We often talk about the importance of testing your hotel website and how it helps improve your conversion rate. In this episode of the Fuel Hotel Marketing Podcast, we discuss how you can take your testing to the next level by using a qualitative testing tool such as UserTesting.com to support your quantitative data
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
What is qualitative vs. quantitative data? 
Quantitative: Data that can be measured (visits, pages viewed, revenue generated) 
Qualitative: Data that can be observed but cannot be measured (visitor behavior, opinions)
<a href="http://www.usertesting.com" target="_blank" rel="noopener noreferrer">UserTesting.com</a>: a service that allows companies to watch “real” people test the usability of their website. These testers come from a pool of nominally paid people, with the ability to have the test request go to specific demographic targets. The software records commentary from the tester and mouse movement. The company has the tester go through a series of tasks and has the tester give their opinion and thought-process as they complete the tasks. There can be written or oral questions for further feedback at the end of the videoed tasks.
User Testing vs. Heat Maps 
Heat maps are quantitative data tools that allow you see the hot spots on a given web page. Both Google Analytics, as well as Adobe Analytics have heat map features. Heat maps are also available through A/B testing tools.
Heat maps are a great way to see some general information about how a web page is being used by visitors. Data needs to be taken with a grain of salt, especially if there is dynamic content on the page. Advantage of heat maps over live user testing is that the heat map is a compilation of all traffic to the site vs. a small sample of paid testers.
Case Study 
Tambourine released two UserTesting.com <a href="http://www.tambourine.com/blog/video-watch-what-happens-when-ota-users-actually-shop-online/" target="_blank" rel="noopener noreferrer">videos</a> that provided feedback from testers tasked to use Expedia to search for, and book a luxury hotel. One tester was on a traditional laptop and the other on a mobile phone.
From watching the recorded sessions, we get to hear the testers’ thoughts on what they think they are able to accomplish on the Expedia website. The testers are then asked to navigate the site to search for a luxury property in NYC. We get to hear the feedback as they try to figure out how to filter their results for luxury hotels, and then the thought process behind how they choose one property to move forward to book. They go through the booking process until the point of entering a credit card. They are then asked to go to Google to find the hotel’s website and compare the two booking experiences. They are asked which site had better pricing and what, if anything the hotel’s website does better than Expedia.
In the feedback from both testers, we hear that Expedia’s experience is simple and intuitive. The hotel websites required more information or had more steps to complete the booking than Expedia, but neither tester had anything specifically negative to say about the hotel sites. Both sites happened to have rate parity with Expedia’s pricing.
Takeaway from this testing experience: 
Nothing surprising. Only two testers, with just one per device type
Pros and Cons of User Testing 
Pros:
<ul>
<li>We get to hear AND see real people use the website</li>
<li>Generate ideas for A/B tests based on feedback</li>
<li>Catch technical bugs</li>
<li>Potentially see alternate paths that visitors take to navigate the site vs. what we think they should d</li>
</ul>
Cons
<ul>
<li>Very small sample size</li>
<li>ven though you can target users with demographic information that comes close to your target customer, these are still not “typical” website visitors.</li>
<li>Composing the test tasks can be complicated and time consuming to do in a way that gets the testers to give you the feedback you are hoping for, without leading them down a path to answer in a skewed, favorable fashion.</li>
<li>Testers are human beings &#8211; some don’t follow directions well</li>
</ul>
Summary 
Use this service to get some honest feedback on your website in conjunction with your standard analytics data. However, we don’t recommend jumping to large conclusions based on such a limited sample size. Use the feedback to start testing ideas.
Don&#8217;t forget, that episode 50 of the Fuel Hotel Marketing Podcast will be broadcast live on Facebook and Youtube. Tune in at 2pm EST on April 7th for the special &#8216;Ask Me Anything&#8217; episode. You can also submit your questions on Twitter to @_travelboom with the hashtag #fuelAMA.
========================
In The News
Marriott Buys Stake In Tours &amp; Activities Search Engine 
<a href="http://www.travelweekly.com/Travel-News/Hotel-News/Marriott-buys-stake-in-tours-activities-search-engine" target="_blank" rel="noopener noreferrer">http://www.travelweekly.com/Travel-News/Hotel-News/Marriott-buys-stake-in-tours-activities-search-engine</a>
What Areas Of A Hotel Experience is Most Shared on Social Media? 
<a href="https://www.tnooz.com/article/hotel-experience-most-talked-social-media/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/hotel-experience-most-talked-social-media/</a>
Google Optimize: Available globally today (no link) 
Last September we announced Google Optimize, a free version of our popular enterprise-class A/B testing and personalization product, Google Optimize 360. Today we&#8217;re excited to share that Optimize is now available for everyone to use in over 180 countries around the world. Optimize helps any business test and deliver better website experiences. And to help businesses get started, we&#8217;ve made it easy to implement through a native integration with Google Analytics–just add a single line of code to your existing Analytics implementation!
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio 
@makavanagh
<div>
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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 49 – Why You Should Be User Testing Your Hotel Website

Let&#8217;s be honest, Millennials get the blame for so many things. The truth is that those of us who were born before 1980 are simply jealous that the younger generation has it way easier than we do. One of the common criticisms of Millennials is that they are spoiled and they have a send of entitlement.  While this may be true, we at the Fuel Hotel Marketing Podcast don&#8217;t believe that they are to blame for the increasing demands of today&#8217;s traveler. We believe that technology is the primary driver and that it&#8217;s created a society where instant gratification is the norm.
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
This is the timeline that we discuss. It illustrates all many technologies that have contributed to a fundamental shift in our society. Today, people are more discerning, they know what they want, and they are not prepared to wait for it. Looking at the timeline below, it&#8217;s no surprise that we all appear to be spoiled&#8230;we are.<img loading="lazy" decoding="async" class="alignnone size-full wp-image-5910" src="https://admin.travelboommarketing.com/wp-content/uploads/2017/03/Instant-Gratification-Timeline.png" alt="Instant Gratification Timeline" width="2320" height="1052" />
Download the Travel Trends study at <a href="https://admin.travelboommarketing.com/2017-travel-trends/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/2017-travel-trends/</a>.
Don&#8217;t forget, that episode 50 of the Fuel Hotel Marketing Podcast will be broadcast live on Facebook and Youtube. Tune in at 2pm EST on April 7th for the special &#8216;Ask Me Anything&#8217; episode. You can also submit your questions on Twitter to @_travelboom with the hashtag #fuelAMA.
========================
In The News
Amazon Opens Brick and Mortar Bookstores 
<a href="http://uk.businessinsider.stfi.re/amazon-bookstore-chicago-2017-3?r=US&amp;IR=T&amp;sf=lgbldbo&amp;utm_content=bufferd1055&amp;utm_medium=social&amp;utm_source=twitter.com&amp;utm_campaign=buffer/#the-chicago-store-has-sections-of-books-dedicated-to-popular-local-interests--7" target="_blank" rel="noopener noreferrer">http://uk.businessinsider.stfi.re/amazon-bookstore-chicago-2017-3?r=US&amp;IR=T&amp;sf=lgbldbo&amp;utm_content=bufferd1055&amp;utm_medium=social&amp;utm_source=twitter.com&amp;utm_campaign=buffer/#the-chicago-store-has-sections-of-books-dedicated-to-popular-local-interests&#8211;7</a>
Travel Tripper Publishes New Google Eye-Tracking Study 
<a href="http://www.hospitalitynet.org/news/4081713.html" target="_blank" rel="noopener noreferrer">http://www.hospitalitynet.org/news/4081713.html</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio 
@makavanagh
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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 48 – Stop Blaming Millennials For Increasing Guest Expectations

2016 was a year full of fun new surprises for our favorite search engine. Travel, in particular, seems to be a special area of interest for Google as the search engine continued to revamp existing products and roll out brand new travel experiences.
In this episode, we discuss the likelihood that Google will bite the hand that feeds it and become a full fledged OTA.
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
Google Hotel Ads (formerly Hotel Price Ads)
<ul>
<li>Name change occurred in 2016</li>
<li>Ads show up across Google SERPS (for brand &amp; non-brand searches &#8211; no keyword data available) and across Google Maps</li>
<li>Bidding options:
<ul>
<li>Max CPC &#8211; Bid is % of room price or fixed amount per night</li>
<li>Budget Optimizer &#8211; Partner sets max daily budget, Google optimizes bid to acquire maximum traffic</li>
<li>Target ROAS &#8211; Set bid based on % of hotel’s booking value, Google optimizes bid to achieve to reach target you set</li>
<li>Commission (limited partners only) &#8211; Set commission on hotel group or account level, only pay commission on consumed guest stay</li>
</ul>
</li>
</ul>
Destinations on Google
<ul>
<li>Launched Spring 2016</li>
<li>Triggers with certain (often broad) search terms (ex: barcelona vacation)</li>
<li>Takes many different forms depending on the search term (see images below)</li>
</ul>
<ul>
<li>Upon clicking into “destinations”, user is redirected to google.com/destinations</li>
<li>Wealth of information available
<ul>
<li>Area attractions &amp; things to do</li>
<li>Travel information → Hotel and flight schedules and pricing</li>
<li>Travel guides</li>
<li>Trip planning guide → Select travel dates &amp; use wizard</li>
<li>Google Flights &amp; Google Hotel Ads integration</li>
<li>Pretty damn good user experience</li>
</ul>
</li>
</ul>
Google Trips App
<ul>
<li>Launched fall 2016</li>
<li>Allows travelers to create personalized travel itineraries
<ul>
<li>Imports travel plans (via email) &#8211; flights, hotel reservations, etc.</li>
<li>Research and save destination specific information &#8211; restaurants, things to do, day plans, getting around, etc.</li>
</ul>
</li>
<li>Cannot book travel plans via the app….. Yet.</li>
<li>How helpful is this app? → Why is this not just an app version of Destinations on Google??</li>
</ul>
AdWords in the Travel Space / The Modern Travel SERP
<ul>
<li>4 ads → Replaced 3 ad format</li>
<li>Modern travel SERP format:
<ul>
<li>4 paid ads</li>
<li>Google Map visualization</li>
<li>3-4 Google Hotel Ads listings</li>
<li>Organic search results</li>
</ul>
</li>
</ul>
Will Google Eventually Become an OTA? 
<ul>
<li>Google has thus far claimed that<a href="https://skift.com/2016/03/11/google-says-it-definitely-wont-become-an-online-travel-agency-unless-it-does/"> they have no intention of entering the OTA space</a>.</li>
<li>Google’s travel business is already<a href="https://skift.com/2016/11/01/googles-travel-business-is-already-twice-the-size-of-expedias/"> twice the size of Expedia’s</a> alone. Just think about the massive amounts of revenue Google generates from OTAs using products like Google AdWords and Google Hotel Ads.</li>
<li>To put things into perspective, it is estimated that Google will generate roughly $12.2 billion in revenue from travel in 2016, with approximately $6.2 billion of that coming from just four major travel spenders (Priceline, Expedia, TripAdvisor, and Airbnb). → If Google were to move into the OTA space, they would risk alienating themselves from their largest travel advertisers.</li>
<li>Google also claims to want to help consumers begin planning their trip in the earliest stage through their current product set and that they do not want to become a trip-planning site, which would somewhat explain why Google Trips does not (yet) include booking functionality.</li>
</ul>
Verdict: Maybe… but not anytime soon.
Download the full Travel Trends study at <a href="https://admin.travelboommarketing.com/2017-travel-trends/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/2017-travel-trends/</a>.
========================
In The News
Mobile Searches Reach Record High 
<a href="https://www.tnooz.com/article/search-engine-booking-engine-report-2016/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/search-engine-booking-engine-report-2016/</a>
Can’t Find a News Article about it, but 
Google adds in capability to manually add hotel and flight reservations to the Google Trips app.  Integrates bus and train reservation data
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio 
@makavanagh
<div>
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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 47 – Is Google Becoming An OTA?

If you’re thinking about freshening up your hotel website, then you need to listen to this episode first. We recently joined forces with the fine folks at Flip.to to produce an amazing study of leisure travel consumer’s behavior on hotel websites. In this episode, we drill down into some of the key findings and offer advice on improving your hotel website.
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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<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:
If you need an amazing platform to aggregate and share user generated content on your site, the Flip.to’s brand advocacy project is perfect for you.  Check out more at <a href="http://www.flip.to" target="_blank" rel="noopener noreferrer">www.flip.to.</a>
Study Results Discussed
&nbsp;
<ul>
<li>Which sources are the most influential? (Ricky)</li>
</ul>
<ul>
<li>Number of websites being viewed = 4.4 &#8211; (Stuart)</li>
</ul>
<ul>
<li>What makes a hotel website good? (Pete)</li>
</ul>
<ul>
<li>Why do people leave your site? (Melissa)</li>
</ul>
========================
In The News
Facebook’s Latest App Update Includes Book Now Options For Hotels 
<a href="https://skift.com/2017/03/04/facebook-launches-city-guides-with-booking-for-hotels-and-restaurants/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/03/04/facebook-launches-city-guides-with-booking-for-hotels-and-restaurants/</a>
Enough rooms for everyone?  How hotel are meeting the Airbnb challenge 
<a href="http://www.hotel-online.com/press_releases/release/enough-room-for-everyone-how-hotels-are-meeting-the-airbnb-challenge" target="_blank" rel="noopener noreferrer">http://www.hotel-online.com/press_releases/release/enough-room-for-everyone-how-hotels-are-meeting-the-airbnb-challenge</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio 
@pforiska
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</div>
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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 46 – What You Need To Know About The 2017 Website Behavior Study

Regardless of size or location, SEO is the lifeblood for any hotel. For most properties, it&#8217;s the number one source of continuous, qualified traffic. For years, many people have struggled to know how to find a qualified and experienced SEO agency for hotels because there are way too many cowboys out there who guarantee results or implement shady tactics. Luckily, Google recently put out a video with some effective tips and advice on finding a reputable firm and that&#8217;s the topic we discuss in this episode of the Fuel Hotel Marketing Podcast.
Google released video (article via Search Engine Land <a href="http://searchengineland.com/google-releases-new-video-hire-seo-consultant-269463" target="_blank" rel="noopener noreferrer">http://searchengineland.com/google-releases-new-video-hire-seo-consultant-269463</a>)
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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<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/hotel-marketing-podcast" target="_blank" rel="noopener noreferrer"><img loading="lazy" decoding="async" class="alignnone" 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" height="104" /></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:
General SEO Guidelines
SEO = Search Engine Optimization
<ul>
<li>It’s not “magic”</li>
<li>Long term success can not be achieved by short term “tricks”</li>
</ul>
Successful SEO helps you put your best foot forward so that it ranks APPROPRIATELY.
SEO works to improve the entire searcher experience → Doing what is good for SEO is good for all of your online customers
A good SEO will follow best practices → Pair recommendations with best practices documentation from Google
In most cases, SEO will take 4 &#8211; 12 months before long term results are seen.
The video, released by Google, provides three tips to help with the process of hiring a SEO.
<ol>
<li>Conduct a two-way interview with your potential SEO. Check that they seem genuinely interested in you and your business. 
a. A few questions the SEO should ask you include:
<ol>
<li>What makes your business, content, and/or service unique and therefore valuable to customers? (UVP)</li>
<li>What does your common customer look like? How do they currently find your website?</li>
<li>How does your business make money? And how does search help?</li>
<li>What other channels are you using? (ex: offline advertising, social media)</li>
<li>Who are your competitors? What do they do well online and offline?</li>
</ol>
b. The SEO should want to know about your business from a holistic perspective → Understand goals, customers, and overall marketing efforts</li>
<li>Check their references.
<ol>
<li>Conduct online and offline research about your potential SEO</li>
<li>Ask for references or past client work</li>
</ol>
</li>
<li>Ask for a technical and search audit.</li>
</ol>
The biggest holdup is often on the business end → Make sure your entire organization is on board and ready to make the recommended changes / investment.
Fuel SEO Related Links
<ul>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li><a href="https://admin.travelboommarketing.com/2016/11/21/fuel-hotel-marketing-podcast-episode-31-build-links-like-boss-hoteliers-simple-guide-link-building/" target="_blank" rel="noopener noreferrer">A Hotelier’s Guide To Link Building</a></li>
<li><a href="https://admin.travelboommarketing.com/2016/07/29/fuel-hotel-marketing-podcast-episode-16-definitive-hotel-page-seo-cheat-sheet/" target="_blank" rel="noopener noreferrer">The Definitive Hotel On-Page SEO Cheat Sheet</a></li>
<li><a href="https://admin.travelboommarketing.com/2016/06/19/fuel-hotel-marketing-podcast-episode-10-hotel-blog/" target="_blank" rel="noopener noreferrer">Should My Hotel Have A Blog?</a></li>
<li><a href="https://admin.travelboommarketing.com/2016/05/16/fuel-hotel-marketing-podcast-episode-5-search-engine-optimization-for-hotels/" target="_blank" rel="noopener noreferrer">Top 3 SEO Ranking Factors For Hotels</a></li>
</ul>
</li>
</ul>
</li>
</ul>
========================
In The News
Are Alternate Payment Methods Ready for Prime Time (Pete) 
<a href="https://www.tnooz.com/article/alternative-travel-payments-adoption/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/alternative-travel-payments-adoption/</a>
5 Do’s &amp; Don’ts of Direct Messaging Guests 
<a href="http://www.trustyou.com/mobile/5-dos-and-donts-of-direct-messaging-guests" target="_blank" rel="noopener noreferrer">http://www.trustyou.com/mobile/5-dos-and-donts-of-direct-messaging-guests</a>
7 Signs Your Hotel Marketing Is Out of Control 
<a href="http://www.hospitalitynet.org/news/4081258.html" target="_blank" rel="noopener noreferrer">http://www.hospitalitynet.org/news/4081258.html</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio 
@pforiska
<div>
<hr />
</div>
<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>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 45 – How To Hire A SEO Consultant For Your Hotel

In this episode, we take some of the elements from Stuart Butler&#8217;s  discussion on Direct Booking Strategies for Hotels form the HSMAI Resort Best Practices Initiative Annual Roundtable Meeting. The event was held at the New York Marriott Marquis on Feb 21st, 2017.
The topics being discussed were confidential, but Stuart cleared it with the attendees that he could share a small part of the conversation with our lucky podcast listeners.
Download the presentation here: <a href="https://docs.google.com/presentation/d/1t0Eo8N3g8g37Xgg6m8Bix0115jeYbUuX1l3RLFflcWs/edit#slide=id.g1b1a6b5120_0_6" target="_blank" rel="noopener noreferrer">https://docs.google.com/presentation/d/1t0Eo8N3g8g37Xgg6m8Bix0115jeYbUuX1l3RLFflcWs/edit#slide=id.g1b1a6b5120_0_6</a>
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes:
Discussion: The Booking Decision
<ul>
<li>Why are OTAs so popular and what do they do better than hotels?</li>
<li>What can hotels do to encourage guest to book direct?</li>
</ul>
<img loading="lazy" decoding="async" class="alignnone size-full wp-image-5842" src="https://admin.travelboommarketing.com/wp-content/uploads/2017/02/booking_com-screenshot-urgency.png" alt="booking_com screenshot urgency" width="361" height="640" /><img loading="lazy" decoding="async" class="alignnone size-full wp-image-5844" src="https://admin.travelboommarketing.com/wp-content/uploads/2017/02/booking_com-screenshot.png" alt="booking_com screenshot" width="361" height="640" />
What OTAs do well
<ol>
<li>Simple &amp; frictionless</li>
<li>Create forward pressure</li>
<li>Offer reassurance &amp; eliminate doubt</li>
<li>Leverage social proof</li>
<li>Motivate with fear</li>
</ol>
Discussion: Converting OTA Guests 

<ul>
<li>What can we do during and after the stay to ensure that the guest books direct in the future 
(educate, incentivize, etc)</li>
</ul>
What can we do?
<ol>
<ol>
<li>Make your own website experience fantastic.</li>
<li>Never lose a customer through your reservation center.</li>
<li>Retain your loyal customers.</li>
<li>Analyze data based on NET contribution, not just ADR.</li>
<li>Minimize OTA availability during sell-out dates.</li>
<li>Create demand through advertising and owned assets.</li>
<li>Consider incentives to OTA guests, to book direct.</li>
<li>Maintain rate parity or offer lower rates</li>
</ol>
</ol>
========================
In The News
Airbnb Purchases Tilt, Signaling Interest In Group Travel 
<a href="https://www.fastcompany.com/3068446/new-money/airbnb-buys-tilt-signaling-its-growing-interest-in-group-travel" target="_blank" rel="noopener noreferrer">https://www.fastcompany.com/3068446/new-money/airbnb-buys-tilt-signaling-its-growing-interest-in-group-travel</a>
4 New Travel Startups Helping Hotels Engage With Guests 
<a href="https://skift.com/2017/02/20/4-new-travel-startups-helping-hotels-engage-with-guests/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/02/20/4-new-travel-startups-helping-hotels-engage-with-guests/</a>
Robot Room Service Introduced as an Amenity at MSocial Singapore (Pete) 
<a href="https://www.tnooz.com/article/m-social-singapore-robot/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/m-social-singapore-robot/ 
</a><a href="https://www.msocial.com.sg/amenities/aura/" target="_blank" rel="noopener noreferrer">https://www.msocial.com.sg/amenities/aura/</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio 
@pforiska
<div>
<hr />
</div>
<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>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 44 – What OTAs Are Doing Right And Your Hotel Is Doing Wrong

Mobile is all the rage and it has been for many years. In fact, your friends at the Fuel hotel Marketing Podcast believe that the hype should have gone away by now. Mobile is no longer a trend, it’s the foundation of your marketing initiatives. In this episode, we discuss this great article from Hotel News Now that give some great advice about how hotels should approach mobile.
Before we get started, let’s establish something: 
<a href="https://admin.travelboommarketing.com/blog/what-the-mobile-tipping-point-means-for-hotels/" target="_blank" rel="noopener noreferrer">“Mobile Tipping Point” in 2014</a> &#8211; More searches now take place on mobile devices versus non-mobile devices.
Here’s the original article from Hotel News Now 
<a href="http://hotelnewsnow.com/Articles/113622/5-things-hoteliers-must-know-about-mobile-behaviors" target="_blank" rel="noopener noreferrer">http://hotelnewsnow.com/Articles/113622/5-things-hoteliers-must-know-about-mobile-behaviors</a>
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.
========================
Show Notes: 
1. Mobile Is Not Emerging, It Is Omnipresent
There are now more connected devices in the world than people → There are currently 4 devices per person.
<ul>
<li>That number is expected to grow by 7 by 2027</li>
</ul>
Facebook reaches more than 1 Billion people per day
<ul>
<li>20% of people’s time is spent on mobile devices</li>
<li>71% of internet activity originates on mobile devices</li>
</ul>
Hotels simply cannot ignore mobile! → If you do not have a mobile first approach you are BEHIND the curve.
<ul>
<li>Website: Is your <a href="https://admin.travelboommarketing.com/services/web-design-development/">hotel website mobile friendly</a>? Was your website designed with mobile users top of mind? Is it optimized for speed on both desktop and mobile?</li>
<li>SEO: Is your content mobile friendly? Was your content designed with mobile users top of mind?</li>
<li>PPC: Are you running ads on both desktop and mobile? Were your landing pages designed with mobile users top of mind?</li>
<li>Email: Are your emails responsive? Are they designed with mobile users top of mind?</li>
</ul>
2. There Is A Sea Of Data Available To Be Used
Everything can be tracked → Information can be segmented several ways
Compare behaviors by device type throughout the customer journey
Combine proprietary data with available online data from analytics (Google Analytics, Facebook Analytics, etc.) to build out guest profiles &#8211; “personas”
<ul>
<li>Know your analytics!</li>
<li>Know what % of your traffic is coming in through mobile</li>
<li>Know what % of your sales are coming in through mobile</li>
<li>Know what % of your revenue is coming in through mobile</li>
<li>Know the mobile breakdown &amp; performance by channel</li>
</ul>
Biggest challenges = lack of a single platform to unify add data simply
<ul>
<li>Fuel Gauge Dashboard</li>
</ul>
3. There’s A Line Between Being “Helpful” and “Creepy”
Collecting data can be very helpful &amp; create a more personalized guest experience → Can also feel invasive
Establish trust, communicate privacy, &amp; provide a clear value proposition
Use available information for good, not evil
<ul>
<li>Remarketing (Cross Platform)</li>
<li>Personalization (Different CTAs on desktop vs mobile; mobile messaging)</li>
<li>Beacon Technology (Location based alerts &amp; notifications)</li>
</ul>
4. hink of Your End Goal When Developing Apps
A lot of hotels have mobile apps &#8211; Not all of them are great.
<ul>
<li>Marriott revamping mobile app post-acquisition</li>
</ul>
Questions to consider:
<ul>
<li>What are hotel brands using their apps for?</li>
<li>Is it driving bookings?</li>
<li>Does it allow for a better guest experience?</li>
<li>Who is the intended audience?</li>
</ul>
Your mobile app should have clear goals in mind prior to design.
Guest Express Mobile App is one of the not-terrible app solutions for hotels.
5. Mobile Can Bring Staff Closer To Guests
Messaging functionality to communicate with guests can vastly improve guest experience.
<ul>
<li>People hate talking to / having to deal with other people</li>
<li>Messaging capabilities take the hassle out of guest communications</li>
</ul>
If you do have an on-property or customer service based messaging system, make sure you have the necessary resources to handle requests.
========================
In The News
Airbnb Acquires Luxury Retreats (Meisha) 
<a href="https://www.luxurydaily.com/airbnb-to-disrupt-luxury-travel-further-with-acquisition/" target="_blank" rel="noopener noreferrer">https://www.luxurydaily.com/airbnb-to-disrupt-luxury-travel-further-with-acquisition/</a>
What Marriott Learned From Starwood About Loyalty &amp; Digital Expertise (Extra) 
<a href="https://skift.com/2017/02/13/what-marriott-learned-from-starwoods-loyalty-and-digital-expertise/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/02/13/what-marriott-learned-from-starwoods-loyalty-and-digital-expertise/</a>
HomeAway.com begins showing Expedia Inventory (Pete)
<ul>
<li>Expedia Acquired HomeAway in November 2015</li>
<li>Expedia began integrating HomeAway inventory on the Expedia results in October 2016</li>
<li>HomeAway is NOW showing over 800,000 Expedia based listings</li>
</ul>
Related article: <a href="http://www.forbes.com/sites/corinnejurney/2017/02/09/expedia-misses-earnings-expectations-but-recent-acquisitions-are-starting-to-pay-off/" target="_blank" rel="noopener noreferrer">http://www.forbes.com/sites/corinnejurney/2017/02/09/expedia-misses-earnings-expectations-but-recent-acquisitions-are-starting-to-pay-off/</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio
<div>
<hr />
</div>
<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>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 43 – 5 Things Hoteliers Must Know About Mobile Behaviors

Content has long been the key to website success. We’re even being told now to create 10X content, but what do you do when you’re struggling to even write your first sentence?
In this episode of the Fuel Hotel Marketing Podcast, we solicit the help from one of the industry&#8217;s best content creators, Cassidy Moore. Cassidy heads up the content team from the best resource on the web for information on <a href="http://www.myrtlebeach.com/hotels/" target="_blank" rel="noopener noreferrer">Myrtle Beach hotels</a>, MyrtleBeach.com.
&nbsp;
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/307524291%3Fsecret_token%3Ds-rJxyB&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false" 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:
Do your research
&nbsp;
<ul>
<li>Make notes, even just in bullet point form, to get you started</li>
</ul>
<ul>
<li>Have all your research done before you start writing</li>
</ul>
<ul>
<li>“Borrow” the good bits from other articles and make them better and make them your own.</li>
</ul>
<ul>
<li>Get inspiration from non-related content. Think about the stuff you enjoy reading and why you enjoy it.</li>
</ul>
&nbsp;
Create a writing environment that works for you
<ul>
<li>Michael Lewis author of Money Ball and The Blind Side likes Meghan Trainor</li>
</ul>
<ul>
<li>Learn whether you like silence or chaos and write where you’re most comfortable</li>
</ul>
<ul>
<li>Schedule the time to write, don’t just think “I’ll get to it later”</li>
</ul>
&nbsp;
Think It Through
<ul>
<li>Before you start writing, try your topic out on someone else</li>
</ul>
<ul>
<li>Talking through the topic can help organize it in your head</li>
</ul>
<ul>
<li>When you’re writing, read your stuff out loud &#8212; this is the best way to find clunky or confusing sentences. (If you’re too lazy to ready it out loud, let your computer read it for you)</li>
</ul>
<ul>
<li>Try to determine the big takeaway before you start</li>
</ul>
<ul>
<li>Think about the story you want to tell. It should have a beginning, middle and end.</li>
</ul>
<ul>
<li>Don’t make assumptions that the audience has the same knowledge you do</li>
</ul>
&nbsp;
Just start writing
<ul>
<li>The first few lines of any content are the hardest to write.</li>
</ul>
<ul>
<li>If you can’t think of where your piece should start, then write the ending or the middle first. You can piece it together or rearrange later</li>
</ul>
<ul>
<li>Don’t edit as you go. Write it out in it’s entirety, then revise it.</li>
</ul>
<ul>
<li>Know that the first draft may be terrible. That’s ok. It’s a starting point from which to build.</li>
</ul>
&nbsp;
Find an editor
<ul>
<li>Everyone needs an editor. Seriously, everyone. </li>
</ul>
<ul>
<li>Solicit feedback &#8211; that’s how you’ll improve.</li>
</ul>
&nbsp;
You aren’t alone
<ul>
<li>EVERYBODY has an inner critic</li>
</ul>
<ul>
<li>EVERYBODY gets writers block sometimes</li>
</ul>
<ul>
<li>EVERYBODY over thinks it</li>
</ul>
<ul>
<li>EVERYBODY sucks to start with (Like any skill, you need to practice)</li>
</ul>
<ul>
<li>NOTHING is ever perfect or complete (but it’s the Internet. You can change it later)</li>
</ul>
&nbsp;
========================
In The News
Marriott revamps mobile app (Meisha) 
<a href="https://www.tnooz.com/article/marriott-mobile-app/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/marriott-mobile-app/</a>
Fuel and Flip.to Release Groundbreaking Website Behavior Study 
<a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/websitestudy/</a>
========================
Download the Fuel &amp; Flip.to Website Behavior Study at <a href="https://admin.travelboommarketing.com/websitestudy/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/websitestudy/</a>
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio
<div>
<hr />
</div>
<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>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 42 – How to Overcome Writer’s Block and Create Great Content (guest starring Cassidy Moore)

What happens when the two podcast giants of the hotel industry come together? This is what happens. Check it out.
Glenn Haussman, the host of the No Vacancy podcast, may well be the Kevin Bacon of the hotel industry. He’s connected to pretty much everyone is some form or fashion and regularly gets A-listers to open up on his weekly podcast. The Fuel Hotel Marketing Podcast is excited to sit down and chat with Glenn about his thoughts and insights into the death of the tradition loyalty program. In this episode, he offers some keen advice for hotels who want to keep up with the ever-changing demands of an ever-changing consumer. You don’t want to miss this episode.
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/306374639%3Fsecret_token%3Ds-Q1d9L&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false" 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:
Hausman’s in da House! Woot Woot!!!
Some fo the topics we discuss:
<ol>
<li>Are loyalty programs dead?</li>
<li>How have consumers changed and what are their expectations?</li>
<li>What’s all the fuss about millennials? Is it really an age thing or a societal shift?</li>
<li>How are properties adapting?</li>
<li>What do you think about Hilton’s new loyalty program (pooling points, redeemable on Amazon etc)</li>
<li>Who’s getting it right in the industry?</li>
<li>Who’s getting it wrong?</li>
<li>Should one of independent hotels offer loyalty programs?</li>
<li>How does loyalty tie in with online reputation?</li>
<li>Shameless plug</li>
</ol>
========================
In The News
Hilton making changes to loyalty program 
<a href="http://www.travelweekly.com/Travel-News/Hotel-News/Hilton-making-changes-to-loyalty-program" target="_blank" rel="noopener noreferrer">http://www.travelweekly.com/Travel-News/Hotel-News/Hilton-making-changes-to-loyalty-program</a>
Pintrest Rolls Out Search Ads. 
<a href="http://marketingland.com/pinterest-search-ads-keyword-shopping-campaigns-205219" target="_blank" rel="noopener noreferrer">http://marketingland.com/pinterest-search-ads-keyword-shopping-campaigns-205219</a>
========================
Download the Fuel Leisure Travel Study at www.fueltravel.com/study
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio
<div>
<hr />
</div>
<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>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 41 – Did Millennials Kill Loyalty Programs? (guest starring Glenn Haussman)

The world of hotel marketing is vast and complex.  Platforms such as Facebook can drive tons of traffic, but not always revenue.  Other systems, such as Google’s AdWords is typically focused on driving revenue.  The trouble marketers can get into is when they think about all channels with a similar mindset.  This can spell disaster.
In this edition of the Fuel Hotel Marketing Podcast we’ll be reviewing a few of the most effective channels for hotels.  What you can take away from this is… You can’t apply the same thought process to all marketing channels,  regardless of how similar they appear to be.
Original article at <a href="https://admin.travelboommarketing.com/blog/finding-the-right-mindset-for-your-hotel-advertising/">https://admin.travelboommarketing.com/blog/finding-the-right-mindset-for-your-hotel-advertising/</a>
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/305127582%3Fsecret_token%3Ds-FRTgb&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false" 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:
To help visualize all the channels and mindsets needed, we have created this simple graphic showing where each one ranks in term of a revenue v/s branding and a active v/s passive mindset.
Pay Per Click
The PPC mindset is what most marketer fall back on when building campaigns.  Regardless of the type of campaign (brand, rev gen, signup) the process is basically the same.  You’re going to assign some type of dollar value to a conversion and then look at the performance based on Return On Ad Spend (ROAS).  The mindset is simple, drive revenue and lots of it.
Google GHA
Google’s Hotel Ads (GHA) is an entirely different animal from the traditional Google AdWords type account.  For those who are not familiar GHA used to be called HPA, but apparently Google saw fit to confuse everyone by changing acronyms. If you are not familiar with GHA, HPA or the next name they are going to come up with check out one of our previous articles, “<a href="https://admin.travelboommarketing.com/blog/google-hotel-price-ads-everything-you-need-to-know/">Google Hotel Ads, What You Need To Know.”</a> Basically, GHA is the area on the search results page and maps where google will show the nightly rate for a hotel.
Once you understand how GHA works, you will immediately see that the mindset shifts from a hand’s on approach (ala PPC) to a more automated process.  The hard work on a GHA campaign in in the initial setup of the data feed from your booking system to Google and initial campaign optimization.  GHA relies heavily on machine learning to decipher customer intent and serving the hotel’s rate.
TripAdvisor
The mindset of a TripAdvisor campaign is simple, in fact it can be summarized in just two words… RATE PARITY!  Now rate parity is less “marketing” and more “management” but as the person responsible for finding success in this channel, you will be the one who needs to monitor and identify any rate issues before they become problems.
Trip Advisor offers two primary advertising channels (there are others such as banners and business listings) which are Trip Connect and Instant Book.  Both platforms do basically the same thing in terms of showing your hotel’s best rate to customers based on the date they are searching.  The key differences are:
&nbsp;
<ul>
<li>Instant Book is an integration between your booking engine and TripAdvisor that allows your property to be booked directly on TripAdvisor for either a 12% or 15% commission.</li>
</ul>
<ul>
<li>Trip Connect is a pay per click based platform that allows a hotel to bid against OTAs to have a book direct rate shown to customers.</li>
</ul>
Facebook
Facebook requires an entirely different mindset from traditional paid media outlets.  A focus on customer experience, openness, and community is what hotels need in order to get a great rate of return on Facebook.  This is not a platform where you are going to necessarily see a great ROAS out of the gate, it take a long time to build up your brand and followers before you’ll begin to see a direct return.
From an advertising perspective Facebook offers a vast array of options for driving potential guests to your hotel.  These are broken into three categories based on a specific goal:
<ul>
<li>Awareness Ads: brand awareness, local awareness, reach</li>
<li>Consideration Ads: traffic, engagement, app installs, video views, lead generation</li>
<li>Conversion Ads: conversions, product catalog sales, store visits</li>
</ul>
In all of the above, your goal as a hotel is to showcase the property in the best light possible.  With striking photos, customer feedback, and prompt engagement.  Yes, you can drive revenue from Facebook, but first and foremost your goal should be to connect and engage your guests.
While Facebook does not always drive a great dollar value return, it can be very effective for a lead generation and to re-engage and nurture former guests. A few specific tactics that we recommend include running contests or showcasing a great offer, using high-quality images and videos, encouraging engagement and action through specific CTAs, and being highly targeted with audiences.
========================
In The News
30 Million Voice Assistant Devices by End of 2017 
<a href="http://marketingland.com/voice-assistants-204313" target="_blank" rel="noopener noreferrer">http://marketingland.com/voice-assistants-204313</a>
BingAds Rolls Out Scheduling For Ad Extensions 
<a href="http://searchengineland.com/bing-ads-schedule-ad-extensions-267723" target="_blank" rel="noopener noreferrer">http://searchengineland.com/bing-ads-schedule-ad-extensions-267723</a>
Uber Most Expensed Supplier in Q4 
<a href="http://www.businesstravelnews.com/Transportation/Ground/Uber-Was-the-Single-Most-Expensed-Supplier-in-the-Fourth-Quarter" target="_blank" rel="noopener noreferrer">http://www.businesstravelnews.com/Transportation/Ground/Uber-Was-the-Single-Most-Expensed-Supplier-in-the-Fourth-Quarter</a>
Skift’s 2017 Megatrend 
<a href="https://skift.com/2017/01/12/the-megatrends-defining-travel-in-2017/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/01/12/the-megatrends-defining-travel-in-2017/</a>
========================
Download the Fuel Leisure Travel Study at www.fueltravel.com/study
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio 
@@pforiska
<div>
<hr />
</div>
<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>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 40 – Different Advertising Channels Require Different Strategies

In the second part of a two part episode, Fuel discusses the reasons why 2017 is the year of the hotel guest.
Before you listen to this episode, be sure to listen to part 1: 
<a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-38-year-hotel-guest-part-1/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-38-year-hotel-guest-part-1/</a>
&nbsp;
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/304004799&amp;color=ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false" 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:
Follow along at home with our full length blog post: 
<a href="https://admin.travelboommarketing.com/blog/2017-year-hotel-guest/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/2017-year-hotel-guest/</a>
Great Examples of Surprise and Delight:
<ul>
<li>Ritz Carlton &#8211; Joshy the Giraffe &#8211; <a href="http://www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html" target="_blank" rel="noopener noreferrer">http://www.huffingtonpost.com/chris-hurn/stuffed-giraffe-shows-wha_b_1524038.html</a></li>
<li>Gaylord Opry: Guest Gift &#8211; <a href="http://www.amommystory.com/2012/03/a-crazy-example-of-great-service.html" target="_blank" rel="noopener noreferrer">http://www.amommystory.com/2012/03/a-crazy-example-of-great-service.html</a></li>
<li>Sofitel &amp; Novotel &#8211; Research on loyal guests for unique gifts (special occasion, general “thank you”)</li>
<li>@HiltonSuggests Twitter Account → Managed full time, provides real-time answers to travel &amp; hotel questions</li>
</ul>
In The News
========================
Stay Alfred Captures $15 Million In Funding 
<a href="https://www.tnooz.com/article/stay-alfred-captures-15-million-round/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/stay-alfred-captures-15-million-round/</a>
========================
Download the Fuel Leisure Travel Study at www.fueltravel.com/study
========================
Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio
<div>
<hr />
</div>
<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>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Fuel Hotel Marketing Podcast: Episode 39 – The Year Of The Hotel Guest (Part 2)

It&#8217;s 2017 and it&#8217;s about time we undertake that time-honored tradition of designating this the year of &#8220;something&#8221;. We&#8217;ve given this a lot of thought hear at Fuel and we&#8217;ve decided that it&#8217;s about time we put the focus back on the guest. Over the next two episodes of the Fuel Hotel Marketing Podcast, we lay out our reasons as to why we believe that 2017 is the year of the guest.
After listening to this episode, be sure to check out <a href="/blog/fuel-hotel-marketing-podcast-episode-38-year-hotel-guest-part-1/">part two of the podcast right here</a>.
CLICK THE PLAY BUTTON BELOW TO START LISTENING.
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Show Notes:
Follow along at home with our full length blog post: 
<a href="https://admin.travelboommarketing.com/blog/2017-year-hotel-guest/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/2017-year-hotel-guest/</a>
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In The News
Priceline Founder Raising Capital for Upside.com 
<a href="http://www.businesstimes.com.sg/consumer/priceline-founder-raises-us50m-for-new-venture" target="_blank" rel="noopener noreferrer">http://www.businesstimes.com.sg/consumer/priceline-founder-raises-us50m-for-new-venture</a>
What Are The Trends Of Trip Planning Site Users (Infographic &#8211; TripHobo) 
<a href="https://www.tnooz.com/article/trip-planning-users-triphobo-infographic/" target="_blank" rel="noopener noreferrer">https://www.tnooz.com/article/trip-planning-users-triphobo-infographic/</a>
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Download the Fuel Leisure Travel Study at www.fueltravel.com/study
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Follow Us on Twitter:
@_travelboom 
@stuartbutler 
@marketingmeisha 
@pdimaio
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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>. Download our leisure travel study at <a href="https://admin.travelboommarketing.com/study/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/study/</a>.

Hotel Marketing Podcast