Thoughts Online Hotel Marketing 2009

Hotel Online Marketing -Thoughts on 2009

2009: This year may well go down for some as the year that the worst recession since World War IIhit the world economy …and threw travel off-balance. Others may remember this year for theexciting challenges posed, opportunities seized and progress made towards a brighter, moreprofitable and tech-savvy future. Whichever way you chose to remember it, there’s no denying thefact that as travel and hospitality professionals, we’ll all have to break some moulds, get creative,optimize use of resources and collaborate like we’re never done before!This document was inspired by a similar effort in the field of Online Social Media, initiated by PeterKim, where prominent bloggers and authors collaborated to share their thoughts on the futuredevelopments they saw in 2009. My natural reaction was…collaboration should be a natural fit for the hospitality industry right? After all, we’re all about people! Thus this initiative was born…and Iset out to seek the knowledge, thoughts and advice of prominent industry leaders and bloggers, onwhat they saw as important developments and tips in the field ofonline hospitality marketing thisyear. Of the 18 or so people contacted, 5-6 were kind enough to respond and share theirremarkable thoughts.

Common themes that seem to emerge include:

1.It’s time to get back to basics and cover these well2.There will be an increasing reliance on online technology in theyear ahead3.We’ll have to work together, both offline and online, for the best results4.Utilization of mobile and on-the-go marketing will increase moving forward5.There will be a renewed focus on internationalization and destination marketing 6.ROI measurement and analytics will become keystones to online success7.A better understanding of our customer needs, niches and experiences will be required8.There will be an increasing use of rich media and online PR in hospitality9.The Hospitality industry will start experimenting with social media in earnest10.Creativity and common sense will reign supreme (or so it ought to!)A big

Thank You

to those who’ve taken the time to share their thoughts, ideas and insights inthisdocument. This just wouldn’t have been possible without you.The purpose of this work is to spark discussion, debate and refinement. So please feel free to share this document as needed and do give credit to the thinkers represented here when their ideas areredistributed or republished.Jitendra Jain / JJ (http://www.HoteleMarketer.com) 1

LBERT EINSTEIN:

It is every man's obligation to put back into the world at least theequivalent of what he takes out of it.

I n t r o d u c t i o n

Professor DimitriosBuhalis

1.Technology to assist cutting costs2.Location-based services and geography mash-ups increasing 3.Tour operators investing more in bedbanksand repackaging the package further

Hotel Online Marketing Predictions 2009: What do you think are the 3 key internetdevelopments and online opportunities the hotel industry is likely to encounter &benefit from this year?Leveraging technology to bear the recession: What are your Top tips to Hotels hopingto leverage Internet tech to beat the recession?

Many friends and colleagues have been asking me what to do in their tourismbusiness during these difficult economic times. Here is the advice I gave to ahotelier friend recently:•look after your customers better -engage with real CRM and work with you clientbase•look after your domestic markets and people who can visit you within 90 minutesdrive/train/ferry•identify markets that are less affected or their perception is not affected as others•create events and work on your value added propositions•enhance your PR footprint•work closely with your intermediaries and do not always believe that demand willbe at the level they would have hopped•expand the number of intermediaries available•work closely with your staff to go reduce costs and to save through operationalmanagement•work closely with your local suppliers to bring local products and reduce transportation, logistics and storage costs•open your distribution channels as much as possible•use technology and the internet to be in front of both your individual and tradecustomers as often as possible•address you cost base and cut any unnecessary costs throughout•reduce fixed cost -even if you pay higher variable costs for production•work with local associations and clubs to organise events, conferences, charitygatherings etc•be prepared but be cheerful -we have seen it all before !

More:

Managing Tourism and Hospitality in Recession -101 -by Dimitrios Buhalishttp://buhalis.blogspot.com/2008/11/managing-tourism-and-hospitality-in.html

Professor DimitriosBuhalisis the Deputy Director at theInternational Centre for Tourism and Hospitality Research (ICTHR),School of Services Management at Bournemouth University.Email:dbuhalis@bournemouth.ac.ukBlog:http://buhalis.blogspot.com

H o t e l O n l i n e M a r k e t i n g – T H O U G H T S o n 2 0 0 9

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Todd Lucier

•Blogsiteswill replace Websites as the principle marketing tool•Handheld devices will start to play a significant role in the travel choices of travelers –i.e. en route planning for meals and accommodations will be mucheasier.•Travelers will expect free wifi, but handhelds and 3G access will be moreimportant to the digital traveller.•Consumer influences on one another will be much more pronounced with wideracceptance of social media and giving and receiving advice on tools like Twitter,Tripadvisorand Facebook.•Tourism businesses better be good and have ways of encouraging good word of mouth and monitoring the attitudes of visiting guests.

Hotel Online Marketing Predictions 2009: What do you think are the key internetdevelopments and online opportunities the hotel industry is likely to encounter &benefit from this year?Leveraging technology to bear the recession: What are your Top tips to Hotels hopingto leverage Internet tech to beat the recession?Partner, Partner, Partner:

Collaboration will be the single most effective way to counterglobal economic upheaval. We're all in this together. The stronger presence yourcommunity has -via partnerships, co-marketing and raising word of mouthmarketing, the better positioned your community will be to compete.This requires significant trust and care for those we normally compete with. It mightsound counterintuitive to the idea of seeking as much business as possible, but itis what is required to succeed in tough times.Todd Lucieris the creator of Tourism Keys Internet Marketing forTourism blog, podcast and learning materials. Since 1999, he’s beenshowing tourism businesses and communities how to make the most of the Web in seminars, hands-on workshops and with keynotepresentations that inspire, motivate and transform thinking about theInternet.http://www.tourismkeys.ca/blog