Augmented Reality - A new luxury experience !

Augmented Reality - Thnk Tank 2011

View more presentations from Lea Bonnin.

Remix in social medias

Digital Marketing Class - Knowledge Recap

Social Media ROI

Social media roi

View more presentations from SaraMBA2.

Mobile Marketing

Mobile marketing

View more presentations from Lea Bonnin.

Mobile: Transforming the delivery of today’s hospitality experience

Understanding the purchasing behaviour of our customers is one of the keys to success. Nowadays, business and leisure travellers can search, organise and bok their trip through many channels, and the latest one is mobile, smartphones. As the article points out, 77% of business travellers use their smartphones to plan their trip. Nowadays, many travel applications to download on smartphones exist. Phone applications are very useful and beneficial for hoteliers as it makes their access for customers easier. They are bookable anywhere and at ay time (in public transportation, in waiting lines, while waiting to board on a plane, ...). Another advantage is that it is as safe as computer. I believe that today, if companies do not have a strong presence on social medias and mobile, you are "killing" your business. Companies need to integrate a mobile strategy in their overall strategy to stay competitive and bring in business through new distribution channels.

Link to the article

Social Influence Marketing - Mid term exam

Open publication - Free publishing - More mid term

Comment on Nodira's article - How to Create a Killer E-mail Newsletter

I found this article and Nodira's comment very interesting. It is true that our mail boxes are full with newsletters, that i don't even bother reading because there are too many of them, and they all look alike. It is important to differentiate themselves while companies create a newsletter. Nodira added that emails remain a strong tool to build a good customer relationship. I believe emails are not the only way, social medias help too.

The return on investment of video on hotel websites

In last week's article, I expressed the importance of hotel visuals in the costumer's point of view. As I said hotel visuals are important for guests in their booking process as it permits them to better visualize the product they are purchassing.

Today, I would like to analyse the impact of videos in hotels' points of view, what is the real return on investment for hotels. It is true that creating a video of a hotel is very expensive; therefore it is understandable and legitimate that they ask themselves if it is worth investing.

In order to check whether a hotel has a good ROI, a hotel needs to measure how often the video on its website is being watched, if it is shared, and how often it is shared, and how people interact with the video. Hotel visuals and especially videos are emotional influencers for customers when they book a hotel.

Hotels can also rely on the fact that researches have shown that hotels that use a video on their websites to sell the hotel have increased their sales. As the article says, customers perceive a hotel with a video as more trustable.

I found this article interesting as it gives us tips and advice on how to measure the return on investments of videos for a business. Videos are long term investments for hotels, and are worth investing as it is a good marketing tool that increases sales.

Link to the article

How travellers consume hotel visuals

I found this article very interesting as it deals with the influence of hotel visuals for travellers during their shopping process of searching a hotel and booking a room. As the article says, the number of hotel visuals increases every year. There are different types of visuals such as hotel pictures, 360 degree virtual tours and videos. Consumers also share more and more their own hotel visuals on social medias like Facebook or Twitter. Visuals can also be seen on a variety of sites like TripAdvisor, Travelocity.com,..., in addition to the hotel webiste.

Hotel visuals are very beneficial in promoting the hotel, and they play a very important attractive role for the customers, or on the contrary, they can dissuade them from booking this hotel. Indeed, as a travel shopper, I would rather pay a little more in a hotel with nice pictures rather than a one with old pictures. I would be more attracted to the pictures that seem more recent, although the hotel may be of poorer quality or service. This is why it is extremely important for hotels to update their visuals and also not neglect them by using cheap material, ... Many hotels tend to be careless about their visuals because of a lack of budget, but I believe they should cut down expenses on other projects. Hotels should update their pictures frequently, and they should create videos and 360 degree virtual tours. They are unique selling points for the hotel.
I believe that hotel visuals are part of a hotel's business card.

Link to the article

What will delight today's customers who are mobile lifestyle travellers?

DDiH, Think Tank 2011, CMH Oneglobe, hotel think tank 
 

View more presentations from leabonnin.

Comment on Miguel's article - Now you can launch your hotel booking-engine within your Facebook pages

Adding a hotel's booking engine on its facebook page was, i believe, the next step in the facebook mania! Hoteliers already use facebook as a marketing tool, so it is now becoming a reservation tool also. A facebook page will never replace a hotel's webiste, but it will definitely help increase reservations.

10 Facebook Marketing Tips for Small Businesses

Facebook is a very usefull marketing tool for all businesses, but even more for small businesses which do not have a big marketing budget. This article is interesting in the sense that it gives advice on how to implement Facebook as a successful tool in small businesses. As the article says "keep it simple"; no need to have a full time social media professional to put in place and update a Facebook page. The 10 Facebook marketing tips proposed by the article are:

1. Manage expectations - do not expect to have thousand of fans in the first place, and be disappointed.
2. Make time - create time to update your page 1 hour a day. Not much time needed.
3. Learn as much as you can - take notes on what you do not understand to check them later.
4. Start with a small budget - promote your your business through Facebook without spending much. Bigger advertising will come later.
5. Create a page, not a profile
6. Post cool status updates - post interesting and engaging content.
7. Have one-on-one conversations - keep personal contacts with your fans. Respond to them when they contact you.
8. Don't spam - communicate through your page, not via emails.
9. Create coupons and promotions - attract fans through promotions and special offers.
10. Encourage check-ins

I believe that these tips are very useful for small businesses such as small hotels. It enables them to stay somehow competitive compared to bigger renowned hotels. Once the Facebook page is set up, a hotel can then set up its booking engine on its Facebook page.

Link to the article

Final Exam

Open publication - Free publishing - More final exam

Social Media Reward programs

Dig marketing

View more presentations from Aliaouta.

Comment on Deborah's article - Four ways Groupon might work for travel businesses

I found this article very interesting for hoteliers in the sense that it reprensents a new opportunity to generate revenue. Just like Deborah pointed out, if hoteliers are ready to sell with zero margin, they can create income through additional revenue. Hoteliers tend to forget that anscilliary revenue is almost as much important as selling a room.


I agree with Deborah when she says that she would not recommend luxury hotels to work with Groupon. I would rather recommend it for 3* hotels when the demand is low.
 
 
Link to Deborah's article

How to reduce your hotel's dependency on OTAs

Online Travel Agencies are a real issue for hoteliers. Direct bookings are more beneficial for hoteliers than bookings through OTAs. However,  hotels needs them, but in the same time their level of commission is very high. They are positive for hoteliers in the sense that they boost hotel occupancy, they introduce new guests to hotels, and they offer dynamic packaging (combine hotel with car rental, airline tickets) to undecicdd consumers. However, hotels do not really know how to deal with them, as some of them apply rates without really analysing their strategy.

I found this article interesting as it gives advice on how to deal with OTAs. Experts suggest that hoteliers should spend as much of their budget as possible into obtaining direct bookings. Hoteliers just need to analyse which strategy to apply with OTAs in order to manipulate the availability and price of rooms, in order that OTAs don't take full advantage over the business. Hotels should enforce a few daily strategies:

• Forecasting - hotels should forecast the future demand to control the availability and rates to apply to OTAs.
• Practice rate parity - apply the same room rate on hotel website, travel agencies, third party websites, ect. Practicing rate parity helps avoinding discounting war between OTAs.
• Monitoring, managing channels - control and adjust rates and inventory across all channels to take advantage of distribution.

As the article points out, hoteliers must constantly adapt their strategies to the market in order to make the most out of OTAs, rather than these online agencies becoming a pain. You cannot apply a definite strategy with OTAs, it's a day to day adaptation. Hotels needs to play it smart!


Link to the article

Travel Leaders - Improved Business Travel Outlook for 2011

Travel leaders reveal business travel trends for 2011

I found this article very interesting, as it shows the results of a survey made by travelleaders.com. It reveals the 2011 business travel trends: the top five selection for business travellers while choosing a hotel and the level of business travel for 2011.

The top five selection while booking a hotel room for business travellers are:

1. Location - near meeting venue, or business company (82.8%)
2. Rewards program - frequent guest points (ie. Miles and More) (54.4%)
3. Free WiFi - in guest rooms (31.4%)
4. Near Airport (17.7%)
5. Free breakfast (13.2%)

I am not to surprised to see that business travellers mostly favour a hotel near the business venue or company, as they are on business travel to work, and not to include leisure, although many travellers mix both business and leisure (65.7%). Corporate negotiated rates between companies (ie. Société Générale, LVMH, etc) and hotels are usually contracted as hotels are near a satellite office of the company.

In regards to companies business travel policies, a slight majority answered to say that their had not been any changes compared to 2010, apart from an increase in the level of business travels and therefore in hotel bookings. Indeed the survey showed that the booking levels would increase to 39.7% (28.6% in 2010).

This increase is positive for the hospitality industry as it will give a boost to the activity. However, the hotel activity will have to wait until 2012-2013 to regain the activity of 2007. Furthermore, hotels still have to be creative to stay attractive and competitive as although the level of business travels will increase, companies still try to reduce travel costs.

Link to the article

Comment on Caroline's article - The future of travel loyalty programs

I agree with Caroline on the fact that hotels will need to be more creative to compete with the existing loyalty programs. However, I believe that hotels do not automatically have to create their own loyalty programs. They can create partnerships with existing ones. For example, hotels can create partnerships with Miles & More so that guests can accumulate Miles. Many travellers can be influenced in choosing a hotel if they can accumulate Miles. They can, in the future receive discounts or free flights or room nights.

Alinean Research Reveals Social Media Hierarchy of Needs

This article was written and originally published by Alinean Company, which provides dynamic sales and marketing tools to vendors who work on a B2B level. Through this white paper, Alinean points out a new approach to Social Media to increase a hotel's return on investment. It showed that ROI is increased through engagement, driven by a set of best practices through a Social Media Hierarchy of Needs. This Hierarchy of Needs was created in relation with Maslow's well known hierarchy of needs. Maslow's pyramid represents the human developmental psychology through 5 stages of human needs: Psychological, Safety, Love / Belonging, Esteem, Self actualization.

The hierarchical set of engagement best practices include content, campaigns, monitoring and collaboration. The research's results show that there is a higher return on investment and cost savings if there is a good social media level of engagement from marketers to attract and correspond with followers, influencers, readers ... on social medias. The article adds that all the 4 steps should be well implemented by marketers in order to obtain an effective level of engagement.

I found this article very interesting as I believe that as a future hotelier, every new marketing approcah is good to focus on and analyse to be very effective and efficient in the future. Social Medias are the current best marketing approaches today.Many hotels create accounts on social medias, but they do not really know how to use them correctly, and make the most out of them, therefore this social media hierarchy of needs can be a helpfull tool for hoteliers to create new business and increase their ROI.

Link to article

Comment on Alia's article - Almighty Tripadvisor

Thanks Alia! This article was very interesting. I find it a good initiative from Trip Advisor to let customers leave reviews on airline companies. Airline companies and hotels are part of the same business, which is tourism, so I believe they should also be ranked. I find it fair enough that customers could make their booking decicions thanks to other customers comments. I agree with the importance of transparency. I believe Airline companies should take it as an opportunity to improve what needs to be improved, or changed.

Link to blog

For hotel marketers, Groupon is not as attractive as it looks

Groupon.com is the current it-website, just like you have it-bags in fashion. It offers special deals  with up to 60-70 % discount on hotels, restaurants, spas, ... rates. It is very attractive for customers, but a little less for hoteliers. It may seem at first very interesting for hoteliers as it is a new source of revenue, but it is not to be used at all times.

Indeed, the article reveals the advantages and inconvenients of working with Groupon through hoteliers' points of view. It appears that the special deals made on the website is not very interesting for hoteliers as they have to considerably cut down their prices; more than they expected. To make special deals to appear on the website, hotels have to lower their prices of at least 50%, with an additional 10% commission rate towards Groupon. That leaves a small revenue in the end for hotels.

I agree with the article when it says that it is interesting for hoteliers to publish special deals, but only through rough times. When the activity is low, it can bring revenue.

"...some revenue is better than no revenue at all."
This statement is true, but I believe that hoteliers should be careful not to sell too cheap. Indeed, if they reduce their prices too much, they might sell at a loss. A very cheap deal is great for customers, but on the other side, it can cost much more for hoteliers. Indeed, they have to make sure they cover their fixed costs before selling cheap. Hoteliers should analyse when to work with Groupon, and at which price.

Link to article

Affiliation Program - Part 2

Affiliation Program Part 2 on Prezi

Affiliation Program - Part 1

Affiliation Program on Prezi

Comment on Emilie's article - How travelers use online and social media channels to make hotel-choice decision?

I agree with the fact that it is better for hoteliers to get direct bookings rather than reservations through OTAs as they have a high commission rate. As Emilie pointed out, it is important that hoteliers understand guests booking priorities. This article and Emilie's comment are interesting and relevant when they state that hotels should be more visible on search engines and social media. These web tools are part of the booking process, as well as hotel reviews websites. Hoteliers should also bear in mind that nowadays, customers are looking for the best deal rather than brands.

Link to blog

Buyers Facing Longer, Tougher Hotel Rate Negotiations

Within the last context of economic crisis, the international tourism has decreased since end of 2008. This decrease has touched all segments related to the tourism industry: airline companies, touristic monuments and mainly hotels. Both individuals and companies had reduces their travel expenses in order to make savings.
As companies had reduces their travel expenses, they reduced the budget allowed to hotel negotiated rates. Therefore some companies had to negotiate rates with 3 star hotels instead of 4 star hotels for example; they reduces hotel ranking. In order to stay competitive, 4 star hotels decreased a lot their usual rates and did not automatically include amenities such as breakfast, internet access or access to the fitness center.

Today, hotels activity has started back, but is not as successful as in 2007. Consequently hotels are increasing their negotiated corporate rates, which I believe is a right thing to do; but companies do not  really see the situation as being positive. Hotels have increased their rates by 10-15 %, and I understand that companies are not willing to pay rates that high. This leads to long negotiations.

In my personal opinion, I believe that it is important for hoteliers to increase their rates in order for them to recover from the economic crisis. Rates have considerably been reduced during the last 2 years.  If hoteliers do not increase their RevPar and GopPar, it will be very difficult for them to stay competitive and regain their 2007 health.10-15% is a high rate increase, but it is essential on along term basis.

Link to the article

Reputation Management - Aria Resort & Casino Las Vegas

Reputation Management on Prezi

Sixth Sense in luxury hotels

Digital Marketing MBA - Sixth Sense MIT on Prezi

Comment on Deborah's article - Are customized prices next for the travel industry ?

I believe customised prices can be very tricky for consumers. Indeed, some people may not understand the variations of prices as they do not automatically read the conditions of sales involved, so they book the cheapest price without reading the sales policy. I believe their is a duty for the company to be very clear with these sales conditions, as they are not always very well explained. On the other hand, there is a duty for the guest to read these sales conditions.


I agree with the fact that airline companies can sell additional services such as additional meal, or a bigger seat. I encourage upselling as long as the guests are willing to pay for these services. We can already find this time of upselling in the hospitality industry. Some hotels have added the dynamic packaging to their booking engines, to encourage consumers to book additional services while booking the guest room.
 
Link to comment

Do hotel brands still matter?

Today, the hotel industry worldwide is full with thousands of hotel brands. Some brands are much more internationaly known than others. But the real issue here is to understand if brands still matter. Customers have changed their booking priorities since the Great Recession. This article points our these new priorities as being price & value and the rise of generation Y.

Nowadays, customers book a room based on the price. They look for the cheapest price, the best deal rather than the brand behind. They also look for the added value to this price such as breakfast included; free internet access; or if they are additional charges. According to a survey, the attribute "brand name of the hotel/resort" was further down on the list of priorities compared to the value attributes. People also like to compare the hotel prices through OTAs, and therefore do not really look for the hotel brand.

The generation Y is feared by the hotel professionals as these new travellers seek for authentic guest experience, and are much more willing to discover new places each time, which makes brand loyalty much more difficult.

I believe that since the economic crisis, customers have neglected integrated hotels and franchises towards independent hotel, which means they have neglected famous hotel brands. Some people have the impression of entering into a factory when staying in a hotel like Marriott, Hilton or Holiday Inn. They believe they receive a more cheerful and welcoming service from independent hotels. In my personal opinion, I would rather stay in an independent hotel for its uniqueness rather than staying in a franchise. I am not really brand loyal, but more looking for a unique experience.

These new booking priorities have led to an increase of voluntary hotel chains on the hospitality market. They are being more and more competitive as they reprensent independent hotels. Hotels need to take into account the changing needs of travellers. They need to be very well positioned on the market in order to stay competitive, which they can do by being very creative and attractive towards OTAs, customers, etc. This makes the business even more challenging!

Link to the article

Influence Marketing - K West Hotel

K West hotel

View more presentations from NodiraMavlyanova.