Hotel Marketing
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Hotels—what is your online identity?
The question of online identity sounds simple. Most hotels would put their hand up and respond by saying it is their hotel/brand website, of course. Is the answer more complex than that?Your identity Is it your website?Is it your property listing on OTAs?Is it your FB profile?Is it your IG profile?Is it your Twitter profile?Is it your TikTok profile?Is it your Youtube channel?Is it your app?Is it your (Google/Apple/Bing) Maps listing?Is it your Line app profile?Is it your WeChat profile?Is it your advertising and paid marketing?It could be one of these or all of them. However, just as your personal identity differs from that of your parents, spouse, siblings, friends, acquaintances, and…
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The Great Talent Crunch in Hospitality-Commercial Edition
Several hotel general managers have approached me for assistance with recruitment. In order of the number of requests, here are the positions they seem to be having trouble with:Revenue ManagersDistribution/ E-Commerce ManagersSocial Media ManagersMarketing ManagersCommunication and PRDigital Marketing ManagersThere are challenges elsewhere, but because I specialize in the commercial arena, the requests I get are in this area.Hiring anyone to fill vacant positions has been a challenge, let alone talent. If what is happening in the US and Europe is any guide, the talent crunch is not going to ease for a while, even in Asia. Here are some thoughts on what hotels can do to tackle the issue and still…
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Is the direct booking strategy still worth pursuing?
"Hey, business is slowly but steadily returning," a general manager said. “I don't see why I should have to invest in advertising up front. It may end up costing me more than I pay the agents."This is a common refrain, and I appreciate it. Direct is difficult for many independent hotels and small groups. If you don't know what you're doing, you could end up spending far more than it would cost to distribute through third parties.There are several reasons why hotels ignore the direct channel.CostsTalentKeeping up with the ever-changing trendsOTA dominationNo understanding of distribution costsLack of analysis and data practicesPast practices: ‘It has always been this way.’InertiaThere could be…
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Hotels, do you have the right commercial team structure post pandemic?
The extent to which the post-pandemic landscape has changed is largely determined by your vantage point. Some transformations have been dramatic and long-lasting. Others will succumb to human nature and relapse. How prevalent is mask wearing in your locality now?One thing is certain: most hotels face significant challenges in terms of hiring and retaining talent. It is critical to have an optimal team structure not only to address changes in consumer behavior but also to respond to rapidly shifting demand.My observations are as follows.Consumers have become more digitally savvy and expect connected product and service delivery.Social media usage has increased, but it has become more fragmented across generations and geographical…
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Hotel Distribution: As Simple or Complex as you Make it
A variety of factors influence hotel distribution strategies. Many people find it simple. They decide on a strategy, a plan of action, and they follow it. Their distribution system works well. It is effective.However, distribution is a nightmare for the majority of hotels. There are so many competing elements that effective management is difficult. Everything here appears to break faster than a hotel's ability to fix it. It's no surprise that most GMs and their corporate counterparts are constantly in the fire-fighting mode. This is an attempt to deconstruct the distribution strategy and then apply a complex and simple execution, but first The core: you have control over most of these.Rate structureRevenue…
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Top 5 Hotel Website Mistakes to Avoid in 2022
I do a lot of research and planning for the various trips I take. As someone who works in the hospitality industry, I always prefer to book directly. This means I visit quite a few hotel websites, usually via Google or through their social media pages. Admittedly, my recent travel has been a lot more domestic and regional due to the pandemic.As per my observation, these are the top five mistakes that hotel websites are still making in 2022.1) Missing a Call to Action:So you've taken some lovely photos and videos of your property. You want the best shots to captivate your visitors. They are absolutely amazed. What next?According to studies,…
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Hospitality’s Fear of Missing Out (FOMO) Culture
One thing I've noticed about the hospitality industry is that it is very interested in what others are doing. It is common for hotels to use a system, technology, strategy, tactic, or structure just because everyone else does it.This tendency is easily exploited by partners, agents, OTAs, and technology vendors. Vendors frequently release case studies, advertorials, and poorly disguised help pieces to entice hoteliers. The media is always eager to publicize the newest and greatest inventions. When platforms like Snapchat, TikTok, AI, augmented reality, and others first came out, they were heralded as the next big thing in the hotel industry. In Second Life, I remember that vendors built hotels…
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The Low-Hanging Fruits: Is your hotel using these tactics to generate more revenue?
The majority of hotels in Asia are pleased with the resurgence of business. Given the scarcity of demand over the past two years, hotels are grateful for any business, regardless of the costs involved. This is a fantastic opportunity for numerous middlemen to seize control of the marketing and distribution. Chronic under-investment in technology and marketing even before the global pandemic exacerbated the situation. Now, post-COVID, most hotels do not appear to be in a hurry to change this status quo. A smart hotelier would focus on increasing the investment in new digital technologies that guests now expect. From web experience technology (website), content hub, CRM, CDP, marketing automation, a…
