When hotels began to reopen with skeleton crews mid-way through the pandemic, the broader industry started to think about hospitality technology as the key driver to running stronger businesses despite weaker resource availability. Hotel Tech Report traffic data illustrates that despite a sidelined hospitality workforce - there is more interest in hotel technology than ever before. HTR recently publicized platform data showing 270% growth from March 2020 to 140k+ monthly hoteliers in May of 2021 (14-months into the pandemic). Vendors are innovating in lockstep with hotelier demand for new technology. Last week our team headed to the first HITEC event since 2019 to scout the latest innovations and save you time staying up to date with recent hotel tech product launches. This article is packed with the latest tools being developed by top tech firms to help you optimize and grow your hotel business. While researching for this article, our team reviewed 96 different product/feature launches to curate the list below based on the most exciting innovations in the market and then synthesized the top 50 innovations into six key trends. Please reach out via live chat if we've missed a critical innovation or trend! WHAT'S INSIDE THE RECAP: Leveraging tech to tackle labor issues The guest experience is getting a major digital makeover Mobile checkin is the new black Guest data management is in the spotlight Empowering commercial leaders to level up their strategy & efficiency Vendors are gearing up to help simplify payments for hoteliers Trend #1: Leveraging tech to tackle labor issues If you ask any restaurant, retail shop or hotel owner these days 'how's it going?', their first response will likely be to tell you how difficult it is to find and retain talent. The mass service industry layoffs and furlows at the beginning pandemic coupled with the elogated impact on the global travel industry from the Delta variant caused a mass labor exodus from the hospitality industry. While city centers continue to feel the impacts of the pandemic, many drive market destinations in many geographies are booming so much so that some have even surpassed pre-pandemic REVPAR levels such as the California wine country and are struggling to staff back up. Whether you're in a booming drive market destination and need labor now, or you will need it when city centers begin to recover--the labor struggle is real and tech companies have their sights set on coming to the rescue by launching new products and features to help do everything from retain your talent more effectively to manage your property with fewer staff. M3 Launches labor. Designed for hoteliers on the go, M3’s Labor Management app, M3 Labor, allows hospitality professionals to quickly access their hotels’ labor information and adapt in real time to the labor needs of their properties. Not only do employees get up-to-date visibility of their schedules and work histories, but property managers also have access to labor variances and managing employee time details, all available in the palm of their hand. UniFocus ShiftGenius. ShiftGenius is a unique scheduling and shift filling feature that introduces flexibility and control for employees and covers the needs of the business. Operators find coverage faster and know that the RIGHT people are filling the shifts. Hotel Effectiveness launches CoverageFinder™: Hotels are experiencing a “coverage crisis” - they cannot find the labor to address the needs of the hotel, the guests, or the team. CoverageFinder makes it easy to identify available labor from within the cross-trained hotel team, the portfolio’s “sister” hotels, and contract staffing firms. Turnover is a massive problem. The Risk Retention Dashboard identifies which associates in each department are at risk of leaving and recommends specific actions that managers can take to prevent turnover and avoid the costly impact of a lost team member. HelloShift launches a housekeeping app. Housekeeping Management app is a quick and efficient way to see at a glance the status of all of the housekeeping tasks at your hotel or property. In one view, know which rooms have been assigned and prioritized, and which rooms still need to be assigned. The quick and simple drag and drop functionality and the ability to bulk reassign rooms make housekeeping management problems a thing of the past! Harri launches Carri Chat & Apply. Carri is an AI-powered chatbot built to assist hiring managers in screening, accessing, and coordinating interviews with viable candidates. Carri transforms traditional job applications into meaningful conversations to engage candidates and improve talent acquisition efforts. eTip launches digital tipping product. eTip helps hotels to better attract, retain, and motivate staff with an app-less tipping and review platform. With eTip, staff receive an increase in compensation and a boost in morale, guests enjoy better service, and managers can act on guest feedback in real time. Beekeeper launches housekeeping app. Beekeeper Work is an intuitive app that will transform how your team tends to daily Housekeeping operations. Team members on their feet can get things done with a simple tap of their finger. No training. No I.T. set up. No corporate approvals. Just easy technology rolled out in days. And it’s available in every language too so no one gets left behind. Trend #2: The guest experience is getting a major digital makeover While the pandemic will certainly not be looked back upon fondly, some good undoubtedly has come of it. While there are so many areas that human interaction can add value in the guest experience, there are also so many areas that manual processes, wait times and antiquated systems have plagued the guest experience for decades and the pandemic gave the industry the nudge that it so desperately needed. Whether that's digitizing compendiums to reduce paper waste and create interactive experiences that generate revenue, ridiculously seamless contactless grab and go stations to meet guest needs in real time or in-stay sentiment analysis to identify and recover from service glitches on the spot--vendors continue to rollout new features and tools to help you leverage technology to become one of your hotel's greatest assets when it comes to delivering a unique and differentiated guest experience. Whistle Digital Guest Book. Whistle introduces a configurable digital guest compendium for a completely contactless experience. Hotels can now offer a rich portal and directory of information, which guests can access through messaging. Impulsify Contactless grab and go. Impulsify announces the arrival of their completely contactless grab-and-go kiosk for lobby retail transactions. Their ShopPoP kiosk now provides a QR code to give users the option of going "Touchless" when purchasing items at their increasingly popular self-service pay stations used by the hospitality and multifamily industries. Flexkeeping Automated Daily Hotel Report. The Automated Daily Hotel Report by Flexkeeping contains all critical information hoteliers need to know to ensure that their team is meeting their set standards. The report provides data on every department - from room service, housekeeping, and maintenance performance all the way over to guest complaints and service slips. EasyWay launches Guest Sentiment Powered by OpenAI. EasyWay AI is now able to automatically detect guest sentiment and act accordingly. For example, if EasyWay AI identifies that a guest is happy and is a potential brand ambassador, it will automatically send them a survey on TripAdvisor, and ask them to share their amazing experiences on social media. Hub OS launched barcodes for Guest Touch. Barcodes allow guests to place the most high frequency requests by scanning a barcode in room. Use cases include towels, pillows, or informing the hotel that A/C isn't working. The system also allows hotel guests to set their rooms into 'Do not disturb' or 'Make up room' statuses using the same process. This provides added convenience for guests while helping hotels more efficiently allocate staffing resources. GoMoment launches Ivy Offer. Ivy Offer lets hoteliers extend unbeatable offers such as extended stay, late checkouts, and food & beverage offers to their guests via text messages. These offers are conversational, personalized, targetted and appropriately timed (when guests tell us they are enjoying their stay, we offer them the chance to stay an extra night at a 20% discount), resulting in repeat, incremental profit. Guests read 98% of Ivy Offer messages within 3 minutes (based on client data). Niio and Samsung debut digital art stream for public spaces. Samsung and Niio art are partnering to bring easy access to digital art on-demand to Samsung Profesional Displays to transform any screen into an engaging digital art canvas. With access to thousands of digital artworks from the world’s best artists, Samsung clients can seamlessly display individual works of their choosing or play art streams curated by mood and style, 24x7 to one or multiple sites. Turnkey solution without requiring additional hardware or rights management. Bookingwhizz Automated Guest Journey with Whatsapp. The CRM module connects directly with the PMS and/or channel manager, automates guest notifications and promotions from predesigned campaigns. The hotel or group can schedule these notifications based on their business needs. SensorFlow launches SmartREM (Smart Room Energy Management Solution). When guests leave the room empty with the HVAC running, SensorFlow's occupancy sensors and smart thermostats communicate this data to the gateway. The gateway then uses AI to react to the real-time occupancy data and automatically switches off the HVAC or adjusts it to a more energy-efficient setting to save energy, without needing any manual intervention from hotel staff. If guests leave the room with the HVAC running and the pool/balcony doors or windows are open, the HVAC is then automatically adjusted to ensure proper ventilation and prevent condensation issues while saving energy. When SensorFlow's sensors detect that guests have returned, our gateway then automatically resets the HVAC to the guests' previous settings. VenueLytics launches 24/7 AI Smart Concierge. VenueLytics provides industries first fully integrated 24/7 AI Smart Concierge to automate contactless guest engagement, housekeeping, maintenance and other guest requests across WiFi, WhatsApp, SMS, WebBot and Facebook Messengers. Hotelinking launches WiFiBot. Hotelinking developed a system called WiFiBot that automatically solves the Internet connection problems using IoT (Internet Of Things) technology and without the need for staff or a technician to intervene. This solution proactively monitors any device connected to the network regardless of the vendor to detect performance issues, and continuously evaluates components to maintain and optimise their availability to avoid downtime or network failures. Moreover, it analyses all relevant information related to the use of WiFi by guests and its proper functioning and performance. Trend #3: Mobile check-in is the new black If you are an HTR regular then you probably know what we think about hotel brands building their own tech, but to give some credit where credit is due back in 2015 Starwood identified the potential of mobile checkin and invested heavily in it because they saw what was coming. If we can checkin for a flight on our phone, why can't we checkin for our hotel rooms? The reality is that mobile check-in is another area that has boomed during the pandemic with contactless everything as the new normal. As hardware comes down in cost and mobile checkin goes mainstream, vendors are sprouting up left, right and center creating new opportunities for hoteliers to offer mobile checkin solutions empowering saavy hoteliers to be more prepared for guest arrival, reduce front desk wait times, go contactless and even get some new checkin tricks up their sleeves with digital signatures, payment authorizations, upsells and more. Maestro launches mobile check-in. Allows Maestro customers to enable guests to check-in on the fly, on their own personal mobile device, with no 3rd party app download required, creating a self-serve environment from their own device. GTRIIP Launches Selfie Check-in. GTRIIP processes hotel check-ins using our OCR engine to read international passports and local photo IDs. We use our face verification engine powered by computer vision to match the face (with a selfie) against the photo ID. This check-in process can be completed on the web. Onres launches mobile check-in. Enables Onres customers to increase incremental revenue by up to 30% with Contactless [Early] Check-in and Late Check-out, Upgrade your Room, and Add Add-ons. RoomKey PMS launches mobile check-in. 100% digital paperwork built into the RoomKey PMS from mobile check-in through check-out. Automated payment and room release to better inventory management CODE2ORDER launches COVID-19 Vaccination Pass & Test-Certificate. Hotel guests can upload their vaccination pass or test certificate during the online check-in at hotels or during their stay at the hotel (required for hotel stays in Germany). The upload can be easily done by using their own Smartphone without further app downloads. Hotels can check the uploads in the CODE2ORDER Backend. Trend #4: Guest data management is in the spotlight Whether you look at Tiktok in social, Visa in payments or Netflix in entertainment--its clear that companies who have harnessed the power of unique customer data have realized massive profits. The strange thing is that the hotel industry sits on a treasure trove of travel spend and guest preference data yet most hotels have still only scratched the suface of what they can do with this data because ultimately you need the right tools, structure and processes to actually act on it. The good news is that if anybody knows just how valuable and powerful data can be its tech companies, and they're gearing up to help you harness one of your company's most valuable assets. Hapi launches Hapi Connect for Salesforce. Hapi Connect integrates hotel companies' data into Salesforce Cloud environments in real-time, helping hoteliers to innovate using the world’s leading CRM. Hapi Connect for Salesforce allows companies to centralize data and tailor each step of the guest journey, driving loyalty and increasing conversion. Oracle Hospitality Integrations Platform. The Oracle Hospitality Integration Platform (OHIP) offers hotel operators and integrators unprecedented access to all of the capabilities that OPERA Cloud has to offer. By making available over 3 thousand REST APIs and a full self-service experience end to end, operators and integrators can now design, build and release their integrations in matters of days rather than weeks or months thus accelerating time to market and reducing costs. Cendyn adds DIY content management to eLoyalty. Cendyn’s eLoyalty now puts customers in the driver’s seat to seamlessly manage and control the content that’s served to their members with a full-service loyalty solution for any type of hotel or hotel brand. Prior to this update, eLoyalty had static workflows for serving content to loyalty members but now hoteliers can log into a CMS to create different pathways and serve different content journeys or offers based on characteristics of various segments within the loyalty program. Bookboost launches CRM. Guest messaging platform Bookboost also extended it's product to offer guest segmentation and email marketing. Manage your first-party customer data to track interactions to create personalised guest messages. Utilise a single system to manage guest engagement and build strong relationships. Clairvoyix Launches Hospitality Solution for Opera in the Cloud. The Clairvoyix Hospitality Solution for Opera in the Cloud brings fully integrated transient sales and marketing automation to Oracle Hospitality customers. Utilzing the Oracle Hospitality Integration Platform, Opera in the Cloud customers can immediately start direct marketing to valuable past guests as past guest data is automatically transferred to the Clairvoyix Hospitality Solution. Guestjoy launches repeat customers. Guestjoy launched a hotel CRM system for marketing managers in smaller hotels that helps them to build a customer database who is interested in getting special campaigns and offers. The tools they are using only allow them to set up a newsletter without knowing the background of a customer. Duve Guest Segments. Duve's Guest Segments allow hoteliers to send different messages to different guests, based on their profile and data you’ve collected from them. This includes reservation details, personal information, and more. With Guest Segments, hotels can use both pre-scheduled or instant messaging to create a message to specific guests and provide an improved guest experience. Datavision DVGuest Analytics. Datavision is adding powerful guest analytics features to our comprehensive business intelligence platform. Guest data is extracted and combined from a single source (PMS) or a variety of additional sources (Spa, Golf, Dining, CRM, etc.) supporting a 360-degree views of guest value, spend patterns and stay behavior. LaaSie launches Helix. Laasie has extended its core Reward Marketplace technology beyond the hotel website and booking engine, to bring personalized rewards to email campaigns. Each recipient of the campaign receives a uniquely personalized reward offer that resonates with his/her interests, demographics, and purchase behavior. iReckonU launches IKnowU Customer Data Platform. The IKnowU Customer Data Platform emerges as Ireckonu’s latest way to leverage its proven CORE Middleware. Synchronizing with your various PMS, CRS and other service delivery systems, IKnowU will become your system of record for clean, consolidated guest profiles. IKnowU’s powerful features include match & merge, identity and privacy management, subscription enrollment, communication control, behavioral and event data, and AI-assisted segmentation. It can also bring in third-party data. Simplotel Guest Connect. Simplotel Guest Connect helps hotels convert their website content (promotions, and offers) into an email template with a single-click. Also, with a property management system integration, hotels can send mails and upsells to guests who book through any channel. Trend #5: Empowering commercial leaders to level up their strategy & efficiency The term commercial refers to the concept that while historically there have been silod departments within hotel companies like revenue management or marketing, these walls are quickly being broken down as departments become more deeply entertwined. The catalyst for this evolution in decades old operating model has undoubtedly been technology and the transparency, access to information and interconnectedness that it has unlocked. This is not the first time breaking down departmental silos to emphasize a more hollistic commercial strategy has been a key theme of one of HTR's innovation recaps and it certainly won't be the last. Impala Contracting. Say hello to fast and easy hotel direct contracting. Whether it’s signing new deals or managing existing ones, Contracting by Impala enables direct contracts between hotels and tour operators, agencies or corporate travel platforms. We take away the costly integrations and lengthy negotiation cycles to negotiate deals in days, not months. List your hotel for free IDeaS Profit Optimization. Profit Optimization for IDeaS G3 RMS considers any combination of servicing costs, ancillary revenue and associated margins, and acquisition or channel costs. This approach enables hotels, resorts, casinos, and more to get the most profitable guests into their property, while maximizing other inventory beyond the guest room, such as restaurants, bars, retail, and activities. HotelIQ Decision Cloud. With the new HotelIQ Decision Cloud, hoteliers can organize data, analyze it, plan next steps, and collaborate with their team and across their organization. In doing so, we aim to give hoteliers the lenses they need to pull insights from complex data sets and make more intelligent decisions. RateGain launches Demand.ai. RateGain launched an AI powered demand forecasting tool, that helps hoteliers and other travel companies track hyper-local demand and the underlying factors impacting demand – thereby helping them optimize their commercial strategy. Event Temple Launches Chain Management Dashboard. Event Temple’s Chain Management Dashboard is an above property sales enablement tool for chains and multi-property management groups. Organizations now have a hub to view bookings, leads, accounts, contacts, reports, and manage sales across multiple properties. Pace launches Restrictions Management. Take control of your business mix. Use restrictions to control your business mix. Pace will suggest when to close out corporate rates and maximise revenue from your transient business. Avvio launches allora ai Hotel Booking Retention Engine. Avvio developed a Hotel Booking Retention Engine that sits within the allora.ai booking engine to counteract the rise in hotel room cancellations. They did this by identifying at risk bookings, and alerting hoteliers in an actionable format, so that measures can be taken to protect bookings. allora.ai’s Hotel Booking Retention Engine uses machine learning and data science to assess cancelation risk for every individual booking on the books. MeetingPackage launches group pricing module. MeetingPackage offers venues to sell in a transactional way via their own channels and through distribution. Venues are able to manage pricing of Meetings & Events services flexibly from one centralised place to all distribution channels. For example, minimum spend requirement, meeting package price per delegate or meeting room price per hour, half-day, full-day. Including seasonal prices and corporate negotiated rates. ProfitSword enhanced currency conversion functionality. ProfitSword has updated the application to support viewing reports in any currency desired. As part of this update, we allow multiple exchange rates to be defined for any currency pair, depending on your reporting needs. The firm added flexibility to reports allowing a user to choose an exchange rate based on the data being reported eg; balance sheet data converted with a month end exchange rate, accounting data with month average, and budget with an annual exchange rate all in the same report. InnRoad launches new Pace and Pickup reports. innRoad's new Pace & Pick Up Reports are designed to give users easy access to their property's performance with the click of a button. Users can compare their performance over time and see if they are above or below on their occupancy, revenue, and rooms sold. Avalon Analytics launched automated PowerPoint presentations. One of the pain points of a revenue manager is the time spent preparing for weekly and monthly meetings. This remains true at hotel-level and above-property level, where you may need to prepare a market performance review for senior executives, ranging from VPs Operations to Owners. Generate 20+ PowerPoint slides for your weekly revenue meetings and month-end owner meetings within minutes. Avalon allows you to load entire presentations that are always up-to-date and ready to be delivered to your inbox. D-EDGE Launches MediaGenius. D-EDGE provides hoteliers with an all-in-one platform to manage and monitor digital media campaigns: search, metasearch, display, and social media. With MediaGenius, hoteliers can easily follow the evolution of income and bookings generated via AdWords, analyze their campaigns’ performance, and fine-tune their strategy. The Hotels Network Launches Bench Direct. BenchDirect by The Hotels Network is an interactive analytics platform for hotels to benchmark their direct channel performance compared to the market and competition. The tool provides hotels with competitive insights across more than 30 key metrics specifically related to direct bookings. VoucherCart launches enterprise. VoucherCart Enterprise is a SaaS software product used by international and national hospitality operators with responsibility for marketing, sales, and revenue across multiple business units/member organisations. It enables them to promote and sell vouchers, gift cards, memberships, and tickets (pre-paid instant delivery) associated with their products and services and manage these centrally across all member organisations allowing cross-organisational redeem and usage, while also supporting voucher management and sale at member organisation level. Hotel Res Bot Launches AI Channel Manager. Many distribution partners such as Secret Escapes don't have interfaces to transfer bookings automatically, which means they simply send an email and reservation staff must manually enter these bookings into the PMS. The HERA AI Channel Manager reads those incoming emails and automatically pushes them to your PMS directly or via your CRS or traditional Channel Manager. Trend #6: Vendors are gearing up to help simplify payments for hoteliers If you follow the tech world, you know that payments are big money. You don't have to look far to see a massive head turning round like Stripe's $600M Series H (who even knew series H was a thing...), Affirm's market debut 100% pop or Plaid's (almost) $5B+ merger with Visa that was later blocked by regulators. Other than being the lifeblood of every business on the planet, payments infrastructure is so immensely valuable because its extremely challenging to develop and maintain compliance. While there are tons of payments solutions out there, there are few that have truly built out domain specific offerings specifically for the hotel industry to meet its unique challenges (and opportunities) and hotel tech companies are spotting the opportunity. Cloudbeds Payments. Hotel payment processing has been complicated for too long. Cloudbeds Payments provides easy, transparent and contactless payment processing that is fully integrated into the Cloudbeds Hospitality Platform, saving your property time and money. Bbot Tab Sync. Keep guests happy and servers relaxed with Bbot Tab Sync, a seamless addition to the Bbot Order + Pay solution. Plus, activating Tab Sync for in-venue and in-room dining guests gets you exclusive access to our BOGO deal on handheld devices! Adyen partners with Shiji to simplify hospitality payments. This new integration simplifies the payment process for hospitality businesses by removing the need for a list of platforms and suppliers which usually includes separate processes for property management systems, food and beverage point of sale, and guest experience platforms not to mention the different payments service providers for each. SmartHOTEL launches SmartCONNECT for Payment. SmartCONNECT for Payment ensures that hotel guests’ payments can be made quickly, securely, and hospitably. With the click of a button, payments for online and offline bookings are automatically billed by the payment service provider of choice and processed directly on the guest folio of the hotel’s Property Management System (PMS). dailypoint™ Launches Payment Link. The dailypoint™ Payment link is part of the Booking Manager. It allows hoteliers to automate payments and process them securely according to PCI and PSD2 regulations. Implementing the payment link relieves the reservations department and minimizes the risk of fraud since no more credit card data is being processed directly or stored at the hotel. RoomOrders Launches Digital Tourist Hubs. The RoomOrders digital tourist hub is an ordering and payment network of hospitality providers (hotels and resorts connected to surrounding vendors in a revenue-sharing model) to protect from accommodation giants like Booking dot com and AirBnB and restaurants from delivery giants like UberEats and GrubHub as well as excursion and tours agencies like Expedia and TripAdvisor.
Hotel Loyalty Programs for Independents Software Articles
Did you know the average small business uses 40 different software applications, and the average hotel uses around 20? In an ideal world, every system in your hotel’s tech stack would help you automate tasks, reduce costs, grow revenue, and deliver a five-star guest experience. But we understand that getting up-to-date on the myriad of technology solutions available to hotels can be daunting! Where do you even start? In this article, we’ll introduce you to each piece of the hotel technology landscape, from revenue management to reputation management and everything in between. Drawing on insights from over 10,000 hotel software reviews written by hoteliers across the globe, this article will also highlight some top software vendors in each category. For more detailed testimonials and additional software choices, you’ll want to click over to the full list of vendors. Let’s dive in! 9 Hotel Operations Software Tools that Drive Efficiency This category of software includes the most essential technology for hotel operations: checking guests in, reconciling accounts, handling payroll, and getting feedback from guests. Your hotel’s size and complexity will determine which systems you need; small, limited-service hotels might be fine with a PMS and a payment processor, but a large resort could benefit from each category of software. 1. Property management systems (PMS): The PMS is the central hub for hotel operations. In this system, staff can check guests in and out, create and manage reservations, pull financial reports, manage guest profiles, and more. According to user reviews and analysis of system functionality, the top PMSs are Cloudbeds, Clock, and HotelTime, though there are over a hundred more great systems on the market. 2. Staff collaboration tools: Hotel staff are scattered across different floors, buildings, and shifts, so a communication platform is necessary to keep everyone on the same page. Systems like hotelkit, Monscierge, and ALICE can replace analog methods like walkie-talkies and logbooks, plus they can track tasks, reduce manual errors, and increase efficiency. 3. Housekeeping and engineering software: These tools digitize the operations of your housekeeping and maintenance departments, with the ability to automate task assignment, monitor real-time status of rooms or issues, and track task completion. Top software in this category includes hotelkit, Flexkeeping, and ALICE. 4. Guest feedback and surveys: Do away with the paper comment cards and give guests a digital platform to voice their feedback, such as GuestRevu, TrustYou, or Revinate. Not only are these tech solutions easy for guests to use, but they also allow hoteliers to customize, automate, and analyze guest comments and complaints. 5. Accounting and reporting: If your hotel accepts payments from guests and issues payments to employees and vendors, then you’ll benefit from an accounting and reporting system like myDigitalOffice, M3, or Omniboost. A modern accounting system reveals opportunities to reduce costs and maximize revenue, plus makes your accounting team more efficient with automated reports and integrations with other on-site software. 6. Payments Processing: Most guests prefer to pay for their reservations with credit cards, but a payment processing system is necessary to get the funds from the guest’s card into your hotel’s bank account. Payment processors like Profitroom, Mews Payments, and Adyen charge a small processing fee, but they make getting paid as seamless as possible. 7. Labor management: Hotels have dozens, if not hundreds, of employees, so scheduling is no easy task. Software such as Hotel Effectiveness’ PerfectLabor™, M3, and UniFocus include forecasting, insight into labor costs, and integrations with payroll and timekeeping systems. 8. Meetings and events: Whether your hotel has one private dining room or several floors of ballrooms and breakout spaces, meetings and events software can support every step of the sales and planning process - and the event itself. Highly rated meetings and events software includes Proposales, Event Temple, and Blockbuster by Duetto. 9. F&B and point-of-sale systems: The pandemic accelerated demand for features like contactless menus and online ordering, so there has been a huge wave of innovation in the F&B software space. Vendors like RoomOrders, Bbot, and Oracle’s MICROS can help restaurants modernize their operations, cut costs, reduce reliance on delivery platforms, and strengthen relationships with customers. 7 Revenue Management Tech Systems that Improve Yield Strategy The goal of revenue management is to sell the right room to the right guest at the right price, and revenue managers leverage a variety of software to achieve their RevPAR goals. 1. Revenue management systems (RMS): The secret weapon of any revenue manager is the RMS; this system analyzes historical data, market supply and demand, and forecasts to recommend the rates most likely to maximize revenue and profitability. You might also hear revenue management software like IDeaS, Duetto’s Gamechanger, or Atomize referred to as “yield management systems” or “pricing engines.” 2. Channel managers: A channel manager is the link between a hotel’s property management system and distribution channels like Booking.com, Expedia, and the GDS. Channel managers such as SiteMinder, Cloudbeds’ myallocator, and D-EDGE’s Smart Channel Manager allow hoteliers to make changes in one system, their PMS, rather than managing rates on each channel individually. 3. Central reservation systems (CRS): Larger hotels or hotels that are part of a chain or group might use a CRS to centralize all bookings, whether they’re made by call center staff, the hotel’s own website, or a third-party channel. The CRS will then send reservations to the PMS for room assignments. Popular CRSs include Pegasus, Windsurfer, and GuestCentric CRS. 4. Rate shopping and market intelligence: A key to revenue management success is selling competitive rates, but how do you know what your competitors are selling? Rate shopping tools, like OTA Insight, Siteminder Insights, and D-EDGE RateScreener, do the heavy lifting for you and present competitor rates and market forecasts in user-friendly dashboards and reports. 5. Parity management: OTAs ask hotels to provide rate parity, meaning selling the same rate across all channels, and, as a hotelier, you don’t want OTAs to sell cheaper rates than your hotel’s website. Parity management tools, like OTA Insight, FornovaDI, and Triptease give hoteliers access to dashboards that monitor rates across all channels in real-time. 6. Business intelligence: Revenue managers love data, but sometimes all that data is too much for Excel to handle. Business intelligence tools offer better solutions for slicing, dicing, and visualising data through dashboards and reports suitable for studying historical performance or predicting the future. Top BI applications include OTA Insight, Scoreboard by Duetto, and ProfitSage. 7. Upselling Software: Driving incremental revenue per guest is possible with upselling tools that automate the entire process - and use profile data and historical trends to serve the most compelling, personalized offers to each guest, like room upgrades or F&B items. Tools like Oaky, EasyWay Smart Upselling, and GuestJoy also enable hoteliers to start the upselling process before the guest arrives on property. 9 Guest Experience Platforms to Improve Satisfaction Scores How do you create a five-star guest experience in the digital age? A plethora of systems exist to delight guests, from contactless check-in solutions to modern in-room entertainment. 1. Guest messaging: Messaging platforms allow hotels to communicate with guests via their preferred platform: text messaging, email, or even apps like WhatsApp and Facebook Messenger. Top-rated systems like Monscierge, Whistle, and EasyWay support automated messaging and one central dashboard where staff can respond. 2. Keyless entry: Keyless entry software enables a guest to unlock their room or other secure areas like gyms or pools with a wave of their smartphone. Systems like Mobile Access by ASSA ABLOY, FLEXIPASS, and Openkey.co offer integrations with PMSs for a seamless arrival experience. 3. Guest apps: Digitize your in-room directory with a hotel app like ALICE, INTELITY, or Duve. These downloadable apps put everything guests need to know at their fingertips, from contact info and directions to room service menus and local recommendations. 4. Contactless check-in: In the wake of the pandemic, guests prefer a contactless arrival process, and software like EasyWay, Canary, and Duve make it easy for hotels to pivot to a fully digital check-in. Functionality includes ID scanning, digital registration cards, upselling, payment processing, and arrival time coordination. 5. In-room tablets: Just like the smartphone replaced our digital cameras and rolodexes, an in-room tablet can replace your rooms’ telephones, directories, room service menus, TV remotes, thermostats, and more. Tablet providers like SuitePad, Crave Interactive, and INTELITY are even proven to increase guest satisfaction and revenue. 6. Energy management: These systems have two goals: decrease your hotel’s energy costs and reduce your hotel’s environmental impact. Vendors like Verdant Energy Management Solutions, Telkonet, and EcoStruxure are designed with hotels in mind and seek to not only decrease costs, but also enhance the guest experience. 7. Guest room entertainment: Today’s guests want more than local cable channels on their guestroom TVs; systems like Monscierge ZAFIRO IPTV, and Sonifi provide interactive content and entertainment for all types of hotels, plus additional marketing and engagement opportunities you couldn’t get with traditional TV. 8. Mobile ordering/F&B: Bbot, RoomOrders, SABA F&B Ordering, and other systems provide an essential piece of technology for hotels and restaurants: mobile ordering. With this software, guests and customers can access menus, place orders, and pay from their smartphones, and F&B outlets can better manage order fulfillment and deliver an end-to-end contactless experience. 9. Hotel Wi-Fi: What was once a premium add-on is now an essential amenity at hotels, especially with a growing segment of travelers working remotely. To offer reliable high-speed internet access, hotels can partner with vendors like Cisco (Meraki), Percipia, or GuestTek that offer implementation services and ongoing support. 9 Marketing Tools to Lower Acquisition Costs and Drive Direct Bookings Of course, you don’t need any of the software listed above if nobody knows about your hotel! Marketing software allows you to tap into new audiences of guests and build relationships with your existing guest base. 1. Booking engines: For hoteliers seeking to increase direct business, a booking engine is essential. This software allows guests to book reservations on your hotel’s website by displaying rates and availability from your PMS, then integrating reservations into the PMS. Cloudbeds, Bookassist, and SiteMinder offer some of the best booking engines. 2. Reputation management: A reputation management tool helps you request, track, analyze, and respond to guest reviews across sites like Tripadvisor and Google and your own surveys. Some of the industry leaders are TrustYou, GuestRevu, and Revinate, and they can even assist in increasing guest review scores by revealing insights about guest sentiment. 3. Website builders and content management systems (CMS): Outsourcing your website design isn’t necessary with a CMS; these tools allow you to build, edit, and organize website pages and content, and they support integrations with booking engines, payment processors, widgets and more. Smart CMS by Bookassist, Profitroom, and Net Affinity are some of the top website builders. 4. Direct booking tools: If you want to increase direct bookings, then an app like Triptease, Hotelchamp, or TrustYou can boost the number of shoppers who complete bookings on your hotel’s website. These tools let you display personalized messages, snippets of guest reviews, price comparison widgets, and more - all of which give guests reasons to book direct instead of on an OTA. 5. Digital marketing agencies: Don’t have the time or resources to handle digital marketing in-house? A digital marketing agency can lend their expertise to help your hotel succeed in search engine marketing, social media, content creation, and PR. Bookassist, Avvio, and Net Affinity are some of the leaders in this space. 6. Social media tools: Whether you’re trying to build a new audience or stay in touch with past guests, social media is an important component of your hotel’s marketing strategy. Social media vendors like BCV, Sprout Social, and Travel Media Group can help you achieve your reach and engagement goals. 7. Metasearch and ad tech: Metasearch channels, like Google, Kayak, and Tripadvisor, are powerful drivers of traffic to your hotel website - if you leverage them effectively. These sites require special connectivity and a bidding strategy, and tools like Bookassist, Avvio, and Koddi will help you manage budgets, track attribution, and understand market dynamics. 8. Website live chat/chatbots: Potential guests shopping on your website want answers now - without needing to pick up the phone. A chatbot, like one from Asksuite, Quicktext, or Whistle, use artificial intelligence to answer guest questions quickly and accurately, plus capture leads and increase conversion on your website. 9. Hotel CRM: Your database of guest email addresses is a gold mine - if you can leverage it strategically. A CRM system, such as Revinate, Profitroom, and dailypoint 360, allows you to capture email addresses on your website, send automated messages throughout the guest’s journey, create segments of profiles with specific characteristics, and analyze open rates, click-through rates, and conversion. F&B and MICE The food and beverage and meetings and events components of the hotel industry have their own technology solutions too. Whether you’re trying to streamline your room service offerings or support citywide conferences in a maze of meeting spaces, you can find software to help you execute any type of service or event. 1. Restaurant management: In order to run a restaurant smoothly, restaurateurs leverage point-of-sale software to manage stock in real-time, handle transactions, reserve tables, run reports, and more. Popular restaurant management software includes Vento ePOS, Oracle MICROS, and Lightspeed POS. 2. Mobile ordering and room service: Contactless service is the latest trend in F&B, but it seems likely to become the norm. Mobile ordering systems, such as Bbot, RoomOrders, and SABA F&B Ordering, allow restaurants to upload digital menus, accept online orders, and receive contactless payments, and customers can feel confident in more efficient service and accurate orders and bills. 3. Meetings and events intelligence: This category of software aims to help hoteliers maximize their meetings and events business by understanding market dynamics, uncovering insights about attendees, and optimizing pricing and space usage. Top meetings and events intelligence tools include Blockbuster by Duetto, IDeaS (SmartSpace), and Get Into More. 4. Group sourcing and RFP tools: Without software to assist, the RFP process is tedious. RFP software, such as Proposales, MeetingPackage, and Venuesuite, moves this process online and helps you to automate it, making all the back-and-forth more efficient and helping sales teams reach their goals. 5. Event management: Software doesn’t just help your sales team seal the deal, but also to plan and execute the event itself. Event Temple, Tripleseat, EVENTMACHINE, and others provide functionality to send proposals, get e-signatures, manage traces, communicate with clients, and create and edit BEOs and agendas. Looking for more resources on hotel industry software? Download the free 2021 HotelTechIndex Market Leaders Report.
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!
Each year Hotel Tech Report surveys thousands of industry insiders to find the best hotel tech jobs and employers globally. In 2020, the COVID-19 pandemic wreaked havoc on the hotel industry. The World Travel and Tourism Council predicts that 121 million of the 330 million jobs tied to tourism around the world will be lost in 2020. Despite existential challenges, hotels and their vendors have proven resilient in the face of the biggest challenge ever posed to the hospitality industry by working together. But there’s always opportunity in crisis. The pandemic has advanced digitization in the global economy by at least 5 years according to most experts. Hotels that already had adopted technology like contactless check-in and guest messaging software have had a massive advantage since the pandemic broke out and the importance of technology for running a successful hotel business will continue to rise over the coming years meaning that demand for hotel technology talent will grow with it. Here at Hotel Tech Report, we’ve interviewed countless hoteliers about their journeys from being hoteliers into lucrative technology careers like Del Ross, Marco Benvenuti, Sameer Umar, and Kevin Brown. For hoteliers furloughed on the sidelines, there is an unprecedented opportunity to pivot into a technology career leveraging skills and knowledge from hospitality experience. But which hotel tech companies should you apply to? Every year we do the hard work for you and survey thousands of hotel tech professionals to find the best companies to work for in the hospitality industry. We ask respondents to rate their employers from 1-10 on these key variables: Work-life balance Personal development opportunities Gender equality Confidence in company direction Values alignment 2021 Bonus Question: Rate your firm’s COVD-19 crisis response Hotel Tech Report creates this list each year for two reasons: (1) to help industry professionals find the best hospitality tech jobs and (2) to help hotel tech buyers understand that it’s just as important to partner with great organizations as it is to find great software tools and products. Vendor culture is important to every aspect of a vendor relationship: Product: Great workplaces attract the best talent who make the best products Customer Support: Happy client reps give better service and stay around longer developing deeper relationships. Sales: When a sales team has high turnover, innovation gets strangled because there isn’t enough cash coming in the door to invest in innovation. Our 10 Best Places to Work in Hotel Tech list features companies who foster wonderful work environments for employees. In return, those employees deliver incredible products and services to clients. Without further adieu here are 2021’s 10 Best Places to Work in Hotel Tech… 10. Siteminder (TIE) Right before the coronavirus pandemic broke out, industry leader Siteminder reached an incredible milestone earning itself unicorn status. Under the stewardship of CEO Sankar Narayan the firm quickly composed itself when the pandemic broke out and began rolling out initiatives to support both employees and customers like its World Hotel Index sharing real-time data with the industry when historical data just wouldn’t cut it. Siteminder has an internal slack channel called #stayingsocial dedicated strictly to team members having a social communal space in the age of remote work. This is pretty typical for a small startup but much rarer in the world of 700 employee behemoths. The great part about working at a large startup-like Siteminder is that there’s almost limitless upward mobility according to one employee working in operations at the firm, “They allow me opportunities to take on more responsibilities that are even beyond my scope to develop my skills and prep me up for bigger roles. They also give leadership training to enhance to continue developing my capabilities.” If you’re looking for a fast-paced global startup on a world domination path - then you should absolutely be dropping a resume at Siteminder. The best part is that they’ve got offices all around the world so even if you prefer the WFH life your colleagues shouldn’t be too far away no matter where you call home. 10. Atomize (TIE) This is Atomize’s first time making Hotel Tech Report’s annual Best Places to Work list but we doubt it will be their last. In true Swedish fashion Atomize rates amongst the highest on the list for gender equality with a 50% ratio of men to women on its leadership team. Atomize also rates very highly for culture alignment with a score of 97.8%. Perhaps the biggest standout for Atomize was how highly employees rated the firm’s COVID-19 response and support for clients during a crisis. “Everyone from finance to product development has chipped in to try to support clients. We have for instance developed a relief-program for those that are hurting really bad, we have updated the product to amend for the large drop in occupancy for hotels, etc,” one Atomize executive told Hotel Tech Report. Atomize made it through COVID-19 without a single layoff which is a testament to the longevity of the business and its and commitment to team members. During the crisis Atomize stayed calm, launched the 2.0 version of their core RMS product, and even found time to bring the team together for a BBQ this summer during a slow down in transmission rates. 9. Hotel Effectiveness Georgia (the U.S. state not the country) based Hotel Effectiveness is in the business of helping hotel owners more efficiently manage labor but the question is: how well do they manage their own labor? It turns out they do a pretty darned good job at fostering internal culture. Prior to the pandemic labor costs were the biggest focus area for most hotel ownership and management groups - despite the shift in focus Hotel Effectiveness managed to grow through the pandemic all while placing a heavy emphasis on quality of life for employees. Team members cite a high percentage of employees being groomed from junior roles into leadership positions, flexible PTO programs, and strong opportunities for women. PTO is great but Hotel Effectiveness management goes one step further where they encourage team members to completely unplug and not even check email during their vacation. Adding icing to the cake, employees raved about the firm’s response to COVID-19 where it was able to grow without any layoffs needed. One engineer raved about the Company’s COVID-19 response, “Hotel Effectiveness immediately shifted priorities specifically to address the changing needs of our clients. Hotel Effectiveness provided new guidance materials, payment options, and built new features (such as Daily Wellness Check-In) under tight deadlines to meet the new needs of our customers.” 8. EasyWay Big congrats to the first-ever Israeli startup to make this list! If you’ve ever been to Tel Aviv or the Start-up Nation (Israel), perhaps a job interview with EasyWay is the excuse you needed to visit one of the most amazing cities in the world packed with beautiful beaches, vibrant nightlife, and a foodie scene that’s truly in a league of its own. EasyWay is the quintessential startup with a mentality that so long as you hit your KPIs - the rest of your life is totally flexible. An EasyWay executive’s quote to Hotel Tech Report about the last 12-months at the company says it all, “The work around the clock in the COVID-19 time was crazy. We have developed so much stuff, that I almost miss this period. We've learned a lot from that, and staid on our feet! The rest of the team was great and it really gave me confidence in my own abilities. If you're the kind of person who likes to work hard and play hard - you’d be wise to check out EasyWay’s open positions. 7. Asksuite This is Asksuite’s second year making the list and true to their commercial team’s motto “rockets don’t have reverse”, even a pandemic couldn’t slow down this high flying Brazilian startup. Florianopolis may not be a hotel tech hub (yet) but the Asksuite team has access to lessons in language, hospitality and other training to upskill their way into global domination. During the pandemic, leaders have made themselves available for 1:1 meetings to support all colleagues and perhaps it’s this close communication that leads Asksuite employees to rate 98% confidence in the future success of the firm. Asksuite employees frequently cite an onboarding process that makes all team members feel like a part of the family in short order. 6. RoomRaccoon Despite the pandemic RoomRaccoon doubled the firm’s headcount in 2020 and achieved a major milestone in reaching 1,000 clients. Employees frequently cite similar aspects of the culture as differentiators like their annual international week at the Netherlands headquarters and an inclusive onboarding program. One employee within the marketing department told Hotel Tech Report, “This year RoomRaccoon decided to start hiring more new colleagues against the market trend of furlough and letting people go. To smoothen the onboarding process of our new hires we've created an E-learning program and two intensive onboarding weeks. So far we've onboarded 15 new hires since July 2020 that immediately are getting results. Something I'm really proud of!” If you’re looking for an ambitious organization with a strong remote culture and complementary annual trips to the Netherlands - don’t hesitate and check out open listings at RoomRaccoon. 5. Alliants The Alliants story is the cure to the common venture funded business gone wrong story. Alliants built the business developing custom software for ultra luxury hotel brands like Four Season and Jumeirah before ever dipping their toes into the SaaS world. That means they’ve got killer products, an eye for design and engineering to back it up. Starting in a consultative role for luxury brands has afforded Alliants a luxury not many early stage SaaS products have - cash flow. How would this impact you when you apply for a role there? Alliants employees are given a $5,000 stipend to invest in their own education and training. Whether it’s a paid marketing course or intro to Ruby on Rails - at Alliants you will be able to create your own journey and take control of your destiny. Have you ever had a boss block your calendar so people can’t book meetings with you? Well, Alliants employees have. During winter months with less daylight, CEO Tristan Gadsby blocked the entire team’s calendars from 11:30am - 1:30pm to encourage team members to get outside, walk or simply catch some rays. If that doesn’t sell you I don’t know what will. 4. ALICE This ain’t ALICE’s first rodeo, well it’s their fourth if we want to be precise about it. ALICE has made Hotel Tech Report’s Best Places to Work list 4 years in a row (2018, 2019, 2020, 2021). ALICE is an incredible place to work for former hoteliers because employees truly act as a strategic extension of their partner properties. During the pandemic, ALICE quickly pivoted to rollout closure checklists and other free assets to help partners quickly reconfigure their operations for the new normal. “The most memorable achievement while working at ALICE this past year was being able to provide support for our employees during the pandemic. The pandemic-related fatigue and anxiety impacted everyone and in different ways. We were able to provide support to our employees through group therapy sessions, health and wellness initiatives, increased one-on-one check-ins regarding fatigue, increased opportunities for learning and connection with one another virtually. I am so proud of how the leadership at ALICE has led us through the most difficult time in our industry's history, and with such care for both our customers, our industry as a whole, and our employees,” says one ALICE team member in an HR role. Just as important as supporting clients through COVID-19 is supporting colleagues. ALICE team members were constantly comforted that management understood the stress and challenges they were facing during this historic yet tragic year, encouraging an environment of transparency and honesty about how to cope with natural distractions from work in times of stress. 3. hotelkit Austria-based hotelkit is another repeat visitor on this list moving up from 4th to 3rd place. Founded in 2012 by hotelier Marius Donhauser, hotelkit is a majority female-run business that’s growing rapidly but responsibly throughout Europe. hotelkit’s team motto is “one team one dream” and while the team had to work remotely for a good portion of the year, colleagues are hopeful that 2021 will bring back the annual hotelkit Christmas party famous for great eats and poker. Under Marius’ leadership, hotelkit has fostered a culture that feels like family so it’s no wonder that employees rate the culture so highly across every single vector. 2. Cloudbeds Cloudbeds may be the fastest-growing hotel tech company right now so while their headquarters are in sunny San Diego the Company has got Silicon Valley energy pumping through its veins. Not to mention, Cloudbeds is extremely global with local managers in 40 countries. On March 11th (yes that’s right when COVID-19 took the world by storm) Cloudbeds announced the closing of an $80M funding round. Cloudbeds employees tend to share two main things in common: (1) they are extremely performance-driven and (2) they LOVE to travel. One Cloudbeds employee within the operations department told Hotel Tech Report, “I managed to get promoted on my 1 anniversary day at Cloudbeds, I was so happy and everyone was so attentive to me during this process. Cloudbeds is an amazing company, full of amazing individuals, it's so nice to see the owners in our calls and engaged with us all at all times. I used to think I had worked at good companies, till I met Cloudbeds. This is where I want to stay and grow. It will be hard for any other company to take me from here.” Cloudbeds has TONS of openings so make sure to browse their career page if you’re in the market. 1. Mews This is Mews’ 3rd year making the list ranking #2 in 2019 and #3 in 2020 - but this is their first year topping the list which is a testament to the strong culture at the firm. Like most fast-growing companies, the pandemic wreaked havoc on projections and business plans for Mews leading to some difficult decisions needing to be made. Mews not only came through what was maybe the darkest moment in the history of the hotel industry but came out stronger than ever before. Mews leadership set a strong course for the business cutting expenses, reorganizing the team, rebranding, focusing on remote deployments, and even making an acquisition. Quite a busy year - even if things had been normal. Mews management has created one of those infectious startup cultures that can almost feel cult-like at times often intoxicating entire trade show floors (pre-COVID). It’s not often that employees at an aggressive high-performance tier 1 venture-backed business get to see their founder dancing through a town hall (affectionately named Mews Con) in a silly costume. Mews pivoted from hyper-growth mode into a sharp focus on profitability right-sizing the business and is poised to come out of the pandemic far stronger than it went in. Lots of open roles to check out and we’re sure that list will continue to grow over the coming months.
Each year along with individual awards for the top-rated hotel software in each category, Hotel Tech Report recognizes the Top 10 most customer-centric global companies in the annual People's Choice Awards. The People's Choice Awards serve to honor and recognize companies who have balanced strong growth with a relentless focus on customer-centricity. The HotelTechAwards platform (by Hotel Tech Report) leverages real customer data to determine best of breed products and companies that help hoteliers grow their bottom lines. “The People’s Choice Award goes to a single company across all categories who demonstrates the strongest customer relationships during the HotelTechAwards. Cloudbeds had more than 550 hotelier customers come out to share overwhelmingly positive feedback about Cloudbeds products in the midst of a global pandemic. To have that kind of support from clients during the most challenging market in hotel history says all you need to know about Cloudbeds’ commitment to their partner properties,” says Hotel Tech Report CEO Jordan Hollander. Here’s the Official 2021 People’s Choice List: Cloudbeds SiteMinder RoomRaccoon Bookassist OTA Insight ALICE IDeaS Avvio Hoteltime hotelkit The key factors used to determine the annual People’s Choice Award include total verified customer reviews, geographic reach of reviews, and overall review sentiment and ratings. The best companies know that the most effective way to communicate their value proposition is to empower and amplify the voices of their happy customers. The People’s Choice Award recognizes companies whose customers really value the relationship and partnership. “Twenty years ago we lived in a world where hoteliers just used one of the three or four technology systems out there and typically just ended up using whatever system they had heard of before. Today there are thousands of SaaS choices in the market and dozens of great options available for most use cases but the market is moving so quickly that it’s hard for hoteliers to identify and keep track of the best products and companies. This award honors the companies whose hotel customers are the most vocal advocates of their products to make that process easy,” says Hollander. About the 2021 People's Choice Award The People's Choice Awards serve to honor and recognize companies who have balanced strong growth with a relentless focus on customer-centricity. Early on as a startup, it’s easier for companies to maintain strong customer relationships with a limited customer base. But as a company grows its install base and scales globally, maintaining high customer satisfaction becomes increasingly more challenging. Each year along with individual awards for the top-rated product in each category, Hotel Tech Report recognizes the top 10 most customer-centric global companies in the annual People's Choice Awards acknowledging the achievements of top innovators across all categories who embody the values, transparency, and customer-centricity that lie at the core of truly great companies. View Ranking Methodology>>
Hotel Tech Report has announced winners in the 2021 HotelTechAwards, based on more than 10,000 hotel software product reviews contributed by verified hoteliers during the competition. Winners are selected based on key performance metrics including product popularity, customer satisfaction, integration compatibility, customer support quality, and more. Winning a HotelTechAward is the highest achievement in the hotel technology industry. “In the midst of a global pandemic, 318,466 hoteliers visited Hotel Tech Report from every corner of the globe contributing 10,227 verified new product reviews during the 3-month awards period to share insights about their favorite tech products to run and grow their businesses. It has been inspiring to see this massive wave of hoteliers sharing technology insights and product recommendations,” says Jordan Hollander, CEO of Hotel Tech Report. “This is the most comprehensive dataset around hotelier preferences ever developed and it gives unprecedented insights into tech trends for hotels during a pivotal moment in history. Winning a HotelTechAward is a huge feat with the 2021 competition being the most competitive year ever. Every company on this list should be extremely proud of what they've contributed to the growth of the hotel industry.” During the HotelTechAwards, hoteliers from the world's leading hotel companies review the top tech products used at their hotels to increase operating efficiency, drive revenue, and improve the guest experience. This data is used to identify the best hotel tech products and organizations. "The HotelTechAwards are the only prize in the industry that is completely and transparently customer-driven — it's the hoteliers that decide who is best, and it's their opinion that matters most." Gautam Lulla, CEO at Pegasus. "We at SiteMinder believe strongly in the essence of openness; it is what underpins the very core of what we stand for, and the HotelTechAwards, through the program's data-driven and transparent process, aligns firmly with this value.” - Sankar Narayan, CEO at SiteMinder “This honor has deep, personal meaning as it is decided upon by our clients and represents our passion and focus for providing the most sophisticated revenue technology and comprehensive support.” Dr. Ravi Mehrotra Founder at IDeaS “The HotelTechAwards are a powerful stamp of approval for any company to possess and for hoteliers to trust. We value the HotelTechAwards process, which collects thousands of verified reviews from around the world each year.” Alex Shashou, Co-Founder at ALICE “HotelTechReport is the leading platform for technology in the hotel industry, and its meticulous and impartial verification process makes this one of the most prestigious awards.” Moritz von Petersdorff-Campen, Co-Founder at SuitePad The competition spans core areas of hotel software & technology: marketing, revenue, operations, and guest experience. 2021 Voting included participation from major hotel groups including Four Seasons, Hilton, Marriott, Accor Hotels, Hyatt, Intercontinental, Rosewood, and thousands of independents. "We originally created the HotelTechAwards as a democratized way to help our fellow hoteliers quickly determine best of breed vendors based on data they can trust and the scope of the competition this year is a testament to how far the industry has come in the last decade. The HotelTechAwards rating process is simple, transparent, and unbiased--judging is based on time tested ranking factors, publicly available data, and crowdsourced insights from verified hoteliers who have hands-on experience with each product.” The HotelTechAwards are often referred to as "the Grammys of Hotel Tech" and winners were selected from the top technology products around the world. The HotelTechAwards are the industry's only data-driven awards platform with winners determined not by a handful of judges or popularity votes but by a global community comprised of thousands of verified hotel technology users across more than 127 countries. Best Hotel Software Companies List >>
Hotel Tech Report has announced finalists in the 2021 HotelTechAwards, based on more than 10,000 hotel software product reviews from verified hoteliers during the competition. Finalists are selected based on key performance metrics like product popularity, customer satisfaction, integration compatibility, customer support quality, and more. Winning a HotelTechAward is the highest achievement in the hotel technology industry. “In the midst of a global pandemic, 318,466 hoteliers visited Hotel Tech Report from every corner of the globe contributing over 10,000 verified new product reviews during the 3-month awards period to share insights about their favorite software products. It has been inspiring to see this massive wave of hoteliers sharing technology insights and product recommendations,” says Jordan Hollander, CEO of Hotel Tech Report. “This is the most comprehensive dataset around hotelier preferences ever developed and it gives unprecedented insights into tech trends for hotels during a pivotal moment in history. Finaling in the HotelTechAwards is a reflection of quality every company on this list should be extremely proud of what they've contributed to the growth of the hotel industry.” Hotel Tech Report authenticates reviews through a strict verification process. Further, companies are ranked based on pre-defined objective data variables to avoid the biases present in other human judged competitions. "Based on real and honest customer feedback, the HotelTechAwards really do provide the most transparent view on how technology is perceived and used across the industry,” says Sean Fitzpatrick, CEO at OTA Insight. The HotelTechAwards are often referred to as "the Grammys of Hotel Tech" and finalists are selected from more than 1,000 of the top technology products around the world. The HotelTechAwards are the industry's only data-driven awards platform with winners determined not by a handful of judges or popularity votes but by a global community comprised of thousands of verified hotel technology users across more than 120 countries. -- Competition winners will be publicly announced on January 12th -- Best Guest Experience Technology Finalists Guest Messaging Software: Whistle, EasyWay, Monscierge Guest Room Tablets: SuitePad, INTELITY Guest Survey Software: TrustYou, Guestrevu, Revinate Hospitality TV Providers: Monscierge (Apple TV) Mobile Key: ASSA ABLOY Global Solutions, FLEXIPASS Mobile Ordering: Bbot, RoomOrders Hotel Guest Apps: ALICE, INTELITY, Wishbox Best Operations Software Finalists Property Management Systems: Cloudbeds, Mews, Clock PMS+, HotelTime Staff Collaboration: hotelkit, Monscierge, ALICE Hotel Management Systems: RoomRaccoon, Cloudbeds Concierge Software: ALICE Cyber Security & Fraud Prevention: Canary Technologies, Sertifi Digital Signage: Monscierge Housekeeping Software: hotelkit, ALICE, Optii Marketplaces & Integrators: Hapi, Dailypoint Preventive Maintenance: hotelkit, ALICE, Transcendent Restaurant Management: HotelTime, Oracle MICROS POS Employee Engagement Software: hotelkit, Hotel Effectiveness, Beekeeper Contactless Check-in: EasyWay, Canary Technologies, Wishbox Spa Management: HotelTime Best Revenue Management & Finance Software Finalists Revenue Management Systems: IDeaS, Duetto, Atomize Business Intelligence: OTA Insight, Duetto, ProfitSword Central Reservations Systems: Pegasus Channel Managers: SiteMinder, Cloudbeds, D-EDGE Parity Management: OTA Insight, RateGain Rate Shopping & Market Intelligence: OTA Insight, SiteMinder, RateGain Reporting & Accounting: M3, MyDigitalOffice Upselling Software: Oaky, GuestJoy, EasyWay Best Marketing Tech Finalists Booking Engines: Cloudbeds, Bookassist, SiteMinder Hotel CRM & Email Marketing: Revinate, Profitroom, Dailypoint Digital Marketing Agencies: Bookassist, Avvio, Net Affinity Direct Booking Tools: Triptease, Hotelchamp Website Live Chat and Chatbot: Asksuite, Whistle Independent Loyalty Programs: The GuestBook Metasearch & Ad Tech: Bookassist, Avvio, Koddi Reputation Management: TrustYou, Guestrevu, Revinate Hotel Website Design: Bookassist, Avvio, Profitroom Best Meetings & Events Tech Finalists Event Management Software: Event Temple Group Sourcing & RFP Software: MeetingPackage, Venuesuite Meetings Intelligence Software: Duetto, IDeaS Sales CRM: Event Temple, MeetingPackage
How do you get the word out about your hotel in a hotel industry that's more complex and complicated by the day? Between online travel agencies, SEO, CRM, and more, it’s easy for hotel marketers to feel overwhelmed. But you know that without a solid hotel marketing strategy, your hotel will have significant difficulty reaching its revenue and occupancy goals. Wondering where to begin? The challenge that most local businesses face is driving foot traffic. The old saying "location, location, location" helps them drive business but hotels need to be much more strategic in the way they market hotel rooms because the amount of passers by willing to purchase a room are far lower for a hotel than for other small businesses like a bakery or shoe store. So how do hotels get strategic and take control - online marketing. In this article we’ll introduce a plethora of hotel marketing concepts and strategies. Even if you’re brand new to hotel marketing, you’ll have a good understanding of the various hotel marketing avenues once you’re finished reading. Whether you’re a student, a professional seeking a career change, or a seasoned hotelier, you’ll want to bookmark our Ultimate Guide to Hotel Marketing as a reference you’ll return to again and again. Marketing on Third-Party Channels We all talk about the elusive guest experience but few understand that the guest experience starts long before check-in. Hotel guests may even start their journey on a channel you can't control. Perhaps they saw your property on an influencer's Instagram then searched Google and landed on an OTA. Love ‘em or hate ‘em, third-party channels are an essential part of the hotel marketing landscape. While some hoteliers begrudge third-party channels for charging commissions and eating away at potential direct bookings, there’s no denying that these channels bring massive marketing power and a global user base. It would be nearly impossible for an individual hotel to get the same reach alone, so mastering marketing on third-party channels, like the OTAs, metasearch, and the GDS, is a necessity. OTAs If you’ve ever booked travel online, chances are you’ve used one of the big OTAs, or online travel agencies. Popular OTAs like Expedia and Booking.com are marketplaces, just like Amazon, which you can leverage to put your hotel in front of millions of potential guests. In addition to the big players, the web is home to dozens - if not hundreds - more hotel booking sites that range from broad to niche. Diversifying your distribution strategy to include multiple channels, especially regional sites, is a great way to gain more online visibility. Of course, no third-party channel is perfect, and dealing with the OTAs’ problems is part of daily life for many hoteliers. However, their marketing power is their redeeming quality, and many hoteliers continue to use OTAs despite their challenges. The OTA market is changing rapidly especially with Airbnb's entry so it's critical that you keep up with the latest evolutionin this channel. Metasearch & Paid Advertising Besides the OTAs, hoteliers can use various digital advertising strategies and channels, like metasearch, to attract potential guests and drive direct bookings. What is metasearch, anyway? Metasearch sites like Kayak and Trivago aggregate the search results of other OTAs so travelers can easily compare rates across Expedia, Booking.com, and direct sites. Potential guests click through dozens of windows on their path to purchase, which means having a strong retargeting strategy is essential to capturing direct bookings. If a traveler clicked on your website once, your retargeting ads can remind them to return to your site to complete the booking process. GDS (Global Distribution System) While the OTAs, metasearch, and retargeting put your hotel directly in front of travelers, the GDS is one of the industry’s most popular B2B platforms. Travel agencies, airlines, and tour operators use the GDS to book rooms for their clients and partners, so hotels seeking to expand their reach or reduce reliance on the OTAs can find success by selling rooms on the GDS. Reputation Management No matter where your reservations come from, guests need to trust that your hotel will deliver a good value and experience. Reputation management is the practice of actively building up that trust - whether by displaying your hotel star ratings or by responding to guest reviews on sites like Tripadvisor and Google. Improving Performance of Owned Channels Though third-party channels play an important role in the hotel marketing space, let’s not forget about your own direct channels. Your hotel’s website and email communication are both excellent ways to spread brand awareness, gain loyalty, and potentially even raise your RevPAR by increasing direct bookings. What do you need to know to boost your hotel’s owned channels? Hotel Website Design, SEO & Content Marketing Driving your hotel website’s performance is possible when you focus on four key categories: Website design: If your hotel’s website isn’t attractive and user-friendly, potential guests are going to click off your site quickly! We’ve gathered some resources to help you promote your property with a modern, competitive website. If you’re building your site for the first time or upgrading an old one, our inspiring list of hotel website designs is a great place to start. These eye-catching designs will get the creative juices flowing. No matter which stage of website design you’re at, you’ll want to read up on 6 hotel website design lessons from leading ecommerce companies like Amazon and Zappos. Tips include adding a FAQ section to the booking page and organizing your room types in a grid layout. For websites with a lot of content, a content management system can eliminate stress and disorganization related to uploading text, images, and videos. Many content management systems are also easy enough to use that hoteliers and marketers with limited technical know-how can use them - no expensive web developers needed! Conversion optimization: Once you’ve invested in a beautiful website, make sure your website is effectively and efficiently converting guests. Conversion measures the rate of website visitors who complete the booking process. One of the best ways to improve your conversion rate is to implement a streamlined, user-friendly booking engine. But booking engine selection is no easy task; you’ll want to consider whether it’s optimized for mobile devices, compatible with your PMS and other systems, and within your budget. Hoteliers who want to grow their share of direct bookings must practice CRO. What is CRO? Add this one to your little book of hotel acronyms: conversion rate optimization. Simply put, it’s the act of making continuous improvements to your website with the goal of turning more “lookers” into bookers. SEO: Many potential guests will find your hotel’s website through a search engine like Google or Bing. That’s why it’s a good idea to continuously work on your website’s SEO, or search engine optimization. SEO includes countless strategies for ranking higher in the search results, appearing in searches for popular keywords, and ensuring your website’s search results listing looks enticing. A key component of SEO involves the content and formatting of your own website. On-page SEO helps search engines “read” your website so that they know in which search results your site should appear. On-page SEO strategies include using headings, adding links, and eliminating glitches. Some hoteliers use paid advertising to snag website visitors, but you can certainly increase website traffic free of charge - if you put in a little extra effort. Publishing high-quality blog articles, posting on social media, and engaging with review sites are all great ways to get direct website traffic for free. "Google has added a section in search engine results that appears above organic listings when consumers ask questions directly to Google. This feature is called a "Quick Answer,” and it takes a snippet of content from any page that is deemed to be the best answer to the question. To increase chances of appearing in Quick Answers, content should be structured and written in a conversational way that answers specific questions. Popular questions can also be included in sub-headings on the page, with answers below," NextGuest Digital Content marketing: Content is one of your most powerful tools in the digital marketing ecosystem. Popular blog posts or informative local guides are great ways to showcase your property to potential guests. Have writers’ block? Check out some hotel blogging strategies that you can try today. Email Marketing & Hotel CRM But your hotel website isn’t the only to engage with your guests; email marketing can deliver fantastic results, especially among your most loyal guests. Before diving into email marketing, you’ll want to have a hotel CRM (customer relationship management) system in place to store and track data about your guests. These systems help you gain insight into who your guests are and what matters to them so you can craft relevant email marketing strategies. Every email you send should contain an engaging update or offer, and it should always comply with the Data Protection Act. Before hitting “send,” make sure you understand the rules and regulations that apply to digital data and marketing. Email marketing for hotels can sound like a daunting task if your only tool is Gmail or Outlook. For more email functions, settings, and formatting options, you’ll want to use an email marketing tool like Mailchimp. General Hotel Marketing Strategy Although hotel marketing has plenty of industry-specific nuances, it’s helpful to have a basic understanding of general marking principles. Ready for some Marketing 101? Let’s go. The first step to any type of success is to set goals. But all goals are not created equal. SMART Goals, which are Specific, Measurable, Achievable, Relevant, and Time-bound, will add clarity to your marketing plan. Speaking of relevancy, your marketing goals and strategies should adapt based on the types of travelers you want to target. For example, if you’re targeting business travelers, families, or Generation Z, your marketing strategies for each group should be unique. A key component of your overall marketing strategy is your content marketing strategy, which includes your blog articles, social media posts, Youtube videos, Pinterest pins, and more. Employing some creative content strategies can transform your hotel’s online presence. As you’re setting up your strategies, you’ll want to form good hotel marketing habits. Like brushing your teeth, it’s a good idea to make researching market trends, collaborating with other hotel departments, and learning about local events part of your daily routine. Want to brush up on your marketer skills? That’s a trick question; you should be constantly sharpening your marketing skills, especially considering that the marketing space is evolving rapidly. One such example of timely marketing trends is the BookDirect movement, which promotes the practice of making reservations directly with the hotel. This movement has influenced software functionality, marketing strategy, and promotional offers that encourage guests to book direct. Struggling to get potential guests to click onto your website? Consider hotel marketing with visuals that catch the eyes of travelers coming to your destination. If you need some inspiration as you think about your overall marketing strategy, you can learn a lot by studying your competitors (and scrutinizing your own hotel!) through a SWOT analysis. Haven’t done one of these before? Check out our SWOT analysis example for small business. With so many facets of hotel marketing, it’s impossible to become an expert on all of them while maintaining your day job! Working closely with a hotel marketing agency can bring to the table the expertise you need. Read our tips on how to select a hospitality marketing agency to ensure you choose the right partner. Maybe you’ve already read all of our articles above. So you’ve got a great hotel website, now what? The marketing landscape is constantly evolving, so there’s always room for more improvement. Have you run out of ideas? Read through our hotel marketing ideas list, which contains more than 100 suggestions. -- Do you still have any burning questions about hotel marketing? Let us know what we missed so we can improve our guide!
Did you know that big hotel companies like Hilton and Marriott usually don’t manage their own hotels? It's ok if you didn't. The structure of hotel management companies and the broader hospitality industry is dramatically different than most industries and most employees within the industry don't fully understand how it all works. Fear not, after reading this article you'll be an expert in no time. So what do we mean when we say that 'companies in the hospitality industry are structured differently than most other sectors'? An individual property might be owned by one party, be managed by another, and carry the brand flag of a third company - but these relationships are kept behind the scenes. This article is not meant to be advanced so we're going to leave out other stakeholders like debt holders, asset managers and special servicers (you're welcome!). Most travelers will never even know that the front desk agent who checks them into a Hilton Garden Inn does not actually work for Hilton Worldwide! How can this be? The world of hotel management is complex, so in this article we’ll break down the key components of this facet of the industry. We’ll dive into what exactly hotel management companies do, how they make money, and who the major players are. By the end of the article, you’ll have a solid understanding of the hotel management landscape - whether you want to start your own hotel management company, partner with one, or begin a career working for one. Pictured: The James New York Nomad, a Highgate-managed hotel Defining the Hotel Operations Landscape: Owners, Franchisors, and Management Companies Running a hotel is no easy task, and to do it well, you need a diverse variety of skills and resources. To maximize performance, profitability, and the owner’s preferences, many hotels use various entities to manage different operational aspects. Hotels generally fall into one of four ownership categories: Privately owned and operated: For the owner, this model requires the most hands-on hotel operational work. At privately owned and operated hotels, the owner takes the lead on all aspects of the business: hiring staff, maintaining the physical asset, running a hotel marketing strategy, and more. The owner could be an individual or an ownership group. Leased: Unlike at privately owned and operated hotels, the owners of leased hotels lease the physical asset to a different company who handles all aspects of the operation. The owner simply collects rent for the building and has no involvement in the hotel side. Franchised: Owners who want a more hands-on approach and don’t want to turn their physical asset over to someone else to operate might opt for the franchise model. Franchisors sign agreements with hotel brands for access to benefits (or limitations, depending on how you look at them) like brand standards, marketing power, reservation systems, and design guidelines. Franchisors often run the day-to-day operations themselves, like hiring employees and handling payroll, and they pay a franchise fee to the brand. Popular hotel brand franchises include Hampton, Holiday Inn Express, and Red Roof Inn. Managed: At a managed hotel, the hotel owner signs a contract with a management company to take operational responsibilities off their plate. Unlike the franchise model, the management company handles everything related to day-to-day operations - even staffing, payroll, and marketing. Some managed hotels are branded, and the management company is then responsible for upholding brand standards. The owner typically signs the contract with the brand, though owners often include their management company in rebranding discussions. These management companies focus on growing RevPAR, NOI and EBITDA as they are paid a % of revenue and often receive bonuses based on hotel profitability. 'Corporate' hoteliers tend to focus on more analytical tasks like SWOT Analysis and setting SMART Goals while 'on property' workers focus on tactics, day-to-day management and service delivery. Pictured: Carneros Resort & Spa, managed by Aimbridge Hospitality Many hotels across the world have separate ownership and management entities in order to maximize the effectiveness of both components. Owners can focus on the real estate piece while management companies focus on the day-to-day operations. What Benefits Does a Hotel Management Company Provide? We’ve established that management companies run hotels on behalf of the owner, but what exactly does that mean? What do hotel management companies do? Depending on the specifics of the property, a hotel management company can: Hire employees and handle payroll via a platform like Hcareers Run all operational departments, like front office, housekeeping, sales, and food and beverage Manage relationships and billing with vendors Adjust room rates and run promotions Perform preventive maintenance on the property and recommend capital expenditures Develop budgets and produce financial reports for owners Curate the hotel’s online presence (reviews, social media) and implement marketing strategies In some cases, coordinate renovations or expansions If the hotel is branded, then some of these responsibilities are handled by the brand. Brands typically provide marketing support, on-property technology for staff and guests, and guidelines for furnishings and decor. Pictured: AC by Marriott Seattle, managed by Crescent Hotels & Resorts Regardless of brand affiliation, the management company is usually not involved in major decisions about the physical asset. The hotel owner or ownership group (often a real estate investment group) decides when to buy or sell properties. While owners pay hotel management companies for their services, using hotel management companies can save money in the long term. Hotel management companies are experts at hotel operations so they can often run daily operations more efficiently than private owner/managers - especially if the owner has little hotel industry experience. How Do Hotel Management Companies Make Money? As a hotel owner, one of the most important points of discussion when negotiating a contract with a management company is the fee structure. Hotel management companies make money in a few ways: an incentive fee, a base fee, and/or a percentage of gross revenue. Depending on the type of hotel, the services the management company provides, and the owner’s goals, the management company fee structure can vary greatly from property to property. When hotel management companies receive compensation that reflects the property’s performance, they have a vested interest in running the hotel at maximum efficiency. Pictured: Hilton Atlanta Airport, managed by HEI Hotels & Resorts Top 10 Hotel Management Companies There’s no “typical” hotel management company; you can find management companies that specialize in certain brands, certain types of hotels, and certain geographic areas. Some management companies operate a handful of hotels; some operate hundreds. Let’s explore the top ten management companies in the United States in terms of number of guestrooms managed (guestroom and property counts in the US, source): The largest hotel management company in the US is Plano, TX-based Aimbridge Hospitality, with a whopping 182,000+ guestrooms and 1,400+ hotels in their portfolio. Aimbridge merged with the former second-largest hotel management company, Interstate Hotels & Resorts, in 2019. This merger brought around 80,000 rooms and 500 properties into Aimbridge’s portfolio. Aimbridge’s hotels are mostly Marriott, Hilton, and Hyatt branded properties in US and Caribbean markets. Aimbridge is the largest operator of these brands in the world. Aimbridge recently launched the AIMClean program to ensure hotel staff are sufficiently trained in health and safety protocols. Aimbridge also provides renovation management, asset management, and consulting services. Coming in at #2 is Hyatt Hotels. You may be thinking, “wait, how can Hyatt be on this list if other companies manage Hyatt properties too?” Hyatt actually manages about ⅔ of all Hyatt properties, with 61,217 guestrooms and 372 hotels under corporate management. Hyatt is based in Chicago, IL, and their managed portfolio includes Hyatt brands in 65 countries worldwide, including boutique hotels in the Unbound Collection and Destination Hotels portfolios. Like Hyatt, InterContinental Hotels Group (IHG) manages some of their own hotels - 301 properties and 57,804 guestrooms, to be exact. However, IHG takes an asset-light approach and only manages a small percentage of their 5,800+ hotels worldwide, which include brands like Crowne Plaza and Holiday Inn. IHG’s headquarters are in Denham, United Kingdom. The fourth-largest hotel management company in the US is Highgate, which is the largest hotel management company in New York City. Highgate manages 10% of the hotel inventory in the Big Apple, and that’s also where their headquarters are. Highgate’s portfolio is made up of independent and branded hotels in major US markets like New York City, Miami, and San Francisco, with a total of 142 properties and 37,307 rooms. Crescent Hotels & Resorts takes the #5 spot, with 28,137 guestrooms and 103 hotels. Crescent is based in Fairfax, VA, and they manage Marriott, Hyatt, IHG, and Hilton brands in upscale to luxury categories, plus independent hotels affiliated with soft brands, in the US and Canada. Crescent’s portfolio includes notable independent properties like the Mayfair Hotel in Los Angeles and the PGA National Resort in Palm Beach. Similar to Crescent, HEI Hotels & Resorts also manages Marriott, Hilton, IHG, and independent properties in urban markets and vacation destinations across the US, with 23,900 rooms and 79 hotels in total. Norwalk, CT-based HEI manages a wide range of properties from select-service hotels to luxury resorts. Headquartered in Boston, Pyramid Hotel Group, #7 on our list, has quite an international footprint. Pyramid operates full-service, select-service, and independent hotels in the US, the Caribbean, Ireland, and the UK. The company’s portfolio includes Marriott, Hilton, IHG, and Wyndham brands, with a total of 91 hotels and 23,493 guestrooms. Pyramid has expertise in brand transitions and conversions. While some management companies work with a full spectrum of hotels, Island Hospitality Management’s portfolio of 177 hotels and 22,811 rooms include mostly select-service brands, such as Residence Inn and Homewood Suites. Island operates Hilton, Hyatt, IHG, and Marriott properties across the US, and the company is based in West Palm Beach, FL. Crescent’s Fairfax, VA-based neighbor, Crestline Hotels & Resorts, takes the #9 position, with 118 hotels and 17,250 guestrooms in its portfolio. Crestline manages Hilton, Hyatt, IHG, and Marriott properties across the US that range from select-service hotels to high-end boutiques. Crestline has won numerous awards, including Marriott’s “Renovation of the Year” 3 times! Another Texas-based management company, Remington operates primarily Hilton and Marriott properties, all located in the US, with their headquarters in Dallas. Remington’s portfolio includes 16,918 guestrooms and 86 hotels - all of which use contactless key systems. As you can see from this list, no two management companies are the same. Each one has their own strengths and advantages, which means owners can choose a management company that closely fits their needs. How to Choose a Hotel Management Company Hotel management companies vary greatly in terms of the services they offer, the relationships they have with brands, and their specific areas of expertise. As an owner, you’ll want to partner with a management company who has expertise related to your specific hotel asset and your goals. Are you planning a renovation? Then you’ll want to choose a management company who has experience with renovations. Do you own an independent luxury resort? Then you might not want to partner with a management company whose portfolio consists of only Residence Inns and Hamptons. Pictured: Residence Inn Orlando Lake Buena Vista, managed by Remington When comparing hotel management companies, we recommend comparing a few specific areas: Brand relationships: Is the management company a preferred partner of the brand you want to work with? Management companies that have built strong alliances with brands know the ins and outs of the brand standards, are well acquainted with the brand’s key team members, and can help new owners navigate the branding process. Services and expertise: Besides day-to-day operations, do you want the management company to take on additional responsibilities? Some management companies also offer services like asset management, renovation management, Portfolio composition: What kinds of hotels does the management company have in its portfolio? If the hotels in a management company’s portfolio are similar to yours (and are generating good results!), then you can be confident that the management company will do a good job with yours. Look at not only the hotel brands, but also the geographic locations (urban vs. rural, coastal vs. midwestern), the ages of the properties (historic vs. brand new), the target guest segments (business vs. group vs. leisure), and property amenities (pools, golf courses, spas, restaurants, etc.). Performance: Does the management company actually deliver results? Management companies should be forthcoming with case studies and testimonials from properties in their portfolio. Based on these documents, you can better assess whether the management company is the right fit for your business goals. An Overview of Hotel Management Careers Looking to build a career in the hotel industry? Perhaps you just finished your bachelor’s degree at a top hotel school and want to reverse engineer your path towards lucrative management jobs or maybe you’re an industry veteran looking for professional development opportunities to get you into corporate America and off property. In addition to working for the big brands like Hilton and Marriott, management companies offer some compelling career tracks for professionals with a variety of goals. Hotel management companies hire employees to work on-property in all hotel departments, and they also hire corporate employees who often work at their corporate headquarters. Hotel management company jobs on the corporate level include: Cluster revenue management teams with analysts or managers (centralized yield management is a big value add of management companies) Interior designers Contract administrators Financial management analysts Accountants IT managers Human resources managers Area directors or cluster general managers Hotel managers (GMs) Restaurant management and food service (often multi-unit) Event management and sales professionals Unlike on-property employees, corporate staff typically oversee or work with multiple properties at the same time. It’s not uncommon for corporate positions like revenue managers, sales managers, or IT managers to oversee dozens of properties - possibly scattered across the country. If you’re drawn to the hotel industry to build relationships with guests and enjoy the on-property camaraderie, note that corporate positions at hotel management companies are often very different than positions at the hotels they manage. The corporate roles are usually based in an office and reflect a typical office culture. On the plus side, corporate employees typically work standard business hours and receive time off on holidays, while on-property employees work less regular schedules and often on holidays. --- The travel industry and more specifically the hotel sector is filled with a variety of rewarding career paths from event planning to the culinary arts. Whether you're new to the industry, a hospitality student at Cornell University of even a Marriott International veteran of 20 years - there's always something new to learn in this dynamic and rapidly evolving space. Whether you’re researching hotel management companies to find your next business partner or to find your next career, you can surely find one that fits your criteria. Do you have any questions that we didn’t answer? We’d love to hear them! --- What is the minimum salary in hotel management? The starting salary for an entry-level hotel manager is around $30,000, though the average hotel manager salary is around $50,000. Salaries vary based on location, hotel class, and prior experience, so some hotel general managers can earn upwards of $100,000 per year. What is the work of hotel management? As a hotel manager, you oversee the operations of a hotel, which involves leading all hotel departments toward the goals of the hotel owner. A hotel manager hires and supervises employees, handles guest complaints, manages budgets, ensures the hotel follows local regulations, and facilitates coordination between all hotel departments. How many years is the hotel management course? Hotel management courses vary in length; eCornell’s Hospitality Management Certificate is a three-month program with around five hours of study per week, while a Bachelor’s degree in Hotel Management from a traditional university can be obtained in four years. What is meant by hotel management? Hotel management is a discipline that covers the operational aspects of a hotel. Hotel management requires a variety of skills, including general business and marketing skills, people management and leadership skills, financial acumen, customer service skills, and a solid understanding of each hotel department, like the front desk and housekeeping. How difficult is hotel management? Because hotel management involves a wide variety of skills, plus patience, willingness to work long hours, and passion for hospitality, it can be a challenging career path. However, many hotel managers find hotel management to be a fulfilling career which lets you meet interesting people, work all over the world, and create memorable experiences for guests. How can I become a hotel manager? The most common paths to hotel management are to work your way up through hotel jobs to become a hotel manager or to jumpstart your career with a degree in hotel management. Although many hotel managers have extensive hotel experience, some made the leap from other types of managerial positions, like in the retail industry or the military.
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.