Internet travel mkt

A special report from

the HSMAI Travel

Internet Marketing

Special Interest Group

Mobile Marketing:
The New Frontier
www.hsmaifoundation.org

www.tigglobal.com

Mobile Marketing: A special report from

the HSMAI Travel
The New Frontier
Internet Marketing


Dear Colleagues:

The HSMAI Travel Internet Marketing Special Interest Group is pleased to present this report,
the second in its free series, as part of its mission to increase members’ awareness and under-
standing of emerging issues, opportunities and trends; and, TIG Global is proud to sponsor the
report as part of its commitment to helping travel professionals drive revenue and profit online
by making smart, strategic marketing decisions.

“By 2012, the number of devices accessing the Internet will double to more than 3 billion, half
of which will be mobile devices,” according to International Data Group. To meet the informa-
tional and transactional needs of these mobile device users, it’s not as easy as just giving them
existing web site content.

published by the HSMAI Foundation, this report, “Mobile Marketing: The New Frontier,” is a
timely resource for hospitality marketers who are developing their strategies for combining the
mobile Internet, mobile social networking, GpS location and mapping to reach current and
potential customers. For both business and leisure customers the intent is to enhance your CRM
efforts and boost sales across your property.

Are you ready for 2012? If you’re not, this white paper will help you get prepared by providing
insights into the technical variances in and capabilities of mobile browsers and technologies;
the content and location-based services desired by mobile users on both the business and lei-
sure travel sides; and, successful forays into mobile marketing by hospitality industry organiza-
tions and by other industries…And what you can learn from them.

We wish you the very best of success.

Trevor Stuart-Hill Christine Beuchert Frederic W. Malek, CeO
president, Director of ecommerce, and Trip Schneck,
Revenue Matters Marcus Hotels & Resorts president
Co-Chair, HSMAI Travel Co-Chair, HSMAI Travel TIG Global
Internet Marketing Advisory Internet Marketing Advisory 301.841.4700
Board Board


www.tigglobal.com

pAGe 2

Table of Contents

5 Membership Application

6 The power of Mobile

7 Travel & Hospitality

8 Getting Started

8 Creating a Mobile Web Site

9 Building an Opt-in Database

10 Text Message Marketing

A special report from the HSMAI 10 Location Based Marketing

Travel Internet Marketing 12 Conclusion

Special Interest Group 12 Useful Links & Resources

13 Websites, Articles & References

Mobile Marketing: 15 Contributors

The New Frontier 16 Hospitality Sales & Marketing
Association International

16 HSMAI Foundation

16 TIG Global

www.hsmaifoundation.org www.tigglobal.com

Join HSMAI to become a part of the
Travel Internet Marketing Special Interest Group

Information & Instructions
The on-line membership application is available at www.hsmai.org. To apply off-line, complete & return this form.
Membership in HSMAI gives you access to the resources, knowledge and networks you need to make a critical connection
with your customers. examples of some of the benefits you will receive as an HSMAI member include:
» Local chapter membership
» HSMAI Marketing Review subscription
» Web site resources in “members only” section
» Membership in up to five Special Interest Groups. Sign up on www.hsmai.org under “ Update your Record.”
» FOR FACULTY ONLY: Faculty members receive a 50% discount off the member price of most HSMAI publications
and conference registration fees, including webinars.
For additional information, please contact HSMAI Headquarters:
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*See following page for listing of chapters and industry classes.

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1760 Old Meadow Road, Suite 500, McLean, VA 22102 · phone: 703-506-3280 · Fax: 703-506-3266 · www.hsmai.org

Hospitality Sales and Marketing Association International
Membership Application

Americas Region Chapters *Chapters Under Development

Arizona – Greater Arizona Chapter Maine – New england Chapter Oregon – Oregon Chapter (portland)
(Boston)
California pennsylvania
» Greater Los Angeles Chapter Maryland » Northeast pennsylvania Chapter
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Industry Classifications
AD Advertising H2 Hotel & Conference Centers, all R1 Revenue Manager at an individual
other mgrs property
AI Airlines
H3 Hotel, Corporate, Regional, R2 Revenue Manager at a corporate/
AS Associations
National Sales national/regional office
AT Area Attraction
HH Recruiters/Head Hunters R3 Revenue Manager at a
CA Casino management company
HM Hotel Management Company
CB CVB/Tourism SM Other Sales & Marketing
Mp Meeting planner/event Mgr
CC Convention/Conference Centers Individuals
pR press
CL Cruise Line or passenger Ship Sp Service providers
pU publishing
CM public Relations Agency Tp Transportation
Re Restaurant/Dinner Theater/
H1 Hotel & Conference Centers – TT Tour/Travel Agent/Destination
Catering
DOM & DOS Offices
RS Hotel Representative Firms

1760 Old Meadow Road, Suite 500, McLean, VA 22102 · phone: 703-506-3280 · Fax: 703-506-3266 · www.hsmai.org


the HSMAI Travel
The New Frontier
Internet Marketing


Mobile marketing has arrived. When it comes to informing, updating, remind-
ing, promoting and selling to new and existing customers, mobile marketing is
the most targeted, immediate and relevant medium.
The numbers speak volumes. According to eMarketer, in 2008 the mobile market gener-
ated $648 million in ad sales and by 2013, it is expected to soar to $3.3 billion in the U.S. and
$24 billion worldwide. Thirty-two percent of Americans report using their handhelds to read
e-mail, search for products and browse Web sites, and mobile search in the U.S. is anticipated
to nearly double from 28.8 million users in 2008 to 56 million users by 2011 (pew Internet &
American Life project and eMarketer). When you consider the number of global Internet users
is at around 1.6 billion (Internet World Stats), and the world population is nearly 6.8 billion,
the potential of this new frontier is staggering.
Mobile is fast becoming a go-to tactic savvy marketers are including in the overall com-
munications mix to create brand awareness, convert prospects, enhance customer relationships,
generate viral marketing and drive the bottom line. While it shouldn’t be approached as a
standalone activity or just another channel, mobile can be a vital platform in a brand’s inte-
grated marketing mix that allows personal interactions that are location and context sensitive.
It is an emerging medium that offers a high degree of audience targeting through a myriad
of mobile options, from the mass market channels of voice, text (SMS) and mobile Web sites,
to the likes of multimedia messaging (MMS), e-mail, Bluetooth, and applications – a consider-
ation if you really want to push your brand within the mobile platform. And when you add
the prospects of using position-based campaigns and GpS/location based services, the games
really begin.

The power of Mobile
Why the mobile phenomenon? The mobile phone has become the indispensible “never leave
home without it” item. It is instantly accessible and turned on nearly all the time. It is imme-
diate, interactive and location based, and allows interaction that is highly personalized and
convenient. From making calls and exchanging text messages to sending photos, surfing the
Internet and checking e-mail, it has revolutionized the way consumers behave and perform
daily activities.
pioneering the breakthrough in mobile usability is the increasing adoption of smartphones
as lifestyle tools, sparked in part by the iphone explosion, which has been a major catalyst for
the increase in touch screen handsets. According to a study released in November by The
Kelsey Group, 18.9% of mobile consumers in the U.S. are now carrying smartphones, with
42.9% planning to pick one up in the next two years. And phoCusWright adds that two out of
three frequent business travelers expect to have new smartphones within the next 12 month and
54% will purchase them themselves.
Aside from the devices getting so much smarter, and a significant drop in data rate plans
making mobile data so much more affordable, all the new user interfaces and third party ap-
plications are making it easier to access and navigate rich content. The iphone Apps Store,
Google’s Android Market, Blackberry’s App World, Nokia’s Ovi store and palm’s Software
Store have tens of thousands of applications available among them.
phoCusWright reports that nearly half (48%) of phone owners report shopping for apps www.tigglobal.com
more than once a week, and 49% report using apps on their phone for more than 30 minutes
a day. With the rapid explosion of mobile phones and thousands of useful, entertaining and
engaging consumer-focused applications, the mobile market is only just starting to surge. And
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with the iphone 3.0, customers can purchase goods and services on-demand in a way never


the HSMAI Travel
The New Frontier
Internet Marketing


before possible. With all that comes the oppor-
tunity to get even closer to customers. C A S e S T U D Y:
Consumers are in complete control of their
mobile experience. When they choose to be
engaged, they’re more likely to want to buy. MGM Grand
They are demanding information faster and on The MGM Grand was looking to gain new customers and maintain rela-
a continuous flow, and any lag in response can tions with existing ones. especially interested in boosting its hotel and
jeopardize loyalty and defection to one who is entertainment businesses, the “destination hotel” used the mobileStorm
quick to respond. platform to send out SMS marketing messages regarding customers’ hotel
As mobile goes mainstream, to truly har- stays and their attendance at shows. mobileStorm was also used to add
ness the power of mobile marketing means pro- digital messaging to their promotional campaigns and help the brand
viding relevant information in the right place at collect data about current and potential new patrons. To court those audi-
the right time, and at the customer’s desire and ences, the resort sends pre-arrival emails to guests 10 days before their
convenience. That means the ability to target scheduled stays, confirming guests’ reservations and offering a $25 enter-
consumers 24/7 with anytime, anywhere mar- tainment credit to customers who sign up for the Mobile Concierge service,
keting, regardless of location. which sends SMS about special offers and discounts during their stay.
Get that right and it opens up limitless op- Customers sign up for the service by filling out a form sent in the email,
portunities for brands to be relevant to device and can check off boxes of things that interest them, such as “spa” or
carrying consumers. “nightlife.” MGM Grand then sends special promotions only to customers
meeting certain criteria, making their digital messaging campaigns deeply
targeted. In one campaign, MGM Grand promoted its nightclubs with
Travel & Hospitality billboard trucks that drove up and down the Vegas Strip. The billboard
With the increasing number of travelers using promised people they could get on the clubs’ VIp lists by sending a text
their mobile devices, there are outstanding op- message to a special short code: The keyword DUB, their full names and
portunities for the travel industry predicated on the number of guests they wanted to bring. This allowed MGM Grand
the real time ability to connect and interact with to track who came to their events, what clubs they attended and how
consumers at any time or place. The portable many guests they brought. It also helped the resort create new subscriber
media landscape of mobile offers a powerful records, so that MGM Grand could continue to market to these customers.
medium to deliver content to inform, influence Visit http://www.mobilestorm.com/email-marketing-case-studies/case-
and transact. study-mgm-grand.php for full details.
The opportunities are unlimited, from em-
powering mobile travelers to improving travel
efficiency and building ancillary revenues.
Mobile offers the traveling consumer the ability
to research products and services, make instant
reservations, change bookings and check-in/
check-out on the go. Through push marketing, it provides rich opportunities to get consumers to
respond to offers, engage in signups and buy on the spot. You can communicate information
or alerts, send coupons, offer distressed inventory, make timely offers and last minute deals, up
sell and cross sell ancillary products and services.
Airlines are leading the way by upgrading their mobile Web experience from being mainly www.hsmaifoundation.org

information driven to providing the ability to book and purchase flights, join the standby list and
upgrade seating. Hospitality brands are diving in to the space with SMS call to action cam-
paigns for promotions on discounts for rooms, dining, amenities, etc. and creative concepts
like a mobile concierge for groups. On the operations side, booking confirmations can be cost
www.tigglobal.com
effectively and conveniently sent by text message, there’s the ability for paperless ticketing and
creative means to improve customer feedback.
For example, Hilton Hotels launched a mobile service for its properties in the UK and Ger-
many with full booking capabilities as a benefit to its loyalty club members. Hyatt inked a deal pAGe 7


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with Microsoft to have hotel ads on Verizon Wireless phones to generate new members for its
frequent guest program as well as allowing booking and check in with their mobile phones.
And Amadeus launched a new series of mobile solutions aimed at corporate travel managers
and business travelers that offer location- and itinerary-based information to those on the go,
while also enabling travel managers to track their personnel abroad for heightened security.
As more competitors move into the space, mobile is becoming a key differentiator. In the
continual quest to generate loyalty by delivering supreme levels of customer service and create
product differentiation, travel marketers are looking to the channel to engage with customers
at all stages of the consumer buying cycle. The innovative use of mobile technology offers the
ability to differentiate a company in a highly competitive market. Keeping up with customers on
the go with messages on the move gives you the opportunity for a unique one-on-one relation-
ship with your target customer.

Getting Started
To enter the world of mobile, the first consideration is to know your customer – their needs,
wants, interests and desires. Who is engaging your brand, and who are your prospects?
Where do they reside (geographically and virtually) and what channels do they want to be
reached on? By knowing your audience, you can better satisfy their needs and establish a long-
term engagement strategy. From there, determine the value proposition of your products and
services, and identify how to communicate that through the various means of mobile.
You will also want to identify what you are looking to accomplish. Is it simply generat-
ing interest and laying the groundwork for future relationships? Is it building your permission
based list so you can strategically market at some point in the future? Is it brand building and
generating loyalists? Or is it launching a campaign and driving immediate short term business?
Whether it’s through simple text alerts or highly sophisticated two-way programs that go beyond
standard text message updates, mobile marketing is a real time, interactive way to extend your
brand and drive business.
Whatever the mission, it’s important to keep in mind that the strategies associated with
developing interactive services should consider the long term durability verses one time usage
of your product(s). Take full advantage of the opportunity to cultivate meaningful and long term
relationships through any mobile interaction by converting it to more “traditional” communica-
tions. Once you’ve communicated with a guest on property during their stay, how do you keep
the relationship and add value to it once their gone? Mobile coupons may be effective while on
vacation, but that level of contact is not needed after they arrive home.
In moving forward, it’s recommended that you get to know the technology available to
incorporate that into your strategy, such as acknowledging the technical variances in, and
capabilities of mobile browsers and technologies. Be aware of copycat services that clutter the
existing products offered in the market, and learn about new ‘push’ technologies being intro-
duced for application interaction that is non-obtrusive.
Once your intent is determined and you have a basic understanding of mobile, it’s time to www.hsmaifoundation.org

create a business strategy, get tactical and creative, delve into the technology and put into place
some type of measurement and analytics.

Creating a Mobile Web Site www.tigglobal.com

Mobile users are just that, mobile. They don’t have time to spend navigating and deciphering,
so you need to have a mobile version of your site and create a user experience that is optimized
for the mobile Web – one that is simple, quick, friendly and easy to browse. Make sure contact pAGe 8


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information is easy to find and keep it slim and
trim with relevant information. C A S e S T U D Y:
For optimum performance, different Web
sites should be designed for each of the major
mobile device platforms including the iphone, TAO Nightclub Las Vegas
Windows Mobile, and palm OS platforms. The Las Vegas nightclub, TAO, turned to Club Texting to promote their
And be sure to keep the experience mobile. weekly parties and big DJ nights, as well as build a list of their custom-
That means that all links and mobile ads click ers’ information once inside the club. Within the first week, TAO placed
through to an optimized mobile Web site. call-to-action signs within their venue bathrooms, behind the bars and on
In designing your mobile strategy, you their plasma screens. In addition to in-venue ads, TAO used their Web
want to set up a uniquely identified mobile site site, email and print fliers to promote the message: “Text the word TAO
so users know the experience is optimized for to Number 25827 (CLUBS) From Your Mobile phone to Receive exclusive
them. Among the choices are: Invites to events at TAO.” Within three weeks of starting their Club Texting
» adding an “m” to your domain, like campaign, TAO amassed a 2,000 person subscriber list. Messages for an
m.yoursite.com; event were sent to those subscribers, which generated 220 attendees for
» adding “mobile” to the domain, an 11% return and $6,170 in revenue. TAO’s subscriber list has grown
such as yoursitemobile.com or www. to over 6,000 members and the Club Texting system is used to promote
mobile.yoursite.com; upcoming events one to three times per week – a strategy that has consis-
» adding a “folder” to your domain, tently outperformed any other marketing efforts implemented in the past.
such as www.yoursite.com/mo- They have also integrated their “call to action” across a variety of media,
bile; and, using a dotmobi domain including their MySpace presence. Visit http://www.clubtexting.com/
(.mobi), like yourbrand.mobi, which case-studies/tao-mobile-marketing.html for full details.
may be more useful for those using
older mobile devices.

Building an Opt-in Database
Mobile marketing is all about opt-in market-
ing. The key is to get consumers to say “yes”
to hearing from you and then enthusiastically take part in the mobile marketing. To begin any
conversation or send a text message, you need permission. Since you can’t purchase a mobile
phone list, all subscribers must go through an opt-in procedure.
To start the process and build a permission-based SMS audience, reach out to existing
customers through every touch point and ask if you can be in contact with them on their mobile
device. promote your mobile services by leveraging all your existing marketing channels and
capture mobile numbers through information queries and bookings. On the customer profile
page of your Web site, add a line for mobile numbers and provide a choice of different opt-in
options. By using mobile banner ads you can also drive consumers to your WAp (Wireless
Applicatiopn protocol) site and encourage them to opt in to your SMS database. Once people
have joined, you can let the interaction and value proposition begin, be it news and alerts,
deals and promotions, coupons, contests, exclusive offers, upcoming events, new developments
or product information.
All text message communication should include a link to your mobile site to drive users
there. Have a special offers section on the mobile site where visitors can get discounts, in ad-
dition to a click-to-call feature that automatically connects consumers to a live person. Be sure www.tigglobal.com
to indicate that rates may apply, and provide clear instructions on how to opt out if desired (i.e.
text STOp to a short code).
Once you seek permission and get it, you want to keep it. As in any CRM strategy, be pAGe 9


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sure to deliver what they ask for. At the end of
the day, content has to be relevant, useful and C A S e S T U D Y:
valuable. The end game is to engage with the
consumer and build a long-term relationship.
Gunstock Mountain Resort
As the closest major ski area to Boston, Gunstock Mountain Resort looked
Text Message Marketing to implement a promotional text message strategy to promote on-mountain
Text message (SMS) marketing is the foundation specials, increasing the resort’s incremental revenue. Loyal Gunstock
of mobile marketing. In fact, SMS is expected customers were asked to text “JitterGram 1091” to short code, “878787”
to generate $177 billion in global services rev- to receive up to four on-mountain deals daily, such as lunch and happy
enues by 2013, according to ABI Research, hour specials, discounted tickets, apparel, etc. Signs were displayed with
New York, and it will account for 83 percent of instructions for subscribing in the lodges, ski shops and around the ski lifts.
all mobile messaging revenues through 2013. Gunstock also notified their staff; even the bus drivers were telling custom-
It’s an application most mobile users are ers about the “Text to Save” club. One of the most successful JitterGrams
familiar and comfortable with, and the opportu- was the “Show the phone at a ticket window for 2 ski tickets for the price
nities are endless. One way to build a mobile of 1, tomorrow only” promotion. With a 19% redemption rate, Gunstock
database and acquire new customers is to of- generated incremental revenue of almost $1000 through a single Jitter-
fer “text and win” sweepstakes, promotions or Gram. Visit http://www.mmaglobal.com/studies/mobile-marketing-case-
coupons and include an opt-in SMS message study-gunstock-mountain-resort-jittergram for full details.
after the entry. You can ask users to text a key-
word (also known as a mobile alias) to a short
code, and those wanting to participate in your
mobile marketing will officially be part of your
database, or “mob.” The customer then gets a
return text message which qualifies them for the
offer and they can become an opt-in member for future mobile marketing. That keyword can
be promoted in any number of ways, generally with an offer that gives consumers a reason to
want to join.
To create interactivity between print advertisements and mobile, an ad in a travel magazine
can offer consumers a free night or complimentary service by texting your keyword (and join-
ing your mob). When the consumer joins, they’re given a promotion code to use when making
the booking. On an ongoing basis you can provide additional offers, information and news
of interest.
One of the greatest features of broadcast text messaging is the ability to create time sensi-
tive offers to fill need periods. A restaurant can send a message with an offer to guests and
locals before the lunch or dinner hour if business is slow. A hotel can fill weekend space with a
last minute offer. To increase internal capture during a guests’ stay, get them to opt in to receive
offers on check-in if they’re not already enlisted. For example, if the spa has afternoon cancel-
lations, you can text to guests on property with a reduced rate on a service. And as a final text
to culminate the stay, the last message can be a thank you with a Web link offering a discount
to book a return trip. www.hsmaifoundation.org

Location Based Marketing
Brands are discovering the benefits of mobile as a location-enabling tool. One of the most excit-
www.tigglobal.com
ing opportunities in mobile marketing is the use of Location Based Services (LBS), predicated on
the concept that exact location is the basis for delivering the right message to the right person
at the right place and time. Couple that with a detailed profile on a customer – their likes,
interests and personal data – and you can target that individual through text offers or mobile pAGe 10


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couponing based on their preferences at the point of interaction. With the
enhanced use of proximity based interaction you can engage customers C A S e S T U D Y:
by sending offers and discounts via mobile when they are within walking
or driving distance.
The myriad of location-based opportunities can dramatically enhance W Hotels
the consumer experience and interaction with the brand. By accessing Looking to revolutionize their guest services,
the mobile Web or using downloaded applications, consumers can turn W Hotels looked to Upoc’s mobile community
to their phone to locate the nearest accommodations, restaurants, shops, technology to create W To Go™, the first
attractions and points of interest on the spot. Instead of powering up a Mobile SMS application specifically designed
laptop at the airport, stranded passengers looking for the next flight can for the hospitality industry. Using Upoc’s
enter their destination and get every airline’s flight and gate informa- mobile technology allows guests to receive
tion for the entire day, as well as call the airline or connect to its Web important notifications about their stay, even
site. For the traveler on the go, the phone can be an invaluable and when they are off the hotel premises. Whether
condensed source of information, from mobile guide books and maps to room-bound or on the go, guests receive alerts
restaurants and reviews, GpS-driven walking tours and audio guides on from the concierge service for anything from a
demand, powered either by mobile Web search or downloaded applica- package arrival and dry cleaning delivery to
tions. The plethora of mobile-enhanced sites and available applications reservations for restaurants, spa appointments
are massive (the iphone alone offers more than 30,000 applications, with and other activities and services. Visit http://
travel a dominant category offering everything from product branded www.upocnetworks.com/case-studies.html for
Web sites for destinations, hotel companies and airlines to guide books, full details.
reviews, currency converters, voice translations, maps and so much
more).
For hospitality marketers, the medium offers the ability to locate guests
prior to arrival and send a text message to start the check in process.
Having knowledge of one’s profile and interests enables you to customize
their stay by pushing activities and services of interest, such as informa-
tion on local events, restaurant menus and specials, spa options, attractions and more. For
destination marketing organizations and convention and visitors bureaus, mobile can provide
the means to deliver full destination guides with location based features and services.
To extend the power of mobile even further, you can really get creative by using location-
based solutions to market a destination or product by creating GpS-enabled tours that are down-
loadable to any number of mobile devices such as navigation systems, smartphones, pDAs and
Mp3 players. An excellent resource for this type of tour is www.geovative.com/.
Beyond the ‘basics’ are applications such as radio-frequency identification (RFID) technol-
ogy that enables a guest room door to unlock as you approach, lets you purchase products
from vending machines, and have your hotel room ‘come alive’ with lights and temperatures
automatically turned to the desired setting. Through RFID tags, consumers can opt-in at a kiosk
or point of sale to join a mobile rewards program and receive coupons and special offers.
Another cool application is IFind, an innovative means of comparison shopping whereby the
mobile device reads a bar code, prices it and can identify other stores and Web sites that carry
the same item along with the cost. www.hsmaifoundation.org

Regardless how large or small the mobile initiative, accountability and measuring the ef-
fectiveness of mobile campaigns and activities are paramount. The mobile environment offers a
variety of measurement capabilities and analytics that can report participation and demograph-
ics of your mobile database in general and in response to a particular campaign. The key is to
www.tigglobal.com
prepare to capture the right kind of data, and use it once you have it to measure your results.

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Conclusion
What is clear is that it is becoming increasingly important for hospitality and travel marketers to
be deliberate about their forays into the mobile arena. A mobile marketing plan can help you
navigate through the hype to carefully research and implement mobile marketing efforts that
are integrated with the elements of your existing marketing plans. Mobile marketing strategies,
working with your online efforts like paid search marketing, local search marketing, and email
marketing, can help you leverage and see synergistic returns in awareness, interaction, and
revenue.
Many would agree that mobile is indeed the new frontier. As the technology, devices and
applications become more affordable and accessible, those who embrace some degree of
mobile marketing will be well positioned to reap the benefits of this burgeoning and potentially
lucrative market. Whether you test the waters by establishing a mobile Web site, start building
your ‘mob’ by initiating simple text-based offers and promotions, or mount a widespread, multi-
tiered campaign, the smart marketer will let the engagement begin.

Useful Links & Resources

HSMAI Travel Internet www.travelinternetmarketing.org This subgroup of the HSMAI membership
Marketing Special connect travel marketers in a way that lever-
Interest Group ages interactive customer engagement as
a marketing medium while increasing the
awareness of emerging issues, opportunities
and trends.

TIG Global http://blog.tigglobal.com/ The TIG Global Blog is the premier source
for online marketing strategy and scoop.
Written by marketing gurus and designed for
hotel and travel professionals, this educa-
tional resource is constantly updated with
e-marketing tips, case studies, breaking in-
dustry news, “Ask the expert” columns, new
research, and much more.

HSMAI Foundation http://www.hsmaifoundation.org As the research and educational arm of the
Hospitality Sales and Marketing Association
International, HSMAI Foundation expands and
enhances the educational opportunities avail-
able to hospitality sales and marketing execu-
tives and increases the amount of in-depth re-
search conducted on behalf of this fast-paced,
increasingly demanding profession.

pAGe 12



the HSMAI Travel
The New Frontier
Internet Marketing


Websites, Articles & References

Code of Conduct for http://www.mmaglobal.com/policies/code-of- privacy principles intended to guide com-
Mobile Marketing conduct panies within the mobile ecosystem so
that they can effectively, and responsibly,
leverage the mobile channel for market-
ing purposes.

eConnect: Research http://www.hsmaieconnect.org eConnect is a one-stop portal to global
& Resources from the information and resources on hospitality
HSMAI Foundation sales and marketing topics. provided
by the HSMAI Foundation through its
Corporate Membership program, many
of eConnect’s resources are available
exclusively to HSMAI members.

eMarketer Daily https://www.emarketer.com/Newsletter.aspx A source for market research and trend
Newsletter analysis on Internet, e-business, online
marketing, media and emerging tech-
nologies. Reporting on new trends such
as blogs, social networking, podcasting,
mobile marketing and many others that
affect the business landscape.

Helpful Links http://mobithinking.com/mobile-marketing- Compiled by mobiThinking.com, this ex-
tools/helpful-links#Guides tensive listing includes links to News and
views, Blogs, Mobile search engines,
Mobile directories, Guidelines, white pa-
pers and case studies, Research, analysis
and statistics, Must-attend events, Forums
and user groups, Associations and institu-
tions, and Books

HotelMarketing.com http://www.HotelMarketing.com Industry news and business information
in online travel, Internet marketing and
the hospitality industry, available as an
online magazine, daily email newsletter
or RSS newsfeed.

HSMAI Marketplace www.hsmaimarketplace.com The products and services search engine
dedicated to sales and marketing profes-
sionals in hospitality, travel, and tourism.

pAGe 13



the HSMAI Travel
The New Frontier
Internet Marketing


Websites, Articles & References cont.

Marketing experiments www.marketingexperiments.com/ Free case studies, how-to articles and
reports covering e-mail marketing, search
marketing and online marketing for vari-
ous industries including travel &
hospitality.

Mobile Marketer Daily www.mobilemarketer.com/ An electronic publication covering mobile
marketing, media and commerce.

Mobile Marketing www.mmaglobal.com A global association that strives to stimu-
Association late the growth of mobile marketing and
its associated technology.

phoCusWright’s Mobile: www.phocuswright.com/research_ Reviews mobile technologies, explores
The Next platform for publications_buy_a_report/585 travelers’ attitudes toward mobile func-
Travel tionality, and quantifies the growth and
business value of mobile as a communi-
cations and booking channel.

Ten Mistakes in Mobile http://mobithinking.com/best-practices/10- mobiThinking.com is the marketing arm
Marketing. The dot- mistakes-mobile-marketing of dotMobi, the ICANN-appointed global
Mobi Mobile Developer’s registry for the .mobi top-level domain
Guide name. Other resources include Best
practices, Mobile Marketing Tools, and
Case Studies.

pAGe 14



the HSMAI Travel
The New Frontier
Internet Marketing


Contributors
Loren Gray was the Advisory Board lead for this white paper. He
is Director of e-commerce for Ocean properties Ltd. in Delray Beach,
Florida. Follow Loren on Twitter @lorengray.

The HSMAI Travel Internet Marketing Advisory Board members are:
» Co-Chair: Christine Beuchert, Director of e-Commerce, Marcus Hotels
» Co-Chair: Trevor Stuart-Hill, president, Revenue Matters
» John Fuhr, Vice president of Marketing, Anaheim/Orange County CVB
» Isaac Gerstenzang, Corporate Director of e-Commerce, Destination Hotels & Resorts
» Loren Gray, Director of e-commerce, Ocean properties, Ltd.
» Katherine Huske, Internet Consultant, The Broadmoor
» Kerry Kennedy, Director of e-Commerce, Omni Hotels
» Oral Muir, Senior Director, Global ecommerce Channels, Marriott International
» Kurt paulson, Head of Travel, West, Google Inc.
» Jessica Rivera, Regional Director, Revenue Management, Interstate Hotels & Resorts
» Aaron Stenhoff, Director, Marketing and e-Commerce, Red Roof Inns
» Tiffany Tchida, Manager, Consumer Websites, Best Western International
» Victoria Treyger, Vice president, Marketing, Travelocity
» peter Winkler, Senior Manager, e-marketing, preferred Hotel Group
» James Zito, Corporate Director e-Commerce, Morgans Hotel Group, Corporate

Taryn Schneider, president of Taryn Schneider Communications,
has more than 28 years of hospitality, travel and tourism experience
as a writer, editor and marketing communications specialist. She has
worked on behalf of a select group of clients requiring highly specialized
communications services, promotions, writing, publishing, and special
events. She began her career as a writer and editor for Travel Agent
Magazine, and spent the next decade working in a diverse range of
travel publishing, television producing, and journalistic endeavors. Her
articles have appeared in both travel consumer and trade publications.
Her email address is taryn@tarynschneider.com. www.hsmaifoundation.org

www.tigglobal.com

pAGe 15


the HSMAI Travel
The New Frontier
Internet Marketing


Hospitality Sales & Marketing Association TIG Global
International As the leader in online
HSMAI is the hospitality in- marketing for the travel
dustry source for knowledge, industry, TIG Global
community, and recognition (www.tigglobal.com)
for leaders committed to pro- remains steadfast in its
fessional development, sales growth, revenue optimization, mar- mission to assist hotels and destinations in exceeding their online
keting, and branding. marketing goals. During this time of decreased travel demand,
With a strong focus on education, HSMAI has become the we realize the unique opportunity that exists for our clients to gain
industry champion in identifying and communicating trends in the market share.
hospitality industry, and bringing together customers and mem- TIG Global has developed a proven set of strategies to success-
bers at annual events, including HSMAI’s Affordable Meetings®. fully leverage the marketing efforts of hotels and destinations
worldwide, delivering unrivaled incremental revenue and visitors
New and upcoming resources and events include: online.
» HSMAI Marketing Review (August issue) – www.hsmai.org/ Serving an extensive portfolio of clients worldwide, TIG Glob-
Resources/review.cfm al combines its e-business expertise and industry knowledge to
» HSMAI University Webinars – Ongoing & Archived – maximize client exposure in the online channel. TIG Global works
www.hsmaiuniversity.org closely with each client to create a custom marketing strategy and
» Digital Strategy Workshop – December 7, 2009, Las Vegas provide ongoing support and consultation. Our extensive service
– www.travelinternetmarketing.org offering provides the benefits that include:

» Award-winning, multi-language Website Design streamlines
the conversion process and clearly communicates with visitors.
» Search engine optimization prominently places clients at the
HSMAI Foundation top of the search engines for direct visibility.
» paid search marketing captures and delivers traffic to land-
As the research and educational arm
ing pages for increased conversion.
of the Hospitality Sales and Market-
» Strategic linking and online advertising delivers pre-qualified
ing Association International, HSMAI
leads from our established network of over 2,000 media
Foundation’s mission is to expand and
partners.
enhance the educational opportuni-
» e-mail marketing strengthens customer loyalty and estab-
ties available to hospitality sales and
lishes relationships with interested travelers.
marketing executives and to increase
» Custom social media programs, ranging from
the amount of in-depth research conducted on behalf of the pro-
Facebook,Twitter and Flickr promotions to blogs and travel
fession. Today, and in the years ahead, the HSMAI Foundation
review monitoring, push your brand to the forefront and
plans to accelerate its research and publishing activities to con-
establish direct communication with customers.
tribute even more to the continuing education of those engaged
in this fast-paced, increasingly demanding profession. For more
Should you have any questions about the information in this re-
information, contact the HSMAI Foundation: 1760 Old Mead-
port, or comments about how TIG Global can assist your com-
ow Road, Suite 500, McLean, VA 22102; (703) 506-3280;
pany in gaining market share, please feel free to contact us at
www.hsmaifoundation.org.
info@tigglobal.com or 301.841.4700. We also invite you to
visit our blog for additional eMarketing tips and ad-
vice from our marketing experts – blog.tigglobal.com.

pAGe 16


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