Ihotelier is part of TravelClick.
Its advantages are:
It combines a reservation system as well as marketing management solution (2 in 1)
improves conversion and revenue
Email communication with guests management
The technology features Istay system (=booking engine)
GDS connectivity
travel agent commission
Data bridge alliance
Open Travel Alliance
Wednesday, February 17, 2010
Tuesday, February 16, 2010
Sunday, February 14, 2010
ABOUT FUTURE TRENDS AND TECHNOLOGY IN ONLINE TRAVEL: INTERVIEW OF TIM HUGHES
Tim Hughes, vice president at Orbitz Worldwide, HotelClub, and founder of the BOOT is going to speak at the Travel Distribution Summit in Singapore in April this year, and for the occasion, he was interviewed by EyeforTravel’s Ritesh Gupta.
The first important point is for the online travel agents to understand the shift in online consumers’ behaviour. Because of the power granted to reviews and recommendations online, OTAs will have to come up with a different approach to drive traffic to their sites. It is no longer about customers’ preferences: now potential customers ask more open questions when choosing a trip: a “yes” or “no” answer is not enough. Additionally, Google plans on integrating social media in its search engine (“Google Social Search”) and this means that the word of mouth will spread at the speed of light and will still be difficult to control. But as much as the OTAs have to accept this fact, it means that word of mouth marketing strategies can be developed as well.
For this, Hughes insists that marketers put the notion of “trust” first. Indeed, the consumers first have to trust the sources of the information, the information has to interest them and be relevant to what they were looking for. If all key elements are gathered, it will trigger very positive results.
Another interesting factor that Tim Hughes points out is that we are at a turning point in terms of mobile phone advertising. Mobile phones have a huge advantage over all other web devices because they follow our each move and are able to give us precise information. The only problem with such technology is the difference in display depending on the different phone makes, but once this is overcome, mobile advertising will be very promising for the hotel industry.
I think what Tim Hughes says is crucial for any young hotelier willing to enter the hospitality market. Whether we like it or not, an important part of the future of the hotel industry is going to happen on the Internet. We have talked over and over about the impact of social media on the image of a business, but this time it is going even further. If web users are able to use a recommendation search engine, it will bring out a whole new set of preferences for them, which hoteliers have to be ready for. Mobile advertising will also be the leading advertising platform in the near future, and it is time the hotel industry understood the huge opportunity behind it.
The first important point is for the online travel agents to understand the shift in online consumers’ behaviour. Because of the power granted to reviews and recommendations online, OTAs will have to come up with a different approach to drive traffic to their sites. It is no longer about customers’ preferences: now potential customers ask more open questions when choosing a trip: a “yes” or “no” answer is not enough. Additionally, Google plans on integrating social media in its search engine (“Google Social Search”) and this means that the word of mouth will spread at the speed of light and will still be difficult to control. But as much as the OTAs have to accept this fact, it means that word of mouth marketing strategies can be developed as well.
For this, Hughes insists that marketers put the notion of “trust” first. Indeed, the consumers first have to trust the sources of the information, the information has to interest them and be relevant to what they were looking for. If all key elements are gathered, it will trigger very positive results.
Another interesting factor that Tim Hughes points out is that we are at a turning point in terms of mobile phone advertising. Mobile phones have a huge advantage over all other web devices because they follow our each move and are able to give us precise information. The only problem with such technology is the difference in display depending on the different phone makes, but once this is overcome, mobile advertising will be very promising for the hotel industry.
I think what Tim Hughes says is crucial for any young hotelier willing to enter the hospitality market. Whether we like it or not, an important part of the future of the hotel industry is going to happen on the Internet. We have talked over and over about the impact of social media on the image of a business, but this time it is going even further. If web users are able to use a recommendation search engine, it will bring out a whole new set of preferences for them, which hoteliers have to be ready for. Mobile advertising will also be the leading advertising platform in the near future, and it is time the hotel industry understood the huge opportunity behind it.
Sunday, February 7, 2010
Not the time to let your loyal clientele down!
The article I have picked this week is about IHG targetting Hilton loyalty programme members, who were recently disappointed by Hilton's change in policy.
Hilton annouced changes in the number of loyalty points needed to redeem a free stay in Hilton hotels, thus devaluing members accounts by 20%!
IHG which is a direct competitor for Hilton and whose loyal clientele overlaps with that of the latter, sensed the anger of Hilton Honors members and grabbed the opportunity to gain more market share.
IHG now offers highly attractive promotion points to HHonors members who have the highest amount of points, as well as the hotel managers who also suffered losses under the Hilton programme.
In my opinion, Hilton made a serious mistake by devaluing its members redeeming power. In this difficult period for the hotel industry, and as previously seen in my articles as well as on the web in general, it is loyal customers who are at the centre of all attentions, because they are the core of the hotel chains clientele.
This is why this situation is an excellent example of how quickly hotel chains need to react when their competitors make errors or bad judgements.
IHG appears to consider its loyal members more respectfully but it also takes this opportunity to reinforce its own loyal clientele. I think this will definitely make a difference in the short-term.
Hilton annouced changes in the number of loyalty points needed to redeem a free stay in Hilton hotels, thus devaluing members accounts by 20%!
IHG which is a direct competitor for Hilton and whose loyal clientele overlaps with that of the latter, sensed the anger of Hilton Honors members and grabbed the opportunity to gain more market share.
IHG now offers highly attractive promotion points to HHonors members who have the highest amount of points, as well as the hotel managers who also suffered losses under the Hilton programme.
In my opinion, Hilton made a serious mistake by devaluing its members redeeming power. In this difficult period for the hotel industry, and as previously seen in my articles as well as on the web in general, it is loyal customers who are at the centre of all attentions, because they are the core of the hotel chains clientele.
This is why this situation is an excellent example of how quickly hotel chains need to react when their competitors make errors or bad judgements.
IHG appears to consider its loyal members more respectfully but it also takes this opportunity to reinforce its own loyal clientele. I think this will definitely make a difference in the short-term.
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