Source : http://www.hotelmarketingstrategies.com
Category : Attraction Hotels In Fort Lauderdale
By : Ft. Lauderdale Airport Hotels
Posted By : Hotels n Fort Lauderdale
As I’ve done the past two years, I attended EyeForTravel’s Travel Distribution Summit North America event last week – held this year in Las Vegas. It was encouraging to see the best practices we identified earlier holding up with time: a focus on service, creativity, and guest-created content. Corporate executives may always remain hesitant to reveal everything in their public presentations , but one-on-one conversations are often very insightful.
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A good example of this was the ecommerce manager who shared an anecdote with me over lunch: A guest had seen photos of chocolate-covered strawberries on the resort’s restaurant website – but was told they were out of stock when she arrived. The guest sent out a tweet expressing her disappointment. This manager quickly caught this message, and immediately called the hotel’s GM – asking him to send up a plate of chocolate strawberries to the guests’ room along with a note of apology. This gesture immediately won back the loyalty of the customer, and they ended up purchasing one of the timeshare units on property. Anecdotes like this demonstrate the value of monitoring the social web and responding quickly with memorable service.
I like to see hoteliers opening up and talking about what’s working and what’s not working through stories like that.
Top 10 Insights I Heard at EyeforTravel North America 2011
1. Location based services with time-sensitive offers will play a big role in revenue management in the future. Technology is increasingly allowing us to deliver content in context, and this additional relevancy increases sales.
2. The battle for attention is becoming more intense than ever. In the case of mobile, you battle for space on the deck of apps. (The average program gets deleted in 30 days.)
3. Location based service Gowalla is becoming a “social atlas” and travel guidebook that is written by your friends. (Andy Ellwood)
4. “Stay focused. Find 2-3 good ideas and implement them well.” – Rohit Dhawan, Facebook
5. Use Facebook’s API to plug into their social graph. TripAdvisor found users connected with Facebook were twice as engaged with their website.
6. Travelers today use social media to get the real, authentic, unvarnished, unedited preview of what to expect. (Barbara Messing, TripAdvisor)
7. In this Review Economy, the credibility and authority of the reviewer is becoming increasingly important. For example, TripAdvisor is placing more weight on the profile and record of the reviewer.
8. Personalize content on your site to increase conversion rates. Attributes to use include the referring site, keyword search phrase, date, geo-location, and visit recency.
9. People are far more trusting online than in real life, said Leonard Brody. This means they will likely share much more content online. Are you listening?
10. Interesting case study from John Peters on the power of partnerships. Rand McNally created substantial amounts of online buzz for their Best of the Road campaign created through joint ventures with Saab, Country Inn & Suites and USA Today. What partners could you be working with?
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