Digital Marketing Transformation Covering Group Online Sales, E-commerce & Social Media for Hospitality Industry in Turkey

Fazli Yildirim Okan University, Information Systems and

Technologies, Istanbul, Turkeyfazliyildirim@gmail.com

CONTENT

INTRODUCTIONMETHODRESULTSCONCLUSION

INTRODUCTION

New Marketing Tools; Automation, Social Media, CRM, ERP, E-Commerce, Group Online Sales, Cloud and Etc..

Tourism; One of leading Sector in Turkey.

Tourism managers are trying to adapt ....

Benefits, Problems and Barries.

METHODS

Trying to reveal the hotel managers’ approach & uncover barriers.

HOW?By collecting data from hotel managers with deep interviews (qualitative method).

27 questions; CRM, ERP, E-commerce, Cloud, Group On, Social media, Hotel Specs.

Hotels; 4-5 Star Hotel, Istanbul.

RESULTSHotel Hotel A Hotel B Hotel C Hotel D Hotel E Hotel F Hotel G Hotel H

Hotel Spec.

All market Europe, Local All market Europe All market All marketEurope, Middle East

Europe, Local

Inter C. Inter. C. Nat. C. Nat. C. Nat. C. Nat. C. No chain No chain

Business & Leisure

CityBusiness & Leisure

Business –Conven.

City Business CityBusiness, City

2007 2011 2009 2010 2002 2012 1960 2007

ERP

Opera Software

Opera Software

Opera Software Opera Software Opera SoftwareOpera, Logo Tiger

Opera, Logo Odeon, Logo

Yes Yes Yes Yes No No Yes Yes

CRM

Yes Yes Yes Yes Yes Yes Yes No

All channels QuestionQuestion. and e-mail

Online, phone calls

Question. and phone calls

All channelsQuestion. and e-mail

Online, Question

Yes Yes Yes Yes Yes No No No

Point E. Point E. Point earning Yes Yes None None None

Silver, Gold, Platinum

Blue, Silver, Gold, Diamond

A, B, C VIP, Club, etc. VIP No VIP1 to VIP5 No

Question. Question.Question. and e-mail

Face to face, call, e-mail

Question., phone calls

Face to face, Question. and e-mail

Online, Question. and mail

Online

Yes Yes Yes Yes Yes Yes Yes Yes

No Problems No Problems AbuseAbuse, no control mechanism

No ProblemsAbuse, no control mechanism

Abuse, no control mech.

Misusage

CONCLUSIONMobile applications, e-commerce and social media. Selling rooms by using travel agency channels that they still prefer classical ways except international chain hotels.

Local hotel customers still are not used to buy online using e-commerce channels.

Suffer from web based online complaint systems, control systems.

Aware of CRM effects, they are managing successfully with their philosophy, automation systems, loyalty programs, complaint following systems and customer segmentations phases.

Local hotels are surprisingly adapted the CRM.

CONCLUSION

Adapted group-on sales quickly, suffer about the customers’ quality.

Group-on sales systems should take precautions not to annoy hotel’s repeat and upper segment customers.

Cloud computing, most of the hotels are unaware of the benefits of the cloud computing (for locals).

Use social media and they can organize marketing campaigns through these channels but for the sucess; Social media staff inside and agencies.

CONCLUSION

Local customers buying habits shape the sector.

Systems leaks of e-commerce, group online and complaint based web sites negatively affect the success.

So, companies and managers should inform their customers and focus on these problems for increasing the technology usage.