HSMAI-LAX
December 2010 www.hsmailax.org Volume 15, Issue 12
Carmel Lodge

CURRENT EVENTS

Tuesday, December 14, 2010
Joint holiday party with HFTP
6:00 PM - 9:00 PM

Wilshire Grand Hotel
930 Wilshire Boulevard
Los Angeles CA 90071

CHAPTER NEWS

NEW MEMBER SPOTLIGHT

Richard Barajas, Western Region Director of Sales
Company/Organization: TRAVELCLICK
Phone: 310-542-3235 Fax: (310) 564-0357
Prof. Certifications: CTC

How did you hear about HSMAI?
General industry experience and publications

Why did you join HSMAI?
To meet local hotel professionals and to ensure hoteliers know how we can help them increase revenue.

Job duties:
Manage a team of Sales Directors and eCommerce Directors West of Texas.

Other organization I'm involved in:
CLIA

Tell us about your immediate family:
Allyson - wife
Isabella - daughter

Follow Us:  Facebook  Twitter  You Tube

IN THIS ISSUE

> Chapter News

> Industry News

> Sales & Marketing

> Social Media


CALENDAR

1/18/2011 - Luncheon Program
Topic: TBA
Time: 11:30 AM - 1:30 PM
Location: TBA


2/15/2011 - Luncheon Program
Topic: TBA
Time: 11:30 AM - 1:30 PM
Location: TBA


ON THE MOVE

Kassy Dean
Andaz West Hollywood

Jane DeLeon-Mato
Westin Pasadena

Garry Abel
Doubletree Norwalk

Jean Fulco
Radisson Westside

Joy Contreras
Hilton Pasadena

Kathy Winterrowd
Langham Pasadena


INDUSTRY NEWS

FEATURED HSMAI UNIVERSITY PROGRAMS
HSMAI University
Webinars:

Revenue Management Webinar Series
February 23, 2010 - December 14, 2010
Online Webinar, 2:00 - 3:30 PM (Eastern Time)
Event Details >>

  • December 14 - The Role of OTA in your Distribution Strategy


Adrian Awards
January 31, 2011
www.adrianawards.com




HSMAI Digital Marketing Strategy Conference
February 1, 2011
New York
Event Details >>

HSMAI Affordable Meetings Mid-America
April 13, 2011 - April 14, 2011
Navy Pier, Chicago
Event Details >>



HSMAI Affordable Meetings West
June 15, 2011 - June 16, 2011
Long Beach Convention Center, Long Beach, CA
Event Details >>


HSMAI Affordable Meetings National and Event Technology Expo
June 15, 2011 - June 16, 2011
Washington DC
Event Details >>


HSMAI Revenue Management Strategy Conference
June 20, 2011
Austin, TX

SALES & MARKETING

Does Your Website Have Its Own CMS? Why CMS Is a Poor Choice for Hotels
by Neil Salerno, CHME, CHA
www.hotelmarketingcoach.com
(941) 822-0662

Every now and then, I come across an article which is so self-serving and outrageous that I just can't resist giving an alternative viewpoint. It was titled "Does your website have its own CMS?" They were promoting the use of content management for hotel websites and encouraging hoteliers to make their own site changes and additions. It's great to post articles for hoteliers, but to publish a covert ad in the guise of a news article, I find disingenuous. Well, here is what they didn't tell you.

First, just about any website designer can provide a Content Management System (CMS) for your hotel website, but there are some very good reasons why smart hoteliers don't use them. If you are only relying on your webmaster to make the changes to your site that you request, you are sadly missing the boat. A good webmaster should be working with you to make improvements to your site.

Assuming you have selected a website designer with hotel marketing experience, I encourage you to collaborate with them to continually tweak and improve your site based upon the results you are getting from it. There are many knowledgeable site designers looking to become your Internet marketing partner.

What a Website Should Do
A well-designed hotel site is one which will attract visitors through organic search and has carefully developed content to convert visitors into reservations. These two functions are highly dependent upon knowledgeable composition and writing skills. You have heard the phrase "content is king"; developing content for your hotel site and maintaining effective content requires knowledge of search engine requirements as well as how and why travelers choose hotels on the Internet.

Sure, you may save a few dollars by making these adjustments and changes yourself, but making changes yourself can also destroy the effectiveness of your site. When changes are made to your site, they often require research for additional keywords to be added to that text to optimize search find ability and create internal link development. "Pay me now or pay me later"; save money today, but reduce site effectiveness and you'll pay later in loss of site production.

The article added "So get rid of your webmaster". To me, this just demonstrates a lack of knowledge of how hotel websites work. Making content changes to your website requires more than knowledge of HTML technology. Their suggestion indicates they believe in the old-style design-it, publish-it, and say-goodbye theory of site design; an out-dated concept. Today's web designers should take responsibility for the site's reservation production after it is published.

Their suggestion sparked other ideas; since most of us are not plumbers or electricians, we can create ezPlumer and ezLectric. These new and FREE products will allow you to get rid of your plumber and electrician so you can make changes to these systems yourself. Once a hotel is built, I'm sure it doesn't matter how changes and additions to plumbing and electric are made; it even sounds silly, but hey, it's an idea.

From the ridiculous to the honest and realistic, let's consider the effects of time restrictions. There are many hoteliers that have difficulty finding the time necessary to even discuss changes and additions with their webmaster; none-the-less to actually make those changes to their own site. What about keeping up with new Internet technology and changing search engine requirements.

It's a very attractive proposition to be able to make your own site changes using CMS, but in reality, it is neither practical nor beneficial for most hotels.


SOCIAL MEDIA

Facebook Messages
by Anthony Helguera, M.A. Communication
www.e-marketingassociates.com
(626) 444-9111

The newest innovation from the most popular social network in the world has arrived. Facebook Messages is designed to make it easier and less formal for users to communicate in real time, no matter where they are. Now all of your texts, chats and e-mails can take place in one simple conversation. This modern messaging allows users to send and receive messages via mobile phone, IM or Facebook, and over the next few months will be slowly rolled out in an invite-only debut.

"It's Not E-mail"
With more than four billion messages being sent through Facebook every day, and having been inspired by high school students who told him e-mail was too slow, CEO Mark Zuckerberg thought it was the right time for his social network to create this new messaging experience. Striving for seamless, informal, immediate, yet simple and minimal communication, Facebook Messages embodies the evolutionary and revolutionary changes that are happening on the Internet every day.

The new system is composed of three parts: seamless messaging, cross-platform conversation history, and the social inbox. "It's not e-mail," Zuckerberg was quoted saying at a recent press conference in San Francisco. Facebook Messages has no subject lines, no cc, no bcc, and messages can be sent simply by hitting Enter.

Business Ramifications
From being able to see full conversation histories that let users focus on the messages they want to controlling said messages via privacy settings, this natural progression allows people to streamline their online communication experience. In addition, Facebook is also issuing facebook.com e-mail addresses because ultimately they believe that people should communicate whichever way is most comfortable for them.

Now in a very real way, Facebook is bending the entire Internet in their direction. Rumors out of Silicon Valley say that the social network wants to dominate search in general and are positioning themselves to conquer Google. Facebook Messages can easily be seen as the next step in creating a social search engine. Businesses that are slow to adapt and/or fail to properly utilize their profile page are going to continue to lose market share to competitors that are more social media savvy.

To Learn More
To learn more about Facebook Messages, contact E-Marketing Associates at (866) 929-4963.



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