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    Tips for hoteliers

    October 2024

    Black Friday

    Wholesale

    black friday marketing

     As we approach the holiday season, with Black Friday just around the corner and Christmas not far behind, now is the perfect opportunity to enhance your travel marketing materials. Personalising your marketing content is essential for attracting your target audience, especially during one of the busiest commercial times of the year. Luckily, our data-driven search and recommendation tool, Insights, has a unique flyer creation tool which allows you to create bespoke marketing in just a few clicks. In today's fast-paced marketing world, creating custom flyers that highlight your deals or comparing tailored hotels for your clients is essential. With customers becoming increasingly savvy in their travel choices, it's crucial to offer personalised experiences. Research shows that 80% of clients expect a personalised retail experience, making it more important than ever to stay ahead of the game. As a travel provider, you play a crucial role in shaping the traveller's experience. Clients rely on you to provide them with the best rates, hotels, and experiences that align with their needs and budget. This responsibility becomes even more important during peak commercial periods when countless deals are being promoted by various brands. In an era where travellers are increasingly adept at customising their own unique travel experiences through Online Travel Agents (OTAs), for example, it is imperative for your success to provide travel choices that cater not only to their financial constraints but also to their specific preferences - all while being easily accessible at first glance. So read on to discover just how to create personalised Black Friday marketing flyers with Insights.Step One  – Understanding Your ClientStep Two – Artificial Intelligence is Your Friend!Step Three – Make It Personal Step One – Understanding Your ClientThe most important aspect for any travel provider is the ability to offer travel solutions that are tailored to your clients’ needs. This can include the type of holiday they’re looking for, when they’re hoping to travel, and how best to communicate their most suitable options. Insights allows you to translate this knowledge into potential booking options by selecting filters relevant to the client. With Insights you can filter for: Best opportunity – the hotels and resorts most likely to be booked in your marketType of hotel – including top sellers and new hotelsType of traveller – including business, families, and adults-onlyCategory – such as star rating and TripAdvisor rating  Of course, being able to filter for traveller preferences, types of hotels, and the properties you should be taking advantage of to uplift your revenue, also translates to your travel marketing and how you’re communicating any deals or offers with your customers. Different clients will respond positively to different offers, so it’s important that you’re presenting the most enticing deals at the right time, to the right client, in the right way, no matter the stage of the booking journey they're at. With Insights, you’re able to build travel marketing materials with the Custom Flyer Tool which are entirely tailored to your client’s requirements. Insights’ share functionality seamlessly builds flyers fit for distribution with just a few clicks. When plotting your travel marketing or communication strategy for any client, consider how best they’re going to receive information from you, and under which circumstances. This phase of planning is going to play a valuable role in your relationship with the client, as not only should you hope to delight them with your service, but you want to secure the booking – and should aim to become their go-to travel provider for all future trips. Discover more about Insights as the go-to search and recommendation tool here. Step Two – Artificial Intelligence is Your Friend!We recognise that the expertise of travel providers is often derived from their own experience and industry knowledge. And while there will always be a place for your individual knowledge, putting your trust in artificial intelligence can undoubtedly enhance your value as a comprehensive travel provider. Insights is loaded with real-time data which gives you a clear idea of what today’s travellers are booking and what’s competitive in your specific market. By utilising this live global data, you’ll gain access to valuable information that ensures you’re remaining competitive, and taking advantage of opportunities your competitors may not have access to. Depending on the information you’ve already gleaned from your client through varying means and at different stages of their booking journey, you can amend Insights' filters to bring up the most relevant data relating to the customer. Say, for example, you know that your customer is planning to travel from the United States to somewhere in Europe within the next three months. You also know that you’ve got high growth-potential properties in this destination thanks to your top recommended destinations shown on the Insights dashboard. This means that when you click into any of these recommended destinations, which are ranked by their potential for you and your business, you'll be able to not only filter for hotels in this destination that suit your clients perfectly, but also maximise your revenue by selling stays that will benefit you the most in terms of revenue. By adjusting the filters within Insights you’ll be able to see the top recommended that benefit your business, as well as those your clients will prefer – which leads us onto our next step.  Step Three – Make It PersonalNow that you know where your client wants to go (and what offers they’re most receptive to) it’s time to make things personal.  Head to Insights’ dashboard, as a first step. Once you’ve looked through your top recommended destinations, handpicked for their potential growth opportunity for your business, you’ll notice a ‘Create Your Flyer’ sharing option. Click this button, and you can select up to eight hotels you think your client will love.   If we’re to give a top tip, we’d suggest filtering the hotels out further by traveller type, star rating and TripAdvisor rating. You can also accommodate for essential travel preferences like sustainability by using the appropriate filters. After finalising your top choices, you'll see that the 'Create Your Flyer' button now presents you with the option to either download or share the selected hotels. Go ahead and click this to move to the next step. Next, you'll be prompted to choose a format: portrait or landscape. The landscape option provides additional details about each hotel, while the portrait format is ideal for quickly comparing lead photos and key information like price. Once you’ve decided which your client would prefer, click the option, and move on through to the next stage.  Here, we highly recommend incorporating your logo into your travel marketing materials. This allows for a personal touch that clearly shows off your business to your clients. Marketing can often be a significant investment in both time and money, but with Insights, customising your flyer is a simple and cost-effective endeavour. Next, you’ll be asked if you’d like to customise your content. This is a brilliant way to personalise your marketing materials to a specific client, and we’d recommend adding the client’s name to the header to let them know that these choices are far from generic – in fact, they were carefully chosen by you, their go-to travel provider. Implementing personalisation gestures like this can have a significant impact on your relationship with potential customers, with studies showing that up to 72% of consumers prefer responding to personalised marketing messages.  So, if you skipped that stage, revisit step one and customise your headings accordingly. Once you have reviewed your chosen hotels for the final time (adjusting their order or concealing costs as needed), it is time to send out your marketing materials to the client.  So, there you have it! Insights’ personalisation features require minimum effort, but could bring maximum rewards. Take a closer look at the other valuable features of Insights as your new favourite search and recommendation tool!  If you're not already one of our valued travel partners, then make sure you're taking advantage of this time-saving, booking-boosting tool by signing up for free today.
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    October 2024

    Wholesale

    Smart cities are an attractive target for criminals and cyber threat actors to exploit vulnerable systems to steal critical infrastructure data and proprietary information, conduct ransomware operations, or launch destructive cyberattacks. Smart cities may create safer, more efficient, more resilient communities through technological innovation and data-driven decision-making; however, this opportunity also introduces potential vulnerabilities that, if exploited, could impact national security, economic security, public health and safety, and critical infrastructure operations. With the increase in organised cybercrime globally, businesses and organisations are prioritising cybersecurity best practices to protect themselves. As a provider, it is essential to be well-informed in order to address any questions that arise from travellers. What is a Smart City?And how is this linked to tourist safety in-destination? It is important to note that there is not a universal definition or determining factor that categorises a city as 'smart' over another. The maturity of technology and infrastructure play a key role in identifying a smart city. For instance, a city with a well-established and long-standing integration of technology into its infrastructure would be considered smarter than a city with a newly implemented scheme that is just beginning. So when thinking about what makes a smart city, this can refer to communities or settled areas that:Integrate information and communication technology (ICT), community-wide data, and intelligent solutions in order to transform its infrastructure or optimise community decisions, in response to community needs.Connect operational technology (OT) - used in smart cities to monitor, control, and adjust any machines and systems that run a city's infrastructure including traffic lights, smart cars, and smart buildings - with digital networks and apps that collect and analyse data, like Internet of Things (IoT) devices, artificial intelligence (AI), 5G and cloud computing.  Common Cybersecurity Risks in Smart CitiesWhile many risks are not unique to smart cities due to the widespread integration of technology in our daily lives, it is important to acknowledge the specific cybersecurity risks that may arise when visiting destinations known for their advanced technology. These risks should be carefully considered to ensure a safe and enjoyable travel experience. Learn more about common cyber-attacks and their potential impact on travellers by exploring the information provided here. Data Theft, Interception and SurveillanceSmart cities collect large amounts of sensitive data, such as traffic flow, waste management, and facial recognition. This data can be used for identity theft, ransomware, and device hijacking. Certain countries may actively monitor and/or intercept digital communications made by travellers. This can include emails, messages, or any data which is sent via the internet. Privacy BreachesSmart city public safety systems that use AI-powered surveillance technologies may be susceptible to hacking, leading to privacy breaches. When it comes to the process that travellers can take if they do think their privacy has been breached while abroad, here are a few steps that can be taken:  Change passwords/secure devices – depending on the breach, and if it can be mitigated this way.Report any fraudulent activity – when it comes to banking and credit, for example, initiating a ‘fraud alert’ can ensure that your customers’ account is monitored for any future fraudulent activity.Lodge a complaint – with the local data protection agency in-destination. For example, if a traveller is in the European Union (EU), the DPA of the destination they were visting is the main point of contact, even if the company in question processes data in another EU member state.Take legal action against the company or organisation – while it is required that the compromised organisation contacts those involved in a privacy or data breach, individuals can still file an action directly against a company or organisation in court if they have violated data protection rights. Disruption of ServicesSmart cities are constantly striving for greater efficiency, often achieving this through the automation of operations that were once manual. One key example of this is in areas like wastewater management and traffic control systems. However, it is important to note that connecting more components within a system can also lead to potential vulnerabilities, a truth that applies even within the context of smart cities. The integration of multiple separate infrastructure systems into a single network or digital environment increases the potential 'attack surface.' This allows cybercriminals more opportunities to infiltrate the system, exploit weak points, and move across the entire network. As a result, there can be significant disruptions across sectors or operations within the city. This is called a ‘disruption of services’ and when cyberattacks of this type happen, they usually involve critical services like traffic lights, power grids, and water management systems.   For example, cybercriminals may be able to access a local government's Internet of Things sensor network, and from there they can move laterally to access the emergency alert systems if these two systems are interconnected. Or, a cybercriminal could use a distributed denial of services (DDoS) to access and overtake the parking meters within a city, if these are an Internet of Things (IoT) device, rendering them unusable, and then use this system to overtake another system within the city. Malware and SpywareIf travellers are connecting to unfamiliar networks, then they may be more susceptible to malware and spyware being installed without their notice. Devices can be remotely accessed via public networks, and can result in malicious software being installed which can monitor activities, access personal data or damage the device’s system.   Here are some recommendations you can provide to travellers for when they’re in-destination:  Install security software – like anti-virus, anti-malware, and anti-spyware.Use a Virtual Private Network (VPN) – this encrypts user data, helping to protect users while on shared WiFi networks.  Use public WiFi safely – avoiding activities which handle sensitive data like checking online banking or making payments. Connecting through a VPN can help! Use secure apps – only downloading apps from trusted sources/providers can mitigate against accidentally installing malicious software.Back up their data – to another device or to a cloud storage platform before departure.Update their software – keeping operating systems, apps and anti-virus software up to date, and avoid downloading software while away. Unsecure NetworksIn light of informing travellers about the dangers of malicious software, it is equally important to address the issue of unsecure networks. With the widespread use of the Internet of Things (IoT) in various cities globally, the number of unsecure networks available for user connection has risen. Therefore, it is imperative for travellers to be cautious of these potential risks. Public Wi-Fi networks, particularly those offered in hotels, cafes and airports, can be considered hotspots for cyber criminals. Data which is sent or transmitted via these networks can be more easily intercepted and can be potentially used to access sensitive information. Should a traveller not have a SIM card that allows for data roaming or pay-as-you-go data for worldwide destinations, then sometimes using public WiFi is the only choice. In these cases, travellers should use these networks sparingly, turning off their devices ‘auto-join’ function, and avoiding using public WiFi to make transactions.   Supply Chain AttacksWithin a smart city, instances of software or hardware components being hacked within these interconnected are more common than in a community wherein this infrastructure is not as connected.   This is often because of reliance on a third-party vendor to provide and integrate, these hardware and software elements, that connect previously separate systems.   This leaves these very same components vulnerable to attack as a result of this supply chain – either intentionally developed by cybercriminals who may have access to this chain, or through poor security practices. This puts individuals who visit or reside in these communities at a higher risk for:- Data and intellectual property theft- System or network failure due to operational technology availability disruption In the event of a system being breached, cybercriminals could potentially disrupt city infrastructure, compromise or steal sensitive data from emergency service communications, surveillance technology, or utility networks responsible for gas, water, grid, or lighting services. Keeping Travellers Safe Before and After TravelBook their Experiences Before DepartureFor travellers who have a clear plan for their activities at the destination, or are willing to take suggestions, pre-departure booking is the perfect option.  This not only guarantees a better experience for the customer by arranging all their activities at once, but also maximises your revenue. Booking your clients’ experiences alongside their accommodation also means that they won’t have to make these purchases in-destination, which mitigates the risk of becoming vulnerable to data interception while making payments for experiences online during their stay. With Hotelbeds you can choose from:250,000+ hotels and resorts in must-visit global destinations.Over 23,000 tours, activities and experiences in 170+ countries worldwide.A network of 3,500 tour operators.and more! Post-Departure and ReturnWhen it comes to your clients’ personal devices, here are a few tips that you can offer to travellers for them to put into action upon their return:  Encourage travellers to check their devices for interference – running a full malware scan is advisable, as is following any steps to cleaning their devices of any suspicious software.Reset passwords – for all accounts which were accessed during their trip.Report any suspicious activity – especially when it comes to any activity on banking apps or accounts that isn’t recognised! This can be done via a travellers’ unique provider.Remain alert – if any sensitive data is compromised, this can pose a risk to travellers long after their return. Cybercriminals can use any gained information to launch targeted phishing efforts to gather more data, or access financial accounts. Discover more about the most common cyber-attacks here. Many smart cities regularly test for any security vulnerabilities on a regular basis, to help identify and resolve any potential weaknesses. This process includes routine system audits, threat modeling techniques to identify potential risks in simulated environments, and the implementation of intrusion detection and prevention systems to detect suspicious activities. These measures help to proactively address any weaknesses and maintain a secure environment. While cybercrime remains a prevalent threat globally, traveling to destinations with highly interconnected infrastructure can present a diverse range of risks.  One effective method to minimise these risks is to avoid transferring personal information, particularly when conducting online payments during travel. This simple precaution can significantly enhance the safety of travellers and their personal information. Do this by booking any of their in-destination experiences prior to their departure with Hotelbeds, and offer travellers peace of mind while simultaneously increasing your revenue opportunities. 
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    October 2024

    Hotelier

    Some sectors are more vulnerable to cyberattacks than others, and the hospitality industry is one of them. Due to the vast amount of personal and financial data it handles daily, combined with increasing digitalisation, cybercriminals are seizing new opportunities to attack this industry. This landscape demands that hotels improve their cybersecurity measures not only to protect their guests but also to safeguard their business continuity. This article will explore how cybersecurity is currently affecting the hospitality sector as we look forward to 2025, as well as the opinions of experts in the framework of the Cybersecurity Awareness Month.  Cybersecurity Threats to the Hospitality Industry: An Overview  Cybersecurity is becoming an increasingly prominent topic—and for obvious reasons. By 2025, global cybercrime costs are expected to reach $10.5 trillion, a remarkable rise compared to $3 trillion in 2015, reports Cybersecurity Ventures.   Similarly, 60% of hotel cyberattacks by 2025 will be caused by vulnerabilities in connected devices like point-of-sale (POS) terminals and IoT devices. What does this mean? Hotels will need to continuously strengthen their security measures to protect both their guests and their business, as the associated costs—especially regarding reputation loss and customer trust—could soar. In relation to this, Scott Patterson, CEO of The Knox Corps and an expert on cybersecurity best practices, points out that 'there are organisations that, if attacked today, would not survive tomorrow. A breach could lead to bankruptcy, and customers’ financial and confidential information could be at risk.'  This brings us to the next section of this article.  Why Is the Hospitality Industry Particularly Vulnerable to Cyberattacks?To begin with, as Christo Butcher, Global Lead for Threat Intelligence at NCC Group and Fox-IT, explains, 'the travel sector is particularly friendly, making its employees vulnerable to social engineering attacks.' The helpfulness of staff can become an entry point for cyberattacks. 'Additionally, cybersecurity levels in the hospitality industry are often lower than in other sectors', Butcher adds. Apart from these factors, there are other reasons why hotels are an attractive target for cybercriminals, including: Sensitive Personal Data: Hotels store large amounts of information, from passport numbers to credit card details, making this data a lucrative target. Multiple Entry Points: Regarding this point, Scott Patterson states that 'the many access points in this sector make it easier to become compromised. Between email communications, phone calls, third parties, partnerships, websites, and even payments, the travel industry makes itself a prime target for cybercrime.' Third-Party Providers: Hotels often rely on third-party service providers, whose security practices can introduce additional risks. Employee Turnover: The high turnover rate in the hospitality sector can create gaps in cybersecurity training. By 2025, it's estimated that 70% of hotel staff will have access to sensitive data without continuous cybersecurity training, according to the World Economic Forum. Interconnected Systems: The integration of property management systems (PMS) with other platforms increases complexity and attack potential. Considering all this, the more knowledge we have about potential attacks, the better prepared the sector will be. This principle is also supported by Paula Felstead, our Chief Tech, Data and M&A Officer at Hotelbeds: 'In an increasingly interconnected world, it's essential to champion awareness and collaboration around cybersecurity, empowering everyone to not just react to threats but to proactively work together.' Examples of Cyberattacks on Hotels and How to Prevent ThemThere is no doubt that the hospitality industry faces many challenges when it comes to cybersecurity. This happens more often than we might think, and it’s important to talk about it to understand what new threats for hotels exist, what tactics cybercriminals are using and, most importantly, what solutions are effective. As Christo Butcher points out, 'While companies may be reluctant to admit they’ve been victims of cyberattacks, sharing their experiences, especially the technical details of the attacks, with trusted authorities like Fox-IT and NCC Group is crucial. Anonymous reporting helps the travel sector build stronger defences by learning from collective experiences, rather than keeping mistakes to themselves.' Looking ahead to 2025, here are some of the biggest challenges in the hospitality industry when it comes to cybersecurity for hotels: 1. Social EngineeringSocial engineering exploits the hospitality sector's customer service mindset, manipulating situations to benefit cybercriminals at the expense of targeted businesses. Social engineering exploits human psychology rather than technical vulnerabilities. Email Phishing: Deceptive emails designed to steal credentials.Spear Phishing: Attacks targeting specific individuals.Voice Phishing (Vishing): Fraudulent phone calls to extract confidential information.  Prevention:Continuous staff training on identifying threats.Implementing multi-factor authentication (MFA) to protect systems. 2. Supply Chain AttacksThe integrations between hotel systems and external suppliers are frequently targeted in cyberattacks. A weak point in an API can compromise the entire network. Prevention:Active monitoring of connected endpoints.Regular updates and strict access controls for external systems. 3. RansomwareThis type of attack involves locking down critical systems until a ransom is paid. These attacks are expected to rise significantly in the coming years, especially if adequate security solutions are not implemented. Prevention:Use endpoint detection software.Regular backups and staff education on safe practices. 4. Internet of Things (IoT)The growing use of IoT devices in hotels, such as smart locks and climate control systems, increases vulnerabilities. Many IoT devices connect to the network without robust security. Prevention:Ensure IoT devices use secure, unique passwords.Regularly update IoT device software.Encrypt data transmitted by IoT devices.    Final ThoughtsThe cybersecurity landscape for the hospitality industry in 2025 presents significant challenges, but also opportunities for those who are prepared. The evolution of digital threats, especially with the rise of technologies like artificial intelligence and IoT, requires hotels to remain proactive in their defences. As Scott Patterson mentions, 'Before focusing on trends, focus on the basics.' With a solid strategy and a collaborative culture, the hospitality industry can successfully face cybersecurity challenges ahead.  That’s why we encourage you to invest time and effort in learning more about the potential threats your property can face, and rely on partners committed to cybersecurity that won’t compromise your hotel, like Hotelbeds. As Paula Felstead points out, 'At HBX Group, we see cybersecurity as a communal obligation. We all owe it not only to our own organisations, but also to every individual and business connected to us. Every transaction made within this ecosystem reflects our duty, and over the past three years, we’ve faced emerging threats head-on by investing significantly in security. With a dedicated cybersecurity team, we’re committed to ensuring that every transaction is handled with care.' Are you interested in experiencing it first hand? Register your property today! Last but not least, we recommend you keep up with the latest travel trends and learn about those that will affect your property in the future. Don’t miss our articles on Wellness Travel, Experiential Travel, or Sustainable Tourism. 
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