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7 Signs Your Hotel Marketing is Out of Control

February 28, 2017 • By

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It’s easy to see how things can go off course in hotel marketing.

With an array of channels, disparate vendors and multiple audience segments to manage, it’s inevitable that some things may fall through the cracks, questions will go unanswered and mistakes could quickly multiply.

The good news is that even if your hotel marketing is out of control from time to time, it doesn’t mean you’ve lost control.

You are still at the helm and can turn things around whenever you decide to acknowledge the wrong turns you’ve made and the missing pieces you overlooked.

Here are a few of the telltale signs that your hotel marketing might need a reality check… and how to turn things around:

1. You’re Clueless About How Much You Pay OTAs

Sooner or later, your owners or managers will ask you, “How much are these OTA bookings really costing us?” It’s a question that all hoteliers dread. Why? Because OTA commissions are often opaque. They generally pay a net rate to the hotel, after collecting their commission. Unfortunately, this means the fees being paid to OTAs will never show up as an expense on your P&L statements.

Not only do these invisible marketing expenses cost significantly more than direct bookings, they also pose a threat to your other marketing assets as well. When owners look at the budget to see which marketing costs to scale back on, the first thing on the chopping blocks are the expenses that are actually shown, even if they produce profitable bookings, such as your hotel website.

So hidden OTA costs are allowed to continue, while your other marketing investments are reduced. You should specifically examine and document how much each OTA booking costs vs the actual cost per booking of alternative channels.

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2.  Too Many Vendors, Too Much Chaos

The more marketing vendors you work with, the more complications and chaos you can expect. Managing several, disconnected vendors to handle separate marketing functions, like advertising campaigns, hotel website design, email marketing or social media, can hurt you in several ways: First, you’re most likely paying more for each vendor’s separate services. You’re wasting time by managing and relaying messages from vendor to vendor. And, worst of all, no single vendor is held accountable for overall success. Instead, they likely point fingers at each other.   

The key is to consolidate.

Narrow down your marketing partners to those who you trust the most, who produce the best and those who can handle multiple critical functions.

3. You Can’t Measure Your Contributions

Hotel owners and managers expect their marketing teams to contribute to their revenue targets IN MEASURABLE WAYS. 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.

To show how your marketing efforts are contributing to the hotel’s revenue, calculate your marketing cost per booking (MCPB). Use this figure to prove your team’s value and make sure you’re given the proper correlated amount of marketing funds next year.

4. You’re Unable (or Afraid) to Discuss Property Upgrades With Owners

For the past few years, major hotel brands have invested millions in revamping their current properties or launching new collections in response to the expectations of modern travelers. With so many of these new or freshly renovated/re-imagined properties vying for your guests’ attention, it’s more important than ever to keep up and stay competitive by offering remarkable experiences, aesthetics and amenities.

It’s vital that your ownership is on board to invest in the necessary renovations, redesigns and upgrades. Or else, don’t be surprised when guests pass you over for the newer kid on the block. No amount of creativity and provocative marketing can mask an aging and tired property.

Remind your ownership of that unavoidable reality in the nicest possible way.

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5. You Fail at Rate Parity

We get it.

Managing rates can get complicated. Setting rates every day, for every room, on every channel can easily get overwhelming and confusing. And, not just for you, but your customers, as well. 

Maintaining rate and market parity is vital to your bottom line. If you and your revenue managers fall asleep at the wheel, you can bet you’ll quickly be surrendering revenue.

This is about diligently staying on top of all the channels, using the right automation tools and working with a conscientious revenue manager. Monitor your comp set’s rate strategy weekly to ensure you have market parity.

6. You Are Unable to Increase Meetings and Events Lead Flow

Meetings and events are often a hotel’s game changer. And, you know that a single group’s spend on event venues, F&B, guest rooms and other ancillary services can quickly help you meet budget.

But, what if your group sales numbers remain stagnant, leads consistently go cold and sales calls fail to produce interest?

Something is wrong, but it’s nothing that you – a bold, brilliant and boundless hospitality leader – can’t fix. There are numerous ways to get in front of meeting planners, earn their trust and compete for and win their event contracts.

If what you’re doing isn’t working, it’s time to freshen up your sales approach with new tactics. Some of our favorites include:

7. Your Guest Sentiment is Plummeting

Every hotel has their share of negative reviews. But, this doesn’t give you a hall pass to shrug them off. How a hotel decides to manage guest reviews will determine if that property shines or stumbles in the future.

Notice your TripAdvisor score declining or stagnating? This means your owners and management staff have largely ignored the golden nuggets of feedback that guests leave for them. Do guests express their irritation with the noisy air conditioners in the rooms? Are there several complaints about the lackluster breakfast buffet? Do guests often mention a rude staff member?

Frankly, if you receive the same complaint twice, that is already one time too many. Bad service, bad sleep, bad food options and a host of other things can essentially ruin a guest’s opinion of you and their decision whether or not to come back.

Consider your guests as your eyes and ears to the problems that are holding your hotel back. When something is broken, actually fix it. Don’t just promise to ‘look into it,’ then walk away.


 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: Can You Describe Your Typical Guest?

January 6, 2017 • By

FridayFreebie-Tambourine

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: Sharpen your marketing’s effectiveness by first determining exactly who your target audiences are.

Surprising fact: Most hoteliers don’t know who their target market is. It’s all too easy to say you want to market to “everyone” including business travelers, couples, families, golfers, city explorers, foodies, outdoor adventurers…you get the picture.

But, brilliant hotel marketing doesn’t happen by mistake.

If you want to bring in more revenues to your hotel, you’ll have to face the truth: Your property is not everything, to everyone. 

Only a few types of people are consistently attracted to your hotel. First, determine who books your property the most. Who are they? How old? What do they like/dislike? Why do they book with you? What’s their personality and lifestyle like?

Outline the characteristics of your top guests and you’ll be better equipped to find others like them.

This is called building guest personas, which entails creating a fictitious guest profile based on information and characteristics of real-life past guests. You can build personas for your typical guests, meeting planners, or travel planners.

A typical guest profile/persona might look like this:

  • 35-54 professional couples looking for a romantic “staycation” within one hour drive of their home.
  • They have kids, jobs and busy lives.
  • They enjoy cocktails in the bar and discovering neighborhood “hidden gems.”
  • They book with you because you provide free bikes and curated neighborhood maps.

Getting a deep understanding of who your property’s customers really are will help you tailor your marketing messages and create offers that will truly resonate the most with those audiences.

Get more: Hotel Marketing Lessons from Mom


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: Engage Meeting Planners In LinkedIn Groups

December 9, 2016 • By

FridayFreebie-Tambourine

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: Get prime exposure in front of meeting planners by being a relevant and regular participant in meeting industry LinkedIn groups.

Boosting your hotel’s group business revenues comes down to one thing: Relationships. The more (and higher quality) relationships your sales team builds and maintains with meeting and event planners, the more group business you’ll book and the higher likelihood for repeat business.

Luckily, industry LinkedIn groups allow group sales managers to connect daily with thousands of meeting planners who are seeking feedback, advice and resources.

There are 200+ LinkedIn groups focused on meeting and event planning. Some of the more active groups include:

Event Planning and Event Management

Event Planning Professionals

Events and Hospitality Network By Cvent

BizBash – Event Planners Gather

Every sales manager should visit these groups to offer useful posts and relevant responses to planners’ questions And remember, this is social media, not “selling media.” The key is to position your team as a trusted and knowledgeable resource, not as sales-minded spammers. 


Get More: Are You on LinkedIn? 5 Ways Hotels and Destinations Use LinkedIn to Drive Group Revenues


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: The First Step In Converting OTA Guests Into Direct Bookings

November 4, 2016 • By

FridayFreebie-Tambourine

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: Convert OTA guests into future direct bookings by capturing their email address.

We can understand the frustration hoteliers have with business booked through an OTA. Not only do you pay hefty prices for one reservation, but OTAs don’t share the customer’s email address when it arrives in your PMS, barring you from digitally remarketing to these customers later.

But, there’s an extremely easy solution to this. Smart hotels simply ask the guests directly for their email address and give them a good reason to do so.

Here are a couple of ideas. Ask for the guest’s email address to:

  • Receive an email receipt of their stay.
  • As a log-in for Wifi.
  • To send them exclusive deals for future stays.

The bottom line: Don’t let an OTA guest walk away without collecting their email address. That is the only way you can market to them in the future and stay on their radar for other travels.

Get More: How Hotels Make Their OTA Addiction Worse


About Tambourine

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

Friday Freebie: How To Convince Owners To Upgrade Your Hotel Product

October 28, 2016 • By

FridayFreebie-Tambourine

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: Build a convincing case for 2017 product upgrades using past guest reviews.

The hotel experience has evolved so much just within the past several years. Because today’s travelers demand authentic, local, immersive and multi-sensory experiences, new hotel concepts are launching while savvy, older hotels are now investing in resources to upgrade their product to meet travelers’ emerging needs. 

However, not all hotel marketers are lucky enough to work for a shiny new hotel, or for a hotel that believes in investing in improvements. Perhaps your hotel owners believe they can hold off on enhancements for a few more years or that your hotel’s aging carpet, old-fashioned bed spread and dated design don’t really have an impact on the bottom line.

Our advice? Let your guests show them otherwise.

Comb through your guest reviews and find the common themes that you believe are dragging down your appeal. Is it the fading wallpaper in the rooms? The clunky furniture that is taking up too much space? The high price tag for Wifi? The stodgy feeling as they walk through the hallways?

Present these findings to your owners as a sort of digital customer advisory committee. Provide dates, the number of times the same issue is presented, and especially the number of times a guest declares that “they would never stay there again.”

As the expression goes, “you cant put lipstick on a pig forever…” And  even the most brilliant hotel marketing folks can’t compensate for a hotel that is aging, crumbling and showing signs of disarray and decay. So, leverage your guest reviews to convince your owners that enhancements and property upgrades are not just imperative, but urgent, if they want to effectively compete.


Get More: What Every Hotelier Should Be Doing Before 2016 Ends


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 To Survive Hotel Budget Season

September 6, 2016 • By

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As budget season approaches, we’re here to help you plan for a profitable 2017 with six smart hotel sales and marketing budget strategies.

The most vital component of your budget planning is taking time for thorough introspection, honest reviews of what is currently working and not working, and open conversations with your hotel owners, colleagues, sales staff, guests and even your comp set. This due diligence will give you real information and real numbers to build your budget, instead of blindly relying on your gut for what will work and what won’t.

Here are six proven best practices from our in-residence DOSM, Jeff Spaccio, to help you navigate hotel budget season:

1. Find out Exactly What Hotel Owners/Managers Expect From You

Before you can carefully consider what resources you need for 2017, you must determine exactly how much your hotel owners/management company expects you to contribute to overall revenue targets. This discussion should occur early in the process. The more questions you ask, the more insight and clarity you will get. Typically, corporate-level execs and senior management already receive direction early in the budgeting process, so talking with them first will save you from wasting time and making costly assumptions and guesses.

A common budgeting mistake that hotel marketers make is leaving it up to their owners or managers on how much funds get allocated to marketing. By telling your management team, “I’ll do the best with whatever money you can give me,” you are actually placing your entire marketing team in a dangerous position, as they will now be tasked with producing the impossible and will be held responsible when you can’t make that goal. Instead, use your management team’s revenue goals and outline exactly what is needed to achieve that figure. In addition to outlining how much money you’ll need, tell them whether you will require new staff or if hotel product improvements are needed to achieve their targets.

2. Expand on Your Recent Success

Before drafting a budget, take a step back and evaluate this year’s performance and reflect on what brought you the most success in 2016. What trends, markets, promotions and tactics produced the most revenue? Whatever drove the most bookings and highest profits, continue that in 2017.

Too often, hotel marketers are so eager to be innovative and ahead of their competition that they invest only in all-new ideas, tools and trends each year. Or, even worse, they play it too safe and stick to “what we’ve always done” whether it is working or not.

While you shouldn’t ignore promising new trends, the best budget strategy is to focus on what is driving your largest amount of conversions right now. You also need to show hotel owners and managers how your work has contributed to this current year’s revenue. By calculating this year’s marketing cost per sale (MCPS), you can leverage this figure to help you justify what’s required to reach your 2017 revenue targets.

3. Focus on Quality, Not Quantity

The idea of keeping budgets simple and straightforward is an often overlooked characteristic of successful budgets. Complicated budgets don’t create profits. They will only leave you weighed down and flustered throughout the year.

Instead, base your budget on a handful of quality initiatives and resources, not on a bevy of disjointed marketing ideas that will create small bursts of revenue. Simple, uncluttered budgets have the most impact on your hotel. Not only will they keep you organized and frictionless, they will allow you to be nimble and make quick decisions if opportunities arise or if certain programs become less profitable throughout the year. 

4. Gather Valuable Intel From Line Staff

There’s no reason why your group sales, front desk staff and catering staff shouldn’t be involved in budget planning. In fact, some of the best insight for your budget will come from front line staff who interact with guests and group clients and know what guests are looking for and complaining about. DORM’s and DOSM’s don’t often have enough personal contact with guests and meeting planners, so talking with staff will cover those blind spots.

Unless you ask, your staff is unlikely to willingly share their perspective or knowledge. So, leverage budget season as a forum to gather feedback from these valuable employees.

Further, don’t ignore your own marketing staff, even those in entry-level positions. Your hotel’s marketing success and profitability is directly connected to the people who execute the campaigns and help generate bookings. Ask them what is needed to amplify their efficiency, and what can make their job easier and more impactful. Give them the freedom to tell you what they need, what worked for them, what didn’t and their own ideas to drive more profits.

5. Talk With Your Competition

This may seem counterintuitive, but DOSM’s and senior management should have strong relationships with their comp set. Reach out to peers from your comp set and discuss market perceptions, direction of the economy, future capital improvements and any anomalies they see in the upcoming year. These peer-to-peer discussions will broaden your budget outlook and unearth components you may not have considered.

6. Leverage Guest Reviews to Justify Budget Requests

In the end, it’s all about your guest. Understand what is currently impacting the guest experience for better or worse this year by combing through TripAdivsor, social media reviews and any other direct guest feedback.  Knowing what your guests want and need will help you determine your marketing budget in a more thoughtful way. If your hotel product requires additional investment to effectively compete for more direct bookings, now is the time to bring it up and back it up with guest reviews.

For more information on how to survive hotel budget season, download our free hotel marketing budget worksheet


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 Ways To Attract Last-Minute Labor Day Bookings From Your Drive Markets

September 1, 2016 • By

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Millions of travelers will be packing their bags and hitting the roads this Labor Day weekend to take advantage of summer’s last official weekend.

While most travelers will already have their travel plans booked, you still have a chance to attract last-minute vacationers from your drive markets using Facebook advertising, your own email subscriber lists and social media accounts. 

Here’s a list of our favorite hotel marketing tips to amplify the number of Labor Day travelers checking in this weekend:

1. Play Up Summer Fun

Amplify all things summer that guests can enjoy at your hotel –  soaking up some sun by the pool, the close proximity to the beach, outdoor activities and crisp cool drinks on the balcony. The idea of going back to school and the responsibilities that usually come in fall and winter are already fresh on people’s minds, so it shouldn’t be much of a challenge to evoke a wanderlust for the last remnants of summer.

2. Include Parking

Because of continued low prices at the gas pumps, millions of travelers are road-tripping to Labor Day destinations. It’s the perfect opportunity to create a clever end-of-summer road trip package offering complimentary parking. Is parking already free at your property? Then flaunt it good and often this week! Entice your audience to quickly round up a few friends or family for one last getaway to enjoy the final golden days of summer.

3. Leverage Last-Minute Travelers’ FOMO

There are two types of FOMO that you can incite this week: 

  1. Fear of missing out on the last days of summer.
  2. Fear of missing out on your last room availability.

Starting today, use your social media accounts and marketing emails to address one or both of these. This is a good use of the scarcity principle to make people aware that yes, summer is almost over. And yes, you still have rooms available. But, no, they will not last long. For instance, “Say goodbye to summer with one last sun-soaked getaway! We’re down to our last 12 rooms this weekend. Get ‘em while they’re hot.”

4. Feed the Foodies

AAA Travel studies show that more than half of Labor Day travelers listed dining as their top activity. Create summer-inspired F&B promos, such as a “So Long Summer Sips” menu of summer cocktails or “Final Flavors of Summer” breakfast or lunch featuring seasonal ingredients. Or, highlight farmers markets, authentic eateries, or events close to your hotel where guests can experience the local flavors of the season.

5. Give Them All the Reasons to Take a Last-Minute Getaway

Create a fun “before the summer ends” bucket list that features fun activities that every traveler should experience before autumn arrives at your destination. Or, put together a Top 10 list of drive-worthy restaurants, outdoor activities or attractions within close proximity to your hotel that Labor Day visitors should experience when they stay with you. Add a personal touch by curating these lists straight from your staff themselves.

6. Encourage Them to Bring the Dog!

Holiday weekends are a great time for regional guests to get away, but what about their dog? If your property is pet-friendly, remind potential bookers that pets are welcome and encourage them to bring Fido along for the ride!


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: Convert Business Travelers to Bleisure Guests

August 19, 2016 • By

FridayFreebie-Tambourine

Welcome to the Friday Freebie! Each week we share one free, impactful hotel marketing tactic that you can implement immediately to drive more direct bookings.

This week’s freebie: How to convince business travelers to stay longer with a targeted bleisure offer:

Of all three travel segments that bring dollars to your property, the corporate market holds the most year-round promise. Corporate travel is often the most dependable year after year, and business guests tend to spend more at your property since they get reimbursed for most of their costs. 

Want more corporate business? Convince your business travelers to extend their stay even longer, and even invite their family!

Here’s one way to do it:

Create an offer solely for business travelers that extends the corporate rate a few days before and after their reservation. Then, consider adding on simple perks during those extra days that address “bleisure needs such as complimentary breakfast, a late check-out, passes to a nearby gym (if your property doesn’t offer a fitness center) and a calendar of unique/authentic local events happening nearby.

Once the offer is created, use your CRM system to share the offer with all guests marked with corporate rate codes in your PMS before their stay. Include the offer in their pre-stay email, remind them at check-in and if possible… leave them a note during their stay.

Get more tips on how to urge business travelers to extend their stay: Turning Business Into Pleasure


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

Want More Bookings? Give Consumers Less To Choose From

August 15, 2016 • By

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Your guests live in a world overloaded with content, chaos and way too many choices.

Just think of the last time you shopped on Amazon.com. Your seemingly simple search for a “red jacket” no doubt led to hundreds of results. Faced with a barrage of options, you most likely examined a few before resolving to think more about it later. Or, perhaps you left Amazon.com altogether and opted just to go to Macys.com since they made it so much easier to buy with only four red jackets to choose from.

Now, you can see the dilemma facing travelers today when deciding on a hotel room. Many hotels – with all the best intentions – go out of their way to help guests customize their experience once they are inside your hotel booking engine. Do you want a city view king, city view double queen, or city view double queen deluxe, deluxe king with balcony? Want to enhance your stay with a bottle of champagne, flowers, attraction tickets, daily breakfast, or an e-bundle package?

While you may think all of these options are benefiting the guest by giving them exactly what they want, research proves the opposite:

The Psychology of Choice

Studies show that consumers are most often overwhelmed when faced with too many choices. This can lead to action paralysis, meaning they will delay making a decision, or worse, not make one at all.

If you offer too many options (such as room types, add-ons, possible upgrades) that guests are required to choose before moving forward with the reservation, they may get so confounded that they end up abandoning the booking all together!

Frustration and Buyer Remorse

After a reservation has been made, the last thing you want your guests to feel is frustration. However, an abundance of room choices can do just that. Not only can too many options delay or block decision making, they can also make your guests feel WORSE after they finally book a room. Why? Because by presenting too many possibilities, you’ve raised their standards and they will mull over how much more desirable the other choices are. No matter which room type, which enhancement or which upgrade they chose, they will always wonder what else they are missing out on.

More choices require increased effort and time. This can lead to excessively high expectations, anxiety, self-blame and regret if the choices don’t work out.

– Harvard Business Review

Here’s our advice: Simplify, Simplify, Simplify.

Not only will this make it easier for guests to complete the booking process, it will leave them feeling empowered and satisfied with their purchase and decision to stay with you.

Here are several other ways to increase revenue from your hotel booking engine:

• Choose what you put in your booking engine wisely.

• Pare down on all unnecessary content, including copy and photos.

• Use reformatting to simplify the look of your booking options. Go from four columns to three. Or, use one color, not five.

• Rename almost-identical room types. Give room types distinct names so it is easier to choose and identify.

• Reduce the number of room types as much as possible.

• Always be testing. In some cases, more options can be better than less. It’s your responsibility to find that sweet spot for your target audience.


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

3 Big Reasons Hotels Need To Track Inbound Phone Calls

July 25, 2016 • By

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We all know how important it is to monitor data from digital marketing campaigns that boost hotel direct bookings. However, usually those analytics only track online activity and engagement. One of the best ways to bridge the gap between your online and offline marketing activities is by tracking your phone calls using simple new digital tracking technology.

Travelers often want to know more about the experience they’re about to embark on. And, they want to interact with someone on your hotel staff or reservation center to get the answers. This is especially true at resorts or destination properties, where it is extremely common for guests to call and want to speak with someone personally before pulling out a credit card to make a reservation.

Here are three key reasons to start using digital tracking technology to analyze phone calls for your call center or reservation agents:

1. Listen and Win

You may already have sufficient intelligence about your guests. However, call tracking offers even more powerful insights to understand them like never before. Most phone tracking vendors now enable management to “listen in” to recordings of any/all calls. What makes this feature so impactful is that you are hearing from the guest firsthand, using their own voice and words to express their concerns and wants. This insight will show you how customers are actually interacting with your hotel—in their own words—and what is needed to win the guest’s trust.

2. Monitor Your Reservations Team

Taking #1 a bit further… by “listening-in” to recorded phone calls, you can see how well your guest service team deals with guests and what needs improvement. How is your guest services team handling simple and complex inquiries? How are they conveying your hotel’s unique experience over the phone? Are they up-selling properly and easing the guest along towards booking a reservation? The idea is to boost conversion rates and guest satisfaction by fine-tuning your guest engagement and customer-facing experiences.

3. Measure Your Marketing

If you’re only measuring your digital results, you’re missing a significant KPI of success: phone calls!  Again, simple new technology is readily available and allows you to attach a custom phone number to each of your hotel marketing campaigns – both offline and online – and see which are driving the most phone calls. You can apply phone tracking to a variety of assets including PPC, social advertising, display advertising, press releases and marketing videos. Even your hotel website can have its own number to gauge how much phone traffic it generates. You can track which numbers/campaigns are generating more calls and the length of the calls.


 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