Optimizing the management of hotel photography and video content for optimum representation of a hotel's rooms, features, and services. According to Forbes, 91% of consumers prefer interactive and visual content over traditional, text-based, or static media, so beautiful, high-resolution images are essential.
What are current technology solutions supporting effective distribution across all critical channels of content such as imagery, videos, product and rate descriptions etc. What are the challenges and opportunities?
Sarah Fults, Vice President Distribution at MGM Resorts International, Gianna Rivera, Group Vice President Distribution & Connectivity at Wyndham & Resorts and Board Member at HEDNA, and Natalie Kimball, Vice President, Strategic Account Management Shiji Distribution Solutions at Shiji Group and Board Member at HEDNA, join André Baljeu to discuss aspects and questions around content management such as:
- Why is the term 'static content' and the distinction between static and dynamic content outdated?
- What does Content per Channel really mean?
Content should be thought of by channel as it is managed differently for each (Brand.com, Call Center, Third Party OTA/Wholesale/Meta, Third Party GDS, etc.) - how to break this down?
How is or should content be audited across all channels?
What's the difference between curating vs. distributing content?
and many more.
Companies mentioned in the conversation
Leonardo l ICE Portal l DerbySoft l Open Travel Alliance l Wyndham Hotels & Resorts l Agoda l Google l Shiji Group l Expedia l Egencia l HTNG l HEDNA l Hilton Hotels l Marriot Hotels l Hotel Tonight
Sarah Fults, VP Distribution at MGM Resorts International
Sarah Fults brings 26 years of hospitality experience to her role as Vice President of Distribution at MGM Resorts International. Sarah is responsible for discovering and implementing new technologies to optimize channel performance while driving operational efficiencies and reducing costs in her role at MGM. She joined MGM in 2016 from Choice Hotels & Loews Hotels & Resorts, where she oversaw all aspects of Third Party Distribution.
A career hotelier, Sarah started working the front desk and then as a Reservations Manager at The Sanctuary on Camelback in Scottsdale, Arizona. She discovered the technical side of the hospitality industry as the beta partner for a new PMS and joined Pegasus Solutions in 1997, working in the property systems group. As the hotel industry embraced the Internet, Sarah was at the forefront as an Account Manager with digital agencies Interactive Sites and Blue Square Studios. In 2005 she joined HBSI to develop the first channel management solution, automating connectivity for online travel agencies and wholesalers. Sarah holds a Bachelor of Science degree in Global Business, specializing in Marketing from Arizona State University. She enjoys traveling internationally, interior design, and architecture.
Gianna Rivera, GVP Distribution & Connectivity at Wyndham Hotels & Resorts and Board Member at HEDNA
Gianna serves as the Group Vice President for Distribution & Connectivity at Wyndham Hotels & Resorts, the world’s largest hotel franchising company with over 9,000 hotels across approximately 90 countries.
In her role, Gianna is responsible for developing and executing the Distribution & Connectivity strategy for the Wyndham portfolio of hotels across the globe. With over 30 years of experience in the Travel Space, her experience ranges from Product Distribution & Connectivity to complex commercial negotiations in various travel verticals, including airlines, tour operators, travel agencies, cruise lines, travel technology, and hotels.
Before joining Wyndham, Gianna spent three years leading the supply and demand commercial teams at DHISCO, where she led initiatives to drive incremental business and secure client renewals.
She is an active member of HEDNA (Hotel Electronic Distribution Network Association).
Natalie Kimball, Vice President, Strategic Account Management - Shiji Distribution Solutions & Board Member at HEDNA
Starting at Travelscape, which became the Expedia Merchant Program, Natalie has been a thought leader in the hospitality technology space for over 20 years. Having worked on property for a CRS, several OTAs, a start-up, and switch companies, Natalie brings a wealth of experience and passion to the industry.
Also, make sure to find these supporting content elements about CONTENT MANAGEMENT IN THE HOTEL INDUSTRY
- ARTICLE l Content Chaos – Why is it so complex? Co-authored by Anne Cole & Sarah Fults
- VIDEO l Content Management in the Hotel Industry, co-created with Gianna Rivera (Wyndham Hotels & Resorts and HEDNA) & Sarah Fults (MGM Resorts)
- INFOGRAPHIC l The Central Content Management Hub - How could it look like?
EXPLORE FURTHER. Related editorials
- Editorial l Internet Booking Engine (IBE) and Connectivity
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- Editorial l Application Programming Interfaces (APIs)
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