Peter O “Connor (Professor of Strategy, University of South Australia) and Remy Merckx (T-Shape Marketer, Advisor, Speaker, Acting Director and Board Member) discuss developments in online marketing and of their impact on the hospitality industry. Big tech companies, along with the development of technologies such as crypto, are revolutionizing the way businesses can reach their customers. The big question is whether hotel brands can organize themselves and have the technical resources and skills necessary to be able to take advantage of this new opportunity.
CHRONOLOGY:
Has COVID reset the hospitality industry?
COVID is a unique opportunity for change for the hospitality industry
The engagement game: How consumers behave differently after COVID
Data privacy: changing paradigms and opportunities for data management
Challenge for hotels to efficiently use huge data collections
Restoring the power of data collection to consumers / guests
Should the technology be outsourced by hotel groups / brands?
Hotel groups / brands should focus on digital capabilities in mastering big data
Consumers can / should be rewarded for sharing more useful data
Personalization: Weird questions asked when booking
Loyalty Earn & Burn: Points and miles do not match travelers’ needs
Are blockchain technology and crypto the next big innovation in the hospitality industry?
Peter O’Connor
Dr Peter O’Connor is Professor of Strategic Management at the University of South Australia School of Business. His primary research, teaching and consulting interests are in the use of technology in retail and online marketing. Before joining UniSA, Peter founded the Digital Disruption Chair, sponsored by BNP Paribas, at Essec Business School in Paris France.
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Remy Merckx
Customer experience and engagement is my real focus during my 26+ years of experience in international companies in the travel, hospitality and digital industries. How do we help our consumers have a better experience when engaging with our brands and how we embed digital transformation in a 360 ° customer journey as a catalyst.
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