Advice

How independents can compete in the content arms race

September 9th, 2016 by John Fareed

How independents can compete in the content arms race. Guests want online content from and about your hotel when they’re looking to book and during their stays. Here are five tips on how independent properties can keep ahead. Traveling consumers have an insatiable appetite for content, putting hoteliers in the middle of a content arms […]

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It’s Time To Beat Our Branding Addiction

March 8th, 2016 by John Fareed

It’s Time To Beat Our Branding Addiction. Hoteliers need to stop branding for the sake of branding and replace that addiction with fewer, more meaningful, consumer-focused brands. Picture it: I’m standing at the head of the table in a hotel boardroom. Sitting around the table are the regional team of a major hotel brand, the […]

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The Evolution of Hotel Marketing

January 20th, 2015 by John Fareed

The Evolution of Hotel Marketing. For many years, Alex Gibson and I have shared the marketing lectern teaching students pursuing their MBA in Hospitality Management at the Institut de Management Hôtelier International (IHMI) at the École Supérieure des Sciences Economíques et Commerciales (ESSEC), one of Europe’s preeminent business schools, just outside Paris, France. As part […]

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Marketing to the modern family

September 12th, 2012 by John Fareed

The stereotypical image of the American family continues to experience dramatic change. Reference the hit comedy series Modern Family, which begins its fourth season this fall on ABC, and was originally conceived, by Christopher Lloyd and Steven Levitan while sharing stories of their own “modern families.”

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