Archives for September 2009

Change Your Thinking about Social Media

A parable of two men sharing a hospital room provides a foundation for considering the true spirit of hospitality and how the sharing of experiences through effective communication can create inspiration. For hotels, resorts, attractions, destinations and other travel suppliers, it is extremely important to provide a quality experience that meets or exceeds the customer’s expectations. With the growth of social networks, effective communication that is authentic and personal has the ability to inspire travel. To succeed, travel companies need to focus more on the “social” and less on the “media.” As opposed to communicating with customers solely to attain short-term sales, the goal should be to improve travel experiences and enrich the lives of their customers to establish true engagement. This approach helps grow a community that can inspire others to travel and enhance the cycle.

Marketing Your Hotel or Resort in a Web 2.0 World – Presentation at HFTP Annual Convention

Presented at the Hospitality Financial and Technology Professionals 2009 Annual Convention in Las Vegas, Marketing your Hotel or Resort in a Web 2.0 World covers the importance of ensuring property product and service delivery is functioning properly and the alignment of traditional marketing with online and social media efforts. Most importantly, marketing strategy must drive technology and channel decisions – ensuring tactics support marketing strategies and business objectives. The presentation includes hospitality industry examples applying rich content, reputation management, search engine optimization, and social media in both small and large properties.

Wynn Resorts Becoming “More Chinese” With Hong Kong IPO

Wynn Resorts is selling 25% of its Wynn Macau property for an estimated $1.5 Billion through an IPO next month. The Financial Times is reporting that this is the first time an American company has issued shares on the Hong Kong Stock Exchange. Steve Wynn, the man responsible for redefining the Las Vegas strip 20 years ago, is quoted as saying he would like Wynn resorts to become “more of a Chinese company.” There is good reason for this strategy – Macau is already the world’s largest gaming market, with gambling proceeds doubling those of Las Vegas. By successfully integrating Chinese perspective and sensibilities into the product, marketing, operational and now financial aspects of his casinos, Wynn Resorts’ chairman is positioning the company to benefit from a growing market of Chinese players over the next 20 years.

HFTP Presentation – Marketing Your Hotel or Resort in a Web 2.0 World

Robert Cole presented “Marketing Your Hotel or Resort in a Web 2.0 World” for the Hospitality Financial & Technology Professionals (HFTP) Annual Conference held on September 19, 2009 at Green Valley Ranch Resort in Las Vegas, Nevada. Travel industry executives need to understand guest engagement is no longer broadcasting messages, it is a conversation.

How Google Can Help Enhance Online Travel Research

Recent studies have shown that the research phase of the seven-step online travel process is becoming frustrating for consumers. Many travelers search a large number of sites or spend extended periods of time seeking information regarding airlines, hotels, car rentals, attractions and destinations that are best suited to their interests and needs. Google, with its massive search traffic and extensive advertising platform is well suited to help the travel industry improve travel research. In addition to many innovative tools that are currently offered, Google could help travel marketers by embracing travel industry standards and working to create persona-based traveler profiles that will better align the products of travel suppliers with customer needs.