Sunday, 19 July 2009
Hotel industry seems to be shy selling its product except some seasonal offers in fine print? Do we agree?
A lady working for a marketing firm asked me recently. And this is what I had to say -
"Not at all. As with any other product, hotels too are extremely discerning about their target audience, the messages they want to put out and the vehicles they choose to put those messages out in.
Internet is a very popular vehicle as a new media. Weblogs, banners, company's own website, tie-ups with booking engines and other travel companies are common options.
Depending on the geographical location of the end user, hotels have also used the traditional media rampantly, including the extremely expensive option of advertising in mainline media - think International Herald Tribune, Conde Nast, Travel & Leisure, L'Art de Voyager, Vanity Fair AND closer to home The Times Of India, Hindustan Times, India Today and the like.
But straight advertising in mainline media or travel trade publications may not get the desired eyeballs and volume driven traffic due to the publications' mass and non-specific reach.
Hence hotels end up using other avenues prolifically, such as Direct Marketing, tie-up with related business group such as credit card companies (depending on the profile of the hotel and its target audience the continuum would run from AMEX Platinum or VISA Platinum to SBI Card), appearance in travel companies' directories and brochures etc.
On account of the allocation of marketing budgets and the need, hotels draw up a matrix plan that includes both the old and new advertising and promotional techniques."
By posting my thoughts on the blog, I welcome all views - agreeing with mine or in dissent. :-)
(Picture courtesy - Lauren E. Simonutti & Mark Erickson - www.deviantart.com)