Jul 07 2008
Hotel Advertising… Pointless?
Amy Bradley-Hole sounded off on her frustration with Hotel Advertising at MSNBC, and laid out several points that prove she’s right.
Hotels are feverishly upgrading these days, trying to offer faster Internet service, or better beds, or all non-smoking properties. But while they’re trying to make their properties more modern and appealing for today’s travelers, they seem to have forgotten to upgrade their ad campaigns.
Ms Bradley-Hole goes on to make several big points:
- Rates are the most important factor, and with the internet guests can compare quickly and easily. No marketing mumbo jumbo is likely to get someone to shell out more than they want.
- Business make contracts, meaning they business travelers usually have little say in where they stay. TV Commercials do little to change this crucial source of steady income.
- Consumers aren’t stupid. They know that they won’t be eating a gourmet breakfast, but a cold muffin and some cereal. They also know that “sullen teenagers do not morph into human beings upon check in.”
- Generic crap. All Hotel commercials show the same thing — big comfy beds, bonding families, hard working professionals at a desk — Bradley-Hole says, who cares?
Ms Bradley-Hole’s article makes good sense, and is only further evidence that the battle between hotel marketing campaigns is really going to play out on the web and as a result of customers experiences while at the location.
Read Ms Bradley-Hole’s complete article here.
