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We must urgently find a solution to all our current economic, social, ethical, cultural and environmental problems. We must use our imagination. The Egg offers a place where creativity and economics can efficiently and successfully interact. The Egg’s main goal is to promote cultural and technological innovations in the areas of communication, media and marketing in order to increase the role played by these fields in our society and in the economy. 

Everybody agrees that the future of Belgium lies in the development of its knowledge-based economy. But what does this mean exactly for the creative sector, and for the sub-sectors of communications, media and marketing in particular ? And how can we increase the importance and the international competitiveness of the sector ? In other words : what can we do to meet the Lisbon targets ? In our opinion, the growth of the creative sector depends essentially on a real effort to stimulate exchange within the sector. That’s why the Egg wants to support those targets by :

Source: The Egg


True ADR: The Next Generation of Revenue Management Metrics
Feb 18, 13 | 12:08 am



A New Look at Hotel Guest Rooms | By Deirdre Renniers

For the well-travelled business traveller or tourist, the hotel room experience can be dull. Usually the various hotel experiences become hazy - each guest room could be in any hotel, anywhere in the world. This is because the room configuration and experience is generally the same in most hotels. This negative experience is caused by lack of personality, banality and monotony.

For decades hotel rooms have generally included the same standard layout, with the enclosed bathroom (with shower over tub) in the corner of the room adjacent to the entrance, the wardrobe and mini bar area in the entrance hall, and a room with the bed facing a desk area and TV console. A loose armchair with a small coffee table is usually at the window facing the bed. Windows are usually sealed with two layers of drapes.

Boutique hotels have always tried to break away from this layout to create a different experience. However breaking away from the norm has been a challenge, with the usual problems associated with plumbing, housekeeping issues, and space constraints.

Unconventional Layouts



How Much Did That New Customer Cost You?
D1 Vanessa | Feb 13, 2013 | Comments 0

The Fusion Marketing Bible, author Lon Safko focuses on ways to analyze your marketing efforts and leverage synergies across platforms to produce the best results. In this edited excerpt, Safko lays out the crucial steps to determining your plan’s effectiveness: the cost of customer acquisition.

Every business should look at its cost of customer acquisition twice a year and after each campaign. The old business adage goes, “You can’t manage what you don’t measure.” Yet we fail to measure these costs all the time. We seldom take the time to see how effective our marketing was.

A poor return on investment can have a variety of causes. Maybe your demographic has shifted, or maybe your prospects are getting their information from a new source. Or maybe a particular campaign was never effective, and you just didn’t know it.

Here are some typical industry standard cost of customer acquisition values, the amount of money each company spends on average on marketing and advertising to acquire just one new customer:



When it comes to depicting a hotel experience, our lexicon usually describes a journey primarily of sights—soothing room ambience, extravagant lobby décor and so on—with glossy, high-resolution photographs as worthy complements. Next on the list is sound, portrayed as crashing ocean waves, birds chirping peacefully at a bucolic resort, or for urbanites, a quiet space fit for a restful sleep between harried business days. Meanwhile, restaurants and bars excite with poetic verses that stimulate the palate, while bed sheet linens and marble-tiled bathrooms do wonders to arouse the sense of touch.

Larry Mogelonsky
What’s often left out of the picture is the fifth spoke on the wheel: smell. Not that the people who write your promotional materials morally abstain from infusing this, but there’s simply nothing in the room, lobby or hallways to spark an aromatic reaction. Our sense of smell can at times be highly underrated for its powerful psychological effect on people’s moods, but more can be done to activate it in a positive way.



Six Powerful Prospecting Tips to Build Your Business
Feb 11, 13 | 12:03 am



Hyatt is taking some fascinating initiatives to cater to a modern, high-tech audience—most notably, setting up eight properties as "lab hotels" throughout the world. Four of the hotels are in the U.S. and the rest are in cities like Dehli, Hong Kong and London. And it as at these hotels where John Prusnick, director of IT innovation and strategy, leads major IT experiments and initiatives, ComputerWorld recently reported.

At any time, there are seven to nine unique projects under way at the lab hotels, and IT spends no more than 90 days on any one idea. The projects that don't make the big time are chalked up to "return on experience" rather than ROI, Prusnick explains.



As the economy inches back, meeting planners reportedly are aiming for shorter and smaller meetings, and many hoteliers said they are either adapting or developing strategies to combat the losses in revenue.

At the Westin Boston Waterfront, GM David Connor said holiday parties in 2012 were smaller than in the past and not nearly as elaborate. The hotel hosted more receptions and less traditional sit-down dinners, he said.

“Guarantees are very low and we’re even seeing that with guestroom needs,” he said. “The number of room blocks is shrinking.”

While the Sheraton Downtown Denver Hotel hosted plenty of large meetings in 2012, the hotel’s GM said his team has needed to implement techniques to extend meeting length and increase revenue.

One technique GM Chuck Schuringa said his team uses is encouraging meeting planners to open up rates on shoulder days in order to persuade attendees to parlay leisure trips on the beginning or end of business trips.



The global economy is uncertain at best, travel is a hyper-competitive landscape with new services and products are launching daily and the travel consumer becoming ever more savvy, fickle and demanding. In this environment how can travel companies possibly survive, let alone thrive?

With less than one week to go before the EyeforTravel team head to Las Vegas for TDS North America we consider the most pertinent emerging themes in online travel and consult some of the events most exciting speakers for their expert insights and predictions.

1. Get ready for a mobile-only world

The decade of mobile is FINALLY here. By 2015, IDC is forecasting that smartphone sales will reach 982 million and all research points to mobile use surpassing traditional desktop use within the next few years. Against this back drop there are numerous emerging trends the industry needs to keep pace with.



Increasing numbers of Western chefs are looking to Asia to offset the dreary economies of the US and Europe, but the recipe for Eastern success depends on more than simply exporting expertise.

"What works in New York does not necessarily work in Hong Kong," said Sandeep Sekhri, whose company Dining Concepts manages a stable of restaurants in the Chinese city and Macau that include ventures with Mario Batali and New York chef Michael White.

Batali last year opened a $3.2 million version of his famed New York family-style restaurant Lupa, situated in Hong Kong's high-rent Central district.

Like its Manhattan counterpart, it offers dishes such as Ricotta Gnocchi with sausage and fennel, or veal-lined Saltimbocca. But its glossy take on Roman trattoria fare makes for a higher-end ambiance.

"People in Asia expect a higher comfort level, it needs to be a little bit more plush," said Sekhri, who is managing director of Dining Concepts and says more Batali projects are in the pipeline.


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