How the Predicted End of the World 2012 has Been Exploited?

We are all aware of it- the Mayan Calendar ends the 21st December 2012. Whether it is simply a coincidence or a belief, some, have managed to use this theory and exploit it, to enhance their sales. So, the end of the world, has become, for some, a new marketing tool and strategy. On the other hand, NASA tried to sooth many of those who were worried, by using a google + hangout, and answering questions.

This belief has resulted in many organizations creating short-term promotion strategies, such as building travel packages to 'hidden' places to see the end of the world, from a unique destination. However, will this strategy be efficient? Many seem to be dubious that these short term strategies will significantly change a company's profits, but the answer will be after December 21... If we survive...

The Impacts of Digital Marketing During a Recession

Many might not see it this way, but organizations ranging from customer-oriented services to product-oriented services, see digital marketing as a 'relief' tool" during the recession. We all have heard about how digital marketing strategies and tools are constantly being redeveloped to accommodate what the consumer wants and in order to reach out to a company's valuable and new consumer, however, rarely are the impacts of digital marketing for the organization discussed.

Companies, big and small, like the article states, have realized that a consumer will remain loyal, if the company shows interest in communicating online showing the collaboration and engagement, the company is willing to take towards the consumer. With the recession, all companies have a tendency to cut back costs through various strategies. However, one of the biggest impacts of the recession on a company, was that because costs had to be minimized, companies became more creative and implemented their time (and no money!)in developing very acute strategies based on digital marketing. It now has become the ultimate tool for companies, to not only attract the consumer, but most importantly to be able to continue marketing their product or service through a cost efficient tool. A short case study, fully explains how a small company, through the usage of an efficient digital marketing strategy manged to enhance their sales, which had been stagnating

Airlines- A Missed Opportunity

With increasing competition, and a boom of the airline industry since the 1980's, it seems that now a days, airlines are no longer putting in effort to acquire and maintain their current consumer base. They seem to overlook simple things which would cost them nothing, but would make it a unique flight and service for the consumer.

Based on the experience of a customer, the article shows areas where airlines lack effort to keep the customer and how this impacts the brand identity of the airline as perceived by the consumer.

1. Checking Flight Status

As mentioned in the article, the traveler is a gold member (the highest)on an airline. However, due to professional reasons, the traveler switched to a different airline. The airline, seeing that this traveler decreased number of flights drastically, did not seem to be bothered about customer loyalty. They could have called the traveler to see the reasons why they no longer chose to fly with this airline. This impacts the way the consumer believes he is perceived by an airline. A gold loyalty member on an airline spends a lot of money on airfares, and if they neglect to show their interest in the consumer, their brand identity is diminished.

2. Encouraging the Consumer to Use the Airline

As in the previous example, the traveler continues to say, that for whatever reason, they chose to use that airline again. Seeing that for the past years the traveler had been a gold traveler, they could have offered additional advantages (e.g fast check in etc...) which would have cost the airline nothing, but might have reconverted the consumer to their airline, seeing that the airline is attentive.

3. Being Picky about Weight Restriction

As a frequent traveler, so much money is spent on airticket, that you could assume as the customer that the airline would let you off with a few overweight kilos, instead of making a hassle, because you no longer are a frequent traveler.

4. Using Personal Names

Like the author of the article mentioned, being a gold frequent traveler, in times of crisis, you do not expect free champagne or anything, but simply being called by their name to show their attention to their VIP travelers. Hotels have implemented this, making a big difference in the customer perception of a hotel brand, hence an airline should be able to do the same.

To sum up, it is safe to say that the customer is very critical and constantly changing, and developing. The hotel industry has adapted and is constantly adapting to the changing consumer, but it seems that the airline industry still has progress to make. Reading this article, I was shocked to see that simple things mentioned above, are not taken into considerations by the airline industry. Simple things make a difference, and do not necessarily cost a lot.

Wallit- A new social tool

Wallit: a new application used to connect people based on their location. A brand new tool that will be able to be bought for Iphones from 2013.



A short video to briefly understand the idea behind Wallit:

Appnostic- A new approach

A brief description of appnostic, how they work and why this would be advantageous or not for independent hotels. 

Optimizing Direct Bookings

The idea is not to completely eliminate OTS's, bur rather reduce their presence. It is important to keep them, as they help the hotel attract new customers and fill the rooms, however, the hotel must also find their ways of attracting and keeping the customer away from booking a second time through an OTA. The below solutions are in order to increase direct bookings for a hotel:

1. Create an interactive, simple, to the point and creative website, that gets the customer what he came for. The booking should be fast,easy and without too many questions that take time.

2. Encourage guests to post comments and pictures on the website and hotel social media etc... The hotel engages itself in not deleting the negative comments to show transparency, but to promise to respond to negative comments and promising to find useful solutions as an action.

3. Make sure the hotel shows up amongst the first in search engines in order to make it easier for the consumer to find the hotel. This require constant monitoring from the hotel's side and good communication with search engines.

How to Impact a Hotel's Direct Bookings?

Through the outlook given by the AHLA report and individual research, a short analysis was done of how a hotel can enhance customers to book directly. A few methods were outlined in the below presentation:

The #1 Career Mistake Capable People Make

A presentation on the major mistake that capable people make. The article examines how a candidate with all the potential to impress a potential employer, might still not get a job. The reason being the candidate having too many talents expressed in the CV. With a lack of a clear and concise CV, the employer notices all the potential of the candidate, yet the candidate seems to be good at everything, makes the employer uncomfortable and unsure what type of job would suit such a candidate. If hired, the most likely outcome will be that the potential of the candidate will not be maximized, making the company lose un-utilized potential and making the candidate feel like the job is inadequate.



A very interesting article for all those who are having troubles finding a job, and wondering what is wrong with their CV.

Digital IQ- What is it really?

What is meant by digital IQ?

Digital IQ in the hospitality industry refers to how capable a hotel is in using digital media to inform, attract and keep a potential customer. When referring to the term ‘IQ’ used to measure a human beings’ capacities, a given IQ cannot be changed significantly. As a human we can acquire additional knowledge or experience, which may raise the IQ. In the case of digital IQ that a hotel should aim to have, the obstacle or the challenge, is how fast it changes and how fast new methods are developed. This requires the hotel to have staff that are fast, and can keep up with the ongoing race for technology. It also requires that the staff must train their creativity, in order for the hotel to have something the others do not and in this case creativity is their biggest competitive advantage.

To increase a hotel’s digital IQ it is important to both be on various booking sites, social media, applications etc… but also to update all the sites, and create a ‘wow’ effect on each site, making sure that not just one or two of those sites are updated regularly, but ALL of them.

What are the components of digital IQ?

As mentioned in the answer to the previous question, for a hotel to have a relatively high digital IQ it must be present on various booking sites, phone applications, social media and many more. Being present is not just enough, but having very regular updates and very interesting pages is most important. So, in digital marketing, it can be said that there are 4 main sectors, each composed of different components as highlighted below:

1. Mobile-andorid, blackberry, Iphone, Ipad applications, being innovative through geo-local and sms systems etc…

2. Websites- loyalty programs, integrating the sites with social media, etc…

3. Social Media- facebook, youtube, twitter, pinterest etc…

4. Digital Marketing- search engines, emails, blogs, advertising innovation etc…

If implemented correctly, monitored constantly and with adequate and knowledgeable people working on these four sectors, a hotel will be considered to have a higher digital IQ than others, and will be attracting more guests, which equals high occupancy rate and increase value for shareholders, so a win-win situation for all.

Tablet Hotels

The main goal of this exercise was to determine the Tablet Hotel's digital IQ based on how they engage their consumer, through which channels and how much they update their hotels information.

Tablet Hotels from ahumnicki

Re-Defining Luxury

According to the IBISWorld report, the definition of luxury in the current year needs to be redefined, with simplicity, and eco-friendly features being at the core of the new Luxury definition. Since 2008, unemployment has soared, consumer confidence crashed and disposable income plummeted, resulting in a consumer that became very money-conscious and a ‘budget’ consumer. However, not because one does not have the possibility to buy what is considered glitzy luxury that one cannot continue to desire them. Amongst the difficult economic trend, this has impacted both the consumer and the luxury industry. The affluent consumer began to re-determine his needs, wants and desires, while the luxury industry had to adapt to the consumer who still desired luxury, yet no longer could afford the above 60,000 USD sports car, or the Spa treatment of 500 USD or the python satchel at nearly 3,000 USD. This lead to the development of a simpler, cheaper, and more practical definition of the luxury industry. With globalization and social corporate responsibility becoming arising factors in all industries, the luxury industry has created a new focus towards simple and eco-friendly features, to be line with the changing society needs, wants and desires. One might wonder then, if the new definition of luxury is determined especially by simplicity, practicality and eco-friendly features, than why is it, that brands continue producing for example Venom GT2, with a 7.0 liter turbo engine (as shown below), for a starting price of 1.25 million USD? Venom GT2

Or the new Chanel watch collection (picture below) with a price only available on request? Chanel Watch

Even as the consumer changes, and as the luxury industry tries to adapt to the changing consumer, there is always a small niche market which will be able to afford such high-end, and expensive goods, hence the luxury industry’s foremost goal remains catering this small niche market, before catering the consumer with less money. Hence, the glitzy luxury goods will always be present on the world market. Based on article from the LA Times

Hotel Booking Opportunities

A short case study analyzing the different booking opportunities for hotels based on customer needs, as well as evaluating the best booking method for independent hotels.

Hotel Booking Opportunities from ahumnicki

The Very Last Room- A New Approach

The Very Last Room- a new approach to booking last minute rooms at a cheaper rate and also a nightmare for revenue managers in hotels.

The Very Last Room from ahumnicki