Ms. Fedele

Sara Fedele

Marketing Communications Manager

USI Università Della Svizzera Italiana

Sara Fedele is Marketing Communications Manager of the executive education programs in communication management at USI Università della Svizzera Italiana in Lugano.

In 2011 Ms. Fedele has been PR & Communication Manager at the Global Alliance for PR and Communication Management, the umbrella organization of the national PR associations around the globe, which is headquartered in Lugano, Switzerland.

As part of her cooperation with Professor Sandro Formica (Florida International University), Ms. Fedele has been coordinator of working groups during Strategic Think Tanks for Tourism Executives, following the Co-Alignment Principle Method by Olsen, West and Tse (2008). She has moderated Think Tank activities both in Switzerland and Italy.

After completing her studies, Ms. Fedele worked as a research and project assistant at webatelier.net, a research laboratory of the Università della Svizzera italiana, focused on ICT and New Media for Tourism Communication. Here she was involved in different projects in the fields of Web Tourism Reputation, Web Communication and Destination Marketing, collaborating with the Republic of Malta and the Ticino Region Tourism Boards.

Ms. Fedele graduated with a Master in Economics and Communication, (majoring in International Tourism) in 2010. Her thesis dealt with new tourism web marketing strategies through the application of Argumentation Theory in the Web 2.0 domain.

Ms. Fedele can be contacted at sara.fedele@usi.ch

Coming Up In The June Online Hotel Business Review




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Feature Focus
Sales & Marketing: Who Owns the Guest?
Hotels and OTAs are, by necessity, joined at the hip and locked in a symbiotic relationship that is uneasy at best. Hotels require the marketing presence that OTAs offer and of course, OTAs guest’s email when it sends guest information to a hotel, effectively allowing OTAs to maintain “ownership” of the guest. Without ready access to guest need hotel product to offer their online customers. But recently, several OTAs have decided to no longer share a data, hotels are severely constrained from marketing directly to a guest which allows them to capture repeat business – the lowest cost and highest value travelers. Hotels also require this data to effectively market to previous guests, so ownership of this data will be a significant factor as hotels and OTAs move forward. Another issue is the increasing shift to mobile travel bookings. Mobile will account for more than half of all online travel bookings next year, and 78.6% of them will use their smartphone to make those reservations. As a result, hotels must have a robust mobile marketing plan in place, which means responsive design, one-click booking, and location technology. Another important mobile marketing element is a “Click-to-Call” feature. According to a recent Google survey, 68% of hotel guests report that it is extremely/very important to be able to call a hotel during the purchase phase, and 58% are very likely to call a hotel if the capability is available in a smartphone search. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.