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Search Engine Optimization: a simple guide for hoteliers | WIHP Magazine

Search Engine Optimization: a simple guide for hoteliers | WIHP Magazine | Internet Hotel Marketing | Scoop.it
An analogy of SEO for hotels would be like the signage outside your hotel.
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Internet Hotel Marketing
Hotel Marketing news, published approximately 5 times a week. We curate hotel marketing news when they serve a purpose for hoteliers to read them. In this space, less news but relevant news.
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Hotel Marketing & Innovations, WIHP Benchmark April 2014

Hotel Marketing and Hospitality Innovations curated by WIHP Hotel. In April you will discover interesting social travel initiatives, inspiring hotel's websites and latest technology news of our industry. Curated by @Sébastien FELIX

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This month we bring you startups such as Duetto Research and Snapshot Travel, amazingly inspiring websites like Pensinsula Hotels and Aquardens, plus new beta advertising solutions and studies.

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5 things Hotels can learn from Fashion e-commerce

5 things Hotels can learn from Fashion e-commerce | Internet Hotel Marketing | Scoop.it
Fashion is one of the fastest growing e-commerce segments in the world. Apparel and accessories currently account for $50 billion in annual sales in the United
WIHPhotel's insight:

Recap: 

1. Selling not just a product, but a lifestyle

2. Easy purchasing process

3. Limiting options for better browsing

4. Strong focus on imagery and functional design

5. Excellent customer service

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Emotion and hotel websites, do you have what it takes?

Emotion and hotel websites, do you have what it takes? | Internet Hotel Marketing | Scoop.it

Ask a seasoned salesman what finally drove the sale. Analyse TV and print commercials that sell to find the common driving point that generated the sale. In almost every case you will see that emotion was it.
Why does celebrity endorsement work? How does beauty affect a buying decision. The answer lies in emotional rapport.
The same goes for hotels.

WIHPhotel's insight:

An old article, that works today, like it did then. Recap:

1. Great photography is great emotion

2. Size does matter

3. Speed impacts emotion

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The 4 Essential Hotel Parities

The 4 Essential Hotel Parities | Internet Hotel Marketing | Scoop.it
Consult Dictionary.com and you’ll find that parity is defined with words like ‘equality’ and ‘equivalence’. Ask a hotel professional what ‘parity’ means to them and ...
WIHPhotel's insight:

The four essential hotel parities are: Rates, Content, Room and Market. As we recently covered in our #wihpacademy on balancing the OTAs and direct bookings - these are often so badly managed that direct bookings dont stand a chance. 

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History of travel, fun and informative

History of travel, fun and informative | Internet Hotel Marketing | Scoop.it
The history of travel is complex - running for some 150 years, modern-day tourism has evolved from packages via Thomas Cook to using devices to plan trips.
WIHPhotel's insight:

A very well made informative infographic that reminds us that travel will always be travel and while we love the destinations, the way there isn't always the most fun. 

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10 Inspiring travel ads

10 Inspiring travel ads | Internet Hotel Marketing | Scoop.it
Skift, at its heart, is about inspiring people working in the world's largest industry to be better informed, to help them make smart decisions about trave
WIHPhotel's insight:

10 interesting and inspiring travel ads that hotel marketers should bookmark. 

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12 Ways to Increase Traffic From Google Without Building Links

12 Ways to Increase Traffic From Google Without Building Links | Internet Hotel Marketing | Scoop.it
The job of the Technical SEO becomes more complex each year, but we also have more opportunities now than ever. Here are 12 ways you can improve your rankings without relying on link building.
WIHPhotel's insight:

Some great tips, some are advanced and some are accessible to everyone. We recommend hoteliers and their marketing team read up on this. 

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6 Tips For Getting Your Work Discovered: Social Media Managers in hotels, listen up

6 Tips For Getting Your Work Discovered: Social Media Managers in hotels, listen up | Internet Hotel Marketing | Scoop.it
Writer and author Austin Kleon shares some guidelines for promoting your work without spamming from his new book, Show Your Work! 10 Ways to Share...
WIHPhotel's insight:

1. Don't worry about being a genius be a Scenius

2. You're online as good as your last post, so share something every day. 

3. Take things one day at a time. 

4. Get inspired by the way your heroes lived their lives. 

5. Set boundaries to avoid burnout. 

6. Build up a network before you have a big project to avoid being human spam.

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Frédéric Pressac's curator insight, March 18, 5:19 AM

Six tips for self-promotion, good for social media managers
1. Don't worry about being a genius be a Scenius
2. You're online as good as your last post, so share something every day. 
3. Take things one day at a time. 
4. Get inspired by the way your heroes lived their lives. 
5. Set boundaries to avoid burnout. 
6. Build up a network before you have a big project to avoid being human spam.

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Leveling the playing field with OTAs will cost money

Leveling the playing field with OTAs will cost money | Internet Hotel Marketing | Scoop.it
Hoteliers don’t pack the marketing clout of online travel agencies, which puts them at a distinct disadvantage in search-engine marketing, according to a recent distribution panel.
WIHPhotel's insight:

> "Google is not Red Cross. They’ll continue to monetize the search," said Chinmai Sharma of Louvre Hotels Group. 

> Hoteliers must offer a unique value-add to entice more direct bookings.

> A recent ruling that allows for discounting by OTAs to fenced groups could pose a challenge for hoteliers. 

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Six Web Design Trends That You Must Avoid

Six Web Design Trends That You Must Avoid | Internet Hotel Marketing | Scoop.it

Web design is like many other forms of art and expression – there are fads, movements, and all-out infatuations. Realism, bell-bottoms, stonewashed jeans and more are all examples of fads we once loved. Some (like realism), continue to prevail, while others (stonewashed jeans), are better off buried in the back of your closet.

WIHPhotel's insight:

1. The Homepage sliding banner

2. Stock Photos

3. Sidebars

4. Full-page hero images

5. Skeuomorphic design

6. Misuse of videos

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Frédéric Pressac's curator insight, March 12, 2:47 AM

1. The Homepage sliding banner
2. Stock Photos
3. Sidebars
4. Full-page hero images
5. Skeuomorphic design...

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Why consumers hate mobile sites (and what you can do about it)

Why consumers hate mobile sites (and what you can do about it) | Internet Hotel Marketing | Scoop.it
Nearly half of shoppers on smartphones ditch retailers' m-commerce sites for the desktop version of merchants' sites, new research shows. Why? Because merchants have yet to find a winning formula for mobile design, experts say. Is responsive design the answer?
WIHPhotel's insight:

This problem is amplified in the hotel space due to the need for third party booking engines. A responsive website doesn't mean a responsive booking engine and even the mobile booking engines still follow the standard credit card paradigm which is irrelevant to the mobile era.

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With and without PPC tests on hotel revenue

With and without PPC tests on hotel revenue | Internet Hotel Marketing | Scoop.it
Our cannibalization between SEO & PPC explains why. When running a paid campaign (as in pay-per-click advertising, or PPC), Vizergy often bids on terms that we rank well for naturally (from our search engine optimization, or SEO, efforts), and we may lose some natural traffic to paid traffic.  This phenomenon is referred to as “cannibalization.”  Because of this, some of our clients feel strongly that bidding on brand terms and terms they already rank naturally for is unnecessary.  But we’d like to dispel this notion.
WIHPhotel's insight:

For hotels (especially franchise properties), bidding on brand terms and phrases is now doubly important because, thanks to the Carousel, brand searches can now originate (and often do) from non-brand shopping phrases. Your property brand terms have become one of the least expensive advertising channels, yet the most valuable. By not investing in paid search ads hotels can risk missing out on both natural and paid search traffic to their independent website. If an OTA has paid search advertisements on your brand name, and an online travel shopper clicks on the Google Carousel opposed to the search results, then that shopper is directed to the OTA instead of going to your property. The result is the shopper being more likely to book with the OTA and your property could potentially lose the entire booking. And with OTAs bidding on your brand… don’t you think you should too?

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Tips to Finding The Balance Between OTAs And Direct Bookings

Tips to Finding The Balance Between OTAs And Direct Bookings | Internet Hotel Marketing | Scoop.it

While the majority of hotel marketing articles focus on OTAs being too expensive and too aggressive. We find it important to take a step back and look at the bigger picture. This article is a recap of the second hotel marketing seminar in the WIHP Academy series. 

WIHPhotel's insight:

5 tips are:

1. Languages

2. Connections

3. Simplicity

4. Positive terms

5. Protecting your brand

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Priceline CEO Says Facebook and Twitter Ads Fail to Drive Transactions

Priceline CEO Says Facebook and Twitter Ads Fail to Drive Transactions | Internet Hotel Marketing | Scoop.it

Google’s search ads are based on keywords and often capture consumers looking for a specific vacation or hotel, thus leading to reservations. While Facebook and Twitter social ads can help companies communicate with their fans and can be used to target individuals based on characteristics like location and who they follow, they haven’t resulted in significant bookings for Norwalk, Connecticut-based Priceline, Huston said.

WIHPhotel's insight:

A few years ago we similarly noticed that Social Media advertising wasn't driving transactions. That doesn't mean it's totally without purpose though as Social Media does drive dreams.

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The Customer Journey to Online Purchase

The Customer Journey to Online Purchase | Internet Hotel Marketing | Scoop.it
How do different marketing channels affect customer purchase decisions?A study by Google based on Google Analytics, Q4 2012.  Looking at 130 million conversions through e-commerce. Note that the purchase paths in this report are each based on interactions with a single ecommerce advertiser.
WIHPhotel's insight:

An interesting study by Google of the booking path to purchase. From Social being a great tool for awareness, to emails bringing clients to consideration the implication of paid search and direct visits. 

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Infographic: 2014 the year of Meta-search

Infographic: 2014 the year of Meta-search | Internet Hotel Marketing | Scoop.it

The infographic, based on several market studies, advises hotels to invest in meta-search marketing and include it to their core marketing plan. Traffic to meta-search sites have been steadily increasing with over 36% online travellers using comparison shop before booking. 

WIHPhotel's insight:

Highlights: 

- Meta-search traffic grew by 13% last year

- 50% of TripAdvisor users are currently using it's meta-search function

- 36% of online travellers use meta-search tools

 

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In defense of OTAs - they are not evil

In defense of OTAs - they are not evil | Internet Hotel Marketing | Scoop.it
There are multiple opinion pieces pushing ways in which hoteliers can free themselves from online travel agencies and increase their own direct bookings.
WIHPhotel's insight:

In this cluster of worldwide hotels, OTAs are the ones that know how to reach out to people. Like it or not there is no way of competing against them, and doing so may only hurt your brand. It boils down to the fact that these giant companies have invaluable resources, strategies, reach and audience to market themselves and your property much better than you could probably do so in the online travel search market.

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Does branded PPC traffic cannibalise organic?

Does branded PPC traffic cannibalise organic? | Internet Hotel Marketing | Scoop.it
Two of the most common questions we get asked when running PPC have to be: “Do we really need to run branded PPC Campaigns?” and “Does branded PPC cannibalise the organic traffic?” Excellent questions that really need a lot of investigation….so we…
WIHPhotel's insight:

Interesting article that follows our recent #wihpacademy on PPC and Meta-search optimisation. Covering the value of branded PPC and showing how much is cannibalised and how much is additional traffic.

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How to manage and optimise Hotel Prices Ads on Google

How to manage and optimise Hotel Prices Ads on Google | Internet Hotel Marketing | Scoop.it
As we all know, Google entered the hotel metasearch game with the introduction of Google Hotel Price Ads (HPA) in a number of Google products.
WIHPhotel's insight:

It's a long and technical read that may be too technical for many hoteliers, however hotel marketers should read it as Google Hotel Prices Ads are scheduled to take a large portion of the market in the coming 12 months.

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The 6 Types of Online Buyers

The 6 Types of Online Buyers | Internet Hotel Marketing | Scoop.it

In his book Ultimate Guide to Pay-Per-Click Advertising, internet marketing expert Richard Stokes helps you master advanced search engine strategies from top search engine marketers to increase your sales. In this edited excerpt, the author describes the six types of shoppers who make online purchases and what channels they use to find what they want.

WIHPhotel's insight:

The 6 types of online buyers are: 

Basic Digital consumers 29%

Retail scouts 22%

Brand scouts 20%

Digitally driven segment 16%

Calculated shoppers 11%

Eternal shoppers 2%

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Optimize & Personalize Your Website to increase direct revenue

Optimize & Personalize Your Website to increase direct revenue | Internet Hotel Marketing | Scoop.it

The practice of Revenue Management and having a strategy for your hotel can mean the difference between continued success and failure. Online marketing is just an extension of your overall Revenue Management strategy. Online Marketing is not only about using paid channels, like Adwords and Re-targeting, It is about your entire digital presence. 

WIHPhotel's insight:

Key takeaways:

- Layout

- Images

- Mobile optimized

- Content for people

- Speed

- Landing pages

 

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Using Google Analytics to improve your booking engine conversion

Using Google Analytics to improve your booking engine conversion | Internet Hotel Marketing | Scoop.it
Learn how the Google Analytics Goal Funnel can help improve your hotel's booking engine and user experience, and ultimately increase conversions.
WIHPhotel's insight:

By setting up a goal funnel on your booking engine together with your booking engine provider you can see how to make subtle changes that will increase the conversion percentage and thus increase revenue. 

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Frédéric Pressac's curator insight, March 13, 5:49 AM

By setting up a goal funnel on your booking engine together with your booking engine provider you can see how to make subtle changes that will increase the conversion percentage and thus increase revenue.

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Is Facebook a sales, marketing or customer service channel?

Is Facebook a sales, marketing or customer service channel? | Internet Hotel Marketing | Scoop.it

By now most hotels have a Facebook page, but many struggle with how much time to dedicate and what results to expect. Is Facebook a channel for sales, marketing or guest service? In ReviewPro’s most recent webinar, we tackled these questions and more. Here are the highlights from our discussion.

WIHPhotel's insight:

Probably the greatest impediment to Facebook becoming a sales channel is intent; and it appears that Facebook is working hard to change this mindset. New features like Graph Search, Nearby Places and Reviews make Facebook more viable as a marketing channel by borrowing elements from Google search, Foursquare local business listings and TripAdvisor reviews and layering in the trust and influence of friends. Who knows what’s next—a Facebook metasearch engine?

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Frédéric Pressac's curator insight, March 11, 7:19 AM

Probably the greatest impediment to Facebook becoming a sales channel is intent; and it appears that Facebook is working hard to change this mindset. New features like Graph Search, Nearby Places and Reviews make Facebook more viable as a marketing channel by borrowing elements from Google search, Foursquare local business listings and TripAdvisor reviews and layering in the trust and influence of friends. Who knows what’s next—a Facebook metasearch engine?

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Hotel Marketing Innovations Benchmark vol 4, March 2014

Hotel Marketing and Hospitality Innovations curated by WIHP Hotel. This month you will discover interesting social travel initiatives, inspiring hotel's webs...
WIHPhotel's insight:

What's inside: 

Social Travel initiatives

Most inspiring hotel websites of the month

Latest apps/products in hotel distribution

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Porter Gale on the Future of Marketing

Porter Gale on the Future of Marketing | Internet Hotel Marketing | Scoop.it
Live blogging from the HSMAI 2014 Digital Strategy Conference... Rise of "growth hacking" departments - a trend that started a few years ago: focuses on
WIHPhotel's insight:

4 highlights we wished had been an article apart:

1. Product and service IS marketing

2. People remember how you make them feel – not necessarily what you say.

3. “Beautiful, simple, useful” as a  product development mantra and company positioning strategy

4. What value are you creating? How are you over-delivering, bringing new ideas to the table, consistent with the brand promise?


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