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1. Device and Entertainment autonomy
2. Service Automation
3. Providing gadgets isn't a must
4. Lobby as a Tech Hub
5. Free WIFI (and good please)
6. Hotels become offices as well
7. Social Media is must
8. Some tech is a luxury
9. Event spaces are high tech
10. Bye bye print
Are you sure you want to delete this scoop?
Frederic Pressac - Consultant Web Marketing
Uncovering the secrets of influencer marketing and how hotels can take advantage of it to complete their marketing strategy. Tips, and actions to adopt for immediate effect.
We recently published a white paper by the Snaptraveller team on influencer marketing for hotels, presented to hoteliers around the world and most recently New York, talked to influencers every day and expanded the network. Here are tips and deeper insights on influencer marketing and how it works for hoteliers.
It’s among the biggest e-commerce markets, and maybe its most turbulent. To compete, players must define their place in travel’s next wave. A McKinsey & Company article.
While not entirely new, this analysis by McKinsey & Company on the travel distribution and it's focus on channels rather than consumer is a great read suggests some actions to do:
1. Focus on customers, not on channels
2. Win in the era of "big data"
3. Unlock the power of partnerships
4. Master the entire customer experience
"Consumers are empowered by information: they have near-instant access to their flight, hotel, and car-rental options; virtual price transparency; and the ability to play suppliers off against one another. The game is now about delivering a superior customer experience. If players can do that, the investment returns will follow."
This month, Priceline Group has been dropping several pieces into the business-to-business (B2B) puzzle. Might a hotel booking engine be next? Several experts Tnooz interviewed say a major online travel agency (OTA) could succeed in breaking into the B2B market. It might even be a logical next step for the major OTAs.
There is no doubt that with their marketing power, Priceline (or other OTAs) have the know-how and means of changing the game on hotel marketing. They know how to manage SEO, SEM and Meta-search advertising like nobody else. They now produce websites and rumor says soon a new white-label booking engine. Aside from being an OTA they could be the driving force behind all online bookings. But what do you think?
TripAdvisor's B2B direct booking channel for independent hotels, TripConnect, will expand to its US mobile app and mobile Web interface by December.
“What we’ve seen in last year or so of doing the metasearch portion and Tripconnect is that the conversion rates when users, via the first-generation method of meta, were sent off to make the booking weren’t that great. There’s a lot of friction between the TripAdvisor experience and the independent property’s own booking tool…. Some properties aren’t mobile optimized.”
Everyone seems to be weighing in on whether or not the infamous “billboard effect” still exists and to what extent. I believe it's getting stronger.
What hotel marketers need to be doing is asking how they can leverage the billboard effect to the best of its ability: what story is your hotel expressing to travel shoppers online? Does your hotel story connect with travelers and make them want to find out more, ensuring they visit your website or social media pages?
“…Lovemarks thinking works—anywhere, anytime. All it takes is having the brains to implement it, the guts to see it through, and an abiding faith in emotion as your compass.” – Brian Sheehan
Brian Sheehan and the CEO worldwide of Saatchi & Saatchi got together to write a book about how creating a love for your company (or hotel in our case) is how you build a company that lasts. Replace "brand" or "company" by "hotel" and you have the recipe for a big success.
Mobile bookings are not the most important piece of mobile for Booking.com, says CEO Darren Huston.
Darren Houston says Booking.com doesn’t chase app downloads. “The critical things with apps is are people actually using your apps.”
On mobile transactions, Huston doesn’t see anything holy about them. He doesn’t believe in pushing users to book in any particular channel.
Yes, OTAs are also aware of the increase in mobile usage related to travel. And yes, they also introduce mobile apps to try to engage the customers and dominate the relationship. So hotels should take adequate measures, because it is actually you, hoteliers, that provide the service and deserve all the benefit. Have you implemented your mobile strategy already? Do you offer guest mobile services to reach those tech-savvy customers and grab their attention and loyalty?
To celebrate the relaunch of its official site, redesigned as a network to build solid relationships between hotels, journalists and bloggers, Snap Traveller released an authoritative report on influence marketing and its role in the hospitality industry.
“Influence is the new travel currency and Influence Marketing is the next big thing for the hospitality industry,” Sébastien Félix, Founder, Snap Traveler
How does this website make you feel?
On the surface, it may seem that reading an article on a website is an emotionless experience, but science tells us that we use emotions to inform our understanding. So, yes, you are experiencing an emotion right now, but what could it be? Let’s come back to that question at the end of the article, with enhanced understanding.
1. What is emotion
2. Why is Emotion important in design
4. Important components of emotional design
5. Texts and Fonts
The panelists included Paolo Torchio, VP, Product Management & Consulting, Sabre Hospitality Solutions; Robert Arnold, President, Vizergy; Peter Winkler, Director, eMarketing, Preferred Hotel Group; and Tim Peter, President, Tim Peter and Associates. As a member of the Digital Marketing Council, I’d like to recap the highlights of the event in today’s blog post.
1. Track and measure everything, the old adage that half of your marketing budget is being wasted isn't true anymore.
2. OTAs are valuable, consider the OTA commission as a marketing budget.
3. Your website isn't about ego, image or vanity it's a revenue stream.
4. Demand transparency from your agency and use them to get insights on best practices.
5. Don't let the shiny new distract your from the key stuff.
Also on this panel was Quentin Moores of DerbySoft, shown as the 2nd from the left.
Explore the journey travel shoppers take to find your hotel with the help of OTAs. Travel shoppers embark on a journey as they search for the hotel to meet their needs. From researching to booking, follow the shopping journey and ensure your website stands out to shoppers online, including on OTAs and third party sites.
Travel shoppers embark on a journey as they search for the hotel to meet their needs. From researching to booking, follow the shopping journey and ensure your website stands out to shoppers online, including on OTAs and third party sites.
Some interesting numbers to consider:
- 75% of guests that booked on IHG website shopped on an OTA before booking.
- Before booking on IHG website guests spent about 1 hour on an OTA site.
- 22 websites are visited during the booking funnel.
A study by WIHP, a hotel marketing agency, among 15,000+ hotel guests in 2013 highlights more interesting findings. The company has been doing this study since 2011 and surveyed 40,000 hotel guests so far.
In March 15% of the direct bookings to our client base occured by guests who had discovered the hotel on an OTA. Need we say more?
When it comes to hotel marketing, as for any marketing budget, you need a goal. Marketing is about how much you will earn, not about how much you spend. You have an online marketing budget, even if you don’t think you do. The commissions you pay to OTAs are indirect marketing. What they spend in their visibility to provide your bookings, they make you repay in commissions, plus their margin.
The magic formula as stated in this article is:
10 rooms x $15 savings x 365 days = $55,000 budget per year
While this may be considered utopic the point is very correct.
Martin Soler and Josiah Mackenzie of ReviewPro discuss how reviews can be used to determine the hotel's marketing strategy.
Hotels can increase the effectiveness of their communications by focusing on promoting the elements guests appreciate most, and guide the customer perception of the hotel before the booking. Read more inside.
Hotels Prives is a members' only hotel deals service which offers hoteliers a commission-free platform and promotes direct booking.
Another commission free direct distribution platform for hotels. Maybe the "private access" aspect of this platform can give it the traction that other "free OTAs" have had touble getting.
Only for the French market?
Oli Gardner, co-founder of conversion marketing company Unbounce, developed seven key principles of conversion-centered design, a discipline that uses persuasive design and psychological triggers to achieve a singular business goal: making that sale. Here we detail how to apply these principles to creating a stunning and highly effective landing page for a hotel special offer.
Although these seven principles of conversion-centered design serve as strong guidelines for creating ideal landing pages, it’s important to remember that there is no single formula. So make sure to keep detailed statistics of every campaign
No matter how carefully calibrated, it’s challenging for the machinery of a large corporation to make a brand sound cool to a 20-year-old. To meet this challenge, marketers are opening their brands to customers and discovering ideas that could never come from inside their office walls. In this new paradigm, brands need to open the door. Kim Larson, a brand building expert at Google’s BrandLab, works with more than 100 global brands each year. They share their fears, failures, goals and successes. As part of the Engagement Project, she shares how letting go can lead to new, more rewarding relationships.
The following advice, written for large brands, should be followed by hotels in their online reputation and brand building efforts. Hotels of any size can use these tips:
1. Take a supporting role
2. Control is an illusion
3. Make it easy to participate
4. If you open up, they will too
5. Showcase experiences
6. Trust your fans
Travel technology is the engine room of the industry - but with six months into 2014, what are the takeaways needed for the second half of the year?
1. Video: Essential to engagement
2. SEO: no longer the heart of online marketing
3. Social: people talk more, good and bad
4. Mobile: Can't get enough of it
5. Wearable: Interaction free UX?
6. Data: more data better analyzed = better actions
Today, travelers increasingly turn to peer reviews when deciding where to spend their hard-earned money. Many hospitality professionals already understand the value in harnessing online mentions to showcase their property. Guest comments and reviews are just one of the ways that guests show their appreciation for all the behind-the-scenes work you’ve invested in your business.
1. Through social media and OTAs
2. In follow-up emails
3. Hotel guest-books
4. On cards at front desk
5. When receiving unsolicited feedback
The latest edition of the annual Internet Trends report includes: 1. Key Internet trends showing slowing Internet user growth but strong smartphone, tablet and…
Interesting information for hoteliers and marketers on internet trends, device usage, advertising costs per platform and ratio.
How technology and innovative solutions can clear the air between hotels and OTAs. Finance journalist Michael Lewis recently published a detailed exposé about high-frequency trading, a world in which the “market is rigged” by traders who employ cutting-edge algobots to gain knowledge of large stock trades in advance of the rest of the market—by mere microseconds. An adaptation of his book...
On booking engines:
- Optimizing decision points
On revenue management
- Geographic pricing
- Best rate guarantee automation
- Rate shopping prevention
- Future demand data
great #longread for hoteliers and marketers
Occupancy is one of the three main indexes used in the science of Revenue Management (along with ADR and RevPAR). It is the percentage of all rental units in the hotel that are occupied at a given time. Occupancy is calculated as: number of occupied rooms/number of total available rooms, and is expressed as a percentage.
The three main misconceptions about occupancy that are still prevailing in the hotel industry are:
Hotel Pay Per Click is rapidly changing. I cannot help but notice how hotel marketers and owners are still caught up in debates about it’s effectiveness.
1. Brand name PPC is not optional.
2. Be there or lose revenue
3. Look beyond automation
4. It’s not the cost that matters; it’s the revenue. Getting a “great deal” on PPC management isn’t always such a great deal.
If you've ever been bored while reading a blog post, your life just got better. If you've ever wanted to learn about conversion rate optimization, and how to design high-converting landing pages, without falling asleep, you're in the right place. Buckle up, and prepare to be entertained in your learning regions.
There are three sides to attention that we need to consider:
1. Capturing your visitor's attention
2. Maintaining your visitor's attention
3. Focusing your visitor's attention
Lots more in the article...
Move over, Mad Men. The Math Minds have joined you as marketing royalty. These performance-driven marketers have proven that measurable business results and deep customer knowledge—not solely a great creative idea—are the true keys to marketing success. Here we reveal some of their secrets.
Before they arrive on your hotel's website you need to increase the popularity of your hotel brand aka Brand building. But how to efficiently increase your brand online without the "Mad Men" approach of fancy slogans and big budget TV ads? Some tips from Google on the new breed of marketing men. The "Math Minds"