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 , New Media Editor 1.312.274.2223 E-mail : dfriedland @ mtgmediagroup . com
Queenie Burns , Vice President , Design 1.312.274.2216 E-mail : qburns @ mtgmediagroup . com
Bert Ganzon , Senior Art Director 1.312.274.2227 E-mail : bganzon @ mtgmediagroup . com
Steve Vanden Heuvel , Senior Art Director 1.312.274.2218 E-mail : svandenheuvel @ mtgmediagroup . com
Michelle Villadolid , Freelance Design E-mail : mvilladolid @ mtgmediagroup . com
Bill McDowell , Vice President , Editorial Director 1.312.274.2201 bmcdowell @ mtgmediagroup . com
CONTRIBUTING EDITORS Mary Gostelow , Adam Kirby , Oriana Lerner
PUBLISHING Dan Hogan , Vice President , Publisher 1.312.274.2221 dhogan @ hotelsmag . com
INTERNATIONAL ADVISORY BOARD
Nakul Anand Executive Director , 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
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
Susan Terry Vice President Culinary Operations , Hyatt Hotels North American Operations , Chicago
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This month ’ s lead story in the Global Update section is about Instagram ( p . 8 ), and if you are not already keenly aware , it should serve to put you on notice how much people are shifting their preferences toward visual versus written consumption , especially among the next generation of media and hotel consumers .
The point I want to make here is not so much about the value and potential ROI of using photo-sharing tools and social networks like Instagram to motivate the hundreds of millions of completely engaged users worldwide . It is more about what it should tell you about how to consider the stronger use of images , video and graphics in your overall marketing effort .
We have become a society littered with disposable consumers . We all want things fast , easy and filled with flavor . The same goes for media and marketing messages — bold , fast and easy to digest .
And this is not limited to messages on your websites , social media platforms and the other media you use to pitch your story and brand identity . What about the visuals in your hotels — from the lobby , to the bar and in guestrooms ? Do they engage and excite ? Are they bold ? Do they reinforce your message ? Or , are they an afterthought ?
Take note of the explosion of hotels placing more emphasis on art installations and using hotel art , in general , as design and marketing tools , and how brands are running photo-related contests to cater to amateur smartphone photographers . These marketing trends will only expand as more operators recognize the value of using strong visuals across their platforms . Not only does it help connect with locals and further an increasingly important experiential component of a hotel stay , but it speaks to an awareness of the value of responding to the visually hungry .
We are just on the cusp of this trend , too . Look at Google Glass . While the jury is out on its initial success , it speaks to where we are going as a consuming society . We all walk around with our faces buried in smartphones , and teens , sadly , don ’ t even write anymore — they use emoticons to express their thoughts and feelings . Image and images are becoming everything , and — like it or not — perception is reality .
It is time to embrace more visually stimulating sales and marketing formats , and you must do so in a way that is in keeping with your brand ’ s image . It can be done tastefully and with style . If you ignore it , though , you will miss an expanding opportunity .
Editor In Chief
www . hotelsmag . com June 2013 HOTELS 5