1、 Mastering Internet Marketing in 2010: Results of the 4th Benchmark Survey on Hotel Internet Marketing By Max Starkov, Mariana Mechoso Safer on the other, hoteliers are hitting the ground running with more expansive online marketing budgets and an enthusiasm to participate in new initiatives. How ar
2、e hoteliers shifting the balance between offline and online marketing budgets? Which initiatives do they believe will bring the highest ROIs in 2010, and to which initiatives are they willing to start devoting more of their budget? Are hoteliers finding any more wiggle-room in their budgets now that
3、 the recession is coming to an end? With social media and mobile marketing dominating conversations these past few months, are hoteliers finally willing to invest a significant portion of their budgets to these up-and-coming marketing formats? The purpose of the Benchmark Survey on Hotel Internet Ma
4、rketing Budget Planning and Best Practices is to answer these questions and to assess hoteliers Internet marketing priorities and strategies for the year ahead. With these direct responses from hoteliers in the field, HeBS can provide the industry with insights on how Internet marketing strategies f
5、or the hospitality industry are developing year after year. Who Participated this Y ear? The survey experienced global participation, with almost a third of the responses coming from the US and Western Europe. This year, we also saw more participation from hoteliers in the Asia-Pacific region (14.8%
6、 vs. 12.3% last year). Hospitality executives included general managers (22.2%), sales and marketing directors (16.7%), e-commerce managers (25.9%), and revenue managers (13%). Similar to previous years, the full spectrum of hospitality and travel verticals were represented, including boutique hotels, upscale hotels, budget, mid-scale and luxury franchised properties, major brands, real estate trusts, resorts, hotel management companies, casinos, and more. Over half of participants were hote
