Monday, October 8, 2012

30 Second MBA/The Secret To Attracting A Younger Demographic When You're No Spring Chicken


Fake reviews, e-wallets and more... (HNN's Technology Pulse)


 

04 October 2012
HNN Newswire

HotelNewsNow.com’s Technology Impact Report each month features a news roundup from the hotel technology sector. Subscribe to the free monthly reporthere

The cost of fake review
Company-paid positive reviews and social-media ratings will make up 10% to 15% of all reviews by 2014, says a new study from Gartner.


Also, analysts predict the increased media attention on fake reviews will result in the U.S. Federal Trade Commission suing at least two Fortune 500 brands over the next two years, according to an Open Forum article, citing a 2009 ruling that deemed paying for bogus reviews false advertising.

“With over half of the Internet's population on social networks, organizations are scrambling for new ways to build bigger follower bases, generate more hits on videos, garner more positive reviews than their competitors and solicit ‘likes’ on their Facebook pages,” said Jenny Sussin, senior research analyst at Gartner. “Many marketers have turned to paying for positive reviews with cash, coupons and promotions including additional hits on YouTube videos in order to pique site visitors' interests in the hope of increasing sales, customer loyalty and customer advocacy through social media ‘word of mouth’ campaigns.”

Keeping consumers on site
Hotel companies constantly are looking at ways to keep consumers on their own sites for as long as possible. Wyndham Hotel Group, for example, is deploying a range of tactics, such as functional enhancements to improve conversion rates and publishing reviews to be as transparent as possible,according to an EyeforTravel article.


Savvy travelers, the article says, understand the context of reviews better now and realize there is a difference between how a person they know rates a property, what an expert travel authority says about a hotel and what an aggregated voice of the community tells them.

So over the last year, a range of hotel companies (such as Starwood Hotels & Resorts Worldwide and Wyndham) have chosen to feature reviews on their own websites. Hotel companies have approached this in different ways, launching their own platforms to share user-generated content and tying up with review sites as well.



Phone, wallet functions merge for travelers
Emerging "empty pockets" technology is increasingly allowing travelers to use their phones to make purchases, book flights, check in and board planes, according to a CNN report.


Delta, American and United are already big into electronic boarding passes on smartphones, and JetBlue plans e-boarding programs in the near future. If some visionaries have their way, the future of mobile travel will touch virtually every key activity at the airport, including security and U.S. passports. Smartphone technology might improve airport efficiency and help ease the pain from skyrocketing traffic predicted in the next 20 years.

Apple also recently unveiled Passbook, an app which organizes e-boarding passes, flight reservations, coupons and other documents. But Apple has a much more grandiose plan for its empty pocket dreams, according to public U.S. Patent and Trademark Office documents.

Industry experts and government officials say, as cool as these technology ideas sound, extending Apple's technology and influence to airport baggage tracking and TSA security would be unprecedented.

New ‘hotel haggling’ website goes live
GraysEscape.com, launched in early September by Australia’s largest online auction house, GraysOnline, allows travelers to negotiate discounts of up to 20% on Australian and New Zealand hotels, according to a news release.

The site promises to help hoteliers fill empty rooms “via controlled discounting” and help travelers “score exclusive and confidential discounts.”

GraysOnline CEO Cameron Poolman said in the release that GraysEscape.com will boost Australia’s struggling domestic tourism industry. The site features a range of accommodations, from luxury hotels and resorts to motels, B&Bs, holiday parks and hostels. The site allows customers to make offers directly to hotels, with no competitive bidding. Hoteliers have three hours to accept an offer or bargain with the customer for another rate.

Properties featured on GraysEscape include major hotel groups, such as Rydges, Toga, Oaks, 8 Hotels, Best Western International, Stamford Hotels, Golden Chain, Chifley Hotels, Country Comfort, Choice Hotels International and Leisure Inns, the release said.


Best Western revamps brand site
Best Western has completed a major overhaul of its brand website, including a completely revamped design with additional hotel details, more photos and new research tools, highlighted by embedded TripAdvisor reviews. 


By adding TripAdvisor content to BestWestern.com, visitors will be able to view TripAdvisor ratings and the five most recent traveler reviews for every Best Western hotel without ever having to leave the Best Western website.
Other new features on the website include:
  • enhanced room descriptions to give travelers more specific hotel details;
  • more hotel photos so guests can see more of the hotel before they book;
  • specials offering travelers unique hotel deals and packages;
  • easier-to-navigate Best Western Rewards management for loyalty program members to track and redeem their rewards points;
  • option to save favorite hotels for quick booking on future visits; and
  • redesigned mobile and Facebook booking sites.

Compiled by Jason Q. Freed.

Mobile search leading to surge in voice demand



04 October 2012
By Harvey Chipkin
HotelNewsNow.com contributor

Story Highlights
  • A recent study showed by the end of 2013 local businesses will be receiving three times the number of phone calls they do currently.
  • Wyndham found most mobile users book for the same day for a hotel within 5 miles to 10 miles of where they are.
  • Click-to-call demand from mobile phones can be tough to track.
REPORT FROM THE U.S.—Will an increased use of mobile search for local businesses mean a surge of phone calls for hotels? It’s likely, according to hotel distribution managers.  

A recent study by BIA/Kelsey concluded that by the end of 2013 local businesses will be receiving three times the number of phone calls as they do currently because of the increase in mobile marketing and smartphone searches. Sources told HotelNewsNow.com the trend is emerging.

“Over the last five years, mobile has become closely correlated to local intent. People are looking for a restaurant nearby, and they are searching locally,” said Michael Boland, senior analyst with BIA/Kelsey. “When you’re on your desktop at home, the range of search subjects is broader; when you’re on a mobile device, it’s much more immediate.”

Boland said he believes hotel call volumes will rise significantly. “Mobile will be a great source of business, though that may present issues on the logistical end,” he said. “If that does happen—where you need more staff to take calls—it’s a good problem to have.” 

“We are definitely seeing this trend,” said Keith Swiderski, director of mobile and emerging channels strategy and development for Wyndham Worldwide. “When we relaunched our mobile platform in March, we built the experience around the user and found that most mobile users book for the same day—in fact 70% to 80%—for a hotel within 5 (miles) to 10 miles of where they are. So we built the experience around that.”

Keith Swiderski
Wyndham Worldwide
“What did surprise us was that online conversions were not as high as on our computer websites,” he continued. “What we realized by talking to other companies was that there were still a lot of people new to smartphones who want to talk to a person. So we immediately started seeing an increase in calls to our call centers.”

Swiderski said Wyndham has dedicated numbers on its 13 mobile websites, with every brand having a dedicated number. The increase in call-center volume was noticeable, he said.

“After that initial burst it has eased off, but it is still substantial,” he said. “As a result, we made the call buttons more prominent on the sites. People still want to call and get a voice telling them they have the room.”

So far, Swiderski said it has not been necessary to beef up staff at call centers or to retain agents as a result of the increase in mobile calls.


Tough for independents
However, click-to-call demand from mobile phones is tough to track, according to Adele Gutman, VP of sales, marketing and revenue at the Library Hotel Collection, which operates four independent hotels in New York.


“Only one booking over the past month was booked on a mobile website (from an iPhone), even though we do have a couple thousand people a month visiting our mobile websites via smartphones,” Gutman said. “We think they prefer to use the click-to-call features, but that is not something we are tracking at the moment.”

Only the Hotel Giraffe, Gutman said, noted an increase in phone calls. But she has not specifically tied that to mobile-phone search.

“It seems travelers are looking for personal advice on the best booking option for them or to see if we can customize their experience in some way,” she said. “Of course, we love this kind of interaction and would not wish to outsource guest interaction to a call center.”

All calls to Library hotels go directly to the individual hotel. This is a key part of the guest experience and the start of the guest relationship, Gutman said.

Mobile marketing
Marketing for mobile devices is in its infancy, but once marketers figure it out it could lead to even more mobile bookings and phone calls, sources said.


“For a long time, the click-to-call functionality has been trying to get off the ground because it makes a lot of sense,” BIA/Kelsey’s Boland said. “That phone call is highly trackable and advertisers like that. It’s a performance-based form of advertising.”

“The benefit of a phone call over a click—for certain types of business—is that it means the person is ready to move to a different level of interaction,” he continued. “Click-to-call has been available on desktop but has been a little ahead of its time. It’s much more seamless to call on a mobile device.”
Boland said mobile devices get approximately 10% of a person’s media consumption, alongside TV, print and web. But the advertising dollars going to mobile is only about 1%, he said.

“That 10% will continue to grow, but the ad spend will remain small until marketers understand how to use it,” he said. “It is still experimental for them. But right now the mobile market is underpriced because of low demand, and marketers should at least try to use it.”

Boland said many advertisers will use the same practices they do in print, which could end up ineffective. For example, simply taking banner ads and putting them on the small screen is not the best strategy, he said.

Swiderski said marketing to mobile users has been challenging for Wyndham because it’s hard to track what is driving users to Wyndham’s websites.

“We have tried some things and had some hits and misses,” he said. “For instance, we very recently added a function called Express Book. If you’re booking a room at the last minute you don’t even need to input a credit card—just your name and an e-mail address—and we will hold that room until 6 p.m.”
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Know Thy User: The Role of Research in Great Interactive Design


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At the recent HOW Interactive Design Conference in Washington DC, I gave a presentation called"Know Thy User: The Role of Research in Great Interactive Design." This 30-minute high-level talk was intended to provide conference attendees with repeatable processes that will help them integrate user research into their interactive projects. Other presenters at the conference went more in-depth into some of the methods mentioned in this talk, but I felt that it was important for attendees to understand the role of specific methods and activities within the research process on any design project.
When I started working as an user experience designer, I had a thousand questions about how to conduct research. I was lucky to have great mentors and have the chance to collaborate with outside practitioners on a variety of projects. They helped me learn how to do everything from recruiting people to facilitating activities to understanding how we could make sense of the data we gathered from them.
When I came to frog, I discovered a deep global research practice with many designers and strategists who have helped me become a more rigorous and creative researcher. I now have fewer questions about how to practice user research, so I'm doing my best to return the help I'd received over the years and answer some questions for those who are new to the role of research in interactive design.
David Sherwin is a principal designer at frog. He has built his reputation as a seasoned user experience professional, design researcher, and art director, with 14 years of experience in generating compelling solutions for systemic business problems. David is the author of Creative Workshop: 80 Challenges to Sharpen Your Design Skills and the forthcoming book Success by Design: The Essential Business Reference for Designers. You can follow David on Twitter @changeorder.

Hotel Check-in Rituals, Revisited


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October 1, 2012 at 4:21 PM | by  Comments (0)
Earlier this summer, we polled all of you on your check-in rituals, meaning the very first things you do after closing the door behind you in a new hotel room. Your answers were awesome (and eye-opening), spanning everything from scoping out the minibar to crashing for a power nap.
Well, we decided to similarly poll the contributors of our brother site, Jaunted.com to see how the frequent flyers think and discovered that, though everyone loves to have a nice bed in a new city, even seasoned hotel sleepers such as ourselves like to stick to our rituals.
The answers:
Alex:
When I first enter a new hotel room, I usually change out of whatever clothes I'm already wearing (since I've likely spent the day traveling in them), hang up any pants or dress shirts in the closet, and slip into something cozy. Then I check the hotel's info binder to see what fun stuff there is to do. If it's the right time of day, I'll hit up the gym, or maybe look for a nice rooftop bar or lobby lounge to sit and have a drink before dinner. A full investigation of the shower/tub/toiletry situation will usually follow later in the evening.
Andy:
Remove any and all throw pillows and blankets from the bed. They sure do look lovely, but I don't like thinking about how often they're not cleaned. After that I'll typically either write down, or take a picture of, my hotel room number so I don't forget it when I leave.
Chanize:
The first thing I do is plug in all of my electronics and then start fighting with the AC/heat controls.
Christine:
The first thing I do when I check into a hotel room is wipe down as much as I can with Clorox wipes (remote, door handles, light switches, toilet, faucets) and the rest gets sprayed with Lysol. (On a side note, for some reason I think a can of Lysol somehow equals an explosive to the TSA because whenever I check a bag with a full size can of Lysol in it, it will get searched).
Cynthia:
I look for the outlets and plug in my iPhone or, even better, pop it onto the iHome dock (if there is one) and put on my Billie Holiday playlist. Then I unpack, pretty meticulously; I like to completely empty my suitcase if I'm staying more than one night.
John:
First, wash your hands! My first stop after dropping my bags and unzipping my case is to clean off the grime of travelling, whether that's a quick wash of my hands and face or a brief shower. Then it's over to the desk to unpack my power strip and get everything charging up -- laptop, phone, external battery, pocket wifi -- that I've been using en route.
Kyle:
After immediately dropping all luggage and bags all over the ground I always check out the view—or more times than not—the lack of view. You kind of get the layout of the room quickly, so then it’s off to the bathroom to check out the scene in there—want to make sure it’s all clean and whatnot. Finally—call me crazy—but I may or may not take a quick peak under the mattress for any creepy crawlies. Thankfully I’ve never yet made an unwanted discovery.
Mark:
Put all my bags in the nearest closet, pull out my camera and take photos (room + view) -- possibly shoot a quick 45 second video. Next I scour the room for outlets and plug in my laptop, phone and tablet. If I have a business meeting the day of arrival I will bring my dress shirt and sport coat into the bathroom, turn on the shower to hot, close the door then go answer email. 15 minutes later my biz attire is steamed to perfection!
Max:
Turn off the air conditioning. I hate it!. Then set up the power/wifi for the laptop so I can get connected. Only then I'll relax.
Rayme:
I check out the toiletries. For some reason, I love little mini and hotel branded stuff. I will also unpack and put some music on. Then go to read all the little stuff around e room so I don't miss anything. I always read the compendium to know what time things are and where to find the pool.
Rebecca F:
If I am traveling solo, I will tuck my luggage up against the closest wall, strip down to my unmentionables, jump in bed, turn on the TV for background noise and then turn to my smart phone to catch up on messages, Facebook, etc. I just can't ignore the call of a crisply made bed! If I am traveling with the kid and the husband, the clothes stay on and I go into 'everything has a place' mode, hanging up clothes, placing toiletry bags in the restroom, lining the bottom of the wardrobe with shoes, and more until each piece of luggage is empty. Not really an enjoyable task immediately after traveling, but I'd much rather do it then instead of when full fatigue sits in.
Rebecca W:
Put my bags in the closet or corner and take photos of the room. Then, I make a bee-line for the binder with the room and hotel info -- although these are becoming obsolete now. Sometimes they're on the TV menu or in-room iPad but some hotels seem to have forgotten them completely. Not cool. Once I have all the intel I need, I unpack and start planning my room service order.
[Photo: HotelChatter]