- Editorial: A Balanced Approach to Distribution
18.12.2007
Recent events bring into light current power shifts towards a more balanced approach to online marketing and distribution.
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- The Balanced Approach to Sales
12.12.2007
The articles summarises the balanced approach to distribution in the context of the HEDNA (Hotel Electronic Distribution Network Association) conference held in Arizona in early December, 2007. As customers demand choice and personalisation, more channels are actively being used, even the most traditional channels such as the telephone. Is this a treat to the online channel? No, argues the article – the proverbial pie is not only getting larger, but there are plenty of opportunities to improve [online] customer service, taking our lessons from the more traditional media.
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- Selling Direct to Brand Website is King
07.12.2007
In the context of airlines, generating revenue from selling airline tickets has become a matter of course. Every yield and revenue management opportunity has been exploited; every marketing angle has been tried. Instead of reinventing the wheel, airlines are now offering other products and service, such as hotel rooms, car rental and insurance, closely mimicking the online travel agents to earn incremental revenue.
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- European Travel Suppliers Fight Back
26.11.2007
PricewaterhouseCoopers, one of “the big four” accountancy firms, recently confirmed what many have suspected for quite some time: suppliers are improving their chances of winning the battle for the online customer. Particularly the larger chains and hotel groups stand a good chance to gaining back lost revenues by routing customer directly to their own websites. Though the opportunities are great, creativity will be a key differentiator when it comes to winning the war.
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- Editorial: Changing the Face of Search
14.11.2007
As natural language search re-enters the marketplace, will this type of search catch-on, and if so, how might it affect us?
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- Ten Tips for Choosing the Right SEO Partner
13.11.2007
Choosing a search engine optimization partner can be a real challenge. For those with a bad past experience, there's likely to be a great deal of reticence. Those just starting this process have heard all these stories. And what about those who have had some marginal success, but want to see more? Follow these recommendations for better results.
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- For SEO Beginners
13.11.2007
Search Engine Optimisation (SEO) is one of the most important marketplaces in the modern business world. However, many hotel professionals are not yet familiar with key terms and best practices in this area. This article gives a brief introduction into the basics of SEO.
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- Internet Age Suits Hotel Industry Well
13.11.2007
The Internet gave us the ability to communicate, computer to computer, around the world, in real-time. It has become the greatest communication tool ever devised; a tool, which revolutionized world travel and hotel marketing. Yet, there are still many hoteliers who are not taking advantage of the Internet’s vast reach and power to create reservations.
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- Travel Sales Grow, Customer Numbers Are Down
29.10.2007
Travellers are growing impatient with the online information jungle. Whether they are looking for a flight or a hotel the challenge is the same – getting personalised information in a timely fashion is just not that readily available. “Knowing the purpose of travel”, says Henry Harteveldt, Forrester’s Online Travel Analyst, rather than more about the person would make great strides in improving this experience making online research and booking more attractive.
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- Editorial: CRM and Rewards Programmes - Just Another Cost Centre?
26.07.2007
In the age when even third parties have stepped up to the loyalty plate, getting your customers' attention is harder than ever.
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- The Insider's Guide to Great Customer Service on the Web
25.07.2007
As more and more business follow their customer to the web, concepts that have become part of the everyday for any business are creeping up in their respective e-versions - and customer service is no different. The featured article is an excerpt from a white paper by Greg Gianforte from RightNow Technologies, and gives you ten best practices for e-Customer Service. e-Service, when done right, can save you millions and provide the convenience and responsiveness customers are coming to expect.
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- How Toyota Implemented Lean CRM
25.07.2007
CRM programmes don't have to be money-sucking, up-hill battles that often don't amount to anything. In the article Graham Hill tells the story of Toyota and how they initiated their CRM efforts and created a lean and customer orientated programme in collaboration with the people who know their customers best - the car dealers.
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- Editorial: The Users' [Hostile] Takeover of Your Hotel
26.06.2007
Guests’ public online reviews have gotten some hoteliers worried. Learn how to keep up with our best practice guide.
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- How Web 2.0. Affects Your SEO Strategy
25.06.2007
Flash, AJAX, widgets and Podcasts is largely trappings of the past. Surviving in the Web 2.0. landscape requires a different set of web-based tools to engage your customer, both internal and external, and stay at the top of the search engines.
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- Deconstructing TripAdvisor
25.06.2007
People are different. What one person believes is excellent service is another’s nightmare. Just because a hotel is popular with one crowd does not mean that the hotel will suit your tastes. Nancy Keates takes a look at TripAdvisor for a more balanced view.
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- Travel Industry Counts Cost of Negative Search Comments
25.06.2007
Seven out of ten British consumers decide not to continue with a travel booking if online search results include negative comments about the travel company in question, according to the 2007 Search Attitudes Report commissioned by Tamar, the Search Conversion Agency.
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- Editorial: Competitive Advantage? Depends on how you use IT
21.05.2007
Can the IT alone give you a competitive advantage in a fast-paced marketplace? What role does management play in the high-technology world?
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- Travel Bookings Are Done Online 50% of the time
20.05.2007
For the first time in history, travel sales now stand for more than half (54%) of online sales. The online travel market has become the most prevalent channel for booking, but there is plenty of room for improvement. As a vanguard for the industry the US leads the way, though the UK and the rest of Europe are following this trend with a short lag.
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- User Generated Media
20.05.2007
Across the globe General Managers have moderised their approach to customer feedback. Although, the guest comment card will not loose its utility for some time yet, user generated media sites, like www.tripadvisor.com and www.travel.yahoo.com provide an additional source of customer feedback, that is real-time and accessible to the hotel but perhaps more importantly, to its current and POTENTIAL clients.
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