Peninsula outlines ecommerce strategy

first_imgJean Forrest (sitting) with The Peninsula Tokyo general manager Malcolm Thompson Amid hefty renovations and soft refurbishments across its portfolio, The Peninsula Hotels has undertaken a strategic approach to e-commerce, ensuring the brand’s relevance and service.With luxury hotels in nine cities in Asia and the United States, the prestigious hotel brand has this year set up a dedicated e-commerce team in its corporate office in Hong Kong and looks to hire an e-commerce manager in each of its properties this year and in 2011, The Peninsula Hotels marketing general manager Jean Forrest told e-Travel Blackboard.“We don’t get as many bookings from the web as say the Marriotts or the Sheratons,” she said, but added that the company has always been innovative, in tune with the needs and booking habits of its discerning clientele.For instance, according to Ms Forrest, The Peninsula Hotels is the first hotel group to offer a real-time room reservation iPhone application which can seamlessly drive bookings to their reservations system without any manual intervention.The service has since been extended to include real-time multi-lingual food and booking reservations, and is set to include spa appointments in the future.These innovations are in line with The Peninsula Hotels’ strategy to offer the best and latest services to guests, staying up to date and relevant in a changing world, Ms Forrest said.“We are purchasing a system now so that we can track and respond to online posts,” she said, adding that rather than a selling tool, the brand’s online and social media presence will be used to “reach a new demographic”.“Will we sell differently? Not really?”“We’re trying to have interesting conversations in this sphere but ultimately want to drive people to experience our website.” Source = e-Travel Blackboard: C.Flast_img read more