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

Search Engine Optimization: a simple guide for hoteliers | WIHP Magazine | Hotel Marketing | Scoop.it
An analogy of SEO for hotels would be like the signage outside your hotel.
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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.
Curated by WIHPhotel
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Undoubtedly the best meta-search manager out there

Undoubtedly the best meta-search manager out there | Hotel Marketing | Scoop.it
Meta I/O is the central hub between your CRS and the meta-search providers. Commission Free. Control your budget and bid directly inside the platform.
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Inside Pinterest: The Coming Ad Colossus That Could Dwarf Twitter And Facebook

Inside Pinterest: The Coming Ad Colossus That Could Dwarf Twitter And Facebook | Hotel Marketing | Scoop.it
Facebook monetizes the past. Twitter the present. Pinterest, by organizing your wishes and dreams, can identify what you might do or buy in the future. That's a model worth $5 billion for the social network with almighty Google in its sights.
WIHPhotel's insight:

Looking for ways to capture the dreamers with targeted ads at the point of intent, all that could be solved by Pinterest. A space to watch.

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Hotel Marketing Trends to Watch in 2015

Hotel Marketing Trends to Watch in 2015 | Hotel Marketing | Scoop.it
It’s that time of year again – the period in which we reflect back on 2014 and prepare for what 2015 will bring, and what it’ll mean for hotel marketers. Our new eBook, “Show, Share, Stand Out: The Most Important Hotel Marketing Trends to Watch in 2015,” looks at the core topics that will define 2015 that your hotel can’t afford to miss out on.
WIHPhotel's insight:

Summary

- Year in review

- Content Marketing

- The Shopping Journey

- The power of SoMo

- Targeting

- What the experts are saying

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Should you put your best images on OTAs?

Should you put your best images on OTAs? | Hotel Marketing | Scoop.it

While online travel agencies transformed the way we book travel, some hotel brands believe that they should save their best visuals for their website – that could be a big mistake! 

WIHPhotel's insight:

Using the billboard effect by sharing all your best images on all channels is important since you want to attract them to your website. But keep some perks on your website so they stay once you got them.

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On Design: Testing, over-testing vs. getting it right

On Design: Testing, over-testing vs. getting it right | Hotel Marketing | Scoop.it
There’s a great debate about processes and methodologies that are considered to be effective, but they aren’t. While ple…
WIHPhotel's insight:

Excellent education by a user experience designer on split testing (A/B testing) over testing, the results, the design process and how common sense works often better than plenty of tests. 

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25 Hotel Marketing Tips from the top hotel marketing companies today

25 Hotel Marketing Tips from the top hotel marketing companies today | Hotel Marketing | Scoop.it

We’ve compiled a thorough list of the top 25 hotel marketing ideas and resources to start getting more visitors to your hotel today. From advertising ideas to social media tips, from review management to visual content. Lots of great information here. 

WIHPhotel's insight:

A great collection of 25 hotel marketing tips from all the main influencers of hotel marketing today. WIHP, Buuteeq, TripAdvisor, Skift, Mark Hayward, eRevMax, Xotels and many more. Bookmark this page. 

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Travel Shopping in 2014: Learning from Google’s Traveler Study

Travel Shopping in 2014: Learning from Google’s Traveler Study | Hotel Marketing | Scoop.it

Last week, Leonardo hosted a webinar with Google to learn from their annual Traveler study. Here are the most important takeaways for hotels.

WIHPhotel's insight:

Use of Multi-screen

Trends in the shopping journey

Key statistics for the consumer

[watch the full 1h VIDEO]

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4 ways you can use Instagram

4 ways you can use Instagram | Hotel Marketing | Scoop.it
Image-driven platforms such as Instagram have given brands excellent opportunities to show the amazing product or service they offer. Hotels are a great example of businesses that can benefit tremendously from these platforms because they can capture the experiences visitors have at their hotels and share the images with their online audiences.
WIHPhotel's insight:

Key takeaways:

- Highlight local sights and events

- Show amenities

- Capture fun and memorable moments

- Stay engaged with users

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Price isn't everything - reviews are

Price isn't everything - reviews are | Hotel Marketing | Scoop.it
Study shows travel reviews have a significant impact on both conversion rates as well as pricing.
WIHPhotel's insight:

- Travelers are 3.9 times more likely to choose a hotel with higher review scores when the prices are the same.

- When hotel prices are increased for hotels with better review scores, travelers are more likely to book the hotel with the higher score even when it costs more.

- 76% of travelers were willing to pay more for a hotel with higher review scores, when asked explicitly.

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Three marketing strategies hotels can steal from Airbnb

Three marketing strategies hotels can steal from Airbnb | Hotel Marketing | Scoop.it

With no real room inventory, Airbnb has become masters of digital marketing, creating a powerful combination of earned, owned, and paid media to sell the brand. In particular, the company’s “owned media” strategy — its approach to its website, social media, and blog — offers valuable lessons for hotel marketers. Here are three things that hotels can learn from Airbnb.

WIHPhotel's insight:

1. Using the uniqueness of location

2. Storytelling through guest experience

3. Crowdsource content from guests and fans

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Press Coverage Matters Least in Travelers' Decisions

Press Coverage Matters Least in Travelers' Decisions | Hotel Marketing | Scoop.it

So much for the primacy of unpaid promotional channels. Buried in a very extensive study earlier this summer by TripAdvisor are two data points that show the disconnect between what travel businesses think matter in potential travelers making a decision to travel, versus what travelers actually think is important while choosing where to go.

WIHPhotel's insight:

We're publishing our own study on the matter shortly but it does seem like peer-to-peer is growing in influence and mainstream is loosing influence. 

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The metasearch advertising solution for hotels and chains

The metasearch advertising solution for hotels and chains | Hotel Marketing | Scoop.it
Advertise on meta-search sites such as TripAdvisor and Google Hotel Finder with Meta I/O. Display your rates easily and monitor all meta-search sites with one dashboard.
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Google Analytics Benchmarks, is your marketing good enough?

Google Analytics Benchmarks, is your marketing good enough? | Hotel Marketing | Scoop.it
If you’ve ever wondered how your website is performing compared to the competition, our new Benchmarking reports in Google Analytics will help you find out. Analytics users can now compare their results to peers in their industry, choosing from 1600 industry categories, 1250 markets and 7 size buckets. 
WIHPhotel's insight:

Independent information that you can use to compare how you're doing and work with your hotel marketing team to improve. 

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SEO: Claim your Apple Maps listing

SEO: Claim your Apple Maps listing | Hotel Marketing | Scoop.it

Apple Maps has allowed access by business owners to their map listing. Existing listings are pulled from Yelp, and can then be selected for ownership. After verifying the location’s phone number, the owner can then add details or correct an already-available listing.

WIHPhotel's insight:

While the maps world is ruled by Google, taking control of your business listing on Apple maps can only help the indexing of your page.

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Shannon K. Steffen's curator insight, October 23, 7:28 AM

SEO cares where you are... even if you're a virtual business. Claim your listing now.

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Answering clients on how SEO has changed

Answering clients on how SEO has changed | Hotel Marketing | Scoop.it
What do you do when your client thinks they know everything about SEO but is wrong? The key is to be persuasive, which comes from having a great relationship with your client and telling a convincing story.
WIHPhotel's insight:

We still receive the occasional "alerts" from clients about missing meta-tags on a website page as proof that SEO isn't well done. It has been a while since meta-tags served any purpose. This post, directed to SEO companies contains great information for hoteliers wanting to review their SEO.

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AdWords vs. AdWords Express, what choose?

AdWords vs. AdWords Express, what choose? | Hotel Marketing | Scoop.it
What are the key differences between AdWords and AdWords Express? Which platform is best suited for the needs and goals of your business?
WIHPhotel's insight:

If you want to manage your own AdWord campaigns, try AdWords Express, get set-up quick and manage it yourself. If you've tried that and want more use AdWords, but then we suggest you work with an agency. 

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On the Future of Boutique Hospitality by Avi Brosh

On the Future of Boutique Hospitality by Avi Brosh | Hotel Marketing | Scoop.it
Avi Brosh, founder of Paligroup Hotels, spoke yesterday at the Skift Global Forum. Brosh is the founder, leader and creative force behind the Paligroup bra
WIHPhotel's insight:
“Design is and of itself is not a competitive position. It’s one leg of the stool. Its one of many points that go into making something great.”
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Price Parity or Price Fixing? Governments are avoiding the issue...

Price Parity or Price Fixing? Governments are avoiding the issue... | Hotel Marketing | Scoop.it
There are many in travel who believe that the politically correct term of 'price parity' - which describes the practice of charging the same rate across all
WIHPhotel's insight:

"What's the point of having a price discovery tool like the Internet if all product suppliers charge the same rate?"

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Independents are gaining on brands

Independents are gaining on brands | Hotel Marketing | Scoop.it
Different dynamics drive investment decisions between branded and independent hotels, executives said during the Independent Lodging Congress.
WIHPhotel's insight:

Go independent if you have a great location, take a brand if you need an extra pulling power. 

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ZMOT: Why It Matters Now More Than Ever

ZMOT: Why It Matters Now More Than Ever | Hotel Marketing | Scoop.it
As consumers’ purchase behaviors evolve, so must the ways in which brands engage those consumers. Here we share four tips for how brands can win the Zero Moment of Truth (ZMOT) in today’s always-connected, mobile-first world.
WIHPhotel's insight:

Some key points:

1. There are more moments (of truth) than ever

2. ZMOT has become a global behaviour (not just EU/US)

3. More moments are Mobile

What should you do? [read the rest]

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Creating an SEO-Friendly Customer Journey

Creating an SEO-Friendly Customer Journey | Hotel Marketing | Scoop.it
Learn how to integrate a successful SEO strategy into your customer's buying journey.
WIHPhotel's insight:

An excellent longread about understanding the customer journey and building your marketing to deliver the best possible customer journey. 

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Where do Direct Bookings come from?

Where do Direct Bookings come from? | Hotel Marketing | Scoop.it
A four year study of where direct bookings for hotels come from. Survey of tens of thousands of hotel guests to determine how they found the hotel.
WIHPhotel's insight:

1. Friends and Family

2. TripAdvisor

3. OTAs

... see the rest

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10 principles of Good Design

10 principles of Good Design | Hotel Marketing | Scoop.it

As good design cannot be measured in a finite way Dieter Rams set about expressing the ten most important principles for what he considered was good design. Here they are.

WIHPhotel's insight:

The 10 principles of good design are: 

1. Good design is innovative

2. Good design makes a product useful

3. Good design is aesthetic

4. Good design makes a product understandable

5. Good design is unobtrusive

6. Good design is honest

7. Good design is long-lasting

8. Good design is thorough down to the last detail

9. Good design is environmentally-friendly

10. Good design is as little design as possible

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Everything is Design - the future of hotels

Everything is Design - the future of hotels | Hotel Marketing | Scoop.it

Hotels are evolving to meet this strange new normal. Just as the media, music and publishing industries have been forced to innovate over the past few years, now it's hospitality's turn.

WIHPhotel's insight:

Hotels must design experiences, from finding the hotel online, to the phone call they make, through the check-in process, and check-out plus everything that happens after. These must be designed. Everything is design and it isn't enough to design a hotel or a fancy website.

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Metasearch, what it means, how to use it, analysis and more.

Metasearch, what it means, how to use it,  analysis and more. | Hotel Marketing | Scoop.it

Metasearch as a concept has been around for some time, but more recently it has become the hottest trend in the travel industry and the new battleground for winning consumers between the Online Travel Agencies (OTAs) and travel suppliers. Indeed metasearch and its potential for Hoteliers has aroused some healthy debate in recent conference venues, such as the one held by HEDNA in Brussels in June.

WIHPhotel's insight:

Some key takeaways:

- Is it a passing trend?

- What does it mean for hoteliers?

- What are the opportunities?

- What are the threats?

 

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