Return to our Home page Search
Click here for the hotel and hospitality news from around the globe Hotel, Travel and Hospitality Articles Videos and in-depth Interviews
CONCIERGE DESK
Read more now
Read more now
Read more now
Social Media: Damned If You Do. Damned If You Donít.
By Madigan Pratt
Tuesday, 21st August 2012
 

There they were, two articles one right on top of the other in the very same enewsletter, each espousing a polar opposite point-of-view on social media.

The first article, Hotels Donít See Social Media as a Priority, cites research conducted in five countries by the prestigious Ecole hŰteliŤre de Lausanne (Switzerland) and RateTiger. The countries included France, Germany, Spain, UK and the USA.

What the research found was that hoteliers are not convinced that social media has an impact on bookings and are therefore delaying implementing strategies for the short term. Instead hotels are looking to increase direct bookings in an effort to increase margins and reduce dependence on the high commission Online Travel Agencies (OTAs).

To increase direct bookings hotels are relying more on traditional marketing techniques with a proven return on investment such as working closer with travel agents, creating relevant packages, search engine optimization (SEO) and search engine marketing (PPC, etc.)

The second article, Marketing is Dead, from the Harvard Business Review Blog Network claims that traditional marketing ó including advertising, public relations, branding and corporate communications ó is dead. The article goes on to claim that traditional marketing really isnít working anywhere.

The author feels a more community-oriented marketing approach which is more peer influence-based (oftentimes through social networks) offers much greater promise for creating sustained growth through building authentic customer relationships.

There you have it Ė extreme points of view on marketing. So which one is really dead? Social media or marketing?

We donít believe either one is dead. Marketing is a mix of disciplines that allows companies like independent hotels to direct limited resources to the greatest opportunities to increase profitable sales and achieve a sustainable competitive advantage.

Branding, advertising, public relations, corporate communications, websites, email and social media are nothing more than tools smart marketers use to develop the right mix to achieve their companyís specific goals.

So, what do you think?

MP&A (formerly Madigan Pratt & Associates) is a full-service digital marketing and advertising agency with roots in New York City and now based in Williamsburg, Virginia.

We know what it takes to succeed in today's ever-changing marketplace. Advertising and digital marketing has to stand out from the crowd, speak to an individual, generate a response and get results. That's what sets us apart.††

www.madiganpratt.com

Advertise with 4Hoteliers.com ...[Click for More]

~ Important Notice ~
Articles appearing here contain copyright material. They are meant for your personal use and may not be reproduced or redistributed. While 4Hoteliers makes every effort to ensure accuracy, we can not be held responsible for the content nor the views expressed, which may not necessarily be those of either the original author or 4Hoteliers or its agents.

Learn more about DigiJames - in room technology
Advertisment  
 Related Articles  (Click title to read)
Why Your Big Brand Hotel Will Benefit From A Custom, Independent Website.
Inclusive Marketing: on the Same Page on Same-Sex Customers.
Stop Trippin' - Take Control of Your TripAdvisor Page.
The Smart Hotelierís Guide to 2013 Digital Marketing Budget Planning.
 Latest News  (Click title to read article)
Share This! Private accommodation & the rise of the new Gen renter
Friday, 11th July 2014

Shangri-La Hotel, Paris is awarded the 'Palace Status'
Friday, 11th July 2014

Club Med faces an aggressive take-over bid, potentially derailing an earlier agreement
Friday, 11th July 2014

Airport with a view - 667-meter on top of a cliff!
Friday, 11th July 2014

35 World Travel Market facts
Friday, 11th July 2014
 Latest Articles  (Click title to read)
Eliminating Those 'Friction Points' of the Guest Experience
Friday, 11th July 2014

Are Luxury Hotels Worth the Price?
Friday, 11th July 2014

Execute or Be Executed
Thursday, 10th July 2014

Beware of Departmental Siloing
Thursday, 10th July 2014

Frequency Programs: Tearing Up Tiers?
Thursday, 10th July 2014

© Copyright 4Hoteliers 2001-2014 ~ unless stated otherwise, all rights reserved.
You can read more about 4Hoteliers and our company here

Use of this web site is subject to our
terms & conditions of service and privacy policy