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27 September 2001 Hoteliers Deploy Amateo to Re-Focus Marketing Predictions and preparations for the effects of terrorism on the hotel industry outlook in the coming months have become the talking point amongst hoteliers worldwide. Without ever being able to accurately predict the total effect of this latest crisis, however, certain parallels with other periods of international conflict can be made. And it isn all doom and gloom either, as hoteliers have shown themselves to be quite adaptable in difficult times. For instance, during the Gulf War in 1991, visitor numbers from the hugely important US market fell by 22 percent in the UK. By the year end, however, total tourist figures had fallen by only five percent. How was this achieved? One answer is that this was a result of a resourceful re-alignment of marketing activity to focus on generating extra business from domestic or nearby tourists. Such a fundamental shift in advertising and promotion is not easily achieved, however, and those who suffered most in the downturn were hotels that failed to adapt their marketing campaigns accordingly. This time round, though, help is at hand in the form of Amateo 360° marketing campaign management tool. This allows hotels to segment their database of guests according to nationality or home address in order that only likely prospects are targeted for any domestic campaign. It provides a simple step-by-step procedure to generate a marketing promotion to entice these guests back to the hotel and will even track the results to report on how effective the campaign proved to be. This ability to oversee the cost effectiveness of marketing expenditure is essential during difficult economic times. Not only will it assist in increasing the response rate to marketing programmes, but also will deliver this increased occupancy at a reduced cost. Commenting on the current economic climate, Noel Dooley, VP Product Marketing at Amateo: have found in discussions with our clients that in difficult business periods their focus on delivering results at reduced cost is paramount. Many of them will now be using Amateo 360° to manage the re-focusing of their marketing campaigns on guests closer to home, business guests and their most loyal guests. There is no avoiding the universal impact of global economic factors, but that is not to say that their effects on hotel operations at individual property level cannot be managed and combatted. are confident that when the hospitality industry looks back at the factors which influenced the ability of some chains to compete more effectively than others during the troubled business period ahead, the contribution of Amateo unique solutions will be identified as vital in this process , affirmed Mr. Dooley. Amateo are leaders in Marketing Automation and Business Intelligence solutions for the hospitality sector. Amateo's Guest Relationship Optimisation product suite standardises historical guest data stored in multiple hotel property management systems and facilitates revenue generating applications including Amateo 360 (Marketing Campaign Automation), Amateo Portal (Reporting and Analytics) and Amateo Affinity (Loyalty/ Executive Club Schemes). |
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