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Act now to meet your customer at every stage of the digital journey
Gone are the days when one could talk about how challenging it is to view multi-channel digital data in one place. Today acting on available data and working out dynamic, real-time strategies that push a closer to making a decision must happen in the moment. EyeforTravel’s Ritesh Gupta investigates
Focus on social media training for skills and knowledge transfer
As social media has become much more integrated into the business, hotel companies have taken a much more systematic approach to integrating it into their business strategy and corporate culture. For Carlson Rezidor, social may not be a new revenue generator from day one, but training staff in the medium shows foresight.
A leaf out of Accor’s book: how to drive direct bookings to €2 billion
French hotel group Accor is aggressively aiming to increase its digital turnover by 45% within the next three years. It is also pushing for two-thirds of sales to come from the direct channel. That seems a big ask so EyeforTravel’s Ritesh Gupta talks to Rémy Merckx, VP e-commerce sales and distribution, Accor about what’s in store
Asia takes the stage: 10 questions to get travel brands thinking
From finding the right skills in revenue management to social and mobile moves in a multichannel world, the rising threat of low-cost carriers and a rapidly changing China, the Asian Pacific market travel market throws up its own particular challenges and opportunities. Are you ready to grasp them?
Death to display ads? Not if you do it right, says TripAdvisor
Although the campaigns for different arms of the travel sector will vary, the role of display advertising in the conversion funnel shouldn’t be underestimated. However, it is necessary to scrutinise both view-through and click-through data in order to deliver a return on investment. EyeforTravel’s Ritesh Gupta explores how to go it
The Weekly Eye May 7 – May 14
P2P players tap tours, DIY tourism - a new trend?, Marketing the oldest start-up in town, Value for rail and more…our pick of the week’s stories
Don’t be fooled: high-tech investments require much more of the human touch
New technology allows hotels to share more information with guests at all stages of the journey. It also lets guests to jump the front desk queue, order room service or a massage in the spa when it suits them. Yet in this multi-channel consumer world, technology investment may be a prerequisite but should not come at the expense of good old fashioned customer service.
Tricks & Trends: IT lights the way and sets the pace in the travel space
Travel firms are constantly looking for new ways to streamline their business and consumers are forever after the best deal and in this quest IT can help. Ahead of the new upcoming Smart Travel Show in Boston in October, Pamela Whitby explores some rising trends, controversial moves and challenges in the information technology space.
Honesty is the best policy for high-ranking reviews and measurable returns
Just 30 minutes from New York in West Orange, New Jersey, is a hotel which proudly states on its website that it offers luxury that few others in the area can hope to match. That’s some claim but is it true?
Tapping into tours and activities: movers and shakers in the peer-to-peer market
As the collaborative consumption model disrupts more industry segments, major Internet travel businesses are looking to P2P marketplaces for tours and activities but with different results. Andrew Hennigan reports