Speaking at Seville’s Hotel Marketing and Distribution Forum

A few days ago, I had the great pleasure of taking part as a speaker in one of the Hotel Marketing and Sales Conferences organised by the Seville Hotel Association. With around 60 participants, we held a highly interactive and thoroughly enjoyable session in which we covered many of the issues currently of greatest concern to hotels. In other words, topics that seem to have been somewhat overlooked lately, such as distribution channels, online and offline travel agencies, tour operators, GDSs, customer loyalty and CRM. We also discussed such important aspects as customer profitability, the management of intermediation costs, customer value and the value of intermediation. Finally, we looked at how social media fits in and to what extent a social media marketing strategy can help improve the other areas. Finally, I recommended that:

“in today’s climate, it is best to keep experiments low-risk”

Needless to say, I felt very warmly welcomed at a very well-organised event, where I also had the opportunity to catch up with old friends.