I learned how to be a persistent pain in the rear at a very young age. When I was 15 years old I bought a used gas-powered mower and started cutting neighborhood lawns. It was always breaking down, so my dad taught me how to fix engines. I became so good at engine repair that my neighbors started hiring me to fix their mowers.
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Hotel websites are often designed by those who know nothing about the hospitality industry and without taking into account fundamental search engine marketing and online distribution principles. Hoteliers often try to resolve this problem by hiring Search Engine Optimization (SEO) vendors for a quick fix of the hotel website, believing this will boost search engine rankings and increase online revenues. However, these quick fixes are often construed as spam, and only a fully optimized website can produce the desired online revenues and position your hotel company ahead of the competition. SEO vendors do not address of two crucial criteria used by the search engines...
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Over the past several years a number of online booking engine vendors have launched different versions of a one-screen booking engine (as opposed to the traditional multi-step booking engine -see Marriott.com, Expedia.com, etc). The one screen booking engine is often presented as the latest cutting edge technology that immensely increases the conversion rates on a property website. Hoteliers are justifiably confused and often ask us to provide an opinion on this hot topic: one-screen vs. multi-step booking engine is the way to go.
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"The ease and ubiquity of blogs and their application in hotel marketing deserves a closer look. Must we act on such bold statements as ""blogs are the future"" and ""a blog is a marketing must""? Also, what are the implications for blogs in hospitality? Should creating a blog become part of your own hotel marketing mix? Does hospitality require a different blog strategy than in other verticals? Are there alternatives to blogs? Can a blog help you differentiate your services and de-commoditize your product? What role does a blog serve if at all and what are the pros and cons of developing a blog strategy? The ideas discussed in this article could help hoteliers conceptualize the creation of a blog strategy."
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By Max Starkov and Jason Price Search engine marketing is an essential component of the hotel direct online distribution strategy. According to Forrester research about 80% of overall website visits begin in a search engine or a directory service. Many other surveys also show that up to 85% of Internet users rely on search engines to locate relevant information on the Web (e.g. Google, Yahoo, MSN, etc). Search marketing is an extremely dynamic field. Search algorithms change, new search techniques and formats introduced, new search services launched, new challenges emerge on a daily basis that keep search marketers busy. The implications of all this in hospitality are enormous and some highlighted in this article.
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The Internet has changed the way lodging is negotiated, managed and purchased. This year over 20% of all revenues in hospitality will be generated from the Internet (15% in 2003). Another 20% of hotel bookings will be influenced by the Internet, but done offline (call center, walk-ins). In 2004, for the first time Internet hotel bookings will surpass GDS hotel bookings. Two years from now the Internet will contribute over 27% of all hotel bookings (PhoCusWright). Are hoteliers ready for this dramatic channel shift? Who owns the customer in this new environment? How can hoteliers retain customer loyalty when the competition is just a click away?
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The catch phrase "Lowest Price Guarantee" is an age-old marketing tool widely used in retail since ancient times. Even before the Romans knew how to conquer merchants were selling their wares in bazaars and marketplaces drawing in buyers with a lowest price guarantee. Fast forward to present day and some of the most successful retail companies in the US tout the lowest price guarantee. The strategy has worked effectively from the corner boutique to behemoth Wal-Mart, and continues to serve as a standard marketing tool. Why have hoteliers been slow to adopt a policy on lowest price guarantee? How can hoteliers institute such a policy without interfering or alienating its prime distribution channels? What is the applicability of the lowest price guarantee in hospitality?
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Airlines and car rentals are leaders of the packTravel suppliers in other travel sectors are well ahead of hoteliers in aggressively adopting online distribution. Airlines and car rental companies are pushing hard online and non-GDS distribution and are embracing the Internet as their main distribution medium. Online distribution is expected to contribute more than 22% of the airline total passenger revenue this year and more than 28% by 2005. Car rental companies expect 25% of their sales to be online this year. (PhoCusWright).
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In 2007, over one-third of all hotel bookings will be generated from the Internet in North America. This dramatic channel shift has created unprecedented price transparency and price-driven marketing in hospitality, thus further commoditizing the hotel product. How are hoteliers handling the increased commoditization of the hotel product, especially in the current rate parity and best rate guarantee environment? How can hoteliers de-commoditize their product offerings and provide a unique value proposition to the hotel customer?
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As many hotels enter the 2007 budget planning season, this article aims to help hoteliers construct a competitive Internet marketing budget. The hotel's overall competitiveness today is determined to a great extent by how well it manages its Internet marketing and distribution efforts. It is not a question of how big the budget should be, but rather what to include and how much to allocate in the Internet marketing budget for a meaningful ROI and online revenue growth. This article takes a closer look at some important aspects of Internet marketing in hospitality and what marketing activities and line items comprise the 2007 online marketing budget.
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