Lost in Translation: Bridging Marketing and Finance.
Whether your goal is to obtain a seat at the table, or to prove the value of marketing, you need a viable relationship with Finance |
Budgeting for Hotel Digital Marketing in 2014.
With search technology continuing to change to provide users with the most relevant information, we narrowed down and summarized some of the key digital marketing trends and provided some budgeting ideas for 2014 hotel digital marketing ini... |
How Revenue Management Can Drive Better Cash Flow for Your Property.
Exclusive Feature: More cash flow = A more valuable asset: Hotels do not come cheap, just ask any hospitality investment group or private owner: from a huge initial capital outlay to purchase or construct a property, to ong... |
Are You Ready To Start Your Hotel Reservations QUEST?
When it comes to information, the balance of power has shifted to the caller’s side of the equation over the last decade or so |
How to Use Social Media News to Grow Your Business.
Using social media news to grow a business must be viewed as a strategy, this involves integrating existing social media networks into one social dashboard for promotional purposes |
The Role of SEO in Hotel Niche Marketing.
Good hotel SEO (search engine optimization) is the top priority when it comes to putting up a website for your hotel; your hotel is in competition with hundreds or even thousands of other hotels |
SEO vs. SEM - eBook.
When Google first released their advertising platform Adwords, maybe not even they knew then how lucrative it would be for their company |
Data Mining: Past is Prologue?
The WSJ has an in-depth piece on airlines' increasing use of data-mining to up the ante on customer service; Given the low base, at least for most US airlines, providing better customer service by leveraging technology seems like an eminent... |
Nine Best Practices for Hotels on Twitter.
On the heels of a wildly successful public offering and with over 230 million monthly active users, Twitter has emerged as an important marketing and guest service channel for hotels |
The Right Press, The Right Time.
Exclusive Feature: Hotels, fess up: how often do you hear from your media team that you need more social media hits, more tags on Instagram and more friends on Facebook? How often do you hear from your PR agency that they'r... |
Marketing Technology: A Key Asset for Success.
'The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself' - Peter Drucker; For 99% of businesses, achieving this goal (a requirement for surviving in today’s hyper-competit... |
Meet the APAC Traveller: Constantly Connected, Highly Social.
Two pieces of research launched at the Web In Travel conference reveal that travellers in Asia are not only constantly connected but also highly social in how they share and what they share on their travels |
Email vs. Social Media - Which One Deserves Your Marketing Dollar?
Ever hear the one about the hotelier who had too much money to spend on marketing? Neither have I; financial constraints on marketing budgets are all too common in the hospitality industry |
iOS 7 and Its Impact on Travel Websites.
After Apple’s announcement of the release of two new iPhones shortly, and iOS 7 became available 18 September for consumers of most of Apple’s devices, it is essential to question the impact for organisations and how the experience on websi... |
Google Analytics vs. Adobe Site Catalyst for Hotels
Marketing is evolving, especially the Internet kind; website analytics have come a long way in the past decade, we have access to more information than ever before and you can now monitor in detail how people are interacting with your websi... |
1-800 Marketing: Transitioning from Service Provider to Value Generator.
Are you one of those superhero marketing organizations? You know, the '1-800 I need a presentation, brochure, case study, or email campaign NOW' marketing organizations that takes urgent requests and turns on a dime? Feeling pretty good ab... |
Treating Meta Search Marketing as a Distribution Channel Results in Loss of Direct Revenues for Hoteliers.
We are currently witnessing an explosion of meta search sites and online publishers, facilitated by advancements in digital technology and advertisers’ perceptions of these sites as “unbiased” online media players compared to the OTAs |
101 Tips for Using Instagram For Business.
With over 100 million users it's impossible to ignore Instagram; I’ll start out by saying that Instagram for business is something I’m still exploring myself, I’m looking through the different ways it can work for my business and the busine... |
Passion - If Your Sales Manager has Lost it, How Do You Get it Back?
The answer to that question begins by asking yourself another question; do you have the right person in the job of sales manager |
Social Media Strategies for the Holiday Season [Video].
As the holiday season quickly approaches, you may be asking yourself, how do I promote my hotel during the holidays? Using social media, of course! The opportunities to capture the holiday traveler’s attention are nearly unlimited |
Changing World of Meta-Search and Its Impact on Independent Hotels.
While the use of meta search in travel is not a new concept, the launch of Google Hotel Price Ads and TripAdvisor Hotel Availability Check is changing how consumers first discover a property and ultimately convert |
Death by Data: How Misusing Hotel Analytics Data Can Hurt Your Revenue.
Analytics is an amazing and powerful tool: Voltaire/FDR/Stan Lee (depends who you ask) has said, 'With great power comes great responsibility |
Hotelier’s Action Plan to Benefit from Google’s New 'Hummingbird' Algorithm.
What is the situation? In September of this year Google introduced a new, dramatically different search algorithm – dubbed 'Hummingbird,' meant to gather better, more intuitive results for users via conversational search |
The Link Between Customer Service Social Media.
In what way is your business using social media to enhance the customer experience? Companies are now hiring social networking solution managers for their customer service department; social networking isn't just for the marke... |
Market Segmentation: Identifying Where Hotel Demand Comes From.
This article discusses the different market segments and the breakdown of where hotel demand comes from and followed by an example of occupancy penetration through the different market segments |
OTAs, Reviews and the New Comp Set: A Case Study for Hotels.
New York’s 155-room Distrikt Hotel was performing well on the major online travel agencies in terms of booking volume, but its default ranking was low, and management wanted greater visibility |
Modern Myths: Six Things You Should Know About 'Big Data'.
‘Big data’ and predictive analytics can help companies build a very accurate picture of their customers, allowing them to deliver highly targeted, relevant offers; the industry is not there yet, but getting it right will almost certainly bo... |
The Top Twelve Business Etiquette Tips for Social Media.
There is no doubt about it—social networking, or social media, is all the buzz; a report by Forrester's Research indicates that 51% of online Americans have joined a social network |
3 Challenges and Opportunities Online Hotel Booking Sites Face.
The online hotel booking industry is booming, but service providers still have to watch out for some challenges |
Facebook Apps Strategies for Hotels.
Facebook is a great channel for generating more leads to your business, driving more traffic to your site, and growing your contact list, especially with the use of customized Facebook Apps |
Group Business for 2014: Old Tricks in a New Environment.
The latest technology has afforded meeting planners greater efficiency when researching venues, making a booking, and when communicating with attendees |
The End of an Era: Google Says Goodbye to Keyword-Centric SEO
Since late 2011, Google has been moving in the direction of secure search; put simply, this means that Google users’ keyword searches are 'protected' and are not disclosed to any website analytics tools, including Google Analytics, therefor... |
Drive Data for Better Decision-Making and Customer Fit.
Setting up a data infrastructure and reaping the benefits is a journey, however, if you use data efficiently to react to market conditions faster, then chances are you could understand your customers better, while also driving incremental r... |
Steer Visitors to Complete a Booking with Smart Rate Promos.
What are Smart Rate Promos? Conversion rates on hotel websites are typically 2 – 3%, approximately only 1/3 of website visitors initiate a room booking and only 5% of those complete the booking |
Hotel Daily Deals: Insights from Asian Consumers.
Given that Asia accounts for more than half of the world’s population and its hotels are thriving, this study analyzes the attitudes toward daily deal offers of hotel guests in five Asian nations |
TripAdvisor’s New Metasearch Is Falling Short of Expectations.
TripAdvisor expects to take the 'hardest hit' of the year in the third quarter as it works the kinks out of its new hotel-metasearch product |
The Six C's of a Customer-Centric Marketing and Sales Pipeline.
Just like Sales, Marketing is responsible for managing a predictable, reliable demand generation pipeline with a plan that ultimately produces higher value opportunities and maximizes revenue |
Social Media Management 101: A Complete Guide for Businesses.
Social Media Management is how your company handles social media and it has the potential to bring exposure, interest, leads and sales to your business |
To Keep People Focused, Insist That They Multitask.
Are you put off when people tune out during your virtual meetings? I know I am! After all, my clients hire me to run virtual meetings that keep people focused and on track and I teach this effective virtual meeting stuff, too! |
Courting the Candidate-Customer.
The unlikely art of attraction - Brand-conscious companies are beginning to interact with potential employees with the same care they would give to their customers |
How Hoteliers Can Encourage Guests to Write More Positive Reviews.
Exclusive Feature: The owners of a small hotel in the German highlands next to Frankfort were depressed: A hotel guest had left unsatisfied |
To Tap Digital Content, Travel Marketers Can Own It or Earn It.
There was a time when establishing a successful online presence simply meant creating and maintaining a website, a mobile application and a Facebook page |
Creating a Change Agent Culture in Marketing.
This year, numerous studies of the marketing discipline and numerous articles highlighted the challenge and need for marketing to capture, manage, synthesize and leverage data and analytics |
A Refreshing Collaboration Boosts Brand Lift for Starbucks.
A product launch is a critical time to drive awareness and brand favorability—even more so when focusing the launch on a specific market |
Eight Key Strategies for Climbing TripAdvisor Rankings.
In researching ReviewPro’s Climbing TripAdvisor’s Popularity Index webinar last month, I asked a range of hoteliers how they achieved—and maintain—top-10 rankings |
Hotel Banquet Department Staff Now Part Of The PR and Marketing Team.
Over the many years I have been conducting on-site training for the hotel industry I have trained nearly every department from front desk through hotel maintenance on hospitality and guest service excellence |
Frontier Marketing: Creating Touchpoints.
Slow growth if not stasis in the economies of the first world has western companies looking again in emerging markets including new frontiers within those markets |
Effectively Target Hotel Customer Segments with Google Display Network Remarketing
Case studies from the trenches: One of the most pervasive challenges hoteliers face is how to effectively speak to and engage with their various customer segments online |
What's Next: Using Single-Source Data to Drive Precise, Profitable Marketing.
The demand to measure the return on investment (ROI) for marketing spending accurately has never been greater |
Thriving on the Vine with Six Second Marketing.
The economics blog in The Economist carries a post entitled 'praise of laziness'; the main thrust of the rumination was that 'businesspeople would be better off if they did less and thought more' as there are too 'many distractions and inte... |
Hotel Online Marketing Budget Disconnect.
A perpetual case of bringing a knife to a gunfight - 'Nice try kid, but it looks like you brought a knife to a gunfight', this line from Indiana Jones and the Kingdom of the Crystal Skull pretty much sums up the hotel industry’s current s... |
