The HOTEL Yearbook Special Edition - Digital Marketing 2020

10 April 2019|The Hotel Yearbook 2020 – Digital Marketing aims to give practitioners an overview of changes, challenges and advances in the market, as well as show how digital marketing is being focused on the basics such as brand building and the customer journey. Guest Edited by consultant Martin Soler, co-founder of Paris-based Soler & Associates, it presents articles contributed by more than twenty experts and practitioners in this field, including citizenM's Robin Chadha, ESSEC's Peter O’Connor, NYU's Max Starkov, and other leading academics from Cornell and Lausanne.

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GUEST EDITOR IN CHIEF

Martin Soler - Partner at Soler & Associates
With a background in marketing, Martin turned to the hotel industry, having become a GM for boutique hotels he then went on to become a founding staff and later VP Marketing of one of the leading hotel marketing agencies in Europe. He then joined the team of SnapShot as the CMO and helped define how hotel technology companies market themselves in the 21st century. Since then Martin has co-founded Soler & Associates to help hotel groups and hotel technology companies build and implement marketing strategies, a balancing act between creativity and efficiency.

In this Edition

• What happens when performance marketing caps?
  By Martin Soler, Partner at Soler & Associates
  BRAND BUILDING
• The keys to successfully positioning your hotel brand
  By RJ Friedlander, CEO of ReviewPro
  DIFFERENTIATION
• The datafication of hospitality: Three reasons to start looking into data science
  By Meng-Mei (Maggie) Chen, Assistant Professor at Ecole hôtelière de Lausanne and Alessandro Inversini, Associate Professor in Marketing at Ecole hôtelière de Lausanne (EHL)
  UNDERSTANDING DATA
• Digital marketing & revenue management: Powerful partners in profitability
  By Tammy Farley, President & Co-Founder, The Rainmaker Group
  REVENUE OPTIMIZATION
• Nobody told you there’d be days like these
  By Matthias Huettebraeuker, Brand Strategist
  BRAND EXPERIENCE
• Get off the social media merry-go-round with social commerce
  By Hilary Murphy, Associate Dean and Full Professor of Digital Marketing at Ecole hôtelière de Lausanne and Alessandro Inversini, Associate Professor in Marketing at Ecole hôtelière de Lausanne (EHL)
  SOCIAL COMMERCE
• Hotel brand building in a digital age
  By David Turnbull, Hospitality Entrepreneur , Founding Partner at Techtalk.travel
  BRAND BUILDING
• Eleven questions for citizenM CMO Robin Chadha
  By Robin Chadha
  CMO VIEW
• Yes, clicks and conversions are important, but don’t forget about brand marketing
  By Daniel E. Craig, Founder, Reknown
  DEMAND
• Independent hotels: An action plan to win the direct booking
  By Max Starkov, Adjunct Professor NYU Tisch Center for Hospitality and Hospitality & Online Travel Tech Consultant
  CUSTOMER JOURNEY
• Hoteliers are not powerless: a guide for the digital market
  By Cindy Estis Green, Co-founder and CEO, Kalibri Labs, LLC
  DISTRIBUTION PLATFORMS
• 'OK Google, find me a nice hotel for my weekend break in Berlin.'
  By Peter O’Connor, Professor of Strategy at University of South Australia Business School
  VOICE
• Engaging guests with authentic experiences
  By Robert A. Gilbert, CHME, CHBA, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)
  ADRIAN AWARDS
• Revenue science and the future of hotel revenue management | By Dr. Ravi Mehrotra
  By Ravi Mehrotra , President & Chief Scientist at IDeaS
  REVENUE MANAGEMENT
• Digital branding for hotels: The four E’s to success
  By Lulu Raghavan, Managing Director at Landor and Chekitan S. Dev, Marketing and Branding Professor at Cornell University
  DIGITAL BRANDING
• The rise of attribute-based selling
  By Anson Lau, Managing Director - Shiji Distribution Solutions
  ATTRIBUTE-BASED SELLING
• What do MMA and forecasting have in common?
  By Fabian Bartnick, Founder at Infinito
  FORECASTING
• Four outside-the-box ways to improve brand awareness in 2019
  By Clay Bassford, founder of Bespoke Sound
  BRAND AWARENESS
• Why hotels should fear the rise of Booking.basic
  By Charlie Osmond, Co-Founder & Chief Tease at Triptease
  BOOKING.BASIC
• Building and maintaining your hotel brand
  By Michael Pardo, SVP Sales and Marketing at ICE Portal
  IMAGERY
• The future of CRM, AI and machine learning for hotel marketing
  By Casey Munck, Senior Director of Marketing at Revinate
  CRM
• Think like a guest
  By Frank Reeves, Co-Founder & CEO, Avvio
  ARTIFICIAL INTELLIGENCE