Content by Sarah McCay Tams, Contributing Editor, EMEA

Sarah McCay Tams, Contributing Editor, EMEA

Sarah is contributing editor covering Europe, Middle East & Africa (EMEA) for Duetto. An experienced B2B travel industry journalist, Sarah spent 14 years working in the Middle East, most notably as senior editor – hospitality for ITP Publishing Group in Dubai, where she headed up the editorial teams on Hotelier Middle East, Caterer Middle East and Arabian Travel News. Sarah is now based back in the UK.

Hotels Need Tailored Messaging To Reach Guests

by Sarah McCay Tams, Contributing Editor, EMEA |

Hotels could boost performance simply by using text from online customer review sites such as TripAdvisor, new research from King’s Business School has found. By reviewing the language used in reviews and consumer-generated content, hotels can find a wealth of information to help identify and then target their consumers.

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Ruby Hotels Uses Innovation to Deliver ‘Lean Luxury’

by Sarah McCay Tams, Contributing Editor, EMEA |

Ruby Hotels is breaking new ground in German hospitality. The new hotel company was founded in 2013, and opened its first property in Munich in February 2017.

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Get Digital To Avoid Having A Kodak Moment

by Sarah McCay Tams, Contributing Editor, EMEA |

Hoteliers need to close the gap between what the customer wants and what they actually deliver, otherwise they’ll end up facing a Kodak moment, says Rik Vera, Co-Founder of Nexxworks.

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RSF speakers: Being hospitable is no longer enough

by Sarah McCay Tams, Contributing Editor, EMEA |

The hospitality industry is facing its biggest change in a generation: becoming brave enough to rely on new technologies to know the guest better, improve communication, automate where possible, and optimise pricing to drive revenues and bottom line.

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