Hotelier's 2009 Top Ten Internet Marketing Resolutions
Autor: Michael | Publicado: 2009-01-27T17:15:00-02:00

Build market share in a down market with these must-do business building tips.Tuesday, January 06, 2009 - By Mr. Max Starkov, Mr. Jason Price, Mariana Mechoso Here at HeBS we firmly believe that a comprehensive ROI-centric Internet marketing strategy is the hotelier’s perfect “survival tool” in the current economic environment. In the difficult year we expect 2009 to be, a well-executed Internet marketing strategy can help smart hoteliers generate incremental revenues, improve marketing ROIs, retain existing and attract more affluent travelers, and outsmart the competition. For the past almost 14 years, our experience shows that Internet-savvy hoteliers with robust Direct Online Channel strategies are the winners in economic downturns like this one.The Travel Industry Association’s (TIA) latest survey predicts a drop of at least 1.3 percent in overall leisure travel in 2009. Corporate travel is already down as a result of massive layoffs and economic contraction. There are visible signs of decline in the corporate and association meetings and group travel business. Unfortunately, these declines are expected to accelerate in 2009. Yet, even with this expected decline in travel, online travel bookings in 2009 are projected to grow by 10.5 percent and reach $116.1 billion (eMarketer), primarily as a result of the dramatic shift from the offline to online channel.In 2009 the hotel’s overall competitiveness and even survival will be determined to a great extent by how well it manages its Internet marketing and distribution efforts. In 2009, more than 55 percent of all travel bookings and up to 40 percent of all hotel bookings in North America will be generated from the Internet (eMarketer, HeBS), which represents a double-digit growth over 2008. Another third of hotel bookings will be directly influenced by online research, but booked offline. By 2010 the Internet will contribute over 45 percent of all hotel bookings in North America.Furthermore, a 2008 McKinsey survey of 340 senior marketing executives worldwide reported that despite the decline in economic activity, 91 percent said they plan to maintain or exceed current levels of online advertising, and 55 percent were cutting traditional media, “precisely in order to increase funding for online efforts.” The survey shines a light on what many marketing professionals already know. The intended and relevant audiences are online, at lower cost, and with measurable results.What are hoteliers to do in these dire economic times? How can they avoid discounting pressures and further commoditization of the hotel product? What type of marketing initiatives will produce the highest return-on-investment (ROI) in 2009? What are the best approaches to retain customers in this environment? The “2009 Top Ten New Year’s Internet Marketing Strategy Resolutions”, presented by Hospitality eBusiness Strategies (HeBS) for the ninth year in a row, provides some of these answers and action steps.Whether you are a major hotel brand, hotel management company, independent or franchised hotel or resort, even in this environment you can stay well ahead of your competition and capture new market share with an effective ROI-centric Internet marketing strategy. Smart and proactive hoteliers who utilize best practices in Internet marketing and follow latest trends to their own advantage will define the industry winners and losers in 2009 and in the long term.Íntegra AQUI.