||1: EVEN as they lobby regulators to crack down on residential sharing services, hoteliers play down the threat such companies pose to their industry. ||2: The top brass at the Marriott, Four Seasons and Hilton chains have all said that these firms do not compete for their core market of accommodating high-end and business travellers; a vice-president of The Ritz-Carlton group recently claimed she had not even heard of Airbnb. ||3: And Airbnb itself agrees, arguing that it does not displace existing lodging but is creating new demand. ||4: “I’m optimistic that there isn’t going to be a war” with hotels, Brian Chesky, its boss, said in January.

||1:尽管旅店老板正游说监管者取缔住房分享服务，但他们仍淡化这类公司给其行业带来的威胁。||2:万豪、四季、希尔顿的高管们说这类公司并没有在他们的核心市场展开竞争；丽嘉副总裁最近表示从来没听过Airbnb。||3:Airbnb自身也这么认为，声称其业务并没有取代现存旅馆而是创造了新需求。||4:一月，Airbnb老板布莱恩说：“我保持乐观态度，将不会和旅馆发生正面冲突。”

Such a move could make both Airbnb and hoteliers bristle.

该举动可能会使Airbnb和酒店老板们大为恼火。

Global hoteliers such as Starwood and InterContinental have performed far better.

像Starwood和InterContinental这样的全球酒店运营商的经营就远远好于它们。

As a whole, Ms Kirsch thought hoteliers maintained a high level of sanitation.

总的来说，Kirsch认为旅馆老板把环境卫生维持在一个较高的标准，

In 2009, hoteliers stuck to the basics. In 2010, many are willing to experiment with new initiatives.

2009年，各家酒店只采用基本的营销方案，到了2010年，很多酒店都愿意开拓新的营销渠道。

The hoteliers want a new government to grant licences to sell alcohol, now banned in the strip.

宾馆经理希望新政府在加沙地带解除禁令，允许售酒。

Revenue management of hotel inventory has long been the practice for hoteliers worldwide, both large and small, chain and independent.

不管是大酒店还是小旅馆，是连锁酒店还是单体酒店，全球酒店业者一直都致力于酒店库存的收益管理。

Mr. Johnson Chan, Chairman of Macau Hotel Association and President of the Executive Committee of Macau Hoteliers and Innkeepers Association

陈健文先生–澳门酒店协会会长及澳门酒店旅业商会理事长

Furthermore, hoteliers should develop a robust strategy to decrease over-dependence on Expedia and offset loss of business from this OTA

此外，酒店经营者需要制定有效的策略，以减少对Expedia的依赖，以抵消Expedia带来的生意损失。

More hoteliers are planning to engage in all types of Web 2. 0 and social media initiatives across the board, as you may see in Table C

从表格C可以看出，更多的酒店希望采用各种类型的Web2.0和社区媒体营销方案。

As shown in Table E, this year the percentage of hoteliers who find there to be major restrictions is slowly but surely creeping back up.

从表格E中可看出，今年认为在线营销工作受到品牌限制的酒店业者的比例回升速度缓慢，但肯定会回升。

From Table D below, we can see that hoteliers are indeed taking this topic very seriously.

从下面的表格D中，我们可发现酒店业者对待这一问题的态度是很认真的。

Creative thinking and marketing is certainly key - but where should hoteliers focus their efforts?

当然有创造性的思维及营销方法是关键---但是酒店经营者应该如何把精力集中到这里呢？

In 2010, if hoteliers are not investing time on social media, their competitors are going to have a great advantage.

到了2010年，如果酒店业者不在社区媒体上花时间，就会让其竞争对手取得巨大的领先优势。

Independent hoteliers need to ensure they have detailed data that is both historical and forward looking.

独立的酒店管理者须要掌握具有历史性和前瞻性的详细数据。

Paid Search (SEM): We recommend that in 2011, hoteliers raise their paid search marketing budgets by at least 10%.

付费搜索（SEM）：我们建议酒店管理者在2011年把搜索引擎营销预算最少提高10%。

Many hoteliers , especially those new to online marketing, advertise and market blindly but are baffled when very little is achieved.

很多酒店经营者，特别是刚接触网络营销的，因盲目投资在广告宣传上获益甚少而感到气馁。

Smaller outfits, such as hoteliers , and capital-intensive industries, such as electricity generators, are more nervous.

较小的行业像旅店老板和资金密集型产业如发电厂，是更为紧张的。

We haven’t seen numbers from the hoteliers themselves yet, but we don’t expect to see anything to suggest broad recovery.

尽管我们还没看到酒店业本身的数据，但是我们并不敢去期待能够看到很大程度的复苏。

The recession has stimulated many hoteliers to use some creative ways to drive sales.

经济衰退已经迫使不少酒店寻求创新途径来提升他们的销售业绩了。

With the economic downturn which characterized 2009, hoteliers experienced a big rush to renegotiate rates downwards in the first quarter.

经历了2009年的经济大萧条，酒店管理者在第一季度大幅下调客房价格。

Smart hoteliers will leverage and utilize social channels to connect, engage, and market effectively.

精明的市场人员利用社会媒体与客户建立联系、进行交互并进行有效的营销。

Hoteliers , we are already in that time of year again: marketing budget planning season.

酒店从业者们，每年制定营销预算的季节又到了。

Hoteliers need to pay special attention to local results.

酒店管理者需要特别注意本地搜索结果。

It is crucial for hoteliers to focus on their online reputation and know what people are saying.

酒店管理者应该关注自身的在线声誉和关注人们的讨论，这对于酒店管理者相当重要。

Hoteliers need to maintain an intense focus on these channels to ensure the maximum ROI.

酒店管理者应该强烈关注这些渠道以保证获得最大的投资回报率（ROI）。

Hoteliers must adapt revenue management and pricing strategies to take advantage of new trends in customer behaviour and distribution.

酒店经营者必须采用收益管理及价格策略，以充分利用顾客行为及分销的新趋势。

Hoteliers found themselves with a multitude of empty rooms even as a gaggle of unnecessary new hotels was poised to open.

酒店经营者发现大量的房子空无一人，同时一些毫无必要的新酒店还打算开放。

Hoteliers are also clinging to hopes that they can bring in environmentally friendly policies to cut energy costs by as much as 20 percent.

酒店经营者们亦寄望于能够引入环境友好政策，以减少至多20%的能源成本。

What Should Hoteliers Do?

酒店经营者应如何应对？