I just attended a conference this week and the subject of one of my breakouts was, interestingly enough, social networking and its relevance to hospitality marketing. I could go on and on about this topic but I though it was so important I placed it on my site, in case you missed it, here it is again!
I was doing my social networking thing, hey it really does work, and came across THIS http://lovehatethings.com/podcast-153-screw-your-pillow-mint-and-give-m
Its a great podcast about free wifi from a guest perspective, remember if your not saying anything your guests ARE!
This seems like a Basic enough question, why bother? Ie never done it before and everything is just fine……but is it? Lets just take a small and logical analysis of a common hotel brand. Motel 6, by Accor, which has over 1000 locations across North America and Canada. Each and every Motel 6 has a “mini-website” hosted on Motel 6 main website http://www.motel6.com/. Do you suppose that each of these 1000+ websites was individually designed and optimized for each specific location, I say no. In fact, most of the individual websites are nearly identical with “keywords” that are predefined to target the most common search terms, in fact not very customized at all! Case in Point, I happen to live in Amarillo, Tx which according to the motel 6 site has two locations. In fact this is inaccurate, there are actually three motel 6 locations according to google maps!
Looks like the theory that well enough is enough is starting to unravel. In this specific case at least ONE of the three motel six locations is not even being correctly advertise by its own company! Then if one were so inclined to look up the words Amarillo texas hotel we would find that not a single one of the Motel 6 properties appears in the top 50 of a google search. In fact the number one listing on a google search belongs to http://www.ambassadoramarillo.com/, an INDEPENDENT hotel! They may need to contact US!
Do you still think that social networking and SOE are not important? Having a corporate “mini-website” and not optimizing its placement is like having an open sign and not putting it up, it just doesn’t make any sense!
What a great video, see below, this really got me thinking about how important it is to optimize your hotels website! The two, personal branding and hotel website marketing, really correlate! Lets take a look at the example I gave in our last Blog, Ta Ambassador Hotel in Amarillo, Tx http://www.ambassadorial.com/. When one does a google search for Amarillo Texas hotel it is the first site to list, well above any o the branded hotels in town!
These other hotels rely on their “brands” marketing to fuel their websites, for the most part. The Ambassador, on the other hand, is an independent hotel, it had no brand to fall back on. In order to compete on the internet the Ambassador had to create itself, or brand itself. This personal attention outdid the millions in corporate advertising budget, giving them top placement. Now I can attest that the Ambassador is a fine hotel and deserves priority billing in it’s market, bu is it the TOP hotel? There are other, newer hotels in town, some with better amenities or facilities, many with the strength of a national brand behind them. Therein lies the key, the other hotels relied on generalized advertising instead of making their presence specific unto themselves. They forgot about their personal branding! View the video and let me know if you do, or don’t, agree with me!
Authentic Personal Branding from William Arruda on Vimeo.
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