Tag: Leora Lanz

Hospitality Communications in a Time of Coronavirus: Tips for Maintaining Trust and Engagement

By Leora Halpern Lanz, Marco Ferrari and Dr. Makarand Mody The last three weeks have been like no other in our lifetimes. Watching the world of travel, hotels, restaurants, and hospitality in general, turn upside down – so rapidly, around the world – has been disheartening and simply surreal. As marketers and communicators who have […]

How Can Single-Unit Restaurants Strive for Powerful Online Presence?

By Leora Lanz and Jenna Berry With the age of technology in full swing and the use of social media at an all-time high, digital marketing is not only recommended, but also necessary. The following list of recommendations will ensure that an independent restaurant’s online marketing presence will survive and thrive in the competitive nature […]

Cutting Through the Online Hospitality Clutter, Part II: Best Practices for Paid Digital Marketing

  By Leora Lanz and Namrata Sridhar In the Winter 2018 edition of the Boston Hospitality Review, we brought forth suggestions for the 10 Best Practices for Organic Visibility —ways to improve search results through organic search, or do not cost the company a monetary investment. Rather, these rankings were based on elements such as keywords, […]

Cutting Through the Online Hospitality Clutter: 10 Best Practices for Organic Visibility

By Juan Lesmes and Leora Lanz It wasn’t that long ago when digital marketing surfaced as indispensable practice for the hospitality industry. As time moved forward, hotel marketing departments established roles to manage the digital positioning and visibility of the property. Thus, we witnessed hospitality brands which were ‘present’ on social media outlets, adopting paid […]

An Insider’s Look at the 2016 Philadelphia Democratic National Convention: Hospitality and Inclusion at Work

By Erinn Tucker, Leora Lanz, & Juan Lesmes There is a saying in events management, “If the event goes well, the client is congratulated. If the event goes wrong, blame the event planner.” This saying holds true when cities bid, plan and execute a spotlight event, such as the 2016 Democratic National Convention (DNC). The […]

Rebranding Before the Digital Age: 4 Strategies Used by the Sheraton New York Hotel and Towers During the 1992 Democratic National Convention

By Leora Halpern Lanz, Juan Lesmes, & Erinn Tucker When a New York City tourist arrives at Times Square, the territory from 40th street to 53rd between 6th and 8th avenues, they become one of the other 330,000+ monthly visitors (Times Square Alliance) of the city’s most popular destination. The pedestrian-only square is consumed by […]

Hotel E-Commerce: Navigating the Complex Hospitality Digital Marketing Landscape

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 […]

Digital Marketing Budgets for Independent Hotels: Continuously Shifting to Remain Competitive in the Online World

  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 […]

Search Engine Marketing (SEM): Financial & Competitive Advantages of an Effective Hotel SEM Strategy

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 […]