Digital Marketing Transformation Covering Group Online Sales, E- commerce & Social Media for Hospitality Industry in Turkey Fazli Yildirim Okan University, Information Systems and Technologies, Istanbul, Turkey

CONTENT  INTRODUCTION  METHOD  RESULTS  CONCLUSION

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.

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.

RESULTS HotelHotel AHotel BHotel CHotel DHotel EHotel FHotel GHotel H Hotel Spec. All marketEurope, LocalAll marketEuropeAll market Europe, Middle East Europe, Local Inter C.Inter. C.Nat. C. No chain Business & Leisure City Business & Leisure Business – Conven. CityBusinessCity Business, City ERP Opera Software Opera, Logo Tiger Opera, LogoOdeon, Logo Yes No Yes CRM Yes No All channelsQuestion Question. and e- mail Online, phone calls Question. and phone calls All channels Question. and Online, Question Yes No Point E. Point earningYes None Silver, Gold, Platinum Blue, Silver, Gold, Diamond A, B, CVIP, Club, etc.VIPNoVIP1 to VIP5No Question. Question. and e- mail Face to face, call, Question., phone calls Face to face, Question. and e- mail Online, Question. and mail Online Yes No Problems Abuse Abuse, no control mechanism No Problems Abuse, no control mechanism Abuse, no control mech. Misusage

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.

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.

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.