Marketing and Distribution; 10% of Hotels Still Do Not
Have a Dedicated Web Site
|MCLEAN, VA (Feb. 23, 2006) – An insightful online survey of sales and
revenue managers explores how Internet marketing and distribution is being
handled by the U.S. Presented by the HSMAI Foundation, NYU and TIG
Global, the “Survey of Attitudes and Approaches: Hotel Internet Marketing
and Distribution” is a free, comprehensive overview of the current attitudes
about costs and benefits of online distribution from a unit level perspective
in the hotel industry.
Researched at the end of 2005 and written by Cindy Estis Green, managing partner of The Estis Group and Mark Warner, director of graduate programs and professor at the NYU Tisch Center for Hospitality, Tourism and Sports Management, the report is based on findings from 60 participating properties, ranging from city to suburban, branded to independents and upscale to mid-scale hotels and resorts.
“Up until now, there has been very little information available to describe the state of the industry, people’s attitudes, intentions and perspectives on Internet marketing and distribution,” states Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “This report is an excellent overview that reflects a diverse cross-section of the U.S. hotel marketplace.”
“A general consensus is that maintaining awareness in the crowded cyber marketplace is one of the most difficult tasks respondents face today, and the first choice for spending any incremental marketing funds against distribution channels would be on improved marketing of their website,” explains Estis Green.
Warner adds: “Hotels are continuing to see increases in online traffic and are gaining expertise with new technology and marketing techniques to capture demand while constantly managing multiple channels of distribution. Watching increased consumer use of search engines to quickly gain touch points to hotel web sites is an example of how hotels must continually manage and optimize their visibility in the distribution maze.”
“Our goal as a leading Internet marketing provider to the hospitality industry is to constantly assess attitudes and opinions about the Internet and the role it plays in a hotel’s distribution mix,” said Sue Heilbronner, executive vice president sales & marketing for TIG Global. “This study provides a fresh look at hotels’ priorities, knowledge base, and areas of improvement in this all-important channel of distribution.”
Some of the report’s highlights are:
from HSMAI Foundation
About the HSMAI Foundation
Hospitality Sales & Marketing Association International
|Also See:||Value Drivers for Purchases of Hospitality Services Undergoing a Shift / HSMAI / Dec 2002|
|TIG Global, HSMAI Publish First-Ever Distribution Strategy Guide / January 2005|