The Hotel Yearbook and Hsyndicate, in collaboration with HSMAI, announce the publication of The Hotel Yearbook 2014 – Special Edition: Digital Marketing, the first publication in the company’s portfolio of forward-looking annuals to address this especially dynamic part of the hotel industry.
Made up of editorial contributions from over a dozen opinion leaders, the publication focuses on the rapidly evolving digital marketing tools and techniques that are changing the way hotels and guests find each other. Search and meta-search, revenue and reputation management, and the unique characteristics of the social media landscape in China are among the topics covered.
Facebook, Google and TripAdvisor
Also included are exclusive interviews with three executives whose companies are shaping the future of the hotel industry’s capability to reach and attract guests: Lee McCabe and Rob Torres, the key executives responsible for developing the travel business at Facebook and Google respectively, and Stephen Kaufer, CEO of TripAdvisor. These three men share insights with Hotel Yearbook readers and discuss not only their companies’ strategies but also some of the new products they are launching to bring hotels and guests together more effectively.
China Digital Marketing
Facebook and Twitter are popular ways for travelers to share their locations, pictures, and adventures with their social media networks. Chinese tourists are no different. In fact, Chinese tourists are 50% more likely to post a photo or tweet an experience than their western counterparts. The main difference though is that it’s not happening on Facebook or Twitter; it’s happening across China’s now global Chinese social media channels.
In China’s developing online environment, Chinese social media has an unusually influential role and high rate of engagement with netizens. This is due to China’s history, censorship laws, and the ease at which people can now access the Internet with mobile technology. Chinese Internet users tend to trust social media content more than their western counterparts, not only recommendations from friends and family in their social networks, but also brands who are actively engaged on social media.
Jens Thraenhart, co-founder of Dragon Trail Interactive, chief editor and publisher of ChinaTravelTrends.com, and Chair of PATA China (2010-2013) was asked to contribute to the 2014 Hotel Yearbook Special Edition: Digital Marketing. His article can be viewed here.
Please visit 2014 Hotel Yearbook Special Edition: Digital Marketing to purchase your copy of the publication.
The complete list of articles in the publication include:
Foreword: Keeping up in a digital worldBy Fran Brasseux, Executive Vice President of HSMAI
Global|Sales & Marketing
Resolve to be strategic in 2014By Christine Beuchert, Senior Director, Marketing and Ecommerce Strategy at Marcus Hotels & Resorts
Global|Sales & Marketing
Magnificent meta-search?By Peter O’Connor, Academic Director at ESSEC Business School
Respond to reviews; it’s a way for you to have a voiceStephen Kaufer, President and CEO at TripAdvisor LLC interviewed by Emile Breure
Moving from revenue management to revenue strategyBy Patrick Bosworth, Co-Founder and CEO at Duetto
Social influxBy Sanjay Nagalia, Chief Operating Officer and co-founder of IDeaS Revenue Solutions
Global|Revenue Management|Social Media
Digital marketing: the Waterloo of the hotel industry?By Lennert de Jong, Director of Distribution at citizenM
Google: Five questions for an industry innovatorRob Torres, Managing Director, Travel, at Google interviewed by Max Starkov, CEO at HEBS Digital
How to take advantage of a platform with one billion usersLee McCabe, Head of Travel at Facebook interviewed by Margaret Mastrogiacomo
Marketing to Chinese travelers? Leverage social media!By Jens Thraenhart, Founder of Digital Innovation Asia
Creating meaningful relationships with digital experience managementBy Michaela Papenhoff, Managing Director at h2c GmbH
2014 is the year for predictive analytics in hospitality marketingBy Loren Gray, Director of eCommerce at Ocean Properties Ltd
Moving targets: Reaching meeting planners with targeted contentBy Eric Eden, Vice President of Marketing at Cvent
14 recommendations for hotels in 2014By Kelly McGuire, Executive Director, Hospitality and Travel Global Practice, SAS