TravTalk India Online Magazine
Technology has transformed various aspects of hotel operations, contributing to enhanced guest experiences, streamlined processes, and improved revenue management strategies. Can hotels afford to ignore this platform any more?
Hazel Jain
We live in a fast-paced world that is not just highly globalised, but also digitalised. It is the age of the internet, easy connectivity, and AI that must be embraced in order to move forward. A strong digital presence through online travel platforms, social media, and user-friendly websites has become crucial.
Tshering Yanki, Sales & Marketing Executive, Pemako – a new luxury brand from Bhutan, says that digital presence keeps them vigilant of trends to cater to different consumers. “It allows us to continuously reach out to and engage with our target audience in a cost-effective way,” she says. With ease, hotels can nurture customer and business relationships through email marketing, attend to online reviews and feedback that contribute to a positive reputation. This also leverages search and advertising optimisation that ensures the hotel is boosting visibility and is easily accessible.
Connect to a global audience
Digital marketing is also a great way to convey the values of a hotel. Tanu Singh, Associate Director, MarCom & PR, Signum Hotels & Resorts, says, “Key factors that help new hotel brands like ours are online marketing strategies, like a user-friendly, mobile-responsive, and SEO-optimised website, partnering with popular OTAs like Booking.com, Expedia, or Airbnb to increase bookings, and social media presence to engage with users, and encouraging guest reviews on sites like TripAdvisor, Google, and Zomato. Positive reviews influence potential guests, and building database.”
Training for Revenue Management systems are also crucial. Ayodhya Nath Tiwari, Director, Revenue Management, Novotel Kolkata Hotel & Residences, feels that online platforms have revolutionised how guests book. “In fact, advanced RMS, often powered by AI, enable us to analyse huge data in real time,” he says.
There is a need for increased focus on Revenue Management in both hotel management schools and within the industry. “Moreover, the essence lies in embracing Total Hotel Revenue Management and Sustainable Revpar Matrix, which are pivotal,” Tiwari adds.
Digital marketing for Ramee Group of Hotels is a multifaceted strategy that encompasses various online channels and platforms. Asawari Musale, Digital Marketing Head, Ramee Group of Hotels, says, “In the dynamic hospitality industry, our digital marketing efforts are crucial for staying competitive and reaching a diverse range of travellers. This includes implementing comprehensive strategies across social media, SEO, email marketing, and online advertising. The impact of digital marketing on Ramee Group of Hotels has been significant and transformative.”
Moreover, digital marketing has played a pivotal role in driving direct bookings, reducing dependency on third-party platforms.
Digital marketing has empowered hotels to stay agile in a competitive market. Ridhima Nagpal, MarComm Manager, Hyatt Centric MG Road Bangalore, says, “Implementing online promotions, loyalty programs, and partnerships significantly enhance our brand visibility. It is also crucial to promote online reviews and encourage user-generated content.”
Sharin Joseph, Commercial Director, Hilton Bangalore Embassy Golflinks, believes that establishing a strong online presence through platforms like Instagram, Facebook, and now, even LinkedIn is pivotal. “These channels not only showcase the hotel’s unique features but also enable real-time engagement with guests and potential guests. User-generated content and online reviews are invaluable tools for building credibility. Actively encouraging satisfied guests to share their experiences on platforms like TripAdvisor and Google enhances the hotel’s reputation and fosters trust among clients,” Joseph says.
Great for newer hotels
Sonal Sahoo, Director and Promoter, Lyfe Hotels, The World Hotels and Resorts, a new entrant in the industry, feels that travellers today are heavily dependent on online platforms to research, compare, and reserve accommodations. “Therefore, a strong digital marketing strategy is imperative for hotels to boost their online presence and secure bookings,” she adds.
