The PhoCusWright@ITB 2010 conference just concluded and, as always, provided a number of interesting points to consider within the travel industry marketing, distribution and technology landscape. My recap of the sub-conference within the massive ITB Berlin exhibition has been published as a guest post on Josiah Mackenzie’s Hotel Marketing Strategies Blog.
What a Skull Fracture Can Teach Us About Social Media
March 6, 2010 By Leave a Comment
The travel industry can create intensely personal and life changing experiences, but travel companies are still working to communicate with travelers in a more personalized and relevant manner. Social networking literally changes the rules of engagement. During times of crisis, social networks gain importance to support for personal relationships while brand relationships may be disregarded. Social media and social networking are constants – engagement is now variable. Travel organizations must now consider the value of a consumer’s social network and level of engagement into their lifetime customer value. With increased interactivity, brand relationships are becoming more like personal relationships. Emotional connections may take time to develop, require significant resources to maintain and turn ugly if mutual trust is violated.
A New “Location, Location, Location” for the Hotel Industry
October 27, 2009 By 8 Comments
The modern hotel industry, revolutionized by E. M. Statler, was founded on the concept of location, location, location serving as the basis of fame and differentiation. In the future, “location, location, location” will again be the hallmark of the industry leader – this time, with three new types of virtual locations. Search Engine ranking, Social Media reputation and Location Based Promotion effectiveness will dictate who are the respective winners and losers in the arena of hospitality marketing.
