I’ve been asked to speak at the National Hotel Marketing Conference once again this year, which will take place in Burton on Trent on April 14th. It’s always a lively and interesting day, with a range of speakers covering everything that really matters.
For some reason I found myself agreeing to talk about offline (i.e. non digital) marketing and to make the case for its survival against a backdrop of near obsessional interest in SEO, Metasearch, OTAs and mobile driven technology. There is a risk I’ll look like a dinosaur who stubbornly clings to the old ways while everyone else moves forward. In truth I am as actively engaged in digital marketing as the next man and am proud of Pride of Britain’s performance for its members on electronically delivered media.
Anyway to prepare I’ve been doing some research and was shocked to discover that in 2014, according to very reputable sources, offline reservations made with hotels across Europe last year were worth almost DOUBLE the value of those made online. The trend is clearly heading one way, we all know that, but the demise of telephone bookings could be a very long way off. I was also surprised to find that 7 million adults in the UK still buy a printed national newspaper every day.
Shares in ink anybody?