So how do you do it? You implement customer relationship management (CRM). Broadly speaking, CRM refers to the way an organization uses its own resources like data, technology, people and processes, to manage its relationship with customers across their life cycles. For hotels specifically, it tends to involve employing data about customers to enhance service and inform overall strategy, and there are special software solutions dedicated to it. The potential outcomes from CRM are many and varied.
It is also a prime target for online travel agents, including global giants like Priceline and Expedia. In fact, OTAs have now captured 70% of the region’s online hotel market, according to Phocuswright. So where does this leave hotels and their growth plans? A new report by Triptease explores exactly that. Spotlight on… Direct Bookings: Asia-Pacific reveals the impact OTAs are having on the market.
Asia-Pacific is a land of opportunity for savvy hoteliers; more and more travellers are flocking to the region every day, seeking new and unique experiences. Unfortunately, that hasn’t escaped the notice of OTAs. They have pounced on APAC in a major way and now account for 70% of the online hotel market there, according to Phocuswright. So where does this leave hotels? That’s the issue we tackle in the latest in our Spotlight on… report series.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".