THE MAGAZINE OF THE WORLDWIDE HOTEL INDUSTRY
EDITORIAL Jeff Weinstein , Editor In Chief 1.312.274.2226 E-mail : jweinstein @ hotelsmag . com
Ann Bagel Storck , Managing Editor 1.312.274.2209 E-mail : astorck @ hotelsmag . com
Nathan Greenhalgh , Associate Editor 1.312.274.2229 E-mail : ngreenhalgh @ hotelsmag . com
Dani Friedland , Assistant Editor 1.312.274.2223 E-mail : dfriedland @ mtgmediagroup . com
Queenie Burns , Vice President , Design 1.312.274.2216 E-mail : qburns @ mtgmediagroup . com
Steve Vanden Heuvel , Senior Art Director 1.312.274.2218 E-mail : svandenheuvel @ mtgmediagroup . com
Bert Ganzon , Senior Art Director 1.312.274.2227 E-mail : bganzon @ mtgmediagroup . com
Bill McDowell , Vice President , Editorial Director 1.312.274.2201 bmcdowell @ mtgmediagroup . com
CONTRIBUTING EDITORS Mary Gostelow , Adam Kirby
PUBLISHING Dan Hogan , Vice President , Publisher 1.312.274.2221 dhogan @ hotelsmag . com
INTERNATIONAL ADVISORY BOARD
Nakul Anand Chief Executive , ITC Hotels Ltd ., Gurgaon , India
Stephen Bartolin Chairman and CEO , The Broadmoor , Colorado Springs , Colorado
Eric Danziger President and CEO , Wyndham Hotel Group , Parsippany , New Jersey
Geoffrey Gelardi Managing Director , The Lanesborough , London
Laurence Geller President and CEO , Strategic Hotels & Resorts , Chicago
Kirk Kinsell President , the Americas , IHG , Atlanta
Alex Kyriakidis President and managing director , Middle East and Africa , Marriott International , Dubai
Christopher Nassetta President and CEO , Hilton Worldwide , McLean , Virginia
Monika Nerger Chief Information Officer , Mandarin Oriental Hotel Group , Atlanta
Paul Sistare President and CEO , Atlantica Hotels International , São Paulo
Kathleen Taylor President and CEO , Four Seasons Hotels and Resorts , Toronto
Susan Terry Vice President Culinary Operations , Hyatt Hotels North American Operations , Chicago
EDITORIAL AND PRODUCTION OFFICES , HOTELS Marketing and Technology Group , 1415 N . Dayton Street , Chicago , Illinois 60642 USA ; 1.312.274.2200 ; fax : 1.312.266.3363 edit @ hotelsmag . com
SUBSCRIPTIONS / CHANGE OF ADDRESS For address changes or subscription questions , please contact : Customer Service , HOTELS , 1209 Dundee Ave . # 8 , Elgin , Illinois 60120 USA . 1.800.554.7470
ON THE CUSP
At last month ’ s Berlin hotel investment conference more than one executive said the industry is about to reap the benefits of a Golden Age of travel . With emerging middle classes around the globe hungry for travel and an even more tightly woven world economy generating more face-to-face meetings , despite all the worrying and hand wringing our industry must overcome right now , the positive inertia cannot be stopped .
Consider the magnitude of the statement made by UNWTO Secretary-General Taleb Rifai at the opening of the ITB Travel Trade Show on March 6 just after the investment conference ended : “ By the end of 2012 , oneseventh of the world ’ s population will have crossed international borders as tourists in a single year .” With that , I think we can agree the future is bright for the hotel industry , so the question really becomes how hoteliers can capture their share of this incredible growth opportunity .
This month , we have two features that should help — one on how to best work with online travel agencies like Expedia ( p . 56 ) and another on the latest and greatest ideas stemming from social media ( p . 24 ). Next month , watch for a feature on how to maximize your mobile strategy , as well as a story about best practices for corporate social responsibility , an area that is bound to grow in importance , since you are reviewed online and offline just as much for what you represent as a brand as what you sell .
The point I want to make is that your brand , your hotel ’ s name and your reputation is now very much on public display . Social media has
created a great opportunity , as well as a huge challenge , to manage and grow your business and reputation . How you are perceived by the world is now hugely important and will become even more so as the world ’ s social consciousness grows .
My suggestion is that you be as proactive as possible and recognize everyone you can as personally as you can . Use social media to help potential guests understand most importantly that you are friendly , inviting , open , fun and caring . Respond to Tweets in a timely and creative manner . Try to right as many wrongs as you can on TripAdvisor . Show your benevolence on your Facebook page , and basically do whatever you can to position yourself as likeable and being of service .
The world is traveling more and watching you more . Being aware , responsive and positively thoughtful can result in increased satisfaction , greater loyalty and better results . Like it or not , today ’ s explosion of social media has created a new business imperative . You cannot afford to overlook it .
Editor In Chief www . hotelsmag . com April 2012 HOTELS 3