The hotel marketing ecosystem has a history of being wildly disruptive. There was a time when hotel bookings happened through travel agents or by phone. Then, OTAs–which, largely, fueled the dot-com boom–became a viable channel to fulfill bookings. When Facebook reached a mass audience, digital marketing was disrupted once again. Our digital landscape continues to evolve, and yet hotels’ marketing KPIs are stuck in the past. Hotels need to get “woke” and realize that the KPIs of yesterday are not relevant today. How can hotels focus on what really drives revenue in today’s complex landscape? Hotels need to hit the “reset” button on their thinking and look towards a more sophisticated marketing channel. For the first time, thanks to big data, we can measure what inspires consumers and see the ROI on how it influences and drives sales. Let’s hit the reset button to measure what was not measurable–the point of inspiration–and increase revenues all around.
Indie hotels have had a long history of partnering with outside brands to help deliver a unique experience for both guests and the local neighborhood. The seamless partnership between D.C.’s first micro-hotel Hotel Hive and local fast-casual pizza brand &pizza has kept the Hive Bar lively. So, what elements help to create a mutually beneficial and successful partnership? Jim Abdo, CEO of Abdo Development and creator behind Hotel Hive, and Michael Lastoria, Co-Founder, CEO + Creative Director of &pizza, will explore just that.
What makes an impactful creative community and how do you let it flourish inside and outside hotel boundaries? D.C. has long been looked at as a home for tie-bearing politicians but a heavy history of culture, art and activism have an overwhelmingly strong presence. Alleyways with colorful murals splashed on the sides of buildings, independent chefs cooking up a storm, artists and socially conscious activists gathering in maker-spaces around the city. How do we create a space where these creatives can thrive? How do we give back to unique neighborhoods while encouraging collaboration between locals and guests?
Technology has blurred the lines of how we interact with a place. Community experiences are dwindling, and D.C’s residential and retail industry is trying to strengthen it. They’re focus on revitalizing neighborhoods and the sharing economy through diverse developments and audiences is key to shaping the real estate market.
Maintaining friendly, meaningful interactions is the centerpiece to some of the newest projects coming to D.C, and the people are loving it. What can the hospitality industry learn from this? The possibilities are endless.