Hotel Online  Special Report


 Softscribe® Inc. Execs Identify Key Hospitality Trends
New Media, ‘Green’ Top the List; High level trends from three 1Q’08 Conferences are: 
New media creates online communities; Green is the new luxury; 
Hoteliers are tasked to make foreign visitors feel welcome 
Atlanta, GA – April 23, 2008 –  Executives from Softscribe® Inc., a public relations firm that helps technology companies achieve their objectives in marketing for hospitality and tourism, today reported on top industry trends from three separate conferences during the first quarter of 2008.  Major trends identified are: Hoteliers are creating online communities with new media; Green is the new ‘luxury,’ and operators are tasked to make foreign visitors feel welcome.

Softscribe executives attended Hotel Technology Next Generation (HTNG) 2008 Member’s Meeting and Conference, The America’s Lodging Investment Summit (ALIS), and the Atlanta-based Social Media Conference (SoCon) ‘08. 

“Technology will continue to follow its current path to streamline processes and connect people,” said Michael Squires, president of Softscribe Inc.  “What is changing are the people themselves, always our industry’s greatest asset.  Hoteliers are becoming more technically astute specialists; they now use technology strategically to streamline their operations in new ways that add topline revenue quickly while improving the guest experience.”   Squires cited revenue management, online marketing, sales and catering, and business intelligence as silos where operators are evolving into strategic thinkers

In order of their conference occurrence, here is a recap of major trends:

America’s Lodging Investment Summit 2008 (ALIS)

Michael B. Squires
President and CEO
Softscribe Inc.
Major ALIS trends included:
  • The economy was under a microscope; attendees were cautiously positive, not recessionary.
  • Hoteliers must make foreign hotel-bound visitors feel welcomed. 
  • 'Sustainability’ is a trend that will stay. 
Blog entry: Ask ALIS, Disney about Rule #9
Recap article for Hospitality Upgrade: ALIS 2008:  Every Cloud Has a Green Lining

Hotel Technology Next Generation 2008 (HTNG) 
Major HTNG trends included:

  • Participation in HTNG at some level is now mandatory to do business with many chains.
  • HTNG is at critical mass.  It is a respected and valued organization; participation drives sales.
  • HTNG events are forums that stimulate a creative dialogue between vendors and operators resulting in more efficient technology implementation.
Social Media Conference 2008 (SoCon)
At SoCon ‘08, a one-day gathering of 250-plus Atlanta-area new media pundits and participants, the focus was on “embracing the swarm.” 

“Embracing the swarm is Rule #1 of the Networked Economy, which says ‘As power flows away from the center, the competitive advantage belongs to those who learn how to embrace decentralized points of control,’” said Julie Keyser-Squires, CFO of Softscribe Inc.  “New media makes that possible.”

Major SoCon ’08 trends included:

  • Pay attention to what seems frivolous;, for example.
  • Use new media to create online communities.
  • Engage in “free revealing,” or give away your ideas for free to your communities.
For more information about any of these trends, or the Green hospitality trend, please contact or call 404-256-5512.

About Softscribe Inc. 
Founded in 1999, Softscribe Inc. imaginatively blends traditional public relations with new media to help technology companies targeting the green hospitality and tourism industry + US government and healthcare markets drive sales and reach their strategic objectives.  The company does this with an emphasis on media relations and influencer relationships, writing, and a focus on messaging strategy.  Softscribe’s clients include TravelCLICK, Newmarket International, Aptech Computer Systems, Inc., The Rainmaker Group, Flyte Systems, Gold Key Solutions, JDA Software Group, Inc., Government Futures, NORTHWIND-Maestro PMS, NxTV Inc. and many other leading technology and service companies.  For more information please visit


Media Contact:
Julie Keyser-Squires, APR
Softscribe Inc.
Also See: Softscribe® Inc. Boosts Sales for New Client Flyte Systems with Benefit Message Campaign; Public relations strategy aids Flyte Systems to surpass forecast / March 2008
Softscribe Inc. Spins Off Keyword Research, Website Optimization as Standalone Products; Hoteliers can increase online bookings. Clients JDA, Aptech deploy new keywords, optimized Web pages to boost search engine visibility, increase sales / June 2007
Softscribe® Inc. Wins Two New Clients; MEGA International, The Rainmaker Group Boost Visibility, Growth / September 2006
How a Flattening World Impacts Hoteliers / John Burns, Julie Keyser-Squires and Michael Squires / July 2006
Softscribe Inc. Launches College Intern Program; Adam Travis, business major at Georgia State University, tapped as first intern / June 2006
Softscribe Inc. Sponsors Georgia’s First Youth Birding Competition; Team Event for Teens Develops Professional Abilities: People Skills, Goal Achievement, Respect for Nature / May 2006
Five Tips for Driving Sales through Search Engine Optimized Public Relations Writing / Polly Wade / February 2006
Customer Stories Drive Sales and Reduce Marketing Costs / Julie Keyser-Squires / January 2006
Leading Tech Vendors Drive Sales with Online PR / Softscribe Adds Online PR Product to Fuel Technology Clients’ Sales Growth; Debuts New Website / November 2005

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