10 factors weakened the mental image of the Saudi hotel industry <Al Watan Newspaper

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Riyadh – Palestine
The W7Worldwide analysis unit for strategic and media consulting revealed 10 factors that contributed to the lack of mental image of the major and medium Kingdom hotels with two rating categories (five or four stars) that have weakened their marketing campaigns, and the media.
The periodic advisory report released in July indicated that one of the major factors that led to the lack of a mental image was: a very weak creative content industry.
The report's methodology was based on interviews with hotel managers both domestic who follows the international hotel brands, as well as media monitoring of news published in the last three months of the first half of this year , "April, May and June."
The advisory report reveals several factors that have led to the lack of media image of the sector, These include, but are not limited to, the lack of strategic vision of the sector. sector in terms of reputation and mental image and relying on foreign agencies or public relations companies that ignore the characteristics of the local UK public. And the media has not adopted some hotels, especially from the 5-star category to a specialist to write the creative content of their media messages and mix the owners between the content of marketing and information, and the results showed the preference of 65%. The media coverage of hotel activities (five-star category) received the highest share (84%), while the four-star news did not exceed the 16% mark Despite the huge gap, the two parties have a common denominator: On the other hand, the announcement of the creation and inauguration of art (39%) of the total publication during the follow-up period, followed of the announcement of the follow-up of the establishment of the hotels (21%), and thirdly the announcement of the hotel to receive awards and host conferences of 10.5% each . (19%), a variety of information content (1.7%) – distributed on the news of employment, acquisitions, international food weeks, hotel renovations, appointment new business leaders and chefs, and operations Expansion and integration of hotels, cooking contests, delays in the creation of hotels, signing of agreements, etc.
The report included four recommendations for the hotel sector to meet the 2030 vision, including the need to entrust the hospitality sector to specialized local agencies that understand the characteristics and behavior of the target audience and the nature of the hotel industry. appropriate creative content. The importance of applying the ABC Model model designed by W7Worldwide to guide the content to the target audience accurately.
The third recommendation focused on the importance of integrating the communication process to deliver messages and generate the desired impact. For a mental image correctly and not to be combined with other marketing plans and tools.