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The change in hotel search - more stats and facts | WIHP Magazine

The change in hotel search - more stats and facts | WIHP Magazine | Hotel Marketing | Scoop.it

CONCLUSION :

Guests are more and more educated in price shopping online and are moving towards rate comparison sites (which in turn bring traffic to OTAs). While this isn’t something new it clearly shows that hotels need to be listed on these sites if they want to be found by guests and future guests.

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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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Meta I/O: Undoubtedly the best meta-search manager.

Meta I/O: Undoubtedly the best meta-search manager. | 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.
WIHPhotel's insight:

"The central hub between your CRS and the meta-search providers."

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A Rejuvenation in Content Marketing: 4 Ways to Refresh Your Strategy

A Rejuvenation in Content Marketing: 4 Ways to Refresh Your Strategy | Hotel Marketing | Scoop.it

Over the past few months, we’ve seen companies take the power of social media and mobile to completely new heights.
Here are the four main ingredients that comprised the framework of these digital adventures that you should know for your digital campaigns.

WIHPhotel's insight:

1. Create Personalized Content;

2. The Positive Power of Peer Pressure;

3. Celebrities (even local) Sell;

4. Don’t Forget to Have Fun

 


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When and why do users leave your website without completing the booking and how many of them return?

When and why do users leave your website without completing the booking and how many of them return? | Hotel Marketing | Scoop.it

Travel industry spends billions of dollars every year driving traffic to their websites, yet 81% of visitors leave before completing their booking. 

WIHPhotel's insight:

When and why do users leave your website without completing the booking and how many of them return?
Understanding that can improve your online strategy:
 

- 53% leaves when the total price is shown;

- 39% is just taking a look;

- 37% finds the price to be too high;

- 26% leaves when asked for personal details;

-13% finds the booking process too long and complicated

- 86% of users return on the website within the following week.

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6 ways mobile will change how you market in 2015

6 ways mobile will change how you market in 2015 | Hotel Marketing | Scoop.it

With mobile now the first screen in consumers lives — and a primary channel for brands to connect with consumers — marketers must closely examine their 2015 programs through the lens of the consumer to ensure the consumer, not the product or brand, is the center of focus.

 

WIHPhotel's insight:

How does this affect how you shape your marketing initiatives? 

Here are some tips to use in 2015:

 

- Beacon strategy must be integrated into an omnichannel approach;

- Don’t be obsessed over location marketing;

- Have an orchestrated view into cross-channel data;
- Learn from the disruptors

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How to Protect Your Website from Negative SEO

How to Protect Your Website from Negative SEO | Hotel Marketing | Scoop.it

Hotels consistently use search engine optimization best practices to drive traffic to their websites. 
But one of the most important things right now for marketing plans is to study up on negative SEO. 

WIHPhotel's insight:

Here are a few ways to avoid negative SEO:


- Stay relevant;

- Spot irrelevant keywords;

- Associate your links with other quality websites;

- Setup Google Alerts
 

 
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Brand Awareness and Re-Engagement: How to Set up Retargeting Ads.

Brand Awareness and Re-Engagement: How to Set up Retargeting Ads. | Hotel Marketing | Scoop.it

Most people who bounce from your landing page do so because they’re looking around, checking out your competition before making their decision.

Because of this, sometimes all you need is a little nudge: making your brand more visible than your competitors.
How to do it? 

WIHPhotel's insight:

- Choose between brand awareness or re-engagement ads (or both);
- Choose where you want your ad to direct users;
- Stop advertising to users after they buy;

- Decide your Retargeting Ad Spend

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Increase your hotel’s ROI In 2015 by understanding bad review

Increase your hotel’s ROI In 2015 by understanding bad review | Hotel Marketing | Scoop.it

Positive reviews have a positive impact on travel booking decisions.

Not only do review scores influence traveler decisions, positive reviews actually correlate with a willingness to spend more. But what can you learn from bad reviews?

 

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Should you purchase .hotel domain?

Should you purchase .hotel domain? | Hotel Marketing | Scoop.it

The New generic Top-Level Domain (gTLD) Program was developed to increase competition and choice in the domain name space. 

Their range is expanding to include new options such as .Hotel, .RealEstate, etc.

WIHPhotel's insight:

What you need to know about gTLDs:


- Empirical experiments prove that gTLDs rank better for local searches, even though Google denies any real rankings benefit;

 

- Google will treat the new gTLDs less as a keyword and more as a category;

 

- Google mission is to return relevant web pages, regardless of the top-level domain.

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How to get the best out of OTAs algorithms without increasing commission

How to get the best out of OTAs algorithms without increasing commission | Hotel Marketing | Scoop.it

If we want to improve our positioning on Booking.com as rapidly as possible in order to increase sales, this is what needs to be done.

WIHPhotel's insight:

Is it possible to make your distributors “work” of you?

 

Here are some tips:

- Understand OTA business model;
- Provide great contents;
- Increase room availability;
- Publish rates within the logic of the market;
- Remove any restrictions in times of low occupancy.

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Top 10 travel trends for 2015

Top 10 travel trends for 2015 | Hotel Marketing | Scoop.it

As Hotels.com compiled its top 10 list, it looked beyond technology for data and travel patterns that signaled some trends that it thinks will really stand out in 2015

WIHPhotel's insight:

Some highlights:
- Guests want free wifi;

- They know your reviews;
- They want to use new technologies;

- They look for a real local experience 

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Direct Booking Hotel Marketing cheat sheet

Direct Booking Hotel Marketing cheat sheet | Hotel Marketing | Scoop.it

From all our experiences, we culled those elements that made the biggest impact on direct revenue and we learned one big lesson, if you want a direct booking or direct revenue strategy to work, it must be a cohesive plan. Meaning the hotel website design, the distribution strategy, the SEO, the Search Engine Advertising, the metasearch advertising, the social media strategy and even the rate strategy need to be built as one plan in a holistic approach.

WIHPhotel's insight:

What breaks most hotel marketing efforts isn’t the actions they are doing but the lack of coordination between these efforts. Even a mediocre hotel marketing strategy, well executed in a coordinated manner will be more efficient than the best strategies executed through disparate efforts.

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TripAdvisor Instant Booking, facts

TripAdvisor Instant Booking, facts | Hotel Marketing | Scoop.it

TripAdvisor collaborates with your connectivity partner to display your rates – alongside a “Book on TripAdvisor” button – on your property page. Travelers click the button to seamlessly complete their reservations on the site. The booking process is fully optimized for desktop, tablet and mobile platforms in 25 languages and many global currencies.

WIHPhotel's insight:

Key points: 

- Cost? Either 12% or 15% depending on model you take

- Difference between CPC and InstantBooking: no risk

- Will it generate more revenue? Try it and see

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Your Action list to Increase direct bookings

Your Action list to Increase direct bookings | Hotel Marketing | Scoop.it

If hotel managers and executives really want to increase direct bookings to the greatest extent possible and use the OTA channels to their best potential, that is, to find a new guest that would otherwise not have found you, here are some easy solutions.

WIHPhotel's insight:

12 great and simple tips you can implement to increase direct bookings without huge investments. 

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10 recommendations to get hotel ancillary revenues rolling in 2015

10 recommendations to get hotel ancillary revenues rolling in 2015 | Hotel Marketing | Scoop.it

The one area where hotels do still have the competitive edge over online travel agents is when the customer walks through the door.  

It’s here, when the guest is immersed in the hotel experience, that hoteliers have a chance to upsell everything from innovative in-room services like childcare to spa treatments, tours and activities, a cocktail in the bar or a shuttle to the airport.

WIHPhotel's insight:

Here are some recommendations to increase ancillary revenue:

 

- Study loyalty data;

- Use mobile upsell technology;

- Apply A-B tests;

- Measure more than food & beverage

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8 Common Social Media Strategy Mistakes You Should Never Make

8 Common Social Media Strategy Mistakes You Should Never Make | Hotel Marketing | Scoop.it

You always read about things you should include in your social media strategy: tips, tricks, hacks, trends, and other topics that anyone working in social media should know.
But what about the things you shouldn’t do? 

WIHPhotel's insight:

Many common social media marketing tactics are ineffective at best, and can be damaging to your brand at their worst.

Here are some of the more common ones you should avoid:


- Like-Baiting (using provocative or controversial headlines to stir up social attention for likes and clicks);

- Buying Likes And Followers: it's tempting, but it’s just an empty number;

- Always ask yourself "Do they even care?’" before posting;

 - Ignoring Social Media ROI;

- Only Using Social Media To Advertise;


- Deleting Negative Comments


- Not Keeping Up To Speed


- Not Having A Social Media Strategy At All.


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SEO Myths Yhou Should Leave Behind [Infographic]

SEO Myths Yhou Should Leave Behind [Infographic] | Hotel Marketing | Scoop.it

Google changes its algorithm 500-600 times per year. 

With so many updates happening so often, even the most diligent marketers can miss an important release or two.

 

WIHPhotel's insight:

To make sure you're all caught up with the latest and greatest in SEO, understand what SEO used to be and what it is now:

- Don’t focus on single keywords but on user needs and long tail searches
- Create contents for your users, not for Google;
- Think before you link-build: stop spammy backlinks and and focus on quality relationships;


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How to Optimize your Landing Page and Increase Conversion Rate

How to Optimize your Landing Page and Increase Conversion Rate | Hotel Marketing | Scoop.it

Every detail of your page should have a deeper purpose for being there other than a need to fill up space.
From the size and color of your call-to-action button to the length of your copy, every choice you make should have a strategic reasoning behind it.

WIHPhotel's insight:

How to optimize your Landing Page:
 

- Stay relevant;
- Choose one, and only one, call-to-action;
- Keep your value proposition simple and clear;
- Create a sense of urgency;
- Use client testimonials.

 
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Infographic: Marketing Tips for Millennial Travellers

Infographic: Marketing Tips for Millennial Travellers | Hotel Marketing | Scoop.it
Marketing for millennials was a hot topic at this year's
WIHPhotel's insight:

Marketing for millennials was a hot topic this year.

Knowing how to sell hotel rooms to this tech-savy generation has become crucial, but first hoteliers need to understand them.

 

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How to make stories speak for your brand

How to make stories speak for your brand | Hotel Marketing | Scoop.it

Stories can make your brand very popular.
How to find and tell yours? Here are some tips:

WIHPhotel's insight:

- Every business has a compelling story to tell. You just have to find it;

- It’s your job to give your customers a story to tell;

- Authenticity is key: you can’t fake your brand story;
- Your brand story is unique to you. There’s no right or wrong way to do this;
- Tell the story on your “about” page, social media and blog.

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How Google 3-Pack will affect your Marketing Strategy

How Google 3-Pack will affect your Marketing Strategy | Hotel Marketing | Scoop.it

In November 2014, Google discarded Carousel for a new 3-pack organic listing. The new 3-pack results are the top-ranking organic listings (not paid ads), which users can click to view full business details and incorporated Google Hotel Finder information.

 

WIHPhotel's insight:

How to take advantage of new Google 3-Pack?

 

- Make sure your Google Business Listing is merged and verified; 

 

- Optimize your hotel at a local level; 

 

- Include Google Hotel Finder in your paid search marketing plan.

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Free Tools and Apps to make Hotel Marketing easier

Free Tools and Apps to make Hotel Marketing easier | Hotel Marketing | Scoop.it

It’s true that many Hotel Marketing tools are very expensive and need to be worked into next year’s budget, but there are a few that are completely free and you can start using today. 

What can they do for you?

WIHPhotel's insight:

It’s true that many Hotel Marketing tools are very expensive and need to be worked into next year’s budget, but there are a few that are completely free and you can start using today. 

 

What can they do for you?

 

- Help you be informed about your competitive set and local attractions;

 

- Get you in touch with your website’s audience;Get boring tasks done for you (calculate RevPAR, generate contents, track newsletter reach, etc.);

 

- Analyse what articles get the most social media attention in your city.

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How should hotels deal with Travel Writers?

How should hotels deal with Travel Writers? | Hotel Marketing | Scoop.it

There are more freelance writers, bloggers, videographers and content producers today than ever before.
What should you look for to make sure they fit your goals?

WIHPhotel's insight:

- “Influence” is key;

- Choose quality over quantity;

- Pertinence first of all;

- It's passion and not algorithms that creates volume

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6 ways to increase direct revenue with email marketing

6 ways to increase direct revenue with email marketing | Hotel Marketing | Scoop.it
6 tips on how to more effectively leverage the capabilities of email as part of your overall marketing strategy to promote your hotel and increase revenue.
WIHPhotel's insight:

The key takeaways: 

1. Target repeat guests

2. Take advantage of peak periods

3. Remembder customer data is key

4. Optimise your send times

5. Short and direct subject lines

6. Use call-to-actions and encourage replies

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Metasearch management - a 1 minute introduction

Find out more on http://meta-io.com Meta I/O connects, manages and monitors your advertising on every major meta-search platform with one simple dashboard. I...
WIHPhotel's insight:

Some key facts on metasearch

1. TripAdvisor is the biggest producer in clicks and revenue

2. Kayak has the highest ROI

3. Google Hotel Ads gets the best conversion rate

4. Trivago is second best in number of clicks

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17 SEO myths to leave behind in 2015

17 SEO myths to leave behind in 2015 | Hotel Marketing | Scoop.it

SEO is an evolving science. While some of the core principles will presumably stick around forever (e.g. creating high-quality content), the nuanced aspects of it are subject to continuous change. And as a result, many of the "proven" tactics people have used in the past (keyword stuffing, link schemes) are now stuff of legend. 

WIHPhotel's insight:

There's a registration process to this document. For any hotelier or hotel marketing staff that is involved in the SEO strategy of the hotel, this is valuable information. Understand the real impact of links, keywords, keyword repetition, texts, how to build your home page and more. And understand how not to spam.

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Frédéric Pressac's curator insight, March 10, 6:30 AM

Frédéric Pressac

Consultant Web Marketing

Tel: 0678035284

Mail: thetafred@gmail.com

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Avoid these 7 Deadly Web Design Sins

Avoid these 7 Deadly Web Design Sins | Hotel Marketing | Scoop.it

Web design is a tricky subject. People have different opinions about what constitutes good web designand what doesn’t.

Some people think your site needs to be super sleek with an up-to-date, modern design in order to get attention. Others believe that web design doesn’t really matter all that much and you just need a site that works and lets people do what they want, like Craigslist.

WIHPhotel's insight:

Some key takeaways:

- In 2013 a study found that average human attention span is 8 seconds, which is 1 second less than a goldfish.

- People only read 28% of words on a page

- Call to actions don't need to be red, they need to be accentuated

- Don't break design principles unless you know what you are doing.

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