This year at least a third of all hotel bookings will be generated from the Internet (29% in 2006, 25% in 2005). Another third of all hotel bookings will be influenced by the Internet, but done offline (call center, walk-ins, group bookings, etc). By the end of 2010, over 45% of all hotel bookings will be completed online (Merrill Lynch). Are hoteliers taking full advantage of this dramatic channel shift? Has the shift increased commoditization of the hotel product? Is there such a thing as customer loyalty in this environment? How can the hotel increase its direct online market share? What are some Consumer Generated Media formats and initiatives to consider, develop and implement? Is there more hoteliers can do to compete and succeed? 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.
Whether you are a major hotel chain or hotel management company, independent or franchised hotel or resort, you can stay ahead of your competitors and capture new market share with an effective Internet Distribution and Marketing Strategy. Smart and proactive hoteliers who utilize the Internet to their own advantage will define the industry winners and losers in 2007 and over the long term.
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