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Hello everyone, During the COVID-19 crisis, I had the chance to collaborate with Fabienne Ardouin (Co-President of the International and Digital Europe Commission – GNI) to help thousands of hoteliers communicate with their guests. As each hotel is unique with very specific circumstances, Fabienne and I wrote out several scenarios that we then translated into many languages, before distributing them to all the hoteliers in this network. Today, we have (finally) arrived at the end…

Dear hoteliers, This is based on over 500 Hotels that run Christmas campaigns with us every single year. What is your objective? Which period are you trying to drive traffic to? Design your campaign with these in mind. Your Christmas strategy should include direct repeat business and gift vouchers to be purchased. Segmentation of your database According to analytics we have run with over 500 of our hotel partners we see that a personalised marketing…

Dear hoteliers, I have never considered marketing to be an esoteric or abstract domain in which only Geniuses are capable of producing miracles. While it is true that marketing is an extremely precise, even mathematical science, and must be supported by good ideas, this also holds true for all other professional domains. But what about relationship marketing, that intangible marketing approach whose purpose is to increase the life cycle of your own guests (loyal guests repeating “consumption”…

After years of working on the OTAs, today I can update the many tricks they use which directly affect the profits of your hotel. These tricks are much more than simple “gimmicks”. They are, in fact, actual diversions to the detriment of your income and to the benefit of themselves. The OTAs have virtually unlimited budgets and overwhelm you with their power. Yet, many hotels succeed in reining them in and do very well. The…

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