Influence marketing for the K West Hotel

Influence marketing-Action plan for K West Hotel

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Google Places blocked from using TripAdvisor reviews

Today, I would like to talk about the big affair concerning the giant search engine Google and the travel website specialist Tripadvisor. This article deals with the current confrontation that opposes them.

Google introduced Google Place Search, a new local search service that automatically organizes information around places (adding reviews, photos, current offers and coupons and other information related to your establishment) and may have a profound impact on the hotels popularity. Google will still use the SEO to rank the hotels but it will go further with Place Search as the guests reviews will impact the hotel ranking.

The problem is that Google wants to use, among others, Tripadvisor's reviews to help the consumers compare the hotels and make their choice. Tripadvisor refused to share its contents and blocked Google Place from accessing its reviews. Tripadvisor is the site that generates the more comments and it will be a very great loss for Google not benefiting from them.

The question is: what is the point of Tripadvisor fighting with such a giant as Google? People say it is related to the ITA affair, concerning the acquisition by Google of the software used by most of the travel websites distributors and used for finding the best flight rates and comparing the prices. Tripadvisor, "child" of Expedia, may have refused to help Google as it is seen as the new ennemy, a dangerous competitor. If Google extends its services with reviews and soon a comparative engine and the ability to book online, the future of Expedia, Tripadvisor and many other is at stake.

Still, I wonder what is the gain of Tripadvisor by refusing to cooperate with Google. If it does not show on Google pages, it will limit its visibility and its customers, the hotels paying for being promoted on its pages, will also lose a great exposure. Why does not it work with Google instead of fighting against it? To gain some money from Google to share its content? I am not sure this strategy will work on the long term... If Google does not access its reviews, it will find other sources anyway and Tripadvisor will lose the battle eventually. Apparently, Google will soon become a new Tripadvisor so I think it would be wiser for the travel website to see what it can save... An agreement will certainly be reached as both Google and Tripadvisor have a stake at compromising.

I would like to add that I think the new ranking strategy by Google Place Search is a clever idea as it ranks websites based on the good reviews they received. Service is thus given more emphazis, which is a good thing and a good reward for hotels that take care of their guests.



Hotel website comparison

Hotel websites comparison ex 2

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What do I need to learn about digital marketing?

As I said earlier, I would like to work as a revenue manager for a luxury hotel. Revenue manager must be good marketer and seller in addition to be good trend and price analysist. The problem is that I am completely "dumb" at internet tools and all the related new technology. Thus, I would say I have to learn everything! Still, if I am asked to make a list of what seems more important for me, I would say:

• How to use blogs and social networks in order to optimize your CRM and improve your brand image and grow your customers base
• How to create and use mobile applications
• Improve my understanding of SEO and SEM to be able to improve my company ranking and popularity
• How to search efficiently the internet to gain time and money when I will look for information about my competitors and the new trends in hospitality etc.
• Understanding the pros and cons of the different booking channels in the travel industry and how to work with each of them to optimize a hotel booking

I hope this class will help me to develop these skills. After 2 classes, I must say I am quite confident it is not hopeless...

"Online travelers don’t value brand loyalty"

This article is very interesting and show how internet kills customers loyalty. With all the information offered to them, consumers can compare, check and double check the prices and the best value for money proposals among different websites. They do not look for a brand but for the best offers. The consequence for the travel providers is that they have to pay particular care of their websites as it is the window of their business. They have to sell their websites before their products, seduce the customers through their main pages a a shop would seduce clients thanks to its window. Information must be easy to find, clear and rich…

I would add that key element: agreeable to read, aesthetically catching, as the first impression we have of a website will make us continue our reading or close the window and try the competitors. In general, elements like music, videos and pictures will attract us more than a static websites, with no life but convenient.

"Expedia launches new hotel page designs"

Now, here is an interesting article about how the design of your website can improve your sales.

Expedia announced it would redesign its Expedia-branded websites in several countries to maximize their efficiency and profit. Indeed, with its new webpages, the customers will not have to leave the hotel main page to find additional information. Links will be directly on the main page and information will pop up in front of the screen, allowing the guests to return directly to their previous page after they closed the overlay.

Plus, they will access directly all the comments from travelers, while it was limited to 25 reviews in the past. The chance to transform lookers into bookers is then higher.

I think it is a very smart strategy when we know how impatient people are now. For 1 additional click, you may lose a valuable customer! We are used to have everything here and now, we want things to be simple and easy to use, while detailed and rich. The proposal by Expedia seems to be a good answer to travelers demand as the temptation to click and book will always be present. Besides, this trend is already used by more and more hotels that found that including a booking banner on each page increased the online booking rates. Designing a good website is necessary now, first to attract customers with appealing colors, music, videos etc and second to drive them to buy thanks to convenient, quick and easy to use applications. Fortunately for me, it is not yet that easy to book from some websites or I would already been in the red!

"Google and Bing confirm that Twitter/Facebook influence SEO"

Another link I would like to share is this one: the article does not really reveal a secret but only confirm the CRUCIAL role and importance of social networks. Indeed, Google and Bing confirmed recently that Twitter and Facebook have a direct impact on SEO. The companies that have not yet created their blogs and accounts on such social websites should not be unsensitive to this announcement… We know the role these websites play on the image of a company, going as far as influencing their rise or fall! Being aware of their role on SEO could at least make the companies save money on their SEO experts and marketers.

Another article linked to the power of these networks and SEO worths having a look. A few days ago, Google had to modify its algorithme following a disturbing story. Indeed, by treating customers badly a merchant said, you could generate a buzz on internet and generate many bad comments on different sites, which created more links to the company's site and thus, improves its ranking on the SEO!  Google said it found a solution to solve that problem and maximize research. Now, how can Google and search engines discover which bad comments are true or false, I wonder... How can they control abuses from unloyal companies for example? Answers are welcome!

The impact smart phones have on the travel market

Hello everyone,

This weekend I found many interesting articles that I would like to share with you. The 1st concerns the impact smart phones have on the travel market. We cannot stop technology! Hotelliers have hardly started working on the optimization of their websites, on their blogs and on their accounts on social networks that they already have to worry about how to seize the opportunities offered by the smartphone and their applications.

This article identified how travelers use their mobile and what they would really like being able to do, check and find via their mobile when they travel. Keeping in touch with their friends and family is a basic reason why they use their mobile. While a few years ago we sent postcards, it has become easier and cheaper to call and send sms or mms since the communication fees dropped.

Still, the mobile use is not restricted to thess traditional forms of mobile communication.When asked what kind of things they would like to do with their mobiles, only a few were interested in updating their Facebook, Twitter etc. What they need now (and is becoming the new trend) is to find information about the trip itself and their destination, going from flight and hotel booking to travelers comments and weather forecast. With internet available on smartphone, people never leave their mobile and use it for many different things while on holidays. The importance of the apps is growing faster and faster and younger people would be more willing to pay for travel related apps, while older would rather download free apps.

In both case, opportunities for travel companies are huge to gain profit and recognition. It is only the beginning for this trend but travel companies should already prepare their new apps and think of a way to answer their guests demand in the best possible ways.

I was not surprise by this article. Now, it is easier and cheaper to call anywhere from anywhere. With internet available on our mobile, we have all the information we want, here and now for everything . It is obvious that with the iphone apps, new possibilities were offered to consumers. Now people expects more than just web, they want the services adapted to their needs via all kinds of specific apps. I believe marketers will now how to answer and exceed that demand, generating always higher expectations. I wonder what will be the next step?

Hotel research engine

Pangkor Laut Resort digital marketing mba 2 a

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Comment on Cynthia Baert's blog

It is no doubt that in our society, winning the loyalty of the consumers is harder and harder. People see life as a big supermarket and when they do not like something or find something new, they just get rid off their old things or go and buy at our competitors. As the article stated and Cynthia highlighted, loyalty is not possible without the full support and devotion of the employees. Personnaly, I believe it is the more important factor to take into account. It is even more true in the hospitality sector, where service is a face to face experience and the clients directly confronted to the "representants" of the hotels. Only one bad souvenir in a hotel and all the hotels of the same brand may be affected (or even worse, the whole group!). The company will not lose only 1 guest: as we know, 1 insatisfied customer results in 10 lost customers. On the contrary, making 1 guest happy may bring 3 more guests to your business! We understand how important it is to work on the quality of service to improve your brand image and...profit. We are all aware of the turnover issues in the hotel industry and taking care of the staff is the first step to reach your goals: happy staff= happy guests= happy owners and investors!

Comment on Miguel Sanchez's blog

I think the article Miguel chose to treat is very interesting: with the apparition and wide use of internet and the related technology, hoteliers are aware they cannot "cheat" with the prices. Consumers have the tools to check and compare the rates between the hotels and they will select the one with the best value for money. However, there is still a risk for the consumers looking only for the best deal: they will take into account the location, the facilities, the different services provided by the hotels...in brief the PHYSICAL assets of the hotels. Based on that, they will chose one. But don't they forget one of the most important criteria, which is,alas, not included in the price? It is one of the crucial element of the hotel experience, the human side of course or QUALITY OF SERVICE! It would be great if this component could be measured and included in the rates. It would maybe force some professionals to react...

Comment on Lea Bonnin's blog

Lea wrote a very interesting comment about this article, regarding booking engine design.

I also read this article and i was wondering the same question: how can booking engines be more human like? After all, when guests chose to book online, most of them do not want to lose time, know exactly what they want and just need a fast, convenient, easy to use and reliable place to do it. If they wanted assistance and advices, why should they rely on a machine to help? Isn’t it the role of the reservation staff to help them and to provide them with the information they need in order to make their stay a wonderful experience? We are supposed to work in a service sector, the hospitality sector and there is a tendency to empty the social content in our jobs. I agree internet tools are a good way to gain time (and profit!) but I believe humans cannot be replaced by machines systematically. There is an interesting article on this topic that I strongly advice people to read: http://www.tnooz.com/2010/06/01/news/humans-drool-technology-rules-or-vice-versa/

What is the best answer an hotelier can make to a negative review?

Very inspiring night today! I am back to share with you my views on the following article. It deals about the potential threat online reviews represent for an hotel reputation and the possible ways to face the criticisms.

Websites like TripAdvisors, allowing people to share their good or bad experiences in an hotel, are more and more popular and develop rapidly, with an impressive number of joiners each year. Today, most of the travelers use these kinds of sites to decide which hotel to chose for their holidays. It is then needless to repeat how powerful they are...and the danger they may represent in case of a comments! In his article, the author proposes to think about the best defense to adopt in such a case.

The author starts his articles by stressing the importance the issue has taken and taking the example of hoteliers suing TripAdvisors and its reviewers for defamation. Extreme isn't it? Fear to lose their good image leads the hospitality professionals to react very agressively but, even if it is understandable in some case (the author reminds us of the risks of unfair or worse, fake comments) is it the clevest way to fix a problem? According to the author, certainly not.

He admits hoteliers have no control on what is posted on the web and that it is very destabilizing. All they can do is receive the "flowers" and the "bombs" as they arrive. Still, if there is nothing they can do before, they can chose the way they react after reading the bad reviews and that is what will make all the difference for their image. Should they attack the guests in return? Should they accept the criticisms without a word on the basis "the guest is always right"? Should they launch the dialogue with the unhappy guests? You guessed it: an open discussion is the key for preserving their reputation or at least, limiting the damage.

Why and how is it possible? Today, websites like TripAdvisors are more and more "hoteliers friendly" and they represent a good opportunity for the professionals to answer the guests as soon as they post their reviews. More and more hoteliers realised the potential of this method to manage their brand reputation and they are more and more to use it as a real marketing tool. Besides, the author highlights that internauts are more and more familiar with these online reviews and that most of them understand it is not a 100% reliable source. This article gives a very interesting comment on this reliability issue, using TriAdvisor as an example.

On the contrary, blocking or censoring these websites would be a bad strategy. Indeed, would it be worthy losing the positive impact the good comments would make on your hotel image to protect you against a few bad comments? Once again: of course not. As the author says, people want transparancy and a responsible hotel should accept all the comments, whatever their nature. It is its duty to listen to its guests and to turn the bad into good, instead of losing its time and energy in a battle where it will risk of damaging its reputation even more...

I totally agree with the author on that matter. I think comments should be considered as gifts from the guests. If they are positive, they will improve the morale of the teams and if they are negative, unfair or fake, they will enable the hoteliers to offer solutions, realise their mistakes and improve what needs to be for the next time or give them a chance to establish the truth.Besides, I worked in a few hotels in the F&B department and each week, my managers printed the online comments to make the teams realise what was positive and negative about our service. I believe a guest will forgive you for failing and trying to do better but not for ignoring his complaints. If you answer the bad reviews, you still have a chance to turn an unhappy guest into a loyal customer. What do you think?

How will digital communication help me in my future career?

Good evening,

As a first assignment, I propose to demonstrate why digital skills will be necessary for my dream career. An example of job I would apply for is posted on this link: not only is it the position I would like to have in a few years but it is in a luxury hotels and situated in Australia, the country I will try to go and live in.

To become Director of Revenue Management, the qualities and skills I will need to have are the following:

- Good communication skills: important to be a good communicator and listener
- Good team player and leader
- Good sales ability
- Good marketing knowledge
- Problem solver
- Decision maker
- Analytical and data finder, curious, organized
- Good environment understanding
- Success oriented
- Highly committed
- Creative thinking
- Ability to work unsupervised
- Ability to cope with stress

AND last but not the least, I will need to be computer literate and e-literate. Indeed, a strong knowledge of Excel, Word and Powerpoint is a minimum, as well as the ability to use complex computer systems of distribution and reservation. Concerning the internet skills, the Revenue Manager is evolving in a fast changing environment and he has to keep up to date constantly to make forecasts, anticipate and find the best strategy for the pricing. Internet and the related new technology, including the blogs, smartphones, social networks and all kinds of online websites and distribution channels will be his best tools to find the information  he needs. Being able to select the right, reliable information in this vast network will be also essential. Indeed, it is one thing to know how to use internet and where to look for information, it is another not to be lost in the flows... This ability is also a skill and different tools are made to facilitate the research.

As 50% of the job of a Revenue Manager relies on computer skills and digital knowledge, it makes no doubt I have no choice but working hard to learn the skills that I lack...

Welcome to my blog

Welcome dear visitors!

You may wonder what this "Digital Marketing" blog is about and who I am, what is my level of expertise in digital communication and the hospitality sector right? Let me answer your questions with a brief introduction...

I am Lauriane Laurent, a 24 year old French student and I will graduate my MBA in Hospitality Management and Luxury Brands by the end of next year at the CMH in Paris.

This year, I decided to follow the "Digital Marketing in Hospitality" class and this blog is part of my assignment. My mission is the following: each week, I have to select an article related to the hospitality sector to comment on. The aim is thus to develop my internet skills by practicing online tools and to develop my analysis skills and knowledge of the hospitality sector.

Now, what about my level... Well, I am almost ashamed to admit it but my internet skills are VERY limited. Hard to believe for someone of my age, I know and it is to solve this huge problem that I took this class. Indeed, I am aware that today, it is impossible to become a leader without mastering the internet tools and the related new technology.Thus, I am ready to learn everything I can in that field to succeed as a leader of tomorrow.

Through this blog, you will follow my progress in the digital field but I do not expect you to be spectators only. I will choose articles related both to my future career and to the digital marketing. As a beginner, I may make mistakes and you may not share my opinion on some topics. What I mean is that all you will find in this blog will be subject to debate. Do not hesitate to correct me and to share your views!

Thanks in advance for your future collaboration to my blog!