Tuesday 24 April 2018

Bad marketing costs hoteliers

Irish International BBDO’s Des Kavanagh and Mark Nutley with Shark Awards festival director Aisling White.
Irish International BBDO’s Des Kavanagh and Mark Nutley with Shark Awards festival director Aisling White.

Michael Cullen

Hotels in Ireland stand to lose business unless they start going about their marketing in a different way.

A new report by King's Business School in London indicates that hotel groups everywhere are losing customers because they aren't using the most effective marketing messages for their ratings.

Researchers created a model which exposes the truths about hotel performance from reviews on sites like TripAdvisor.

Using data from more than 250,000 online reviews for about 25,000 hotels in 16 countries, a total of 19 controllable factors were found to be vital for hotels to manage their guest relations. These included checking in and out of hotels, communication, homeliness, room experience and accommodating pets.

The study identified the most important dimensions linked to hotel star ratings, with homeliness and events management being important for five-star hotels, while room experience and communication were basic requirements at one-star level.

Men are more sensitive to price than women, while females pay more heed to the standard of the hotel bathroom.

Radio Nova CEO Kevin Branigan. Pic: Feargal Ward
Radio Nova CEO Kevin Branigan. Pic: Feargal Ward

Q Radio Nova has released some new research which claims to show that the provision of new licences would grow national listenership.

The Interactions study says 70pc of the station's listeners claim to listen to radio more now than before Nova's launch in 2010.

The report also claims that 90pc of those outside the capital, regardless of age, gender, music preference or residential area, feel there should be more choice on the radio dial.

Seven in 10 people outside Nova's current broadcast area say they would listen to the radio more if a choice like Nova was available to them.

The research compared two distinct samples: Nova's listeners in its current Dublin commuter belt franchise area, and a sample of listeners outside the capital.

The study comes at a time when industry concern has been expressed at the BAI's recent trawl for new commercial services.

In particular, the regulator was strongly criticised by Denis O'Brien's Communicorp, with group chairwoman Lucy Gaffney calling on the regulator to urgently undertake a full viability audit before any new licences are handed out.

Nova CEO Kevin Branigan said the research shows that the licensing of specialist radio services, particularly Radio Nova, can add to overall radio listening.

Q Chemistry and Irish International BBDO were the big Irish agency winners at the 55th annual Shark Awards creative festival held in Kinsale.

Chemistry was voted the festival's Irish agency of the year. Among the Irish International campaigns were RSA 'Crashed Lives'.

Other local agencies whose creatives won Shark head gongs were Boys and Girls, DDFH&B, Ican, In the Company of Huskies, Target McConnells and TBWA.

This year's speakers from overseas included New Yorker Antonio Fernandez, former leader of New York's Latin Kings Hispanic street gang, and Dubliner Miriam Jordan Keane, who heads up marketing at British Gas.

What really got delegates attending the gala awards night in Actons Hotel talking was Amnesty International's TV ad for repealing the Eighth Amendment. Featuring young Irish women calling for the constitutional ban on abortion to be lifted, the ad was produced by Antidote and directed by Kathryn Ferguson.

Q On the movers front, the current Marketing Society chairwoman Claire McFerran has joined Heineken Ireland from Kellogg's as head of innovation. She first joined Kellogg's in 2005 as brand manager.

Marika MacCarvill is now senior press and PR manager at Enterprise Ireland, having previously worked at RTÉ.

Jake Walshe has taken on the managing director role at Screen Scene.

Two years ago, the film and advertising production company was bought out by US broadcasting services group NEP for an undisclosed sum.

Among Screen Scene's recent high-profile assignments is its work on Sky Atlantic's Game of Thrones.

Q ProU yogurts, Coindrum international travel bonus vouchers and Parkpnp, which describes itself as Airbnb for city and town parking, with plans for rapid world domination, have been chosen by Javelin as the Irish companies which have won start-up support launched to mark the creative agency's 30th year in business.

The three winners will each enjoy bursaries worth €10,000 in availing of Javelin's time and talents to help grow the businesses.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

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