For Enterprise Hotel Brands, Big Content Reaps Big Rewards

For Enterprise Hotel Brands, Big Content Reaps Big Rewards

Marriott has restructured its content strategy. This led industry publications and others to question whether Marriott is now more of a media company rather than a hotel brand. Perhaps the time has come for them to merge.

Not content, but content experiences.

Redefining SaaS as “storytelling-as-a-service,” AdWeek recently highlighted how Marriott and other enterprise hotels are leveraging the voices and experiences of customers from every brand under their umbrellas. The brand tells a unique story by incorporating real customer experiences into content experiences.

Marriott has produced content at every scale of production. Each brand attracts new customers by using authentic customer content as the foundation. Scott Weisenthal (VP of Global Creative and Content Marketing, Marriott) says that the story is centered around the members. That’s really, really crucial. We are all about enriching lives by telling their stories. In essence, our goal is to make our guests and members brand advocates.

Marriott, an enterprise hotel brand, takes ownership of the entire experience and not just the accommodation. This means that consumers can trust hotels to provide everything they need to have a successful holiday.

Marriott’s content strategy consists of four overarching channels: a real-time social media marketing center called M Live, the Marriott Bonvoy Traveler inspiration hub, a content studio producing high-level films and content, and an in-house creative agency for branded content.

Marriott is constantly in search of engaging, fresh content through so many channels. Marriott, along with all brands that it owns, can efficiently fuel their content strategies by tapping into authentic content from travelers around the world every day. Travelers are looking for relevant content. 86% of people and 92 percent in Gen Z say they have become interested in a particular location because of visual social evidence from their peers.

A well-rounded strategy such as Marriott’s ensures that consumers get value from every visual they see. Stock images are not an option. Marriott shares a wide range of content with customers to create lasting impressions.

High-quality creative content such as documentary short films provides viewers with an unforgettable viewing experience. This is a valuable commodity in today’s streaming video age. The Marriott Bonvoy Traveler Inspiration Hub features real, user-generated content that gives potential travelers visual proof of all the possibilities for Marriott stays. M Live, the social command centre, ensures that there is always a social conversation. Marriott can source the best content by monitoring the content being produced in real time. This allows them to find content that their customers have already created.

“We never ask members or anyone to post for us. Ever,” Weisenthal says. This is about their experience, journey, and what they are comfortable with. We will often see them sharing their experiences with their followers by tagging or talking about us. This is a content mechanism, or a content lever, that requires zero media spending. We always consider our engagement rates. Usually, 2% is the benchmark. The engagement rate in this case was 15%.

AI-powered UCG platforms are able to intelligently sort through the mountains of content to find the most relevant pieces. They can then publish these pieces across all channels.

Marriott is able to get more from every touchpoint with the help of this customer-created content.

Personalization of every brand for each customer, for every stay

Experiences are the most important thing for hotel brands. A successful hotel brand doesn’t just sell a comfortable stay; it also sells the amenities, excursions and personal treatment that make each guest’s stay truly memorable.

Consumer expectations are increasing when it comes to travel. According to 87 per cent of consumers prefer travel brands that offer personalized experiences. Because everyone is different, it is important to tailor the content to each customer.

Customers who visit a site directly need to be aware that they can get a stay that suits their needs and preferences. If visitors to the site are part of a loyalty program they should receive tailored messaging that explains what perks they have.

Hilton is paying attention to consumers’ desire for unique experiences. It encourages each of its 17 sub-brands promote direct reservations on its site to its 90+million loyalty members and all prospective travelers looking for a customized, well-rounded trip. Hilton’s Price Match Guarantee Rewards for Direct Bookings can be used to get perks like free WiFi, digital keys, and the option to choose their room. These are three desires that all travelers agree is essential to a pleasant stay.

Personalization is not just about the booking stage. Guests can share their experiences during their staya href=”’s-the-hotel-guest?infographic >, not just after they check out their rooms. Particularly younger generations are turning to digital feedback methods. 15% of Millennials would like to text their hotel and 17% of those between 35-54 years old want an email survey from their hotel.

You can provide a channel for guests to communicate their concerns, needs, and thoughts. They can rest assured that they will be heard. It doesn’t matter if it’s a website or a function on the brand’s mobile application. But, you can provide a simple, efficient internal process that caters to your guests (especially loyalty members!) A guest doesn’t feel like they have to leave a negative review on the internet if they don’t have any needs. This allows your brand to respond immediately and remember the guest’s needs for the next stay.

Better processes enable better content

Enterprise hotel brands are always looking for new ways to innovate. Bigger and better content experiences provide the foundation for loyal customers. Debika Sihi is Associate Professor of Economics at Southwestern University. She says that the focus in both the Hilton-Marriott campaigns is on building long-lasting relationships between the brand and the traveler.

These are the relationships that last.


Buff City Soap to Deploy Revel Enterprise in 200 Locations Fueling Rapid Expansion Strategies

Buff City Soap to Deploy Revel Enterprise

Revel Systems, a cloud-based point of sale (POS) and complete business management platform, today announced its latest retail contract win, signing Buff City Soap. A fast-growing experiential retailer specializing in handmade, plant-based soaps, skin care, and laundry products, Buff City Soap has deployed Revel. The platform is now live at a number of its present locations. The scalability and ease-of-use of Revel’s flexible, cloud-based POS solution together with the business’s rich ecosystem of partner integrations made it the ideal option for Buff City Soap since the merchant rapidly expands its footprint nationwide.

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Cloud-Based Infrastructure a Developing Priority

Retailers are continuing to fast-track mission-critical technology infrastructure upgrades to meet clients’ needs. These include mobile ordering, self-checkout and more personalized experiences. Digital technology and tools provide the flexibility, customer attention and ease of use necessary to survive in the modern environment and the scalability to grow. Buff City Soap is constructing its fast-growing performance from the ground up with Revel Enterprise. Revel will be an integral partner during Buff City Soap’s rapid expansion targeting 1,000 stores by 2025.

The Newest Revel Win for Enterprise Implementations

Building on its strong momentum, Revel also recently announced contract wins with fast casual franchises. These include The Halal Men at more than 80 locations, Moe’s Southwest Grill at more than 700 locations, and FAT Brands in 200 locations.

“Even in tough times, smart manufacturers are buying and deploying best-in-class technology. It’s necessary to make sure their survival in the short term. It’s also vital to maintain the best possible position to take complete advantage of growth in the long run,” said Chris Lybeer, chief strategy officer, Revel Systems. “Revel’s digital-first iPad POS platform has powerful momentum with large brands. This is due in large part to our flexible solutions that enable the innovative digital strategies required for quickly changing consumer dynamics. Revel’s native cloud solution is also a significantly smaller initial investment than legacy POS solutions.”

What’s PCI Compliance? A Guide to Requirements & Standards

PCI Compliance Explained

PCI compliance is one of the most essential things you will need to know as a company offering credit card providers. Unfortunately, not all companies know about it, or if they do, they might fail to follow it.

The truth is that non-compliance contributes to severe consequences that may affect your bottom line. More importantly, you will also be placing the privacy and safety of your clients at risk.

Today, we’ll discuss Payment Card Industry Data Security Standard (PCI DSS) compliance, what it is about, and how your business can become fully compliant with this standard.

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What’s PCI Compliance?

Anytime your business deals with credit card payments, it requires PCI DSS compliance (also called simply PCI compliance).

PCI DSS is a set of rules and regulations which govern credit card transactions must be handled by companies that use them. The protocols describe how to safely and satisfactorily process, store, and transmit credit card data every time a client decides to pay with their card in your organization. The purpose is to eliminate fraud and information theft.

PCI compliance standards and certificates are managed by the PCI Security Standards Council or PCI SSC. It’s an independent body made in 2006 from the top credit card providers in the world, such as Visa, Mastercard, Discover, and American Express.

Since it deals with data protection, PCI criteria are often left in the maintenance of their IT department or, in larger businesses, a PCI compliance supervisor certified by the PCI SSC.

PCI credit card compliance revolves around a certain number of goals. The most important is building a secure network around cardholder information to prevent hacks and breaches. Businesses should perform simple but crucial best practices like satisfactorily configuring a firewall and implementing a strong password system. There should also be multiple layers of security on your system, involving both physical and virtual protection.

When the cardholder data has to be recovered in the system, your company should implement strong access control measures. That means restricting only certain people to get credit card info and carefully monitoring them.

You also need to know that PCI compliance is for any company that uses credit cards, and isn’t confined to just big companies.

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Why PCI Compliance is Essential for Your Business

PCI compliance prevents you from headaches and hefty fines if you regularly manage credit card transactions across your business.

Credit card theft and fraud are challenging to take care of. On a practical side, it costs money, time, and effort that is best spent elsewhere in your company. You then have to take care of the negative reputation it’s going to have on your business. Once people know your company as vulnerable to security breaches, they won’t trust their card info with you just as much. For businesses that rely on online payments, this may be a large blow to your earnings.

In addition to this, you’ve PCI compliance offenses to take care of. If it’s discovered that you fell short of appropriate PCI criteria during a breach, you could be subject to steep fines from the company that processed your credit card transactions based on

The simple fact is that credit card theft can happen, despite PCI compliant companies. But, compliance will help reduce or remove your obligations. For smaller companies, this is particularly crucial.

The most important thing is that PCI compliance makes your business a far more trustworthy place to work with.

PCI Compliance Requirements and Levels

If your company uses some of the major credit cards from penis suppliers from the PCS-SSC, then you want to be compliant.

Compliance comes in 4 levels, each with its own needs. What level you will need to be eligible for will depend on the volume of transactions your business sees, in addition to several other factors. You want to understand which category your company fits into, or risk complying with the incorrect one.

To pass, your organization should comply with 100% of their requirements and submit them to your acquirer. Here are the compliance levels, from the bottom grade to the highest:

Level 4

Qualification: Deals with businesses that have transaction volumes of less than 1 million annually, or 20,000 for e-commerce transactions.


  • Completed PCS-DSS Self-Assessment Questionnaire
  • Completed Attestation of Compliance
  • A passed vulnerability scan using an Approved Scanning Vendor (ASV)
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Level 3

Qualification: E-commerce companies which do 20,000 — 1 million transactions each year.


  • Completed PCS-DSS Self-Assessment Questionnaire
  • Completed Attestation of Compliance
  • A passed vulnerability scan using an Approved Scanning Vendor (ASV)

Level Two

Qualification: Businesses that do between 1 million to 6 million transactions annually.


  • Completed PCS-DSS Self-Assessment Questionnaire
  • Completed Attestation of Compliance
  • A passed vulnerability scan using an Approved Scanning Vendor (ASV)

Level 1

Qualification: The highest and strictest tier deals with companies that do more than 6 million transactions annually. Additionally, if a company has had a data breach Before and/or is categorized as a Level 1 merchant, they have to pass this compliance level


  • Proof of scan by an Approved Scan Vendor (ASV), done every quarter
  • Completed Attestation of Compliance
  • Annual Report on Compliance (ROC) performed by a Qualified Security Assessor (QSA). Alternatively, the business may also do its own internal audit as evidence.

Consequences for PCI Compliance Violations

Violating any of the rules of PCI compliance could lead to severe penalties and penalties.

While it is not signed into law, organizations that process credit card transactions are able to levy fines that range from $5,000 – $100,000 per month, depending on the seriousness of the case. These charges are levied in your bank, which then passes the costs on to you. They also have the capacity to maximize your transaction fees or terminate contracts altogether.

Moreover, the PCI SSC will create re-applying for compliance far more challenging. They will ordinarily place you in a higher level, with more stringent requirements and application fees. Sometimes, they can even disallow you from performing card transactions entirely.

Beyond issues with this PCI SSC, however, there also long term damages that could happen to your company if it is not 100 percent PCI compliant. Data breaches are serious problems, and you may end up in the losing end of a lawsuit. These may involve settlement or legal fees that may cripple small businesses.

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Data hacks can also be detrimental to the profitability of your company. It’s possible your clients’ credit card information isn’t the only one stolen from your organization. Additionally, the loss of confidence from the clients can negatively impact your reputation.

The most important thing is that non-compliance with PCI regulations is only an dangerous and poor way of doing business.

How to Stay PCI Compliant

PCI compliance isn’t a one-time thing. With new standards being released and vulnerabilities being found, your organization needs to keep on top of credit card safety.

A significant part of keeping compliance is picking a reliable payment processor that follows all the PCI regulations . Search for ones offering data security features like tokenization and encryption which protect credit card information while it is being transmitted.

It’s also a good idea to store sensitive card info offsite in PCI-approved servers. That is why payment processors that have support for cloud storage are highly favored.

The PCI SSC also requires you to keep your compliance, and doing this requires the completion of particular programs. The cost of the programs is contingent upon the level of compliance your particular business will need. PCI SSC provides advice on program fee schedules and certificates on their site.

As you can see, the fees can become quite costly depending on what’s needed for your degree of compliance. That is why it will become an issue if the PCI-SSC decides to bump your small company up to Level 1 because of a security breach. The program fees, generally geared toward large companies with higher earnings, will cripple your small business cash flow.

Become PCI Compliant with Revel Systems

If you discover PCI compliance for your company is a pain, you are not alone. The fantastic thing is that Revel Systems’ iPad POS system is fully compliant with the PCI DSS standard.

Revel is a POS platform built from the ground up with security in mind, and we are proud to be featured on the PCI Security Standards Council’s list of participating organizations. As a participating member of this community, Revel can play an active part in helping secure the future of payments along with other payments industry stakeholders.

In addition, we utilize the EMV (Europay, Mastercard, Visa) standard to make certain that all your credit card information is protected with each transaction. Its distinctive code mechanism means it is impossible to fake or hack. You can find out more about our commitment to protecting your business data from our safety page.

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How an Oklahoma Native Constructed a Retail Enterprise Impressed by Her Travels

Whereas finding out in Colima, Mexico, Sally January turned impressed by the artistry of hand-embroidered clothes and small-batch items. She got down to convey these wares again to her neighborhood in Oklahoma. Right this moment, Sally is the proprietor of Siempre Viva, a life-style model centered on offering sustainable employment to artisans all through rural Mexico. The enterprise has two brick-and-mortar outlets, one situated in Beaver Creek, CO and the opposite in her hometown of Norman, OK. Her outlets function the Siempre Viva model in addition to ethically sourced merchandise from all over the world.

Sally shared the founding story of her worldwide model and retail idea and what it’s wish to handle outlets in two completely different very places — all whereas elevating twin boys.

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Faire: Inform us about your childhood in Oklahoma and the way you got here to spend time in Colima, Mexico as a younger scholar. 

Sally January: I used to be fortunate sufficient to have entry to an change program once I was in highschool. I went to Colima, Mexico, the place I bought to be taught Spanish and immerse myself of their tradition. It actually influenced the alternatives that I’d make sooner or later so far as what I wished to review in school. I ended up finding out worldwide improvement as a result of I knew I wished to have an effect on communities that will not be as lucky or who could also be scuffling with poverty. I knew I wished to do one thing that was greater than myself.

From my time in Mexico, I used to be in a position to form of construct a skillset round tips on how to work with artisans from indigenous villages. It took me a very long time to determine tips on how to flip it right into a enterprise mannequin that may make cash and empower these ladies.

Did you see any variations in how these ladies promoted themselves as artists?

I feel their satisfaction is simply overwhelming. I like listening to them say how grateful and proud they had been that anybody would wish to put on the clothes that they made. The power to have entry to promote their items outdoors of their small villages is actually probably the most impactful.

How did you come to open your first retail location in Oklahoma? 

It was a 10-year span from school till I switched to retail. I used to be instructing Spanish on the College of Oklahoma once I had this loopy concept that I used to be going to fly to Mexico and make this one skirt with one lady in a single village. It was a single artisan that I began with and we bought out of each single skirt — which was fairly loopy. It went from that to a complete wholesale line and, at first, I solely bought wholesale.

Then I received a contest to get free lease in a retailer in Oklahoma Metropolis for a number of months, which bought me up and going. I shortly realized that I couldn’t give you sufficient merchandise to fill my retailer from my very own line, so I began incorporating candles from my girlfriends and wholesale jewellery traces or something that complemented [the clothing] effectively. [The concept was what] we name “thoughtfully chosen items.” Each product in our retailer both empowers another person or it offers again not directly, together with my line.

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How do you purchase and plan in another way in your Oklahoma store versus your Beaver Creek location? 

The markets are very completely different. The place we’re situated in Beaver Creek, we’re within a resort, so it’s very a lot tourist-based. We have now much more “Colorado” T-shirts right here relatively than in Oklahoma. However once we purchase these T-shirts, we nonetheless purchase them from a feminine owned, female-designed and female-printed firm. We nonetheless use the identical shopping for ideas.

How has COVID-19 impacted your two outlets in another way?

It has been a night-and-day distinction between Oklahoma and Colorado. In early March, Colorado bought hit actually exhausting and issues began shutting down right here far more shortly than the Midwest did due to all the individuals who traveled in [to Beaver Creek] from different locations. Due to that, I had the [Colorado shop] retailer shut down a for much longer time, whereas my Oklahoma retailer closed later and was in a position to reopen with limitations earlier.

On prime of juggling two states’ native pointers, you additionally need to juggle two landlords. What recommendation would you give to different retailers making an attempt to navigate the method with their landlords?

I’ve two completely different conditions. In Oklahoma, I’ve a landlord who invested a big sum of money into the area. I simply moved into it and I’ve a protracted lease, so he must recoup that cash. Approaching him, I requested, “How can I unfold this out over time so I can succeed?”

Whereas renting from Vail Resorts in Colorado, in a vacationer city the place we needed to shut for 4 months, was a very completely different dialog. That dialog was extra about renegotiating the lease altogether.

My greatest piece of recommendation is to not settle with the primary supply given. There are many choices to barter and to guard the integrity of your enterprise long run. I feel most landlords respect that.

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What steps are you taking to maintain your prospects secure throughout the pandemic

I’m making an attempt to observe the county pointers. There’s a type that you just obtain and a 72-item lengthy sanitation guidelines that it’s important to submit in your storefront. It’s actually necessary to observe the county’s pointers.

In what methods have your six-year-old twin boys impressed you throughout this time?

We have now a household motto that’s “work exhausting, play exhausting.” My greatest purpose is to point out them that I can fail, I can succeed and that daily I present up it doesn’t matter what, even when it’s troublesome.

The rationale my enterprise exists is as a result of I wish to present them that they’ll do something on the planet they wish to. I got here up with this loopy thought with one artist in a single neighborhood, and now we’ve got 24 artisans throughout three states which have been working with us. I’ve two shops in two completely different states. The sky is actually limitless.

What do you see the panorama of native retail wanting like? 

I feel that if everybody can have slightly little bit of grace and soak up some loss, then everybody can come again. We’re so linked with know-how. Faire is an ideal instance — though I missed commerce reveals this summer time, I’m in a position to nonetheless do that purchasing. I’m in a position to scale back these prices and make the most of a few of the federal help applications, then faucet into our native following and neighborhood who actually assist us. As small companies, we’re so fortunate to have that reference to our prospects, whereas the bigger shops might not have that and may’t dig deep for sympathy, or empathy, or assist on-line and at your storefront throughout this time.

I feel that with the mixture of tapping into all these sources and instruments which can be offered to us, a variety of the small companies can succeed.

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