HNtv INSIDERS: Online marketing, customer data and crypto – are hotels being left behind?
Peter O’Connor in conversation with Remy Merckx
Peter O'Connor (Professor of Strategy at University of South Australia) and Remy Merckx (Advisor - Chief Growth Officer - Profila GmbH) discuss developments in online marketing and how they affect the hotel industry. Recent privacy moves by the major tech companies, as well as developing technologies such as crypto, are revolutionizing how companies can reach out to their customers. The big question is whether hotel brands can get organized, and have the technical and skill resources, to be able to profit from this new opportunity.
00:29 Introduction
02:00 Why COVID is a unique opportunity for creating lasting change
04:50 The engagement game: How consumers behave differently post COVID
07:24 Data privacy: Changing paradigms and opportunities managing data
12:35 Challenge for hotels of effectively using huge data collections
14:50 Giving the power of data collection back to consumers/guests
16:20 Should technology be outsourced by hotel groups/brands?
21:27 Hotel groups/brands should focus on digital capacities in mastering big data
27:00 Consumers can/should be rewarded for sharing more useful data
29:00 Personalisation: Wierd questions asked during reservation
32:00 Loyalty Earn & Burn: Points and miles do not correspond with traveler needs
39:12 Is blockchain tech & crypto the next big thing in hospitality?
45:28 Closing
Timeline