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Jumat, 18 September 2009
STRATEGI PEMASARAN HOTEL DALAM MENGHADAPI PERSAINGAN GLOBAL
Competition in business environment is the most influencing factor of marketing strategy for enterprises, including hotels. The ability to survive and succeed is determined by optimizing the use of all resources and assessment of current competition atmosphere. Choosing the right strategy based on strengths, weaknesses, opportunities, and threats identification will significantly effect the positioning of hotels in the market. This paper presents an introductory assessment of existing position of hotels, followed by a discussion on competition strategy available. In addition to that, an overview of current competi-tion in the market should give a better understanding of the matter.
UK’s Telegraph on finding hotel bargains
Booking a three-star hotel can sometimes be cheaper than booking a one-star property, according to an in-depth survey of the prices paid for hotel rooms in the first half of this year.
The reason for this appears to be that, as the credit crunch has hit tourism, mid-range hotels have had to work particularly hard to attract business, while those at the lower end – automatically attractive to those looking to cut costs – have not suffered so much.
The ease with which such comparisons can be made is one of the most interesting side-effects of the steady shift to online travel bookings. The computerised databases of the websites that take those bookings can now give us a real and accurate account of how much people are spending on – or how much they are being charged for – their holidays.
In an industry notorious for its claims of bargain offers and discounts, but chary of sharing the real costs with its customers, this is a new experience. In harsh economic times it makes bargain-hunting much easier.
Get the full story at the Telegraph.co.uk
The reason for this appears to be that, as the credit crunch has hit tourism, mid-range hotels have had to work particularly hard to attract business, while those at the lower end – automatically attractive to those looking to cut costs – have not suffered so much.
The ease with which such comparisons can be made is one of the most interesting side-effects of the steady shift to online travel bookings. The computerised databases of the websites that take those bookings can now give us a real and accurate account of how much people are spending on – or how much they are being charged for – their holidays.
In an industry notorious for its claims of bargain offers and discounts, but chary of sharing the real costs with its customers, this is a new experience. In harsh economic times it makes bargain-hunting much easier.
Get the full story at the Telegraph.co.uk
Why your advertising isn’t working
The vast majority of ads don't register with consumers. BusinessWeek thinks it has seven straight-up reasons why your message probably isn't getting through.
Recently, an AdweekMedia poll of LinkedIn members posed this question: “Of the ads you see in a typical day, how many engage your attention?” A remarkable two-thirds of respondents said “a small minority of them.” Another quarter answered “none of them.” Together, that’s 91%. Only one in 100 respondents said “most of them.”
Ouch. While polls like these have their limitations (we often can’t - or won’t - tell the truth about our own purchase behavior), I suspect few us would doubt the overall conclusion that a lot of advertising doesn’t work very well. Your own advertising may even fall into that category.
If you find yourself nodding your head and wringing your hands right now, keep in mind this simple business axiom: Companies get the advertising they deserve. If your advertising isn’t working, it may be you that’s the problem
Get the full story at BusinessWeek
Recently, an AdweekMedia poll of LinkedIn members posed this question: “Of the ads you see in a typical day, how many engage your attention?” A remarkable two-thirds of respondents said “a small minority of them.” Another quarter answered “none of them.” Together, that’s 91%. Only one in 100 respondents said “most of them.”
Ouch. While polls like these have their limitations (we often can’t - or won’t - tell the truth about our own purchase behavior), I suspect few us would doubt the overall conclusion that a lot of advertising doesn’t work very well. Your own advertising may even fall into that category.
If you find yourself nodding your head and wringing your hands right now, keep in mind this simple business axiom: Companies get the advertising they deserve. If your advertising isn’t working, it may be you that’s the problem
Get the full story at BusinessWeek
How Guide Michelin embraces social media
Michelin is rigorously tight-lipped about the information in its guides until they arrive in stores, and requires similar discretion from its reviewers, who are anonymous. But in this Facebook era, when privacy and anonymity seem like vestiges of a bygone time, Michelin is making itself a bit more accessible.
As Guide Michelin prepares for the New York guide’s fifth edition, scheduled to be in stores on Oct. 6, and San Francisco’s fourth edition, scheduled for Oct. 20, the company is running an ad campaign for the guides highlighting its “famously anonymous” professional reviewers. Michelin protects the identities of its reviewers to the point that they generally are not allowed to do interviews with the press, and must invent cover stories about their profession so that even friends and family don’t know what they do.
Despite those precautions, with this campaign, Michelin is peeling back the mask of its reviewers. They will post items on Twitter at @MichelinGuideNY and @MichelinGuideSF, including items about places they are dining, advance critiques of chefs and complaints about service.
Get the full story at The New York Times
As Guide Michelin prepares for the New York guide’s fifth edition, scheduled to be in stores on Oct. 6, and San Francisco’s fourth edition, scheduled for Oct. 20, the company is running an ad campaign for the guides highlighting its “famously anonymous” professional reviewers. Michelin protects the identities of its reviewers to the point that they generally are not allowed to do interviews with the press, and must invent cover stories about their profession so that even friends and family don’t know what they do.
Despite those precautions, with this campaign, Michelin is peeling back the mask of its reviewers. They will post items on Twitter at @MichelinGuideNY and @MichelinGuideSF, including items about places they are dining, advance critiques of chefs and complaints about service.
Get the full story at The New York Times
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