For the lodging industry, 2009 was a challenging year, and forecasts indicate that the lodging industry recovery will be a slow and demanding process. The smart hotelier should keep a laser sharp focus on the channels that are driving maximum return on investment.The following are the top 10 promotion ideas, channels, and strategies that we recommend to hoteliers in the New Year.
These tips and insights are based on carefully analyzed industry search trends and channels that are driving maximum returns for Milestone’s clients and partners.
1. Rate Parity and Direct Distribution Channels: It is crucial for hoteliers to maintain rate parity across all distribution channels. 2009 was a year of rate sensitive shoppers and major discounting. The number of shoppers looking for a bargain will continue to rise. In order to build trust from online customers, hoteliers need to focus on maintaining rate parity across all of the channels. According to recent studies done by PKF and Nielson, business coming from direct distribution channels, such as email marketing, brand sites, independent websites, blogs, social media channels, and mobile devices, will continue to increase in 2010. Hoteliers need to maintain an intense focus on these channels to ensure the maximum ROI.
2. Remember the 3 C’s – Consistent Rich Content (information) across all Channels: This is still a very important criterion for your online success. Start with a well-defined keyword strategy and marketing plan. Identify all of the reasons why people are traveling to your area while creating the content strategy for your site, GDS, CRS, etc. Your ultimate goal is to create content that offers online surfers what they are looking for and incorporates keywords that surfers are using to search for information. Make sure to update all of your online profiles, including hotel description on airline systems and CRS with enhanced content. This will help in maintaining consistent information and relevancy across all distribution channels.
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