Browsing Tag

tourism

The Secret Weapon Page on Your Hotel Website

August 29, 2017 • By

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

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

Why is that?

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

And, OTAs can’t.

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

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

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

Here Are Shannon’s Top Tips:

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

About Tambourine

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

Budgets Are Coming: 7 Lessons from Game of Thrones

August 22, 2017 • By

Hotel marketers are sharpening their pencils for battle.

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

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

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

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

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

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

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

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

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

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

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2. GoT THEME: Three Dragons versus Everyone Else

LESSON: Focus on quality, not quantity.

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

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

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

LESSON: Getting what you want takes proof.

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

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

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

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

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

LESSON: You have data. Use it. 

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

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

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

5. GoT QUOTE: “Winter is coming.”

LESSON: Apathy about 3rd party costs is dangerous.

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

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

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

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

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

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

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

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

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

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


About Tambourine

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

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

August 18, 2017 • By

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Welcome to the Friday Freebie!

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

This week’s freebie: Find out what your hotel heatmap can reveal.

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

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

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

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

Here’s what your hotel heatmap can reveal: 

Where Visitors Are Looking

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

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

Where Visitors Are Clicking

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

Who’s Currently Visiting 

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

How Far They’re Scrolling

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

How They Navigate 

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


About Tambourine

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

Mobile Bookings Are Up. Why Aren’t Yours?

August 15, 2017 • By

Hotel booking engines need to look and feel more like apps.

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Everybody is talking about the rise of mobile bookings.

In fact, a study by eMarketer estimates that by 2021, half of all digital travel sales will be made from smartphones or tablets.

Chris Bendtsen, an eMarketer forecasting analyst, told Travel Weekly that consumers are booking more travel plans on their smartphones and tablets for a variety of reasons:

  1. Easier methods of online payment.
  2. Larger smartphone screens.
  3. A desire to react quickly to last-minute travel deals. 

So why aren’t your mobile bookings growing as rapidly as the rest of the world?

Too many hoteliers may think a mobile version of their website & booking engine will suffice. However, today’s consumers are not just looking for your website to ‘come up’ on their phones. Your mobile experience has to match today’s modern consumer habits and expectations.

Mobile bookings are the present and the future of the hotel industry. Here are the three mobile booking tweaks you need to adjust to this new reality and outperform your compset:

1. Cut it Down

Real estate on a mobile screen is limited.

The first – and most important – step to maximizing the mobile guest experience is to cut out, not add, features. Examine your hotel’s mobile booking funnel and streamline it as much as possible. Strip your mobile site of any clutter, including links, ads, navigation elements, menu options etc. Pare down the booking process to 3 screens or less.

Mobile is meant for the consumer-on-the-go… they have no patience for long-winded, self-indulgent purchase processes! Since mobile screens are smaller than desktops or laptops, minimize the amount of text on the screen. Trim content down to only what’s necessary to convey (like calls to action or clear next steps), then use a single big visual per page to guide guests through the process.

Multiple photos, videos, and pages of copy will not only make your mobile hotel booking engine load slower, but possibly anger and turn away guests who are accustomed to faster uploads from other sites.

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2. Design for Thumbs

Call it modern intuition: smartphone users navigate mobile sites using one hand. Most often with just their thumb. This is why the best mobile hotel ecommerce experiences are built like apps, which allow guests to tap, swipe, scroll, and click using just one hand or thumb. Stay clear of requiring guests to ‘pinch’ the screen to zoom in and out for content. This means your graphics and text are not optimized for mobile users and are too small.

3. Simplify Payment Options

You pride yourself on giving consumers choices in room types, F&B venues, and other add-ons. Your flexibility should extend to the most important element in the customer-acquisition process: the checkout!

Yet, sometimes the simple reason shoppers don’t complete a purchase is that their preferred credit card wasn’t accepted in your booking engine!

Smart hotels offer multiple payment options, going beyond Amex, Visa and Mastercard to include as many forms of payment as possible, including third-party online payment services like PayPal. Some even take it a step further like Couples Resorts, who offer a “loveaway” payment plan. A complicated hotel booking engine process is often the reason guests abandon their reservations, so provide a simple and speedy credit card experience.


About Tambourine

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

Friday Freebie: How Free Parking Can Reduce OTA Commissions

August 11, 2017 • By

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Welcome to the Friday Freebie!

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

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

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

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

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

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


About Tambourine

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

The Seven Traits of Great Hotel Digital Marketers

August 8, 2017 • By

Hotel marketing requires a quirky blend of skills.

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

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

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

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

1. They Multitask

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

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

2. They are Caffeinated

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

3. They Should Be Well-Traveled

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

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

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4. They Should Have Experience in Other Industries 

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

5. They Should Speak Geek

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

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

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

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

7. They Should Present Well

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

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


About Tambourine

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

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

Friday Freebie: Market Specifically to This Affluent Niche: LGBT Travelers

June 2, 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 (in honor of LGBT Pride Month): Attract LGBT travelers, a lucrative market segment, with specific hotel marketing tactics. 

Over the past few years, LGBT travelers have entered the mainstream for progressive hotel marketers everywhere. According to a survey by Community Marketing, Inc., which researches LGBT travelers and helps travel brands understand and reach out to this market, having a LGBT-friendly reputation is one of the top three factors gay or lesbian travelers consider when choosing a hotel.

Marketing to a gay and lesbian audience doesn’t require a separate micro-site or obnoxiously proclaiming “We’re gay friendly! Book here!”

Instead, the key is to be sophisticated and subtle. Include this market seamlessly into current marketing campaigns with these easy moves:

  • Include relevant images of same-sex couples in marketing materials.
  • Include same-sex couples images in your wedding section.
  • Include social proof: relevant testimonials or awards from relevant publications.
  • Create packages incorporating experiences from your destination’s LGBT neighborhoods like Seattle’s Capitol Hill, New York’s Chelsea, Miami’s South Beach, and San Diego’s Hillcrest.
  • Create June packages for LGBT Pride Month.
  • Partner with gay-friendly bars, restaurants and other establishments.

Get more: Hotels Rolling Out the Rainbow Carpet for LGBT Travelers


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 5 Dumbest Hotel Website Design Mistakes

May 30, 2017 • By

Hotel website design is much more than pretty pictures…

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Excuse us for stating the obvious: but of all the hotel marketing tools and tactics that exists today, nothing will ever be more vital and essential to your hotel’s success than your own direct booking website.

Yet, despite its monumental importance, we still see hotels making these same five catastrophic website mistakes that end up costing them thousands in lost  revenue.

1. Letting it Stagnate

Remember when websites used to be static online brochures?

Those days are long gone, friends.

Not only is your website the first impression of your hotel and your brand, it’s at the core of every hotel marketing strategy and direct booking effort. Almost every marketing campaign or tool flows from it or to it: your advertising and retargeting efforts, all of your inbound marketing leads, your SEO, your hotel PPC campaigns, your ROI reporting and more.

Treat your hotel website as a software application, not a brochure. 

Your amenities, browser standards, email capture forms, booking engine widget integrations and online plug-ins (like live chat) change all the time… and so must your website. If your hotel website is stagnant, chances are your direct booking flow will be as well!

2. Lack of Visually Arresting Imagery

It takes mere seconds to make the wrong first impression.

Have lackluster or outdated photos on your website?

People will automatically assume that your hotel is also lackluster and outdated. 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!

3. Failure to Display Social Validation

Guests will always trust other guests over you.

So, you need to harvest the experiences of past guests to sell for you. This means displaying your property’s accolades, magazine awards and other recognizable trust marks prominently on your website, so that guests will immediately see that your hotel is a trusted, proven player. Also, be sure to showcase compelling guest reviews that sum up the best of your hotel experience.

In marketing, this tactic is called social proof. It basically tells potential guests, “Other travelers stayed at this hotel and loved it. You will too.” You can also use social proof to validate your hotel’s value to meeting planners and win more group business.

4. Missing a Meaningful, Local Story

Modern travelers are driven to book based on what lies outside your hotel walls, not just what’s inside. They want to experience your destination like a true local and crave front-row access to cool discoveries and remarkable experiences unlike anything they can find at home.

So, your website should not only focus on your property; It should share the spotlight with your destination.

Your hotel website should position your property as the epicenter of your destination.

You need to show what experiences guests can look forward to and which are within reach. What cool wine bars or quirky, local coffee shops are within walking distance? What local secrets can your staff share? What should guests know about your immediate neighborhood?

The best hotel websites promise to change the viewer’s perspective on the destination and enrich their lives.

5. Absence of Key Tech Tools

As stated in Mistake #1, your hotel website should never be a stagnant marketing piece that sits still looking pretty. It is the dynamic centerpiece of all your hotel marketing efforts and should be powered with critical technology that amplifies its capabilities. Today, there are a number of technology plug-ins (more affordable then ever) that enable hotel marketers to maximize every click and visit and reap as much revenue as possible.

Some of the tech add-ons we recommend are built-in reservation recovery, live online chat, meeting/group lead tracking technology, ROI tracking, schema integration for SEO, and call tracking.


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