Independent hotels will prosper during the financial crisis if they
invest wisely in digital marketing strategies, predicts the Big Agency,
the recently launched digital agency from Great Hotels Organisation. As
the economic slowdown takes hold, independent hotels in particular need
to understand the power of digital marketing.

As Lilou Mace,
managing director of the Big Agency, says, "In this difficult economic
climate, digital marketing continues to record impressive growth. 
Independent hoteliers need to focus on upgrading their website design,
back-end systems, booking engines and implementing online strategies in
order to survive the financial crisis and increase sales."

Digital
marketing is the practice of promoting products and services using
digital distribution channels to reach consumers in a timely, relevant,
personal and cost-effective manner. Over the past few years, digital
marketing has become a mainstream marketing channel and is considered
to be one of the most important distribution and marketing channels in
the hospitality industry.

However, many hoteliers have not
yet introduced this new strategy into their marketing mix. These days a
website alone is not enough – it is important to place investment in
integrated comprehensive marketing strategies such as Pay Per Click
(PPC), Search Engine Optimisation (SEO) and user-generated content
(UGC) – all of which are key to being tactical in the run-up to a
recession.

"The added benefit of most digital marketing tools
is that they are measurable," says Mace. "You can measure your return
on investment (ROI) easily and accurately and the return for online
marketing spending is faster than almost any other method of marketing".

The
internet has emerged as the leading platform for travel and hotel
sales, and is now the most important distribution and marketing channel
in the industry. By the end of 2010, over 45% of all hotel bookings
will be completed online. All major hotel brands already generate in
excess of 40% of the bookings via their brand website. Therefore, it
makes sense for independent hoteliers to invest in this fast-growing
sector and accentuate their online strategies to survive in a
struggling economy.

About The Big Agency

The
Big Agency is a digital marketing agency offering e-commerce solutions
to the global hotel industry. The Big Agency is part of Big Worldwide,
a global, privately owned travel, technology and media company
headquartered in London. The Big Agency's original focus was in the
publishing sector, producing magazines and hotel directories, managing
online content and providing promotional services across all media for
Great Hotels Organisation, a marketing alliance for the independent
hotel sector. This work has led to a logical evolution for the Big
Agency to now offer complete digital solutions to the same market it
has served since 1996, by drawing on the experience garnered from its
publishing, online and promotional activities. The Big Agency's
expertise covers design, IT, e-marketing and a strong understanding of
the needs of the hotel industry.

About Great Hotels Organisation

Great Hotels Organisation's family of brands include Great Hotels of the World and Special Hotels of the World.
By acknowledging that each hotel has a different set of marketing
requirements, Great Hotels Organisation allows its member hotels to
choose from a comprehensive collection of sales and marketing
initiatives in order to build their own ‘à la carte' membership
programme tailored to meet their individual objectives. By doing this,
members are able to choose and purchase only the services they require,
thus ensuring that membership fees are kept to a minimum and are
focused on their specific requirements. Sales and marketing initiatives
that members are able to take advantage of include: trade shows,
e-marketing, business travel consortia sales, public relations, a
private label GDS chain code and sales blitzes. Membership of Great
Hotels Organisation is by invitation only and hotels must meet strict
criteria before being accepted. Great Hotels Organisation manages the
"GW" private label GDS chain code and toll-free voice reservation
numbers operate globally. Further information on Great Hotels
Organisation can be found at http://www.ghorg.com.