CRME Webinar 1 June

HSMAI’s European members have called for an international Revenue Management Executive certification –also in Europe. We are, of course, only too happy to comply!

You and/or your colleagues may now be the first in Europe to qualify for this certification. In order to make the certification as easy and swift as possible, we have set up a one-hour webinar Tuesday 1 June, costing USD 99 for HSMAI Europe members (members of national European chapters are automatically members of HSMAI Europe) and USD 159 for non-members.

Join us for a one-hour Webinar at 15:00 (UK, Ireland and Portugal time) Tuesday 1 June, presented by Jeff Osborne (CRME), founder and CEO of Intelligent Hotels, Inc (15:00  in the UK is at 14:00 UTC, equal to 16:00  in the Netherlands, Sweden, Spain, Norway, Poland, France, Italy, Germany and so forth, and 17:00 in Finland and the Baltic countries).

To sign up:

For further details, please see this page.

In addition, we have several other offers in the pipeline.

Meanwhile, we wish you a fabulous weekend.

Sincerely,
Ingunn Hofseth
President & CEO, HSMAI Europe

Improved news coverage

We know you prefer to be kept up to speed on the latest travel and hospitality industry developments, and strive to accommodate your needs, to the best of our ability.

The HSMAI.eu newsroom is on the constant look-out for ways to improve your user experience. Our latest additions in that respect are the European industry news, as well as global news, from HSMAIeConnect, both found in the middle section of the sidebar – above and below the central ad on the right hand side.

Exclusive for HSMAI members

We’re also working on ways to make our own services, activities and offers more available to our users, but in addition to the news brought on-site, HSMAI members throughout Europe will also receive our new quarterly magazine, issued for the first time by the end of April.

If you haven’t joined us yet, please see this page.

We would greatly appreciate any suggestion in order to further improve our on-line services. Please send a brief email to newsdesk@hsmai-europe.com if you come up with ideas that may be useful. Thank you very much in advance!

Certified Revenue Management Exec (CRME) designation within reach for Europe

Jeffrey Osborne, CEO of Intelligent Hotels, Inc (formerly OZone Strategic Marketing, LLC) today announced that the Hospitality Sales and Marketing Association International (HSMAI) European office has selected Intelligent Hotels and their extensive Revenue Management Training Group in a multi-year partnership to the lead role in preparing the next generation of Certified European Revenue Management Executives (CRME).

Ingunn Hofseth, President of HSMAI Europe chaired the selection committee. “We had a desire to partner with a firm that not only had relevant and successful European Industry experience, but one who possessed unique and effective training skills that will bring about the best and drive our membership’s #1 Priority – Professional Development,” Ms Hofseth declared, continuing:

“In choosing Intelligent Hotels we not only get dynamic training programmes in front of our members over the coming years, but we will also launch electronic media that will be self-paced and accessible 24/7 through links on our European website. Our membership is quite regionally diverse, and spans several time zones and the programmes that Intelligent Hotels will develop for our membership will prepare them for the Internationally recognised CRME certification exam.”

For over a decade, Osborne’s global team has been working in tandem with hotels enhancing each property’s position within their competitive market.  They have successfully developed strong sales, distribution, and channel management strategies and tactics for all sales categories in many key markets world-wide.  “We did not just hang out our shingle last week, like many entrepreneurs of the day. We have had a laser sharp focus on developing revenue management programmes specifically designed to grow revenues in any market in any economy for hotels around the globe for over ten years,” Mr Osborne says, adding:

“Whether we are providing our unique Interim Revenue Management Solutions programme, or utilising our full-time team of experts, we customise and create key revenue growth methodologies and comprehensive training programmes to allow our partners to generate superior financial performance.”

About Jeffrey Osborne: Jeffrey Osborne brings an in-depth, practical knowledge in revenue management, marketing, and operations gained over the past 20 years to his current role as CEO of Intelligent Hotels. Having held leadership positions in corporate offices as well as on property throughout the US, Canada, and Europe, Osborne has been recognised world-wide for his cutting edge approach to developing systems that work effectively in the operating environment of any hotel.

His extensive background includes executive positions within TravelCLICK as VP of Information Product Sales, where he introduced and took to market, the Data Products that have revolutionised competitive intelligence for revenue management professionals. Osborne has also held senior corporate positions developing and implementing Yield Management programmes for all hotels within the Disneyland Paris Resort Group, Loews Hotels, and many others.

About Intelligent Hotels, Inc. (formerly OZone Strategic Marketing, LLC): Headquartered in Stamford, CT, USA, Intelligent Hotels, has been developing and implementing cutting-edge revenue growth strategies for the hospitality industry since 1999.  Intelligent Hotels has driven above market RevPAR growth and RoI for its client base of more than 35 hotels representing approximately 12,000 rooms in just the past four years alone. Past clients include luxury properties around the Globe in the portfolios of Leading Hotels and Resorts, Preferred H&R, Small Luxury H&R, Relais & Chateaux, Desires H&R, Viceroy H&R, Marriott, Hilton, Capella and Solis H&R, Loews, Le Meridien, and Millennium/Copthorne.  Intelligent Hotels also has extensive experience with limited and select service hotels within Choice, Holiday Inns, Ramada, Interstate and the Marriott Brands, as well as Mexico’s Leading Luxury Brands within the Grupo Posadas portfolio. In addition owner/investor groups, such as The Blackstone Group, Sceptre Hospitality, HotelAVE (Asset Value Enhancement) and The West Paces Hotel Group, have counted Intelligent Hotels as a partner in the past.

Preparing for HSMAI European Travel Awards

The HSMAI European Travel Awards is being held for the first time ever on Thursday 5 May next year, according to the weekly letter (in Norwegian) from Ingunn Hofseth, president and CEO, HSMAI Division Europe and Chapter Norway. The event will be taking place in London, but the exact venue is yet to be decided, as we understand.

“You should however reserve the day already,” Ms Hofseth underlines, making a point of the event’s long overdue premiere. “HSMAI is prepared to refocus on pan European activities, and for the first time in HSMAI’s 80-year history, there will be a European competition and awards night, featuring representatives from the travel and hospitality industry throughout Europe, with a daytime conference to accompany the event”, Ms Hofseth, recently returned from the U.S. HSMAI Adrian Awards, says.

The European president and CEO will be taking up residence in London shortly, both in preparation of the upcoming event, but also the pan European activities for the next couple of years, including:

2010

• HSMAI Lodging Chief Marketing Officer Roundtable Conference in London
• Consolidate and develop the level of activities in national chapters
• Special Interest Groups Revenue Management and Travel Internet Marketing
• Revenue Management Certification programme
• Webinars
• A digital European magazine; European Marketing Review, four times a year
• European Advisory Board meeting, twice a year
• Starting up chapters in new markets

2011

• HSMAI Roundtable Conference in London Thursday 5 May 2011
• HSMAI European Travel Award, the evening of Thursday 5 May 2011
• Starting up chapters in new markets

“Also, I’m happy to announce that American Express Global has signed up as official HSMAI Europe sponsor, with new sponsors in the pipeline, to be announced as new activities are unveiled,” Ingunn Hofseth informs.

HSMAI Honours Travel Marketing Excellence At Adrian Awards

The Hospitality Sales & Marketing Association International (HSMAI) presented the winners of its 53rd annual Adrian Awards at the New York Marriott Marquis on Monday night. The Adrian Awards honour the top companies and individuals in hospitality, travel and tourism advertising, public relations and web marketing. The evening also featured speciality awards from DEPARTURES Magazine, Google, TRAVELCLICK, and TripAdvisor.

“This year’s Adrian Awards was a night filled with undeniable talent and innovation,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “HSMAI is proud of the 2009 winners for their creativity and immense skill.”

USA TODAY reporter Barbara De Lollis opened the Gala and gave the audience insight into her move from print to digital media through her “Hotel Check-In” blog. “Today, online is where so many travellers go for their information,” said De Lollis. “It’s immediate, it’s interactive and it’s lightening fast.”

The 2010 Adrian Awards received nearly 1100 entries from around the globe. The prestigious Platinum winners were judged to be the most extraordinary entrants from a selection of 123 Gold winners. Chosen from the Platinum winners, the highest distinction of Best of Show for the divisions of advertising, public relations and web marketing went to:

Advertising “Best of Show”

The San Diego Zoo and their agency M&C Saatchi for their entry that spread the message of conservation of the world’s animals. The campaign launched the Zoo’s new exhibit by telling the story of Phil and Harry, a pair of computer-generated mammoths living the good life in Southern California circa 12,000 B.C.

Public Relations “Best of Show”

Tourism Queensland and their agency Cummins Nitro for the “Best Job in the World” campaign that generated 34,000 candidate applications from 197 countries vying for the position of Island Caretaker, along with worldwide media coverage.

Web Marketing “Best of Show”

“Life of a Brown Paper Bag” video by the Albuquerque Convention and Visitors Bureau. The destination took one of its most treasured holiday traditions and added compelling content and humour to create an original holiday greeting video that was shared extensively and generated a tremendous ROI.

ADVERTISING PLATINUM WINNERS

• Company (Agency)
• Las Vegas Convention and Visitors Authority (R&R Partners)
• Lindblad Expeditions
• Maine Office of Tourism (Swardlick Marketing Group)
• Marriott International (McGarry Bowen)
• Newfoundland and Labrador Tourism (Target Marketing)
• San Diego Zoo (M&C Saatchi)

PUBLIC RELATIONS PLATINUM WINNERS

• Company (Agency)
• Elite Island Resorts (Pomerantz PR)
• Fontainebleau Miami Beach (Weber Shandwick)
• Hotel Sax Chicago (Zapwater Communications, Inc.)
• Moroccan National Tourist Office (Spring, O’Brien)
• Omni Hotels (Weber Shandwick)
• Pennsylvania Tourism Office (Tierney)
• Tourism Queensland (Cummins Nitro)
• VisitScotland (Laura Davidson Public Relations)

WEB MARKETING PLATINUM WINNERS

• Company (Agency)
• Albuquerque Convention & Visitors Bureau
• Dolce Hotels and Resorts
• Morgans Hotel Group (ZAAZ)
• The Bahamas Ministry of Tourism (Weber Shandwick and phearcreative)
• Tourism Queensland (Cummins Nitro)
• Howard Johnson (Berlin Cameron)

HSMAI Adrian Awards Gold Award winners were honoured throughout the Gala and displayed during the Gold Award Gallery Reception, presented with partner Expedia Media Solutions, prior to the Gala.

In addition to its Adrian Awards, HSMAI recognised the Top 25 Extraordinary Minds in Sales and Marketing and presented two individuals with the top honour of Lifetime Achievement. The awards recognised the recipients for their significant contributions and lasting impressions on the hospitality and travel industry.

HSMAI’s annual Albert E. Koehl Award for advertising and marketing was awarded to Sol Kerzner, Founder, Chairman & CEO, Kerzner International Holdings Limited. The Winthrop W. Grice Award for public relations excellence was bestowed upon Vivian A. Deuschl, Corporate Vice President, Public Relations, The Ritz-Carlton Hotel Company.

“So many of you here tonight have contributed to my career and I am incredibly grateful,” said Deuschl in accepting her award.

“I’ve been in this business for 45 years, and I’ve loved every day of it,” said Kerzner during his acceptance speech. “It makes the world spin around.”

A new addition to the Adrian Awards line-up was TripAdvisor’s Travelers’ Choice Best Hotels and Brand Awards. Their top brand award went to Ritz-Carlton.

The DEPARTURES Magazine Luxury Marketing Achievement Award was presented to Abercrombie & Kent Residence Club and ISM.

TRAVELCLICK paid tribute to the best integrated eMarketing programme in the hotel industry with the eMarketer of the Year award, presented to Joie de Vivre Hospitality.

Google’s Wisdom of the Crowds Award, which recognises an integrated marketing campaign that today’s travellers and HSMAI members choose as the best in its class, went to the San Diego Zoo.

Founded in 1957, the Adrian Awards embraces every segment of the industry, including hotels, airlines, cruise lines, car rental companies, destinations, credit card companies and more. Winners are selected from a field of 1100 entries by senior industry and media experts. For more information, visit www.adrianawards.com.

Joie de Vivre Hospitality as 2009 eMarketer of the Year

Monday night, the global leaders in the world of hospitality assembled in New York for the Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards Gala to recognise inspiring best practices in sales and marketing for the hospitality industry. During the black-tie event, TRAVELCLICK®, the leader in hotel ecommerce solutions, and HSMAI named Joie de Vivre Hospitality the 2009 eMarketer of the Year—a recognition that reflects the superior ability to attract and convert guests through the industry’s most effective channel, the web. Joie de Vivre is the first—and only—repeat winner of the eMarketer of the Year award. The company received the award also in 2006.

Sponsored by TRAVELCLICK, eMarketer of the Year recognizes the best integrated emarketing program in the hotel industry. Contenders were judged on the strength of their web presence and booking performance driven by world-class online marketing, including website design, search marketing, emerging channels, and community development through social marketing.

Despite a recessionary economy in 2009, Joie de Vivre increased web traffic by 65 percent and grew web business by over 50 percent. The largest collection of boutique hotels in California, the chain has 35 hotels that span from the northern wine country to San Francisco to Silicon Valley and down the coast to Los Angeles. Using a creative combination of strategies, including integrated brand campaigns, alternate channels, social marketing, search engine optimization, and pay-per-click advertising—coupled with an enhanced web platform and booking engine, and strong relationships with third-party sites—Joie de Vivre has demonstrated extraordinary success in driving demand and converting bookings online.

Joie de Vivre, who won in the competition’s Chain category to qualify for the overall award, has been exemplary also in its use of social networking to grow business. From its “Five Little Words” contest on Facebook to a “Sowing the Seeds of Love” earth-friendly Valentine’s package, the company has evolved social networking into a true booking channel. Their “Twitter Tuesday” and “Facebook Friday” campaigns delivered more than 1000 room nights and expanded an already loyal community to over 10,000 fans and followers.

Accepting the award for Joie de Vivre was Chief Revenue Officer Linda Palermo. “We are delighted to receive the eMarketer of Year Award,” said Palermo. “Joie de Vivre has worked hard to understand how and where our potential guests are shopping—and which channels will bring us the greatest return at the lowest cost. We are pleased with how rapidly we’ve been able to connect guests to our brand online to generate high-value, repeat business.”

Along with naming the 2009 eMarketer of the Year, TRAVELCLICK recognized the following winners in the finalist regional and chain categories:

• Asia/Pacific Region: Zeavola Resort, Phi Phi Island, Thailand (www.zeavola.com)
• Europe/Middle East/Africa Region: Hotel Stureplan, Stockholm, Sweden (www.hotelstureplan.se)
• Americas Region: The Westin Copley Place, Boston, Massachusetts (www.westin.com/copleyplace)
• Chain Category: Joie de Vivre Hospitality, San Francisco, California (www.jdvhotels.com)

“In 2009, and more than any year before, we’ve seen the Internet come of age—marking what many have called, ‘the decade of digital disruption,’” said John Hach, Senior Vice President of TRAVELCLICK’s Digital Agency. “Today, effective emarketing is a serious science that demands true expertise. All of our contenders for the 2009 eMarketer of the Year Award have leveraged this marketing science for maximum value. We applaud them, our category finalists, and winner Joie de Vivre for their tenacious use of proven strategies that drive revenue, build brand, and expand community.”

During the gala, TRAVELCLICK also unveiled its new community, Hotel Conversations, where hotels from around the world share insights and experiences for connecting hotels and guests. To watch their video stories and join in the dialogue, visit www.HotelConversations.com.

Hurtigruten Travel Marketer of The Year

Norwegian passenger and freight line Hurtigruten, sometimes referred to as Norwegian Coastal Express in English, was chosen Travel Marketer of The Year 2009 at the HSMAI Chapter Norway Awards in the Oslo Congress Centre on Thursday 14 January.

There were a number of prize winners in totally twelve categories, among whom several received honourable mentioning, during the festive Oslo evening.

Charming yet professional

The jurors emphasised Hurtigruten’s “[…] ability to communicate in a charming, yet highly professional way, with marketing measures deeply rooted in the company’s philosophy,” with which, obviously, they have succeeded, given the company’s impressive turnaround, from considerable 2008 losses to a healthy 2009 profit.

“We have an extremely tough year behind us,” said a grateful Hurtigruten CEO Olav Fjell, adding “so you can imagine how pleased I am that we’ve managed to turn the ship around.”

“Only one year ago we had one foot in the probate and bankruptcy court, and I’m immensely proud of this achievement. At an opportunity like this I find it only timely to send my heartfelt thanks to our some 2000 employees, who’ve managed to push in the right direction, in spite of the hardships,” Mr. Fjell said.

Ingunn Hofseth, president and CEO of HSMAI Chapter Norway and HSMAI Europe, expressed her contentment with the award, too:

“I’m extremely pleased to see Hurtigruten win the prestigious award,” she said, “Especially taking their recent challenges into consideration. Also, I expect that a recognition from peers is particularly welcome,” Ms Hofseth added.

“We’ve seen a tremendous increase in the number of contributed works this year, and I have to say that I find the standards especially rewarding.”

A sample of Hurtigruten’s overseas efforts can be seen in this U.S. TV commercial:

And a few pictures, just to capture the feel of it all:

Lise Karlsnes, lead vocal of popular Norwegian group Briskeby. Photographers: Catharina Wandrup/Knut Joner

Comedian and master of ceremonies Ørjan Burøe gave the audience a good laugh on several occasions. Photographers: Catharina Wandrup/Knut Joner

And of course: Lots of mingling! Photographers: Catharina Wandrup/Knut Joner

Great deals

The HSMAI Chapter Norway Awards followed a daytime agenda on the HSMAI Meeting Exchange, taking place at the Reiseliv B2B Fair at Lillestrøm, on the outskirts of Oslo, where travel and hospitality purchasers were given a unique opportunity to meet up with some 100 vendors from a wide range of agencies and suppliers.

The HSMAI Meeting Exchange is an annual occurrence, based on the speed-dating principle, offering buyers a chance to book meetings with the industry’s leading participants.

Top photo: A happy brand and marketing manager Christian Bue Nordahl (left) and CEO Olav Fjell (centre) of Hurtigruten ASA with co-workers at the HSMAI Chapter Norway Awards. Photographers: Catharina Wandrup/Knut Joner

Merry Christmas!

The last six months have been buzzing with activity over at the HSMAI European division’s HQ and, consequently, in the hsmai.eu editorial staff, acting as same for hsmai.no, where activities have been plentiful. As we speak, we’re in the middle of preparing the perhaps most important event in the Norwegian hospitality industry; the Meeting Exhange (pages in Norwegian), which, for the newsdesk means editing and designing the tabloid-sized Meeting Exchange newspaper.

2010 on the other hand, will focus on the European dimension, with HSMAI Europe’s president and CEO Ingunn Hofseth transferring to London, for easier access to different parts of Europe, not to mention the eventual chartering of a UK chapter, among others. All of which necessitates an intensified focus on the European perspective, which will become evident on the hsmai.eu website, as well as in selected social media, in the year to come.

The editorial staff will however need to concentrate on the Meeting Exchange newspaper for a couple of weeks, which luckily corresponds very well with the festive season anyway. We would, therefore, like to take the opportunity thank members, readers and partners so much for a most interesting year, which goes to companies providing useful press releases, too. Please don’t stop.

We would like to extend our sincerest wishes for a joyous and tranquil season. To one and all, in the hopes that we’ll met again next year – in the sign of Europe.

You could be a Certified Revenue Management Exec

This week’s conferences in Oslo and Stockholm featured an introduction to Revenue management confirmed the need for an international certification within that field – regardless your chain affiliation or nationality. The programme, originally developed in the U.S., is currently adapted and tailored for European needs, to be launched on this website in a couple of weeks.

The global financial recession has brought about challenges we need to address, as tourism and business travels alike have taken a downturn, calling for increased focus on maximising business opportunities and revenue management.

We also need to take a closer look at marketing, and to establish how to get the most out of each penny spent, thereby improving margins. Interestingly, we see how the two Special Interest Groups Revenue management and Travel Internet marketing overlap in that respect, which is why we’ve decided to launch the two first. But we acknowledge national differences, introducing both national and pan European SIG’s.

However, we go even farther:

With seminars and the Certified Revenue Management Executive programme we wish to enable our members to optimise income for just their businesses, and it really doesn’t matter where you are, as webinars will be used extensively, both in this particular area of interest and others. What better way to maximise income, than to save both time and money?

All webinars will be held in English and in a number of European languages.

Thanks a lot to all those who have contributed to a memorable and instructive week – and to HSMAI Global’s president and CEO Bob Gilbert, who toured the Norwegian and Swedish capitals with us this week.

A peaceful and enjoyable weekend to one and all!

Ingunn Hofseth
President and CEO
HSMAI Europe

European SIG’s en route

A conference was held in Oslo this week, focusing on Special Interest Groups and Revenue management, also featuring two sessions on Travel Internet marketing, Resort marketing, an environmentally sustainable hospitality industry, and theme-based adventures. The conference drew an interested crowd from all parts of the industry, eager to set up SIG’s, initially within the fields of Revenue management and Travel Internet marketing.

“I’m thrilled that HSMAI Global’s president and CEO Bob Gilbert took the time to attend, both in Oslo and Stockholm,” HSMAI Europe’s president and CEO Ingunn Hofseth says, adding “There’s little doubt that Revenue management SIG’s are in demand, as we saw in Oslo on Wednesday”.

Huge U.S. success

Marion Hughes, vice president for business development in Intelligent Hotels, gave a lecture – and supervised workshops – on revenue management, supported by HSMAI Global’s president and CEO Robert A. Gilbert, who shared the American experiences with an interested audience, focusing on the financial situation and the importance of establishing acceptance for the ROI (return on investment) pertaining to marketing expenses. He also pointed out that revenue management and travel Internet marketing are closely linked, and, as such, quite often overlap, in terms of special interests and their groups.

“The SIG concept has been very well received in the Americas region,” Bob told us. “This has been a huge value proposition, with somewhere in-between 700 and 1200 members per special interest group, and you know, HSMAI members are free to opt into all SIG’s for free. Turns out that lots of people want to learn, and we’re only happy to comply”.

“Crucial to the SIG concept are the various groups’ advisory boards, consisting of leading professionals within their respective fields of expertise,” he says. “And the user evaluations have been nothing short of fantastic. We have sponsored whitepapers, strategy conferences, web-based toolboxes and work on numerous platforms, both through the Internet and in more conventional settings”.

Much to gain on unfiltered customer response

When it comes to social media and opening up for member and user dialogue, the HSMAI boss is surprisingly open-minded:

“From a hospitality perspective, I think we’ve only benefited from the unfiltered feedback these new media offer. Whether a company decides to act on that response or not, is entirely up to them, but it provides a whole new set of opportunities. Also, it’s changed the paradigm of marketing completely, although, granted you have to give up some of the control, but gain so much more,” he says.

“We shouldn’t fear criticism. Criticism is good. And you know, sometimes, issuing an apology, if criticism is due, can earn you lots and lots of customer trust”.

When asked about the chief challenges facing the hospitality industry today, Mr. Gilbert replies unhesitatingly:

“The threat of new standards on all levels of travel and hospitality, especially in the corporate market. Travel and conference expenditures have been kept at a minimum throughout the global recession. We see this in all regions of the world, and I think we need to address that challenge, the sooner the better. If the industry allows that level to establish itself as the new normal, we’re all in deep trouble,” the global president and CEO concludes.

European Revenue Management Executive certification on the way

The author of this article also gave a lecture on travel Internet marketing, for an equally interested audience, eager to make use of the opportunities offered through blogs, Facebook, Twitter, YouTube – and the plethora of social media outlets available today.

“I’m happy to say that a special interest group for travel Internet marketing is en route already,” says Ingunn Hofseth, who, by the way, has become quite the Internet socialite herself over the last couple of months. “But that’s not all,” she says. “In a matter of weeks we’re ready to launch a European certification programme on Revenue management, entitling the graduates to use the CRME (Certified Revenue Management Executive) designation, which has proved a great success in the Americas region, and which fills a void in the European hospitality industry’s follow-up studies,” Ingunn concludes, promising more news on the matter in two weeks.

Top photo: Norwegian HSMAI members from all parts of the industry listened carefully as Marion Hughes and Bob Gilberts shared their experiences with Revenue management in Oslo on Wednesday 18 November. Mobile photo: Jarle Petterson

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