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- Episode #22
- Posted on February 8, 2010
- Duration: 9:51
- Captions:
1:20 hoteliers have had to adjust their focus from offline to online
1:45 what are the key components of an effective online media strategy?
1:55 online media strategy depends on type of property
2:05 first step: have a solid business plan for next 2-3 years
2:10 know target audience today and potential future audience
2:30 analyze how you and your competitors are positioned in the market
2:50 be up-to-date about all available distribution channels
3:20 each property is different but can benefit from distribution channels
4:00 what can hotels do to attract and convert travel shoppers?
4:30 provide consumers with as much information as possible
4:45 distribute media to OTAs, social media, travel related sites
5:15 where should hoteliers spend their dollars?
5:50 brand.com and hotel websites are the first step
6:05 working with OTAs is extremely important
6:30 brand.com used to be king – now need to have a diverse strategy
7:00 presence on other sites is as important as brand.com
7:30 provide media across the board - let the consumer decide where to book
8:00 what type of content can a hotel enhance their presence with?
8:20 static content is vital but rich media is also important
8:45 rich media: videos, 360 virtual tours, slide shows enhance conversion
9:10 written and descriptive content is extremely important
9:20 have a blended solution to make your online media strategy effective - Embed Link:
4 Comments
Good interview with Edward Perry. I suppose my first thoughts are; in this era and with so many resources available are there still so many hotels out there without a sound strategy and implementation in this area. Somewhat a rhetorical question.
Online is the incredible playing field equaliser particularly for independent hotels and hoteliers if done correctly. Most of my career was spent with major corporate hotel groups who have gone full cycle in support of these initiatives but gone are the days when a corporate call centre is worth 30% of your revenue generation. This has been displaced with online sources which independents have access to as readily as the majors. I applaud your efforts in bring this type of content and awareness to the masses, keep it up. All the best,
Michael Bryden
This episode was quite interesting to hear but at the end of it I am still slighly unclear as to where do I actually spend my small marketing budget.
is it rich media, ota’s or brand.com.
Knowledge of the type audience your media should appeal to is critical, pictures are worth more than a thousand words in creating an emotional connection.
I couldn’t agree more that having the right images in the right channel is going to create fantastic lift for your brand thus more bookings for the right kinds of customers.
Today there are so many channels to distribute media and more coming online everyday, trusting your internet marketing partner is more important than ever.
Nice job and many great points.
Joe Hyman
VIZERGY.com
As we know for many travelers the collection of information about the hotel, when purchasing a leisure travel, is much more extensive than in it is when purchasing business travel.
Most hotels get business from both leisure and business travel and so special attention needs to be given to the leisure market where the choice of the hotel is playing the key role for the buyer and that choice is not so price sensitive.
An online travel agency can never give the same experience as the .com site of a hotel due to many reasons we all know. Thus the hotel site in that case will be the “View more” content and not the first set of information.
In that case I think one has to focus only on visual communication instead of more text. The buyer probably will get enough text information on the travel agency site and will come to see more about the experience. Not to read about the hotel.
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[...] In recent years, hoteliers have had to adjust their focus from offline to online marketing efforts, which means developing an online media strategy that works. In this video on VTV Channel, Edward Perry, Senior Director of E-Commerce at WORLDHOTELS, identifies the key components of an effective online media strategy: [...]