Using Social & Digital Media to Attract Domestic Travellers - Hotel Show Saudi Arabia 2016
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Transcript of Using Social & Digital Media to Attract Domestic Travellers - Hotel Show Saudi Arabia 2016
Using Social & Digital Media to Attract Domestic
Travellers
The Evolution of Marketing | Employees as Brand Marketers | Your 2016 Marketing Budget
Martin Kubler FIHCEO – Iconsulthotels & sps:affinity
Hospitality, Tourism, & Service Industries Consulting | Innovation Specialist, Writer, Trainer
www.iconsulthotels.com
Martin KublerHotel GM turned Hospitality & Service Industries Consultant
Public Speaker, Lecturer, Writer
• CEO of Iconsulthotels & sps:affinity• MBA in Marketing & Innovation from GIHE• Likes: Vegan food, strong coffee. Dislikes: Okra• Columnist for Hotelier Middle East, Travel & Tourism
News Middle East, HBME• Keynotes: GITEX (Dubai), HTF (Las Vegas), ITHS
(Oman)
Using Social & Digital
Media to Attract Domestic
Travellers
Will innovation wow them?
Does loyalty still exist? Will your messages
reach them?
• Third Place Working / #workshifting
• Outernet
• Data Era & The Power of Data
• The Sharing Economy
• “What’s in it for me?”
• “Always on”
• Impacts entire consumer lifecycle
• What’s the trade off?
• Value rather than gimmicks
Success requires cross-functional feedback loops & teams:
From silos, lack of communication, multiple handoffs…
Cross-functional roles, high collaboration, results oriented…
Yesterday Today
“Hotels are what they say they are”
“Hotels are what people say they are”
Full Control Loss of Control
One Size Fits All Tailor-Made / Customized
Marketing Department We’re all in marketing now!
Not enough data Too much data?
Consumer Choice
Theory:
• Utility is the
satisfaction or
pleasure derived
from consumption
of goods or
services.
• Actual
measurement of
utility is
impossible, but
economists assume
it can be measured
by a fictitious unit
called the “util”.
Even though water provides a higher utility than diamonds, diamonds are
more expensive than water? Why?
Water is plentiful in most places, so its marginal utility is low -> low
price
Diamonds are scarce and their marginal utility is high -> high price
Localyser is a social media monitoring and
engagement tool specifically designed for the
hospitality & F&B industry that helps you:
• Monitor all your properties and outlets’ ratings &
reviews from one dashboard
• Quickly identify low performing locations and
alerts you when a review is received.
• Converts favourable responses into online positive
reviews (increase your average rating).
www.localyser.com | [email protected] | Tel: +971 52 929 1829
Aggregates Reviews from Across the Web
التعليقاتكلجمع
الويبعبر
لمراقبةاإلنترنتعبرأداةهيلوكاليزرخصيصا ًصممت،االجتماعيالتواصل
والضيافةالمطاعملقطاع مميزاتمن .:الخدمة
- والمراجعاتالتقييماتكلمراقبةسهولةواحدمكانمناإلنترنتفي .
- الضيوفتعليقاتعلىالحصول.الكترونيا ً
- هإيجابيتقييماتالىالتعليقاتتحويلاإلنترنتعلى .
One dashboard for all reviews
Branded customere-comment card
Detailed reporting
لكلواحدمكان
والمراجعاتالتقييمات
ليقالتعلبطاقةالكترونيةصفحة
مفصلةتقارير
Why is local social media important?
• A Harvard Business School paper followed 400 restaurants on Yelp.comand found that a one-star increase in Yelp rating leads to a 5-9% in revenue.
• A UK Berkeley research found that a restaurant with a rating improved by just half a star, it's chance of getting full increased from 13% to 34%.
• An MMGlobal Survey found that 49% of consumers place restaurant reviews, detailed listing & accurate map location as most important factor in making a decision to go to a restaurant or stay in a hotel.
www.localyser.com | [email protected] | Tel: +971 52 929 1829
جداً؟مهمالمحلياالجتماعيالتواصللماذا
- علىمطاعمالتجاريةهارفردجامعةتابعتيلبموقع . بنجمةالتقييمارتفاعأنووجدتكوم
%9 - بنسبةالمبيعاتمنزادواحدة 5%
- المملكةفيبيركليجامعةفيدراسةوجدتيزيد،نجمةنصفبمقدارتحسنانالمتحدة
منالحجزفرصة 13 إلى٪ 34 ٪.
- أنجلوبالممأبحاثشركةوجددت 49٪ منودقةالمطاعمتعليقاتعلىيعتمدونالعمالء
التخاذاإلنترنتشبكةعلىالمتوفرةالمعلوماتالحجزأوللشراءالقرار .
• Welcome to the age of random excellence
• Our structures! They need to change!
• Listen! No, really listen!
• Average does not create ripples