Today it’s my pleasure to introduce hotel marketing expert and colleague, Keith West. First we’ll discuss what every director of sales & marketing must know…and then we have an exciting announcement at the end. Let’s get started.
Josiah: Can you tell us a little bit about your background in hotel marketing?
Keith: I’ve been marketing hotels online since 1996. When I first started it was rare to find a hotel that had its own domain name. Since then I’ve completed sites and marketing for over 200 independent and branded properties. The consistent theme over those years is a rising bar. When you’re the only hotel in town with a website, you’re the winner. Now to be the winner you need a site that connects with your visitors, that converts at a high rate, that plays nice with search engines. You need to know how to bring people to the site using free and paid methods. And you need to understand how your site fits in with your overall marketing strategy.
What’s the most common misconception about hotel internet marketing?
That it is something computer people do or is something can be completely outsourced. Much of it can be, but if you don’t understand the fundamentals, you’re being a poor partner to your vendor. It is not really possible for a vendor to have a full understanding of who your customers are. To be effective you need to be able to match up the range of Internet marketing techniques with the behaviors of your customers. Then consult with the vendor on the details of how to implement the strategy that works for you.
Are there core areas of internet marketing knowledge every Director of Sales & Marketing should know?
Increasing demands are being placed on DoSM’s to have a solid grasp of the full range of Internet Marketing strategies. That’s a hard place from some directors to get to because most of them are people oriented and quite a few have a fear of “technology.” That will change. It wasn’t long ago that most executives couldn’t type- that was a secretary’s job. Now most of us realize that a computer is a tool, and using it doesn’t make you a technologist. Internet marketing isn’t about technologies, it’s about understanding how people interact and make decisions online. You don’t have to be a programmer understand that. I’m not a programmer myself.
Without a doubt, DoSM’s need to control the message. You can have someone design a banner ad for you, but you have to tell them what it should say and what it’s supposed to accomplish. You can’t ask a technician to do a marketer’s job.
Perhaps there are topics a Marketing Director does NOT need to know…either because it can be delegated or is irrelevant?
All site design should be outsourced. It’s deceptively easy to build a site, but there are many places to make big mistakes without realizing it. Most anything that is tedious, repetitive or time consuming should be automated or outsourced. Pay per click advertising for example. I think everyone should set up a campaign and operate it for a while to understand the process. But once you know what you’re doing, it could make perfect sense to turn over the daily operation to someone else. Most hotel managers need to know what to do, not how to do it.
I’ve written before about traits of an effective hotel e-marketer. In your opinion does a Director of Sales & Marketing have to know these technical skills? Does it depend on the hotel size and type?
That’s a good post. The fact is any DoSM needs to have a detailed understanding of how things work. That’s different from knowing how to do it. You don’t need to be able to design a website to know that it should have text that is accessible by search engines, that just because it looks one way on your screen doesn’t mean everyone sees it that way, and that your preference for a particular look or color is not as important as what actually results in a reservation. There is definitely a sliding scale. The smaller the property the more likely it is for any particular function to be in house.
Typically, what are the biggest obstacles facing DoSM when starting an internet strategy?
Jeff Bezos says Amazon is confronted with “insurmountable opportunities.” That describes the feeling of anyone working an Internet marketing campaign. There are too many options. The media doesn’t help with the endless parade of the fad of the day. Without some handholding, it’s easy for a GM or DoSM to get pulled off on interesting but unproductive tangents.
How do you recommend they avoid this?
Study. Test small. Learn. Repeat.
What’s the most exciting trend you see in hotel marketing? Why?
This is the most exciting time yet in hotel marketing. Quite honestly, a few years ago it had become boring. Build an optimized site, get some links, walk away. Now a site/campaign needs to be actively managed. Marketing is becoming more conversation than monologue. Hotels have to hold up their end of the dialogue. The website now is the primary public face of a hotel and not an afterthought. That places more demands on the staff, but ultimately the benefits to the customer and the hotel are huge for the hotels that figure it out.
Speaking of exciting, I think now is a good time for our announcement. This summer we’ll be offering two hotel marketing workshops together in Las Vegas, Nevada (July 23&24) and Orlando, Florida (August 13&14). These 2-day training sessions will be intensive and very practical – designed to show you how to use the internet to attract more guests.
Tell our readers a little bit about these events: who it’s for, who it’s not for, and what the benefits are.
“Internet Boot Camp for Hotels” is designed to get more online reservations for hotels. It’s straight to the point- clearly identifying what you need to know and what you don’t. It’s important to me that Boot Camp deliver actual results and not simply be a theoretical exercise. Graduates will walk away with a systematic step by step plan for turning their Internet marketing into a selling machine.
The program is intended for General Managers, Directors of Sales and Marketing, and Sales Managers with a good overall understanding of their hotel’s marketing. No technical knowledge is assumed or required, but attendees should have a good overall grasp of how to use (not program) the Internet.
Related posts:
- Hilton Anaheim’s multiple domain sales strategy
- 3 Ways OTAs Hijack Your Hotel’s Direct Sales
- 5 tips for turning social media traffic into sales
- Exceptional New York City Hotel Service: Interview with Adele Gutman of HKHotels
- Re-think Your Metrics: Travel Booking Isn’t Linear (Tom McCallum interview, Part 1)
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