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Friday Freebie: You have one chance to make a good impression

May 4, 2018

A hotel marketing lesson from mom….

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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:

Mom was right.

Our moms are always dishing out sage advice. And, it turns out their quips hold a lot of hotel marketing wisdom. In honor of Mother’s Day and all our wonderful mothers out there, we’re celebrating one of our favorite mom quotes:

“You have one chance to make a good impression.”

And the valuable, hidden hotel and resort marketing message behind it?

Your words matter.

You have seconds to capture your customer’s attention and make an impression. EIGHT seconds, to be exact. Studies show that’s the average attention span in our age of streaming content and smartphones.

So, you have to get your message across – quick.

To entice, engage and convince within that tiny time frame, every word has to be intentional, poignant and clear the first time around. Or else, risk losing the customer who doesn’t have time to ‘get it’.

Don’t expect a second chance to repeat yourself.

Here’s how to write hotel copy that sells to today’s consumer::

  • Succinctly present your core value proposition on your hotel website homepage in a way that appeals to the emotional truth your property delivers (EX: “Create unforgettable family memories at ____ Resort.”)
  • Assume customers are going to scan, not read
  • Put your most important points at the beginning
  • Keep paragraphs short, about 2 sentences long
  • Use bullet points, subheads, bold or design elements to break up text
  • Leave plenty of white space

Get More: 7 Lessons Your Mom Taught You About Hotel 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

Are comments about your hotel falling on deaf ears?

May 1, 2018

Hotel social media monitoring needs to go way beyond Trip Advisor

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Hotels take reputation management seriously when it comes to guest feedback on TripAdvisor but often underappreciate the need to closely monitor other social media channels.

This is a lost opportunity to gain short-term insight and long-term goodwill.

Here are 3 reasons hotels need to prioritize social listening:

1. Instant karma

Social Media is a two-way communications channel; you can talk to guests, and guests can talk back. You can have a real conversation with an individual. Not so with TripAdvisor: By the time you respond, the damaging review may already have been posted.

Not to mention, social media trains consumers to expect an immediate response, and an already irritable customer can get more irritable if they don’t receive a response in an adequate amount of time. Ignoring a problem doesn’t make it go away. It can often exacerbate the situation.

Most negative posters on hotel social media channels are still on the property when they post.

And they aren’t doing it for their own enjoyment, either: 78% of people who complain to a brand via Twitter expect a response within an hour, according to a study by Lithium. By monitoring and responding ASAP, hoteliers can potentially engage these dissatisfied guests during their stay—and win them over—before they turn their vitriol into permanent TripAdvisor or OTA reviews.

Another instant benefit of social listening for hotels is the ability to glean insight on guest experience and product/service issues— both positive and negative.

If your hotel makes the mistake of ignoring positive comments about your property, you’ve just lost out on valuable testimonials you can utilize, as well as gaining useful feedback and a chance to strengthen relationships with users. And if you ignore negative comments, you’ll damage your brand and foster negative social proof.

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Further, by listening to social media channels and acting quickly, hotels are often able to delight guests with unexpected surprises that create long-term loyalty and evangelism. These opportunities—which are fleeting and must be capitalized on almost immediately—can offer significant branding value, at minimal cost.

One company making tremendous strides to this end is Marriott, which has tasked its M Live team with constant monitoring of social channels, for the sake of surprising guests with enhanced service touches, like a free bottle of champagne delivered on-site for guests who got engaged while staying at a property.

2. Complete strangers are talking about you…

It’s not just your fan base that you have to worry about.

Non-fans and non-followers are talking about your brand too. It’s crucial to listen to these potential influencers as well.

Surprisingly, 96% of the users who discuss brands online don’t actually follow those brands’ profiles, according to a Brandwatch report.

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You can be reactive and ONLY monitor people who directly comment or tag your hotel’s Instagram “handle” (your actual Instagram account name) in a picture. You’ll receive a notification and you can respond accordingly.

But there are more proactive ways of monitoring ALL relevant sentiment on Instagram. By typing the generic name of your hotel (see illustration above) or property specific hashtags in the search bar, you can discover additional content that guests have posted about your prop.

If you don’t have the time or resources to monitor your hashtags and geo-
tags, Tools like Tout allow you to find and license the content with ease.

3. Discover (and celebrate) the evangelists

Hotel social media monitoring isn’t just about catching people bashing your hotel: It’s equally valuable when guests are celebrating their experiences on channels such as Instagram.

Over the last few years, storytelling and other forms of user-generated content (UGC) have become some of the most popular and cost-effective methods for hotel marketers looking to harness digital and social media and put more heads in beds.

capturing guest-generated social proof from The St Regis in San Francisco

An example of capturing guest-generated social proof from The St Regis in San Francisco

This is driven by a decline in consumer trust in advertising; instead, consumers now look to one another for credibility. UGC such as photos, videos, and posts about hotel experiences are viewed as more authentic and less sales-focused, so using that content to your advantage can offer tremendous benefits.

By monitoring things closely, you can locate and celebrate those brand ambassadors who are taking pictures of their property experience, allowing you to benefit from what is essentially free positive publicity.


About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 34th year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Friday Freebie: How to Uncover Guests’ Hidden Instagram Photos

April 27, 2018

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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: Your guests are creating FREE ultra-creative marketing content almost every day. Here’s how to uncover that treasure trove of evangelism!

Right now as you read this, a guest is documenting their stay at your property and posting it on Instagram for all their followers to see.

From breakfast in bed to epic balcony sunsets, these photos and videos are far more authentic, unique and imaginative than anything the most creative hotel marketer can come up with consistently. Plus, your guests’ posts carry more influence since they are authentic, not manufactured. This SOCIAL PROOF builds validation and inspires their followers to consider a stay. You can collect these posts and use them for future marketing collateral (with permission) or to repost on Instagram to your own audience.

In other words – Your guests’ Instagram posts are precious marketing gold. And, the goodies just keep flowing in. 

Only problem is that many of these photos and videos are ‘hidden.’ You’ll only be notified of a guest’s post if they happen to use your official Instagram account name, otherwise known as a ‘handle.’ So, if a user leaves that out, you may never see their post.

Unless, you get proactive.

Here are three easy and proactive ways to unearth guests’ Insta content:

  1. Search the generic name of your hotel. For example, the Grafton on Sunset (@graftononsunset), should search ‘grafton hotel’ or ‘hotel grafton’ to catch any posts where guests used those names.
  2. Search any property specific hashtags that a guest might have used instead of your handle, like #graftononsunset or #hotelgrafton
  3. Monitor your property geo-tags, an automatic label that is marked when a Instagram user posts from your location.

 

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Monitor these three methods daily to catch any timely content, as well as to catch any feedback or comments that guests make about their hotel experience.

Get More: Why Every Flagged Hotel Should be Rethinking Instagram


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

Bad Habits: 5 things hotel marketers should stop right now

April 17, 2018

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Usually, we offer insight on the hotel marketing tactics, tools and strategies you should adopt to drive more revenue to your hotel: add chat to your hotel website. Focus on this webpage as your SEO secret weapon. Try these tips on your mobile website, etc…

Today, we want to turn things around and recommend a few things NOT to do!

From our experience, here’s five negative habits inhibiting hotel marketers from reaching their full revenue-generating potential:

1) Using the wrong message to fight OTAs

Travelers aren’t as obsessed with low prices as you may believe. According to a recent JD Power & Associates’ North America Hotel Guest Satisfaction Index Study, customers who booked on third-parties are more likely to face problems (like last-minute changes and canceled reservations) and be dissatisfied with their hotel experience. 

A common review from an unhappy OTA customer…

A common review from an unhappy OTA customer…

So, instead of using price to win back OTA customers, focus on a common fear: Fear of a ruined travel experience.

It’s no secret that OTAs have left thousands of travelers in the lurch with their cancellation policies and ability to change/reassign hotels at their own discretion.

So, use that your advantage. Remind customers that booking direct with your hotel is the SAFER option. Unlike OTAs, you have a staff that actually, truly cares about them and will do all that’s possible to avoid and quickly amend any issues.

2) Tolerating an Inferior Product

Not even the most creative hotel marketing strategies, sophisticated hotel booking engine, or targeted hotel ppc campaigns can compensate for a sloppy hotel experience. Just as the saying goes, “You can’t put lipstick on a pig,” you can’t cover the signs of your hotel’s frayed edges or lapses in service. Travelers are more sophisticated than ever and they’re well aware of their options, especially with so many shiny and new boutique hotels stealing their attention.

No amount of “lipstick” can cover up an aging, inadequate product

No amount of “lipstick” can cover up an aging, inadequate product

While you can’t decide what gets fixed and replaced, that shouldn’t stop you from diligently pointing out to your owners what guests are complaining about. Each year, leverage your guest reviews that show the shortcomings that are deterring guests and hindering revenue growth. Convince your owners that property upgrades and enhancements are urgent if they want to compete in today’s marketplace.

3) Working in a Silo

It’s a common scenario playing out in hotels across the globe:

Hotel marketing departments that don’t communicate, share resources or vital updates.

The result?

Marketers left in the dark about upcoming periods of weakness. Group sales managers with no leads. Revenue managers clueless about why marketing continues to target one audience (or date period) over another.

It’s time to end this disconnect.

Smart hotel marketers break down silos and work closely with sales and revenue management

Smart hotel marketers break down silos and work closely with sales and revenue management

Your entire hotel and its financial success depend on all three pillars of the sales & marketing platform working together in unison and towards the same revenue goals. One easy way to break down these silos is to schedule an all-team meeting every week. This meeting should include ALL associates, not just managers. Share your current priorities, upcoming projects, recent discoveries, ask for feedback and share resources.

This not only gives every team member access to what’s happening outside of their department, but it also fosters teamwork and enhances collaboration that results in success across all S&M departments.

4)  Ignoring the sales team

Meetings and events account for a major portion of your hotel’s revenue.

Yet, hotel marketers tend to solely focus on driving leisure business, leaving sales managers to generate their own group leads.

This is a dangerous habit, as more and more hotel owners and asset managers become less impressed with your branding initiatives or your hotel’s number of social media followers and more obsessed with how much you contribute to your property’s revenue.

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So start using your skills in digital marketing for hotels to champion the sales team’s efforts and drive group business. Smart hotel marketers do three fundamental things to support their sales teammates:

a.  Run campaigns that consistently engage the sales team’s high-value targets (HVTs) with relevant and entertaining content
b.  Deploy marketing automation tools to alert sales managers when HVTs are on the hotel website and what pages they are looking at…
c.  Optimize the meetings and events pages on the hotel direct website with ALL the resources meeting planners need… AND create compelling content showcasing your destination as an exciting locale for meetings and events attendees

5) Focusing on meaningless stats

Because the best hotel marketers know they’re only as good as their metrics, measurement and tracking of key performance indicators (KPIs) are an ongoing commitment.

However, with more sophisticated technology comes more data.

While analytics are vital for doing what we do, we’re also burdened with an avalanche of irrelevant KPIs stealing our attention from the metrics that actually matter.

Don’t get dragged down trying to keep up with useless numbers, such as bounce rate, online page views and social media followers.

Instead of leaning on metrics that only sound impressive on paper, pay attention to the numbers that will actually measure your contribution to hotel revenues. Every day, you should be checking the KPIs that actually matter to your hotel’s owners and asset managers, including:

  1. MCPB (marketing cost per booking): Tracks the cost of each sales and marketing channel versus actual conversions. Try using this for OTA commissions as well… and see how that channel stacks up versus your other campaigns.
  2. DRR (direct revenue ratio): Measures percentage of online revenue from direct sources (your website) versus pricey third-party sources, like OTAs. If you’re not garnering 40 percent of your revenue from direct reservations, you still have work to do!
  3. Website conversion rate (from unique visitor to entrances into the booking environment): Converting a higher percentage of visitors into booking searches (or phone calls) is critical to reducing your cost of revenue and MCPB.
  4. Variance from revenue target: This metric showcases revenue goals versus actual results (by segment).

 


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: Rate parity matters… but so does Promo Parity

April 13, 2018

Behold the Power of SPAC…

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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: Rate parity matters… but so does Promo Parity.

It’s not easy filling your hotel’s need periods. These low periods can break your annual budget. Avoid what many panicked hotel marketers do… “spray and pray” offers all over the digital landscape.

You need to be deliberate and focused.

Just like a general in charge of an army – you need to coordinate your operations and move your forces in unison.

This is why smart hotel marketers launch one promo across all channels simultaneously. We call this SPAC: Simultaneous Promotion Across All Channels.

Not only will your promo have the best chance of massive outreach and conversions, it also squashes any chance of confusion and skepticism in your market.

Think about it:

If Offer A is running on your Facebook page, Offer B is running on a 3rd-party channel and Offer C is running on your website, guests will be leery of what’s real or what’s current. Prospects will experience dissonance… enough to turn them away looking for another more consistent and mentally-calming hotel option. Consumers are uncomfortable with inconsistency.

Lesson: Consistency matters. Maintaining parity among your offers, not just rate, is vital to your bottom line.

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


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 10 Daily Habits of Highly Effective Hotel Marketers

April 10, 2018

Hotel marketing success requires daily discipline.

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Can we all agree that the cumulative effects of small daily habits—both good and bad—add up to meaningful results over time?

Brush your teeth every day and you’ll avoid cavities. Eat chocolate pie every day, you’ll probably gain weight…

If you were to ask pro athletes and successful business tycoons what made them successful, most would tell you it required many years of hard work and practice.

The same goes for every profession, including hotel marketing; there are no silver bullets or shortcuts to the front of the line.

Just take the example of British cycling coach Sir David Brailsford, whose aggregation of marginal gains philosophy first led his Sky Team to a Tour de France victory in 2012—just three years after its implementation—then fueled subsequent wins in 2013, 2015, 2016 and 2017. The core idea, for Brailsford, was to push his riders to work toward a 1% improvement in everything they do, for a cumulative gain that is much more impactful over time.

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British cycling coach Dave Brailsford recommends trying to improve many little things by 1%.

“So often we convince ourselves that change is only meaningful if there is some large, visible outcome associated with it,” says writer James Clear. “Whether it is losing weight, building a business, traveling the world or any other goal, we often put pressure on ourselves to make some earth-shattering improvement that everyone will talk about. Meanwhile, improving by just 1 percent isn’t notable (and sometimes it isn’t even noticeable). But it can be just as meaningful, especially in the long run.”

At Tambourine, we live by the same philosophy and urge our clients to embrace Brailsford’s daily method for meeting their own goals for success. Based on our 34 years in hotel marketing, here are the 10 daily habits we see that separate the best hotel marketers from the mediocre:

  1. They check the numbers

Because the best hotel marketers know they’re only as good as their metrics, measurement and tracking of key performance indicators (KPIs) are an ongoing commitment. Savvy marketers are constantly evaluating their efforts, budgets and staff in relation to business mix targets.

image3     2. They plan for times of need

Filling those sporadic gaps in demand requires forethought and careful planning. That’s why successful hotel marketers always make a point to check-in with their revenue management team, far in advance, to identify upcoming, cyclical and ongoing periods of weakness.

     3. They exude positivity

The best hotel marketers know that energy and enthusiasm are contagious. They make sure that everyone on their team, outside agencies, related departments (e.g., revenue management) and upper management are aware and excited about the marketing activities for the hotel. These marketers then celebrate meaningful success (always using metrics, when possible) when that success occurs.

      4. They face the music

While it’s natural to stress the positives, highly effective hotel marketers instead focus primarily on problems and weaknesses (staff, results, product, etc.) that need improvement. They think of ways to streamline processes and campaign execution.

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      5. They stay informed

Each day, hotel marketing all-stars are monitoring the industry and comp-set news, to have a fully informed perspective on both local market conditions and the hospitality industry as a whole. They also read their hotel’s latest guest reviews and feedback scores, to keep abreast of guest sentiment.

      6. They maintain a healthy work-life balance

All-star performers know that to truly function at the top of their game, they need to do more than simply work around the clock. These professionals make sure to also earmark time for exercise, family, vacations and getting a good night’s sleep.

      7. They unplug

There’s more to life than staring at a computer screen.

Skilled marketers also spend time talking to guests, walking the property, listening and learning, and interacting with reservation center/call center agents and the front desk. Sometimes there’s just no replacement for human, face-to-face contact.

      8. They say ‘no’…a lot

The highest-achieving professionals understand that time is money and there is an opportunity cost associated with every endeavor one adds to their plate. Oftentimes, staying productive means saying “no” to distractions like irrelevant opportunities, shiny new utopian technologies and time-sucking projects.

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     9. They know what’s important

Highly effective hotel marketers prioritize objectives for both themselves and their key employees. They correlate their activities and budgets to the business mix projection they provided to upper management.

Also, they understand that achieving a greater goal requires a series of smaller steps all taken in a logical order, and they can communicate that methodology to coworkers. Random busy-ness and the constant putting out of fires is not the path to long-term marketing success.

    10. They demand consistent messaging and execution

Hotel marketing rock stars are vigilant about ensuring that their property’s story and unique value proposition (UVP) is infused in every marketing touchpoint and the operational service experience at the hotel. Communicating that story and UVP to guests is a daily obsession, essential to all sales activity, as well as maintaining a place of distinction in one’s respective marketplace.


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: Use Content To Become A Meetings Magnet

April 6, 2018

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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: Consistently attract group/event planners with content that touts your city as a meetings-worthy destination — with you in the center of it all.

CVBs and DMOs aren’t the only ones who can produce destination content.

Hotels would be smart to create their own online destination pieces to drive traffic to their website. While many properties already create content touting leisure travel, very few hotels craft group-oriented content to cultivate traffic and awareness for group leads.

By creating helpful, “infotainment” content for meeting planners, you will establish your hotel and sales team as being the leader in your region. AND, position your hotel as being the most experienced property to host meetings and events in the area.

Creating content for the meetings industry doesn’t have to be time intensive. In fact, here’s the secret to producing several pieces in just a couple of hours:

REPURPOSE.

Take content that you’ve already written for your leisure audience and customize for a meetings audience by adding an ‘events’ spin throughout.

For example, here are repurposed titles that were originally written for the transient traveler:

Waterfront Teambuilding Activities in Chesapeake Bay

Philadelphia Group Tours for Conventioneers Who Love History

6 Venues for Corporate Dinners in Breckenridge

Best Louisville Distilleries for Group Bourbon Tastings

Post to your hotel blog, LinkedIn, or use as content for sales email newsletters. Produce meetings-inspired content often to give event planners a reason to consistently consider your property.

Get More: 6 Ways Hotel Marketing Can Generate More Leads for the Sales Team


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 Modern Hotel Marketers Can Learn From Vintage Travel Posters

April 4, 2018

Hotel marketing hasn’t changed much in 100 years…

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In the Golden Age of travel in the early part of the 20th century, there were no online banner ads. Nor guest analytics, marketing technology, mobile apps, retargeting campaigns, email offers, Insta-influencers, or search engines.

Instead, airlines, CVBs, resorts and railway companies relied on one of the most powerful mediums of their time – the travel poster.

These travel posters shared common characteristics: exuberant colors, a gorgeous single graphic, and bold eye-catching lettering that all evoked a lust for travel and exploration with a single glance. In fact, these poster designers have been nailing it for more than a century. These vintage travel posters are still provoking inspiration for adventures far and wide today.

There’s a lot we can learn from these beautiful illustrations.

Decades before the creation of modern hotel marketing, poster designers inherently understood and integrated five key elements of successful hotel marketing:

1. Take time to CRAFT your story

Your hotel is different.

You may know that, but your prospective buyer doesn’t.

So, you need to make it obvious. Your hotel marketing needs to deliver relevance and intrigue immediately. A mistake many hotel properties make is ‘me too’ marketing that is cliché and already overused by many of their compset neighbors. For example, describing your hotel as ‘in the heart of New Orleans’ or ‘oceanfront hotel,’ making it difficult for travelers to differentiate your property from other central New Orleans properties and oceanfront hotels.  Ditch these overworked marketing messages and present something brilliant and provocative, instead of bland and predictable.

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This poster for a French hotel tells a unique story of mountain air and healthy activity!

2. Tell It Succinctly
The marketing concept behind travel posters is simple: combine one vibrant image and bold text to create a uniquely effective marketing medium that inspires travel.

These posters were easily understood and were perfect for capturing the attention of people on the go. Today, attention spans are at an all-time low, so every second of your hotel marketing counts. Hotel marketers need to be cognizant of the first five seconds that a visitor lands on a property website, that short span of time determines if the person will book, bounce or return. So, you need to squeeze performance out of every second for higher chances of conversion and revenue. Cut the clutter, get rid of slow-loading graphics, keep things simple.

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Is there any question where this Rio hotel is located?

3. Be Visually Arresting

Your marketing images and hotel photography should be more than just pretty pictures. Just like the eye-popping colors and a single image on a travel poster, your images should catch attention in seconds and convey your experience in a single glance.

In fact, studies show that travelers spend time scouring through hotel images before making a decision. And, that your hotel photography has the power to change a buyer’s mind, for better or for worse. Ditch the stock images or dated blurry photos. Invest in a photographer experienced in shooting interior design, real estate, architecture or other hotels. Plus, leverage your hotel’s best FREE photographers – your own social media-savvy guests. Instagram enthusiasts are producing images on par with paid professionals for their personal channels.

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Sometimes, the best image for a hotel is not the hotel at all… it’s the nearby attractions!

4. Keep messaging consistent

Back in the heyday of travel posters, hotels could not change messages very often… so they were forced into being consistent in their marketing.

Today, rate parity isn’t the only consistency your hotel should be vigilant about. Maintaining your hotel’s STORY parity is also vital to your bottom line. Smart hotel marketers know their Unique Selling Proposition (USP) has to be consistent across all touchpoints and marketing channels. If consumers see your hotel described as ‘cosmopolitan and sophisticated’ on one channel, then as ‘central and family-friendly’ on another, potential guests will be confused and leery of moving forward. Consistency builds trust and trust turns into buyer confidence.

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For many years, the Outrigger hotel in Hawaii used images of guests enjoying the surf with the locals. They were the early advocates of celebrating authentic local experiences!

5. Be Intentional with Time and Place 

The biggest boon of marketing technology is the ability to target and automate campaigns, allowing you to reach the right audience, with the right message, at the right time.

Use it.

The most popular travel posters were commissioned by airlines and railway companies and were respectively displayed in airports and train stations touting resort destinations, thrilling cities, and weekend getaways. Today, consider where and when to deliver your marketing messages. For example, consider the impact of a billboard promoting a Caribbean resort and its sunny beaches displayed in New York City during the bone-chilling months of winter.

 


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: Feed Foodie Wanderlust

March 23, 2018

Feed Foodie Wanderlust: boost upscale/luxury bookings.

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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: Upscale and luxury hotel marketers know that consumers’ increasing fascination with food is a delicious path to profits! Tap into this growing trend by showcasing your unique F&B offerings and quintessential local food experiences. 

Lingering over great food and drink is considered one of the best parts of traveling. From splurge-worthy tasting menus to food tours, to local farmers markets. Foodie or not – modern travelers crave discovering a city through its unique tastes and cultural elements. And, they’re drawn to the hotels that give them front-row access to these culinary opportunities.

Luxury hotels understand this well. 

In fact, most luxury hotel websites celebrate their food and drink, just as much as they highlight their rooms and amenities. Visit any luxury hotel website and you’ll find their restaurants positioned as vital components to the travel experience.  Follow some of their proven tactics:

  • Highlight the local/sustainable ingredients in food and drink menus
  • Showcase partnerships with organic markets and purveyors
  • Share your chef’s background, their inspirations and influences
  • Offer tips on how guests can bring the local flavor home
  • Offer a food map showing your hotel’s proximity to authentic foodie finds, like farmers marketers, ethnic eateries, and hidden local restaurants

Get More: 10 Secrets of Luxury Hotel Websites


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 GM Checklist for Hotel Marketing

March 20, 2018

General Manager’s (GM’s) are more involved than ever in hotel marketing.

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The cost of guest acquisition is on everyone’s mind these days, which means GM’s are feeling pressure from ownership, asset managers and their hotel management companies to maximize the ROI from their marketing investments.

GM’s have responded in two positive ways:

1. GM’s are now holding their marketing teams accountable for contributing – in a tangible, measurable way – to revenue goals and generating leads.

2. GM’s are also championing their marketing team’s efforts and investing more time than ever before in improving their understanding of the complex challenges facing their hotel marketing team

To support this effort, here’s our list of 10 significant hotel marketing elements that every GM should be familiar with:

1. The Four Marketing Pillars: Price, Product, Promotion and Placement

A smart, easy place for every GM to start is understanding the four traditional pillars of marketing that directly drive the success of your hotel:

Product 
The most important of the four, classic marketing “P’s”: How does your product differentiate you? Consider both the hotel’s physical product (rooms, restaurant, meeting space, amenities, spa, etc.), as well as the service experience. GMs need to constantly work with their marketing team to determine if their product or service experience needs improvement (and then ask ownership for the funds)!

Promotion (i.e. Advertising and Traffic Generation)

More than anything else, the GM MUST ensure that the marketing team’s promotional expenses and investments are synchronized with the hotel’s targeted business mix

Placement (Distribution Channels)

GM’s need to know where the business is expected to come from and how the property’s rates and inventory are positioned there? How many groups vs transient do you expect and how much is actually being generated? How much inventory are you allocating to OTAs? Is your team relying too heavily on OTAs to reach revenue goals? Or, are you thoughtfully optimizing your own hotel website and booking engine to attract more profitable, direct bookings?

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Your revenue management team controls pricing, but price is an unavoidably critical element of marketing. GMs need to have consistent, accurate visibility to ADR vs the compset. GM’s should also strongly encourage close cooperation between their marketing and revenue management teams.

2)  What your Marketing Team Needs from YOU to Succeed!

Your marketing team can’t survive without the GM championing their efforts and giving them the right amount of funds, tools and resources to succeed. The key is to simply, and constantly, ask them what they require from you to achieve their goals, then make it happen.

3) The Quality of Your Product 

We want to underscore the importance of your PRODUCT in the marketing mix.

No amount of clever advertising or promotion can overcome an inadequate product or me-too service experience.  Keep in mind this compelling quote by Robert Stephens, founder of Geek Squad, “Advertising is the tax you pay for an unremarkable product.”

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There are far too many hotels that continue to sink millions of marketing dollars to over-compensate for or to cover up an aging, lackluster, or grungy hotel product. The less you pay attention to improving your service and your hotel product, the higher your marketing and advertising expenses will be to make up for it.

GM’s can best serve their marketing teams by driving product improvement first!

By refusing to cut corners, investing in quality from the front desk to the back of the house, and by presenting the best guest experience that your staff can deliver, guest sentiment will go up, your number of repeat guests will go up, profits will go up and your marketing cost per booking will go down.

4) How Marketing Investments Correlate to Projections

Smart GM’s know exactly how much revenue they expect from each segment of the hotel’s business. And they expect their marketing teams to correlate their investments for leisure/transient, group, corporate and F&B.

Generic, aimless and “pretty picture” marketing won’t cut it. Every marketing activity should be done with the intention of achieving the segmented revenue goals of the overall business mix.

Check back in throughout the year to see how your marketing team is synchronizing their allocated budget and resources to align with revenue projections.

5) Your Property’s Story

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Consistently and creatively telling a meaningful, truthful story is what truly attracts travelers. However, many hoteliers don’t know what their story is, much less how to convey it. Correctly telling your story means knowing your audience, being honest about your assets and getting all stakeholders in agreement about your property’s unique identity so that you can convey it poignantly across all your marketing channels.

Travelers are no longer drawn to sterile facts, puffy promises of a wonderful stay or mentions of your recent industry awards. They want to be a part of something that intrigues them, connects with them and gives them something to brag about.

GMs should be vigilant about their marketing team’s ability to propagate a unique story across all channels.

6) Actual Costs of OTAs vs Marketing Expenses

Every good hotel marketer must know the actual costs and expenses of each channel. OTAs are particularly tricky to track, as their commissions are often hidden, yet are one of the costliest expenses to hit your bottom line (OTAs usually pay a net rate back to the hotel, so the actual cost will never show up in your financials). Lean on your marketing and revenue team to track the real expense of OTA bookings and compare that to the tangible expenses that power more direct booking channels.

7) The Ratio of Direct vs 3rd Party Revenue

This goes in tandem with #6. Many hotels are still relying disproportionately on higher cost channels for business. With rates and occupancy at an all-time high, one of the primary areas GMs can affect is COST of acquisition!

And owners are watching this closely.

GMs should check the pulse on this each month to compare how many bookings came directly through your hotel call center and website versus costly 3rd parties.

8) How to Augment the Brand’s Marketing Program

Brand affiliation offers many benefits… But custom marketing targeted to your specific audiences is not one of them.

Branded/flagged properties need to augment their brand’s core program with timely campaigns and custom direct “vanity” websites that help fill periods of need. Instead of solely relying on the brand’s standard marketing program, which is duplicated for every other sister hotel in the region. Your marketing team should be proactively differentiating your property, customizing your website, and boosting your search engine optimization (SEO) and social media efforts.

9) Marketing KPIs 

Get familiar with the KPIs your marketing team is responsible for while ensuring they are not spending too much time tracking vanity metrics. Metrics should offer insight that GMs and the property owners consider high priority (like how much your marketing team is actually contributing to the hotel’s revenue targets). Hotel marketers should be able to share vital KPIs like direct revenue ratio, leads generated for the sales team and marketing cost per booking (MCPB).

10) Why You Lose Business to the Compset

Winning is easy.

Losing requires painful introspection.

A majority of hotel sales and marketing teams fail to ponder why people chose another property. Whenever your team loses a major group deal or market share, the GM needs to ask the team: Why did we not win this business?

What went wrong… How could we have done better?

This simple follow-up could dramatically empower, alter, and inform your future sales efforts.

Also, your team should never lose track of what your comp set is doing. In fact, there are so many tactics and tools at your disposal, that a competitor’s success should never come as a surprise. Keeping tabs on your compset will give you the insight to finesse, and possibly pivot, your own marketing campaigns.


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

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