Guest-centric and personalised marketing will emerge
Social and mobile are obviously two of the hottest topic in hotel marketing. The site ehotelier make five predictions for hotels’ digital marketing for the coming year. Firstly, last-minute booking will make a comeback, upsetting hoteliers’ lives as revenue managers face price pressure to reach an acceptable RevPar performance. Related to this is the second prediction – same-night business will explode via mobile technology. Third, pre-paid rates will be the norm, especially for independent hotels, in 2012. Fourth, the boutique segment and boutique-centred channels like Jetsetter.com will do well.
Fifth, looking ahead to 2013 and beyond, guest-centric and personalised marketing will be the key to success. “Destination marketplaces where consumers can post their needs will emerge much like taskrabbit.com that has become the local bazaar that brings together consumer needs with willing service providers”, ehotelier says.
[pictured: Spa yoga, InterContinental San Francisco; courtesy IHG]