Global Update
tHedisruptors continued marketing is not a commodity
Based on a number of factors , marketing and hotels unfortunately are being turned into commodities by new and old players masking technology as marketing . So where does this leave the independent hotelier whose owner spent millions to design a unique and one-of-a-kind experience to stand out from the crowd ? Arguably , they look just like the competitor they tried so hard to differentiate from and ultimately compete on price .
Effective marketing is built around differentiation to gain visibility and capture premium market share . So , what makes up your property ’ s Long Term Sustainable Competitive Advantages ( LTSCAs )? Typically , it is up to three attributes that are meaningful to each target market segment , none easily duplicated and all sustainable . Price can ’ t be an LTSCA as competitors can easily lower their price . Location or room size , however , can be . Once these LTSCAs are understood they should be embraced in all messaging , customized by market segment , exemplified through the website , intertwined in packaging and offers , and ultimately informthe tone and personality of branding and positioning .
Celebrate unique qualities and add experience to pricing , rather than cutting pricing to compete . Commoditization of marketing will ultimately rob us all of profitability if we let it . Chris Jackson , GcOmmERcE SOLUTIOnS , Park City , Utah
Big data intermediation digital
BIG DATA . What do marketers work with , and what do they do with it once it is collected ? KEyS : Determine what data is going to make the most difference in your marketing plans ; determine how that data can support business goals and objectives ; test and measure the data . Also , reevaluate data collected for other groups and determine how / if they are using it .
InTERmEDIATIOn . With pressure on the cost of sales and customer acquisition , there has been a focus on how the industry can stay in closer contact with customers . KEyS : Look at high-value customers , particularly in regard to loyalty marketing ; differentiate on value , not just price ; partner with intermediaries . Identify which are most valuable , with whom to align and what benefits to provide those channels . Know which channels deliver incremental customers . Know cost / channel and optimize contribution .
DIGITAL . no marketing article would be complete without referencing digital and the changes coming via mobile . KEyS : Fully adopt mobile with mobile-friendly websites , small-screen booking ; track and measure mobile better than ever ; place more focus on reviews and content created specifically for mobile ; offer guest assistance via social , allowing more personalization , better control and quicker response time . Bob Gilbert , HSmAI , McLean , Virginia
Humanize to monetize
For brands not yet responding on social media channels , they ’ re not only behind , they are now irresponsible .
Hilton Worldwide is using an innovative approach to humanize their brand via social media . In more than 110 markets globally , it has implemented a proactive listening program on Twitter called Hilton Suggests ( https :// twitter . com / hiltonsuggests ).
When someone tweets a simple question , an unprompted responder from the Hilton Suggests Team reaches out and answers the question , delivering value when , where and how the traveler wants to receive it . The listening strategy and software queries have been set up accordingly for the Hilton Suggests Team to respond to their specific local areas of expertise .
The key point is that the traveler ( or guest ) hasn ’ t mentioned Hilton in their correspondence . They haven ’ t even tagged Hilton . In fact , they may even be staying at a competitor ’ s property . Hilton proactively looks for nothing other than to make a connection . And we all know connections lead to relationships and those do , in fact , convert .
This program ( https :// www . youtube . com / watch ? v = 7UxGht221Fg ) is a great example of how being selfless sells . Amy Jo Martin , DIGITAL ROyALTy , Las vegas
22 HOTELS January / February 2015 www . hotelsmag . com