Bill Geist's Zeitgeist

Greener than Green

I recently stayed in an exceptionally green hotel in an even greener community. I mean, they take this whole sustainability thing to a whole 'nother level.

As I returned to my room after a great day with my client's partners, I noticed that the housekeper had unplugged all my chargers (computer, mobile phone and headset). S/he did it again the second day of my stay.

The next day, I asked the Rooms Manager if this was a green policy...'cause I thought it was pretty cool. After all, there are some studies that seem to indicate we unnecessarily burn through a lot of electricity by leaving unused chargers plugged in all the time.

He said that it wasn't...and that this green housekeeper was clearly freelancing further than she had been instructed to. I quickly shifted gears and encouraged him to not come down on this employee, because I thought s/he was clearly onto something.

Like the A/B testing we do to gauge the effectiveness of our marketing efforts, I think this hotel should do a similar test to see how much electricity (money) they save by unplugging all chargers one week and returning to the status quo the next. Of course, they'll need to advise the guests at check-in on the test week so that the anal ones don't get all weirderd out by having someone touch their stuff.

But, I think this would be a fascinating experiment. And, if it plays out like I think it might, my housekeeper should get a big ass bonus.

Just a thought.

A Golden Opportunity

While there are those in the Hospitality space that are insanely innovative, most of us follow each other around. How else to explain the sad state of air travel in this country?

So, when the Wall Street Journal publishes a story about how some of the best hotels in the country are focusing on the first 15 minutes of interaction with their guests, you can bet other hoteliers are sitting up and taking notice. Thus, if you are a Destination Marketing pro, this could be a golden opportunity, as smart hotels step up their employee training programs.

Connect with them now and encourage them to include you in the training program to help their employees understand the informational resources you provide. A smile, correct posture and a cookie are all well and fine...but guests will really brighten when they hear suggestions for great restaurants, nightspots and cultural opportunities nearby.

If your hotel partners are training...make sure that training includes the most important things.

And, that ain't a cookie.

 

Letting the Recession Control You

I get that the fear of bad times makes a company make really stoopid short-term decisions. Hell, I have.

But, this is one that makes absolutely no sense. A hotel recently "rented" its pool to an adult "Learn to Swim" class from 9 to 11 am for a week. The participants consumed virtually all of the chairs around the pool with their bags o' stuff. And, then proceeded to enter said pool and flail around, splashing those few hotel guests that had managed to secure seats before the locusts (I mean "class") arrived.

Beyond the fact that adults that can't swim are way more annoying than children that can...an observation: A hotel pool is an expected amenity in Florida. Those from colder climes will want to avail themselves of said amenity the morning before their departure on an afternoon flight to maximize their exposure to that large sun-like object that causes skin to darken.

I don't care how much the "Learn-to-Swim" class paid the hotel for the use of the pool...it's not enough to offset the fact that those of us that wanted to sit by the pool before our afternoon flight will never be back.

Just a thought.

Why Do So Few Hotels Listen?

Is it that they don't believe the impressive research that comes out of the Cornell School of Hotel Administration? While I've never managed a hotel, I think I'd be paying very close attention to anybody that was telling me to quit discounting my stuff.

As in leaving money on the table when it would actually be more advantageous to, as Jimmy Fallen says, "take it." Especially if the advice was coming from a school as prestigious as Cornell.

First there was the study that confirmed that deep discounting to build occupancy actually had a negative impact on the bottom line. Now comes a new study that reveals that hotels using flash sale sites like Groupon may be selling rooms that would otherwise go unsold...but at a cost twice that of the Online Travel Agencies like Priceline.com.

Even more concerning is that, if the strategy is to generate trial with a hope of return business, it's not working. Only one in ten consumers ultimately changes their traditional brand loyalty.

The Cornell research continues to be compelling. Focusing on being a cool hotel beats being the low-price leader.

As a consumer, I hope that hotels continue to ignore the Cornell intel. I like the deals I'm getting.

But, as an industry partner, I encourage them to resist the urge to slash prices in this insane race to the bottom.

How Well Do You Know Your Product?

I marvel at how so few owners and managers know their product. I mean really know it. As in live it. Use it. Experience every facet of it.

It happened the other night in a hotel on a heavily traveled highway. If they were running at 30% occupancy that night, it would have been a miracle. Thus, the front desk manager had more than enough rooms to put all her guests on the non-highway side of the building. The side that looked out over the woods.

It was the loudest hotel stay of my life. And, I’ve spent many a night at airport hotels and sandwiched between rooms of “lovers rollin' round in bed, screamin' as if they’re gonna die.”

So, I had to ask myself, why not put everyone on the wooded side. Scared the hotel would tip over?

Nah...it’s because whoever employs her has never spent the night in his hotel on the highway side. Of that, I am completely sure.

Forty for the Future

My friends at the Southeast Tourism Society have launched a great new way to recognize the best and brightest in thetravel and tourism industry...and are under 40.

Forty for the Future: Travel's Leading Talent will identify forty young professionals who are making their mark in convention and visitors bureaus, destination management organizations, lodging, transportation, education and partners of tourism.

Nominations are not restricted to the Southeast...and the deadline for nominations is March 31st.

Here's the link: bit.ly/xdBYcy

Yeah, but....

Nearly half of Travel Leader Agents expect customers to spend more this year, according to Travel Weekly. On the surface, this can be nothing but good news.

Except "nearly half" means that MORE than half will spend the same or less.

Not quite the recovery we had hoped for, gang.

Buckle up...it will continue to be a bumpy ride. And, we look forward to the journey with you.

The Simplicity of Old Hotels

I stayed in one on my last trip east. The kinda place where you cringe as you walk in the room. Not quite "Mayhem creepy," but close.

As I tried to figure out the climate control before climbing into bed, I read the following instructions (click to enlarge, if you don't believe me):

TO COOL YOUR ROOM (During Winter Operation):

Turn Off Fan. Open the Window if necessary.

I'm not sure I have a punchy retort for that...

SNF vs. MNF

Monday Night Football is an icon in American Media. Sunday Night Football is a knock-off.

Except when it comes to hotel demand.

A new study by Sports Business Digest suggests that hotel occupancy is significantly higher for SNF games than MNF events...even when discounting the effects of business travel on Monday nights in host cities.

While Sunday is clearly a more desirable night for leisure travelers than Monday...there is something more at work here, according to the researchers. And, I can't wait to hear their analysis.

The iPad to Spell the Death of Free WiFi?

That's what hotel broadband provider iBahn CEO David Garrison thinks.

In a story in USA Today last week, he revealed that hotel guest data useage has spiked 150% over the past 15 months...and he points to the iPad. Garrison goes on to say that hotels will be forced to add capacity or face speed slowdowns. And, that will likely result in increased pricing...at least for heavy data users.

Or, hotels could avoid being like airlines and just build the cost into the price of a room, rather than annoy the crap out of their best and most frequent guests.

Just a thought...