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1×The HOTEL Yearbook Special Edition - Digital Marketing 2020×
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Publication date: 10 April 2019

The Hotel Yearbook 2020 – Digital Marketing aims to give practitioners an overview of changes, challenges and advances in the market, as well as show how digital marketing is being focused on the basics such as brand building and the customer journey.


By Clay Bassford - founder of Bespoke Sound

When it comes to creating brand awareness in 2019, hotels have a problem, says Clay Bassford, of Bespoke Sound.

By Michael Pardo - SVP Sales and Marketing at ICE Portal

All hotels should have a brand story and central idea in place, writes Michael Pardo of IcePortal. .

By Max Starkov - Adjunct Professor NYU Tisch Center for Hospitality, Founder & Director at HEBS Digital

Independent hoteliers must understand that digital marketing consists of three distinct, but interconnected and interdependent categories, writes HEBS Digital founder Max Starkov, focusing respectively on guest engagement, guest acquisition, and guest retention.

By Matthias Huettebraeuker - Brand Strategist

The brand experience starts long before a guest sets foot in a hotel and likewise, it outlasts the checkout by a long time, too.

By Daniel E. Craig - Founder, Reknown

Hotel marketers have acquired an unhealthy dependence on performance marketing, writes Reknown’s Daniel E.

By Frank Reeves - Co-Founder & CEO, Avvio

With AI technology becoming broadly available across multiple platforms, many digital marketing approaches are, or soon will be, out of date, writes Avvio’s Frank Reeves.

By Anson Lau - Managing Director - Shiji Distribution

Hotel distribution is going through a transformation of how hotels distribute inventory. This change, known as “attribute-based selling”, or ABS, has been years in the making, but is only beginning to gain traction.

By RJ Friedlander - CEO of ReviewPro

ReviewPro’s RJ Friedlander asks one of the key questions in marketing: In a time when it seems like.

By Fabian Bartnick - Vice President, Asia Pacific & International Business at LodgIQ

Mixed martial arts is a sport that’s all about full-contact combat, and takes place in a modified boxing ring (or a cage, for goodness’ sake).

By Martin Soler - Partner at Soler & Associates

Analyzing the digital marketing activities of hotels, Martin Soler of Soler & Associates concludes that 98% goes toward performance-type marketing that is designed to capture clicks and convert those clicks into on-the-books revenue.

By David Turnbull - Hospitality Entrepreneur , Founding Partner at Techtalk.travel

Looking back to some examples from his pre-digital career, David Turnbull notes that the successful hotel brands of today are those that have gone back to grass roots – ones that differentiate themselves by delivering customer-focused campaigns and branded experiences that give their target audience a compelling reason to become and then remain, brand advocates.

By Tammy Farley - President & Co-Founder, The Rainmaker Group

A hotel’s revenue optimization team and its digital marketing team my not always see eye to eye, writes Tammy Farley, President & Co-Founder of The Rainmaker Group.

By Cindy Estis Green - Co-founder and CEO, Kalibri Labs, LLC

Cindy Estis Green is CEO and Co-founder of Kalibri Labs, a technology firm using the industry’s largest and most robust database tracking guest stays and cost of customer acquisition.

By Chekitan S. Dev - Marketing and Branding Professor at Cornell University and Lulu Raghavan - Managing Director at Landor

Future winners and losers in hospitality will be determined based on how much they embrace digital to transform every aspect of their brand to create new, personalized, carefully curated and meaningfully differentiated emotional experiences for guests, write Landor’s Lulu Raghavan and Cornell’s Chekitan S.

By Meng-Mei (Maggie) Chen - Assistant Professor at Ecole hôtelière de Lausanne and Alessandro Inversini - Associate Professor in Marketing at Ecole hoteliere de Lausanne

Generating a proper understanding of data with the aim of orienting the future of the business is paramount for gaining competitive advantage and superior customer value, write Alessandro Inversini and Meng-Mei Chen of the Ecole hôtelière de Lausanne.

By Peter O’Connor - Director of the MBA in Hospitality Management at ESSEC Business School

One of the biggest factors that drive the adoption of any technology is whether it reduces friction, i.e.

This Hotel Yearbook's guest editor Martin Soler sat down for a chat with Robin Chadha, Chief Marketing Officer at citizenM, about maintaining brand integrity – especially in the digital world. Interview

By Casey Munck - Senior Marketing & Communications Manager at Cendyn

Technology has dramatically shifted the way hotels engage with customers, says Cendyn’s Casey Munck.

By Charlie Osmond - Co-Founder & Chief Tease at Triptease

Rate leakage is a serious problem for hoteliers. Triptease’s Charlie Osmond raises the alarm about .

By Hilary Murphy - Associate Dean and Full Professor of Digital Marketing at Ecole hôtelière de Lausanne and Alessandro Inversini - Associate Professor in Marketing at Ecole hoteliere de Lausanne

Most social media campaigns designed to engage with customers are unsuccessful, write Alessandro Inversini and Hilary Catherine Murphy, both of the Ecole hôtelière de Lausanne, failing to generate brand awareness and, in most of the cases, any financial return on the investment.

By Ravi Mehrotra - President & Chief Scientist at IDeaS

The evolution of revenue management and success for the next generation of hotel managers are intertwined, not to say inextricably linked, writes Dr.

By Robert A. Gilbert - CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)

The state of the art in hospitality digital marketing involves engaging guests more proactively — sometimes before they even think about connecting with you.