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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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Introducing Meta I/O - a metasearch advertising solution for hotels and chains

Introducing Meta I/O - a 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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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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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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Google SERPs Has Changed: Heat Maps Study of where people click

Google SERPs Has Changed: Heat Maps Study of where people click | Hotel Marketing | Scoop.it

The Mediative team's research on the new search engine results pages (SERP) and what they wanted to find out:

- Where on the SERP do searchers look and click the most?

- How important is the location of a listing to win views and clicks from searchers?

- How does the complex SERP affect a strategy to be found and seen by potential customers?

- How has click activity per listing position changed with the introduction of Google's new SERP elements? 

WIHPhotel's insight:

- PPC or sponsored listings have continued to gain visibility and clicks regardless of the different SERPs

- Utilizing schema.org markup to enhance your organic search listings can bring more traffic to your site.

- Optimizing your Google+ Local or Google My Business page can improve your visibility in the Local Listings

- Organic positions 1-4 bring valuable traffic, below these positions the traffic is not dependable 

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Idris Grant's curator insight, September 15, 10:37 AM

This is a good article discussing a recent study on internet users interaction with search results.

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The new Hotel booking path [signup required]

The new Hotel booking path [signup required] | Hotel Marketing | Scoop.it

While reviews on TripAdvisor and OTAs are influential in the final purchase decision, most leisure travelers still want to have a closer look at the hotel by visiting its website, says a new study. The study also finds that few leisure travelers rely on social media when making a hotel booking decision. 

WIHPhotel's insight:

Key takeaways:

- Mobile is key for planning but not yet for booking

- Mobile apps not used much

- Reviews more important than social media for decision process

- Meta-search sites important but not always last step

- Hotel's website is most often the deciding factor for leisure travel

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Reality Marketing, new honest marketing that delivers on its promises

Reality Marketing, new honest marketing that delivers on its promises | Hotel Marketing | Scoop.it
How can your hotel generate better online review ratings through painfully honest reality marketing, the future of online reputation management.
WIHPhotel's insight:

What is the line between too good photography and not good enough? Where is a hotel going to over-sell and where does it under-deliver? Great examples of reality marketing and it's results. 

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GemaGarrido's curator insight, August 26, 2:08 AM

¡¡De eso se trata, de ser honesto!!

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Best Practices for Showcasing your Independent Hotel Online [Slides]

When a potential booker lands on your Web site, an OTA or an online review site, how your brand is portrayed is critical to your success. 

WIHPhotel's insight:

[signup required] some of main topics covered: 

-Features that every Web site needs to have to drive direct bookings 
-Why featuring negative reviews on your site will help your business 
-How to impact OTA shoppers when they land on your listing 
-How to effectively use social media to improve your reputation

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The End of Exact Match Keywords: What Does It All Mean?

The End of Exact Match Keywords: What Does It All Mean? | Hotel Marketing | Scoop.it
Google announced that exact match keywords are changing and we look at how this will affect advertisers.
WIHPhotel's insight:

What it means is that hotels and marketers will possibly be paying more per click for the same number of clicks. The way around this is first to build a stable brand protection solution so your brand keyword prices don't increase as they will get more expensive.

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The Month Google Shook the search engine optimizers. [Technical]

The Month Google Shook the search engine optimizers. [Technical] | Hotel Marketing | Scoop.it
In the month between June 28th and July 28th, Google made four major changes: (1) dropping authorship photos, (2) doubling In-depth, (3) removing many video snippets, and (4) the "Pigeon" update.
WIHPhotel's insight:

It is no news that SEO is changing and constantly will change. How it affects the travel landscape is interesting some for the better and some for the worse. A few take-aways for hotels: 

1. Using influencers is a growing need (in depth articles).

2. Local search is evolving. 

3. Paid search is taking more and more space and organic search less.

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A CPC attribution model for hotel marketing

A CPC attribution model for hotel marketing | Hotel Marketing | Scoop.it
The value of each click on CPC campaigns isn't necessarily the value that you are paying. Some clicks are worth more than others yet that's not how the budget is allocated. I haven't seen any
WIHPhotel's insight:

Interesting tips on how to measure the real cost of your CPC campaigns. 

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E-Commerce Psychology and why they leave before buying

E-Commerce Psychology and why they leave before buying | Hotel Marketing | Scoop.it
Customer Behavior - How much do design, site speed, and product reviews affect checkout behavior? More than you might think! Find out more about online shoppers' habits and stats in the following infographic.
WIHPhotel's insight:

Some key stats:

- 57% of consumers will abandon site after 3 seconds

- 92% say they are influenced by visuals

- 31% are reassured by videos and purchased

- 85% read online reviews before buying

- 41% abandoned at checkout due to hidden costs

 

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A complete visual guide to landing pages

A complete visual guide to landing pages | Hotel Marketing | Scoop.it
If your business website is solely about making conversions, having a great landing page is key to making successful conversions. It's very important that it has all the basic information a customer will need, text optimised to be simple (depends on your customer) and a very prominent and simple contact form. It's also very important your site…
WIHPhotel's insight:

The topics explained: 

1. Design and Layout

2. Form essentials

3. Provide value

4. Analyse and revise

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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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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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7 Questions For Your Hotel Marketing Agency

7 Questions For Your Hotel Marketing Agency | Hotel Marketing | Scoop.it
Digital marketing is rapidly changing. Here are some questions you need to ask your hotel marketing agency.
WIHPhotel's insight:

Recap:

1. Who is doing the marketing

2. Proprietary technology vs. open source

3. How many clients

4. How many clients in your market

5. Other experience than hotels

6. Full-service agency

7. How responsive

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How Google is going to help you break rate parity

How Google is going to help you break rate parity | Hotel Marketing | Scoop.it
The sky is falling for online travel agencies and metasearch players because Google is debuting new ad products for hotels and wholesalers, Evercore states.
WIHPhotel's insight:

Because of Google+ and it's logged-in advantage Google is in a unique position to provide personalized content. Coupled with a booking path information this could change the world of online bookings. 

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5 proven tips to raise your TripAdvisor rank

5 proven tips to raise your TripAdvisor rank | Hotel Marketing | Scoop.it
When the management team at Library Hotel Collection first began monitoring content on various distribution sites more than a decade ago, the goal was simply to make sure information was accurate and up-to-date.  And then they started noticing guest-generated content on a review site called TripAdvisor.  One of the group’s hotels was ranked No. 3 in the market. Another was much further down the list at No. 56. Read more...
WIHPhotel's insight:

The five main steps to increase your rank on TripAdvisor are: 

- Don't be shy; ask for reviews

- Keep the reviews coming; get volume

- Address the good, bad and ugly

- Grease de squeaky wheel

- Get staff to buy-in

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The case for local hotel marketing #staycation

The case for local hotel marketing #staycation | Hotel Marketing | Scoop.it
According to Google Search data, "staycations" are more popular than ever, and those looking to get away are escaping to unexpected destinations. For more insights into summer travel, check out the infographic.
WIHPhotel's insight:

While many city hotels see travellers from abroad as one of their main source of revenue, the staycation trend makes a case for more and better local marketing. 

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Google's Website Call Conversions

Google's Website Call Conversions | Hotel Marketing | Scoop.it

Seventy percent of all mobile searchers have called a business directly from search ads. AdWords click-to-callads, call metrics, and calls as conversions help you connect with these customers and gain insight about those calls. However, many customers also call your business after clicking through a Google ad and learning more about the products and services you offer on your website. That’s why today we’re launching website call conversions, a powerful way for you to identify and measure calls from your website that occur after an ad click.

WIHPhotel's insight:

City hotels, highway motels, resorts all have calls and many of them. The last minute questions to confirm the booking, the request for a baby-bed, the early check-in and all these points can make or break the booking. Encouraging calls and being able to track them is important, especially in the mobile first world.

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Thou must have a responsive website, or do you really?

Thou must have a responsive website, or do you really? | Hotel Marketing | Scoop.it

A recent Econsultancy report was specifically concerned with the industry’s apparent languid approach to responsive websites, given the rise in mobile transactions and the rapid growth rate in the global ownership of tablets. 

WIHPhotel's insight:

An interesting view on responsive websites, the types of hotels that must get them, those that can wait and beyond that lots of discussion from industry professionals

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10 of the Best Social Media presentations of 2014

10 of the Best Social Media presentations of 2014 | Hotel Marketing | Scoop.it
Here are 10 awesome SlideShare presentations, all having to do with social media. You’ll find strategies, big-picture ideas, stats, research, and more.
WIHPhotel's insight:

10 great presentations that discuss how best to manage a social media campaign. Our favourite quote from these is: 

"Because ROI is never about the tool. ROI is about the MECHANIC using the tool." it is very true. 

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Hotel marketers share success stories

Hotel marketers share success stories | Hotel Marketing | Scoop.it
Simple campaigns prove to be some of the most impactful, according to HNN’s marketing virtual roundtable.
WIHPhotel's insight:

A summary:

- Get creative

- Use emails, they are still your most direct communication

- Improve service

- Don't forget emails

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Zero tolerance for wait. The modern online shoppers state-of-mind

Zero tolerance for wait. The modern online shoppers state-of-mind | Hotel Marketing | Scoop.it

Zero-patience is a phenomenon that all companies delivering a product over the Internet will have to deal with in order to continue growing and to win more customers. With alarming rapidity, customers’ expectations for web experiences grow more and more demanding. 

WIHPhotel's insight:

To deal properly with the zero patience phenomena, travel sites will need a whole new set of tools to speed up their websites and deliver premium, immersive experiences. These tools will need to handle dynamic, personalized, client-centric web applications without forcing numerous returns to the origin server to retrieve data, a long journey that impedes performance.

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