About this Episode
Hotels are doing a better job of merchandising online they have been in the past, states Felix Laboy, President and General Manager at Sabre Hospitality Solutions. However, there is still room for improvement. Hoteliers need to ensure their hotel information is not just out on the channels, but presented in the best way possible because better merchandised hotels are better positioned against their competitive set, have better exposure and higher revenues.
In this episode, you will learn tips on how to merchandise online:
• Optimize your website with relevant content
• Keep images, videos and rich media current
• Develop and execute a social media action plan
Click for Video Details
- Episode #19
- Posted on January 18, 2010
- Duration: 12:36
- Captions:
Felix is President and General Manager at Sabre Hospitality Solutions
Felix founded e-site marketing in 1999
named one of top 25 extraordinary sales and marketing minds of 2008
merchandising = getting hotel information out to distribution channels equally
what type of information should hotels be leveraging?
consistency of rates, content, brand messaging on the channels
spend more time ensuring information is best presented
better merchandised hotels make more money
better merchandised hotels are better positioned against competitive set
well-merchandised hotels have higher revenues, better exposure
how can hoteliers leverage guest-generated vs. hotel-produced content?
social media is more of an engagement metric
are consumers contacting you through social media?
engagement means consumers are tied to your community
merchandising tips for hoteliers
have the basics: optimized website with content consumers are looking for
refresh your website content often - keep images, videos, rich media current
have a social media action plan
promote your ancillary services so guests know what’s going on during their stay
start the guest experience even before they arrive at the hotel - Embed Link:
5 Comments
very interesting interview
Its amazing how few hotels have good video content on their website. We encourage hotels to focus on adding video content for their meeting rooms which soon will also be available to upload on http://www.meetingsbooker.com.
The one thing that I would take from this presntation is content parity. Actually if one thinks about it it is so important just like rate parity. the content and images should all be the same wherever the customer chooses to get you. He/she can then associate you with real integrity.
Not sure about the part developing and execute a social media action plan. A bit too wishy washy!
What are some things to include in an action plan?
It was an interesting video, but I missed the section on identification of ideal customers and enrolling them into long term relationships based on brand integrity.
It is obvious to say that “You need to Develop and execute a social media action plan” but this was entirely lacking in HOW.
The hows have to do with identification, targeting, relationships, and monetization of a long term relationship.
All of this is accomplished via establishing dialog with a specific identifiable market segment.
Brand messaging, loyalty and promotion are all ideal for social media, if and when the messaging resonates with the target, but this is not necessarily a short term process.
Informative discussion.
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