The Medium and the Message
One has to marvel a bit at how on target Marshall McLuhan with his statement that "the medium is the meassge", meaning that the form of a medium embeds itself in the message. This is so true when we look at how the message and the brand is effected in the Online Travel Agents (OTA) channel. A medium of significant importance in the tourism industry.
Here we look at how aspects of brand integrity are influenced by this medium.
The Medium – Choice of channel often reflects on the Brand.
It is not always good to be seen as Expedia or as Kayak etc. In many cases a different drum attracts travelers to the small hotels. Many travelers are looking for a personal touch.
The Message – The message is much more than content.
It is also about form, function and process. You choose to buy at store X for many reasons but if there are no price tags and you have to go to the counter to get a price, would you bother? Creating a message that is not fully integrated with the product is similarly dissonant. The shopping experience should be fully fluid.
Promise & Expectation – A Brand is a promise.
It can say we are a small family hotel, we are local, we are friendly, we are different, we care. What is the Brand of an OTA? Expedia mission statement says: “We are on a mission to be the largest and most profitable reseller of travel in the world”.
Differentiation & Personality - Differentiation and personality are conveyed by the suppliers’ website, by its individual tastes, its use of colour, its layout and its processes. The OTA does not create a brand personality for its suppliers. Properties are compared on features and price and location, but the brand is the OTA, the hotels is its product, and they all look the same.
Relationship – Travelers build a relationship with their suppliers.
If you have bought from an OTA and you got what you wanted, you will most likely go there again to check out other options (properties, products, destinations). Creating the OTA relationship diminishes the hotel brand and can result in loss of repeat business
Loyalty – OTAs are building its own loyalty program.
Much like the airlines. Small hotels can and should reward repeat clients and clients that refer others to them. Loyalty programmes work. The visitor’s loyalty should be to the hotel . AXSES has loyalty solutions for the hotel brand. Appropriate use of branding and loyalty programmes can significantly increase repeat business.
Ownership – With AXSES arcRes booking engine, and arcres powered marketing systems, the database belongs to the supplier.
This database is unique in that it captures leads as well as committed shoppers. arcRes database marketing allows hotels to market directly to their leads and their guests. OTAs have their own marketing tools, aimed at promoting its own Brand.
Sustainability – if you don’t own the brand and don’t have the relationship and loyalty, your business will not be sustainable.
related blog - building your tourism brands
For more information on how you can build and sustain your brand
contact iclayton 'at' axses.net
More about AXSES see
http://axses-travel.com | arcRes marketing
Friday, 22 January 2010
BrandingCrossroads
Branding at a crossroads
Today a brand must appeal to the psyche of customers to make a connection. For example; many senior travelers want hospitality and service above all. The core seniors market does not typically care for technology. They don’t like answering machines, PC and automation. Younger travelers by contrast like casual and tech-friendly hotels with convenience, where food and drinks is a priority. They prefer to stay in hotels that have the look, feel, and comfort of their own homes.
Targeting a market niche start at the design stage.
Starwoods created the ‘Aloft’ brand for the young entrepreneur market and designed its hotels to include a bar, a food and beverage center offering fresh bagels, fruits and drinks, an outdoor area serving light meals, a fitness center with swimming pool, wireless Internet access propertywide, and flexible meeting and function space. Guest rooms have a 9-foot ceilings and oversized windows, a signature bed, a work space with an MP3 docking station, and a flat-panel TV. Bathrooms are furnished with Bliss amenities and walk-in oversized showers. Starwood plans call for 500 Aloft to be open by 2012 (average daily rate: $100 to $125).
Brands for small island hotels
Small hotels often dont have the opportunity to rebuild for a market. Nevertheless, the market for differentiation is strong and the small hotel is often sought out, particularly in Europe where chain brand penetration is low (i). Small hotels can tap into the booming market for Boutique hotels where uniqueness and character are preferred over big brand names. Differentiation and personality are the key.
Building a strong brand requires use of all appropriate channels but too much reliance on the OTA channels can be have very negative side effects. Choice hotels discovered it had created a monster by building up its business with Expedia. In re-negotiation its contract with Choice, Expedia suggested that its brand was more important and that Choice just had no option but to abide by its rules and demands. The widely known sercret is that OTAs don’t want all the hotels in the world so many are going to get left out. Its wise to be direct!..
Brand integrity in the OTA channel
We have seen chain hotels make great progress in building their own brand marketing and direct business, reducing their dependence on the OTAs like Expedia. (81% of booking to major chains are now direct). The Chains understand that reliance on OTA is not good for Brand integrity.
Brand Integrity is a measure of the cohesiveness of the brand message and your ownership of it। This integrity is influenced by your message and how you present it, the medium/channels you use, what you promise what is expected.
Your brand is your differentiation & your personality. How you market will influence your relationship with guests, their loyalty and your ownership of both the brand and the business.
See more on The Medium and the Message.
First be clear and then be seen
Branding requires being clear about your market and your USP and putting this across in words and pictures, with the right emotion and the right process in the right place. Next get the message out with an appropriate call to action on all advertising, Search engine Optimisation (SEO) and with appropriate exposure on the right marketing channels.
Shoppers need a reason to remember you and to return to complete their shopping experience. Create stickiness and be in a true shopping channels like Barabados.org, BarbadosVacationSpecials.com and BarbadosHolidayThemes.com where shoppers can add you to their shopping list and compare options. Shoppers must be able to visit your website and action an interest; get a quote, save it or buy at any point.
The AXSES travel shopping network is unique in its ability to provide easy access to your website at many strategic decision points. AXSES also provide many POS opportunities with bookable-maps, bookable-ads, bookable-banners, and bookable-lists etc (click here for details). In-fact the entire AXSES network is bookable, every advertisement, listing and links is or will be driven by arcRes tourism bookings & reservations system.
Branding with fair pricing and revenue management
A recent Cornell university study shows that travelers are confused by hotel pricing and often seem it as unfair. This is not good for your brand!. Many hotels now offer travels a choice of rate plans and full disclosure. many chains offer best rate guarantee.
We recommend that you manage rates and expectation with loyalty programs and special group pricing. Travel shoppers want to act (get a quote, save it, add it to a list, buy it) when they are ready, and they want to know they are getting a fair price.
AXSES is now introducing a new collaborative marketing solution where we help tourism suppliers use technology to brand and market their products, get exposed and close more direct sales!!
For more information on how you can build and sustain your brand - please contact iclayton 'at' axses.net
More about AXSES see
http://axses-travel.com | arcRes marketing
i. The brand penetration index that measures the percentage of hotel rooms that belongs to a flag out of the total capacity, is over 70% in the US, while France is the market with the highest brand penetration index in Europe with less than 30%.
Today a brand must appeal to the psyche of customers to make a connection. For example; many senior travelers want hospitality and service above all. The core seniors market does not typically care for technology. They don’t like answering machines, PC and automation. Younger travelers by contrast like casual and tech-friendly hotels with convenience, where food and drinks is a priority. They prefer to stay in hotels that have the look, feel, and comfort of their own homes.
Targeting a market niche start at the design stage.
Starwoods created the ‘Aloft’ brand for the young entrepreneur market and designed its hotels to include a bar, a food and beverage center offering fresh bagels, fruits and drinks, an outdoor area serving light meals, a fitness center with swimming pool, wireless Internet access propertywide, and flexible meeting and function space. Guest rooms have a 9-foot ceilings and oversized windows, a signature bed, a work space with an MP3 docking station, and a flat-panel TV. Bathrooms are furnished with Bliss amenities and walk-in oversized showers. Starwood plans call for 500 Aloft to be open by 2012 (average daily rate: $100 to $125).
Brands for small island hotels
Small hotels often dont have the opportunity to rebuild for a market. Nevertheless, the market for differentiation is strong and the small hotel is often sought out, particularly in Europe where chain brand penetration is low (i). Small hotels can tap into the booming market for Boutique hotels where uniqueness and character are preferred over big brand names. Differentiation and personality are the key.
Building a strong brand requires use of all appropriate channels but too much reliance on the OTA channels can be have very negative side effects. Choice hotels discovered it had created a monster by building up its business with Expedia. In re-negotiation its contract with Choice, Expedia suggested that its brand was more important and that Choice just had no option but to abide by its rules and demands. The widely known sercret is that OTAs don’t want all the hotels in the world so many are going to get left out. Its wise to be direct!..
Brand integrity in the OTA channel
We have seen chain hotels make great progress in building their own brand marketing and direct business, reducing their dependence on the OTAs like Expedia. (81% of booking to major chains are now direct). The Chains understand that reliance on OTA is not good for Brand integrity.
Brand Integrity is a measure of the cohesiveness of the brand message and your ownership of it। This integrity is influenced by your message and how you present it, the medium/channels you use, what you promise what is expected.
Your brand is your differentiation & your personality. How you market will influence your relationship with guests, their loyalty and your ownership of both the brand and the business.
See more on The Medium and the Message.
First be clear and then be seen
Branding requires being clear about your market and your USP and putting this across in words and pictures, with the right emotion and the right process in the right place. Next get the message out with an appropriate call to action on all advertising, Search engine Optimisation (SEO) and with appropriate exposure on the right marketing channels.
Shoppers need a reason to remember you and to return to complete their shopping experience. Create stickiness and be in a true shopping channels like Barabados.org, BarbadosVacationSpecials.com and BarbadosHolidayThemes.com where shoppers can add you to their shopping list and compare options. Shoppers must be able to visit your website and action an interest; get a quote, save it or buy at any point.
The AXSES travel shopping network is unique in its ability to provide easy access to your website at many strategic decision points. AXSES also provide many POS opportunities with bookable-maps, bookable-ads, bookable-banners, and bookable-lists etc (click here for details). In-fact the entire AXSES network is bookable, every advertisement, listing and links is or will be driven by arcRes tourism bookings & reservations system.
Branding with fair pricing and revenue management
A recent Cornell university study shows that travelers are confused by hotel pricing and often seem it as unfair. This is not good for your brand!. Many hotels now offer travels a choice of rate plans and full disclosure. many chains offer best rate guarantee.
We recommend that you manage rates and expectation with loyalty programs and special group pricing. Travel shoppers want to act (get a quote, save it, add it to a list, buy it) when they are ready, and they want to know they are getting a fair price.
AXSES is now introducing a new collaborative marketing solution where we help tourism suppliers use technology to brand and market their products, get exposed and close more direct sales!!
For more information on how you can build and sustain your brand - please contact iclayton 'at' axses.net
More about AXSES see
http://axses-travel.com | arcRes marketing
i. The brand penetration index that measures the percentage of hotel rooms that belongs to a flag out of the total capacity, is over 70% in the US, while France is the market with the highest brand penetration index in Europe with less than 30%.
Saturday, 31 October 2009
OTAs
The debate on Direct VS Distribution took a center stage this week with the release of Phocuswright stats on OTAs, a survey that finds hotel not competitive with OTAs and the decision by Choice to quit Expedia. Their are many discussion on the net.
Direct sales have been gaining market share over the last several years. But that seems to be changing or might change. OTAs are holding their own and gaining share in these troubled times, when all markets count more that ever before.
The OTA have taken the lead in travelers minds as the best place to shop for deals. Hotels are not competing - usatoday.com: travel deals compared.
So what, if OTAs are bringing in business, does it matter? There are hotel managers who think OTA distribution is great. In many parts of Europe hotels have almost opted out of the reservation business allocating the majority of rooms to tour operators. There are hotel mangers who do not like distribution and have done much to get out of that channel. Some have been burned, some just find the terms are getting more and more difficult, some say it is blackmail!.
The issues are complex. For a very good analysis see Robert Coles article - Expedia and Freedom of choice
We have also prepared a detailed analysis about brands in the channels. Watch http://tourismplatform.com/ for the latest news - our first issue explains branding from a new perspective. It outlines AXSES approach to the Next Generation Tourism Platform, which integrated all media and attempts to strikes a balance with direct and distribution marketing. http://axses.com/destinationmarketing/1-shopping.html
LINKS
What happened when Georgia lost its OTA listing
OTAs Rev up at hotel expense
OTAS market share breakdown
Get out of the OTA Trap
LESSONS
What is the Brand definition: Johnson & Johnson customer business analyst Hannah Chi says "Orbitz, Travelocity, Expedia, I feel like they all give you the same options, with results from multiple airlines, kind of giving you a slew of what fits that criteria,” “Each doesn’t give me anything that another travel engine wouldn’t give me।”
consumers will go where they find the best deal. This is good for hotel Website if they are competive!
Direct sales have been gaining market share over the last several years. But that seems to be changing or might change. OTAs are holding their own and gaining share in these troubled times, when all markets count more that ever before.
The OTA have taken the lead in travelers minds as the best place to shop for deals. Hotels are not competing - usatoday.com: travel deals compared.
So what, if OTAs are bringing in business, does it matter? There are hotel managers who think OTA distribution is great. In many parts of Europe hotels have almost opted out of the reservation business allocating the majority of rooms to tour operators. There are hotel mangers who do not like distribution and have done much to get out of that channel. Some have been burned, some just find the terms are getting more and more difficult, some say it is blackmail!.
The issues are complex. For a very good analysis see Robert Coles article - Expedia and Freedom of choice
We have also prepared a detailed analysis about brands in the channels. Watch http://tourismplatform.com/ for the latest news - our first issue explains branding from a new perspective. It outlines AXSES approach to the Next Generation Tourism Platform, which integrated all media and attempts to strikes a balance with direct and distribution marketing. http://axses.com/destinationmarketing/1-shopping.html
LINKS
What happened when Georgia lost its OTA listing
OTAs Rev up at hotel expense
OTAS market share breakdown
Get out of the OTA Trap
LESSONS
What is the Brand definition: Johnson & Johnson customer business analyst Hannah Chi says "Orbitz, Travelocity, Expedia, I feel like they all give you the same options, with results from multiple airlines, kind of giving you a slew of what fits that criteria,” “Each doesn’t give me anything that another travel engine wouldn’t give me।”
consumers will go where they find the best deal. This is good for hotel Website if they are competive!
Wednesday, 12 August 2009
SEO2
SEO 2 - Themes marketing
Following the success of page ranking for st lucia apartment rentals for Poinsettia apartments, Stlucia. We added a new page for St Lucia catamaran sailing trips to the pitons, Soufriere volcano, the diamond waterfalls and the botanical garden in St lucia. Poinsettia apartment resort can arrange day sailing adventures to several destination; including a tour of a St. Lucia Coco plantation and heritage sites.
The page proved powerful and was soon listed on Google for searches such as "st lucia sailing pitons" and "st lucia catamaran sailing to volcano"
Sailing to the St lucia pitons from Poinsettia Apartments
This is also promoted on BookingsStlucia.com
see Bookings St. lucia sailing charters and trips
This concept of themes marketing is very important to destination and tourism marketing.
also see http://holidaythememarketing.com
Following the success of page ranking for st lucia apartment rentals for Poinsettia apartments, Stlucia. We added a new page for St Lucia catamaran sailing trips to the pitons, Soufriere volcano, the diamond waterfalls and the botanical garden in St lucia. Poinsettia apartment resort can arrange day sailing adventures to several destination; including a tour of a St. Lucia Coco plantation and heritage sites.
The page proved powerful and was soon listed on Google for searches such as "st lucia sailing pitons" and "st lucia catamaran sailing to volcano"
Sailing to the St lucia pitons from Poinsettia Apartments
This is also promoted on BookingsStlucia.com
see Bookings St. lucia sailing charters and trips
This concept of themes marketing is very important to destination and tourism marketing.
also see http://holidaythememarketing.com
Monday, 3 August 2009
SEO
Search Engine Optimisation (SEO) and Social Media for Tourism Operators!
I got the idea of social media aiding in promoting our technology blogs but I had a hard time translating that into marketing for hotels and tourism operators. Necessity became the mother of invention when one of our most loyal clients got a call from a SEO operator saying that their resort was not on Google for important keywords.
We had missed something important - Poinsettia Apartments, was not listed on Google page 1 for Apartment Rental St. Lucia. A year ago we discovered that the traffic for apartments was not all that great - using "Google suggests" and a few other tools we decided to re-brand them as villa apartments, villa being a much bigger tourism work than apartments.
SEO is a very precise art. Its a little like cooking. You can make a great pea soup, but add rice, ginger and carrots and its no longer a pea soup. Google understands pea soup, but pea soup with rice, ginger and carrots, well that is another matter. You cant get your ginger, rice and carrot pea soup on top of a Google listing for pea soup, forget it, its just not focused enough for Google. So it was with Villa Apartments, We got on top for villa apartments even Caribbean resort villa apartments - but apartment rentals St. Lucia got lost in the mix.
Normally it takes months to get a site linked on Google page 1, but we did not have a month. We had to fix the problem now. trying to make the accommodation page work for Apartment rentals would have been self defeating as we had made a pea soup of it, and it was working OK for several keywords - But not St. lucia apartment rentals.
So we created a new page- optimised it for apartment rentals St. Lucia etc and launched it with links from http://www.poinsettiaapartments.com/accommodation.htm.
Now to get backward links. Ie links from other, not related sites, which would give it a higher Page Ranking (PR) and get it on top of Google search results.
I did a search for St. lucia long term rentals etc, looking for social sites that would accept my comments. Up came zimbio.com A popular celebrity site with excellent PR. There was a social comment about Amy Winhouse moving to St. Lucia: I signed up and wrote "St Lucia is a great place to relocate to. You dont have to be a star to love it, its simply beautiful!. Mountains, waterfalls, rain forests and beaches. If you are coming to check out opportunities, the perfect place to stay is in a townhouse close to all the action yet away from the crowd. see http://poinsettiaapartments.com/apartment-rentals-stlucia.htm. Poinsettia does long term rentals so its is very affordable and of course beautiful, up on a hill overlooking Vigie Beach and Bay - You might even spot Amy!".
Simple! I did a few more - added links from our http://Travelwatchnews.com and blog and two days later we were on page 1 of Google.
So it works folks! it takes time and know-how, but once you create a well optimised page the rest is really common sense and a bit of the gift of the gab. Try it and let me know.
By the way we did OK for Poinsettia with many links established and Page One on Google For sevaeral search words and phrases.
stlucia romantic apartment holidays 1.1
long term apartment rentals st lucia 1.1
caribbean resort villa apartments 1.2
st lucia villa apartments 1.3
stlucia romantic apartments 1.3
stlucia caribbean apartments 1.3
apartment rentals st lucia 1.8
stlucia apartments rentals 1.9
stlucia holidays apartments 1.9
caribbean villa apartments 1.6
caribbean resort villa apartments 1.2
st lucia resort villas 2.2
To find where you are use Googles Browser "CROME" and enter link:yourwebsiteurl
For More on SEO for Tourism see our website on Search Engine Optimisation For Travel and Tourism Marketing
Contact AXSES sales@axses.net for a tourism and travel marketing
I got the idea of social media aiding in promoting our technology blogs but I had a hard time translating that into marketing for hotels and tourism operators. Necessity became the mother of invention when one of our most loyal clients got a call from a SEO operator saying that their resort was not on Google for important keywords.
We had missed something important - Poinsettia Apartments, was not listed on Google page 1 for Apartment Rental St. Lucia. A year ago we discovered that the traffic for apartments was not all that great - using "Google suggests" and a few other tools we decided to re-brand them as villa apartments, villa being a much bigger tourism work than apartments.
SEO is a very precise art. Its a little like cooking. You can make a great pea soup, but add rice, ginger and carrots and its no longer a pea soup. Google understands pea soup, but pea soup with rice, ginger and carrots, well that is another matter. You cant get your ginger, rice and carrot pea soup on top of a Google listing for pea soup, forget it, its just not focused enough for Google. So it was with Villa Apartments, We got on top for villa apartments even Caribbean resort villa apartments - but apartment rentals St. Lucia got lost in the mix.
Normally it takes months to get a site linked on Google page 1, but we did not have a month. We had to fix the problem now. trying to make the accommodation page work for Apartment rentals would have been self defeating as we had made a pea soup of it, and it was working OK for several keywords - But not St. lucia apartment rentals.
So we created a new page- optimised it for apartment rentals St. Lucia etc and launched it with links from http://www.poinsettiaapartments.com/accommodation.htm.
Now to get backward links. Ie links from other, not related sites, which would give it a higher Page Ranking (PR) and get it on top of Google search results.
I did a search for St. lucia long term rentals etc, looking for social sites that would accept my comments. Up came zimbio.com A popular celebrity site with excellent PR. There was a social comment about Amy Winhouse moving to St. Lucia: I signed up and wrote "St Lucia is a great place to relocate to. You dont have to be a star to love it, its simply beautiful!. Mountains, waterfalls, rain forests and beaches. If you are coming to check out opportunities, the perfect place to stay is in a townhouse close to all the action yet away from the crowd. see http://poinsettiaapartments.com/apartment-rentals-stlucia.htm. Poinsettia does long term rentals so its is very affordable and of course beautiful, up on a hill overlooking Vigie Beach and Bay - You might even spot Amy!".
Simple! I did a few more - added links from our http://Travelwatchnews.com and blog and two days later we were on page 1 of Google.
So it works folks! it takes time and know-how, but once you create a well optimised page the rest is really common sense and a bit of the gift of the gab. Try it and let me know.
By the way we did OK for Poinsettia with many links established and Page One on Google For sevaeral search words and phrases.
stlucia romantic apartment holidays 1.1
long term apartment rentals st lucia 1.1
caribbean resort villa apartments 1.2
st lucia villa apartments 1.3
stlucia romantic apartments 1.3
stlucia caribbean apartments 1.3
apartment rentals st lucia 1.8
stlucia apartments rentals 1.9
stlucia holidays apartments 1.9
caribbean villa apartments 1.6
caribbean resort villa apartments 1.2
st lucia resort villas 2.2
To find where you are use Googles Browser "CROME" and enter link:yourwebsiteurl
For More on SEO for Tourism see our website on Search Engine Optimisation For Travel and Tourism Marketing
Contact AXSES sales@axses.net for a tourism and travel marketing
Friday, 31 July 2009
Destination Marketing: Collaborative Tourism Booking Partners. Hotel and Activities Parnership
New Collaborative systems for Hotels and Tourism helps market the full destination experience at the point of purchase. More info http://booking-partners.com
Wednesday, 15 July 2009
RatesManagemnet
Rates Management at a Crossroads
There is nothing like a good depression to change something that needs to be fixed. The time is right - in fact it is past due, to change the way hotels manage and maintain rate parity.
With more and more hotels striving to increase Direct bookings the practice of only having Rack rates on the hotel website is past. Its more than past, its downright non sensible.
The major chains work it well and have steady decreased their dependency on distribution partners. Many chains now get over 80% of their Internet bookings directly from their website.
The driving force in getting direct sales is simple:
Be Visible and Be Valuable
Offering value is not about putting your highest Rate on your website. Travelers compare; they look at 6 or more sites before making a decision. The will compare cost and value given in each channel. Travelers do like to visit the Hotels own website and they like to buy direct - but not at a premium.
see travel rants and raves
This is why AXSES has developed a powerful and easy to use Specials Management and Marketing System. With it our clients are able to create short term specials for low booking periods and offer great Value. The Specials are Distributed on AXSES channels and available for publising on thousands of website like google Base and Facebook with AXSES arcRes distribution tools and RSS publishing systems
See Our Travel and Tourism Marketing dialogue Rates, Revenue Management and Specials Tourism Marketing
There are several articles that are well worth reading
see
http://tr.im/rateintegrety - This provides a very helpful strategic approach to Revenue Management
http://tr.im/goodbyeRateParity - Denis Schall is well worth following. Here he talks about getaroom.com technology that helps hotel avoid contract limitations re rates.
For marketing related articles see Our "at a Crossroads" Blog:
Destination Marketing
Travel Marketing
The Supplier
Marketing
Other links
How top Hotels Brands are using Twitter
More on using Social Media see AXSES Social Marketing for Travel - A Primer
There is nothing like a good depression to change something that needs to be fixed. The time is right - in fact it is past due, to change the way hotels manage and maintain rate parity.
With more and more hotels striving to increase Direct bookings the practice of only having Rack rates on the hotel website is past. Its more than past, its downright non sensible.
The major chains work it well and have steady decreased their dependency on distribution partners. Many chains now get over 80% of their Internet bookings directly from their website.
The driving force in getting direct sales is simple:
Be Visible and Be Valuable
Offering value is not about putting your highest Rate on your website. Travelers compare; they look at 6 or more sites before making a decision. The will compare cost and value given in each channel. Travelers do like to visit the Hotels own website and they like to buy direct - but not at a premium.
see travel rants and raves
This is why AXSES has developed a powerful and easy to use Specials Management and Marketing System. With it our clients are able to create short term specials for low booking periods and offer great Value. The Specials are Distributed on AXSES channels and available for publising on thousands of website like google Base and Facebook with AXSES arcRes distribution tools and RSS publishing systems
See Our Travel and Tourism Marketing dialogue Rates, Revenue Management and Specials Tourism Marketing
There are several articles that are well worth reading
see
http://tr.im/rateintegrety - This provides a very helpful strategic approach to Revenue Management
http://tr.im/goodbyeRateParity - Denis Schall is well worth following. Here he talks about getaroom.com technology that helps hotel avoid contract limitations re rates.
For marketing related articles see Our "at a Crossroads" Blog:
Destination Marketing
Travel Marketing
The Supplier
Marketing
Other links
How top Hotels Brands are using Twitter
More on using Social Media see AXSES Social Marketing for Travel - A Primer
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