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Meng-Mai Chen
4 posts
http://www.ehl.edu/en
Meng-Mai Chen
Dr Meng-Mai (Maggie) Chen is Assistant Professor of Marketing at Ecole hôtelière de Lausanne, and is a contributor to EHL’s newsletter. Dr Chen is a global professional with working experiences in the hospitality industry in the United States and Taiwan, and in higher education in Switzerland, France, and Puerto Rico. Her hospitality working experiences includes working as a financial analyst for a casino, night auditor and front office manager in hotels, and sales in a travel agency. Her research interests are hospitality consumer behaviour, with a special focus on customer interactions with websites, consumer choice behaviour and channel management.
Insights

What are customer acquisition costs and why is it important to calculate them?

Here’s why it’s important to differentiate distribution costs from customer acquisition costs (CAC). Having a comprehensive overview of customer acquisition costs and the total understanding of the productivity of different channels and marketing tactics, marketers can allocate an adequate budget to the proper channels and strategies.  

acquisition costs
Insights

Winning strategies to bring in new customers

How should hotels be reaching out to potential customers? When it comes to distribution channels, the discussion should never just be limited to the hotelÕs relationship with online travel agencies or OTAs.

New customers
Insights

Staying relevant through customization and personalized services

Hoteliers are seeing their relevance diminishing almost by the day as customers increasingly turn to alternative (non-hotel) types of accommodation and make reservations through online travel agencies (OTAs) rather than book directly with the hotels themselves. Hoteliers cannot afford to give up though and must stay relevant.

Mansion