Category Archives: Social Media

4 Social Media Mistakes to Avoid

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Social media has become a tremendous tool for companies looking to generate traffic to websites, but what are you risking in your social media presence with a misstep?  Does your reputation become tarnished in some unknown way?  Are you failing to reap the full rewards of social media?

Social marketing is changing so quickly that everyone is bound to make a mistake or two along the way.  Here are four common mistakes related to the travel industry and ways to avoid making them.

Mistake #1: A Strict Business Focus

Focusing social media posts on company sales, promotions and news updates is fine, but it is also important to add a personal touch and a bit of fun and whimsy.  A general guideline to keep in mind is that a business page is successful when relevant information from others is shared 80% of the time. Focus on a balance between selling and marketing your travel products by sharing links, photos, video and content from suppliers, clients and destinations.

Let your personality and that of your business shine through!  Give your clients the opportunity to indulge in their travel dreams and they will reward you with their loyalty and hard earned money.

Mistake #2: Missed Opportunities

After spending an hour writing a blog post and another hour constructing your weekly newsletter, you realize that you never got around to writing any Facebook posts or Tweets.  Many travel professionals make the mistake of showcasing unique content on only one social platform.

When you are writing that blog article, take time to break it down into posts, tweets and pins, and make sure to link these back to your original blog post.  Repurposing your material allows your fans and potential new clients the opportunity to see your work on a variety of platforms.  If they miss your Facebook post because they were in a meeting, they can catch your tweet later in the day and have access to your newest blog post.

Mistake #3: Thinking Likes Equal Sales

Everyone is looking for fans, followers and contacts, but the focus still needs to be on keeping these people engaged so they remain loyal, revenue-generating clients.  Be vigilant about responding, listening and being pro-active to create new business.  People are always looking to do business with those who they really like – not just companies they “like” on Facebook.

Mistake #4: Not Having a Plan

Because social media plays such an over-abundant role in most people’s lives, you may be under the impression that you really do not need a plan for handling all of your accounts.  However, when it comes to professional marketing and communication expertise, you’ll want to leverage your success with a well-thought out long-term strategy.

A media calendar is essential and allows you to plan out your social posting themes so that they coordinate with your sales cycle.  You will also be able to integrate your social media posts, Tweets and pins with your traditional marketing.

When you sidestep these common mistakes, you’ll find that your social media presence will evolve and flourish.

Raising the Bar in a Multi-Channel Travel World

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Customer experience in the hotel industry, as in any industry, is about consistency.  It’s not enough to have the newest self-service tools, mobile apps or improved services.  Individually, these initiatives can work, but there needs to be consistency across all touch points based on guest requirements to ensure satisfaction.

Hotels are currently attempting to generate solutions that address not only customer service issues, but user experience issues as well.  Creating an unambiguous cross-channel experience is of paramount importance.  Stan Kreydin, Senior Vice President and Chief Technology Officer for Wyndham Exchange and Rentals explained his views on the subject:

 “Where possible, we want our customers to have a similar experience with our products via self-service channels such as the web as they do with our contact center agents for our assisted service channels.”

For most hotel guests, the experience enjoyed with the hotel staff is engaging in streamlined.  It must also be a top priority for consumers to feel the same way when interacting with a website or mobile app.  Some companies, including the Morgans Hotel Group, have made significant changes to websites including the ability to make reservations in a limited number of clicks, tour the city they’re visiting with a curated Google Map and access an Instagram feed populated with photos from guests staying at the property.

It’s always important to recognize your target demographic when utilizing new technologies.  Pullman Hotels and Resort focuses on delivering a cosmopolitan, vibrant and in-style experience for guests.  The company has worked on a unique guest technology ecosystem centered on synchronizing various screens – TV, smartphone and table – in order to create a unified network of entertainment services.

However, the multi-device phenomenon does not only affect the online experience offered by Pullman.  The hotels and resorts have multiplied IP addresses, which has allowed the company to increase the bandwidth at all Pullman properties.  Multiple power sockets placed near beds allows guests easy access to devices throughout their stay.

Hotels worldwide are currently all trying to match guests’ rising expectations.  Check-in and check-out is one area where guests do not like wasting time and expect immediate service.  The same goes for free WiFi which they expect to have access to as soon as they enter the property.  Amenities that were once considered luxuries have now become an expectation among travelers, and hotels need to adapt or will find themselves left behind.

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Future of Content: Upcoming Trends in 2014

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It is a tremendous time to be involved in the digital marketing sector with almost half of the global population having access to the internet.  However, the way consumers consume this content is rapidly evolving, and with that comes an interesting array of challenges and opportunities.  Having a firm understanding of these upcoming trends is vital in laying the foundation for defining the content goals within an organization and deciding where resources will be allocated.

Knowledge regarding these four trends is paramount for those companies looking to succeed in both B2B and B2C communication going forward.  Let’s take a look at the upcoming content trends of 2014.

Trend 1:  Competition to Gain Consumers’ Attention Will Increase

Each day there are somewhere in the neighborhood of 92,000 new articles posted on the internet.  This means that posting new, unique content regularly is not enough to drive traffic to your site.  Digital media publishers have created systems to produce the greatest amount of content for the lowest price.  Need an example?  The Huffington Post produces at least 1,200 piece of content each day, while Forbes produces 400.

What can smaller businesses to do differentiate themselves when they are unable to compete based on sheer volume alone?  This is where the development of a content strategy can come into play.  It is incredibly important to understand a company’s unique value proposition, and if a company does not have one, you must understand where there is space to create one.

Are you marketing a “think” product that requires heavy consideration before purchase, or is it a “feel” product where emotion plays an important role in the buying process?  You could be marketing a “high involvement” product, one where the consumer is heavily involved in the buying decision, or a “low involvement” product that is more likely purchased impulsively.

With high involvement/think products, the focus of your content should involve plenty of information on the product features, benefits of the product in addition to growing the product and brand awareness.  This will make it easier for consumers to both discover and search for your product.

Low involvement/feel products should have a campaign focused on connecting with consumers and appealing to emotions.  There should also be a focus on building brand loyalty and retention of customers for repeat purchases.

Trend 2:  Determining Key Metrics to Measure Content’s Success Will be Important

Traffic and page views have long been the chosen metrics for gauging content success, but these statistics on their own can be misleading.  More importantly, solely focusing on traffic can lead to an overemphasis on click-worthy headlines, overuse of keywords in a title and changing the focus from creating content for users to creating content for page views.

Whether you are using a combination of metrics to target and analyze (organic traffic, % returning visitors, changes in bounce rate and time on site), or gauging content by social metrics including Facebook likes and Twitter retweets, all of these activities can demonstrate the ability of a piece to gain a user’s attention, and that awareness is always worth something.

Trend 3:  Increased Interest in Content Integration/Content Being Produced for Multiple Channels.

The most sizeable obstacles involved in content often times have nothing to do with the content itself, and everything to do with proper resource allocation.  Whether this is lack of time to implement all goals, lack of budget to implement these strategies in an ideal way, or the constant battle with readjusting priorities, marketing becomes especially challenging.  This is only enhanced as more and more channels develop and digital innovation advances so quickly.

There is no perfect solution to this problem, but one way to balance hard resource constraints with the constant need for innovation is to develop better integration methodologies.  When a group of CMOs was polled by Forbes, they ranked integrated marketing communications ahead of effective advertising when it comes to the most important thing they want from an agency.

People are looking for that seamless retail experience, providing an on-brand, personalized, and consistent experience regardless of channel.  This requires content to be heavily involved in the multitude of channels from online to in-person to provide potential and current customers with one consistent conversation.

Trend 4:  Experimentation with Content in New Mediums

Did you know that approximately 60% of online devices are now smartphones or tablets?  Technology and digital innovation are experiencing rapid increases in growth, causing PCs to become a smaller percentage of connected devices.    As competition for attention increases, companies must be increasingly willing to experiment with content in new mediums including Smart TVs and connected wearables.

2014 will be an exciting time for the future of content. As technology evolves and competition for user attention increases, marketers need to be agile and adapt to the growing needs and expectations of their customers.

 

10 Travel Technology and Distribution Trends

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With the continued growth of technological progress in the travel landscape, hotel and travel companies that seek success must either catch up or risk becoming irrelevant, according to a new report.

“If you want to be successful and grow and perform well, you really have to understand the technology and what’s out there,” said Cees Bosselaar, director of business development and a destination marketing specialist for PhoCusWright, who presented findings from the company’s “Travel innovation & technology trends: 2013 and beyond” report during the World Travel Market in London.

Here, you’ll find five of the Top 10 Travel Technology and Distribution Trends that will help hotel and travel companies leverage innovation in the coming year and beyond.

1 – New Patterns of Content Challenge Distribution

The old model of travel distribution, which saw large intermediaries, including global distribution systems, aggregate content for booking, is being undermined by new models.

Personal clouds, for example, allow travelers to access information anywhere, anytime and on any device. The “Internet of things” enables integration of connectivity and objects that can influence a trip, such as real-time baggage location, weather conditions and homeland security advisories.  Pervasive online communications allow even small hotel companies to connect with customers in real-time, allowing them to shop and book without delay and from nearly any device. Those same companies, as well as the individuals they serve, also are better able to collect and integrate itinerary data from multiple sources without a GDS.

2 – Too Much Choice Means Less is Better

When people are given too many choices, their satisfaction level tends to decrease.  This model holds true with travel options as well.

Online travel agencies used to provide as many options as possible to exhibit their computing clout. Today the focus is on providing relevant results that target the specific needs and wants of each traveler.

New travelers have embraced technology and the multi-device format in which content can be consumed.  They want to be shown the correct information for their needs.

Providing targeted content is even more critical in the mobile arena, where smaller screens necessitate both streamlined offerings as well as the presentation of those offerings.

3 – Social Technologies Change the Shape of Travel

Facebook alone has more than 1 billion users, while social media as a whole reaches 85% of the world’s total Internet users, but some experts believe that travel companies have yet to unlock the true potential of this technological boom.

When it comes to a discussion of social media, the discussions of return on investment are outdated.  Instead, social media must be viewed as a way to engage with target customers.

Whether you like it or not, social media is here to stay.  And in the next five to 10 years, it will continue to generate leads and performance will be up.

4 – New Efficiencies Re-Energize the Customer Experience

As demand for customer service increases, new technological advances will lower its overall costs.  But travel companies must consider whether a penny saved comes at the risk of a pound of customer preference.

Excessive menu trees and outsourced call centers may cut monetary costs in the short term, but frustrate customers in the process.  Each travel company needs to determine how to use customer service technology appropriately in a way that continues to reduce cost while increasing customer satisfaction.

5 – Cross-Platform Data Access Engages Users

As customers realize their dreams of accessing desired digital information on any device or platform, hotel are facing a nightmare in providing the necessary development and support for this content.

HTML 5, which allows programmers to “write once, run anywhere” could be the solution to this frustration.

According to Bosselaar’s report, Cross-platform data access requires travel companies to track the changing user-interface patterns of their customers to provide the appropriate level of service. This must be a continuing process as new technologies evolve and businesses become less restrictive about the devices their employees can use for particular tasks. Suppliers and distributors that support the most user-friendly, convenient interfaces will enjoy increased market share.

It’s a continuing process of improving your apps and improving your mobile websites.  You have to continuously experiment, and you can’t be afraid to make some mistakes along the way!

You can see trends 6-10 and read the rest of this article here.

Time is Running Out! Creating Urgency in your Hotel Marketing

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In the hospitality market, a seemingly lost conversion tactic is the employment of urgency on hotel websites, in hotel marketing collateral, and across social media platforms. Urgency is a long-used tactic in the world of driving conversion and increasing eCommerce. So the question remains to be asked, why don’t hotel owners use this tactic more often?

It may be for a simple lack of understanding of how to implement urgency into daily messages. It also may be the fear of turning to something different than what has been working well in the past. Whatever the reasons may be, creating a sense of urgency is a great way to increase website conversions for your hotel.

A recent article published by Marketing and hospitality insider Sam Weston discusses 7 simple tactics that any hotelier can take to increase website conversion. Let’s take a look at the best practices and explain in detail, the significance of each.

1. Availability Messaging - Availability messaging is as simple as advising your guests how many rooms remain at a discounted price, how many spots are still open on the wine tour that comes with their stay, etc. For example; “Hurry, only 3 rooms remaining at this rate!”

2. Tell Your Guests How Popular you Are - No, not literally. This is a simple tactic that advises your guests on how many travelers (like them) are currently viewing your property, package, or room offer. For example; “22 people have viewed this suite in the past 12 hours.” Simple messages like this create the sense of urgency that we as hotel marketers are looking for.

3. Countdowns & Timers - Perhaps the oldest tactic in the book to creating a sense of urgency is to place an ultimatum, timer or countdown on your offer. Adding a countdown timer to the deal pages of your website is a simple way to let your guests know that “time is running out!”

4. Countdowns TO Events and Sales - Similar to the “time is running out” idea, a countdown to a big event or sale is a great way to create a sense of anticipation and urgency in your customers. Getting the message out early is the key here. For example; “Only 3 days remaining until you save 50% on your 3 night stay!”

5. Adjust Your Message - Standard hotel language can grow repetitive and lose its luster…fast. Next time an offer, sale or event comes across your planning, try switching up the delivery of your message. For example; Rather than saying “Rooms starting from,” spice it up with something along the lines of “Today’s Best Rate.” Experimenting with what works best for your hotels brand will prove to be valuable time invested.

6. Give a Friendly Reminder - In the case that a guest starts to book but does not complete the process, a simple follow up email will do you great justice. A message as simple as “I see you were inquiring for a stay the week of November 20th, but it looks like you stopped. How can I help? The rate you were considering was $89 per night, per adult, a savings of 30%!” Messages like this instantly remind the traveler what they were looking at and plant the idea of booking back in their mind.

7. Email Follow Ups - For those guests who may have missed your sale, offer or event, offer them the opportunity to get advanced notice of the next offer. This can be as simple as asking them to sign up for an email marketing message, or distributing the information via social media. This not only creates a sense of urgency, but can also go a long way in maintaining a loyal customer base.

 

 

 

 

 

7 Ways to Build Customer Loyalty

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Online hospitality is transforming into an industry defined by personalization, relevant content and the social experience travelers influence everyday. As this trend continues to unfold, it is becoming increasingly difficult to build brand loyalty. How do you win a customer over and keep them coming back time and time again, when the travel process starts earlier than it ever has, and is not over, even after booking and stay?

This is a dilemma that has been creeping up the alley of online hospitality marketers everywhere. Finding the right combination of social interaction, email marketing, promotional activities, etc. can be a fine line to walk. At the core of any successful business (or hotel in this case) is a loyal customer base. Customers are the primary factor in shaping the success of your hotel, resort, or lodge.

The question now becomes; how do we, as hotel marketers, build a customer base that is loyal, and remains that way for an amount of time that will prove to be profitable for our business? In a recent white paper released by Maxymiser, 7 primary ways to build a loyal customer base were revealed. Let’s take a look at each one, and explain the significance of each as it pertains to your business.

1. Ensure a Quality Experience - It is important to recognize that customers attitudes are shifting. What was once a market dominated by the best value, or lowest price, is (and really, already has) shifted to a market in which buyers are looking for an experience that will set one resort apart from another. When you are attempting to lay the foundation for a loyal customer base, keep in mind that travelers are looking for that once in a lifetime experience, that little something that makes their stay different from anywhere else.

2. Increased Ancillary Sales - Depending on the size of your hotel, ancillary revenue will obviously shift one way or the other. The tricky intersection of when and how to offer ancillary value to the traveler is one that hotel owners and GM’s have played with for years. When you are thinking of how to adopt a loyal customer base, think “Timing and Description.” It is important to offer an ancillary opportunity to the traveler at the right moment, as well as very clearly depict what exactly is being offered.

3. Personalization – According to data from Google, 83% of leisure travelers, and another 76% of business travelers now plan their travel online. The planning process includes anything from reviews, to price points, social media to video and visual assets. Because the road to selection is so clouted with variables, personalization becomes extremely important. The key to personalization is ensuring that the process begins in the earliest phases (research) and continues through the travel journey, concluding with personalized follow up, post trip.

4. Transform the Experience - Personalization can be thought of as points similar to what is explained above. However it can also be thought of as transforming an online experience to make the message more personal to the traveler, and enhancing the likelihood of purchasing. For example, a common message on several hotel sites is a “no availability” pop up of sorts, often times on the event calendar or booking engine. A simple way to improve this message, and make it a positive for the traveler is to add in something like “here are some other available dates that you may find helpful,” or something equating to a message of that nature in an attempt to squash any discouragement.

5. Ratings & Reviews – The always important and heavily relied on online reviews are a sure shot way to build a loyal customer base. Hotels with reviews are viewed as more credible in the eyes of the consumer. More credible sources typically have a higher rate of conversion and a more loyal customer base.

6. Leverage Social Media - According to independent research, one out of every four travelers uses social media to research and plan their vacation. Furthermore, a Forbes study of Facebook users revealed that 50% of travelers were “influenced” by seeing friends pictures of travel on Facebook. So what does this mean for your social media efforts? Billions of users scroll the pages of Facebook, Twitter, Google+ and more, everyday. It is important to have an understanding of your customer base and reach out to them in ways that connect to them on a personal level – if you are a family resort and your Facebook audience is comprised of families who have stayed with you before, put out relevant offers, offer special savings to your fans, etc.

7. The Mobile World – Development across the mobile platform has reached new heights in the previous months. Smartphones, tablets and other mobile devices have become more widely used than the everyday computer. Consumers are on the go. Plain and simple. In fact, tablet use is projected to spike by 180% in the next year alone. If you are a hotel marketer, this is big news. It is extremely important that your website is responsive – fits to exact screen sizes across multiple devices. Why is this so important? Failure to run a responsive site means that your messages, visuals and representation of your hotel are distorted when they are not viewed on a computer screen. The masses are moving to mobile and tablet. Your website must do the same!

Fill Vacant Rooms

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Vacant rooms are a problem for hoteliers across the world. There is seemingly always a few rooms open here, a few rooms open there. Old logic will tell us that these rooms are going to remain empty; if you did not book anyone in advance, that room is going to sit empty. In today’s tech-savvy, multiple device world however, this is not the case. There are several great ways that hoteliers can fill vacant rooms – even last minute. A recent article by hotelmanager.net shed some light on 3 simple, efficient ways to fill last minute availability. Here they are:

1. Always Have Something to Offer - Creating a deal or a package is a great way to fill last minute availability. Same day booking discounts, special incentives for the duration of a guests stay, etc. are all great ways to drive guests to your front door. Some may argue that by offering a discount, money is being lost. Think of it this way: if the room sits empty, is that also not money being lost?

2. Leverage Social Media - Recent data published by eMarketer, revealed that 1 in 4 individuals will use social media in 2013. With this trend continuing to rise year over year, social media is hoteliers gold. If you have last minute availability, broadcast it to the billions of people using these platforms. Keep it consistent and deliver a solid message across your Facebook page, Twitter feed, Google+ page, etc.

3. Use Travel Ads - Fairly similar to the second tip, travel ads require leveraging a second, and even third party to assist you in promoting last minute deals, packages, and awareness. There are dozens of opportunities and companies to lend a helping hand with travel ads. They have a history of being affordable and yield effective results.

Last minute availability does not have to be a waste of a room or lost profit! Using these simple and effective ways to create awareness around your open rooms can prove to be very valuable.

Social Media Interaction

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Hotel marketers could not have hit a longer home run than that tied to social media. Social media is undoubtedly a monumental player in today’s online marketing landscape. Social platforms like Facebook, Twitter, Google+ and LinkedIn offer different avenues to different demographics, all of which can be utilized to brand and drive front end conversion to your hotel.

There are a million best practices when it comes to social media; make sure you post a certain number of times per day, keep your content fresh, use visuals, the list goes on and on. As hotel marketers ourselves, ResortsandLodges.com has recently utilized one small, but very effective tool to leverage our social presence across numerous platforms. What is it? Interaction.

Interaction on social media can be defined in several facets – commenting, sharing, posting, hashtags, check in’s, etc. All of these are fantastic ways to engage your social audience across the platforms mentioned above. Of course, the dilemma now becomes how to answer every single comment, “like” every single comment or post, etc. Simply put, this isn’t necessary. A healthy amount of interaction is enough to show your following that you are engaged with what they are telling you.

What is a healthy amount? That is for you and your marketing team to decide. Responding to a handful of comments on the same topic is a great place to start. Sharing posts from fans, both people and companies is another hot spot for social interaction. But, when it comes down to it, there are three elements to social interaction that work well for both boosting your social reputation and increasing your following. Let’s take a look at those practices:

1. Post, Post, Post - Posting to your social multiple times per day is the best place to start in terms of generating any kind of interaction. After all, if you don’t have any content for people to comment on or share, interacting will be terribly difficult. Shoot for no fewer that 4 posts per day to the various social mediums you are on.

2. Share Others Content - More so than a comment or a “like,” sharing another individuals or company’s content shows that you are engaged in what they have to say. Sharing is a great way to interact, as often times the source of the content will return the favor and share your posts. The great part about that? Your content is now not only in front of your following, but the following of whoever shared your content as well.

3. Keep it Fresh - As many times as this has been said, it cannot be overlooked. People love looking at new content, new visuals, etc. For that reason, it is important to keep your content fresh each day. For the sake of others engaging and interacting with your content, this is a must do on the list of social do’s and dont’s.

Remember, social is an incredibly powerful platform to brand your hotel. Social gives you the power to reach millions of people, connect with potential customers, create original content…and oh yeah. its FREE! A solid effort around your social presence will not leave you disappointed.