Online Marketing Strategies: Think Horizontally
by Richard Chambers, President, TravelCLICKinteractive
On-line hotel marketing has traditionally been built in a vertical format. That is, the hotel Website is constructed with a Home page, followed by Accommodations, Dining, Meeting Rooms, Golf, Spa and other individual pages with navigation buttons guiding the consumer through the myriad of services offered within the hotel. This approach is much like the sales brochure design that uses different lengths of paper for each capability so that when you stack all the sheets together you can read each headline. These ‘first generation’ sites were built and marketed for the early consumers who were looking on-line for hotels.
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