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October 16, 2016

6 Crucial Insights Into the Future of Travel Marketing: Hospitality Marketing Link Digest

October 16, 2016 | By | No Comments

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6 Crucial Insights Into the Future of Travel Marketing

Hey, Big Thinkers! Hope you’re having a great week and that you won’t mind if we skip any setup this week in favor of taking you straight to this round-up of 6 crucial insights into the future of travel marketing. Enjoy:

  1. Duetto’s Ed Watkins talked with Cindy Estis Green, CEO and co-founder of Kalibri Labs, about “The Rise of Hotel Metasearch and Its Effect on Distribution.” I agree with a number of Cindy’s conclusions (though I think the focus on “metasearch” as it’s commonly defined is overblown). But in particular think this is the key quote that many hospitality marketers must listen to: “A lot of it has to do with consumer demand. Everybody wants things on their mobile devices.” As Bill Hunt has said, “Customers are the ultimate disruptors.”
  2. You can see one clear example of customers as the ultimate disruptors in the rise of Airbnb. As a new report from the Ted Rogers School of Hospitality and Tourism Management at Ryerson University shows, “Airbnb Guests Tend to Be Motivated by Low Cost and Use It as a Hotel Substitute.” That’s not driven by a specific Airbnb technology. It’s driven by customer behavior. And Airbnb gets it, “Rolling Out a New Homepage, Focused On Experiences” as All About Airbnb reports. I’ve mentioned before that independent hotels are safe from Airbnb but only as long as they compete on their terms, not Airbnb’s. Airbnb is undoubtedly entering the hospitality business. As long as hotel owners and operators continue to focus on experience, on trust, on hospitality, they’ll do just fine. Which makes this next news item particularly disturbing…
  3. Want to know how to lose in the coming world? Create “Hotels Without Humans,” which are coming. But as writer Arnie Weissmann notes, “…wouldn’t a key benefit of technology — consistency — commoditize service standards and erode loyalty?” Yep. Totally. The companies that win in the future will be those that best manage the integration of technology and human service.
  4. Does all this sound like science fiction to you? Well, according to Expedia, “The Future Of Travel Looks Like Science Fiction” with tools like bots, AI, augmented reality (AR), virtual reality (VR), and wearables playing increasing roles in the overall travel experience. And it’s not over yet.
  5. All of these changes can certainly make you ask, “Is Travel Marketing More Frustrating Than Ever?” I strongly believe that the answer should be “no,” but fully understand at the same time why it’s not “absolutely not.” Two tips: One, remember that your mantra for digital should always be “we can figure this out;” and, two, plenty of resources exist to help you keep up with technology as a marketer — including our blog and newsletter.
  6. With that in mind, be sure to check out these “8 Outstanding Lessons from the 2016 HSMAI Digital Marketing Strategy Conference” and this set of “6 Quick Hotel Distribution and Digital Marketing Insights” from the Hospitality Marketing Link Digest series that demonstrate exactly what I’m talking about.

If you’re looking for even more hospitality marketing goodness, 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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October 11, 2016

Revenue Strategy: The High Cost of Ignoring Value [PRESENTATION]

October 11, 2016 | By | No Comments

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Revenue Strategy: The High Cost of Ignoring Value: Woman evaluating travel optionsI joined a great group of presenters and an amazing HSMAI audience a couple of weeks ago to talk about revenue strategy and the practice of driving more profitable revenues for your hotel. While revenue management is an important component of improving your hotel’s business and is core to any effective revenue optimization plan, I recommend an increased focus on a strategic approach to rates, inventory, revenue, and, most importantly, guest value. As a result, you might appreciate these slides from my talk, “Revenue Strategy: The High Cost of Ignoring Value.” Enjoy:

If you’re looking for even more hospitality marketing goodness, 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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October 9, 2016

5 Fantastic Travel Distribution and E-commerce Entries: Hospitality Marketing Link Digest

October 9, 2016 | By | No Comments

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5 Fantastic Travel Distribution and E-commerce Entries: Hospitality Marketing Link Digest

Happy Sunday, Big Thinkers! Given the craziness of the past week, I’m going to skip the setup and just get you right to this list of 5 fantastic travel distribution and e-commerce entries from the past week. Enjoy:

  1. We recently asked (and answered) the very important question, “Is Travel Marketing More Frustrating Than Ever?” The answer? Well, it’s complicated. Just not as complicated as some make it out to be. Be sure to check out the whole post to see why.
  2. Helping to prove that point, Skift interviewed Expedia’s CEO, Dara Khosrowshahi, who says “Rumors of an Online Booking War Are Exaggerated.” Um… right. Dara notes that “…hotel loyalty programs are an area where online booking sites like Expedia and hotel chains can partner to build positive results for both parties,” so expect to see a lot more movement in this area — such as what Red Lion has recently done — over time.
  3. Another Skift interview, this on with Two Roads CEO Niki Leondakis, argues that “Disruption From Inside Out Is Key to Hospitality Innovation.” This makes sense to me and is well-worth considering for your business too.
  4. Barry Schwartz of SEO Roundtable highlights that “Google’s Testing Hotel Booking Ads At Top vs. Right.” While this is hardly earth-shattering news, you probably want to pay attention to how Google displays your inventory to potential guests as well as how those changes affect the costs of your various channels over time.
  5. Finally, let’s round-out this week’s round-up of 5 fantastic travel distribution and e-commerce entries from the past week with these collections of 6 Quick Hotel Distribution and Digital Marketing Insights and 5 Fast Travel Distribution and Digital Marketing Insights from the ongoing Hospitality Marketing Link Digest series.

If you’re looking for even more hospitality marketing goodness, 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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October 4, 2016

Is Travel Marketing More Frustrating Than Ever? (Travel Tuesday)

October 4, 2016 | By | No Comments

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Is Travel Marketing More Frustrating Than Ever? Group of travel marketers staring in frustration at computer

The other day, I got into a conversation with Matthew Barker from I&ITravelMedia about his post over on Tnooz that says “Travel Marketing Is More Frustrating Than Ever” (or, as originally written over on Medium, his post “Travel Marketing is a Bitch”). When I tweeted a link to Matthew’s article, I added, “Yes and no, tbh,” which prompted Matthew to ask: “Curious. Which one of my three observations do you disagree with?”

The short answer to Matthew’s question is “None of those observations.” Every point that Matthew makes is spot-on and worth considering as you market your hotel or travel service. The long answer? Well that took an 8 tweet mini-tweetstorm to explain and you might find it interesting. So, without further ado, here’s my reply to the question, “Is Travel Marketing More Frustrating Than Ever?” Enjoy:

What do you think? Is travel marketing more frustrating than ever? Or is this just good old-fashioned competition? I’d love to hear from you. Drop me an email or add something to the comments and let’s keep the conversation going.

If you’re looking for even more hospitality marketing goodness, 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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September 25, 2016

5 Fast Travel Distribution and Digital Marketing Insights: Hospitality Marketing Link Digest

September 25, 2016 | By | No Comments

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5 Fast Travel Distribution and Digital Marketing Insights: Looking at travel marketing and distribution¡ Hola, Big Thinkers! No setup this week. Instead we’re just going to get you right into this outstanding list of 5 fast travel distribution and digital marketing insights. Enjoy:

  1. Kevin May at Tnooz wrote that a recent “TripAdvisor Redesign Puts Activities Front and Center Alongside Hotels” (OK, technically Kevin wrote “centre,” but we “fixed” that ;). This follow’s Airbnb’s moves to place more emphasis on activities, which looks like the latest trend in digital travel marketing. Of course, since it’s part of Hospitality Marketing 101 to “sell the destination first,” it’s tough to call this a “new” trend.
  2. Speaking of trends, mind you, don’t miss these “10 Great Hotel Direct and OTA Distribution Posts” from the ongoing Hospitality Marketing Link Digest series.
  3. Matthew Barker from I&ITravelMedia has a great post over on Tnooz that says “Travel Marketing Is More Frustrating Than Ever”. Matthew had an entertaining back and forth with our own Tim Peter that we’ll recap later this week for our Travel Tuesday post, but along the way we learned that Matthew originally titled his post “Travel Marketing is a Bitch” over on Medium. It seems Tnooz “fixed” that, too. 😉
  4. EyeForTravel looked at “Why Red Lion-Expedia-Marriott Raises Some Curious Questions” that’s well worth checking out.
  5. And, finally, you can wrap up this list of 5 fast travel distribution and digital marketing insights with these recaps of “8 Exceptional E-commerce and Distribution Insights” and “6 Quick Hotel Distribution and Digital Marketing Insights,” also from the Hospitality Marketing Link Digest series.

If you’re looking for even more hospitality marketing goodness, 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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September 18, 2016

8 Exceptional E-commerce and Distribution Insights: Hospitality Marketing Link Digest

September 18, 2016 | By | No Comments

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8 Exceptional E-commerce and Distribution Insights: Hospitality Marketing Link Digest

Howdy, Big Thinkers! Hope you don’t mind if we skip the setup this week and instead just get you right to this list of 8 exceptional e-commerce and distribution insights. Enjoy:

  1. Leading off, we’ve got this list of 8 Exceptional Hospitality Digital Marketing Posts from last week’s Hospitality Marketing Link Digest for you.
  2. SiteMinder outlined “3 Keys to an Effective Hotel Distribution Strategy” that works as an excellent companion to this list of “4 Tips to Build Your E-commerce and Distribution Plans.”
  3. Ryan Solutions says that, “When It Comes to Mobile Email Opens, What a (Huge) Difference Two Years Make.”
  4. HotelMarketing.com notes that “With Occupancy High, Hotels Seek to Avoid Online Booking Services.” Good advice. And a reminder of this “Fair and Balanced Look at Balancing Direct and OTA Business” that you’ll really want to check out.
  5. Tnooz offers up “A Few Stats on the State of Digital Travel Marketing” along with some excellent insights on what those stats mean for your property.
  6. Here on Thinks, we took a look at “How to Take Charge of Your Distribution Strategy” and “Why Developing Your Distribution Strategy Matters for your Hotel” for you.
  7. We also collected these “8 Outstanding Lessons from the 2016 HSMAI Digital Marketing Strategy Conference” that you’ll want to check out.
  8. And, finally, let’s round out this week’s collection of 8 exceptional e-commerce and distribution insights with some video. Milestone Internet Marketing put up a whole bunch of videos from its 2016 Digital Marketing Conference. While it doesn’t appear to be embeddable, scroll down on the link to watch our own Tim Peter in Milestone’s “Up Close and Personal with Hospitality Industry Experts” panel. Great stuff from Tim and fellow panelist Robert Cole.

If you’re looking for even more hospitality marketing goodness, 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

By

September 12, 2016

8 Exceptional Hospitality Digital Marketing Posts: Hospitality Marketing Link Digest

September 12, 2016 | By | No Comments

Want to drive more direct bookings to your hotel? Click here to learn more


8 Exceptional Hospitality Digital Marketing Posts: Hospitality Marketing Link DigestHowdy, Big Thinkers! Hope you don’t mind if we skip any fancy setup this week and instead just offer up this list of 8 exceptional hospitality digital marketing posts as this week’s Hospitality Marketing Link Digest. Enjoy:

  1. Leonardo offered up some great tips for “How to Make a Great Hotel Video on a Shoestring Budget” that are really worthwhile.
  2. While we’re on the topic of video for hotels, I really can’t recommend enough Flip.to’s recent post, “Behind the Screen: Finding Our Voice in Video” that offers outstanding tips if you’re getting started with video.
  3. This round-up of “6 Quick Hotel Distribution and Digital Marketing Insights” from the Hospitality Marketing Link Digest series offers some great tips for improving your business next year.
  4. Tnooz revealed “A Few Stats on the State of Digital Travel Marketing” that you’ll want to check out. My personal favorite? That 65% of respondents in a recent poll now find social media as an effective tool for driving customer acquisition, which underscores the point I made when I asked, “Is Social a Waste of Time for Hotel Marketers?”
  5. On a somewhat related note, I was thrilled to speak with Duetto a few weeks back about “The Promise of Digital Marketing for Hotels” a few weeks back that’s especially worth reading as you head into budget season.
  6. Speaking of things you’ll want to know for budget season, HSMAI’s Digital Marketing Council rounded-up a great set of “8 Essentials Every GM Needs to Know About Digital Marketing Today.” Great stuff.
  7. Continuing the budget season theme, you’ll definitely want to check out this look at “OTA’s vs. Chain Brands: Expedia Comes Out Swinging” as you choose the channels you’ll use to drive revenue in the coming year.
  8. And, finally, let’s close out this week’s Hospitality Marketing Link Digest with this round-up of “10 Great Hotel Direct and OTA Distribution Posts” to keep the party rolling.

By the way, if you’re in the New York City area on September 13, Tim Peter of Tim Peter & Associates will be joining Cindy Estis Green of Kalibri Labs and Calvin Anderson of Duetto Research to discuss Using Your Own Data at HSMAI NYC’s September breakfast meeting. You can register here if you’re available to attend. You won’t want to miss this one.

If you’re looking for even more hospitality marketing goodness, 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

By

September 4, 2016

6 Quick Hotel Distribution and Digital Marketing Insights: Hospitality Marketing Link Digest

September 4, 2016 | By | No Comments

Want to drive more direct bookings to your hotel? Click here to learn more


6 Quick Hotel Distribution and Digital Marketing Insights: Hospitality Marketing Link DigestHey, Big Thinkers! Hope you’re having a fantastic holiday weekend. When you start prepping for the beginning of the week, how about you take a few moments and review these 6 quick hotel distribution and digital marketing insights for this week’s Hospitality Marketing Link Digest. Enjoy:

  1. We collected this list of “10 Great Hotel Direct and OTA Distribution Posts” as part of the Hospitality Marketing Link Digest series a couple weeks ago that’s absolutely worth checking out as you prep for your 2017 planning.
  2. While we’re talking about distribution, Kiran Sunny over on HospitalityNet looked at “Distribution vs Profitability and The Future of Hotel Revenue Management.” Great read.
  3. Continuing the theme of distribution and (ideally) driving direct reservations, EyeForTravel reports that “IHG Puts Digital, Direct Bookings and Loyalty First” and offers some excellent insights on how to do the same for your property.
  4. Tnooz has a round-up of “A Few Stats on the State of Digital Travel Marketing” that you’ll want to review.
  5. Duetto interviewed our own Tim Peter on “The Promise of Digital Marketing for Hotels.” Great stuff, if we do say so.
  6. Finally, don’t miss these “5 Must-See Hotel Marketing Missives” also from the Hospitality Marketing Link Digest series to wrap up these 6 quick hotel distribution and digital marketing insights. Well worth your time.

By the way, if you’re in the New York City area on September 13, Tim Peter of Tim Peter & Associates will be joining Cindy Estis Green of Kalibri Labs and Calvin Anderson of Duetto Research to discuss Using Your Own Data at HSMAI NYC’s September breakfast meeting. You can register here if you’re available to attend. You won’t want to miss this one.

If you’re looking for even more hospitality marketing goodness, 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

By

August 28, 2016

7 Surprising Hotel Marketing Insights: Hospitality Marketing Link Digest

August 28, 2016 | By | No Comments

Want to drive more direct bookings to your hotel? Click here to learn more


7 Surprising Hotel Marketing Insights: Hospitality Marketing Link DigestHey, Big Thinkers! Hope you’re having a fantastic late summer weekend, enjoying some quality time with friends and family. As you get ready for a big week ahead, be sure to check out these 7 surprising hotel marketing insights from the past week. Enjoy:

  1. Tnooz talks with the founders of ALICE, who think hotel operations could learn from innovation in other industries. (I’ve met with company founder Alex Shashou and agree they’re onto something here).This exchange highlights their point of view on why service matters brilliantly:

    “Alex: Have you ever given a TripAdvisor review?
    Tnooz: Yup.
    Alex: Did you write about your booking experience?
    Tnooz: No, I wrote about the service at the property.”

  2. Fox News makes its first appearance here in the Link Digest, asking “Are Travelers Losing the Hotel Booking Wars?” Um… yes. Yes, they are.
  3. Why are travelers losing the hotel booking wars? Well, for starters check out “OTA’s vs. Chain Brands: Expedia Comes Out Swinging.”
  4. If you want to help travelers win instead — to say nothing of your property — be sure to check out these “3 Myths About Hotel Direct Revenue You Must Stop Believing.”
  5. You’re not just competing with OTA’s anymore, of course. According to HotelMarketing.com, “Airbnb Is On Pace to Become World’s 4th Largest Online Travel Company.” That’s worth paying attention to as we go forward.
  6. Speaking of Airbnb, this recent post asks “What Business Is Airbnb In? Hotels? Or Hospitality?” Check it out when you get a chance to see why that matters for your property.
  7. Finally, don’t miss these “8 Outstanding Insights: the Top Travel Marketing Posts of Summer, 2016” and these “21 Can’t Miss Travel Marketing Insights: The Top Posts of 2016 (So Far)” for more insights to help you manage your business heading into fall.

If you’re looking for even more hospitality marketing goodness, 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

By

August 21, 2016

5 Must-See Hotel Marketing Missives: Hospitality Marketing Link Digest

August 21, 2016 | By | No Comments

Want to drive more direct bookings to your hotel? Click here to learn more


5 must-see hotel marketing missives: Man shopping for hotel onlineHope you’ve had a great weekend, Big Thinkers. To get you ready for a big week ahead, we’ve collected this set of 5 must-see hotel marketing missives from the past week. Enjoy:

  1. Leading off, Julie Sickel from Business Travel News warns us that “Hotel Occupancy Flattens Across Global Regions.” We’ve been living in “the good old days” for the last year or two. Looks like that’s coming to an end as the business cycle softens.
  2. Given that reality, you might want to see EyeForTravel’s piece that looked at “OTAs vs Hotels: Why ‘An Old and Tired Story’ Keeps Running” as well as these “10 Great Hotel Direct and OTA Distribution Posts” from the Hospitality Marketing Link Digest series.
  3. These “5 Helpful Hospitality Marketing Stories for You” and this set of “10 Terrific Travel Marketing Posts from the Past Week” from the Hospitality Marketing Link Digest series also offer terrific insights into improving your direct business.
  4. Of course, if you want more direct business, you should avoid the “Hotel Website Design and Usability: Top 10 Mistakes” that Vikram Singh outlined over on Hospitality Net.
  5. Finally, this round-up of “8 Outstanding Insights: the Top Travel Marketing Posts of Summer, 2016” and these “21 Can’t Miss Travel Marketing Insights: The Top Posts of 2016 (So Far)” will help you get ready to drive more direct business, regardless of what happens to demand overall. Great stuff, well worth your time.

If you’re looking for even more hospitality marketing goodness, 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: