Follow us:

Browsing Tag

hotel marketing technology

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

May 4, 2018

A hotel marketing lesson from mom….

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:

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

image1

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.

image2

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.

image3

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: Solving the latest hotel website curveball from Google

April 20, 2018

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: 

Google’s new security standards could threaten your hotel’s website traffic. Here’s how to solve the problem:

In hopes of fostering a safer internet, Google has moved toward new security standards for its Chrome browser, which requires a significant update to hotel websites in order to achieve compliance.

Under the new specifications, Google now requires all websites that collect any type of personal data (i.e. forms, email addresses, credit card info, etc.) to migrate websites to HTTPS and upgrade their security technology in the form of “SSL Certificates,” or suffer the consequences.

Right now, that consequence is a security alert, which Chrome users see when they reach a web page that Google has deemed a “Non-Secure environment” when the mandated SSL certificate isn’t present. Considering roughly 60% of web surfers currently use Chrome, this is no matter to take lightly; it’s best to make the required changes as soon as possible, to ensure your site traffic isn’t at risk and/or potential guests being scared away.

image2

This may seem like a small detail, but it may have a huge impact on hotel website conversion rates. You don’t want to scare away customers with an unsecured website. Google has indicated that warnings may become even more pronounced in future browser updates.

You also don’t want your customers’ data being compromised because you failed to provide a secure setting. As recent data breaches among numerous major hotel companies have proven, hacks can cause extensive damage to brands and they erode consumer trust, which can be disastrous to the bottom line. Given those risks, taking the steps to comply with the SSL/HTTPS standard is a no-brainer.

The Solution:

The first step in meeting the standard is for hotel digital marketers to obtain an SSL Certificate from a Certificate Authority (CA). The certificate permits your website to communicate using encrypted, non-corruptible data, while also acting as a stamp of approval.

Many providers offer free SSL/TSL certificates; (Shameless plug: Tambourine provides SSL certificates for all clients included in our monthly service package).

With an approved certificate in place, the next steps are to conduct a full backup of your hotel website site, change all your internal links, check code libraries, update external links and create a 301 redirect. It’s also important to claim all four versions of your site URLs (HTTPS, HTTP, www. and non-www.) on Google Search Console Analytics, AdWords and other paid ads, plus social profiles and business citations. Since there are multiple complex steps, you definitely want your digital marketing team or external hotel digital marketing firm to handle this.


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.

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: 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.

Screen Shot 2018-03-20 at 10.04.36 AM

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?

image2Price

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.”

Screen Shot 2018-03-20 at 10.09.31 AM

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

Screen Shot 2018-03-20 at 10.12.17 AM

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

Friday Freebie: Crush the Compset with This Group Sales Tactic

March 16, 2018

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:

Stay ahead of new compset properties. Harvest your city’s special events to get ahead of lucrative group business opportunities

Nothing can shake up your group sales numbers more than a new hotel in your compset. Meeting and group travel planners are hungry for what’s new and will likely include the new space in their consideration set… unless you employ smart strategies to provide your hotel with a constant flow of revenue from other sources.

John Washko, VP of Expo & Convention Sales at Mohegan offers this powerful tip:

Work ahead by keeping close tabs on all the special events scheduled for your city as far in advance as possible; monitor the area’s convention centers, concert venues and CVB websites. Events, such as conventions, sporting events or concerts, almost always bring meeting and/or group opportunities with them.

Your sales team should be researching and reaching out to any related clubs or organizations that would likely travel to attend the event, then directly offer up a block of rooms at a group rate. Your hotel can offer even more value through discounted transportation to the event.

For example, consider a Bon Jovi Fan Club, says Washko. This is a group, typically ages 40 to 50, that are enthusiastic fans of Bon Jovi and travel to his performances. Other examples are car clubs for major races or car shows.

Washko says the key to staying ahead of your new comp set is by being the first to reach out to these groups. So, set up processes with your sales managers to seek out these groups several months in advance.

Get more examples: The New Supply Threat: How Hotel Sales Teams are Fighting Back


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

Why Every Flagged Hotel Should be Rethinking Instagram

March 6, 2018

Flagged hotels enjoy an established presence in the global marketplace and the trust that goes along with that. But… despite the common misconception that the brand is entirely responsible for driving every flagged property’s bookings, successful hotel marketing is a joint effort at both the brand and property level.

Remember: your brand’s marketing team is servicing hundreds of hotels (often several in the same city) and providing the same tools to all of you. Think about that… every hotel in the brand family is getting the same marketing and sales templates, the same loyalty database, the same hotel website design and hotel booking engine.

Every same-branded property receives the same marketing assets, regardless of amenities, destination, or target audience.

But every flagged hotel has its own unique story to tell and few platforms are as well equipped to convey those stories as Instagram.

Instagram represents an opportunity for flagged hotels to shift travelers’ perceptions of a boring, me-too branded property to a unique travel experience not found anywhere else. The content is universal, shareable and easily understood by a wide range of audiences.

Tambourine’s Social Media Director Elle Andress details 4 ways Instagram can help social media teams at flagged hotels differentiate their properties:

Elle Andress, Director of Social Media at Tambourine

Elle Andress, Director of Social Media at Tambourine

1. Avoiding sterility

Today, people are investing their travel dollars in authentic experiences that immerse them in the local culture and lifestyle. They’re hungry for local secrets, bold adventures and seeing parts of the city that most tourists don’t see.

image3

When your corporate brand team has control of your online marketing, they won’t be able to convey those local gems. First off, because they’re not even there. They don’t know what makes your destination so special.

They don’t understand the culture, the awesome mom-and-pop stores, and restaurants that give your neighborhood character or know the local secrets. Only you and your local marketing staff can tell a compelling story that will actually drive bookings.

Instagram is the ideal platform to showcase the images that make your flagged property unique in the eyes of potential guests and avoid perceived “sterility.”

2. Monitor on-property problems…

Every day, there are good and bad things posted about your hotel on Instagram.

You can be reactive and monitor people who 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.

image4

But there are more proactive ways of monitoring guest 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 geotags, Tools like Tout allow you to find and license the content with ease.

3. Celebrate past guest experiences

By sharing past guest stories, reviews (and best of all videos) on your hotel’s social media channels, you can turn your past guests into a perpetual army of experience evangelists.

Harvest their good times!

image3

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

Over the last few years, storytelling and “user-generated content (UGC)” has become one of the most popular (and cost-effective) ways for hotel marketers to win guests’ hearts and wallets.

Why?

Because consumers no longer trust advertising… they trust each other. As this article in AdAge so aptly put it: “Your brand is defined by the interactions people have with it.”

User-generated content, especially photos, videos and posts about on-property experiences are more authentic, less sales focused… and let’s face it, usually more creative than anything hotel social media folks could ever dream up.

4. Paid Instagram stories

In addition to running an ad in the Instagram feed, hotel social media marketers now have the added option of running paid Instagram stories.

The 15 to 30-second full-screen experience can showcase still imagery or a video clip, appearing in Instagram’s story feed, alongside the stories posted by a user’s following so that the organic experience is never disrupted for the user. “With paid Instagram stories, properties can reach a much larger audience, including users who aren’t already followers,” Elle explained.

Here, properties can promote time-sensitive offers such as a new restaurant menu or a seasonal event to a broader audience than the property’s existing Instagram followers.

image6

An example of using highly visual Instagram stories from The St Regis in San Francisco.


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

It’s Valentine’s Day: What Are Hotel Marketers Loving?

February 13, 2018

Hotel marketing folks are infatuated with these 7 things…

image1

Each year around Valentine’s Day, we ask clients, partners and industry insiders what they are feeling warm and fuzzy about… here are the 7 things they’re smitten with right now:

1. A Strong Economy and Positive Industry Forecasts 

The smart folks at STR, CBRE and PWC all generally agree that 2018 will be another year of steady growth for the hotel industry. (You can download STR’s detailed breakdown by market here.) Fueled by a strong global economy, relatively low gas prices and limited supply growth, the US hotel industry is once again expected to enjoy positive RevPAR and ADR growth. And since all boats rise with the tide… hotel marketers are riding the wave to happiness and career growth.

image22. Robust Career Opportunities

Speaking of career growth… hotel marketers are seeing more opportunities than ever. Industry results have expanded budgets and created new roles. While the allure of the hotel industry and the fast-tracked promotional opportunities make hotel marketing and hotel social media jobs some of the most coveted in the country.

3. Elevated Consumer Awareness of Direct Booking Benefits

Thanks to the massive media outreach by Hilton and Marriott’s direct booking campaigns, we’re seeing heightened public recognition of the benefits of booking direct. The idea is to educate travelers and chip away at the myth that OTAs save guests money. With the stage set, more and more hotels are following in Hilton and Marriott’s footsteps with their own hotel marketing campaigns enticing audiences to book direct.

Plus, hotel marketers at properties of all sizes are now armed with new digital hotel marketing tools and previously unaffordable technology that can help them drive direct room revenue, instead of settling for costly OTA bookings. The momentum of the “book direct movement” is growing and hotel marketing folks are excited to see where it’s headed.

image3

4. Owners’ Investment in a Remarkable Product

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.

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.

5. Social Evangelism

Hotel social media managers are feeling blessed to have guests who gush and brag about their stay on Facebook and post foodie pics to Instagram. Not only have they made marketing travel engagingly personal and authentic, they come at no cost to the hotelier.

Over the last few years, storytelling and “user-generated content (UGC)” has become one of the most popular (and cost-effective) ways for hotel marketers to win guests’ hearts and wallets.

Why?

Because consumers no longer trust advertising… they trust each other. As this article in AdAge so aptly put it: “Your brand is defined by the interactions people have with it.”

User-generated content, especially photos, videos and posts about on-property experiences are more authentic, less sales focused… and let’s face it, usually more creative than anything hotel social media folks could ever dream up.

6. Metasearch: An Attractive and Less Expensive Option

It’s easy to see why travelers love metasearch, such as Google and TripAdvisor: They receive all the key details needed to research and book their stays all in one place, like real-time pricing, availability, hotel information, guest reviews and location.

But, hotel marketers are loving metasearch too.

They are using these sites to boost direct bookings instead of relying on OTAs and paying high commissions. You can pay-per-click or pay booking commissions (still less expensive than traditional OTA fees) – all while getting brand exposure and access to travelers who are just entering the consideration and booking funnel.

7. Digital Personalization

Every year, new hotel website and booking engine technology allows hotels to know more about who’s looking, booking and bouncing. With this robust analytics and demographic data, hotel offers are now personalized and optimized to reap the biggest ROI.

And hotel marketers are smarter than ever about crafting hotel marketing campaigns that are tailored to the right travelers and delivered to the right place, at the right time. And, best of all – everything is measurable, which provides tremendous power to hotel marketers when it comes time for annual performance and budget reviews.


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: When Guests Want to Pay… Get out of the Way

February 9, 2018

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: Stop blocking bookings – be flexible and allow as many payment methods as possible. 

A booking in progress is a fragile and fickle thing. So many factors could derail the process and cause people to abandon their reservation and head over to another hotel or OTA. In fact, often it’s a complicated hotel booking engine process that pushes people to walk away from their reservation.

This is especially true at the moment of truth… at checkout!

Most hotels are smart about giving their guests options – from room types to upgrades. However, many hotels don’t extend their flexibility when it comes to paying. Instead, they offer a rigid set of payment options.

Solution: Provide speedy, simple payment experiences. Offer multiple ways to pay beyond the typical Visa, AMEX and Mastercard transactions. Accept as many other forms of payment as possible (like PayPal). Some hotels even accept Bitcoin these days!

And some go even further – Couples Resorts offers the Love Away payment plan which allows guests to place a $100 deposit, then enter into a layaway plan for their getaway.

Also, don’t forget to mention security clearly on your checkout page, otherwise you run a serious risk of abandonment. Customers need to feel confident that their payments will be handled securely. A statement of secure payment (or security badges) reassures your customers and could be the difference between a new guest and a lost sale.

Get more: Mobile Bookings are up. Why Aren’t Yours?


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

Rebranding Your Hotel? Five Marketing ‘Gotchas’

February 6, 2018

Hotel rebranding requires more than pretty pictures…

image1

Successfully rebranding a hotel isn’t usually as simple as just putting up a new sign outside the property and slapping a new logo everywhere the old logo used to be…

A true rebranding is a massive shift in philosophy, company culture and audience targeting, which has widespread implications for all marketing efforts going forward under the new identity.

There are, unfortunately, some specific aspects of the rebranding process where marketing commonly goes astray. These “gotcha” moments include the following five blunders, which hotel marketers should avoid at all costs:

Gotcha #1: Before rebranding, forgetting to properly debrand!

The first step in a rebranding strategy is to wipe the slate clean and start fresh.

That entails removing all collateral, signage, uniforms, advertising and marketing materials (online and off) that reference the hotel’s previous branded identity, including images, logos and words or catchphrases. You’ll also need to revise your presence on all digital platforms and sales channels, like Tripadvisor, the OTAs, AAA, etc., and share the news of the impending change with your local travel and tourism ecosystem, such as CVB partners, area vendors, chambers of commerce and the like.

image2

Gotcha #2: Failing to build your new brand around the TRUTH!

Just like your mom used to say… Don’t try and be something you aren’t.

Instead, root the identity of your rebrand in experiences and amenities you can actually deliver. 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. Consistently and creatively telling a meaningful, truthful story is what can truly attract travelers. However, many hoteliers simply 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 into consensus about your property’s unique identity, so you can convey it poignantly across all marketing channels. Cement that strategy by taking the time to author a brand manifesto, or brand promise document.

Gotcha #3: Not having enough time and money.

Just take a deep breath and remember: You only get one chance to launch.

Celebrate it! And expect to spend money.

It’s costly to create and activate new websites, digital media, advertising, signage, collateral, sales material and messaging for a rebranding. If you are transitioning from a brand to independent, make sure you have the team in-house, or external vendors, who can replace the vital marketing services your remote brand team was performing for you. This also includes managing the redirect schema of your legacy search engine rankings. Not to mention, meetings are booked years in advance, so you’ll need to publish new sales/meeting collateral ASAP.

Gotcha #4: Failing to retain legacy assets.

Don’t get too carried away when purging the hotel’s past.

Make sure you keep all assets from the hotel’s former brand days that you may need to reuse, like photos, video, newsletter templates, guest email databases, web addresses (for redirects), social media accounts, TripAdvisor and metasearch log-ins and Google Analytics data. These valuable assets (and legacy performance results) will help your marketing efforts in many ways going forward, particularly in reducing time and expense, regardless of the name change.

image3

Gotcha #5: Forgetting what really matters….

No amount of marketing, no matter how clever it may be, can make up for a lackluster product. There are far too many hotels that attempt to rebrand to over-compensate for or to cover up an aging, lackluster, or grungy hotel product. Sadly, as long as those hotels delay improving or – in some cases – completely overhauling their hotel appearance, service or amenities, they will continue to have an uphill battle when attracting and retaining guests.

As Robert Stephens (founder of Geek Squad) famously said: “Advertising is the tax you pay for an unremarkable product.” Marketing can only do so much. The less you pay attention to improving your service and your hotel product, the more you’ll be spending in marketing and advertising to make up for it.

Serve your guests better by working on your hotel 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.


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

Fort Lauderdale
New York
Bogotá