Editor note: Original post 2015. Latest update June 2019. Independent Hoteliers whom I discussed with in Malta, Dubai, Phuket, Bali or Helsinki for that matter have similar concerns. How can we deal with the fast pacing changes in hotel marketing, which is changing by the month, and to ultimately build stronger relationships with a fickle travel market on their terms, who are going to intermediaries, focusing on rate only. The industry can only blame itself for jumping on the Best Available Rate (BAR) scenarios. I would argue developing strong relationship is important as it may result that eventually the relationships could convert to direct bookings through the hotels website. Direct bookings through the hotel website increases your average rate by around 15%, commission free revenue. Today’s buzzwords are, cross-channel marketing solutions, content marketing, and finally contextual marketing. Contextual marketing is touted as the next ¨big thing¨ in marketing. Contextual understanding of consumers, and the ability to engage continuously with them on their terms, enables hotels to deliver on the promise of customer-centricity. When executed effectively, context opens new opportunities for hotels – enabling them to deliver value to their guest in new ways and to build stronger relationships. Hoteliers I talked with, realize that their websites are simply not sufficient enough, or engaging enough to drive more visitors to their website and ultimately enticing them to book directly with the hotel. Many of the basic jobs could be handled by the team in the marketing department, rather outsourcing the assignments. So the list of ¨Must Have¨ skills are not only for students aspiring to become digital marketers, but also for professionals in the hotel marketing department, as a starters to stay abreast with the fast changing world of hotel digital marketing . #1: Writing and Copywriting Travelers enjoy reading about the destinations they will visit, and tips what to do. Writing skills are important for writing blog posts and website content, something more and more marketers are being asked to do. And since writing website content is something any digital marketer may get asked to write at some point, it’s also important to pick up basic copywriting skills so you know how to write persuasively and how to get people...
Read MoreI have been fortunate to make a career of my passion for hospitality business. I have been privileged and given the opportunity, to travel to exciting destinations round the world, working with nice people, meeting interesting personalities, enjoying fabulous food, and staying in great places. Yes, I am an hotelier at heart. I had the privilege of managing hotels for a number of years in Asia and Middle East. Young professionals, graduating students, have asked me the secret of success, to get a top job, preferably as fast as possible. They wonder why aren’t people jumping at the chance to offer the best opportunity in their company? The problem is that nowadays many jobseekers and young employees are used to seeing instant success stories in the media. They have come to expect the same for their career advancement. Secondly, employers complain that many of them are more interested in ‘what a job can do for them – not what they have to offer an employer’. Such an attitude won’t get you very far! On average, it takes 10-20 years to groom a talented individual into a competent general manager of a flagship hotel in a major city or top resort destination. Here is some advice I learnt along the way in my career: First need to be passionate about the things you do. It is a marathon, not a sprint. The fuel you need is passion! Be a good listener, and always have an open mind. Strong analytical skills and good communication skills to persuade or influence others are also important. Be open to learn every day, and it does not have to be in the classroom, but from people smarter than me. They way I learnt, was by asking questions and express interest in what other people do. I also was open to do any job, in a hotel. The jobs I held were receptionist, reservation agent, bar supervisor, kitchen steward, waiter to restaurant manager in different styles of restaurants, ranging from fine dining to fast food. Later on I was given more responsibility to be assistant manager, executive assistant manager of a hotel divisio and eventually senior management roles. Make every person you meet, feel they are special....
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