Browsing Tag

hotelmarketing

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

July 18, 2017 • By
Hotel marketing teams need to improve their support of group sales. image1 Achieving group and meetings revenue targets can make or break your property’s annual performance. But incredibly, most hotel group sales departments lack consistent, effective marketing support and are forced to generate their own leads. Hotel marketers often ignore the need to boost their hotel’s revenue by accelerating the number of incoming sales leads. As a result, hotel marketing departments usually stick to what they know: marketing only to leisure travelers. Let’s change that.  There are several smart ways for hotel marketers to generate more group business for their hotel and champion the sales teams’ efforts. It simply takes using the hotel marketing strategies you already know and use… and finessing them for the meetings market: 1. Be Accountable: Carry a Quota What?! Marketing people carrying a quota? While this may be a strange and radical concept among hotel marketers, other industries (i.e. Silicon Valley software companies) have been assigning lead generation quotas to marketing teams for many years. Asset managers and property owners no longer want to hear about “branding initiatives” or logo colors… they expect their hotel management firm’s marketing team to contribute to revenue in a measurable way, communicate in number-speak and be accountable for tangible results. Quotas for marketing teams can be memorialized in terms of leads or actual closed deals generated by leads driven by the marketing team. And marketers often receive bonuses based on their performance against their quota. Hotel marketers need to remember that having a quota is not only a burden, but also an opportunity: if they hit their assigned lead generation targets, they increase their value in a demonstrably important way to their management and can ask for compensation increases as a result! 2. Consistently Communicate with “HVTs” Every hotel should have a Top 100 list of “high value targets.” Most hotel sales teams already work with a company like Knowland to access groups market intelligence to identify the most relevant group opportunities for their location and venue size. But the hotel marketing team should ensure these HVTs are loaded into a simple CRM platform in order to send out a steady stream of entertaining, engaging and useful stories, photos and videos that will help meeting planners do their jobs when planning a meeting in your destination and beyond. Meeting planners love to book venues they trust. And one way to build trust is by communicating consistently in a selfless, helpful way. Hotel marketers should deploy a steady “drip” of stories, photos and content that helps prospects understand the destination better and do their job more effectively. But under no circumstances should the content be self-serving! Your content “stream” does not have to be restricted to email or digital content. Direct mailing personal notes and helpful material often breaks through the clutter and differentiates you from the thousands of emails your prospects receive each week! Creating this cadence of content will establish you and your property as a trusted resource and position you as THE leader in your destination!  image2 3. Empower Sales with Marketing Automation You’ve already been using marketing automation to boost leisure business for several years, from post stay surveys to reservation recovery emails. Now, you can use the same principle to be a catalyst for driving meetings and events to your hotel. By placing a piece of code (provided from your marketing automation vendor or hotel marketing agency) into your website, you can monitor whenever one of your sales team’s key group business targets visits and explores your meeting pages. Plus, your marketing automation software will be able to determine what the planner’s interests are by following their clicks. Did the planner spend more time looking at breakfast catering menus? The section on government meetings and per diem pricing? Or, watch a virtual tour of your largest ballroom? You can then provide this data to the sales team and enable them to craft relevant messages and offers to match planners’ exact event needs. 4. Stay Top of Mind with Retargeting Keep your hotel top-of-mind with meeting planners who visit, then leave your hotel website’s meeting pages. If a meeting planner goes to your website, clicks around and leaves without submitting an RFP, set up retargeting display ad campaigns to follow them online and remind them what makes your venue a remarkable option for their group. 5. Create Compelling Destination Content Establish your hotel and its sales team as meeting industry thought leaders in your city by creating helpful, info-tainment content. This will position your hotel as being the most experienced property to host meetings and events in your destination. For Example: 5 Distilleries For Groups To Experience True Louisville Bourbon, 10 Waterfront Teambuilding Activities in Long Beach, or Most Unique Group Tours in Philadelphia. You can also take content you’ve already written for the leisure audience and customize for the groups market by giving it a meeting and events ‘spin.’ Then, pay to publish these into the LinkedIn newsfeeds of meeting professionals. Post these onto your hotel’s own meetings and events blog or repurpose this as content for upcoming sales newsletters (See #2 & 3 above). 6. Optimize Your Website for Meeting Planners This is your main marketing vehicle, so don’t solely cater to leisure guests here. Pack your meetings and events section with all the resources that meeting planners need. Our latest meeting planner survey revealed that planners wanted relevant sourcing tools that could be downloaded directly from hotel websites, including photos of past events, floor diagrams, room measurements, capacity charts, testimonials, and 360-degree venue tours.

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

Business, Direct Bookings, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, Uncategorized

Friday Freebie: Hotel Website Copy That Sells

July 14, 2017 • By
FridayFreebie-Tambourine-600x600 Welcome to the Friday Freebie! Each week we share one FREE impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue. This Week’s Freebie: Convert more lookers into bookers by tweaking your hotel website copy. Today, no one has the attention span to read anymore. Studies show that people online only have an attention span of 8 SECONDS. This puts a lot of pressure on hotel marketers to entice, engage and convince all within that tiny timeframe. So, what’s a hotel marketer to do to maximize mere seconds when someone is on your website–your ultimate marketing asset? How can you quickly push someone closer to booking? The Main Secret: Write for scanners, not readers.  So, write less, make every word count, and make it easy to read. Here Are Some Tips:
  • Cut the fluff, get to the point. Adjectives are the sign of a weak writer!
  • Don’t feel the pressure to write in full, complete sentences all the time. It’s okay now to write how you speak. Say what you mean and mean what you say!
  • Break up content in at-a-glance, “snackable” chunks, instead of writing lengthy paragraphs.
  • Use subheads and headlines to break-up distinct topic changes. This makes it easier to digest important points.
  • Replace some copy with a fitting image or video instead.
Get More Here: Want People to Actually Read Your Hotel Website? Here’s How.

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

Business, Direct Bookings, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, Uncategorized

Marketing vs Revenue Management: 4 Ways to Bridge the Gap

July 11, 2017 • By
It's time to improve cooperation between hotel marketers and revenue managers. image1 Is there an unspoken divide in your hotel? Revenue managers and hotel marketers are often at odds, one department focused on balancing ADR and occupancy, while the other focuses on awareness, demand and “branding.” In this post, Noelani Berkholtz, Tambourine’s Director of Distribution Strategy and former long-time hotel revenue manager, explains these differences and outlines what revenue managers can do to assist and champion their hotel marketing teams to help both departments achieve mutual success: 1. Understand Mutual Metrics According to Noelani, one of the major sources of dissonance between revenue managers and hotel marketers are the goals and responsibilities allocated to the individual departments. “DOSMs are driven to work towards bonuses based on metrics that differ from a revenue manager’s metrics,” she explained. “This skews what marketing initiatives should actually be focused on.” image2 2. Share Results Regularly Hotel marketers and revenue managers are on the same side, yet revenue managers tend to keep crucial metrics, such as pacing, market mix, actualized occupancy, revenue, and ADR closely guarded. This type of unwarranted secrecy leaves hotel marketers flying blind. “When we withhold this kind of data, we are making the marketing team work in a smoke screen,” Noelani said. “If they can’t see the landscape of what is going on, they can’t proactively respond, or retroactively learn.” Noelani also advises avoiding getting defensive over the numbers. Revenue managers are aware of the shrinking booking window, but at the same time don’t want to be held accountable for it. Above all, communicate. Noelani advises to not let your lack of modern marketing knowledge hinder you from engaging with your marketing team. “Educate your marketing team on what has and has not worked in the past,” she recommends. “And, keep them in the know with any initiatives you are pushing out with the OTAs, even if you are simply mirroring the discount on your site.” Share your STR report and other relevant reports, so the marketing staff can keep a pulse of the market. Plus, let them know what your goals are and keep them abreast on how the hotel is pacing towards those goals so they can alter their marketing initiatives to achieve them. “Consistent communication will reduce the gap between initiatives and goals, and produce a rockstar revenue-generating team.” 3. Talk About Other Channels  It turns out that revenue managers are already working successfully with other marketing departments – OTAs! Revenue managers often run certain promotions targeting certain demographics or need periods that end up producing a ton of business for the OTAs. Start sharing how the OTAs have been successful in marketing your hotel to help your own marketing department! 4. Be Brutally Honest The marketing department wants to hear from you. For instance, revenue managers often wish hotel marketers made things easier.“If a hotel’s marketing department or outside agency made the process of launching initiatives as simple as OTAs did, they would want to engage the marketing department more,” she said. “When there are 8 different people to contact each time a need period is identified, revenue managers are too busy to round them all up. They are more likely to just reduce the rate and hope that helps their conversion on the different channels.”

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

Business, Direct Bookings, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, OTA, Uncategorized

Friday Freebie: Make Your Hotel Website More Meeting Planner Friendly

July 7, 2017 • By
FridayFreebie-Tambourine-600x600 Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue. This Week’s Freebie: Make it easier for meeting planners to consider and choose your venue by providing the tools and data they expect. Meeting planners are constantly on-the-go and juggling several projects at any given moment. Make their jobs easier (and make it easier for them to see your venue’s potential) by providing the valuable tools they need to select a site. According to our recent meeting planner survey, these are the mandatory tools that meeting planners expect to access directly from your hotel website:
  • Capacity charts
  • Floor diagrams
  • Room measurements
  • Virtual/video venue tours
  • Photos of actual events
Get More: What Do Meeting Planners Actually Want? Here’s the Suprising Results

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

Business, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, Uncategorized

5 Things Hotel Marketers Are Celebrating This July 4th

July 3, 2017 • By
Hotel sales and marketing pros have a lot to be happy about this year. image1 This Independence Day, hoteliers are not only celebrating a long weekend bustling with holiday travelers, but all the other indicators that prove there are more sunny skies ahead for the industry: 1) A Winning Trifecta: Thriving Group Business, Stable Economy & A Positive Hotel Market  The hotel industry’s up cycle has exceeded expectations. Occupancy rose 1.5 percent, driven by an increase in demand of 3.4 percent. ADR increased 2 percent and RevPAR rose by 3.6 percent – making May 2017 the 87th month of consecutive RevPAR growth. Even after two months with a declining pipeline of new rooms, the number of new room construction reached 192,000. This is a small increase (April 2017’s count was 189,000) and shows that the pipeline of new construction is flourishing, but at a slower pace. Most of the new construction focuses on select-service hotels without substantial meeting space, which is a boon for hoteliers overseeing full-service properties who continue to see an uptick in their booking pace as large groups compete to lock in venues.  image2 2) Owners’ Investment in a Remarkable Product You can be out-of-this-world creative. You can have the wittiest, most clever and memorable hotel marketing concept. You can even have a generous hotel marketing budget to pay for massive exposure in front of all the right audiences. Yet, all of that means nothing without a truly differentiated hotel product. 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. 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. 3) The Lowest Summer Gas Prices in Years The start of summer is not normally a time for low gas prices, since so many people are taking to the road and creating demand. However, with the recent drop in oil costs, travelers are elated to find some of the lowest summer prices at the pumps for the first time in 12 years. In fact, this holiday weekend’s prices could be the lowest 4th of July gas prices since 2005. According to AAA, gas prices have been falling every day since June 2nd and are expected to keep dropping. Consider us pumped for all the road travelers ahead. 4) Expanding Awareness of Book Direct Benefits Fueled by affordable digital marketing tools and increasing comfort in deploying them, hotel marketers are feeling more confident and emboldened to push for direct bookings instead of relying on OTAs to fill their rooms. In April, Hyatt Hotels became the latest brand to offer a discount to guests who book directly from the Hyatt website, following similar programs by Marriott International, Hilton Worldwide and Starwood Hotels & Resorts. These moves by the major chains are heightening public recognition of the benefits of booking direct and are chipping away at the myth that OTAs save money. With the stage set by industry titans and all the advanced marketing tools and metrics available to hoteliers, we expect this momentum to continue to swell. 5) Social Media Evangelists Hotels now have small, private armies of unpaid marketing staff: guests who Instagram, Snap, Facebook and Tweet while eating breakfast in bed, lounging by the pool, and watching the sunset from their balconies. Each post boosts awareness for your hotel and bolsters your hotel’s reach… all without your staff lifting a finger or spending a dime. And, even after checking out, guests continue to post photo albums and videos of their vacations. When guests gush about their travels, they’re creating content that is hotel marketing gold. You can even easily discover and collect Instagram photos posted by your guests using a tool like our new Tout.

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

Business, Direct Bookings, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, OTA, Uncategorized

Friday Freebie: Briefcases to Suitcases, Compel Business Travelers to Stretch Their Stays

June 30, 2017 • By
FridayFreebie-Tambourine-600x600 Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue. This Week’s Freebie: Compel corporate guests to extend their stay by creating a targeted ‘bleisure’ offer. Out of a hotel’s three primary market segments, corporate clients often produce the steadiest stream of room nights AND add-on revenue throughout the year. And better yet…. free-spending corporate travelers alo tend to spend more on dining and other ancillary products (since they are reimbursed by their companies). Amplify your revenue opportunities with corporate travelers by compelling them to add on leisure days to their stay. Here’s One Way to Encourage Them to Stay Longer: Create an exclusive offer only for corporate guests that extends the corporate rate a few days pre- and post-reservation. Add perks during those extra days, such as complimentary bike rentals, late check-out, discounted passes to a family-friendly attraction, free parking or complimentary breakfast. Include a link to a calendar of fun local events happening before, during, and after their original stay. Share this offer with corporate guests a few times leading up to their stay. Include it in the pre-stay email, at check-in… or leave a note during their stay. Get More: Turning Business Into Pleasure

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

Business, Direct Bookings, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, Uncategorized

Are Siri and Alexa Interrupting Hotel Search Marketing?

June 27, 2017 • By
Hotel search engine marketing is changing… are you ready?  image1 Key Takeaways:
  • Voice search and voice assistants are gaining popularity with no signs of slowing down.
  • This fundamental shift in search behavior impacts your current SEO strategy and will influence conversions and content discovery.
  • People using voice search tend to ask questions using long-tail keyword phrases, driving the need for relevant content addressing those questions.
“Siri, what is the biggest marketing trend that impacts my hotel’s search rankings?” Just within the past few years, voice-driven search and virtual assistants (also referred to as ‘digital assistants’) have experienced a meteoric rise as more and more people turn to Apple’s Siri, Google Now, Google Home or Amazon’s Echo to research information. In fact, the Echo and the Echo Dot were Amazon’s best selling products in 2016. Now, with Apple’s recently announced Apple HomePod (to be released December 2017), virtual assistants will be making their way into more homes and into our daily lives, routines and reality. According to Google, 20% percent of searches are completed by voice. With 11 billion daily searches being conducted on Google, that equates to 2.75 million Google voice searches each day.  And, that number is expected to rise exponentially over the next few years. Virtual assistants and voice searches are actively shaping the future of hotel SEO and changing how hotel marketers view their keywords and content. Plus, they are already poised to play a bigger role in driving conversions. Voice Search Strategies to Implement Now  This increasingly vocal world and continual evolution of search engine results will present challenges for hotels and will force hotel marketers to rewrite their content and SEO playbook. Fortunately, changes have been gradual and we’re not seeing a full-blown disruption just yet. This buys hoteliers more time to prepare for changes in hotel search that are on the horizon. Here’s what hotels can do right now to address this fundamental shift in how consumers are conducting hotel searches:
  1. Study Your Hotel’s Keyword Trends The fundamental rules of SEO still apply: hotels must understand how guests are finding them via voice search and the type of phrases they use. The clearest trend driven by voice search is the rise of long-tail keyword phrases. Unlike a typed Google search, people tend to ask virtual assistants questions (“What’s a good business hotel in the Gold Coast in Chicago?” vs “gold coast business hotel”). What are guests asking about hotels in your area and your hotel specifically? What are guests asking about travel to your destination? Optimize for these long-tail keyword phrases.
  2. Create a FAQ Page Addressing These Long-Tail Questions Hotels should set up FAQ pages on their websites that match the voice queries people use to find them online. Address these voice queries with mobile-friendly property and destination guides that give guests the information they are asking for. Hotel brands that address the ‘who, what, when, where and how’ questions and provide relevant answers will outrank their compset. image2
  3. Extend FAQ Strategy to Other Content Build valuable content around your audience’s voice search keywords and build in answers to those phrases and questions in your hotel’s web pages, social media posts, and blog posts.
  4. Stay on Top of Evolving Search Trends Monitor and stay up-to-date on your hotel’s real-time search insights. Which search phrases are being asked more or less often? What is happening in your destination or hotel that impacts what people are asking? Frequent monitoring allows you to be nimble and often gives you an edge.
  5. Write Conversationally Not only will your guests enjoy your brand more with a natural voice, but this is the language spoken by voice search. Content won’t rate with Google Now or Siri if it's not written in a natural voice. People are likely to ask Siri, ‘What hotel offers a free shuttle to the Miami airport?’ versus ‘free shuttle airport Miami.’ Google has been trying to minimize the relevance of keywords in search, with so many marketers over-optimizing and stuffing in keywords anywhere and everywhere they can. Voice search offers an opportunity to focus more on the language and tone we use naturally.
  6. Brace for Future Google Algorithm Updates Google has a history of driving SEO professionals crazy by constantly changing the set of rules that prioritize search rankings. While Google hasn’t announced any penalties for hotel websites that don’t cater to voice searches, there is always the possibility of that changing in the near future.
  7. Don’t Dismiss Traditional Search Consider voice search as a vital supplement to your SEO strategy, not a replacement. For now, despite the rise of voice assistants, the majority of search is conducted through typed queries on a mobile device or desktop. Both text searches and voice searches have a place in hotel marketing, so cater to talkers and typers alike.
Also see: The Painful Truth About Hotel SEO 

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

Business, Direct Bookings, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, OTA, Uncategorized

Friday Freebie: Do This to Improve Organic Results

June 23, 2017 • By
FridayFreebie-Tambourine-600x600 Welcome to the Friday Freebie! Each week we share one free impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue. This Week’s Freebie: Improve organic search results by positioning your hotel as the epicenter of your destination.  Today’s travelers are investing in authentic, intimate experiences that immerse them in the local life and culture. They’re hungry for insider secrets and seeing parts of a city that travelers usually don’t get to see, not just the big-ticket attractions.  And, they’re looking for a hotel that will give them front-row seats to all of that. When they start researching hotel options online, they don’t start with ‘your hotel name.’ Instead, they’ll use search terms such as: “hotels near Santa Monica beach” “Santa Monica pier hotels” “hotels on third street promenade Santa Monica” In short, travelers prioritize the destination first, and hotels second. One smart way to capture more online views and come up in more search results is to boost the destination content on your website. Here are some tips:
  • Don’t simply use your destination pages as a directory of major local attractions. Include lesser-known must-see local spots and write short relevant descriptions for each.
  • Share insider tips for exploring the city.
  • Target long tail search queries by including content that answers common travel questions. A hotel site is more likely to rank for long tail search terms that have less competition and will see a rise in user engagement.
  • Include distances from your hotel.
  • Showcase loved-by-local coffee shops, boutiques, restaurants located in your neighborhood.
  • Include seasonal suggestions, including ‘Holiday activities in Boston’ or ‘Summer activities in Breckenridge.’
  • Keep up a destination calendar of fun neighborhood events that can offer visitors a taste of local life.
Get More: Want More Hotel Revenue? Start Selling Your Destination

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

Business, Direct Bookings, Guest Experience, hospitality, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, OTA, Uncategorized

Why 70% of Hotel Marketing is Out of Control

June 20, 2017 • By
Flagged properties have surrendered control of their marketing. What happens if results are poor? image1 Key Takeaways:
  • 7 out of 10 hotels in the US are flagged, but the brand's national marketing team can’t reach specific target markets on a TIMELY basis, convey unique property experiences or synthesize authentic local culture.
  • Most flagged hotels are still relying on their brand’s standard marketing program, which is duplicated for every other sister hotel in the region.
  • Hotels need to augment their brand’s core program with timely campaigns and custom direct “vanity” websites that help fill periods of need.
Pop quiz… Imagine three hotel properties: A beachfront resort in Santa Monica. An urban high-rise in Atlanta steps from the convention center. A historic, mountain lodge in Vail. Would you: A. Market and drive bookings to these hotels using identical hotel websites, booking engines, marketing campaigns and marketing promotions? B. Or, custom tailor hotel marketing strategies based on each hotel’s unique target markets, amenities, travel seasons and destination? If you selected B, congratulations! You’re already making wiser decisions than thousands of flagged hotels who rely on the standardized, generic marketing (created by a remote marketing department) to drive ALL their business. Relying exclusively on your brand to completely market your unique property limits your ability to achieve the financial goals set forth by the owner/asset manager. Here’s Why:  You Are Not Differentiated 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. You all receive the same assets, regardless of your amenities, your destination, or your target audience. A convention hotel in downtown Denver presents the same marketing material as their sister property in South Beach, Miami. Worse yet, when a visitor to your listing on brand.com enters the brand.com booking environment, they are often shown nearby properties flying the same flag… essentially making brand.com an OTA sending business to your co-branded regional neighbors!  image2 You’re Still Accountable If your property falls short of its revenue goals, do you think your brand’s marketing team will go to bat and be held accountable for missing the mark? Probably not. This is why it’s important to take marketing into your own hands and augment your brand’s core marketing assets with your own to  aggressively pursue direct bookings. When you rely on your brand’s marketing team, you relinquish control over vital revenue-drivers like:
  • Filling sudden periods of need.
  • Attracting regional groups and events.
  • Creating timely packages or special.
  • Posting and marketing special events.
  • Publishing user-generated social media content.
  • Creating retargeting ads to bring people back to your site.
Normally, this would require you to fill out a request form with your brand’s marketing team and wait days or weeks for ‘your turn,’ losing potential bookings in the meantime. Your remote brand team is simply unable to deploy effective campaigns capturing your hotel’s unique essence in a reasonable amount of time Your Direct Hotel Website is Generic Flagged hotels don’t actually have robust websites… they have listings on brand.com. When your hotel is simply plugged into a brand’s basic template website, there is nothing – besides photos and snippets of copy – that distinguishes your hotel’s individual story, destination, or personality. You cannot customize every element that conveys your hotel’s unique experience, F&B outlets, meeting and event space, surrounding neighborhood, local culture, etc. Imagine if the largest event in your destination is the Outdoor Summer Concert Series, which draws in thousands of visitors. Your brand.com’s basic website will not mention the concert series, nor convey how close you are to the event… leaving you to miss out on hundreds of potential room nights. When you manage your own hotel vanity site, you can showcase relevant events, speak directly to the right audiences and capture business with targeted campaigns. Your SEO Stinks Leaving hotel marketing to your brand will also place limits on your SEO and traffic generation campaigns. While your brand may conduct search engine marketing campaigns on your hotel’s behalf, they only scratch the surface. For instance, your brand’s efforts may help you rank for “Hyatts in Seattle.” But, it’s unlikely they are optimizing your page for more targeted search terms that would generate the highest return, such as “hotels near Capitol Hill” or “Space Needle hotels.” You’re Not Authentic 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. When your brand has control of your online marketing, they won’t be able to connect with your visitors or convey that local mindset. 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.

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

Business, hotel marketing, Hotel Marketing Advice, Marketing Advice, Uncategorized

Friday Freebie: Use FOMO to Create Urgency in the Booking Process

June 16, 2017 • By
FridayFreebie-Tambourine-600x600 Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue. This Week’s Freebie: Create a sense of urgency and “fear of missing out” (FOMO) to nudge people to book faster.  People feel more compelled to buy if they believe they are about to miss out on a limited-time offer or a good deal. This type of urgency is about creating “scarcity value,” a concept that OTAs have mastered and implemented systematically on their OTA websites to stimulate purchase behavior. One of the easiest ways to create a sense of urgency and make guests want to make quicker booking decisions is to program scarcity values into your hotel website and booking engine. Ask your hotel booking engine provider if they can tag certain room categories with urgency and FOMO messages when inventory reaches predefined levels. Use copy that creates perceived immediacy and stimulates guests to act now:
  • Only 2 days left
  • Only available to the first 50 reservations
  • 35 people viewing this room now
  • Only 7 rooms remain for this date
  • Or, incorporate a countdown clock to an expiration date
Get More: The Surprising Psychology Behind Successful 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

Business, Direct Bookings, hotel marketing, Hotel Marketing Advice, Hotel Revenue, Marketing Advice, OTA, Uncategorized