Hello everyone and welcome to Hospitality Marketing the podcast, I am your host Loren Gray and this is episode #255 where each week we spend around 20 to 30 minutes sharing the most interesting tools, news, and techniques being used in marketing for the hospitality industry. We also do a quick recap of our weekly Live Video show “This Week in Hospitality Marketing” which also airs every Friday at 11:30 am Eastern US Time.. SO let’s get started;
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Announcer — Welcome to this week in hospitality Marketing. The podcast Show number 255 with your host Loren Gray.
Hello, everyone. Welcome to hospital Marketing with podcast. I am your host Loren Gray. And this is episode over 255. So each week we spent around 20 to 30 minutes sharing the most interesting tools, news and techniques being used in marking for the hospitality industry. We also do a quick recap of our weekly live video show this week in Hospitality Marketing, which also airs every Friday at 11:30 a.m. A. M Eastern U. S time. So with that, let’s get started on now.
Announcer — Today’s new resource tool
Okay, so our tool for review. This week is an interesting tool that I haven’t mentioned yet, which is always the reason why we do these, but for a meaningful purpose which we’ll get to in our technique a little bit later. And that is happy. Scribe dot co Happy scribe is the trends transit. It transcribes your podcast or videos into boards and text, obviously, and it also does subtitles for you so that you can put them below on your screen when the video plays, you could go back in.
And, Post added, You can go in and modify the words to speak correctly and so the force of reach correctly. It has a lot of great functionalities in relation to both. It also learns from itself, corrects for itself as you correct words that learn that those working to be corrected should they hear its sound like that again, you can put in your own list of words that may sound different for its translation. Persistently So you put the words in, so it translates them persistently. Plus it does it in 119 different languages.
Why is that important? Because that makes it a very international tool to use. Um, actually, 19 plus languages and accents. Um, it does it very expeditiously. And for usability, cause transcribing is to be honest with painful um, and you go through and you have to make all these corrections. It takes half much time to transcribe. As it is, the recording itself added to the time of the recording as you play it back to correct for the errors in the transcription. If anybody’s been relying on YouTube’s transcriptions or Facebook’s transcriptions.
Or you’ve seen a either of those two working autonomously that when a Facebook video is playing and is trying to transcribe it for you, it’s almost comical. Toe watch the attempts of transcription, its interpretation of words the way thinks it’s being said versus the words that were actually being used. And because of that, it makes it almost useless in the world out because it’s still not good enough. Yet in most terms, you get what you pay for, so to speak when it comes to free. Facebook and YouTube do.
Ah, very admirable job of this. I think YouTube is much more functional, usable than Facebook is. It allows you to timestamp stuff as it goes through, pausing and replaying back and so forth. And so does happy scrapped. When it comes to it, um, it makes it where it takes a lot of time. With this, it’s one more accurate, happy Scrappy is more accurate than the two I just mentioned, and it also allows form or greater efficiency that once you start transcribing for certain terms and words and you use the same terms and words like we do in our podcast quite regularly, Like my name or what have you it if you corrected once it stays corrected.
If you need to add words because they never get interpretive, regardless of whether you keep putting corrected, then you can add it to a short list that it gets used in its interpretation. So if it sees it similar sounds, it’s similar to what you said this word should be. Then it fixes that as well. So it makes it very handy tool that looms for himself and gets better for itself. And it also handles unlimited size. We take that and use it for our live show to transcribe it.
And we also use it for the podcast as well to transcribe it. And that will bring us actually to the next part of our podcast, which is our technique this week.
Announcer — Now for this week’s hospitality technique.
So our technique weakest a technique this week is focused on the statement. No one is left behind how to help special needs travelers. Okay, I’m gonna put the dots together here. Why am I talking about a transcription software? And yet I’m not talking about special needs for travelers. Well, because in this time that we’re in.
We have talked about the need to communicate with our guests on content that they need to understand is available to them. How we operate our protocols of cleanliness, what we’re doing for cleanliness, what is around us that’s open. That would be benefit to them to know restaurants, times, hours. How do they deliver services? It Dine-in delivery, take out, pick up whatever it is knowing those things and knowing their proximity of the hotel, knowing what you’re doing for your pool. Answering questions about what’s open, what’s not open, what do your amenities if they’re available, Open or not, Open events, destination things around you.
All this information for them to make a informed decision. The unfortunate aspect is, is we have a segment of our travel population that may need to travel now or has reason to travel now or wants to travel now that they have limitations as to getting that information in the current former that we’re providing it. If you are visually impaired, a video about your product, it doesn’t resonate Well, obviously they can hear the audio of the video which will help in that guy. Guys which is beneficial. But I wonder if you are hearing impaired and you can see what the video is doing.
And you may do your best attempt, as most of those that are hearing appear do on lip reading and what have you. But we’re not using sign language in our videos or anything like this. So subtitles become very important at that point, because if we have accurate subtitles to our videos that even though they see the visualization, it helps when you can read it. Because then at that point you’re for understanding the full context of the video message, not just what you can interpret from the limitations of what just being video is, uh, this goes a great way for that.
Obviously, we have considerations on special needs travelers that you need to include in your content. There are medical requirements. Do you have a portable fridges that could be put into if it doesn’t already have a fridge in your room for insulin care? Do you have how many rooms and what types of rooms for the idea? Compliance is to, you know, visual representations of fire alarms and so forth that can need to be conveyed to the guests for those who are motor impaired, where they may not be able to expedite the building in some way.
What is it that they need to understand about, uh, the safety protocols in the hotel during that circumstance? Should they need assistance, or should they need to evacuate, or what have you increasing that information for them? And now they may not be impaired in other ways. But all this context that content needs to be inclusive, not exclusive. It has to be shared and used in a way that’s beneficial to everybody. Questions to ask. Do you have a Braille format? And, of course, is that information still up to date you may have Braille may use may have Braille information you have maybe Obama a Braille infamy, introductions and so forth.
Obviously, they have to touch it to use it. Letting people know that you’re keeping that clean has been official. You can’t laminate it. You need to make sure it’s clean, and if you can’t keep it clean, you need more copies of it. And is the information being portrayed in that document still accurate? You don’t want to have to have somebody used that and then have to begin to list the exceptions of its accuracy. These are all things, these all things that you should be including into your total broad spectrum, guest service centric thought process, making sure that these air available usable, safe, clean.
So happy scribe as a translation software as a subtitle creator helps you that, as you know, I’ve been an advocate of creating this videos for education awareness, knowledge of people’s travels, questions and concerns as an augmentation to that that you have proper, accurate subtitles in your videos that are helpful to the user and the reader. Now you know that we have talked about Translation Software’s Laura was one. There are others, but we refer to allure in one of our earlier podcast, where, uh, you can then take an accurate English translation and they put it in other languages, and those other languages would be available on your video so that if I need to read it in Spanish or see it in Spanish, if there were, I could do so and again with same limitations off and it goes back to how many filters can you create?
And by a Dutch speaking, uh, hearing impaired person needing to travel to a mid scale brand hotel and a tertiary market that needs refrigerators for my insulin. Keira Swell. You should have an answer. They should be able to find an answer. And not just because they call you and have to ask. And even so, does your front desk even know? How do you front desk handle those that have special needs when the travel, How do they explain to people what to be considered off when they get there?
Are they going to be able to guide the person from wherever they’re coming from to where they need to be? And once there, how did they get in? What did they do? Picture would be when we have this entrance requirement that you have to be let into a building and you’re visually impaired, you walk up to where you think is the proximity of the door. The door does not open, but if you ever weren’t instructed that there’s a buzzer somewhere that you’re supposed to push, and the person behind the front desk may not visually see the front door to know somebody’s there.
How do you solve that now have a seat in the front. The person that’s trying to get into the hotel has to call the hotel and say, I’m at your front door. Why can’t I get in? They should know that the door has an entrance way that has to be buzzed in. If so, how do you buzz in? Where is that buzzer? Is there a way for me to know that the front desk and I can’t see the front door? There’s so much information of these we share to make it a guest centered experience so that you’re not creating these hurdles for people that have these needs.
Add that to the augmentation as we are afraid. A compliance if you’re ramp into the hotel is not your main entrance because you don’t have a sufficient capability of having a properly elevated ramp to go to your front door, and there’s an other entrance to that. Are you conveying that in your content? Are you sharing that in the way that it could be discovered and used? Of course it should be on your website and of course it should be on your 80 compliance content of your website. But It should also be in the context of the content that you’re sharing.
And for that reason, with the other exceptions of whether there’s other impairments that are under consideration, that person should be able to get into a former that they can understand where there is visually, audibly or in written text. And those are important elements to this, and it should be in the language that’s comfortable for them. We should reduce any hurdle that’s in front of anyone to make sure that nobody is left behind and the context of what we can share. So that’s why our technique of this week is that no one is left behind, how to help special needs travelers.
And that is what I want to admit about with the Happy Scribe translation software.
Announcer — now this week’s hospitality news that you should know.
So news and show review. Uh, lots of fun we actually had is an impromptu late guest. Was Ricardo Salsa from OTAInsights now for anybody that is a revenue manager and for well informed marketer, OT insides has turned into a very valuable tool. Ah, very competitive tools were used to be Smith Travel reports. Star Reports Very valuable tool beyond Smith Travel reports a very valuable tool for data of the market where Smith travel tends to reflect upon who you are competing against as you see it.
Okay, insights allows you to do that, plus all the market demand, market sensitivities, cycles, rape relationships between those people that you select very robust platform. Very useful platform for revenue Managers and marketers like to understand the ebbs and flows of demand and competitive Really reaction to that, Uh, Carter brought in the fact that they have upped their game, so to speak, by including other information with AP, eyes associated with airlift and additional data for demand to the market s. So you get a better sense of where the demand is coming from, where the demand is more focused to geographically and then also the means that people are looking at to come into your market via travel purpose, which is the airlift in airlines and so forth.
Lots of interesting data on the first of the year that he was with us for the 1st 45 minutes, giving some great screen examples as to where how this data looks like what it looks like, how it’s to be used, where they are still going to with what they want to do and how they want to get it done. Some really cool stuff about that with me as co host was Mr Ever seen honors from flip to Mr Stuart Butler from Fuel Travel. Adele Gutman from the library collection. Good.
Been sorry. Lily McCrimmon from T CRM services and things up enterprises. Then there was Tristan Hayward. And also no, Ben didn’t join us. I’m sorry, Tristen. Tristen was ill. The representation from three and six also was Griffin Sandberg from screen up. And then there was Mr Tim Peter from Computer Associates, Dean Smith with Medicine Marketing and Tammy Carlo with most own Internet. So we had a really good mix blend conversations. I wasn’t actually on the whole show this time, unfortunately, was going through my rehabilitation cycle of just the day before having knee surgery.
So I bowed out relatively early, concerned that I was probably gonna be good contributor give, given the drugs that I was still working with. So they pretty much ran the show and has some very fascinating dialogue from the list that Mr Robert Cole provides us each week from Rock Shida. If you would ever like to get that well curated list of topics and content that is relevant to just that week, you can go to bed. Li bi i t dot l y ford slash rock shida all over case, and you can send it for free and get the same list that we get, which is, Ah, really informative, insightful ISS with a lot of great insights to it.
So I do want to pick up one highlight to the conversation that didn’t get discussed in the live show but his relevant to a current circumstances right now. And that is on article that came out of hotel news now, and the article’s title was how the Cove in 19 Crisis could change independent hotels. And the reason why I picked this one out of the list that Robert had given us is that it was reflective of a lot of things that we say are issues that we have right now, in addition to opportunities that we have right now.
They interviewed several prominent independent hotel use in this article by Sean McCracken Uh, and it was nothing earth shattering, I should say. But Maura, informational in some of the ways that we should look at is from a nen found hotel. Your perspective, The reality of it is that brand has failed. And I’m sorry if you’re being of your brand person, listen to this podcast or whatever. We happy to have you on the show and argue your point. But as a first hand representation of the frustration from clients that I have that are branded, you have really let everyone down, any, all the brains.
You have nobody sitting on the phone on the other end. You’ve never seen me on the desk on the other end. You are closing the door as to what hotel brand hotels could do for themselves. You can’t even update your own website on the mother ship with a big red sign that says, Do take over 19. We have nobody on this side to help you, or if it is, it’s gonna be a long time to get back to you. It takes forever to get new codes put in for promotions because there’s so few people doing it on your side.
You kept your top in managers who don’t know how to do this. You like all the people that actually do the work? Uh, you only worried about the self preservation of brand identity. You don’t do anything about the hotels themselves. It’s an interesting fallout. And I may sound bitter to this because I feel that it has been a huge lost opportunity of your brands that could have really risen to a high level of of success Had they dedicated themselves beyond what the bottom line represents. Had they truly stepped forward and become that partner that they say they are to their hotel ownerships.
They could have truly resonated as being the leader in the industry. Instead, they’ve fallen into a distance. Whatever they were. Ah, I see huge opportunities coming toe our market into that. And this is why I picked this article out. Independent hotels have nimbleness. They have capabilities beyond what brand can even do for themselves, the brands, or even limiting what the brand hotels can do for themselves, shutting doors and closing down opportunities for them and telling them not even to do certain things. They have no serum capable, no email capabilities, and there even being told to distance themselves from social media.
How backwards could that be? I mean, literally find another nail to the coffin because I think there’s none left to me. Independent hotels. We don’t have to worry about brand fees, loyalty costs. Uh, we can change on a dime. What we want to do. Um, we have the ability to go over and and make decisions and affect our own abilities to fulfill those decisions. We can do so much, Um, and this is the opportunity for us to take that on. This is the chance for us to objectively redefine how we put ourselves in presence to the hotel and the key element.
The lead that I hear resident through this article, over and over identify what you’re doing, validate the consistency of what you’re doing, and B is guest centric in your communications as you can be. Being sensitive to whatever the guest at that time is most concerned with, and being at this moment that cleanliness and security and safeties insistent and protocols that you’re putting into place to ensure that the guest is being taken care of safely a lot as well along the zoo team. So the article itself was very much about the adaptability, flexibility, capabilities of independent hotels and the ability for them to basically turn on a dime when it comes to what needs to get done.
So there you have it. That is our news and show review this week. Remember, you can find us on Google Play Apple iTunes I heart radio soundcloud stitchers, Spotify, Pandora tuned in podcast breakers a cow. But the list goes on over 38 platforms and county, to be exact. We’re even on Amazon. Alexa, who will assisted in Serie, just asked to play the hospitality marketing podcast. And no matter which one you use. If you like the show, please rate us and leave a comment that will help others find their content as well.
Also, this your first time hearing s. You, of course, can subscribe to our show on the platform that you found us on on foreign archive of all previous podcasts, you go to hospitality digital marketing dot com four slash podcasts. And don’t forget our live video talk show that you can join and participate in every Friday at 11:30 a.m. Eastern called this week in hospitality marketing, the live show and that for that, and it’s archive shows you goes to hospitality, digital marketing dot com four slash live, And there you get to see links to all of our shows for over the past six years.
Thank you is always for the privilege of your time and with a forward to talking to you next week. You have been listening to this week in Hospitality Marketing the Podcast show 255 brought to you by hospitality, digital marketing and support of the HSMAI, the Hospitality Sales and Marketing Association. International rights reserved copyright 2020.