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CHICAGO (February 9, 2009) - One thing is certain in today�s uncertain
economy: the companies that will thrive are not those that pull back
on marketing. The successful companies will be those doing more with
less�making sure every marketing dollar is working for them. In a
recessionary climate, marketing dollars are best spent on measurable solutions
that deliver customized messages and make an emotional connection with
buyers.
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That was the consensus at this year�s
Hospitality Sales and Marketing Association International (HSMAI) Adrian
Awards, the industry�s largest and most prestigious competition recognizing
excellence in hotel marketing. At the January event, industry leaders
recognized the trend toward measurable and relationship-based strategies,
including personalized direct mail, e-mail marketing, customized landing
pages, behavioral profiling, and online communities. These strategies
enable companies to engage buyers emotionally, deliver brand experiences,
and form ongoing relationships. Competing with more than 1,300
entries from around the world, TravelCLICK
was honored with six Adrian Awards for its success in helping hotel customers
reach these goals�through superior hotel website design and integrated
marketing campaigns that truly engage customers in a personal, and cost-effective,
way.
A common theme at the Adrian Awards Gala was the importance of social
networking for hotels. From Facebook® to TripAdvisor®, the
industry is actively leveraging these networks to build relationships with
customers across web-based communities. Based on a survey by Forrester
Research, when faced with a recession, over 40 percent of marketers would
increase spending on each of the following, often at the expense of display
advertising: social networking, user-generated content, email marketing,
and blogging. Search marketing also ranked high at about 38 percent,
with over 80 percent planning to spend at the same level or increase spending
on search marketing. |
Andrew Mantis, Sr. Vice President of
Marketing and Product Management
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�Marketers who focus on using the right tools to nurture customer relationships,
getting the most out of every dollar spent, will be well-positioned to
come out of a recession gaining share," said Andrew Mantis, TravelCLICK�s
Senior Vice President of Product Management and Marketing. "They
will know how to target the right consumer, at the right time, and at the
right place�whether it�s on a social network, a third-party website, or
a search engine. TravelCLICK
works with our customers to build these holistic strategies and most importantly,
to optimize conversion in any kind of economy.�
TravelCLICK�s award-winning websites for this year�s Adrian Awards competition
include:
� Aria Hotel, Prague (www.ariahotel.net)
� Clinton Hotel & Spa, South Beach (www.clintonsouthbeach.com)
� Floridays Resort, Orlando (www.floridaysresortorlando.com)
� U Chiang Mai Hotel, Bangkok (www.uhotelsresorts.com)
Award-winning integrated campaigns include:
� Raffles Hotels & Resorts, (www.raffles.com)
Integrated Market Campaign for GDS and Travel Agents (B2B)
� The Strathcona Hotel, Toronto (www.thestrathconahotel.com)
Integrated Market Campaign for Consumers (B2C)
TravelCLICK�s complete hotel marketing services include website design,
content management, search engine optimization, pay-per-click and GDS advertising,
email marketing, and linking strategies that increase online bookings and
enhance hotel profitability. Along with TravelCLICK�s award-winning iStay
web booking engine, these solutions provide hotels with the highest converting
platform on the web. Recently, the company unveiled the industry�s
first blog dedicated to helping travel marketers navigate marketing waters
with tips and secrets. The blog, www.travelmarketingsecrets.com, offers
industry professionals an opportunity to share ideas on everything from
direct mail and customer relationship management to website design and
behavioral marketing.
About TravelCLICK
TravelCLICK, the leader in
hotel ecommerce solutions, provides a continuous flow of high-value online
bookings to hotels worldwide. A uniquely comprehensive one-stop solution,
TravelCLICK offers market intelligence, distribution, electronic marketing,
and media solutions delivered with personal attention and local market
expertise. With revenue optimization experts in every global market, we
help our clients make better business decisions, generate greater demand
from the right mix of channels, convert more shoppers to high-value guests,
and increase revenue and profitability. Serving the hospitality industry
since 1999, TravelCLICK has more than 13,000 customers in 140 countries
with offices in Barcelona, Chicago, Dubai, Houston, Phoenix, Melbourne,
Shanghai, and Tokyo.
TravelCLICK is a registered trademark of TravelCLICK, Inc. All
other marks are property of their respective owners. |