Image Image Image Image Image Image Image Image Image

Tim Peter Thinks

Interested in the latest news about Tim Peter & Associates? This section rounds-up press mentions of Tim and the team.

Tim Peter

By

October 4, 2014

How To Market A Hotel: FitSmallBusiness Talks to Tim Peter

October 4, 2014 | By | No Comments

Tim Peter Digital Marketing DirectionsFitSmallBusiness has released a new article called, “How To Market A Hotel – The Ultimate Guide.” For insights, they talked with our own Tim Peter. Among the tips provided, Tim talked about how to use OTA’s effectively:

“You may consider entering into an agreement with OTAs for increased exposure. It also helps you put heads on beds, but be careful. Tim warns, “Too many hotels look to the OTA’s as a primary source of business, which increases the OTA’s leverage during contract negotiations and results in unfavorable contract terms.”

Tim continues, “Focus your efforts around your direct channels first, then look at which OTA’s help you reach guests you cannot easily reach on your own and do so while offering favorable contract terms. 20%-25% is simply too much to pay for reservations overall, particularly on top of any brand fees or other marketing you’re doing. You don’t need to be on every single shelf.”

Tim also reviewed the value of reputation management (something we’ve covered in-depth before):

“Managing your hotel’s reputation online represents the single most effective step you can take to improve your marketing… When you respond to an online review, particularly one where a guest had a challenge during their stay, you’re not just helping the individual who posted the review. You’re also helping the next guest who reads that review understand that you want to satisfy the needs of all your guests. And that’s incredibly valuable for your future guests to see.”

And he also talked about developing a relationship with your local CVB:

“Make it a point to meet with your local CVB/tourism office representatives and understand the programs they provide to hotels in your market. My experience shows that in most cases, you get out of these programs what you put into them,” Tim suggests. “By working with your CVB, you can often help influence how they position your market and your place within it.”

The article also includes insights from other industry experts and is well-worth your time. You can read the full article here.

Interested in learning even more about the future of hospitality e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” Developed specifically at hotel and resort marketers, the lessons can help your business adapt to the changing guest environment. You can get your free copy of the report here.

You may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. I’ve presented this talk to a number of hospitality and travel-related organizations and you might find it valuable for your business, too:

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

By

September 9, 2014

How to Allocate for Hotel Digital Marketing in 2015 – HSMAI Webinar (Travel Tuesday)

September 9, 2014 | By | No Comments

How to allocate for digital marketingIf you’re like most hotel marketers, you’re spending your time right now trying to figure out how to allocate for hotel digital marketing activities next year. It’s almost a rite of passage each August and September to see hotel marketers scrambling to pin down where and how they expect to spend their money in the coming twelve months.

This year the job has taken on increased importance, given the rising costs of marketing and distribution many hoteliers face today, with increased pressures from OTA’s and metasearch, in particular. According to data from Hospitality Asset Managers Association:

“…between 2009 and 2012, retail commissions rose 34 percent while room revenue rose 23 percent… Brand-level acquisition costs rose even more—37 percent. That meant local sales and marketing budgets took a hit, rising only 7 percent during the four-year period” (Source: MeetingsNet)

These rising costs have focused owners and asset managers’ attention on profitability, as well as RevPAR, and put more pressure on hotel marketers to find effective, highly profitable sources of revenue for their properties. And, it many cases, to achieve improved results without increasing spend. I know, fun, right?

So, given this reality, where’s the best place for you to spend your limited marketing budget?

Well, in partnership with HSMAI, I’ve got a great resource for you. I’ll be moderating a webinar this Monday, September 15, called New Year, New Budget: How to Allocate for Digital Marketing in 2015. The webinar will look at key issues as part of the budgeting process, and includes real-world case studies you can apply to your hotel or resort. It features an outstanding panel of hospitality and digital marketing experts, Matthew Clyde, Owner, Ideas Collide, Inc.; Stephen Fitzgerald, Senior Vice President, Sales, Milestone Internet Marketing; and Michael Bennett, VP of Marketing for KSL Resorts.

Among the topics we’ll discuss are:

  • Measuring the effectiveness of your existing efforts and the breakout trends from 2014
  • The continued evolution of key digital marketing trends
  • What’s new on the horizon for 2015
  • Where the smart money is being allocated in 2015 budgets

And because we know your schedule is busy, we’ll cover all this in just about an hour. The webinar is open to both HSMAI members and non-members, and you can register here. It will also be recorded so you can review the information afterwards. But try to attend the live event, where the panel and I will field questions from the audience, including yours.

Understanding how to allocate for hotel digital marketing in 2015 is a really big deal, and key to your success next year. So block an hour on Monday and register today.

Interested in learning even more about the future of hospitality e-commerce and marketing via the social, local, mobile web? Register to receive a special report I’ve produced in conjunction with hotel marketing firm Vizergy, “Digital Hotel Marketing in a Multiscreen World.” Developed specifically at hotel and resort marketers, the lessons can help your business adapt to the changing guest environment. You can get your free copy of the report here.

Given the overall popularity of the Travel Tuesday series, you may also want to review the tips in my recent presentation Digital Marketing Directions: Three Trends Shaping 2014 Hospitality Internet Marketing. I’ve presented this talk to a number of hospitality and travel-related organizations and you might find it valuable for your business, too:

Finally, you might also enjoy some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

By

August 8, 2014

Upcoming Webinar: Digital Marketing Directions – Key Trends Driving Your Marketing Next Year

August 8, 2014 | By | No Comments

Tim Peter Digital Marketing DirectionsOK, so this is from the “shameless self-promotion” department, but I’m presenting a new webinar on Tuesday, September 16 in conjunction with Biznology® called “Digital Marketing Directions: Key Trends Driving Your Marketing Next Year.”

Among the topics I’ll look at are:

  • How customer behaviors have changed and what that means for your business
  • What customers care about while they’re searching, browsing, and buying
  • The role search, social, and mobile will play in your marketing and e-commerce activities
  • Best practices for building audiences and customer acquisition in your digital marketing activities

This is a free Biznology® webinar, where I’ll describe the major trends driving your business this year and beyond. More importantly, I’ll explore how you can leverage these trends to grow traffic and sales for your business. The entire event is only 30-minutes long, so why not take a few minutes out of your day on Tuesday, September 16 to join in and learn more about the trends shaping your marketing both this year and in 2015?

Interested? You can register for the webinar here.

If you’re interested in learning even more about how customers changing behavior shapes e-commerce and marketing, 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.

For a preview, you may also want to review the information from a recent talk, The Truth: How the Social, Local, Mobile Web Affects Sales Online and Offline:

Finally, you might also enjoy some of our past coverage of the e-commerce and how to make it work for your business, including:

Tim Peter

By

June 13, 2014

The Hotel Mobile App Environment: HotelNewsNow Talks with Tim Peter

June 13, 2014 | By | No Comments

HEDNA on stage

Hotel News Now looks at the current state of mobile apps and discovers that hotel brand apps, by and large, are on par with OTAs. However, it’s not all good news:

“Tim Peter, consultant and founder of Tim Peter & Associates, said lower demand numbers for hotel brand apps can be partially attributed to the myriad ways guests can book a branded hotel room.

‘One key point worth mentioning is that many brands and hotels are seeing significant upticks in their voice reservations as a result of mobile traffic,’ he said. ‘Guests are, after all, holding a phone in their hands. … The problem arises when guests get more accustomed to booking on mobile and, as OTAs improve the mobile booking experience, hoteliers may once again find themselves trailing OTAs for reservations.’ “

The primary area where OTA’s have an advantage with mobile is their commitment to the platform. OTA’s depend on the web for their overall traffic and revenues. As guests migrate to mobile in large numbers, OTA’s have invested heavily in providing outstanding mobile experiences to offset the loss of “traditional,” desktop traffic. Their very business model requires continual, strategic investment in a way that hoteliers, who aren’t as reliant on online for their overall business, typically don’t make. Expedia’s Adam Anderson noted something similar in the Hotel News Now article:

“…the slight OTA outperformance can be explained by the fact that OTAs are focused on technology while hotel brands are focused on serving the guest.

“Speaking for Expedia, we are a technology company. Brands are not,” Anderson said via email. “We spent more than $500 million on technology in 2013, and a large portion of that is dedicated to innovating on mobile.””

Currently, revenues lag traffic for most OTA’s, with numbers in the high single digits to low double digits, despite traffic now approaching 30-50% for many OTA’s.

I’m seeing similar traffic numbers for brands, with independent hotels somewhat lower. For instance, Starwood reported that mobile represents 40+ percent of its traffic in its most recent earnings call, as well as in the Hotel News Now article, and it’s very rare to find a hotel getting less than 10%-15% of its traffic from mobile now. So, it’s not as though hotels aren’t seeing plenty of mobile traffic.

This behavior — along with the uptick in voice reservations — may suggest to hotels that “everything’s fine” with their mobile experience. I’d still recommend hotel marketers and brands look closely at integrating those experiences more effectively or risk losing business.

You can check out the whole article here.

And if you’re interested in learning more about digital marketing and e-commerce strategy on the social, local, mobile web, 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 like these slides that list three key digital marketing trends shaping your customers’ behavior right now:

And, finally, you might want to check out some of our past coverage of the social, local, mobile web and what it means for your business, including:

Tim Peter

By

May 31, 2014

Net Neutrality Could Impact Independent Restaurants: Tim Peter in Restaurant Hospitality

May 31, 2014 | By | No Comments

Timpeter headshotRestaurant Hospitality talked with our own Tim Peter, President of independent e-commerce and digital marketing consultancy Tim Peter & Associates about how net neutrality issue could impact independent restaurants. Restaurant Hospitality summarized the issue this way:

“ISPs want to be able to charge companies—like Netflix, for example—more to deliver their content to consumers. Up until recently, the FCC has said ISPs can’t do that, citing network neutrality laws. However, earlier this year, the Supreme Court ruled the FCC can’t make that regulation because ISPs are technically considered information services rather than common carriers… Essentially, all businesses would have free use of a regular lane but any company that wanted to pay more could access a “fast lane.” “

Tim’s view?

“‘This is bad for business, period. People should be contacting their local legislators, saying this is a terrible idea,’ Peter notes. ‘In 20 years working with the Internet, this is the worst idea I’ve ever heard.'”

He’s not the only one who feels that way. According to Restaurant Hospitality:

“Even Internet behemoths like Facebook, Google, Twitter and Amazon have spoken out publicly against tiering Internet access, understanding net neutrality is best for all parties involved.”

Tim emphasized the same point:

“‘…at the end of the day, true net neutrality is the right thing to do,’ Peter says.

If you’re interested in more, we’ve got coverage of this latest net neutrality issue here or you can read the full Restaurant Hospitality article here.

Finally, the FCC is accepting public comment on the issue, Proceeding 14-28 in their vernacular, here. And you can read existing public comments here for ideas on what to say.

Interested in learning more about digital marketing and e-commerce strategy on the social, local, mobile web? 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 like these slides that list three key digital marketing trends shaping your customers’ behavior right now:

And, finally, you might want to check out some of our past coverage of the social, local, mobile web and what it means for your business, including: