We’ve been hearing that ‘SEO is dead’ for the better part of the last 4 years. While it’s certainly true that the value of SEO has become harder to understand and that the tactics employed to accomplish search ranking continues to evolve, we believe that SEO is far from dead and that it should remain a very important part of your overall hotel marketing strategy. In this episode, we go through a very basic SEO checklist that you should pay attention to in 2018.
If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
Audit Your Site
<ul>
<li>Identify any technical errors like 404 Not Found or 500 Server Errors
<ul>
<li>Eliminate as many of these as possible. Can be done through redirection</li>
</ul>
</li>
<li>Audit your content.
<ul>
<li>See what’s been performing well in terms of traffic and rank. Find out what content doesn’t perform well and find out what needs to be done to improve it. (this will come up later in the episode)</li>
</ul>
</li>
<li>Audit your competition
<ul>
<li>Find out what your competitors have been doing that you are not. Develop a strategy how you can do it better.</li>
</ul>
</li>
</ul>
Claim Your Local Listings
<ul>
<li>If you have not yet claimed your local listings there is no better time than now</li>
<li>We recommend you check the following sites:
<ul>
<li>Google My Business</li>
<li>Facebook</li>
<li>Foursquare</li>
<li>Superpages</li>
<li>Infogroup</li>
<li>Localeze</li>
<li>Factual</li>
<li>City Search</li>
<li>Insider PAges</li>
<li>Best Of The Web</li>
<li>HotFrog</li>
<li>Acxiom</li>
<li>Yelp</li>
<li>Yellowpages</li>
</ul>
</li>
<li>Ensure that you have your listings claimed and that all of your business info is correct and consistent</li>
<li>We use Moz’s tool, Moz Local, To help us do these efficiently</li>
</ul>
Make Sure Your Site Is Mobile Friendly
<ul>
<li>If your site is not already mobile friendly you need to make that a top priority in 2018.</li>
<li>If you’re not sure if your site is mobile friendly you can find out with Google’s mobile friendly test &#8211; <a href="https://search.google.com/test/mobile-friendly">https://search.google.com/test/mobile-friendly</a>
<ul>
<li>This tool will identify any mobile-friendly issues your site may have and give you a list of what you need to fix</li>
</ul>
</li>
</ul>
Make Sure Your Site Is Lightning Fast
<ul>
<li>We have talked about the importance of load speeds before and it’s only getting more important.</li>
<li>Page speed has been a ranking factor for desktop for a while and Google just announced that it is a ranking factor for mobile now too</li>
<li>To monitor page speeds you can use:
<ul>
<li>Google Page Speed Insights &#8211; <a href="https://developers.google.com/speed/pagespeed/insights/">https://developers.google.com/speed/pagespeed/insights/</a></li>
<li>GTmetrix &#8211; <a href="https://gtmetrix.com/">https://gtmetrix.com/</a></li>
</ul>
</li>
</ul>
Revisit Keywords and Messaging
<ul>
<li>It’s important to look at your keywords and messaging periodically</li>
<li>The way people search for things can change, which means your search volume can change</li>
<li>If you used to get a lot of traffic to a certain page but that traffic has died off, look at what keyword you were targeting and see if people are calling it something different today.
<ul>
<li>Example: Maybe when you created the page it made sense to target Oceanfront Hotels but search volume has changed now so it makes more sense to target Beachfront Hotels.</li>
</ul>
</li>
</ul>
Optimize Title Tags &amp; Meta Descriptions 
<ul>
<li>This goes hand-in-hand with revisiting your keywords and messaging</li>
<li>Use your updated keyword research and make sure you’re including target keywords in your page titles and in your meta descriptions. It’s also important to use those target keywords in your header tags too.</li>
</ul>
Repurpose Content
<ul>
<li>You already did a content audit so now it’s time to find out what worked best, and repurpose that content.</li>
<li>Let’s say you had an article about New Year’s Eve events in your city that drove a lot of traffic. Repurpose that by making a video of some of those events.</li>
<li>If you have some outdated content it’s time to update it. Let’s say that NYE article we just mentioned has last year’s event details on it. Time to do your research and update it. This is why we don’t like using years in our URLs. You want to keep reusing that page each year so make sure your URL string doesn’t have new-years-eve-events-2018.</li>
</ul>
Schema Markups
<ul>
<li>Schema markup and structured data are crucial in helping search engines understand your content.</li>
<li>Take the Hotel Schema markup for example.Specifically check in/out times.  There are options to enter check in and check out times within your hotel schema. If someone asks Siri, or Google Home or Alexa what time is checkout for your property, these markups will help the voice assistant provide the correct answer.</li>
</ul>
Set Up Search Console &amp; Analytics
<ul>
<li>This should be a no-brainer, especially for our listeners.</li>
<li>You need to understand what’s working for you and Search Console and Analytics are essential for tracking your performance.</li>
</ul>
========================
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">PARTICIPATE IN THE 2018 HOSPITALITY TECHNOLOGY STUDY: <a href="https://admin.travelboommarketing.com/tech/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/TECH/</a> </div>
<div></div>
<div></div>
======================== 
In The Newaies
White Moose Cafe (Charleville Lodge) Incident 
<a href="http://mashable.com/2018/01/19/hotel-bans-bloggers-after-feud-with-youtubers/#3vZ8Co140Sqf" target="_blank" rel="noopener noreferrer">http://mashable.com/2018/01/19/hotel-bans-bloggers-after-feud-with-youtubers/#3vZ8Co140Sqf</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio 
@pforiska
<hr />
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode  75 – Is SEO Finally Dead In 2018? Listen And Find Out.

TripAdvisor is setting the stage for a year full of changes in 2018. They launched a major new initiative at the very end of 2017 with Sponsored Positions and are now in the process of completely revamping their internal structures. Today we are going to discuss some of the most notable changes we are seeing and what may be on the horizon.
If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
Related article: <a href="https://admin.travelboommarketing.com/blog/tripadvisor-hotel-sponsored-positions/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/tripadvisor-hotel-sponsored-positions/</a>
Sponsored Positions:
TripAdvisor has rolled out the entirely new Sponsored Positions for hotels in December 2017.  This is the first opportunity for hotels to actually bid on the position of their hotel on the destination page, effectively monetizing the the listings.
<ul>
<li>What is sponsored positions?</li>
<li>Are Sponsored Positions a Good Investment?</li>
<li>Potential Goals</li>
<li>Know  before you go</li>
<li>Setup and implementation</li>
</ul>
Changes in the TripAdvisor C-Suite
<a href="https://skift.com/2018/01/09/exclusive-tripadvisor-reorganizes-business-units-to-bolster-performance/" target="_blank" rel="noopener noreferrer">https://skift.com/2018/01/09/exclusive-tripadvisor-reorganizes-business-units-to-bolster-performance/</a>
TL;DR &#8211; Tripadvisor Hotels team was helping out with all other TripAdvisor Business Units (Restaurants, Vacation Rentals, Flights, Attractions and SmarterTravel) but they are restructuring to have a dedicated team for hotels and a profit and loss structure specific to hotels.
Wishes for 2018:
<ul>
<li>Patrick Norton
<ul>
<li>My next goal is to maximize spend while guests are at our resorts. I would like a more effective tool for guests to purchase from ALL on-site vendors &#8211; Similar to Disney wristbands. The hope would be that it came with itemized reporting, allowing us to track guest vacation purchase trends and more effectively market to them the following year.</li>
</ul>
</li>
</ul>
Listener Questions:
Question from Selim
Hello all,
I have been listening your podcast and find it very helpful. Thank you very much for all your input so far. I have 2 questions which I would like to hear your comments;
<ul>
<li>If hotels want to reach bigger audiences, would you recommend Demand-side platforms to buy display locations? If SSP is any good you can tell of course but I guess SSP is no good for ad buyers. Hotels and agencies which want to promote on different countries and markets sometimes needs more than Facebook and Google Ads. Are DSPs an answer?
<ul>
<li></li>
</ul>
</li>
<li>What is the best way to track button clicks to online booking widget “book now” buttons and clickable telephone numbers on hotel page?
<ul>
<li>Event tracking in Google Analytics is your answer. By setting an event it will record every time someone clicks, even if they go to a page that is not on your site or go to a traditional URL (such as a tel: link) <a href="https://support.google.com/tagmanager/answer/6106716?hl=en" target="_blank" rel="noopener noreferrer">https://support.google.com/tagmanager/answer/6106716?hl=en</a> 
What is even more important than just tracking the click to ensuring you can accurately attribute revenue.  This can be done by having the proper linker code in place on your booking engine. You can find more about this at Melissa’s article, “<a href="https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/" target="_blank" rel="noopener noreferrer">3 Steps to Ensure Your Booking Engine Tracks Correctly in Google Analytics”</a>.  When it comes to phone tracking, take it a step farther by having a dedicated number for your site so you can record what actually happens on the phone, not just how often it rings.</li>
</ul>
</li>
</ul>
========================
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">PARTICIPATE IN THE 2018 HOSPITALITY TECHNOLOGY STUDY: <a href="https://admin.travelboommarketing.com/tech/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/TECH/</a> </div>
<div></div>
<div></div>
======================== 
In The Newaies
Review Extensions Going Away 
<a href="https://searchengineland.com/google-sunsetting-adwords-review-extensions-289595" target="_blank" rel="noopener noreferrer">https://searchengineland.com/google-sunsetting-adwords-review-extensions-289595</a>
Google’s Search Market Eroding 
<a href="http://adage.com/article/digital/amazon-apps-chew-google-s-search-market-share/311910/" target="_blank" rel="noopener noreferrer">http://adage.com/article/digital/amazon-apps-chew-google-s-search-market-share/311910/</a> 
oogle&#8217;s search market share has seen a decline each year from 88 percent in 2011 to 78 percent in 2016
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio 
@pforiska
<hr />
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode 74 – Are There Troubles At TripAdvisor?

Hoteliers &#8211; If you had one hotel marketing related wish, what would it be? We asked. You responded. Here are some of the best answers we received from hoteliers and industry experts. We break them down and have some fun in the festive episode of the Fuel Hotel Marketing Podcast.
If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
Jeromy Wo 
I would wish for clarity. The knowledge that our pursuits are the most beneficial to our company. This keeps me up at night.
Other than that – Apple &amp; Android pay for hotel mobile booking engine.
Conrad O’Connell 
I want to see independent hotels strive to create a better guest experience. ‘Business as usual’ will have the same results.
Paul Hanak 
I&#8217;d have to go with either a) the local map results making more sense, I see domains and lesser quality websites in that mix when they shouldn&#8217;t be, or the results being dominated by &#8220;big brands&#8221; or b) a better guide in the SEO community to achieving map pack placement
Local SEO via Moz: <a href="https://moz.com/blog/how-to-optimize-your-google-my-business-listing">https://moz.com/blog/how-to-optimize-your-google-my-business-listing</a>
Tim Peter 
I’m going to piggyback on<a href="https://twitter.com/conradoconnell"> @conradoconnell</a> and say that I want independents to take a larger share of the market. It’s their time to win if they do it right 
Tim Peter Thinks Out Loud 
<a href="http://www.timpeter.com/" target="_blank" rel="noopener noreferrer">http://www.timpeter.com/</a> 
<a href="http://www.timpeter.com/category/podcast/" target="_blank" rel="noopener noreferrer">http://www.timpeter.com/category/podcast/</a>
Glenn Haussman 
How about higher occupancy without worrying about decreasing rate to get it? 🙂 
No Vacancy Podcast &#8211; <a href="http://novacancy.libsyn.com/" target="_blank" rel="noopener noreferrer">http://novacancy.libsyn.com/</a>
More Direct Bookings (@Direct_Bookings) 
My Christmas wish is that the wall between revenue management and digital marketing finally comes crashing down and a new realization that it’s all about driving demand rises out of the rubble. Common you guys! Push those beds together! You know you were made for eachother!
Todd Harman 
As a small, non-traditional, property, I wish to be better able to take advantage of newer Google products like GHA.
QUESTIONS
Jerold Mitchell via Email (<a href="mailto:info@travelboommarketing.com" target="_blank" rel="noopener noreferrer">info@travelboommarketing.com</a>) “Hi Fuel Team,
How would hotel operators want to work with content producers?
I fancy myself as a MacGyver type. So I am applying those skills to parts of my life in the form of a niche resource site in the travel market. I am trying to figure out the best way to work with destination properties that benefits them, the consumers of my content, will cover the cost of my travel habit near term and earn a full-time living in the long run.
Any insights or direction from the team is greatly appreciated!
Scott Hildebrand via Twitter (@_travelboom)  “What online courses, educational platforms, or formal education courses would you suggest for someone wanting to learn data analytics/marketing specifically for the hotel industry?”
Analytics question:
What online courses, educational platforms, or formal education courses would you suggest for someone wanting to learn data analytics/marketing specifically for the hotel industry? Thank you &#8211; Scott Hildebrand
General analytics principles apply to every industry. There are very few hotel-specific venues out there for this information that I am aware of. Two conferences you might be interested in:
<ul>
<li>Eye For Travel: The Smart Travel Data Summit. This conference has all kinds of good stuff related to all aspects of hotel data. It’s coming up in February in Miami. <a href="http://events.eyefortravel.com/smart-travel-data-summit-north-america/conference-agenda.php">http://events.eyefortravel.com/smart-travel-data-summit-north-america/conference-agenda.php</a></li>
<li>Adobe Digital Marketing Conference: While this is put on by Adobe, and obviously features all of their analytics products, even if you are not an Adobe user, the principles will carry over into any tool that you do use. They have travel-specific breakout sessions. I’ve heard some great information from MGM in the past. This one is coming up in March in Las Vegas https://business.adobe.com/summit/adobe-summit.html</li>
</ul>
Here are a few of my go-to resources for general analytics information:
<ul>
<li>Twitter: follow the hashtags #measure, #analytics, and #digitalanalytics. There is a great community of data nerds here.</li>
<li>LinkedIn Google Analytics group: This is a very active group with great questions, answers, and resources posted. <a href="https://www.linkedin.com/groups/1604367" target="_blank" rel="noopener noreferrer">https://www.linkedin.com/groups/1604367</a></li>
<li>Occam’s Razor: One of my favorite analytics blogs. Avinash Kaushik does an amazing job of breaking things down in the most simple terms. He is a Google Analytics Evangelist, so all examples use Google Analytics, but again, the concepts apply to any tool.  <a href="https://www.kaushik.net/avinash/" target="_blank" rel="noopener noreferrer">https://www.kaushik.net/avinash/</a></li>
<li>LunaMetrics blog: LunaMetrics is an analytics consulting company. Their blog is awesome. They also have analytics training courses, if you wanted to go that route.<a href="https://www.lunametrics.com/blog/" target="_blank" rel="noopener noreferrer"> https://www.lunametrics.com/blog/</a></li>
<li>Analytics Demystified blog: This is another consulting company. One of the partners, Adam Greco, is my Adobe man crush. He writes spectacular posts that give you immediate, actionable tips. <a href="http://analyticsdemystified.com/blog/" target="_blank" rel="noopener noreferrer">http://analyticsdemystified.com/blog/</a></li>
</ul>
Free Entertainment &#8211; Fuel Elf Yourself: <a href="https://www.elfyourself.com/?mId=71769480" target="_blank" rel="noopener noreferrer">https://www.elfyourself.com/?mId=71769480</a>
========================
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></div>
<div></div>
<div></div>
======================== 
In The Newaies
Google adding price tracking for hotels: 
<a href="https://searchengineland.com/google-adds-price-tracking-features-flight-search-hotel-search-google-trips-288402" target="_blank" rel="noopener noreferrer">https://searchengineland.com/google-adds-price-tracking-features-flight-search-hotel-search-google-trips-288402</a>
Fake Restaurant The Shed Climbs to #1 in London on TripAdvisor: 
<a href="https://www.vice.com/en_uk/article/434gqw/i-made-my-shed-the-top-rated-restaurant-on-tripadvisor">https://www.vice.com/en_uk/article/434gqw/i-made-my-shed-the-top-rated-restaurant-on-tripadvisor</a>
Urgency Messaging To Face Scrutiny 
<a href="http://travolution.com/articles/105637/urgency-marketing-tactics-in-travel-come-under-scrutiny-of-consumer-watchdog" target="_blank" rel="noopener noreferrer">http://travolution.com/articles/105637/urgency-marketing-tactics-in-travel-come-under-scrutiny-of-consumer-watchdog</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio 
@pforiska
<hr />
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode 73 – The Hotel Industry’s New Year Wish List for 2018

In a shameless effort to newsjack the hysteria revolving around the release of Star Wars The Last Jedi, the Fuel Hotel Marketing Podcast this week is trying to draw comparisons between the galaxy far, far away and hotel marketing. Listen to find out how well we did.
If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
<h2>1. &#8220;R2-D2! You know better than to trust a strange computer!&#8221; &#8211; C-3PO</h2>
Own your website, be in control of your own accounts, and use your own data attribution modelling. Don’t rely on other companies to tell you that their products are great. Decide that for yourself.
<h2>2. &#8220;Judge me by my size do you?&#8221; &#8211; Yoda</h2>
Don’t focus on the size of your email database or the number of facebook fans you have. Focus on building high quality and super engaged audiences.
<h2>3. “She may not look like much, but she’s got it where it counts, kid.” — Han Solo</h2>
Focus on the area of your website and booking experience that actually matter. How effective it is at converting is more important than how pretty you think it is.
<h2>4. &#8220;Do or do not. There is no try&#8221; &#8211; Yoda</h2>
There are often right and wrong answers. The best way to determine whether something is a good idea or not is to test it.
<h2>5. “Hokey religions and ancient weapons are no match for a good blaster at your side, kid.” — Han Solo</h2>
The things that used to work may not still work today and they certainly won’t work sometime in the future. Don’t rely on old marketing channels and techniques.
<h2>6. &#8220;These aren’t the droids you’re looking for&#8221; &#8211; Obi Wan Kenobi</h2>
Be sure to look at the right data. Don’t get caught up with vanity metrics.
<h2>7. “Remember. Your focus determines your reality” &#8211; Qui Gon Jin</h2>
The marketing channels that you focus on should be the ones that have the biggest impact on your bottom line. Don’t jump into the bright and shiny until you’ve perfected the fundamentals.
<h2>8. “You can’t stop change any more than you can stop the suns from setting” &#8211; Shmi Skywalker</h2>
There’s always something new on the horizon. While you shouldn’t chase every new opportunity, you should always experiment with a fraction of your budget and see if you can take advantage of arbitrage.
<h2>9. &#8220;Stay on target&#8221; &#8211; Davish Krail (Gold Five/Pops)</h2>
Let your data guide you and steer your decisions. Set goals and hold all your marketing to the same standards.
<h2>10. May the Force be With You&#8230;.Always! &#8211; Various</h2>
I got nothing. I just thought it would be good to end on.
========================
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></div>
<div></div>
<div></div>
======================== 
In The Newaies
Are The Big Flags and OTAs Colluding? 
 <a href="https://skift.com/2017/12/14/are-hotels-and-online-travel-agencies-colluding-on-keyword-bidding/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/12/14/are-hotels-and-online-travel-agencies-colluding-on-keyword-bidding/</a>
RIP Net Neutrality
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio 
@pforiska
<hr />
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode 72 – 10 Marketing Lessons Your Hotel Can Learn From Star Wars Quotes

Congratulations on your new hotel or resort adventure! Though inevitably a bit stressful, opening a new property is undoubtedly an exciting task.
Of course, you wouldn’t ever build and open your new property and just hope people show up. Rather, you will want to have a marketing plan in place to effectively promote your property in advance to generate interest and demand.
If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
Your brand is likely new and unheard of – so why should people care about yet another hotel? It is your job to convince them why.
Before any type of promotion or lead generation campaigns can begin, be sure you have developed the essential elements of your brand.
Full Post: <a href="https://admin.travelboommarketing.com/blog/promote-your-hotel-before-it-opens/">https://admin.travelboommarketing.com/blog/promote-your-hotel-before-it-opens/</a>
<h3></h3>
<h3>1. Have a website or landing page</h3>
You should have a website or, at minimum, a landing page for your property as soon as your branding is complete.
Key information pieces your website/landing page will need:
<ul>
<li>High-quality images — showcase your destination/location, concept, lifestyle shots, and images of the property (if possible)</li>
<li>General information related to the concept, opening date, etc.</li>
<li>Contact page and information (phone number, email)</li>
<li>Email collection pop-up</li>
<li>Direct booking functionality</li>
</ul>
The primary function of your website &#8211; at this point &#8211; is to generate leads via email.
Booking functionality would also be great, if possible.
<h3>2. Social media</h3>
Social media channels are another area where your property will want to, at minimum, claim usernames relevant to your brand. We recommend setting up profiles and claiming usernames for Facebook, Twitter, and Instagram.
Be sure to follow best practices for setting up each social media channel, which includes:
<ul>
<li>Using high-quality images for your profile photo and header photo</li>
<li>Claim a custom URL that is relevant to your brand and keep the usernames consistent across channels, if possible</li>
<li>Verify your account across all platforms</li>
<li>Fill out all profile information</li>
</ul>
Great place to create buzz, connect with future guests, and generate leads.
Be sure to implement <a href="https://admin.travelboommarketing.com/blog/how-hotels-can-use-facebook-pixel/" target="_blank" rel="noopener noreferrer">the Facebook pixel</a> onto your site for later use!
Need a little inspiration? Check out our free guide – <a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/" target="_blank" rel="noopener noreferrer">75 Social Media Post Ideas For Hotels</a>
<a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/">Not sure where to get started? Check out our free guide – </a><a href="https://admin.travelboommarketing.com/blog/the-best-facebook-ad-formats-for-hotels/" target="_blank" rel="noopener noreferrer">The Best Facebook Ad Formats For Hotels</a><a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/">.</a>
<h3></h3>
<h3>3. Email marketing</h3>
As discussed earlier, your website/landing page and other marketing efforts should be a lead generating machine. Email is often the most lucrative marketing channel for hotels and resorts if done correctly.
A few things to keep in mind while you are building your email campaigns:
<ul>
<li>Make sure you are legally obtaining all email addresses and other prospect information</li>
<li>Use a reputable and trustworthy email vendor</li>
<li>Segment lists appropriately and send targeted messages for the best performance</li>
<li>Set up automated drip campaigns for the best efficiency</li>
<li>Use technology that supports email personalization and testing to boost performance</li>
</ul>
The most basic list = newsletter (all subscribers) → share property news &amp; updates, events, promotions, etc.
You can also get more granular &#8211; Ex: Facebook leads &#8211; exclusive offer
Remember, your goal at this point is to build a relationship with your prospects. Your emails should generate excitement about your hotel, update leads on construction progress, inform them of any upcoming specials or events, and ultimately inspire them to book a stay with your property.
<h3></h3>
<h3>4. Public relations</h3>
Public relations can be a crucial component when it comes to generating buzz and securing bookings prior to your open date. Public relations can also be used in tandem with specific promotions or campaigns to help amplify reach.
The first step in creating a PR campaign for your hotel or resort is to identify what is unique about your property. Of course, the initial announcement about your brand is a great starting point, but carefully craft the details about your unique offerings and curate meaningful stories that will resonate with your target audience. Why are you special? Why should people travel to your destination and stay with you?
Before you begin, your hotel should also have a <a href="https://www.hermesthemes.com/hotel-press-media-kits-help-get-publicity/" target="_blank" rel="noopener noreferrer">comprehensive media kit</a> to make outreach and pitches easier. Your press kit can be a standalone landing page or exist on a dedicated “press” or “media” page that also showcases existing coverage.
Integrating bloggers or influencers into the mix is another creative way to reach a qualified audience.
<h3></h3>
<h3>5. Content</h3>
A long-term strategy, creating and distributing high-quality content that provides value to searchers can be an effective way to generate awareness and drive traffic back to your hotel website. Whether you want to curate content via a blog or create unique “guides” for your hotel or destination, any content produced should be well thought out and designed to be easy to access and navigate for both searchers and search engines alike.
Be sure to <a href="https://admin.travelboommarketing.com/blog/ultimate-seo-audit-for-hotels/">implement the SEO basics</a> when it comes to publishing content to your site – this can make or break your organic search engine performance.
A few SEO tips to keep in mind include:
<ul>
<li>Clean and intuitive URL structure</li>
<li>Clever and concise article headline</li>
<li>Enticing title tag and meta description</li>
<li>Include relevant internal links throughout, where appropriate</li>
<li>Include high-quality images with relevant image alt text</li>
<li>Use headers to break up content or bulleted lists to make information easier to absorb</li>
<li>Relevant calls to action throughout – what do you want this person to do? (ps – the answer is not always book!)</li>
</ul>
TIP: Content takes many forms! Consider adding video content, guides, infographics, and even sound content (ex: podcast) into your content mix.
Still not convinced? Hear our thoughts on the Fuel Podcast – “<a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-10-hotel-blog/" target="_blank" rel="noopener noreferrer">Does My Hotel Need A Blog?</a>”
<h3></h3>
<h3>6. Local partnerships</h3>
Word of mouth is inarguably the oldest and most effective form of advertising. But how do you get started? Start small and build a solid reputation within your local community. Community partnerships can be valuable in not only acquiring referrals but also when it comes to other, more niche, marketing efforts, like link building (for search engine optimization).
Here are a few ways you can partner with the local community:
<ul>
<li>Join your local chamber of commerce. </li>
<li>Feature local artwork.</li>
<li>Host local events.</li>
</ul>
Question from Ebrahim via Twitter: “How do I convince my happy guests to review online considering they have not booked or looked online before reaching the hotel.”
Vote in the #FuelOfficePoll on Twitter → New polls throughout the week! 
<h3>Come see the Fueligans live at HSMAI Myrtle Beach <a href="https://hsmaisc.ticketbud.com/myrtlebeach2017">https://hsmaisc.ticketbud.com/myrtlebeach2017</a></h3>
========================
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></div>
<div></div>
<div></div>
======================== 
In The Newaies
Airbnb Guest Finding Hidden Cameras In Rentals 
<a href="https://www.cbsnews.com/news/airbnb-guests-find-hidden-cameras/" target="_blank" rel="noopener noreferrer">https://www.cbsnews.com/news/airbnb-guests-find-hidden-cameras/</a>
Expedia Partner Conference 2017 Wraps Up 
<a href="https://www.google.com/search?q=expedia+partner+conference&amp;source=lnms&amp;tbm=nws" target="_blank" rel="noopener noreferrer">https://www.google.com/search?q=expedia+partner+conference&amp;source=lnms&amp;tbm=nws</a>
<ul>
<li><a href="https://triptease.com/blog/direct-bookings-via-otas/" target="_blank" rel="noopener noreferrer">https://triptease.com/blog/direct-bookings-via-otas/</a></li>
<li><a href="http://travolution.com/articles/105381/expedia-partner-conference-2017-expedia-vows-to-disrupt-the-hotel-revenue-management-sector" target="_blank" rel="noopener noreferrer">http://travolution.com/articles/105381/expedia-partner-conference-2017-expedia-vows-to-disrupt-the-hotel-revenue-management-sector</a></li>
<li><a href="https://www.hotelmanagement.net/operate/expedia-partner-conference-stresses-partnership-innovation-and-a-hyperlocal-focus" target="_blank" rel="noopener noreferrer">https://www.hotelmanagement.net/operate/expedia-partner-conference-stresses-partnership-innovation-and-a-hyperlocal-focus</a></li>
</ul>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio 
@pforiska
<hr />
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode 71 – The Things You Must Do Before Your Hotel Opens

In this episode of the Fuel Hotel Marketing Podcast, the Fueligans take a tongue in cheek look at what life would be like if we treated our phone reservations like we treat our website visitors.
CLICK THE PLAY BUTTON BELOW TO START LISTENING. 
<iframe loading="lazy" width="100%" height="166" scrolling="no" frameborder="no" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/364859015%3Fsecret_token%3Ds-U4G9i&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"></iframe>
<a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a>
If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
Let’s face it, a hotel’s website is one of the most important investments a property can make. It influences almost every booking in some form or fashion. And yet, we still live in a world where folks take a set-it-and-forget-it approach to their website. Despite more than 50% of direct bookings coming in online, and the fact that the phone reservations probably originated from the website in the first place, people still spend more time focused on improving their agents performance and neglecting their top sales agent&#8230; THE WEBSITE.
Here are the scenarios we cover in this episode:
Make The Client Do All The Work.
Example: they ask for rates and they have to give the date in a specific format. Then there are no results and the reservationist doesn’t offer alternatives.
Force The Guest To Use a Different Device
Tell the guest that they need to hang up and call back using an antiquated rotary phone to make a booking because the call center isn’t compatible with mobile phones.
The photos are sub-par and dated
The reservationist describes a grainy photo of the pool, where the chairs are set up cattywampus and the man in the photo has speedos and a 70s moustache.
Site to Booking Engine Experience Is Not Consistent
Different agent starts talking in bad British accent, doesn’t know anything about the customer on the phone. Won’t let the guest go back to the first agent.
Irrelevant Distractions
Someone jumps in and starts talking about the great wedding/group facilities, golf, car rental partnership, etc..
<h3>
Come see the Fueligans live at HSMAI Myrtle Beach <a href="https://hsmaisc.ticketbud.com/myrtlebeach2017">https://hsmaisc.ticketbud.com/myrtlebeach2017</a></h3>
========================
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></div>
<div></div>
<div></div>
======================== 
In The Newaies
Google Revamps Mobile Features For HPA 
<a href="https://skift.com/2017/11/29/google-hotels-revamps-mobile-features-as-its-ambitions-expand/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/11/29/google-hotels-revamps-mobile-features-as-its-ambitions-expand/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio 
@pforiska
<hr />
&nbsp;
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Fuel Hotel Marketing Podcast: Episode 70 – What Happens When Phone Agents Act Like Your Website?

Reducing friction in the booking process can happen one of two ways. Either you remove the roadblocks and make the booking process more streamlined, or you apply forward pressure through the funnel by using psychology tactics that persuade people to do what you need them to do. That’s what we’ll be discussing in today’s episode. Simple things you can apply to your website and <a href="https://admin.travelboommarketing.com/booking-engine/">booking engine</a> that will have a dramatic impact on conversion rate and the number of direct bookings.
CLICK THE PLAY BUTTON BELOW TO START LISTENING. 
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/357401294&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>
<a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a>
If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
SHOW NOTES:
Let’s talk a little marketing psychology.
Goal: To understand what drives consumers’ decisions and then optimize your hotel website to speak to key decision making factors.
Today, we are going to cover 5 simple concepts that you can employ throughout your hotel’s booking process to help positively influence the sale.
<h2>1. Social Proof</h2>
Concept = people view behavior as correct if they see other people doing it.
<ul>
<li>Laugh track on your favorite sitcom</li>
<li>Lines outside of nightclubs</li>
</ul>
Hotel Messaging:
<ul>
<li>How many people are currently viewing a page</li>
<li>How many people have booked a room in a given period of time</li>
<li>Guest reviews / testimonials</li>
</ul>
&nbsp;
<h2>2. Scarcity</h2>
Concept = the more rare or scarce a resource is, the more valuable it is.
There are some interesting studies behind the power of scarcity, including the “11,000 club” experiment. This “exclusive” club offered 11,000 people the opportunity to join the club for one  exceptional benefit: the chance to be a member of the club. No information was given &#8211; people signed up just to join and be a part of the club.
Hotels can take advantage of people’s FOMO with strategic messaging:
<ul>
<li>Limited inventory → “only 3 rooms left”</li>
<li>Limited time offer → “12 hours left for reduced rates”</li>
</ul>
&nbsp;
<h2>3. Urgency</h2>
Concept = suspend deliberate thought and cut through cognitive friction by establishing urgency → Closely related to scarcity.
Think about what the retail industry has done with Black Friday &amp; Cyber Monday…
Hotel Messaging to convey urgency:
<ul>
<li>Countdown timers</li>
<li>Popular travel dates → “Popular travel dates &#8211; book soon!”</li>
<li>Sold out warnings → “These dates sold out last year!”</li>
</ul>
&nbsp;
<h2>4. Anchoring</h2>
Concept = people rely too heavily (or anchor) on one piece of information they see → In this case, your pricing.
Related not only to how you price your rooms &amp; packages, but also how you present them.
“The Economist” experiment is one of the most notable demonstrations of this concept. The publisher wanted to push their “print and web” subscription package, which was priced at $125, compared to only $59 for the “web only” package. When presented with only 2 options, 68% opted for the cheaper subscription. However, once The Economist employed a “decoy” price → “web only” = $59; “print only” = $125; “web and print” = $125 → 85% opted for the most expensive but “better deal” subscription. All of this to say &#8211; pricing and presentation matter.
Hotels can better showcase their value by offering packages (ex: free breakfast), showcasing a “standard” rate as your “decoy” and anchor, and using strikethroughs and colors to demonstrate discounts.
Simplicity &amp; The Paradox Of Choice
Note: <a href="https://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice#t-1158434">Really interesting TED Talk on this entire concept</a>.
General point &#8211; People become less satisfied if they have too many choices.
Choices are good → Too many choices are bad
“Analysis Paralysis
Do not make the mistake of offering too many rates, packages, e
KISS → Keep It Simple, Stupid
<h2>5. Assurance &amp; Risk Mitigation</h2>
“People want to trust your brand, trust that they are making the right choice, and trust that they are getting the best deal possible.”
Incorporate messaging strategically throughout your booking experience to eliminate any doubts a shopper might have about booking with your hotel.
Hotel Messaging:
<ul>
<li>Free cancellation</li>
<li>No deposit required</li>
<li>Free refunds</li>
<li>Secure booking</li>
<li>Upsell opportunity → Travel insurance / vacation protection</li>
</ul>
<h2>Your competitors are already doing this! → Take a look at Hilton, Marriott, and Booking.com </h2>
Go through your hotel’s booking process on multiple devices. Go look at your competitors’ booking processes. How could yours be improved? 
QUESTION: Amber Hoffman via Facebook “What are some best practices for creating engaging FB ads that ensure a high ROI?”
<ul>
<li>Use general ad best practices: </li>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li>high-quality images (very little to no text &#8211; FB doesn’t like text on images)</li>
<li>Clever / engaging ad copy → You can use marketing psychology here too!</li>
<li>Match your message with your CTA → What do you want people to do?</li>
<li>LOTS of documentation via Facebook, case studies for specific verticals, etc.</li>
</ul>
</li>
</ul>
</li>
<li>Establish realistic goals &amp; relevant KPIs → Revenue is not always the answer. </li>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li>RELEVANT new page likes &#8211; how much is this worth for you?</li>
<li>Driving traffic to your website &#8211; how much is this worth for you?</li>
<li>Generating new leads (email addresses) → how much is this worth for you?</li>
</ul>
</li>
</ul>
</li>
<li>Match your goals to your targeting → How broad or narrow your audience is will match the goal you have in mind. </li>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li>Broad audience &#8212; travel shoppers &#8212; page likes</li>
<li>Targeted audience &#8212; consideration &#8212; lead generation</li>
<li>Highly targeted audience &#8212; booking &#8212; website click / promo post</li>
</ul>
</li>
</ul>
</li>
<li>Use The Facebook Pixel for smart retargeting &amp; custom audiences. </li>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li>A LOT of options here → Tons of online resources, guides, case studies, etc.</li>
<li>Be mindful of your metrics → FB reports ALL conversions, use campaign tracking as well</li>
</ul>
</li>
</ul>
</li>
<li>Track everything! </li>
</ul>
========================
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh">DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></div>
<div></div>
<div></div>
======================== 
In The Newa
AirBnB Buys “AirBnB for Disabled People” startup, Accomable.com 
<a href="https://techcrunch.com/2017/11/16/airbnb-buys-accomable-a-specialist-in-travel-listings-for-disabled-people/" target="_blank" rel="noopener noreferrer">https://techcrunch.com/2017/11/16/airbnb-buys-accomable-a-specialist-in-travel-listings-for-disabled-people/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@makavanagh 
@pdimaio 
@pforiska
<hr />
&nbsp;
<div></div>
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.

Hotel Marketing Podcast

Fuel Hotel Marketing Podcast: Episode 75 – Is SEO Finally Dead In 2018? Listen And Find Out.

Fuel Hotel Marketing Podcast: Episode 74 – Are There Troubles At TripAdvisor?

Fuel Hotel Marketing Podcast: Episode 74 – Are There Troubles At TripAdvisor?

Fuel Hotel Marketing Podcast: Episode 73 – The Hotel Industry’s New Year Wish List for 2018

Fuel Hotel Marketing Podcast: Episode 73 – The Hotel Industry’s New Year Wish List for 2018

Fuel Hotel Marketing Podcast: Episode 72 – 10 Marketing Lessons Your Hotel Can Learn From Star Wars Quotes

Fuel Hotel Marketing Podcast: Episode 72 – 10 Marketing Lessons Your Hotel Can Learn From Star Wars Quotes

Fuel Hotel Marketing Podcast: Episode 71 – The Things You Must Do Before Your Hotel Opens

Fuel Hotel Marketing Podcast: Episode 71 – The Things You Must Do Before Your Hotel Opens

Fuel Hotel Marketing Podcast: Episode 70 – What Happens When Phone Agents Act Like Your Website?

Fuel Hotel Marketing Podcast: Episode 70 – What Happens When Phone Agents Act Like Your Website?

Fuel Hotel Marketing Podcast: Episode 69 – 5 Simple Marketing Psychology Hacks To Increase Direct Bookings

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