User-generated content is a winning marketing strategy for hotels

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What is user-generated content?

User-generated content (UGC) refers to all content created by Internet users free of charge which is for community or exchange purposes. Represented by pictures, videos, reviews or stories, these contents are published on different platforms such as websites, blogs, online reviews websites, and most importantly social media.

Moreover, this marketing strategy allows to you to promote your property for free, to transform your social media platforms into sources of information, to generate more interactions around your brand and to strengthen the trust and sense of belonging of your most loyal guests.

A source of inspiration for travelers

It has been proven that content generated by your users helps around 59% of travelers to plan their future stay, especially during their travel research. Additionally, user-generated content can be a true source of information, inspiration and even a way to evaluate alternative options for travelers. Thus, almost 53% of Millennials claim that this type of content strongly influences their final purchase decisions. Similar to a digital word-of-mouth effect, user-generated content allows you to promote your property and its various services while encouraging travelers to confirm their booking at your hotel.

Content which generates interaction between travelers

In practical terms, user-generated content reflects your guests’ experience, whether it’s the room they stayed in, the food they ate at your restaurant, or the activities they did.

Therefore, this authentic content inspires travelers, creates interactions between them, reinforces their trust for your hotel and encourages them to book their stay in order to enjoy the experience offered by your hotel. Also, UGC generates 6 times more interactions than a simple promotional content created by the property itself and also improves your online ranking, i.e. your SEO.

For a hotel, it’s not complicated to convince users to generate content as 76% of them already publish pictures of their stay on their social media. Nonetheless, you should first obtain their consent before using their content on your own social media platforms.

In order to create a buzz around your hotel and generate more interactions, you can also organize contests on your social platforms and create hashtags that your guests can use to identify your property on their own social media.

A strategy to build trust and customer loyalty

When your guests stay at your hotel and generate content, they are showcasing the relationship they have with your property and sharing their experience with their own audience. While this helps to generate a lot of interaction around the property, it also reinforces travelers’ trust in your establishment. Indeed, it has been proven that 92% of them prefer to trust the content published by their friends, family or acquaintances rather than the promotional content of a brand.

Additionally, if the content generated by your guests is of high quality and highly appreciated, it will help to promote your property and build its online reputation.

Influential clients to pamper

If you can find guests which share a lot of content of your hotel on various social media platforms, it could be interesting for you to reward them so that they continue to produce free content for you. With the help of your PMS (property management software), identify these guests so that you recognize them on their next stay. An easy way to do so is to label them as VIP with an additional “influencer” label for example. On their next stay, these labelled guests may receive special treatment upon arrival, such as being offered a superior room by your staff or some other small kindnesses during their stay. They can share these special attentions and allow future guests take a peek into the great experience your property offers.


User-generated content (UGC) is an advantageous marketing strategy for properties wishing to promote themselves at a low cost.

This strategy allows you to highlight your guests’ experience, but keep in mind to check that their content does not have a negative impact on your hotel’s reputation. Indeed, as this content is a direct reflection of your property, it must be of high quality and appropriate.

In order to encourage your guests to generate more content, you can redesign some areas of your property. Do not hesitate to promote your social media platforms and your hashtags so that your guests can easily identify you. More importantly, try to promote the clientele who is actually promoting your property. Finally, it’s important to use UGC in a legal and ethical manner, by asking for consent and giving credit to the content’s owner.

branding-hotello

Change management in the Hospitality industry

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gestion-changement-hotellerie

Each person undergoes adjustment at their own pace

Change can have an impact that is organization-wide, team-wide, and individual. Indeed, each individual can react differently when faced with an unsettling and uncomfortable situation. It is natural to initially feel reluctant to change. Moreover, reluctancy reflects being afraid of risk, feeling uncomfortable, confused, worried or even having biases take control of our emotions. 

We can take the example of a hotel which suddenly decides to use a new property management software, or other new technologies. This forces employees to learn how to use these technologies efficiently in order to save time and gain productivity on a daily basis. 

Change can be a real challenge, so it is important to motivate and reassure your staff to encourage them to embrace the change, avoid getting tied to old habits, and overcome their fear of the unknown and insecurity.

Change is inevitable and necessary

Change is inevitable so why not prepare for it in proactively? Before initiating your change procedure, it’s vital to have a well thought-out and carefully planned management strategy. The manager’s role is extremely important as he or her has the role of leadership in change management. The manager is the one who supports, leads, listens, and helps their staff and collaborators throughout the process. Moreover, change is necessary for the growth of a property while it is normal to be reluctant at first, it is important to be able to keep things in perspective to welcome change with ease. 

When it comes to using a new technology to improve your efficiency on a daily basis, your staff will often assume the additional utility of such technology is small to none and that this technology will not be required for your hotel in the long run. It is therefore your responsibility to persuade your staff of its value, and inform them that procedures will be modified in order to welcome and benefit from this new technology.

Optimism and mutual support are your biggest strengths

In order to lead your change management successfully, it’s imperative to focus on the benefits that change may bring instead of fears and potential losses that may arise. Do not forget that strength lies in numbers: you are not alone as all the staff is together with you in this process. Prioritize active and constructive listening in order to spot those affected by this difficult situation and do not hesitate to reassure them. Help them perceive change as an opportunity to live a new experience which will allow you to innovate and offer a memorable stay to your guests.


The hospitality industry is facing many uncertainties, forcing properties managers to adapt despite their reluctances to face new challenges. Whether it be structural changes or strategic changes, changes are inevitable and necessary for a property’s evolution. Most importantly, optimism and mutual support will be key for overcoming your comfort zone to better perceive the benefits of change.

Reinventing ourselves to make way for an elegant and humane brand image

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Becoming an elegant and humane brand image

With over 20 years of experience in an evolving industry, it was time for us to rethink our brand image in order to adapt it to our customer-centric and customer success positioning. 

A new brand image doesn’t only mean changing your logo! It’s a set of elements that make you discover your personality, including its voice, tone, character traits, intention and energy. From all the ideas generated, we have retained the elegance, the technology, the humanity and our passion for the hospitality industry. 
Why did we choose these criteria? Elegance is an important element for the hospitality industry. Therefore, we wanted to use it to pay tribute to hoteliers and help them find themselves in this new branding. This touch of elegance helps us stand out from other technological solutions. Regarding the technology, we wanted to highlight it differently. Thus, the main objective was to find the balance between elegance, avant-gardism, humans and technology.

One circle, many possibilities

Chief symbol of Hotello, it doesn’t only designate collaboration and equity, but puts the focus on the relationship between Hotello and its customers. The circle also refers to the fact that Hotello encompasses all the functionalities required for hotel management and symbolizes a window through which everything happens. It is not an ordinary form; it can be combined with several elements such as photos, materials, refined, warm or patterned textures.

Throughout our rebranding process, we kept in mind the motto “Less is more”, which suggests “The less there is, the more we see”. The result was a simple brand identity, equally elegant and humane.

branding-hotello

An elegant and refined logo

Our logo is the main element of our new brand image. We wanted it to be refined, easily readable and recognizable though its shape and purity. Its simplicity allows it to be associated with a vibrant design without overloading it. Furthermore, simple details such as angles, curves and perpendiculars add a touch of subtlety to Hotello’s logo. Its geometric balance contributes to its refined and balanced appearance while still being simple. Using an animated logo, why not? The movement is a strong advantage of our design and it allows us to stand out.

A symbolic icon

Once again, we wanted to highlight the liveliness and vibrant side through movement. To do so, our static or animated icon symbolizes the complementarity and the crossing between two circles. There are several explanations for this crossing. The first idea is that these two circles represent the relationship between the hotelier and its guest. The third entity designates Hotello supporting this collaboration. The second idea is that these two distinct circles illustrate technology and humans and that Hotello makes it possible to combine them. Finally, the icon can also symbolize the H for Hotello.

Typographies accentuating the contrast

Regarding Hotello’s typefaces, we chose Capo and Hanken Grotesk to highlight the typographical contrast which is one of our brand identity’s strengths. We wanted to enhance some perceptible details in our titles and keep a touch of originality in our typography in order to remain simple but remarkable.

image-marque-hotello
Se réinventer pour laisser place à une image de marque élégante et humaine

Living colors echoing the hospitality industry

Inspired by real elements echoing the hospitality industry, Hotello’s Sepia and mauve color range represent life and elegance. The warm colors highlight the humane side and the cold colors represent the technological aspect.

Thus, the colors chosen bring a lively and vibrant side to our brand image and they share a strong emotion.

Paying tribute to the hospitality industry

The relationship we have with our customers is precious and we wanted to pay tribute to them. By using representative images of our customers and their properties, we showcase their energy, diverse personalities and their passion for the hospitality industry.Textures are also an important part of our branding, they symbolize the humane, real and alive side of Hotello. Also, it helps combine technology and reality. 

The most important thing for us was to echo hotel design and be able to adapt to our different targets.

Because your priority is hospitality

At Hotello, our team of hospitality specialists are dedicated, available and attentive to our customers. We support them on a daily basis so that they can offer the best experience to their guests. Also, we aim to become an influencer of tomorrow’s hospitality industry and we want to equip hoteliers so that they can create a memorable guest experience that goes beyond expectations.

Our product is our pride and the result of a strong collaboration with our specialists as well as our partners. Hotello is a cloud-based PMS and its customer service represents a strong value. The elegance in its design and the performance it offers creates an adequate technology hub so that different types of establishments can offer their customers an exceptional experience.

Our solutions are developed with reliability and adaptability according to hoteliers’ needs. It is based on observations and collaboration in order to respond to the latest hospitality industry trends. Humans are at the heart of the development of our solutions in order to make their work simple, efficient and enjoyable while reducing manual tasks. This allows them to have more time for what matters: be present for their guests.

Millenials, a clientele that is revolutionizing the hospitality industry

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millennials-clientele-hotellerie

Who are the Millennials?

Considered to be the most nomadic, flexible, demanding and connected generation, the Millennial generation referred by the “presentism”, also known as culture in immediacy. Often represented by start-up creators, autodidacts, entrepreneurs, artists or even self-employed workers, the Millennials like to travel, to share a different vision of things and are constantly seeking for fulfillment in their professional or personal life. Fond of unique experiences and discoveries, 80% of them declare that these would help building their own identity.

Véritable clientèle potentielle pour le secteur de l’hôtellerie, cette génération a forcé les acteurs de l’hôtellerie à As legitimate potential customers for the hospitality industry, this generation has forced hospitality actors to rethink their methods quickly and become more flexible in order to focus more on their guests. You have to be aware that it is a less wealthy clientele and that it is common for these individuals to use community platforms such as Airbnb. Therefore, the Millennials are not loyal to only one brand because they love to discover and try new things. Conscious of having a wide choice of accommodations, they are very sensitive to different criteria such as style, price, flexibility, comfort, values of the establishment but particularly in to its customer experience.

How to attract them to your property?

First of all, you need to be transparent. Remember that you can’t hide anything from them because they have previously made researches on your property, even without having stayed there. The e-reputation of your property becomes very important, whether it is on your website, on social media or on online review websites. Nowadays, travelers rely more on electronic word of mouth especially thanks to online reviews, comments and recommendations made by other travelers.

Furthermore, it would be relevant to adapt your offers or to create specific offers that could suit them. Indeed, the Millennials have a smaller budgets compared to their parents but still looking for attractive and affordable prices. Overall, Millennials combine business with leisure and they don’t hesitate to extend their business stay so that they have more time to discover new places. Therefore, do not hesitate to offer more than a simple room, opt for facilities with a refined design, large common areas as well as a local touch.

An authentic, unique and original customer experience is also an asset for your property if you want to attract the Millennials. Bet on a personalized experience that will create a strong sense of belonging such as special welcomed gifts or discovery activities whether it is outdoor activities, culinary workshops or discoveries of atypical places. Also, don’t hesitate to use customer data collected by your hotel management software including preferences, previous stays and reasons for the stay, to personalize the experience of your guests.

Thus, remember that this generation has grown with the beginnings of new technologies. They are fond of technology and connected 24/7 to their devices. 93% of them prefer to stay in an establishment equipped with technologies that would make their life easier during their stay. Once again, it’s not enough to provide them with free Wi-Fi but invest in innovations that would save them time such as online check-in, mobile applications, mobile payment services, check-in and check-out kiosks, connected robots and so many other possibilities. Moreover, keep in mind that your property must be present on social media because the Millennials are extremely active. They don’t hesitate to publish, consult online reviews and interact with others. In addition, 97% of them use social media including Facebook and Instagram, to publish content related to their travel experience and thus influence the choice of other travelers. As hoteliers, you need to optimize your online presence by modernizing your website, opting for an efficient booking engine and above all, mastering the management of your social media. Your social media are excellent advertising tools for your property, but also an opportunity to interact directly with your audiences and encourage them to book at your hotel.

There are many properties that decide to undertake sustainable development initiatives and it is not a coincidence. Respecting the environment is becoming an increasingly important criterion for travelers. Indeed, 75% of Millennials prefer to choose an environmentally friendly establishment. It would therefore be relevant for you to enhance your actions, whether for reducing waste or even reducing carbon emissions.


We all know that the Millennials will be at the heart of the hospitality industry in a few years. It  becomes essential to reinvent yourself and rethink your strategies, especially by focusing more on your guests and on the customer experience that you offer them. Having a customer-centric approach which allow you to better meet your future guests’ needs.

How to deal with properties’ main environmental problematics?

The hospitality industry ranks among the most energy-consuming sectors due to its use greater usage of air conditioning, water and heating. It represents a real issue for actors concerned. Thereby, more and more properties are going green, favoring the eco-tourism and a sustainable hospitality industry. Their main challenge? Successfully renewing themselves, especially by reducing their impact on the environment and their operating costs, all without impacting the comfort and quality of their guests: stay.

1- Reduce water consumption

As a responsible property, it is essential to monitor the water consumption within your establishment. Do you know how much water is used by each of your departments but also by your customers? On average, a guest uses 300 liters of water per night, twice his personal consumption at home. Indeed, there are several indicators that allow you to keep control over your consumption such as the total water consumption, the water consumption by department or per night in cubic meters, the percentage of water reused and the savings made on your bill.

Keeping control over your consumption is good but actions are better! Start by educating your staff as well as your customers, encourage them to minimize their water consumption whether it is to wash or change towels, the use of taps, showers and all of the household appliances. It is recommended to install water saving systems, to opt for water treatment plants in order to prioritize the reuse of water and to use household appliance with water savers.

2- Decrease energy consumption

Do you know the exact energy consumption of your property? Do you know that a property’s energy consumption is approximately 3% of its turnover? Therefore, there are several tips that allow you to align your energy consumption according to environmental and economic criteria that you have previously set. In order to measure your electricity consumption, you can use the following indicators : the total energy consumption used in the activities of your establishment and the consumption used by department in kilowatt-hour, the percentage of your quota by energy source or by renewable energy source and the savings on your energy bill. You can start by reviewing the thermal insulation of your property. You can also check your lighting, favor the use of low-consumption light bulbs or LEDs and use as much as possible devices and machines requiring lower energy consumption. Moreover, choose the installation of lighting systems with motion detector and solar panels.

Other technological and efficient option exists to help properties in their energy management. Many systems can connect to a property management software in order to identify rooms with customers and unoccupied ones. So when the software indicates an unoccupied room, the energy management system automatically turns off the lights and devices and heaters and air conditioning are turn on a minimum. In this case, the connectivity between a property management software and the energy management system is essential, the PMS has all the information about rooms and the energy system acts on the control energy savings.

3- Limit waste production

With nearly 2.5 million tonnes of waste per year, the hospitality industry and its catering generate a large amount of waste. Although sorting, treatment, recycling and reuse of waste is possible, it is important to look for other possible alternatives in order to face this massive production. To find out more about your waste production, you can rely on indicators as for example : the total amount of waste, the amount of waste per room or per department in kilos or tonnes, the amount of waste per type of waste, the recycling rate and the cost of removing waste.Thereafter, some concrete actions could help you to reduce your production of waste such as the establishment of vegetable gardens, containers for sorting and recycling within the hotel, the purchase of local, organic, seasonal and bulk products, the substitution of single-use products by distributors. What about opting for more responsible purchasing? Eliminate the use of plastic bags, plastic water bottles, individual packaging and individual coffee pods?

Waste reduction can also be done within your establishment, indeed several departments such as the reception, the housekeeping and banquets are using a lot of papers everyday. It would be a great idea for your reception to replace their registration card with solutions such as pre-check-in, check-in kiosks or even online registration. The housekeeping department could replace its daily reports with a mobile app, thereby significantly reduce paper prints and waste production.


Whether it is for a business trip or a relaxing stay, we all tend to indulge ourselves and overconsume. It is important to keep in mind that each action taken has a significant overall impact on the environment. To do so, highlight your actions so that your customers can understand some of your choices and your future customers can make a wise choice on the kind of establishment they wish to stay at. Highlighting your concrete actions will also be your main element of justification concerning a different pricing from your competitors.

Change is inevitable and it requires managers, employees and customers’ social behavior evolution. Indeed, everyone must be aware of the environment and must be responsible. As mentioned by Dr Willy Legrand : “ The sustainable hospitality industry isn’t represented by a company that tries its best on a chosen market but rather an entire sector who takes up environmental and societal challenges by exploring new ideas, new solutions and new strategies in order to develop new establishments and manage operations sustainably!”

An overview of terms used in the hospitality industry

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termes-hotellerie

Property Management Software

Property management software is most often abbreviated with the acronym PMS. It can also be called rental software or booking software. The PMS is at the heart of every hotel as it contains all of the information concerning clients, rooms and the hotel’s income. It can generate bills, indicate room availability and provide information on rates for past and future nights. It can also automate many daily tasks and provide statistical data regarding income, which can then be used for marketing strategies. Many different hotels use a PMS to optimize their operation’s efficiency, as a PMS can speed up and assist with many different processes. A PMS equipped with advanced features usually offers sales and marketing modules, which help to boost occupancy and improve key performance indicators a hotel manager should monitor every day.

Central Reservation System

A central reservation system is most often referred to as CRS. The CRS is a booking software, which can control many different hotels’ inventory and rates for booking purposes. The CRS gathers different hotels’ data, from one or more PMS, in order to redistribute them in real time across different distribution channels. It thus allows hotels to reach their clients via different distributors. The CRS is operated by a hotel, a group of hotels or a hotel chain. When operated by a single hotel, it is often because units or rooms are quite far from each other geographically. The CRS can be beneficial for hotel managers as it can control distribution and thus the hotel’s revenue. It can also quickly adjust rates. The CRS is also useful for the hotel’s clients as they can easily check availability and compare rates of different hotels in the same region.

Channel Manager

A channel manager is a software that can connect the PMS to various online travel agencies (OTAs, rate comparators, etc.) and update them automatically. The Channel Manager gathers the PMS’ data on rates and availability and sends this data to the different online booking platforms. This way, when a room is booked on a platform, its availability is removed from the other platforms. The Channel Manager also allows the hotel manager to close sales on certain platforms when their room inventory is low or when he/she does not wish to use distribution channels for a certain type of accommodation. The Channel Manager allows the transfer of this data across various channels in one go, thus avoiding to repeat the modifications for every single distribution channel.

Booking Engine

booking engine is a software, which allows the internet user to directly book on the hotel’s website. The Booking Engine shows the inventory for each type of room or rate, allowing the internet user to book their desired stay. The Booking Engine acts as a middleman between the potential client and the PMS. It is therefore often linked to the PMS in order to facilitate the automatic rate and inventory update online, in order to avoid overbooking. The connectivity between these two systems allows the PMS to receive data on bookings, to create a booking and to remove the room(s) booked from its inventory, thus updating the new availabilities online. The Booking Engine usually carries out tasks automatically, such as sending a confirmation email upon a booking, taking into account online payments and gathering data on clients.

OTA

OTA is an acronym for online travel agencies. These agencies market tourism services. OTAs actually consist of a number of hotels/travelling options and allow the internet users to look up travel and accommodation options according to their desired destination, and thus being able to compare many hotels all on the same website. The most famous and used OTAs across the world are Booking.com, Expedia.com and Hotels.com, but some smaller ones exists for specific geographical locations.

GDS

GDS is an acronym for global distribution systems, which are electronic platforms that book travelling services in real time and across the world. These services range from plane tickets, hotel rooms, car rentals, packages, etc. These electronic platforms allow travel agents or clients to check the availability and rates before making a service booking via an online agency. The most internationally famous GDSs are Amadeus, Sabre and Abacus.

FIT

FIT stands for free independent travellers. These are independent travellers wishing to escape mass tourism by travelling in a unique fashion. They are leisure travellers who pick their destination and coordinate their stay independently for their whole vacation. FITs can usually be identified by two types: those having a limited budget using small budget solutions and those with a larger budget consulting a travel agency to see what they have to offer. FITs will most often than not have already paid for their trip with their travel agency, which will provide them with many vouchers or coupons they will need to redeem services during their trip. They are also usually able to improve their trip later by paying for extras.

Is offering guests free Wi-Fi a good idea?

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With Wi-Fi popping up in all the areas of hotels and guests increasingly looking for reliable web access, you’ve probably realized you needed to invest quite a significant amount of money in an efficient system. Over time, there may have been a moment when you wondered whether you should start charging guests for Internet access.

But offering free Wi-Fi goes beyond providing guests with access to social media or their emails. Free Wi-Fi remains one of the top web search criteria regarding hotels. Also, Internet access offers many benefits once a guest has chosen to stay at your hotel. Below, we’ve outlined some of the advantages of offering guests free Wi-Fi.

Offering free wi-fi attracts more guests

It sounds simple, and it is! Today, free Wi-Fi is an essential selection criterion for guests looking for a hotel. They will quickly turn to other hotels if yours doesn’t offer Wi-Fi, or if it’s not free. Consider thinking even bigger by adding a wireless real-time media streaming system like Chromecast so that your guests have free Internet access and can watch their favourite shows or movies on the room’s TV via their cell phone or tablet.

As you might expect, business travelers need access to Wi-Fi at all times. Whether they need to complete documents before an important meeting the following morning or stay connected to their office, business travelers who stay at your hotel see high-performance Wi-Fi as indispensable.

By offering free Wi-Fi, you can redirect guests to other hotel services at a premium

Unlimited Internet access will boost sales per room during a guest’s stay and improve data such as your REVPAR. Your guests can visit the mobile version of your website to see the services you offer and access the schedule of hotel activities and services at all times. Using your hotel management system and Wi-Fi network, you can send notifications directly to guests’ mobile devices about current promotions, special galas, the restaurant’s cocktails of the day or services available at your hotel.

Free Wi-Fi can increase your hotel’s efficiency

By providing fast and free access to the information your guests need on your mobile app, you avoid recurring questions and free up your reception staff and lobby. Your guests will avoid wasting precious vacation or business trip time in line at the reception desk or on the phone to get the suggestions or information they need. And this is the jumping off point to achieve customer satisfaction. Wi-Fi can be just as useful for your employees, as they’ll be able to use web-connected applications throughout the day to simplify their tasks. By having a dedicated mobile app accessible through free Wi-Fi for your housekeeping team, you’ll be able to track room status and housekeeping progress in real time.
As a result, your reception team can allocate rooms faster, leading to faster service and higher customer satisfaction.

Offering free wi-fi is a worthwhile investment

Free Wi-Fi is a valuable asset to ensure customer satisfaction and your hotel’s performance. You can build and implement a whole digital marketing strategy around Wi-Fi access. Consider asking guests for information, such as their name and email address, in exchange for Internet access. Then you can set up a remarketing plan with targeted promotional emails to thank people who have stayed at your hotel and encourage them to become loyal guests. You’ll soon see that free Wi-Fi can be an essential tool to increase your guests’ loyalty.

Keep in mind that providing your guests with free, high-performance Wi-Fi makes it easier for them to share their experience on social media through comments, reviews or photos. Quick and easy access to social media will boost your visibility and increase your notoriety. Why not encourage your guests to share their experience with a dedicated hashtag? This type of initiative can generate high-quality content that shines a spotlight of your hotel.


Finally, free Wi-Fi isn’t just an expensive addition to your service offering; it’s an undeniable ally when it comes to providing guests with a unique experience. Not only does it increase customer satisfaction, but it also makes you more efficient. Wi-Fi offers endless possibilities and can be a powerful tool to distinguish your hotel from the competition and help you stay competitive. The Internet isn’t going anywhere, so be sure to leverage it to ensure guest satisfaction and promote your hotel!