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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: Solving the latest hotel website curveball from Google

April 20, 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: 

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.

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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: 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

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: Stop Obsessing Over This Hotel Marketing Metric

March 9, 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: Stop obsessing about the quantity of traffic and visitors to your hotel website…instead, focus on how many actually enter the booking environment!

It’s every hotel marketer’s reality:

We have loads of stats to track…from website stats, search rankings, to social media likes and email open rates. And we know that gathering data is instrumental to finessing our marketing campaigns and being accountable to ownership and upper management.

However, some metrics can be dangerously misleading. One of those often-deceptive metrics happens to be extremely popular in hotel marketing: Online traffic and visitors to your hotel website.

Why is it misleading?

While a gradual, sustained increase in website traffic is a great thing, don’t let the numbers mislead you into thinking your site is performing better than it really is (conversely, if it drops, don’t freak out and think the sky is falling.)

The following are just a few of the factors can cause your traffic/visitors to create a “false echo” and send you off trying to fix (or replicate) something that it is out of your control:

  1. Seasonality can affect traffic up and down.
  2. A major PR story about your property can cause traffic to spike.
  3. PPC and Promo campaigns (avoid Groupon please!) can increase traffic and cause it to drop when its over.
  4. Local/regional events nearby your property will cause it to spike & drop.
  5. Changes in the way Google displays their search engine result pages (SERPs) can actually cause LESS traffic to come to your site (because users are getting their answers right on Google’s SERPs!

Ultimately, it comes down to the quality of traffic, not quantity.

And there are three primary keys to attracting QUALITY traffic:

  1. Tell the story only your property can tell: If you want to find the right guests who will buy and return, then you have to give them a truthful, relevant reason to consider you! You must understand your ideal guest persona and communicate your UVP across every marketing touchpoint.
  2. Stop using cheap tactics: Lots of unsavory digital “publishers” sell access to cheap traffic. But what good does it do if your traffic is coming from click-robots in Kazakhstan? Your digital team (or ask your guests!) should be able to easily explain which media they actually consume on their purchase journey.  (And do we really need to talk about the poor quality traffic from flash sale providers like Groupon?)
  3. Invest in long-term organic hotel SEO content: Choose the right keywords to start building long-term content around: You will never rank on page 1 of Google for “Hotels in Boston” but you have a decent shot of ranking for “Hotels near Fenway Park” if your SEO and content team is producing content EVERY MONTH with that “long-tail” focus.  Another simple trick: your content can bring you loads of quality search traffic if it answers the questions of your potential customers… you can use this handy/cheap tool to see what questions people are actually typing in about your market and compset

REMEMBER: If you have to pick one thing to focus on to measure the performance of your website, track entrances into your hotel booking engine and calls to your reservation center. 

Get more examples: We Need to Talk About Hotel Metrics


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…

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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.

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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

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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: 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…

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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.

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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.

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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

Friday Freebie: How Smart Hotel Marketers Convince Owners to Reinvest

February 2, 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: The most important aspect of marketing is the product itself.

But what happens when hotel marketers are asked to bend steel with their bare hands and meet lofty revenue goals with a tired and inadequate product? How can hotel marketers contribute evidence to ownership that there is a problem and it’s time to reinvest?  

Here’s a few ways to support your case with real data:

1: Show past guest reviews (and aggregated guest sentiment scores) regarding common issues reported at your property, such as uncomfortable beds, old bathrooms, dirty carpets or tired decor.

2: Prepare a summary of new supply or newly refurbished compset properties, as well as your STR index trends against those properties.

3: Pull PMS or CRM data that illustrates the decline in repeat visitation from past guests as a result of inferior product experience.

Without a commitment to property upgrades, hotel marketers are facing an uphill battle, while owners are facing a decline in profits and ultimately… a decline in their property value.

Get more: Hitting hotel owners where it hurts: real estate values


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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