Uncovering the secrets of influencer marketing and how hotels can take advantage of it to complete their marketing strategy. Tips, and actions to adopt for immediate effect.
We recently published a white paper by the Snaptraveller team on influencer marketing for hotels, presented to hoteliers around the world and most recently New York, talked to influencers every day and expanded the network. Here are tips and deeper insights on influencer marketing and how it works for hoteliers.
L2 Thinktank has applied its marketing intelligence brain to metasearch, offering insight into how brands can leverage meta into direct bookings.
This report by L2 Inc looks at meta-search from a different perspective. It isn't just a question of having one's Brand.com represented in the choice of rates, that is a given. The next step of the battle is how to make sure your hotel comes up on top of search results no matter who is bidding on your name.
In other words, meta-search has become the defacto branding machine for hotels around the world. Opening the idea of MSEO (Meta Search Engine Optimization) which could be coming up soon.
Marketing up until recently was primarily based on sales data analysis. For example, if a particular product is promoted via a privileged positioning in a department store, we can roughly estimate that 1000 people will see it and may consider purchasing it.
Ultimately, only 50 of these people will eventually proceed to buy it. Traditionally, Marketing conclusions are derived by analyzing the number of sales (50) and possibly the time, gender and other demographics of the people who bought the product. The key to a successful analysis, however, lies in studying the 950 people who did not proceed to purchase the item. Why didn’t they? How many amongst them thought that buying it wasn’t necessary and how many found it expensive (or inexpensive)?
The static pricing model (low season, middle season & high season) is already obsolete for the modern hotel and its use has diminished. The future is already here. The tools are here. It is totally up to the modern hotelier to win their “ticket” to the future and make it work to their advantage.
It’s among the biggest e-commerce markets, and maybe its most turbulent. To compete, players must define their place in travel’s next wave. A McKinsey & Company article.
While not entirely new, this analysis by McKinsey & Company on the travel distribution and it's focus on channels rather than consumer is a great read suggests some actions to do:
1. Focus on customers, not on channels
2. Win in the era of "big data"
3. Unlock the power of partnerships
4. Master the entire customer experience
"Consumers are empowered by information: they have near-instant access to their flight, hotel, and car-rental options; virtual price transparency; and the ability to play suppliers off against one another. The game is now about delivering a superior customer experience. If players can do that, the investment returns will follow."
This month, Priceline Group has been dropping several pieces into the business-to-business (B2B) puzzle. Might a hotel booking engine be next? Several experts Tnooz interviewed say a major online travel agency (OTA) could succeed in breaking into the B2B market. It might even be a logical next step for the major OTAs.
There is no doubt that with their marketing power, Priceline (or other OTAs) have the know-how and means of changing the game on hotel marketing. They know how to manage SEO, SEM and Meta-search advertising like nobody else. They now produce websites and rumor says soon a new white-label booking engine. Aside from being an OTA they could be the driving force behind all online bookings. But what do you think?
TripAdvisor's B2B direct booking channel for independent hotels, TripConnect, will expand to its US mobile app and mobile Web interface by December.
“What we’ve seen in last year or so of doing the metasearch portion and Tripconnect is that the conversion rates when users, via the first-generation method of meta, were sent off to make the booking weren’t that great. There’s a lot of friction between the TripAdvisor experience and the independent property’s own booking tool…. Some properties aren’t mobile optimized.”
Everyone seems to be weighing in on whether or not the infamous “billboard effect” still exists and to what extent. I believe it's getting stronger.
What hotel marketers need to be doing is asking how they can leverage the billboard effect to the best of its ability: what story is your hotel expressing to travel shoppers online? Does your hotel story connect with travelers and make them want to find out more, ensuring they visit your website or social media pages?
“…Lovemarks thinking works—anywhere, anytime. All it takes is having the brains to implement it, the guts to see it through, and an abiding faith in emotion as your compass.” – Brian Sheehan
Brian Sheehan and the CEO worldwide of Saatchi & Saatchi got together to write a book about how creating a love for your company (or hotel in our case) is how you build a company that lasts. Replace "brand" or "company" by "hotel" and you have the recipe for a big success.
To celebrate the relaunch of its official site, redesigned as a network to build solid relationships between hotels, journalists and bloggers, Snap Traveller released an authoritative report on influence marketing and its role in the hospitality industry.
“Influence is the new travel currency and Influence Marketing is the next big thing for the hospitality industry,” Sébastien Félix, Founder, Snap Traveler
On the surface, it may seem that reading an article on a website is an emotionless experience, but science tells us that we use emotions to inform our understanding. So, yes, you are experiencing an emotion right now, but what could it be? Let’s come back to that question at the end of the article, with enhanced understanding.
The panelists included Paolo Torchio, VP, Product Management & Consulting, Sabre Hospitality Solutions; Robert Arnold, President, Vizergy; Peter Winkler, Director, eMarketing, Preferred Hotel Group; and Tim Peter, President, Tim Peter and Associates. As a member of the Digital Marketing Council, I’d like to recap the highlights of the event in today’s blog post.
1. Track and measure everything, the old adage that half of your marketing budget is being wasted isn't true anymore.
2. OTAs are valuable, consider the OTA commission as a marketing budget.
3. Your website isn't about ego, image or vanity it's a revenue stream.
4. Demand transparency from your agency and use them to get insights on best practices.
5. Don't let the shiny new distract your from the key stuff.
Great industries are built on great partnerships, and the hospitality sector is no different.
An interesting review of the cost of OTAs and how it affects the price to the final consumer. Compared to other distribution platforms such as Amazon, which works to lower the price to consumer, OTAs increase them by increasing distribution costs.
A well-designed website can lend a helping hand to SEO efforts, increase conversion rates, and improve interaction and engagement with site visitors.
While web design is traditionally thought of as an artistic way to show off a brand’s image, its benefits are really much more far-reaching than that. A well-designed website can lend a helping hand to SEO efforts, increase conversion rates, and improve interaction and engagement with site visitors.
Conversion is king when it comes to web presence within the hospitality vertical. The more matter-of-fact way of saying it is, putting heads in beds.
While it is vital to create an immediate emotional connection with a visitor to ensure they stick around, the next all important piece is creating a good user experience free of friction. A cornerstone of that user experience is information architecture (IA).
Martin Soler and Josiah Mackenzie of ReviewPro discuss how reviews can be used to determine the hotel's marketing strategy.
Hotels can increase the effectiveness of their communications by focusing on promoting the elements guests appreciate most, and guide the customer perception of the hotel before the booking. Read more inside.
Oli Gardner, co-founder of conversion marketing company Unbounce, developed seven key principles of conversion-centered design, a discipline that uses persuasive design and psychological triggers to achieve a singular business goal: making that sale. Here we detail how to apply these principles to creating a stunning and highly effective landing page for a hotel special offer.
Although these seven principles of conversion-centered design serve as strong guidelines for creating ideal landing pages, it’s important to remember that there is no single formula. So make sure to keep detailed statistics of every campaign
No matter how carefully calibrated, it’s challenging for the machinery of a large corporation to make a brand sound cool to a 20-year-old. To meet this challenge, marketers are opening their brands to customers and discovering ideas that could never come from inside their office walls. In this new paradigm, brands need to open the door. Kim Larson, a brand building expert at Google’s BrandLab, works with more than 100 global brands each year. They share their fears, failures, goals and successes. As part of the Engagement Project, she shares how letting go can lead to new, more rewarding relationships.
The following advice, written for large brands, should be followed by hotels in their online reputation and brand building efforts. Hotels of any size can use these tips:
Today, travelers increasingly turn to peer reviews when deciding where to spend their hard-earned money. Many hospitality professionals already understand the value in harnessing online mentions to showcase their property. Guest comments and reviews are just one of the ways that guests show their appreciation for all the behind-the-scenes work you’ve invested in your business.
How technology and innovative solutions can clear the air between hotels and OTAs. Finance journalist Michael Lewis recently published a detailed exposé about high-frequency trading, a world in which the “market is rigged” by traders who employ cutting-edge algobots to gain knowledge of large stock trades in advance of the rest of the market—by mere microseconds. An adaptation of his book...
Occupancy is one of the three main indexes used in the science of Revenue Management (along with ADR and RevPAR). It is the percentage of all rental units in the hotel that are occupied at a given time. Occupancy is calculated as: number of occupied rooms/number of total available rooms, and is expressed as a percentage.
The three main misconceptions about occupancy that are still prevailing in the hotel industry are:
Occupancy should be the target for maximizationOccupancy should be forecastedOccupancy should be the indicator and trigger for price adjustmentsGreat examples and more information on these point inside.