Digital distribution and marketing, online distribution, community manager, social media manager, "SoLoMo" customer.... all these terms were topics of debate at the Global Lodging Forum, during the fourth panel on Monday, March 17 entitled "Internet, threat or opportunities for hotel groups?".
Daniel KERZNER VP Digital, Loyalty & Partnership marketing (EAME), Starwood Hotels & Resorts :
Internet created my job by allowing me to develop a relationship and interactions with hotel industry personnel and customers. Starwood Hotels & Resorts was, for example, the first hotel group to implement customer feedback on its website. But technology does not always go hand in hand with consumer loyalty and that is why it is necessary to develop the most personal relationship possible with our customers. As far as concerns pricing parity imposed upon hoteliers in their relationship with online travel agencies, I think it makes sense. What's key for hotelliers is to edicate clients to build habits of booking through the right channel.
Heather LEISMAN Managing Director EMEA, HotelTonight :
More people in the world own a mobile phone than own a computer. The mobile thus offers a massive quantity of opportunities and different possibilities. It is also an excellent way to seduce new consumers. Mobile users are always looking for something they want to use immediately, it is thus necessary for hotel reservation processes to be easy and fast. In terms of opportunity, the power of geolocation is also enormous and the possibility of sharing photos at any given moment and in any given place improves the customer experience and corporate image.
Nicolas SALIN CEO & co-Founder, VeryLastRoom.com :
What puzzles hoteliers today about the development of the mobile phone is first and foremost last minute bookings and the related pricing policies that need to be implemented. At VeryLastRoom.com, we figured that the concomitant growth of the mobile and of last minute sales were closely connected and that this was something so important that it was necessary to develop pricing strategies that can change each minute. It is a new way to use last minute sales through which prices may be decreased little by little as days go by, or suggest prices in real time with a goal to optimizing hotel prices.
Olivier MOUCHET Director Corporate Solutions International, HRS :
As far as concerns pricing parity in the hotel industry, or the obligation for hoteliers to not offer lower prices than those on OTAs, I believe it makes sense. In fact, what customer would buy a product from me if he can find it at a lower price elsewhere? It is out of the question for us, as an online distributor, to offer higher rates than those posted by the hoteliers themselves, and even less so when we are working with corporate clientele. I believe it is important for hoteliers to play by the rules of the game in their relations with online travel and hotel distributors.
Thomas STEINBRECHER Head of Travel, Google France :
Google France is in contact with all players on the travel sector, who are currently wondering how to use digital tools for their business,particularly to transform their customer relations, or how they can work with Google. In response to these questions, Google's ecosystemis evolving and the products dedicated to travel are developing, especially to offer hoteliers the possibility to send their customers personalizedmessages. The importance of the growth of mobile devices should also be considered in developing strategies, because by the year2015, 15% of consumers will make travel reservations using their mobile phone. As far as HotelFinder is concerned, Google wishes to be incontact with all the partners operating in the industry.
Veit FUHRMEISTERSenior Regional Director Central & Eastern Europe, Expedia :
While most travel reservations will be made by mobile phone in the near future, how many independent hoteliers and hotel chains are currently able to create their own mobile application in 14 different languages? This is where role of OTAs comes into play for the industry: we must bring our partners an added value through the development of new technologies, with a goal to bringing them additional clientele. The customer does not belong to OTAs and the work we do consists in creating brands to offer consumers a unique experience. As far as concerns pricing parity, I believe it makes sense and we will adapt to local regulation. In the end, this is a question of cost per client earned.
Internet created my job by allowing me to develop a relationship and interactions with hotel industry personnel and customers. Starwood Hotels & Resorts was, for example, the first hotel group to implement customer feedback on its website. But technology does not always go hand in hand with consumer loyalty and that is why it is necessary to develop the most personal relationship possible with our customers. As far as concerns pricing parity imposed upon hoteliers in their relationship with online travel agencies, I think it makes sense. What's key for hotelliers is to edicate clients to build habits of booking through the right channel.
Heather LEISMAN Managing Director EMEA, HotelTonight :
More people in the world own a mobile phone than own a computer. The mobile thus offers a massive quantity of opportunities and different possibilities. It is also an excellent way to seduce new consumers. Mobile users are always looking for something they want to use immediately, it is thus necessary for hotel reservation processes to be easy and fast. In terms of opportunity, the power of geolocation is also enormous and the possibility of sharing photos at any given moment and in any given place improves the customer experience and corporate image.
Nicolas SALIN CEO & co-Founder, VeryLastRoom.com :
What puzzles hoteliers today about the development of the mobile phone is first and foremost last minute bookings and the related pricing policies that need to be implemented. At VeryLastRoom.com, we figured that the concomitant growth of the mobile and of last minute sales were closely connected and that this was something so important that it was necessary to develop pricing strategies that can change each minute. It is a new way to use last minute sales through which prices may be decreased little by little as days go by, or suggest prices in real time with a goal to optimizing hotel prices.
Olivier MOUCHET Director Corporate Solutions International, HRS :
As far as concerns pricing parity in the hotel industry, or the obligation for hoteliers to not offer lower prices than those on OTAs, I believe it makes sense. In fact, what customer would buy a product from me if he can find it at a lower price elsewhere? It is out of the question for us, as an online distributor, to offer higher rates than those posted by the hoteliers themselves, and even less so when we are working with corporate clientele. I believe it is important for hoteliers to play by the rules of the game in their relations with online travel and hotel distributors.
Thomas STEINBRECHER Head of Travel, Google France :
Google France is in contact with all players on the travel sector, who are currently wondering how to use digital tools for their business,particularly to transform their customer relations, or how they can work with Google. In response to these questions, Google's ecosystemis evolving and the products dedicated to travel are developing, especially to offer hoteliers the possibility to send their customers personalizedmessages. The importance of the growth of mobile devices should also be considered in developing strategies, because by the year2015, 15% of consumers will make travel reservations using their mobile phone. As far as HotelFinder is concerned, Google wishes to be incontact with all the partners operating in the industry.
Veit FUHRMEISTERSenior Regional Director Central & Eastern Europe, Expedia :
While most travel reservations will be made by mobile phone in the near future, how many independent hoteliers and hotel chains are currently able to create their own mobile application in 14 different languages? This is where role of OTAs comes into play for the industry: we must bring our partners an added value through the development of new technologies, with a goal to bringing them additional clientele. The customer does not belong to OTAs and the work we do consists in creating brands to offer consumers a unique experience. As far as concerns pricing parity, I believe it makes sense and we will adapt to local regulation. In the end, this is a question of cost per client earned.
