Hotel positioning - The art of not pleasing everyone!

For some time now, the hospitality industry has not been the only one struggling to fill open positions. The decline in the labor force will continue in the coming years due to demographic changes and will have an impact on our working world. The following article focuses on how to address the staffing shortage in the hospitality industry. Experts were interviewed and considerations were made as to what extent the use of AI systems may be useful and necessary. The core findings are addressed below.

The hotel industry has changed significantly in recent years, particularly as a result of the Covid pandemic. The hotel industry is becoming increasingly dependent on technology and digitalization, especially due to the migration of skilled personnel. Artificial intelligence (AI) as such has been around since the 1950s, but only in recent years has it advanced to the point where it can be used in the business world. AI essentially means that computers or machines perform activities that previously required cognitive functions.

Personalization sells: fact. And it sells particularly well in the hospitality sector. According to McKinsey & Company, brands that use individualized marketing tactics such as personalized emails can generally expect a 40% increase in revenues1. But when you look at the hotel industry specifically, the figure is even higher at 76 %².

It has been on everyone's lips for years: “Total Revenue Management” (TRM). But what exactly does it mean, what are the most important key figures, and how to start?

When was the last time you conducted a proper competitor analysis? And what exactly is a competitor analysis and why would you need one for your property?

The bad news never stops Inflation, staff shortages, rising energy prices there is no end to the challenging times in the hotel industry.

Never more needed than at the moment: increases in revenue to at least cover inflation and the rising food, energy and personnel costs that go along with it. But what strategies are available to hotels besides raising prices? We have summarized some examples:

Ash cloud, more and more supply through more and more hotels with constant demand, Covid crisis, Ukraine war, energy crisis, staff shortages - the last few years have been turbulent, the coming years will remain turbulent. But how can you create reliable forecasts in these times?

Who doesn't know them - market segments in the hotel industry. But are they still up to date? Or perhaps they are too imprecise? But what are the alternatives? In this article, we try to give you an understanding of the concept of buyer personas.

Our new tool will have complete redesign and will be rebuilt from the ground up

During the pandemic, hotels saw an increase in direct bookings. However, a large proportion of online bookings still come through online travel agencies. So how can direct bookings be increased?

We've launched a new website, migrated our system to be more performant and have layed out the groundwork roadmap for version 2 of our Tool.