WHAT ’ S HOT : TECHNOLOGY
WHAT ’ S HOT : TECHNOLOGY
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HYDROPONIC
To ensure access to fresh vegetables and reduce
GARDENS purchasing costs , hotel properties with strong food and beverage components are growing them on their own via on-property hydroponic gardens .
While installing a hydroponic system is more expensive than an outdoor soil garden , the consistent yield and convenient access is advantageous for kitchens . The 717-room Tampa
Search engine optimization ( SEO ) remains one of the most important booking channels for the hotel industry . Geraldine Calpin , senior vice president of global online , Hilton Worldwide , says that as a channel organic search represents the highest profit margin for its hotels .
To improve their organic search results , hotel companies are investing in upgrading their websites in light of Google ’ s latest algorithm changes , which favor rich content and penalize black hat SEO methods . Hotel companies are focusing on keywords and content targeting niche customer segments via longtail
SEARCH ENGINE OPTIMIZATION
After the installation investment , hydroponic gardens can help hotels save on food costs .
Marriott Waterside Hotel & Marina says it saves up to US $ 654 per week by producing up to 300 heads of lettuce a week in its hydroponic garden .
Hydroponic gardens also do not necessarily require a large increase in water usage . The 93-room CuisinArt Golf Resort & Spa , located in Anguilla , has a hydroponic garden that saves water through the use of recirculation systems and drip irrigation , recycling the drainage from the greenhouse to feed the outdoor landscape plants .
search terms and revamping their websites to make them more userfriendly by reducing clickthroughs .
Hotels are also dedicating a large part of their overall SEO budget to paid search , as some companies are finding solid returns on investment there . Minor Hotel Group , for example , says its paid search averages a 15:1 ROI ratio .
Looking ahead , given Google ’ s increasing emphasis on placing paid search ads in search engine results on the limited real estate of mobile screens , some hotel companies say organic search ’ s importance for securing transactions may decline .
The decline in the organic reach of Facebook fan pages due to Facebook ’ s December 2013 News Feed algorithm change is seeing some hotel companies shift their Facebook outreach to paid ads .
“ Like Google , Facebook regularly tweaks its algorithm to ensure the best possible user experience , and users don ’ t want their feeds cluttered with brand messages ,” says Daniel Craig , founder of hotel online marketing consultancy Reknown , Vancouver , Canada . “ These recent changes have the dual purpose for Facebook of obliging brands to purchase advertising if they want their messages heard .”
Some hotel companies are seeing solid returns from Facebook ads . MGM Resorts International , Las Vegas , reports a 5:1 return on ad spend using Facebook ’ s Custom Audiences and a 15:1 return on ad spend using Facebook Exchange . Facebook ’ s Custom Audiences allows ad targeting by email and phone number , while Facebook Exchange allows companies to bid for impression-based ads .
50 HOTELS June 2014 www . hotelsmag . com