By Scott Savitt, Senior Partner, Director of Digital, Connelly Partners & Shield 46, and Lecturer, Boston University School of Hospitality Administration, CAS ’93 Who Took Our Cookie Away? At the beginning of 2020, Google announced that it would cease the use of third-party cookies in its Chrome browser by 2022 (Schuh, 2019). Now, after over […]
By Thomas Moseley III, SHA ’20, MMH ’21 New technological advances provide promise in addressing the important privacy and data security concerns of consumers and businesses. Digital marketers may also need to advance their best practices on how to effectively communicate, educate, and reach their valued consumers in a fast-changing digital environment. Demand for Privacy […]
By: Mackenzie Miers, SHA ’21, MMH ’22 Foreign Data Privacy: Strict or Soft? Digital is today’s most popular form of marketing (Singh, 2021). Access to the internet has transformed our way of life; it enables people to engage with individuals from all over the world, thus strengthening a brand’s ability to connect and boost awareness, […]
By Dorian Brown, SHA ’22 and Jason Chang, SHA ’22 The Beginning TikTok, a popular yet continually controversial social media platform, has been a dominant force on how Gen Z consumes entertainment and information (Muliadi, 2020). Originally founded in 2014 as Musical.ly by Alex Zhou and Louis Yang (Leskin, 2020), the app emerged immensely popular […]
By Elizabeth Karakachian, SHA ’18, Marketing Data Operations at Norwegian Cruise Line Holdings Ltd. On June 7, at the 2021 Worldwide Developers Conference (WWDC), Apple announced their new iOS15 and Mac OS Monterey Mail Privacy Protection features and quickly turned the email marketing world upside down. There are two key components of the upcoming Apple update […]
By Mariana Safer, Director of Digital Marketing, Commercial Tiered Services, Kimpton Hotels & Restaurants In February of 2020, COVID-19 headlines took a frightening turn. No one knew at that time that the astounding number of hotel cancellations pouring into reservations centers would halt the hospitality industry or much worse, take the lives of millions of people […]
By Leora Halpern Lanz It’s challenging to be a hotel market today, let alone one who needs to understand and masterfully manage digital marketing for one or more properties. How do the hotel marketer and revenue manager ride the endless wave of online travel agency (OTA) distribution, commission structures, and rate parity? How much should […]
By Leora Halpern Lanz and Megan Carmichael The hotel marketing budget, typically amounting to approximately 4-5% of an asset’s total revenue, must remain fluid, so that the marketing director can constantly adapt the marketing tools to meet consumer communications methods and demands. Though only a small amount of a hotel’s revenue is traditionally allocated […]
By: Leora Halpern Lanz & Jovanna Fazzini Inefficient algorithms drove various search engines throughout the 1990’s. Search results were at times unrelated to the proposed query, and were cluttered with spam. Google soon devised a more organized and systematic search result listing, and the relevance of search results improved exponentially. The plethora of data distributed […]