Just finished attending and speaking at the Revenue Management and Pricing Middle East Conference, which was held at the Beach Rotana Abu Dhabi and organized by Eyefortravel. The turn out was decent…about 50–60 professionals from Abu Dhabi and Dubai, mostly Revenue Managers and some Sales & Marketing managers, General Managers and Owners. The crunch seems to have had its effect elsewhere though – a source from Europe claimed that a similar event there had a dismal turnout, as hoteliers scurry to cut costs.
Some good presentations, especially a couple that touched on the big picture, trends and also challenged participants to prep for the future. Total Revenue Management emerges as a clear winner in terms of what hotels SHOULD be doing to prepare and fully yield their products. Technology challenges still remain the biggest hurdle to successful revenue management, CRM and distribution. I enjoyed Sarah Allen’s presentation on Generation Y – particularly some of the changes that are happening which are impacting our human capital strategies, and how, as an industry, we need to shift our mindsets into a new way of doing business to keep ahead of the competition. Another good trend overview was provided by Margaret Bowler from HRG (Grabbing a hold of the corporate segment opportunity).
As the world gets harder, better, faster, stronger in many respects, so do the ripple effects of world events. The recent attacks in Mumbai are a prime example – hotels the world over are now scrambling to take a re-look at their security measures. In terms of broader trends, the worrying shifts in climate pales in comparison to the economic downturn now upon us. Experts claim that this recession is the worst since World War II. The world has always gone through natural economic cycles where every decade or more we take a step back and reevaluate just where we’ve been going wrong…but with increasing interconnectedness, reliance on virtual financial models and technology, the house of cards has become ever so precariously balanced.
The great thing about tough times is that it separates the boys from the men! It’s a cleansing process so to speak…one that rids us of old inefficiencies and forces us to look at better, smarter ways of living and doing business.
Affiliate Marketing has been around for quite some time, but it’s surprising to see how many hospitality sales & marketing professionals are unaware of the tremendous online opporunities that exist. So just what is Affiliate Marketing?
Affiliate marketing is an Internet-based marketing practice in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts. Affiliate marketing is also the name of the industry where a number of different types of companies and individuals are performing this form of Internet marketing, including affiliate networks, affiliate management companies, and in-house affiliate managers, specialized third party vendors, and various types of affiliates / publishers who promote the products and services of their partners. (Source: Wikipedia)
While Hotels can employ a variety of affiliate marketing techniques, primary methods include setting up their own simple affiliate program where those who generate sales are rewarded with a commission (much like a travel agent commission, but usually lower than the 10%)…or working with established online affiliate marketplace like Commission Junction (CJ.com) to create an affilate program.
Welcome to www.HoteleMarketer.com! (A long overdue contribution to the world of online hotel / internet hospitality marketing). The aim of this site is document, discuss, critique and brainstorm (with other talented professionals out there) about this fascinating niche.
Feel free to post your thoughts, comments, suggestions and share your “e” experiences with everyone out there using this site. Besides commenting, should you have a story, best practice, idea, case study, survey, research or other contribution to share, please email me at news (at) hotelemarketer (dot) com (no advertorials, press releases and general spam please!)
Wishing you creative and inspired eMarketing!