1. 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 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 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 20072011200920102002201219602007 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 e-mail 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, e-mail 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

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.