Hospitality Information Systems and Technology
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Transcript of Hospitality Information Systems and Technology
Hospitality Information Hospitality Information Systems and Systems and TechnologyTechnology
E-MarketingE-Marketing
The Internet & the Hospitality and The Internet & the Hospitality and Tourism Industry Tourism Industry
Electronic commerce: transactions and interactions that occur though computer telecommunications networks
E-commerce: the shorthand term used to describe electronic commerce, which consists of transactions and interactions over computer telecommunications networks
B2C: Business-to-customer B2B: Business-to-business B2E: Business-to-employee C2C: Customer-to-customer
E-Commerce Transaction CategoriesE-Commerce Transaction Categories
ExtranetB2B
IntranetB2E
InternetB2CC2C
Intranets and ExtranetsIntranets and Extranets
Intranet: permits access to private network Intranet: permits access to private network areas by individuals who are employed or areas by individuals who are employed or otherwise affiliated with a hospitality otherwise affiliated with a hospitality organizationorganization
Extranet: permits access to private areas Extranet: permits access to private areas of a hospitality organization’s network for of a hospitality organization’s network for individuals who are not employees or individuals who are not employees or company affiliatescompany affiliates
E-commerce applications for hospitality organizations
Lodging
Upscale Hotels and Resorts
Midrange Hotels and Resorts
Motels Bed and Breakfast Hostels
Entertainment
Theme Parks Attractions Showrooms Nightclubs Casinos
E-commerce applications for hospitality organizations
Meetings and Events
Convention Centers Conference Facilities Banquet Facilities
Travel
Airlines Cruise Lines Ground Transportation Ground Tours
E-commerce applications for hospitality organizations
Foodservice
Upscale Restaurants Theme Restaurants Midrange Full-Service
Restaurants Quick Service
Restaurant
Recreation
Golf and Tennis Clubs City and Yacht clubs Health Spas
Technical components of E-commerce
Front end: points of access for e-commerce and users, including customers, employees, and business affiliates
Back end: contains interfaced components designed to provide e-commerce service to end users
The World of E-MarketingThe World of E-Marketing
E-Marketing differs from traditional E-Marketing differs from traditional marketing bymarketing by Operating in a new environment in terms of Operating in a new environment in terms of
time, speed, market segmentation, data time, speed, market segmentation, data collecting means, information distribution and collecting means, information distribution and brand buildingbrand building
The internet has made some marketing The internet has made some marketing activities much easier while making others activities much easier while making others more difficult to carry outmore difficult to carry out
E-Marketing PlanningE-Marketing Planning
Traditional marketing questions to ask:Traditional marketing questions to ask: Where are you now?Where are you now?
Product/service; market positionProduct/service; market position Where are you going to be?Where are you going to be?
Marketing objectives; market positionMarketing objectives; market position How are you going to get there?How are you going to get there?
Marketing strategies; marketing mix; budgetMarketing strategies; marketing mix; budget How do you make sure you get there?How do you make sure you get there?
ImplementationImplementation How do you know you get there?How do you know you get there?
Measurement; evaluationMeasurement; evaluation
Internet Marketing ToolsInternet Marketing Tools
E-mail marketingE-mail marketing
E-newsletter marketingE-newsletter marketing
Usenet & Mailing list marketingUsenet & Mailing list marketing
E-mail MarketingE-mail Marketing
Advantages:Advantages: InexpensiveInexpensive Can be more effective than banner adsCan be more effective than banner ads Most people have an e-mail addressMost people have an e-mail address Personization & customerizationPersonization & customerization
Can be personalized & the content customizedCan be personalized & the content customized TimelinessTimeliness Storage in the consumer in boxStorage in the consumer in box MeasurableMeasurable
Send back messageSend back message Shorter response timeShorter response time
Factors that Influence the Success Factors that Influence the Success of an E-Mail Marketing Campaignof an E-Mail Marketing Campaign
Correctly identifying the target audienceCorrectly identifying the target audience
Personalizing the e-mailPersonalizing the e-mail
Customizing the messageCustomizing the message
Delivering only the content the consumer Delivering only the content the consumer needs and wantsneeds and wants
Builds customer trust by providing Builds customer trust by providing assurance of privacy and the option to assurance of privacy and the option to stop receiving the e-mailstop receiving the e-mail
Ways to Collect E-Mail AddressesWays to Collect E-Mail Addresses
Through your current customer databaseThrough your current customer database Customer registration & historyCustomer registration & history
Register through your websiteRegister through your website
Use companies that specialize in e-mail Use companies that specialize in e-mail marketingmarketing
Steps in E-Mail MarketingSteps in E-Mail Marketing
Separate the e-mail list by market Separate the e-mail list by market segmentssegments
Personalize the message using the Personalize the message using the customers namecustomers name
Customize the contentCustomize the content
Avoid spammingAvoid spamming Sending e-mails to those that did not request Sending e-mails to those that did not request
the informationthe information
Why You Should Avoid SpammingWhy You Should Avoid Spamming
Can cause hard feelings from consumersCan cause hard feelings from consumers
Not tailored to the needs and wants of the Not tailored to the needs and wants of the targeted receiverstargeted receivers
Consumer privacyConsumer privacy
Using Opt-in E-mail MarketingUsing Opt-in E-mail Marketing
Provide the receiver with and option to opt Provide the receiver with and option to opt outout
Build consumer trust by not forcing Build consumer trust by not forcing exposure to your locationexposure to your location
Make sure to not overwhelm consumers Make sure to not overwhelm consumers with informationwith information
E-Newsletter MarketingE-Newsletter Marketing
When producing an e-newsletter, it should When producing an e-newsletter, it should be interesting and valuable in offering a be interesting and valuable in offering a new product or salesnew product or sales
Should be well designed and briefShould be well designed and brief
Should contain a link to your web site for Should contain a link to your web site for more informationmore information
Should always provide an opt outShould always provide an opt out
E-mail vs. E-newsletterE-mail vs. E-newsletter
E-mailE-mail Collection of addressesCollection of addresses In any formatsIn any formats Audience not as highly Audience not as highly
targetedtargeted Lower readership due to Lower readership due to
spam suspicionspam suspicion Not as effective when using Not as effective when using
personalization & personalization & customizationcustomization
No preset scheduleNo preset schedule
E-newsletterE-newsletter Subscription basesSubscription bases Publication standardsPublication standards Audience highly targetedAudience highly targeted Readership likely to be Readership likely to be
higherhigher More effective with More effective with
personalization & personalization & customizationcustomization
Sent out at regular intervalsSent out at regular intervals
Usenet & Mailing GroupsUsenet & Mailing Groups
Usenet – focuses on specific readers Usenet – focuses on specific readers groupsgroups
Mailing listsMailing lists Subscriber based two way e-mail system for Subscriber based two way e-mail system for
information sharinginformation sharing Highly interactive and instantHighly interactive and instant
The Web Site as a Marketing ToolThe Web Site as a Marketing Tool
An on line storefrontAn on line storefront
The quality of the website directly reflects The quality of the website directly reflects the quality and the image of the business it the quality and the image of the business it representsrepresents
The web site must be able to draw people The web site must be able to draw people to visit it, but also make them come back to visit it, but also make them come back again and againagain and again
Website Construction Plan (WCP)Website Construction Plan (WCP)
Defines the objective and goals of a business Defines the objective and goals of a business and identifies the elements of a web siteand identifies the elements of a web site What is the nature of the business?What is the nature of the business?
Product & serviceProduct & service What is the purpose of the website?What is the purpose of the website?
Information? Customer service? Selling?Information? Customer service? Selling? Who are the existing customers & who are likely to be Who are the existing customers & who are likely to be
the customers?the customers? What are the characteristics of the existing & potential What are the characteristics of the existing & potential
customers?customers?Young? Old? Male? Female? Active? Retired? Married?Young? Old? Male? Female? Active? Retired? Married?
Where are these customers? Where are these customers? Local, regional, national, internationalLocal, regional, national, international
Things to Consider during Website Things to Consider during Website ConstructionConstruction
Can consumers find our site?Can consumers find our site?How easily & how fast can they find information?How easily & how fast can they find information?How can we present the information in an attractive & interesting How can we present the information in an attractive & interesting way?way?How can we make them stay longer on our website?How can we make them stay longer on our website?Are we able answer their questions on our website?Are we able answer their questions on our website?What turns the consumer “on” or “off”What turns the consumer “on” or “off”What do we have to give the consumer a reason to return?What do we have to give the consumer a reason to return?Does our website enable us to find out who the visitors to our site Does our website enable us to find out who the visitors to our site areareHow can we build trust with our visitors? Privacy policy? Security How can we build trust with our visitors? Privacy policy? Security measures?measures?What marketing tools can we use in the websiteWhat marketing tools can we use in the website
What to Check Once the Website is What to Check Once the Website is EstablishedEstablished
Can visitors find our website?Can visitors find our website?
How can we increase the probability that How can we increase the probability that they will find our website?they will find our website?
What are the means available for us to What are the means available for us to market our web site?market our web site? Banner ads?Banner ads? Customer communicationCustomer communication Traditional mediaTraditional media
Increasing the Marketing Power of Increasing the Marketing Power of your Websiteyour Website
Register with search enginesRegister with search engines
Use titles and Meta tags in your web Use titles and Meta tags in your web documentdocument
Check out your competitors Meta tagsCheck out your competitors Meta tags
Do a search & see who comes up first. Do a search & see who comes up first. Then examine their Meta tags & see what Then examine their Meta tags & see what drives themdrives them
Push MarketingPush Marketing
A collection of internet marketing A collection of internet marketing techniques used to present and send data techniques used to present and send data to online visitorsto online visitors
““Push” means that information is Push” means that information is presented in such an attractive and easy presented in such an attractive and easy to access way that consumers will not be to access way that consumers will not be able to resist to ask for and receive the able to resist to ask for and receive the informationinformation
Push Marketing TechniquesPush Marketing Techniques
Search enginesSearch engines
Banner adsBanner ads
Interstitials (pop-ups)Interstitials (pop-ups)
E-promotionE-promotion
Affiliate marketingAffiliate marketing
E-sponsorshipE-sponsorship
Rich mediaRich media
Types of Search EnginesTypes of Search Engines
One using categories or indexesOne using categories or indexes YahooYahoo
One using spidering or crawling One using spidering or crawling techniquestechniques Excite.comExcite.com
Most Widely Used Key WordsMost Widely Used Key Words
Meta tags (keywords in the title)Meta tags (keywords in the title)
Keywords near the topKeywords near the top
Frequency of keywordsFrequency of keywords
Link popularityLink popularity
Mechanism for penalty for repeat Mechanism for penalty for repeat keywordskeywords
Banner AdsBanner Ads
Stationed banner adStationed banner ad
Moving banner adMoving banner ad Horizontal / verticalHorizontal / vertical Random moving adRandom moving ad Ghost ad – follows you screen movementGhost ad – follows you screen movement Touch screen banner adTouch screen banner ad
InterstitialsInterstitials
Pop upsPop ups Pop on the screen to catch your attentionPop on the screen to catch your attention
Pop undersPop unders Invisible adsInvisible ads
E-PromotionsE-Promotions
Hyperlink special ad displayed on the Hyperlink special ad displayed on the screenscreen Offers incentive & promotionsOffers incentive & promotions
Advantage – brings the action and Advantage – brings the action and incentives much closer to the consumerincentives much closer to the consumer
Allows advertising to be tracked instantlyAllows advertising to be tracked instantly
Affiliate Marketing ProgramAffiliate Marketing Program
Sells on allied partner websitesSells on allied partner websites
Beneficial for inter-related businessesBeneficial for inter-related businesses
E-SponsorshipE-Sponsorship
Associates the advertiser to a brand nameAssociates the advertiser to a brand name
The advertiser identifies a web site that The advertiser identifies a web site that attracts the audience the sponsor wishes attracts the audience the sponsor wishes to reachto reach Can provide a more directly targeted Can provide a more directly targeted
audienceaudience Gives more exposure than banner adsGives more exposure than banner ads Less intrusiveLess intrusive
Rich MediaRich Media
Media rich advertisingMedia rich advertising Any on line ad that allows for transactions, Any on line ad that allows for transactions,
streaming media and interactive streaming media and interactive communication directly in the ad space communication directly in the ad space without leaving the home page where the ad without leaving the home page where the ad is displayedis displayed
Less interruptive in terms of clicksLess interruptive in terms of clicks
Pull MarketingPull Marketing
Also called opt-in marketing or permission Also called opt-in marketing or permission marketingmarketingUsers explicitly request information from Users explicitly request information from internet marketers through e-mail, e-internet marketers through e-mail, e-newsletters, or other communicationsnewsletters, or other communicationsBased on the notion that internet users Based on the notion that internet users with an e-mail address will be interested in with an e-mail address will be interested in selected information at the user’s selected information at the user’s discretiondiscretion
Guidelines for Successful Opt-in Guidelines for Successful Opt-in MarketingMarketing
Obtain the target audiences e-mail addressesObtain the target audiences e-mail addressesProvide valuable information the target audience Provide valuable information the target audience wantswantsOffer incentive, if necessary, to add benefitsOffer incentive, if necessary, to add benefitsProvide convenient ways for the potential Provide convenient ways for the potential audience to sign upaudience to sign upProvide and easy option for the consumer to opt Provide and easy option for the consumer to opt outoutConsider privacy issuesConsider privacy issues CookiesCookies Sharing or selling of informationSharing or selling of information
The Internet and the Hospitality The Internet and the Hospitality and Tourism Industryand Tourism Industry
The Internet and TourismThe Internet and Tourism
The industry is one that has been most affected The industry is one that has been most affected by the internetby the internetWhy?Why? The industry is dependent upon distribution of The industry is dependent upon distribution of
information about its productinformation about its product
Suppliers are always looking for new ways to Suppliers are always looking for new ways to expand channels of distribution to consumersexpand channels of distribution to consumers More efficient and effective waysMore efficient and effective ways
Travel agents were once the most effective wayTravel agents were once the most effective wayThe internet has helped reduce the cost of The internet has helped reduce the cost of information distributioninformation distribution
Impact on SuppliersImpact on Suppliers
AirlinesAirlines
Cruise linesCruise lines
LodgingLodging
Rental CarsRental Cars
IntermediationIntermediation
DisintermediationDisintermediation
AirlinesAirlines
Airlines have always been dependent on Airlines have always been dependent on travel intermediariestravel intermediaries
Airlines are now able to bypass Airlines are now able to bypass intermediariesintermediaries
Airline web sitesAirline web sites Airlines “push” their websites by offering Airlines “push” their websites by offering
specialsspecials Customization of productsCustomization of products
Cruise LinesCruise Lines
Not able to follow airlines exactly, as Not able to follow airlines exactly, as products are more difficult to customizeproducts are more difficult to customize
Cruise lines walk a thin “tight rope” Cruise lines walk a thin “tight rope” between their own web sites and the between their own web sites and the support of travel agentssupport of travel agents
Cruise lines are more likely to keep Cruise lines are more likely to keep partnerships in the future with travel partnerships in the future with travel agents compared to the airlinesagents compared to the airlines
LodgingLodging
Hotel industry electronic bookings have Hotel industry electronic bookings have grown exponentially over the past five grown exponentially over the past five yearsyears
Uses GDS booking by consumers directly Uses GDS booking by consumers directly and through third party web sitesand through third party web sites
Lodging industry has online direct booking Lodging industry has online direct booking through secure sitesthrough secure sites
Rental CarsRental Cars
Rental car companies target their web Rental car companies target their web strategies at both the leisure consumer as strategies at both the leisure consumer as well as the business consumerwell as the business consumer
Changes in the rental systemChanges in the rental system Now: complete the rental contract at the Now: complete the rental contract at the
counter unless a club membercounter unless a club member Future: online rental system, including Future: online rental system, including
reservations, changes of schedule, signing reservations, changes of schedule, signing agreements, checking in and paymentsagreements, checking in and payments
Impact of the Internet on Travel Impact of the Internet on Travel AgentsAgents
Direct marketing to consumersDirect marketing to consumers
Travel agents are being squeezed from all Travel agents are being squeezed from all sidessides
Suppliers have cut their commissionsSuppliers have cut their commissions
Impact on Traditional Brochure Information Distribution• Seeing a decline in brochure distribution• Advantages to online travel brochures
• More accurate• Update readily
• Customizable• Information can be accessed 24/7• A “walking” brochure• Virtually unlimited information