Sascha Hausmann, CEO, eRevMax/RateTiger

Q: What are the three things you think will happen in the hotel space in 2011?
• Mobile will mature and become even more important 
• Social media will continue to grow, although a few will fail as there is not enough space in the market
• Guest Reviews will receive an even greater recognition by hotels as communities continue to post reviews

Q: What are the three things hotels should invest in the new year?
• Channel Managers
• Guest Review Management Tools
• Wi-Fi Systems

Q: What are your predictions for hotel distribution and marketing next year?
The market will recover well in 2011. Rates will improve but probably not go back to earlier levels yet. In terms of distribution hotels will continue to explore OTA sites but not necessarily increase numbers a lot. We are now seeing hotels update an average of 10 channels, which has been rising every year. Throughout the year we will see hotels change which channels they work with to manage more specific marketing and sales campaigns. As they spend more time online, we will also see a greater emphasis of selling through their own website in order to gain back their direct sales from OTAs. 

In terms of marketing, hotels will continue to investigate social media and review sites. Although the chains are well into it, smaller hotels will still not make significant progress in 2011. 

Q: Which hotel groups are the ones to watch next year, and why?

The larger the hotel groups, the more innovation we are likely to see next year. There have been some brands that have been working specifically on sales distribution and developing its marketing systems infrastructure for the past few years, including channel management and social media – these new strategies we will see implemented in 2011.

The budget hotel market has successfully grasped consumer attention through the economic crisis and expands more rapidly now, particularly across Europe. Next year we will see many more mid-range brands offer exceptional products and unbelievable prices to take a greater share of the market, all that across a much larger distribution mix.

Q: Three important events that happened this year that you think will have significant impact on travel in the future.

Skoosh challenging Rate Parity – should the British authorities really decide in Skoosh favour, then this will truly have a major impact on how we compose rates.

Google’s Acquisition of ITA Software – pricing search and display will definitely change. If I was not convinced when it was announced, I now believe it looking at the movement around fairsearch.org. Have we ever seen more high profile brands get in bed together?

Expedia buying Mobiata – an OTA buying a mobile app development company truly shows that mobile has seriously arrived in travel

Q: Most over-used word of 2010?

Facebook – I personally wish it would go away

Q: Most under-estimated word of 2010?

Guest Reviews – and we will keep using it!

Q: What word/s will disappear from the hotel vocabulary?

Not sure any will disappear but a few will have less buzz … for example traditional package travel

Q: As the year winds to an end, what will you remember most about 2010?
Getting stuck in Orlando for a week because of the ash clouds. It shows us how little influence we have on nature and how quickly we are out of balance. We build airplanes but only one volcano erupting keeps them on the ground.

Q: What are you most looking forward to in 2011? 

2011 is the first year after a worldwide economy. If that is not exciting enough, I am not sure what else is? Besides, I am thrilled by the opportunity Asia brings along. We are now seeing online travel expanding into a region that has the majority of the world’s population. That brings many challenges to traditional online providers but also cries for even more innovation to overcome those… hence why I like the movement of Expedia on Mobiata.

Ric Leutwyler, CEO, Pegasus Solutions

Q: What are the three things you think will happen in the hotel space in 2011?
• Rates will go up
• Increased automation options in the lobbies – check-in/out kiosks, touch-screen concierges, etc.
• Dramatic increase in mobile-based access and use of hotel information – driven by more devices and greatly enhanced usability. 

Q: What are the three things hotels should invest in in the new year?
• CRS & Web site technology (Design/IBE/Search Optimization, Seamless Integration) – those who are left behind will suffer
• Revenue Management (pricing/distribution channel strategy/business intelligence)
• Deferred maintenance from the last three years – expectations will be raised as rates increase.

Q: What are your predictions for hotel distribution and marketing next year?
• Leading edge players will demonstrate how to key in on consumer trends, demands (how they access/use info., preferred methods/platforms for booking, etc.).
• Listen for the thundering footsteps of Google, Apple, and Microsoft. Will they succeed? It’s hard to believe they won’t, but few examples of large “outsiders” being successful entering the travel business.
• Pegasus’ “Shopping NG” will set the stage for transforming the way industry leaders work together.

Q: Which hotel groups are the ones to watch next year, and why?
• Utell Hotels & Resorts – transformation has been underway that will hit the market in 2011.
• Small, innovative companies that resonate with their target audience – through guest experience and engagement.
• The ones that are acquired as further consolidation takes place.

Q: Three important events that happened this year that you think will have significant impact on travel in the future.
• New players in the travel technology arena, I.e. Google’s ITA purchase, Apple’s patent filing
• HP’s decision to leverage Pegasus’ RVNG technology platform for their travel industry solutions
• Cloud computing

Q: Most over-used word of 2010?
‘Great Recession’

Q: Most under-estimated word of 2010?
‘Social media’ – I believe too many people still under-estimate the impact it can and will have. Also, they underestimate the complexities represented by differences around the world.

Q: What word/s will disappear from the hotel vocabulary?
• Rack rate vs. best available rate.
• Sleep Out (already gone) (this is when a guest is allowed to leave stuff in the room, not sleep there, not be charged, and return a day or two later)

Q: As the year winds to an end, what will you remember most about 2010?
Resiliency – I will remember the dedication, the optimism, the fortitude and the flexibility of the people on our team and throughout the industry who showed what it takes to get through challenging times.

Q: What are you most looking forward to in 2011?
What the (new) industry leaders who will show the industry they’ve been working on while everyone else was busy surviving the last two years.

Featured image credit (Summer landscape with green grass, road and clouds): Ockra/iStock