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Harvey Chipkin

Member since November 2010 Contact Harvey

  • Freelance writer Harvey Chipkin
  • 71 Carteret Street
  • Bloomfield New Jersey
  • 07003 USA

Articles by Harvey All articles by Harvey

  • Surmounting Serial Branding in Marketing: Travel on 11/17/2014

    Nobody wants to be a serial hotel brander but sometimes it just happens because of economic reasons or the decision of a new owner. A brand is a promise to deliver on a set of standards but what happens if a hotel or resort shuffles through multiple brands in a short time? How does the public - or travel planners - keep up with that kind of change?

  • Hotels Are In The 'Hood in Marketing: Travel on 10/20/2014

    Every hotel and hotel brand now realizes that an important goal is not only to be a base for exploring the destination in which they're located, but to really be the guest's guide to the area - in any way possible. The reasons are many: associating the property with the destination; creating a stronger relationship with the guest; and building up the destination so people will travel there and perhaps stay at the hotel.

  • Data, Meet Strategy  in Marketing: Travel on 09/15/2014

    The hotel business used to be about location, location, location. Now it's about data, data, data. Unlike location, however, data alone might not ensure success. A strategy has to go along with it. That's the position of Michael Wilson, senior director of product strategy for Webtrends, a 20-year-old company that was early in the data game "You won't be collecting the right data if you don't have a strategy for using that data," said Wilson. "Once you have a strategy, you can use the data to optimize customer experiences. If you don't have the expertise to use data correctly then find someone who does."

  • 'Hubbing' Social Media in Marketing: Travel on 08/18/2014

    Social media has become a bit like Old MacDonald and his farm - with a Facebook posting here and an Instagram photo there, here a tweet, there a tweet...

  • Hyatt Control Room Takes Social To A New Level in Marketing: Travel on 07/21/2014

    Picture a room in Omaha with Hyatt associates looking at screens filled with social media home pages, with a focus on Twitter. In shifts, they watch 24/7 to see what guests, past guests and potential guests are saying to each other, to Hyatt and to their friends and family about their experiences with or opinions of Hyatt hotels.

  • Millennial Mysteries in Marketing: Travel on 06/16/2014

    As the Hollywood screenwriter William Goldman famously said, "Nobody knows nothing." He was talking about nobody knowing how well a movie will do once it's released. But the same may go for any kind of hard data on Millennials - despite their being the most-studied group since, well, Baby Boomers.

  • Don't Let Grass Grow Under Your Website in Marketing: Travel on 05/19/2014

    It's 2014. Do you know where your website is? Redesigning a website takes a huge investment in time and money. The question is: how often do you do it? And how do you respond to the way people use the Internet?

  • Seen Any Good Promotions Lately? in Marketing: Travel on 04/21/2014

    The tie-in between movies and travel is longstanding. Guidebooks offering help on visiting destinations are popular, as are tours around, say, the locations in "Field of Dreams." But in an era of social media, the tie-ins and marketing potential increase exponentially.

  • Will These Hotels Be Best Sellers? in Marketing: Travel on 03/17/2014

    The relentless movement toward experiential travel seems about to reach a new milestone. A group called Hemingway Hotels & Resorts will soon announce the development of its first hotels. Building on a long-term partnership with Ernest Hemingway's estate, the brand foresees a Hemingway-like experience with the focus on nature, references to locations in Hemingway's work and libraries featuring the writer's works (among others). Even the staff will reflect Hemingway in "a passion for life, unwavering integrity and respect for the natural world."

  • Instagram: Creating Good Impressions For Cities in Marketing: Travel on 02/18/2014

    As usual, innovation is frequently local when it comes to social media. A number of cities, noting that Instagram is the fastest-growing platform in important demographics, have taken the lead in using that platform for image building.

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