Special RepoRt : 2015 forecast
2015 forecast
GM viewpoint
As AlwAys , mAking it hAppen will be the motto for generAl mAnAgers in 2015 . Whether it ’ s creating a more sophisticated social media presence or bringing big-picture buzzwords like “ personalization ” down to the individual scale , here is what GMs need to be prepared for next year .
HOTELS : How can hotels muscle out their competition online ?
David Chase , general manager , New York Palace Hotel : Don ’ t go it alone . In 2014 we hired a social media agency to provide assistance with design and to create rich media , social graphics and content for our most popular social media platforms .
H : What are the hot channels going to be ?
Chase : Continued efforts for 2015 include having a presence on travel meta-search sites , geo-targeting to international guests and adding personalization features to recognize repeat customers . H : What ’ s new in green concepts ? Chase : Integrating them with the property management system . During the renovation , we integrated window shades , thermostats and occupancy sensors , so when a guest checks out we are able to manage the energy pieces more effectively .
H : What has you burning the midnight oil thinking about for next year ?
Tom Klein , regional vice president and general manager , Fairmont San Francisco : Driving and increasing bookings to our own website can be a challenge . To date , social media has been primarily a branding / engagement channel , and we would like to further utilize it as more of a booking portal . Currently , we do not have booking capabilities directly on social media , and this is something we are exploring going forward .
H : What is trending right now in channel management ?
Katja Henke , general manager , The Peninsula Bangkok : On our own website , we will drive additional revenue through the use of dynamic packaging so guests can customize their vacation experience .
In regards to training , we will focus on rate parity and price integrity for our reservations and sales staff .
H : What is the current can ’ t-miss sustainability initiative ?
Henke : Going paperless wherever possible is still crucial .
In April 2014 , the PressReader application for smartphones and tablet devices was activated in the hotel allowing guests access to more than 2,000 newspapers .
Six Senses is looking to incorporate traditional Chinese medicine and herbs grown on site into spa treatments . www . hotelsmag . com December 2014 HOTELS 25