HOTEL INTERNET MARKETING SERVICES PROVEN ROI
2006
Budgeting for a Robust Internet Marketing Strategy in 2007
As many hotels enter the 2007 budget planning season, this article aims to help hoteliers construct a competitive Internet marketing budget. The hotel's overall competitiveness today is determined to a great extent by how well it manages its Internet marketing and distribution efforts. It is not a question of how big the budget should be, but rather what to include and how much to allocate in the Internet marketing budget for a meaningful ROI and online revenue growth. This article takes a closer look at some important aspects of Internet marketing in hospitality and what marketing activities and line items comprise the 2007 online marketing budget. By Max Starkov and Jason Price.
Strategic Linking in Hospitality: Build a Robust Link Popularity
Strategic Linking in hospitality and its important by-product, Link Popularity, are part of hotelier's toolkit for building a robust Web presence and taking advantage of the Direct Online Channel. Strategic Linking achieves two important goals: a) exposes your website to incremental traffic and highly qualified potential bookers, and b) builds your website's Link Popularity, a crucial criteria used by the search engines to determine how to rank the website in the search engine results.
Website Optimization vs. Search Engine Optimization
Hotel websites are often designed by those who know nothing about the hospitality industry and without taking into account fundamental search engine marketing and online distribution principles. Hoteliers often try to resolve this problem by hiring Search Engine Optimization (SEO) vendors for a quick fix of the hotel website, believing this will boost search engine rankings and increase online revenues. However, these quick fixes are often construed as spam, and only a fully optimized website can produce the desired online revenues and position your hotel company ahead of the competition. SEO vendors do not address of two crucial criteria used by the search engines...
By Max Starkov and Jason Price, August 2006, HSMAI Travel Internet Marketing
One-Screen vs. Multi-Step Booking Engine for the Hotel Website
A number of online booking engine vendors have launched different versions of a one-screen booking engine (as opposed to the traditional multi-step booking engine –see Marriott.com, Expedia.com, etc). The one screen booking engine is often presented as the latest cutting edge technology that immensely increases the conversion rates on a property website. Hoteliers are justifiably confused and often ask us to provide an opinion on this hot topic. Find out whether the one-screen vs. multi-step booking engine is the way to go.
By Max Starkov and Jason Price, June 2006, HSMAI Travel Internet Marketing
Building a Blog Strategy in Hospitality
By Jason Price and Max Starkov. The ease and ubiquity of blogs and their application in hotel marketing deserves a closer look. Must we act on such bold statements as "blogs are the future" and "a blog is a marketing must"? Also, what are the implications for blogs in hospitality? Should creating a blog become part of your own hotel marketing mix? Does hospitality require a different blog strategy than in other verticals? Are there alternatives to blogs? Can a blog help you differentiate your services and de-commoditize your product? What role does a blog serve if at all and what are the pros and cons of developing a blog strategy? The ideas discussed in this article could help hoteliers conceptualize the creation of a blog strategy. HospitalityNet, March 2006.
Hotelier’s 2006 Top Ten Internet Marketing Resolutions
By Max Starkov and Jason Price. Presented for a sixth year in a row, The Top Tenidentifies major trends and priorities, and provides action steps to helphoteliers stay ahead of the competition and capture new market share with aneffective Internet Distribution and Marketing Strategy. Smart and proactivehoteliers who utilize the Internet to their own advantage will define theindustry winners and losers in 2006 and over the long term. HospitalityNet, January 2006.
2005
Search Engine Marketing in Hospitality
by Max Starkov and Jason Price. Online distribution has become the main distribution channelin hospitality. Search marketing is an essential component of the hotel direct onlinedistribution strategy and is one of the many aspects of a robust eMarketing strategy.
HospitalityNet, September 2005
The End of the Merchant Model as We Know It
By Max Starkov and Jason Price. Over the next 5 years the merchant model as we know it willdisappear. It will be transformed into a “Commission Override” convergence model.
HospitalityNet, March 2005
Hotelier’s 2005 Top Ten Internet Strategy Resolutions
By Max Starkov and Jason Price. Are hoteliers ready for the current dramatic channel shift?
HospitalityNet, January 2005
2004
The Essence of e-CRM
By Max Starkov. How can hoteliers establish mutually beneficial relationships with thecustomers to increase repeat business, boost revenues, and retain loyalty?
Hotels Magazine, October 2004, Page 59
Developing an Email Marketing Strategy in Hospitality
By Jason Price and Max Starkov. Email marketing email marketing allows the hotelier to "ownthe customer" in this new online distribution and marketing environment.
Hotel Online, September 2004
Hotel Websites Have Much to Do to Increase User Satisfaction and Customer Loyalty
By Max Starkov. The RUSH Report, a new strategic report on user satisfaction and websiteperformance in hospitality now available.
WiredHotelier, June 2004
2004 the Year of Direct Online Distribution
By Max Starkov and Jason Price. Now is the time to fight back with a smart Direct-to-ConsumerInternet Strategy
HospitalityNet, February 2004
Hotelier's 2004 Top Ten Internet Strategy Resolutions
By Max Starkov and Jason Price. Top Ten questions that will define the hospitalityindustry winners in 2004 and over the long term.
HospitalityNet, January 2004
2003
Building a Destination Web Strategy in Hospitality
By Jason Price and Max Starkov. Leverage the popularity of the destination for the benefitof your hotel.
HospitalityNet, September 2003
Hospitality eBusiness Strategies Reaches Hundred Client Mark
Firm Delivers Total Online Distribution Strategy to Fairmont Hotels & Resorts
HospitalityNet, July 2003
Lowest Price Guarantees in Hospitality
By Max Starkov and Jason Price. Age old wisdom to beat the intermediaries at their own game!
HospitalityNet, July 2003
Brand Erosion, or How Not to Market Your Hotel on the Web
By Max Starkov. Critical Online Distribution Issues Revisited a Year Later
Hotel Online, June 2003
Online Travelers Prefer Booking Directly on the Hotel Website
By Max Starkov and Jason Price. 69% of US leisure travelers prefer to buy onlinedirectly from a supplier while just 27% prefer to buy from intermediaries
(Forrester Research, HospitalityNet, April 2003
Hoteliers Are Still Behind the Curve in Online Distribution
By Jason Price and Max Starkov. Travel suppliers in other travel sectors are wellahead of hoteliers in aggressively adopting online distribution.
HospitalityNet, March 2003
Are Hoteliers Ready to Meet the New Challenges in Online Business Travel
By Max Starkov and Jason Price. The Internet has changed the way business travel isbeing negotiated, managed and purchased.
HospitalityNet, February 2003
Hotel Website Optimization
By Max Starkov and Jason Price. The blueprints for a robust direct-to-consumer onlinedistribution strategy.
HospitalityNet, February 2003.
In Search of the Internet Intelligence Report That Makes Sense
By Jason Price and Max Starkov. Growing online distribution drives demand for newintelligence tools.
HospitalityNet, January 2003.
Hotelier's 2003 Top Ten Internet Resolutions
By Max Starkov and Jason Price. Your online distribution strategy and especially itsdirect-to-consumer component will define the winners in these trying times.
Hotel Online Special Report, January 2003.
2002
The Internet: Hotelier's Best Ally or Worst Enemy?
By Max Starkov. What Went Wrong with Direct Web Distribution in Hospitality?
HospitalityNet, October 2002.
Developing a Total Email Marketing Strategy in Hospitality
By Jason Price and Max Starkov. The shift toward online distribution requires hoteliersto develop a comprehensive email marketing strategy to establish interactive relationshipwith their customers.
HospitalityNet, June 2002
Brand Erosion or How Not to Market Your Hotel on the Web
By Max Starkov. A closer look at the Total Online Distribution Channel Strategy
Hotel Online, Special Report, April 2002
Online Travelers Prefer Booking Directly on the Hotel Website
By Max Starkov and Jason Price. 69% of US leisure travelers prefer to buy online directlyfrom a supplier while just 27% prefer to buy from intermediaries (Forrester Research)
HospitalityNet, April 2003
Empty Rooms Are Your Biggest Competitors
By Max Starkov. Internet Revenue Booster™ consulting services launched to help hoteliersutilize the Internet to its fullest potential.
Wired Hotelier, January 2002
Your Hotel's 2002 Cyber-Resolutions
By Max Starkov and Jason Price. The Internet can be your best ally in the present traveland economic downturn.
HospitalityNet, January 2002
2001
America Loves NY Campaign Launched
By Max Starkov and Jason Price. A Joint e-Mal Marketing Effort For New York Hoteliers
Restaurant News Resource, November 2001
CVBs: Ten Action Steps to Soften the Impact
By Max Starkov.
HospitalityNet, October 2001
The Best Survival Strategy in Hospitality is the Proactive Strategy
By Max Starkov and Lalia Rach, Dean of New York University's Tisch Center for Hospitalityand Tourism Administration
HospitalityNet, October 2001
Survival Strategies in the Wake of the Terrorist Attacks: Impact onTravel and Hospitality
By Max Starkov.
HospitalityNet, September 2001
"Recommendation Technology in Travel and Hospitality: Or How to TurnLookers into Bookers?"
By Max Starkov. Review of this cutting-edge eCRM decision -support technology
Hotel Online, Special Report, August 2001
"Wireless in Travel and Hospitality: Hype or Necessity?"
By Max Starkov. An article on the future of mobile Internet and how it will impactthe travel and hospitality verticals
M-Travel, August 2001
"If I were Paul Blackney"
By Max Starkov. A commentary on the consolidation in the online corporate managedtravel space and the options facing Worldspan
First Conferences/Eye For Travel, August 2001
"If I were Barry Diller"
By Max Starkov. A commentary on USA Networks' acquisition of Expedia
First Conferences/Eye For Travel, July 2001
"If I were a Partner at Crosspoint Venture Partners"
By Max Starkov. A commentary on some great investment opportunities the VCs are missingin the travel space
HospitalityNet, July 2001
"Independent Hoteliers: Twelve Inexpensive Ways To Promote your Website"
By Max Starkov.
Hotel Interactive, June 2001
"Independent Hoteliers: eBusiness Levels the Playing Field"
By Max Starkov.
Hotel Interactive, June 2001
"If I were Henry R. Silverman"
By Max Starkov. A commentary on the Cendant-Galileo deal
First Conferences/ Eye For Travel, June 2001
(www.hospitalityebusiness.com/pressroom.html)
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