Hotel Sales and Marketing Report 2014
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
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
YouTube
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
TRENDS AND ISSUES IN SOCIAL MEDIA
Chapter 5: GUEST REVIEW SITES
5.1 INTRODUCTION
5.2 TRIPADVISOR
5.3 TRENDS AND ISSUES
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