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90% of Marketers Ignore Simple Data That Could Easily Increase Revenue. (Part 1 of a 2 part series)

September 26, 2013

Tambourine: Hotel MarketingA recent study revealed that only 10% of all companies use their existing data sources in a systematic way to increase revenue.

Fortunately, the hospitality and tourism sectors have shown exciting improvement in this area over the last few years.

Over the next two Numbers for Ninja posts, we’ll suggest a few immediate steps you can take to leverage your data, increase visitation and drive more revenue:


  1. Review past guest geography: create a simple chart showing where your visitors come from… this can help target your marketing investments.
  2. Evaluate past guest demographics: your CRM, PMS or customer database can easily be queried to reveal the demographics of your customer base. Have low occupancy in certain periods? Who came right before, during and right after that period last year?
  3. Evaluate past guest frequency & spending: If you have periods of high demand, you can increase yield by sending special invitations to loyal customers who spent an above average amount on past trips.
  4. Measure sentiment: affordable reputation management tools like Revinate make it easier than ever to measure guest satisfaction on sub-segments of your product experience. You may learn that service issues or cleanliness are causing past guests to post negative reviews… thereby deterring future travelers. Conversely, you may also discover subtle components of your product experience that customers love, enabling you to celebrate those assets with potential new customers.
  5. Search engine data: chances are, your search engine reports include a treasure trove of info about how people find you. You can easily discern which other sites send traffic to you (i.e.: nearby attractions, CVB sites, etc). Then, reach out to establish deeper partnerships with these relevant players.
  6. Improve your product: the most important component of marketing is your product itself. How can you improve it to meet the desires of your customers? Amazingly, Facebook has given us a free way to do exactly that! Go to the search bar in Facebook and type: Favorite interests of people who like INSERT YOUR PAGE NAME. This will reveal the things your fans like to do… helping you evaluate your amenity mix!

Try one of these and let us know how it goes… and stay tuned for Part II coming up!

About Tambourine

Tambourine drives revenue for hotels and destinations worldwide using advanced marketing technology. The firm is celebrating its 30-year anniversary. For more information, visit


Tambourine Named to Google Engage All-Stars List

August 14, 2013

Tambourine You can see Shannon and Chris of Tambourine geeking out in front of Google HQ where they represented Tambourine who was among 200 of the world’s top search engine marketing firms to be invited to Google Engage All Stars Annual Summit in Mountain View, California. To qualify, Tambourine delivered higher measurable ROI and outperformed thousands of other agencies worldwide.

“The key to search marketing performance is constant testing and accurate conversion tracking.  Without proper tracking in place you’ll never be able to define ROI or attribute which keywords impacted a consumer’s decision to book a hotel or vacation,” according to Chris Rodman, Tambourine Director of Search and Analytics and leader of Tambourine’s delegation to the Google All-Stars Summit.

“Google’s rapidly evolving set of products are a cornerstone for our global tourism and hotel clients,” reports Shannon Defries, Tambourine’s Media Director. “Our objective is to master Google’s new product line and generate a significant increase in visitation and bookings.”

Below: The team shares a few treats from their trip to Silicon Valley.

Google AllStars & Tambourine Hotel Marketing

Google certainly knows how to make a lady feel special. Each team member received a special care package prior to their trip.

Trending Staircase | Tambourine Google Engage All Stars

Meet The Trending Staircase.

And yes… Breaking Bad wouldn’t stop trending. It was kind of obnoxious.

Google Engage All Stars | Tambourine

The Google Earth Room. That pretty much sums it up.

Android Factory | Tambourine All Stars

The Android Building at Google HQ… OH, I get it!

About Tambourine

Tambourine drives revenue for hotels and destinations worldwide using advanced marketing technology. The firm is celebrating its 30-year anniversary. For more information, visit

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