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  • Guest Service / Customer Experience Mgmt
  • Why User Generated Content is The Great Equalizer in Hotel Marketing

  • The rise of user-generated content is one of the most disruptive forces in hospitality since hotels moved their marketing materials and booking engines to the Web. Why? User-generated content is the great equalizer of marketing. It allows consumers, not brands or properties, to own the reputation of a hotel. It allows boutique hotels with small marketing budgets to compete against large chain hotels with lavish loyalty programs. It allows great service and quality to drive marketing through consumer reviews.

    When I was a marketing director for a consumer products company in the '90s, our website was the most important part of our marketing mix. We spent hours agonizing over wording and design, imagining that each pixel could somehow affect our brand. It was the primary way we spoke to our customers. In addition to telling customers who we were and what we did, the website needed to reflect our corporate values and our personality. And of course it needed to drive sales.

    Today, there are infinitely more ways for a company to reach customers online. As the head of marketing at Revinate, my job is to engage with our prospects and clients in communities -- both real and virtual. I tweet ...

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Hotel Business Review Guest Service / Customer Experience Mgmt

John Ely
Steven Ferry
Richard D. Hanks
Rani  Bhattacharyya
Bram  Hechtkopf
Cid Jenkins
Roberta Nedry
Holly Zoba
Coming Up In The January Online Hotel Business Review


Feature Focus
Mobile Technology: The Necessity for a Well-Defined Strategy
Mobile technology has altered the way the world does just about everything. With mobile devices in our hands (smart phones and tablets) and media and information up in The Cloud, the possibilities for immediate, worldwide, personal access are limitless. Smart mobile devices are dictating how we live our lives and as a result, these developments are game-changers for all businesses, but especially for service industries, including the hotel sector. These advancements are literally redefining how guests interact with a hotel in virtually every aspect of its operation, and savvy hoteliers who are implementing the latest mobile technologies and best practices in each critical channel will steal market share from their competitors, decrease dependency on their Online Travel Agents, and generate incremental revenues which will substantially increase their bottom line. A well-defined mobile strategy is no longer a "nice-to-have" but an essential weapon in an industry that is evolving at a blistering pace, and those operations that are slow to respond do so at their peril. The January Hotel Business Review will examine which mobile strategies some operators have adopted in order to meet these challenges, and will report on the solutions that are proving to be most advantageous for both companies and their guests.