Browsing Tag

social media marketing

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

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

5 Things Hotel Marketers Are Celebrating This July 4th

July 3, 2017 • By

Hotel sales and marketing pros have a lot to be happy about this year.

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This Independence Day, hoteliers are not only celebrating a long weekend bustling with holiday travelers, but all the other indicators that prove there are more sunny skies ahead for the industry:

1) A Winning Trifecta: Thriving Group Business, Stable Economy & A Positive Hotel Market 

The hotel industry’s up cycle has exceeded expectations. Occupancy rose 1.5 percent, driven by an increase in demand of 3.4 percent. ADR increased 2 percent and RevPAR rose by 3.6 percent – making May 2017 the 87th month of consecutive RevPAR growth.

Even after two months with a declining pipeline of new rooms, the number of new room construction reached 192,000. This is a small increase (April 2017’s count was 189,000) and shows that the pipeline of new construction is flourishing, but at a slower pace.

Most of the new construction focuses on select-service hotels without substantial meeting space, which is a boon for hoteliers overseeing full-service properties who continue to see an uptick in their booking pace as large groups compete to lock in venues.

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2) Owners’ Investment in a Remarkable Product

You can be out-of-this-world creative. You can have the wittiest, most clever and memorable hotel marketing concept. You can even have a generous hotel marketing budget to pay for massive exposure in front of all the right audiences.

Yet, all of that means nothing without a truly differentiated hotel product.

If your property is providing a lackluster experience with frayed edges, outdated décor, and musty smells, no amount of brilliant marketing can save you from the downward spiral of lost revenue.

New hotels with bold concepts and fresh guest experiences are springing up in all directions, so hotel owners need to invest in their properties to keep up with modern expectations. Thankfully, more and more hotel owners are realizing that the best hotel marketing investment they can make is in enhancing their property, the experience and the service.

3) The Lowest Summer Gas Prices in Years

The start of summer is not normally a time for low gas prices, since so many people are taking to the road and creating demand. However, with the recent drop in oil costs, travelers are elated to find some of the lowest summer prices at the pumps for the first time in 12 years. In fact, this holiday weekend’s prices could be the lowest 4th of July gas prices since 2005. According to AAA, gas prices have been falling every day since June 2nd and are expected to keep dropping. Consider us pumped for all the road travelers ahead.

4) Expanding Awareness of Book Direct Benefits

Fueled by affordable digital marketing tools and increasing comfort in deploying them, hotel marketers are feeling more confident and emboldened to push for direct bookings instead of relying on OTAs to fill their rooms.

In April, Hyatt Hotels became the latest brand to offer a discount to guests who book directly from the Hyatt website, following similar programs by Marriott International, Hilton Worldwide and Starwood Hotels & Resorts. These moves by the major chains are heightening public recognition of the benefits of booking direct and are chipping away at the myth that OTAs save money. With the stage set by industry titans and all the advanced marketing tools and metrics available to hoteliers, we expect this momentum to continue to swell.

5) Social Media Evangelists

Hotels now have small, private armies of unpaid marketing staff: guests who Instagram, Snap, Facebook and Tweet while eating breakfast in bed, lounging by the pool, and watching the sunset from their balconies. Each post boosts awareness for your hotel and bolsters your hotel’s reach… all without your staff lifting a finger or spending a dime. And, even after checking out, guests continue to post photo albums and videos of their vacations.

When guests gush about their travels, they’re creating content that is hotel marketing gold. You can even easily discover and collect Instagram photos posted by your guests using a tool like our new Tout.


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: Do This to Improve Organic Results

June 23, 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: Improve organic search results by positioning your hotel as the epicenter of your destination. 

Today’s travelers are investing in authentic, intimate experiences that immerse them in the local life and culture. They’re hungry for insider secrets and seeing parts of a city that travelers usually don’t get to see, not just the big-ticket attractions.  And, they’re looking for a hotel that will give them front-row seats to all of that.

When they start researching hotel options online, they don’t start with ‘your hotel name.’ Instead, they’ll use search terms such as:

“hotels near Santa Monica beach”

“Santa Monica pier hotels”

“hotels on third street promenade Santa Monica”

In short, travelers prioritize the destination first, and hotels second.

One smart way to capture more online views and come up in more search results is to boost the destination content on your website.

Here are some tips:

  • Don’t simply use your destination pages as a directory of major local attractions. Include lesser-known must-see local spots and write short relevant descriptions for each.
  • Share insider tips for exploring the city.
  • Target long tail search queries by including content that answers common travel questions. A hotel site is more likely to rank for long tail search terms that have less competition and will see a rise in user engagement.
  • Include distances from your hotel.
  • Showcase loved-by-local coffee shops, boutiques, restaurants located in your neighborhood.
  • Include seasonal suggestions, including ‘Holiday activities in Boston’ or ‘Summer activities in Breckenridge.’
  • Keep up a destination calendar of fun neighborhood events that can offer visitors a taste of local life.

Get More: Want More Hotel Revenue? Start Selling Your Destination


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

Why 70% of Hotel Marketing is Out of Control

June 20, 2017 • By

Flagged properties have surrendered control of their marketing. What happens if results are poor?

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Key Takeaways:

  • 7 out of 10 hotels in the US are flagged, but the brand’s national marketing team can’t reach specific target markets on a TIMELY basis, convey unique property experiences or synthesize authentic local culture.
  • Most flagged hotels are still relying on their brand’s standard marketing program, which is duplicated for every other sister hotel in the region.
  • Hotels need to augment their brand’s core program with timely campaigns and custom direct “vanity” websites that help fill periods of need.

Pop quiz… Imagine three hotel properties:

A beachfront resort in Santa Monica.

An urban high-rise in Atlanta steps from the convention center.

A historic, mountain lodge in Vail.

Would you:

A. Market and drive bookings to these hotels using identical hotel websites, booking engines, marketing campaigns and marketing promotions?

B. Or, custom tailor hotel marketing strategies based on each hotel’s unique target markets, amenities, travel seasons and destination?

If you selected B, congratulations! You’re already making wiser decisions than thousands of flagged hotels who rely on the standardized, generic marketing (created by a remote marketing department) to drive ALL their business.

Relying exclusively on your brand to completely market your unique property limits your ability to achieve the financial goals set forth by the owner/asset manager.

Here’s Why: 

You Are Not Differentiated

Your brand’s marketing team is servicing hundreds of hotels (often several in the same city) and providing the same tools to all of you. Think about that–every hotel in the brand family is getting the same marketing and sales templates, the same loyalty database, the same hotel website design and hotel booking engine. You all receive the same assets, regardless of your amenities, your destination, or your target audience. A convention hotel in downtown Denver presents the same marketing material as their sister property in South Beach, Miami.

Worse yet, when a visitor to your listing on brand.com enters the brand.com booking environment, they are often shown nearby properties flying the same flag… essentially making brand.com an OTA sending business to your co-branded regional neighbors!
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You’re Still Accountable

If your property falls short of its revenue goals, do you think your brand’s marketing team will go to bat and be held accountable for missing the mark? Probably not.

This is why it’s important to take marketing into your own hands and augment your brand’s core marketing assets with your own to  aggressively pursue direct bookings. When you rely on your brand’s marketing team, you relinquish control over vital revenue-drivers like:

  • Filling sudden periods of need.
  • Attracting regional groups and events.
  • Creating timely packages or special.
  • Posting and marketing special events.
  • Publishing user-generated social media content.
  • Creating retargeting ads to bring people back to your site.

Normally, this would require you to fill out a request form with your brand’s marketing team and wait days or weeks for ‘your turn,’ losing potential bookings in the meantime.

Your remote brand team is simply unable to deploy effective campaigns capturing your hotel’s unique essence in a reasonable amount of time

Your Direct Hotel Website is Generic

Flagged hotels don’t actually have robust websites… they have listings on brand.com.

When your hotel is simply plugged into a brand’s basic template website, there is nothing – besides photos and snippets of copy – that distinguishes your hotel’s individual story, destination, or personality.

You cannot customize every element that conveys your hotel’s unique experience, F&B outlets, meeting and event space, surrounding neighborhood, local culture, etc.

Imagine if the largest event in your destination is the Outdoor Summer Concert Series, which draws in thousands of visitors. Your brand.com’s basic website will not mention the concert series, nor convey how close you are to the event… leaving you to miss out on hundreds of potential room nights. When you manage your own hotel vanity site, you can showcase relevant events, speak directly to the right audiences and capture business with targeted campaigns.

Your SEO Stinks

Leaving hotel marketing to your brand will also place limits on your SEO and traffic generation campaigns. While your brand may conduct search engine marketing campaigns on your hotel’s behalf, they only scratch the surface.

For instance, your brand’s efforts may help you rank for “Hyatts in Seattle.” But, it’s unlikely they are optimizing your page for more targeted search terms that would generate the highest return, such as “hotels near Capitol Hill” or “Space Needle hotels.”

You’re Not Authentic

Today, people are investing their travel dollars in authentic experiences that immerse them in the local culture and lifestyle. They’re hungry for local secrets, bold adventures and seeing parts of the city that most tourists don’t see.

When your brand has control of your online marketing, they won’t be able to connect with your visitors or convey that local mindset. First off, because they’re not even there. They don’t know what makes your destination so special. They don’t understand the culture, the awesome mom-and-pop stores and restaurants that give your neighborhood character, or know the local secrets. Only you and your local marketing staff can tell a compelling story that will actually drive bookings.


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: Do This to Turn up the Heat on Summer Bookings…

May 26, 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: Rake in more summer bookings by building a tiered minimum stay promotion leveraging your onsite amenities, instead of simply handing out summer discounts. 

The good news: Today launches the unofficial start of summer.

Even better news: Millions of travelers are pulling out their credit cards and packing their bags for summer vacays.

But, don’t rejoice just yet.

The competition for summer travelers is fierce and hotels will be pumping out summer discounts in every direction to get their attention.

Our advice?

Hold back from joining the pack and giving out those standard 10-15 percent discounts. They’re boring and your compset is probably doing the same thing. To get the most revenue out of this summer season, you need to stand out in the sea of summer sameness.

Here’s how to do it:

Create tiered minimum stay promotions using your onsite amenities as incentives for longer stays. Start off with small, no-cost add-ons, like free late checkouts or early check-ins. Then, increase your offerings with each day added onto the reservation. These can include room upgrades, free parking, free bike rentals, dining credits, spa credits, tickets to local attractions, etc.

The best part is, unlike straight price discounts, these value-ads strategically help you drive incremental revenue by enticing guests to stay longer and spend more money at the restaurant or spa, which they may not normally do.

Get more: Put Some Sizzle In Your Summer ADRs 


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

Stop the Noise: The 10 Things That Matter to Hotel Marketers Right Now

May 23, 2017 • By

Hotel marketing has never been so cluttered and noisy.

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Every week it seems as if there is something new and important competing for your attention and causing FOMO (fear of missing out) stress.

With all this marketing overload, it’s easy to forget what is really important and which marketing assets actually have the biggest impact on results.

We’re here to help…

Of course every property has unique demands and market conditions, but we want to try and free your mind from all the nonsense, hype and clutter and review the 10 things that should TRULY matter (in our humble opinion) to the majority of hotel marketers right now:

1. Having a Remarkable Product

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. 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.

2. Telling a Compelling Story 

There is a reason why “storytelling” has become a hotel marketing buzzword over the last several years. Storytelling captivates your audience, draws them in emotionally and entices them to want more.

Travelers – both leisure and business – don’t need to be sold on your thread count, the hours of your fitness center or the square footage of your ballroom. When they research hotel options, they are really looking for how your hotel will impact their lives during and after their stay. Follow these steps to use storytelling to win over the hearts and wallets of your target hotel audience.

 

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3. Integrating Systems and Technology

Using different providers for each of your critical marketing technology needs (i.e. CRS, website, hotel booking engine, PMS, and CRM) is a recipe for disaster. Many hotels are missing out on countless reservations because of one simple reason: they don’t have integrated technology.

The key is to work with as few providers as possible to make sure each component of your marketing can seamlessly speak to each other and simplify reporting for stressed-out hotel revenue, marketing and sales execs who are tired of system incompatibility and reporting nightmares.

4. Measuring Cost-per-Booking 

Think you’re impressing your hotel owners with news about your social media followers, your cool new marketing videos or your rebranding initiatives?

Think again.

Today, hotel owners expect their hotel marketing departments to contribute to the hotel’s revenue targets in ways that can be measured. Without tracking and showing numerical evaluation of your marketing efforts, you’re going to face a difficult time later in the year when you need to request next year’s marketing dollars.

To prove how your marketing efforts are adding to the hotel’s revenue, you’ll need to calculate your marketing cost-per-booking (MCPB). Use this number to show your marketing team’s value and to ensure you’re given the proper amount of marketing dollars to continue bringing in business for the hotel. Be especially vigilant to know your cost-per-booking from OTAs as well. Avoid the trap of viewing OTA bookings as purely revenue with no cost of acquisition.

5. Consolidating Vendors

The more hotel marketing vendors you work with, the more chaos and confusion you should expect.  Hiring multiple, disconnected vendors to handle separate hotel marketing tasks, like hotel website design, hotel email marketing, hotel social media and hotel PPC campaigns, will halt your property’s success in so many ways. First, you’re paying way too much for vendors handling only one function. Second, you’ll spend most of your day relaying messages from one vendor to the next. And, lastly, no one vendor can ever be held accountable for your marketing success or failure, since they can easily point fingers at each other.

Smart hotel marketers avoid juggling vendors… thereby reducing stress and gaining time to spend on proactive campaigns.

6. Sticking to a Plan

Marketing to everyone will get you nowhere fast.

Smart hotel marketers have a roadmap with a breakdown of exactly how much revenue they expect from each segment of the hotel’s business. This enables the firm to correlate its separate investments in marketing for leisure/transient, group, corporate and F&B.

The best hotel marketers understand that generic, aimless and ‘pretty’ marketing won’t cut it. Every marketing activity they create is built with the intention of drawing direct business from one or more of a hotel’s pre-defined guest segments.

This will allow you to delegate the proper amount of investments to market to group, corporate, leisure/transient or F&B business. Every marketing activity you craft should be built with the intention of pulling in direct business from one or more of your target guest segments.

7. Consistency Across All Channels 

Sure, setting rates and keeping content consistent across the vast array of digital channels can get overwhelming. But maintaining rate, image and promo parity is vital to your hotel’s bottom line.

Smart hotel marketers also know that their USP (unique selling proposition) has to be consistent across all brand touchpoints and channels. If consumers see your property described as “urban chic” in one place and “a traditional business hotel” in another… dissonance occurs, causing erosion and attrition.

Consistency matters.

Whether it’s sending out email offers on a steady cadence, updating your hotel’s social media accounts or communicating with your group clients, it’s critical to set schedules and maintain consistency regardless of season or current results.

Your core marketing activities need to be sacred and deserve to be given the attention, resources and budget required.

8. Stunning Photography 

Awe-inspiring photos are worth a thousand bookings. Evocative images provoke an emotional response and directly contribute to booking decisions. Your images prepare potential guests for what’s to come. Along with your hotel’s website design, they convey your experience with a single glance.

So, be ruthless and replace all bland property images, including those that are old, grainy, dark or fail to convey a remarkable guest experience. Hire a hotel photographer trained in shooting real estate or architecture. Even better, complement those professional images with authentic and free photos taken by your hotel’s best photographers – your own guests.

9.  Simultaneous Promotions Across All Channels 

Filling periods of need is not easy… which is why smart hotel marketers launch promotions across all channels simultaneously. (See #7: Consistency, above.) Imagine you are the general of all your forces, you’d want them to coordinate operations and move in unison!

Launching the promo on every channel AT THE SAME TIME gives consumers comfort and avoids confusion. If guests see different special offers for your hotel on a 3rd party channel than what is shown on your own direct hotel website, they will get uncomfortable with the inconsistency and find another hotel that gives them greater mental comfort.

10. Continuing to Boost Online Guest Sentiment

Guests will always trust other guests more than you. This is why past guest reviews are one of the most influential factors impacting your hotel’s future success. Whether glowing or scathing, every review is an opportunity to stumble or shine. Get rid of the canned corporate responses and strive to always answer genuinely and authentically. Graciously own up to any mistakes and correct mistaken guests with grace. Even offer solutions for problems you can’t control, like the noisy nightclub across the street or the construction next door.

Keep all of your responses thoughtful and they’ll have a greater chance of turning negative reviews into shining moments that make your hotel even more likable and worthy of a visit.


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: Nudge Your Happiest Guests to Leave a Review

May 19, 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: Convince more happy hotel guests to leave good reviews by reminding them at several touch points. 

See those guests who wrote a TripAdvisor review of your hotel?

They make up a teeny, tiny percentage of guests who actually stayed with you. They represent the few who either remembered to leave a review OR felt compelled to because of an extraordinary experience (or a horrible one). 

Now, imagine how much better your TripAdvisor rankings would be if more happy and satisfied guests wrote a review of their stay. The good news: It only takes a simple reminder. 

Stop leaving your guest reviews to chance. Here are a few ways to gently remind your guests to share their experience on TripAdvisor:

Post Stay Emails
Every hotel should have an automated process that emails every guest asking for feedback after the guest checks out. And don’t be afraid to put a link leading directly to your TripAdvisor profile. This will likely increase the overall number of reviews you accumulate and show your commitment to transparency! 

Approach Your Social Advocates
Turn to your hotel’s brand advocates – those who have posted to Instagram, Facebook and Twitter before.
Research shows that hotel properties that reach out to their loyal guests to build up reviews will see not only higher rankings, but increased online sentiment.

Remind Guests During Their Stay, Not Just At Check-Out

If your staff hears a guest complimenting the hotel in any way, have them encourage the guest to share that tidbit in a review.

Place Your TripAdvisor Link In Your Email Signature
Any email you send to guests or to whoever else, should have a link to your TripAdvisor profile.

Get more: Want Better TripAdvisor Rankings? Do These 3 Things


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: Want More Weddings? Get Real…

May 12, 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: Attract more wedding business by sharing real-life wedding stories on your hotel website.

Modern brides, like today’s travelers, are obsessed with authenticity.

Today, they’re inspired by the genuine images, videos, and opinions of other brides and newlyweds, not photo shoots with models.

And smart hotel marketers have taken notice.

Instead of expensive staged photo shoots or using stock photos, many hotels are now showcasing more real-life past events, displaying the food, dresses, décor, etc. from successful weddings at the property.

Most previous brides will be thrilled to be featured in your materials, so follow-up with them or the wedding photographer for permission. Or, use one of the latest social media capture tools to locate, capture and license actual wedding photos shot on your property… these can provide you with a deep archive of authentic wedding photos for your hotel website and other event marketing collateral.

Get more: 7 Ways to Attract More Weddings To Your Hotel


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

20 Surprising Digital Marketing Stats Every Hotel Marketer Should Know

April 11, 2017 • By

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We dug up these 20 digital marketing nuggets (across all industries) to help you benchmark your efforts and determine which efforts are worth while.

Hotel Email Marketing

Despite all the attention given to social media marketing and mobile marketing, email marketing still holds a place as one of the most successful online marketing platforms.

  1. Targeted emails sent to segmented lists generate 58% of all digital revenue (The Direct Marketing Association, 2015).
  2. 86% of consumers prefer companies that send promotional emails monthly, while only 15% would like to receive them daily (Statista, 2015).
  3. 48% of emails are opened using a smartphone (Movable Ink, 2015).

Learn More:
3 Quick Ways to Drive More Bookings from Hotel Email Campaigns

Hotel Digital Display Advertising

Display ads are one of the oldest forms of online hotel advertising. However, today’s audiences have a much different opinion and level of patience with certain digital ads. Here’s what you should know before putting together a plan for online advertising.

  1. 91% of consumers believe ads are more intrusive today than a couple of years ago (HubSpot, 2016).
  2. The average CTR of display ads is 0.06% (HubSpot).
  3. Retargeting campaigns can result in a high ROI (Retargeter). People subject to retargeting are 70% more likely to convert (Digital Information World).
  4. WPP’s GroupM, a huge international ad buyer, forecasted that digital will likely account for 77% of total spend in 2017.
  5. Asked to name their number-one challenge, 15% of digital marketers said “meeting the expectations of the always-connected customer,” 14% chose “executing consistent campaigns that drive desired business outcomes” (i.e. leads or revenue) and 13% cited the proliferation of channels across paid, owned and earned media (B2B Marketing Insider).

Learn More:
How Smart Are Your Hotel Ads?
Hotels Squander Millions by Ignoring Their Best Prospects

Hotel Social Media Marketing

According to Hootsuite, 83% of Americans have a social media account. Social media has drastically changed how hotel brands interact and get in front of their target audiences. Here are some stats to keep in mind when putting together your hotel’s social media strategy:

  1. When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate. They are also four times as likely to spend significantly more than those without a social component (Deloitte).
  2. 61% of companies that invested at least six hours each week in social media marketing saw an increase in their search engine rankings (Social Media Examiner, 2015).
  3. 59% of Instagram’s 500 million monthly users visit the app each day, including 35% who visit their accounts multiple times (Pew Research Center, 2015).

Learn More:
How Guests’ Social Media Can Amplify Your Hotel Marketing Budget

Hotel Mobile Marketing

Consumers’ reliance on mobile devices increases each day, with smart phones seeping into almost each moment of their lives. So, optimizing your hotel marketing efforts for mobile should be one of your hotel’s top priorities.

  1. One-third of people say their smartphone is the primary device to access the internet (HubSpot, 2016).
  2. 61% of people are unlikely to return to a brand’s mobile site if they experienced a problem accessing it. On top of that, 40% will visit a competitor instead (McKinsey & Company).
  3. 31% of people say they open and read half of their emails on their mobile device (2015 State of Marketing Report). Meanwhile, about 80% of the time spent on social media sites happen on mobile devices (Marketing Land).
  4.   48% of people start any mobile research with a search engine, instead of an online app (Smart Insights, 2016).
  5.   More Google searches are made on mobile devices than on desktop computers in 10 countries, including the US and Japan (Google, 2015).

Learn More:
Is the iPhone Killing Your Hotel Revenue?

Hotel SEO

As the rules for search engine optimization continue to morph each year, it’s more important than ever for hotels to stay up-to-date on the latest developments and techniques to increase their placement in an online search.

  1. According to 72% of marketers, the most effective SEO tactic is creating relevant content (Ascend2, 2015).

Learn More:
The Painful Truth About Hotel Website SEO
The Painful Truth About Hotel Website SEO Part 2

Hotel Content Marketing

Creating compelling destination and hotel content (blogs, videos, fun visitor guides, etc.) has the power to attract, engage and inform travelers and meeting planners, while also establishing your property as a unique experience provider.

  1. B2C companies that published more than 11 blog posts a month receive 4 times more leads than companies that only blogged 4-5 times a month (HubSpot, 2015).
  2. 43% of people say they skim, not thoroughly read, blog posts (HubSpot, 2016).
  3. Infographics are liked and shared on social media 3 times more than any other type of content (Mass Planner, 2015). (Source: HubSpot)

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