When: 7th Feb 2011

Where: Hilton London Metropole

Time: 9am – 6pm

Conference outline & pricing……

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Facebook should be considered as an extension to your existing customer service and communication functions rather than an outright sales channel. But one of the
major challenges of engaging in social media, especially Facebook is the significant time investment required.

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In “Marketing 101” the acronym AIDA stands for Awareness, Interest, Desire and Action. This is the most simple and rudimentary of sales and marketing funnels and is still incredibly relevant today when it comes to social media and Internet marketing strategies.

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The measure of your reputation is related to what you do plus what others say about you. A reputation can be managed, and can be influenced by the things we do, but it can never be designed or decided upon – Reputation is earned. The New York Times asked B&H Photo’s social media coordinator Henry Posner for advice for the business owner struggling to build a great online reputation. A great read, especially for hotel marketers.

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A new study by Epsilon surveyed over 400 consumers who recently booked a hotel and analyzed their experience throughout the selection process. Overall the study found that recommendations and property reviews heavily influence travelers’ decisions about which hotels to stay in – even if they have previously stayed in the hotel – and email remains the channel of choice for communications.

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With a rising increase of hotel bookings being made online this year, the effectiveness of your hotel website and Internet marketing campaigns in generating bookings will play a big part in determining the overall success of your hotel in 2011.

Overall, last year, we noticed that hoteliers shifted their budgets from offline to online and focused most of their budgets on proven, ROI-generating Internet marketing initiatives such as website design, paid search marketing, and SEO.

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The ‘Like’ button, which was launched in April is now present on roughly 2 million sites around the web. Research has found that Facebook Likes not only generate interesting data about the “likers” themselves but it also speaks volumes about clickthrough rates, time on-site and other engagement metrics.

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Travelodge budget hotel chain is beating the recession in Ireland by using YouTube to drive brand recognition and room sales. The hotel sector has taken a big hit during the recession due to a reduction in tourism and business travel. This has been further compounded by reduced corporate travel budgets, global health scares and increased airline security. Despite these factors Travelodge has managed to increase room sales online.

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With the increase in product personalisation what were once products are now services, especially in the travel, tourism and hospitality industry.

This has implications on how review websites operate. If the customer really did ask for salt on their chips they can’t complain about the taste.

If the customer really did only give 30 minutes to cross from one side of the airport to another they can’t complain about missing their connection.

Of course a travel supplier must make an effort to stop a customer buying a combination that really isn’t practical – but ultimately the customer may choose not to take that advice and the supplier is left in a very difficult position of turning away business or accepting a booking that might result in the customer having a poor experience.

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