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:

alt text

Email in a social media world

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Frank Meek
Simon Hudson
Amy Locke
Paul van Meerendonk
Mark Johnson
Gary Henkin
Lewis Fein
Bonnie Knutson
Brenda Fields
Joanna Harralson
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.