Friday, August 10, 2012

Hotels Don’t See Social Media as a Priority

Hotels are putting social media on hold as a marketing and selling mechanism, while they focus on driving direct bookings in response to their continuous struggle for better margins with the Online Travel Agents (OTAs), says research by Ecole hôtelière de Lausanne (Switzerland) and RateTiger.

“We have found that hotels work with more travel agents and consortia contracts for the corporate segment, apply BAR to walk-ins, and develop special offers for returning customers, including the introduction of loyalty programmes.” said Horatiu Tudori, Senior Lecturer, Revenue Management, Ecole hoteliere de Lausanne, Switzerland.

The study 'The Distribution Challenge 2012' conducted for six months in five countries, found that while social networks including Facebook, Twitter, TripAdvisor and YouTube are recognised as new forms of digital marketing, hotels are still unconvinced about the impact these channels will actually have on bookings and are therefore deterred from implementing strategies in the short term.

To see full report, click here


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