Attending IHS 2025?BOOK A MEETING

FAQs for Umi Services

What hosting solutions does Umi Digital offer?

At Umi Digital, we provide robust hosting solutions tailored to meet the needs of different types of websites and applications. Our hosting solutions are designed to provide a secure, reliable, and scalable environment for your website or application, ensuring optimal performance and peace of mind.

What are your support hours and how are they utilised?

Our support hours are divided into two main categories: reactive tasks and proactive tasks. Balancing reactive and proactive tasks is key to ensuring your website not only functions well but also stays ahead in a constantly changing digital environment.

What is an API, and why is it important for hotels?

An API, or Application Programming Interface, is a way for different software systems to communicate with each other. In simple terms, it allows computers to “talk” to other computers, facilitating the exchange of data and functions across various platforms.

In the context of hotels, APIs are crucial because the user journey typically involves multiple systems, such as:

Without APIs, integrating these systems would require manual processes, which are time-consuming and prone to errors. For example, if someone signs up for a newsletter on your website, an API can automatically add their details to your CRM system, streamlining your marketing efforts.

Most reputable software in the hospitality industry now offers robust integration capabilities. For instance, using a booking engine API, you can enable bookings directly from your website without relying on a third-party system, enhancing both efficiency and user experience.

What is a headless content management system (CMS), and how does it benefit my website?

A headless content management system (CMS) is a type of data architecture where the content (such as pages, blogs, room details, or form submissions) is stored independently from the website’s front-end design and structure.

Why is it called “headless”? The term “headless” comes from the fact that the CMS is completely disconnected from the front-end (the “head”), meaning the content can be delivered to various platforms (like websites, apps, TVs, or CRM systems) without being tied to a specific design or codebase.

How is it different from traditional CMS? In a traditional CMS like WordPress, the content, design, and code are closely integrated, making it more challenging to migrate or adapt to different platforms. The front-end and back-end are tightly linked, which can limit flexibility and scalability.

What are the benefits? A headless CMS allows for greater scalability and easier deployment of new solutions. Since the content can be consumed by various platforms independently, you can easily adapt and expand your digital presence across multiple devices. Additionally, it tends to be more robust because you aren’t relying on a single piece of architecture to manage both content and design, reducing the risk of system failures or limitations.

This setup is particularly advantageous if you need to deliver consistent content across multiple platforms or if you plan to scale your digital presence in the future.

How do you approach SEO for hotels?

SEO (Search Engine Optimisation) can often be seen as a complex and somewhat mysterious process, especially in the hotel industry. At Umi Digital, we take a strategic approach to SEO that focuses on making meaningful progress without over-relying on constant content creation.

By using these methods, we aim to enhance your website’s visibility in search engines in a way that is both effective and manageable, depending on your available resources and goals.

How is AI being used in the hotel industry?

AI (Artificial Intelligence) is increasingly becUming a key topic in the hotel industry, particularly at conferences and industry events. At present, AI’s primary value for hotels can be seen in two main areas:

In summary, AI is revolutionising how hotels personalise their marketing and improve guest experiences by providing deeper insights and more tailored solutions.

What types of hotels do you primarily work with?

We collaborate with a diverse range of hotels, but in recent years, our focus has increasingly concentrated on two specific segments of the market:

We’ve observed that the middle segment of the market, where branding can often be commoditized, has been squeezed in recent years. This has led us to focus on the ends of the spectrum—luxury and budget—where there’s more opportunity for distinctive branding and creative expression.

How Can a Hotel Differentiate Itself?

Work Smarter, Not Harder: Hotels can outshine online travel agents (OTAs) by creatively packaging local services and experiences that OTAs cannot match. This might include unique combinations of amenities and local attractions that are only available directly through the hotel.

What is a Hybrid Agency?

A hybrid agency is a new type of agency that leverages AI tools and advanced technologies to enhance traditional marketing services. These agencies are not just about doing the “grunt work” of marketing but are increasingly underpinned by customized AI tools and software systems. This transformation reflects the broader trend in the marketing industry where the integration of AI and technology is reshaping the way agencies operate and deliver value to their clients.

Key Technologies for 2024:

Customer Data Platform (CDP): The speaker emphasizes the importance of CDPs, which aggregate and organize customer data from various sources within a hotel or business. This structured data is crucial for the next steps in AI implementation.

The excitement lies in preparing for the AI era by focusing on building robust data infrastructure—specifically through customer data platforms and thorough data management. This groundwork is essential for successfully implementing AI in business operations.

What is the history of Umi Digital?

Umi Digital’s journey began in 2013 when the founder sought an internship opportunity with Steve Lowy, who is now their business partner. At that time, Umi Digital was part of a hotel company called Ummi. The founder joined as a sales intern, although the role did not involve extensive sales activity. Despite this, the internship led to a permanent job offer.

How has Umi Digital Evolved Over Time?

Initially, Umi Digital was part of the Ummi hotel company. However, it soon became an independent agency, separating from the hotel company. By 2014, the team was small, consisting of just the two founders working from coffee shops in Shoreditch. Over time, the company has experienced significant growth, expanding its team and working with a diverse range of clients.

What role do internships play in Umi Digital’s development?

The internship was crucial in shaping Umi Digital’s journey. The founder places great emphasis on the value of internships and mentorships, recognising that they play a vital role in personal and professional development. Reflecting on the experience, the founder feels that the internship was fundamental to their career path and the growth of the company.

What should I know if I’m interested in an internship or placement at Umi Digital?

Internships and placement programmes are highly valued at Umi Digital. They provide an essential foundation for personal growth and career development. The company looks for motivated individuals who are eager to learn and contribute. If you are interested, it’s advisable to reach out directly to discuss potential opportunities and how you can get involved.

What are Umi Digital’s core values?

Umi Digital’s core values centre around innovation and valuing the way we approach our work.

How does Umi Digital embrace innovation?

Our commitment to innovation is integral to our operations. We strive to be constantly curious and maintain an innovative attitude towards problem-solving. This involves continuous learning and discovering new methodologies. For instance, in development, staying updated with new technologies is crucial, while in marketing, exploring new systems and techniques is essential. Embracing innovation helps us stand out from competitors who may rely on outdated methods.

What is meant by “valuing the way we do things”?

At Umi Digital, we believe that our methods are as important as the outcomes we deliver. Our ethos, “Our value is our way, and our way is our value,” reflects this belief. Over the years, we have developed effective approaches and recognised less effective ones. We focus on providing consultative services and strategic input rather than merely executing tasks. This means we carefully consider how we approach each brief, ensuring that our methods are strategically sound and offer true value.

How does Umi Digital approach tasks and briefs?

We view tasks as outcomes rather than mere activities. By focusing on the intended outcomes, we avoid getting bogged down by the tasks themselves and ensure that our work remains purposeful. We also prioritise strategic input, offering advice and insights rather than simply agreeing to every request. This approach helps us deliver value through thoughtful and strategic work.

What aspects of working in a small team does the company miss?

One of the things we miss the most about our early days is the agility of having a small team. With just a couple of people, there was a unique sense of discovery and rapid learning, particularly right after university. We were often forced to quickly adapt and tackle challenges head-on. Working with smaller businesses meant that the barriers to entry were lower, allowing us to engage in short, impactful projects. This agility and the exhilarating learning curve were truly energising.

How has the company’s approach to learning and agility evolved?

As the company has grown, the learning curve has shifted. While initial rapid learning and agility were crucial, they have evolved into more complex areas such as management and scaling. The speed of learning has accelerated in some areas while becoming more stable in others. Despite this growth, we strive to maintain the agility and quick-learning mindset that characterised our early days.

What changes have occurred in the company’s technical infrastructure over time?

One significant change has been the development of a more established technical infrastructure. In the early days, managing our own servers and technical systems was a significant responsibility with many potential pitfalls. While we were fortunate to avoid major issues, having a robust and well-established technical backbone now allows us to operate more smoothly and with greater peace of mind. This evolution has been crucial in supporting our growth and stability.