While most traditional marketers, media gurus and public relations experts grapple with just how to leverage the power of digital media and social networks…real emerging trends sometimes go unnoticed. Sometimes all it takes is to tap into the world…and particularly the people around us to realize just how life as we know it is changing.
If you were to read the titles of popular business literature today, you’d think we were headed back to the dawn of society… where human societal interaction had just begun to evolve. This is not so far off perhaps, since we stand on the brink of yet another evolutionary leap in the way we communicate, collaborate and lead. Be it the tribes of yore or the digital amalgamations of like-minded individuals along a ‘long tail’ of meaning, something’s definitely shifting…
I watched Seth Godin’s TED presentation online recently and was intrigued by the concept of ‘Tribes’ that he’s reintroduced. While critics have been quite hard on the book with regards to substance, the basic ideas are quite sound and make for good observations of how human interaction is evolving in the digital age.
To give you a jist of what the hoolabaloo is all about, here’s the video, plus a few excerpts taken from Amazon reviews of the book:
“Build a better mousetrap, and the world will beat a path to your door.”
Ralph Waldo Emerson may have put a poetic twist on human fascination with new technology, however the statement certainly lacks in bringing across the crucial importance of marketing. History is littered with examples of great new inventions and astonishing advances that never made the light of day…a lot of times simply because not enough people knew about them or just didn’t understand them.
Here’s a peek at the hotel guest experience in the near future. With mobile phones becoming an increasingly important marketing and CRM channel, improving technology and awareness will soon allow hotel marketers to enhance the hotel guest interaction, in a very similar way to what’s described below…
Hotel Booking and Research
Sam wants to book a hotel for an overnight stay in a nearby city in a weeks time.
He visits a website to look for hotels to see what’s available.
He sees a hotel he likes and book a room online.
Very early on this month, a colleague (thanks Lola!) sent me a copy of Peter Kim’s collaborative compilation of thoughts by bloggers on Social Media. I loved the format and the power that collaboration could harness…bringing together the thoughts, ideas and best practices of those defining the field.
The following document was subsequently born – I reached out to about 18 prominent industry bloggers, writers and industry leaders in online hospitality marketing. 6 came back…here are their thoughts on the main trends the hotel industry is likely to see this year, plus tips on how hoteliers can survive and thrive in the recession. The contributors include:
- Professor Dimitrios Buhalis, Deputy Director at the International Centre for Tourism and Hospitality Research (ICTHR), School of Services Management at Bournemouth University.
- Todd Lucier, creator of Tourism Keys Internet Marketing for Tourism blog, podcast and learning materials
- Patrick Landman, Hotel Revenue Management, Online Distribution and Internet Marketing Guru and the Founder of Xotels
- Jan Tissera, President, TravelCLICK International (Europe, Asia Pacific, Middle East, and Africa regions)
- Guillaume Thevenot, French Londoner based at Amadeus and founder+editor of Hotel-Blogs.com
- Jitendra Jain (JJ), Online Marketer at Starwood Hotels and founder of The Talent Jungle Network, YoungHotelier.com and HoteleMarketer.com
Please feel free to share this work as required: http://d.scribd.com/ScribdViewer.swf?document_id=11403251&access_key=key-23o5j75xc4uxljxk4vfw&page=1&version=1&viewMode=list
Article published under the name “The million dollar hotel marketing idea that’s been staring you in the face!”
I’ve been racking my brain for the last few weeks over what to write about. The interesting thing is that it’s not lack of choice that’s been the trouble…it’s too much of it! From the excitement caused by US underdog Barack Obama’s win and the promise of a brighter political future… to CNN’s Wolf Blitzer causing a buzz with his first-ever “holographic” interviews in the newsroom, there’s been plenty going on to keep techies and armchair futurists abuzz. And while CNN’s holograms weren’t really holograms when you cut to the chase…one development is very real…the advancing global recession that we’re slowly coming to grips with.
Hospitality media has been filled with reports about dropping profits margins, especially in hard hit areas and suggestions to hoteliers on how to best tackle the market situation, i.e. tough it out, work smart and dust off your selling shoes. What surprises me, though, is that while the hotel industry continues its distribution war with online 3rd parties with super-deep advertising pockets, it still continues to ignore its most lucrative booking distribution channel…its guests!
5 Future Developments that will revolutionize Online Hotel Marketing: “For tomorrow belongs to the people who prepare for it today”, says a famous proverb…and what better fit to apply this than in the world of technology and marketing?
The breakneck speed of tech evolution is inspiring (and often scary) but the two keywords that will set winning developments apart from the ‘also ran’ are ‘love’ and ‘simplicity’. It doesn’t take a degree to understand that people adopt technologies that fuel their imagination & passions…and the rate of adoption is in close sync to the simplicity of its interface and operation. Great technology needs to adapt to the needs of the user and future breakthroughs will bear testament to this.