25th September 2007

ACCOMMODATION MARKETING - STARS OR STRIPES?

An upcoming Tourism Society discussion meeting will look at two of the major components in accommodation marketing today - 'Stars' - the national ratings awarded by inspection, and 'Stripes' - the accolades won by businesses through customer comment and feedback. The meeting will take place on Tuesday 9 th October 2007 at the Bonnington Hotel, London with speakers including Martin Verdon-Roe, Head of UK Sales for Trip Advisor and Peter Birnie, Chief Inspector for the AA Hotel Services.

For many years the star system has been used to market hotels and show potential customers what to expect. Now that star ratings are awarded to all types of tourist accommodation, do they really help the proprietors to market their establishments? Or is there confusion out there?

TripAdvisor boast that over 17 millions travellers use their website to plan trips as well as contribute to and view the 10 million plus unbiased reviews and opinions. But what use is the site to the hotelier and accommodation proprietor in their marketing? Is it reliable? Does the new age consumer web site have a role to play in helping accommodation marketing and if so what is it? And how can it be put to best use in marketing?

Can these two systems co-exist? Are they contradictory or complementary? How will the consumer choose in the future?

This meeting brings together the deliverers and the operators to discuss these questions and, no doubt, answer more - all aimed at helping businesses improve their marketing impact and finding out how to use the systems that are out there to best effect.

Chris Wikeley FTS, chairman of the meeting, stated ' this meeting will appeal to accommodation providers, consultants and marketing agencies, students and most of all - the consumer! And as we are all consumers this means you! We look forward to seeing you there.'

Bookings are being taken via this booking form.