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   2006 S. California Lodging Forecast
Speaker: Bruce Baltin, Sr. VP - PKF Consulting Date: Jan 17, 2006 Time: 11:30 AM - 1:30 PM Location: Sheraton - Downtown Luncheon Program Date: Feb 21, 2006 Topic: TBA Speaker: TBA  Tuesday, January 17, 2006 "2006 Southern California Lodging Forecast" Presented by Bruce Baltin, Sr. Vice President Join us as Bruce Baltin presents PKF Consultings' 2006 Southern California Lodging Forecast. Bruce Baltin will again enlighten us with a "Market by Market" analysis as he covers all areas of the Southern California lodging market in this once-a-year standing room only presentation. We would like to extend a very special thank you to the organizations below who donated gifts for our holiday party silent auction fundraiser last month. As a result of their generosity, the auction raised $1,200. In addition, the HSMAI Los Angeles Board voted unanimously to donate an additional $800, bringing the total to $2,000! These funds will be donated to the HSMAI Gulf South Chapter in Biloxi Mississippi, which was devastated by Hurricane Katrina. Thanks again for your generosity!
 Julie Francis
Belamar Hotel Devin Lewis Universal Hilton Liane Haynes-Smith Meridien Beverly Hills Scott Pickard Coast Long Beach Hotel 
Cynthia Schnabel How did you hear about HSMAI? Why did you join HSMAI? Job Duties: Other organizations I'm involved in: The woman who runs it is in Orange County, so we mostly are down there. But soon hope to work with Children’s Hospital here in Los Angeles. Hobbies and/or Special Interests: Tell us about your family: Other Comments: 
FEATURED ARTICLE  Grow
Your Business Through Superior Customer Experiences | by D. Randall Brandt
and Rodger Stotz | Maritz IncYour customers experience your brand every day, with every transaction made at your retail units. With so many options available to the customer, their experience with your front line is a powerful differentiator. Yet how do you make sure your customer's experience at every opportunity is one that will generate growth? Listen to your customers, listen to your employees, and align those customer desires with employee actions through a powerful integrated approach that: ECONOMIC INSIGHTS  Condo
Hotel Development is Booming | Lodging Econometrics Reports14 December 2005 | Lodging Econometrics (LE), the real estate authority for the lodging industry, released its first Development Forecast for three important specialty sectors of the lodging industry - Timeshare development, Condo Hotels, and for Hotels developing Private Residences. Weekly
U.S. Lodging Performance Dec 04 2005 - Dec 10 2005 | Smith Travel
research15 December 2005 | Wednesday 7 December 2005 | Smith Travel Research (STR) is the recognized leader in providing accurate, actionable information and analysis to the lodging industry. Since 1985, the company has served the industry operating on the key principals of integrity, confidentiality and customer service. STR provides timely information and analysis to all major North American hotel chains and a growing number of chains in Europe and Asia. LE's
2006 Supply Side Forecast For Canada Calls For 60 Newly Constructed Hotels
With 5,854 Rooms To Open28 November 2005 | Lodging Econometrics (LE), the Industry Authority for Hotel Real Estate, released its annual Supply Side Forecast for the Canadian Lodging Industry indicating that sixty newly constructed hotels will open in 2006 having 5,854 rooms. Gen-x's And O's |
Two Groups With Differing Demands | denverpost.com7 December 2005 | Tourism-industry officials are strategizing on how best to appeal to Generation X'ers and baby boomers, two groups with differing demands. The American travel industry is staring at a generational divide. On one side are the deep-pocketed baby boomers, with more money and free time than ever. On the other are the burgeoning Generation X'ers, whose oldest members turned 40 this year and who increasingly are asserting their buying power. HOTEL HIGHLIGHTS & OPENINGS Courtyard
by Marriott Reaches 100,000-Room Milestone With Opening of 218-Room Hotel
in Moscow15 December 2005 | WASHINGTON, Courtyard by Marriott, Marriott International's (NYSE:MAR) moderately-priced lodging brand, reached the 100,000-room milestone today as the 218-room Courtyard by Marriott Moscow City Center opened within a 10-minute walk from the Kremlin. It is the first Courtyard by Marriott hotel in Russia. Get
your property... TAG Approved® | Join over 700 hotels, resorts and inns
worldwide in the industry’s fastest-growing gay and lesbian hospitality
marketing initiative14 December 2005 | You certainly don’t need to be known as a “gay hotel” to participate. In fact, most are “mainstream,” branded properties. Have a look at the directory and see who else is involved: www.tagapproved.com. Checking
Out and Into... Condo Hotels | businessweek.com14 December 2005 | You buy a room and building management rents it out whenever you're not around. A sound investment? Well, that remains to be seen. When Keith and Kimberly Hartke heard that the Fontainebleau Resort in Miami Beach was building a new condominium tower, they were ready to buy, quickly plunking down $600,000 for a 1,000-square-foot one-bedroom unit. Keith had vacationed at the hotel as a child and returned as a newlywed with Kimberly years later. 'Budget'
hotel rooms go for $370 in NYC | usatoday.com14 December 2005 | Cost-conscious visitors to the Big Apple who favor budget hotel chains are in for a rude wake-up call this holiday season: a $330-a-night Super 8. That's what some people checking out of the chain's Times Square hotel Thursday paid to spend the night. The rate for Thursday night hit $370 — even when booked a month ahead of time — before a raft of last-minute cancellations drove it down. Hotels
Increase Amenities for Guests as Room Rates Rise | PricewaterhouseCoopers
Reports14 December 2005 | According to a recent analysis by PricewaterhouseCoopers, guests at hotels across the country are now greeted by an myriad of new amenities ranging from increased choices for methods of checkout to higher quality bath amenities and in-room exercise equipment. Hotels are adding amenities to achieve incremental revenues and to respond to increases consumer expectations. FEATURED MULTIMEDIA  IH&RA
Annual Congress 2005 | Five Forces Shaping The Lodging Industry |
Presentation by Peter YesawichPresentation made at IH&RA 42nd Annual Congress | Beijing October 2005. Peter Yesawich is Chairman and CEO of Yesawich, Pepperdine, Brown & Russell (YPB&R), is recognized as one of America's foremost travel, tourism, and leisure industry marketers. He oversees America's most prominent marketing, advertising, and public relations agency in the travel and hospitality marketing industry. He is a frequent commentator on travel trends in national news outlets, including The New York Times, The Wall Street Journal, USA Today, The International Herald Tribune as well as national cable television and radio networks. INTERNATIONAL BDO
Reports French Hotel Performance For October 200513 December 2005 | While regional hotel performances are improving for all categories (+0.9% for 3 star hotels, to +6.1% for 4 star hotels) the Parisian hotel industry is generally in decline. RevPAR is decreasing for all the categories of Parisian hotels, even for the categories, like 'Palaces' or 'Deluxe' hotels, which have tended to grow in he recent past . Frankfurt,
Amsterdam and London YTD Hotel Performance | November 2005 Update | The
Bench13 December 2005 | The Bench (www.thebench.com) is the first benchmark initiative held entirely on-line and in real time, giving it unparalleled speed in bringing information to the market place. The Bench has now over 1,300 hotels in 59 destinations across Europe, Asia and the Middle East, comparing over 250,000 room nights every day. HVS
Asia Pacific Newsletter - Week Ending 2 December 200511 December 2005 | Melbourne is preparing for its biggest sporting event and its biggest party in its history. It is only 15 weeks to go before Australia hosts 4500 athletes from 71 nations and final preparations are underway for this once in a lifetime event. The Games will take place from 15 to 26 March 2006. Asia-Pacific
Travel Growth Set To Surpass Industry Average6 December 2005 | Another record year for travel; Asia-Pacific on track for 9% growth TRAVEL INTERNET MARKETING FOCUS ROI
For Online Advertising Touted At HSMAI Travel Internet Marketing Strategy
Conference15 December 2005 | MCLEAN, VA | With predictions that online advertising will grow to $18,9 billion by 2010 and assertions that the ROI for online advertising is second only to direct marketing, attendees to the recent Hospitality Sales and Marketing Association International (HSMAI) Travel Internet Marketing Strategy Conference. PhoCusWright
Executive Conference, A Summary Review13 December 2005 | Will the elephant in the room help disintermediate the disintermediaries? What really is a click farmer? Is the skipper a commoditizer? The answers to such questions were, well, opaque, but clarity ruled the dialog at The PhoCusWright Executive Conference in Orlando, Fla., Nov. 14-15. SideStep
Adds RSS Feeds and Hotel Reviews14 December 2005 | SANTA CLARA, Calif., SideStep, the traveler's search engine, today announced the addition of two key features: RSS feeds of current travel deals and consumer-generated hotel reviews. These new features further extend SideStep's ability to help travelers find and book the best travel options. Cendant
Corporation Announces Updated Earnings Projections and Steps to Address
Challenges at Travel Distribution Business13 December 2005 | NEW YORK, Cendant Corporation (NYSE:CD) today announced an update to its financial projections that reflects continuing challenges at its Travel Distribution Services (TDS) division. The Company also announced specific actions to address these challenges and said its previously announced plan to separate Cendant into four independent, publicly traded, pure-play companies remains on track, with certain modifications. Cendant's Chairman and CEO, The
OpenTravel™ Alliance Publishes Specification Version 2005B11 December 2005 | December 9, The OpenTravel™Alliance (OTA), the travel industry’s leading specifications publication organization, has published its 2005B specifications. Included in these specifications are XML-based messages for hotels, car rental companies, cruise lines and travel integrators that are critical to both efficient operations and enhanced travelers’ experiences. FEATURED DOCUMENT DOWNLOAD  Country Brand Index
2005Insights, Findings and Country Rankings. As a forward-thinking global brand consultancy, FutureBrand has helped an array of countries and destinations build strong brands. But while we see some countries making tremendous strides in the area of branding, the category as a whole is under-developed and under-performing. Having spent countless hours interviewing consumers, business travelers, meeting planners, government of?cials and agencies, travel professionals, analysts and associations, we have acquired a unique perspective on the world of country branding.
REVENUE MANAGEMENT FOCUS Hotels
Have Rates Down To A Science: Here's The Formula |
latimes.com2 December 2005 | HAVE you tried to bargain with a hotel for a lower room rate lately? If not, get ready for a Kafkaesque experience. It often goes like this: "What's your rate?" you ask the reservations agent. "When are you arriving?" she asks. "When can I get the best rate?" you ask. "I don't know," she replies. "The computer doesn't show that. Point.
Click. Travel. | Meta Search Engines Not Generating A Lot Of Buzz |
boston.com5 December 2005 | Upstart search engines are giving online travel agents a run for their money. But who can find and compare the absolute best deals on flights, hotels, and rental cars - all on one website? No one - yet. The Holy Grail for any traveler is a website that can present the universe of flight, hotel, or rental car options in one place for easy comparison. RESORT MARKETING FOCUS
Abercrombie
& Smooch | By Rick Hendrie15 December 2005 | According to a column in the December 11th Boston Globe, The National Basketball Association is considering ways to tone down the noise at NBA games by testing ‘silent nights. In this scenario, the only noise in the house would be generated from the game and the stands. When told of this, one of the more marketing savvy owners said, “We don’t sell basketball. Guest
Service Scores Drive Anxiety Into the Hearts of Many Hotel Managers | By
Neil Salerno9 December 2005 | Just about every hotel franchise has some sort of guest service rating system in place to collect and measure guest service comments. For years, hotels have relied on the review of guest comments to improve service and monitor the quality of their facilities and services. The
Ultimate In Teamwork; Santa's Team Has It Going On! | By Gene Ference |
HVS International8 December 2005 | Although Santa and his team of reindeer have only to satisfy their "clients" but one day-technically one night-of the year, they need to do it with perfection each and every year! Standardize
the Standards - Unite the Ratings-Enlightenment or Bombast? | By John R.
Hendrie5 December 2005 | The British thrive with continuity and consistency in a most civilized fashion. Their gifts of tradition and protocol delight we off shore Visitors, although some of the more adventuresome may snicker. But, the trains run on time, the Guards change punctually, and tea is served at 4pm. The British relish order and precision. In their Hospitality world, expectations are delivered with few surprises, a claim few other countries can echo. HSMAI
Announces Recipients Of Winthrop W. Grice & Albert E. Koehl Lifetime
Achievement Awards7 December 2005 | MCLEAN, VA | Recognizing individuals who have made significant contributions and lasting impressions on the hospitality and travel industry, the Hospitality Sales & Marketing Association International (HSMAI) announces the recipients of its annual Winthrop W. Grice Award for public relations and the Albert E. Koehl Award for advertising and marketing excellence. HSMAI
Welcomes Senior Hospitality Professionals From More Than A Dozen Countries
To Inaugural ‘Asia Connect’ Event1 December 2005 | MCLEAN, VA | The Hospitality Sales & Marketing Association International (HSMAI), the world’s leading association providing information, networking opportunities and educational resources to the travel, tourism and hospitality industries, held its inaugural Asia Connect 2005 conference for the Asia Pacific region last month and the event proved to be a resounding success. FEATURED EVENTS  HSMAI
Foundation Adrian Awards Silent Auction
1 - 30 January 2006 The
Silent Auction benefits the HSMAI Foundation's Student Scholarship Fund
and industry-related research. Contributors will be recognized in the
Silent Auction Preview distributed to all Adrian Awards Gala attendees on
January 30 at the New York Marriott Marquis. In addition, HSMAI will take
the Silent Auction online for the first time, allowing members from all
over the world to participate and see your contribution.New York, NY  HSMAI
Adrian Awards Gala
30 January 2006 Celebrate the winners of HSMAI’s Adrian Awards for
Advertising, Public Relations and Web Marketing at a special black-tie
dinner and dazzling production. New York, NY  6th
Annual Resort Management Conference
19 - 21 March 2006 Plan now
to attend the 6th Annual Resort Management Conference sponsored by The
University of Denver’s School of Hotel, Restaurant & Tourism
Management, the International Resort Managers Association (IRMA) and the
Hospitality Sales & Marketing Association International (HSMAI), March
19 - 21, 2006, Pinehurst Resort, Pinehurst, NC.Pinehurst, NC  HSMAI's
Affordable Meetings Mid-America 2006
29 - 30 March 2006 HSMAI's
Affordable Meetings® is a unique, FREE trade show and conference for
cost-conscious meeting planners, which takes place annually in three
locations across the country.Chicago, IL All HSMAI
EventsUpcoming
Industry Events
One of the definitive rules of marketing is to focus on your target market; get them in your sights and them BAM! You've got a mighty fine sale to put food on the table. But many businesses would rather blanket the population with mass mailings, operating under the assumption that out of all the recipients, some of them have got to be part of their targeted prospects. Don't assume anything! Increase your chances of reaching the right customers by executing targeted mailings, not mass smotherings. One way to figure out who you should target and what your message should be is to dig through your receipt files for names. Check all kinds of documents, including purchase orders and invoices. With these documents you can determine who is likely to buy from you, where you are making the most money, and what product lines or types of business can be put on the back burner, or eliminated altogether. After classifying which customers are and are not buying from you, tailor letters to fit each group of targeted prospects. You will find that you can execute targeted mailings as often as mass mailings, and your response rate will almost definitely go up.
A signature at the end of every email you send is great, but maybe you want a different one if you compose a reply or forward a message (a shorter one maybe). In Outlook you can do that. To set up a special signature for replies and forwards in Outlook:
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