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

John Swinburn
Janet  Gerhard
Edward Reagoso
Michael Waddell
Nancy Wiesenfeld
Judy Christa-Cathey
Roberta Nedry
Shannon Dooley
Coming Up In The December Online Hotel Business Review


Feature Focus
Hotel Law: The Biggest Challenges
Given the size and scope of the international hotel industry, the subject of hotel law is equally varied and vast. From development deals to management agreements; from food and beverage liability to labor and employment; from claims management to anti-trust matters; to legal concerns surrounding the issues of risk, safety and security, the practice of hotel law relies upon the expertise of many different kinds of legal specialists and practitioners. Though the subject matter is broad, there are several pending legal issues which will loom large in 2014 and beyond. The Affordable Care Act will be fully implemented in 2014 and its impact on hotel companies and their hiring practices is still to be determined. Other significant labor issues to be addressed include lawsuits pertaining to tip credit and tip pooling; wage-hour audits conducted by the Department of Labor: ongoing negotiations with unions involving living wage issues and the right of workers to organize; and increased pressure on hotel operations to be fully compliant with the Americans with Disabilities Act. On the business side of the industry, it is expected that there will be a wave of new hotel development that will engender all the related legal issues – land acquisition, entitlements, joint ventures and other financing, selection of hotel operators and brands, along with Hotel Management and Franchise Agreements. In addition, it is projected that there will be a substantial increase in foreign investment – particularly from the Chinese. Chinese investment will involve all the normal legal issues of an investment from due diligence, acquisition and financing, but will add layers of complexity to deal with tax and other international issues involving direct foreign investment in the U.S. These critical issues and others pertaining to Hotel Law will be explored in the December issue of Hotel Business Review.