marketing strategy
Hotel Marketing KPIs Must Change to Achieve Commercial Strategy
Stephanie Sparks Smith | September 5, 2023
By Stephanie Smith If you are measuring your marketing success today the same way you did last year, you are not providing the value that your external stakeholders and ownership expect and that your internal business partners, like sales and revenue strategy, deserve. It is not enough anymore to measure how many guest rooms are booked per dollar spent on your paid marketing. Instead, focus your attention on two specific areas: Are my marketing plays moving the needle relative to the competition in the channels of business that are actually booking right now? Are the dollars invested really changing the overall revenue picture of t...
HSMAI to Honor GCommerce Solutions With 6 Adrian Awards for Outstanding Travel Marketing
GCommerce | January 4, 2023
Award winners to be celebrated at in-person event in Los Angeles in February McLean, Virginia, January 4, 2023 – GCommerce Solutions will be honored for travel marketing excellence by the Hospitality Sales & Marketing Association International (HSMAI) at the annual Adrian Awards Celebration at the JW Marriott LA Live on Thursday, February 23, 2023. The Adrian Awards, now in their 66th year, are the largest and most prestigious competition in global travel marketing. For 2022, Adrian Awards are being presented in advertising, digital, PR/communications, and integrated campaign categories, as well as the following “focus categorie...
Top 5 Things You Need to Know Now in Hotel Digital Marketing: July Edition
Margaret Mastrogiacomo | July 15, 2020
By Margaret Mastrogiacomo As hoteliers plan their Q3 marketing strategy, it’s important to keep a pulse on the evolving digital landscape to make a greater impact on performance. This month, Google announced updates to Google Image results, Twitter tests audio tweets, and CTV ads rise in popularity. From Search to Social Media and Design, here are the top 5 things you need to know now in hotel digital marketing. 1. Search: Google Image tests add more facts about images with the Knowledge Graph. Google announced it has launched a new feature within Google Image search on mobile to show quick facts about each image in search results. ...
Operating in a Silo
Travel Outlook Hotel Reservations Call Center Services | January 23, 2020
How to Unite Revenue and Marketing Teams By definition, the silo effect happens when team members, or leadership, do not share common goals, have aligned strategies, exchange information, or use collaboration tools. The silo mentality affects not only those in the silo but stretches across the organization. On the surface, it hurts employee morale but can, also, impact a company’s bottom line. For hotels, revenue and marketing teams have traditionally worked in a silo as separate entities at hotels. Working separately in the past, building the brand and maximizing revenue were often seen as two distinct and independent goals. But that ...
Today’s Metasearch: Why It Should Be in Every Hotel’s Marketing Mix
NextGuest Digital | December 12, 2019
Hoteliers are always looking for ways to improve their digital strategies and turn every dollar into an even greater revenue-driving initiative. Every hotelier’s marketing mix should include metasearch — especially considering all of the new and exciting updates coming to existing metasearch platforms and search engines. Google and TripAdvisor are rolling out new optimization and targeting options that will allow advertisers to reach relevant audiences and maximize spend. Also, Bing is introducing Bing Hotel Ads, and NextGuest is one of the first agencies to offer connectivity and presence on this important search engine. Download the ...
The Joy of Publicity
Babs Harrison | August 3, 2018
By Babs Harrison It's the "in" thing to say these days - "oh, we don't need traditional media, we're on social media, and isn't traditional media all fake news anyway?" Listen up: hoteliers and spa operators still need traditional media. The smart ones know it. As for the others, well, they will learn that they needed to be playing in traditional media all along. Earned media are a building block in just about all effective marketing campaigns, certainly for high-end travel products. This is 2018 and, obviously, every property now needs a multi-pronged PR strategy. Social media must figure into this -...
Hit the OTAs With a Rebound: 5 Direct Booking Strategies for Hotels
Casey Munck | May 8, 2018
By Casey Munck Love them or hate them, the OTAs are here to stay. Smart hotels know they must take control of their data and deploy smart marketing strategies to lure guests to book direct, which provides the lowest cost per acquisition and builds customer loyalty. Maintain your (paid search) brand share Since search engine ad space is now at the half fold, mark, consumers must scroll a half a page to see organic results. Ads take up half the page and in case you weren't aware, the OTAs are bidding on your hotel's brand terms. So, how do you deal? Maximize your paid search brand impression share to sit at 90 percent or higher. B...
Are You Marketing to Your Guests’ Five Senses?
March 28, 2018
Sensory marketing has been used by some of the world's biggest brands for decades. 35 percent of Fortune 500 companies have adopted some form of sensory branding into their marketing philosophy. Famous examples range from the iconic sound of a Coca-Cola can being opened and the drink poured over a glass of ice cubes, to the unmistakable fragrance, "Fierce No. 8," spread throughout all Abercrombie & Fitch stores, onto the clothes and beyond the front doors. Traveling and staying in a hotel - whether for business or pleasure - is the ultimate experience and definitely taps into our emotions. Marketing to a traveler's taste, smell,...
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