Top 5: the top stories and tips you may have missed in May 2016

From getting rates straight to marketing strategies and the appointment of a chief disruption officer’, the focus of the merry month of May seems to be hotels

1. Hotels and the dirty battle of distribution

After several interviews with a number of hotel and travel tech execs at this year’s TDS Europe we attempted to get to grips with some of the issues hotels are up against today. Many hotels are having their best available rates undercut by third parties at the point-of-sale so top of the agenda is getting rates straight. In an in depth piece from EyeforTravel, executives at mid-tier chains CitizenM and Sokos Hotels, as well as tech players like Fornova and even booking.com share their views.

2. AccorHotels creates new role for digital growth and greedy OTAs

With classic French élan, writes Sally White, AccorHotels is making it absolutely clear that it is on song with leisure industry trends. As such it is the first hotel to appoint a chief disruption and growth officer in the form of serial entrepreneur Tribault Viort (43). Accor has been on a buying spree in recent times and this story takes stock. The story takes a look at the wheeling and dealing of Accor in recent times and has also invested heavily in digital technology. It seems that Viort’s appointment has been made to keep the focus so those ‘greedy’ OTAs don’t steal too much of the pie.

3. Starwood on being better together and the shifting digital landscape

In this piece we hear from Glenn Stress, Starwood Director of Digital-Americas Starwood Hotels & Resorts, who was a speaker at a recent EyeforTravel event. He shares insights into seven trends that are shaping the industry which include: attribution and personalisation, cross-device tracking, social media, content, ratings & reviews and mobile. We also hear how Starwood was a first mover in the Facebook Dynamic Ads space, which have proved “very successful”.

4. New twists come to 360-degree video marketing

Again hotels are the focus of this technology piece by Andrew Hennigan takes a look at how 360-degree technology is taking off. Again hotels are a focus and he looks more closely at a recent concept by Hilton Hotels and Resorts, which uses the technology. “While booking is not the main focus of the campaign, and the interactive experience may not lead to direct sales, the argument goes that it will help consumers to think about the brand in a new light,” writes Hennigan. Certainly something to think about!

5. Handy dos and don’ts on the battlefield of hotel distribution

Sticking with the hotel theme in a follow on from the in depth that topped the list in May, we pull out some tips for hoteliers in the battle against third parties. What’s clear is that a multi-pronged approach is necessary, that you need to understand your rates and how others may be undercutting you. Don’t overspend on marketing you don’t need is another important point nor overlook basic branding or think the customer really cares.

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