Recent Articles by HeBS Consultants
2006
Consumer Generated Media, a Threat or an Opportunity?
Consumer generated media (CGM) — blogs, discussion boards, review sites, social network sites, etc., has remained a prevalent subject in hotel marketing discussions in the past year. How can hotel and travel marketers use this new medium to their advantage?
Budgeting for a Robust Internet Marketing Strategy in 2007
As many hotels enter the 2007 budget planning season, this article aims to help hoteliers construct a competitive Internet marketing budget.
Strategic Linking in Hospitality: Build a Robust Link Popularity
Strategic Linking in hospitality and its important by-product, Link Popularity, are part of hotelier's toolkit for building a robust Web presence and taking advantage of the Direct Online Channel. Read this article to learn how to build your own robust Link Popularity strategy.
Website Optimization vs. Search Engine Optimization
Hotel websites are often designed by those who know nothing about the hospitality industry and without taking into account fundamental search engine marketing and online distribution principles. Hoteliers often try to resolve this problem by hiring Search Engine Optimization (SEO) vendors for a quick fix of the hotel website, however, these quick fixes are often construed as spam, and only a fully optimized website can produce the desired online revenues and position your hotel company ahead of the competition.
One-Screen vs. Multi-Step Booking Engine for the Hotel Website
A number of online booking engine vendors have launched different versions of a one-screen booking engine (as opposed to the traditional multi-step booking engine –see Marriott.com, Expedia.com, etc). The one screen booking engine is often presented as the latest cutting edge technology that immensely increases the conversion rates on a property website. Find out whether the one-screen vs. multi-step booking engine is the way to go.
Building a Blog Strategy in Hospitality
The ease and ubiquity of blogs and their application in hotel marketing deserves a closer look. Must we act on such bold statements as "blogs are the future" and "a blog is a marketing must"? Also, what are the implications for blogs in hospitality?
Hotelier’s 2006 Top Ten Internet Marketing Resolutions
Presented for a sixth year in a row, The Top Ten identifies major trends and priorities, and provides action steps to help hoteliers stay ahead of the competition and capture new market share with an effective Internet Distribution and Marketing Strategy.
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