Hospitality Marketing In The Digital Age - Week 1 PDF

Lecturer: Kulchada S. HOSPITALITY MARKETING IN THE DIGITAL AGE FACULTY OF HOSPITALITY AND TOURISM Exploration of STRATEGIC DIGITAL MARKETING & ETHICAL PRACTICES in the hospitality business. Lecturer: Kulchada S. PRINCE OF SONGKLA UNIVERSITY PHUKET CAMPUS Week1 Q&A KEY TAKEAWAY FROM WEEK 1...

Lecturer: Kulchada S. HOSPITALITY MARKETING IN THE DIGITAL AGE FACULTY OF HOSPITALITY AND TOURISM Exploration of STRATEGIC DIGITAL MARKETING & ETHICAL PRACTICES in the hospitality business. Lecturer: Kulchada S. PRINCE OF SONGKLA UNIVERSITY PHUKET CAMPUS Week1 Q&A KEY TAKEAWAY FROM WEEK 1 Some key email etiquette tips for hospitality professionals The appropriate size of the attached file in the email Email etiquette tips 2. Greetings & 1. Subject Line 3. Brief & Focused Closings Craft a concise, Address the recipient Get straight to the descriptive subject by name in your point in your email. line that gives the greeting and sign off Break up the message recipient a clear with a professional into short paragraphs, idea of the email's closing like "Best bullet points or purpose. This makes regards" or numbered lists to it easier for them to "Sincerely". This adds make it scannable. prioritize and a personal touch and Avoid rambling or respond to your shows you've taken including message the time to address unnecessary details. them directly. Aim for 3-5 sentences per paragraph.  Email etiquette tips 4. Professional Tone 5. Reply Promptly 6. Be Mindful Maintain a friendly Respond to emails in Only include yet professional a timely manner, even recipients who are tone. Avoid slang, if it's just a quick essential to the abbreviations, acknowledgement. conversation. Remove emojis or anything Aim to reply within 24 any unnecessary too casual. Check hours. If you need individuals from the that your language more time, let the "To:" and "Cc:" fields. is polite, respectful sender know when Also trim out and not they can expect a full irrelevant email confrontational. response. Prioritize threads or private emails that require conversations that your quickest aren't directly related attention. to the current topic. Email etiquette tips 7. Proofread Before Sending Always proofread your email for spelling, grammar and tone before hitting send. Unpresentable mistakes can make you look unprofessional. Consider asking a colleague to review important emails as well. Sample Email Template Subject: Availability Inquiry - Internal Meeting on October 10, 2024 Dear [Name], I hope this email finds you well. I wanted to check if you are available for an internal meeting on October 10 at 2 PM to discuss [topic]. The meeting is expected to last approximately one hour. Please let me know if this time works for you or if you would prefer an alternative date and time. I'm happy to accommodate your schedule. Best regards, [Your Name] [Your Title] [Your Organization or company] Some common mistakes to avoid in hospitality emails 1..Poor Subject Lines 2. Spelling and 3. Overuse of Emojis Grammar Errors Ensure your subject Typos and While a well-placed line is clear and grammatical mistakes emoji can add relevant to the can undermine your personality, excessive email content. Avoid professionalism. use can appear using all caps, Always proofread unprofessional. excessive your emails before Similarly, overusing punctuation, or sending them. Utilize exclamation points spammy words that spellcheck tools to can detract from your could trigger filters. catch errors that may message's slip through. seriousness. Use these sparingly and only when appropriate. Some common mistakes to avoid in hospitality emails 4. Missing Signatures 5. Ignoring Response 6. Replying All Etiquette Unnecessarily Always include your Silence or delayed Using "reply all" when name, title, and responses can be it's not needed can contact perceived as clutter inboxes and information, unprofessional. Aim to annoy recipients. Be especially when reply to emails mindful of who needs reaching out to promptly, even if it's to receive your someone for the just to acknowledge response and limit first time. receipt and indicate replies to relevant when you'll provide a parties only. more thorough response. The appropriate size of attach file in the email Common Attachment Size Limits 1. Gmail: The maximum attachment size is 25 MB per email. However, for optimal delivery, it's recommended to keep attachments under 12.5 MB due to encoding overhead. 2. Outlook: The attachment size limit is 20 MB for most accounts, while Exchange accounts typically have a limit of 10 MB. 3. Yahoo and AOL: Both services also allow attachments up to 25 MB Best Practices for Sending Large Files 1. Use Cloud Storage: If your files exceed the size limits, consider uploading them to a cloud service (like Google Drive, OneDrive, or Dropbox) and sharing the link in your email. This method avoids attachment size restrictions altogether. 2. Compress Files: Before attaching files, compress them into a ZIP format to reduce their size. This can help fit larger files within the limits of your email provider. 3. Split Large Files: For very large files, consider splitting them into smaller parts and sending multiple emails, although this can be cumbersome for the recipient. Strategic Digital Marketing in Hospitality Business Digital marketing strategies for hotels in 2024 and the key strategies that can help hotels stand out in a competitive market  Website Email SEO Influencers Social Media Reviews Ads Campaign VDO content Content Metasearch STRATEGIC DIGITAL MARKETING IN HOSPITALITY BUSINESS 1. Website Optimization A well-optimized website is fundamental. Ensure that your site is user-friendly, mobile- responsive, and optimized for search engines (SEO). This helps improve visibility in search results, making it easier for potential guests to find your hotel online 2. Search Engine Optimization (SEO) Investing in SEO is essential. Focus on keyword research, local SEO, and creating high-quality content that addresses potential guests' needs. This includes optimizing meta tags, using relevant keywords and ensuring fast loading times. *week 6 3. Social Media Engagement Utilize platforms like Facebook, Instagram, and Twitter to engage with potential guests. Post regularly, share high-quality visuals of your property, and interact with followers to build a community around your brand. Social media advertising can also target specific audiences effectively. *week 4 4. Targeted Advertising Campaigns Implement targeted advertising through Google Ads and social media platforms. Use retargeting strategies to reach users who have previously engaged with your website or social media, encouraging them to complete their booking. 5. Content Marketing Create valuable content that resonates with your audience. This could include blogs about local attractions, travel tips, or unique experiences offered by your hotel. Engaging content can drive traffic to your website and enhance brand awareness. *week 5 6. Email Marketing Email marketing remains a cost-effective way to reach potential guests. Use personalized email campaigns to promote special offers, share news, and encourage direct bookings. Segment your audience to tailor messages effectively. 7. Influencers Marketing Collaborate with influencers in the travel and hospitality sectors to reach a broader audience. Influencers can provide authentic endorsements and attract their followers to your hotel. 8. Online review & Reputation Mng. Encourage satisfied guests to leave positive reviews on platforms like Google and TripAdvisor. Actively manage your online reputation by responding to reviews, both positive and negative, to show potential guests that you value their feedback. *week 9 9. VDO Marketing Use video content to showcase your hotel and its amenities. Virtual tours or behind-the-scenes videos can engage potential guests and provide a more immersive experience. 10. Utilize Metasearch Engines List your hotel on metasearch engines such as Google Hotel Ads. This increases visibility and allows potential guests to compare prices and availability directly from search results.  THE 7Ps The 7Ps Marketing Mix for hotels in 2024 is an essential framework that helps hotels develop effective marketing strategies to attract and retain guests.  1. Product The product encompasses the range of services and amenities offered by the hotel. In 2024, hotels should focus on creating unique experiences that cater to diverse guest preferences, such as: Personalized Services and tailoring experiences based on guest profiles and preferences. Sustainability: Offering eco-friendly options and practices to attract environmentally conscious travelers. Wellness and Leisure: Incorporating wellness programs, local cultural experiences, and recreational activities. 2. Price Pricing strategies must reflect the value offered while remaining competitive. Key considerations include: Dynamic Pricing: Utilizing real-time data to adjust prices based on demand, seasonality, and competitor pricing. Value Packages: Creating bundled offers that provide perceived value, such as including meals or experiences with room bookings. Transparent Pricing: Ensuring clarity in pricing to build trust and avoid hidden fees. 3. Place This element focuses on the distribution channels and the physical location of the hotel. Strategies include: Online Presence: Enhancing visibility through direct booking websites and partnerships with online travel agencies (OTAs). Location Marketing: Highlighting the hotel's proximity to attractions, transport links, and unique local features. Mobile Accessibility: Ensuring that booking platforms are mobile-friendly to cater to the increasing number of travelers using smartphones. 4. Promotion Promotion involves the strategies used to communicate and engage with potential guests. Effective tactics for 2024 include: Social Media Marketing: Utilizing platforms like Instagram and TikTok to showcase the hotel’s offerings and engage with audiences through visual content. Content Marketing: Creating informative and engaging content that highlights local attractions and hotel experiences. Influencer Collaborations: Partnering with travel influencers to reach wider audiences and enhance credibility. 5. People The people aspect emphasizes the importance of staff and customer interactions. Key strategies include: Staff Training: Providing ongoing training to ensure staff can deliver exceptional service and engage with guests effectively. Guest Interaction: Encouraging personalized interactions that make guests feel valued and enhance their overall experience. Feedback Mechanisms: Implementing systems for gathering guest feedback to improve services and address concerns promptly. 6. Process The process refers to the systems and procedures involved in delivering services. Important considerations include: Streamlined Booking: Simplifying the booking process to reduce friction and enhance user experience. Efficient Check-In/Out: Implementing technology for contactless check-in and check-out to improve convenience. Service Delivery: Ensuring consistent service quality through well-defined processes and staff accountability. 7. Physical Evidence Physical evidence includes the tangible aspects that influence guest perceptions, such as: Hotel Design and Décor: Creating an inviting and aesthetically pleasing environment that reflects the hotel’s brand. Online Presence: Maintaining an informative and visually appealing website that accurately represents the hotel. Amenities and Facilities: Ensuring that all physical aspects, from cleanliness to functionality, meet guest expectations. Ethical Practices in Digital Marketing 1. Transparency Hotels should be open about marketing practices, including pricing, services offered, and any potential fees. 2. Honest Advertising Marketing messages must be truthful and not misleading. Hotels should avoid exaggerating the features or benefits of their services and should ensure that all claims can be substantiated 3. Data Privacy and Security With the increasing use of digital tools, hotels must prioritize the ethical handling of guest data. This includes obtaining explicit consent for data collection, ensuring robust cybersecurity measures are in place, and being transparent about how guest data will be used. Ethical Practices in Digital Marketing 4. Responsible Use of Personalization While personalization can enhance guest experiences, it must be done ethically. Hotels should use data analytics to understand guest preferences while respecting their privacy. This means avoiding intrusive practices and ensuring that guests feel comfortable with how their information is being used. 5. Sustainable Marketing Practices Incorporating sustainability into marketing strategies is increasingly important. Hotels should promote their eco-friendly practices honestly and avoid "greenwashing," which is the misleading claim of environmental benefits. 6. Inclusivity in Marketing Marketing campaigns should reflect diversity and inclusivity, featuring guests from various backgrounds and cultures. This approach not only broadens the appeal of the hotel but also demonstrates a commitment to social responsibility. Ethical Practices in Digital Marketing 7. Ethical Influencer Partnerships When collaborating with influencers, hotels should choose partners who align with their values and who can authentically represent the brand. Transparency about sponsored content is crucial to maintain trust with potential guests. 8. Accountability and Responsiveness Hotels should be prepared to address any ethical concerns raised by guests or the public. This includes actively managing online reviews and feedback, being responsive to complaints, and taking accountability for any missteps in marketing practices.  digital channels in the and social hospitality media industry. platforms The most effective digital channels for promoting hotels and restaurants include a mix of strategies that leverage online presence, engagement, and targeted advertising. 1. Search Engine Optimization (SEO) Optimizing a hotel or restaurant's website for search engines is crucial for driving organic traffic. By using relevant keywords, creating quality content, and ensuring a user- friendly website, businesses can improve their visibility in search results, leading to more direct bookings and inquiries. 2. Social Media Marketing Platforms like Instagram, Facebook and TikTok are vital for engaging with potential guests. Hotels and restaurants can showcase their offerings through visually appealing content, promotions, and interactive posts. Social media also allows for targeted advertising, helping to reach specific demographics based on interests and behaviors. 3. Email Marketing Email campaigns are effective for maintaining relationships with past guests and attracting new customers. By sending personalized offers, newsletters, and updates, businesses can encourage repeat visits and keep their audience informed about special promotions or events. 4. Metasearch Ads Using metasearch engines like Google Hotel Ads allows hotels to display real-time pricing and availability directly to potential guests. This channel can significantly enhance visibility and drive direct bookings, often providing a strong return on ad spend (ROAS). 5. Online review Platforms like TripAdvisor and Google Reviews play a crucial role in influencing customer decisions. Actively managing online reviews and encouraging satisfied guests to share their experiences can enhance a brand's reputation and attract new customers. Positive reviews can serve as powerful endorsements, often more effective than traditional advertising. 6. Content Marketing Creating valuable and engaging content, such as blog posts, videos, and infographics, helps establish authority and attract potential guests. Content marketing can address travelers' interests and questions, enhancing the brand's visibility and driving traffic to the website. 7. PPC Ads Pay-Per-Click Advertising campaigns on platforms like Google Ads can effectively target potential guests searching for accommodations or dining options. This method allows businesses to reach users at the moment they are looking for services, increasing the likelihood of conversion. 8. Influencers Partnership Collaborating with travel and food influencers can help hotels and restaurants reach wider audiences. Influencers can authentically promote the brand, showcasing experiences and offerings to their followers, which can drive traffic and bookings.  1. The 7Ps of Your Ideal Hotel: Describe the 7Ps of your ideal hotel. What makes it stand out? 2. Target Market Identification: Who is the target market for your ideal hotel? Provide a YOUR IDEAL HOTEL detailed profile of your ideal customer. 3. Digital Channel Utilization: What digital channels does your ideal hotel use? Why were ASSIGNMENT these channels chosen to reach your target market? Assignment Submission: Compile your findings into a presentation URL using Google Slides or Canva once you've completed the above tasks. Google Account Preparation: For those who prefer Google over Canva, make sure you have your Google account ready for submission. URL Submission: Submit the URL of your assignment in the provided Google Form here https://forms.gle/CxG1r5WpejkcM3uw8. Ensure the URL leads directly to your completed assignment. Remember, this is your chance to showcase your understanding of the hospitality industry and digital marketing. Be creative and thorough in your responses. Good luck! Q&A