The Role of Traditional Sales & Marketing in the Digital Age

By Graham Wilson Senior Vice President Sales & Marketing, Accor Asia Pacific | November 10, 2013

Co-author Markus Keller, Vice President Sales & Distribution, Asia Pacific, Accor

Accor, the largest hotel operator in Asia Pacific, with more than 560 hotels in the region, says that while digital distribution is one of the company's key strengths, the group retains a strong focus on traditional sales and marketing methods.

Graham Wilson, Accor's Senior Vice President Sales & Marketing Asia Pacific says traditional marketing and sales tools such as the group's World of Accor hotel roadshow, client events, trade shows, direct mailing, sales calls and off-line advertising still play a key role in the group's success.

"Everyone in the hospitality industry is very focused on digital distribution and Accor has established a clear leadership in this area, but we never take our eye away from the traditional sales and marketing channels and the key importance of our brands that help to bring additional customers to our hotels," he said. "It would be ill-advised to ignore the traditional marketing techniques that remain a strong and effective means of getting Accor's key messages to our clients and guests.

"Today a multi-channel sales and marketing effort is essential and we must work to develop deeper relationships with our customers and engage them in more ways," he said. "At the end of the day we can't forget that hospitality is a service industry so our success is as much about the product itself as it is on the marketing channels used to get people to our hotels. For this reason, Accor constantly seeks to upgrade and modernize its hotel facilities and services to meet evolving customer expectations.

"We have been organizing our brands into a more consistent, clearer and more attractive offering with the re-imagining of the ibis brand, and upgrading of the Pullman, Mercure and Novotel brands," said Wilson. "This continuous program of improvements and innovation is a powerful marketing tool that gives our marketing messages more impact."

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Kathleen Hayn
Stephanie Hilger
Court Williams
Jeff Johnson
Dean Minett
Daniel Link
Sara Djubek
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.