Inbound marketing: Opportunity for all, large and small

By Philip Alford, Project Lead, Digital Transformation, Bournemouth University , John Kennedy, CEO & Co-Founder of Kennedy Andersson AB | 22 Feb 17

Hotels are tasked with marketing across an increasingly fragmented media landscape to customers who have an unprecedented number of channels at their disposal to search for, review and buy products, services and travel experiences. Philip Alford of Bournemouth University and John Kennedy of Kennedy Andersson AB explain what that means for hotels: Buyers are now in complete control of the buying process, and marketing has to play by new rules to be effective, to attract rather than distract their audience.

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About Bournemouth University

Our focus is to equip you with the knowledge and professional skills to create ‘exceptional customer experiences’ in your chosen industry. We have a unique focus on the social, economic, environmental and cultural impacts affecting the contemporary tourism sector and are internationally recognised as a leading provider of courses in events, hospitality, leisure, retail, sport and tourism. Our courses are rated as ‘excellent’ by the Quality Assurance Agency, our research was assessed as being of national and international excellence in RAE 2008 and we were awarded the UNWTO- TedQual accreditation for tourism provision in 2010. Our close relationship with local and regional industrial partners helps us maintain our position at the leading edge of strategic thinking within the ‘experience economy’ of the sector.
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