2014 has been an important year for the global hospitality space. Some of the most important results are the mergers and acquisition in the Hotel technology space and the rise of eco-conscious Hotel practices.

2015 promises to be even more exciting, with technology leading the transformation. Group La Meridiana, after researching new trends and studying the best published material, listed a few tips that Hotels should follow to remain up to date.

Some Tips

1) Biggies will go Bigger

In 2015 we will have a bigger offers of Hotel products coming from Google, Amazon Travel and there is also speculation about Apple entering in the market. Group La Meridiana suggests to create a listing presence with all tertiary channels and directories which will show up in Google search results providing additional exposure, as well as placement in services such as Google Hotel Price Ads. Guest Reviews and Feedback are also key – Amazon Travel for instance will select and present hotels based on TripAdvisor ratings.

2) Review Sites won’t just be Review Sites

Other review sites might follow TripAdvisor’s lead with TripConnect changing focus from the cost-per-click to the pay-per-booking model with InstantBooking, enabling Independent hotels to improve their budget spending. A good method is always to run both campaigns simultaneously to decide which approach works best.

3) Mobile will reshape Hotel marketing

Online Bookings are on the rise with >60%  of operations happening within a 24 hour time period from check-in. To remain updated with these new trends it’s is suggested to adopt a SoLoMo (Social, Location-Based and Mobile) marketing strategy. Make sure your website is modern, responsive and integrated with a mobile compatible booking engine to allow check-ins via smart devices. Not last evaluate software and solutions to also offer services like point of sale and payment processing via mobile devices.

4) More Hotels will switch to the Cloud

The changing market dynamics will be cloud-friendly with a projection of up to 41% of hotels moving their services and presence to the cloud within 18 months as per 2014 Lodging Technology Study. Therefore evaluate cloud based solutions to enhance operational processes.

5) Niche will go mainstream

Increase in lifestyle brands competition and evolved travelers will increase the need for Hotels to differentiate themselves from the masses in order to win additional market share. Group La Meridiana researches points to the importance of the optimization of controlled channels and websites as well as social media to engage and connect with guests. From design to communication there should be a niche proposition that would be reflected in every aspect of the Hotel.

These were some simple actions that, according Group La Meridiana, Hotels should take to react to the upcoming trends that will impact the future of Hotel booking and marketing.