E-mail marketing? Yes, please!

Nowadays, getting in touch with consumers can be done throughout multiple channels and in different arenas, however, the focus of this post is on the effectiveness of e-mails in the hotel industry. As one understands, at this stage, the interaction between the hotel and the customers takes place in the digital arena. As stated in …

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Segmentation and the CHAID technique go hand in hand in the hotel industry

According to (Solis, 2010), one important feature which the hotels need to put emphasis on is the customer segmentation. By choosing to do so, they will focus on a specific target group or segment and eventually the hotel will be able to penetrate the non-traditional market. Thus, it can be said that the segmentation criteria need …

Continue reading Segmentation and the CHAID technique go hand in hand in the hotel industry

Mass-customisation can make a change in the hotel industry

Nowadays, mass customisation is more wanted due to the fact that the customer is able to provide unique and valuable information with regards to a certain industry (Peelen &Beltman, 2013). The data provided will afterwards be used to tailor a service or a product which fits the needs and the wants of consumers. There are …

Continue reading Mass-customisation can make a change in the hotel industry

Product leadership strategy works in the hotel industry

According to Treacy and Wiersema (1996) the product leadership, the operational excellence and the customer intimacy are the three strategies which ultimately show why customers decide to be loyal to a certain brand over another. As Peelen & Beltman (2013) mention in the Customer Relationship Management book, the product leadership strategy is used by organisations …

Continue reading Product leadership strategy works in the hotel industry