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We Need to Talk About Hotel Marketing Metrics

September 19, 2017 • By

Unfortunately for hotel marketers, our industry is drowning in metrics.

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From “look-to-book,” to unique visitors, to sentiment scores, to clicks…the list of stats goes on and on. With so much to measure, it’s easy to get caught up in the wrong metrics.

Don’t waste precious time and resources by analyzing metrics that don’t matter in the grand scheme. It’s time to get perspective.

So we’ve outlined 5 popular marketing KPIs that are currently distracting you from what really matters – driving traffic into your direct booking environment and call center.

(As a bonus, we’ve also included the metrics that we think hotel marketers SHOULD actually obsess over!)

Approach With Caution: 

1. Bounce Rate

According to Google Analytics, a ‘bounce’ occurs when someone visits a single page on your hotel website, then leaves without visiting any other page. A high bounce rate can seem devastating. After all, that shows that visitors aren’t interested in pursuing you any further, right?

Wrong.

This is a quick, singular metric that depends on context. This implies that a guest could go to a page on your website (for example, meetings and events), consume everything on that page for 5 minutes, leave the page and still count as a bounce. Simply because the visitor didn’t click to any other page on your hotel website during that same session. But what if they end up emailing your sales team a few moments later? Or, return the next day to submit an RFP? That one visit will still be deemed unsuccessful since the visitor “bounced.”

Bounce rates can also vary according to page content and whether someone is using their smartphone or desktop. Mobile traffic bounces at a higher rate than desktop traffic. Plus, if you sent traffic to a specific landing page, like a promotions page, the goal is for the audience to engage ONLY with that one page. In that case, a bounce would be a good thing.

2. Online Traffic/Page Views

An overall increase in traffic to your website is a great thing. But, don’t let this metric mislead you to believe your hotel website is performing better than it actually is.

Ultimately, success comes down to quality, not quantity. Is all that traffic resulting in booked rooms, submitted RFPs, dinner reservations? Traffic is worthless if it is irrelevant or doesn’t convert.

Aim for action, not attention.

If you have to pick one thing to focus on to measure your hotel website’s performance, make it entrances into the booking engine AND calls driven by digital to the call center.

Smart hoteliers would rather have 25 page views that resulted in 25 booking searches/calls, instead of 1000 page views without any action.

3. Email Open Rates

Email is still one of the most efficient and persuasive hotel marketing channels out there.

However, tracking your emails’ success isn’t as cut and dry as it seems. First off, open rates aren’t reliable. The biggest problem is the way your open rate is calculated. Most email marketing tools add a small, invisible image to every message sent. The email is only considered opened when that undetectable image is brought up from the server where it sits. But, because most email providers allow you to turn off images, this skews open rates dramatically and renders them difficult to track at best.

And, even when someone opens your email, is it still considered successful if they read just one word, then delete it immediately?

Just like your web traffic, ultimately you want your audience to perform an action, such as clicking through to the booking engine.

4. Social Media Followers

It’s thrilling to see thousands of people excited enough about your hotel to follow you on Facebook, Instagram, Snapchat and Twitter. This is purely a vanity metric. Yes, a large number of followers means a better reach. But, just slightly.

Organic reach on social media channels has been declining for years. It’s standard now for hotels to invest in social media advertising just to consistently reach a small fraction of their followers. Which means your followers mean nothing until you actually reach them by paying to play. Plus, if your huge social media following isn’t translating into leads, traffic or conversions, then what’s the point? Instead of boosting ‘likes,’ focus on optimizing your channels for lead generation and on increasing on converting the followers you already have.

5. Display Ad Impressions

When you are investing in digital advertising, it’s vital to know how many people actually see your hotel ads, right? Unfortunately, using impressions as a metric of advertising success doesn’t actually tell you how many people viewed your ad. It’s only a measure that shows how many times your hotel ad was displayed, whether or not it was clicked on.

According to Google Research, about 56 percent of your hotel impressions weren’t actually viewed by anyone! Stop using impressions to measure the reach of your hotel advertising campaigns. Because impressions don’t measure action, they lack any real value. Instead, use conversions and actual clicks that lead to calls and entrances into the booking environment as a yardstick to measure the success of any display advertising.

METRICS THAT MATTER

Instead of leaning on metrics that only sound impressive on paper, pay attention to the numbers that will actually measure your contribution to hotel revenues. Every day, you should be checking the KPIs that actually matter to your hotel’s owners and asset managers.

  1. MCPB (marketing cost per booking): Tracks the cost of each sales and marketing channel versus actual conversions. Try using this for OTA commissions as well… and see how that channel stacks up versus your other campaigns.
  2. DRR (direct revenue ratio): Measures percentage of online revenue from direct sources (your website) versus pricey third-party sources, like OTAs. If you’re not garnering 40 percent of your revenue from direct reservations, you still have work to do!
  3. Website conversion rate (from unique visitor to entrances into the booking environment): Converting a higher percentage of visitors into booking searches (or phone calls) is critical to reducing your cost of revenue and MCPB.
  4. Variance from revenue target: This metric showcases revenue goals versus actual results (by segment).
  5. TripAdvisor sentiment score: Using a reputation/sentiment monitoring tool allows hotels to measure guest satisfaction. This reflects whether your guests are enjoying your product, along with alerting you to hotel deficiencies. A bad hotel experience will outweigh any of your clever sales and marketing tactics.

About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

How Hotel Website Design Affects ADR

September 12, 2017 • By

Smart hotel websites can stimulate higher perceived value and ADRs

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Your hotel website is the first place virtually all of your future guests will engage with your property and set expectations. But more importantly, as hotels struggle to increase rates in the face of new supply and maxing occupancy… your hotel website can actually help you to sell guestrooms at higher rates (And possibly even higher than what is already posted on OTAs 😉 )

Today, savvy hotel marketers and their web designers are relying on psychology to guide their design decisions. Only then, can they build a website aimed at increasing revenue from the very start.  After all, the right psychological cues can influence guests to click where you want them to and book when you want them to. Conversely, the wrong cues can send them fleeing faster than a slow loading page.

Poor design, complicated navigation and cluttered pages can prevent your property from reaching its full revenue potential. And remember, the cost of fixing these mistakes is always higher than getting it right in the first place!

So let’s take a look at how hotel web design, tone and layout can strengthen your hotel’s appeal and justify higher room rates.

1. Clear and Compelling Value Proposition

Every hotel should have succinct, provocative and incisive message immediately obvious at first sight. These statements, done well, generate higher perceived value for your property.

Who are you and why should prospects care?

A mistake that many hotels make is using “me-too” cliché phrases that many of their neighbors can also claim, such as ‘located in the heart of downtown Nashville’ or ‘oceanfront dining.’

A good example of how to do it right is The Grafton on Sunset in LA, which immediately tells viewers what they should expect, where the property is and encourages further interaction without hyperbole:

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2. Social Proof

The influence of friends and family is another big factor in what people purchase. With 7 out of 10 Americans using social media sites, travelers will often pay a premium for properties their peers have praised.

One way to integrate social proof beautifully into your website design is through share-worthy user-generated content. There are a number of tools to seamlessly identify and collect guest images from Instagram and display them on your site, as well as other marketing assets. These visual “testimonials” compel customers to trust your brand even more and prove that you are worthy of their travel dollars.

3. Arresting Imagery

Have lackluster or outdated photos on your website?

People will automatically assume that your hotel is also lackluster and outdated and mentally price it accordingly. Studies show that hotel photography has the power to change a guest’s mind – making them consider a property that before was not in the running or to drop a hotel they were once interested in. Photos aren’t just pretty pictures, they matter to your bookings and your bottom line.

So, dump all the stock photography, delete your old images and establish higher standards for all new photography. Hire a photographer with an established portfolio of hotel or architecture work. Then, dip into your most valuable photographer pool – your own guests. Your guests are Instagramming their favorite moments from their trips, and some are pretty stunning!

4. Clutter Free Usability

The most profitable hotel websites follow the de facto mantra of luxury branding: Less is more.  Cluttered webpages will only confuse your audience and drive them away. Keep your site intuitive and user-friendly, two key design factors that influence conversion.

Usability is measured by how easy it is for online visitors to navigate your hotel website and find what they need, such as researching rates and reserving a room. Time is a precious commodity and smart hotel websites save their visitors time. Generally, a person can gauge your hotel website’s usability in the first few seconds and they will choose to move forward only if they deem it ‘easy’ enough.

Not only does a ‘clean’ layout make it easier for a guest to explore and book, it also generates better SEO results and faster download speeds. The best web design in the world can’t convince guests to stay and pay on a slow-loading hotel website.

Take a look at this site for Hotel Henri in NYC, an excellent example of uncluttered design that elevates perceived value:

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5. Accessible Communication

Giving people what they want quickly and easily amps up your value. Follow the example of luxury hotels and resorts, who offer instant access to reservations staff using online chat, phone or email.  Consumers are always more likely to pay a premium to properties that respond quickly to questions and establish high service expectations BEFORE the guest even arrives.

6. Dynamic Personalization

Personalization is a big industry buzz word right now. But cutting through all the hype, one place where personalization can truly make an immediate impact is on your direct website and booking engine, where personalized content can lead to more bookings at higher rates.

For example:

• Your website (and booking widget) tracks user behavior and auto-configures the booking engine with images and messages relevant to that demographic (i.e. family vs business traveler)

• You can prevent abandonment to OTAs by dynamically showing gated /loyalty rates to users who are automatically identified as past guests

• When a guest from London visits your website and moves into the booking engine, your website can automatically pass the user’s location and localize room rates in the booking engine to the guest’s native currency (i.e. instead of charging $100 USD for a room, you could charge 100 British Pounds, which is worth $1.32)


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

The Secret Weapon Page on Your Hotel Website

August 29, 2017 • By

Hotel marketing pros are amplifying their SEO power on this critical page.

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It may be the most boring place on your hotel website today, but your policies (and/or FAQ) page represents a major magnet for SEO traffic.

Why is that?

Because Google pays serious attention to the content on this page.

And, OTAs can’t.

Expedia, Priceline and all the others simply can’t keep up on every hotel’s policies and can’t compete for searches for information on pet policies, cancellation policies, etc. Use this to your advantage and get more people to land on this page, while gaining an edge on the OTAs in the process.

Too many hotels skimp on content on their hotel policies page. But, it’s one of the main anchors that Google uses to deem if your website is relevant or not for searches like: “dog-friendly hotels in Denver,” or “early check-in hotels in Boston.”

Shannon DeFries, Director of Search & Analytics at Tambourine, shows us how to transform a typical and bland hotel policies page into a destination for valuable guest content, while also earning Google’s trust and boosting your search engine rankings.

Here Are Shannon’s Top Tips:

  • Fill your policy page with relevant information that explains your policies, rather than just listing them.
  • Link back to your hotel policy page for specific marketing campaigns. For example, for #NationalDogDay (August 26), promote your hotel’s love for its four-legged guests on your social channels. Then, link back to the policy page where it outlines your pet program, instead of just pointing to the homepage or amenities page.image2
  • Write your policy page in a conversational tone, similar to an FAQ. Stay away from robotic jargon, like ‘covered parking – yes.’ By writing with a conversational voice, you are making it easier for mobile users to find you through voice search.
  • Use the policy page to target long tail keywords, such as ‘pet friendly hotels in Miami’ or ‘hotels in Nashville with free airport shuttle.’
  • Make sure your hotel policy page has unique content not written anywhere else. Lifting another hotel’s policy page content and slightly rewording is a big Google no-no. You can be penalized for publishing duplicate content. You can even double-check that your content is unique by using tools like Siteliner, SEO Review Tools and Copyscape.
  • Avoid being indexed by Google if your hotel is a part of a brand or collection that uses the same policy verbiage for every property. You can do this by placing a “No Index” code on the page.

About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Budgets Are Coming: 7 Lessons from Game of Thrones

August 22, 2017 • By

Hotel marketers are sharpening their pencils for battle.

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Just as winter (and a terrifying army of the dead) descends on Westeros in Game of Thrones, budget season is looming in the real world and hotel marketers all across the kingdom are arming themselves for battle.

To help hoteliers prepare, we turn to the lessons, themes and quotes we’ve learned while watching the battle for the Iron Throne between power-hungry lords and ladies:

1. GoT QUOTE: “When you play the game of thrones, you live or die.” 

LESSON: Your budget is your armory. Ask for everything you need to survive.

Hoteliers usually only think dollar amounts when working on their budget. How much will this marketing technology cost? How much should we dedicate to advertising spend? How much will our hotel website design cost?

But, here’s the surprise: you are not restricted to only asking for marketing funds during budget time! If you need more marketing staff or outsourced vendors to help you achieve your hotel’s revenue goals, then ask for them!

If your hotel is in dire need of upgrades and updates in order to effectively compete with newer properties and win market share, then ask for them. If you depend on another department’s performance to help you reach your targets, then ask to oversee them.

Here’s an example of what that request could look like:

“For me to achieve the revenue targets set forth by ownership… I need $_______ in funding, specific hotel upgrades to be made, and _______ new staff (contractors). Plus, I would like the ________ department to report to me.”

The road to achieving your property’s revenue goals begins with your ability to ask for what you need. Show your management team that without these items, you won’t be able to deliver the results they’re looking for.

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2. GoT THEME: Three Dragons versus Everyone Else

LESSON: Focus on quality, not quantity.

Forget the mass of Lannister soldiers that Queen Cersei has under her belt or the thousands of eerie wights brought back to life by the White Walkers. All it takes are three massive, fire-breathing dragons to wipe them out completely.

This year, vow to keep your budget uncluttered and uncomplicated. Your 2018 hotel marketing plan should be built on a few powerful initiatives, not on a mess of disjointed marketing tactics that just produce small bursts of wins and revenue. Build a strong budget that includes only marketing tactics that will have a measurable impact on your audience and the bottom line.

3. GoT QUOTE: “Words are wind, my friend…”

LESSON: Getting what you want takes proof.

Asset managers, hotel management firms and GMs are under more pressure than ever to deliver real bottom line results. However, many hotel marketers still shy away from being accountable for any revenue responsibilities. Instead, they lavishly tout their “rebranding initiatives,” number of social media followers or new hotel photography. This continued disregard for numerical evaluation will put you in a difficult position next year, when you attempt to request a larger marketing budget. Without measuring your success, owners and managers will be more apt to cut back on marketing expenses and staff, believing that your intangible branding results can be achieved with less.

So it’s important to have complete fluency in the KPIs that affect the bottom line. For example, if you know last year’s marketing cost-per-sale (CPS), you should be able to extrapolate that against future revenue targets to determine the budget required and make statements like this:

“Last year, we achieved a marketing CPS of X.
To achieve next year’s budget, I need $_______ .”

But remember, you will also be expected to reduce your CPS over time as you learn and tweak your programs.

4. GoT QUOTE: “You know nothing, Jon Snow.” 

LESSON: You have data. Use it. 

This catchphrase, originally spoken by the red-haired Wildling Ygritte as she aggressively flirted with Jon Snow, has become one of the show’s most popular. But, don’t let it become your catchphrase. You should know everything about your marketing program results and not be guided by assumptions or gut feelings.

You should rely on data culled from the right sources to guide all future hotel marketing decisions.

And again, data is your ally when you need to ask for more marketing funds! Some data that you should always have on hand include key performance indicators, like DRR (direct revenue ratio), MCPB (marketing cost per booking) and your STR index versus the compset. All of these numbers will show you, and your hotel’s executive team, how much your marketing team is actually contributing to your hotel’s revenue.

5. GoT QUOTE: “Winter is coming.”

LESSON: Apathy about 3rd party costs is dangerous.

For a while, it seemed like winter would never come to GoT, despite numerous warnings with this ominous phrase. Yet, it was still on everyone’s minds. In hotel marketing, this means: Don’t ever be too comfortable in the here and now. For example, if more than 15-20% of your revenue is coming from OTAs, you need to prepare for the eventual downturn and start investing in programs, campaigns and assets that will deliver higher margin bookings.

When “winter comes” to the hotel industry and AOR goes from 75% to 50%, you don’t want to have the majority of your bookings incurring a 20% OTA commission!

6. GoT Quote: “A Lannister always pays his debts.”

Lesson: Ask hotel owners exactly what they expect from you.

Before you determine what marketing resources you’ll need for 2018, you need to find out the exact amount your hotel owner (or hotel management company) expects your marketing team to contribute to the hotel’s revenue.

Don’t move forward on a budget without knowing exactly what goals your team is beholden to. Get as much clarification as you can, including how many room nights, booked meetings, corporate bookings, etc. should be attributed to your marketing efforts. Ask management/ownership early on in the budget process, because this one question will give you clarity and insight to build out any other projected expenses.

Don’t waste time or make costly guesses, nor should you allow your hotel owner to determine how much they want to give you. Don’t place your hotel marketing in a dangerous position of always being underfunded, but tasked with lofty goals. Instead, use your hotel owner’s revenue goals to correlate the assets you need to achieve them.

7. GoT QUOTE: “I may be small, but I won’t be knitting by the fire while others fight for me.” 

LESSON: Don’t surrender your property’s destiny to 3rd parties.

Spoken by everyone’s favorite young spitfire, Lady Lyanna Mormont of Bear Island, this empowering quote hits at the heart of every hotelier. OTAs have had their moment, but now it’s time to take back control of your booking destiny. So, stop depending on third-party sites to fill the house. Instead of paying commission fees of 15-30 percent, invest in the right tools and technology for your hotel to pull in your own reservations. One place where hotels will see big ROI is by investing in their hotel’s mobile experience. Offer a mobile-compatible booking engine. Have a responsive website and hotel marketing emails. Offer immediate online chat. Investing in mobile is paramount to your success in 2018.


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Friday Freebie: How Free Parking Can Reduce OTA Commissions

August 11, 2017 • By

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Welcome to the Friday Freebie!

Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.

This week’s freebie: Capture more DIRECT Labor Day bookings from drive markets by showcasing free parking on your hotel website. 

Millions of travelers will be hitting the road this Labor Day weekend, looking to celebrate their last summer weekend. Your drive markets are your best audiences to promote a last-minute getaway for the holiday.

Travelers are already enjoying the lowest gas prices in years. Sweeten the deal by including free parking in your Labor Day packages and specials ACROSS ALL CHANNELS…. But emphasize it on your direct hotel website.

OTAs have hundreds of thousands of properties on their websites, they cannot keep up with the promotions at all of them! By prominently showcasing the free parking perk (“Book direct and get free parking!”) you will create the perception that free parking is a special, direct-only benefit, without jeopardizing your OTA relationships.

Get more: 5 Ways to Attract Last Minute Labor Day Bookings from Your Drive Markets


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

The Seven Traits of Great Hotel Digital Marketers

August 8, 2017 • By

Hotel marketing requires a quirky blend of skills.

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Virtually every one of your future guests will discover and engage with your property in the online world before they ever walk through your doors. That’s why digital marketing has become such a prerequisite skill for hotels that want to outperform their compset.

But this job isn’t just limited to running ads and managing channels; digital marketing managers are also responsible for launching their own programs, managing external vendors and many other activities.

As one of those external vendors, we’ve worked with hundreds of hotel digital marketers over the years… and during that time we’ve seen that it takes a very special set of skills to be successful in such a demanding position.

The most successful hotel digital marketers we’ve worked with have these 7 traits in common:

1. They Multitask

On any given day, a digital marketing manager has to take care of a wide variety of tasks, ALL while overcoming sudden crisis drops in occupancy. To be successful in such a hectic environment, that person needs to be an excellent multitasker, with an uncanny sense of recall.

This combination lets them pick up on where they left off on other tasks from previous days and make steady progress towards their goals – all while being pulled in multiple directions.

2. They are Caffeinated

Digital marketing managers often need to help fill hundreds of rooms, every night, or face vanishing assets. But accomplishing that task, in a business that often sees many of its bookings occur in the last 48 hours before arrival, requires someone with a lot of energy and stamina (it’s not uncommon to see them go through 5 or 6 cups of coffee every single day).

3. They Should Be Well-Traveled

You can’t market a product when you have no experience as a user/buyer.

With this in mind, it’s only natural that successful hotel marketing managers should be able to use their own travel experiences to speak to prospects on a personal level.

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4. They Should Have Experience in Other Industries 

For an industry like ours, one that’s been resistant to change on many occasions, attracting digital marketers with skills and knowledge from other industries is essential. Hotels have long depended on a few core channels for their revenue, while other industries (think software and tech) have to develop innovative ways to build audiences, users and market share. By borrowing best practices, tactics and tools from other industries, hotel digital marketers can turbocharge your property’s marketing strategies and give you a serious advantage on the compset.

5. They Should Speak Geek

It’s cool to be part geek these days, especially in the hospitality marketing sector. That’s because everything is constantly evolving, so there’s always so much to learn. That’s why it’s a good indicator of success when you hear your digital marketing manager talking with their friends about things like; CRS, PMS, CRM, CMS, SEO, PPC or SEM. It shows their real interest in these subjects.

6. They Shouldn’t Be Scared of Data and Reporting 

That’s the only way they know what’s working in their campaigns… and what’s not.

Being comfortable with data and reporting also enables successful hotel digital marketers to make strong business cases to management and ownership for additional funds and marketing assets.

7. They Should Present Well

Digital marketing managers need to be seen as leaders who are able to bridge ‘the departmental divide’ and bring revenue management, sales and GMs together. Presentation skills and confidence are the keys to building consensus and cooperation across departments.

So, which one of these 7 skills is most important for your property?  How do you keep your competitive edge?  We’d love to hear more about this from your point of view in the comments below! 


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Friday Freebie: Leverage Past Guests to Crush New Hotel Competition

August 4, 2017 • By

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Welcome to the Friday Freebie!

Each week we share one FREE impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.

This week’s freebie: Get a leg up on new hotel competition by maximizing the one thing they don’t have – past guests. 

With their modern amenities, fresh technology, and remarkable experiences that travelers are clamoring for, new hotels are perfectly poised to steal a chunk of your market.

It’s hard to battle for bookings when you’re surrounded by exciting new properties that are stealing all the attention and all the business.

Don’t rely on slashing prices to take those bookings back. This will just hurt your bottom line and your reputation. Instead, turn to the one thing that they don’t have: past guests.

You have an AUDIENCE… monetize it!

While the new properties build up their profile and struggle to bring in new guests, create an exciting offer exclusively for your most lucrative past guests.

Also, make sure you are using the positive reviews of past guests to create trust and validation among new prospective guests as well; your hotel website should prominently showcase testimonial reviews from leisure guests AND past meetings/groups!

Finally, follow new compset hotel developments closely and time your marketing campaigns/promos to coincide with their opening and dampen the attrition of business due to their launch!

Get more: Discover more ways to compete with new hotel properties.


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Friday Freebie: Test Drive Your Booking Experience As a First-Time Guest Would

July 28, 2017 • By

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Welcome to the Friday Freebie!

Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.

This week’s freebie: Test and experience your website as a first-time guest would to spot what makes guests bounce.

Your website is your digital front door. And, just like your physical front door, there are a number of blockades that could, and do, get in a guest’s way.

Similar to an unwelcoming main entrance or a confusing front desk, hotel websites can have their own unsavory traits. These include slow load times, cluttered homepages, complicated booking procedures and a messy design.

However, most hotel marketers don’t see these traits in their own hotel websites. So, it’s important to take a look and scrutinize your website experience with fresh eyes to make sure nothing is getting in the way of changing a potential guest’s mind or blocking someone from exploring your website or booking a room.

To get some ideas, watch this video to see what real consumers think when they are booking a room on an OTA and directly on a hotel website.

Test your experience and look out for things that are likely to make your guests bounce.

Get More: 8 Ways Hotel Marketers Can Avoid Looking Foolish


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

6 Ways Hotel Marketing Can Generate More Leads for the Sales Team

July 18, 2017 • By

Hotel marketing teams need to improve their support of group sales.

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Achieving group and meetings revenue targets can make or break your property’s annual performance. But incredibly, most hotel group sales departments lack consistent, effective marketing support and are forced to generate their own leads. Hotel marketers often ignore the need to boost their hotel’s revenue by accelerating the number of incoming sales leads.

As a result, hotel marketing departments usually stick to what they know: marketing only to leisure travelers.

Let’s change that. 

There are several smart ways for hotel marketers to generate more group business for their hotel and champion the sales teams’ efforts. It simply takes using the hotel marketing strategies you already know and use… and finessing them for the meetings market:

1. Be Accountable: Carry a Quota

What?!

Marketing people carrying a quota?

While this may be a strange and radical concept among hotel marketers, other industries (i.e. Silicon Valley software companies) have been assigning lead generation quotas to marketing teams for many years. Asset managers and property owners no longer want to hear about “branding initiatives” or logo colors… they expect their hotel management firm’s marketing team to contribute to revenue in a measurable way, communicate in number-speak and be accountable for tangible results.

Quotas for marketing teams can be memorialized in terms of leads or actual closed deals generated by leads driven by the marketing team. And marketers often receive bonuses based on their performance against their quota.

Hotel marketers need to remember that having a quota is not only a burden, but also an opportunity: if they hit their assigned lead generation targets, they increase their value in a demonstrably important way to their management and can ask for compensation increases as a result!

2. Consistently Communicate with “HVTs”

Every hotel should have a Top 100 list of “high value targets.”

Most hotel sales teams already work with a company like Knowland to access groups market intelligence to identify the most relevant group opportunities for their location and venue size. But the hotel marketing team should ensure these HVTs are loaded into a simple CRM platform in order to send out a steady stream of entertaining, engaging and useful stories, photos and videos that will help meeting planners do their jobs when planning a meeting in your destination and beyond.

Meeting planners love to book venues they trust. And one way to build trust is by communicating consistently in a selfless, helpful way. Hotel marketers should deploy a steady “drip” of stories, photos and content that helps prospects understand the destination better and do their job more effectively.

But under no circumstances should the content be self-serving!

Your content “stream” does not have to be restricted to email or digital content. Direct mailing personal notes and helpful material often breaks through the clutter and differentiates you from the thousands of emails your prospects receive each week!

Creating this cadence of content will establish you and your property as a trusted resource and position you as THE leader in your destination!

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3. Empower Sales with Marketing Automation

You’ve already been using marketing automation to boost leisure business for several years, from post stay surveys to reservation recovery emails. Now, you can use the same principle to be a catalyst for driving meetings and events to your hotel. By placing a piece of code (provided from your marketing automation vendor or hotel marketing agency) into your website, you can monitor whenever one of your sales team’s key group business targets visits and explores your meeting pages.

Plus, your marketing automation software will be able to determine what the planner’s interests are by following their clicks. Did the planner spend more time looking at breakfast catering menus? The section on government meetings and per diem pricing? Or, watch a virtual tour of your largest ballroom? You can then provide this data to the sales team and enable them to craft relevant messages and offers to match planners’ exact event needs.

4. Stay Top of Mind with Retargeting

Keep your hotel top-of-mind with meeting planners who visit, then leave your hotel website’s meeting pages. If a meeting planner goes to your website, clicks around and leaves without submitting an RFP, set up retargeting display ad campaigns to follow them online and remind them what makes your venue a remarkable option for their group.

5. Create Compelling Destination Content

Establish your hotel and its sales team as meeting industry thought leaders in your city by creating helpful, info-tainment content. This will position your hotel as being the most experienced property to host meetings and events in your destination.

For Example: 5 Distilleries For Groups To Experience True Louisville Bourbon, 10 Waterfront Teambuilding Activities in Long Beach, or Most Unique Group Tours in Philadelphia. You can also take content you’ve already written for the leisure audience and customize for the groups market by giving it a meeting and events ‘spin.’

Then, pay to publish these into the LinkedIn newsfeeds of meeting professionals. Post these onto your hotel’s own meetings and events blog or repurpose this as content for upcoming sales newsletters (See #2 & 3 above).

6. Optimize Your Website for Meeting Planners

This is your main marketing vehicle, so don’t solely cater to leisure guests here. Pack your meetings and events section with all the resources that meeting planners need. Our latest meeting planner survey revealed that planners wanted relevant sourcing tools that could be downloaded directly from hotel websites, including photos of past events, floor diagrams, room measurements, capacity charts, testimonials, and 360-degree venue tours.


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Friday Freebie: Hotel Website Copy That Sells

July 14, 2017 • By

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Welcome to the Friday Freebie!

Each week we share one FREE impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.

This Week’s Freebie: Convert more lookers into bookers by tweaking your hotel website copy.

Today, no one has the attention span to read anymore.

Studies show that people online only have an attention span of 8 SECONDS.

This puts a lot of pressure on hotel marketers to entice, engage and convince all within that tiny timeframe.

So, what’s a hotel marketer to do to maximize mere seconds when someone is on your website–your ultimate marketing asset? How can you quickly push someone closer to booking?

The Main Secret: Write for scanners, not readers. 

So, write less, make every word count, and make it easy to read.

Here Are Some Tips:

  • Cut the fluff, get to the point. Adjectives are the sign of a weak writer!
  • Don’t feel the pressure to write in full, complete sentences all the time. It’s okay now to write how you speak. Say what you mean and mean what you say!
  • Break up content in at-a-glance, “snackable” chunks, instead of writing lengthy paragraphs.
  • Use subheads and headlines to break-up distinct topic changes. This makes it easier to digest important points.
  • Replace some copy with a fitting image or video instead.

Get More Here: Want People to Actually Read Your Hotel Website? Here’s How.


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com