile, search or even email retargeting.’ In addition, it leads to more than double the conversions!” Lastly, search retargeting seeks to reach new customers who may be interested in your hotel by targeting specific keywords. For instance, if someone searches “hotel New Orleans” your campaign may be one of the promoted results or display ads – even though someone has never visited your website. How and when you choose any of these retargeting options depends on where the customer is in their purchase decision-making process – and recognizing a customer’s conversion potential is where a tool like Triptease brings the most value. Triptease combines data from all parts of the booking journey to allow you to send the optimal retargeting messaging. “If we know a guest has arrived on the booking engine from metasearch, we show them a message based on the details of their search. If we know they’re high-value, we might highlight one of the hotel’s upsell offers. If they leave the site without booking but they’ve displayed signs that they’re interested, we’ll adjust our retargeting bids to make sure they’re reminded of the hotel later,” says Osmond. Retargeting is easy to do, but very complex to do right. Work with a partner like Triptease that can ensure that you have experts running your campaigns to maximize results.  

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What is CRO and Why Does it Matter To Your Hotel?

by
Hotel Tech Report
7 months ago

Well done: your hotel's direct marketing plan is driving more traffic to your website than ever before. Your hard work has paid off and you should actually be very proud of building a healthy direct channel. But how are your website conversion rates? Next-level hotel marketing mastery requires both demand generation skills and an ability to convert that demand into bookings. You can’t just generate the demand at the top of the funnel via metasearch and other PPC advertising, or inbound marketing techniques like blogging and influencer marketing; you need to then convert as many of those prospects into customers as possible. As you’ll book more business with the same amount of spending, your increased capital efficiency falls directly to the bottom line. This means that conversion improvements have a direct impact on your hotel profitability. The best part is that there are affordable tools that have been purpose built to deliver constant improvement and optimization for hotel websites.  Booking engine vendors like Synxis are constantly running A/B tests across thousands of clients to ensure optimal conversion once lookers enter your booking funnel but first you'll need to get them there from your hotel website. Ready to get started? Here's how to make conversion optimization a key part of your hotel marketing strategy.   What is CRO: The Science and the Impact CRO stands for conversion rate optimization, and it refers to the process of improving the number of people that complete a desired action on your website or online channels. The most obvious examples are the conversion rates of your website’s booking engine, or the number of lookers the turn into bookers. Conversions to revenue are obviously the most visible; you can also optimize conversions at any point throughout the funnel, such as on landing pages, proposals, newsletter sign-ups and third-party advertising. CRO is actually a theory backed by science. There's a copyrighted formula created by researchers at MECLABS that explains why people “convert,” or choose to take a specific action. Here's that formula:   C = 4m + 3v + 2(i-f) – 2a   To calculate C, the probability of conversion, you'll need five variables: the motivation of the user (m), the clarity of the value proposition (v), an incentive to take action (i), as well as the friction (f) and the anxiety (a) that prevents taking action. Notice that the most influential factors are the user’s motivation and the clarity of the “ what's in it for me” value proposition.   Therefore, effective CRO starts with a clear and detailed understanding of your target users and their respective motivations. Those motivations should then influence the words, visuals, and overall user experience so that the experience speaks directly to those motivations. You want to make sure that each aspect of the experience is primed for conversion, from the headline all the way down to the color of the “Book Now” button. That's the theory behind conversion optimization --  but what impact will it have on your hotel’s marketing efforts?   The 4 Key Benefits of CRO As you refine your conversion rate optimization skills, you’ll see four major benefits: Improved customer insight. A focus on CRO  requires you to have a deeper understanding of your customers. This is extraordinarily valuable, as it can affect all parts of your business. With successful customer insights driven your CRO strategy, you’ll increase the value of each interaction. This makes CRO the linchpin for your marketing strategy, says SEO expert and founder of Moz Rand Fishkin: “CRO is simply a must-have. CRO is the most important marketing activity because it makes every visitor exponentially more valuable.” Better ROI. CRO is the ultimate direct booking tool for hotels. Consistently improving your conversion rates means that you will always be getting more out of your marketing spend. And, since CRO can happen at different stages and at different points in your customer experience, many small improvements magnify.  That's due to the power of compounding: a 5% increase inJust a couple of places in your marketing funnel will lead to greater possibility than just a single Improvement. Here’s a quick example with simple numbers: a hotel has a 10% conversion rate of website traffic to newsletter subscribers and a 5% conversion rate of newsletter subscribers to bookings. So 1000 website visitors equals 100 subscribers and thus 5 bookings. Doubling both conversion rates would mean 200 subscribers for every 1000 website visitors, resulting in 20 bookings for every 1000 visitors. That’s quadruple the original number, and double what it would be if only one conversion rate increased. As you improve conversions across your business, the effects can be exponential!  Better user experience. CRO also just isn’t about making more money. Stronger conversions usually made the customers are finding the information they need when they need it. This creates a better customer experience and expands your property’s guest-centric mindset onto your digital experience as well. Enhanced trust. As long as you aren't exaggerating or flat-out lying to get people to click on an advertisement or some how to see if people on your website, CRO enhances trust.  It shows your potential customers that you are aware of their motivations and are speaking directly to them. about type of connection resonates deeply with guests and creates the perception that you “get” them.    Popular CRO Software Tools A proper conversion rate optimization strategy requires a robust suite of tools that enables experimentation, including proper testing of each variable, analysis of the most effective variations, and then automatically delivering the most suitable options. For a quick comparison,  let's look at Optimizely vs. Triptease. One of the CRO leaders is Optimizely. The popular software brings A/B testing to all of your digital channels. The platform allows you to create a variety of digital experiences, each with variations  After serving up the options to a statistically significant number of users, it analyzes the results and automatically updates accordingly. Optimizely pricing reflects its expanded functionality and can be too unwieldy for hotel marketers.     For software that's hotel-specific, look at Synxis integration partner Triptease. It lands in the top three of our Popularity Index due to its ability to optimize your hotel website and digital marketing in real-time. In addition to its optimization tools, the company has invested in customer support to help hotels realize the full potential of the software. This is especially useful for CRO, which requires a blend of creativity and analysis to succeed; customer support is immensely beneficial.   Head-to-head: Optimizely vs Synxis/Triptease So which vendor would win in a Head-to-Head battle? Optimizely is a wonderful tool for massive ecommerce firms and software companies; however, it’s expensive, complex and requires engineering to fully maximize the software’s value.  Further, Optimizely does not connect with booking engines or other hotel data sources. Pricing: Optimizely pricing is less competitive than Synxis and Triptease combined, which has a monthly subscription tiered by room count. As an industry-focused vendor like Synxis is also incentivized to reinvest revenues into new and improved solutions for its hotel customers. Features: The Synxis booking engine is purpose-built for hotels with custom features that simplify CRO and give hotels exactly what they need without extra functionality to wade through.  Time investment: Working with a top booking engine provider, they will do all the CRO work for you in the checkout flow so you can focus on your hotel website and using DIY tools like Triptease that integrate with Synxis.   Top Tips For Mastering CRO Experimentation drives successful CRO. After you choose which metrics you want to influence, try many experiments, analyze the data, and then use those learnings to repeat the process again. It's only when you do all three steps that you're able to fully optimize. As you start to develop your conversion rate optimization mindset, consider these top tips for mastering CRO. Get your analytics correct. If your hotel website doesn't have analytics set up, start there. Then, you'll want to create specific goals for each action that you want to optimize, preferably with a direct link to booking value so you can track revenue impact. From there, you can start testing specific points and the user experience and optimize methodically. Without analytics, there's no way to know what works! Start with highest impact pages. These are the pages that align directly with your goals. For most hotels, this means optimizing the booking engine to convert more organic and paid traffic. You may also consider building different landing pages for paid campaigns, so that the copy and visuals speak directly to the segment's targeted in the advertising. Compared to incremental improvements (such as testing button colors), these will have outsized impact compared to the time invested.  Experiment at the end of the funnel. Even though revenue goals are the most visible, optimizing at the top of the funnel can be quite overwhelming to start.  Consider moving all the way to the bottom of the funnel and optimizing backwards. These will be smaller numbers that show the impact directly.  Then, as you feel comfortable with the optimization strategy, start moving up the funnel. Finally, test your assumptions. CRO can be a humbling process. Don't let your fundamental assumptions get in the way of success! Brainstorm ideas of things to test by putting yourself in the shoes of the person consuming the content and try to give them what they need at that specific point in time. Let them show you what works for them. As you experiment with different experiences for certain segments, expand your personalization to adjust for channel, timing, and device.  Don’t forget reviews: TripAdvisor, OTAs. These reviews can prime travelers’ mindset prior to clicking through to your website. If they have read enough good reviews, they will have more motivated once they click through. If there aren't as many recent or positive reviews, you’ll have to overcome that lingering skepticism to convert them to a guest.   Where To Learn More About CRO? Conversion rates matter immensely to your hotel’s bottom line profitability.  As you start to learn and expand your own knowledge, check out these handy articles as resources for further learning. Hotel conversion rates explained: Learn about the stats and hotel-specific examples. Unbounce’s Conversion Benchmark Report Analyzes tens of thousands of landing pages to calculate the latest benchmarks for conversion performance. Moz’s authoritative guide to CRO explores the key tenets of successful optimization, as well as some reminders about bad ways to do CRO. Also helpful: their 5-step framework for CRO. This landing page analyzer can give you some quick tips on improving the conversion of existing pages. Even hotels with modest website traffic can benefit from CRO. Here’s how to do CRO when you don't have much traffic. Get analytics-ready for CRO with Google Analytics 101.   

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The BookDirect Movement Is Here to Stay and This is What Hotels Needs to Know

by
Hotel Tech Report
7 months ago

The so-called “direct booking wars” rage on with the BookDirect movement, and yet, many hoteliers haven’t explored using one of the most powerful tools in their arsenal: a direct booking platform. Great software marketers know that the highest ROI investments happen at the bottom of your marketing funnel but hotel marketers often overlook this point.  Users, or prospective guests, that are already on your website and interested in your product are much cheaper to ‘sway’ than random internet browsers. When looking to improve your hotel marketing start at the bottom of your funnel and ask whether your booking engine is optimized.  Then shift your focus up the funnel to your website and then to SEO/paid acquisition as you tackle each area. When analyzing your hotel website look at conversion rates and compare them to industry benchmarks.  Go into a coffee shop and pay strangers $5 to try booking a room on your hotel website while you look over their shoulder and ask them to talk you through the process.  This is qualitative user research and next you’ll want to do quantitative user research. Quantitative user research comprises heatmaps and sophisticated analytics experiments.  For hotel marketers not well versed in data analytics it’s prudent to work with a direct booking platform that can automate this research and implement findings in real time automatically. Booking engines like Sabre Synxis plug into critical decision points of the customer funnel to increase conversions. Metasearch ads draw in high-value customers to your hotel’s website. Once there, the tool guides website visitors to complete their booking with live chat, tailored messaging, and price transparency. Behavioral, room availability, parity, and CRS data captured throughout the entire process helps hotels compete with OTAs and other properties. Instead of paying the steep commission fees of an online travel agent, or spending your entire marketing budget to get new eyeballs, maximize the viewers you already have. Direct booking platforms build guest trust, save the hotel money, and provide benchmarking data to constantly optimize the website over time. Here’s why every hotel should be using a direct booking platform.    Direct Booking Software: Key Features and Benefits Conversion optimized booking engines like Synxis and direct booking platforms intervene throughout the customer journey to help hoteliers identify and reach high-value guests. These platforms improve hotel website and booking engine conversion rates, monitor parity, and give hoteliers tangible data insights necessary to compete against OTAs and other properties. A direct booking platform will optimize your website to help you improve revenue, profitability, customer engagement and data. Direct booking platforms provide a way to test, analyze and optimize your landing page. A/B testing built into the direct booking platform gives hotels of all sizes a way to test messaging and see how actual humans respond, rather than guessing. The website your visitor sees is the best version of the site for their particular tastes, price point, and booking search. Once a guest is engaged with your site, the direct booking tool then uses a price check widget to boost trust with guests. It transparently shows the difference in price between booking directly through your website versus with an OTA. Other direct booking messages targeted throughout the website offer value-add bonuses for booking directly, making it easy for a guest to make a purchase decision. Direct booking tools track parity and compare rates to ensure that your hotel is priced competitively. Parity and rate shop products monitor OTAs undercutting your rates as well as unpackaged wholesale rates, giving hotels the power to take ownership of how their rooms are priced. And, by keeping a close eye on parity, hotel owners can make sure guests are getting the best rate by booking direct. Live chat features built into direct booking tools are designed to remove any barriers to purchase. These automated messaging tools answer frequently asked questions guests may have while browsing the site. Chat functionality keeps a viewer engaged, removing pain points in the process to deliver a clear path to booking. And, lastly, direct booking tools give hotel owners the data and insights otherwise concealed by OTAs. See who books directly, where they come from, and who they are. Get the kind of granular, interaction-level data that OTAs leverage to make money from their own channels. Overall, the functionality of a direct booking platform translates into these tangible benefits for your hotel:  Pay less in OTA commissions: never again pay large commissions for valuable guests. Use a direct booking platform to identify and reach the highest-value guests first, bringing them straight from search to the website.  Run a website that converts: offer a dynamic, personalized experience that anticipates guest behavior. Convert more visitors and increase direct bookings with the data a direct booking platform can provide.  Manage and monitor parity: easily monitor, manage, and optimize your parity to take back conversions from OTAs. Be transparent and offer guests at the best price by booking directly. The data generated through direct booking platforms gives hotels the tools they need to build direct distribution channels that work for them, and to benchmark their website and customer journeys against broader industry data. See how your property is performing relative to the latest trends in guest booking.    Download the Free 2020 Buyers Guide Direct Booking Trends in the Hotel Industry This year saw a lot of advances in how direct booking tools assist hotels. 2020 promises to be an even more interesting year as upgrades in personalization and segmentation hit many of the most popular direct booking tools on the market. Google’s plans to shape the future behavior of travel bookers became more clearly defined this year with the growth of Google Hotel Ads. According to Google, in the first six months of 2018 Google Hotel Ads helped participants receive 65% more leads year over year. In 2019, as long as a hotel is bidding in Google Hotel Ads auctions, they can appear on generic and brand searches alongside even the biggest OTAs. We believe leads generated through Google Hotel Ads will continue to grow in 2020 as the company improves and refines its product. Likewise, there’s been a shift this year in how data flows between various digital systems. Where unconnected systems and siloed data previously prevented hotels from winning bookings, the tide has shifted. Direct booking tools are playing a significant role in the success of a hotel’s direct booking strategy. Linking a property’s PMS, parity, behavioral and demographic data across the entire booking journey has put hotels toe-to-toe with OTAs when it comes to winning bookings. AI and machine learning are helping hotel websites become more effective digital lobbies by personalizing and automating messaging to create a valuable first impression that increases the chance of booking. Direct booking tools that integrate AI give your website a way to refine messaging depending on who’s visiting your website and from which channel. A great first impression creates a halo effect, meaning the guest will think favorably of your property over time. In brief, personalization and segmentation becoming even more sophisticated moving into 2020 but this added sophistication won’t actually add complexity for hoteliers. From the beginning of a guest’s search to the post-stay afterglow, guests are seeking an experience that feels tailored, thoughtful and built with them in mind. Here’s where data from direct booking can provide the insight you need to upgrade your guest experience without breaking your budget.    What to Look for in a Direct Booking Tool Direct booking platforms offer many features, but these are the core ones you should make sure are included when picking your vendor.  Price comparison: show the guest the direct price alongside prices of chosen OTAs to increase confidence and trust.  Livechat messaging: use targeted messages to increase conversions and learn what converts from real time visitor performance Automated bot replies: add the ability to answer customer FAQs 24 hours a day without staff involvement. Intent triggers: add messaging options including exit intent, nudge, event-triggered notifications and pricing undercut.  Conversion templates: create and send personalized messages and triggered notifications from a range of ready-to-use templates Visitor segmentation: segment customers across a range of characteristics, including check-in date, booking date, length of stay, new vs returning, location (country or US state), and more. Parity monitoring: get a live feed of each instance when a guest searches on your website and you're undercut by an OTA. Benchmarking and insights: get a high-level view of how your business is performing in relation to similar hotels to improve your direct booking strategy. Ideally, a direct booking platform will integrate seamlessly with your CRM, booking engine, and website CMS. Make sure to ask vendors about the support systems and processes they have to help you get set up and really coach you towards maximizing the value of whichever platform you choose.   How to Grow Direct Bookings at Your Hotel Vetting direct booking tools starts with an understanding of the capabilities of the platform’s features: how accurate is the pricing data? Do you have a team committed to constantly checking and maintaining price accuracy? How sophisticated is the customer segmentation feature? Can you sort guests by country, URL (including URL-exclusion), check-in date, booking date (advanced or last-minute) and length of stay? Segmentation and pricing are the core value propositions of using any direct booking tool – a company should be able to give you ample feedback on what to expect from their platform and support team. It’s also important to learn how teams across different parts of your business can access insights from the direct booking platform. Can members of your marketing, revenue, reservations, and e-commerce teams all have visibility into your data? Do dashboard show conversion rates, parity rates, cost of sales? How easy is it to access performance metrics and benchmarking data? For more information, download our buyer's guide for a closer look at vendors, pricing, and our top recommended tools for direct booking.     

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Great Tech is the Key to Surviving the Thomas Cook Crisis

by
Hotel Tech Report
1 year ago

The collapse of global package tour operator and airline Thomas Cook was notable for its global impact. The company left hundreds of thousands of passengers stranded abroad and jeopardized the vacation plans of millions more. We’re not going to report on the tragic collapse of Thomas Cook since the news has been widely shared by nearly every major media outlet over the last couple of days.  This article is intended to help hoteliers like you that have been blindsided by this event and specifically those in European holiday markets who have been disproportionately affected. Wherever there is a crisis, there’s also learning and opportunity. This is a wake up call for hoteliers to strengthen their operations by diversifying their channel mix, as the insolvency highlights vulnerabilities of depending too much on a single demand channel. Below we outline 5 lessons to help hoteliers convert this short term crisis into long term opportunity but first we’ll give a quick background on what went down.   A quick overview of the Thomas Cook fiasco for those who aren’t familiar   The venerable brand, which was founded in 1851 and originated the concept of packaged tours, served 19 million people a year across 16 countries. That’s a lot of empty beds at hotels in these countries, leaving many hoteliers desperate for a lifeline.  Hoteliers report that Thomas Cook hasn’t made its payments since July.  And, as the Thomas Cook share price tumbled to just £0.0345 on its last day of trading before collapsing, it's unclear when -- or if -- hotels will receive these long-overdue payments. In many of these communities, the bankruptcy is a devastating blow to the local hospitality industry. In popular summer destinations such as Greece, Spain and Turkey, Thomas Cook accounts for 25% of their business. The pain is far-reaching: Thomas Cook accounted for 3.6M trips to the Canary Islands last year.  In Turkey, the local hotel association says many hotels are still owed £100,000 – £200,000 apiece. Spanish Trade Union expects more than 10% of it’s 130,000 local hospitality workers to be affected by the collapse. Greece’s PanHellenic Federation of Hoteliers projects losses up to €300m, of which the island of Crete accounts for €80-100m. In Tunisia, 45 hotels dealt exclusively with Thomas Cook, which reportedly owes €60 million for stays in July and August. #1: Use technology to diversify your channel mix   First and foremost, hotels must avoid reliance on a single channel. The Thomas Cook example makes this abundantly clear: fewer dominant channels dramatically increase risk. Expanding your sources of demand protects you not only from the extreme cases bankruptcy but also evens out the natural ebbs and flows. With a diversified channel mix, unexpected dips in demand will sting less. A metasearch manager, such as D-EDGE MetaGenius or Triptease Attract, maximizes your hotel’s presence on meta-search platforms. The technology optimizes your spend so that you can capture bookings without spending too much. Marketing spend can also easily be ramped up and down to account for any unexpected need periods. Channel managers, like the one from SiteMinder, dramatically expand the number of channels your hotel is distributed to. The right channel manager puts your hotel in front of consumers you may never have access to, such as inbound tourists from China. This expands your reach and lessens your reliance on only a few channels.    #2: Capture maximum revenue from your existing guests   Well done! You’ve won the booking and the guest has checked in. Now what? Rather than pursue the next booking, it's time to make the most out of your existing guests. Open the lines of communication, craft compelling offers for upsells and on-property amenities and make it a priority to increase incremental revenue. With a solid ancillary strategy, you’ll be more empowered and less at the whims of others. Ancillary upsell software, like that offered by Oaky and Revinate, helps you earn more revenue from things like up-selling room upgrades and other ancillaries. Since up-selling gives you the ability to earn more from the same guest, you'll be more profitable -- and less vulnerable to revenue dips from fewer bookings. A guest messaging platform, such as Whistle, Zingle, and Bookboost, gives you all kinds of new ways to communicate with guests. You could implement a chat widget on your website, use text messages to talk with on-property guests, or leverage automated communications to ensure the best guest experience. Each of these touchpoints is an opportunity to sell more to current guests. And, as you deliver better service, improved guest satisfaction will boost your reputation online. In-room tablets, like those from SuitePad, INTELITY, and Crave Interactive, are another way to connect with guests. As in-room concierges, tablets allow guests to find relevant information easily and quickly, which boosts satisfaction and leads to incremental revenue from selling in-destination activities and on-property amenities like spa and room service. More money from existing guests makes a healthier, more resilient business.   #3: Fortify your direct channel to shore up leakage   Leakage costs your hotel money. Each time someone books through an OTA or other third-party (rather than your direct channel) that’s leakage. There’s a related cost to each of those bookings, a cost that could be eliminated by capturing the booking directly. Reducing leakage means doing whatever you can to build your direct channel. With the right tech, your hotel can compete directly with OTAs by providing a similar booking experience. Proper digital marketing and web design ensures that your hotel presents a modern face to potential guests. Vendors (such as Screen Pilot and Travel Tripper) leverage years of hospitality experience to get you more direct bookings online. With an intuitive interface and appealing design, your website can become a great calling card. The agency can then help optimize your digital marketing efforts to get you more bookings at lower cost. A hotel booking engine works 24/7 so guests can book rooms right on your website to keep you competitive with other online platforms. Mews, Net Affinity and TravelTripper integrate a booking engine into your property management system to make inventory instantly bookable online. Long gone are the days when guests would call to book; to avoid leakage, you must provide instant booking on your website. With a direct booking platform, like those built by Triptease and Hotelchamp, you’ll have the tools to convert more lookers to bookers on your website. These tools transform your website into a conversion engine. Then, as you invest more in digital marketing to bring people to your website, you’ll see greater return on your investment because the site is primed to convert.    #4: Reduce friction for your sales team   Properties of all sizes can benefit tremendously from improved productivity on the sales side. By reducing friction for your sales team, you’ll improve outcomes, compress the sales cycle and close more group business. Closing more deals has the added advantage of boosting morale for your sales team, which builds momentumAre As your hotel endeavors to build a bigger group business, best-in-class technology amplifies this momentum and evens out the normal fluctuations in transient demand. With an online meeting booking platform, such as MeetingPackage, planners can self-serve. Many planners prefer self-service, especially for smaller events. An online booking platform streamlines inbound requests and reduces turnaround time. That way your sales team can focus on more complex offerings and close major deals that can make or break an entire year’s revenue target. A sales CRM for hotels is the heart of your sales operations. With powerful functionality from vendors like Social Tables, Amadeus Delphi or Event Temple, your sales team stays organized so they can prioritize prospects and pursue leads without delay. A few other upsides: Managing outreach in a single place encourages a collaborative mindset, fosters transparency and builds trust.    #5: Bring back your old guests   Past guests are your greatest assets. They’ve stayed with you before and know your hotel. You also know them somewhat, as you have already begun building a relationship. That means you don't have to introduce your property or compete for attention in a sea of unfamiliar hotels. Loyalty gives you more control over your business; it reduces reliance on third parties and diversifies your revenue streams. Loyal guests are also great advocates, enhancing your online reputation and promoting your hotel by word-of-mouth. Guest CRM and email marketing tools, like those from Cendyn and Revinate, are a hotel marketer’s best friend. Leveraging your database of past guests into new bookings requires thoughtful segmentation and effective messaging -- both of which are made easier with dedicated CRM and email marketing software. By crafting targeted campaigns based on rich guest profiles, you'll generate revenue from existing assets, all without any cost or commissions. And guests will appreciate the personalized approach. A loyalty program for independents can drive repeat visits and encourage more customer loyalty -- even without the global reach and recognition of the major brand. For instance, The GuestBook rewards guests with either 5% cash back, a 5% donation to their preferred charity, or 10% “Trip Cash” for future reservations. These incentives give independents another way to foster loyalty and build a healthy book of repeat business that’s not dependent on third parties.   *** Thomas Cook shutting down is a devastating blow to communities, businesses and consumers around the globe. It puts pressure on local economies in many countries. But it also provides a valuable lesson to hoteliers about relying too heavily on a single demand partner; diversification really does help mitigate risk. Hoteliers have some powerful tools at their disposal to build a resilient business that can endure even the most unexpected disruptions.