Hospitality Information Systems and Technology E-Marketing The Internet & the Hospitality and...

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Hospitality Hospitality Information Information Systems and Systems and Technology Technology E-Marketing E-Marketing The Internet & the The Internet & the Hospitality and Tourism Hospitality and Tourism Industry Industry

Transcript of Hospitality Information Systems and Technology E-Marketing The Internet & the Hospitality and...

Page 1: Hospitality Information Systems and Technology E-Marketing The Internet & the Hospitality and Tourism Industry.

Hospitality Information Hospitality Information Systems and Systems and TechnologyTechnology

E-MarketingE-Marketing

The Internet & the Hospitality and The Internet & the Hospitality and Tourism Industry Tourism Industry

Page 2: Hospitality Information Systems and Technology E-Marketing The Internet & the Hospitality and Tourism Industry.

Electronic commerce: transactions and interactions that occur though computer telecommunications networks

E-commerce: the shorthand term used to describe electronic commerce, which consists of transactions and interactions over computer telecommunications networks

Page 3: Hospitality Information Systems and Technology E-Marketing The Internet & the Hospitality and Tourism Industry.

B2C: Business-to-customer B2B: Business-to-business B2E: Business-to-employee C2C: Customer-to-customer

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E-Commerce Transaction CategoriesE-Commerce Transaction Categories

ExtranetB2B

IntranetB2E

InternetB2CC2C

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Intranets and ExtranetsIntranets and Extranets

Intranet: permits access to private network Intranet: permits access to private network areas by individuals who are employed or areas by individuals who are employed or otherwise affiliated with a hospitality otherwise affiliated with a hospitality organizationorganization

Extranet: permits access to private areas Extranet: permits access to private areas of a hospitality organization’s network for of a hospitality organization’s network for individuals who are not employees or individuals who are not employees or company affiliatescompany affiliates

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E-commerce applications for hospitality organizations

Lodging

Upscale Hotels and Resorts

Midrange Hotels and Resorts

Motels Bed and Breakfast Hostels

Entertainment

Theme Parks Attractions Showrooms Nightclubs Casinos

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E-commerce applications for hospitality organizations

Meetings and Events

Convention Centers Conference Facilities Banquet Facilities

Travel

Airlines Cruise Lines Ground Transportation Ground Tours

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E-commerce applications for hospitality organizations

Foodservice

Upscale Restaurants Theme Restaurants Midrange Full-Service

Restaurants Quick Service

Restaurant

Recreation

Golf and Tennis Clubs City and Yacht clubs Health Spas

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Technical components of E-commerce

Front end: points of access for e-commerce and users, including customers, employees, and business affiliates

Back end: contains interfaced components designed to provide e-commerce service to end users

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The World of E-MarketingThe World of E-Marketing

E-Marketing differs from traditional E-Marketing differs from traditional marketing bymarketing by Operating in a new environment in terms of Operating in a new environment in terms of

time, speed, market segmentation, data time, speed, market segmentation, data collecting means, information distribution and collecting means, information distribution and brand buildingbrand building

The internet has made some marketing The internet has made some marketing activities much easier while making others activities much easier while making others more difficult to carry outmore difficult to carry out

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E-Marketing PlanningE-Marketing Planning

Traditional marketing questions to ask:Traditional marketing questions to ask: Where are you now?Where are you now?

Product/service; market positionProduct/service; market position Where are you going to be?Where are you going to be?

Marketing objectives; market positionMarketing objectives; market position How are you going to get there?How are you going to get there?

Marketing strategies; marketing mix; budgetMarketing strategies; marketing mix; budget How do you make sure you get there?How do you make sure you get there?

ImplementationImplementation How do you know you get there?How do you know you get there?

Measurement; evaluationMeasurement; evaluation

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Internet Marketing ToolsInternet Marketing Tools

E-mail marketingE-mail marketing

E-newsletter marketingE-newsletter marketing

Usenet & Mailing list marketingUsenet & Mailing list marketing

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E-mail MarketingE-mail Marketing

Advantages:Advantages: InexpensiveInexpensive Can be more effective than banner adsCan be more effective than banner ads Most people have an e-mail addressMost people have an e-mail address Personization & customerizationPersonization & customerization

Can be personalized & the content customizedCan be personalized & the content customized TimelinessTimeliness Storage in the consumer in boxStorage in the consumer in box MeasurableMeasurable

Send back messageSend back message Shorter response timeShorter response time

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Factors that Influence the Success Factors that Influence the Success of an E-Mail Marketing Campaignof an E-Mail Marketing Campaign

Correctly identifying the target audienceCorrectly identifying the target audience

Personalizing the e-mailPersonalizing the e-mail

Customizing the messageCustomizing the message

Delivering only the content the consumer Delivering only the content the consumer needs and wantsneeds and wants

Builds customer trust by providing Builds customer trust by providing assurance of privacy and the option to assurance of privacy and the option to stop receiving the e-mailstop receiving the e-mail

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Ways to Collect E-Mail AddressesWays to Collect E-Mail Addresses

Through your current customer databaseThrough your current customer database Customer registration & historyCustomer registration & history

Register through your websiteRegister through your website

Use companies that specialize in e-mail Use companies that specialize in e-mail marketingmarketing

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Steps in E-Mail MarketingSteps in E-Mail Marketing

Separate the e-mail list by market Separate the e-mail list by market segmentssegments

Personalize the message using the Personalize the message using the customers namecustomers name

Customize the contentCustomize the content

Avoid spammingAvoid spamming Sending e-mails to those that did not request Sending e-mails to those that did not request

the informationthe information

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Why You Should Avoid SpammingWhy You Should Avoid Spamming

Can cause hard feelings from consumersCan cause hard feelings from consumers

Not tailored to the needs and wants of the Not tailored to the needs and wants of the targeted receiverstargeted receivers

Consumer privacyConsumer privacy

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Using Opt-in E-mail MarketingUsing Opt-in E-mail Marketing

Provide the receiver with and option to opt Provide the receiver with and option to opt outout

Build consumer trust by not forcing Build consumer trust by not forcing exposure to your locationexposure to your location

Make sure to not overwhelm consumers Make sure to not overwhelm consumers with informationwith information

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E-Newsletter MarketingE-Newsletter Marketing

When producing an e-newsletter, it should When producing an e-newsletter, it should be interesting and valuable in offering a be interesting and valuable in offering a new product or salesnew product or sales

Should be well designed and briefShould be well designed and brief

Should contain a link to your web site for Should contain a link to your web site for more informationmore information

Should always provide an opt outShould always provide an opt out

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E-mail vs. E-newsletterE-mail vs. E-newsletter

E-mailE-mail Collection of addressesCollection of addresses In any formatsIn any formats Audience not as highly Audience not as highly

targetedtargeted Lower readership due to Lower readership due to

spam suspicionspam suspicion Not as effective when using Not as effective when using

personalization & personalization & customizationcustomization

No preset scheduleNo preset schedule

E-newsletterE-newsletter Subscription basesSubscription bases Publication standardsPublication standards Audience highly targetedAudience highly targeted Readership likely to be Readership likely to be

higherhigher More effective with More effective with

personalization & personalization & customizationcustomization

Sent out at regular intervalsSent out at regular intervals

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Usenet & Mailing GroupsUsenet & Mailing Groups

Usenet – focuses on specific readers Usenet – focuses on specific readers groupsgroups

Mailing listsMailing lists Subscriber based two way e-mail system for Subscriber based two way e-mail system for

information sharinginformation sharing Highly interactive and instantHighly interactive and instant

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The Web Site as a Marketing ToolThe Web Site as a Marketing Tool

An on line storefrontAn on line storefront

The quality of the website directly reflects The quality of the website directly reflects the quality and the image of the business it the quality and the image of the business it representsrepresents

The web site must be able to draw people The web site must be able to draw people to visit it, but also make them come back to visit it, but also make them come back again and againagain and again

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Website Construction Plan (WCP)Website Construction Plan (WCP)

Defines the objective and goals of a business Defines the objective and goals of a business and identifies the elements of a web siteand identifies the elements of a web site What is the nature of the business?What is the nature of the business?

Product & serviceProduct & service What is the purpose of the website?What is the purpose of the website?

Information? Customer service? Selling?Information? Customer service? Selling? Who are the existing customers & who are likely to be Who are the existing customers & who are likely to be

the customers?the customers? What are the characteristics of the existing & potential What are the characteristics of the existing & potential

customers?customers?Young? Old? Male? Female? Active? Retired? Married?Young? Old? Male? Female? Active? Retired? Married?

Where are these customers? Where are these customers? Local, regional, national, internationalLocal, regional, national, international

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Things to Consider during Website Things to Consider during Website ConstructionConstruction

Can consumers find our site?Can consumers find our site?How easily & how fast can they find information?How easily & how fast can they find information?How can we present the information in an attractive & interesting How can we present the information in an attractive & interesting way?way?How can we make them stay longer on our website?How can we make them stay longer on our website?Are we able answer their questions on our website?Are we able answer their questions on our website?What turns the consumer “on” or “off”What turns the consumer “on” or “off”What do we have to give the consumer a reason to return?What do we have to give the consumer a reason to return?Does our website enable us to find out who the visitors to our site Does our website enable us to find out who the visitors to our site areareHow can we build trust with our visitors? Privacy policy? Security How can we build trust with our visitors? Privacy policy? Security measures?measures?What marketing tools can we use in the websiteWhat marketing tools can we use in the website

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What to Check Once the Website is What to Check Once the Website is EstablishedEstablished

Can visitors find our website?Can visitors find our website?

How can we increase the probability that How can we increase the probability that they will find our website?they will find our website?

What are the means available for us to What are the means available for us to market our web site?market our web site? Banner ads?Banner ads? Customer communicationCustomer communication Traditional mediaTraditional media

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Increasing the Marketing Power of Increasing the Marketing Power of your Websiteyour Website

Register with search enginesRegister with search engines

Use titles and Meta tags in your web Use titles and Meta tags in your web documentdocument

Check out your competitors Meta tagsCheck out your competitors Meta tags

Do a search & see who comes up first. Do a search & see who comes up first. Then examine their Meta tags & see what Then examine their Meta tags & see what drives themdrives them

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Push MarketingPush Marketing

A collection of internet marketing A collection of internet marketing techniques used to present and send data techniques used to present and send data to online visitorsto online visitors

““Push” means that information is Push” means that information is presented in such an attractive and easy presented in such an attractive and easy to access way that consumers will not be to access way that consumers will not be able to resist to ask for and receive the able to resist to ask for and receive the informationinformation

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Push Marketing TechniquesPush Marketing Techniques

Search enginesSearch engines

Banner adsBanner ads

Interstitials (pop-ups)Interstitials (pop-ups)

E-promotionE-promotion

Affiliate marketingAffiliate marketing

E-sponsorshipE-sponsorship

Rich mediaRich media

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Types of Search EnginesTypes of Search Engines

One using categories or indexesOne using categories or indexes YahooYahoo

One using spidering or crawling One using spidering or crawling techniquestechniques Excite.comExcite.com

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Most Widely Used Key WordsMost Widely Used Key Words

Meta tags (keywords in the title)Meta tags (keywords in the title)

Keywords near the topKeywords near the top

Frequency of keywordsFrequency of keywords

Link popularityLink popularity

Mechanism for penalty for repeat Mechanism for penalty for repeat keywordskeywords

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Banner AdsBanner Ads

Stationed banner adStationed banner ad

Moving banner adMoving banner ad Horizontal / verticalHorizontal / vertical Random moving adRandom moving ad Ghost ad – follows you screen movementGhost ad – follows you screen movement Touch screen banner adTouch screen banner ad

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InterstitialsInterstitials

Pop upsPop ups Pop on the screen to catch your attentionPop on the screen to catch your attention

Pop undersPop unders Invisible adsInvisible ads

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E-PromotionsE-Promotions

Hyperlink special ad displayed on the Hyperlink special ad displayed on the screenscreen Offers incentive & promotionsOffers incentive & promotions

Advantage – brings the action and Advantage – brings the action and incentives much closer to the consumerincentives much closer to the consumer

Allows advertising to be tracked instantlyAllows advertising to be tracked instantly

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Affiliate Marketing ProgramAffiliate Marketing Program

Sells on allied partner websitesSells on allied partner websites

Beneficial for inter-related businessesBeneficial for inter-related businesses

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E-SponsorshipE-Sponsorship

Associates the advertiser to a brand nameAssociates the advertiser to a brand name

The advertiser identifies a web site that The advertiser identifies a web site that attracts the audience the sponsor wishes attracts the audience the sponsor wishes to reachto reach Can provide a more directly targeted Can provide a more directly targeted

audienceaudience Gives more exposure than banner adsGives more exposure than banner ads Less intrusiveLess intrusive

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Rich MediaRich Media

Media rich advertisingMedia rich advertising Any on line ad that allows for transactions, Any on line ad that allows for transactions,

streaming media and interactive streaming media and interactive communication directly in the ad space communication directly in the ad space without leaving the home page where the ad without leaving the home page where the ad is displayedis displayed

Less interruptive in terms of clicksLess interruptive in terms of clicks

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Pull MarketingPull Marketing

Also called opt-in marketing or permission Also called opt-in marketing or permission marketingmarketingUsers explicitly request information from Users explicitly request information from internet marketers through e-mail, e-internet marketers through e-mail, e-newsletters, or other communicationsnewsletters, or other communicationsBased on the notion that internet users Based on the notion that internet users with an e-mail address will be interested in with an e-mail address will be interested in selected information at the user’s selected information at the user’s discretiondiscretion

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Guidelines for Successful Opt-in Guidelines for Successful Opt-in MarketingMarketing

Obtain the target audiences e-mail addressesObtain the target audiences e-mail addressesProvide valuable information the target audience Provide valuable information the target audience wantswantsOffer incentive, if necessary, to add benefitsOffer incentive, if necessary, to add benefitsProvide convenient ways for the potential Provide convenient ways for the potential audience to sign upaudience to sign upProvide and easy option for the consumer to opt Provide and easy option for the consumer to opt outoutConsider privacy issuesConsider privacy issues CookiesCookies Sharing or selling of informationSharing or selling of information

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The Internet and the Hospitality The Internet and the Hospitality and Tourism Industryand Tourism Industry

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The Internet and TourismThe Internet and Tourism

The industry is one that has been most affected The industry is one that has been most affected by the internetby the internetWhy?Why? The industry is dependent upon distribution of The industry is dependent upon distribution of

information about its productinformation about its product

Suppliers are always looking for new ways to Suppliers are always looking for new ways to expand channels of distribution to consumersexpand channels of distribution to consumers More efficient and effective waysMore efficient and effective ways

Travel agents were once the most effective wayTravel agents were once the most effective wayThe internet has helped reduce the cost of The internet has helped reduce the cost of information distributioninformation distribution

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Impact on SuppliersImpact on Suppliers

AirlinesAirlines

Cruise linesCruise lines

LodgingLodging

Rental CarsRental Cars

IntermediationIntermediation

DisintermediationDisintermediation

Page 42: Hospitality Information Systems and Technology E-Marketing The Internet & the Hospitality and Tourism Industry.

AirlinesAirlines

Airlines have always been dependent on Airlines have always been dependent on travel intermediariestravel intermediaries

Airlines are now able to bypass Airlines are now able to bypass intermediariesintermediaries

Airline web sitesAirline web sites Airlines “push” their websites by offering Airlines “push” their websites by offering

specialsspecials Customization of productsCustomization of products

Page 43: Hospitality Information Systems and Technology E-Marketing The Internet & the Hospitality and Tourism Industry.

Cruise LinesCruise Lines

Not able to follow airlines exactly, as Not able to follow airlines exactly, as products are more difficult to customizeproducts are more difficult to customize

Cruise lines walk a thin “tight rope” Cruise lines walk a thin “tight rope” between their own web sites and the between their own web sites and the support of travel agentssupport of travel agents

Cruise lines are more likely to keep Cruise lines are more likely to keep partnerships in the future with travel partnerships in the future with travel agents compared to the airlinesagents compared to the airlines

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LodgingLodging

Hotel industry electronic bookings have Hotel industry electronic bookings have grown exponentially over the past five grown exponentially over the past five yearsyears

Uses GDS booking by consumers directly Uses GDS booking by consumers directly and through third party web sitesand through third party web sites

Lodging industry has online direct booking Lodging industry has online direct booking through secure sitesthrough secure sites

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Rental CarsRental Cars

Rental car companies target their web Rental car companies target their web strategies at both the leisure consumer as strategies at both the leisure consumer as well as the business consumerwell as the business consumer

Changes in the rental systemChanges in the rental system Now: complete the rental contract at the Now: complete the rental contract at the

counter unless a club membercounter unless a club member Future: online rental system, including Future: online rental system, including

reservations, changes of schedule, signing reservations, changes of schedule, signing agreements, checking in and paymentsagreements, checking in and payments

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Impact of the Internet on Travel Impact of the Internet on Travel AgentsAgents

Direct marketing to consumersDirect marketing to consumers

Travel agents are being squeezed from all Travel agents are being squeezed from all sidessides

Suppliers have cut their commissionsSuppliers have cut their commissions

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Impact on Traditional Brochure Information Distribution• Seeing a decline in brochure distribution• Advantages to online travel brochures

• More accurate• Update readily

• Customizable• Information can be accessed 24/7• A “walking” brochure• Virtually unlimited information