Event Planner Spain 西班牙 & 摩洛哥 丰富的资源 精彩的创意 专业的会议与活动承办策划服务咨询
Internet leaders: June 4.320.686 page views
Newsletter (15,000+ subscribers) Event Planner Spain mobile version RSS Event Planner Spain
 搜索住宿及活动场地 搜索活动承办机构 搜索活动供应商    我们的业务
Event Planner Spain
Top Class Barcelona. 目的地管理公司(DMC),承办政府及非政府会议、协会及行业会议、大型会议、体育赛事、贸易展及激励活动。
EIBTM 2014

The Global Meetings & Events Expo, Barcelona 18-20 November
The Global Meetings & Events Expo, Barcelona 18-20 November

Fourteen Meetings Technology Trends to Watch for 2014 Fourteen Meetings Technology Trends to Watch for 2014 ...
Dynamic Rate Marketing – Hotelier’s Powerful New Weapon to Shift Share from the OTAs Dynamic Rate Marketing – Hotelier’s Powerful New Weapon ...
How can my company successfully market its content? How can my company successfully market its content? ...
How Apple’s iOS 8 Release Impacts Mobile Event Apps and Benefits Event Professionals How Apple’s iOS 8 Release Impacts Mobile Event ...

Hoteliers, Don’t be fooled by the Web 2.0 Hype

Send this article to a friend
Share to Facebook Share to Twitter Share to Digg Share to Delicious More...
Hoteliers, Don’t be fooled by the Web 2.0 HypeJudging from the articles I’ve read about Web 2.0, there are some web and hotel marketers making some incredible claims about social media and its impact on our industry. My concern is that all this hype will encourage some hoteliers to shift their focus away from other productive marketing tasks to address social babble in cyberspace. I think this whole Web 2.0 thing is being stretched way out of proportion. One writer even called Web 2.0 ’a seismic shift in the world of hotel sales’. Wow, what a naive statement, if they believe that, they need to go back to learn Hotel Sales 2.0. The people saying this sound like they only just discovered social media on the Internet, now the new term, Web 2.0. Actually, just the term is new, social media has been with us for several years and our hotels are still intact.

There is no dispute with the fact that people are using social media to communicate in growing numbers. The many free social sites are being used to launch and manage the users’ entire Internet experience, just as people do with AOL, MSN, and others. The big difference is these new sites are free and much more fun. The vast majority of users have no interest in writing or reading comments about your hotel.

My problem with these Web 2.0 articles is that they are being touted as an essential marketing opportunity for hotels. First-off, the only social media relevant to our industry are travel-related sites. This narrows all the social media down to only a handful of sites. The first and foremost of these is Expedia’s TripAdvisor. It’s extremely well managed and has a reputation for being equitable to both consumers and hotels.

I’m the first one to admit that, when Trip Advisor first appeared, I was among those hoteliers who feared giving travelers the ability to publish our industry’s ’dirty-laundry’ to the general public via the Internet. I was wrong, my fears were totally unfounded. In fact, the vast majority of posted comments for all hotels, in their system of 3 million visitors per month, are positive, not negative. We all know our industry’s vulnerabilities, who would have predicted that?

There are just a handful of meaningful travel-related social sites and a couple of new sites are being developed. In my opinion, they see the obvious financial advertising opportunities they can garner from the travel industry. It’s a money thing. It certainly would be a good idea to advertise on these sites, if you have some left-over dollars in your budget. My choice would be TripAdvisor, it’s the biggest and most popular.

Make no mistake that advertising on these sites is general consumer advertising, plain and simple. If you can afford to supplement your marketing program to cover consumer media as well as your target advertising for groups, packages, and the promotion of your web site, it would be beneficial. How could it hurt? It’s the difference between advertising in the Wall Street Journal versus AAA travel guide.

But, let’s put this whole thing in proper perspective. For the industry as a whole and, possibly, for large chain hotel operations, knowing what is being posted on social media could be useful, if it is associated with and incorporated into their guest service program. For most individual hotels, however, it’s nice, but very inconsequential due to the minimal number of negative postings for most hotels.

People are using travel-related sites to both read and post comments about travel. According to PhoCusWright, they believe most users are actually going to travel sites to check-out hotels after making a reservation, as sort of a validation of their decision. Yahoo claims people are using their site to actually make a buying decision, what do you expect them to say?

Another problem I am having with some of the articles written about social media is that they are raising expectations and concern without providing any relevant action for hoteliers. In my opinion, most hoteliers have difficulty finding enough time to work and implement necessary sales and marketing tasks which will have a much greater positive impact on their business. To add social media to this task list amounts to a huge distraction from the many more important, more necessary, marketing responsibilities.

I think we can all agree that there are only two types of postings, good and bad. If you are unfortunate enough to get a bad review, the only thing you can do is to post a positive response. What else can one do? I hope these people are not suggesting that hotels post their own positive comments, that’s not too ethical. If not, what do they expect hotels to do about random comments on the Internet?

The real work begins long before a hotel receives comments on social media, it begins with good service and clean rooms. Simply collecting Internet comments on your hotel feels like locking the barn after the horses are gone, it’s a distraction from more positive marketing tasks.

Yes, you can learn from good and bad reviews, but I doubt that you will experience shock and awe by any of them. Good managers know their property’s strengths and weaknesses. The fact is that well-operated hotels receive very few bad comments, most are good. As far as bad reviews are concerned, poorly-run hotels have a much bigger problem than getting poor reviews on the Internet.

Smart hoteliers are now incorporating a guest comment feed-back section directly on their web sites. I think this is far more relevant and useful for hotels than hand-wringing over comments made randomly on some social media site. Other than the handful of travel-related sites, most comments will have little impact, positive or negative, on any individual hotel, with the possible exception of large well-known world-class hotels.

The best suggestion I read is the reference to Google Alerts. If you are really concerned about social media comments about your hotel, simply add the name of your hotel to Google Alerts, they will send you an email every time your hotel name appears on the Internet. It’s absolutely free, easy to do, and it works. Ironically, it’s probably the same technique used by the companies who want you to pay for the information.

The bottom-line is that one day social media may become a major force to be reckoned with by hotels, but, it isn’t right now. Remember that your first point of sale for the Internet is now your hotel’s web site. Make sure it’s well designed for search/sales, and it is well promoted.
Comment on this news item
Name     Email

See more social media news
See more internet marketing in the hospitality industry news

Tags, event suppliers: Advertising  Horses  Hotels  Marketing  Media  Rooms  Sound 

Tags, news section: Advertising  AOL  Budget  Business  Consumer  Free  Google  Horses  Hotel  Hoteliers  Internet  IT  Marketing  Media  MSN  Promotion  Sales  Social  Sound  TripAdvisor  Web  Yahoo 

Glossary, news section: Cyberspace  Post  SITE  Social media  Target  Web 2.0 

Number of views of this article: 7,771

Hotel Hesperia Tower. Hotel and convention centre in Barcelona, Spain, with an auditorium and 21 open-plan meeting rooms
E&TB Group Spanish DMC. 巴塞罗那及西班牙其它地区,组织激励旅行、各类体育赛事门票。
Eventhropology. 全西班牙范围内为团体活动、社会活动及私人活动提供全面服务。
Agència de Promoció d'Activitats i de Congressos - UAB Campus. 巴塞罗那附近位于大学校园的酒店会议中心、商住综合楼及运动馆,可举办各类活动。
Event Planner Spain, Anúnciate con nosotros, Advertise with us.

关于我们 | 广告 | 联系我们 | 法律声明 | 小辞典 | 网站导航

我们能为全世界160个国家的客户提供八种语言的服务. 如果您与我们有同样的目标客户群,请联系我们

Event Planner Spain, S.L.
Paseo de la Sierra, 38-20, 29018 Málaga, 西班牙
© Copyright Event Planner Spain 2006-2014
Tel. +34 952 294 327

Hotel Barceló Marbella. 4-star meeting and event hotel in Marbella, Spain, with a fully-equipped convention centre


Hotel Barceló Marbella. 4-star meeting and event hotel ...
Special Group Promotion at the OD Port Portals Hotel


Special Group Promotion at the OD Port Portals ...
Acceptus at Genalguacil International Festival


Acceptus at Genalguacil International Festival ...
Vision Films. 西班牙巴塞罗那,为各类团体活动、运动赛事提供AV设备。


Vision Films. 西班牙巴塞罗那,为各类团体...
Barça Themed Apartment at the Madanis Hotel


Barça Themed Apartment at the Madanis Hotel ...
CWT Broadens Agreement with KDS


CWT Broadens Agreement with KDS ...

Málaga Convention Bureau Member MPI Member, Meeting Professionals International CO2 Neutral Website Exhibiting at EIBTM, global event for meetings and incentives IMEX 2015 – Frankfurt 19-21 May. The essential worldwide exhibition for incentive travel, meetings and events ICCA Iberian Chapter