2018年酒店营销与运营转型的4大趋势（英文版）_49页_2mb

报告摘要

2018 Hotel Marketing & Operations Trends Summary

Core Content

The webinar titled "4 Trends Transforming Hotel Marketing & Operations in 2018" discusses the evolving landscape of the hospitality industry, focusing on key trends that are reshaping how hotels engage with guests and manage their operations. These trends include the global outlook for the travel industry, new opportunities and threats, voice technology, data-driven decision making, and guest messaging. The content also highlights ReviewPro's role in supporting these changes through innovative tools and insights.

Main Topics

1. 2018 Global Outlook

Travel Industry Forecast:
- International tourist arrivals in 2017 were 1.322 billion, showing a 7% increase.
- Projected growth for 2018 is 4-5%.
- Regional growths:
  - Europe: +8%
  - Americas: +3%
  - Asia Pacific: +6%
  - Africa: +8%
  - Middle East: +5%
Guest Intelligence:
- ReviewPro provides tools such as Online Reputation Management, In-Stay Surveys, and Post-Stay Surveys to help hotels gather and use guest feedback effectively.

2. New Opportunities & Threats

Expedia's Expansion:
- Expedia aims to create an all-property solution for hotels, integrating operations, revenue management, brand loyalty, data, and distribution.
OTA Dependency Concerns:
- There is a warning about over-reliance on OTAs and the risk of bait-and-switch tactics, urging hotels to be cautious about sharing guest data.
TripAdvisor's Best Value Ranking:
- TripAdvisor's ranking is based on traveler ratings, prices, booking popularity, location, and user preferences.
- To improve visibility, hotels should:
  - Supply accurate rates and availability.
  - Participate in TripAdvisor Instant Booking or Cost-Per-Click products.
  - Improve booking frequency through competitive pricing.
  - Encourage traveler reviews to enhance rankings.
  - Consider sponsored placements to appear at the top of search results.
Google's Influence:
- Mobile searches with "best" and "reviews" have increased significantly, with a 80% increase in searches for "best" in the US from 2015 to 2017.
- Hotels are expected to be optimized for voice search, as it is becoming a dominant method of searching.

3. Voice Technology

Voice Search Growth:
- By 2020, half of all searches are expected to be done by voice (ComScore).
- 73% of users with voice-activated devices have made purchases through them (Invoca).
Voice-Activated Devices:
- Amazon Echo and Google Home are popular devices that travelers use to access information, including hotel bookings.
Smart Rooms & IoT:
- Major hotel brands are integrating voice-activated rooms and IoT technologies:
  - Hilton is testing mobile-centric rooms.
  - Wynn Las Vegas has 5,000 voice-activated rooms via Amazon Echo.
  - Marriott is launching IoT-enabled rooms.

4. Data-Driven Decision Making

Digital Footprints:
- Travelers leave digital footprints across multiple platforms, providing valuable data for hotels to use in personalizing guest experiences.
Data Barriers:
- A poll indicates that personalized experiences remain a significant challenge for hotels.
GDPR Considerations:
- The EU General Data Protection Regulation (GDPR) is highlighted as a key legal framework to ensure data privacy and security.
- Hotels must:
  - Review previously collected data.
  - Obtain customer consent for new data.
  - Ensure data security within their operations.

5. Guest Messaging

Digital Communication Shift:
- The shift to digital messaging is inevitable, and hotels must adapt to meet guest expectations.
Messaging Channels:
- Guests can message hotels through various platforms including SMS, Facebook Messenger, Line, Viber, WeChat, and WhatsApp.
- ReviewPro's Messaging Hub allows hotels to:
  - Receive and manage messages in real-time.
  - Respond to guests in the channel of their choice.
  - Offer a seamless experience without requiring a dedicated app.
Promotion Strategies:
- Hotels can promote messaging through:
  - Printed cards in guest rooms.
  - TV screens in key areas.
  - WiFi login messages.
  - Footers on email communications.
  - Reminders in the hotel.
  - QR codes.
  - Card keys.
Website Integration:
- A messaging hub widget can be added to hotel websites and mobile apps, allowing guests to choose their preferred communication channel.

6. ReviewPro's Take

ReviewPro's Tools:
- ReviewPro's Messaging Hub enables hotels to:
  - Manage guest interactions across multiple channels.
  - Improve response times and service excellence.
  - Enhance guest satisfaction by resolving issues in real-time.
Centralized Hub:
- The central hub simplifies guest communication and supports real-time service recovery.
Brand & Customer Focus:
- The core of hospitality remains brand-centric and customer-centric, with technology enhancing how these relationships are built and maintained.

7. Q&A

Panelists:
- Daniel Craig (Founder, Reknown)
- Simone Puerto (CEO & Founder, Simone Puerto Consulting)
- Tim Towle (Co-founder, ReviewPro)
Key Insights from Panelists:
- The importance of guest reviews and data collection remains critical.
- Voice technology is becoming an essential part of the guest experience.
- Digital transformation is necessary for hotels to stay competitive and meet evolving guest expectations.

Key Information

ReviewPro's Role:
- Provides tools for guest intelligence, case management, and messaging to help hotels improve their operations and guest interactions.
Trends to Watch:
- Voice search and devices are becoming increasingly important.
- Data-driven strategies are crucial for personalization and decision-making.
- Sponsored placements on platforms like TripAdvisor can enhance visibility.
Call to Action:
- Hotels are encouraged to engage with digital platforms, secure guest data, and adopt new technologies to stay relevant in the 2018 market.