Email Marketing Revisited: What Smart Hoteliers Understand Today

By Josiah MacKenzie Vice President , ReviewPro | July 17, 2011

Does email matter anymore?

With all the hype over social media during the past several years, email has taken a backseat role in many ways. That's a shame. Email remains a very powerful marketing tool when used correctly. It can serve as the cornerstone of permission-based relationship marketing - a concept Seth Godin developed in his 1999 book Permission Marketing.

Email usually has a higher psychological value than other social media communication. If you are consistently delivering value in your messages, people will listen to what you have to say. And they'll take action.

A Datran Media survey of CMOs found that email was by far the strongest performing advertising channel last year:

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Email in a social media world

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Guest Service: A Culture of YES

In a recent global consumers report, 97% of the participants said that customer service is a major factor in their loyalty to a brand, and 76% said they view customer service as the true test of how much a company values them. And since there is no industry more reliant on customer satisfaction than the hotel industry, managers must be unrelenting in their determination to hire, train and empower the very best people, and to create a culture of exceptional customer service within their organization. Of course, this begins with hiring the right people. There are people who are naturally service-oriented; people who are warm, empathetic, enthusiastic, pleasant, thoughtful and optimistic; people who take pride in their ability to solve problems for the hotel guests they are serving. Then, those same employees must be empowered to solve problems using their own judgment, without having to track down a manager to do it. This is how seamless problem solving and conflict resolution are achieved in guest service. This willingness to empower employees is part of creating a Culture of Yes within an organization.  The goal is to create an environment in which everyone is striving to say “Yes”, rather than figuring out ways to say, “No”. It is essential that this attitude be instilled in all frontline, customer-facing, employees. Finally, in order to ensure that the hotel can generate a consistent level of performance across a wide variety of situations, management must also put in place well-defined systems and standards, and then educate their employees about them. Every employee must be aware of and responsible for every standard that applies in their department. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.