When I started in travel marketing many industry professional looked longingly at packaged goods marketers. Companies like Procter & Gamble and Colgate-Palmolive were admired for their research, budgets, and marketing prowess.
That was then, This is now. Small luxury hoteliers can stop their envy and start pitying these packaged goods Goliaths who have lost their way in today’s Internet world.
Knowledge@Wharton, an online newsletter from the famous Business School just published and article titled, “If Online Marketing Is the Future, Why Are Some CMOs Stuck in the Past?”
In the article several Wharton professors detail how large clients are struggling with online marketing. Only 6% of their budget goes to online marketing! They are failing at integrating this powerful medium into their marketing efforts.
Today small hotels have (or should have) it all over the stuck-in-the-past package goods companies. Interent marketing plays a significant role in your success. It is a wonderful medium for building strong relationships with your customers and prospects.
For a small luxury hotel, a well crafted, integrated marketing program with a combination of Internet, PR, targeted print, sales and a robust database is the key to creating strong brand advocates and a sustainable competitive advantage.
What do you think? Safe travels – Madigan Pratt