Browsing Tag

travel and tourism

Why Hotel Sales Teams Need to Up Their Digital Game

November 7, 2017 • By

Hotel group sales teams need better digital skills to capture more deals.

image1

Advances in digital have dramatically altered the ways group planners/buyers do business.

Today, B2B customers are doing 80% of their pre-purchase research in the digital world. Meeting planners/buyers are relying far less on hotel salespeople for information, instead choosing to educate themselves on potential venues via the web and peer referrals.

These clients no longer want cold calls, or even emails; 90% of C-level executives claim to never respond to these tactics, according to Salesforce.

Quite simply, hotel salespeople have to adapt… and quickly.

Traditionally, hotel sales teams use classic old-school textbook techniques, relying heavily on relationship selling and cold calls to book business. At branded hotels, sales teams often receive very little digital help or “air cover” from their corporate parents (other than lead flow). While Independents tend to be a bit more resourceful, since they’re wholly responsible for leads. But both hotel types need to enhance their digital skills, to keep up with the latest evolution of B2B buyers.

Here are the three most effective ways hotel salespeople can elevate their digital game:

1. Get Data

The first step of a digital sales effort starts with conducting digital research, to obtain key information about both your customers and competition. Discovering where to go on the web and various databases to research potential clients and do your homework on prospects’ needs should be done before you engage with those prospects. Take some time to read their blogs, LinkedIn pages, website and other “digital footprints.”

You can also employ affordable, easy-to-use tools to better understand prospects’ profiles and behavior. Helpful tools include:

  • LinkedIn Sales Navigator LinkedIn’s subscription-based sales tool helps sales reps target buyers and companies, with features to save leads and create various contact lists. The system contains an algorithm that helps find the best potential leads for each user, while sales research and insight tools help reps study their prospective clients. Communication tools are also built into the software, and it seamlessly logs and imports sales activity to and from CRM systems.
  • Knowland Group DataKnowland Group’s market intelligence products help sales reps find targets that meet their group revenue maximization goals, understand trends in the market and tap into undiscovered opportunities. Their data includes planner buying behavior, group booking patterns and market benchmarking, as well as actionable leads, educational resources and an archive of lead contact data.

 image2

2. Get in Sync with the Marketing Team

Hotel sales leaders need to work closely with their marketing and IT colleagues to create an ideal digital workflow and lead flow. A proven method is to implement a CRM system to track activity, append clean targeting data and track lead behavior. There’s a huge payoff from the approach: An App Data Room and Marketo study found that sales and marketing alignment can improve sales efforts at closing deals by 67%.

Both sales and marketing departments should also cooperate on marketing automation, which can send the right message, at the right time, to the right meeting planner or group lead, while keeping teams informed as target prospects engage with company websites and marketing materials. In addition, sales teams should provide marketing with guidance and feedback on which digital channels, social media, etc., that sales prospects are currently using.

3. Get Social

Embracing digital doesn’t mean the longstanding practice of relationship-based selling no longer applies; it’s just moved into a different medium. According to LinkedIn, three out of four B2B buyers now rely on social media to engage with peers about buying decisions. More than three-quarters (82%) of B2B buyers say vendor content shared on social channels (like LinkedIn) has a significant impact on their buying decision, while B2B buyers are five times more likely to engage with a sales rep who provides new insights about their business or industry, according to LinkedIn research.

With that in mind, today’s sales teams should be using digital to enable “social selling,” which essentially means building relationships and nudging leads along through the sales process via savvy, helpful, UNSELFISH social media interaction, rather than outdated and ineffective methods like phone calls and email.

This is primarily done by providing content that solves the problems and answers the questions of customers, as well as by interacting one-on-one with leads through social media. It’s different from wide-swath “shotgun marketing” on social, where branding-related content is shared everywhere in hopes of going viral and building awareness; social selling, rather, makes the customer the key dictator of the type of content shared, based on their specific wants and needs.

And remember, social interaction doesn’t end with that sale, either.

Social platforms are also employed post-sale to retain and upsell customers, especially by creating a channel for customers to share feedback and vent frustration. Referrals are now essential to lead generation, with 84% of B2B buyers beginning the buying process with a referral and more than 90% of purchase decisions influenced by peer recommendations, according to a 2016 Harvard Business Review article.

So now, more than ever, the time you spend on digital sales efforts—especially building and maintaining your social media network and reputation—will have a direct and meaningful impact on your sales pipeline. This is one game you want to be sure you’re playing to win.


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: Hotel PPC, 7 Ways to Improve ROI

September 29, 2017 • By

image1

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: Seven expert tweaks for your hotel’s PPC.

Managing hotel PPC campaigns can be a beast.

From researching extensively for keywords, to monitoring which terms convert into traffic or bookings, to making adjustments depending on the season, weather, destination, special events…yikes.

It’s a lengthy and thorough process that requires more time than most hoteliers realize.

The good news: Hotels that take the time and effort to learn what really matters will see an uptick in their ROI and conversions.

Today, Raisa McDonald, Search Engine Marketing Manager at Tambourine, gives us 7 ways hoteliers can boost profitability and improve their hotel PPC campaign performance.

1. Use Both Broad and Exact Match Keywords
This is about quality over quantity. “Be sure to include exact match and broad match so your ads are displayed whenever someone does a search that is relevant to your keywords,“ Raisa points out. Many hoteliers waste money investing solely on broad match keywords, which is Google’s default option. However, this means you are spending money on irrelevant traffic that isn’t converting or qualified in the first place. Broad keywords will pull up in searches that include your key terms in any order and even with misspellings. For example, a broad search term of ‘Nashville hotels’ means your hotel will come up even for ‘Nashville Schools,’ ‘nashville gyms’, ‘san diego hotels’ or ‘hotels.’

Instead, turn to more restrictive match types, like exact match keywords. Your volume will decrease, however, your hotel ads will be shown to a more relevant audience, meaning more conversions and clicks.

2. Avoid Going Over Your Daily Budget Early in the Day
It’s important to stay on top of your PPC spend. “Going over your budget too early can limit the amount of potential customers seeing your hotel’s ads, which can mean you may be missing out on conversions,” warns Raisa. To avoid this from happening, she suggests using an ad schedule to control when your ads are displayed.

3. Monitor and Track Conversions
The foundation of any successful hotel PPC campaign is analytics and tracking results. After all, having a strategy in place for conversion tracking is key to knowing how well (or poorly) your campaigns are performing. “Not all conversions are the same nor are all conversions about immediate bookings,” Raisa explains.

So, if your conversion goal is to get more calls from your ads, you should make sure your settings are properly configured to track when and where the calls are coming from, she suggests. Only with this insight will you know which placements, ads and key terms lead to conversions and are actually worth bidding on.

4. Max Out All Possible Extensions 

Google AdWords extensions allow you to add more information to your hotel ad beyond the basic URL, ad copy and headline. The more space your ad takes up and the more details you include makes it more likely for your ad to stand out and get clicked on. And more clicks usually means you’ll pay less per click, as well as boost your conversions. “So, make sure your ads have all the extensions possible to get the most ad real estate on the Google search page,” Raisa advises.

5. Bonus Tip: Add in Information About Recent Hotel Promotions
One of Google’s newest Adwords features is called the promotion extension, which can be used by advertisers to show a current promotion or sale going on at their property. This extension is displayed as a part of the search ad and can help to bring more customers to the site and increase bookings.

6. Test, Test, and Test Again

Frequent adjustments are usually necessary throughout the lifetime of your PPC campaign. So, testing is the best way to optimize your PPC spend. “Implementing different ad copies to see which one performs better is a good way to see what works for your campaign and gets the most conversions,” Raisa explains.

Alter just one variable at a time to get the test data you need. “Be sure to write quality ads and check for any grammatical errors,” Raisa adds.  Also, don’t leave your test running for too long. A common mistake is allowing the ‘losing’ ad too much screen time which diminishes the visibility of the ‘winner.’

7. Tap Income Levels

One of Raisa’s advanced tactics includes household income targeting. “This is a good way to advertise to users within a certain geo-location based on their average household income,” Raisa explains. Data gathered from the IRS is used with this strategy to help your ads reach a more qualified 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

Friday Freebie: Why Siri Loves Hotel FAQ Pages

September 22, 2017 • By

image1

Welcome to the Friday Freebie!

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

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

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

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

Here’s something simple you can do now: 

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

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

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

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


About Tambourine

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

The Secret Weapon Page on Your Hotel Website

August 29, 2017 • By

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

image1

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.

image1

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.

 image2

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

FridayFreebie-Tambourine-600x600

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.

image1

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.

 image2

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

FridayFreebie-Tambourine-600x600

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.

image1

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.

 image2

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

Friday Freebie: Leverage Past Guests to Crush New Hotel Competition

August 4, 2017 • By

FridayFreebie-Tambourine-600x600

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: Get a leg up on new hotel competition by maximizing the one thing they don’t have – past guests. 

With their modern amenities, fresh technology, and remarkable experiences that travelers are clamoring for, new hotels are perfectly poised to steal a chunk of your market.

It’s hard to battle for bookings when you’re surrounded by exciting new properties that are stealing all the attention and all the business.

Don’t rely on slashing prices to take those bookings back. This will just hurt your bottom line and your reputation. Instead, turn to the one thing that they don’t have: past guests.

You have an AUDIENCE… monetize it!

While the new properties build up their profile and struggle to bring in new guests, create an exciting offer exclusively for your most lucrative past guests.

Also, make sure you are using the positive reviews of past guests to create trust and validation among new prospective guests as well; your hotel website should prominently showcase testimonial reviews from leisure guests AND past meetings/groups!

Finally, follow new compset hotel developments closely and time your marketing campaigns/promos to coincide with their opening and dampen the attrition of business due to their launch!

Get more: Discover more ways to compete with new hotel properties.


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