Customers of E-site Marketing and SynXis Benefit from a Content Management Tool That Goes Beyond Web Site into Social Media

  • SynXis Corporation
  • 05.19.09
At one time channel management meant you only had rates and availability to manage across multiple channels, but now more and more hoteliers face the challenge of also managing the distribution of marketing content to an expanding number of channels, including the rapidly growing social media channel.

The Content Management Tool (CMT), developed by E-site Marketing (a Sabre Holdings company) and available to all Sabre hospitality businesses, including SynXis, provides a one-stop control center where hotel marketers can manage Web site content and, at the same time, distribute marketing communications to multiple channels, thus publishing once, distributing to many. In the same way hoteliers strive for rate parity, this tool ensures content parity.

By creating a special promotion, package or news release one time in the CMT, a hotelier can then feed that information to its Web site and syndicate it to any other online channel. These can include traditional advertising opportunities on affiliate Web sites and also now include social media sites like Facebook, Twitter and Travelscream’s Travel Deals Network, the newest channel available. E-site and Travelscream have integrated their technology platforms, allowing hotels to publish travel offers and other content to Travelscream’s growing advertising network that includes Fodors.com, NationalGeographic.com and FareCompare.com, among more than a dozen others.

The recently launched Millennium Broadway Hotel’s Web site (http://www.millenniumhotelnyc.com) was created by E-site Marketing and uses the CMT exclusively. Millennium’s marketing team is already seeing the benefits of having one central location to manage its marketing messages. Jennifer Long, director of e-commerce for Millennium Hotels and Resorts, North America said, “The content management tool is not only a huge time-saver for us, but it ensures we have parity in our marketing messages, something that is critical for reinforcing our brand. We can now also leverage the constantly growing social media Web as a new and effective distribution channel for hotel offers.”

E-site Marketing has also included several enhancements to help hoteliers take advantage of multiple social media marketing opportunities by automatically adding “share this” tags to Web site content. Instead of just e-mailing information to friends, a consumer can post items of interest discovered on a hotel’s Web site to their Facebook page, Twitter and digg which is then seen by hundreds of their friends and followers in their personal network. Leveraging RSS feeds, in addition to content syndication, this technology yields significant benefits to search engine rankings. Google, Yahoo! and MSN all put a lot of weight on Web site content that has been formatted in RSS as well as the SEO link building benefits created by syndication and link sharing.

“Just as hotel managers have embraced channel management tools like SynXis’ RedX to effectively manage rooms and rates across multiple channels, they are now looking to simplify their marketing communications across the many distribution channels available,” said Felix Laboy, president and CEO of E-site Marketing. “Our hotel customers can now make the CMT their central content management hub - a huge step forward both in reach and content parity.”




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