vikram singh

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vikram singh

How Google Reviews Is Crushing TripAdvisor

Vikram Singh | April 9, 2019

By Vikram Singh An interesting trend has been brewing in the travel business. Quietly but surely, Google Reviews has been expanding their online review market share for brick and mortar businesses. Since hotels, inns and B&Bs are a 100% location-driven business, this change directly impacts both their revenue and branding. Online reviews left by strangers have become almost as trusted as personal recommendations. However, placing this much trust in reviews requires the user to be able to filter real reviews from fake ones. This sorting process can be extremely frustrating, especially on websites like TripAdvisor where everything is ...

The Ultimate Guide to TripAdvisor for Hotels

Vikram Singh | September 4, 2018

By Vikram Singh When TripAdvisor was founded in February 2000 in a small office above Kostas Pizza on 315 Chestnut Street in Needham, Massachusetts, I don't think anyone could have predicted the amount of time and energy it would consume, and the strong emotions it would conjure. Since I started my blog in 2013, I have consistently fielded questions about TripAdvisor. Looking back at the sheer volume of time I spent answering these complex emails, I think it's time to for me aggregate my knowledge, experience and advice in one place. Here are some of the most frequently asked questions, along with my responses. Is my competition trying ...

Is Your Hotel Booking Engine Destroying Your Profitability?

Vikram Singh | April 16, 2018

By Vikram Singh Almost every other day, I see a headline about the latest trend that is going to have a massive impact on hotels and travel. Some might even be worth exploring. However, the fact remains that if your hotel booking engine is hard to use, none of the trends will have any impact on your net operating income and profits. Having worked in hotels most of my adult life, and having traveled extensively, I have vast experience booking rooms every way possible: using phones, travel agents (yes, I am that old), OTAs, and directly from apps. The one consistent problem I find on hotel websites is a disregard for the basic usability p...

Use Hotel Website Content to Increase Your Revenue

Vikram Singh | October 12, 2017

By Vikram Singh Contrary to what you might have heard, people still read. We read quiet a lot actually, but much of our reading has moved over to a screen instead of paper. When we are planning travel, we want to read about where we are going. However, the volume of content on hotel websites is shrinking. Plenty of attention, and plenty of space, is given to photos and design. Hotel websites have started to look like clones, favoring heavy imagery and very light content; but that is a mistake. Your website is not an Instagram feed with a booking button. If you replace substantive content with photo captions and a parade of adjectives li...

Last Click Attribution Is Killing Your Hotel Marketing Campaigns

Vikram Singh | May 9, 2017

By Vikram Singh Marketing success today can be measured using many diverse metrics. Analytics programs let you measure everything from who and where your website visitors come from to what content they are interested in. These engagement and conversion metrics can help you understand what is really working when it comes to your website and marketing efforts. Some hotels have an in-house digital marketing team, but most outsource their online campaigns to an agency. Either way, these teams are usually tasked with producing an ROI (return on investment) report for every dollar spent on channels like Google AdWords, Facebook, etc. There is...

The Shrinking Value of Hotel Loyalty Programs

Vikram Singh | March 29, 2017

By Vikram Singh My work revolves around travel. Every night away from home is spent at a hotel or Airbnb property. I was recently asked about my hotel brand preferences and which loyalty program I use. The answer is that I belong to all of them but never achieve a high status due to the fact that my hotel nights are spread across many independent and brand hotels. If I were to pool all of my annual room nights into one brand, I could easily qualify for top tier status. Why have I not done that? The reason is simple: I am a location-based business and leisure traveler. That means that I choose to stay at the most convenient location irre...

The Ultimate Guide to Email Marketing for Hotels

Vikram Singh | March 1, 2017

By Vikram Singh Hotel email marketing has become more important than ever. The cost of click- and impression-based marketing on search engines and social networks continues to rise, not just for generic terms, but also for the historically cheaper brand name terms. Email marketing remains extremely relevant and cost-effective. It has become the best permission-based outbound tool in your marketing kit, hands down. However, as with every great tool, the responsibility to use it well lies with the user. Smart hotels and brands have moved away from the mass broadcasting of spammy emails, and are now focusing on personalized, permission-bas...

Hotel Online’s Top Read News for 2016

Hotel Online | December 29, 2016

As we look toward 2017, here's a look back at each month's top headlines in 2016 from Hotel-Online! January 2016: 4 Ways Luxury Hotels Can Use Technology To Provide Better Customer Service / Alex Shashou Three Ways Technology Makes Payments Easier For Hotel Guests / Cristine Sommers 5 Game-Changing Hotel Industry Trends To Tackle in 2016 What's In and What's Out? Top 10 Travel Trends for 2016 The Restoration in Charleston, South Carolina Unveils $27 Million Yearlong Transformation and Expansion February 2016: 'Chef's Tables' Driving Market Differentiation for Meyer Jabara Hotels Hotel Lenders Tightening the Screws Four Seasons, ...

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