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hotel marketing tips

Thanks Dad: 6 Hotel Marketing Lessons for Father’s Day

June 16, 2015

Our dear old dads.

We tired him out. We emptied his bank accounts.

We feared him, admired him and made his hair go grey.

Our moms may get all the credit for timeless life lessons, but we think that fathers should get their due credit for their own witty and wise insights!

Since it’s Father’s Day, we looked back to one of our most popular blog posts of last year – highlighting our favorite ‘dad-isms’ and finding that pops knew what he was talking about!

Here is some sage marketing advice hidden behind some of dad’s most common expressions:

1. Dad: “Who cares what those other people think?”
Hidden Hotel Marketing Advice:

No matter how hard you try, you can’t win over everyone. Your hotel attracts certain types of visitors, so don’t cloud your marketing efforts with messages that try to attract the masses.

Narrow down your real target customer and tailor all of your marketing campaigns to them. If your guests are made up of millennials hungry for local experiences, then build your marketing around that, not on the family-friendly attractions or business amenities in the area. First, build specific buyer profiles down to age groups, lifestyle characteristics, etc., and share with your entire marketing team so everyone knows who they should be talking to.

2. Dad: “They don’t make them like they used to…”
Hidden Hotel Marketing Advice:

Hotel marketing today resembles nothing like the marketing of yesterday. Back then, you could count all the ways to market to hotel guests using just the fingers on one hand (travel agency posters anyone?) and could easily predict where your next guest would find you. As tempting as it is, don’t wallow in nostalgia for the simpler times of hotel marketing. Instead, designate one or two people on your marketing team to keep up on all the hotel internet marketing tools and trends that are rapidly being introduced into the marketplace today.

3. Dad: “Stop crying. You’re not bleeding.”
Hidden Hotel Marketing Advice:

Man up, kid.

Sometimes you get hit with awful reviews. Sometimes you check in dreadful guests. Sometimes the marketing ideas you put all of your creativity and resources in fails miserably.

Instead of crying over spilled milk, remember that the most brilliant and successful of hotel marketers are the ones who continue to try new ideas and take risks. If you’re not making any mistakes, that probably means you are still doing the same thing you did last year and the year before. Not taking risks or finding new ways to reach your guests will make your marketing stale and crummy. And, that’s something to cry about.

4. Dad: “You’ve got to work for it.”
Hidden Hotel Marketing Advice:

Don’t expect to reap large rewards from small marketing tweaks. Wish you had more direct bookings coming from your hotel’s booking engine? Disappointed you don’t have more corporate accounts? Then, you need to work for it. Don’t expect that once you build it, they will come. Prepare to put in effort, investment and people to get your desired ROI from marketing campaigns. Determine your top marketing goals and put your concentration there.

5. Dad: “Will you kids please shut up for once?”
Hidden Hotel Marketing Advice:

Dad wanted you to be a good listener. Similarly, hotel sales and marketing leaders need to be great listeners too. Do you talk to guests and ask what they like and dislike about your property? Do you ask meeting planners what they really need? Smart hotel marketers talk to everyone in their purview with genuine interest and a desire to improve their property’s experience.

6. Dad: “Don’t make me come up there!”
Hidden Hotel Marketing Advice:

Owners want marketing folks who are comfortable being accountable for a measurable impact on revenue. So make sure you have complete fluency with your key metrics. The last thing you want is an unhappy owner or manager telling you they are coming up for a “visit!”

 What lessons did your Dad teach you that have come in handy during your career? Let us know!

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:

Cinco de Mayo: 5 Hotel Marketing Tips

May 2, 2014

Tambourine: Hotel Marketing

In honor of Cinco de Mayo, Tambourine is celebrating with a fiesta of some of our favorite digital marketing tips. From fine-tuning your content for on-the-go travelers to zeroing in on your prospect’s emotions and true priorities, these tactics are fit to be implemented seamlessly into your current marketing efforts.

UNO – Edit Down Your Content For Mobile Users

Cut down on the fluff, be succinct and get to the point.

When it comes to your hotel’s mobile site, don’t simply reuse the copy you wrote for your desktop site. Instead, repurpose and rewrite your mobile content so that it’s easier to digest by people on-the-go. Because people have shorter attention spans on their smart phones, the copy on your mobile site has to be faster, shorter, and punchier than your desktop version. Use bolded headlines and bullet points. Cut down on the fluff, be succinct and get to the point.

DOS – Don’t Settle for Weak Calls-to-Action

When all is said and done, it’s copywriting that will compel people to book your hotel. Don’t leave people hanging without instructions on what to do next after combing through your site. And, be clear about it. Start with verbs and keep it simple.  Beyond the typical ‘book now,’ you can use ‘plan your escape now,’ ‘schedule your site tour today’, or ‘start your adventure here.’

TRES – Identify and Leverage Your Hotel’s Biggest Fans

Find out who your brand advocates are and treat them like all-stars.

First, find out who your brand advocates are. You can find them on your social media pages (who is always liking and commenting on your posts?), your TripAdvisor reviews (look for the 4-5 star ratings), and your meeting planner testimonials. Then, treat them like all-stars. Give them first dibs on any promotions or deals. Offer exclusive room upgrade codes. Send them a personal invitation to meet with your top management. Extend a special room rate just for them and their friends and family. Make it easy for them to share their love for you with everyone they know.

CUATRO – Share Content That Answers ‘What’s In It for Me?’

Whether it’s through email newsletters, social media updates, or hotel blog posts, never forget your audience’s first priority: What’s in it for me? Ideally, all of your messages and content should be a mix of hotel news and useful destination tips. For example, when you send out an email about your Valentine’s romance package, include relevant content made up of gems of information, such as ‘Fun Date Ideas Under $50 in Chicago’ or ‘5 Best Places to Kiss in Seattle.’

CINCO – Make Booking Direct More Appealing Than Using an OTA

Who says you can’t out-market an OTA? The key is to make your offer sweeter than your OTA rate. And, don’t worry about rate parity, which only applies to the exact room offer the OTA displays. The workaround is to offer a larger value to that same room using the same rate. For example, include complimentary parking, dining discounts, or free breakfast vouchers.  Make the decision to book direct a no-brainer.


Fort Lauderdale
New York