Al Jazeera has teamed up with the Hotel Industry Association of Australia (HIA) to explore the growth potential of the Hotel Advertising Platforms (HAPs) in the hospitality industry.

The HIA’s research has identified the need for new solutions in the accommodation industry to help advertisers better understand the audience of each individual visitor, as well as the marketing strategies they are using to engage with their customers.HIA CEO James Tabor says: “There’s a real need for innovative advertising solutions in hospitality that can be easily and cheaply integrated into existing software and services and will increase the value of the hospitality sector.”

One of these is the Hotel AdWords platform, which has already attracted a number in the industry and has been in use by more than 150,000 businesses in the past year.HUA Chief Operating Officer David Kynaston says: “”The first step in the journey of any new technology is to identify the need, and we believe the hotel industry has identified a need to build an innovative technology platform to meet this need.””

In order to do this, they need to be able to understand the demographics of each visitor, and how they will interact with each other, and the advertising strategies they’re using to reach and convert their customers.”HIA’s partner company, the Hotel Association of Victoria (HUA), has already identified a number of promising technologies for hospitality advertisers that it plans to use in the coming years.

One of these is the Hotel AdWords platform, which has already attracted a number in the industry and has been in use by more than 150,000 businesses in the past year.HUA Chief Operating Officer David Kynaston says: “”The first step in the journey of any new technology is to identify the need, and we believe the hotel industry has identified a need to build an innovative technology platform to meet this need.

“The HIA has identified many opportunities for HAP to help meet this demand, with potential applications to include:The HUA believes the HAP platform will allow advertisers to reach more people through video and audio, with more efficient use of data analytics, with a more cost effective way to target ads, and with a wider range of data types that will help advertisers understand the demographic of their customers, such as age, gender, ethnicity and nationality.”HUA’s Chief Executive, David Kymns, says: “[The Hotel Adwords platform] will enable hotels to provide better information to their guests and offer better service for their guests.

It will also give hotel operators the ability to better target their advertising campaigns and improve their ability to reach the people they serve.”

Kynaston adds: “As the industry matures, the HIA is looking forward to seeing more innovative solutions to meet the needs of the hotel community.”

Hia will also be using its data to help develop new advertising technologies that will improve the performance of advertisers, including the ability for them to understand and improve the effectiveness of their campaigns, as they will be able see more of the data in real-time, so they can improve the way they target ads.

According to Hia CEO James, the most exciting part of the collaboration with the Hia is the opportunity for HIA to use HAP technology to help improve the advertising experience for its guests, including enhancing their personalised experience through the use of video and the ability of its guests to interact with the advertising system in the hotel.

“It will be interesting to see how Hia develops and improves its technology platform in the future,” he says.”HIA will use the data from this new platform to build a more accurate and personalized experience for our guests, and this will provide more valuable advertising to our guests.”

Hospitality advertisers also benefit from the fact that HIA will be working with hospitality companies in the hope of improving their ad experiences.

HIA CEO Kymans says:

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