industry article

Today’s travelers are choosing hotels that inspire them and effectively articulate why their rooms and amenities are ‘worth’ the price. But hotel listings on travel sites are typically lackluster and undifferentiated with unclear value propositions. Hoteliers can capitalize on their presence on travel websites by applying online merchandising techniques and using visual content to their advantage.

When it comes to reserving a hotel room online, what criteria are important? According to a recent survey of US internet users, being able to see the place is key

With the advent of Web 2.0, travel companies are realizing they must incorporate rich media and other tools in order to enrich the customer experience

We know that the typical travel consumer visits multiple websites, shopping and comparing the available options. This is where it becomes vital to understand the factors that impact consumer decision-making Between Search Engine and Booking (BSEB)."

In this shrinking market, how can you ensure you get not only your fair share of the pie, but an even greater piece than before? Focus on Merchandising your Hotel Online

Every sector of business, including hospitality, faces momentous challenges stemming from the global recession. Occupancy is suffering, and all indications are that the deterioration will persist for quite some time. The latest Blue Chip Economic Indicators Report, a composite forecast of 52 economists, projects the worst recession since World War II with an upturn not beginning until late 2009

Hotel sales and marketing should be the very last area for cuts and downsizing. Operators that choose to do so risk facing even greater challenges when the market turns -- and we all know that day will come. Those operators that adopt a policy of "bunker down" and "we’re going to sit this one out" may be very disappointed after the economic recovery to find how badly their property has slipped

The credit crunch, which began in the US in mid-2007, has gradually turned into a global economic crisis. While the US and many European governments are considering alternative restructuring options for their financial systems, the hospitality industry is being significantly impacted by the economic slowdown and lack of capital

At the core of merchandising, is the fundamental idea that presentation greatly affects how well products sell. Although it’s a concept that hoteliers typically associate with choosing the right pillows or accessorizing guestrooms with certain decor, there is a new way of thinking about merchandising: as a proven way to extract the most value from online hotel listings. This mentality is becoming the key to success for hotels in today’s competitive online travel market

By understanding and implementing the fundamentals of online hotel merchandising, hoteliers can leverage the Internet as a cost effective sales and marketing channel by capturing shoppers’ attention and motivating them to book. This article, by Paolo Boni, President and CEO of VFM Leonardo featured on hotelexecutive.com, explores six simple ways you can use online merchandising to your advantage.

Intensifying competition, the proliferation of online video and changing travel shopper behavior are a few key drivers encouraging hotel owners and marketers to rethink their existing approaches to online revenue generating activities.