Customers of E-Site Marketing and SynXis benefit from a content management tool that goes beyond Website into social media
SOUTHLAKE, Texas 14 May – Remember when “channel management” meant you only had rates and availability to manage across multiple channels? Now more and more hoteliers face the challenge of also managing the distribution of marketing content to an expanding number of channels, including the rapidly growing social media channel. The Content Management Tool (CMT), developed by E-site Marketing (a Sabre Holdings company) and available to all Sabre hospitality businesses, including SynXis, provides a one-stop control center where hotel marketers can manage Website content and, at the same time, distribute marketing communications to multiple channels, thus “publishing once, distributing to many.” In the same way hoteliers strive for rate parity, this tool ensures “content parity.”
By creating a special promotion, package, or news release one time in the CMT, a hotelier can then feed that information to its Website and syndicate it to any other online channel. These can include traditional advertising opportunities on affiliate websites and also now include social media sites like Facebook, Twitter and Travelscream’s Travel Deals Network, the newest channel available. E-site and Travelscream have integrated their technology platforms allowing hotels to publish travel offers and other content to Travelscream’s growing advertising network that includes Fodors.com, NationalGeographic.com and FareCompare.com, among more than a dozen others.
The recently launched Millennium Broadway Hotel’s Website (http://www.millenniumhotelnyc.com) was created by E-site Marketing and uses the CMT exclusively. Millennium’s marketing team is already seeing the benefits of having one central location to manage its marketing messages. Jennifer Long, director of e-commerce for Millennium Hotels and Resorts, North America comments, “The content management tool is not only a huge time-saver for us, but it ensures we have parity in our marketing messages, something that is critical for reinforcing our brand. We can now also leverage the constantly growing social media web as a new and effective distribution channel for hotel offers.”
E-site Marketing has also included several enhancements to help hoteliers take advantage of multiple social media marketing opportunities by automatically adding “share this” tags to Website content. Instead of just emailing information to friends, a consumer can post items of interest discovered on a hotel’s Website to their Facebook page, Twitter and digg which is then seen by hundreds of their friends and followers in their personal network. Leveraging RSS feeds, in addition to content syndication, this technology yields significant benefits to search engine rankings. Google, Yahoo! and MSN all put a lot of weight on Website content that has been formatted in RSS as well as the SEO link building benefits created by syndication and link sharing.
“Just as hotel managers have embraced channel management tools like SynXis’ RedX to effectively manage rooms and rates across multiple channels, they are now looking to simplify their marketing communications across the many distribution channels available,” commented Felix Laboy, president and CEO of E-site Marketing. “Our hotel customers can now make the CMT their central content management hub – a huge step forward both in reach and content parity.”
About SynXis and E-site Marketing
As an integral part of Sabre Holdings’ hospitality businesses, SynXis and E-site Marketing provide innovative technology and services in the areas of distribution and Internet marketing, with solutions focused on helping hotels generate revenue and effectively merchandize their properties in all distribution channels. SynXis and E-site Marketing have corporate headquarters in Southlake, Texas and Bethesda, Maryland with offices in Amsterdam, London, Dubai, Hong Kong, Singapore, Tokyo, Montevideo and Buenos Aires. More information is available at www.synxis.com and www.esitemarketing.com.