The Changing Face (Or Screen) Of Customer Experience
The importance of the mobile experience in travel marketing can't be understated. As I've written about before, the inspiration to travel (and the need to book it!) strikes at all times of day, in all environments - and with our mobile devices always on, always nearby, and constantly in use (the average person checks their phone 150 times a day), inspiration usually starts becoming action via the mobile channel.» 0 Comments
Don't Forget The Product: Little Things Still Mean A Lot
I just returned from a three-week vacation in Hawaii, and I was once again reminded that the key to great marketing starts with your product. As I traveled across the islands, staying in everything from five-star hotels to small bed and breakfasts, I found that little details resonate in big ways. As marketers, we're working to enhance our SEO and PPC, embrace the next social media craze or ramp up our focus on mobile, but we'd all benefit greatly by taking a long, hard look at the product travelers experience when they stay with us.» 0 Comments
Surprise! Your Hotel's Website Is Killing Your Business
Would you buy three-year-old TVs for your rooms? How about cheap lobby furniture that no one wanted to sit on? The answers to these questions are obvious. But as strange as it may seem, some hoteliers remain blissfully unaware of another problem right under their nose: their website is harming their business.» 1 Comments
Will These Hotels Be Best Sellers?
The relentless movement toward experiential travel seems about to reach a new milestone. A group called Hemingway Hotels & Resorts will soon announce the development of its first hotels. Building on a long-term partnership with Ernest Hemingway's estate, the brand foresees a Hemingway-like experience with the focus on nature, references to locations in Hemingway's work and libraries featuring the writer's works (among others). Even the staff will reflect Hemingway in "a passion for life, unwavering integrity and respect for the natural world."» 2 Comments
Going Local (and Social)
Remember "The Accidental Tourist?" The Anne Tyler novel (and Oscar-nominated movie) featured a travel writer who visited exotic cities and precisely organized his meals, his itinerary, and every other detail without ever experiencing the cities themselves. Now, surely, there are still travelers like this, people for whom deviations from the expected norm are merely distractions to avoid. But travelers of all kinds are increasingly seeking out experiences that are genuinely unique and using social media (and their mobile devices) to guide them - and marketers in the travel and hospitality industry are taking notice.» 3 Comments
3 Reasons There Will Be More Online Innovation In Flights
RyanAir's recent announcement of top-secret plans with Google on a "new flight search product" caught my eye. Mainly because I doubt there's a big top-secret product Google's launching exclusively with RyanAir. The CEO seems to me to be describing Google Flight Search, which has been live for 2+ years and contains lightning-fast pricing results from many major U.S. and European airlines already. But, the fact is that Google Flight Search hasn't had the predicted bang in online travel that everyone was talking about when they launched.» 1 Comments
Serving The Locally Curious
Hyper local movement requires hotel brands to rethink their role» 2 Comments
Toughest Question In Hotel Marketing: What Should The Budget Be?
Last time, we covered the wrong ways to answer the question: how much should our marketing budget be...?" Now, let's focus on better ways to answer the question that will determine your success and quote possibly your career longevity!» 0 Comments
Instagram: Creating Good Impressions For Cities
As usual, innovation is frequently local when it comes to social media. A number of cities, noting that Instagram is the fastest-growing platform in important demographics, have taken the lead in using that platform for image building.» 0 Comments
The Data You're Not Using
As marketers, we generate and consume tremendous amounts of data - whether it's reporting from our own programs and campaigns, third-party research from trusted industry experts, or other sources. Unfortunately, though, there's a massive amount of readily available (and very important) data that many of us aren't taking into consideration when we build out our marketing strategies. The good news is that it doesn't require Herculean efforts by IT and multiple partners to gather. The bad news? We can't control it - but with the right outlook and planning, we can take advantage of it (or at least minimize its ...» 0 Comments
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