The Impact of Technology on Hotel Sales and Marketing
By Court Williams Chief Executive Officer, HVS Executive Research | June 16, 2019
This article was co-authored by Rachel Levitt, Vice President, HVS Executive Search
Co-authored by Rachel Levitt, Vice President, HVS Executive Search
Gone are the days when travelers sought accommodations using the local newspaper or the telephone directory, picked up the phone and called to make a reservation. Hospitality sales and marketing in the 21st century is a much more vibrant, complex activity, populated by multifaceted stakeholders at every level of the industry.
This is complemented by a proliferation of new brands, ever-increasing rivalry, and a race to introduce new tools before competitors do.
The Simplicity of the Past
Achieving proper exposure was fairly simple in the past, although at the time it was considered as much of a science as digital marketing is today. Directory listings, print advertising, radio, cinema, and television were all important channels in promoting accommodation for travelers, whether they journeyed for business or leisure. Direct mail, telemarketing, referral fees and even billboards all played a role in bringing properties to the attention of the traveling public. It was interruption marketing and "spray and pray" at its best. All that has changed with the progression of technology, which is now having as much impact on the way the hospitality industry markets itself as it does on operations.
The Impact of Brands and Competition on Marketing
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