The Hotel Yearbook 2017–Digital Marketing features editorial contributions from 35 opinion leaders around the world on the ways hotel companies will be using digital marketing techniques in the years ahead. Considering the huge impact that online marketing can have on a hotel company’s bookings, The Hotel Yearbook 2017–Digital Marketing is a must read for marketing decision makers throughout the .
Hotels are tasked with marketing across an increasingly fragmented media landscape to customers who have an unprecedented number of channels at their disposal to search for, review and buy products
Content is more important than ever. As John Burns, President of Hospitality Technology Consulting,.
“Analytics” is a big buzzword in every industry. The domain can seem complex and vast – and it is. Particularly in emerging areas like digital, there is a lot of noise around the techniques available
The CRS landscape is seeing dynamic changes. Michaela Papenhoff, Managing Director of Düsseldorf-based h2c, provides us with some valuable perspective. Although hotels talk to their guests every day
Over the past year, there has been much buzz about the subject of direct booking. No matter where you look, big brands were promising direct booking benefits, OTA’s were retaliating, or rate parity
The average person and Big Data are inexorably and permanently intertwined. Big Data is us, because we are now Big Data. There’s no escaping it, writes LodgIQ’s Ravneet Bhandari. Each one of us is leaving an ever- growing digital footprint as technology and consumer behavior merge.
It’s a new world order, writes Kalibri Labs’ Cindy Estis Green: one that is dominated by the digital marketplace and in which all parties are struggling to migrate from the analog days of the past. T.
Because a hotel’s inventory is perishable, the core of the hospitality business, according to Google’s Javier Delgado Muerza, is to manage occupancy in such a way that revenue is optimized. To do thi.
Hotels, and the amenities they offer, are designed to provide guests with a truly unique experience, and their marketing campaigns should do the same. With the advancement of hotel CRM and digital
Few would deny that OTAs have become a force to be reckoned with within the travel distribution landscape. From humble beginnings, two companies, The Priceline Group and Expedia Inc., have grown
As hoteliers, one of the most valuable – but underutilized – marketing resources we have is all around us: our staff. Within the members of our staff resides a wealth of skills, knowledge
Max Starkov and Margaret Mastrogiacomo of HeBS Digital outline the steps to a data-driven marketing.
In the old days of the hotel industry, prior to the dawn of digital age, the only important criterion for success was “location, location, location”. While this is still important for hotel owners
The digital landscape is changing… and it is changing the hotel business itself. As Les Roches’ Sanjay Chib explains, among other big changes ahead is the fact that hotel businesses will incur higher
Following many false dawns, it seems as if augmented (AR) and virtual reality (VR) are finally maki.
With digital services and contents becoming a key success factor for our industry as a whole, more hotels will have to make similar courageous decisions, even if they seem risky and costly at first, writes Ralf Denke of Deutsche Hospitality.
Whichever company sits highest in the sales funnel and interacts first, and most often, with a potential customer is the one that is most likely to win that person’s transaction and make the most
What is the future of the OTAs’ new direct booking model? As Mövenpick’s Paul Mulcahy explains, it .
Evergreen content is content that continues to be relevant to your audience well after it is first published. Alan Young, CEO and Co-Founder of Puzzle Partner Ltd., explains how to maximize the effec.
The digital world is a vast, Amazonian river of intellectual property (IP)—software, brands, photos, video clips, music, guest information, guest reviews—flowing quickly in every direction. Almost any
With travel becoming increasingly digital, existing relationships are being disrupted, write HVS’s Sophie Perret and Peter O’Connor from ESSEC Business School. Digital is facilitating the introduction
Does the hotel industry have a firm grip on the issue of cancellations? As NH Hotel Group’s Fernando Vives and Ana Morillo explain, if a customer makes multiple advance bookings and only takes a last