<p>Now more than ever, the messaging you send your guests is vital to your hotel’s future success. Your hotel messaging could invoke confidence and togetherness or cringe and turn off—you don’t want to be in the latter grouping.</p>
<p>If you plan on reaching out, consider the following messaging tactics. We’ll also include hotels and companies that have the right idea for messaging and promoting to consumers during global adversity.</p>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p>You can also download <span class="search-result-link"> <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a></span></p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/784060585&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:</p>
<p>Here&#8217;s the original blog post on this topic:  https://admin.travelboommarketing.com/blog/hotel-messaging-promoting-during-a-global-crisis/</p>
<h3>1. Instill Confidence in Your Guests</h3>
<p>Let your guests know the health and safety measures you’re taking. Offer flexibility when you can and be clear in your messaging.</p>
<ul>
<li style="list-style-type: none;">
<ul>
<li>Examples include:
<ul>
<li><b>Lake Buena Vista Resort Village &amp; Spa</b>: The email uses clear messaging that states the benefits of booking direct and offers free cancellation.</li>
<li><b>The Breakers Resort</b>: Relaxed cancellation policies have been introduced and are clearly stated, so the guest can safely book knowing that if circumstances change, they can make a cancellation and receive a full refund.
<ul>
<li>The new policy change is highlighted using a different font color.</li>
</ul>
</li>
<li><b>InTown Suites: The website’s homepage includes a banner that clearly states that the guest’s health and safety is the focus.</b></li>
</ul>
</li>
</ul>
</li>
</ul>
<p>&nbsp;</p>
<h3>2. Lead with Sincerity &amp;  Empathy</h3>
<p>Acknowledge the issue at hand. Let the consumer know that you’re thinking of those affected by the issue.</p>
<ul>
<li>Examples include:
<ul>
<li><b>Sun &amp; Ski Inn and Suites</b>: The messaging immediately touches on the crisis and speaks to the guests and employees affected by the crisis.</li>
<li>The messaging is open and honest by speaking to the property’s decision to close.</li>
<li>The messaging also leads and ends with a strong message about light being a symbol of “hope, future, and direction”.</li>
</ul>
</li>
</ul>
<p>&nbsp;</p>
<h3>3. Build &amp; Strengthen Your Community</h3>
<p>Winning over followers shouldn’t be the focus here. The focus should be the needs of your community (Guests, employees, local, etc.) to build support and togetherness.</p>
<ul>
<li>Examples include:
<ul>
<li><b>Grace Bay Resorts</b>: The resort puts the spotlight on their employees.
<ul>
<li> They regularly mention supporting the livelihood and safety of their staff throughout the video message.</li>
</ul>
</li>
<li><b>The Bouqs Company</b>: The company lists the actions they’re taking to support the partners they work with.
<ul>
<li>They’ve also listed ways you can support your local community during this difficult time.</li>
</ul>
</li>
<li><b>Niagara Falls Tourism</b>: Started a social campaign called “Niagara Heart of Hope” and started a hashtag.
<ul>
<li>Hotels and casinos in Niagara Falls are lighting their windows with hearts to show signs of hope and solidarity.</li>
</ul>
</li>
</ul>
</li>
</ul>
<p>&nbsp;</p>
<h3>4. Keep Your Destination &amp; What You Offer Top of Mind</h3>
<p>Stay top of mind by sharing resources that followers and guests can enjoy from home. Maybe you host a happy hour? Share drink recipes of your most popular drinks so your followers can make them at home. Create virtual events for classes, discussions, performances, etc. Be an escape for people during this crisis.</p>
<ul>
<li>Examples include:
<ul>
<li><b>Canyon Ranch</b>: Not only is the messaging uplifting, but the resort also promotes wellness resources that followers can enjoy at home.
<ul>
<li>Nutritional, fitness, spiritual resources</li>
</ul>
</li>
<li><b>&amp;Beyond Travel</b>: The messaging highlights the destination.
<ul>
<li>&amp;Beyond encourages friendly engagement and shares their favorite destination-themed books, movies, recipes, and music.</li>
</ul>
</li>
</ul>
</li>
</ul>
<p>&nbsp;</p>
<h3>BONUS: Update Your Ad Copy Messaging</h3>
<ul>
<li>Leverage your ad copy to promote stays in the future.
<ul>
<li>Summer stays</li>
<li>Book your next vacation</li>
</ul>
</li>
<li>Consider changing your ‘Book Now’ CTA</li>
<li>Consider testing flexible cancellation policies in your ad text (only if you’re offering flexible cancellations)</li>
</ul>
<h2>COMING SOON:</h2>
<ul>
<li>Marketing During Recovery</li>
<li>Local Listing Updates</li>
<li>Analytics Considerations During A Crisis</li>
</ul>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li>COVID-19</li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p>&nbsp;</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 139 – How To Nail Hotel Messaging During A Global Crisis

<p>These are unprecedented times and they call for us to rethink our advertising approach. In this episode, we discuss some simple considerations that you should be thinking about when updating your hotel advertising.</p>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p>You can also download <span class="search-result-link"> <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a></span></p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/783242851&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:</p>
<p>Here&#8217;s the original blog post on this topic: <a href="https://admin.travelboommarketing.com/blog/how-to-adjust-your-advertising-strategy-right-now/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/how-to-adjust-your-advertising-strategy-right-now/</a></p>
<h2>1. Update Your Negative Keyword Lists Immediately</h2>
<ul>
<li>Be sure you’re NOT spending your advertising dollars on <b>unqualified searches</b> by adding negative keywords like ‘cancellation’, ‘cancel’, ‘covid’, ‘coronavirus’, &amp; ‘corona’</li>
<li>Eliminates people who are looking to cancel or just looking for any information on the virus in your area or at your property, specifically.</li>
<li>Be sure to add these negatives as <b>phrase match </b>to cover any unexpected queries.</li>
</ul>
<p>&nbsp;</p>
<h2>2. Be Mindful of All Messaging and Audit Scheduled Posts</h2>
<ul>
<li>Review all scheduled posts</li>
<li>Your brand’s messaging during this critical time can make or break your advertising efforts.</li>
<li>You could be opening the door to disaster if your team isn’t reviewing and rewriting email copy, ad copy and social media posts.</li>
<li>Ensure that your team is crafting <b>empathetic, helpful messages</b> to potential guests for a lasting impact.</li>
<li>Sending the wrong message could be conveyed as self-serving or insensitive, and potentially turn people off.</li>
<li><i>Remember, you could be crossing a line that might not have existed a week prior. </i></li>
</ul>
<p>&nbsp;</p>
<h2>3. Be Mindful Of The Promotion</h2>
<ul>
<li>While providing value may be what people traditionally want, promoting a sale won’t show your true appreciation for the life blood of your business – the guest</li>
<li>Ensure you’re promoting a stay in the future and that your messaging reflects that.</li>
<li>Use psychology to promote the fantasy of travel – specifically, a visit to your destination and property.</li>
<li>You want to be top of mind when they’re ready.</li>
<li>Others are encouraging <b>stay at home</b> messaging. When done correctly, this type of messaging can provide infinite value.  Visit Estonia even used the hashtag #staythefuckhome</li>
</ul>
<p>&nbsp;</p>
<h2>4. Market To Drive Markets</h2>
<ul>
<li>Ensure that your brand is refining geo-targeting on all platforms so that you are actively reaching your drive market.</li>
<li>You should also look at historical data to determine your highest converting demographics within your drive market to maximize ad performance.</li>
<li>Be sure to offer your best rooms available. Extend this as a free upgrade to guests that may still be booking.</li>
</ul>
<p>&nbsp;</p>
<h2>Promote Ways You Can Help Comply With Social Distancing</h2>
<ul>
<li>If your hotel offers ways for people to maintain social distancing while traveling, be sure to communicate that message.</li>
<li>A <a href="https://admin.travelboommarketing.com/mobile-app-digital-key/">mobile app </a>that offers check-in offers limited to no interaction</li>
<li>digital room key allowing guests to arrive and enter their room with limited to no interaction</li>
<li>Promote individual, outdoor activities around your property</li>
<li>Room Service and/or Grab N Go meals</li>
<li>In-room kitchens to avoid groups in restaurants</li>
</ul>
<p>&nbsp;</p>
<h2>6. If you have an on-site restaurant providing take-out, make it known!</h2>
<ul>
<li>If your on-site restaurant is still offering take-out, that could be your only source of revenue right now.</li>
<li>Make sure that your website and local listings are clearly displaying your menu and your online and phone ordering options.</li>
</ul>
<p>&nbsp;</p>
<h2>COMING SOON:</h2>
<ul>
<li>Marketing During Recovery</li>
<li>Hotel Messaging &amp; Promoting During A Crisis</li>
<li>Local Listing Updates</li>
<li>Analytics Considerations During A Crisis</li>
</ul>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li>COVID-19</li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p>&nbsp;</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a><p><p>    
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Fuel Hotel Marketing Podcast: Episode 138 – Adjustments To Consider For Your Hotel Advertising Right Now

<p>137In this episode, the Fueligans chat with Industry Guru, Tim Peter, about his advice for hotels and travel industry businesses who are feeling the shock and pain of the past few weeks. Fuel is here for you as we all try to navigate these stormy waters and adjust to the “new normal”.</p>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p>You can also download <span class="search-result-link"> <a href="https://admin.travelboommarketing.com/navigating-troubled-times/" target="_blank" rel="noopener noreferrer">How Hotels Can Navigate Troubled Times</a></span></p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/780537388&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:</p>
<p>Here&#8217;s Tim&#8217;s original post that was an inspiration for this episode:</p>
<p>https://www.timpeter.com/2020/03/03/coronavirus-covid-19-the-travel-industry-how-hotel-companies-can-manage-business-disruption/</p>
<h2><b>1. Realize that we’re playing Poker, not Chess</b></h2>
<p>Why is this situation so different from anything we’ve seen in the past? It comes down to uncertainty. Typically, our threats have been more about risk. This is an entirely different game and we need to understand the rules, we need to be adaptable, and we need to focus on the things we know, the things we control, and then make a bet on the rest of it based on our confidence level.</p>
<h2><b>2. Review your insurance, talk to your bank, and stay informed about government assistance</b></h2>
<p>Is coronavirus COVID-19 part of your coverages? Are you able to recoup any losses from business interruption insurance or similar? While insurance is unlikely to cover all your costs, they may help lessen any economic burden COVID-19 places on your business. Also, we’re seeing that a lot of banks are being extremely flexible right now. If your biggest worry is that you may not be able to make your next loan payment, go have a conversation and see what help they may offer. Finally, there are new government assistance programs being announced at a federal and state level on a daily basis. Get involved with your local Chamber of Commerce and use them as a resource to help you understand what’s available.</p>
<h2><b>3. Cut Your Costs Strategically but Ruthlessly</b></h2>
<p>For many of us, this is an existential crisis. The very survival of our business is hanging in the balance. As you think through ways to cut your spending, do so with an eye on the short term and the long term, and be prepared to consider the things that were unfathomable a few days ago. However, while you’re doing this keep in mind that there is a future and those that are best prepared for the new normal will make the most of the opportunities that present themselves</p>
<h2><b>4. Don’t cut your rates.</b></h2>
<p>Anytime business softens, an easy &#8220;fix&#8221; is to offer deeply discounted rates to your guests. The theory behind this action supposes that you can use lower rates to attract attention and steal market share from your competitors. Except that most of the time it doesn&#8217;t work, especially when price is not what’s preventing people from traveling, it’s fear.</p>
<h2><b>5, Change Your Marketing Thinking not Your Budget</b></h2>
<p>One cost you absolutely don&#8217;t want to cut is your marketing spend. Yes, you absolutely must monitor and control your expenses during any economic disruption. But evidence shows that travel companies that continue to invest in marketing during a downturn significantly outperform their competitors in both the short and longer-term. Research from Amrik Singh at the University of Denver and Chekitan S. Dev at the Cornell University School of Hotel Administration shows that &#8220;The results of this study show significant differences between winners and losers when measured by top-line indicators (Average Daily Rate [ADR], RevPAR, TRevPAR) and profitability (GOPPAR and NOIPAR). Winners were also found to spend significantly more on marketing than losers… total marketing expenditures are significantly and positively correlated with RevPAR, GOPPAR, and NOIPAR [during a downturn]. This finding implies that an increase in marketing expenditures has a positive effect on revenue and profit.&#8221;</p>
<h2><b>6. Don’t disappear from social.</b></h2>
<p>The team at Screen Pilot put together an outstanding set of recommendations on how to effectively be <b>“aware, available, and agile”</b> on social. Many of these include items addressed above such as “encouraging consumer confidence” and using your FAQ pages to reassure guests. But the whole set is excellent and truly worth your time. You can<a href="https://screenpilot.com/2020/03/screen-pilot-social-media-teams-covid-19-recommendations-best-practices/"> check out their advice here</a>.</p>
<h2><b>7. Keep learning but don&#8217;t burn out</b></h2>
<p>The current situation requires an adaptable approach to the rapidly shifting marketplace. Anything that helps you keep learning is a good move. Tim’s <a href="https://www.timpeter.com/2020/03/03/coronavirus-covid-19-the-travel-industry-how-hotel-companies-can-manage-business-disruption/">post</a> is a great resource to stay informed. Fuel has also put this <a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/">Master List of Crisis Resources</a> together for folks who are looking for more information.</p>
<h2><b>8. Help others and Keep Smiling</b></h2>
<p>While you are certainly hurting right now, there are likely others around you who are hurting as much or more. Be someone who is bringing a little light and levity to the world by sharing your ideas and your talents. The thing we love most about the hospitality industry is the love for others. We need each other now more than ever and we encourage everyone to put on their best smile and help both your local community and the hotel industry as a whole. We will come through this and we will come through it stronger if we do it together.</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li>COVID-19</li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 137 – 8 Things Hotels Should Be Doing About The Global Crisis (with Tim Peter)

Fuel Hotel Marketing Podcast: Episode 136 – Applying Lessons Learned from 9//11 To The COVID-19 Crisis (with Loren Gray)

<p>All the way back in episode 47, we asked the question ”Is Google Becoming An OTA?”. Also, in episode 99, we discussed the fact that “Google Is Building A Hotel Marketing Demogorgon”. The scary thing is that this push by Google to get deeper into the value chain of hospitality doesn’t look like it’s slowing down anytime soon and it’s also happening in every major industry. In this episode, we look at some of the things that Google has been working on over the past 5 years and how joining the dots paints a potentially devastating picture for many businesses &#8211; starting with the OTAs.</p>
<p>You can also enjoy the full article at <a href="https://admin.travelboommarketing.com/blog/5-things-every-small-hotelier-needs-to-be-doing-to-compete-today/">fueltravel.com/blog/5-things-every-small-hotelier-needs-to-be-doing-to-compete-today/</a>.</p>
<p>&nbsp;</p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/766835074&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:</p>
<p>Come see us at:</p>
<p><b>NAVIGATE CONFERENCE<br />
</b><b>San Antonio, TX<br />
</b><b>Mar 2-4<br />
</b><a href="https://www.naviscrm.com/navigate/"><b>https://www.naviscrm.com/navigate/</b></a></p>
<p><b>Stat of The Week</b></p>
<ul>
<li>Google represents 94% of all internet searches. In fact, Youtube has more searches than Yahoo and Bing combined. &#8211; source: snapshot.</li>
<li><a href="https://www.similarweb.com/">SimilarWeb data</a> shows that Google travel vertical search products (Hotels + Flights) received 674 million visits in the U.S. in 2019. To put that figure into perspective, that is practically as much traffic as Expedia.com and Booking.com combined received.</li>
</ul>
<h3><b>What has Google been up to?</b></h3>
<ul>
<li><b>Google is Getting Smarter</b></li>
<li style="list-style-type: none;">
<ul>
<li>RankBrain</li>
<li>BERT</li>
</ul>
</li>
</ul>
<ul>
<li><b>Google is getting more discerning</b></li>
<li style="list-style-type: none;">
<ul>
<li>Beneficial Purpose</li>
<li>YMYL</li>
<li>EAT</li>
</ul>
</li>
<li><b><b>Links are losing their value</b></b></li>
<li><strong>Google is becoming Zero-click</strong></li>
</ul>
<ul>
<li style="list-style-type: none;">
<ul>
<li>50.3% of searches are now zero-click</li>
<li>Of the clicks that do occur, 14% go to another Google site</li>
</ul>
</li>
</ul>
<ul>
<li><b>Google is going vertical</b></li>
</ul>
<ol>
<li style="list-style-type: none;">
<ul>
<li>Look at the SERP for Flights, Weather, and Restaurants, the experience is fulfilling more intent than ever before.</li>
<li>There are multiple cases where Google has decimated businesses:
<ul>
<li>Merriam Webster has seen a dramatic increase in exposure but a massive decrease in website visitors.</li>
<li>Genius.com caught Google scaping their lyrics content without appropriate citations.</li>
<li>Google entered the jobs market and now receives 5x more clicks to the Google tools than all of the paid ads receive for job-related searches</li>
</ul>
</li>
</ul>
</li>
</ol>
<h3><b>Why is Google doing all this?</b></h3>
<p>Ultimately, because they want Google Assistant to dominate, which is why they are preparing for a voice-first world and why they are getting further into the value chain.</p>
<p>&nbsp;</p>
<h3><b> What does this mean for the OTAs?</b></h3>
<ol>
<li>Booking.com CEO came out and said that they were actively trying to drive more direct traffic to combat Google</li>
<li>Expedia fired its CEO and CFO because the board didn’t agree with their strategy on how to deal with Google</li>
<li>TripAdvisor just laid-off 200 employees and blamed Google</li>
<li>Wall Street has a strong opinion and stock prices are significantly lower than they were a year ago.</li>
</ol>
<p>&nbsp;</p>
<h3><b>So what are OTAs going to do?</b></h3>
<ol>
<li>Get further down the value chain of travel. See Booking Holding’s CityBook App as an example.</li>
<li>Cut operating costs to maintain profitability</li>
<li>Try to invest more in brand advertising such as TV.</li>
<li>Use legal channels to stop Google in their tracks. 30 businesses, including Expedia and Tripadvisor recently filed a letter of complaint with the EU alleging abuse by Google related to how they favor their own assets in the vacation rental SERP.</li>
</ol>
<p>&nbsp;</p>
<h3><b>What does this mean for the big hotel brands?</b></h3>
<p>In the short term, this could be a good thing because the pressure on the OTAs may reduce the cost to the suppliers. In addition, hotels will likely invest more in Google programs such as GHA and Google Ads, which will lead to more direct bookings.</p>
<p>Long term, this could be really dangerous, because the hotels will become more and more dependent on Google. This monopoly isn’t healthy for the industry.</p>
<p>The chains are reacting in the same way as the OTAs. Major investments in brand assets and increased investment in brand advertising, as evidenced by the flags increasing TV budget by 34% in 2019 and Hilton’s announcement of  a content partnership with BuzzFeed’s <a href="https://www.buzzfeed.com/bringme">BringMe</a>,</p>
<p>&nbsp;</p>
<h3><b>What can independent hotels do about this?</b></h3>
<p><strong>In the short-term, you need to play along with Google, you don’t have a choice</strong></p>
<ul>
<li>Maximize your GHA spend</li>
</ul>
<ul>
<li>Optimize your Google My Business listing</li>
</ul>
<ul>
<li>Get more sophisticated with your ad words strategy</li>
</ul>
<ul>
<li>Take advantage of zero-click opportunities</li>
</ul>
<p>&nbsp;</p>
<p><b>In the long-term, imaging a world where Google doesn’t exist</b></p>
<ul>
<li><b>Diversify your traffic sources</b></li>
<li style="list-style-type: none;">
<ul>
<li>Other Search engines and directories</li>
<li>CVB/DMO/Chamber/Portal Sites</li>
<li>Social Media/Influencers/Niche sites</li>
<li>Partnerships/Sponsorships/Coops</li>
<li>Media &amp; Publications</li>
<li>Audit your online profiles across the entire web</li>
</ul>
</li>
</ul>
<p>&nbsp;</p>
<p><b>Hotels also have 3 secret weapons that Google cannot defend against. This is where your focus should be in 2020.</b></p>
<ol>
<li><b>Guest Interactions &#8211; Invest in your direct touch-points</b>
<ul>
<li style="list-style-type: none;">
<ul>
<li>Website</li>
<li>Booking Engine</li>
<li>Mobile App</li>
<li>Direct Mail</li>
<li>Call Center</li>
<li>Content &#8211;  including Images, Videos &amp; Audio</li>
</ul>
</li>
</ul>
</li>
<li><b>Guest Data &#8211; Leverage your unique data and invest in CR</b>
<ul>
<li style="list-style-type: none;">
<ul>
<li>Create a “Golden Record” of each guest</li>
<li>Personalize the conversation</li>
<li>Develop a 1:1 communication strategy</li>
<li>Don’t limit yourself to one channel</li>
<li>Use your data to improve your advertising</li>
</ul>
</li>
</ul>
</li>
<li><b>Guest Experience &#8211; Be an innkeeper</b>
<ul>
<li style="list-style-type: none;">
<ul>
<li>Create a guest-centric culture</li>
<li>Hire the right people</li>
<li>Provide constant and rigorous training</li>
<li>Invest in the property</li>
<li>Be remarkable</li>
</ul>
</li>
</ul>
</li>
</ol>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><a href="https://www.adweek.com/brand-marketing/otas-and-metasearch-dominate-googles-hotel-related-keywords/">https://www.adweek.com/brand-marketing/otas-and-metasearch-dominate-googles-hotel-related-keywords/</a><br />
Between Jan. 1 and Feb. 11, research firm, Kantar, analyzed over 1,600 lodging-related Google search keywords like “las vegas hotels” and “nyc hotels” across desktop and mobile. Of the searched keywords, more than 75% of all ad clicks belonged to online travel agencies (OTAs) and metasearch engines, sites that often operate as the middlemen between hotels with vacant rooms and consumers looking for a deal.</li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p>&nbsp;</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 135 – Google Is Going To Destroy Us All (Starting With The OTAs)

<p>Today&#8217;s small hotelier has more to deal with than ever before.  OTAs are a must&#8230; but eat into the ever-shrinking margin. The flags are getting more aggressive in creating a unique experience. The technology is getting more complicated.  However the future is not bleak for the smaller innkeeper who is managing a property under 100 units, be it a hotel, B&amp;B, campground, or quaint retreat.</p>
<p>In this episode, we share five things that every hotelier can do right now to complete against the 800lb gorillas of the hospitality world.</p>
<p>You can also enjoy the full article at <a href="https://admin.travelboommarketing.com/blog/5-things-every-small-hotelier-needs-to-be-doing-to-compete-today/">fueltravel.com/blog/5-things-every-small-hotelier-needs-to-be-doing-to-compete-today/</a>.</p>
<p>&nbsp;</p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/763928701&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:</p>
<p>Come see us at:</p>
<p><b>NAVIGATE CONFERENCE<br />
</b><b>San Antonio, TX<br />
</b><b>Mar 2-4<br />
</b><a href="https://www.naviscrm.com/navigate/"><b>https://www.naviscrm.com/navigate/</b></a></p>
<p>&nbsp;</p>
<h3><b>#1: Embrace The Cloud-based PMS</b></h3>
<p>The very first thing you need to know as a small hotelier is you can’t, and I repeat, you can’t manage any size property with a paper guest book, Excel file, or crappy old PMS.  Everything you do revolves around your inventory and as a result, you have to invest in a property management system that can set you up for success. Sure, a PMS won’t directly make you successful but you can be sure it can destroy you. What do you need to look for in a PMS for a small hotel?</p>
<ul>
<li>Mobile Usability</li>
<li>Easy Rate Management</li>
<li>Channel Management Solutions</li>
<li>Easy Accounting Integrations</li>
<li>An Amazing Booking Engine</li>
</ul>
<p>&nbsp;</p>
<h3><b>#2: Own Your Social Voice</b></h3>
<p>At Fuel, we talk about the importance of “owning your owned media.” That means taking proactive control of, and engaging your customers directly whenever possible.   Email is a critical part of that, which we will cover a bit farther down, however, your social channels also fall into owned media. Engaging your social fans and followers is an excellent way to expand your reach, build a relationship, and drive direct bookings.</p>
<ul>
<li>Choose Your Platforms</li>
<li>Be Authentic</li>
<li>Consistency is Key</li>
</ul>
<p>We have created tons of helpful tools and tips for properties large and small.  Learn why social media is important to your hotel’s marketing here, as well as listen to episode 13 of the Fuel Hotel Marketing Podcast here.  If you’re not sure what to post or share, we’ve got you taken care of as well with our article on 80 social media posts ideas for hotels.</p>
<p>&nbsp;</p>
<h3><b>#3: Get Direct With Your Guest Relationship Through Email</b></h3>
<p>Email is not the sexy new marketing tool, but it is the single most effective tool in the small hotelier’s toolbox.  Not only is it incredibly cost-effective, it is also one of the only ways to proactively get your message in front of your past and potential guests.</p>
<p>Don’t have an email strategy in place yet, you can start by listening to episode 109 of the podcast, <a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-109-hotel-101-sending-an-amazing-marketing-email/">Hotel 101: Sending An Amazing Marketing Email</a>. If you do have your email platform setup, make sure you’re following these tips:</p>
<ul>
<li>Personalize, personalize, personalize</li>
<li>Show your personality &amp; be authentic</li>
<li>Always offer value</li>
<li>Always give your subscribers a chance to book</li>
<li>Emails are consumed on mobile devices, are yours?</li>
</ul>
<p>&nbsp;</p>
<h3><b>#4: Maximize Your Free Exposure</b></h3>
<p>Building your small hotel’s brand and exposure can get pretty expensive, but it doesn’t have to be.  There are plenty of free tools your property can use to drive awareness and bookings. Each market is unique, and we suggest you find the free tools in your market, but these opportunities are sure to help you drive more guests for no out-of-pocket investment.</p>
<ul>
<li>Optimize your business listings</li>
<li>Stay engaged locally</li>
<li>Maximize your social reach</li>
</ul>
<p>&nbsp;</p>
<h3><b>#5: Pay Attention To The Competition</b></h3>
<p>Small hotels have the disadvantage of not having big testing budgets and large staffs.  That means you need to use your competition where it makes sense to grow your business.</p>
<ul>
<li>Understand the competition’s rate strategies, and make yours better</li>
<li>Look at what the OTA and Flags are doing, and emulate</li>
<li>Take a trip, and see what others are doing well</li>
<li>Don’t follow blindly, but adapt what makes sense to your plans.</li>
</ul>
<p>&nbsp;</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Guitar-shaped Hard Rock hotel opens in Hollywood, Florida<br />
</b><a href="https://archpaper.com/2019/11/hard-rock-guitar-hotel-opens/">https://archpaper.com/2019/11/hard-rock-guitar-hotel-opens/</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p>&nbsp;</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast

Fuel Hotel Marketing Podcast: Episode 139 – How To Nail Hotel Messaging During A Global Crisis

Fuel Hotel Marketing Podcast: Episode 139 – How To Nail Hotel Messaging During A Global Crisis

Fuel Hotel Marketing Podcast: Episode 138 – Adjustments To Consider For Your Hotel Advertising Right Now

Fuel Hotel Marketing Podcast: Episode 138 – Adjustments To Consider For Your Hotel Advertising Right Now

Fuel Hotel Marketing Podcast: Episode 137 – 8 Things Hotels Should Be Doing About The Global Crisis (with Tim Peter)

Fuel Hotel Marketing Podcast: Episode 137 – 8 Things Hotels Should Be Doing About The Global Crisis (with Tim Peter)

Fuel Hotel Marketing Podcast: Episode 136 – Applying Lessons Learned from 9//11 To The COVID-19 Crisis (with Loren Gray)

Fuel Hotel Marketing Podcast: Episode 136 – Applying Lessons Learned from 9//11 To The COVID-19 Crisis (with Loren Gray)

Fuel Hotel Marketing Podcast: Episode 135 – Google Is Going To Destroy Us All (Starting With The OTAs)

Fuel Hotel Marketing Podcast: Episode 135 – Google Is Going To Destroy Us All (Starting With The OTAs)

Fuel Hotel Marketing Podcast: Episode 134 – How Can Small Hotels Compete Today?

Fuel Hotel Marketing Podcast: Episode 134 – How Can Small Hotels Compete Today?

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