(Direct Newsline)—Many resorts are still in the early stages of adopting Internet marketing, and a large number don't appreciate the complexity of selling their properties online or the need to integrate Web marketing with other channels. Those are some of the findings of a new report by The Estis Group for the resort marketing special interest group of the Hospitality Sales & Marketing Association International.
According to the report, only about one half of the participating resorts that market on the Internet optimize their Web sites regularly and effectively. Many do not participate in online travel-agency programs from a perception that these sites specialize in low-cost rates, when in fact large numbers of these sites are expanding their packaging and looking for a wide spectrum of properties and prince points.
The report also finds that resort hotels don't make extensive enough use of search engines, under the assumption that customers will search on their specific brand name. In fact, the study points out, one hundred times as many customers will start looking for a hotel via a generic search as will go directly to a property's Web site.
"It is clear that when a resort moves its business from offline to online...there is far more involved than just changing channels of distribution," said Cindy Estis Green, managing partner of The Estis Group. "Working with online channels entails operational issues including customer service and reservations, direct sales, awareness and image campaigns, direct mail, special promotions lead generation and customer relationship management."
