HNN HOSPITALITY NETWORK NEWS
AUGUST 2021 ISSUE Guinness Storehouse
HNN CO 4 BRIAN BOWLER FIHI President's Note
5 IHI EVENTS
7 ON THE RECORD Donagh Davern FIHI 11 FREE NOW New partnership with Irish Wheelchair Association 15 TRIGON ADOPT JAM CARDS 6 GUESTLINE Hotel Technology
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NTENTS 19 ARAMARK New Commercial Director, Food Business 20 GREAT PLACE TO WORK 7 Principles for Developing a Great People Strategy 22 CORE OPTIMISATION Fáilte Ireland’s transformational ‘Digital that Delivers’ programme 25 EDUCATION 34 FÁILTE IRELAND Be the Pulse
Wicklow water at the Guinness Storehouse
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PRESIDENT'S NOTE Dear Member, Welcome to our September edition of HNN. Speaking from Cork and a regional viewpoint, the summer has been a busy one and the Irish public came out in force to support our industry with another fantastic Staycation Summer. Never before has the industry had so many pressures foisted upon it and running any business with such stringent and ever-changing guidelines has been very difficult. There is no doubt, the unsung heroes have been our people. They have worked extremely hard to serve our guests with exceptional guest experiences. It is vital that we acknowledge our team members whose contributions and efforts are critical to our entire industry. It is also important that we do not forget that some hotels have not been as fortunate with occupancy levels, particularly in Dublin, where they have faced serious struggles. This is clearly very disappointing and there remain serious concerns and uncertainty as we head into the autumn and winter seasons. As we continue to deal with the challenges faced by our industry, the IHI will continue to deliver on their pledge to support its members and the wider industry. We will continue to deliver insightful and informative webinars as we have for the past 18 months. We will kick off the Autumn 2021 series with "Staffing Challenges in the wake of COVID-19: Talent management strategies and practices", with guest speakers Dr Stefan Jooss, Cork University Business School, UCC & Dr Ralph Burback, School of Hospitality Management and Tourism, TU Dublin on 16th September at 10.30. Click here to register. The IHI will also continue to "bring our industry together" by providing a platform through our "Virtual Coffee Catch-up Mornings" allowing specific groups the opportunity to meet with their peers to share, advise and network. Invitations will be sent via email so keep an eye on your inbox. In conclusion, I would like to share with you that we are in the process of planning our second IHI Hospitality & Tourism Professional's Day (IHI HTP Day) on the 25th of November. The initial part of the day will see us host a virtual event, however, a physical event is also being planned for the latter part of the day. That said, we will of course continue to monitor government guidelines and adapt as necessary. More details will be sent in the coming weeks as we receive a roadmap for events. Please be sure to save the date and if you are interested in sponsorship IHI HTP Day, please contact Tina.marree@ihi.ie All the best, Brian Bowler IHI President 4
IHI Autumn Revitalize Webinar Series Topic: Staffing challenges in the wake of COVID-19: Talent management strategies and practices Speakers: Dr Stefan Jooss, Cork University Business School, UCC & Dr Ralph Burback, School of Hospitality Management & Tourism, TU Dublin Date: 16th September Time: 10.30 am Topic: Sustainability Speakers: Raquel Nobooa Date: 14th October Topic: Guest Experience Speakers: TBC Date: 21st October
Group Coffee Catch-Ups Group: HR Date: 7th September Group: GMs Date: 14th September Group: Young Managers Date: 5th October Group: Sales & Marketing Date: 19th October Group: All Members Date: 7th December 5
On the Record with Dr Donagh Davern FIHI This month, we had the pleasure of interviewing IHI Fellow Dr Donagh Davern. Donagh is a lecturer in the Department of Tourism and Hospitality at Munster Technological University’s Bishopstown Campus, a former hotel General Manager and a qualified accountant. He pursued part-time doctoral studies in Hospitality Management at the University of Surrey and was awarded his PhD in 2020. You were elected a Fellow of the IHI in 2010, how important was it to you to receive your Fellowship? It was obviously a great honour, though at the time when I got the call I do remember asking if it was a mistake as I thought I was too young!:) Its humbling to receive such recognition from your peers in the industry and I have proudly included my FIHI credentials on my signature ever since then. What made you decide to go into a career in education? I suppose it’s in the blood! Although two of my three brothers are hoteliers, my other brother is a teacher, as were both of my parents. I can actually credit the IHI for turning me in the direction of a career in education, as during the time I managed the wonderful Killarney Park Hotel for 5 years, I was lucky enough to be awarded ‘IHI Young Hospitality Manager of the Year.’ The prize was to spend a month in Dubai with Jumeriah Hotels shadowing the management teams in hotels such as the Emirates Towers, the Jumeriah Beach and the iconic Burj al Arab. I had completed a Masters in Hospitality Management and I figured I could put this to use and get the summer off to travel to Dubai when I saw an advert for a lecturers 8
position in WIT. I got the job….did my summer in Dubai and did one more year in education before I was lured back to open the Heritage Resort, where I stayed for a further five years. I never lost the interest in education, however, and went on to do my accounting exams and qualify as a CPA, before eventually returning to lecturing in the then CIT – now Munster Technological University – where I have been for 8 years now and I have since qualified with a PhD in Hospitality Management from the University of Surrey. Considering the current environment, what advice do you give to students currently enrolled in hospitality & tourism programs? You have got to love your work, so take work placements seriously. Get some international experience in your early career. Find an industry mentor who will take an interest in your career – and have a career plan!
Throughout your career you have been fortunate to work both in industry and education, what would you say has been your most challenging role and why? Probably operating a resort during a recession. When the ‘Celtic Tiger’ collapsed, we lost the majority of our top ten clients in a very short period. It was a time when hoteliers struggled to protect properties that needed investment and protect loyal and valued team members in their businesses.
We had a lovely family break in The Newpark Hotel Kilkenny at the start of the summer, where they have a lovely pet-farm and my wife Patrice and I recently travelled to the UK for my postponed graduation where we stayed at The Ned in London, with its 6 individual food and beverage experiences, a lovely spa, great rooms and a super location close to London Bridge.
Can you tell us what your favourite memory is of both? In education, being awarded my PhD in the middle of a pandemic was certainly up there, while in hotels, I think being appointed General Manager of the Killarney Park Hotel at 25 and working with the team to be regraded from 4 to 5 Star are certainly great memories that stay with me. Lastly, you recently shared photos on Twitter of your son James working away to meet the demands of staff shortages while on your staycation, which was absolutely adorable. Can you tell us what your favourite spot on your holiday was? James, my eldest, is nearly 2 now and he likes nothing more than pushing luggage trollies around the lobby!:) I’ve been very lucky to have been an inspector for the Gold Medal Awards for 5 years and so have travelled all around the country and had some amazing hotel experiences. This year was all about the staycation and we had a lovely break in The Glasson Lakehouse which was great – who builds an outdoor heated pool now-a-days that you can relax in while its raining? :-) 9
FREE NOW announces new partnership with Irish Wheelchair Association
Rosemary Keogh and Niall Carson
● Ireland’s leading ride-hailing app announces new partnership with IWA to help make Ireland more accessible ● FREE NOW drivers provided with IWA disability awareness training ● In-app improvements to make it easier for wheelchair users to access FREE NOW’s service ● FREE NOW to host first if it’s kind National Mobility Conference ● FREE NOW contributes €40,000 in funds to IWA to kick start fundraising FREE
NOW, Ireland’s leading ride-hailing app, has entered into a new long-term partnership with Irish Wheelchair Association (IWA), Ireland’s leading representative organisation for people with physical disabilities, to help improve transport accessibility in Ireland. As part of the partnership, FREE NOW has committed to a range of initiatives to help make their service more accessible for people with physical disabilities which includes:
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1. Training and education: FREE NOW drivers will be provided with IWA disability awareness training to improve passenger experience. 2. In-app improvements: Working with IWA, FREE NOW will make in-app improvements in order to make it easier for wheelchair users to access FREE NOW’s taxi services. 3. FREE NOW and IWA National Mobility Conference: FREE NOW and IWA will run their first-ever ‘FREE NOW and IWA National Mobility Conference’ which will take place in autumn of 2021. The virtual event will bring the transport industry and mobility sector together to focus on mobility accessibility in Ireland. This partnership with IWA forms part of FREE NOW’s ambitious Make a Move initiative which seeks to create a more sustainable and inclusive society in the communities that FREE NOW operates in. Launching today’s partnership, Niall Carson, General Manager, FREE NOW Ireland, said: “As Ireland’s leading ride-hailing app our vision is to create a society where we all enjoy equal opportunities to travel, work and socialise. Equal access to transport for all is incredibly important in enabling this vision under our Make a Move initiative and our partnership with IWA is us stepping up to play a role to help make this happen in Ireland. We look forward to working with IWA over the coming years to spotlight the transport and mobility issues facing people with disabilities in Ireland and to also improve our own service for wheelchair users.” Commenting on the partnership, Rosemary Keogh, CEO of Irish Wheelchair Association, said: “Everyone here at Irish Wheelchair Association is delighted to have FREE NOW on board as a long term partner. Transport is key to people with physical disabilities realising their independence. FREE NOW have really taken the time to understand the transport and mobility challenges faced by our members. We look forward to working together on some innovative solutions that will help shape an environment where all can access safe and convenient public transportation options.” As part of its partnership, FREE NOW will not only work closely with IWA voluntary organisation to raise awareness of the transport and mobility issues facing wheelchair users but also to help raise funds for the organisation. To kick-start this fundraising effort, FREE NOW has contributed €40,000 to Irish Wheelchair Association. This initial donation is part of a wider series of measures FREE NOW are taking to ensure inclusivity within their service. FREE NOW currently provides commission-free jobs on all wheelchair accessible trips for their drivers in order to encourage drivers to provide wheelchair accessible vehicle (WAV) services and to improve in-app service levels by increasing WAV drivers available.
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FIRST HOTEL GROUP IN REPUBLIC OF IRELAND TO ADOPT JAM CARDS Trigon Hotels hopes to make everyday interactions a little easier for customers with hidden disabilities. The Cork based company is the first hotel group in the Republic of Ireland to become Just A Minute (JAM) Card friendly. The small plastic card allows people with a learning difficulty, autism, hidden disability or communication barrier to tell others they need ‘Just A Minute’ discreetly and easily. The JAM Card is also available as an app on your smartphone. It was developed by Belfast based social enterprise NOW Group and is used by 75,000 people across the UK and island of Ireland. Team members at Trigon Hotels are being trained to identify and support customers and fellow team members carrying JAM Cards. Trigon Hotels operates The Metropole Hotel Cork, The Cork International Hotel and the Cork Airport Hotel. Across the three hotels there are 334 guest rooms in Cork. Kathleen Linehan, Strategic Director of HR at Trigon Hotels said: “We want our hotels to be friendly, welcoming and accessible to all and we are excited to collaborate with Now Group on the Just A Minute Cards. People with memory problems or difficulty with communication are often reluctant or unable to tell others about their condition. JAM Card allows this to happen in a simple, effective non-verbal manner. We hope that it will take the stress away from our customers and team members and make their experience with us even more enjoyable.” Minister Anne Rabbitte, Minister of State with responsibility for Disability launched the initiative at Trigon Hotels. She said: “I’m delighted to be part of the launch of the JAM Card at Trigon Hotels in Cork. This is such a positive initiative and ensures the Hotels are even more accessible. To me, a business being JAM Card friendly indicates that its staff and wider business has accessibility at its core and does what it needs to to support its customers. This ensures people have the time they need and don’t feel under pressure, and I would hope other businesses will follow suit.” Maeve Monaghan, Chief Executive of NOW Group said: “We are so pleased that Trigon Hotels has partnered with us to become JAM Card friendly and recognise the value of investing in training their staff to provide great customer service for people with both visible and hidden disabilities. It may be ‘Just A Minute’ but that extra time and understanding can really support and comfort those with communications barriers, helping to give them equal access to the services they need.”
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Hotel Technology. Operational evolution and the Three Pillars to Success Is your hotel ready? When Ryanair revolutionised airline travel, the public were outraged. With online check-in, a limited-service airport journey, priority boarding, hand luggage only, first come first served seating and extortionate ‘atgate’ fees, the list goes on. However, when our attitudes changed and we embraced this new way of travel, we adopted a faster, more seamless, affordable and a better organised approach to short distance travel. While in the past personal service was standard and digital experiences were “special”, today, we live in digital world, and it seems that personal service is becoming somewhat “premium”. The same principle applies to Property Management Systems and how hoteliers adapt to the technological changes and benefit from the evolution of cloud and system integrations. “Back in 2016 when I was speaking to hoteliers about cloud PMS, they thought it was an unimaginable concept, now would you believe it is the very reason they want to talk to Guestline, thanks to our cloud innovation and various factors that now contribute to cloud being the most secure, flexible and reliable way to host your PMS. With GDPR legislation, having guest data stored on the local hotel’s server is a complete no no and with Covid 19 and many people working remotely, cloud is not only desirable, but actually the only way forward.” Says Clio O’Gara, Country Manager Ireland at Guestline. Throughout the pandemic, many industries were forced to accelerate the rate at which they responded to the demands of a new ‘norm’. From public sectors such as the HSE adopting Covid tracing apps, test centres and vaccination rollout clinics to retail and ecommerce bringing a whole new dimension to the world of online shopping or food ordering. As independent businesses, hotels can truly succeed by providing an offering that enables them to really listen to the guest and deliver the best possible experience, whether that’s a 2-star venue in the city or a 5-star resort in the country. There are three pillars to this success…. The Guest, The Hotelier and the PMS The needs and demands of ‘The Guest’ have evolved dramatically over the last few years. Guests have become much savvier to how they shop for and experience hotels and in turn, hotels have had to adapt to these renewed attitudes and behaviours by implementing technology tools that enables them to offer a more desired and profitable guest experience. The new guest is much more open to participating in their journey, using pre-stay registration tools, paying online before arrival and making dinner reservations and booking spa treatments at the front desk, meaning a good integration of a hotel spa, restaurant and other facilities is highly demanded. But education is important if hoteliers are to truly understand how to meet the needs of the future guest. The effort and the cost of implementing the right technology can be incomparably lower than the cost of ignoring guests’ expectations- its consequences can be more detrimental to the business, especially in the longer term.
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Clio added: “There was a time when selling real time availability across all the OTA channels was revolutionary. Hoteliers were worried about losing control. They didn’t understand the technology that allowed them to drive a more profitable OTA return. However, with weighting and ceiling controls alongside dynamic pricing and occupancy driven rates, hoteliers can now sell right down to the last room and if they get a late cancellation, that room is straight back up for sale without any intervention from the team. Hoteliers of today use a different language when talking about the customer relationship and how they can retain the guest. The cost of acquisition is key. To pay OTA commission is fine for a guest’s first stay, but it shouldn’t be a case for a returning guest, that’s why hoteliers are building relationships with their brand, and the guest, to ensure repeat business across the lifetime of the guest is generated via direct channels. A concept that was laughable not too long ago.” Integrations have always been an important part of hotel’s operations: tills, keys and accounting systems have been the norm. However, now it’s all about guest experience apps at check-in and throughout the guest’s stay, from pre-payment, integrated billing, and room charges to reputation management, marketing and CRM solutions, all of which are in demand now. “We work with partners, sending and receiving data using event architecture, which has really enabled properties to have many interfaces with different tools they need to run their business, all working at speed across the cloud, accessible remotely and eliminating the long-term need for dusty back-office hardware. We understand it might be daunting to change everything at once, therefore we work in ways that mean hoteliers can slowly and steadily move their systems to be more digital-focused by replacing the PMS first and evolving from there. Guestline has always been bold in its approach of bringing to market the best possible solutions to its clients. As pioneers, we were first to market with our Azure cloud offering and this really set us apart. Whilst we couldn’t foresee a pandemic, we did foresee the future of cloud and the immense benefits this would bring to forever change the operations of a hotel and its positive impact on the guest experience.” Says, Andrew Metcalfe, Chief Technology Officer, Guestline Housing of guest data has always played a valuable role in hotel operations, but as time moves on and technology advances, hoteliers are learning the real value of this information as guest expectations centre around pre, during and post stay communications. A valuable commodity, guest databases face GDPR challenges when housed on-site in clunky hardware. More and more hoteliers understand today that it’s not so much about having the data but interpreting it the right way and benefiting from this knowledge. Nowadays, hotels do not limit themselves to one piece of software, and most properties use PMS, channel manager, booking engine, payment gateway, a guest experience app - to name but a few. Having so many touch points with guests, it’s really crucial that all systems are part of one platform, (or deeply integrated with it) which guarantees that the guest’s data is properly exchanged between them. Nowadays, with the ability to upsell, incentivise and impress, hoteliers are implementing CRM systems that integrate with their PMS so that they can personalise and tailor guest communications to each market segment, delivering excellent customer service. 17
“Development of new products has changed over the last five years. Previously there was a one-size-fitsall system approach that was rolled out to all clients. Now, we interview many different stakeholders across the business to really understand what they are looking for, their needs and how they see the product working for them and their guest, enabling us to configure better, more bespoke systems - which is only possible thanks to the depth and breadth of Guestline PMS. As we all know, the success of the company relies on the strength of its employees, and this is the same for Guestline, where 80% of our staff are former hoteliers, meaning we’ve experienced first-hand the operational frustrations hoteliers face and we bring these frustrations into play when developing the technology and its solutions. We understand hotel staffing is more of an issue today but with benefits such as ease of use, integrated mobile apps and single sign on, plus the back up of a 24/7 support desk and portal, we bring a renewed flexibility and security to the market. Like all investments, the ROI is important. We get that the new carpet for reception might be high on the budget, or that the chef is looking for a new oven, that’s why we said goodbye to our old Capex model pricing structures. We want hoteliers to be able to upgrade their tech stack whilst being mindful of cash flow and our SaaS monthly payment solution allows them to do just that” says Clio. With the re-opening of the hospitality industry set to put renewed pressures on hotels, it’s important to keep the three pillars to success in mind. To understand the wants and needs of the guest, as hoteliers, it’s about adapting and pivoting to those needs and implementing the best technology, built by hoteliers, for hoteliers, to ensure that you are always ahead of the game. Andrew adds: “If we told you now that you’d have to queue at the airport for someone to serve you and check you in, you would think that was old school. Our expectations have shifted, and we believe hotel guests are only just starting that shift too…!”
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Terry Woods Joins Aramark as Commercial Director, Food Business in Ireland Aramark, Ireland’s leading foodservice and workplace solutions provider, has announced the appointment of Terry Woods as Commercial Director for its food business in Ireland. The appointment strengthens the organisation’s growth and remobilisation plans and will see Terry responsible for growing Aramark’s food business and client portfolio across the island. This is a newly created position within the organisation combining both new business development as well as building on existing client needs. Terry has a strong record with over 25 years’ experience in the food industry in Ireland. He has had an impressive career, having previously occupied senior roles at companies including Compass Group, Baxter Storey, and Mount Charles. Commenting on his appointment Terry said: ‘I’ve watched Aramark closely over the last few years, so I am delighted to be joining such dynamic sales and operations teams. I’m focused on supporting our clients, business partners and potential clients to ensure that we have the most innovative market strategies to take this business to the next level. Shane Flynn, Managing Director for Aramark Ireland commented: ‘I am delighted to welcome someone of Terry’s caliber and experience to Aramark. This is a key appointment at a crucial time as we continue to set new and even more ambitious growth targets for the coming months and years. Terry will play a crucial role in winning new business as well as building and fostering relationship with our existing clients.’
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7 Principles for Developing a Great People Strategy Most organisations have a business strategy that relies on the skills and capabilities of their people to be realised, but do they have a people strategy in place? If people are our greatest asset, then we must ensure they are retained, engaged, developing, and invested in the success of the company. If we want to reach our goals as a business, we need to create a culture that enables success. In this article, we will help you get started on developing your own people strategy with these 7 principles. 1. Link your People Strategy with your Business Strategy Your business strategy is your roadmap, and it is your people who will get you to your destination. Should you have a business model that relies on high levels of innovation, building a people strategy that encourages ownership and involvement in personal development is vital. If customer experience is the priority, quality of hires, customer service training and performance tracking will be key. Your people strategy then should be developed to match the needs of the business as it strives to reach its objectives. 2. Determine What You Want to Accomplish What kind of culture do you want to create? What programmes, policies and frameworks will support the business in reaching its goals? The responses to these questions should inform your people strategy, and your people strategy should support your overarching business strategy. Draw on leadership perspectives or employee survey data to identify the key areas you will focus on. Examples could include development, wellness, communication, and other areas which contribute to the employee experience and company success. Work to develop tangible actions rather than ideals. 3. Decide How You Will Track Your Progress A good strategy should involve measurements of success. Should your people strategy involve internal communication, you will want to ensure you are tracking the reach of your messaging. If development is a priority, you will need to establish meaningful performance metrics. Remember, while we want to support our people, we also need a return on our investment for the strategy to be sustainable. Measuring the efficacy of your initiatives ensures the business and its employees are truly benefiting from the resources available. 4. Create Upward Communication Opportunities In a high-trust organisation, employees are more likely to offer genuine, constructive feedback. Create avenues for employees to offer insights on your proposed strategy. This could involve surveys, focus groups or 1:1’s, just ensure you gather a broad range of perspectives. Feedback from the people at the centre of the strategy can help identify potential issues or inclusions which could enhance your programmes. Seeking feedback early also ensures staff will feel they have played an active part in shaping the strategy and will be more likely to engage with it. 20
4. Create Upward Communication Opportunities In a high-trust organisation, employees are more likely to offer genuine, constructive feedback. Create avenues for employees to offer insights on your proposed strategy. This could involve surveys, focus groups or 1:1’s, just ensure you gather a broad range of perspectives. Feedback from the people at the centre of the strategy can help identify potential issues or inclusions which could enhance your programmes. Seeking feedback early also ensures staff will feel they have played an active part in shaping the strategy and will be more likely to engage with it. 5. Enlist Your Champions In our experience, employee’s relish opportunities to get involved. Enlist the help of an individual or team who can champion the associated programmes related to components of your strategy. Some organisations find enlisting future leaders in this area supports their development. This will likely be a necessary approach if you are working in a small organisation, with few resources to spare. Before you commit to launching any new initiative, ensure it is achievable with few resources available to you, sustainability is key. 6. Develop an Internal Communication Plan Whatever strategy you determine, you will need to develop an internal communication plan to share it with the group. Rather than simply relay the components of your people strategy, take efforts to include explanations for each element. An informed workforce is an engaged workforce. Create visuals that illustrate your strategy and give an informative presentation at an upcoming town hall. You can also utilise videos, your newsletter or any other widely used communication tool. The more channels you communicate through, the more visible your strategy is. 7. Review, Review, Review Because you have been tracking the progress of your people strategy pillars, you will be able to gauge what is and isn’t working. You can also return to your feedback channels with your data to gather perspectives on the potential causes and remedies for the issues. The need to reconsider and change a strategy doesn’t imply failure, a willingness to learn and adapt is what will contribute to the success of your business. Set a time where you will review the progress of your strategy and be honest about what is and isn’t benefiting the organisation. Looking for a tried and tested measure to get to the heart of your employee’s experiences? We are here to help. Our Trust Index© Survey Employee Survey can provide you with deep insight and our team can help your organisation translate your new knowledge into bottom-line improvements. To find out more about how we can help you reach your goals, get in touch with our team today. Contact us 21
Core Optimisation to head up FáilteIreland’s transformational ‘Digital that Delivers’ programme. €6m investment to benefit 1,350 visitor experiences Core Optimisation are pleased to announce its appointment by Fáilte Ireland to Project Manager and deliver… ‘Digital that Delivers’, the ground breaking digital transformation and training project for over 1,350 visitor experiences throughout Ireland. The appointment is the result of a competitive tender process and is a testament to Core Optimisation’s standing as one of Ireland’s leading agencies in the digital tourism marketing arena. Core Optimisation will act as the lead agency in a consortium that includes destination marketing and place branding experts, CT Consults and technical digital experts, Razor Social. The group will work with Irish visitor attractions and tourism businesses to ensure they have the right digital tools and capabilities in place to optimise their product offer and bookability for potential customers. Welcoming the appointment, Caroline Dunlea, Chief Executive & Co Founder, Core Optimisation, explained, “We are delighted that Fáilte Ireland have put their trust in us for this flagship project and we are privileged to become an integral player in the digital transformation of Ireland’s tourism product. Core has been a strategic partner of choice within the tourism and hospitality industry domestically and in the UK since our inception in 2015. It is the team we have crafted and the practical experience of delivering quantifiable results, mentoring and advice to numerous clients, that positions us so well to deliver on this project for Failte Ireland and the participants.” ‘Digital that Delivers‘ forms part of an initial €6m investment by Fáilte Ireland that will better enable customers to discover and book Irish experiences and accommodation through the channels that are most convenient for them and that offer the best value. By providing specialist digital training for tourism providers, it aims to help the Irish tourism to respond better and address the needs and expectations of today’s visitors — both domestic and international. Core Optimisation is based in Shannon, Co Clare and was founded in 2015 by Caroline Dunlea and David Brett. It has quickly become one of Ireland’s leading Digital Transformation agencies, focusing on digital transformation strategy, SEO, PPC, paid social and conversion optimisation.
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Bookassist Booking Engine is 21 Years Young! Time flies. It’s hard to believe that we’ve reached 21 years since the very first booking recorded on Bookassist Booking Engine technology. After going live with our first hotel on August 8, 2000, we received the first booking late on the evening of August 11, 2000 – after 3 days of wondering nervously if there was indeed anyone out there on the internet looking for a hotel to book! We are very proud to have played a part over the last two decades in pushing the hotel sector forward towards less dependence on intermediaries and stronger direct business. → FULL ARTICLE
Aquapalace Hotel celebrates 12th year with Bookassist It’s celebrations all around as Bookassist and Aquapalace hotel in Czech Republic mark their long and successful relationship. Aquapalace hotel started working with Bookassist in 2009 when their direct booking levels were less than 5%. Jump forward 12 years to 2021 and that figure has grown over 400%. Intense collaboration between the team at Aquapalace and Bookassist’s local team in Prague together with support from Bookassist’s International team have led the hotel to record direct booking results, regularly exceeding 50%. → FULL ARTICLE
Meta Vs Search PPC – Why you need to be doing both! The recent check-in date update by Google Hotel Ads should leave hotels in no doubt that they should be engaging directly with Metasearch. But, hotels should not underestimate the power of Search PPC - They need to be doing both. → FULL ARTICLE 23
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Click here to learn more.
Last week Fáilte Ireland launched a new recruitment marketing and awareness campaign celebrating the heartbeat of the industry – its people. #BeThePulse This campaign will also work to promote positive messages about working in the industry. As well as advertising and press, the campaign will include a toolkit to help businesses promote vacancies to a wider pool of candidates, along with a social media recruitment campaign that businesses can be part of. Download toolkit here: Tourism Careers Industry Toolkit | Sales and Marketing | Business Supports Hub | COVID-19 Support Hub | Fáilte Ireland (failteireland.ie) The campaign also includes a national radio ad, press advertorial and targeted sponsored social media content on multiple consumer channels running through September. To ensure we reach the maximum amount of business, we ask that you share the toolkit on your own corporate channels: You will see our LinkedIn post here: https://www.linkedin.com/posts/failteireland_bethepulse-activity-6835849275423948800-OnaI And twitter: https://twitter.com/Failte_Ireland/status/1431166089828896773 Pathways to Work To ensure our industry is best informed about this potential recruitment channel from the Department of Social Protection Fáilte Ireland, on behalf of the COG, provided an information webinar on the Pathways to Work strategy on the 24th August. For businesses who missed the webinar, you can view it here. Please reach out to Michael michael.quinn@failteireland.ie or myself caroline.byrne@failteiralnd.ie if we can assist you.
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