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Irina Stepanenko

The Power of Email Marketing in the Hospitality Industry - 0 views

  • arketing power of the Internet in terms of reach and frequency. Nowhere is this better illustrated than through email marketing. Following the lead of the airlines, many hospitality managers are evaluating email marketing for its low cost, rapid dissemination, and measurability.
  • Following the lead of the airlines, many hospitality managers are evaluating email marketing for its low cost, rapid dissemination, and measurability.
  • Email marketing is a crucial component of the hotel eMarketing and online distribution strategy.
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  • Email gets the most attention of any hospitality eMarketing effort because intuitively it makes sense—since email can create direct revenue opportunities with past, present, and future customers.
  • By category, travel relate
  •   Reach:
  • ssion-based email marketing is the second-generation email approach that goes well beyond guerilla email marketing, known as email spam.
  • Permi
  • Precision e-mail marketing is the next, third generation email approach that dynamically "reads" customer profiles, purchasing habits and history to create highly personalized emails.
  • Low cost
  • Hotels must employ new strategies to take advantage of these opportunities to capture this Internet market. 
  • Protects brand integrity:
  • d email marketing retains a loyal audience, especially if it offers the recipient value, accurate communication, relevance, and familiarity.
  • Instant gratification:
  • Rich Media:
  •   Results: Outcomes based, from knowing who opened the message, clicked on which links, how much time spent viewing each page, completed a transaction, or forwarded the email.
  • There are three main groups of email audiences: consumers (leisure or business), travel intermediaries (travel agents, wholesalers) and corporate clients.
  • Hoteliers are in a unique position to build a robust list from existing customers. Using a list built from existing customers, the conversion rates can be ten times greater than any standalone rented mailing list because the targeted group already knows and has experienced the product first-hand. In addition, the hotel can stratify the customer list by specific characteristics, communicate and offer value in the message, and send targeted and rele
  • vant mailings frequently to the intended audience, an audience that even anticipates these messages announcing hotel specials.
  • Personalization:
  • Travel agents that use the Internet and email are exactly the travel agents hoteliers must reach.
  • Collecting the right information is essential to not confuse long-term marketing plans
  • Recent trends in email technology and services include:
  • A total email strategy addresses every aspect of the email marketing process. It's organized to leverage a hotel’s existing and future client base for ongoing and upselling opportunities. This includes matching the right messages with the intended audiences for ongoing customer relations.
  • In conclusion, a total email marketing strategy serves as a springboard to launch various email campaigns, to boost ongoing customer acquisition, relationship management, and increased bookings on and off line.  An experienced eBusiness hospitality consultancy can help you navigate and utilize the Internet to its fullest potential.
  •  
    Email marketing is a crucial component of the hotel eMarketing and online distribution strategy. The website is a key to establish interactive relationship with customers and capture client email profiles by the company. In hospitality industry, especially the travel agency frequently use the emarketing to retain the loyalty, and offer accurate communication. The permission-based email marketing is very useful and practical for sending the promotional emails. And the precision e-mail marketing used by the airlines has generated up to a fivefold increase in response rates and tenfold lower conversion costs than direct mail. The email marketing provides some benefits for hoteliers, such as low cost, accessibility, protecting brands integrity, hommization, timeliness, good visual sense and positive results. The consumers, travel intermediaries and corporate clients are the significant customers for email marketing. The hotel can stratify the customer list by specific characteristics, communicate and offer value in the message. Hotels must employ new strategies to take advantage of these opportunities to capture this Internet market.
  •  
    As this class teaches us, along with this article, " the marketing power of the Internet in terms of reach and frequency." This article in particular speaks about the advantages of email marketing. With the low cost for companies in the hospitality industry, email marketing can produce positive results form the masses. The article goes on to explain how and why email marketing have been seen to be so efficient as a marketing tool. One obvious pro for instance is that everyone uses emails in today's society. After reading this article I can agree that email marketing is a very good way to put the internet to use when it comes to marketing. My concern, however, as mentioned in the article is the control the receiver has with the emails. For instance, how many emails are too much, too frequent or just not relevant? Features today have given the consumer the opportunity to now have a bit of control over this issue as I have mentioned. I believe this may be one of, if not the best form of marketing online because it gets directly to the customer, usually requires interaction whether to the main website or further clicking for deals, and sets up a format in which sufficient information can be given.
  •  
    Many hospitality managers choose email for its low cost, rapid spread, and measurability. There is an incline to online purchasing, which means that Internet is the place to establish relationships with your customer, through email for instance. Email can be easily personalized, include only relevant promotions, and be a tool to keep in touch with your regular and new customers. Permission-based email is sent only to customers who have allowed to be emailed, thus, you are targeting people who gave you permission and who most likely are interested in your product/service. Email is also a better tool because it is cheaper and faster than regular mail. Also, it is easier to track the results, using the tools to see who opened the email, clicked on the link, etc. There are key factors to remember in order to be successful: -interactive relationships -frequency -personalize and relevance -permission-based The article provides a rationale for implementing total email marketing strategy.
bdolman

3 Reasons Why Hotel Email Marketing is Essential - 0 views

  • Generating an estimated £30 for every £1 spent and conversion rates three times higher than social media, email marketing is the channel that delivers the highest ROI—whatever industry you’re in.
  • Email marketing offers you the unique opportunity to personalise your guest service and extend your brand through one-to-one marketing campaigns. Effective hotel email marketing starts the minute a guest has booked and nurtures your relationship with them long after their stay. It’s a chance for you to build rapport with your guests—which translates into positive reviews and repeat customers.
  • You can start with the pre-arrival email. Ask guests to follow you and give you a “Like” on Facebook in exchange for a special offer from your hotel. It’s a simple and cost-effective way to use email marketing to grow your hotel’s audience online. And not only does your social media reach now include this person and their followers, you’ve also given your guest another reason to look forward to their stay.
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  • Every email you send is an opportunity to promote your social media channels and encourage guests to interact with them
  • Pre-arrival emails also present another opportunity: to increase your incremental revenue through upselling and cross-selling.
  • An estimated 77% of consumers prefer to receive marketing messages through email campaigns. So there’s your chance to collect valuable feedback for your hotel—with post-stay email marketing.
  • Sending emails to your customers after they’ve checked out does more than help you discover what they thought about their experience. These emails are also a chance for you to thank your guests for staying with you and invite them to subscribe to your loyalty programs. They’re a chance for you to build on the guest-hotelier rapport you established with your pre-arrival email. And when guests subscribe to your mailing list, you can reach out to them in the future with special deals and exclusive offers.
  • If guests enjoyed their stay, you can also use this email to remind them about your social media channels and encourage them to share their experience online. If, on the other hand, they had a bad stay, sending them an email opens the door for you to mend the relationship and offer a win-back incentive. Both types of exchanges create loyal guests, which can lead to repeat business and referrals.
  •  
    This blog post talks about how you can effectively reach your customer base through the use of email marketing, pre and post arrival. One of the benefits is being able to build guest rapport by creating a relationship through this channel. Sending them a few offers prior to arrival or a unique message to follow your twitter page creates this positive relationship and vibe about your brand. This leads to getting a farther reach on your online presence via social media and what not. This is a cost effective marketing channel that leads to more followers, more likes, and more brand awareness. Lastly, you can discover great guest feedback by sending post stay e-mail marketing. It has been reported that the majority prefer to receive a guest feedback e-mail rather than being stopped while they are checking out. This also opens the doors to opportunities, by keeping the relationship, creating customer loyalty, and reaching them through email marketing for special deals. The use of email marketing is one of the most cost effective and leads to the greatest ROI. It creates customer loyalty and leads to repeat business.
  •  
    The article titled "3 Reasons Why Email Marketing is Essential for your Hotel" provides interesting points in terms of the impact of email marketing. Building guest rapport, specifically a personalized point of contact, is crucial for the guest to feel that there is a connection, and in turn will become loyal. According to the article, "Effective hotel email marketing starts the minute a guest has booked and nurtures your relationship with them long after their stay. It's a chance for you to build rapport with your guests-which translates into positive reviews and repeat customers". Therefore, how can hotels create a positive guest experience and environment? Email marketing, when used efficiently, such as through pre-arrival emails, will allow guests to feel appreciated and taken care of. In addition to this, email marketing is an excellent opportunity to extend the brand's online presence and receive guest feedback. Thus, email marketing should not be seen only as communication from the hotel to the guest, but a great start to a conversation.
msoma003

8 Great Email Marketing Tips for Hotels | WebRezPro Hotel PMS - 0 views

  • successful marketing is driven by a mix of complementing strategies — and email is still one of your best tools
  • successful marketing is driven by a mix of complementing strategies — and email is still one of your best tools
    • msoma003
       
      Under utilized
  • Email marketing is a very effective way to build guest loyalty, encourage brand engagement and increase direct bookings through well-targeted communications. It’s cost efficient and easily automated, making it an ideal marketing technique for busy hoteliers without a lot of time on their hands.
    • msoma003
       
      Good for small hotels
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  • Permission-based email marketing
  • customers that genuinely want to hear from you
  • Get your customers to actively join your email list by:
  • Adding a simple sign-up form to your website
  • Including an opt-in checkbox, or a link to your sign-up form, in your post-stay survey
  • Placing cards in guestrooms
  • provide opt-out instructions on every email communication you send
    • msoma003
       
      Shouldn't end up in junk bins
  • your emails need to look good on small screens
  • avoiding large image files and long paragraphs
  • including social sharing buttons
  • other
    • msoma003
       
      Almost everyone reads it on their phone, no longer their computer
  • all about timing
    • msoma003
       
      This is a science, a firm needs to be sure they are sending it at the right time, this includes the correct booking window.
  • ow frequently and when you are going to send emails
  • In addition to your pre- and post-stay emails
  • keep in touch with your subscribers whenever you have something truly interesting to say or offe
  • the best time and day of the week to send marketing emails
  • email marketing systems can be integrated with your PMS
  • automate pre- and post-stay emails
    • msoma003
       
      Good for small firms that do not have dedicated marketing teams
  • Personalize your emails as much as possible
  • Use your PMS data to segment your contact list
  • ending irrelevant information is a sure-fire way to lose subscribers
    • msoma003
       
      This may take more time but it is worth it.
  • sign off from an actual person
  • doesn’t always have to be discounted rates and services; local “insider” information, like exciting events, new attractions or destination tips, gives your customers food for thought and could put your property front of mind when planning their next holiday.
    • msoma003
       
      International visitors appreciate the extra help, it adds an intangible value
  • Great content = stuff that benefits your customers
  • Make sure you include links or button
    • msoma003
       
      Guests need the buttons so it becomes easy,the less work for them the better
  • Visuals are important, too
  • Note: be sure to link to the Web version of your email in case the actual email doesn’t display properly. Most email newsletter/marketing services include this feature.
    • msoma003
       
      Need options if not it will go to junk
  • Short post-stay email surveys are part of great customer service and provide a marketing opportunity, too
    • msoma003
       
      Necessary for front office to learn how to improve operations
  • track all opens, click-throughs, enquiries and bookings stemming from your emails
  • See what works best
    • msoma003
       
      Emails are pointless work if they do not get opened for do not meet the desired goals
  • look at your emails from your customers’ perspective and ask yourself what’s really in it for them? If the answer is obvious, your email marketing campaign is bound to be a success.
    • msoma003
       
      The guest needs to like it so test the email out. Would you like it?
  •  
    This article provides 8 tips on how to email marketing. Email marketing which is a part of e-marketing is a great way to reach customers, the service is also cost effective and time efficient. The main ways to optimize emails are to get a an organic list of contacts to make sure they do not end up in the junk bin. Next the emails should be functional they should be mobile friendly and the links should work. In regards to the content it should contain more than just rate specials they can contain events or insider city tips and they should be targeted at the correct audience. Finally the sender should test it out by receiving one first.
Kevona Richardson

Email Etiquette: Think before you type - Hcareers - 0 views

  • About 70 percent of North Americans use the Internet and email is their top reason to go online
  • This means it’s a good idea to take the time to create a subject line that’s catchy and concise
  • Nothing is more frustrating than a group of people getting an email that’s directed at a single person
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  • For the most part, “Hi” and “Hello” are for personal emails and “Dear” and “To” are reserved for business emails.
  • A :) (smiley face) and a “LOL” (laugh out loud) might suit a personal email. But when you get down to business, it’s best to stray from abbreviations and emoticons. That means no winks or sad faces and no TTYL (talk to you later). The only abbreviations that might be acceptable are common hospitality-related acronyms, such as ARDA or NRA.
  • About 70 percent of North Americans use the Internet and email is their top reason to go online
  • About 70 percent of North Americans use the Internet and email is their top reason to go online
  • About 70 percent of North Americans use the Internet and email is their top reason to go online
  • Nothing is more frustrating than a group of people getting an email that’s directed at a single person
  • For the most part, “Hi” and “Hello” are for personal emails and “Dear” and “To” are reserved for business emails
  • A :) (smiley face) and a “LOL” (laugh out loud) might suit a personal email. But when you get down to business, it’s best to stray from abbreviations and emoticons. That means no winks or sad faces and no TTYL (talk to you later). The only abbreviations that might be acceptable are common hospitality-related acronyms, such as ARDA or NRA
  •  
    This article is basically the rules and regulations of how to write an email. Netiquette is important because if you make yourself seem professional, the people whom you send these emails to will reply and treat you with respect. Especially if its a business email. The article teaches you about how to write a subject line and the difference between cc and bc. It also teaches you not to use lol and thesmiley face emoticon unless the email is personal. This article also teaches you on how to relax on the punctuations. Too many exclamation marks might seem like your going crazy screaming at someone. It also teaches you about how to properly send signatures. I think everyone should read this article to perfect their emails. Especially students because now and days , there is no need to go to your teachers office. You just shoot your teacher an email and it will make your life easier.
  •  
    This article is about the basic rules of netiquette. It breaks down from everything from the subject to the signature. It shows you differences of writing a business email and a personal email.
Jia Kim

How Email Marketing Can Help Local Restaurants | StreamSend - 0 views

  • Indeed, the relationship between local restaurants and email marketing is a win-win for all involved. Most local restaurants don't have the budget to advertise on local television or radio, never mind nationally, and the days in which the local newspaper was a reliable advertising option are long gone.
  • declining readership of newspapers–as well as their shrinking ad space–means any ads placed there will almost surely go ignored by the target audience.
  • affordable for restaurants of all sizes and can be managed by anyone with a minimal amount of computer experience. There is no need to hire anyone to handle email marketing for local restaurants.
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  • details about the restaurant's special promotions
  • unobtrusive local restaurant and email marketing messages
  • Email marketing for local restaurants is a savvy way for these "Mom and Pop" establishments to overcome the advertising advantage
  •  
    This article is about how email marketing can help the local restaurants. Local restaurants generally do not have enough budget to advertise on local television, radio, or newspapers. Local restaurants would make most of the Email marketing that could overcome the advantages of chain restaurants' expensive advertisement. The Email marketing strategy is affordable for all sizes of restaurants and does not need IT specialist. So, there is no need to hire IT specialists. Anyone who has minimum experience of computer can deal with managing Email marketing. The Email marketing benefits the potential customers also. The potential customers are able to know the detail about the menu and promotional contents when they check their email. Even they are not going to go restaurant right away, they could remind the promotion and information on their mind and retrive the mail before planning to go restaurant. Email marketing is one of the savvy ways for the local restaurants, and mom and pop properties that want to target more potential customers with efficiency.
richardkutch

The Ultimate Guide to Email Marketing for Hotels | Hotel Online - 0 views

  • “Specials and Discounts” cannot be the only reason you send an email to your hotel database.
    • richardkutch
       
      Say this to any hotel sales exec and I'll bet they look puzzled.
  • It’s not practical or advisable to send out emails from your own server.
  • Instead, go with tools that let you send emails the right way, give you excellent analytics, and help you grow your list effectively.
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  • Measurement is crucial for all marketing success.
  • Just like your digital marketing, email marketing must be geo-targeted.
  • Sending emails in the user’s time zone is the best solution.
  • Email marketing is about two things: targeted segmentation and a high standard for content.
  • Smart hotels and brands have moved away from the mass broadcasting of spammy emails, and are now focusing on personalized, permission-based email delivery; and they are seeing their revenues go up.
  • marketers who put the least amount of effort into email marketing will end up using one of my least favorite sentences in hotel marketing: “It does not work for us.”
  • The most important and very first step is to segment and define your audience.
  • The more you segment, the better the outcome of your email campaign is going to be. Just like in life, you cannot be all things to all people, all the time. Proper segmentation parts the clouds and makes it easier for you to answer the next crucial question: What are you going to say?
  • Boring and uninteresting content will fail, no matter what medium you’re using.
  • Remember, it’s not just the click that matters. Once you manage to get someone to click through, make sure you give them a reason to stay. Poorly executed content and context will tank your campaign every single time.
  • A golden rule for writing email marketing content: If you have nothing useful to say, then don’t  say anything at all. Every campaign needs to be created with the user in mind. It has to be your #1 priority to reward the people who signed up. They cared enough about what you do to share their email address with you. But this can change with one click at the bottom of your next email.
  • Email marketing is not about standing on a pulpit and filling inboxes with marketing fluff. You have to earn the privilege of having access to people’s inboxes. You can never send bad content that does not benefit your guests in some way
yuzhu li

Use Email Campaigns To Generate More Email Campaigns-And Conversions - 0 views

  • Trigger-based email is sent according to a consumer’s particular behavior or preferences.
  • ensure that a brand remains engaged with and relevant to consumers by giving them important updates
  • : The rules of email marketing best practices must foremost be understood and used. The customer must be the one to subscribe to get email messages, and the co
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  • relevance is the key
  •  
    Email marketing, is quite old school but efficient way to provide more information to customers.  This kind of email marketing is about "Trigger-based" email, it would send to customers when customers had some specific demand and click at the link, then it would email some more rewarding information back to the customers' email address. From my opinion, this is really good and time saving, not so high-end but quite effective. But the problem is whether the information is complete or correct for customers. I would like to have the email that something I am interested in because it is easy to organize and check about it. Especially when you are not so interested at it first but then you want to figure what it is like but need to google it. 
Kamini Ramsaran

Reflecting on the Future for B2B Email | ClickZ - 0 views

  • email certainly remains the king of the digital channels, with an installed base of email accounts growing to 3.1 billion in 2011 and expected to grow to nearly 4.1 billion accounts by 2015.
  • corporate email accounts will increase faster than consumer email accounts because of the growth of affordable cloud-based email services.
  • Subscribers have begun to expect you to keep the conversation going via social media and mobile channels. Witness the increased activity for B2B users on LinkedIn, Twitter, and other social networks and likely on your own corporate blog, too.
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  • Emailing without permission can taint their impression of your brand. They can slam you and your brand in social media channels even if you meet legal minimum standards.
  •  
    It is clear that email is one of the most effective and efficient ways of reaching out to your consumers directly, however there are always the ups and downs to this form of marketing. It is predicted that by 2015 there will be an increase of nearly 4.1 billion email accounts compared to the 3.1 billion email accounts as of 2011.   The most common form businesses used email marketing was to send out newsletters, coupons, ads, alerts, etc., now consumers also are looking for more interaction with the business through social media. They want instant responses through Twitter, LinkedIn, blogs and other social networks.  With using all the social networking sites in relation to the business, consumers can also see other consumer reviews.  Using these forms of communication for the business and client, helps to build their customer relationship with each other. As businesses track the movement of their website and emails by monitoring what the consumer clicks on, they gather information on what the consumer is looking for and can then cater to their needs. As positive as social media can be for a company, it can also be negative with bad user reviews and complaints.  Word of mouth is the fastest marketing tool for consumers when they have a bad review.  
rderonville

Bed & Breakfasts | Email Marketing | StreamSend - 1 views

  • Bed and breakfasts often do not get the opportunity to market their businesses the way they should
  • With email marketing software, marketing has now become more affordable than ever – even for a quaint bed and breakfast.
  • Flyers and television advertisements are costly marketing techniques that often do not showcase the level of quality in their accommodations
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  • When innkeepers send an email blast with easy-to-use email marketing software, customers can see updates to the breakfast menu, local weather conditions for their weekend stay, special offers for specific events within your area or even special weekend packages!
  • Email blasts are a great way to keep customers engaged and up to date with your bed and breakfast.
  • With email marketing driven by the power of the internet and social media, bed and breakfasts can bring together those with a passion for travel, pampering, sightseeing and first class food; what a magnificent combination!
  • Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes.
  •  
    The lodging industry is one of the most popular in the hospitality industry. Bed and Breakfasts provide an alternative to hotels and motels by providing a literal home away from home experience. Unfortunately, the advertising and marketing of a bed a breakfast, according to this article, needs to upgrade. Email marketing would be a great addition to this sector of the industry to promote deals, updated breakfast menus, and etc. Giving customers an email blast every now and then can help. This can also increase customer loyalty. According to the article, it is a great way to keep customers engaged and up to date. The article promotes StreamSend, which is an email marketing software that helps with marketing by including vibrant imagery, videos, surveys, and other interactive elements (StreamSend). This is also said to be affordable and dependable, making it ideal for any industry including a bed and breakfast. I think this is a great start, specifically for those in the bed and breakfast sector of hospitality. The bed and breakfast brings airbnb and a hotel together with different amenities and not just another place to stay for the night. So it makes sense for the innkeepers to jump into email marketing to promote their business in different ways and to have more access to guests in regards to promotions.
Jianyi Wang

Email Marketing in the Restaurant / Hospitality Industry | StreamSend - 0 views

  • Email marketing offers many advantages that other forms of advertising do not offer. Sending out new menu items, prepare-at-home recipes, and money saving coupons will help venues of all sizes build customer loyalty and reinforce name recognition. The best part about email marketing is that it is affordable and requires very little time and effort.
  •  
    Email marketing is an effective way to share the information about the new information in a restaurant or hotel.The author mentioned that the key point of this method is find an email service provider that makes it easy to import email address and create HTML email s with pictures and graphics to send it out.Last but not least, an email marketing software is required to send reservation and birthday reminders or separate emails to people .
Shiyuan Peng

Difference Between E-Marketing & Email Marketing | eHow.com - 0 views

  •  
    According to article, there is a difference between email marketing and e-marketing. Email marketing directly implies the use of email. E-marketing, on the other hand, can refer to any use of electronic communication, such as websites and online advertisements. E-marketing and email marketing both have their purposes. Email marketing has an advantage in that email lets you bring your message to the customer, while other e-marketing techniques require the customer to find your message. E-marketing can be used to attract new customers and create convenience for existing customers. For instance, e-marketing tools which help create convenience include online bill pay and websites.
diana morales

http://blog.milestoneinternet.com/website-promotion/effective-email-marketing/ - 0 views

  • Effective Email Marketing
  • Effective Email Marketing
  • Book Rooms and Build Relationships
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  • Permission Email vs. Spamming
  • 4 Easy Steps To Conducting Effective Email Marketing
  • In-House vs. Outsourced
  • Using Email Marketing to Up-sell
  • Using Email Marketing to Build Relationships and Get Feedback
  •  
    This webpage is an explanation of all the effective ways you can market thru email in the hotel industry. Obviously if the guests received an email from your company is because they provided you with their email adress, meaning that they are interested. E- Marketing is not spamming. It is very proffesional. At the end of the guests stay, you can use e marketing tools to lude the guest back in your way. You can benefit from E-Marketing by upselling. It is a very powerful tool that can bring you a lot of traffic if you have a great business plan. E- Marketing is also important because you can get guest feed back and fix problems that might occur and also help them come back as well. E-Marketing has changed the hospitality industry in a great way. People no longer need to walk in to your hotel to find out information. If you have a great website, guests can quicly make their own assumptions. If a guest is coming back to the city, E-Marketing can lure them back in.
Casrine Kelly

Netiquette Article - 0 views

  • Like any communications medium, however, effective emailing necessitates being mindful of some simple principles of internet etiquette (“netiquette”) to avoid misunderstandings and hard feelings.
  • When using email, it is best to remember the Golden Rule and only treat others the way you’d expect to be treated. Remember that there is a person with feelings on the other end and not just a faceless computer screen.
  •  
    The article was talking about the way we write emails, especially business emails. One should be careful of certain words they use, because what may seem funny or humorous to us may be offensive to the recipient. It is better to proofread our emails if we are not sure or ask somebody else to read it to get their understanding of what you are saying. The article also point out that it is better to send emails as BBC, if you are sending it to more than one recipient, instead of putting all email address in the To field as we normally do. When we use the To field it can also result in spyware-infection and this is how email address are often obtained by scammers. So the article was basically dealing with computer netiquette and how we should operate when sending messages to each other.
Alyssa Westmeyer

Hotel technology trends that are changing how hotels do business - 1 views

  • Choice created the software in 2003 as an inexpensive solution for franchisees of its economy brands.
  • The PMS had a lot of growing pains at first, but eventually it became more and more cloud enabled and was adopted across the company.
  • “A lot of companies had outsourced their IT and now they’re bringing it back in house because they can do almost everything they need on the cloud or through software as a service.
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  • Switching to the cloud from a client server platform pays off with a big drop in both the initial capital outlay and the ongoing operating costs for the property management and other systems.
  • pects of a franchisee’s business, from guest check-ins and housekeeping services to billing and finances. Over time new features have been rolled into the software platform making it more robust and useful for hotel owners—it’s currently distributed in eight countries and available in four languages. And while plenty of cloud-based PMS packages are now available from third-party vendors like Micros, Maestro, and RoomKey, Choice’s internal solution has garnered its fair share of attention. “We had been getting knocks on the door from IT vendors at other hotel companies and individual Choice franchisees that own other brands, saying they were interested in our product,” says Pacious, “So we set up a new division so we could take a look at other opportunities we could develop.” This led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system. Pages: 1 2 3 4 2013-06-18 Sean Downey !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_US/all.js#xfbml=1"; fjs.parentNode.insertBefore(js, fjs); }(document, 'script', 'facebook-jssdk')); (function() { var po = document.createElement('script'); po.type = 'text/javascript'; po.async = true; po.src = 'https://apis.google.com/js/plusone.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(po, s); })(); (function() { var li = document.createElement('script'); li.type = 'text/javascript'; li.async = true; li.src = ('https:' == document.location.protocol ? 'https:' : 'http:') + '//platform.stumbleupon.com/1/widgets.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(li, s); })(); inShare0 Related Articles attachment-3
  • his led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system. Pages: 1 2 3 4 2013-06-18 Sean Downey !function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs"); (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_US/all.js#xfbml=1"; fjs.parentNode.insertBefore(js, fjs); }(document, 'script', 'facebook-jssdk')); (function() { var po = document.createElement('script'); po.type = 'text/javascript'; po.async = true; po.src = 'https://apis.google.com/js/plusone.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(po, s); })(); (function() { var li = document.createElement('script'); li.type = 'text/javascript'; li.async = true; li.src = ('https:' == document.location.protocol ? 'https:' : 'http:') + '//platform.stumbleupon.com/1/widgets.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(li, s); })(); inShare0 Related Articles Hotel Market Insight: Cleveland a
  • This led the company to launch SkyTouch last year, a new division that develops and markets cloud-based software solutions to hotels inside and outside the Choice system.
  •  
    Choice Hotels has been a industry leader in the cloud PMS movement. They identified the opportunity to create their own platform 10 years ago when cloud was barely on the radar and have now successfully distributed it to 5,500 of their properties. Unique functionality built into the system is internet redundancy via cellular data plan, company-wide campaign pop-up messages to staff, interface to Pegasus and revenue management through predictive analytics. The platform has been so successful that, in response to inquiries from other companies who wanted to use Choice's proprietary system themselves, they created an additional revenue stream by establishing a separate company that sells and creates custom cloud PMS systems. One advantage pointed out is that managers no longer need to be on property to access and make changes to their PMS. While this is hugely beneficial to the majority of the industry (who already work long hours and visit the property on their day off), there may be some who take advantage of the situation. If this becomes the case, less oversight at the property means that operations has the potential to slip. It doesn't seem that this is a concern for Choice Hotels but it should be considered.
denisedantas

Email Marketing 101 for Tourism Business - 0 views

  • Email Marketing is one of the best advertising sales tools around.
  • Integrate this with social networks and the return is even higher.
  • The first tool that you will need is a bulk email host. Your normal email client (probably the provider who hosts your website) will have restrictions on the number of emails that you can send per day.
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  • The first thing you do when you have the power of email marketing at hand, assuming you have a customer mailing list that is up to date and you can segment the different types of customers, is to send them an email.
  • Once you have created a successful format, stick to it, however always keep an open mind to new developments that your readers are sensitive to. This, in turn, will help you to develop trustworthy relationships and in future exponentially grow your mailing lists.
  •  
    This article highlights the email marketing as one of the most important and best advertisement tool for the hospitality business. It tells you how to get started when your company wants to reach consumers electronically, advertising their deals, products, and services. It talks about the limitations, such as the restrictions on the number of emails send per day giving the right solutions and the channels to get the right service. This article is very interesting! It shows you how to build an effective electronic marketing strategy that leads to success, from the very beginning to the very end.
kuhang

Developing an Email Marketing Strategy in Hospitality By Max Starkov, Adjunct Professor... - 0 views

  • This year over 20% of all revenues in hospitality will be generated from the Internet (15% in 2003). Another 20% of hotel bookings will be influenced by the Internet, but done offline (call center, walk-ins). In 2004, for the first time Internet hotel bookings will surpass GDS hotel bookings. Two years from now the Internet will contribute over 27% of all hotel bookings (PhoCusWright). 53% of all Internet bookings in hospitality will be direct to consumer (i.e. via hotel-owned websites).
  • Email Marketing - a Powerful Direct-to-Consumer Distribution Tool
  • In the context of explosive growth in Internet distribution and marketing in hospitality, email marketing is a powerful direct-to-consumer distribution and marketing tool. It allows hoteliers to engage customers in strong, personalized and mutually beneficial interactive relationships, increases conversions, and sells more efficiently. Email marketing is an important aspect of today’s multi-channel marketing model that requires hoteliers to communicate a single brand image across all channels.
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  • So the fight is to build your organic database, construct effective email campaign messages, win the right to be recognized and accepted into the email box, and convert the reader into a customer now and into the future.
  • The analytics to measure the success of an email campaign should include: open or view rates, click through rates, the number of pages viewed, the duration of the site visit, the number of contact forms submitted, the number of phone calls received, revenues and roomnights from special rate code bookings or packages purchased, and the long term sustainability of the campaign. Do people print out the email and present it by mail or at the front desk when making a reservation? Have you received inquires referencing the special rate announcement?
  • Email Marketing is here to stay. It is an important aspect of the hotelier’s Direct Online Distribution and eMarketing Strategy. Email and eMarketing in general can be used both as a direct response vehicle (short-term, results-oriented) and as a branding tool (long-term and strategic goals). Email marketing allows hoteliers to engage the customer in a strong, personalized and mutually beneficial interactive relationship at a fraction of the cost of traditional marketing. And most importantly, email marketing allows the hotelier to “own the customer” in this new online distribution and marketing environment.
  •  
    This article makes a detailed analysis of E-mail marketing strategies in the hospitality industry. Through a large number of data and case analysis, the author resolves the current development environment of E-mail marketing. In addition, the author puts forward his own views and summarizes a set of standard E-mail summaries from several important aspects of E-mail marketing activities.
ryanrodgers2014

E-marketing in the hospitality industry - Digital Doughnut - 1 views

  • The online marketing is doubtless one of nowadays most powerful advertising methods. All companies, and notably in the Tourism and Hospitality industry, are fiercely competing to lead and overwhelm the online space in order to shift market shares from competition, increase their online traffic and make more profits. In addition, International hotel chains are considerably reducing their offline marketing budgets year on year for the benefit of the online ones.
  • Social Media websites such as Facebook, Twitter, YouTube,… possess the advantage that they can spread any information or update posted rapidly to a very wide audience. Furthermore, sharable videos (i.e. choosing an engaging storyline and telling it with compelling visuals) constitute an amazing tool that keeps users’ attention and subtly persuade them along the way words can’t.
  • Content optimization for Search Engine: While the website’s content should match the guests’ search criteria, many hoteliers fail in making their websites a dumping ground for content to end up with websites that generate very poor value to guests and very low business opportunities.
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  • However, as emails and/or e-newsletters might be unsolicited, senders should either offer recipients an opt-out option or get their prior consent (opt-in). In fact, experience shows that permission-based email marketing is one of the most cost-effective and efficient marketing tools available.  
  • This makes search engines one of the most effective tools in driving targeted traffic to a hotel’s or destination’s website. In the hospitality sector, hoteliers have two options with regard to SEM: Search Engine Optimization (SEO) or sponsored search:
  • Interface design:Adjustment of the web content for screen sizeso that users can comfortably access content in an intuitive way on a smaller screen and benefit from all functionalities on a mobile device (hotel search, access to reviews, bookings, payments, etc.).
  • A successful e-marketing strategy should comprise a set of specific e-actions that help hoteliers reach their planned objectives. These e-actions can be grouped into the following five main sections (A to E):
  • E-marketing is also known as Internet marketing, web marketing, online marketing or digital marketing. It is growing at a dramatic pace in the hospitality industry and is significantly impacting the business behaviors since it drives more revenue than traditional marketing.  
    • ryanrodgers2014
       
      The hospitality industry is constantly evolving. A recent report by Adobe Digital Insights showed that 61% of leisure arrangements are made online. These statistics go on to show that in order for your hotel business to thrive, you need to put emphasis on digital marketing.
  •  
    This article is meant to show the different types or e-marketing for the hospitality industry. It also goes on to explain how they can be used in the industry. I also enjoyed the most popular ways to use these tools. With technology moving at a fast pace, e-marketing is the next best way to market and to attract customers.
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  •  
    This article talks about how the E-marketing has grown drastically in the hospitality industry. It says how the E-marketing is having a huge impact in the business behavior because it is bringing way more revenue to the business. One of the e-action that help hoteliers reach their planned objectives is search engine marketing. Most pf the people that goes on the internet uses search engine to find information about hotels online. Mobile advertising is growing very fast since the connectivity speeds have improved and screen resolutions have advanced. Email advertising is also a great powerful e-marketing tool that companies use to put their business out there. This just help creates direct revenue for all type of guest. If a company want to succeed In e-marketing, they have to make sure that their online space is well managed and that everything is under control.
  •  
    E-marketing is also known as Internet marketing, web marketing, online marketing or digital marketing. It is growing at a dramatic pace in the hospitality industry and is significantly impacting the business behaviors since it drives more revenue than traditional marketing.
  •  
    E - Marketing will eventually take over any other type of marketing in the future. As we all know its a big trend and businesses need to keep up.
  •  
    This article explains the importance of emarketing. It is explained in detail the important factors and uses of emarketing. There are many forms emarketing can take, and having knowledge of each form is helpful for many in the hospitality industry and other industries that can benefit from emarketing.
  •  
    "A successful e-marketing strategy should comprise a set of specific e-actions that help hoteliers reach their planned objectives. These e-actions can be grouped into the following five main sections"
  •  
    This article not only recognizes the important role of e-marketing in the hospitality industry but also explains the different categories that allow hoteliers to reach their goals. Each of these categories has its own particular way to promote the firm and each of them is equally important to fully reach the potential of the e-marketing. We are witnessing a new marketing era and the hospitality business can benefit from it immensely.
  •  
    The article titled " E-Marketing in the hospitality industry" emphasizes that the Internet Marketing is growing in the Hotel industry and it it has contributed in generating more revenue than other traditional marketing strategies. There are several actions Hotel owners can take to achieve their marketing objectives, this includes Search Engine Marketing (SEM), Search Engine Optimization (SEO), Sponsored search, Social Media marketing, Mobile advertising, Email advertising, and Display advertising. According to the author this actions will allow companies to compete and gain market share, increasing their online traffic and ensuring that their online space is under control and properly managed. Moreover, I believe as it is mentioned in the article that the fact that most hotels had implemented Web 2.0 services had allowed them to transform their websites content becoming a social platform where customers share their photos and content. This together with Mobile and Social media marketing are powerful tools in Hotel marketing.
  •  
    Throughout this article Mohamed Derouiche, discussed how there are six main sections/ "e-actions" to a successful e-marketing strategy. 1. Search Engine Marketing (SEM): "SEO attempt to improve a website's organic (i.e. non-sponsored) search rankings in Search Engine Results Pages (SERPs) by increasing the content's relevance to search terms." 2. Sponsored search: "Sponsored search corresponds to search ads that allow a hotel /chain to be included in the sponsored results of a search for selected keywords." I am sure everyone has noticed a sponsored or an ad link once you search something on Google. 3. Social Media Marketing: "Social Media websites such as Facebook, Twitter, YouTube,… possess the advantage that they can spread any information or update posted rapidly to a very wide audience. " 4. Mobile Advertising with this you can- "Study of people's behavior: This aims at the examination of "when", "where" and "why" people use Smartphones and tablets to better understand their booking trend, needs and expectations." 5. Email Advertising: "Email advertising, also known as email marketing, is considered as a powerful e-marketing tool for hoteliers since it creates direct revenue opportunities for past, present and future guests." I'd consider this one of the most effective ways to advertise because everyone has an email that they check often and with an email online a text message you can include a lot more information and pictures on popular destinations. 6. Display advertising: "Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs or other graphics." This is another popular method in my opinion because people like to see things not just read about it. Nothing makes you want to go on a trip more than seeing a picture of a beautiful beach while you are in the cold weather or rainy season.
  •  
    This article describes the various ways in which the hospitality industry uses e-marketing. This article begins by offering other terms used to refer to e-marketing. The hospitality industry is significantly adopting the use of e-marketing, which is influencing business behavior and earning more revenue than the traditional marketing. The article states that a successful e-marketing strategy should comprise a set of specific electronic actions that have the potential to help the industry reach its planned objectives. The article describes these actions into five sections that include search engine marketing (SEM), social media marketing, mobile marketing, email marketing, and display advertising. Search engine marketing is being used in the industry because a large number of internet users use search engines to find information about tourist destinations making search engines as an effective tool for driving traffic to a hotel's website. Social media marketing involves the use of social media websites helps in spreading information to a large audience and interacting with them online. Mobile advertising is also part of e-marketing, and has been significantly adopted by the industry as the use of mobile devices is high in the industry and most people use them to access online content. The industry highly uses email marketing as it helps in creating direct revenue opportunities for the past, present, and potential clients. Display marketing is used in the industry to send adverting message to target clients using text, videos, animations, and logos.
  •  
    E-marketing is a tool used by nearly all businesses nowadays. It is through this form of marketing that we are able to spread our word across the globe. When E-marketing, it is important to invest in search engines so that your products, in our case our restaurants and resorts, appear first. Our marketing can appear in the form of ads and pop ups, but also in emails. A big one is using social media platforms such as twitter, youtube and instagram.
  •  
    Interestingly this article is back from 2014 and back then there was a different perspective on the capabilities of e-marketing as it was rather new to the world of hospitality. Comparing this article to the present just shows how much the experience has brought us and how much e-marketing truly benefits and expands our industry. Through e-marketing we can reach customers we never thought or even imagined of reaching out to.
Diamond Williams

Pineapple Hospitality increases email marketing effectiveness | Hotel Management - 0 views

  • ineapple Hospitality, owner and operator of four one-of-a-kind, independent boutique hotels in the greater Seattle/Puget Sound area of Washington, selects ZMail® electronic communication platform from ZDirect for its eMarketing campaign.
  • "Pineapple Hospitality is a growing company, and as such, we needed to find a way to improve the way we electronically communicate with customers,"
  • "ZDirect is different from other eMarketing and eCRM companies in the hospitality market. They are laser-focused on identifying the right customers that will help us build loyalty and generate new revenue streams with measureable results. This is very important to Pineapple Hospitality as we look to expand beyond the Washington market.
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  • "Today we know who are customers are . . . we enjoy more revenue from our eMarketing efforts . . . and our open rates are increasing. Email click-through rates have risen a hefty 10 percent in a very short amount of time."
  • ZMail streamlines and centralizes a hotel’s electronic messaging initiative by capturing guest behavior, purchase history and preferences information. ZDirect's patented dynamic content engine creates individualized transactional emails; from confirmations to pre-stay promotions and post-stay thank you emails.
  •  
    Pineapple Hospitality has chosen Zmail from the company ZDirect, as the platform they will use for their email marketing campaign. Because Pineapple Management is a growing company, the want to improve the way they communicate with their customers. Siting that it is important to have a platform that works both ways. Allowing the hotel to contact the customers and allowing the customers to contact the hotel. Zmail operates by using their content engine to capture guest behavior, purchase history and preferences. It then send individual transaction emails, emails that cater to the customer individually as opposed to mass emails to all customer. ZDirect offers this service with Zmail that is directly focused on communicating with the "right customers", those who are most likely to be loyal customers to the hotel and spend more money with the hotel. Because Pineapple Hospitality wishes to expand beyond their current market, Zmail is an ideal tool to use to identify potential customers. Since the company has been using Zmail, they have seen a ten percent increase in click-through rates.
laura kaczkowski

Travel Agents Increase Use of GDS to Book Hotel Rooms - 3 views

  • Advanced Search Search Products & Services    News Releases Close Send a release Member sign in Become a member For bloggers For journalists Global sites Products & Services Knowledge Center Browse News Releases Contact PR Newswire
  • he leading global provider of revenue generating solutions for hoteliers, clearly demonstrates how crucial Global Distribution System (GDS) platforms and GDS Shopping Displays are to travel agents:
  • 84 percent of respondents indicated that they were using their GDS platform the same amount or more often than in the past, with 35 percent stating that they are using GDS more.
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  • where 26 percent of travel agents stated that they used their GDS platform more often than in the past and 19 percent said they used the GDS Shopping Displays more often than before.
  • "Travel agents are increasing GDS hotel use, and have once again confirmed their confidence in GDS Shopping and Booking Displays,"
  • Travel agents in 25 countries across the Americas, EMEA (Europe/Middle East/Africa) and Asia/Pacific regions who subscribe to one of the four major GDS systems were asked to participate.
  • n the survey, travel agents worldwide also indicated that promotional messages are effective and often prompt bookings: 66 percent of all travel agents surveyed who were aware of promotional messages requested additional information by looking at the screen attached to the promotional message.
  • "This survey definitively shows that promotional messages are not only an excellent way to reach travel agents, but also a valuable sales catalyst,
  • s the leading provider of revenue generating solutions for hoteliers across the globe. TravelClick offers hotels world-class reservation solutions, business intelligence products and comprehensive media and marketing solutions to help hotels grow their business.
  • is one of the fastest growing marketing research firms in the United States. With offices across the country and in Europe and partnerships with many of the largest companies in the financial services, consumer package goods, automotive, healthcare, media, technology and travel and leisure industries worldwide, PMI also offers advanced advertising and brand measurement along with direct marketing expertise.
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  •  
    In the article, "Travel Agents Increase Use of GDS to Book Hotel Rooms," it talked about how the leading global provider of revenue is generating solutions for hotels, it shows how important GDS platforms are to travel agents. "84 percent of respondents indicated that they were using their GDS platform the same amount or more often than in the past, with 35 percent stating that they are using GDS more." Back in 2009, when the last study was conducted, about 26 percents of travel agents said that they used their GDS platform more often than in the past. This study also states that the annual GDS shopping displays will be over $50 million in 2011, which will increase more than a million bookings compared to 2010. There was another survey that was done and they surveyed different travel agents from across the world that were subscribed to a major GDS system. In the survey the travel agents indicated that promotional messages are effective and often prompt bookings. Out of the travel agents they surveyed, 66% said that they were aware of the "promotional messages requested addition information by looking at the screen attached to he promotional message." From this survey it showed that promotional messages are an excellent way to reach travel agents and from reaching the agent, they also reaching the customer, it's a win-win reaction.
  •  
    I enjoyed the part about brand and promotional messaging, that is always a lure for me. When I see an attractive offer, evern If I'm not interested in booking or going to the destination, I often click on it anyway just to see the offer. It is a very effective marketing tool.
irinatroitskaya

How to Use Guest Data to Personalise Your Hotel Email Marketing - 0 views

  • New research from Software Advice suggests that email marketing continues to be an important channel for hoteliers.
  • People are much more likely to provide their email addresses.
  • Email serves as a strong engagement channel, especially for return customers.
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  • Email marketing takes a significant amount of scheduling to most effectively drive direct bookings and boost customer loyalty.
  • Technology paired with a data-driven, personalised email marketing strategy is a must have combination for any hotel.
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    The aspects of email marketing for the hotels are discussed in the article. It is stated that e-mail remains a very important e-marketing channel. Although smartphones are considered to be the most effective way to reach the customers nowadays, there are as many e-mail users as smartphone users worldwide (3.7 billion). There are two main reasons why e-mails are still relevant for marketing purposes. First, people are more likely to provide their e-mail addresses rather than phone numbers. E-mails are less invasive. Second, personalized e-mails are strong engagement channel. It is very important to tailor the e-mails according to the demographics and behavioral data that can be obtained from the transaction information and hotel management systems. I suppose, that technology is very important in marketing efforts, but the personal touch is a key to success.
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