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August 30, 2015

5 Hospitality Marketing Trends You’ll Want to Keep in Mind: Hospitality Marketing Link Digest

August 30, 2015 | By | No Comments

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5 Hospitality Marketing Trends You'll Want to Keep in Mind

We’re about to head into the home stretch, Big Thinkers, as summer winds down and we all start gearing up for 2016 budget season. As you get ready for the fall, here are 5 hospitality marketing trends you’ll want to keep in mind. Enjoy:

  1. We offered up this list of “6 Key Hotel E-commerce Tips: A Cheat Sheet to Drive Direct Business” and some insights into how to make the good times last in hotel marketing that you’ll definitely want to check out.
  2. Skift highlights the connections among user experience, behavioral economics and the habits of travel bookers. Very enlightening read, well worth your time.
  3. Given recent data that shows 87% of potential customers won’t consider businesses with low ratings, you might want to review this look at the single most effective way to improve your brand’s digital marketing.
  4. Hotel Marketing uncovers how millennials killed travel marketing as we know it .
  5. And, wrapping up, Revinate explains, quite correctly, why rich guest data is a game-changer for hospitality.

If you’re interested in more insights and information about travel marketing and distribution, be sure to check out these “5 Fantastic Posts Driving Hotel Distribution”, this list of “6 Super Hotel Distribution Strategy Posts,” a great set of “5 Amazing Mobile Hotel Marketing Stories,” and a terrific round-up of “7 Brilliant Insights into Mobile Travel E-commerce” from our hospitality marketing link digests (part of the ongoing E-commerce Link Digest series).

And if you’re looking to learn even more about how changing guest behavior shapes hospitality marketing, e-commerce, and distribution, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:


(And, yes… you can hire me to speak at your next event, too).

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

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August 28, 2015

7 Spectacular Digital Marketing Trends: E-commerce Link Digest

August 28, 2015 | By | No Comments

7 spectacular digital marketing trends

Happy Friday, Big Thinkers, and welcome to the final weekend of August. Amazing how quickly this year’s flying by, isn’t it? Given that, I won’t take up too much of your time and, instead, will simply direct you to this week’s list of 7 spectacular digital marketing trends. Enjoy:

  1. Beloit College revealed its latest Mindset List providing insights into the incoming class of 2019 and the world they take for granted. My personal favorite observation: They’re the same age as Google and have never known a world without the search giant. Fascinating read.
  2. Sujan Patel offered this exceptionally useful and data-driven approach to going viral. Very cool.
  3. Vala Ashfar on Twitter served up this gem:

    Wild.

  4. Mobile Commerce Daily uncovered content’s specialized role in mobile and digital marketing, a huge trend if ever there were one.
  5. We noted that digital influenced $1.2 trillion in-store last year, just one of many reasons why mobile payments will rule over time.
  6. Marketing Charts shed some light on online video consumption growth forecast, 2015-2016. As you might imagine, it’s growing. Fast.
  7. And, finally, we recapped the top 15 digital marketing and e-commerce posts of 2015 (so far) here on the blog. Be sure to check out the whole list when you get a chance.

If you’re interested in learning more, make sure to check out these “6 Major Stories About Millennials and Mobile Commerce” these “9 Marvelous Mobile Marketing and E-Commerce Columns: The Top Posts of May” and other entries from our E-commerce Link Digest series, including these “8 Amazing E-Commerce Posts Winning this Week”, these “10 Damn-Good Digital Marketing Posts,” another “10 Spectacular Mobile Marketing and E-Commerce Essays”, and this set of “6 Major Stories About Millennials and Mobile Commerce” too.

And if you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Tim Peter

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August 26, 2015

Is Social Media Marketing Dead? Thinks Out Loud Episode 135

August 26, 2015 | By | No Comments

Is social media marketing dead? Probably not.

Is Social Media Marketing Dead? – Headlines and Show Notes

You might also want to check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 16m 54s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

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August 26, 2015

Tim Peter Moderates HSMAI Webinar: “End of Summer Check-up”

August 26, 2015 | By | No Comments

Tim Peter Moderates HSMAI End of Summer Check-up WebinarHSMAI has a new webinar out, “End of Summer Check-Up,” that’s moderated by our own Tim Peter and that looks at where we are so far in 2015, where we expect to be the rest of this year, and how to use that information to plan for 2016. Here’s the official write-up:

“The season for digital marketing reflection is here! As an industry we reflect on the performance of YTD initiatives, look ahead to the big ideas and proven initiatives that will generate increased online revenue opportunities in the second half of 2015 and forecast and budget well for 2016. What did we do well in the first half of 2016? What should we be doing in the second half of the year to boost revenues? How and what should we budget for 2016?

Listen to this webinar event at your convenience to learn:

  • What were the most successful digital marketing formats and initiatives in the first half of 2015?
  • What are the tactical, immediate revenue-generating marketing initiatives you can utilize in the second half of 2015?
  • What are the important digital marketing and distribution factors that will impact the industry in 2016 and beyond you should be concerned about?
  • How to structure your 2016 digital marketing budget so that you can maximize revenues, better utilize your marketing dollars by increasing campaign effectiveness, and generate the highest returns possible from your property website and digital marketing initiatives.””

In the webinar, according to HSMAI:

“Emily Ditman, Manager, Digital Marketing at HeBS Digital, covered digital marketing trends and events so far in 2015, and discussed what the new developments mean to hoteliers. She also discussed budgeting for 2016. Nicole Ferrer, Corporate Director of Sales & Marketing at Triumph Hotels in New York City, presented the hotelier’s perspective, and Victoria Fabiana, Agency Development Manager, Google, offered new travel consumer Path-to-Purchase research, new revenue-generating advertising initiatives, formats hoteliers can take advantage of, and the importance of video and YouTube in hotel marketing.”

You can review the HSMAI webinar here. It’s free for HSMAI members and $59 for non-members.

Tim, of course, has worked for over 20 years developing innovative e-commerce and internet marketing programs for hotels, restaurants, technology providers, and retailers. Prior to launching Tim Peter & Associates, a full-service e-commerce and internet marketing consulting firm in early 2011, he worked with the world’s largest hotel franchisor and the world’s premier independent luxury hotel representation firm to help hotels and resorts across diverse segments achieve billions of dollars in online revenue. He’s also the author of the HSMAI white papers “Engaging Online Travel Shoppers Through Integrated Marketing” and “Best Practices for Hotel Website Analytics,” both available here.


If you’re looking to learn even more about how your guests’ changing environment shapes hospitality marketing, e-commerce, and distribution, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:


(And, yes… you can hire me to speak at your next event, too).

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

August 23, 2015

5 Killer Resources for Hotel Marketers: Hospitality Marketing Link Digest

August 23, 2015 | By | No Comments

5 Killer Resources for Hotel MarketersOK, folks. It’s a gorgeous Sunday afternoon here in New Jersey, so I’m just posting the links then heading out to enjoy the day. You should do likewise and save these for your bedtime reading. On with the links and this list of 5 killer resources for hotel marketers. Enjoy:

  1. Luxury Daily details the top 10 travel and hospitality efforts of the first half of 2015.
  2. Here on Thinks, we highlighted 6 key hotel e-commerce tips: a cheat sheet to drive direct business. Really worth a read to help you grow your results.
  3. Vikram Singh of the fantastic blog, “Words of Vikram” has a terrific, spot-on piece about the end of hotel rate parity. Good stuff.
  4. TravelPulse offers a great look at online hotel reviews and how guests react to hotelier response. You can also check out my thoughts on why reviews represent the Single most effective way to improve your brand’s digital marketing here.
  5. And, finally, let’s end the way we started, with this list of the top 15 key travel marketing posts of 2015 (so far). Be sure to check out the whole list when you have a moment.

If you’re interested in more insights and information about travel marketing and distribution, be sure to check out these “5 Fantastic Posts Driving Hotel Distribution,” this set of “6 Super Hotel Distribution Strategy Posts,” these “5 Amazing Mobile Hotel Marketing Stories,” and these “8 Exceptional Hospitality Marketing Posts from the Past Week,” from our hospitality marketing link digests (part of the ongoing E-commerce Link Digest series).

And if you’re looking to learn even more about how changing guest behavior shapes hospitality marketing, e-commerce, and distribution, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:


(And, yes… you can hire me to speak at your next event, too).

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

August 21, 2015

5 Posts Highlighting Big Shifts in Digital: E-commerce Link Digest

August 21, 2015 | By | No Comments

5 Posts Highlighting Big Shifts in Digital: E-commerce Link DigestHey, Big Thinkers, hope you’ve had a great week and are looking forward to a great weekend. While you’re at it, you’re probably about to look forward to next year’s marketing plan, too. To help you figure out where you’re headed, be sure to review this list of 5 posts highlighting big shifts in digital. Enjoy:

  1. Stuart Davidson gathered the opinions of 16 top influencers on the “next big marketing development”. Interesting read, well-worth your time.
  2. One big e-commerce development that’s beginning to see gain some serious traction is the world of mobile payments. A recent podcast episode looked at why mobile payments will rule, while Mobile Commerce Daily highlights the coming launch of Samsung Pay in September. As Eric on Twitter notes:

    He’s probably right. In any case, your business is the real winner as more consumers shift towards mobile for purchasing.

  3. Another big shift coming in digital marketing is the rise of ad-blocking among consumers. eMarketers writes, “Ad Blocking: A Growing Audience, but Little Advertiser Panic—Yet”, while Marketing Charts asks “how prevalent is ad blocking?”. The answer: A lot more prevalent than we want. What both of these articles illustrate is that, more than ever, your customers have complete control of their experience with your brand, including the ability to avoid experiencing your brand at all.
  4. While we’re on the topic of the control your customers have over their experience, a recent episode of Thinks Out Loud—our weekly digital marketing and e-commerce podcast—takes a good look at “What Customers Really Want”. Definitely worth a listen when you get a moment.
  5. Finally, what connects all this week’s links is how much disruption we’re seeing in marketing overall. As it happens, that’s the topic of another recent Thinks Out Loud episode, this one focused on “What Disruption Means”. Be sure to check it out when you get a chance.

It’s no secret that the rise of mobile and Millennials represent some other significant trends shaping marketing in the coming year, too. So if you’re interested in learning more, make sure to check out these “7 Mobile E-Commerce Must-Reads from the Past Week”, these “8 Amazing Mobile and Millennial Posts from the Past Week”, and this set of “6 Major Stories About Millennials and Mobile Commerce” from our ongoing E-commerce Link Digest series, as well as the top 15 digital marketing and e-commerce posts of 2015 (so far). You’ll be glad you did.

And if you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including:

Tim Peter

By

August 20, 2015

What Do Your Customers Really Know About You? – Thinks Out Loud Episode 134

August 20, 2015 | By | No Comments

What Do Your Customers Really Know About You? - Thinks Out Loud Episode 134

What Do Your Customers Really Know About You? – Headlines and Show Notes

You might also want to check out these slides I had the pleasure of presenting recently about how to lead mobile-focused digital transformation within large organizations (a topic we’ve been talking about a fair bit lately). Here are the slides for your reference:

Contact information for the podcast: podcast@timpeter.com

Technical details: Recorded using an Audio-Technica AT2035 studio condenser microphone through a Mackie Onyx Blackjack USB recording interface into Logic Express 9 for the Mac.

Running time: 13m 47s

You can subscribe to Thinks Out Loud in iTunes [iTunes link], subscribe via our dedicated podcast RSS feed (or better yet, given that Google has now killed Reader, sign up for our free newsletter). You can also download/listen to the podcast here on Thinks using the player below:

Tim Peter

By

August 19, 2015

How to Make the Good Times Last (Travel Tuesday)

August 19, 2015 | By | No Comments

How to make the good times last

We’re in the “good old days.” Every single day it seems like we get another forecast showing that the rest of this year and next year are going to be epic. PKF, STR, Tourism Economics, and PwC all have forecast big numbers for next year — anywhere between 5.5% and 7% growth — and some expect global events like the Olympics to possibly push those numbers even higher. That’s fantastic news. Seriously.

So why am I concerned?

Because, sometimes, every silver lining has a cloud.

To be fair, I’m not a pessimistic guy, not even remotely. Indeed, this massive growth provides tremendous opportunity to set yourself up for long-term success. The key is remembering that this massive growth won’t last forever, so you want to make the most of it while it lasts.

In December 2008, I attended a holiday party at a hotel that was planning to close its doors on January 1 for a massive, year-long renovation, which worked out wonderfully given the steep decline in demand that started in November of that year. They weren’t lucky; they’d planned ahead. No, they had no idea the economy was going to crater late in 2008. Who could? But they had banked the profits they made all through the 2005-2007 mini-boom in anticipation of using it on a rainy day to improve their property and, longer-term, improve their business. When the sky caved in, they simply shut their doors, fixed their property, and waited for business to return.

And that’s what the current boom offers you. Much like my holiday party hosts, I couldn’t possibly tell you when the current run will come to an end (sure, I have some educated guesses; but, they’re really just that: guesses). What I do know is that these good times will end at some point. And now is the time to use them to your long-term advantage.

For just one slightly scary stat, estimates suggest AirBnB has over 1 million listings already, adding 4%-7% room supply in the markets where it operates — and those numbers ignore what other alternative accommodations providers will bring to the table. What do you suppose that’ll do to ADRs in the next few years?

There’s an old quote, attributed to Louis Pasteur (though, personally, I prefer to think it was Edna Mode) that says, “Luck favors the prepared.” If the forecasts are all spot on, we’ve got at least another year plus of runway before things start to get, to use a technical term, icky. It seems like a great opportunity to use that runway and be prepared to soar no matter what happens down the road.

So, what should you be doing? Well, I’m glad you asked.

Build out your direct online brand presence, including investments in content, mobile, and your CRM database. Develop a test and learn culture to build on your successes and avoid repeating mistakes. Continue to explore social and encouraged guests to help tell you more brands story more widely and effectively.

You might also want to see our past guides, including:

At some point, the current growth will come to an end, ADR, occupancy, and RevPAR will decline, and, some hotels will find themselves wondering “What just happened?” Take the time now to invest in your longer-term growth — regardless of what happens in the market — and you’ll find that, sometimes, clouds can also have silver linings too.

If you’re looking to learn even more about how this changing environment shapes hospitality marketing, e-commerce, and distribution, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:


(And, yes… you can hire me to speak at your next event, too).

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

August 17, 2015

5 Hotel Marketing Posts You Must See This Week: Hospitality Marketing Link Digest

August 17, 2015 | By | No Comments

5 hotel marketing posts you must see this week: Couple relaxes at resort reading on a tablet.I’ve got an amazing Thinks hospitality marketing link digest for you this week, Big Thinkers. So, pardon me if I skip any lengthy setup and instead get you right to the 5 hotel marketing posts you must see this week. Enjoy:

  1. In an absolute must-read, Rafat Ali of Skift advises travel brands to stop hate-selling to your customers. Even as someone who has continually argued in favor of A/B testing and conversion rate optimization, I also completely agree with Rafat that marketers must first “be human.” Great stuff. Don’t miss it.
  2. This list of “6 Key Hotel E-commerce Tips: A Cheat Sheet to Drive Direct Business” blew up on social channels this past week. Well worth your time.
  3. You like checklists? Cool. Then be sure to check out Tnooz’z Four point check-list to take hotels into the hyper-connected world. Very useful information.
  4. Another fantastic Skift post looks at the numbers behind TripAdvisor’s evolution into the next booking giant. I’ve cautioned hotels to remain aware of TripAdvisor’s increasing shift towards working as an OTA. Skift adds some brilliant context and insight to help you do just that.
  5. Finally, how about we wrap up this list with the top five hotel marketing posts of July from here on Thinks? All good stuff to prep you for the week ahead.

If you’re interested in more insights and information about travel marketing and distribution, be sure to check out these “6 Super Hotel Distribution Strategy Posts,” these “5 Amazing Mobile Hotel Marketing Stories,” a great set of “8 Exceptional Hospitality Marketing Posts from the Past Week: Hospitality Marketing Link Digest,” a terrific round-up of “7 Remarkable Posts about Mobile Marketing in Travel” and these “7 Brilliant Insights into Mobile Travel E-commerce” from our hospitality marketing link digests (part of the ongoing E-commerce Link Digest series).

And if you’re looking to learn even more about how changing guest behavior shapes hospitality marketing, e-commerce, and distribution, be sure an register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You might also want to take a moment to review the slides from my recent webinar, “Digital Marketing Directions 2015: Three Key Trends Driving Your Hotel Marketing Next Year” here:


(And, yes… you can hire me to speak at your next event, too).

Finally, you will definitely want to check out some of our past coverage of the mobile, local, social web and how to make it work for your business, including:

Tim Peter

By

August 14, 2015

7 Mobile E-Commerce Must-Reads from the Past Week: E-commerce Link Digest

August 14, 2015 | By | No Comments

7 Mobile E-Commerce Must-Reads from the Past WeekHey,Big Thinkers, I’m just about to head out and enjoy a wonderful August weekend. Hope you are too. So, let’s skip the big setup and get straight to this list of 7 mobile e-commerce must-reads from the past week. Enjoy:

  1. Mobile Commerce Daily reports that 73% of retailers do not offer mobile access to loyalty. For today’s customer, that’s just silly.
  2. In other silly moves brought to you by Mobile Commerce Daily, the news-gathering site notes 62% of retailers expect zero ROI from holiday mobile alerts. Um… what?!? Why do them, then? Either they produce results (which I suspect they do) and you should use them, or they don’t and you should walk away. What’s the benefit of interrupting your customers if they’re not interested and it won’t pay off? Something screwy going on with this one. For instance, BuzzFeed reports that Target is rolling out a new pilot program to track customers in stores and, one would assume, offer them mobile alerts when it’s appropriate. Does anyone here think Target expects “zero ROI”? Anyone? Yeah, neither do I. Stay tuned for more.
  3. Business Insider reports that Amazon shut down its product ads to prevent Google from data access. They’re also preventing you from accessing that information, so, that sucks.
  4. Biznology offers a great look at how to include video content in your buyers’ journey.
  5. The Wall Street Journal discusses Apple swapping its online ‘store’ for ‘buy’ buttons in a move that’s long overdue. I suspect you’ll see a number of e-commerce experiences move in this direction in the coming months/years.
  6. Mobile Commerce Daily says American Express swipes in Apple Pay for corporate card holders, a huge transition for the credit card giant — and a huge boost for mobile wallets overall. One of the main reasons this is such a big deal is, as eMarketer shows, mobile wallet users are more into the web than you are. These help underscore the reasons I believe mobile payments will soon rule e-commerce (and commerce overall). Quite simply, it’s a game-changer leading to increasing e-commerce growth.
  7. Finally, Smart Insights offers a look at “The Digital Marketing Landscape 2015,” which itself makes a nice complement to the top 15 digital marketing and e-commerce posts of 2015. Check ’em both out when you get a chance.

If you’re interested in learning more, make sure to check out these “6 Major Stories About Millennials and Mobile Commerce” these “9 Marvelous Mobile Marketing and E-Commerce Columns: The Top Posts of May” and other entries from our E-commerce Link Digest series, including these “8 Amazing E-Commerce Posts Winning this Week”, these “10 Damn-Good Digital Marketing Posts,” another “10 Spectacular Mobile Marketing and E-Commerce Essays”, and this set of “6 Major Stories About Millennials and Mobile Commerce” too.

And if you want learn even more about how your customers’ changing behavior shapes e-commerce and marketing, be sure and register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” While it’s targeted specifically at hotel and resort marketers, the lessons apply to just about any business. You can get your free copy of the report here.

You can also check out these slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

And, finally, you might want to take a look at some of our past coverage of the e-commerce, mobile commerce, and digital marketing overall, including: