Post by account_disabled on Mar 9, 2024 22:52:55 GMT -5
Caution in investments and resourcefulness in initiatives . They seem like two opposite attitudes, in reality they are the two dominant faces of the hotel market for this year: limited budget but highly focused on the new frontiers of online, mobile and social networks. This is the result of the new survey " Hotel Internet Budget Planning and Best Practices" , the fourth in a row conducted by HeBS , which involved general managers, marketing directors, e-commerce managers and revenue managers at an international level, mainly Americans and Central Europeans, linked to hotel chains or independent hotels of all categories. The main trends of 2010 The results of the research only confirm trends already announced, mainly an expression of the current economic condition, in which moments of weak recovery alternate with negative forecasts which do not yet allow for the definition of a completely clear panorama: 51% of those interviewed are moving part of their budget from offline to online because they are convinced that the Internet produces the best results For the first time ever, budgets remain static and there are no increases 50% of participants said they wanted.
to create a profile on social networks (in 2009 it was only 14%) Over a quarter (25.9%) are planning to create a mobile Venezuela Phone Number version of the site , which once again reveals the very rapid evolution of the sector 76% believe that their hotel is still operating according to Internet Marketing "best practices" (compared to approximately 50% last year) However, the situation in general does not seem to have changed much compared to 2009 : 70% of those interviewed, compared to 81.6% last year, confirm that their investments have been influenced by the economic situation and, again similarly to the previous year, investments aimed at the Internet amounted to between 11-20% and 21-49% of the total budget. Highest ROI? From social networks and mobile The only sectors to which resources are allocated for a significantly higher amount than in previous years are mobile marketing and web 2.0 functions : 4% of the budget is allocated to the former (compared to 2% in 2009); per second 8% compared to 1% in 2006. While in 2009 hoteliers declared that they thought they would obtain a greater ROI from the restyling and optimization of the site and from SEO, today this is no longer the case, as shown in the table following: According to eMarketer, in fact, social media, corporate blogs and SEO are currently the most effective activities in relation to their cost and Hubspot shows that more than 2/5 of those who use social media have directly acquired at least one new customer.
How Web 2.0 initiatives have evolved Compared to past years, there is an increase in the number of hoteliers who have decided to start a company blog, insert an RSS feed on the official website, create a profile on social networks such as Facebook and Twitter, launch videos on Youtube . Very few are those who do not intend to invest in this sector: As regards mobile marketing in particular , even if many are not yet planning activities, it is significant that a good percentage are already planning initiatives of a certain magnitude such as the creation of a mobile site accompanied by a booking engine or even the creation of applications for iPhone: The limits for those who are part of hotel chains The aforementioned initiatives seem to be severely limited by the superior management imposed by belonging to a chain : while in past years this pressure seemed to be decreasing, today it has returned to critical levels. In particular, the restrictions concern activity on social networks (profiles are prohibited). Therefore, if it is true that those who own an independent hotel have fewer resources to invest than large chains, it is also true that they have greater freedom of initiative to obtain greater online visibility.
to create a profile on social networks (in 2009 it was only 14%) Over a quarter (25.9%) are planning to create a mobile Venezuela Phone Number version of the site , which once again reveals the very rapid evolution of the sector 76% believe that their hotel is still operating according to Internet Marketing "best practices" (compared to approximately 50% last year) However, the situation in general does not seem to have changed much compared to 2009 : 70% of those interviewed, compared to 81.6% last year, confirm that their investments have been influenced by the economic situation and, again similarly to the previous year, investments aimed at the Internet amounted to between 11-20% and 21-49% of the total budget. Highest ROI? From social networks and mobile The only sectors to which resources are allocated for a significantly higher amount than in previous years are mobile marketing and web 2.0 functions : 4% of the budget is allocated to the former (compared to 2% in 2009); per second 8% compared to 1% in 2006. While in 2009 hoteliers declared that they thought they would obtain a greater ROI from the restyling and optimization of the site and from SEO, today this is no longer the case, as shown in the table following: According to eMarketer, in fact, social media, corporate blogs and SEO are currently the most effective activities in relation to their cost and Hubspot shows that more than 2/5 of those who use social media have directly acquired at least one new customer.
How Web 2.0 initiatives have evolved Compared to past years, there is an increase in the number of hoteliers who have decided to start a company blog, insert an RSS feed on the official website, create a profile on social networks such as Facebook and Twitter, launch videos on Youtube . Very few are those who do not intend to invest in this sector: As regards mobile marketing in particular , even if many are not yet planning activities, it is significant that a good percentage are already planning initiatives of a certain magnitude such as the creation of a mobile site accompanied by a booking engine or even the creation of applications for iPhone: The limits for those who are part of hotel chains The aforementioned initiatives seem to be severely limited by the superior management imposed by belonging to a chain : while in past years this pressure seemed to be decreasing, today it has returned to critical levels. In particular, the restrictions concern activity on social networks (profiles are prohibited). Therefore, if it is true that those who own an independent hotel have fewer resources to invest than large chains, it is also true that they have greater freedom of initiative to obtain greater online visibility.