Hotel Management and Marketing on the Internet

Abstract

Many hotel managers and hotel-operating companies are attempting to use the internet and worldwide web as an effective management and marketing tool. An exploratory survey finds thousands of hotel-related sites. Most such sites are hotel guides, chain hotels, and individual hotels, in that order. Current WWW hotel sites vary tremendously. Available functions of a web page include: travel information, reservations and payment, special promotions, links to partners, direct consumer feedback, employment opportunities, audio and video ads, gift certificates, shareholder information, newsletters, frequently asked questions, and a list of and links to individual hotels. The costs of establishing and maintaining a web site vary considerably, depending on the site-owner's commitment and objectives. The most effective hotel sites are those that give the consumer the easiest, most rewarding access to relevant and related information. For any web site, there are five important considerations for its successful management: defining the mission, calculating the margins, addressing the mechanics, planning the marketing, and performing the maintenance.