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Online Merchandising:
What is it and How Can You Use it to Your Advantage? By Paolo Boni

Six simple ways hotels can use online merchandising to their advantage

Intensifying competition, the proliferation of video and changing travel shopper behavior are a few key drivers encouraging hotel owners and marketers to rethink their existing approaches to online revenue generating activities.

Put yourself in the shoes of an active online travel shopper looking to book a hotel in downtown New York for a weekend getaway with friends. As you search the Internet for hotels that meet your buying criteria - price point, room size, amenities, proximity to attractions, shopping and nightlife, you find several comparable hotels and struggle to choose the "right one."

What is it that motivates you to choose one hotel over the others? I would argue (and merchandising strategy supports), that how well a hotel best conveys the expected experience you're looking for during your stay is what ultimately motivates you to book.

The retail industry has long understood that product presentation impacts sales. The hotel industry, however, isn't using merchandising strategies to their full advantage online. There are valuable opportunities for hoteliers to enhance their online presence, making their hotels more visually compelling and more engaging than the competition.

By understanding and implementing the fundamentals of online hotel merchandising, hoteliers can leverage the Internet as a cost effective sales and marketing channel by capturing shoppers' attention and motivating them to book.

Download the article to learn six simple ways hotels can use online merchandising to their advantage.

Author: Paolo Boni, President & Chief Executive Officer, VFM Leonardo, Inc. Paolo has been leading VFM Leonardo's vision and strategic direction since 2001 and is a recognized travel industry expert on subjects relating to online travel marketing, online hotel merchandising and rich media. He is also a contributing member of the Editorial Board.


Julie Vieth
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Also See: Pegasus Solutions and VFM Leonardo Form Strategic Partnership; Pegasus Chooses VFM Leonardo's VScape® Digital Asset Management System to Power All Visual Content for ODD and Content Hub / June 2009

Utell® Hotels & Resorts Signs Up Hundreds of New Members in 2009, Around the Globe, 471 Hotels from
65 Countries Have Selected Utell Since the Beginning of the Year / June 2009

Pegasus Solutions Teams with Rubicon to Launch New MarketVision Competitive Intelligence Reporting: Visit HITEC Booth #1054 or, Hotel Users Switch to MarketVision to Take Advantage of Pre-eminent Market Intelligence / June 2009


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