SUBSCRIBER CONTENT PREVIEW
FOR FULL SITE ACCESS SUBSCRIBE NOW or PURCHASE PDF ARTICLE
  • 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 ...

  • TO CONTINUE READING SUBSCRIBE NOW or PURCHASE PDF ARTICLE

Already a Subscriber?

Login
Email:
Password: Forgot password?
Remember me on this computer

Who Subscribes?

"The Hotel Business Review articles are a terrific source for current hotel industry information and trends".


Donald Trump Jr., Executive VP of Development
Trump Hotel Collection

Hotel Business Review Guest Service / Customer Experience Mgmt

Cid Jenkins
Marco  Albarran
Simon Hudson
Lewis Fein
Jonathan Barsky
Judy Christa-Cathey
Steven Ferry
Coming Up In The January Online Hotel Business Review


Feature Focus
Mobile Technology: The Game Has Changed Forever
Consider these astounding numbers - it is forecast that in 2016 there will be 196 million smart phone users in North America alone. Worldwide the number of users is expected to surpass 2 Billion. According to hotel internet marketing firm HeBs Digital, currently more than 21% of online bookings and nearly 19% of room nights are generated from mobile devices (smart phones and tablets), while 45% of web visitors and nearly 40% of page views originate from them as well. Consumers are also increasingly using their smart phones for search queries, with more Google searches taking place on mobile devices than on computers in 10 countries, including the U.S. and Japan. Advances in mobile technology have changed the game forever and for hotels, that means having a mobile strategy is now as critical and necessary as having an Internet presence. Hotels must engage guests/travelers on their mobile devices and to add value to their experience. Mobile check-in, mobile payment options and mobile SmartKeys are quickly becoming commonplace features, as is the capacity for guests to place requests for all hotel services directly from their mobile device from anywhere on the property. In addition, some larger chains are creating their own apps which serve to enhance other facets of their operations - marketing, branding, cross-selling and impulse buying - all of which contribute to increased revenue and guest satisfaction. Still other companies are experimenting with the potential uses of wearable technology and the possibilities of geo-targeting promotions. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in this mobile space, and will report on the solutions that are proving to be most beneficial for both companies and their guests.