Hotel & Motel Management - November 3, 2008 - (Page 57)

www.HotelMotel.com/digital_edition HotelMotel.com | H&MM November 3, 2008 Special Report AN INDUSTRY CONNECTED more and more prevalent. But Belmonte said he isn’t overwhelmed by the effects of Web 2.0 technology on the industry. After all, he said, it doesn’t matter if you’re an emerging brand or a 500-property giant, everyone is dealing with the same issues. “Once again, the playing ﬁeld is even,” he said. jkovacs@questex.com 57 Kaufer TRIPADVISOR Belmonte LEXINGTON Use them well Monitoring what’s said online about properties is a valuable tool for any brand or company. And at The Lexington Collection, executives take advantage of the information available to improve its own properties’ performances, but also watches for how others are faring. “It’s something we monitor daily and we check thoroughly prior to any property being integrated so we have a good insight on what the historic operation has been like. It’s a resource we use to qualify potential licensees and properties. It’s a resource we use to give us some insight on what we’re dealing with,” said Steve Belmonte, president and CEO of The Lexington Collection. Likewise, at Starwood, Sanders isn’t the only one paying attention to what’s being said online. “The information we get from these communities is priceless,” Sanders said. “We want to know what is on the minds of our guests and how we can serve them better going forward. … If there is a concern expressed about a brand or a program, I will make sure it makes it to the appropriate leaders. “And though I may be the one who is ofﬁcially involved in the community, I am by no means the only one who monitors the sites for feedback. I have seen many changes affected due to experiences posted at Flyertalk.” LeGrand said Luxe will react to comments posted based on whether the issue in question necessitates an operational change or if a simple response is all that is needed. But having the information at hand is what’s key, and comments are regularly shared with property staffers, she said. “We’re making sure each de- partment, if something is written both great and not so great, will take action,” she said. Timmons said TravelClick also will make recommendations on how best to respond to online comments. For example, if a review is negative, Timmons said hoteliers may want to respond to the situation rather than ignore it, especially if they feel what is being said is untrue. And when positive remarks are seen repeatedly regarding a specific amenity or service, Timmons said hotels should consider building packages or specials around those things to help promote what’s already working. “Maybe it’s just a tweak in the way you’re advertising that,” she said. Monitoring and reacting to what’s posted online is a daily task for many and one that’s becoming CIRCLE NO. 165 Q&A WITH STARWOOD LURKER, WILLIAM SANDERS Why did Starwood create the position? What exactly does a lurker do? Who and what is he watching? Find out more at www.hotelmotel.com. • Mild abrasive and Versatile V Multi-purpose Cleanser • #1 Brand of Abrasive Cleanser1 • Great for Removing Stains, Soap Scum, tf , Mold, Mildew, Dirt & Grease , ildew, • Provides Superior Surface Safety af CIRCLE NO. 118 http://www.HotelMotel.com http://www.HotelMotel.com/digital_edition http://www.lodginginnovations.com http://www.dialprofessional.com http://www.dialprofessional.com http://www.hotelmotel.com

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - November 3, 2008

Hotel & Motel Management - November 3, 2008 Contents The Rate Debate Accor Defines Motel 6 Prototype Rollout Holiday Inn Eyes Upscale, Timeshare Perspective Economy Sets Tone at The Lodging Conference Mellow Vibe Meets Bold Design at HD Boutique Expo IH/M&RS to Focus on Going Green Legally Speaking Sales Clinic On Finance Travel Trends Cornell Insights Franchise Law HotelWorld Update Trends & Stats Energy Star Update Energy Star Update An Industry Connected People on The Move Annual GM Survey Point-of-Sale Systems IH/M&RS Product Preview Outdoor Lighting Refrigeration Marketplace Ad/Editorial Index Classifieds Checking Out

Hotel & Motel Management - November 3, 2008

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