Tell Newsletter #77
Hotel schools and getting industry talent. Use AI every-day and build new habits. How important is the name of the brand? And some fun parking lots.
Hello,
Just got back from Berlin, I really like the interior design of Berlin airport. It is modern but timeless, something that many airports tend to forget (time) and then end up looking like relics of the past. But the efficiency within the airport can get a lot better. For approx same amount of people, 40+ minutes in Berlin vs 10+ in Paris CDG to get through security. Such an oddity, for a country that has such a heritage in efficiency.
And with that thought, here’s the newsletter. Have a great week.
Best, Martin
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Maybe tech giants will replace OTAs
A conversation last week caught my eye. In summary there’s a possibility that the tech giants with their built-in AI into our phones and computers might replace OTAs. Essentially the idea is that we will do our search and discovery and booking on those platforms because it is just so much easier. This would relegate OTAs not to the discovery phase but mostly to the plumbing of connecting the rates, and hotel information data between travelers and hotels. We’re a long way away from that, and habits done change easily. But the possibility is there. I had written about it a while ago at the beginning of the Voice Assistants wave. But with AI the way it is today, the possibility is much higher than it was back then.
READ THE POST AND COMMENTS
How important are names in brands?
All the brands we value and use in examples today, were actually not good brand names when they started. If you remember Google, most people didn’t even know how to pronounce it, just like with plenty of top brands. Coca-Cola is so long they had to create a second brand. Apple is totally meaningless when it comes to computers. Amazon as well. So how important is the name? Not very. As long as it doesn’t get in the way of the strategy and plans, the name (i.e. arrangement of letters) is secondary. When I say get in the way - I mean a name that pigeonholes the brand as a one-trick-pony. It is tempting when one is starting off to have a hyper descriptive name, there’s even a lot of pride in having found something that clever and clear, a founder will say “They know exactly what I’m talking about” yes, but when it is time to add products, expand the scope you now need to re-brand and that’s way harder. Select something that doesn’t mean much. And add the meaning through your actions, marketing, publicity etc.
DISTRACTING NAMES
A rare moment; Meta more interesting than Apple
When Apple announced a product event, a lot of people stop to listen. Their products are usually amazing, the delivery is excellent. Jobs set the bar high and Apple has kept it that way. But last week, Meta’s event was more exciting than Apple’s. New iPhone’s aren’t as exciting. The incremental updates, lack of live presentations, hyper polished video, etc. In comes Meta, Zuckerberg’s recent make-over, collector watch, branded t-shirt and a series of products that seem fun. Plus AI for creators. Possible future products and a live demo with all its quirks. Pretty good for a social media/ad company.
META CONNECT KEYNOTE ▹
About me: I'm a fractional CMO for large travel technology companies helping turn them into industry leaders. I'm also the co-founder of 10minutes.news a hotel news media that is unsensational, factual and keeps hoteliers updated on the industry. Generative AI in hospitality
The hype machine on generative AI is still going strong. Those who are actually trying to get work done and build products often resist the hype and wait for the dust to settle. They’re more pragmatic in their approach, and they should be. The risk however is that once the hype does die down, and the technology really becomes a solution - those people are left behind. Yes, I’m looking at those PMS vendors who kept saying cloud computing is just hype. When it comes to Generative AI, how will this be used in day-to-day we don’t actually know yet. But if every hotelier who is using a computer today, turns their default browser page to ChatGPT or Google Gemini and forces themselves to use it. Ideas will spark and innovation will accelerate.
DAILY USE, HABIT CHANGING
Is Social Media the New Travel Agent?
A study by Phocuswright reveals that 65% of travelers now use social media for planning and booking trips, not just for inspiration. The impact of social media on travel decisions is particularly strong among younger and frequent travelers. Booking engines need to build deep integrations for those platforms, not just a link out. There is a reason the platforms penalize links out and it isn’t just because they want to keep all the traffic, it is a better user experience. Social media platforms are today, what websites were a few decades ago, i.e. a lot more than just an online brochure.
SOCIAL MEDIA BOOKINGS + SOCIAL DIRECT
Podcast: I was invited on the Hospitality Daily Podcast and spoke about technology in hospitality, some thoughts on what wont change in hospitality, and why I co-founded 10minutes.news. Best, MartinTHOUGHTS:
Hiring for the hotel industry
One thing I love about the hotel industry is that it is really a meritocracy. If one can deal with the job one can build an excellent career. Of the many industries I’ve worked in, this is one of those which I admire the most. Because on top of being an industry of competence, it is also about making people happier.
Unfortunately, the pay and benefits aren’t the best unless you own the place.
Recently MGM Resorts CEO commented that there are fewer people going to hotel school and this will be an issue in the industry soon. I tend to agree, but having taught at multiple hotel schools, I couldn’t help but notice that most of the students didn’t go to hotels, they went to luxury brands and other industries.
Working in a hotel is intense, it is hard work, one is literally firefighting most of the time. Leaks, upset guests, events, new staff, supply chain issues, and all these almost every day.
In my experience, compensation is the biggest reason people move from the industry. Even though the environment is challenging, fun and rewarding - seeing guests and their families leave happier than they came is rewarding, things which many people seek from their work. Unfortunately, the compensations are rarely great.
Solving what seems like impossible problems for guests, seeing them incredibly happy from our actions is rewarding. The feeling of accomplishment is worth every bit of it. We have the excitement and immediate reward of happy customers that most other industries don’t have. Now we just need to ensure it is economically sound for them and the owners.
MGM CEO on Skift + read the comments
