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
Last month: 1,400,000 page views
Newsletter (15,000+ subscribers) Event Planner Spain mobile version RSS Event Planner Spain
联系我们 - 建议与推荐服务 | 广告 成为会员
 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
Audiovisual Line Servicios de Comunicación. 马德里市及西班牙其余地区,视听系统服务。服务包括:为团体活动提供音响、灯光系统。
IMEX 2015

Register now for IMEX 2015<br/> <b>Frankfurt 19-21 May</b>
Register now for IMEX 2015
Frankfurt 19-21 May

The Meetings Show

Register now for The Meetings Show<br/> Olympia, London 7-9 July 2015
Register now
Olympia, London 7-9 July

Ten Transformative Meetings Technology Trends for 2015 Ten Transformative Meetings Technology Trends for 2015 ...
Turning Distraction into Action – Second Screen Technology for Meetings Turning Distraction into Action – Second Screen Technology ...
Creativity  Unleashed Creativity Unleashed ...
Smart Hotelier’s 2015 Top 10 Digital Marketing Resolutions Smart Hotelier’s 2015 Top 10 Digital Marketing Resolutions ...

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

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: 8,727

TCM Audiovisión. 塞维利亚与安达卢西亚的试听设备公司,为各类团体活动与展览提供音响、灯光、投影仪与视频服务。
Eventos Iberia Village (Terra Mítica). Unique event, team-building, convention and meeting venues in Alicante, Spain
HANDS FOR EVENTS . Loading and unloading, fitters, event staff, cleaners, hostesses, security staff throughout Spain
Sahara Palace Marrakech. Luxury meeting and event hotel in the Palmeraie, Marrakech, Morocco
Atril Events. Congresses, conventions, meetings, incentives, team building, activities, audiovisual equipment, staging and entertainment in Seville, Barcelona, Madrid, Malaga, Valencia and Bilbao

关于我们 | 广告 | 联系我们 | 法律声明 | 小辞典 | 网站导航


Event Planner Spain, S.L.
Paseo de la Sierra, 38-20, 29018 Málaga, 西班牙
© Copyright Event Planner Spain 2006-2015
Tel. +34 952 298 643
We will help you to organize your event for free (+34 952 298 643 - info@eventplannerspain.com)

BCN Travel. Event, business travel and DMC services in Barcelona, Spain


BCN Travel. Event, business travel and DMC services ...
Próximo curso semipresencial Sevilla: webs y blogs con Wordpress


Próximo curso semipresencial Sevilla: webs y blogs con ...
FYCMA Incorporates Digital Identification Stamps for Tradeshow Exhibitors and Collaborators


FYCMA Incorporates Digital Identification Stamps for Tradeshow Exhibitors ...
Meliá Marbella la Quinta Golf & Spa. 高尔夫和水疗中心为企业活动,马尔贝拉 ,西班牙


Meliá Marbella la Quinta Golf & Spa. 高尔夫和水疗中心为企业活动...
Romantic Break for Two from €24/Person with Private Spa


Romantic Break for Two from €24/Person with Private ...
Romantic Break for Two from €24/Person with Private Spa


Romantic Break for Two from €24/Person with Private ...

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