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With all clients a comprehensive E-marketing workshop is held to understand the client’s business, marketing strategy and business objectives. Once we have a thorough knowledge of our client we provide a comprehensive E-marketing strategy with concept, strategy and design. At this stage please refer below to some ideas on how E-marketing could positively impact your business.

travel spending has remained stable despite the dismal global econom

Many feared that aggregators like TripAdvisor relied too heavily on Google to direct customers to their sites

Without the power of a brand sales team and the tools that they provide, your independent hotel’s sales efforts need to ensure that they are utilizing the right channels to effectively capture transient demand.

While global distribution system business is mostly pay-to-play, it provides exceptional return on investment in the right markets.

Direct bookings are the most cost-effective business for boutique hotels, so it is always the goal to drive business to our own booking channels. Identifying what percent of business you need from group sales, GDS and online travel agencies is paramount to a successful revenue strategy.

Much has changed in the business world since the birth of technology and the subsequent discovery of the world wide web (www) in 1989.

Much has changed in the business world since the birth of technology and the subsequent discovery of the world wide web (www) in 1989.

Sabre Hospitality Solutions has designed essential applications and products that will push your Internet Marketing program to a higher level of performance.

GDS, OTA and Meta: What’s the difference?

how can they help your hotel gain more online visibility and sell more rooms?

Hotels usually sell their rooms for 30% cheaper on GDS

The success of your search engine optimization efforts is heavily dependent on your hotel’s activity on social media. Google tends to favor social media accounts that frequently post and interact on different channels.

In 2016, we can expect more hotels using social media advertising to receive more engagement and interaction. Therefore, be sure your hotel is allotting a marketing budget for social media advertising.

It is important that in 2016 more than ever before, your hotel integrates a mobile strategy which must include a responsive website and a mobile compatible booking engine.

By focusing on new methods of selling and engaging consumers or creating demand for hotels, several of these new channels are creating interesting segmentation opportunities.

These evolving channels can be categorized into three major types: new search models, mobile/last-minute models and new discount channels, dissecting the broader impact of social media when it comes to online bookings

Roomkey.com, which is similar to the TravelWeb portal of the past, represents the attempt of the brands to launch their own version of an OTA. While suppliers remain optimistic about Roomkey.com, it has yet to really catch the eye of consumers and still needs considerable improvements before it starts to offer a viable alternative in the eyes of the consumer.

examine small businesses–specifically Bed and Breakfasts (B&Bs)–to develop theories identifying factors that facilitate and inhibit the adoption and implementation of Internet technology in the accommodation sector.

These destination guides search engin directories. In an attempt to get a bigger piece of the online pie, other B&Bs are aligning with similar minded businesses within a geographic area

Security was seen as the greatest disadvantage of using the Internet.

An airline uses a software solution called Passenger Service System (PSS) comprised of a central reservation system (CRS), airline inventory system, and departure control system (DCS).

It’s responsible for storing and managing all flight-related information, inventory, and ticketing.

contains schedules, fares, reservations and ticket records. Its goal is to support bookings through different distribution channels. It stores a database of fare tariffs, rules and booking conditions, all considering different zones, classes, and inventory buckets.

A location-based digital marketing strategy utilizes the physical location data of potential customers to target them with online or offline messaging that is highly personalized. When it comes to the resort and hotel industry, the target audience is potential guests, those currently staying at your establishment, and even returning visitors. 

proximity

The ads a potential customer will see on their social media platforms, while visiting a website, or even on their search engine results pages can be made more relevant based on their real-time location data.

HeBS digital Blog Archive for the ‘Online Travel Agencies (OTAs)’ Category The OTA Billboard Effect or the Lazy Man’s Approach to Hotel DistributionMonday, August 1st, 2011 The following article is Max Starkov’s latest contribution to the “Successful eMarketing” blog on HOTELS magazine’s website The existence of the so-called billboard effect is not a new marketing phenomenon. It has existed long before the online channel became a reality. As confirmed by many studies, any marketing exposure by a hotel produces a billboard effect:  when you launch a banner advertising campaign; when you purchase a full-page ad in the New York Times travel section; when you launch a paid search campaign on Google, etc. The OTA Billboard Effect Lately Expedia reps have been aggressively using a new Cornell Hospitality Report, namely “Search, OTAs and Online Booking: An Expanded Analysis of the Billboard Effect” to convince hoteliers that they should use Expedia in order to generate more bookings from the hotel’s own website due to the so-called “Billboard Effect.” The Cornell Report, based on data from Expedia and InterContinental Hotel Group (IHG) from 2008-2010, is a continuation of a previous report on the subject, heavily supported by Expedia. The report’s analysis determined that when an IHG property was listed on the first results page of Expedia, this created an increase of between 7.5% and 14.1% in bookings for the same property on IHG’s own brand website. In other words, this is a confirmation for Expedia’s billboard effect, which hoteliers should take into consideration when griping against the 25% plus merchant OTA commission. When these “billboard effect bookings” are taken into consideration, Expedia’s commission “would effectively be reduced to single digits,” states the Cornell Report. Hoteliers, rejoice! We have found the perfect recipe for success: we do nothing as far as marketing the property website is concerned. Instead, we plaster Expedia with our sales promotions and wait for the travel consumers to come to our own website and book. As discussed, the billboard effect is not strictly an OTA territory. In my view, the Cornell Hospitality Report is a one-sided research project, very proactively supported by Expedia, similar to the first report on the billboard effect published in 2009. Cornell, the finest hospitality institution in the U.S., should know better than to come up with this half-baked “scientific” research, which does not account for the complexities of hotel distribution as well as the “digital information cloud” we all live in and the resulting marketing and distribution channel convergence which directly affects the purchasing habits of today’s hyper-interactive travel consumers. This report makes conclusions that do not take into account, among many other things, the following: Complex Travel Planning Patterns in Hospitality Many surveys show that people are shopping around on a number of hotel and travel websites before narrowing down their search. Typically in hospitality, these sites include a hotel search on a search engine e.g. Google (65% market share), an OTA website, TripAdvisor, the hotel’s own website, etc. Therefore jumping from an OTA website to a hotel branded website and vice versa is at least partially due to particular travel research patterns unique to the users and not due to the so-called billboard effect: Step 1: “I always search on Google first where I identify a property I like” Step 2: “I go to Expedia and see what the rate for this property is” Step 3: “I visit TripAdvisor to read my peer reviews for this hotel” Step 4: “I visit the hotel website and book if I like the location, rate and what I have read and seen about this hotel”

social media is one of the most crucial tools in any hotel’s marketing strategy for promotion and advertisement. Social networks can give your property exposure like never before to help increase brand awareness and drive more direct bookings.

promote your hotel as an experience,

Social media marketing requires consistent posting, testing, and optimization across various social media channels to attract new customers and build brand awareness.

Cornell Hospitality Research reports more than 80% of travelers do at least one travel related search when planning. But the most beautiful hotel website design is essentially useless if it cannot be found.  Professional, recurring SEO is a key component of hotel Internet marketing and allows you to rank prominently on Google and Bing.

Pay-per-click (PPC) advertising

display remarketing

(CNN) -- Is Orbitz trying to get Mac users to book higher-priced hotels?

"What we have found is ... that Mac users are 40% more likely to book four- or five-star hotels than PC users," Harford said. "That lines up with (the fact that) Mac users are typically more willing to spend more money on higher-end computers."

Finding the right hotel is complex and, unlike booking a flight or reserving a car, it is a personal decision process - one which no one understands better than hoteliers.  We believe Roomkey.com will provide consumers with an innovative resource that will give them unprecedented confidence in their booking decisions