HeBS 2009 Internet Marketing & Strategy Brief
Hotel Internet Marketing Best Practices and 2009 Action Plan
Over the past year, many of our clients have expressed their fears concerning the effect of the economy on their revenues, and they wonder what’s to come in 2009. They ask us if they should cut their marketing budgets to save costs, if they should put a hold on their advertising, if they should wait awhile before redesigning their out-of-date website. They ask us if they should lower their prices to match the hotel across the street. The answer is that hoteliers MUST continue with their online marketing efforts, and that they cannot afford to cut their online marketing spend if they want to remain competitive in the marketplace. Even with this expected decline in travel demand due primarily to the current economic environment, online travel bookings in 2009 are projected to grow by 10.5% and reach $116.1 Billion (eMarketer), primarily as a result of the dramatic shift from the offline to online channel. However, while you should not cut your marketing spend or discontinue your online marketing efforts, it is more important now than ever to take on a ROI-centric marketing approach. Stick to proven marketing tactics!
Over the past year, many of our clients have expressed their fears concerning the effect of the economy on their revenues, and they wonder what’s to come in 2009. They ask us if they should cut their marketing budgets to save costs, if they should put a hold on their advertising, if they should wait awhile before redesigning their out-of-date website. They ask us if they should lower their prices to match the hotel across the street. The answer is that hoteliers MUST continue with their online marketing efforts, and that they cannot afford to cut their online marketing spend if they want to remain competitive in the marketplace. Even with this expected decline in travel demand due primarily to the current economic environment, online travel bookings in 2009 are projected to grow by 10.5% and reach $116.1 Billion (eMarketer), primarily as a result of the dramatic shift from the offline to online channel. However, while you should not cut your marketing spend or discontinue your online marketing efforts, it is more important now than ever to take on a ROI-centric marketing approach. Stick to proven marketing tactics!
Mariana Safer
SVP Global Marketing
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