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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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Mehdi Eftekari
Cid Jenkins
Marco  Albarran
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Marco  Albarran
Robert Kwortnik
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Marco  Albarran
Coming Up In The October Online Hotel Business Review


Feature Focus
New Developments and Best Practices on Maximizing Revenue Management
Revenue Management is the application of precision analytics that predict consumer behavior and optimize product availability and price to maximize revenue growth. The primary aim of Hotel Revenue Management is selling the right room to the right customer at the right time for the right price. The essence of this application is in understanding customers' perception of product value and accurately aligning product prices, placement and availability with each customer segment. In the hotel industry, implementing an effective revenue management strategy is a vital component of its operations. In fact, in a recent survey of nearly 500 revenue management professionals in the hotel industry, they predicted that revenue management strategies will become even more targeted and will be supported by increasingly sophisticated technology, as they are applied to other areas within a hotel. In particular, revenue management techniques are likely to be integrated into other hotel income streams, including spas, restaurants, conference/groups and golf courses. As a consequence, the revenue management function will become more crucial to hotel operations, and will likely become a separate department that is under the general managerís supervision. The October issue of the Hotel Business Review will address these significant developments and document how some leading hotels are executing their revenue management strategies.