The HOTEL Yearbook Special Edition - Digital Marketing 2017

15 December 2016|The Hotel Yearbook 2017–Digital Marketing features editorial contributions from 35 opinion leaders around the world on the ways hotel companies will be using digital marketing techniques in the years ahead. Considering the huge impact that online marketing can have on a hotel company’s bookings, The Hotel Yearbook 2017–Digital Marketing is a must read for marketing decision makers throughout the entire industry.

This edition of the Hotel Yearbook is made available to you by PineappleSearch.com

GUEST EDITOR IN CHIEF

Peter O’Connor - Professor of Strategy at University of South Australia Business School
Peter O’Connor, the Academic Director at ESSEC Business School and a contributor of several articles to The Hotel Yearbook over the years, takes on the role for us as Guest Editor in Chief, allowing HYB to benefit from his profound knowledge of the trends in the area of digital marketing, as well as his wide network of contacts in the industry, who are invited to contribute “think pieces” illuminating their take on the developments in this dynamic part of the hospitality business.

In this Edition

• The next era of hotel distribution: Connecting supply and demand in the moments that matter
  By Javier Delgado Muerza, Head of Vertical Search for Southern Europe at Google
  
• The decade’s dilemma: Product or retail
  By Andrew Sangster, Owner of Hotel Analyst
  
• Taking back control
  By Fernando Vives, Chief Commercial Officer and member of the Management Committee at NH Hotel Group and Ana Morillo, Global Commercial Strategy & Pricing Director at NH Hotel Group
  
• State of the art in digitization of the hotel industry
  By Ralf Denke, Vice President E-Business at Deutsche Hospitality
  
• Instant book: Is this the beginning of the end for direct hotel bookings?
  By Paul Mulcahy, SVP Commercial (Distribution, Sales and Marketing, Digital, Revenue Management)
  
• Intellectual property in the digital world
  By Ruth Walters, Garvey Schubert Barer; Hospitality Law and Intellectual Property
  
• The future of digital marketing: Change it if you can!
  By Sanjay Chib, Program Manager Global BBA and academic faculty at Les Roches Global Hospitality Education
  
• Emerging developments in the CRS market and their implications for hotels | By Michaela Papenhoff
  By Michaela Papenhoff, Managing Director at h2c GmbH
  
• Only connect: How linking visitor personas to staff personas can supercharge your content
  By Nathan Midgley, Chief editor at Melt Content Marketing
  
• Demystifying the digital marketplace: Implications for the European marketplace
  By Cindy Estis Green, Co-founder and CEO, Kalibri Labs, LLC
  
• The direct booking trend: What is it really about?
  By Lennert de Jong, Commercial Director at citizenM
  
• Finding the future: Mobility, metrics, and merging skillsets 
  By Resigned Author
  
• Digital analytics, demystified: Three analytical techniques to amp up your digital efforts
  By Kelly McGuire, Principal Travel & Hospitality, ZS
  
• Highs and lows: Hotel digital marketing today
  By Robert A. Gilbert, CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)
  
• Personalization as the key to success in managing the customer journey
  By Remy Merckx, Senior Advisor - Head of Travel & Hospitality at eClerx Digital
  
• Online reputation management: To 2017 and beyond
  By Daniel E. Craig, Founder, Reknown
  
• Augmented reality and virtual reality: New realities in digital marketing
  By Alex Gibson, Senior Lecturer in Marketing in the School of Hospitality Management and Tourism, Dublin Institute of Technology
  
• Curating the guest experience in the age of digital marketing
  By Christophe Tayon, Marketing Director at Cendyn
  
• The content conundrum: Finding a way to describe your hotel successfully
  By John Burns, Hospitality Technology Consultant
  
• Generic blast emails are killing your business
  By Kenny Lee, VP of Marketing at Revinate
  
• Digital is metamorphosing hotel operating structures
  By Sophie Perret, Director at the HVS London office and Peter O’Connor, Professor of Strategy at University of South Australia Business School
  
• Make your digital marketing sustainable with evergreen content
  By Alan Young, Chief Strategist at Hospitality Net
  
• Online Travel Agents: Winners in a hyper-dynamic marketplace
  By Douglas Quinby , Vice President of Research at Phocuswright, Inc. and Lorraine Sileo, Senior Vice President, Research and Business Operations at Phocuswright and Alice Jong, Research Analyst at Phocuswright, Inc.
  
• Inbound marketing: Opportunity for all, large and small
  By Philip Alford, Project Lead, Digital Transformation, Bournemouth University and John Kennedy, CEO & Co-Founder of Kennedy Andersson AB
  
• Back to the future!
  By Marion Roger, General Manager N America at Dayuse.com
  
• Smart Data marketing in hospitality: The secret to maximizing direct bookings
  By Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant and Margaret Mastrogiacomo, EVP, Strategy at NextGuest
  
• Marketing is a mindset
  By Suzie Thompson, Vice President of Marketing at Red Carnation Hotels
  
• Hotels are racing with OTAs and metasearch giants to get to the top of the sales funnel
  By Patrick Bosworth, Co-Founder and CEO at Duetto
  
• Boosting innovation in the HoReCa business
  By Olaf Koch, CEO of METRO AG