Using Social & Digital Media to Attract Domestic

Travellers

The Evolution of Marketing | Employees as Brand Marketers | Your 2016 Marketing Budget

Martin Kubler FIHCEO – Iconsulthotels & sps:affinity

Hospitality, Tourism, & Service Industries Consulting | Innovation Specialist, Writer, Trainer

www.iconsulthotels.com

Martin KublerHotel GM turned Hospitality & Service Industries Consultant

Public Speaker, Lecturer, Writer

• CEO of Iconsulthotels & sps:affinity• MBA in Marketing & Innovation from GIHE• Likes: Vegan food, strong coffee. Dislikes: Okra• Columnist for Hotelier Middle East, Travel & Tourism

News Middle East, HBME• Keynotes: GITEX (Dubai), HTF (Las Vegas), ITHS

(Oman)

Using Social & Digital

Media to Attract Domestic

Travellers

Will innovation wow them?

Does loyalty still exist? Will your messages

reach them?

• Passive Consumption

• One-Way Communication

• One Thing at a Time

• Sharing & Interacting

• Multi-Way Communication

• Everything at the Same Time

• Third Place Working / #workshifting

• Outernet

• Data Era & The Power of Data

• The Sharing Economy

• “What’s in it for me?”

• “Always on”

• Impacts entire consumer lifecycle

• What’s the trade off?

• Value rather than gimmicks

• The end of the fruit basket

• Smart Luxury

•A chance to save?

• The age of random excellence?

Success requires cross-functional feedback loops & teams:

From silos, lack of communication, multiple handoffs…

Cross-functional roles, high collaboration, results oriented…

Yesterday Today

“Hotels are what they say they are”

“Hotels are what people say they are”

Full Control Loss of Control

One Size Fits All Tailor-Made / Customized

Marketing Department We’re all in marketing now!

Not enough data Too much data?

Consumer Choice

Theory:

• Utility is the

satisfaction or

pleasure derived

from consumption

of goods or

services.

• Actual

measurement of

utility is

impossible, but

economists assume

it can be measured

by a fictitious unit

called the “util”.

Even though water provides a higher utility than diamonds, diamonds are

more expensive than water? Why?

Water is plentiful in most places, so its marginal utility is low -> low

price

Diamonds are scarce and their marginal utility is high -> high price

Not retargeting? You’re losing $$$$...

Social WiFi – a no brainer…

Your reputation matters…

Localyser is a social media monitoring and

engagement tool specifically designed for the

hospitality & F&B industry that helps you:

• Monitor all your properties and outlets’ ratings &

reviews from one dashboard

• Quickly identify low performing locations and

alerts you when a review is received.

• Converts favourable responses into online positive

reviews (increase your average rating).

www.localyser.com | tarik@localyser.com | Tel: +971 52 929 1829

Aggregates Reviews from Across the Web

التعليقاتكلجمع

الويبعبر

لمراقبةاإلنترنتعبرأداةهيلوكاليزرخصيصا ًصممت،االجتماعيالتواصل

والضيافةالمطاعملقطاع مميزاتمن .:الخدمة

- والمراجعاتالتقييماتكلمراقبةسهولةواحدمكانمناإلنترنتفي .

- الضيوفتعليقاتعلىالحصول.الكترونيا ً

- هإيجابيتقييماتالىالتعليقاتتحويلاإلنترنتعلى .

One dashboard for all reviews

Branded customere-comment card

Detailed reporting

لكلواحدمكان

والمراجعاتالتقييمات

ليقالتعلبطاقةالكترونيةصفحة

مفصلةتقارير

Why is local social media important?

• A Harvard Business School paper followed 400 restaurants on Yelp.comand found that a one-star increase in Yelp rating leads to a 5-9% in revenue.

• A UK Berkeley research found that a restaurant with a rating improved by just half a star, it's chance of getting full increased from 13% to 34%.

• An MMGlobal Survey found that 49% of consumers place restaurant reviews, detailed listing & accurate map location as most important factor in making a decision to go to a restaurant or stay in a hotel.

www.localyser.com | tarik@localyser.com | Tel: +971 52 929 1829

جداً؟مهمالمحلياالجتماعيالتواصللماذا

- علىمطاعمالتجاريةهارفردجامعةتابعتيلبموقع . بنجمةالتقييمارتفاعأنووجدتكوم

%9 - بنسبةالمبيعاتمنزادواحدة 5%

- المملكةفيبيركليجامعةفيدراسةوجدتيزيد،نجمةنصفبمقدارتحسنانالمتحدة

منالحجزفرصة 13 إلى٪ 34 ٪.

- أنجلوبالممأبحاثشركةوجددت 49٪ منودقةالمطاعمتعليقاتعلىيعتمدونالعمالء

التخاذاإلنترنتشبكةعلىالمتوفرةالمعلوماتالحجزأوللشراءالقرار .

MyTriphoto – 360 user-generated

selfies…

• Welcome to the age of random excellence

• Our structures! They need to change!

• Listen! No, really listen!

• Average does not create ripples