HSMAI and TIG Global Release White Paper Targeting Online Strategies to Gain Market Share in Recessionary Times

  • HSMAI
  • 06.09.09
A down economy and the shift of consumers using the Internet for travel information has created a need for travel marketers to take a look at their companies’ online marketing strategies.

To speak to this topic, the HSMAI Travel Internet Marketing Special Interest Group (SIG) and Internet marketing company TIG Global, have released a white paper titled, “Capturing Market Share & Driving Revenue Online: Effective Internet Marketing Strategies for Recessionary Times,” the first in a planned series published by the HSMAI Foundation and offered complimentary to industry professionals.

“We are pleased to partner once again with TIG Global to produce this timely series of white papers.  Together our partnership enables hospitality managers to better understand tools and proven strategies that can leverage the Internet as a marketing medium to maximize their revenue,” said Robert A. Gilbert, CHME, CAE, HSMAI president and CEO.

“As a company, we are dedicated to providing Internet knowledge and the tools needed to competitively leverage the Internet business for our clients and members of the hospitality industry. We are proud to partner with HSMAI to produce such a relevant and timely resource to help hospitality professionals stay abreast of the latest e-marketing trends and best practices,” said Fred Malek, chief executive officer at TIG Global.  “With double digit RevPar declines, debt service pressures, and reduced market demand, it is an operational imperative for competitive hotels to apply the smartest and most efficient Internet strategies and tactics to connect with consumers (transient and group) who consistently rely on the Internet in some fashion to facilitate their travel purchases.”

Faced with tough economic times, declining occupancy and reduced travel spending, travel marketers will find that the greatest opportunities for success lie online, through Internet marketing and distribution. Online marketing strategies can also be cost-effective options as hospitality professionals search for solutions to current challenges caused by the decrease in meetings and consumer spending.

The white paper is a compilation of ideas and feedback from the Travel Internet Marketing SIG Advisory Board, led by Christine Beuchert, director of e-commerce at Marcus Hotels in Milwaukee, Wis.

“As marketers we cannot overlook the fact that consumers are increasingly becoming more Web savvy, instead we must determine the best practices for using this growing medium to grow our bottom line,” said Beuchert. “The white paper dissects the components of an online strategy and offers tactical advice for travel marketers to consider.”

“Capturing Market Share & Driving Revenue Online: Effective Internet Marketing Strategies for Recessionary Times” is the first white paper in a series sponsored by TIG Global and published by the HSMAI Foundation. Copies of the white paper are available at www.travelinternetmarketing.org.

Upcoming white papers in the series include:

  • “Going Mobile”
  • “Web 3.0”
  • “Driving Results Through Social Networking”
  • “Driving Results Through Design”
  • “Revenue Management for Internet Marketers”
  • “Groups Online - Attracting and Booking Group Business via Online Channels”
  • “Rich Media”
  • “CRM in a Digital World”



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