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Digital Marketing Transformation for Hospitality Industry in Turkey

Discover the benefits, challenges, and barriers of digital marketing tools such as automation, social media, CRM, ERP, and e-commerce in the hospitality industry. Learn how hotel managers in Turkey adapt to these tools and improve customer experience.

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Digital Marketing Transformation for Hospitality Industry in Turkey

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  1. Digital Marketing Transformation Covering Group Online Sales, E-commerce & Social Media for Hospitality Industryin Turkey Fazli Yildirim Okan University, Information Systems and Technologies, Istanbul, Turkey fazliyildirim@gmail.com

  2. CONTENT • INTRODUCTION • METHOD • RESULTS • CONCLUSION

  3. INTRODUCTION • New Marketing Tools; Automation, Social Media, CRM, ERP, E-Commerce, Group Online Sales, Cloud and Etc.. • Tourism; One of leading Sector in Turkey. • Tourism managers are trying to adapt .... • Benefits, • Problems and Barries.

  4. METHODS • Trying to reveal the hotel managers’ approach & uncover barriers. HOW? • By collecting data from hotel managers with deep interviews (qualitative method). • 27 questions; CRM, ERP, E-commerce,Cloud, Group On, Social media, Hotel Specs. • Hotels; 4-5 Star Hotel, Istanbul.

  5. RESULTS

  6. CONCLUSION • Mobile applications, e-commerce and social media. Selling rooms by using travel agency channels that they still prefer classical ways except international chain hotels. • Local hotel customers still are not used to buy online using e-commerce channels. • Suffer from web based online complaint systems, control systems. • Aware of CRM effects, they are managing successfully with their philosophy, automation systems, loyalty programs, complaint following systems and customer segmentations phases. • Local hotels are surprisingly adapted the CRM.

  7. CONCLUSION • Adapted group-on sales quickly, suffer about the customers’ quality. • Group-on sales systems should take precautions not to annoy hotel’s repeat and upper segment customers. • Cloud computing, most of the hotels are unaware of the benefits of the cloud computing (for locals). • Use social media and they can organize marketing campaigns through these channels but for the sucess; Social media staff inside and agencies.

  8. CONCLUSION • Local customers buying habits shape the sector. • Systems leaks of e-commerce, group online and complaint based web sites negatively affect the success. • So, companies and managers should inform their customers and focus on these problems for increasing the technology usage.

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