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      EI’s Introductory Marketing Textbook Adds New Perspective on Technology

      Lansing, Michigan, September 2010 - The influence of technology, particularly the Internet and social media, on the hospitality industry, marketing, and consumers, is reflected in the fifth edition of Marketing in the Hospitality Industry, recently published by the American Hotel & Lodging Educational Institute (EI).

      This introductory text presents a real-world perspective on the world of hospitality marketing. Author Ronald Nykiel, Ph.D., CHA, CHE, has included tips, checklists, industry forms, and useful ideas for increasing sales and making hospitality marketing more successful. Examples of successful marketing efforts for hotels, restaurants, and clubs show readers how marketing principles and concepts are applied in actual hospitality situations.
      The textbook includes information on market segmentation, marketing research, database marketing, pricing strategies, and revenue maximization, as well as examples of total marketing plans for individual hotels and corporate operations.

      New material in the fifth edition includes discussion of travel search engines, the trend toward booking through travel websites, and use of online travel agents, as well as information about ways in which the Internet is changing hospitality marketing. Websites, blogging, Twitter, Facebook, and other social media have become important ways to communicate advertising and marketing messages and connect with consumers.

      Marketing in the Hospitality Industry is available from EI for $95.95 ($65.95 for nonmembers). To order, visit http://www.ahlei.org, or call 800-752-4567 or 517-372-8800. Outside the U.S. and Canada, please call 407-999-8100. Academic customers should call 800-344-4381 or 517-372-8800 for school pricing.

      About the American Hotel & Lodging Educational Institute
      Established in 1953 as a nonprofit educational foundation of the American Hotel & Lodging Association, the Educational Institute’s mission is to continue being the preferred provider to the lodging industry, hospitality schools, and related hospitality industries by developing and providing quality resources to train, educate, and certify hospitality professionals worldwide.

      Elizabeth Johnson - ejohnson@ahla.com