Browsing Tag

Guest Experience

5 Things Hotel Marketers Are Thankful for This Thanksgiving

November 21, 2017 • By

Hotel marketing pros are counting their blessings…
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For most, Thanksgiving is a time for football, traveling to see relatives and diet-busting feasts.

It’s also the time of year we ask clients, colleagues and industry experts what they are feeling good about. And once again, we heard that the economy, industry dynamics and hotel consumer behavior are working in our favor like never before.

Based on our informal survey, here are 5 things hoteliers are feeling thankful for this Thanksgiving:

1. Evidence That Direct Booking Campaigns Are Working 

In 2016, major hotel brands and smaller hotels went after OTAs with a fervor and pushed aggressive campaigns to convince travelers that booking direct was best. Now, we finally have proof that the preaching paid off. Kalibri Labs compiled data from more than 12,000 U.S. hotels and 52 million transactions during the run of these highly publicized campaigns.

In their recent report “Book Direct Campaigns: The Cost & Benefits of Loyalty,” Kalibri measured a significant net revenue benefit due to a shift in bookings from OTAs to Brand.com. While this certainly calls for a massive celebration, the momentum shouldn’t stop here. Experts agree that discounting to create loyalty can’t be the end-all, be-all of your book direct strategy; creating online and on-property experiences that the OTAs cannot must be the neverending quest for hotel marketers seeking to reduce OTA dependence and improve bottom line profitability.

2. Owners’ Willingness to Invest in the Product

Hotel marketers know this best: No amount of brilliant marketing, guest data, or up-to-the-minute technology can compensate for an aging and run-down hotel property. Now, with property values on the rise and an overall healthy real estate market, hotel owners have the renewed confidence in investing in upgrades, redesigns and renovations that will help hotel sales and marketing teams compete with the new supply entrants in their market.

And with so many major hotel brands launching new or re-imagined brands, it’s more vital than ever to keep up and hold onto your market share by offering compelling amenities, aesthetics and experiences. 

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3. Demand and RevPar Still Going Strong

Despite the threat of Airbnb’s climbing success (especially with their new focus on offering a complete travel experience, both in and outside of their hosts’ homes) and a ballooning hotel supply, RevPAR and demand are still holding steady.

Based on a strong economy, hotel occupancies are still at an all-time high and the hotel industry is still experiencing an unprecedented string of record results. To date, RevPAR has increased year-over-year consecutively for 92 months, according to STR.

4. Social Evangelism

Over the last few years, storytelling and “content marketing” has become one of the most popular (and cost-effective) ways for hotel marketers to win guests’ hearts and wallets.

Why?

Because consumers no longer trust advertising… they trust each other. As an article in Ad Age so aptly put it: “Your brand is defined by the interactions people have with it.”

User-generated content (UGC), especially photos, videos and posts about on-property experiences are more authentic, less sales focused… and let’s face it, more creative than anything you could ever dream up yourself.

Hotel marketers are feeling blessed to have guests who gush and brag about their stay on Facebook and post foodie pics to Instagram. Not only have they made marketing travel engagingly personal and authentic, they come at no cost to the hotelier.

5. Metasearch: An Attractive and Less Expensive Option

It’s easy to see why travelers love metasearch, such as Google and TripAdvisor: They receive all the key details needed to research and book their stays all in one place, like real-time pricing, availability, hotel information, guest reviews and location.

But, hotel marketers are loving metasearch too.

They are using these sites to boost direct bookings instead of relying on OTAs and paying high commissions. You can pay-per-click or pay booking commissions (still less expensive than traditional OTA fees) – all while getting brand exposure and access to travelers who are just entering the consideration and booking funnel.


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 Big Squeeze: Why Hotel Owners Are So Concerned About Marketing Costs

November 14, 2017 • By

And why hotel marketers are feeling the pinch…

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Hotel owners are feeling the squeeze from rising operating costs, at a time when the U.S. hotel industry is posting record revenues.

Debt service, brand fees, management fees, credit card and intermediary fees and capital improvement programs are all costly contributors that have many fearing that when the next downturn comes, things could get ugly.

Owners can’t really control debt service, brand fees and credit card fees. That’s why hotel owners and asset managers are looking more closely than ever at variable marketing costs—particularly the cost of guest acquisition—which are also rising fast. According to experts, acquisition costs commonly in the range of 5% to 10% less than a decade ago have jumped to between 15% and 25%. If a hotel cannot acquire guests at a tolerable, sustainable rate, then the property is worthless as a long-term asset.

There are a number of reasons why the cost of acquisition continues to spike (along with the blood pressure of some owners) including:

1. Lack of Differentiation and Low Conversion Rates

One of the reasons that marketing costs are rising so quickly is because hotel marketers are often unable to create perceived value in their product, which ends up being treated like a commodity, and bought by consumers on price alone. Part of the problem lies with the brands, many of which have become largely homogenous and difficult to distinguish from one another, further prompting travelers to book solely based on price.

But blame also falls on the shoulders of hotel marketers themselves, who often fail to highlight the unique and compelling aspects of their properties. Instead of just listing amenities like an indoor pool and free Wi-Fi, it’s far more effective to focus on unique differentiators like popular or noteworthy foods and services at the hotel, proximity to favorite attractions and neighborhoods, packages that incorporate local products/services and any other aspects that make one’s hotel different from the rest.

If hotel marketers could create a more powerful story in the minds of potential guests and convert lookers to bookers at a higher percentage, their marketing costs would decrease.

2. Fighting the Neighborhood Bullies

One of the main reasons marketing costs are out of control is that (despite the proliferation of tech and channels) there are actually a limited number of places from which hotels can attract significant traffic. Sure, the internet is a big place, but other than the OTAs, the vast majority of relevant traffic and bookings for hotels emanate from metasearch portals, Google and Facebook… where hotels find themselves in a David vs Goliath battle against the mega-budgets of the OTAs yet again!

The deep-pocketed OTAs spend more on marketing than most hoteliers can keep up with. This problem is particularly pronounced in the Google AdWords/pay-per-click (PPC) world, where the OTAs can easily outspend the competition. Therefore, it’s essential to spend wisely, choosing times and places when either the OTA marketing spend is lower, or the payback from outspending the OTAs is high enough to justify the short-term expense.

That philosophy also applies to controlling how much, and when, OTAs are used for bookings, depending on the time of year and the demand factors in the local market. The ideal percentages for third-party distribution can vary widely, and need to be closely monitored either internally or through a manager with acute revenue management skills.

3. OTA Commissions Are Not Viewed as Expenses

Yet another reason marketing costs are running rampant is the apathy of many hotel marketers, who refuse to ditch their OTA crutch and invest more in driving direct revenue through their own proprietary activities. A core reason for this lack of action is the vague at best sense that many operators have as to exactly how much OTA bookings cost, and the impact of that cost on the property’s P&L.

There are other marketing expenses, unfortunately, which are much more tangible on financial statements, including hotel digital marketing, hotel SEO, online media and retargeting, email marketing, advertising, social media and reservation abandonment programs. All of those expenditures can greatly help a hotel drive its own direct revenue, yet since these expenses are more visible on paper, they are generally cut first by owners, rather than OTA expenses, which are largely invisible. In many cases, the reverse tactic would be significantly more profitable.

4. A Focus on Flipping

Ultimately, many owners themselves are partly to blame.

By having short-term goals of flipping the property, many tolerate their property’s dependence on costly OTAs and ignore the long-term benefits of investing in building a healthier inflow of direct revenue. Having such a direct revenue stream only increases the value of the property, by boosting its prominence in the marketplace and fostering a more profitable bottom line.

According to a recent AHLA report, entitled: Demystifying the Digital Marketplace, “revenue retained by US hotels after paying all customer acquisition costs declined by almost .4% or $600 million… That $600M in additional cost would have contributed directly to net operating income. Using an 8% capitalization rate (which most investors require), these additional acquisition costs of $600 million reduced the asset value of the overall hotel industry by at least $7.5 billion.”


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

What’s Scaring Hotel Marketers This Halloween?

October 30, 2017 • By

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Back by popular demand… for Halloween, we once again asked hotel marketers from coast to coast, representing properties of all sizes, what they’re most spooked about right now.

Here is what they said:

1. Unrealistic Goals on Tight Budgets

(This one tops the list two years in a row!) Hotel marketers’ plates aren’t just full – they’re stacked sky-high with multiple marketing priorities to oversee, manage and implement. This upcoming year, the number of channels, campaigns, audiences, assets and tools will only get bigger and wider. This obviously calls for more marketing dollars, more staff and more assistance, right?

Not exactly.

More and more hotel owners are holding their managers and marketers accountable for driving measurable conversions… and demand they somehow top last year’s results. Yet, those same owners are not opening their wallets any wider to fund the needed resources to reach those higher revenue targets. This leaves hotel marketers under an avalanche of pressure to produce more with less.


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2. Product Deterioration vs The Compset

What really scares hotel marketers we spoke to… are things that are out of their control.

Boundless creativity, clever marketing concepts and even a robust marketing budget are essentially useless if your hotel is crap. Great marketing can only begin with a great product. If your hotel is showing its frayed edges and providing lackluster experiences (or no real experience at all), no amount of brilliant marketing will save you from a downward spiral.

(Our advice: scour your hotel reviews and find out what guests complain about the most. Then, present this to your owners and champion the improvements your hotel needs to turn the tide and rise above the comp set.)

3. The Cost of Guest Acquisition

Hotel owners are feeling the squeeze from debt service, brand fees, management fees, credit card fees, intermediary fees and capital improvement programs. And many are squeezing their marketing and management teams to step up.

Owners can’t control many of their rising costs, particularly debt service, brand fees and credit card fees. That’s why hotel owners and asset managers are looking more closely than ever at marketing costs—particularly the cost of guest acquisition—which are also rising fast. According to experts, acquisition costs commonly in the range of 5% to 10% less than a decade ago have jumped to between 15% and 25%. If a hotel cannot acquire guests at a tolerable, sustainable rate, then the property is worthless as a long-term asset.

And one of the reasons that marketing costs are rising so quickly is because hotel marketers are often unable to create perceived value in their product, which ends up being treated like a commodity, instead. Part of the problem lies with the brands, many of which have become redundant, overdone and difficult to distinguish from one another, prompting travelers to book solely based on price.

4. The Pace of Change

Keeping up with all the changes in the digital world continues to challenge the hotel marketers we spoke to… The hotel industry has long been a fertile market for new whiz-bang technologies and amenities, all purporting to revolutionize the guest experience and become the must-have asset you need to attract more guests. The constant barrage of hyperbole from tech vendors, media reps and industry press about the latest and greatest stuff has caused tremendous stress and anxiety in hotel marketers who increasingly suffer from “FOMO” (fear of missing out).

(Our advice: be sure any time and/or money invested is truly in line with your marketing goals and guest profile. Sure, travel-related virtual reality content generally sparks high-interest levels in the media. And yes, Snapchat is tops among 12- to 24-year-olds. But if it’s not specifically bringing sales to your door, devote your attention elsewhere.)

5. Lack of Integration

The ever-growing array of hotel tech/vendors continues to frustrate hotel marketers. Most have a legacy hodge-podge of different providers for each critical marketing technology need (ie: CRS, website, hotel booking engine, PMS, and CRM).  This jumbled mix of disparate systems prevents seamless integration and simplified reporting.

Worse, it often causes stress, job dissatisfaction and premature job departures.

6. Shaky Job Security

Hotel marketers are once again expected to know more, do more and react faster than ever before. Hotel owners are mounting more pressure on hotel marketers to contribute their share of the revenue pie. This continued stress on marketers has resulted in an all-time high turnover rate averaging 23 months. Owners now expect bigger payoffs, with a shorter amount of time and funding. Meanwhile, hotel marketers have to fight to stay relevant by mastering rapidly evolving marketing technology, leaving them struggling to keep up, flustered and overwhelmed with an avalanche of marketing channels and tools.


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: Win More Group Business by Being a Good Loser

October 27, 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: Win more meeting and event business by conducting a loss analysis and figuring out what went wrong with your failed bids.

Winning is easy.

Get the deal, pop the champagne.

When you win, you think every move you made in the sales process was genius.

And then you replicate that winning formula on future deals.

But what happens when you lose deals?

A majority of hotel sales teams fail to ponder why certain groups chose another property.

Whenever one of your sales managers loses a piece of business, they need to ask the meeting planner, “Why did we not win this business? What went wrong? How are we not the best fit for your group? How could we have done better?”

This simple follow-up to all lost bids could dramatically empower, alter, and inform your future sales efforts, sending your sales skyrocketing in the future.

Get More: How a WWII Scientist Can Help Your Hotel Survive


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: 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

Friday Freebie: Cut the Fat to Fast Track Mobile Bookings

October 6, 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: Cut out all unnecessary fields, steps, content, graphics, and clutter that stand in the way of streamlined mobile bookings.

There’s no denying that mobile bookings are rapidly rising in many segments of the hotel chain scale. (Urban/city hotels, are you listening?) In fact, an eMarketer study shows that by 2021, 50 percent of all online travel sales will be made from tablets and smartphones.

So, why are your mobile bookings languishing, while everywhere else they are exploding?

One glaring reason is that your hotel’s mobile experience doesn’t match up to the online habits and expectations of modern travelers.

Here’s a simple tweak to fix this: Cut the fat. 

Real estate on a smartphone or tablet screen is minimal, so instead of adding features, erase them. Streamline your hotel’s mobile booking funnel as much as possible. Get rid of the extra elements that aren’t vital to making a reservation. This includes extra fields, upsell features, navigational elements, ads, and superfluous links.

Remember, mobile bookings are being made on-the-go. Travelers don’t have time, nor the patience, for lengthy procedures. So, whittle down the booking process to 3 steps or less.

And don’t forget to pare down the content inside the mobile booking environment too. Only include copy that is necessary or a clear next step. Feature just one hotel image, versus a full gallery or video, which can slow down mobile load times even more.

Get More: Mobile Bookings are Up. Why Aren’t Yours?


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

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

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