Marketing

Top 5 Tips For A Successful Newsletter

Top 5 Tips For A Successful Newsletter

With the growing popularity of social media and ephemeral apps, many forget the importance of email. Did you know that 91% of consumers check their emails on a daily basis? No, email is not dead. It remains a great way to reach your customers. However, it is important to remember that the average user receives approximately 147 emails per day—and deletes about 48% of them. How can a business stand out from the crowd?

Above all, you must properly structure your newsletter. What is its goal? Do you want to increase your visibility, incite a purchase/conversion, or generate more subscribers or leads? Your objective will help you to craft the right type of newsletter for your subscribers.

7 Ways to Prevent Survivorship Bias from Hurting Your Hotel’s Revenue:

Source and full article on: http://www.tambourine.com/blog/how-can-a-wwii-scientist-help-your-hotel-survive/

1. Stop Copying Successful Hotels

It’s easy to look at successful hotels and think their strategy can be replicated in your market. But also take time to consider the other properties that failed in that same location, especially within the same chain scale level. Find out what went wrong, instead of only focusing on what went right for the survivors.

2. Conduct Loss Analysis on Failed Group Business Bids

Hotels often focus their sales efforts on seeking repeat business from specific groups, their “best customers.” Then, they proudly proclaim their venue is a ‘favorite’ of medical meeting planners, for example. Or, that their business is made up of mostly annual tech conferences. Instead, ask why other groups haven’t booked your hotel? What other industries are you missing out on?

Whenever you lose a piece of group business, the sales person needs to ask the meeting planner, “What went wrong? Why didn’t our hotel win your event?” This simple move could dramatically alter your sales efforts, sending your sales numbers skyrocketing in the future.

3. Discover Which Companies are Visiting Your Hotel Site

You can find out if meeting planners are visiting your website, even if they don’t send a message or fill out an RFP. We at Tambourine (and many other firms) have the ability to identify inbound website visitors by company, enabling our clients’ sales teams to find out which companies are visiting your meetings and event pages. For example, you can find out if someone from Ford or Microsoft started clicking around on your site.

This now-warm lead can act like a trigger for the sales person on your team (in this case, the sales person who is in charge of the Pacific Northwest market since Microsoft is headquartered near Seattle) to reach out to the meeting planning department at that company.

4. Conduct User Testing

Don’t fall in the trap of assuming what customers think about your hotel website. The only way to know how potential guests are interacting with your website and booking engine is to engage random, unbiased users to test it. (Shameless Plug: As part of our hotel marketing services, we implement random user testing for clients, and even provide videotape footage of tester’s live feedback.)

5. Monitor Points of Abandonment

Use your analytics to find out where you start losing potential guests on your website. Do you lose them right on the homepage? Or, when they encounter inconsistency moving from your website to the booking engine? Fixing whatever the problem is means you’re helping more visitors ‘survive’ the purchase journey to book a room.

6. Add More Languages

Your hotel is a global product. Or, at least it could be if you allowed your website to ‘speak’ to global audiences. Right now, too many American hotels only use English on their website. So, what if a family from Spain wanted to book a stay? Or, a group of business people from Dubai? You may think your hotel only attracts American travelers (or that virtually everyone speaks English), but that is survivorship bias at work… you only see English-speaking guests! If your website is only written in English, then only English-speaking travelers book your hotel, which leads you to assume that only English speakers want to stay with you. Consider what adding other language translations could do to attract global travelers.

7. Don’t Put Your Marketing on Repeat

It may seem like a smart strategy to repeat what worked for you last year, but again, this is survivorship bias at work. It’s even smarter to figure out why certain marketing tactics and campaigns failed. Did you have enough resources? Did the campaigns have enough time to flourish? Or, did you back down and just grab the lowest hanging fruit (relying on OTAs)?

It’s vital to know about ALL of your hotel’s online visitors and potential customers – not just those who successfully booked. This gives you more insight into how potential guests and group business clients engage with your hotel in their research phase. Plus, it will help you identify what to fix and where to make improvements. Examining your losses and avoiding survivorship bias can be the pivotal move that will lead to quicker buying cycles and higher conversion rates.

Content Marketing VS Public Relations (Infographic)

Content Marketing VS Public Relations (Infographic)

Content Marketing VS Public Relations (Infographic)

by Jomer Gregorio on February 23, 2017

Most businesses acknowledge the importance of communicating to their clients, customers, or audiences—whatever term they may address them. Because of the continuous development of technology today, as well as the growing innovation of products and ideas, sometimes, the way these companies relay their messages to them can make or break their reputation.

Public Relations (PR) and Content Marketing are two very related work but are entirely different from each other in terms of usage, cost, reach and success measurement. At the same time, PR and content marketing basically have the same end goal: relay brand’s message to the public.

To fully understand how different, they are from each other, it is essential to know each concept’s definition.

Brilliantly use past clients and events to sell for you.

Brilliantly use past clients and events to sell for you.

Despite all the efforts to build solid relationships with meeting planners, they will always trust fellow meeting planners over you. But, don’t fret. This is actually good news and you can brilliantly use this to your advantage.

By now (we hope), you have already collected a lot of testimonials from past clients and even have images of past events held in your hotel’s meeting venue. These past testimonials are GOLD when trying to win even more group business. However, most hotels keep those testimonials and photos in some unseen archive. Or, only include three or less testimonials in the proposal itself, and that’s it.

Instead, showcase your 10 best testimonials on your meeting website itself, along with a gallery of images showing how past clients used your space. This will have a greater impact on future clients than photos of empty ballrooms and marketing copy. Another idea is to show the logos of past companies or associations who have booked with you in the past. This is called social proof. By showing who else has invested in your hotel as a venue space, you are making it easier for future planners to believe your hotel is worth the investment as well. 

The Ritz-Carlton has enhanced its Ritz Kids Program

The Ritz-Carlton has enhanced its Ritz Kids Program

The Ritz-Carlton Hotels of Asia Pacific have rolled out an inspiring new campside adventure, as part of an enhanced Ritz Kids program.

Ritz Kids is the first globally consistent, immersive programming from a hotel company to build on the adventures of travel for children. Designed to draw on a child’s passion for the curious, the program has a tailored approach to creating memories for children visiting a resort, city or urban property. The robustly layered activities foster learning centered around four key pillars – water, land, environmental responsibility and culture.

CONJUGUEZ TRAVAIL ET PLAISIR DANS VOTRE APPROCHE MARKETING

CONJUGUEZ TRAVAIL ET PLAISIR DANS VOTRE APPROCHE MARKETING, source

Votre clientèle d’affaires a tendance à prolonger son séjour pour s’adonner à des activités d’agrément? Proposez-lui des forfaits personnalisés, offrez-lui des rabais ou encore repensez votre positionnement marketing.

Par des statistiques, des exemples de bonnes pratiques et des conseils d’expert, cette analyse exposera :

  •  le comportement des voyageurs de type bleisure;
  •  la manière de s’adresser à eux;
  •  le type d’offres à commercialiser.

UNE TENDANCE BIEN PRÉSENTE PARMI LES VOYAGEURS

Dans l’hôtellerie, on assiste à l’allongement des séjours professionnels à titre personnel et on constate l’intérêt grandissant des voyageurs d’affaires pour les activités d’agrément. D’après un sondage de BridgeStreet Global Hospitality effectué auprès de 640 voyageurs internationaux en 2014, 60 % des répondants ont déjà réalisé des voyages de type bleisure, et près de 46 % d’entre eux prolongent la plupart de leurs séjours d’affaires de quelques jours à cette fin. Voici quelques faits saillants du sondage :

  • La principale raison émise par les clients pour allonger le séjour est la volonté de découvrir la destination et de vivre des expériences culturelles.
  • La quasi-totalité (94 %) des jeunes voyageurs (18 à 35 ans) prévoit faire autant ou plus de voyages de type bleisure dans les cinq prochaines années, comparativement à 88 % pour la moyenne des voyageurs.
  • Un peu plus de la moitié (54 %) des répondants ayant réalisé ce type de voyage étaient accompagnés par des membres de leur famille.
  • Près de 83 % des voyageurs d’affaires consacrent du temps à visiter la ville. Les principales activités réalisées sont les visites touristiques (77 %), les repas au restaurant (66 %), les sorties culturelles ou artistiques (66 %) et les activités de plein air (34 %).
  • Peu de touristes de type bleisure visitent une autre ville durant leur séjour; 42 % le font rarement et 31 %, jamais.

PROMOUVOIR LES SERVICES DE L’HÔTEL ET DES PRESTATAIRES

Afin de cibler cette clientèle, des hôtels ont créé des forfaits alliant activités d’affaires et d’agrément. The Orchard Hotel à Singapour commercialise son forfait « Bleisure Experience » en mettant de l’avant ses installations comme sa piscine et son jacuzzi, et en invitant les voyageurs d’affaires à visiter la ville. L’offre inclut un bon d’achat de 60 dollars américains à utiliser dans un salon de beauté.

image.jpg

Source : Millennium Hotels

Pour sa part, Hotel G, situé à San Francisco, propose comme incitatif une promotion « Bleisure at the G », qui permet d’utiliser les transports en commun, d’accéder à un espace de travail partagé durant une journée et d’obtenir des rabais dans plusieurs attraits de la ville (centre commercial, restaurant, etc.). Pullman Hotels and Resorts, par l’entremise de son forfait « Time for Pleasure by Pullman », inclut entre autres des remises immédiates sur les services de l’hôtel.

ADOPTER UN POSITIONNEMENT CLAIR

Avec le slogan « Work Hard Play Hard », l’objectif de ce nouveau positionnement est d’enrichir l’expérience client en entremêlant l’univers du jeu avec celui du travail

Le forfait de Pullman Hotels and Resorts présenté ci-dessus fait partie de sa nouvelle image de marque entièrement développée pour cette clientèle. Avec le slogan « Work Hard Play Hard », l’objectif de ce nouveau positionnement est d’enrichir l’expérience client en entremêlant l’univers du jeu avec celui du travail.

image.jpg

Source : Pullman Hotels

INCITER LE VISITEUR À PROLONGER SON SÉJOUR

Au Canada, les hôtels Days Inn ont créé le tarif « vacances d’affaires », qui permet d’économiser jusqu’à 15 % sur le meilleur tarif disponible. D’autres établissements offrent le tarif de groupe négocié quelques jours avant et après l’événement d’affaires, selon la disponibilité.

L’hôtel Ten Manchester Street à Londres relaye sa promotion sur les médias sociaux et cible de façon claire cette clientèle en lui conseillant d’ajouter quelques journées personnelles à son voyage d’affaires et en utilisant le mot-clic bleisure.

image.jpg

Source : Twitter

Bob Jacobs, vice-président pour la gestion de la marque des hôtels Sheraton et Westin de la région Amérique du Nord, explique que cette offre incitative représente la principale demande des groupes, particulièrement le segment de la génération Y.

L’agence de marketing Tambourine conseille d’offrir ces tarifs aux clients avant leur arrivée, mais aussi durant leur séjour, pour les encourager à prendre une décision spontanée. L’agence suggère aussi de proposer d’autres offres valides uniquement la fin de semaine, telle qu’une navette gratuite pour se rendre dans les attraits de la ville, ou encore des rabais sur le service à la chambre ou dans les restaurants.

CIBLER LES MEMBRES DE LA FAMILLE

Les hôtels positionnés principalement dans le segment affaires peuvent user de quelques tactiques pour attirer les familles de ses clients.

Les hôtels positionnés principalement dans le segment affaires peuvent user de quelques tactiques pour attirer les familles de ses clients. Ils peuvent notamment les aider à planifier leur séjour ou leur offrir des rabais pour des attractions familiales locales. C’est le cas des hôtels Sheraton et Westin de la région Amérique du Nord, qui envisagent de proposer davantage d’activités et de services aux membres accompagnateurs de la famille.

Great Wolf Lodge, une chaîne de centres de villégiature présente aux États-Unis et au Canada, évalue à 60 % la part des voyageurs d’affaires accompagnés par leur famille durant leurs événements d’entreprise. En Floride, les hôtels du complexe de loisirs Universal Orlando Resort, qui accueillent de nombreux congrès et réunions, offrent à la clientèle d’affaires des entrées à tarifs réduits dans les attractions, afin que celle-ci se joigne à leurs familles à la fin de la journée.

De profonds changements s’opèrent dans le comportement des voyageurs. La clientèle d’agrément travaille à distance et la clientèle d’affaires s’accorde du temps pour se détendre. Avez-vous commencé à cibler les voyageurs de type bleisure dans votre établissement?

Image à la une : © pexels

source: https://gianoraconsulting.squarespace.com/config#/pages/54b5308ce4b0c041d868a538|/news

More article on www.gianoraconsulting.com

 

2016 Checklist to Maximize Revenues from Online Media and Display Ads

2016 Checklist to Maximize Revenues from Online Media and Display Ads

2016 Checklist to Maximize Revenues from Online Media and Display Ads.
By Patrick Merryman

With the digital landscape constantly growing and the hospitality industry transforming to make room for new technology, running successful, revenue focused digital campaigns is becoming even more of a key to success in hotel marketing.

10 Things Hotel Marketers Are Thankful For This Year

10 Things Hotel Marketers Are Thankful For This Year

Source By tambo

‘This is the season to look back and reflect on what made 2015 a remarkable year for hotel marketers and what to be excited about just over the horizon.

1. A Stable and Strong Economy

Studies show that we’re sitting on the edge of the best economic years that the country has seen in a decade. This means travelers feel better where they stand economically and are looking at their future with optimism. About eight years of economic doldrums have left the hotel industry with pent-up demand as travelers regain confidence in their spending and are booking travel at record rates. This means ADR is up. Occupancy is up. And, our gratitude is through the roof.

2. More and More Consumers Are Preferring to Book Direct

What hoteliers lacked in pricing power because of rate-parity clauses, they regained by luring in direct bookings with coveted perks and privileges not given to OTA customers. Think complimentary Wi-Fi, better rooms, digital check-in, late check-out and even the ability to pick your room. And, the perks are paying off as more and more travelers catch on that booking direct means a better travel experience, period. A recent survey of nearly 3,000 leisure travelers discovered that there was a noticeable drop in how often the respondents booked with OTAs compared to 2014. They also found that consumers are still frequenting popular third-party sites, but mostly for researching their options and to compare prices. 

3. An End to Rate Parity Is in Sight

This past summer, hoteliers and lawmakers in France made history by striking down rate parity.  With this newfound freedom, French hoteliers can now differentiate their hotel product, charge whatever they’d like for direct bookings, and essentially, take back the power to market their properties, drive direct business and turn a profit without the burden of OTA contractual language holding them back. It’s only time before the end to rate parity makes its way across the Atlantic, and that’s reason enough to break out the champagne and cigars.

4. Continued Low Prices for Gas and Airfare

The low prices at the gas stations (and airlines) are continuing to lure travelers to get on the road and indulge in much-needed vacations, getaways and business trips. And, it gets better. As people save money at the pumps and on airfares, they’re happier to expand their travel spending in other places, such as their lodging, dining and ancillary products, like a trip to your hotel spa!

5. Trend in Authentic Travel

Modern travelers are losing interest in bland and cliché experiences and attractions that are “touristy.” Instead, they’re indulging in authentic and locally inspired experiences that give them a “sense of place.” And, when it comes to booking a hotel, more and more travelers are seeking options that give them front-row access to these immersive activities, and perhaps even offer some themselves. Marketing for authentic travel allows hotels to be more creative when differentiating themselves from their compset and allows them to easily position their properties as destinations themselves, not just cookie cutter rooms with a bed.

6. New Lower-Cost Channels

OTAs aren’t the only game in town. Now hoteliers can partner with TripAdvisor to have rooms booked using their new Instant Book feature. While TripAdvisor receives commissions, they are only half of what OTAs would charge. Similarly, Google Hotel Ads allows hotels to post their available rates, along with perks. Google’s commission amounts are TBA.

7. Tech-Enabled Travel

The proliferation of smartphones, tablets and wearable technology have allowed us to streamline bookings, engage in conversations with our guests pre- and post-travel, offer express check-in, communicate on-property offers, empower social sharing and enhance the guest experience like never before.

8. Word-of-Mouse Marketing by Social Media Enthusiasts

One of the best things to emerge since the advent of social media is the brand evangelist/ambassadors. You know them well. They are the guests who gush and brag about their stay on Facebook, who post foodie pics to Instagram and who take quick Vine videos of their hotel rooms. Not only have they made marketing travel engagingly personal and authentic, they come at no cost to the hotelier.

9. TripAdvisor

No matter how stunning your photography is or how captivating your copy is written, the fact remains that travelers trust travelers above anything else. This is why TripAdvisor has become synonymous with travel research and decision-making. Their consumer-facing platform of unbiased reviews gives hotels the chance to post public responses to showcase their customer service prowess. Plus, they offer plenty of hotel marketing tools and programs to lure TripAdvisor visitors directly to their hotel Website.

10. Digital Intelligence That Drives Conversions

Everyday, hotel website designers are getting smarter and smarter about who’s visiting, looking and booking. The robust analytics and monitoring technology at our fingertips give us unprecedented power to customize marketing campaigns to specific travelers, personalize offers and track ROI.

Source: http://www.tambourine.com/blog/10-things-hotel-marketers-are-thankful-for-this-year/

More article on www.gianoraconsulting.com

Halloween Hotel Marketing Nightmares

Halloween Hotel Marketing Nightmares

October 26, 2015 • By tambo

 

What keeps hotel marketers up at night….

It’s not creepy goblins, ghosts lurking in the corners or even unexplainable paranormal activity. It takes more than just spooky happenstance to strike fear in the hearts of hotel revenue managers and marketers. This Halloween, we surveyed hotel marketing professionals across the country, from properties of all sizes, asking them what keeps them up at night. This is what they had to say:

1. The End of Rate Parity

This summer, France led a long-awaited shift by striking down rate parity. Their belief was that hoteliers could only compete by charging whatever they choose, differentiating their hotel product and undercutting the OTAs. While on the surface that may seem like something to celebrate, many hotel marketers fear the unknown.

After all, for years rate parity has been the de facto law of the land. Now, with their newfound ability to discount their direct pricing, they’re nervous it won’t be the magic bullet they had believed it to be. There are other reasons why OTA’s have been raking in business while hoteliers struggled to drive direct business, including OTA’s massive budgets and advanced digital technology that have enabled them to overpower the efforts of individual hotel marketers. The end of rate parity would shine a light on problems such as these.

2. Dwindling Margins

Expensive 3rd party revenue sources continue to take a bigger cut out of each booking, leaving hotels with less and less at the end of the day. This continued margin erosion is irritating and confounding hotel owners and asset managers, who are expecting to see richer margins as a result of the current all-time highrates and occupancy. It is up to hotel marketing leaders to explain this unbalanced discrepancy.

3. Airbnb

Whoever thought that a traveler would prefer to spend the night in a stranger’s house instead of a clean, secure and pristine hotel? The sharing economy has indeed disrupted the hotel industry with its appeal of authentic “live with a local” experiences, stealing hundreds of thousands of hotel room nights in the process. What first started off as a cheap and ingenious alternative for budget travelers, Airbnb has since grown into a global booking phenomenon that attracts a vast range of guests – from couples to families and even business travelers. Plus, they’re on track to outpace the world’s largest hotel companies within a few years. Hotels are responding by localizing their own offerings and rebranding their hotels as locally inspired social hubs where guests can experience a poignant sense of place.

4. Job Security

Hotel marketers are expected to do more, know more and act faster than ever before, and there is no shortage of pressure from hotel owners to do so. Turnover among senior hotel marketing leaders is at an all-time high with an average job lifespan of 25 months. Owners want better results in a shorter amount of time, while hotel marketers are stuck having to master a tidal wave of new technology seemingly every few months. This leaves hotel marketing teams flustered, behind the trends and overwhelmed with numerous marketing channels.

Read: Three Quotes to Inspire Hotel Marketers

5. Insufficient budgets

The advent of endless new digital marketing channels gives the impression that brilliant marketing can come from even the smallest of budgets. Meanwhile, hotel owners are raising goals and revenue targets, believing that today’s plethora of marketing options means free or cheap ways to reach their target audience.

source: http://www.tambourine.com/blog/halloween-hotel-marketing-nightmares/

more article on: www.gianoraconsulting.com

Pinterest Board Ideas for Hotels.

By Arielle Sanchez, Thursday, 17th September 2015, source

Pinterest is quickly becoming one of the most widely social media channels, with over 72 million users, and this number is not slowing down; 

As with most social media channels, one of the most popular subjects that Pinterest users are searching for is travel-related information.

What does this mean for hoteliers? It means that your hotel should definitely be on Pinterest! Just as with other interests, Pinterest is a great way for users to organize their travel plans. Help travelers out by giving them a great amount of information about your property and the local area.

Here are some Pinterest board ideas that hotels can benefit from: 

1. Property Board

You definitely want to showcase your property on Pinterest, which is why a board about your hotel should be the first thing you work on. Gather some great photos of your hotel and upload them to this board. This can include anything from your rooms, amenities, outside view, the pool, or anything else that represents your property. Make sure each shot is properly labeled. Though you want to make sure your photos are high quality, make sure you are accurately representing your hotel.

2. Local Attractions

Local attractions around your hotel are one of the top reasons guests are in the area. Come up with a list of the most popular attractions near your property that guests are interested in. Chances are, others who are looking to stay in the area will also be interested in these attractions as well. For example, if your hotel is in Hollywood, you would include attractions such as the Walk of Fame, the Hollywood Sign, Universal Studios, the Hollywood Bowl, etc. This board will let potential guests know what is around your hotel and what they have to look forward to when they stay with you.

3. Events at the hotel

If you hotel hosts a number of events throughout the year, create a board to show travelers the types of events your hotel is capable of hosting. If your hotel hosts weddings, you will want to include photos of how the venue looks when it is decorated for a wedding. If your hotel hosts business meetings, you would want to show photos of different setups your hotel can offer to accommodate business travelers. Remember, if you wish to include photos with your guests, it is best to get their permission before posting photos of them online.

4. Special Features of the Hotel

Not all hotels are created equal. What makes your hotel unique? If your hotel offers something that no or very little hotels in the area offer, you want to let guests know about this. This is especially true if it could make the difference of whether or not a guest books your hotel versus the hotel across the street from you.

5. Attach a Map

Pinterest boards have a great feature that allow you to attach a map. This can easily show travelers the distance between your hotel and different places in the area, whether it be attractions, restaurants, entertainment venues, or other interesting places to visit. Maps on Pinterest are an easy way to give travelers a better idea of the area and the surrounding features.

6. Food

Does your hotel have dining services? If so, create a board showing photos of the various types of food you offer. This works whether your hotel has a restaurant, mini market, or just room service. Even if you don’t have an actual restaurant on-site,  you can still create a food board to show local eateries around the hotel. If you are not familiar with all of the restaurants that are nearby, be sure to check Yelp or other review sites to make sure you are not recommending restaurants that do not provide the same type of service as your hotel.

7. Your Staff

People love to see the human side of businesses. Though your hotel is essentially a business, it is also made up of real people who provide service to the guests visiting the property. Give potential guests an inside look at your hotel by sharing photos of your staff. This will make travelers feel connected to your hotel and staff before they even arrive!

8. Blogs

Though you want to provide a sufficient amount of information about your hotel on Pinterest, you also want to drive traffic over to your website. Sharing your blogs on Pinterest is a great way to drive users back to your site. Make sure you are sharing your blogs on this channel to encourage visits to your website.

source: http://www.4hoteliers.com/features/article/9284?awsb_c=4hdm&awsb_k=dnws

more article on: www.gianoraconsulting.com