Global update
thedisruptors the disruptors addresses issues ranging from the impact of emerging booking channels and metamediaries to how to best implement new strategies related to mobile technologies and social media . cAuse mArketing : think outsiDe the box ( or bun )
cAuse mArketing hAs severAl benefits . First anD Foremost , it is always gooD to give back anD help those in neeD . seconD , it creates great visibility For your hotel .
Dan Donahue , GM of the Lenox Hotel in Boston wanted a way to get his sales team in more regular contact with their local accounts . He is also a champion of the local community and regularly volunteers to help those in need . He decided to combine the two efforts and went out to buy a hot dog stand . Yes , a hot dog stand .
The Lenox Hotel has an alleyway on the side of its building where they place it with several picnic tables and a tent . They announce via social media what day that week they are going to be operating the hot dog stand . The sales team is responsible for manning the stand and they invite their local sales accounts for a free hot dog and an opportunity to catch up .
The hot dog stand quickly became a hit . The sales team is connecting with local sales accounts in a casual and fun way to drum up more business . The Lenox also picks a local charity each week and donates all sales proceeds . Chris Jackson , GCoMMerCe , Park City , Utah use technology to your aDvantage
At the July Revenue Strategy Summit in Washington , D . C ., there was plenty of talk about the usual Alibaba , Amazon and Airbnb suspects , but there was also discussion about how hotel companies could better use technology to their advantage .
• Shai Zelering , a managing director at Thayer Lodging and Brookfield Hotel Properties , suggested hotel companies invest in technology incubators in California ’ s Silicon Valley to foster innovation .
• Mark Morrison , vice president of corporate strategy at Hilton Worldwide , said brands should rethink what they build in-house .
• Jason Thielbahr , senior vice president of revenue optimization at Red Lion Hotels , provided an example of how his company was outsourcing and connecting several best-in-breed partners to create a complete digital marketing solution already driving returns in guest loyalty and profitability . If one component isn ’ t performing or something better comes along , it can be swapped in and out .
Two-year road maps and annual budgets are a dangerous way to think in today ’ s world . Hoteliers must adapt and innovate more frequently . Patrick Bosworth , DUETTO , San Francisco
As the distribution environment gets more complicAted , the winners will be the companies that can become more nimble . check out more hotels disruptors news at hotelsm . ag / hotelsDisruptors
20 HOTELS October 2015 www . hotelsmag . com