Seven New Laws of Hotel Marketing

By Naseem Javed Founder, ABC Namebank International | May 19, 2010

Every hour there are new changes to our old ways of thinking about traditional marketing rules. While we are all very deep into e-commerce, we must be aware of whether we are either already very successful or still learning the processes. Here are some cutting-edge rules to ensure good returns on e-commerce and Internet marketing.

1. Laws of Visibility

One is either highly visible or simply lost in the dark. Today, with millions of competitive pages on the Internet poised against one another, it is critical to be visible. Businesses are paying dearly to advertise on the Internet as a key effort in e-commerce and Internet marketing -- and waiting for the clicks and hits. There is just no other way. Logos and fancy artwork is dying. Lucky are the ones with a great name identity that directly helps them jump to the top of the search results or on the front page. Most names are just buried with the structural problems of their URLs and lost on search engines, however.Discover the finer methods. Research the brand new rules of global naming so that your domain names can become visible and your name identity becomes a real asset. It is easy, your competitors are doing it right now.

2. Laws of Respectability

One must be sober enough to run a business or it's a hit and run project on the block. Shareholders and customers are very serious these days and are in no mood for companies turning their hard investments or monies into some joke. Days of silly personalities and overly exaggerated claims and weird ad campaigns, which often challenge the sobriety of the business, are pass'e. Internet branding images and corporate name identity must be respectable and trustworthy. Lead, follow or get out of the way.

3. Laws of Dependability

Coming up in March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.