Email is quite likely your number one converting tool in your marketing toolbox.  If it’s not, you’ve got some work to do to hone your email collection, targeting, and messaging strategies.  Even if your email is already converting well, there is always room for improvement.  Today we’re going to review three email tests you can run right now as well as look at real world improvements.
Before we kick off the tests we suggest you run, the most important piece of advice is to always, and we mean always, be testing.  Never should an email be sent without some form of test to improve performance.
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<h2></h2>
========================
<h2>In The Newsrooms:    </h2>
Research “reveals” negative effects of hotel app adoption on customer spending. 
<a href="https://www.eurekalert.org/pub_releases/2021-05/uom-rrn051321.php">https://www.eurekalert.org/pub_releases/2021-05/uom-rrn051321.php</a> 
========================
<h2>Stat Of The Week:     </h2>
<ul>
<li>No stats this week, check back for more in episode 190</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>

Hotel Marketing Podcast: Episode 189 – Email Insights: 3 Tests To Run Right Now and 3 Pitfalls To Avoid

Google Ads has released their new Auto-Apply Beta that allows you to choose “optimizations” that Google can do for you automatically. On the surface this would seem like it would help streamline PPC efforts and utilize Google’s machine learning to apply changes that would improve your campaigns. In reality, many of the automatic optimizations could actually hurt your campaigns. We’ll take a look at some of the items Google wants to Auto-Apply for you and explain why you should maintain control.
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<h2></h2>
========================
<h2>In The Newsaroos:    </h2>
16 States Reject Federal Unemployment Benefits, removing $300/week
<a href="https://www.marketwatch.com/story/states-pulling-the-plug-on-federal-unemployment-benefits-could-be-disappointed-consumer-spending-may-take-a-hit-11620936454">https://www.marketwatch.com/story/states-pulling-the-plug-on-federal-unemployment-benefits-could-be-disappointed-consumer-spending-may-take-a-hit-11620936454</a> 
&#8212; or &#8212;
<a href="https://www.forbes.com/sites/nicholasreimann/2021/05/13/at-least-16-states-dropping-300-a-week-federal-unemployment-benefits/?sh=56a499df3835">https://www.forbes.com/sites/nicholasreimann/2021/05/13/at-least-16-states-dropping-300-a-week-federal-unemployment-benefits/?sh=56a499df3835</a> 
========================
<h2>Stat Of The Week:     </h2>
<ul>
<li>No stats this week, check back for more in episode 188</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>
&nbsp;
&nbsp;
&nbsp;
&nbsp;

Hotel Marketing Podcast: Episode 188 – 12 Things You Shouldn’t Let Google Automate

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Below are our top picks for getting the most actionable insights from your analytics data on a daily or weekly basis. For the full details, view the blog post here: <a href="https://admin.travelboommarketing.com/blog/analytics-data-points-hotels-need-to-look-right-now/">https://admin.travelboommarketing.com/blog/analytics-data-points-hotels-need-to-look-right-now/</a>
</div>
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<h2>Critical Analytics From Your Hotel&#8217;s Booking Engine Custom Data:</h2>
You should be tracking some critical data that comes from what website visitors are searching AND what they are booking. If your booking engine doesn’t make this possible, it’s time for a new booking engine. We’ll talk more about best practices for data capture of these items in a bit.
1 &#8211; Searched Arrival Date
2 &#8211; Booked Arrival Date
3 &#8211; Searched Booking Window
4 &#8211; Confirmed Booking Window
5 &#8211; Length of Stay
Other Options:
Depending on exactly how you are using this data, and how important it is, you can also look at things like day of arrival or departure (what day of the week), number of adults, number of children, etc.
How to Collect the Custom Data:
In order to collect the custom data on bookings, the best method in Google Analytics is to use custom dimensions. You would use one dimension for each item you want to report on.
CAUTION: The free version of Google Analytics has just 20 custom dimensions available. You should very carefully plan exactly what information is critical to track here.
Once you have your custom dimensions set up, you’ll need to build custom reports in Google Analytics to see the data within the interface. For booking data, you will choose Transactions, Revenue, and possibly Quantity, as your metrics.
Search data collection method can be more your personal preference. This information can either be stored in a Google Analytics event, or in a custom dimension, as we did with the booking data. Depending on how many custom dimensions you used for the booking data (and any other information you are already collecting there), may dictate whether you use events or the dimensions. One advantage of using events is that you don’t need to build a custom report to see the data&#8230;it’s already there in the events report. However, in terms of implementation, if you are tracking several different dimensions, you’ll need a separate event tag for each one of them vs. firing one tag with all of your custom dimensions.
<h2>Critical Analytics From Your Hotel&#8217;s Standard Data:</h2>
6 &#8211; Landing Pages
Why are landing pages important to look at regularly? You may find some nuggets of information you weren’t aware of before, or that have changed due to consumer behavior. For example, we have been seeing on a very regular basis in the last few months, that pages like hotel policies, FAQs, or COVID-specific information are seeing more entries from natural search than before&#8230;AND they are converting. You’ll want to keep an eye on lower level pages to catch any change in behavior, and make sure your user experience, and content is optimal for those pages that might suddenly be getting attention.
7 &#8211; Location by City
Because various feeder markets are in a constant state of flux in terms of quarantine status, it is important to keep an eye on both who is looking at the site, and who is actually booking. This can help you spend your targeted marketing dollars in the most effective way.&nbsp;
Possible Reporting Techniques:
<ol>
<li>Export the data from Google Analytics to a spreadsheet</li>
<li>Set up an automated email in Google Analytics</li>
<li>Build a spreadsheet template, and copy/paste data into it</li>
<li>Use a data aggregation tool like Supermetrics in a spreadsheet</li>
<li>Build a report in Google DataStudio</li>
</ol>
========================
<h2>In The Newsaroos:&nbsp; &nbsp; </h2>
Hilton Reports Significant Increase in Bookings &amp; Occupancy
<a href="https://www.costar.com/article/1813575645/hilton-reports-%E2%80%98significant-lift%E2%80%99-in-forward-bookings-and-occupancy">https://www.costar.com/article/1813575645/hilton-reports-%E2%80%98significant-lift%E2%80%99-in-forward-bookings-and-occupancy</a>&nbsp;
Surprise, Surprise.. Microsoft Ads Copies Google Yet Again. Rolling BMM into Phrase Match&nbsp; 
<a href="https://searchengineland.com/microsoft-advertising-to-treat-phrase-match-the-same-way-google-ads-does-348411">https://searchengineland.com/microsoft-advertising-to-treat-phrase-match-the-same-way-google-ads-does-348411</a>
<a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-177-secrets-to-optimizing-your-hotel-website-conversion-rate/">We covered this in depth in Episode 177 when Google announced it back in February</a> (minute mark 10:00 &#8211; 20:10)
========================
<h2>Stat Of The Week: &nbsp;&nbsp;&nbsp;&nbsp;</h2>
<ul>
<li>No stats this week, check back for more in episode 188</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>
&nbsp;
&nbsp;

Hotel Marketing Podcast: Episode 187 – Are You Missing The Boat With These 7 Data Points?

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The first four months of 2021 have been a whirlwind.  It began as a struggle to find guests to fill hotels and has shifted to a major struggle to find the staff to satisfy the guests now that they have shown up.  The number one conversation in nearly all of our client meetings over the past two months has been how to find new employees and keep the existing ones a hotel has.
</div>
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The COVID pandemic has created a very unusual circumstance, in the US in particular.  Employees who are currently receiving unemployment benefits that often exceed what a position at a hotel might pay. The national average unemployment state benefits are $345.53 per week, plus an additional $300 per week from the federal government.  This equates to $33,568/year income.  This equates to a $16.14 hourly rate.  For a hotel to fully staff, they must first match the value of unemployment benefits and then offer enough to make it worth the employee to lose their benefits.
As unemployment benefits expire, more people will make their way back into the workforce, but how do we staff up in the meantime?  In today’s podcast, we are going to cover six strategies that will help you identify, attract, hire, and keep great employees.
First and foremost, you must look at your employment strategy the same as you would look at your marketing strategy.  You’re selling the opportunity to work for your property by highlighting the benefits, overcoming the objections, creating affinity for your brand, and building a system that makes it easy to do business (or get employed). 
<h2>ONE: First and foremost: Keep your people loyal</h2>
Keeping your staff happy and loyal is the first and most important way to ensure your property is staffed to its fullest potential. This goes beyond just offering a competitive hourly rate or salary, though that is a must.  Properties must also create an environment where the staff feels welcome, is fulfilled, and sees themselves as part of a close-knit team.
<ul>
<li>Employee appreciation events</li>
<li>Property branded apparel (that’s not ugly)</li>
<li>Access to some amenities at free or reduced rates</li>
<li>Create comfortable space to relax while “off the clock”</li>
<li>Make sure your employees have motivation to stay or have skin in the game.</li>
<li>Create a clear path for growth in the organization.</li>
<li>Praise employees for good reviews, service.</li>
</ul>
<h2>TWO: Create a strong referral program</h2>
The best way to grow your staff is to rely on the staff you currently have.  If you have created a great culture and have loyal employees, it will be much more likely that their friends and family will also want to join the team.  However good feelings only go so far, you have to put programs in place to create an incentive.
<ul>
<li>Simple pay bonus for referring new employees</li>
<li>Referral contests and drawings for referring leads</li>
<li>Providing tools to make it easier for staff to refer their friends</li>
</ul>
<h2>THREE: Provide hiring incentives to get and retain new employees</h2>
Hiring incentives have always been a somewhat controversial means of getting employees in the door. If you offer a hiring bonus will you just get a bunch of people in the door that immediately leave?  The obvious solution to this is to offer incentive steps based on achieving specific milestones such as a signing bonus, followed by a 3 month bonus or end of season bonus.
<h2>FOUR: Ensure your jobs are listed everywhere</h2>
This recommendation is basic and hotels are already making good use of hiring services and listing sites.  However, it is important to understand the competition and make your job listing 10x compared to other listings.  Think of your listings as your Google My Business profile and optimize it accordingly.
<ul>
<li>Job sites such as indeed, ziprecruiter, SimplyHired and others</li>
<li>Social channels such as Facebook and Nextdoor</li>
<li>Also, consider paid social strategies to maximize your social reach</li>
<li>https://jobs.google.com/about/</li>
</ul>
<h2>FIVE: Look to the community for assistance</h2>
The community around you is a great resource for finding employees.  Are there organizations that you can tap to help fill your employment needs?  A perfect example of how some destinations think creatively and involve the community is bussing in staff from neighboring areas. This not only serves a great need in the community to provide work and transportation but also solves a portion of staffing problems.
<ul>
<li>Chamber/DMOs</li>
<li>Local unemployment office</li>
<li>Local organizations that could provide staffing such as universities, clubs, etc</li>
</ul>
SIX: Adapt to having a smaller workforce
The one reality that is clear is we have a reduced workforce, at least for the time being. Hoteliers are going to have to adapt to delivering the experience guests demand with a smaller staff.  Therefore, how can we make the most of the staff we have?
<ul>
<li>Cross train your existing staff to the fullest</li>
<li>Automate systems where possible</li>
<li>Outsource services that will alleviate your internal staff, such as laundry</li>
<li>Ask your guests what services they actually need/want.</li>
</ul>
&nbsp;
The lack of workers is a temporary problem, though one that may last quite a while.  The best strategy possible is to get creative and think of new ways to solve the problem.  A perfect example of getting creative, which goes back to pre-COVID days, is a client that would charter a flight to bring in workers to a destination and house them for the season.
========================
<h2>In The Newsaroos:    </h2>
 Biden Opening Up More H1B and H2B Visas
<ul>
<li><a href="https://apnews.com/article/joe-biden-donald-trump-coronavirus-pandemic-immigration-economy-589dc17501502479e3ee57a4b711ca41" target="_blank" rel="noopener">https://apnews.com/article/joe-biden-donald-trump-coronavirus-pandemic-immigration-economy-589dc17501502479e3ee57a4b711ca41</a></li>
<li>The Department of Homeland Security said the U.S. would approve an additional 22,000 H2-B seasonal, non-agricultural worker visas on top of the annual limit of 66,000 set by Congress.</li>
</ul>
Google Offering New Travel Tools
<ul>
<li><a href="https://blog.google/products/flights-hotels/helpful-tools-when-youre-ready-travel/" target="_blank" rel="noopener">https://blog.google/products/flights-hotels/helpful-tools-when-youre-ready-travel/</a></li>
<li>When searching for hotels/flights/things to do Google will let you know about travel restrictions right in the SERP. Things like mandatory quarantine or proof of test results or vaccination record. Can choose to get an email if these change</li>
<li>Filter by type of trip (beaches/skiing/outdoors)</li>
<li>Road Trips &#8211; with a starting point and destination set, you can now see hotels/parks/campgrounds along the way. You can set specific stops. This can be transferred to your Google Maps app on your phone</li>
</ul>
========================
<h2>Stat Of The Week:     </h2>
<ul>
<li>More than two-thirds of people collecting unemployment earn more than they did at their old jobs
<ul>
<li><a href="https://www.businessinsider.com/unemployment-benefits-boosted-economy-cares-act-coronavirus-make-more-jobs-2020-7#:~:text=Markets-,More%20than%20two%2Dthirds%20of%20people%20collecting%20unemployment%20earn%20more,did%20at%20their%20old%20jobs&amp;text=Two%2Dthirds%20of%20workers%20earn,at%20the%20University%20of%20Chicago." target="_blank" rel="noopener">https://www.businessinsider.com/unemployment-benefits-boosted-economy-cares-act-coronavirus-make-more-jobs-2020-7#:~:text=Markets-,More%20than%20two%2Dthirds%20of%20people%20collecting%20unemployment%20earn%20more,did%20at%20their%20old%20jobs&amp;text=Two%2Dthirds%20of%20workers%20earn,at%20the%20University%20of%20Chicago.</a></li>
</ul>
</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>
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&nbsp;

Hotel Marketing Podcast: Episode 186 – Six Strategies To Finding Staff For Your Hotel

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It’s not easy for a hotel to stand out against their competition. At the end of the day, you are providing a place to stay just like your competitor. While we know price is very important to guests, sometimes the perceived value (or actual added value) of the experience can be a deciding factor. This is why you need to offer something a little extra that will make a potential guest pick your hotel over the hotel next door. While many of these options will have some upfront cost associated with them, the additional stays you will get as a result of these offerings will almost always outweigh the cost. 
</div>
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Be sure to share your suggestions for future episodes of the Hotel Marketing Podcast at <a href="https://admin.travelboommarketing.com/podcastsurvey/" target="_blank" rel="noopener">FuelTravel.com/podcastsurvey</a>.
<hr />
<h2>Ideas To Differentiate Your Hotel</h2>
Arcade
<ul>
<li>Buy or rent gaming machines</li>
<li>Create an offer that gives free credits
<ul>
<li>This keeps guests in the arcade spending money. Could end up paying for itself</li>
</ul>
</li>
</ul>
&nbsp;
Rooftop
<ul>
<li>Do you have a rooftop you can transform and utilize?</li>
<li>We have had clients turn their hotel’s rooftop into a bar area</li>
<li>Typically offers spectacular views and a very unique atmosphere</li>
</ul>
&nbsp;
Breakfast
<ul>
<li>An inexpensive food option</li>
<li>“Hotels in [city name] with free breakfast” often has a decent amount of search volume</li>
<li>Because we know guests are seeking this they will be more likely to choose your hotel over a hotel that doesn’t offer free breakfast.</li>
</ul>
&nbsp;
Pet-Friendly
<ul>
<li>The entire hotel does not need to be pet-friendly. You could make a select few rooms pet friendly and still label yourself as a pet-friendly hotel. (1st floor. Right, Melissa?)</li>
<li>Fencing a small portion of unused outdoor space as a dog run is an option</li>
<li>Include a trash can and dog waste bags to keep the area clean</li>
<li>Partner with local groomers and specialty pet shops</li>
</ul>
&nbsp;
Transform Under Utilized Space
<ul>
<li>Turn outdoor space into a fun space with outdoor games.</li>
<li>Service guests using these areas with F&amp;B for incremental revenue</li>
<li>Create new indoor spaces like small offices &amp; conference rooms.</li>
<li>You can even charge to use these spaces (hourly/daily) and also serve these guests F&amp;B</li>
</ul>
&nbsp;
Valet Parking
<ul>
<li>This is particularly important for hotels in cities with limited parking or paid parking</li>
</ul>
&nbsp;
Upgraded Fitness Equipment &amp; Experiences
<ul>
<li>Upgrade your hotel’s fitness room or include specialized equipment</li>
<li>We have clients that offer rooms with Peloton bikes &amp; yoga mats and we know that guests have said they chose their hotel based on that</li>
<li>Others have brought in Influencer yoga instructors</li>
<li>This helps with social media exposure as well</li>
</ul>
&nbsp;
Occasion Based Package Options
<ul>
<li>We have had clients create various packages that draw guests to their hotel for special occasions</li>
<li>Honeymoon packages can include a bottle of champagne and chocolate covered strawberries in the room</li>
<li>Bachelor/Bachelorette packages can include champagne/cigar &amp; free shuttle service</li>
<li>Arena/Stadium packages can include shuttle service and inexpensive licensed team items (flags, foam footballs, coolers), free appetizer at hotel bar</li>
</ul>
&nbsp;
Partnerships With Local Experiences/Attractions
<ul>
<li>Local hiking guides/bike rental companies/kayak &amp; paddleboards/surf lessons</li>
<li>We even had a client use their pool for beginner SCUBA lessons</li>
<li>Also consider spas/golf courses/museums/etc.</li>
</ul>
&nbsp;
Featuring The Property/Area’s History
<ul>
<li>Guests like to learn about an area when they visit</li>
<li>Offer a tour of the area that covers its history</li>
<li>If the property is older you can talk about famous guests/events/improvements that have happened over the lifetime of the property</li>
</ul>
<h2>Promoting Your Differentiator</h2>
Photography/Videography
<ul>
<li>Step 1 is getting great photography of your new offering to be used both on your website and throughout other channels</li>
</ul>
&nbsp;
On Your Website
<ul>
<li>Depending on the differentiator it may deserve its own page</li>
<li>Homepage promo panel</li>
<li>List on amenities page</li>
</ul>
&nbsp;
Social Media
<ul>
<li>Share your new offering with your followers</li>
<li>Facebook and Instagram tend to be the best platforms</li>
</ul>
&nbsp;
Paid Advertising
<ul>
<li>List in your paid search ad copy</li>
<li>Include in your amenities Structured Snippet extension
<ul>
<li>If the new differentiator has its own page, you may also want to try a Sitelink extension</li>
</ul>
</li>
<li>Display ads
<ul>
<li>Test different audiences (remarketing/interest based/in market)</li>
</ul>
</li>
</ul>
&nbsp;
OTA Listings/Google My Business/Local Listing Sites
<ul>
<li>Be sure your new offering is included in your property description and within the amenities sections</li>
<li>Include your photography of your new offering</li>
</ul>
&nbsp;
Email Your Past Guests
<ul>
<li>Let previous guests know that you’ve upgraded your property</li>
<li>This should only increase the likelihood of a return stay</li>
</ul>
&nbsp;
Let us hear what sets your hotel apart from the competition! If you utilize one of these tactics already, or have something else that drives guests to your property rather than your competitor’s property, we’d love to hear all about it. Send us an email at <a href="mailto:info@travelboommarketing.com">info@travelboommarketing.com</a>.
&nbsp;
&nbsp;
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Google Postpones Page Experience Rollout: <a href="https://searchengineland.com/google-postpones-page-experience-update-rollout-347862" target="_blank" rel="noopener">https://searchengineland.com/google-postpones-page-experience-update-rollout-347862 </a></li>
<li>ADA Clarification: Websites Are Not Public Accommodations: <a href="https://www.retailconsumerproductslaw.com/2021/04/website-wars-eleventh-circuit-rules-in-a-split-decision-that-websites-are-not-public-accommodations-for-purposes-of-the-americans-with-disabilities-act/" target="_blank" rel="noopener">https://www.retailconsumerproductslaw.com/2021/04/website-wars-eleventh-circuit-rules-in-a-split-decision-that-websites-are-not-public-accommodations-for-purposes-of-the-americans-with-disabilities-act/ </a></li>
</ul>
========================
&nbsp;
<h2>Stat Of The Week:     </h2>
<ul>
<li>No stat this week, stay tuned for plenty of hotel marketing stats next week.</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>
&nbsp;
&nbsp;
&nbsp;

Hotel Marketing Podcast: Episode 185 – How To Differentiate Your Hotel & Get A Leg Up On The Competition

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The latest edition of the Fuel Customer Sentiment Study (Volume 12) dives in to when customers are going to be ready to travel, what it will take for hotels to win over guests, and how vaccines will impact travel.  <a href="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-12/">You can see the full results of the study here</a>.
</div>
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In today&#8217;s episode we&#8217;re going to hit the highlights and most surprising findings.  Spoiler alert: Get ready for a booming spring and summer.
<hr />
1: Which best describes you regarding COVID vaccination?
<ul>
<li>Nearly 70% of respondents have either gotten a vaccine or in the process of getting vaccinated.</li>
</ul>
2: What is the first word that you think of when considering travel right now?
<ul>
<li>Safety is still paramount to travelers.</li>
<li>Those not getting a vaccine are all about &#8220;fun.&#8221;</li>
</ul>
3: Have you traveled since March 15, 2020?
<ul>
<li>56% of respondents have traveled since COVID was declared a pandemic.</li>
</ul>
4: How many trips have you taken since March 15, 2020?
<ul>
<li>Of those who traveled, nearly 70% have traveled at least twice since the pandemic began.</li>
</ul>
5: When will you likely begin planning your next trip?
<ul>
<li>40% responded that they are planning their trips right NOW with another 32% are going to start their planning within two months.</li>
</ul>
6: When will you likely book your next trip?
<ul>
<li>39% are in the process of booking their trip now.</li>
</ul>
7: When will you likely travel for your next trip?
<ul>
<li>Answers were quite diverse, with May and June being most popular, and comprising nearly 40% of responses.</li>
</ul>
8: In 2021, do you expect your travel budget to increase, decrease, or remain the same as it was in 2019?
<ul>
<li>33% of your guests are going to be spending more in 2021</li>
</ul>
9: Do you expect to take more, fewer, or the same number of trips than you took in 2019?
<ul>
<li>The audience was split on this with approximately 1/3 answering for each.</li>
</ul>
10: In 2021, do you expect to take more, fewer, or the same number of total vacation days than you took in 2019?
<ul>
<li>45% of respondents say their vacation days will remain the same while 33% are going to be taking more days.</li>
</ul>
11: On a scale of 0-5 how likely will the following vaccination scenarios increase your likely hood of booking a vacation within six months?
<ul>
<li>Once you have been vaccinated</li>
<li>Once all &#8220;at risk&#8221; people have been vaccinated</li>
<li>Once at least 80% of the population has been vaccinated</li>
<li>More than 60% of respondents in all 3 categories said that a vaccine would increase their likelihood of booking a vacation. Those who said being vaccinated, themselves, would have no impact was equal to those who voted that it would dramatically increase their likelihood to book.</li>
</ul>
12: Pick the top 3 reasons that would prevent you from staying at a hotel right now
<ul>
<li>&#8220;Nothing is preventing me&#8221; is finally at the top spot at 44% of all respondents</li>
</ul>
13: How likely are you to book a trip (time range)?
<ul>
<li>67%  responded &#8220;maybe&#8221; or higher within the next 30 days</li>
</ul>
14: How soon will you be willing to make the following trips (drive or fly)?
<ul>
<li>Those willing to drive up to an hour away within the next month is at 71%, 2 hours is 59% and 3 hours is 48%.</li>
<li>Flying is still limited at just 21%, however this is up from 9% a year ago</li>
</ul>
15: Which of the following would most likely persuade yo to book a future vacation?
<ul>
<li>Flexibility and the ability to cancel without penalty is the clear winner at 72%.  Discounts on a stay came in at 65%.</li>
</ul>
16: How would the following hotel protocols increase your confidence in staying at a property?
<ul>
<li>Deep cleaning between guests, and placing the sanitized remote in a sealed bag had the biggest impact, with 63% saying deep cleaning would greatly impact confidence, and 46% for the remote.</li>
</ul>
17: I would like to hear from hotels on the following topics&#8230;
<ul>
<li>Packages and specials are now back at the top of traveler interest.  This is a first since<a href="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-3/"> volume 3 of the study</a> on 4/30/20/</li>
</ul>
18: The next time you travel, which of the following would you want the property to communicate to you prior to your stay?
<ul>
<li>Local mask requirements remain a critical communication point prior to a visit, followed closely by the status of local restaurants.</li>
</ul>
19: complete the following sentence: I will travel when&#8230;
<ul>
<li>Travelers are getting more and more comfortable traveling.  The phrase &#8220;feel safe&#8221; has taken the top spot.</li>
</ul>
In conclusion, people are traveling and now is the time to engage and court your guests to pick your property for their next stay.  Need more tools and tips for managing a hotel in a time of crisis? <a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">CLICK HERE FOR A CRISIS MANAGEMENT RESOURCES FOR HOTELS MASTER LIST</a>
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========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Nothing this week&#8230; Tune in next week for more</li>
</ul>
========================
<h2>Stat Of The Week:     </h2>
In 2019, US hotel RevPAR (Revenue per Available Room) was $95.22 (+7% YoY) &#8211; the highest for that week on record. Last year, it hit the lowest for any week as far back as I can remember &#8211; $15.22 (-84% YoY)!
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>
&nbsp;
&nbsp;
&nbsp;

Marketing Podcast: Episode 184 – Get Ready For A Booming Spring & Summer

Thankfully we are seeing travel coming back in an incredible way.  In fact we’re seeing many examples of hoteliers even breaking their 2019 numbers.  This is great news for everyone who has struggled up to this point.  However, now is not the time to sit back and relax.  Now is the time to look back on COVID and understand what worked and what didn’t work in your communications strategies.  
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I recently presented our recommended strategies for building a Pandemic/Disaster communications plan to members of the Myrtle Beach Chamber of Commerce, which you can watch here: <a href="https://www.facebook.com/114557979900/videos/736331400417583">https://www.facebook.com/114557979900/videos/736331400417583</a>.  Today, we’re going to discuss these strategies and how they specifically apply to your hotel or resort.  This three-step process will help you identify when we’re entering a disaster, what to communicate, and how to best reach your guests.
<h2>STEP 1: Understand something is changing</h2>
Overnight disasters, such as COVID, rarely actually happen overnight.  There is a lead up to the “big event” and the sooner you are able to identify you’re in the midst of something, the sooner you can begin to put your plan in place and adapt.
A perfect example of realizing something was changing during Covid is how Hilton was able to almost immediately revamp their cancellation policy to serve guests, while some completely missed the mark.
Your disaster communications plan is only effective if you know when to put it into place, therefore the 1st step of any pandemic or disaster is to realize you’re actually in one. 
<h2>STEP 2: Defining the “what” of your messaging</h2>
Step two of your plan should be to ensure you’re passing the right information on to your current and potential guests.  To do this you need to be aware of your audience, accurately and authentically communicate, be proactive, and most importantly be present.
<ul>
<li style="font-weight: 400;" aria-level="1">Be Aware of Your Audience: 
<ul>
<li style="font-weight: 400;" aria-level="2">What do your guests need to know?</li>
<li style="font-weight: 400;" aria-level="2">How can you alleviate their concerns?</li>
<li style="font-weight: 400;" aria-level="2">Is your messaging matching the environment?</li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">Communicate Authentically and Set Expectations:
<ul>
<li style="font-weight: 400;" aria-level="2">Communicate clearly and to the point</li>
<li style="font-weight: 400;" aria-level="2">Address any deviations between expectations and reality</li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">Be Proactive:
<ul>
<li style="font-weight: 400;" aria-level="2">Reach out to each of your segments with a personalized message as early as possible.  These include your current customers, past customers, and leads.</li>
<li style="font-weight: 400;" aria-level="2">Communicate frequently, even if it is just to share information.</li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">Always Be Present:
<ul>
<li style="font-weight: 400;" aria-level="2">When customers ask for help… answer and answer FAST</li>
<li style="font-weight: 400;" aria-level="2">Engage on your customers platforms of choice</li>
<li style="font-weight: 400;" aria-level="2">Ensure your entire organization is on board and trained</li>
<li style="font-weight: 400;" aria-level="2">Engage through customer reviews (80% of your guests won’t book without reading reviews)</li>
</ul>
</li>
</ul>
<h2>STEP 3: Defining the “where” and “how” to communicate in times of disaster</h2>
Once you know you’re heading into rough waters, and you know what your guests need to know, now it is time to execute your plan and put it into action.  Each hotel’s plan is going to be unique, however they should all contain some of the following:
<ul>
<li style="font-weight: 400;" aria-level="1">On-Property Messaging:
<ul>
<li style="font-weight: 400;" aria-level="2">Visible signage</li>
<li style="font-weight: 400;" aria-level="2">Social distancing cues</li>
<li style="font-weight: 400;" aria-level="2">Visible cleaning procedures</li>
<li style="font-weight: 400;" aria-level="2">Proper staff training</li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">Website Messaging:
<ul>
<li style="font-weight: 400;" aria-level="2">Create prominent promotions front and center</li>
<li style="font-weight: 400;" aria-level="2">Dedicate content and sections of your website to address key customer concerns</li>
<li style="font-weight: 400;" aria-level="2">Educate and inform your guests about the area </li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">Email Communications:
<ul>
<li style="font-weight: 400;" aria-level="2">Proactively reach out to customers throughout your purchase journey</li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">Social Communications:
<ul>
<li style="font-weight: 400;" aria-level="2">Create authentic extensions of your in-person experiences</li>
<li style="font-weight: 400;" aria-level="2">Engage your customers beyond your profile</li>
<li style="font-weight: 400;" aria-level="2"> Be a trusted, authentic, source of information</li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">Advertising Adjustments:
<ul>
<li style="font-weight: 400;" aria-level="2">Evaluate your current spends and adjust accordingly</li>
<li style="font-weight: 400;" aria-level="2">Use all the assets your platforms offer</li>
<li style="font-weight: 400;" aria-level="2">Make smart geographic targets</li>
<li style="font-weight: 400;" aria-level="2">Minimize campaigns that are not delivering</li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">PR, Outreach, &amp; Assets:
<ul>
<li style="font-weight: 400;" aria-level="2">Assign a spokesperson</li>
<li style="font-weight: 400;" aria-level="2">Proactively reach out to media, chambers, DMOs, etc</li>
<li style="font-weight: 400;" aria-level="2">Create content and assets that are truly helpful</li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1">Being Aware of Shifts In Your Guests:
<ul>
<li style="font-weight: 400;" aria-level="2">The changing world may change your typical guest, watch for shifts</li>
</ul>
</li>
</ul>
<h2>Past Episodes To Help You Plan For Uncertainty:</h2>
<ul>
<li style="list-style-type: none;">
<ul>
<li style="font-weight: 400;" aria-level="1"><a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-95-hotel-marketers-disaster/">Episode 95 &#8211; What Hoteliers Should Do In Times Of Disaster</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-157-how-hotels-can-benefit-from-the-secret-covid-strategies-of-fortune-500-ceos/">Episode 157 &#8211; How Hotels Can Benefit From The Secret COVID Strategies of Fortune 500 CEOs</a></li>
<li style="font-weight: 400;" aria-level="1"><a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-143-smart-hoteliers-have-updated-their-policies-for-covid-19-heres-how-you-can-too/">Episode 143 &#8211; Smart Hoteliers Have Updated Their Policies For COVID. Here’s How You Can Too</a></li>
</ul>
</li>
</ul>
<ul>
<li aria-level="1"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/">All Crisis Management Tools For Hotels</a></li>
</ul>
&nbsp;
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Nothing this week&#8230; Tune in next week for more</li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>
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&nbsp;
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&nbsp;

Hotel Marketing Podcast: Episode 183 – Three Easy Steps To Build Your Disaster Communications Plan

It’s been a crazy year here at Fuel and we’ve learned a thing or two. In this episode of the Fuel Hotel Marketing Podcast, the Fueligans discuss their top 3 lessons learned during the pandemic and give hotels advice on how to move forward with recovery
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SHOW NOTES:
Stuart
1. Understanding your customers is more important than ever 
Given that everything is changing, we need to make sure we are talking to our guests. It’s the only way for us to know how to drive business moving forward. What are their fears, what do they care about, what will motivate them, why are they traveling, why aren’t they traveling? By engaging your guests, you can reveal the answers to these questions and they can become the core of your ongoing marketing strategy.
In addition, by listening to your guests, you can identify the gaps between the expectations you are setting and the experience the guests are having. If you don’t monitor this brand perception gap and it gets too big, you will suffer severe long-term consequences.
2. Don’t lose sight of the long-term because you’re so focused on the short-term 
There are so many examples where people have created their own shipwrecks by kicking the can down the road or by not thinking through the consequences of their actions. We’re seeing this manifest now with the labor shortage. If you kicked your employees out to save money early in the pandemic, you’re going to struggle to find employees now that demand is picking up. There’s going to be a long-term hangover effect from you tipping your hand and declaring to the world that your people really aren’t as important to you as you always said they were.
Likewise, the properties that are now jacking up their rates due to the unprecedented demand are setting themselves up for a rude awakening down the road. Consumer expectations are at an all-time high and for the first time ever, price is not a primary motivator. People are not flinching at record-level rates, but they sure will be suffering from buyer’s remorse when your property doesn’t live up to expectations. When you’re understaffed and it’s taking longer for people to get into their rooms, or they can’t get those clean towels they need, or the restaurant is slow to serve them, there’s going to be a backlash. It will start with review scores beginning to slide, then the negative word-of-mouth, and the loss of repeat business, culminating in a significant lack of demand or many years to come while you try to rebuild your reputation.
3. You’re only as strong as your community 
As a business, Fuel wouldn’t have been able to navigate the pandemic so well if it weren’t for the relationships we have. From the amazing staff who busted their butts throughout the past 12 months with a smile on their face and a can-do attitude, the the vendors who offered flexibility and compassion when we needed them most, our local businesses and CVB who came together to help our destination get back on its feet,  to the network of people we consider our friends, who were always there to offer support, advice, and words of encouragement during the dark times, we could not have done it without any of them.
On a personal level, the support from fellow hospitality professionals, to those I consider friends and family, I owe my sanity to you all. The guidance I have received throughout the pandemic literally kept me from cracking and spiraling into chaos. Without the pep talks, the therapy sessions, the laughter, and the love, I don’t think I could have survived this. I don’t think I can express to you how much you all mean to me. Thank you!
&nbsp;
Melissa
1. Change is inevitable. 
Whether it is a global pandemic, the fallout from a terrorist attack, a natural disaster, or an economic recession, change happens. It always has. It always will. Those who are able to adapt to change will survive. Those who embrace change will thrive. Those who can’t, or won’t adapt, will die.
2. Some things never change. 
We are in the hospitality industry. Our top priority is ALWAYS to serve our guests in the best way possible. This means understanding that each person is unique, and has unique needs. It means providing timely, and useful information in the most effective way possible for each person. It means setting expectations so that your guests come away from your property with a positive experience, and want to share their experience with their network of friends and family.
3. People will remember how you treated them. 
Did you do the right thing by your guests, making it simple and affordable to change plans, as travel restrictions changed? Did you do the right thing by your employees, giving them a reason to stay with you through the rough times, or come back to you when you reopened? Did you work with your community, giving support to other local businesses, or sharing information with your local competitors? Did you build stronger relationships with your friends and family?
&nbsp;
Pete
1. Have A Plan For Change &amp; Implement It Quickly 
When COVID went from “something overseas” to “something here” and on to “something massive” the people who realized the shift quickly were the ones who were able to weather the storm better (at least early on).  Having a contingency plan for even far-fetched scenarios will help hoteliers make smarter decisions and react more quickly if ever needed.
<ul>
<li aria-level="1">Cost-saving plans including government assistance</li>
<li aria-level="1">Operations plans</li>
<li aria-level="1">Communications plan</li>
</ul>
&nbsp;
2. Be Nimble &amp; Adaptable 
Even if you’re the smart hotelier who has a plan, you are going to have to be very nimble and ready to adapt to both market changes and marketing strategy changes.  A perfect example of this is how properties, such as Hilton leading the way, adapted their cancellation policy very early in the pandemic.
In addition to how the business of hotels have changed, so have the marketing strategies.  Consider all the new marketing tools that have been developed just since COVID hit. New paid search tools, changes to GHA and Meta, TripAdvisor Plus, targeting changes and so on have all shifted how we find and engage guests.  Smart hoteliers should have learned to keep their eye on emerging trends so they can jump before their competitors.
3. Be A Servant 
Now, more than ever… The company, or people, who step up to help their community and customers will be rewarded with more loyalty and business once things return to normal. Being a servant can have many meanings from helping your community, your staff, and obviously your customers.  It can also have different meanings.  A great example of this is properties that continued to communicate with their guests with virtual tours, recipes from the chef, stories and more.  Find your way to be a servant both now and in times of trouble.
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>What The FLoC is Google Testing Now?  Federated Learning of Cohorts 
<a href="https://www.eff.org/deeplinks/2021/03/google-testing-its-controversial-new-ad-targeting-tech-millions-browsers-heres" target="_blank" rel="noopener">https://www.eff.org/deeplinks/2021/03/google-testing-its-controversial-new-ad-targeting-tech-millions-browsers-heres</a></li>
</ul>
========================
Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.
<a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a>

Hotel Marketing Podcast

Hotel Marketing Podcast: Episode 189 – Email Insights: 3 Tests To Run Right Now and 3 Pitfalls To Avoid

Hotel Marketing Podcast: Episode 188 – 12 Things You Shouldn’t Let Google Automate

Hotel Marketing Podcast: Episode 188 – 12 Things You Shouldn’t Let Google Automate

Hotel Marketing Podcast: Episode 187 – Are You Missing The Boat With These 7 Data Points?

Hotel Marketing Podcast: Episode 187 – Are You Missing The Boat With These 7 Data Points?

Hotel Marketing Podcast: Episode 186 – Six Strategies To Finding Staff For Your Hotel

Hotel Marketing Podcast: Episode 186 – Six Strategies To Finding Staff For Your Hotel

Hotel Marketing Podcast: Episode 185 – How To Differentiate Your Hotel & Get A Leg Up On The Competition

Hotel Marketing Podcast: Episode 185 – How To Differentiate Your Hotel & Get A Leg Up On The Competition

Marketing Podcast: Episode 184 – Get Ready For A Booming Spring & Summer

Hotel Marketing Podcast: Episode 183 – Three Easy Steps To Build Your Disaster Communications Plan

Hotel Marketing Podcast: Episode 182 – Top 3 Lessons Learned During The Pandemic

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