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The Newest Spokes in the Wheel of Hotel Marketing - Electronic Tools – Websites, E-Marketing, and Third Party Distribution Systems by Leora Lanz |
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Most professionals in our industry use September 11, 2001 as the key turning point in the history of our business. As most of us are aware, the “downturn” in the hotel industry did start prior to the events of September 11, however, that unforgettable day proves a natural date for all of us to recall – “when the industry began to take a dive.” |
Yes, the hotel industry changed. Sales and marketing for the industry also changed. Dramatically, and for the long run. The industry quickly, and in hindsight, hastily, turned to the emergence of the third party electronic media for help. The Travelocity’s and Hotels.com’s of the world became instant-vehicles for hotel marketers. The negative result, however, was that the hotel world began to drastically discount. No one told the hotels to do so. It was just presumed, that if they were going to use this vehicle, it should be to discount rooms. Now we know better.
Since September 2001, conventional marketing for the hotel industry has changed forever. To illustrate, imagine the spokes of a bicycle wheel: one spoke represents advertising; another - sales; another - public relations; another - community relations, and another – direct mail.
Now there are new spokes to fit into the wheel - to make that bicycle move even faster and that need even more of our attention: Websites, e-marketing initiatives, and the Alternate Distribution Systems. These new marketing tactics have emerged with a vengeance in the last two years, and they will not go away. We need to know how to use these tools, and how to focus on them even more-so than on the “traditional” ones.
1. Websites
a) The Forever-Evolving Interactive Brochure
Websites have evolved from the one- or two-page electronic billboard to a hotel’s electronic, and sometimes, even primary, brochure! Hotel sales and marketing executives still need the print materials, but how convenient is it for us to refer our clients to the website? Link to link, information can be easily navigated by propsects and clients. The key is to keep the information concise, comprehensive and compelling.
Remember, a website is a living, breathing, ever-evolving document that is a live marketing tool and an extension of the hotel. Statistics show that within the next two years, one in five hotel bookings will be made on line. That’s crucial information. Twenty percent of bookings will be made because your website is easy to follow and simple to use.
b) The Guest Book
Creating a Hotel Guest Book and developing your own database is one of today’s most valuable tools. Be sure to include the opportunity to collect e-mail information from surfers who visit your site, as they are in fact giving you their permission to e-mail them with future bargains and specials. The beauty of the electronic brochure is that you can share it with the world, and that all potential guests can sign on to hear more from you later on. How incredible it is for a hotel, particularly small, independent hotels, that may not have the vast budgets of the grandiose brands, to collect names and e-mail addresses for potential guests from around the world, and then share information with them – for free!!!
c) Don’t Be Afraid!
Most hotel marketers, are not technically savvy and need assistance and explanations in lay terms. Keep in mind that it’s not the bells and whistles that are important to a website. It’s the ease of getting your questions answered. Therefore, the electronic brochure must be informative and easy to navigate. Here are some other points for technically-challenged marketers to consider when assembling your website:
* Do your web pages reflect all the business units in your hotel that the public can enjoy? Are restaurant menus posted with chef’s specialties, recipes and holiday menus? Does the chef check e-mail regularly to reply to questions? Are you posting specific spa services on the site and can guests book their service at the time of reservation? If your hotel is a strong wedding and social venue, how well is your catering department promoted on the site? Keep in mind that all web pages should highlight departments in the hotel that positively impact the bottom line.
* It is important that “metatags” are identified, to enable hotel and business units within your hotel to “pop up” when visitors are conducting on-line searches through third party search engines. Look closely at your profit centers such as the spa, restaurant, catering, meetings, gift shop and fitness center. Use these key words as metatags throughout your site.
* When creating your site, use vendors who speak the right computer language and hotel talk. Nothing can be more frustrating than to find out your site was written improperly, and that metatags do not appear and your hotel does not show up on the screen when conducting a search for “spas,” for example.
* Budget and Manage. To develop and maintain a website is costly, but imperative. Your website is continually selling your hotel and its profit centers. Be sure you retain the appropriate people to develop your site, and maintain it after it has been effectively introduced to your target markets.
2. E-Marketing
a. Permission Marketing.
When guests share their e-mail address with your front desk or through your website, they are giving you permission to contact them in the future. 80% of your business generally comes from 20% of your guests, so it’s critical to talk to the people who have indicated that they want to hear from you. Make the effort to collect their e-mail addresses, and then use them to speak to your loyal guests, periodically, consistently, and with values or amenities that can be exclusive to the group and make them feel “special.”
b. E-mail is Affordable.
Whether you’re the Starwoods or Marriotts of the world with big budgets and deep pockets to coordinate worldwide e-marketing initiatives; or whether you’re the 100-room Roadside Motel, who certainly wants to continue to communicate to your target markets – e-mail is the affordable way to talk to 20 or 20,000 people all at..
c. Consistency.
Be sure your e-mailings retain a consistent look – in the subject line, graphically, or through the use of text. This insures that your customers recognize you each time you appear, and do not need to question the nature of the e-mail.
3. The Alternate Distribution Systems
a. These guys are here to stay.
Hotels.com. Travelocity. Expedia. Priceline. They became very important very quickly in the hotel world and they’re not going anywhere. As permanent fixtures in our marketing mix, we need to pay attention to them..
b. Not Just the Revenue Manager.
Sales and Marketing professionals need to understand the ADS and how to play their game. Let your hotel only work with one or two systems, not 15, learn how to work with them and control our inventory yet remain cordial with these new “revenue partners.”
c. It is a new skill.
Managing the daily activity of alternate distribution systems is a skill. It’s a development of a new strategy to insure that both the hotel and the third party work together, though again, the primary beneficiary should be the hotel.
The skills of today’s sales and marketing professional is more unique and focused than ever before. Thus, training your sales and marketing executives to better understand and use these electronic marketing tools is imperative. Once they can oversee these electronic initiatives, it is important to continually monitor and maintain your website, e-marketing efforts and activity of the Alternate Distribution Systems.
HVS Marketing Communications can work with your hotel or hotel company to assess and assist you in executing these new marketing tactics. Our sales, marketing and property reviews can shed light on how work is being done and where changes can be made to allow for a renewed sales and marketing effort.
About the author
Leora Halpern Lanz (Director of HVS Marketing Communications, and Senior Manager) joined HVS as its Director of Marketing in February 1999. She is responsible for the global marketing and external promotion of HVS’ growing office network and comprehensive hospitality services.
In February 2000, Leora launched HVS Marketing Communications, the firm’s sales, marketing and public relations consultancy. HVS Marketing Communications provides sales, marketing and public expertise for the hospitality industry. It was at the request of hotel executives with whom
Leora has worked that she established this service for HVS. Specialties of this service include: operational reviews; marketing plan development; sales/marketing assessments and audits; coordination with the property’s flag; sales action steps; pre-opening marketing; sales direction and training; and promotions including web marketing.
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Contact Information:
372 Willis Avenue
Mineola, New York 11501
516-248-8828
516-742-3059 FAX
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Since 1980, HVS International, the leading global hospitality consulting organization, has provided financial and valuation consulting services for more than 10,000 hotels in all 50 states and more than 60 foreign countries. |
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