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April 24, 2016

7 Special Hospitality Marketing Posts from the Past Week: Hospitality Marketing Link Digest

April 24, 2016 | By | No Comments

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7 Special Hospitality Marketing Posts from the Past Week: Hospitality Marketing Link DigestHey, Big Thinkers! We’re running a bit behind today, so let’s skip any fancy introduction and instead just get you to this great list of 7 special hospitality marketing posts from the past week. Enjoy:

  1. Skift reports that Expedia wants to power hotels’ direct-booking efforts. Anyone see that coming?
  2. Leonardo offers up 5 strategies to slash your marketing spend and ramp up revenue.
  3. Tnooz says that Airbnb has acquired a team of blockchain techies. This one gets a little more futuristic, but certainly highlights why I’m bullish on mobile payments and messaging.
  4. Along those same lines, another Skift post announces their new report that looks at how hotels are utilizing messaging as an operational strategy.
  5. Tnooz uncovers Expedia, millennials and the pattern recognition business. Speaking of millennials and patterns, be sure to check out these 5 key facts about mobile, millennials and hotel marketing.
  6. Duetto Research spoke with our own Tim Peter about the promise of digital marketing for hotels.
  7. And, finally, Snapshot interviewed Lennert De Jong from citizenM on Predictive Analytics for Hotels. Really good stuff.

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 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

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 hotel, including:

Tim Peter

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April 22, 2016

8 Excellent Social and Mobile E-Commerce Essays: E-commerce Link Digest

April 22, 2016 | By | No Comments

8 Excellent Social and Mobile E-Commerce Essays: E-commerce Link DigestHappy Friday, Big Thinkers! Hope you’ve had an amazing week and are looking forward to an even better weekend. How about we skip any big setup and just get right to the links, eh? Without further ado, be sure to check out these 8 excellent social and mobile e-commerce essays from the past week. Enjoy:

  1. Marketing Land has a new study that shows Facebook users are sharing posts more frequently but liking and commenting less, which is an interesting shift in consumer behavior (a topic we’re going to talk about a lot today). Note that that doesn’t change the fact that it’s Facebook’s world and we’re all living in it; it simply changes how customers live in that world.
  2. Next up, Mobile Commerce Daily reports that WeChat is bringing mobile payments to bricks-and-mortar with new POS integration, while PR Daily says we should learn from the Starbucks way (meaning interaction is key for customer loyalty programs). Thought-provoking stuff and yet more examples of why I’m bullish on mobile payments and messaging. Those stories also represent further changes in customer behavior.
  3. Now not every piece of news from the past week is filled with sunshine and rainbows. For all the positives you hear about social and mobile and payments in e-commerce, Search Engine Watch has a report that shows many mobile marketers are missing out on hyperlocal. Thankfully, this is far more an opportunity at the moment than a clear miss. But it’s an opportunity all the same.
  4. Building off that prior item, Business Insider has an interesting look at how machine learning will change your phone. Which means we’re all in for a lot more changes in consumer behavior in the next few years. A lot. So, how do you respond? Well…
  5. First, don’t fall for The digital strategy myth. Digital isn’t about technology. It’s about helping customers, wherever and whenever they need that help. If there’s one lesson every marketer must learn from Batman v. Superman it’s the importance of listening to your customers and creating products and services that meet their needs, then leveraging social and mobile to create superior experiences and deeper connections at every opportunity.
  6. Plenty of data suggests there are tons of opportunities to do a better job here. For instance, Retail Touchpoints says 70% of brands splurge on e-commerce, yet only half optimize its profitability. Um… what? Yeah, about that. Due to the rapid shifts in customer behavior — I told you we’d get to this — it’s a time to ask yourself these 5 key questions for creating a “test and learn” culture. Because developing that “test and learn” culture for your organization is how you set yourself up to address the pace of these changes and set yourself up for success.
  7. Another area of focus to address these shifting customer behaviors for your organization: content. The Drum highlights the incredibly important topic of how Google is interpreting content in 2016. Overall, you need to remind yourself that when it comes to content marketing, we’re all publishers now. Think about how to answer your customers’ questions throughout their journey to purchase and provide them those answers on the channels that make the most sense for both your business and for your customer.
  8. Finally, you can check out these 6 awesome insights about mobile payments, e-commerce and even more, part of the ongoing E-commerce Link Digest series, for additional insights on, well, mobile payments, e-commerce, and even more. Enjoy!

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”:

  • Missing that connectionWhy so many companies fail at creating value?
  • Driving Seamless Experiences in 2016 (Thinks Out Loud Episode 149)
  • Adobe Summit: IoT Moves Into ‘Systems’ Phase
  • US Execs Look for the Next Silver Bullet Innovation – eMarketer
  • Trends for 2016: Is Execution the New Innovation? (Thinks Out Loud Episode 145)
  • Stop Chasing the Next Big Thing in Digital (Thinks Out Loud Episode 150)
  • Tim Peter

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    April 19, 2016

    Key Insights into Hospitality Digital Marketing (Travel Tuesday)

    April 19, 2016 | By | No Comments

    Key Insights into Hospitality Digital Marketing (Travel Tuesday): Hotel guest pushing book now button

    As a follow-up to our four key elements of modern hospitality marketing from last week, you might enjoy the video from HSMAI’s This Week in Hospitality Digital Marketing featuring Loren Gray, Robert Cole, and our own Tim Peter from a couple weeks ago. The video covers a variety of mobile, social, and distribution trends and offers key insights into hospitality digital marketing for hoteliers all around the globe.

    Be sure to check out the links to the various news items discussed during the video to learn even more about the trends shaping digital marketing for hotels. And enjoy:

    As promised, here are the links from the video:

    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 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

    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 hotel, including:

    Tim Peter

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    April 18, 2016

    5 Key Questions for Creating a “Test and Learn” Culture

    April 18, 2016 | By | No Comments

    Creating a "test and learn" culture: Team working to test ideas

    One of the core attributes of an effective digital team is a focus on creating a “test and learn” culture. And what digital marketing experts mean when talking about a “test and learn” culture is one where you put an emphasis on testing your assumptions about your marketing activities, learning from those tests, then doubling down on the areas that work; in other words, “fish where the fishin’s good.”

    To do this successfully, of course, you need data. And it can seem complicated to understand what data is most critical to your business.

    But there are really only five questions you need to answer to ensure you’re well positioned to effectively test your digital marketing activities, learn from those tests, and determine where to focus your efforts:

    1. What are your conversions? What are the actions you want your customers to take? Do you want them to buy on your website or mobile app? Or are you in a lead-generation business and want them to provide contact information? Each is equally valid and provides a key building block for creating a test and learn culture.
    2. How much are those conversions worth to your business? Exactly what it sounds like. If you’ve got an e-commerce site, how much is a typical transaction worth to you? If you’re using lead generation tactics, what’s a lead worth? (If you don’t know the answer to that, think about what a customer is worth, then multiply by the rate you convert leads to paying customers. If you don’t know the answer to that, start by dividing your new customers added by the number of leads generated each month.)
    3. Which pages get the most traffic? Again, this is pretty much what exactly what it sounds like. Which pages on your site attract the most traffic? Where in your app do customers start? Where do they connect with you on your social presence? Whether your analytics suite calls them landing pages/screens, entry pages, or what-have-you, you’re interested in finding out where prospects start their journey on your website or app.
    4. How often do customers reach your conversion page from each of your top entry points? You’ll use this data to assign an economic value to each entry page and to determine the potential value each test can deliver.
    5. What other pages send customers deeper into your purchase funnel? Most analytics tools can tell you how often any given page leads to a specific conversion action. You’ll use this data to learn which pages contribute to conversions even if they’re not top entry pages.

    Armed with the answers to these five questions, you’re immediately positioned to improve your digital marketing activities.

    For instance, let’s imagine you run a mid-sized enterprise software company and that one of your top entry pages leads to a conversion – in this case, submission of a lead form – 10% of the time. If we assume that each lead you convert is worth $10,000 annually to your company, each visitor to your site (or app, whatever) starting on that entry page has a potential value of $1,000 ($10,000 * 10% = $1,000). If the page gets a lot of traffic, you may want to work towards improving that 10% “micro-conversion” rate. By contrast, if the page gets very little traffic, that should lead you towards testing how to get more traffic to the page to begin with. The following graphic illustrates how to approach this for your business:

    test-and-learn-matrix

    I realize this may almost sound too good to be true. And in part, this is a simplified version of a more in-depth approach. It usually also takes some work to collect and refine the data necessary to answer each of these 5 questions for each of your top entry pages as well as the top pages leading to conversions. However the most successful marketers tend to follow the Pareto principle — that is putting most of your efforts into the areas that will get you 80% of your return. It’s not about following a complicated process; it’s about focusing on the areas with the greatest return.

    Creating a test and learn culture starts and ends with data. But in the middle it depends on using that data to ask the right questions about your customer needs and generate the greatest return on your efforts. Of course, if you think I’m wrong, there’s an easy way to find out: Test my theory. And learn for yourself.

    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, if you’re looking for still more insights and information to guide your marketing this year, check out some of the best of Thinks here:

    Note: A version of this post originally appeared on Biznology where I write a monthly column as “What ‘test and learn’ looks like in practice”.
    Tim Peter

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    April 17, 2016

    7 Spectacular Hospitality Distribution and Digital Marketing Posts: Hospitality Marketing Link Digest

    April 17, 2016 | By | No Comments

    7 Spectacular Hospitality Distribution and Digital Marketing Posts: Hospitality Marketing Link Digest: Travelers lounging at hotel pool

    I don’t know about you, but it feels like spring is finally here, which is always a good day for us here at Thinks Central. Hope it’s a good day for you too. Once you’ve had a chance to get out and breathe some of that fresh, spring air — and before you head back to your office on Monday — why not take a few minutes and check out these 7 spectacular hospitality distribution and digital marketing posts from the past week, this week’s entry into the Hospitality Marketing Link Digest series? Enjoy:

    1. Meisha Bochicchio has a good post over on Fuel’s blog about travel trends for 2016, with particular emphasis on disruption in the OTA space. Good stuff. You might also want to check out this presentation about “Digital Marketing Directions 2016: Key Trends Driving Your Hotel Marketing Next Year” that our own Tim Peter presented to a number of HSMAI chapters over the last few months.
    2. Myla Tutt from Sojern talked with experts about the future of hotel marketing, its challenges and some best practices for staying competitive that’s well worth a look.
    3. Looking for more ways you can remain competitive? Wondering what works to keep OTA’s at bay? Then maybe it’s time to ask yourself, “is social a waste of time for hotel marketers?” Or just read the post for yourself to find out why the answer is “no.”
    4. Switching gears ever so slightly, don’t ignore this news that Facebook Messenger now lets you check-in to KLM flights. While it’s specific to the airline industry, it offers serious implications for the hospitality space too. In fact, Skift has a new report on how hotels are utilizing messaging as an operational strategy that’s absolutely worth reviewing — and that underscores why I’m bullish on mobile payments and messaging.
    5. While we’re talking about Facebook, by the way, you’ll also want to give a listen to this recent episode of Thinks Out Loud — our weekly e-commerce and digital strategy podcast — that explained why “It’s Facebook’s World and We’re All Living In It.” Really good insights there.
    6. Glenn Gruber has a great piece over on Tnooz that talks about why enterprise mobility adoption is travel’s unsung opportunity. Not much there that’s a real surprise to long-time readers of Thinks, mind you, but it offers an excellent perspective all the same.
    7. And, finally, Rory Long at The Drum has a great look at how Google is interpreting content in 2016, which also serves as a great reminder that, for travel marketers, content is still king. Good stuff, all around.

    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 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

    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 hotel, including:

    Tim Peter

    By

    April 15, 2016

    6 Awesome Insights About Mobile Payments, E-commerce and Even More: E-commerce Link Digest

    April 15, 2016 | By | No Comments

    6 Awesome Insights About Mobile Payments, E-commerce and Even More: Customer paying with mobile device at store

    Hello, Big Thinkers and Happy Tax Day! (I hope, anyway…) Let’s skip any big setup this week and instead get you right into this set of 6 digital insights about mobile payments, e-commerce, and even more from the past week. Enjoy:

    1. Leading off, Bryan Kramer over on The Future of Commerce blog looks at why so many companies fail at creating value. Excellent read and well-worth your time. While you’re at it, you might want to review this look at building a brand story and check out the two most important questions you must answer to put your marketing to work.
    2. Business Insider reports that Amazon’s new video feature should make YouTube extremely nervous. Very interesting. Amazon’s making a lot of noise in the digital space overall. For instance, according to CNBC, Amazon is also expanding payments to take on PayPal. More on that in just a moment.
    3. So, since we’re talking about payments, there’s a ton of information out this past week that you should know. First, Marketing Charts says that mobile banking and payments use continues to grow. Meanwhile, Fortune talks with OpenTable’s new CEO about digital payments and the company’s plans for premium reservations. And adding color to the story, Mobile Commerce Daily rounds-up a list of the top 10 mobile payments developments of Q1, many of which you should watch closely. And, finally, TechCrunch says that Facebook is pushing businesses to Messenger with new tools for Pages including Snapchat-like scannable codes. All of these trends help illustrate why I’m bullish on mobile payments and messaging.
    4. The Facebook development just mentioned is particularly interesting for a number of reasons. Facebook held its annual F8 Conference this week and announced one of the most compelling visions we’ve seen for how the world will work in a few years’ time. Considering it altogether, it seems like it’s Facebook’s world and we’re all living in it. You can also watch video of the Thinks Out Loud podcast episode about Facebook’s vision on our Facebook page (where else, really?) or take a look at it right here:
    5. Speaking of the future, the Future of Commerce blog also has a thought-provoking piece by Dean Afzal explaining why it’s time to embrace modern mobile literacy. Good read. You might also want to review these 6 mobile commerce and strategy insights from the ongoing E-commerce Link Digest series.
    6. And, finally, as you do things like build your brand story and create value for your customers, don’t forget Content Marketing and the idea that we’re all publishers now.

    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”:

  • Missing that connectionWhy so many companies fail at creating value?
  • Driving Seamless Experiences in 2016 (Thinks Out Loud Episode 149)
  • Adobe Summit: IoT Moves Into ‘Systems’ Phase
  • US Execs Look for the Next Silver Bullet Innovation – eMarketer
  • Trends for 2016: Is Execution the New Innovation? (Thinks Out Loud Episode 145)
  • Stop Chasing the Next Big Thing in Digital (Thinks Out Loud Episode 150)
  • Tim Peter

    By

    April 13, 2016

    It’s Facebook’s World and We’re All Living In It (Thinks Out Loud Episode 160)

    April 13, 2016 | By | No Comments

    It's Facebook's World and We're All Living In It (Thinks Out Loud): Woman using social media on mobile phone

    It’s Facebook’s World and We’re All Living In It (Thinks Out Loud Episode 160) – Headlines and Show Notes

    Tim Peter

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    April 12, 2016

    Four Key Elements of Modern Hospitality Marketing [Travel Tuesday]

    April 12, 2016 | By | No Comments

    Four Key Elements of Modern Hopsitality Marketing

    Luxury Daily discussed a new report from L2 recently that looked at the challenges facing the hotel industry over the next couple of years. And while it focused on luxury hotels specifically, the report highlights challenges every hotel marketer is dealing with today. Here’s one key takeaway:

    “To wrangle the young affluents of 2019 and beyond, luxury brands must offer content that will drive consumers to brand sites and apps rather than to OTAs. The fee imposed by online travel agencies, an average of 20 percent according to L2, has eroded the margins of luxury hotels while also offering consumers a one-stop-shop for online booking, making bookings through a brand platform particularly important.”

    No doubt.

    The simple fact is that four key elements of modern hospitality marketing play a significant role in building that continued connection with guests. These include:

    1. Content Marketing
    2. Personalization
    3. Ratings and Reviews
    4. Overall Guest Experience

    Content Marketing

    There’s no two ways about it. Just like Coneheads, guests “consume masse quantities” of content prior to making their booking decision. That’s what led us to state that, for travel marketers, content is king:

    “Creating the right content to attract the attention of guests on search and social depends on both quality and velocity. Use the ‘Snackable, Shareable, Sharp’ Content Framework, to meet those needs, gain guest attention and drive social actions. Ensure you’re regularly updating your photos and start thinking about testing video for your hotel. You may be fighting content shock, but it’s a fight you can win. Guests love exploring and learning more about their future destinations and stay. And because of that, for travel marketers, content is still king. It might be cliché, but it’s true all the same. Long live the king.”

    Snackable, Shareable, Sharp Content Framework

    And, of course, you must have effective content to make social media channels work for your hotel.

    Personalization

    Now, if you want to make that content work even harder for your hotel, you’ve got to look at the benefits of personalization. For instance, a recent post here on Thinks explained the importance of personalization:

    “Put your data to work; use you hotel’s guest data to provide a more personalized experience to guests at every opportunity throughout their journey, pre-stay, on property, and post-stay.

    OTA’s and intermediaries have embraced this approach in a huge way. The Wall Street Journal recently quoted Priceline CEO Darren Huston as saying, ‘…younger travelers don’t want to be bombarded with choices but prefer hotel searches closely tailored to their profiles.'”

    And personalization is about much more than just data. As we’ve noted in the past, personalization starts with a person:

    “In the ongoing fight with OTA’s, you simply have many more opportunities to take care of your guests than the OTA’s. For one thing, they’re usually standing in your lobby, talking with your staff, when faced with a challenge during their stay. Deploying guest-focused personalization technology — and training your staff on how to use it — can only help enhance your guests’ stays, which in turn should drive greater loyalty and increased revenue from repeat stays.

    So, when you get down to it, this really isn’t about technology or personalization or fancy toys. Instead, as I’ve mentioned before, ‘…it’s about hospitality.’

    Ratings and Reviews

    We’ve long called managing your ratings and reviews the single most effective way to improve your brand’s digital marketing. Here’s one key quote from the original post on the topic:

    “Studies from Chris Anderson at the Cornell University Center for Hospitality Research and Michael Luca at Harvard Business School [PDF link] show revenue gains of around 5% to 11% for each increase in star rating across popular review sites like TripAdvisor and Yelp (this data supports the findings from my own research behind the P’s & Q’s model I talked about a couple of weeks ago).” [Editor’s note: We updated and followed up that research with this look at the key revenue levers driving profitability just a few months ago]

    Overall Guest Experience

    Of course, it’s tough to expect great reviews if your guests have a poor experience before, during, or even after their stay. That’s why the guest’s overall experience, the overall value proposition matters so much. As we’ve noted before:

    “…Priceline CEO Darren Huston recently explained, highlighting your brand value matters. This is the guy responsible for Booking.com stating outright that there’s more to capturing guests than simply taking responsibility for the booking.”

    That underscores just how much OTA’s want to own the guest every step of their journey, including on mobile. Hell, they’re using mobile as their key tool to provide an outstanding guest experience every step of the way.

    But, shouldn’t that be your job?

    Conclusion

    The simple fact remains that helping guests throughout their journey depends on a number of players, both direct and indirect. It’s unlikely that OTA’s are going anywhere anytime soon, and the growth of players like AirBnB further complicate the picture.

    At the same time, successful hotel marketers know that guests need their questions answered throughout their journey, guests expect personalized attention, guests will share their thoughts with friends and family when they’ve had a great experience… and even more so when they’ve had a poor one, and that their overall experience plays a huge role in whether they’ll stay with you again. Period. Which is why successful hotel marketers focus their efforts around their content marketing activities, personalizing content to meet guest needs, driving positive ratings and reviews, and ensuring a positive overall guest experience. It takes effort and attention to detail. But isn’t that what hospitality is all about?

    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 seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

    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 hotel, including:

    Tim Peter

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    April 11, 2016

    Tim Peter

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    April 10, 2016

    6 Spectacular Resources for Hotel Marketers from the Past Week: Hospitality Marketing Link Digest

    April 10, 2016 | By | No Comments

    6 Spectacular Resources for Hotel Marketers from the Past Week: Hospitality Marketing Link Digest: Traveler sitting in hotel lobby.Hey, Big Thinkers, hope this weekend was everything you needed before gearing up for another big week. Before you get that week started, be sure to check-out this collection of 6 spectacular resources for hotel marketers from the past week, part of the Hospitality Marketing Link Digest series. Enjoy:

    1. A couple of interesting stories from The Next Web this week that affect hotel marketers. The first reports that Facebook Messenger now lets you check-in to KLM flights. While the second says Uber’s app will now let you check in to your hotel room en route. Two excellent examples for why i’m bullish on mobile payments and messaging (this week’s E-commerce Link Digest offers some additional examples you might want to check out).
    2. Duetto Research interviewed our own Tim Peter on the promise of digital marketing for hotels that you’ll definitely want to see.
    3. A couple of recent posts here on Thinks explain why hotel marketing depends on personalization and state that personalization starts with a person.
    4. You owe it to yourself to read through these 6 travel marketing insights you need to see from the Hospitality Marketing Link Digest series.
    5. And, finally, don’t miss this round-up of five more amazing travel marketing posts: the top posts of March, 2016.

    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 seminar, “Digital Marketing Directions 2016: The Key Trends Driving Your Hotel Marketing Next Year” here:

    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 hotel, including: