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This reports aims to discuss the key trends and issues that are currently impacting sales and marketing within the hotel industry. This particular sector has transformed over recent years, influenced by the advances in technology which in turn has changed consumer’s buying habits.

This reports aims to discuss the key trends and issues that are currently impacting sales and marketing within the hotel industry. This particular sector has transformed over recent years, influenced by the advances in technology which in turn has changed consumer’s buying habits.

The report begins by discussing the main processes in sales and marketing, and providing up-to-date examples of sales and marketing programmes within the industry. The report also gives examples of the sales and marketing structures and strategies of the leading global hotel chains.

Distribution channels that are used by hotels are discussed, with particular reference to the online channels that are becoming increasingly important. The web and mobile technology are reviewed in depth with industry examples helping to highlight the main issues.

Social media, one of the key issues affecting the industry at current is reviewed in detail, considering key media and their impact upon the marketing of hotels. Another increasingly important aspect of marketing also comes under review that of hotel review sites.
Both revenue management and brand management are explained, before the report moves to discuss loyalty programmes.  All important functions of sales and marketing.

The final section of the report presents the key trends and issues that impact on the marketing function, such as multi-channel management, marketing in a social, local and mobile (SoLoMo) world, the advent of Google into the travel market place and what Big Data will mean to the hotel industry.

HOTEL SALES AND MARKETING: KEY TRENDS AND ISSUES

CONTENTS

Chapter 1:   INTRODUCTION

Chapter 2:  SALES AND MARKETING: THE BASICS

2.1 MARKETING

The Marketing Process

The Changing Nature of Customer Relationships

Examples of Marketing Campaigns

2.2  SALES

Sales Force Structure and Size

Examples of sales programmes and innovations

  1. SALES AND MARKETING STRUCTURES AND STRATEGIES

Chapter 3:  DISTRIBUTION CHANNELS

3.1 USE OF DISTRIBUTION CHANNELS

3.2 DIRECT CHANNELS

3.2i   By voice – call centres and central reservation systems

3.2ii   Brand.com websites

3.2iii  Mobile technology

Ownership and Booking Patterns

Mobile websites

Mobile Apps

‘App’tivity among the major hotel chains

Podcasts

Marketing to the mobile world

Issues

3.3 INDIRECT CHANNELS

3.3i   Online Travel Agents (OTAs)

Leading Online Travel Agents

Recent activity in the world of OTAs

Opaque booking websites

Issues

3.3ii     Global Distribution Systems

Trends & Issues

3.3iii    Other third parties

Flash sale sites

Meta-search engines

Introduction

Is meta-search a distribution or marketing channel?

Why is Meta Search Marketing a “Must Have” for Hoteliers?

3.4 DISTRIBUTION SYSTEMS AND STRATEGIES

Chapter 4:  SOCIAL MEDIA MARKETING

4.1 INTRODUCTION

4.2 MAIN SOCIAL MEDIA CHANNELS

Facebook

YouTube

Twitter

Pinterest

Instagram

Google+

Foursquare

Tumblr

Flickr

4.3 INDUSTRY THINKING ON SOCIAL MEDIA

4.4 SOCIAL MEDIA AND MARKETING

Social media and Word of Mouth Marketing

Social Media linked to SEO

  1. TRENDS AND ISSUES IN SOCIAL MEDIA

Chapter 5:  GUEST REVIEW SITES

5.1 INTRODUCTION

5.2 TRIPADVISOR

5.3 TRENDS AND ISSUES

  1. LINKS TO MARKETING

Chapter 6:  REVENUE MANAGEMENT

Chapter 7:  BRAND MANAGEMENT

Chapter 8:  LOYALTY PROGRAMMES

Introduction

Trends & Issues

Combining loyalty schemes

Independent hotels loyalty schemes

Chapter 9:  TRENDS AND ISSUES

Distribution Channel Management

Marketing in a SoLoMo world

New Competition – Google

Big Data

Look to retail for innovation

Search Visibility

Digital marketing campaigns

 

List of charts and tables

Chart 1: The Marketing Process

Chart 2:  Percentage of room nights stayed in Home Inns by customer channels (2012)

Chart 3: Accor’s Distribution System (2012)

Chart 4:  Domestic franchise system gross room revenue by source (2012)

Chart 5: Smartphone usage

Chart 6: Architecture of the meta-search engine

Chart 7: Google products in the travel industry

 

 

Table 1: Differences between mobile optimised and mobile compatible websites

Table 2:  Examples of leading hotel companies mobile technology

Table 3:  Key social media statistics

Table 4: Leading hotel companies presence on You Tube

Table 5: Leading worldwide hotel brands (2013)

Table 6: Leading hotel loyalty programmes

 

SAMPLE REPORT