While some experts ponder whether Google is ready to make an even bigger splash in the travel industry, a recent eMarketer study highlighted a big reason why the search engine giant is content with its current role. Digital ad spending by the US travel industry will reach $4.15 billion in 2014, a sharp increase over 2013’s numbers ($3.42 billion) that reflects the improving health of the overall US economy and rising profits in the industry. Continue reading
Your hotel website gives potential travelers a chance to view the most important aspects of your property. People are not going to visit your property before they stay to ensure it meets all of their needs. Your property website needs to be able to attract leads and eventually help sell the deal that this is where a traveler should stay.
In order to attract potential guests to your website, you need to know what these individuals are looking for. Noise, a New York City-based creative agency, was tasked with creating a list of the most important things all hotel websites must have. Here is what they came up with. Continue reading
The travel and hospitality industries have embraced social media channels in recent years as a means to communicate with potential travelers before, during, and after their travel experience. However, if one tried and true lesson has emerged from all of this social media use, it is that hoteliers should not spread themselves too thin.
According to panelists at the seventh annual Social Media & Mobile Strategies for Travel conference, the best way to ensure that you are not spreading yourself too thin is to have goals in place before testing the waters in any one social channel.
Examples of Setting/Reaching Goals
Mac Joseph, senior manager of social media marketing for Mandarin Oriental Hotel Group and one of the panelists at the conference, talked about his own company’s social media goals.
For the luxury hotel company, the aim is to generate awareness on a global scale while fostering meaningful engagement at the property level. This is reflected in the company’s social media approaches:
- Mandarin operates a single YouTube channel for the entire portfolio.
- Individual properties employ Instagram accounts, which are easier to manage with finite resources.
- Each hotel also has a presence on Google+, although Joseph admitted the network is more challenging. (“If nothing else, Google+ provides and ‘incredible’ boost to search engine optimization,” said Joseph.)
Loews Hotels & Resorts had a number of goals, according to director Piper Stevens, including but not limited to:
1) Establishing a more social culture on property
2) Creating buzz through integrated campaigns
3) Driving social commerce
The company took a look at the booking funnel to determine which channels would be the most appropriate. You can see some of the steps taken on different social channels:
- In the initial dreaming phase, inspiration often comes from sensory experiences such as photos or videos. Loews responded with campaigns on Instagram and YouTube, among others, to spark that yearning for travel.
- The company bolstered its efforts on TripAdvisor to make an impact in the researching stage.
- For the actual booking, Loews was the first brand to introduce reservations on Twitter to make the process as painless as possible.
- During and after the trip itself, Loews encourages guests to share their experiences via Facebook, Twitter, and Instagram, thus promoting inspiration for the next wave of travelers.
To read more about social media goals discussed at the EyeForTravel conference, click here.
A recent article in The Telegraph reported that hotels and restaurants in Britain are being targeted by “blackmailers” who demand free meals and stays in exchange for not writing bad reviews on the TripAdvisor website.
Guests are warning staff that they will post bad comments on the review website if they are not given better service, meals, or upgrades.
Restaurant, hotel, and B&B owners in Britain have reported a huge rise in the number of customers using the site as a threat. Guests are typically making a complaint and then threatening to post a bad review unless given a free bottle of wine, dessert, or bill reduction.
Martin Couchman, the deputy chief executive of the British Hospitality Association, said that he was in talks with TripAdvisor to improve the service.
How Important is Online Reputation Management?
According to TripAdvisor, the average traveler reads between six and twelve reviews during the research phase of the trip planning process. For this reason alone, it is important for your most recent reviews to shed your property or establishment in a positive light.
To be honest, I’m shocked that this kind of scheme did not happen earlier on in TripAdvisor’s existence (and perhaps it has, but has been kept under wraps). The company is not hiring millions of travel experts to research properties for them. Instead, they are putting that power in the hands of the masses, assuming that travelers will have no ulterior motives for giving a positive or negative review.
To answer the question, your property’s online reputation is incredibly important as far as how travelers perceive the quality of stay they will be receiving when they stay with you. If TripAdvisor has to worry about “fraudulent” reviews being posted for all of the wrong reasons, they will lose credibility.
To read the full Telegraph article, click here.
Recent partnerships by Google Inc. with hotel chains have raised some concern among others in the travel industry that the search giant is trying to grab more advertising dollars. The company currently owns ITA software, a flight information provider, and has a hotel price-ad program that routes consumers to the hotel websites for booking.
In recent months, hotels have agreed to test Google products, and last month, Google reached a licensing agreement with a startup called Room 77, which lets guests compare hotel prices and book rooms.
Many analysts do not think Google is a big threat to online travel agencies in the immediate future. However, such agreements have sparked buzz about what it could eventually do in the travel sector.
Google’s Major Drawback
Right now, industry researchers do not believe Google is looking to get into the business of processing purchases done by online travel agencies (OTAs), which are some of their biggest advertisers. To add the transaction business would require certain capabilities that would bring new overhead and fixed costs. Google has said they would like to court more travel advertising revenue.
On its earnings conference call last month, Google said its travel efforts were meant to provide “more and more detailed information when people do searches” for hotel bookings or tickets.
Douglas Quinby, vice president of research at PhoCusWright, said that after its recent moves, Google is directly competing with hotel search companies like TripAdvisor, Priceline, Kayak, and Expedia’s Trivago.
Does Google Really Have to Worry?
Of the $4.7 billion spent on U.S. travel advertising last year, 52% went to websites and other digital channels according to PhoCusWright data. Of that, hotels spent the most, followed by online travel agencies and airlines.
While Google’s moves could put some ad revenue from OTAs at risk, Quinby said the online agencies will not cut ties with the company. “Google is just a huge source of traffic,” he said. “It’s not like some of these big (online travel companies) are suddenly going to stop advertising on Google.”
To read the full Reuters story, click here.
There was a time in our technological history when desktop personal computers were considered the standard, and laptops were typically only used for business trips. The proliferation of mobile devices, including smartphones and tablets, gives users a “computer” with the same capabilities of the early PC’s right in the palm of their hand.
According to a recent eMarketer study, as more consumers adopt these mobile devices, mobile travel bookings are beginning to boom. U.S. mobile travel sales, which include travel purchases on both tablets and smartphones, totaled $16.36 billion in 2013, and will increase another 59.8% this year to reach $26.14 billion. Continue reading
As the travel industry continues to grow, it is important to recognize the cities of the United States that have seen the most individual growth. With this in mind, travel startup Airbnb announced its list of the Top 10 trending U.S. travel destinations for the summer of 2014.
These top trending destinations were determined by comparing bookings from Labor Day 2013 through April 2014 for travel from Memorial Day through Labor Day 2014 against bookings at the same destinations between Memorial Day and Labor Day last year.
Airbnb’s Top 10 Fastest-Growing U.S. Desinations
1) Nashville – With great points of interest like the Country Music Hall of Fame and Museum, the Schermerhorn Symphony Center, and Bridgestone Arena, America’s home for country music saw bookings jump 365% over last year.
2) New Orleans – The home of the NFL’s Saints and the NBA’s Pelicans, New Orleans is known for being a jazz music hub, as well as having a tremendous variety of food. Interest in the Big Easy has risen 340% for summer getaways this year.
3) Palm Springs – An area that was once known as being a “winter-only” getaway has transitioned nicely to a year-round destination for all ages. Travelers have the opportunity to experience the San Jacinto Mountains, the Living Desert Zoo Gardens, and the Palm Springs Air Museum. For all of these reasons, and many more, this area has seen a 334% increase in booking over last year.
4) Portland, Maine – Portland has been a premier New England destination for quite some time thanks to historical attractions like the Portland Observatory, the Merrill Auditorium, and Old Port. Recent travel to Portland is up 328% over last year.
5) Santa Barbara – The state of California’s second entry on this list, Santa Barbara, provides travelers with more of a coastal feel than Palm Springs, and also offers history buffs a great destination to explore in Mission Santa Barbara. The city has seen a 320% increase over last year’s booking numbers.
6) Oregon Coast – Golfers, sand-boarders and dune buggy enthusiasts love the Oregon Coast, helping boost its popularity 316% this summer.
7) The Adirondacks – Whether it is the region’s mountains, forests, and wild landscapes, or just finding the right Adirondack chair by the water, New York State’s playground was up 316% in bookings this year over last.
8) Denver – The Mile High city is home to four professional athletic franchises (the Avalanche, Broncos, Nuggets, and Rockies), the Downtown Aquarium, and plenty of museums and other cultural attractions. When a city offers all of this, it should come as no surprise that bookings were up 306% over last year.
9) Coastal Orange County – California’s third and final entry on this list is highlighted by picturesque beaches and an easy living lifestyle. The Orange County region saw bookings increase 306% over last year.
10) Boulder – At the base of the Rocky Mountains, Boulder’s summer bookings are up 291% over last year’s numbers. Colorado’s second entry on this list offers travelers the perfect blend of outdoor mountain beauty with attractions for all ages.
In a day and age when smartphones are likely more prevalent in the average household than land lines, and nearly any question can be answered by an online search engine, hotel marketers face the challenge of having to adapt to a new world order whereby it’s less about readership and phone calls, and more about user-bases and click-throughs. Continue reading