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Using emotion and LOVE to make a successful hotel

Using emotion and LOVE to make a successful hotel | Hotel Marketing | Scoop.it

“…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

WIHPhotel's insight:

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. 

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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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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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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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10 Tips to Enhance Your Distribution Strategy

10 Tips to Enhance Your Distribution Strategy | Hotel Marketing | Scoop.it

One of the biggest challenges for hotels today is distribution channel management. 

WIHPhotel's insight:

Key takeaways:

- Understand your distribution mix

- Prioritise direct channels

- Offer dynamic packages on your website

- Gradually close high commission channels as hotels fills up

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Amazon entering OTA space could change a lot.

Amazon entering OTA space could change a lot. | Hotel Marketing | Scoop.it
Amazon has been selling a select number of hotels via its Local site in the US for several years. But a scaled up hotel effort may be in the works.
WIHPhotel's insight:

Some points that could give Amazon a fighting chance:

- Amazon prime is 20m users who could receive opaque rates

- Amazon already has the traffic so doesn't need to invest as much in CPC campaigns. 

- Amazon has one-click purchase and credit card information.

- Amazon knows how to sell

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Olivier P. Soares's comment, November 26, 6:58 AM
I am still not convinced, time will tell... I agree with all the points you suggest ("fighting chances"), I believe the decisive one is the fact / possibility that it could receive opaque rates. Thanks for the sharing !
WIHPhotel's comment, November 27, 4:04 AM
Olivier, you are totally right time will tell. But they do have some advantages that other's never had. Let's see if they manage to capitalize on them.
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Is it time for hotel chains to copy the marketing of independent hotels?

Is it time for hotel chains to copy the marketing of independent hotels? | Hotel Marketing | Scoop.it
We're in 2014 and in all my interactions with hotel chains, the needle has still not moved much from OTA towards direct booking. Yet investors and owners keep wanting more of it, our main trade news
WIHPhotel's insight:

One could consider independent hotels to be more agressive with their marketing. Having smaller budgets they're arguably also more inventive and must be more efficient. Over the years they may just have developed what chains are desperately seeking, a way to generate more direct bookings than OTAs. 

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Expedia CEO on what's working, what's not

Expedia CEO on what's working, what's not | Hotel Marketing | Scoop.it
Dara Khosrowshahi, CEO of Expedia, speaks with Tnooz about how his OTA group has been performing and what it will do next.
WIHPhotel's insight:

Some notes, 

Meta-search is working well for Expedia and driving great traffic. OTA commissions are reducing compared to 5 years ago. A very valid point is that hospitality sector is doing great on the entire eco-system (hotels, distribution, advertising) which shows that the various models are successful. Maybe OTA commissions aren't that big a problem. 

Read the full interview for more insight. 

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Top 12 tips for Special Offer success on TripAdvisor

Top 12 tips for Special Offer success on TripAdvisor | Hotel Marketing | Scoop.it

Nearly half of TripAdvisor travelers say Special Offers influence their booking choices. Here are 12 tips to create successful Special Offers that convert travelers.

WIHPhotel's insight:

Some of the best tips:

Capitalize on pre-existing deals

Make your offer easy to redeem

Promote your own amenities

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Why People Leave Websites [Infographic]

Why People Leave Websites [Infographic] | Hotel Marketing | Scoop.it
Once you've attracted visitors to your website, you need to keep them there. Learn why people leave a website and get tips for keeping them on yours.
WIHPhotel's insight:

If you're on the market to redesign you hotel's website. Here are some tips to take into account when getting your new design from your agency. The first and worst offender is Bad Navigation. 

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A Guide to Google Analytics

A Guide to Google Analytics | Hotel Marketing | Scoop.it

Do you know what's driving leads/sales to your website? Google Analytics can tell you.

The trouble is many small businesses struggle to get Google Analytics set up, let alone use it to pull out meaningful data. This easy to follow guide will take you through the set-up process and help you understand how your website's performing.

WIHPhotel's insight:

With Analytics as an amazing free tracking platform every hotel has almost all the data they need to manage their marketing - for free. The trouble is Google Analytics has become so big that not every hotel knows how to use it. Here is a great guide to learn the subject.

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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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3 Hotels Case Study: Driving direct bookings

3 Hotels Case Study: Driving direct bookings | Hotel Marketing | Scoop.it

We will show you with these case studies how to drive direct sales for your hotel, and increase website sales

WIHPhotel's insight:

Key steps they did: 

1. SEO

2. Brand protection

3. SEM

4. Reputation Management

5. Meta-search

Find out about the results

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A short guide to Facebook marketing for hotels

A short guide to Facebook marketing for hotels | Hotel Marketing | Scoop.it
A guide to understanding Facebook's new changes for business and how to adjust your hotel's social media marketing strategy accordingly.
WIHPhotel's insight:

Great tips for hotels wondering how to make their Facebook page more efficient, with examples and tricks. 

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Owning your online presence; available on demand

Owning your online presence; available on demand | Hotel Marketing | Scoop.it

In this on-demand webinar we will show you how to optimize your hotel’s presence on a range of social media channels to drive higher search visibility, traffic and direct bookings. 

Topics include: A quick overview of digital marketing vocabulary, Integrating owned, earned and paid content in online marketing, Optimizing key channels for search, from TripAdvisor to Google+ to Facebook, Making your website more social, Driving more direct bookings

WIHPhotel's insight:

Moderated by Daniel E. Craig of Reknown, with Grant Schilling of Distrikt Hotel, Martin Soler of WIHP and Sam Thompson of TripAdvisor lots of great tips on how to improve your hotel's direct booking. 

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SEO simplified for short attention spans

SEO simplified for short attention spans | Hotel Marketing | Scoop.it

"Let’s plan to have a 15 minute call where you can explain SEO to us."

Gulp. Can SEO really be simplified to that extreme? Well, I do love a good challenge. But I don’t love SEO. I’m not the analytical type. If SEO isn’t exactly your cup of tea, here we go: SEO, with a spoonful of sugar.

WIHPhotel's insight:

Even though any SEO expert will tell you this post is blasphemy, it is enough information for a hotelier or marketer to get a good grasp of the subject and hopefully separate good SEO reports from bad SEO reports. 

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Marketer's guide to improving outcomes through better customer journey

It’s no secret that it takes many marketing touchpoints to connect with a customer, find a quality lead or make a sale. But how do you know the right message to deliver at each point in that journey? How do you ensure that your investments are working and that you’re not wasting money and resources—or worse, alienating your customers?

WIHPhotel's insight:

Main points discussed: 

1. Focus on the right metrics

2. Value your best customers

3. Attribute value accross the journey

4. Prove marketing impact

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How to Climb OTA Rankings & Cut Hotel Marketing Costs

How to Climb OTA Rankings & Cut Hotel Marketing Costs | Hotel Marketing | Scoop.it
Discover how a NYC Hotel reconfigured their idea of a competitive set & climbed OTA Rankings while slashing unnecessary marketing costs.
WIHPhotel's insight:

When it comes to driving your online reputation, earned media (i.e. reviews written by guests with first-hand experience of your hotel) is King. Travelers value each others’ opinions more than ever and, like it or not, peer reviews are now a fundamental driver of your hotel’s online presence. 

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10 tips on leveraging social media

10 tips on leveraging social media | Hotel Marketing | Scoop.it

As part of WIT’s 10 anniversary, Accor, shared the highlights of the 2014 Accorhotels Social Media Monitor, a handy guide on using social media to enhance service delivery and promote the brand.

WIHPhotel's insight:

Some of the keywords to remember are: Platform Relevance, Country Specific, freshness, talking to real people, food and photos. 

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