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    Session 1 PDF

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    Mihir Hareet
    This document discusses hotel discovery and customer acquisition through technology and digital marketing. It covers the different types of searches on search engines like Google including horizontal searches which display organic search results and paid search results, as well as local searches which show nearby hotels and restaurants. It also discusses registering a business on platforms like Google My Business, Zomato, and OYO to help customers find a business locally. Finally, it talks about using different online marketing channels for B2C and B2B purposes, highlighting LinkedIn for connecting with corporate decision makers.

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    Download as PDF, TXT or read online from Scribd

    Session 1 PDF

    Uploaded by

    Mihir Hareet
    30 views17 pages
    This document discusses hotel discovery and customer acquisition through technology and digital marketing. It covers the different types of searches on search engines like Google including horizontal searches which display organic search results and paid search results, as well as local searches which show nearby hotels and restaurants. It also discusses registering a business on platforms like Google My Business, Zomato, and OYO to help customers find a business locally. Finally, it talks about using different online marketing channels for B2C and B2B purposes, highlighting LinkedIn for connecting with corporate decision makers.

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    This document discusses hotel discovery and customer acquisition through technology and digital marketing. It covers the different types of searches on search engines like Google including horizontal searches which display organic search results and paid search results, as well as local searches which show nearby hotels and restaurants. It also discusses registering a business on platforms like Google My Business, Zomato, and OYO to help customers find a business locally. Finally, it talks about using different online marketing channels for B2C and B2B purposes, highlighting LinkedIn for connecting with corporate decision makers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    30 views17 pages

    Session 1 PDF

    Uploaded by

    Mihir Hareet
    This document discusses hotel discovery and customer acquisition through technology and digital marketing. It covers the different types of searches on search engines like Google including horizontal searches which display organic search results and paid search results, as well as local searches which show nearby hotels and restaurants. It also discusses registering a business on platforms like Google My Business, Zomato, and OYO to help customers find a business locally. Finally, it talks about using different online marketing channels for B2C and B2B purposes, highlighting LinkedIn for connecting with corporate decision makers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 17

    Hospitality Technology and

    Digital Marketing
    Technology assisted hotel discovery and
    customer acquisition
    Hotel Discovery

    • Types of searches in Hotel Industry


    Horizontal Search
    Vertical Search
    Local Search
    Hotel Discovery

    • Google Searches

    • How a typical Hotel Search Result Page looks in Google-


    Search Bar

    Paid Search Result

    Local Results

    Organic Search Results


    Horizontal Searches
    • Organic Search Results are the Web page listings that most
    closely match the user's search query based on relevance. Also
    called “natural” search results.

    • (SEO)- Search Engine Optimisation is the process which increases your


    website’s visibility in organic searches

    • Paid Search allows you to pay to have your website displayed on


    the search engine results page when someone types in specific
    keywords or phrases.

    • (SEM)- Search Engine Marketing- You pay for each click by any visitor who
    clicks your Ad to visit your website. Also known as Pay Per Click
    Advertisement
    We will learn to create a Search Campaign in one
    of our upcoming sessions.
    Assignment 1

    • Search for ‘Hotel Management Institutes in Kolkata’ and


    ‘Hotels in Kolkata’ separately on search bar
    • Point out the differences.
    Local Searches
    Normal Local Search Local Hotel Search
    Assignment 2

    Horizontal Search vs Vertical Search


    • Search for ‘Japanese Cuisine Restaurant’ in Kolkata in both
    Google and Zomato.
    • Search for ‘Lunch buffets within Rs. 1000’.

    Point out the differences.


    Assignment 3

    Registering for vertical search websites


    • Open Zomato Website/ app and find the link to register a
    new restaurant
    • Open OYO Website and find the link to Register a new Hotel
    Assignment 4

    You are the marketing head of a newly opened Restaurant- ‘The


    Chinese Wall’, with an address at Salt Lake Sector V.
    How do you register your address in Google for the customers
    to find you.
    Google My Business for Hotels

    • Three steps for My Business Setup-

    Sign up for Google My Business and claim your business

    Engage with your customers and manage reviews

    Manage your Hotel Details


    Online Marketing in Hospitality

    • B2C Marketing using Facebook, Google Search and reach the


    audience directly
    • B2B Marketing using LinkedIn and Twitter platform to reach
    corporate decision makers
    B2C Platforms B2B Platforms
    B2B Marketing Using LinkedIn

    Why LinkedIn Marketing is ideal for B2B Marketing?


    Assignment 5

    • You are Marketing Head of ‘The Chinese Wall’, you want to


    have a tie-up with Wipro Kolkata Office for their Canteen
    Management Project. The decision-making part lies with the
    HR Head (Kolkata) Wipro. Find the relevant person on
    LinkedIn and contact him.
    End of Session 1

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