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destination marketing

Friday Freebie: It’s a Mobile Phone, Where’s Your Number?

October 20, 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:  Don’t forget the importance of the PHONE component of mobile phones.   

The number of people who own and depend on their smartphones continues to skyrocket, with no signs of slowing. Today, 75 percent of Americans own a smartphone, says The Pew Research Center.

We all know travelers use their smartphones to research, text and post to social media. But, don’t forget a smartphone’s primary purpose: To make calls!

Every hotel mobile site should include a telephone number that is embedded in a “click-to-call” button. Think about it: why make your website mobile user hunt for a phone number when the number can be embedded in a prominent “Call Now” feature?

Further, sites with phone numbers are perceived as more trustworthy and transparent as well. Prominent number/calling features suggest that you WANT to talk to your guests!

Best of all, calls initiated from your hotel mobile website are easily trackable… giving hotel marketers another way to quantify their contribution to bookings.

And one more tip from almighty Google itself: “Always embed the phone number using the international dialing format: the plus sign (+), country code, area code, and number. While not absolutely necessary, it’s a good idea to separate each segment of the number with a hyphen (-) for easier reading and better auto-detection.

Using a hyphenated international dialing format ensures that no matter where the user is calling from, whether a few hundred meters away or thousands of kilometers, their call will be connected.”

Get More: Is the iPhone Killing Your Hotel Revenue?


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: One Way Hotel Marketers Can Be Sales Heroes

October 13, 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: Beef up your website with the tools and content that attracts and assists meeting planners. 

Revenue from group business can make or break your hotel’s annual performance. So, why does your hotel marketing team spend the majority of their efforts on marketing mostly to leisure travelers, while your sales team is left to generate their own leads?

Let’s change that. There are several ways hotel marketers can drive more group business, contribute to group business revenue, and champion their sales managers’ efforts. All it takes is using the hotel marketing strategies you already know, and customizing them to the meetings market.

Here’s one smart and simple method:

Optimize your website for meeting planners, not just leisure guests. This is your central marketing vehicle, so pack your meetings and event page with all the resources and tools meeting planners need, including floor diagrams, room measurements, 360-degree venue tours, attendee destination guides, photos of past events and detailed testimonials.

A vital step to winning a meeting planner’s contract is making their life easier, so give them what they need upfront so they don’t have to waste time chasing after this themselves.

Get More: 6 Ways Hotel Marketing Can Generate More Leads for the Sales Teams


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

We’re Using the Wrong Message to Fight OTAs

October 10, 2017 • By

Have hotel marketers squandered their primary weapon?
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Looks like we might have been going about this all wrong.

The thought that a guest’s primary travel concern is saving money is an assumption that needs to be reexamined.

According to JD Power & Associates’ North America Hotel Guest Satisfaction Index Study, guests are more likely to be dissatisfied with their hotel experience and come across more problems (like canceled reservations or last-minute changes) if they book through a third-party, such as Travelocity or Expedia.

So, what does this mean for you?

It’s time to change the overarching hotel industry strategy from emphasizing price parity to tapping into consumer fears of OTAs.

Instead of obsessing about Best Rate Guarantees, we all need to start focusing instead on how reservations, cancellations, changes, room selection and refunds are perceived by consumers when they book direct vs indirect.

Many consumers (especially older ones) have preexisting concerns about third-party bookings and fear that one mishap with an OTA could unravel their travel plans in seconds.

Meanwhile, hotels offer two vital things that OTAs do not: a secure, direct reservation and a dedicated staff that truly cares. (Smart marketers like Hilton have taken this dynamic to another level by enabling loyalty members to select their own rooms. This is a powerful differentiator, which adds even more peace of mind and diminishes OTA value.)

Trust Issues: Many Consumers Don’t Like OTAs

It doesn’t take much to prove how unhappy customers are with OTAs.

Both Expedia and Priceline have consistent and dismal 1-star ratings on a popular review site: Consumer Affairs. There are legions of horror stories by guests left in a lurch when they arrive to their hotel with an OTA reservation in hand, only to discover their hotel is sold out and there are no more rooms available. Or, even worse, that the hotel has no record of the reservation at all!

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The internet is flooded with examples of angry OTA customers, such as this family who spent almost 7 hours on the phone with Expedia customer service reps to get a partial refund when their reservation was canceled due to overbooking at the hotel.

Or, this traveler who booked a room in New Orleans on Priceline, only to have Priceline switch his reservation to a hotel of lesser standards, without an option to cancel.

How to Take Advantage:

The best hotel marketers have learned how to appeal to guests’ emotions, rather than rationale. Emotional messaging resonates more than simply selling physical amenities.

One way to leverage emotional messaging is to reposition OTAs in a guest’s mind. In Positioning: The Battle for Your Mind, marketing gurus Jack Trout and Al Ries teach businesses to build messaging around their competitor’s weaknesses.

For example, Tylenol went after the aspirin business by adopting this message: “Aspirin can irritate the stomach lining, trigger asthmatic or allergic reactions and cause small amounts of hidden gastrointestinal bleeding… Fortunately, there is Tylenol.”

In the case of hotels vs OTAs, we should remind prospective guests at every opportunity that booking direct is the safer play. That your family vacation, business trip or long-awaited romantic weekend is too important to risk in any way!

Hotel marketers should communicate this critical message in key touchpoints with prospective guests during the research phase of their purchase journey:

  1. On your direct hotel website home page
  2. In your search/PPC ads
  3. In your retargeting display ads that follow consumers after they visit your website
  4. In social media posts
  5. In call/reservations center training
  6. Inside your booking engine, where more than 95%+ of date searchers will abandon before booking

The Bottomline: 

Price parity is important, but tapping into consumer fears of booking with OTAs provides smart hoteliers with ample opportunity to migrate bookings back to the hotel direct.

Hotels should remind prospective guests at every opportunity that their direct websites and call centers are 100% dedicated to handling the needs of their property… While OTA booking engines and call centers are servicing tens of thousands of properties (including your compset’s)!

 


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: Why Siri Loves Hotel FAQ Pages

September 22, 2017 • By

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Welcome to the Friday Freebie!

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

This Week’s Freebie: Turn up the volume on organic traffic by creating an FAQ page on your hotel website.

Just within a span of a few years, voice-driven search and virtual assistants like Amazon’s Echo, Apple’s Siri and Google Home have made their way into millions of homes around the globe.

In fact, out of the 11 billion searches made on Google every day, about 20 percent are conducted by voice. The future is clear – the number of people conducting voice search will only get larger. And hotels will have to adjust their hotel copy to meet this growing practice.

Here’s something simple you can do now: 

Create an FAQ (or policies) page addressing questions matching the typical voice queries guests use to find hotel info online. The FAQ’s should address the who, what, when, where and how. For example, “Which hotels offer valet or free parking?” or “When is the best time to visit Nashville?”

Then, address these questions with clear, precise answers (no lengthy sales copy) and property and destination content that give guests the information they’re looking for.

Make sure to write conversationally, answering typical voice search questions (“What hotel offers free breakfast in Boston?”) with relevant, direct language that is not overtly self-serving or filled with self-indulgent adjectives.

Get More: Are Siri and Alexa Interrupting Hotel Search Marketing?


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: Three Ways to Keep Meeting Planners Away from New Competitors

September 1, 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: Three ideas to keep group business clients from moving to a new compset hotel.

Meeting plannersThe opening of a new hotel sends shudders among hotel sales managers at surrounding properties because new venues are a magnet for meeting planners looking for fresh group experiences.

How do you prevent your own steady group business clientele from running to the new kid on the block?

Jeff Spaccio, DOSM-in-Residence at Tambourine (former regional director of sales for The Procaccianti Group and Pyramid Hotel Group) suggests three ideas to keep your meeting planner clients coming back:

1. Help Planners Give Back: Create a charity rebate and offer a 5-10 percent rebate on all group revenue. That total will then be donated to a charity of the organization’s choice.

2. Make the Planner Look Good: Offer spa certificates, complimentary room nights, or complimentary dining experiences that the meeting planner can pass along to the client company for employee giveaways and incentives.

3. Organize a Creative Night Out: Create a package offering a group night out (not at your own hotel) to a fun spot in town, including bus transportation.

Get more: The New Supply Threat: How Hotel Sales Teams are Fighting Back


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: Ignoring Your Hotel Website Heatmap Can Put You in Hot Water

August 18, 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: Find out what your hotel heatmap can reveal.

Your hotel website is more than just pretty design and colorful photography.

Every page is carefully constructed and arranged to achieve a specific goal, such as getting a visitors to sign up for your email list, to look at your hotel’s special offers, or, of course, to make a reservation.

This requires constant testing and knowing exactly how people are interacting with your hotel site. One of the keenest tools to figure this out is called “heat mapping.”

Despite what the name implies, a website heat map has nothing to do with weather patterns. Instead, it is a powerful tool that reveals some pretty useful, granular data. You can determine how people are using your hotel site, what content they’re consuming and what updates you can make to put your most profitable information where they are already looking. An infrared display uses color variations to show where on any web page there is high and low activity (based on mouse movement and scrolling behavior).

Here’s what your hotel heatmap can reveal: 

Where Visitors Are Looking

While there are several types of heat mapping tools, they all share this common feature. In fact, the entire point of a heat map is to show the ‘hot areas’ of your hotel’s website that get the most attention.

This intelligence is especially important if you have buttons, calls-to-action or forms that aren’t receiving the high amount of engagement you expected. By using a heat mapping tool, you’ll be able to see what is actually catching a visitor’s attention. If the low-performing features are located outside of these ‘hot areas’, you’ll know where to move them.

Where Visitors Are Clicking

You can track your web pages’ engagement based on where visitors are clicking. Similar to eye-tracking, you’ll find out if visitors are clicking where you actually want them to click on the hotel site. If not, you’ll determine where to place important elements to get the most interaction.

Who’s Currently Visiting 

Some heat mapping and tracking tools offer a real-time view that allows you to see how many visitors are currently on your hotel’s website. In some cases, you’ll also be able to see where the visitors are on the website and what they’re doing. Other tools use past data so you can see trends over a certain time period, according to a certain page, where they came from, and their type of visit.

How Far They’re Scrolling

You can also see how far visitors are making it down your hotel’s individual web pages. This is extremely helpful when your pages include an interactive element or a call-to-action below the fold. Using a heat map tracking tool, you can see where exactly visitors begin to drop out of the content, then leverage this insight to rearrange the page so it is more appealing.

How They Navigate 

Some heat mapping tools allow you to see the path visitors take throughout your site. This reveals if visitors are getting stuck on a certain part of your hotel’s website or if they’re having difficulty finding the information they need. Some tracking tools even allow you to record a user’s session, so you can watch how a visitor moves throughout your site.


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