The Internet – Not a dreadful monster but wings for a tiger.
In this session, Feng Lu(The East Hotel Management Zhejiang Co., Ltd.GM) and Tod Zhou (Netconcepts.cn CSO & Travel Department GM) and Mr. Lu(The East Hotel Management Zhejiang Co., Ltd.GM) shared with us the practices on how to capturing demand and how to increase customers’ retention on internet.
Easy connection to hotel website: All hotels, including international branded hotels, economy chain hotels, and standalone hotels, need to establish their own websites, which definitely should link to the hotel reservation system. That is the convenience that internet gives us. However, the portals could bring some problems to the clients at the same time. For example, some hotels’ or hotel groups’ portals were placed outside China, which results a problem of slow connection speed between portals and users in China, hence affect the users’ experience.
Internet reputation management
hotel’s business could also come from reputation management. Sorting, replying and analyzing reviews of a hotel could help to improve customers’ experience, optimize working processes and upgrade hotel facilities.
Elaborate keywords on search engines
When booking channel is prevailed by OTAs, how hotels do internet marketing? When top ranked positions are all brought out by OTAs on big search engines, such as Baidu, what should the hotels do to make them known by public? Here comes the importance of keyword choice. Using elaborate keywords in internet advertising can make it easy for clients to search out the hotel. The top ranked information about a hotel in search engines could not be their own official website, but the good reputations of a hotel. The functions could all be realized through sophisticated design of a hotel’s keywords.
Social media applications
If a hotel do not have a high budget on internet marketing, it has to make full use of available social media. In recent years, we have all observed the symptom of a trend that hotels’ traditional CRM system is gradually being replaced by the CRM with social functions, such as Wechat and other applications. Hotels should pay more attention on use and development of such applications, and of course, they should well linked with central reservation system. By such, hotels could further explore potential customers and transfer the customers from OTA to their own application’s users and members.
Horwath HTL has created a new brand identity – CHAT, tailored for China’s hotel and tourism industry! CHAT, the abbreviation for China Hotels And Tourism, encourages industry people to gather, create dialogue and network through the platform, as well as exchange and share experience and knowledge. CHAT Beijing is an enhancement of the “China Hotel Development and Financing Conference”, which has been held for eleven years in Beijing. We further focus the conference specifically on hotel and tourism development and investment issues. There are 650 delegates attended 2015 CHAT Beijing with the largest segment being domestic hotel and tourism developers and owners. CHAT Shanghai is an upgrade of our annual “China Hotel Market Review and Outlook Seminar”, which has been held over the past six years. CHAT Shanghai focus on hotel asset management and operations. 510 delegates attended CHAT Shanghai in September 2015. CHAT Beijing and CHAT Shanghai held in Spring and Autumn respectively cover the full hotel and tourism business cycle from development and investment to asset management and operations. CHAT will enable you to achieve successful business development through its various powerful platforms!
About Horwath HTL
Horwath HTL is the management consulting of Crowe Horwath International that specializes in hotel, leisure and tourism industries. Established in Asia in 1987, Horwath HTL has consulted about 4,000 hotel and tourism related projects throughout the region (including over 1,200 projects in China) for clients ranging from individually held businesses to the world’s most prominent operators, developers, lenders, investors and industrial corporations. Horwath HTL now operates offices in several key cities throughout the Asia Pacific region, including Auckland, Beijing, Hong Kong, Jakarta, Kuala Lumpur, Mumbai, Shanghai, Singapore, Sydney and Tokyo. Our offices work closely together to ensure that our clients receive a multi-skilled international perspective for their projects. Horwath HTL is also supported by the Horwath database, the largest and most complete hotel and tourism related database in the world. No other firm is better positioned to meet today’s and tomorrow’s industry challenges than Horwath HTL – Experts in the hotel, tourism and leisure industries.