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Dear hoteliers, When I discuss email marketing strategies with my clients, they often tell me the same thing: “My customers don’t like getting email, they don’t want to be harassed.” There’s a fine line between spam and email marketing. However, when we look closely, Booking is THE champion email marketer. Its booking confirmations, pre-stay emails, pre-check-in emails and offers from other nearby hotels just keep coming. But that doesn’t prevent millions of travelers from making…

Dear hoteliers, I haven’t written for over two months because, like you, I’ve been wrapped up in this totally unexpected situation. I’ve had to channel all my efforts into managing things and making sure we can still operate once the crisis is over. In the past two months, I’ve held many meetings, taken part in webinars and discussed the situation with dozens of hotel industry professionals. I’ve also gleaned ideas which have been used to…

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”…

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