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2013 Top Hotel Internet Marketing Strategies

November 2012 - Nature abhors a vacuum. The same holds true for search engines. This year saw major changes in the search arena with algorithms being constantly tweaked to provide the best results for consumers and to reduce the impact of spam. It is because of these changes that Milestone felt compelled to put together the following recommendations for hotels as they develop their online marketing plans for 2013.

1.  Changes in Search Algorithms

a.  Search engines introduced several key changes in 2012 to the search algorithms through Panda and Penguin updates. Most of the changes were focused on getting higher quality, original content to rank high, as well as to focus on the freshness and engagement of the web content. 

b.  In April 2012, Google launched Knowledge Graph, which was a major update to their search algorithm.  Knowledge Graph puts the emphasis on semantic search and provides additional contextual information for the searched keyword using information from Wikipedia, Freebase, and websites.

c.  Search engines also launched the use of schemas for tagging website content making it easier for search engines to index the website more efficiently.

For 2013, we recommend upgrading your websites to include schemas, adding different engagement features, and focusing on high quality original content that can constantly be refreshed. Engagement and freshness can be driven by including polls, contests, events calendar, blogs, and user generated content such as reviews on the website. Milestone recently launched the latest version of our Content Management System Platform Galexi CMS 5.0, which enables hoteliers to include several of these elements with relative ease.

2.  Mobile

With 97.3 million mobile users per month logging in on the Internet, and experts predicting that almost half of the U.S. population will be using mobile Internet by 2015, it is critical for hotels to have an optimized mobile site plus have a presence in key channels that consumers are accessing through mobile. These include hyper-local channels, such as Yelp, and social media channels.

3.  Local Optimization

Search results are increasingly becoming more localized and personalized. Things that impact placement in local search results include the hotel's location relative to search term, optimization of local profiles, online reviews for the property, and consistency of name, address, phone number, and domain information. Hotels should make sure that they have a clearly defined process for using the same aforementioned data across all channels along with a well-optimized listing.

4.  Reviews

Reviews are going to take on an increasingly important role in consumer decision making as well as search engine rankings. Hotels should create a well-defined process for encouraging consumer reviews on TripAdvisor, Google+, Yelp, and even their own website depending on consumer preference for the channel. Hotel managers should use reviews and social media monitoring solutions to keep tabs on the reviews and social media buzz plus set specific goals for their teams to encourage more reviews. To ensure that all these pieces of the puzzle are in place, Milestone recommends using eBuzz ConnectTM.

5.  Saturating Search

Hotels should continue to optimize their website content for organic placement. In addition, it is critical to run paid search in conjunction with that optimization. We recommend that hotels allocate budget for both organic and paid search in 2013. For branded hotels, make sure that the paid search campaigns do not conflict with the property's internal campaigns. 

Social Media is going to play an increasing role in determining consumer preferences and will have greater impact on decision making for travel choices. What's more, search engines are becoming more social and are taking social signals as one of the ranking criteria for placement on search results. Hotels should be prepared to implement an active strategy for marketing on social media channels such as Facebook, Google+, YouTube, and Flickr.  Having a presence and optimizing hyper-local channels, like Foursquare and Yelp, is key for mobile strategy, especially if the hotel also has onsite restaurants.

6.  Managing Social Channels

We encourage hotels to communicate with their social media audience via relevant and engaging content. This must be comprised of images, videos, articles, contests, and things to do in their local market. One of the challenges many hotels face is that while they have a good presence on social media channels, they are lacking in creative ways to generate engagement and, in turn, interest. Milestone's MediaConnect360TM offers hotels listings of possible marketing opportunities based on things to do in the hotel's local market. It also provides a centralized dashboard to broadcast promotional messaging on social media channels. 

7.  Email Marketing

Email marketing continues to be an effective tool for staying top-of-mind with your customers, which leads to better retention. Businesses benefit from email marketing because it is fast, direct, cost-effective, and builds loyalty.

8.  Cross Channel Marketing Optimization

As search becomes more local, social, and personalized, one of the strategic drivers for online marketing is taking a universal approach. This entails messaging consistency among organic, paid, local, social, and other multimedia channels.

It is our sincerest hope that these tips will help you achieve success with your online marketing plans in the coming year. For more information about Milestone and our products and services, such as eBuzz ConnectTM and MediaConnect360TM, please contact us at or 408-492-9055.

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About Milestone Internet Marketing
Milestone Internet Marketing, Inc. is a leading provider of internet marketing solutions for the lodging industry. Milestone's portfolio of services includes Hotel Website Design, Search Engine Optimization, Pay-per-Click marketing, Social Media Optimization, eBuzz Connect™ Online Reputation Monitoring, etc. Milestone currently works with over 1200 hotels and drives over $550M in annual revenue for its clients. Milestone is a preferred vendor for several major lodging industry brands and works with some of the leading management companies. Milestone is also well known as a lodging industry educator for its Hotels to HTMLs internet marketing workshops and book. For more information, please visit or call 888-350-8396.

If you are interested in attending the workshops, send an email to

Teresa Villaruz
Sr. Marketing Specialist
Tel: 408-200-6871

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Also See: Milestone Internet Marketing, Inc. Named Among Business Journal's List of 'Top Fastest Growing Silicon Valley Private Companies' / October 2012

Milestone Internet Marketing Experts Present Strategies for Tourism Industry to Leverage Changes in Search Technology and Social Media / September 2012

Milestone Internet Marketing, Inc. Wins 2 Best In Class Awards for Website Design and Internet Marketing Strategies / August 2012

Milestone Wins Prestigious Awards for Outstanding Website Design and Internet Marketing Strategies / April 2012

Milestone Launches eBuzz Connect 3.0 - next generation solution provides easy compset performance index and more detailed analysis of reviews and sentiment associated with the reviews / April 2012

Milestone Wins Over 30 Awards for Hotel Website Design and Internet Marketing Strategies / November 2011

Milestone Launches eBuzz Connect 2.0 Group Dashboard for Brands and Management Groups; Social Media Tracking and Online Reputation Management with Expanded Group Views / October 2011

Milestone Internet Marketing Launches eBuzz ConnectTM 2.0 Reviews Monitoring System; Second generation system offers key features to enhance hotel performance from online reviews and social media channels / June 2011

Milestone Launches Next Generation eBuzz ConnectTM Reviews and Social Media Monitoring Tool with Work Flow Management and Enhanced Performance Benchmarking / November 2010

Milestone Internet Marketing Wins Multiple New Awards. The Award Winning Spree Continues with Tally at over 22 Trophies in 2010 / November 2010

Milestone Pockets Multiple Awards for Hotel Website Design and Internet Marketing Strategies / July 2010

Milestone Internet Marketing Discusses Social Media and Internet Marketing Strategies for Hotels at HITEC, HSMAI, and AAHOA Conferences / June 2010

Milestone Internet Marketing and American Hotel & Lodging Educational Institute Launch Third Edition of the Popular Internet Marketing Book for Hotels / March 2010

American Hotel & Lodging Educational Institute Expands Into Qatar; Casabella Hospitality Management, Doha has been appointed Master License of Hospitality Education Programme (HEP) / March 2010

New Online Assessment Tool Prepares Candidates for CFBE Exam / February 2010

Educational Institute's Resort Textbook Has New Name, New Content / December 2009

255 Hospitality Students Receive $382,000 in Scholarships Via AH&LEF’s Core Scholarship Programs / October 2009

American Hotel & Lodging Association Fall Conference Offers Educational Programming, Networking Events, Specialized Committee Meetings / August 2009

American Hotel & Lodging Association Releases New Card Check Educational Video for Industry Employees / July 2009

Jon Simons Appointed to American Hotel & Lodging Association's Manager of Government Affairs / July 2009

10 Partner Lodging Associations Honored by American Hotel & Lodging Association at 2009 Summer Summit for Outstanding Leadership and Growth / July 2009

AH&LA Sets Agenda for Summer Summit June 23 - 24, 2009 in Chicago; Hospitality Leaders to Develop Economic Recovery Strategies, Future AH&LA Initiatives, and Recognize Outstanding Hotel Properties and Employees / May 2009

American Hotel & Lodging Association Sends Letter to President Obama Opposing Government Business Travel Cutbacks, Reductions Hurt Administration’s Goals of Saving Jobs and Revitalizing the Nation’s Economy / April 2009

American Hotel & Lodging Association Responds to Northern Trust Accusations by Members of Congress Jobs Are Not a Luxury / February 2009

Guidlines for Meetings and Events Held by Companies that have Received Emergency Government Lending Issued by U.S. Travel Association, AH&LA and Others; Policies Support Prudent Use of Taxpayer Dollars while Supporting Meetings and Events Industry / February 2009

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