sample of a business book I ghostwrote
Golden Key # 4:
Embrace Change
Change is constant in the hospitality industry and it impacts customers, members, managers, and employees. You’ll notice a variety of changes in rates, staff, menus, events, brands, analytics, management, guest/member expectations, job responsibilities, revenue strategy, distribution, technology, and industry mergers. Businesses need to engage in active transition and restructure their company around new processes.
Here are some examples of just some of the changes in the industry:
• Networks like Expedia, Travelocity, and Kayak have pretty much supplanted conventional travel agencies
• Airbnb, Homeaway, Flipkey, and Vbro are innovative and popular options to traditional lodgings.
• Even well-known classic brands have undergone mergers and acquisitions
• Millennials have driven the development of fresh hospitality brands with novel ideas
• Private clubs aren’t relying on golf as the chief draw for everyone, they’re adding other amenities like fitness centers, yoga classes, biking groups, marathons, teen game rooms, climbing walls, and so on.
Change is a gift—it grants new chances for companies to benefit from shifting demographics, innovative tech, or the latest markets. However, challenges also arise from changes like more competition, workforce shortages, and defining moments.
To embrace change, take a fresh look at the full scope of it as well as the current climate. You’ll be able to identify coming changes if you take a creative approach by initiating new ways of doing things and innovative ideas.
These tips will help you succeed and take advantage of the opportunities change offers:
• Appreciate that not only is failure essential to learning but that along with risk-taking, it is the key to success.
• People are inspired by their colleagues’ ideas and accomplishments, so foster a collaborative environment—which is also known for raising a team’s group IQ.
• Positive thinking encourages your employees’ creativity and boosts success.
• Humor goes hand-in-hand with productivity and innovation. It’s conducive to unique ideas and lessens stress. Teams that laugh and have fun together are more creative and prolific than more serious, quiet ones.
• Brainstorming generates numerous ideas, motivates the team, and encourages a non-judgmental environment.
Paradigms
A paradigm is a typical example, model, or pattern. Paradigms like division of roles and responsibilities bolster positive service performance, which ensures memorable guest experiences and generates profitability for owners and investors. But when a paradigm changes, it basically erases the old rules and boundaries and we must adapt to new ones. We must look at things differently. Depending on our background, perceptions, or beliefs (cultural and otherwise), we can be intimidated or frustrated by shifts in paradigms. After all, we had a set of rules, a pattern, that we followed for years and suddenly someone or something completely changes it. It’s human nature that when our regular way of doing things changes, we’re fearful and resistant to that change. These paradigm shifts are the reason for most of the issues and chaos that come with change.
These paradigm shifts of disruptive innovations, shifting global economies, climate change, employee and societal demands, and changing consumer preferences can radically shake up regimented business structures. But changes can be advantageous. As Albert Einstein said, “In the middle of difficulty lies opportunity.” This is particularly important to me as I mentioned earlier with Hurricane Sandy and what we did for the community.
People who are optimistic about new ways of doing things are prone to benefit from the opportunities they offer. Typically, those who accept change and moreover are enthused by it are successful in business. I remember how the industry resisted wearing denim in the dining rooms. Members used to say that is was not clubby enough, it was too casual. However, as soon as they adopted it, dining reservations went through the roof and overall, member satisfaction was at an all-time high.
In the hospitality industry, changes can sneak up on you, so keep that in mind when it happens. You have a choice of anticipation or alarm. Though no one can foresee the future, those who prepare for changes are more likely to look forward to them.
Here are some shifts that are revamping the relationship between hospitality employees and their customers:
• The Internet—Interaction with the Internet has accelerated to the point that the average American spends twenty-four hours a week online. So, it’s vital that your business is up-to-date on online trends in your target market to improve communications and build visibility, which will increase occupancy, customer loyalty, and operating performance. Your social media presence is crucial to your continued success.
• Mobility—Hospitality businesses should employ mobile devices for interaction and to individualize the customer experience. Eighty-four percent of people access the Internet from mobile devices. Also, use mobile access to connect with, engage, and motivate your workforce.
• Expectations—Each year customers’ expectations increase, and these new demands propel the hospitality industry.
• Generation Gap—Many private clubs have relaxed their dress codes because younger members found them too restrictive. Also, they have waved rules on tweeting and texting on the golf course, for example, which turned off younger members. So, by relaxing the dress code (members don’t have to tuck their shirts in and some even play music in golf carts), and allowing cell phones on the fairway, younger people are joining. At the same time, the older members, who prefer the more traditional ways of doing things, can still abide by them, but by personal choice rather than rules.
Though paradigms are essential and beneficial, they can negatively impact business by obstructing novel ideas or solutions. Hospitality companies that are willingly open to new perspectives and opportunities, and immediately respond to paradigm shifts, tend to thrive.
Overcoming Opposition to Change:
The resistance to change that companies encounter can be categorized as:
· Organizational—Threats from unknown or unwanted organizational form and process change and intimidation prompted by the internal or external business environment.
• Group—Threats to team cohesiveness and social standards that will spark resistance to change if they aren’t correctly handled.
• Individual—Personality factors that level various emotional responses to change.
It is essential that management resolves to lead the change. Employees are a company’s most valuable resource. Managers need to consider them and involve them in the process, as well as resolve to lead the change. But, spurring on your hospitality workforce is not a simple mission, as every employee has a unique personality and outlook. Managers need to voice their new vision clearly and positively. Throughout the change, they must make sure that information is shared through all communication channels and understood and adapted by the entire staff.
Employees need to be kept up to speed on all future changes since they’re the ones who’ll be incorporating them. They’re your front line, the ones your customers will be looking at and talking to when they ask about the change.
Managers also need to ask their staff for feedback regarding the change. It's crucial that managers utilize their active listening skills before, during, and after the change is implemented. They need to hear their staff’s opinions and understand their views and appreciate their perspectives on the changes.
When workers don’t cooperate with their superiors or collaborate with coworkers, the level of service provided to the customers goes downhill. Additionally, when employees resist change, conflicts can happen with managers and colleagues.
Employees might not put forth their best work, which can harm the company’s reputation. And, some employees might even quit. To prevent all that, management must realize that they need their workers to be onboard with the change and ready to employ it. In turn, management needs to actively show they back the change and they support their staff.
Continuous change in the hospitality industry is necessary for survival. Hotels, clubs, restaurants, and other businesses that stay stagnant and don’t improve will have a hard time keeping up with competitors. A cheery workplace is vital to change. Happy, motivated employees have a friendly rapport with coworkers, which lifts morale and improves performance, and that raises customer satisfaction, which keeps the company profitable.
Employees often benefit from one-on-one coaching, with their manager or supervisor talking to them about the hurdles that are hindering successful change. When a worker opposes change, their direct superior is best able to zero in on which part of the change they don't like and help them deal with it.
When managers and employees share the attitude that there’s always room for improvement, it’s easier to effect change, which keeps the hospitality industry moving forward into the future.
Technological changes
Embracing innovation, rather than resisting it, impels businesses to grow. The hospitality industry has come a long way from the days of a cash box instead of a cash register. Plus, we now have mobile payments and much more. Private clubs and other hospitality organizations need to utilize new technologies to make it easier to meet the distinctive expectations of their members. For businesses in this technology-centric industry to succeed, they must embrace change.
When you begin to utilize the latest technology, you need to help your hospitality staff adjust to the changes. It’s vital to develop your strategies and plans before the change. Create a smooth transition by initiating the changes without impeding your employees’ regular tasks.
Naturally, change comes with uneasiness and doubts, but once your staff understands what it entails, plus the benefits, it will be easier to enhance your business with innovative technology.
Here are some of the latest technological changes or ones to be prepared for:
• Bots—Chatbots can be programmed for any language and they reply to more customers at once, multiplying the number of leads and the volume of business over what you'd get without them. Some prominent hotel brands utilize robots as a virtual concierge or at the front desk for answering questions, telling customers about local tours and recommending various eateries, activities, and sites to see near the hotel, and to handle basic room requests via the logistics system. Private clubs can use them in the same way to provide information on activities, schedules, and upcoming events, and to respond to any questions. Chatbots improve efficiency and reduce costs by handling these basic tasks and quickly answering guest or member questions, plus they operate 24 x 7. Of course, for those members who want to talk directly to a person, staff is always on hand. But for most members when it comes to general information they prefer the speed and convenience bots offer. They also provide a way for companies to easily evaluate interactions with customers to understand members' or guests’ preferences, which helps the staff provide more personalized services.
• Tech-Enabled Meeting Spaces—Modern meetings run on technology. Business people need to make multimedia presentations and video conference remote attendees—sometimes both simultaneously. And for marathon meetings, they want access to services like catering with minimal interruptions. Most of all, clubs and hotels know they need these spaces to be as user-friendly as possible. The A/V rooms of the past that required dedicated engineers are no longer an option. If you think these kinds of business needs are limited to boardroom-style conference spaces, you’re missing an important part of the picture—business customers are increasingly asking for advanced technology enablement in ballrooms and event halls as well.
• Mobile phones—Hotel keys are expected to become data in guests' cell phones either through NFC technology or by scanning a barcode. Private clubs are using cell phones and other mobile devices to take food and drink orders and handle point-of-sale transactions, which is more efficient and therefore frees up some of the staff’s time, so they can provide more individual, personalized attention to the members.
• Voice Platforms—Siri, Bixby, Google Home, and Alexa, are all commonplace now, and they’re getting smarter all the time through machine learning. People use them daily to set alarms, play music, regulate household devices and more. They’re also useful in the hospitality industry. In hotel rooms, guests can use them to control the lights, drapes, television, do not disturb notices, and the thermostat. Voice technology is also often used in clubs and hotels for booking, taking simple food orders, and performing other mundane tasks so the staff can devote their time to more meaningful interactions with the members or guests. Housekeeping staff can use them to confirm which rooms or areas have been cleaned or need to be cleaned. Voice-activated platforms are easy to use and can be customized to a company's needs and preferences. Going forward, companies in the hospitality industry are sure to change many current procedures by incorporating this technology in new ways.
• Blockchain—Booking systems and review websites, for example, can be greatly enhanced with this technology. Blockchain could connect customers to hotels without requiring large commission fees. Also utilizing blockchain means that clubs, hotels, and other hospitality businesses have an option of taking cryptocurrency payments, which don't require transaction fees. It’s also anticipated that in the future disputes can be automatically solved by using smart contracts.
• SIP-DECT—is popular in the hospitality industry in Europe, as a mobility-enabling alternative to wireless broadband networks and radio-based networks for managers and staff no matter where they are on the property. Even if they are in areas where cell coverage may not be good, like the golf course, they can be contacted. It can also be used in hotels to reach the valet, concierge, and more. It’s economically reasonable, especially compared to the alternatives, easy to use, and offers a predictable voice quality.
• Data Explosion—Vast data is gathered through mobile bookings, guest reviews, Internet search engines, and other means. When it’s analyzed, it helps hotels, clubs, and other companies drive buying behavior, stay ahead of trends, as well as develop target pricing and customer loyalty programs. The data lets businesses know which programs, promotions, and discounts specific customers will like the best. For example, it can be utilized to pinpoint which item on the menu card will sell best in specific holiday seasons, customize email updates, target coupons specifically to guests’ preferences, based on their past purchases.
• Self-help—With wireless self-service kiosks, club members can order their meals right from the golf course. When they finish their round of golf, their dinner will be ready to eat. Also, remote check-in and check-out options are becoming popular, and in some hotels, guests use apps on their cell phones for room service. In private clubs a spectrum of services can be automated, which frees the staff up for activities that better enhance the member experience. And the trend is only going to accelerate.
• Apps—Guest apps fuse everything from announcing specials to features to loyalty programs. Private club members can use a virtual concierge app to book tee times, restaurant reservations, or to learn about upcoming events. If a customer uses the group rate for a conference, a hotel can use the app to message them information on the event with a map of meeting rooms where sessions will be.
• Digital Signage—With WLAN, clubs and other hospitality businesses can post menus, schedules, promotions, announcements, club news, tournament scoreboards, and so on, anywhere on the property.
• Virtual Reality—VR changes the way hotels, clubs, and other hospitality businesses are marketed—going beyond images, text, and audio-visual ads. Customers can view golf courses, swimming pools, spa and fitness facilities, conference rooms, restaurant dining areas, and even nearby tourist attractions almost as if they were there. Customers can use virtual reality to see what their stay would be like or what being a member of the club would be like. Virtual reality can be utilized to tell a compelling story and give customers an experience they’ll enjoy while promoting a company. I see this as a major tool for membership recruitment.
• Augmented Reality—With new advancements in augmented reality, the hospitality industry will be using it more in the future. There are AR apps that guests can use to virtually redecorate their hotel room. AR games allow guests to make their location an important part of an established AR game. AR can be used with interactive elements in a hotel room like AR wall maps. Customers can make their own apps, which can make exploring the hotel or locale more enjoyable.
• Tech Lounges—are stylish spaces that offer wi-fi and a place to check in, access local info guides, relax, or get work done in a spot other than their room, and they are great for private clubs as well.
• Biometric Authentication—This technology will allow members to leave the club restaurant after they eat, knowing their bill is automatically paid though there’s no wait staff or pay terminal interaction. The smooth processes of getting purchases verified immediately, in the golf shop or hallway house (Food & Beverage Service Area at the Turn) for example, without using money or even using a phone or wallet, digital or otherwise, is convenient for members. It can be used the same way at hotels. However, this is one of those changes that some consumers will probably resist due to privacy and security concerns.
• Radio Frequency Identification—If members have RFID tags on their cars, the staff will know the moment they arrive at the club, which will improve the level of service. Also, they can be used for security purposes and to track golf carts, golf bags, and other belongings and property.
• Location Based Services—Members of a club or guests of a hotel can get service no matter where they are on the property. The staff can locate members any time and any place in the club or hotel to deliver services to them. It also works the same way when you need to locate employees, so it increases the efficiency of hospitality businesses.
• Unplugged—Another big change is some hospitality companies are embracing detoxing or unplugging from tech. The idea is that if members or guests aren’t online, texting or scrolling through social media, they’ll use more amenities and have a more peaceful and relaxing time.
Technology like AI, AR, and biometrics raises us to new heights of serving customers. We live in an era of never-ending change. Employees who are flexible and can easily adapt, and managers who are skilled in leadership, will pave the way to new innovations in the hospitality industry. One of my favorite examples is when I introduced the usage of electronic on-the-spot mini surveys in the restaurants. As you can imagine, in the country club industry, everyone is an expert on food and every member wishes to design the menu the way they’d like it. It was very powerful for me to have live data where I could have a conversation with a member the next day who would say, “I hated my steak and I can bet you that everyone felt the same.” I had the data to know that it was not the steak because 98.6 percent of the members and guests who had the same item the night before clicked that they were very satisfied with it. As we are trained to make the customer happy, I would always find a clever way of making her happy without blaming the steak.
Golden Key # 5:
The Power of Social Media
Like many other industries, the use of social media in hospitality has become vital. Nowadays, it is almost impossible to get the word out without a well-structured and well-thought-out campaign through several platforms. It’s no wonder social media marketing is a topic that has gone viral. After all, 4.02 billion consumers are online. The average person spends two hours a day sharing their opinions and reading those of other people on Facebook, Twitter, Instagram, and other social networks.
But those aren’t the only sites they use. Yelp, Urbanspoon, and TripAdvisor are also popular for connecting with others who share like-minded interests and values. Furthermore, collaboration-hospitality has evolved because consumers want new and unique experiences. They no longer base decisions on brand loyalty. Popular people-serving options such as Airbnb are transforming the hospitality industry.
Reviews at these various spots allow consumers to learn about experiences others have had. People trust social media reviews by friends, family, and associates and even total strangers more than they do those from news stations or ad agencies.
Once consumers see online reviews and ratings that are like their own experiences, they begin to rely on the opinions on these sites as if they were posted by a trusted friend or family member. They make choices on dining, travel, entertainment, and leisure activities based on that feedback.
The power of social media lies in actively participating on social networks and encouraging customers to share their opinions, since they are more believable to other consumers than advertisements and their reviews can reach further.
Many hotels and airlines have launched their own online communities to replace their previous rewards programs. Since monetary value is a key element in drawing new customers, many of these online travel communities provide discounts or coupons to encourage nonmembers to participate. Businesses who have a lot of active members on these sites are often successful in building long-term relationships with their customers. These sites usually offer specific benefits such as providing travel information, booking reservations, setting up tours, listing feedback on the level of customer service they provide or the ambiance of hotels or restaurants, and allowing members to share their own experiences with others in the community.
There are many strategies you can use that are targeted at specific online communities:
• Post daily.
• Display your social media links on your website.
• Also, advertise them in emails, blog posts and at your business where your customers will be sure to see them.
• Take the time to write trendy, beneficial, and exciting content to receive a high number of impressions from the social media channels’ algorithm-based newsfeed.
• Also, follow your customers and members on social media and encourage them to follow your Instagram, Facebook, and Twitter accounts.
• Track the number of discussions or comments about any new service or benefit you’re offering or that anyone in your industry is.
• Reply right away to reviews, comments, and feedback, and resolve customer issues quickly.
• Make the most of the real-time info on market trends and consumer needs that social media platforms offer to revise your advertising or plan new services, amenities, or events based on that info.
• Pay attention to your customers’ comments and feedback to see if your offerings fit what they want and discover what features you offer that they like the most.
Twitter
The 284 million on-the-go users on Twitter come there for whatever's fresh, thought-provoking, and timely. The 6,000 tweets keyed per second come to about 500-million daily. Also, you’ll find five times more new videos there than any other platform.
For Twitter, you want to keep your page updated frequently. Also, carefully craft your bio to instill your brand’s persona so tweeters feel like they know your company and like it. In addition, your bio has the dual purpose of getting followers, so you can build customer relationships with them and get them to do something, so you want to include a call of action. Also, try to fit in two hashtags. Put the best photo possible with your hospitality business bio. In addition, it’s vital to include your location. Consumers enter the location they need in their tweet searches and if yours isn’t listed, your hotel won’t pop up in the results. Fitting all this in when you’re allotted a maximum of 160 characters is hard to do, so be creative.
As for tweeting, be sure to mention that guests who book directly will get the best deal and tweet any promotions you’re running. Also, create private lists in Twitter so you can target your marketing to a selective group of users.
In 2017, Twitter expanded its character limit to 280 for tweets. But it’s still a short space, so you want to make the most of it. Include a link to your website in your tweets. It’s easy to shorten your link for that at tinyurl.com. Links are great for tweets because 92 percent of all Twitter users click on them. Adding a link is the simplest way to get more views and shares.
Hashtags
At Twitter, hashtags rule—they stretch your tweet’s reach, and steer potential customers your way while building brand awareness, customer engagement, and loyalty.
Here are some tips on how to use hashtags:
• If your business is a hotel, you can generate leads by using the hashtag for specific events, concerts or festivals coming to your area in a search along with the word—hotel. Most likely tweets from people searching for lodgings will pop up.
• To foster brand awareness, use any trending hashtags suitable to your business, especially those for local landmarks, tourist attractions or hotspots near your hotel.
• You can also connect with and support local companies by following them and tweeting about their services to your followers. They will repay the favor.
Using the right hospitality hashtags is the key to stretch your reach and increase engagement. The obvious one is #hospitality, but here are other popular hashtags below if your business is a hotel:
#pool
#hotel(s)
#resort
#5starhotel
#hoteldeals
#besthotel(s)
#luxuryhotel
#bedandbreakfast
#boutiquehotel
#luxurytraveller
#skiresort
#vacationhome
These are just some samples of hashtags you can use. Good hashtags will result in new followers and more engagement. You also might try these examples of travel hashtags:
#trip
#travel(s)
#holiday
#tourist
#beach
#seashore
#mountains
Along with the travel hashtags, use your location such as:
#NYC
#London
#LA
#Hollywood
#washingtondc
Here are more popular hospitality hashtags:
#countryclub
#golf
#privatecountryclub
#golfcourse
#restaurant
#tenniscourt
#athleticfacilities
This gives you an idea of the kind of hashtags to use. Feel free to play with the Twitter search bar and try different words with a hashtag in front to find the best ones for your business. Again, you should use location hashtags with them and your brand hashtag. If you don’t have a hashtag specifically for your business, create one and encourage members or customers to use your brand hashtag. Ensure that it fits your club and isn’t already used.
Try using a mix of general and niche-specific or brand-specific hashtags. But keep in mind that the hashtag is minor compared to your content, it's the quality of your tweet that’s crucial in making an impact. Also, when it comes to social media, don’t overlook Facebook.
Facebook
After the Cambridge Analytical scandal, Facebook made several adjustments to boost privacy and transparency. Beginning in January 2018, Mark Zuckerberg revamped newsfeeds to greatly reduce organic brand content and support more friends and family posts. Also, they began phasing out third-party data used for target marketing. And they’ve made a lot of updates, not just the ones that let users modify privacy settings and delete their data, but other ones as well like Facebook’s new augmented reality ads, which will help them hold onto their competitive edge. However, it’s notable that a study released in September of 2018 shows that 44 percent of users in the eighteen to twenty-nine age group deleted the Facebook app from their phones in 2018. Compared to the sixty-five-and-older users who deleted their Facebook app, the ratio for the younger users leaving is four times more.
Moving forward on Facebook, you should develop a unique marketing plan that connects your business objectives to the consumers’ wants and needs. You can use Facebook stories, live, images, videos, and Facebook ads. Post gorgeous, high-quality photos because images drive 2.3 times more interaction. Also, Canva and Picmonkey let you easily enhance your pictures by adding text or graphics. Videos also catch consumers’ attention, if they have captions, are accessible, easy to understand, and the gist of it is useful or valuable. Add links to share company news and your blog articles. It's advantageous to use Facebook’s live content because it triples engagement. Consider using Facebook stories, they're trendy and are placed in top position on the newsfeed.
For Facebook ads, consider applicability and cost-effectiveness. Assess what works best to foster awareness. Make certain the ad conveys your brand message and showcases your facilities, logo, and business colors. Let the viewers know what you can offer them that other companies can’t. Ensure it upholds the tone of your Facebook page. And, include a specific yet easy call to action.
Facebook groups are great places to mingle and share videos, photos, and comments with others who are customers of your business or have similar interests. Members can also upload photos to the group album, ask “Friends” to group events, and message others in the group regardless of “Friend” status.
Secret groups are great for promoting club activities and functions to members. Administrators should encourage interaction by promptly liking posts and responding to them. The group administrators are the ones who choose who can join the group. There are three types of groups:
Open—Anyone viewing the group can see the members' posts. They can also see them in newsfeeds or searches when they join or receive an invitation to join.
Closed—The posts can only be seen by members. But the group name and its members’ names are visible to anyone on Facebook.
Secret— The name of the group doesn’t show in Facebook timelines or searches. Nonmembers can’t see the group name, member list, or anything about the group.
Secret groups are great for promoting club activities and functions to members. Clubs can also create sub-groups like mini-clubs for engagement on specific topics or special events.
Besides setting up your own Facebook group, another way is to search groups for those relevant to your hospitality customer base, such as those for travelers, golfers, tennis players, and so on. Join these groups, and be sure to follow any rules against promotion, then use them to discover the latest content related to the industry and to share content with your prospective customer base.
Since Facebook ad content is highly visible, people see it frequently, so update and revamp it every week or two. Make a spreadsheet to record your core metrics so you'll be aware of what you want to accomplish with the ad. Look at your click-through rate to determine where you can improve.
Here are tips on the best times to post on Facebook:
• The best day is Thursday
• Highest engagement —12 pm to 2 pm on Wednesdays, and from 1 to 2 pm on Thursday.
• Other good days and times to post— between 10 am to 3 pm.
• Saturday has the least engagement
• And as far as times—early mornings and late nights have the least engagement.
Interaction is the key to success on social media, and it’s easy to get your staff involved by creating an employee advocacy program. Provide your staff with shareable content that shows everyone you’re not just another hotel or club. Your reach will spread much further with content shared through your employees’ feeds. Posting videos is an easy way to get people engaged with the hotel, club, restaurant, or other hospitality businesses. Post any events or celebrations you hold on the property or nearby. Personalize your company by posting pictures or videos of the Christmas tree or your staff in Halloween costumes. Speaking of pictures, consider including Instagram in your social media strategy.
Instagram
Instagram is the leading photo sharing portal, boasting 200 million active users. It's an essential platform if you're reaching out to millennials, as 90 percent of Instagram users are under age thirty-five. It’s also perfect for hospitality businesses to engage with users.
Check out the images and hashtags your competitors are using there, so you can see what does or doesn’t work. Consistent, enticing images attract customers, and with the variety of filters and layouts they offer, you can vividly showcase your property’s top attractions. Use hashtags including those for locations. Also, routinely enter searches for photos guests have posted of your hospitality business. And don’t forget what a great addition blogging is to any social media strategy.
Blogging
Blogs offer a lot more space than social media sites to share anecdotes that build interest in your club, restaurant, facilities, accommodations, or nearby tourist attractions. Furthermore, well-written, catchy, compelling posts draw potential guest to your website. For branding, include your logo and company colors on your blog. Share your blog posts across other social media platforms.
Regularly update the content so readers will come back often, which will boost your online visibility. Since Google indexes everything online, your blog is another way to bolster your cyber presence. Websites with a blog receive about 434 percent more indexed pages. Also, all hospitality businesses should keep TripAdvisor in mind for social media marketing.
TripAdvisor
TripAdvisor is a chief source of ratings and reviews for hotels and all types of hospitality businesses. Your media team should stay on the lookout for any reviews, particularly less favorable ones, and reply within one hour. Offer your guests review cards featuring TripAdvisor, Yelp, or other platforms to encourage them to share their experiences. Also, don’t forget what an important part videos play in your social media strategy.
YouTube
With 1.8 billion YouTube users logged-in each month, your social media strategy should embrace videos. Over half of YouTube views come from mobile devices, reaching people everywhere. And, 67 percent of viewers are likely to make a reservation after watching a virtual tour of the hotel or club. Be sure to use popular keywords in your title. Create a catchy and detailed description and include your property's website link and phone number. Also, another great social media network you want to consider is LinkedIn.
LinkedIn
The biggest professional network connects over 500 million people worldwide. Through several hospitality groups on LinkedIn, you can easily network and exchange ideas and strategies for building your social media presence.
Also, LinkedIn videos for sponsored content help you build brand awareness and drive traffic to your website or use videos on your business page to spotlight your news and events. LinkedIn is another place where you want to use hashtags in your posts. And don’t overlook Pinterest as a major social media platform.
Pinterest
Pinterest is a perfect fit for the hospitality industry because it has 70 million global users and is a favorite of foodies and travelers. Many major hotels and clubs, value it as part of their social media plan. When creating your page, focus on your profile picture and the details: company bio, website link, and the boards at the top, because they’re the sections that capture most people’s attention.
The idea behind Pinterest remains simple yet ingenious. It's like the old-fashioned cork bulletin boards we used to pin things on. The general rule of thumb is a minimum of ten and a maximum of fifty boards. Make them as general or as specific as you want. Pick a topic for each board and a category. People with similar boards are likely to re-pin your pictures. Choose catchy but clear board names and appealing board covers. Pin photos of your hotel, club or hospitality business, along with images of local landmarks, plus vacation or leisure-time activities that are popular in your area. Post a brief SEO enriched description and a link to your website with each picture.
Tips for Clubs
Social media is a great marketing tool for private clubs. First, by engaging on the various social media networks in the same ways we’ve gone over. Secondly, consider running sweepstakes or contests to get people excited and involved. Some great prize ideas are a free thirty-minute tennis lesson, a round of golf or a dinner for two at your restaurant. Contests also enable your business to gather leads and referrals, plus they cultivate brand loyalty.
Another idea is to point out a picture-perfect spot for a selfie (maybe on the golf course) to share on social media. Also, consider displaying scrolling feed in your clubhouse so everybody can see the posts about your club on social media.
Social Media Teams
If you remain proactive, responsive, and keep customers updated, they’ll use your business again. So, it’s essential that you form a friendly, dedicated social media team that responds immediately to all feedback and prompts positive reviews. On Twitter, for instance, 78 percent of consumers expect companies to respond to their complaints within an hour. Take every review and comment seriously. If you don’t respond to complaints or unfair criticism, it can diminish the positive feedback you get.
Also, most customers post questions they have for a company on its social media page. If you assist them as promptly as you would if they were standing at the front desk, your brand will build the trust of consumers and you’ll soon have a base of loyal customers.
It's clear that all hospitality establishments such as hotels, restaurants, apartments, private clubs, hostels, and all others can build their business and increase profits through the power of social media marketing
SAMPLE NONFICTION BLURBS BY CORNELIA AMIRI
1. Nonfiction blurb - Blurb —Obamastove
Is cooking food for your family a death sentence?
Yusuf Tura remembers his chore of gathering firewood as a little boy in Africa. But when he returned to visit, after living for years in America, he realized he'd forgotten about the suffocating smoke of an open cook fire in a small hut.
He faced the deadliest environmental and public health problem today. Indoor air pollution kills over 4 million people a year. It causes more deaths than HIV/AIDS and Malaria…combined. But what can one person do to save millions?
Yusuf invented the durable and inexpensive Obamastove. It reduces deadly air pollution...while the poor cook for their families. This Ethiopian refugee's dream…touched the lives of many in his homeland...and will touch many more. Read his inspiring story.
The years have passed and your little one has grown into an adult…just like you. But for many new adults the path to independence is a rocky road.
How does a parent empower their son’s or daughter’s transition into a full-fledged, self-sufficient adult?
Step by step, with examples and practical advice…this book shows you how to tackle real issues like:
· Healthy boundaries – what’s yours, what’s theirs
· Boomerang children and moving back home again
· Gift or loan
The Parents’ Guide For Setting And Enforcing Healthy Boundaries With Dependent Adult Children! Simple Steps To Positive Transformations is a catalyst to a happy outcome...where you and your grown child are free and independent. And furthermore, are able to love, respect and support each other as adults.
Launch your journey to becoming an empowering parent…grab a copy of The Parents’ Guide For Setting And Enforcing Healthy Boundaries With Dependent Adult Children! Simple Steps To Positive Transformations today.
3. Nonfiction Blurb - Learning and confirming your life’s purpose in 3 easy steps!
Your guide to a radically transformed life and legacy!
What if the answer to one simple question could change your life?
The question —What is your life’s purpose?
Living a life of fulfillment is a prize …hidden so well… it’s hard to find without help. Learning And Confirming Your Life’s Purpose In 3 Easy Steps cracks the answer as to why you’re here… wide open.
The key to your life’s purpose…is you. All you have to do to revolutionize your life is:
· Embrace your desire to find the answer.
· Apply the drive to take action once it’s revealed to you.
Life Coach, Johnny Shepard makes it easy in this book…with simple…time-tested exercises that have proven an effective tool to empower passion and fulfillment.
Today is your day. You are a person of accomplishment. A person of purposefulness.
Soar like a rocket to your fullest heights… and rock the universe.
4. Nonfiction Blurb
Wall Street Journal reporter, Lee Hawkins digs into his roots, unearthing family members…enslaved by other family members.
Secrets hidden in the past leave most African-Americans with little knowledge of their family history. We can bravely drag out branches of our family tree from the shadows of the past. Connect them one by one. And climb to the tiptop. There we have a better view of where we’re going, since we know where we’ve been.
Do you want to take your destiny into your own hands? Interested in discovering your family roots? Do you want to let go of slavery inspired phenomena?
Follow this author’s steps into ancestral darkness, which ultimately leads to a better path.
Nobody’s Nigga: How confronting My Family’s Slavery Set Me Free
Genealogy/African-American literature nonfiction
5. Blurb: Hollywood Whispers: Celebrity Superstar Gossip: "Odd & Unusual Stories About the Famous" by Jack West
Do you take note at a salacious rumor about a screen idol’s romance?
Do you go to celebrities' movies and concerts and watch them on TV?
Then take a peek into the secret lives of the famous and infamous. Get in the know as Jack spills the beans in this collection of Always Insightful…Sometimes Startling… Often Amusing…and Highly Entertaining
• Antics
• Shortcomings
• and Naughty Behavior
of the celebrities, who shape our culture.
Get the scoop on the most fascinating stars in the world - Get your copy of Hollywood Whispers: Celebrity Superstar Gossip today!
6. Blurb: An Industry Giant: How Transportation & Logistics Rules The World
Explore the excitement and endless opportunities of the fast growing Transportation and Logistics industry. When you read this book on the most critical component of supply chain management—transportation, you’ll learn the ever pressing need for industries to get products to buyers and consumers as fast and cost-effective as they can…leads to opportunity. However, the problem is it’s hard to judge the true potential of the transportation and logistics business. This book is here to help.
An Industry Giant: How Transportation & Logistics Rules the World presents information on the limitless opportunities for individuals to enter the transportation and Logistic industry.
Such as:
· How opportunities in the transportation and logistics business grow every day.
· Facts and figures to illustrate the opportunities offered by the transportation industry.
· high, worldwide demand for employees with freight brokerage, freight forwarding and freight dispatching skills.
Through the comprehensive text of this interesting, fact-filled book, you’ll explore the excitement and benefits of the Logistics and Transportation Industry and learn how transportation and logistics rules the world.
7. Nonfiction Blurb:
AIM TO ENTERTAIN – A GUIDE FOR SINGERS WHO WANT TO PERFORM WITH PIZZAZZ
Don’t just stand there and sing. Entertain them!
Do you lack the confidence to perform in front of people? Have you spent time and money learning how to sing correctly but realise there is more to it than technical ability? Do you want know how to perform with pizzazz?
In this book you’ll learn how to:
ï Connect with your audience
ï Add spark to yourself and your surroundings
ï Move on stage with purpose and confidence
In Aim to Entertain, professional singer Annette Raison speaks from experience and shows you how to move past your fears, perform with confidence and create an atmosphere of delight.
Using personal stories and practical tips this easy to follow guide will help anyone who is trying to add a dash of flash to their performances.
No matter what your current level of singing ability, you can be a great entertainer! Let Aim to Entertain take your performance to the next level.
If the bitter fruit of jealousy and betrayal sours a relationship, you’ve gotta take those lemons and make some lemonade.
8. Memior Book Blurb
Tyme’s life is her music and her goal is to have her own hip-hop based reality show. Following that dream, Tyme meets Rye, a producer for the reality show Love & Hip Hop. Rye is drawn to the talented beauty and invites her on the show as an extra. Tyme is attracted to the hot producer and things quickly heat up between them. She hands him the keys to her apartment and to her heart.
Can this power couple hold their new romance together as Rye shuffles back and forth from New York to Atlanta for The Love and Hip Hop show, while Tyme’s star rises with her releasing a new single, launching a new video, making an appearance on the Bishop’s show and trying to cinch her own TV reality deal? Ultimately, will Tyme’s relationship with Rye advance her hip-hop career or put a strain on it? And is Rye really doing right by Tyme?
It Ain’t All Love In Hip Hop is the tell all, true memoir of Hip Hop entertainer Tyme Johnson, as she launches her career and a personal relationship with, Judas Rye, a producer of the reality show Love and Hip Hop
9. Sahathevan Sivakuru’s Memior Blurb
Honest, Funny, Beautiful moments… from a childhood in Malaysia to coming of age in London
Sahathevan Sivakuru’s zest for life and fun shines through in his deeply moving memoir. With humor and heartwarming details, he intricately weaves together childhood memories of growing up in Malaysia in the 50’s and 60’s. He vividly describes his childhood adventures from playing superman by jumping off train tracks to chasing young fletchings from tree to tree.
Sahatheva’s tale moves on to an educational and career journey to England to study automobile engineering—noting his adventures there of college, work, and romance, while facing cultural differences and even racism.
The story culminates with Sahathevan creating his own family, as a father of two, and advancing his automotive career to foreman at the Ford Motor Company.
Sahathevan Sivakuru brings the pages of this book alive with memories of his rich and varied life from the Malaysian rainforests to London and the West.
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