Effective marketing tactics to optimise hotel online distribution

Chen, Meng-Mei (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Murphy, Hilary Catherine (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Boonkongchuen, Pavika (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

Marketing, and specifically distribution, is becoming more complicated and challenging for hoteliers in all markets. This research evaluates the effectiveness of marketing and distribution tactics as perceived by four and five star hotel managers in Thailand. A questionnaire distributed to 350 respondents reveals that the most effective marketing tactics are related to brand.com, particularly to ensure the online booking engine is effective and visible on all pages and, more specifically, to clearly communicate information on room types; ensure real-time rates and best rate guarantee are available. With regard to Online Travel Agents (OTAs), the most effective marketing tactics are to provide attractive photos, accurate information, and rate and room availability parity. Marketing tactics related to social media and e-mails are revealed to be less effective.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
EHL
Subject(s):
Economie/gestion
Publisher:
Budapest, Hungary, 26-28 October 2016
Date:
Budapest, Hungary
26-28 October 2016
2016
Pagination:
8 p.
Published in:
Proceedings of EuroCHRIE 2016 Conference
Appears in Collection:



 Record created 2017-02-14, last modified 2019-06-11

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