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Jia Kim

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

www.streamsend.com/can-help-local-restaurants.htm

shared by Jia Kim on 12 Nov 13 - No Cached
  • 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.
  • ...3 more annotations...
  • 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
  • Jia Kim on 12 Nov 13
     
    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.
anonymous

Multi-Location Businesses Can Triple Growth Rate with Localized Marketing According to ... - 0 views

www.martechadvisor.com/...esearch-from-soci-and-localogy

businesses research advisor triple growth rate marketing joint technology Tech travel hospitality solution mobile hotel software green business

shared by anonymous on 06 Apr 20 - No Cached
  • SAN DIEGO: SOCi, Inc., a centralized platform built specifically for "next-level" multi-location marketers, today released its annual Localized Marketing Benchmark Report, which revealed that an optimized localized marketing strategy can yield up to three times more business growth.
  • More than 250 multi-location brands were evaluated on their overall presence, ratings and reviews, and community engagement across the top three localized marketing platforms - Google My Business, Facebook, and Yelp. 
  • When executed effectively, localized marketing can help brands build and maintain an engaged base of loyal customers, propel their presence to the top of organic search results, and, ultimately, drive increased foot traffic and in-person sales.
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  • As local search becomes more intelligent and personalized, the LMBR shows that a localized marketing strategy has become increasingly important when maximizing consumer interactions and reach
  • improved their average benchmark score 20% from 2019 to 2020
  • “The way that consumers are discovering new businesses or searching for information about businesses is changing, happening more on social media and search platforms, and with local intent,” said Monica Ho, CMO of SOCi.
  • Before engaging with a business or service, nearly all consumers (97%) conduct a local online search, with 78% of purchase decisions influenced by social content. What’s more, 85% of engagement is on local pages, underscoring how absolutely critical it is for businesses to optimize their digital presence on a local level. 
  • Additionally, based on this year’s benchmark scores, three industries stand out as those that are outperforming in localized marketing: fitness, education, and personal care services
  • the majority of their listings were claimed and completed, reviews and Q&As were responded to promptly, and pages on Google My Business, Facebook, and Yelp were consistent and comprehensive.  
  • “Brands must establish a sense of trust and authority through their digital presence to foster relationships with and create loyal customers,” said Bill Dinan, CEO of Localogy.
  • The LMBR also identifies the industries with the most opportunity to build upon and improve their local presence on key platforms: real estate, business services, and cleaning services.
  • As evidenced in SOCi’s recently released report The Rise of Localization for Multi-Location Marketers, ratings and reviews are the most impactful element in a business’s search and social ranking, with 75% of the top local search ranking factors based on a business’s reviews.  
  • anonymous on 06 Apr 20
     
    A perfect example of how proximity marketing can successfully build and maintain a loyal customer base and increase their foot traffic.
Jessica Schwec

Consultant Calls For Local Security In Tourism, Hospitality Business | :::…Th... - 0 views

www.thetidenewsonline.com/...n-tourism-hospitality-business

security hospitality technology IT International Travel

shared by Jessica Schwec on 17 Feb 15 - No Cached
  • around
  • indigenous
  • He recommended the recruitment of indigenous youths to keep  surveillance, provide  protection and  report suspicious movements in and around tourist sites.
  • ...2 more annotations...
  • “The success or failure of a tourism destination or hospitality industry depends on how safe and secure  the environment is for the guests and tourists.
  • “There must be locals involved in the policing of our parks, hotels  and tourist centres. These locals  know the  terrain very well, they know the criminals amongst them and they are in position to fish them out,” he said.
  • Jessica Schwec on 17 Feb 15
     
    Security has different meanings in different countries and is extremely important in creating and maintaining international leisure travel. In the United States this means technology: security cameras and monitoring, rapid communication and response technology. In developing countries such as Nigeria, the security conversation centers around much more primitive ideas. "A hospitality and tourism consultant, Emeka Attamah, has made a case for the establishment of 'Local Tourist Security'…in Nigeria." This idea centers on the belief that locals should be involved in the policing of public places because they are well versed in the terrain and the criminals that operate in these areas and are therefore in the best position to fish them out. After all, the success or failure of a tourism destination depends largely in part on how safe tourists perceive the destination to be. The idea of a Local Tourist Security in countries such as Nigeria means recruiting indigenous youth to provide surveillance and security near tourist sites. There are benefits and disadvantages to this proposal. These individuals will be well versed in the region and the people who live there. Many of them will have lived in the area for generations and have insider knowledge on who's who and where's where of the town in which they are operating. However, these youth would be more malleable and perceptive to outside influence. More than likely they would be easier to pressure into certain ways of thinking or actions than their adult counterparts. In addition, initiatives such as Local Tourist Security seem to potentially promote child labor (although potentially milder than the stigma would have us believe), which is looked down upon internationally. In conclusion, Local Tourist Security groups may be the best answer for areas such as Nigeria at the current time, but security in these countries is still miles behind the developed world. As a result these measure may attra
cmelendez24

What is Local Area Network | features and characteristics | functions of LAN - Networki... - 0 views

w7cloud.com/aracteristics-functions-of-lan

LAN

shared by cmelendez24 on 21 Jan 18 - No Cached
  • LAN (Local Area Network refers to a particular region interconnected by multiple computers into computer groups.
  • In LAN you can run the multiple devices to share a transmission medium.
  • A LAN usually has low cost, installation, expansion and maintenance and LAN installation is relatively simple, good scalability.
  • ...1 more annotation...
  • LAN’s main function is to provide resource sharing and mutual communication, which provides the following main services:
  • cmelendez24 on 21 Jan 18
     
    The article provides on outline on what a local area network is by definition. Although written in 2013 I think this article provides information that remains relevant today in 2018. The article provides a definition of local area networks along with a listing of characteristics and functions. I made notations in pink which define local area network and explain its purpose. As noted in the article, LAN refers to a particular region interconnected by multiple computers into computer groups. For example, LAN can be found in your office building, home and even school building. Through LAN there is a local domain server. I know that my office building works on a LAN as both my coworker and I have access to print from our wireless computers to the printer. The main purpose off LAN as noted in the article is to provide resource sharing and mutual communication. As a result of this purpose LAN services as the sharing of resources, data transfer, improving reliability and a form to easy distributor processing. LAN has many different characteristics. It is the job of all of the noted characteristics to work together to service its main purpose. Some of the noted characteristics to remember include its ability to run multiple services and ability to support a variety of communication transmission system. LAN is an important part of the hospitality industry.
boyan yuan

The Shortest Way to a Guest's Heart is Through Food - 0 views

www.greenlodgingnews.com/y-guests-heart-is-through-food

greening food

shared by boyan yuan on 08 Feb 12 - No Cached
  • boyan yuan on 08 Feb 12
     
    The majority of guests don't want to hear about a hotel's greening efforts around reductions in water, waste, energy and chemicals. Happily, the same is not true when it comes to food-a good story around food that's local creates a unique and memorable dining experience, and adds great value to a guest stay. Celebrating food that is local, and exposing a sense of your hotel's community, with support for local vendors and growers, is an important part of sustainability. Sharing what is unique about your community, and introducing visitors to local people, traditions and local food makes it a richer guest experience.Bringing community members together to work in collaboration can benefit both the environment, the community at large and becomes a compelling story around food for your guest. Inn by the sea green lodging certified,The goal is to preserve overly fished species, and to highlight and create demand for less expensive and underutilized seafood that is delicious and abundant.It is hoped the awareness will also benefit fishermen economically.
krehman

Impact of E-commerce on the Hospitality Industry - 0 views

www.ukessays.com/...merce-hospitality-industry.php

hospitality technology business travel

shared by krehman on 31 Jan 13 - No Cached
  • E-commerce solutions are varied, and seller, buyer compatibility with it is necessary to work with a chosen one.
  • It facilitates local community access to tourism market and minimises the financial information leakage. It links local communities and hospitality industry directly with the tourists. It could help building up local finance along with the national foreign exchange. It increases small enterprises by directly marketing the local products and industries anywhere in the world.
  • t monitors, evaluates, creates faster transactions, empowers the participating communities, makes information interchangeable through organised and flexible web services. It
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  • he hospitality industry and leisure industries are widely regarded as being extremely competitive and fast moving.
  • It facilitates local community access to tourism market and minimises the financial information leakage.
  • E-Commerce has brought revolutionary changes in tourism and hospitality industry.
  • Local communities get a direct share in the income while traditional cultures, social structures of the hosts get appreciated and extraordinary skills make a come back.
  • More information leads to more influx of tourists that might result in environmental imbalance and deprivation of local livelihood, creating a long-term crisis for locals.
  • Hospitality is a booming industry all over the world today and through Internet, selling their hotels, facilities offered, picturesque backgrounds, food, comforts, cultural attractions, social functions, religious peculiarities are showcased without much expense or difficulty.
  • ation details, with other much needed competitive and quality information. Through Hospitality industry, it develops economies, improves trade competitiveness, expands scope and arena, and facilitates people to have direct access to the marketing destinations.
  • It monitors, evaluates, creates faster transactions, empowers the participating communities, makes information interchangeable through organised and flexible web services.
  • Yes, there are many. It gives unnecessary and complete personal information of the tourist, which might not be appreciated in an underdeveloped part of the world.
  • Hospitality industry has to be thoroughly aware of its own labour market and its problems.
  • Economic, social and technological factors have created a highly competitive business environment in which customers are becoming more powerful, Turban and King (2003, p.25). The highly professional search machines make this possible for them.
  • becoming a steadily bigger part of life without our realising it.
  • E-commerce website should offer a stimulating experience with reliable information that could motivate the customer. Easy Channelling and navigating the customers to full portfolio of all necessary and essentially correct information is very important.
  • It is essential to keep in mind the local environmental sensibilities. Applying the concept of e-commerce for tourism and hospitality has become the most natural outcome in recent years.
  • They could directly talk, write, book and pay for their stay much in advance, with all information about reaching, being welcomed, how and where, meeting points, weather, forecasts, dangers, attractions and day-today itineraries intact with them months in advance.
  • Internet can offer buyer-seller information, eliminate expenses, improve business, and can give clear loc
  • yongwei hao on 31 Jan 13
     
    Face of consumerism through e-commerce has radically changed in the last few years. Buying or selling through Internet and online shops depending on websites, has become an ordinary part of consumer life today. Higher expectations, less tolerance, more demanding and choosy customers are becoming more common. 
  • lin liu on 31 Jan 13
     
    With the development of society, economy as well as technology, customers are becoming more powerful, they have higher expectations, less tolerance, more demanding. In this situation, high quality and professional E-Commerce is needed in more fields. E-commerce solutions are varied, which provide the buyers, sellers, providers more opportunities to run business activities efficient. Revolutionary changes have occurred in tourism and hospitality industry by E-Commerce. In recently years, more agents and organization make the applying of E-Commerce as one important choice to be outstanding. It owns many valuable advantages. It facilitates agent access to market and minimizes the financial information leakage. It provides any agents chances to connect market all over the world. When travelers arrival the destinations, they need huge information, service, facilities, market cash and so on, which all can be obtained by internet. And also, for Hospitality industry, it develops economies, improves trade competitiveness, expands scope and arena, and facilitates people to have direct access to the marketing destinations. What is more, it monitors, evaluates, creates faster transactions by the flexible web services. Thus all the process can be created, facilitated, and monitored by E-Commerce. Absolutely, there are also many disadvantages in E-Commerce. Some information in it may be incorrect or unnecessary. People give important information via internet, so the security problems can't be avoided at any time. If over population come to the destinations, customers may not satisfy the service or the local nature may be damaged. Hospitality industry has to be thoroughly aware of its problems.
  • krehman on 25 Jan 19
     
    This article tackles what E-commerce is in relation to businesses all of the world in the modern day but especially what is occurring in the hospitality industry. How now a days many people are looking to book travels online and the specificity's they are looking for can be featured through the internet. Through these websites provided by companies bookings could be made directly without a third party making the plans or making payments from customers. What's most interesting about this article is about is how it is self realizing and it also highlights the negatives e-commerce can have with the consumer (i.e. too much information given about a destination). But, it does tie in the end how it is a very positive step forward for all business alike and can create more revenue than before e-commerce existence.
Minghui Zheng

Top 10 eCommerce Initiatives For Hoteliers in 2011 - 1 views

blog.milestoneinternet.com/...ecommerce-initiatives-for-2011

ecommerce initiatives hotel technology Mobile

shared by Minghui Zheng on 15 Sep 12 - No Cached
  • Good website architecture and organized content improves site usability and crawlability for search engines. Conversion optimization includes eye tracking studies, analyzing SEO and SEM strategy and finding out top queries, top site pages and top sites producing traffic. All these data points help in developing a step-by-step strategy to improve conversion and usability. Developing a strong architecture helps keep your site organized.
  • It is also important to optimize all aspects of your campaign to maximize conversion. Here are some tips: Ad Copy – make sure your ad has a call to action and offers value to customers Ad Groups – make sure your ad groups are made up of tightly knit keyword themes, and that those keywords are reflected in your ad copy Landing Pages – ensure your landing pages clearly reflect the offer which is promoted in the ad copy and includes clear calls to action and conversion factors
  • Online Video – People are spending more time watching online videos. According to recent studies by Nielson (August 2010), approximately 70% of global online consumers watch online videos. (http://blog.nielsen.com/nielsenwire/global/report-how-we-watch-the-global-state-of-video-consumption/) In June of 2010, more than 10 billion videos were streamed in the US alone. YouTube continues to be one of the main players in the market along with Google Video and several others. Videos draw more visitors to your site and gain greater visibility as search engines move towards displaying universal search results. Video search is still less competitive in nature and can be super effective.
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  • Google has recently announced that the mobile market is their priority. We are seeing a steady growth in traffic coming to our client sites from mobile phones and smart phones. Hoteliers can leverage the mobile market by optimizing their site for mobile phones, improving the download speed of their site by avoiding heavy graphics and flash, making sure their site is mobile compatible, and promoting mobile sites across all platforms including paid, social, and local.
  • As a hotelier, it is important to decide where to focus your energies given the increasing opportunities and channels where you can market your hotels. It is key to evaluate ROI across all traditional online and offline channels and to capitalize on the immense advantages that new emerging media offers. These tips can help you market smarter and help you embrace innovative tools and technologies to stay ahead of the game and improve your returns! We wish all the readers the very best with their eCommerce strategies in 2011.
  • Minghui Zheng on 15 Sep 12
     
    Internet marketing is an essential part of the overall marketing portfolio of hotels. These top ten ecommerce promotion ideas, channels, and strategies can drive maximum Return on Investment. 1. Search friendly website design has new meaning - fast and integrated. Hoteliers should consider which channels their target customers are utilizing, and develop integrated promotion plans across all channels. 2. Hoteliers should focus on improve conversion and usability when they provide an increasing volume of information. 3. Search is becoming more local in nature. 4. Expand paid search beyond traditional channel. 5. Real time search - Natural Ranking (SEO) becomes more real, local and social. 6. Image and Video search is an effective way to capitalize on different search traffic. 7. Mobile search continues to be local in nature. 8. Embracing social media - it's here to stay! 9. Hyperlocal is really an extension of your local social search marketing. 10. Utilizing Blogs to connect and promote time sensitive information.
lwu014

Proximity Marketing Soars Local Businesses: A Case Study | MarTech Cube - 0 views

www.martechcube.com/-local-businesses-a-case-study

Proximity Marketing

shared by lwu014 on 16 Nov 20 - No Cached
  • Proximity Marketing Soars Local Businesses: A Case Study
  • 邻近市场营销（也称为超本地市场营销）就是要在适当的位置和适当的时间吸引适当的受众。它包括使用基于位置的技术，通过超个性化广告或基于与零售商店或本地企业之间的亲近度和潜在客户的交流来针对潜在客户，从而使他们能够立即做出购买决定。
  • 接近营销中使用了一组技术，例如： 蓝牙低功耗（BLE）信标或信标 无线上网 地理围栏 射频识别（RFID） 近场通信（NFC） 二维码
  • ...15 more annotations...
  • A group of technologies is used in proximity marketing such as: Bluetooth Low Energy (BLE) Beacons or Beacons Wi-Fi Geo-fencing Radio-Frequency Identification (RFID) Near-Field Communication (NFC) QR Codes
  • 零售和本地企业邻近营销的优势
  •  Enhanced Customer Engagement
  • Advantages of Proximity marketing for Retail and Local Businesses
  • 客户数据的超个性化
  • 先进的客户见解
  •  增强客户参与度
  •  顺畅的客户体验带来更高的转化率
  • Hyper-personalization of Customer Datat
  • 接近营销的有效应用
  • 目标听众
  • Advanced customer insights
  • Higher conversion rates due to smoother Customer Experience
  • Effective applications of Proximity Marketing
  • Target Audience
  • lwu014 on 16 Nov 20
     
    This article talks about how Proximity Marketing Soars Local Businesses, what kind of technologies are been used in Proximity Marketing, Advantages of Proximity marketing for Retail and Local Businesses.
acarter001

Seven Mobile Marketing Opportunities For The Travel Industry - 0 views

www.forbes.com/...2

shared by acarter001 on 15 Feb 17 - No Cached
  • 3. Enable location-based services and information. A 2014 Ipsos study commissioned by Google showed that 88% of people make local searches on smartphones, while 61% want mobile search results customized to their immediate location. Location-specific offers, driving directions and maps, and localized search results all play a role here. For example, if a person searches “Olive Garden” on mobile, chances are excellent that they are looking for a local restaurant. The brand can win more sales when it ensures that its local stores are in the mobile search results. The quickest way to do this is to buy search terms including location, i.e. “Olive Garden Birmingham AL.” Over the long run, you can boost your local SEO by claiming each location in Google and Bing, and then driving citations and ratings from users. 4. Help people avoid lines. Mobile check-in helps hotels, airlines and car services improve guest satisfaction. The Center for Generational Kinetics conducted a study that found that 40% of millennials prefer purely online customer service, supporting the overall trend that they prefer self-service experiences offered via mobile instead of in person. I recently had a four-day hotel experience in which I checked in, checked out, made requests and ordered room service, all via mobile and without speaking to anyone. It was simply an experiment for me, but self-service is the preferred way of doing business for many. 5. Offer local insight and options. Innovative travel companies now replicate concierge services through their apps. Hotel and airline apps sometimes offer local area guides and activity booking tools. These tools make travel experiences richer and boost loyalty. For example, my team and I recently stayed in a hotel in Philadelphia. We arrived after 10 p.m. and wanted a good nearby restaurant that was serving at that hour. After a few clicks, we had a reservation and walking directions.
  • acarter001 on 15 Feb 17
     
    It is important that the travel industry pays attention to the opportunities available to them with e-marketing. They are able to reach customers in ways that were not available previously. This technology allows hotels to offer their customers automated check-in, order automatic check in online, and even give their guests concierge services. It is also possible to suggest items and offer specials based on their location. These tools turn customer's phones into marketing devices that can really drive revenue.
Alyssa Westmeyer

Non-guests driving incremental revenues - 1 views

www.hotelnewsnow.com/...s-driving-incremental-revenues

revenue generation driving revenue local guests revenue share

shared by Alyssa Westmeyer on 05 Sep 13 - No Cached
  • The necessary equipment is installed by partner LiquidSpace, which takes a commission of each booking fee. Hoteliers are required only to pay for marketing materials up front, the costs of which are recouped in two to three bookings
    • Alyssa Westmeyer
      Alyssa Westmeyer on 05 Sep 13
       
      Although I don't know the cost, it seems there is very little investment required for what is a potentially great revenue source. Revenue share is required but it seems there is an ROI if marketed appropriately.
  • Marriott expects to have introduced the Workspace concept into as many as 400 hotels by year end
    • Alyssa Westmeyer
      Alyssa Westmeyer on 05 Sep 13
       
      This is a significant technological innovation that is integrating into the market quickly due to this large primary adopter - Marriott. Because this meeting room booking function is currently handled on property via phonen/email by F&B or Convention Services, having an online booking tool will make it easier, faster and more effortless to generate revenue in unused spaces. Eventually larger companies may even be able to work this function into their proprietary booking tool if they wish to avoid getting into another OTA revenue share situation.
  • Roof draws 90% of its guests from the local community
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  • Roof draws 90% of its guests from the local community
    • Alyssa Westmeyer
      Alyssa Westmeyer on 05 Sep 13
       
      This is an incredible number. Many properties struggle to maintain local business because they know it is crucial to their long-term success. Locals provide consistent revenue when visitor traffic wanes. That is why opportunities like LiquidSpace can be so impactful. They embrace the local community and provide it with a benefit.
afost026

The Growth of e-Commerce and Hospitality Marketing - Smartling - 0 views

www.smartling.com/...erce-and-hospitality-marketing

shared by afost026 on 21 Sep 19 - No Cached
  • once relied on travel agents and other intermediaries to help book and research trips, a number of developments from the growth of sites, such as Airbnb
  • rely more on travel apps and websites
  • travel companies are increasingly selling directly to consumers and are using app
  • ...9 more annotations...
  • Competitive E-Commerce Environment
  • company must find ways to differentiate itself
  • offering a wider range of localized content assets in multiple languages.
  • optimizing sites for mobile growth
  • insights from a local expert or access to honest, same-language reviews from other travelers.
  • localized content can be a major competitive advantage.
  • Having a content localization strategy, and using the right travel translation provider, needs to be a top priority for your marketing strategy, on par with making partnerships to offer competitive prices.
  • extensive amount of research when creating travel plans and making bookings
  • ditch the middleman in favor of conducting their own travel research, it is important to keep up and offer them helpful, localized, translated content
  • afost026 on 21 Sep 19
     
    This article gives hospitality companies tips on how to stay relevant in this ever changing industry. They suggested that localized content will give your company a competitive advantage. They also suggest that having information in multiple languages will increase you relevance.
claudecole

Smart Hotel Technology & Proximity Marketing | Optimove - 0 views

www.optimove.com/...arketing-and-less-bubbly-soaps

hotel technology proximity marketing Travel solution

shared by claudecole on 25 Jul 22 - No Cached
  • Use automated check-in courtesy of geofencing. By utilizing geofencing – a virtual ‘fence’ around a specified location – hoteliers can provide guests with the option to check in as soon as they’ve landed (or when they’re nearing the hotel) by sending a push notification to their smartphone that takes them to the relevant check-in screen in the hotel’s app. 
  • So when a guest has checked in, and for the duration of their stay, beacon technology can detect when guests are near their room via their smartphone and unlock the door
  • Once in their room, that same technology can deliver all manner of wonderful a-ha moments – from switching on the lighting when guests enter, to turning on the air-con, to setting just the right room temperature
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  • An immersive guest experience creates loyal customers, expanding the reach of your brand as they share their experience, and helping increase revenues as a result.
  • t’s never been more critical to reach customers with hyper-personalized content – aka, the right offer, at the right time, and in the right place.  
  • Location-based marketing also provides opportunities to partner with local businesses and take advantage of geofencing so when guests are nearby, say, a local restaurant around dinner time,
  • Check-out courtesy of proximity marketing is the perfect opportunity to give your guests a frictionless send-off, and if you’re smart, an offer or two to help them remember you by
  • Using beacons, hotels can provide their guests with digital maps that track their location in real-time, and deliver them to their desired destination, minus the frustration.
  • Proximity marketing enables the savvy hotel brand not only to stand out in an ultra-competitive marketplace but to build valuable, meaningful connections with customers that foster loyalty over the long term.
  • 74% of guests value hotels/resorts that customize messaging and offers 88% of guests want a hotel app that delivers a personalized CX 
  • Immediate conversions by engaging customers when they’re most likely to respond. Better app engagement, enabling hoteliers to ship relevant, valuable messages that guests want to receive – when they want to receive them. Increased retention – by shipping hyper-personalized content, app users are more likely to hang around to see what’s coming next. 
  • 95% of guests believe their chosen hotel should be making efforts to introduce them to local culture (I-AM) 
  • the entire in-room experience can be elevated from mediocre to marvelous via the humble beacon, helping to make the guest experience memorable and elevating the chances that they’ll be back next year.  
  • But there’s another benefit to location-based check-in. As well as providing a hassle-free experience for guests, the use of location-based technology means hotel staff can be notified when guests are on their way, giving them the opportunity to prepare for their arrival (being there to ‘meet and greet’, having room keys available if required, or even having a welcome drink at the ready for that ultra-personal touch!). 
  • Beacons inside hotel rooms can identify when guests are back at base, and, coupled with additional insights courtesy of your analytics platform, provide the perfect offer for in-room services.
  • More and more hotels are using geofencing and beacon technology to help guests find what they’re looking for via their smartphones
  • The optimum guest journey is made up of many delightful aha-moments, which when woven together create the ultimate travel experience.
  • Responsive, personalized, valuable interactions that meet individual needs, and introduce them to new experiences. Location-based targeting can help deliver these critical micro-moments.  
  • he important thing to remember? Yep – personalization. If your analytics tell you that a guest was a frequent spa-user during their vacation, you could send them a voucher for spa products to take home with them. Just a thought.
  • anonymous on 25 Jul 22
     
    Proximity marketing is a hotel's current powerful tool for elevating guests' experiences. It is imperative for a hotel to have a fun, interactive, and easy-to-use app that creates a better stay for its guests. Some benefits include geofencing, room entry and room controls, and hotel navigation. These factors all go hand in hand in creating a seamless and memorable hotel stay.
  • claudecole on 20 Sep 22
     
    This article goes into detail about the utility of proximity marketing in terms of adding guest experience within the hospitality industry. It also details how guest retention can be increased by the ability to use analytical data in order to gain insights on guest trends allowing for a memorable personal touch. Another major point made within the article details the importance of hospitality companies promoting local experiences outside of the venue itself and proximity marketing allows for local businesses and attractions to be highlighted.
Marcos Oliveira

LEED Certification and Other Green Initiatives Can Be Hotel Marketing Coups , by Carl R... - 0 views

hotelexecutive.com/...s-can-be-hotel-marketing-coups

shared by Marcos Oliveira on 05 Feb 13 - No Cached
  • from becoming airborne. Green Seal is a non-profit
  • prevent particles from becoming airborne. Green Seal is a non-profit, third-party certifier
  • n the United States, hotels represent more than 5 billion square feet of space, nearly 5 million guest rooms, and close to $4 billion in annual energy use
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  • January 2010, only 40 hospitality properties have achieved so-called LEED
  • certification.
  • LEED is a voluntary, third-party green building certification program that awards points to buildings for satisfying certain green building criteria. In order to be LEED-certified, a building has to implement a plan to reduce building operating costs, its environmental footprint, and resource consumption such as water and energy use.
  • developed by the U.S. Green Building Council
  • non-profit organization
  • intended to provide building owners and operators a basic framework for identifying and employing practical and measurable green building design, construction, operations and maintenance solutions
  • LEED for New Construction and Major Renovations and LEED for Existing Buildings: Operations & Maintenance are the programs which have the most applicability to hospitality projects.
  • In addition, each rating system, including LEED for New Construction and Major Renovations and LEED for Existing Buildings: Operations & Maintenance, is organized into six credit categories
  • sustainable sites; water efficiency; energy and atmosphere; materials and resources; indoor environmental quality and innovation in operations.
  • Once the essential prerequisites are satisfied, developers can thereafter chose which optional credits to pursue in order to obtain certification. Certification levels start at Certified and increase to Silver, Gold and Platinum designations.
  • first hotel to receive LEED Platinum Certification was the Proximity Hotel in Greensboro, North Carolina
  • Proximity Hotel uses 39% less energy and 33% less water then a comparable sized hotel. In addition, the Proximity Hotel was able to recycle 87% of its construction debris
  • By using highly reflective concrete and/or open grid pavers, hospitality companies can help reduce the summer cooling loads for their building, which in turn reduces energy use and pollution generation.
  • installation of 100 solar panels on the roof, which heat about 60% of the hotel and the hotel restaurant’s water; use of geothermal energy for the restaurant’s refrigeration equipment; and installation of the Regenerative Drive model of the Otis’ Gen2 elevator which reduces net energy usage by capturing the elevator’s energy and then feeding it back to the hotel’s electrical grid
  • Many hospitality companies have already introduced green initiatives, such as the use of compact fluorescent light bulbs, offering linen and towel reuse programs as well as various recycling programs
  • Not only are these green initiatives environmentally responsible, but should a hospitality company at some future point seek LEED certification, these green initiatives would earn them points in furtherance of the certification process
  • Paving Parking Lots with Highly Reflective Materials or Open Grid Pavers
  • purchased 40% of the building materials and 90% of its furniture locally and even restored 700 feet of an adjacent stream. Proximity’s most impressive features, however, include:
  • Installing High-Efficiency Plumbing Fixtures
  • Landscaping with Native Plant Species
  • native plants reduce more carbon dioxide in the atmosphere than traditional mowed grass due to their extensive root systems and increased ability to retain and store water
  • Green Cleaning – Using Sustainable Cleaning Products, Materials and Equipment
  • A green cleaning program may include the use of Green Seal Certified household cleaners, Green Seal Certified laundry products, micro-fiber cloths, and dual motor vacuum cleaners with HEPA (high efficiency particulate air) filters that prevent particles from becoming airborne. Green Seal is a non-profit, third-party certifier
  • third-party certifier
  • Using Local Materials and Goods
  • While not every hotel or hospitality company may be in the financial position to seek LEED certification or undertake costly capital expenditures, there are numerous green initiatives that each and every hospitality company should be considering to improve their efficiencies while also attracting green conscious consumers
  • A simple Google search of “hotels” and “green initiatives” returns more than 27,000,000 hits
  • Marcos Oliveira on 05 Feb 13
     
    In the United States, hotels represent more than 5 billion square feet of space, nealry 5 million guest rooms and approxiamtely $4 billion in annual energy use. As of January 2010, there were only 40 hotels that were LEED certified. The acronym LEED stands for Leadership in Energy and Environmental Design. LEED is a voluntary, third party green building certification program that awards points to buildings depending on their sustainable practice being implemented which includes building improvements, environemntal footprint and water and energy use. LEED was developed by the U.S. Green Building Council, a nonprofit organization. Its main purpose is to provide building owners and operators with a basic framework for developing and implementing sustainable practices. The first hotel to ever be certified according to LEED criteria was the Proximity Hotel in Greensboro, NC. This hote received Platnium status for being able to recycle 87% of its construction debris, purchasing 40% of the building materials and 90% of its furniture locally. Installation of 100 solar panels, use of geothermal energy for the restaurant's refrigeration equipment and instllation of a Regenerative Drive model for its elevators made the Proximity Hotel a benchmark hotel. There are several practices that can make a hotel conserve energy and make it sustainable such as using flourescent lightbulbs, offering linen and towel reuse programs, paving parkig lots with highly reflective materials or open grid pavers, installing high-efficiency plumbing fixtures, landscaping with native plants and using local materials and goods. These will not necessarily lead to LEED certification but will definitely earn points towards obtaining that accredidation. The use of sustainable practices not only helps conserve the environment but also saves money in the long run. Through water conservation techniques, recycling and linen and towel reuse programs, the hospitality industry wins two-fold,
Rixon campbell

Measuring the Economic Impact of Special Events - 0 views

www.preservationnation.org/...uring-the-economic-impact.html

shared by Rixon campbell on 03 Oct 12 - No Cached
  • The local economies of many towns depend on the revenue, employment, and income that festivals and events bring to the community.
  • he Peter Anderson Arts Festival has effectively used intercept surveys to discover that its economic impact is not just local but regional; the event attracts visitors from several states. The study found that the economic impact of the festival was $13 million.
  • Rixon campbell on 03 Oct 12
     
    Event planning is one of the vital areas in hospitality. Many guests travel for various reasons and one of them is entertainment or special events be it festivals or weddings. These occasions have to be planned and well executed for repeat business. According to the article event planning such as festivals are great economic generators to local communities; for example the Anderson Arts Festival, an annual event in Ocean Springs, Mississippi. With eyes twinkling and listeners enthralled, Miller talks about the first economic impact study of the event, conducted in 2010, which revealed that the annual festival grossed $13 million in a town of 18,000 people. The multiplier effects of event planning such as festivals are the life blood for many families and businesses, and in many instances these events are supported by local government because of the economic impacts.
Fei Qi

Red Lion Hotels Partners with TravelClick to Create Hyper-Local Web and Mobile Platform... - 0 views

www.hotelnewsresource.com/_Web_and_Mobile_Platforms.html

hotel network marketing

shared by Fei Qi on 27 Jan 12 - No Cached
  • TravelClick is renowned as an industry leader in designing and producing award-winning hotel websites. 
  • Red Lion Hotels will leverage TravelClick's website design services to showcase each individual property's local personality through its own unique hyper-local online storefront.  The resulting online experience will fuse mobile, social media and interactive map technologies.
  • "TravelClick is excited to partner with a hotel company that wants to differentiate itself as Red Lion is doing with this investment.
  • Fei Qi on 27 Jan 12
     
    This article is about how network works for the hotel. TravelClick is a leading provider that designs and produces websites for hotels. Each hotel can have its own unique hyper-local online storefront with information. The Red Lion Hotel is one of the cooperators with the TravelClick. TravelClick designed a special web and mobile platform for the hotel. The guests of the hotel can find the information such as where to have the best breakfast and where is the good place to go. The hotel will excite them to go out and enjoy and encounter. This can give the guests special experience and let them have much fun. The hotel aims to use this way to make a differentiation from other hotels. In my opinion, the competition of the hotels likes the battle, the hotel must differentiates itself from others and let the customers to remember it. The network can help the hotel a lot. It not only has the traditional function of making introduction and reservation, it also can be used for marketing. For instance, TravelClick will serve as Red Lion's agency of record in all matters impacting search engine optimization (SEO), pay-per-click (PPC) and display marketing. The resulting online experience will fuse mobile, social media and interactive map technologies. Make a good use of network can help the hotel manage itself well and attract more guests.
  • Fei Qi on 27 Jan 12
     
    This article is about how network works for the hotel. TravelClick is a leading provider that designs and produces websites for hotels. Each hotel can have its own unique hyper-local online storefront with information. The Red Lion Hotel is one of the cooperators with the TravelClick. TravelClick designed a special web and mobile platform for the hotel. The guests of the hotel can find the information such as where to have the best breakfast and where is the good place to go. The hotel will excite them to go out and enjoy and encounter. This can give the guests special experience and let them have much fun. The hotel aims to use this way to make a differentiation from other hotels. In my opinion, the competition of the hotels likes the battle, the hotel must differentiates itself from others and let the customers to remember it. The network can help the hotel a lot. It not only has the traditional function of making introduction and reservation, it also can be used for marketing. For instance, TravelClick will serve as Red Lion's agency of record in all matters impacting search engine optimization (SEO), pay-per-click (PPC) and display marketing. The resulting online experience will fuse mobile, social media and interactive map technologies. Make a good use of network can help the hotel manage itself well and attract more guests.
  • Ligia Elizondo on 27 Jan 12
     
    I agree with you. Hotels need to differentiate themselves among competitiors in order to attract more business. This online experience made by TravelClick could work as a competitive advantage for some hotels that need to make their name known in new markets.
Juan Franco

Embassy Suites Boston at Logan Airport installs FlyteBoard | Hotel Management - 2 views

www.hotelmanagement.net/...port-installs-flyteboard-14515

shared by Juan Franco on 25 Jan 12 - No Cached
  • Embassy Suites Boston at Logan Airport installs FlyteBoard
  • Juan Franco on 25 Jan 12
     
    Hotels are using new technology in order to exceed customer satisfaction by using digital signage that inform to the guest of the real departures and flights from the local airport and no local. This digital flight board is also used to inform the customers of the local or nationwide weather, hotel events, and news, just to mention some of its use. It is called FlyteBoard; also the flights information can be seen through the guest in room television and ipads all this is touch screen interaction.
  • Yekaterina Ponomareva on 25 Jan 12
     
    This is such a waist of funds just like as everything Hilton does...Guests can access all that information from their in-room TV - that will probably be more comfortable, than to look for this TV flat-super-screen somewhere in lobby, then standing their in front of it, navigating touch screen, when 20 other people are waiting to check their flight...
anonymous

3 Ways to Elevate Your Corporate Meeting Experience | By Rigel Bitterman - Hospitality Net - 0 views

www.hospitalitynet.org/...4084940.html

shared by anonymous on 13 Nov 17 - No Cached
  • anonymous on 13 Nov 17
     
    I found this article to be interesting - it talks about how one can improve one's corporate meeting or event by implementing/using these three elements: experiential meetings, technology, and localizing. In short, with experiential meetings/events one tries to keep the attendees attention by giving them a memorable experience. According to the article, this is achieved by having the attendees speak up, participate, and engage. With technology, it is recommended to stay up to date, to help connect with millennials and younger attendees. And finally, with localizing, it was recommended to team up with local businesses for instance, to help create a more unique experiences to your (corporate) event's location.
LU DENG

Green Technology: Green Technology for Hotels - 1 views

www.hotel-industry.co.uk/...green-technology

green hotel

shared by LU DENG on 20 Sep 12 - No Cached
  • In the light of the recent Copenhagen Climate Change Conference, savvy hoteliers are accordingly adopting the latest green gadgets and waste reduction techniques to stay ahead of the game. 
  • Hotel architecture has also undergone something of a transformation and many new green hotel developments are being designed to fit in with the local landscape. Energy reducing technology applied at the build stage can often make significant energy savings by the use of green roofing and building materials and energy reducing technology.
  • bio fuel heating
  • ...7 more annotations...
  • recycled water
  • ozone
  • in the form of card key switches for electricity and air conditioning, linen cards for re-using towels and sheets and motion sensors for electricity in public areas
  • over recent years are installing energy efficient fixtures and fittings for bathroom taps, shower heads and sanitary ware.
  • Of course green measures don’t have to cost the earth.
  • Further cost effective measures can be applied when it comes to guest activities
  • So even if you’re operating on a much smaller scale than the big chains, it’s worth adopting a green technology policy to suit your budget.
  • Jia Zhu on 20 Sep 12
     
    In this article it discussed the main green technologies used for hotel chains and independent hotel owners. In a bid to reduce carbon emissions ahead of possible future legislation, many hotels are adopting strategies to comply with stringent energy guidelines. Large hotel chais are making sure they go extra miles to ensure their green credentials are noticed. Green consultants and architects are employed and eco-friendly strategy for sustainable technologies are rolled out at the entire hotel groups.  Hotel architecture transform to more new green hotel developments which more fit in  with the local landscape as well as energy reducing technology apply for the roofing and building materials. Bio fuel heating replace for diesel and recycled water being used to irrigate hotel grounds. Some hotels are using ozone instead of chlorine in the pools. Other green energy management systems has become increasingly common. Green gadgets are proving a cost effective choice and can also reduce the impact of heavy guest usage on resources.Many Chins are minimizing waste by avoiding over-paced products and asking to deliver minimal wrapping.  Further cost effective measures can be applied to guest activities. They promote local restaurants and attractions within walking distance or only a short care journey away. Bicycles are offered for guests or endorse local tour firms which save on multiple car journeys.  Eco-friendly measures and green technology as part of hotel's general philosophy are well accepted. It also helps to ensure future goodwill and increase occupancy rates. It worth adopting a green technology policy to suit a hotel budget.
  • LU DENG on 21 Sep 12
     
    Through the article, I found that more and more companies and customers concern about green technology and it has became a heated issue for hotel chains and independent hotel owners. Then why do we need green technology in hotel industry? The answers varies: the general one could be that we need a green world and we should reduce the burden of our environment; for customers, I think we should try to protect the place that provides us beautiful view and nice mood and to make it more comfortable to live in; for hoteliers, building and operating hotels means more saving on energy, more profit,and higher reputation. Even through we have different points of view, we can work on the same theme. Then the problem came in: how to build and operate a green hotel. The author of this article gave me some ideas and I am sure green technology can be everywhere. For instance, large hotel chains can employ green consultants and architect and even launch test sites where they can assess the effectiveness of their green strategy. Professional architects can customize their design to fit the local landscape. From the beginning we can have the green roofing and building materials which can benefit us a lot later. The facilities and operation system can be energy saving by focusing on every detail such as the recycled water and bio fuel heating.  Besides in room technology can be green too. Hoteliers can also try to plan some actives that are environmental friendly for their guests.  Green technology can be applied to every step of building and operating hotels.It is meaningful for hoteliers to focus on the green theme. 
marble_bird

The Concept of Comprehensive Tracking Software to Support Sustainable Tourism in Protec... - 0 views

shared by marble_bird on 25 May 20 - No Cached
  • Visitor management of protected areas [1–3] is supposed to keep the tourism intensity below the area limits while respecting the needs of the local economy and community as a multi-faceted goal of participative management [4]. It requires reliable, comprehensive, and detailed data about tourism intensity, including its impacts and practical methods and tools to exploit the data for the purpose of visitor management
  • Visitor management of protected areas [1–3] is supposed to keep the tourism intensity below the area limits while respecting the needs of the local economy and community as a multi-faceted goal of participative management [4]. It requires reliable, comprehensive, and detailed data about tourism intensity, including its impacts and practical methods and tools to exploit the data for the purpose of visitor management
  • At first, a literature review (Section 2) is conducted in the areas of tourism impacts, tourism sustainability , visitor management, tourism modelling and simulations, visitor monitoring and tracking, and the utilization of data about visitors. Specific attention is paid to the promising method of individual tracking, its variants, and the challenges related to its deployment.
  • ...30 more annotations...
  • The LAC method [12,13], the carrying capacity [2,4,8,10,14–18], tourism sustainability indicators [8,10,19], or visitor management models [2,4,11] are some of the theoretical concepts and methods which the protected area visitor management may use to assess the effects of tourism and tourism infrastructure construction and maintenance.
  • isitor counts can be used to form a model reflecting the dynamics of the destination system, allowing visitor flow simulations
  • However, the quality of such models is critically dependent on the extent, quality, and readiness of the entry data [21]. The use of real-time data in models of destination systems is not common
  • Individual tracking methods are based on satellite positioning (e.g., The Global Positioning System known as GPS, or Galileo), active mobile positioning, Bluetooth positioning, Wi-Fi positioning, or indirect monitoring based on geocoded social media, or photo databases
  • Thus, attention should be paid to the categorization of visitors, including their needs, motivations, limitations, and the resulting patterns of behavior. Such analysis may help to reveal which categories of visitors are desired, e.g., because of their positive impact on the local economy, and which should rather be discouraged from coming
  • The use of visitor monitoring methods is a common part of visitor management practice, however, monitoring is often not implemented
  • systematically enough and data is often available with a significant delay (for example, from oine people counters installed in the terrain or when using data from mobile operators), making the assessment of the destination system state in real-time impossible
  • Correct and ecient data integration requires a systematic and consistent approach. However, a relevant methodology for the utilization of heterogeneous data is not available, which may be one of the reasons why comprehensive visitor monitoring is so rare.
  • the universally applicable concept of an intelligent tour guide for visitor tracking and for visitor characteristics acquisition are introduced in the results section of the manuscript. The ongoing experimental implementation of the proposed concept is mentioned, and relevant challenges are discussed at the end.
  • Gradually, five representatives and experts from protected area management, six destination organization experts, and four geopark experts were involved. None of the protected area experts involved in the research had any previous experience with systematic visitor data integration or with using the concept of the intelligent software tour guide.
  • The brainstorming and focus group were used to raise new ideas, and the Delphi method was used to reach a consensus when needed.
  • The knowledge gathered from experts served as an input for systems analysis, leading to the design of a computer program—an intelligent tour guide for each involved protected area. Namely, use cases, functional requirements, and other characteristics of the software were identified and discussed.
  • Because meaningful visitor flow and visitor impact modelling require suciently comprehensive and accurate data [21], systematic exploitation of all available relevant heterogeneous data about visitors (collected by a variety of methods, each with its specific limitations, e.g., visitor profiles, numbers of sold tickets, counts from sensors, space-time curves of individual visitors) is a recommended [36] and cost-e ective approach.
  • Visitor management of a protected area requires tourism impact estimates depending on its intensity (step 1). Estimates of proportions of various visitor categories depending on days of the week, holidays, weather, or season, or other factors together with expert estimates of specific impacts of these categories of visitors are available
  • The concept is meant to be generic enough to fit a variety of geographic areas (size, protected features of the local nature, local community , tourism intensity , division of roles in participative management between organizations, etc.)
  • The intelligent tour guide has to be:
  • Reliable, accessible, compatible.
  • Personalized.
  • Location-sensitive.
  • Destination-system-aware.
  • Interactive and collaborative.
  • Dialogue-wise.
  • Decently gamified.
  • Regarding human factors, the potential of individual visitor tracking to provide rich and valuable data may be hindered by the low motivation to participate [21,50,51]. Low participation may limit the usability of the resulting data and negatively a ect the e ects of possible attempts to influence the flow of visitors.
  • From the technical side, active mobile positioning provides spatially accurate data collected with a sucient sampling rate, for example, compared to passive localization data automatically recorded by mobile operators. However, still, the low satellite signal in rocks or under the canopy of a dense forest in combination with less-sensitive mobile devices may a ect the quality of the data and even the function of the tour guide.
  • Regarding the interpretation of the resulting data, the bias caused by the selection of participants and the willingness and fitness of members of di erent visitor groups has to be considered. Also, individual tracking may have an unintended influence on visitors’ movement and behavior [49], though the impact and resulting bias is usually acceptably low
  • Ethically and legally acceptable data collection may require the acquisition of informed consent from each participant.
  • An inadequate budget can lead to compromises, e.g., in the project management, analysis, or implementation, a ecting the compatibility, reliability, or usability of the program, or the quality and extent of the underlying model and the set of descriptive data.
  • Experimental verification of the individual tracking method, supplemented by visitors’ feelings and experiences by means of an intelligent tour guide operated in the context of a complex destination application, currently takes place in all involved areas. The application is being carefully designed in harmony with all recommended principles. Namely, a clear distinction is being made between the universal part of the application and area-specific models, configurations, deployment choices, or custom pieces of code.
  • The research team is looking for other possibilities of verifying the concept presented elsewhere in the Czech Republic and the world. Further research will reveal if the concept is truly generally applicable, as hypothesized, or not.
  • marble_bird on 25 May 20
     
    This article covers the research behind and design of software implemented in the Czech Republic to monitor visitor activity in protected areas. The software is designed to act as a "tour guide" and keeps track of visitors through satellite positioning. The article discusses the process by which this software would be developed, rationale for its implementation, and consumer data that may be collected through this process that would benefit National Parks and other protected areas. Theoretical questions in regard to human interaction, privacy concerns, and effectiveness of the application in low-service areas are discussed. Though the application requires more research and strict attention to variables, its implementation worldwide could change how sustainable tourism is managed and would provide important information on consumer habits in protected areas.
bbalthaser

The Power of Geo-Targeting | Boston Hospitality Review - 0 views

www.bu.edu/...the-power-of-geo-targeting

shared by bbalthaser on 12 Feb 23 - No Cached
  • companies using digital marketing techniques had, have, and will have to adapt the targeting methods to reach their audience. 
  • companies must target audiences efficiently with appropriate messages, not just demographically, but also geographically.
  • Geo-targeting means marketing to a set of specific users based on their location.
  • ...14 more annotations...
  • Geofencing creates a radius or boundary where ads are posted, whereas geo-targeting regards a more general location.
  • Electronic word-of-mouth communication refers to any positive or negative statement made by potential, actual or former customers about a product or company which is made available to multiples of people and/or institutions and is spread over the internet (Cheung et al, 2010).
  • understanding their guests on a more granular level (Cheung et al, 2010).
  • “Hotels can no longer take a blanketed approach towards their consumers; they must understand where guests are coming from and the impact of a hotel’s digital footprint.”
  • Hotels prioritizing direct business capture approximately 95% more revenue versus the 80% revenue from indirect channels (Revenue-Hub.com).
  • According to Stratosjets.com, “72% of mobile bookings happen within 48 hours of last-minute Google searches that include the words ‘tonight’ and ‘today,’ and 70% of all customers conduct their research on a smartphone” (Steve Deane, 2021).
  • How does a hotel measure the success of geo-targeting? Simply put, revenue. 
  • . According to SmartBugMedia, 71% of consumers prefer a personalized ad experience, and three of four consumers complete an action after receiving a message when approaching a specific location (Amber Kemmis, SmartBugMedia, Jan 2020).
  • VPN allows the user to locate the device in a location other than the actual one. Thus, it could prevent appropriately targeting a user.
  • Existing and past guests are “far more precious” to a property (Starkov) since the CAC (customer acquisition cost) is far less than acquiring new guests.
  • Where are the hotel guests coming from? Are the incoming guests here for leisure, business, or are they group travelers?
  • Use of CRM technology such as Cendyn, Revinate, and SHR, allows the property to create 360-degree guest profiles.
  • Denny’s implemented a geo-targeting strategy that sent specific promotions to existing customers that were within a location which resulted in an 11.6% increase to in-store visits.
  • geo-targeting is an asset for hoteliers to stay relevant.
  • bbalthaser on 12 Feb 23
     
    Geo-targeting is a step above geo-fencing and like that of Proximity marketing is a digital marketing technique meant to geographically target consumers within a set of parameters. The purpose of this is that while digital marketing has been around, is being used and the future of it is quite relevant it requires companies to adapt using various methods of marketing to reach the consumer. And geography is an area that is highly required. And unlike geo-fencing, geo-targeting is more generalized in the locale. It is asserted that companies need to have a better understanding of their guests at a basic level than before. "Hotels can no longer take a blanketed approach---understanding where a guest is coming from and the impact of a hotel's digital footprint" is just as important. A reason hotels might want to use geo-targeting is that direct business captures "95% more revenue than that of indirect channels". Interested enough many guests book last minute and that accounts for 72% off mobile bookings. Geo-targeting relies on revenue to determine its success. One issue noted is the use of VPNs can create miss-targeting when users are receiving messages from a location they are not in. Several things to note are prioritizing a focus on existing and prior guests because they cost less than advertising to new guests. Secondly, using CRM can create personalization through guest profiles and add an extra special factor to their experience. One example shown was Denny's and it showed an increase in visits. Geo-targeting is a marketing strategy that can help companies stay relevant.
  • bbalthaser on 12 Feb 23
     
    This take on proximity marketing is interesting in that it requires a little more thought in implementation because you aren't just narrowing it down to a specific locale, you are creating a wider net to catch people in. That means you have to have a broader understanding of who you are catching which would be multiple targets that may not be alike, but have similar needs. They used the pandemic as an example of how it benefited them to use geo-location, While not marketing to a whole section of the US they targeted a more localized net ( a state away) but not too narrow as to leave out a specific target. It showed some success in that they were able to save money and help bring brand awareness to a different type of consumer. They not only target those locally but "neighbors" and I know that I as a new guest appreciate seeing local people utilizing a product or service and come back for more because it gives me an idea that the product or service or both is appealing to guests. This also helps hinge on the word of mouth of the customer. That is an additional positive aspect of this type of marketing. Seeking local rather than national or global customer-created brand devotion.
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