Archive for the ‘Hospitality’ Category

Creating Cohesive Traditional & Digital Marketing Campaigns

A recent study by the CMO Council revealed that only 9% of senior-level marketers believe traditional ad agencies are excelling at extending digital services to their clients. Although some may find this study discouraging, the study reveals an incredible opportunity for ad agencies to improve communication with their clients on the services offered.

The survey also revealed aggravations marketers have with their ad agencies. The number one grievance cited by marketers in the study was that ad agencies often lack knowledge or understanding of their business.  Understanding a client’s business is an area that Posner Advertising excels in. Since 1959, we have provided creative solutions for healthcare, hospitality, real estate, retail and luxury markets. As mentioned in a previous blog post, Peter Posner stated “We take pride in serving these markets and continue to find and implement new ways to assist and educate our clients.”

As an ad agency we marry together digital and traditional marketing efforts to save  Read the rest of this entry »

Tips for Providing Exceptional Customer Care Online

Providing customers with an exceptional customer experience is essential for luxury brands.  From the way staff greets customers to all of the efforts made to ensure every customer experience is outstanding, luxury brands have mastered delivering customer care that goes above and beyond. To date, only a handful of brands have figured out how to deliver this same level of care online.

A few of the ways your brand can deliver outstanding care online are highlighted below:

Listen to Online Conversations
Brands that have yet to fully embrace social media and digital marketing should at a very minimum start monitoring online brand conversations. Regularly search your brand online and use Google alerts to monitor conversations.  Use Twitter search or free tools such as Twendz to monitor how people are responding to your brand. You should also monitor blogs discussing your brand. Both Technorati and Google Blog search tools are good tools to use for monitoring any brand discussions happening in the blogosphere.

Create Memorable Customer Experiences Online
Most businesses have a strategy in place for providing exceptional customer experiences. This same focus needs to be delivered online. Brands can enhance customer experiences by providing interesting lifestyle content, sharing employee stories, inviting customers to share their own stories and sharing videos and photos that cater to the unique interests of your customers. Read the rest of this entry »

Posner Profile: Steven Rojas
Social Media Director of GrandLife Hotels

You can call Steven Rojas cool, confident or even a bit hubristic; whatever you call him, you can’t deny that he has an uncommon energy that sets him apart from us mere mortals. With equal parts vigor, passion and ease, he’s the kind of guy you could easily chat up with at the local bookstore, ask for directions at a random street corner or have an in-depth conversation about 60’s French indie films at a local bar at two in the morning. In short, Rojas is the kind of person we all gravitate towards. He has a great eye, great style and great instincts. Plus he’s inherently social.

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Good Brands Are Not For Everyone

Film critic of the Chicago Sun-Times, Roger Ebert, recently wrote that good movies are not for everyone, only the bad ones are. How very poignant. I began to think about what he said and how it could relate to marketing.

If bad brands are made for everyone, what does it take to be a good brand? Read the rest of this entry »

The Best Boutique Hotel Web Sites

What do the Ace, Gramercy Park, Grand, Morgans Group and Standard Hotels all have in common? Yes, they are trendy New York City hotel establishments, each with its own unique brand culture. We all know that. But what else?

Give up? All five hotel brands have implemented aggressive online strategies. And coincidentally, it seems that they all decided to do it back in 2010 with the official launch of their blogs.

Now that a year has passed, we decided it’s the perfect time to study the success of each brand’s online strategy based on how searchable, accessible and memorable their Web sites & blogs really are. How will we do this? By comparing the amount of online votes based on Google’s Pagerank and Yahoo links each Web site has achieved as well as relentlessly analyzing the overall design and content of each of the hotel brand’s official blogs.

ACE HOTEL

The Ace Hotel received an overall Pagerank of 6. In Google language, that’s huge. On a scale of 1-10, having a score of 6 means that their Web site contains a lot links (votes) from very respectable sources. Yahoo measured a total of  8,557 incoming links to their site. What we can assume from these numbers is that the Ace Hotel has an extremely authoritative presence online. Read the rest of this entry »

Digital Marketing For The Hospitality Industry

The Hospitality Industry is Booming
The travel and hospitality industry is estimated to reach $107 billion in online sales this year. According to a recent study, over 114 million people are expected to research travel online. Of those 114 million potential customers, 83 percent of them will ultimately book online. Here’s another fun fact. 468 million smart phones will be sold this year alone, a whopping 58 percent increase from last year. 35 percent of those new smart phone users expect to book their travels on their phones next year. This is great news for the hospitality industry. Read the rest of this entry »

Top 5 Marketing Tips For Boutique Hotels

Boutique hotels are on the rise. We see this growing trend first hand in New York City with the recent opening of The Ace, The Mondrian Soho, The Gramercy Park and The Bowery.

According to a NY Times article, the lifestyle hotel trend is largely due to travelers becoming increasingly tired of the ubiquitous nature of large hotel chains and their growing preferences for unique and “off beat” hotel experiences. NYU’s Hospitality & Tourism Dean, Bjorn Hanson, estimates that almost a third of hotel openings this year will be boutique hotels, with increased revenues per available room projected at 12 percent in 2011.

As a leader in hospitality marketing, I believe that, as more and more boutique hotels are introduced, being unique and “off beat” will no longer be enough. Boutique hotels will soon have to establish proactive marketing strategies to help differentiate themselves and to create visibility in a saturated market.

Read the rest of this entry »

The Consummate Luxury
Hotel Experience

We announced that Posner had been selected as the advertising agency to introduce Manhattan’s new Setai Fifth Avenue, A Capella Managed Hotel. What the release did not say is what an honor it was to work with the legendary Horst Schulze, who had been at the helm of The Ritz-Carlton brand for over 20 years and is now presiding over West Paces Hotel Group.


During a recent presentation I was giving to the Capella Team on the marketing of the hotel’s spa, Mr. Schultz sat in. While reviewing recommendations to generate awareness and drive sales at its spa, Mr. Schulze interjected, “We only get one chance to make the customer experience so memorable and satisfying that they’ll come back again and again.”

What was so impressive to me was that he drove home his customer experience credo and reminded his team that while advertising and public relations was important to bring people in for the first time, what was equally important was repeat business.
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