Study Of An OTA Site
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Monday, November 30, 2009
Sunday, November 29, 2009
The Illusion of Brand Control
The article headed 'The Illusion of Brand Control' has been published on the Harvard Business Review blog on November 13, 2009 by Andrew McAfee.
It deals with the increasing impact of the social media on a brand image and which is actually a topical issue in hospitality industry.
As a matter of fact, pictures, comments, or general reviews concerning hotels for instance are now posted on blogs or various websites by guests after their stay. The problem is that the hotel owner has no longer control on what is said about its property and consequently on its reputation.
Developping a marketing strategy including the development of a Facebook official fan page or other offical ways of promotion is somehow part of the counter-attack process. But interested customers would rather read non-official points of view which are considered as more subjectives.
So there is no way to avoid that. Hoteliers have to deal with it. And the advantage is that they now tend to be more careful to the service quality they offer to their clients. So it may be a stimulating source of general improvement in the hospitality supply.
It deals with the increasing impact of the social media on a brand image and which is actually a topical issue in hospitality industry.
As a matter of fact, pictures, comments, or general reviews concerning hotels for instance are now posted on blogs or various websites by guests after their stay. The problem is that the hotel owner has no longer control on what is said about its property and consequently on its reputation.
Developping a marketing strategy including the development of a Facebook official fan page or other offical ways of promotion is somehow part of the counter-attack process. But interested customers would rather read non-official points of view which are considered as more subjectives.
So there is no way to avoid that. Hoteliers have to deal with it. And the advantage is that they now tend to be more careful to the service quality they offer to their clients. So it may be a stimulating source of general improvement in the hospitality supply.
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