The state of the economy has led players in the hospitality industry to develop new marketing strategies with the help of IT to capture new clients and secure existing customers. Potential hospitality patrons are first captured through the reservations process as well as word of mouth. The reservations process in the hospitality industry previously involved consumers calling or walking into a hotel, restaurant, or other facility based upon chance, facility appearance, or word of mouth. The advent of the internet has led companies in the present-day to provide current and potential consumers a glimpse into their respective organizations. Online hotel websites, for instance, currently offer an outlook of amenities available, prices per relative room layouts, existing packages and deals, and easy access for on-line bookings.
Morgan’s hotel group has developed a website which is geared toward a particular segmented traveler. The hotel group has identified its clientele as consumers interested in hotel design and the origin of its particular hotel designers and used those ideals to provide a website offering commentary on its hotel designers and hotel designs. The Morgan hotel group has strayed from the current trend in hotel website offerings by targeting its marketing efforts at a clientele equipped with a more disposable income.
Hotels must determine in the impeding revamping of websites to hone in on a particular market as the Morgan hotel has decided, or to offer a broad array of prices and opportunities for consumers. The state of the economy will continue to play a key factor in hoteliers’ decisions to market price over features or vice versa in website development and design.
Fast Company: Morgan Hotels Blog
Morgans Group L.L.C.
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