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 - Director of the MBA in Hospitality Management at ESSEC 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

• 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
  
• Back to the future!
  By Marion Roger, General Manager N America at Dayuse.com
  
• 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
  
• Smart Data marketing in hospitality: The secret to maximizing direct bookings
  By Max Starkov, President & CEO at HEBS Digital & Margaret Mastrogiacomo , Vice President, Strategy at HeBS Digital
  
• Digital is metamorphosing hotel operating structures
  By Sophie Perret, Director at the HVS London office. & Peter O’Connor, Director of the MBA in Hospitality Management at ESSEC Business School
  
• Online Travel Agents: Winners in a hyper-dynamic marketplace
  By Douglas Quinby , Vice President of Research at Phocuswright, Inc. & Lorraine Sileo, Senior Vice President at Phocuswright
  
• 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
  
• The content conundrum: Finding a way to describe your hotel successfully
  By John Burns, Hospitality Technology Consultant
  
• Personalization as the key to success in managing the customer journey
  By Remy Merckx, Vice-President of Marketing for Carlson Rezidor Hotel Group
  
• Only connect: How linking visitor personas to staff personas can supercharge your content
  By Nathan Midgley, Chief editor at Melt Content Marketing
  
• Boosting innovation in the HoReCa business
  By Olaf Koch, CEO of METRO AG
  
• Make your digital marketing sustainable with evergreen content
  By Alan Young, President of Puzzle Partner Ltd.
  
• Generic blast emails are killing your business
  By Kenny Lee, VP of Marketing at Revinate
  
• Curating the guest experience in the age of digital marketing
  By Christophe Tayon, Marketing Director at Cendyn
  
• Online reputation management: To 2017 and beyond
  By Daniel E. Craig, Founder, Reknown
  
• Highs and lows: Hotel digital marketing today
  By Robert A. Gilbert, President and CEO of the Hospitality Sales & Marketing Association International (HSMAI)
  
• Digital analytics, demystified: Three analytical techniques to amp up your digital efforts
  By Kelly McGuire, Vice President, Advanced Analytics, Wyndham Destination Network
  
• The decade’s dilemma: Product or retail
  By Andrew Sangster, Owner of Hotel Analyst
  
• The direct booking trend: What is it really about?
  By Lennert de Jong, Commercial Director at citizenM
  
• 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
  
• State of the art in digitization of the hotel industry
  By Ralf Denke, Vice President E-Business at Deutsche Hospitality
  
• Demystifying the digital marketplace: Implications for the European marketplace
  By Cindy Estis Green, Co-founder and CEO, Kalibri Labs, LLC
  
• 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
  
• Finding the future: Mobility, metrics, and merging skillsets 
  By Ravneet Bhandari, Chief Executive Officer at LodgIQ
  
• Instant book: Is this the beginning of the end for direct hotel bookings?
  By Paul Mulcahy, Senior Vice President Commercial and member of the Executive Committee at Mövenpick Hotels and Resorts
  
• Emerging developments in the CRS market and their implications for hotels | By Michaela Papenhoff
  By Michaela Papenhoff, Managing Director at h2c GmbH
  
• Intellectual property in the digital world
  By Ruth Walters, Garvey Schubert Barer; Hospitality Law and Intellectual Property
  
• Taking back control
  By Fernando Vives, Chief Commercial Officer and member of the Management Committee at NH Hotel Group & Ana Morillo, Global Commercial Strategy & Pricing Director at NH Hotel Group