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Marketing Hospitality Web Sites Galen Collins Northern Arizona University, Null@Nau.Edu Hospitality Review Volume 20 Article 2 Issue 1 Hospitality Review Volume 20/Issue 1 January 2002 Marketing Hospitality Web Sites Galen Collins Northern Arizona University, [email protected] Jamie Murphy The University of Western Australia, [email protected] Follow this and additional works at: https://digitalcommons.fiu.edu/hospitalityreview Part of the E-Commerce Commons, Hospitality Administration and Management Commons, and the Management Information Systems Commons Recommended Citation Collins, Galen and Murphy, Jamie (2002) "Marketing Hospitality Web Sites," Hospitality Review: Vol. 20 : Iss. 1 , Article 2. Available at: https://digitalcommons.fiu.edu/hospitalityreview/vol20/iss1/2 This work is brought to you for free and open access by FIU Digital Commons. It has been accepted for inclusion in Hospitality Review by an authorized administrator of FIU Digital Commons. For more information, please contact [email protected]. Marketing Hospitality Web Sites Abstract The ew b has emerged as a potent business channel. Yet many hospitality websites are irrelevant in a new and cluttered technical world. Knowing how to promote and advertise a website and capitalizing on available resources are the keys to success. The uthora s lay out a marketing plan for increasing hospitality website traffic. Keywords Internet, Hospitality, Galen Collins This article is available in Hospitality Review: https://digitalcommons.fiu.edu/hospitalityreview/vol20/iss1/2 Marketing hospitality websites by Galen Collins and Jamie Murphy The web has emwedas a potentbusiness created wonderful websites, yet like channel. kt many hospitaliry websites are a wonderful and irrelevant in a new and cluttered technld world, how promote andadver- establishment, the acid test is visi- tise a website and capitalizing on available tors that stay and spend. resoums are the kevs to success. The authors lay out a marketing plan for increasing hospimlity wbsite tiattic. Sites are tracked Establishing s~eci6cobiectives. such as increased market share; reduced selling costs, improved hile industry execu- customer relationships, and tives and analysts say recruiting employees, is the requi- 'Wthe industry has site first step in a website marketing plenty of issues to deal with, 1999 campaign. Savvy operators also should go down in the books as the track visitor responses (e.g., reser- year e-commerce finally took off."' vations booked or employees hired) With $14 billion in 2000 sales and a and analyze server log files' to forecasted $32 billion for 2006, measure their cyber-objedives. travel is a leading category of on- Unlike traditional media- line spending.' Way back in 1997, print, radio and television-which the Ernst andYoung Internet Shop- rely on third party audience ping Survey found that making activity measures (Nielsen, online reservations is a favorite on- Simmons, or Arbitron), websites line shopping activiw record almost every visitor's every The decision is no longer move (mouse click)." This rich data whether to have a website, but how source yields additional website to market it in this evolving and performance metrics. increasingly cluttered medium. The website server logs every Hospitality organizations have file requested-commonly trans- Collins and Murphy 15 - -- - Contents © 2002 by FIU Hospitality Review. The reproduction of any artwork, editorial or other material is expresslv prohibited without written permission from the publisher, excepting that one-timeeducational reproduction ts allowed without express permission. lated into hits, page views, and 10,000 visitors per day, fewer visits." Each file requested equals than 100 may visit a low-traffic one hit. A web page with three site. graphic files and bni text file, for example, generates four hits. Page Page views: Indicates visitor views measure text files, high- satisfaction. If visitors view lighting the website's popular many pages on the average, areas. A visit is the hits and page they are probably finding inter- views for a specific website visitor. esting information. Bill Sthay, vice president of Length of average visit: Indi- reservations for Outrigger Hotels, cates whether visitors are looks at page views, paying special reading pages or just browsing. attention to "the most viewed Another indicator of readmg or pages to see what areas of our site browsing is the average dura- are of most importance to our tion of page view. When exam- viewers.'' The most useful log file ining this statistic, one must statistics for Sal Dickinson, vice consider the page style, length, president of marketing for the and graphics. The more Resorts Division of Meristar Hotels graphics, the longer the page and Resorts, are the most, least, takes to load. Furthermore, and first pages viewed! many argue that thanks to The referrer and agent infor- limited bandwidth, www mation, which may be added to the stands for the world wide wait.1° server log files, often reveals how visitors came to a site as well as Domains, geographic areas: their browser names and version. Helps indicate where visitors This works, however, if the visitors accessed the Internet, which followed a link. If the visitor came helps focus promotional efforts. from a bookmark or types in the Most visitors, however, may URL, nothing appears. come from Vienna, Virginia, Although statistics can be home of America Online. tracked manually, tracking soft- Although "the geographic ware (shareware, freeware, and analysis of visitors is relatively commercial) saves time and useless because it shows you the presents information in graphic origin of their ISP... the break- form, providing a more compelling down by country is interesting."LL and understandable performance Busiest hours, days: Helps picture.' Other useful statistics for plan daily and weekly updates, benchmarking a website's perfor- promotion campaigns, and mance are listed as follows: advertising. Visitor count: Identifies the Most requested pages: Iden- number of visitors. A popular ties popular pages and pages website may have 5,000 to needing attention. 16 FZU Hospitality Review /Spring 2002 Contents © 2002 by FIU Hospitality Review. The reproduction of any artwork, editorial or other material is expresslv prohibited without written permission from the publisher, excepting that one-timeeducational reproduction ts allowed without express permission. Most requested last pages: Branding is critical Helps spot trends and bad The first step for establishing a pages. If the last page web identity is a short, memorable requested, for example, has a URL. This means spending $15 to large number of linka to $35 to purchase a one-year lease on external web sites- it is pmb a domain name.13 Although ably the reason most people exit America Online or Geocities offer hm this point. If the last web space, the primary web page requested has no address should stop after .corn. A external links, it may need URL such as www.hilton.com is updating or contain errors easier to remember and builds a and inconsistencies. better image than www.aol.com /members/-hilton. Top paths through site: Most consumers guess an orga- Shows the common website nization's URL by planting www paths, providing insight into before and .com &r the company's the effectiveness of its focus name. Unfortunately, there is a and organizational structure. finite pool of these second-level If a resort website's primary domain names to sandwich goal is to raise overall daily between www and .corn. Only one revenue, for example, ideal www.apple.com exists, although paths would lead to other Apple Computers, Apple Records, reservations (e.g., golf, tennis, and other "Applen entities might massage, dining room, ete.), in like to have this easy-to-remember addition to room bookings. domain name.'" Gwyneth Storr, Internet If the name desired is already resources manager for taken, the company should consider Bridgestreet Accommoda- alternative spellings by including tions, uses "this information to hyphens, using abbreviations, or discern the most popular substituting numbers for words, or pages and change our naviga- consider registering in a top-level tion paths."I2 domain other than .corn. In addition to .corn, over 200 country code top- Top entry page: Identifies a level domains exist. A Swiss visitor's first page viewed. Since company could register in .ch or a the top entry page is not always Canadian company in .ca. Countries the home page, appropriate such as Tonga (.to), Nieu (.nu), and internal links (e.g., link back to Turkmenistan (.tm) offer a catchy main page) should be added to ending for memorable URLS.'~ every web page. A well- Once a name is selected, it conceived internal linking should be incorporated into collat- scheme eliminates dead ends, eral materials, with the e-mail and eases navigation, and high- website addresses on business lights the site's offerings. cards, brochures, press releases, Collins and Murphy 17 Contents © 2002 by FIU Hospitality Review. The reproduction of any artwork, editorial or other material is expresslv prohibited without written permission from the publisher, excepting that one-timeeducational reproduction ts allowed without express permission. advertisements, etc.-any medium minutes. AltaVista and HotBot that makes sense (videos, T-shirts, take a day or two, and Excite takes audio recordings, cocktail napkins, about three weeks. Lycos and pens, beach towels, tip covers, guest WebCrawler take months to receipts, matchbox covers, etc.). register page submissions. Just as important, online branding
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