Image Image Image Image Image Image Image Image Image

Tim Peter Thinks

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 30, 2014

Mobile Marketing Matters for Hotels in 2015 (Travel Tuesday)

September 30, 2014 | By | No Comments

Guest in room mobileI noticed something interesting while putting together my look at the ways hotel distribution is heating up the other day. All anyone is talking about is how big mobile is in the travel space now. Just take a look at some of these recent travel industry headlines:

Crazy, right?

Of course, none of this is news around here.

But, if you’re planning for 2015 and still aren’t thinking about how to make mobile work for you, it’s time. Really.

And, happily, it’s not that hard — or, at least, doesn’t need to be — to make mobile work for your property. Focus on helping guests use your web presence on mobile. Update your website using responsive design. Make sure your phone number and directions to your hotel appear prominently when using a mobile device. Work with your booking engine (IBE) provider to handle reservations made on mobile. And start looking at ways to use mobile on-property to improve your guests’ stay.

Mobile’s really, really here. Really. And it’s time you put it to work for your hotels.

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 29, 2014

Hotel Distribution is Heating Up: Hospitality Marketing Link Digest

September 29, 2014 | By | No Comments

Hotel distribution is heating upLoads of links for you in this week’s Hospitality Marketing Link Digest, Big Thinkers, with a key focus on how the world of hotel distribution is heating up. Let’s get right to ’em.

  1. Tons of news this week about where your competitors are heading. For one, Skift notes that Priceline, Expedia and Alibaba added to their mammoth acquisition war chests while eMarketer suggests that for Airbnb and HomeAway, plenty of room is available for expansion. And if you’re wondering, “What Are Google’s Plans for Hotel Distribution?” I took a look the other day. You probably should too.
  2. Of course, TripAdvisor isn’t standing still as its competitors make changes. Travolution reports that restaurant bookings on TripAdvisor go live after Lafourchette buyout. That mirrors closely these thoughts about what Priceline and TripAdvisor are up to.
  3. TripAdvisor, Priceline, Expedia and the others aren’t the only folks making major changes. TechCrunch reports that HotelTonight pivots beyond same-day booking as competition heats up. Tnooz as a detailed Q&A with HotelTonight’s CEO, Sam Shank, on its shift to same-week booking that’s worth your time.
  4. For a sense of why HotelTonight has shifted its focus, Skift details TripAdvisor’s latest survey that shows psychology behind U.S. Travelers. Good stuff.
  5. Shifting gears, The New York Times offers an alternate look at the benefit of review sites such as TripAdvisor, noting how hotels use online reviews as blueprint for renovations. Great advice if you’re looking at renovations next year.
  6. Continuing with the reviews theme, Tnooz uncovers price, reviews, ratings and the business traveler: hotel pricing in a social world. Great read.
  7. Hotel News Now looks at the fact that emotions, not logic, dictate repeat stays. I’ve talked about how to use emotion and storytelling in digital marketing. Good to see this topic getting more coverage as we head into next year.
  8. Finally, as you prepare for next year, you might want to check out these six emerging travel industry marketing trends that MarketingWeek.co.uk has rounded-up.

While we’re talking about trends, you may also want to review recent hospitality link digests such as “Rising Mobile Bookings, Big Data, and More: Hospitality Marketing Link Digest” and these “6 Great Hotel Marketing Reads: Hospitality Marketing Link Digest,” as well as 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 25, 2014

A Dozen Really Useful E-commerce and Marketing Posts: The Best of Thinks (So Far)

September 25, 2014 | By | No Comments

Content marketing and social successHey, today’s your lucky day. Consider this list a bonus E-commerce Link Digest this week. This group of posts represent a dozen really useful e-commerce and marketing entries from here on the blog over the last handful of months, based on what you all shared and liked most often across a number of social media channels. The list includes items from my daily blog, and my weekly podcast and Travel Tuesday entries. Enjoy:

  1. Leading off, you’ll likely really want to check out this post that asked, “Should Marketers Really Trust Google in 2014?”
  2. Continuing on the search theme, your next most favorite post examined “The Big Problem with Paid Search on Mobile.”
  3. Shifting to email, this look at “E-commerce Best Practices: How to Grow Your Email List” continues to be one of the most popular posts on the blog.
  4. Yes, I know, it’s a click bait title, but “Holy Crap! Mobile’s Even Bigger Than You Thought” seriously underscores the increasing importance of mobile as a channel.
  5. This exploration of “The Truth About Data-Driven Marketing” from just last week has rocketed to the top of the charts.
  6. You also seem to really enjoy the revived Link Digest Series, including this entry featuring “10 Key Posts about Millennials and Mobile: E-commerce Link Digest.”
  7. Another round-up collected “The Big Reading List for Labor Day 2014.” Good stuff.
  8. A recent podcast episode explained “Why Your Customers Buy.”
  9. A big Travel Tuesday entry uncovered “The 4 Rules of Social Marketing for Hotel Marketers.”
  10. Another link digest gathered the “8 Digital Marketing Posts Worth Reading This Week.”
  11. Mobile continues to shape the dialogue, just as evidenced in this post on “How Mobile Shapes Customer Behavior.”
  12. Finally, hotel marketers will want to check out this Travel Tuesday post, “The Big Myth About Hotel Metasearch.”

Curious about the marketing and e-commerce trends that will drive your business in 2015? Check out the slides and video from my recent webinar, “Digital Marketing Directions: Three Key Trends Driving Your Marketing Next Year”:

And, 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.

Finally, you might also 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

September 23, 2014

Are Millennials Buying Travel? Travel Tuesday

September 23, 2014 | By | No Comments

Are Millennials buying travel? In a word, yes.It’s become popular lately (here, for instance), to talk about the rise of Millennials as a target demographic market for travel marketing.

But, despite the increasing size and economic influence of this emerging demographic segment, many continue to question the wisdom of targeting Millennials, noting their (sadly) still high levels of unemployment or underemployment and its accompanying low income levels. Plus, as the pure target group for the “sharing economy,” Millennials seem more likely to choose services such as Airbnb and Uber over traditional hotels and transport services.

So, the question remains: Are Millennials buying travel? Are they an attractive customer segment for hotel marketers? Are they the right customers for your business?

In a word, yes.

As Hotel News Now notes,

“[Millennials have] spent the second-most on vacations in the last 12 months among the four generational categories [Matures, Baby Boomers, Gen X, and Millennials] and they’re looking to spend the second most among the four categories in the next 12 months,” he said. The mature generation took the No. 1 slot in both time frames.

“Everything we see suggests that millennials are traveling more. … Travel intentions among millennials is up 10%. Compared to the other generational groups, they’re the only ones that are up. Xers are down 6%; boomers are down 1%; matures are down 3%,” Cohen said.”

The article continues,

“Millennials with an annual household income of $30,000 or more (also known as millennials who have “launched”) spend more on travel than the total U.S. average, second to baby boomers, according to research from D.K. Shifflet & Associates.

In 2013, the average spend per person per travel day for the total U.S. was $193.90, according to the research. Launched millennials spent $197.60 per day, while working baby boomers spent $223.30. However, millennials with an annual household income of less than $30,000 spent below the total U.S. average ($152.20).”

That seems fairly clear, doesn’t it? A more important question than “are Millennials traveling,” then, is how do you reach those Millennials who have the money to travel and are willing to spend it with you.

MarketingProfs suggests focusing on word of mouth and social, in particular to reach this fast-rising demographic (and these tips on how to use word of mouth and digital together may help as well).

Without question, though, the best way to reach Millennials is to realize they’re here, and ready to spend. And to begin shifting your marketing towards helping them choose your hotel for their business.

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: