The 44th Annual General Meeting for the European Hotel Manager’s Association (EHMA) will be held in Amsterdam, Netherlands March 17 – 19, 2017. The theme for this year’s event is, “Disruptors in Luxury Hospitality” and will include a distinguished list of speakers from around the globe.

Madigan Pratt, president of MP&A Digital & Advertising located in Williamsburg, VA and managing partner in Marketing Luxury Hotels based in Paris, France will be one of the featured speakers. Madigan will discuss how luxury hotels can increase guest loyalty and drive significantly more profitable, non-commissionable revenue by following a rigorous integrated Customer Relationship Marketing or iCRM approach to communications and sales.

“Fifty percent of all luxury European hotel bookings comes from online sources and 75% of that is generated through OTAs. Said another way, European hotels are paying OTA commissions on nearly 40% of all bookings which seriously erodes revenue and reduces profit,” said Madigan Pratt. “Well executed iCRM programs have shown to increase hotel revenue by 50% to 100% while driving more direct bookings.”

One of the highlights of the discussion will be a live demonstration of MP&A’s OTA Calculator. Since OTAs receive net rates there is no line item on a hotel’s budget for OTA commissions making it difficult to know the exact cost of marketing through OTAs.  The Calculator helps hotels determine how much revenue they are leaking to the OTAs.

Follow this link for more information on the agenda and speakers at the European Hotel Manager’s Association 44th Annual General Meeting.

About MP&A Digital & Advertising

MP&A Digital & Advertising helps independent luxury hotels drive more profitable, direct (non-commissionable) revenue. Using its unique integrated Customer Relationship Marketing (iCRM) approach the agency employs sophisticated database marketing disciplines designed to attract, retain and create more loyal customers. Principals with extensive experience at some of the world’s largest advertising and direct marketing companies lead the agency’s team of marketing, creative, public relations, website, SEO and social media professionals. The agency relocated from New York to Williamsburg in 2006. For more information, visit MP&A Digital & Advertising.

In 2016 MP&A formed a partnership with StringCan France, a Paris based digital agency. Together they created Marketing Luxury Hotels, an agency designed specifically to bring the power of iCRM to European luxury hotels and resorts.

AUTHOR: Madigan Pratt
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