2nd Benchmark on Hotel Internet Marketing Produced

The online travel industry is a very dynamic market place and hoteliers are continously challenged with keeping up with changes while also having to keep an eye on the fundamentals of marketing. But, what are hoteliers doing to reach their customers on the web? Why are they spending their budget on some Internet marketing methods over others?, and where is the most business coming from on the Internet – the hotel’s own website or third party intermediaries?

The 2nd Benchmark Survey on Hotel Internet Marketing Budget Planning and Best Practices in Hospitality, (HeBS) set out to answer these questions and identify trends in online marketing in the area of hospitality. The purpose of the survey was to assess just how hoteliers’ were marketing themselves in 2008 and the strategies they used, these being compared the responses with the results received last year. Insights into how internet marketing strategies for the hospitality industry are evolving over time was also provided.

Who Participated in the Survey?

The survey covered the globe, participation with hospitality executives including general managers, sales and marketing directors, e-commerce managers, revenue managers, and many other industry professionals. The whole spectrum of hospitality and travel verticals participated, including all types of hotels and luxury franchised properties and the major brands and real estate groups. Resorts, hotel management companies, casinos, also joined in.

Main Findings from the 2nd Benchmark Survey

The survey results clearly showed how well hoteliers understand the hotel Internet marketing strategy and respectively, and how they should take a holistic view of the online environment and adopt a comprehensive, long-term strategic approach to grow the online channel. The internet is no longer viewed as a source for only incremental sales, the website now being a major revenue driver which requires a proper online marketing budget to support the activity.

See the full report at

http://www.hospitalitynet.org/news/154000320/4034822.html

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