Small Inn and Bed and Breakfast Industry Articles

2/11/2008 4:27:39 PM
By Marion  Edward

“The demands of the marketing role have changed dramatically in the past few years.  We are now faced with a complex new landscape in branding our products, acquiring new customers and building customer-centric loyalty.   With the evolution of Web 2.0 and the world of online communities, transition of off line behavior to online, and the advent of sophisticated internet marketing resources and tools, it is critical to be aware of emerging trends and opportunities,”  states Maureen Callahan, Vice President of Marketing, Destination Hotels & Resorts.

The December 9th HSMAI Travel Internet Marketing Strategy Conference presented in Phoenix featured a keynote address by Andy Tress, Regional Vice President of Sales, YouTube. In his presentation, “Taking Web 2.0 to the Next Level” , Tress walked attendees through the new media landscape by presenting case studies of other industries leveraging the medium in cutting-edge ways.

Cindy Estis Green, Managing Partner of The Estis Group, focused on “The New World of Social Media”, highlighted how social networking has fundamentally shifted the balance between consumer and marketer, resulting in the creation of new communication tools such as Web 2.0. 

Green agrees word-of-mouth remains one of the most influential forms of promotion but how do you get your company in the buzz?  Questions such as this were addressed by Green, the author of a comprehensive new report published by the Travel Industry Association (TIA) and HSMAI - The Travel Marketer’s Guide to Social Media & Social Networks.

The report addresses:

• Explanations and definitions of social media and social networking, a phenomenon practiced in all consumer segments and not limited to teens or twenty-somethings. One day, social media may, in fact, replace SEO and SEM.  Corporate travel, groups and meetings are involved with social media as well as leisure travelers.
• Highlights of the way social media and social networking are used in other industries.  The “Long Tail” of the Internet is quite applicable to the travel industry.
• How travel companies have been using social media and social networking in 2007.  User-generated content is heavy but a potent tool essential to travel supplier management.
• How travel companies can use social media and social networking in the future:  appealing to the passion for travel and utilizing trip planning as an interactive component with travelers.  Competition will continue between online agencies and third party intermediaries and travel suppliers.

Green’s comments were picked up in a spirited group debate, “eCommerce Perspectives from Non-Travel Industry Experts.”

YouTube’s Vice President of Sales & Marketing, Jordan Hoffner spoke on “Leveraging the Social Media Medium”, discussing the most timely and critical issues related to travel Internet marketing.

Also delivering a keynote address on “Online Branding - Emerging Strategies in Search Intelligence” was Mike Pusateri, Chairman, Vantage Strategy Consulting.  Navigating the transition from offline to online marketing and finding the balance between the two is a challenging task today.  Pusateri’s session suggested how travel marketers successfully bridge the gap between the two approaches and leverage the massive amount of search intelligence that exists today into practical and profitable strategies for hotels, hotel companies or destinations.

A networking lunch provided the forum for roundtable discussions with topics such as destination marketing, mapping and local marketing rich media, mobile marketing, as well as trademarks and search marketing.  Additionally, partner networking sessions followed each address and were facilitated by conference partners: American Express, Google, iPerceptions, Open Hospitality, TIG Global, TravelCLICK, Travelscream, Vizergy and Worktopia.

“Understanding this powerful, yet ever-evolving medium is mandatory for success in today’s marketplace,” states Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI.  “The strategy conference serves as a one-stop shop for the hottest topics and most critical matters related to travel Internet marketing.”  Past Travel Internet Marketing Strategy Conferences have addressed the topics of search marketing, blogs, legal issues, metrics, future trends and much more.  This forum is ideal for any travel and hospitality professional in a position dedicated to Internet marketing, or for those who want to learn more about this evolving medium

HSMAI is an organization of sales and marketing professionals representing all segments of the hospitality industry.  Founded in 1927, HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 39 chapters in the Americas Region.

With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at annual events, including HSMAI’s Affordable Meetings®. 

The HSMAI Travel Internet Marketing conference provided an exceptional educational venue to network with peers and learn from the most talented, progressive leaders in the industry and I found this year’s conference to be invaluable,” concluded Maureen Callahan, Vice President of Marketing, Destination Hotels & Resorts.