E-Newsletter kicked-in in hospitality industry nearly 12 years ago, when hoteliers realized the importance of communicating to their clients using an electronic newsletter sent to an email database.
The email data collection was an effort from a good clean sales department database along with great steps in your Property Management System (PMS) to ensure that the data field is filled accordingly by the front office or guest relation agents. All those data will be merge by your IT department, creating a FREE clean databank to communicate to your clients.
- Recurring promotional offers from the hotel,
- Public Relation opportunities,
- Low cost implementation,
ONLINE REVIEWS OVERVIEW
Then came Online Review Websites, first powered by Online Travel Agencies (HRN, Expedia...) and then Travel websites such asTripAdvisor.com, Trivago.com, VirtualTourist.com, posting reviews and opinions of travel-related content and engaging in interactive travel forums.
Online Reviews Challenges:
- While we see great investment in Internet Booking Engine, we do not see the same trends for online communicative tools.
Is it fear for Taking Responsibility? Is it fear for Technology?
To overcome those fears, we recommend hotels to start reviewing their reviews on a daily basis, and start engaging with their existing guests through those sites or using their own Facebook hotel page.
- Collect the Favorite Reviews: probably a GM secretary or a marketing executive could perform those tasks on a daily basis,
- Share reviews in GM morning meeting and with your employees,
- Select the best reviews and apply to Facebook: you could copy the best phrase and page urls for an individual review, and paste it in your Facebook page.
- On the review website, respond to the review by thanking the guest for his compliment. Mention that you posted the review on your FaceBook page and that he should check it out.
- Your VIRAL MARKETING has just started.
- Ensure that someone qualified is monitoring your Facebook Page.
VIRAL MARKETING OVERVIEW
Many Hoteliers, Directors of Marketing or Revenue Managers have the misconception that effective viral marketing requires a huge budget.
Click on the Video link of "The Best Job in the World".
Billed as “The Best Job in the World”, the campaign generated massive amounts of attention and thousands of applicants. All the blogger needs to do is tour around Queensland, blog about his experiences, and get paid. The results of the campaign was astonishing, aside from the 7 million visitors recorded on the site, 34,000 people submitted their video application.
Eventually a 34-year old Brit named Ben Southall landed the coveted position. Going off the latest numbers, he now makes $149,998.00 (AED 550,492) more than the average blogger.
Tangible results of the viral marketing campaign are already being seen. Virgin Blue is not flying direct between Hamilton Island and Sydney. In addition, large Australian firms are also looking into the area for their events and conferences. There are some parallels between this tourism strategy and the hotel revenue management. And there are a few lessons that hotel revenue managers can use to increase RevPAR and boost profitability.
The most important aspect that should be recognized in this campaign is not the fact that they were marketing, but the fact that they were using social channels to achieve this level of success. Some tips to increase hotel profits using social media remembering that it’s not about the amount of budget you set aside – a big benefit of viral marketing is that it can create a big impact on a limited budget. In short, there’s no need to pay much to get the desired result. The main thing you need to remember is to have something worthwhile to share so people will talk about it.