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Hospitality & Technology Press Review #July2018

This month, A single view of your guest data, the new era of digital marketing and hospitality CEOs discuss demand, disruptors and data.



Digital news

Creating And Managing a Single View of the Guest With Data (Lodging)
Not long ago, the only data that resorts collected were guest’s names and emails. Today the hospitality industry is much more interested in big data and its impact on the guest experience. Most hotels and resorts have begun collecting unstructured data from both traditional and electronic sources. But creating and managing a single view of the guest requires more data, and a shift in focus.
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Behold a New Era of Digital Marketing in Travel (PhocusWire)
Online search is now the first step for a majority of travelers with some consumers visiting up to 38 sites before booking a ticket. Yet the travel industry must adapt to newer digital marketing strategies to win over potential customers. The key to success is delivering ultra-precisely targeted content, leveraging personalized retargeting combined with AI and deep learning.
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How Booking Plans to Keep its Edge Over Airbnb (Fortune)
Booking·com is the biggest travel company in the world focused on accommodation –what CEO and president Gillian Tans calls “the most crucial part of the trip.” But in recent years, the more than 20-year-old brand –the largest part of Booking Holdings, which also owns the likes of Priceline, Kayak, and OpenTable– has started to feel some serious heat from U.S. upstart Airbnb.
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Instagram’s Wannabe-Stars Are Driving Luxury Hotels Crazy (The Atlantic)
Hotels are being forced to figure out how to work with a new class of brand-peddling marketers. Linh is part of an ever-growing class of people who have leveraged their social media clout to travel the world, frequently in luxury. An onslaught of lesser-known wannabes has left hotels scrambling to deal with a deluge of requests fo all-expense-paid vacations in exchange for some social media posts.
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CEOs Discuss Demand, Disruptors and Data (Hotel News Now)
Chiefs in charge of AccorHotels, MGM Resorts International, Hilton and Marriott International spoke frankly at this week’s NYU International Hospitality Industry Investment Conference about how they’re dealing with the latest evolution of disruptors and why Airbnb has dropped off the radar a bit.
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Booking CMO Says Brand Marketing Has Limits [VIDEO] (Skift)
TV ads can be the hippest type of marketing. But the personal brand of Booking·com’s chief marketing officer Pepijn Rijvers is tied up in a data-first approach that instead emphasizes paid ads in search engines.
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Google Adds Similar Hotels Carousel to Local Panel (Search Engine Roundtable)
Brad Brewer who follows Google’s hotel search results really closely spotted Google now showing a “similar hotels” carousel in the local knowledge panel of a hotel result in Google Maps.
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How Does TripAdvisor Rank Hotels? (Travel Tripper)
Online guest reviews have become worth their weight in gold to hotels. Today, a huge 95% of people read a travel review before they book a trip, which means building a strong online reputation plays a fundamental part in attracting guests and driving bookings. Google, facebook and Yelp all have a significant influence in the online travel review space. But TripAdvisor still reigns supreme.
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