Recent Articles by HeBS Consultants
2002
Your Hotel's 2002 Cyber-Resolutions
How can hoteliers deal successfully with today's challenges and emerge as winners from the present travel and economic downturn? Smith Travel Research forecasts full-year 2001 U.S. hotel occupancy at 60.7%, down 4.7 percent from last year. RevPAR for the year is expected to be down 4.3 percent and ADR to be at 2000 level or lower. PricewaterhouseCoopers categorizes this as "the worst performance in 33 years." How can you make the Internet your best ally in the present travel and economic downturn?
Empty Rooms are Your Biggest Competitors
In today's economic downturn, empty rooms, unfilled restaurant seats and unsold packages are your biggest competitors, not the competing hotel across the street. How can hoteliers deal successfully with these challenges and emerge as winners?
Brand Erosion or How Not to Market Your Hotel on the Web
9/11 created a major shift in how consumers book travel. The crisis created a dramatic drop in demand, which forced travel suppliers to introduce unprecedented discounts. The Internet allowed for smart and proactive suppliers to connect with their customers, move inventory and stay ahead of the competition. At the same time it punished those suppliers who had no clear Internet strategy and understanding how the Web and online distribution works.
Developing a Total Email Marketing Strategy
Following the lead of the airlines, many hospitality managers are evaluating email marketing for its low cost, rapid dissemination, and measurability. As many marketers have demonstrated, a well-executed email strategy can produce results. It can strengthen existing market share while at the same time reach new markets to boost revenues, particularly online-generated revenues.
The Internet: Hotelier's Best Ally or Worst Enemy?
The Internet, which is the greatest direct-to-consumer medium ever created, should prove a fertile ground for the direct sales efforts of proactive, Internet-savvy hotel marketers. And yet, the sad truth is that the majority of hoteliers, far from realizing and exploiting the Web's true potential, often fall prey to the Web-proficient online intermediaries.
|
