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.
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.
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.
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.
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...
The five main steps to increase your rank on TripAdvisor are:
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.
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.
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.
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.
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.
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
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.
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.
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.
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.
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.
Independent information that you can use to compare how you're doing and work with your hotel marketing team to improve.
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.
- 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
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.
[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
Google announced that exact match keywords are changing and we look at how this will affect advertisers.
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.
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.
Some key stats:
- 57% of consumers will abandon site after 3 seconds