Recent studies suggest that our friends’ social media activity has a growing influence on our travel purchasing behavior. Seeing friends’ posts/likes on Facebook, reviews on Trip Advisor or pictures on Instagram significantly deepens consumer interest. Read More »
This amazing stat brings up a number of issues for hotel marketers. First, how do your results compare to Expedia’s? Sure they have bigger budgets, deeper resources and global markets, but their primary growth is coming from surging travel demand. Are your sales in sync? Read More »
The internet has changed travel consumer buying behavior dramatically. Guests now research and compare more than ever before… consulting up to 20 or more different sites before making a purchase!
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There’s no question social media is critically important in the travel-consideration and purchase process (think: TripAdvisor). But how important is social media in driving direct website traffic? According to two recent studies, less than 2% of ecommerce visits are driven by social media referrers. While search still drives more than 30%. Makes sense if you think about it… consumers use search to find stuff to buy and they use social media to…socialize. So while everyone is busy ramping their social efforts… we all need to remember that search still dwarfs social as a tangible business driver. Read More »
If every hotel in the US were able to reduce their dependence on third parties by just 1%… more than $280,000,000 would be generated in new direct revenue! Wow. This is even more compelling when you consider how easy it is to implement the tools and tactics that stimulate direct bookings. Simple new technology, social media, loyalty marketing and good old email can instantly reduce costly fees to third parties and increase commission-free direct bookings! Read More »
Mobile-compatability is no longer an afterthought for serious travel marketers. Most of us go through our daily lives locked onto our smartphones. If your website, emails, booking engine and advertising aren’t designed for mobile users…. savvy digital consumers will reject your content and surf to mobile-friendly competitors. Make sure all your digital marketing is built using “responsive design,” which automatically resizes the content based on the screen size of the visitor. Read More »
Instagram made its mark as a major brand building outlet worthy of our time and resources when Nabisco featured the app as the primary Call To Action (CTA) in their Superbowl Commercial. The 3 Second CTA: “Something we can all disagree on: Choose your side on Instagram @Oreo” attracted thousands of new Instagram followers and advocates for the brand within just a few hours time. You can watch the entire Oreo Superbowl Ad here. Read More »
Sure the OTAs are a costly source of bookings, but they may also be driving traffic to your website that otherwise would never know you exist! Your listing on the OTA has a “billboard effect:” consumers discover you on the OTA, but then surf to your site to book directly. How can your property stimulate this behavior? Many of the OTAs offer premium placement opportunities (you only pay when someone clicks on your ad) to increase your exposure to relevant searchers researching your destination. Read More »
Thanks to web-based communities like TripAdvisor, travelers are sharing their experiences and affecting the subsequent purchase decisions of others. 70% of travelers actually change their mind about an intended hotel or destination after reading reviews of previous guests! If your past customers are talking about you online–whether it’s good or bad–join the conversation! It shows transparency, honesty and appreciation… good qualities for your brand to represent. Read More »
Every day, travel becomes more and more central to the social experience. With Facebook’s new Graph search, updates to Facebook’s Mobile App Nearby, and the big announcement that Facebook is starting to ramp up their hotel industry presence, hotels that have diligently worked hard to create a strong and consistent social presence are going to have a big leg up on the competition. But for those hotels still fumbling around in the dark, trying to find a social strategy, here’s a few things to keep in mind. Read More »