Recent Articles by HeBS Consultants
2007
Are Search Engines Becoming Obsolete in the Web 2.0 Frenzy?
Inquiring hoteliers want to understand the status and future of search engine marketing and other Internet marketing formats in this new Web 2.0 environment. Are search engines becoming obsolete? Are Web 2.0 sites going to replace the search engines as an advertising media?
What Hot Internet Marketing Topics are on the Minds of Hoteliers?
In the past few months, HeBS has been bombarded by hoteliers requesting information on some of our favorite topics, including the latest trends in Web 2.0, paid search marketing, eCRM, web analytics and ROI tracking, marketing strategies, technology acquisition, and other topics. We have collected and summarized these commentaries here.
Top 10 Challenging Questions to Ask Your Internet Marketing Vendor
Internet marketing has become a priority for many hoteliers who are shifting advertising dollars to the online world from traditional media and GDS advertising. This rush forward may have come at a cost to hoteliers who rely on professional marketers to sort out this dynamic and highly complicated landscape of Internet marketing. This article is about asking the tough questions when evaluating Internet marketers who will be in charge of managing your most important revenue channel.
Internet Marketing and Distribution Trends Impacting Hospitality
What will happen to traditional and online distribution channels in hospitality in the next few years? How will the direct web channel outpace competitors and third-party intermediaries? These questions reflect important trends in the marketplace. By understanding current Internet marketing trends in hospitality, hoteliers can enhance their web presence, and utilize the Internet as the most cost effective and up-to-date sales and marketing channel.
Building an eCRM Strategy in Hospitality
The Internet has transformed Customer Relationship Management (CRM) in hospitality. How do you nurture, grow and retain your customer base when the competition is just a click away? By building a comprehensive eCRM strategy and creating interactive mutually beneficial relationships with your customer, any hotel company can ensure its survival in this new environment.
Measuring Results from Marketing Spend in Hospitality
Unlike offline marketing, we can track and analyze ROIs from our online marketing campaign results quickly and accurately over the Internet. What metrics should hoteliers measure and pay attention to? What are the best practices in measuring ROI from the hotel's marketing efforts? What are the best analytical tools out there?
Mastering Internet Marketing in 2007
Over the past few years, hoteliers have been hard at work trying to grow their online marketing revenues. In a recent benchmark study, conducted in conjunction with NYU's Tisch Center for Hospitality, Tourism, and Sports Management, Hospitality eBusiness Strategies (HeBS) set out to identify trends in online marketing techniques that have developed in the industry to help grow this distribution channel.
Building a De-Commoditization Strategy in Hospitality
In 2007, over one-third of all hotel bookings will be generated from the Internet in North America. This dramatic channel shift has created unprecedented price transparency and price-driven marketing in hospitality, thus further commoditizing the hotel product. How are hoteliers handling the increased commoditization of the hotel product, especially in the current rate parity and best rate guarantee environment?
Hotelier's 2007 Top Ten Internet Marketing Resolutions
By the end of 2010, over 45% of all hotel bookings will be completed online. Are hoteliers taking full advantage of this dramatic channel shift? Has the shift increased commoditization of the hotel product? How can the hotel increase its direct online market share? The 2007 Top Ten New Year's Internet Marketing Strategy Resolutions, presented by Hospitality eBusiness Strategies (HeBS) for the seventh year in a row provides some of the answers and action steps.
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