<p><span style="font-weight: 400;">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.  </span></p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/1029046369&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"><span data-mce-type="bookmark" style="display: inline-block; width: 0px; overflow: hidden; line-height: 0;" class="mce_SELRES_start">﻿</span></iframe></p>
<p><span style="font-weight: 400;">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: </span><a href="https://www.facebook.com/114557979900/videos/736331400417583"><span style="font-weight: 400;">https://www.facebook.com/114557979900/videos/736331400417583</span></a><span style="font-weight: 400;">.  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.</span></p>
<h2><b>STEP 1: Understand something is changing</b></h2>
<p><span style="font-weight: 400;">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.</span></p>
<p><span style="font-weight: 400;">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.</span></p>
<p><span style="font-weight: 400;">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. </span></p>
<h2><b>STEP 2:</b> <b>Defining the “what” of your messaging</b></h2>
<p><span style="font-weight: 400;">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.</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Be Aware of Your Audience: </span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">What do your guests need to know?</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">How can you alleviate their concerns?</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Is your messaging matching the environment?</span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Communicate Authentically and Set Expectations:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Communicate clearly and to the point</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Address any deviations between expectations and reality</span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Be Proactive:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Reach out to each of your segments with a personalized message as early as possible.  These include your current customers, past customers, and leads.</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Communicate frequently, even if it is just to share information.</span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Always Be Present:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">When customers ask for help… answer and answer FAST</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Engage on your customers platforms of choice</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Ensure your entire organization is on board and trained</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Engage through customer reviews (80% of your guests won’t book without reading reviews)</span></li>
</ul>
</li>
</ul>
<h2><b>STEP 3: </b><span style="font-weight: 400;">Defining the “where” and “how” to communicate in times of disaster</span></h2>
<p><span style="font-weight: 400;">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:</span></p>
<ul>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">On-Property Messaging:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Visible signage</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Social distancing cues</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Visible cleaning procedures</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Proper staff training</span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Website Messaging:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Create prominent promotions front and center</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Dedicate content and sections of your website to address key customer concerns</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Educate and inform your guests about the area </span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Email Communications:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Proactively reach out to customers throughout your purchase journey</span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Social Communications:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Create authentic extensions of your in-person experiences</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Engage your customers beyond your profile</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;"> Be a trusted, authentic, source of information</span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Advertising Adjustments:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Evaluate your current spends and adjust accordingly</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Use all the assets your platforms offer</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Make smart geographic targets</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Minimize campaigns that are not delivering</span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">PR, Outreach, &amp; Assets:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Assign a spokesperson</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Proactively reach out to media, chambers, DMOs, etc</span></li>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">Create content and assets that are truly helpful</span></li>
</ul>
</li>
<li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Being Aware of Shifts In Your Guests:</span>
<ul>
<li style="font-weight: 400;" aria-level="2"><span style="font-weight: 400;">The changing world may change your typical guest, watch for shifts</span></li>
</ul>
</li>
</ul>
<h2><b>Past Episodes To Help You Plan For Uncertainty:</b></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/"><span style="font-weight: 400;">Episode 95 &#8211; What Hoteliers Should Do In Times Of Disaster</span></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/"><span style="font-weight: 400;">Episode 157 &#8211; How Hotels Can Benefit From The Secret COVID Strategies of Fortune 500 CEOs</span></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/"><span style="font-weight: 400;">Episode 143 &#8211; Smart Hoteliers Have Updated Their Policies For COVID. Here’s How You Can Too</span></a></li>
</ul>
</li>
</ul>
<ul>
<li aria-level="1"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/"><b>All Crisis Management Tools For Hotels</b></a></li>
</ul>
<p>&nbsp;</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Nothing this week&#8230; Tune in next week for more</b></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>
<p>&nbsp;</p>
<p>&nbsp;</p>
<p>&nbsp;</p>
<p>&nbsp;</p>


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

<p>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</p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/1024637929&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>&nbsp;</p>
<p>SHOW NOTES:</p>
<p>Stuart</p>
<p><b>1. Understanding your customers is more important than ever</b><b><br />
</b>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.</p>
<p>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.</p>
<p>2. <b>Don’t lose sight of the long-term because you’re so focused on the short-term<br />
</b>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.</p>
<p>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.</p>
<p><b>3. You’re only as strong as your community</b><b><br />
</b>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.</p>
<p>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!</p>
<p>&nbsp;</p>
<p>Melissa</p>
<p><b>1. Change is inevitable.<br />
</b>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.</p>
<p><b>2. Some things never change.</b><b><br />
</b>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.</p>
<p><b>3. People will remember how you treated them.<br />
</b>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?</p>
<p>&nbsp;</p>
<p>Pete</p>
<p><b>1. Have A Plan For Change &amp; Implement It Quickly<br />
</b>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.</p>
<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>
<p>&nbsp;</p>
<p><b>2. Be Nimble &amp; Adaptable<br />
</b>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.</p>
<p>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.</p>
<p><b>3. Be A Servant<br />
</b>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.</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>What The FLoC is Google Testing Now?  Federated Learning of Cohorts</b><br />
<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>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


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

<p>This past week, Google quietly rolled out what may end up being a Trojan horse. By opening up Google Hotel Search organic listings, Google aims to gain access to rates and inventory for every accommodation provider on the planet. In this episode, we discuss the facts, the implications, and give advice on how to navigate the changing <a href="https://admin.travelboommarketing.com/services/hotel-meta-search/">hotel metasearch</a> landscape.</p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/1012414834%3Fsecret_token%3Ds-6B78Qi8VuYz&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:</p>
<p>Google’s point of view: They want to offer the best possible experience for searchers. This means offering a more complete set of room booking options. To do this they are no longer limiting themselves to showing rates from providers paying for ads.</p>
<p>Industry point of view: Google is inching closer to taking over the travel industry. They want all hotels to be on their platforms. They have already taken the dominant position in the review space away from TripAdvisor. They now want to have a full breadth of inventory for hotels, flights and destination information.</p>
<h2>What Changed?</h2>
<ul>
<li aria-level="1">Previously, hotels would have had to pay to participate on Google.com/travel</li>
<li aria-level="1">Now Google is offering a free “organic” version of this offering.</li>
<li aria-level="1">While users will still see the paid advertising slots on the traditional SERP, clicking “View More Rates” will take the searcher into Google.com/travel where the organic listings will show below paid ad slots under “All Options”</li>
<li aria-level="1">Currently, Google is showing 10 organic listings under ads, but there is a “View More Options” link which will expand the list to an unlimited number of providers.</li>
<li aria-level="1">Rate providers will now have a chance to show in both the Ads section as well as the Organic section.</li>
<li aria-level="1">Tracking has changed
<ul>
<li aria-level="2">Participating hotels should update their tracking within the Hotel Center using either campaign-id or if-ad-click parameters.</li>
</ul>
</li>
</ul>
<h2>How Does It Work?</h2>
<ul>
<li aria-level="1">The Ads section will continue to operate in the same way it has been.</li>
<li aria-level="1">The organic section will follow along the same lines in terms of rankings
<ul>
<li aria-level="2">Price Accuracy of the rate feed is the most important ranking factor for both paid and organic</li>
<li aria-level="2">Price accuracy is seen as Excellent, Good, Poor, At Risk, and Failed. Providers with “Excellent” Price Accuracy will outrank those with “Good” and “Good” will outrank “Poor”.
<ul>
<li aria-level="3">A “Failed” Price Accuracy will likely not show</li>
</ul>
</li>
</ul>
</li>
<li aria-level="1">Given that the Price Accuracy of two providers is the same, Google will take other factors into account to determine rankings.
<ul>
<li aria-level="2">These factors include
<ul>
<li aria-level="3">Rate &#8211; Is your rate the same or lower than other rate providers</li>
<li aria-level="3">Price Coverage &#8211; Your cached prices for various check-in dates and lengths of stay. Currently supports up to 330 days of advanced booking window and up to 30 days LOS.</li>
<li aria-level="3">Landing Page Experience &#8211; USERS WILL BE LANDING ON YOUR BOOKING ENGINE. Landing pages need to prominently display the room and rate selected. The landing page needs to show the same rate they selected. Last but not least, the page also needs to load in a reasonable time.</li>
<li aria-level="3">Click Through Rate &#8211; How often are users clicking on your listing rather than competitor’s listings?</li>
</ul>
</li>
<li aria-level="2">Much like Google’s traditional search algorithm, we don’t have clear insight into how these factors are weighted</li>
</ul>
</li>
</ul>
<h2>What Do I Need To Do Right Now?</h2>
<ul>
<li aria-level="1">If you are already an existing booking partner with a Hotel Center account (i.e. you’re already participating in GHA) your listings are already eligible to show in the organic section.
<ul>
<li aria-level="2">If you are already participating, ensure your tracking is updated within the Hotel Center to ensure you see the difference between ad clicks and free clicks</li>
</ul>
</li>
<li aria-level="1">If you’re not already participating in GHA:
<ul>
<li aria-level="2">Ensure you Business Profile on Google is verified and your information is up to date
<ul>
<li aria-level="3">Google needs to match your property with the rate feed provided</li>
</ul>
</li>
<li aria-level="2">Get a rate feed
<ul>
<li aria-level="3">There are many providers out there with integrations to the Google Hotel Center and your PMS.</li>
</ul>
</li>
<li aria-level="2">Ensure rates are competitive
<ul>
<li aria-level="3">Understand that the person viewing your organic listing on Google.com/travel is already looking to stay at your hotel and they are comparing prices. You need to ensure your rates are the same or lower than the OTAs who are also competing for that guest.</li>
</ul>
</li>
</ul>
</li>
</ul>
<h2>How Might This Change In The Future?</h2>
<ul>
<li aria-level="1"><b>#1: </b>It’s possible that the inclusion of more ads on this platform will increase the competition within the “Ads” section. Now that non-participating hotels will see what they were missing they may be more likely to pay to claim one of the top positions.</li>
<li aria-level="1"><b>#B: </b>Google has plans to create a web interface to enable hotels to directly provide rates and availability. There is no known timeline for this yet.</li>
<li aria-level="1"><b>#Yellow:</b> Google will likely provide the option to combine flights and accommodations.</li>
</ul>
<h2>Helpful Resources</h2>
<ul>
<li aria-level="1"><a href="https://docs.google.com/forms/d/e/1FAIpQLSdelxME3YNovtwHx9AvX8INN3Y2TzXDWn5MATRfYMSFKOZ4UQ/viewform?gxids=7826&amp;fbzx=-6413367068209885167">Hotel booking links interest form</a></li>
<li aria-level="1"><a href="https://support.google.com/hotelprices/answer/10472993?hl=en">Google’s best practices for free booking links</a></li>
<li aria-level="1"><a href="https://ads.google.com/hotels/partners/">Hotel Ads integration partners</a></li>
<li aria-level="1"><a href="https://wiki.lesswrong.com/wiki/Roko%27s_basilisk">Roko’s Basilisk</a></li>
</ul>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><a href="https://koddi.com/google-shifts-focus-to-amenities-in-new-test-ui-for-hotel-search/" target="_blank" rel="noopener"><b>https://koddi.com/google-shifts-focus-to-amenities-in-new-test-ui-for-hotel-search/</b></a></li>
<li><b>Latest occupancy data shows hotels making comeback</b><br />
<a href="https://www.travelweekly.com/Travel-News/Hotel-News/STR-hotel-occupancy-data?ct=hotels" target="_blank" rel="noopener">https://www.travelweekly.com/Travel-News/Hotel-News/STR-hotel-occupancy-data</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 181 – Everything You Need To Know About Google’s Metasearch Changes

<p>TripAdvisor is sending a ripple of concern, and potentially opportunity, through the hotel industry. Back in December 2020, TripAdvisor Plus launched on a very limited scale in the US but is in the process of being rolled out to the rest of the states as well as international markets. Today we are going to look at the new program, understand what it is, and discuss ways hotels can adapt to ensure this is a positive tool for independent hoteliers.</p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/1011248110&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h3><b>What Is TripAdvisor Plus &amp; Why are They Doing This To You?</b></h3>
<p>Think of TripAdvisor Plus as a travel membership club.&nbsp; With a $99 annual membership, travelers unlock exclusive pricing on hotels and resorts, as well as other travel benefits. TA Plus rates are not shown to customers unless they are logged-in paying members.</p>
<p>Plus members can unlock pricing that is at a minimum of 10% below the best available rate <b>AND</b> will receive some type of value-added perk for their stay.&nbsp; For example, TripAdvisor suggests a welcome gift, early check-in/late check-out, resort credit, etc. Basically, they are asking for many of the perks savvy hoteliers are giving their guests when booking direct.</p>
<p>This program may become very popular among travelers, simple math suggests it could be a big success.&nbsp; As an example, someone taking a 5-day vacation and staying at a $150/night property will immediately save $75 and get a perk by signing up for the program. Toss in one more trip and the program begins paying for itself.</p>
<p>What is clear is TripAdvisor is going to be putting a full-court press getting Plus adopted for several reasons:</p>
<ol>
<li aria-level="1">Google is actively marching into the OTA battlespace, eliminating 3rd party cookies, and overtaking many properties in both total reviews and velocity of new reviews.</li>
<li aria-level="1">For TripAdvisor to survive in general, they must find a way to better “own” their customer and a paid membership of loyal bookers is a great way to make it happen.</li>
<li aria-level="1">TripAdvisor has seen its stock double ($26 in December, $59 today) since they began to soft launch the program.&nbsp; While there are many factors, investors are clearly interested in this new revenue stream.</li>
<li aria-level="1">TripAdvisor lost their way. So much so that they’re not even trying to circle back to their review-based roots.&nbsp; They’re looking for an entirely new model, the travel club…</li>
</ol>
<p>&nbsp;</p>
<h3><b>What Hotels Need To Know To Participate In TripAdvisor Plus</b></h3>
<p>Any hotel can participate and become a Plus partner, however in order to do so, you have to have a rate and special “perk” that is exclusive to the program.</p>
<ul>
<li aria-level="1">Minimum 10% discount on your best available rate, though TripAdvisor “recommends” 15%.</li>
<li aria-level="1">Requirement to offer a value-added perk, such as free breakfast, gift, late check-out, etc.</li>
<li aria-level="1">Properties can come on and off the program as they like and as their occupancy demands.</li>
<li aria-level="1">Pricing is “currently” free. Longer term they are heading toward a cost-per-conversion model, similar to InstantBook though with a reduced rate, making it more affordable from a marketing standpoint.&nbsp; However the cost of the commission plus the discounted rate will likely be a greater total investment.</li>
<li aria-level="1">There is no requirement related to flags, independents, big or small properties.</li>
<li aria-level="1">As you would expect, you must have a rate interface with TripAdvisor.</li>
<li aria-level="1">Most importantly, like all bookings made directly on TripAdvisor through a property, hotels will still get all the necessary guest contact information.&nbsp; This is important to note because, unlike other OTAs, the data will not be cloaked to the hotelier.</li>
</ul>
<p>&nbsp;</p>
<p><b>The Good, Bad, &amp; Ugly of Plus:</b></p>
<ul>
<li aria-level="1"><b>Good:</b> you’re going to only be paying for performance so your ROAS will be guaranteed.</li>
<li aria-level="1"><b>Bad: </b>Your property will very likely be a “product” of the Plus program.&nbsp; Meaning the guest’s loyalty is to the program, not necessarily your property.&nbsp; Similar to what properties have seen through the use of Groupon and other couponing systems, you may get a guest but can you keep them for subsequent visits?</li>
<li aria-level="1"><b>Ugly:</b> Like any TripAdvisor booking, you do get the full guest folio for your guest history, triggered sends, and other marketing strategies.</li>
</ul>
<ul>
<li aria-level="1"><b>Good:</b> The program is new which means you have an early-adopter advantage. Like most opportunities that present themselves, it may make great sense early, but have waning performance over time.</li>
<li aria-level="1"><b>Bad: </b>While you are bringing in new guests, you’re also anchoring them with a lower rate.&nbsp; Would those guests be willing to come back for a return stay at your normal BAR?</li>
<li aria-level="1"><b>Ugly:</b> You are letting go of your direct control of your booking.</li>
</ul>
<ul>
<li aria-level="1"><b>Good:</b> Because you are able to come on and off the program as needed and only for specific time periods you can use this as an opportunity to fill occupancy holes.&nbsp; Consider Plus in the same way you would consider an OTA and <b>ONLY</b> use it to address specific occupancy issues.&nbsp; Also, like an OTA, use this as a new business tool.</li>
<li aria-level="1"><b>Bad: </b>Should Plus take off, and it very well may do so, you are going to be nearly required to participate since all the avid travelers will be looking for Plus deals. This may end up meaning the industry as a whole will take a 10% haircut.</li>
<li aria-level="1"><b>Ugly: </b>While not necessarily “bad” but you want to be careful not to get addicted to third parties to drive your bookings.</li>
</ul>
<ul>
<li aria-level="1"><b>Good:</b> TripAdvisor Plus members have already dropped $99 and will be traveling.&nbsp; Getting access to this group will undoubtedly lead to improved conversion rates.</li>
<li aria-level="1"><b>Bad: </b>Are you starting to feel like a pawn in the game and seeing your profitability shrink?&nbsp; 10-15% discounts, plus costs of perks, can be a significant stumbling block for many independents.</li>
<li aria-level="1"><b>Ugly: </b>This puts the OTAs on TripAdvisor in a very tight spot. Will they be able to compete with Plus rates?</li>
</ul>
<p>&nbsp;</p>
<h3><b>So, What Are You Supposed to Do?</b></h3>
<p>First of all, this should be one of the many reminders of why you must be putting your efforts into creating a meaningful book-direct strategy with your guests.&nbsp; By creating loyalty, through great value, guests will continue to book directly.&nbsp; Make sure you’re doing the following:</p>
<ul>
<li aria-level="1">Building a strong CRM and communications plan</li>
<li aria-level="1">Implement your own “perks” for booking directly</li>
<li aria-level="1">Absolutely, positively, get a mobile app.&nbsp; We’re consistently seeing thousands in revenue booked directly from mobile apps&#8230;&nbsp; Bookings by guests who never had to go to the web to make it happen.</li>
<li aria-level="1">Continue to diversify your marketing mix so you do not become reliant on any one “magic bullet.”</li>
<li aria-level="1">Be agile and give it a shot, like any tool it’s neither good nor bad, it’s how you use it.</li>
</ul>
<p>You can learn more about TripAdvisor Plus and sign up for the program at <a href="https://www.tripadvisor.com/business/plus">https://www.tripadvisor.com/business/plus</a>.</p>
<p>========================</p>
<h2><b>In The Newsaroos: &nbsp;&nbsp;&nbsp;&nbsp;</b></h2>
<ul>
<li>https://www.phocuswire.com/google-eliminates-fees-for-hotel-booking-links</li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 180 – Will TripAdvisor Plus Destroy Your Hotel’s Direct Bookings?

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<p>In this episode of the Fuel Hotel Marketing Podcast, the Fueligans discuss all things Clubhouse. If you’re not on this new audio-only social platform yet, you may be missing out. We breakdown what it is, how you can sign up, and why you should pay attention to it.</p>
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</div>
</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/1008027172&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h3><b>What is Clubhouse?</b></h3>
<p>Clubhouse is an audio-only social network where people can share information on a wide range of topics. The members can simply listen in or have the ability to start their own conversations. Currently, the platform is invite-only and is only available on IOS devices.</p>
<p>&nbsp;</p>
<h3><b>How does the invite system work in Clubhouse?</b></h3>
<p>When someone sends you an invite, they tie the invitation to your mobile phone number. As soon as you log in, you are assigned 2 invites to share with anyone. As you use the app, you earn more invites.</p>
<p>&nbsp;</p>
<h3><b>How does Clubhouse work?</b></h3>
<p>When you first log in to Clubhouse, you can follow people by searching your contacts and you can indicate your interests,you will see active rooms where people are having conversations. You can simply click on a room to join the audience and listen in. If you wish to contribute to the room, you may raise your hand and the moderator can invite you on-stage. People are not able to see you. You are represented by your profile picture and your name. People can click on your name to read your profile and they can choose to follow you if they want to be notified when you are active on the platform.</p>
<p>When creating a room, you can make it public, meaning anyone can see and join the room, or you can make it private to people you admit or to anyone within a specific club. A club is an umbrella topic. Examples in the hotel space include “Hospitality Professionals” and “Hospitality and more”.</p>
<p>Over time, as you join clubs and follow people who interest you, the rooms that you see on your home screen will reflect your interests. In addition to active rooms, you will also be able to see schedule rooms that will open at a future date.</p>
<p>&nbsp;</p>
<h3><b>How is Clubhouse different from other social platforms?</b></h3>
<ul>
<li aria-level="1">Clubhouse is audio-only</li>
<li aria-level="1">Clubhouse is currently invite-only</li>
<li aria-level="1">Clubhouse is real-time (nothing is recorded)</li>
</ul>
<p>&nbsp;</p>
<h3><b>Fuel’s Top 7 Observations Of Clubhouse</b></h3>
<h2><b>1. The platform is extremely diverse</b></h2>
<p>Clubhouse is bringing people together from across the globe and from all walks of life. There don’t seem to be any social barriers or echo-chambers on the platform yet.</p>
<p>&nbsp;</p>
<h2><b>2. There’s little-to-no noise</b></h2>
<p>Having used the platform for several weeks, we’ve yet to experience any trolling or shameless behavior. The community is regulating itself really well. The lack of comments and non-personal feedback seems to eliminate the faceless anarchy that occurs on other platforms.</p>
<p>&nbsp;</p>
<h2><b>3. It’s very intimate</b></h2>
<p>There’s a level of connection on this social network that is similar to that of Podcasting. Within a few days, you&#8217;ll begin to feel like you know the people you’re listening to. Better yet, you can actually develop real relationships because, unlike podcasting, you can have two-way conversations.</p>
<p>&nbsp;</p>
<h2><b>4. You get out what you put in</b></h2>
<p>This is a platform, much like twitter, where people will dismiss it as a waste of time. It’s easy to jump into a couple of rooms and think you understand the platform. Give it time and put the hours in and you will see something very unique about this platform. You will be able to share knowledge with people whom you would ordinarily never meet. You will find connections and build relationships and even business partnerships within a very short period. There’s an inherent trust within Clubhouse, and authenticity, and a sense of community that we’ve not seen in other social platforms.</p>
<p>&nbsp;</p>
<h2><b>5. Plan to invest the time to understand and engage on Clubhouse</b></h2>
<p>The platform does require a significant time commitment, even if you are passively listening while doing other tasks.  This is partly the draw in that you are forming relationships that are much more personal than any other network.  However this time commitment may prove to become an issue for the platform if users pull back due to a lack of time or commitment.</p>
<p>&nbsp;</p>
<h2><b>6. Have a charger nearby, your battery is about to get drained</b></h2>
<p>The platform, only available on iOS devices for now, is a massive battery drain.  Just know you’ll need a charger nearby.  Hopefully, a desktop/browser version will be available soon.</p>
<p>&nbsp;</p>
<h2><b>7. There’s a fragility to the platform that can’t be overlooked</b></h2>
<p>The ethereal nature of the platform is both its strength and its weakness. The value it provides through the serendipity of stumbling into interesting conversations with interesting people will only last as long as people find value on the platform. There are two major threats to the success of Clubhouse that are looming like a shadow. One is the inevitable competition that is coming from Facebook and Twitter. Both companies have indicated that they are developing similar features for their platforms. The second, and perhaps bigger threat, is how they will monetize the platform without losing its soul. Currently, brands cannot sign up with accounts and there’s no sponsored content. If and when that changes, the organic content will inevitably get deprioritized and the value of the platform will decrease.</p>
<p>&nbsp;</p>
<p>THE VERDICT:</p>
<h3><b>Should I get involved in Clubhouse?</b></h3>
<p>The short answer is, Yes. If you’re looking to learn new things and expand your network, Clubhouse is a great resource for any professional looking to further their career or any enthusiast looking to broaden and diversify their information sources.</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><a href="https://www.theverge.com/2021/3/3/22310332/google-privacy-replacing-third-party-cookies-privacy-sandbox" target="_blank" rel="noopener">https://www.theverge.com/2021/3/3/22310332/google-privacy-replacing-third-party-cookies-privacy-sandbox</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 179 – What The Heck Is Clubhouse And Why Should I Care?

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<p>While the ultimate goal on a hotel website is to drive bookings, there is more behavioral data available in Google Analytics that can help a hotelier make better marketing decisions than looking at just that one item. In this episode, the Fuel Hotel Marketing Podcast discusses their top 3 GA goals and explains why you should be paying attention to them too.</p>
</div>
</div>
</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/997882963&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<p>ORIGINAL ARTICLE:</p>
<blockquote class="wp-embedded-content" data-secret="OWtzQemlCv"><p><a href="https://admin.travelboommarketing.com/blog/3-most-important-google-analytics-goals-for-hotel-websites/">The 3 Most Important Google Analytics Goals for Hotel Websites</a></p></blockquote>
<p><iframe loading="lazy" class="wp-embedded-content" sandbox="allow-scripts" security="restricted" style="position: absolute; clip: rect(1px, 1px, 1px, 1px);" title="&#8220;The 3 Most Important Google Analytics Goals for Hotel Websites&#8221; &#8212; TravelBoom" src="https://admin.travelboommarketing.com/blog/3-most-important-google-analytics-goals-for-hotel-websites/embed/#?secret=4ma5EkRM2t#?secret=OWtzQemlCv" data-secret="OWtzQemlCv" width="500" height="282" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe></p>
<p>Here are our top 3 Google Analytics goal suggestions:</p>
<h2><b>1 &#8211; Bookings</b></h2>
<ul>
<li aria-level="1">Even though you are (hopefully) recording ecommerce transactions, setting up a goal for those transactions allows you to create a funnel visualization that can show you the steps from room search through confirmation.</li>
<li aria-level="1">See set up instructions in the full blog post here: <a href="https://admin.travelboommarketing.com/blog/3-most-important-google-analytics-goals-for-hotel-websites">https://admin.travelboommarketing.com/blog/3-most-important-google-analytics-goals-for-hotel-websites</a></li>
</ul>
<p>&nbsp;</p>
<h2><b>2 &#8211; Entrances to the booking engine</b></h2>
<ul>
<li aria-level="1">Why would you want to set up a “conversion” as entrances to the booking engine? It’s because not all traffic is created equally. By using a booking engine entry goal, you can quickly assess what traffic sources/entry pages/device type/geo location, etc. are at least getting visitors to the engine.</li>
<li aria-level="1">This goal setup would be similar to how you set up the booking goal, using the “Destination” goal, and determining the page URL that is being passed to Google Analytics when you enter the engine.</li>
<li aria-level="1">I recommend coupling this data with a segment of these same people. Once the segment is applied, you can then see by sources/entry pages, which ones convert best and worst IN the engine. Using both parts of the funnel can give you insight as to the visitors’ journeys.</li>
<li aria-level="1">See images and analysis information in <a href="https://admin.travelboommarketing.com/blog/3-most-important-google-analytics-goals-for-hotel-websites">the full blog post</a></li>
</ul>
<p>&nbsp;</p>
<h2><b>3 &#8211; All form submissions</b></h2>
<p>&nbsp;</p>
<ul>
<li aria-level="1">Whether it’s email sign-ups, contact forms, group/events RFPs, or any other form you have on the website, you’ll want to track it as a goal. Setting up these goals can be tricky. Sometimes using the “Destination” setup makes sense and is simple, and other times you may want to use the “Event” setup. In an ideal world (I have yet to see a single client do this), you should assign a real value to the goal completion.</li>
<li aria-level="1">Depending on how these forms are built, you may or may not end up at a “thank you” page when a submission is complete.</li>
<li aria-level="1">See full details of how to set up these different scenarios in <a href="https://admin.travelboommarketing.com/blog/3-most-important-google-analytics-goals-for-hotel-websites">the full blog post</a>.</li>
</ul>
<p>&nbsp;</p>
<h2><b>CAVEATS</b></h2>
<p>1 &#8211; In all goal scenarios, your numbers may not be exactly accurate. A goal conversion will count only once per session. Therefore, if one person makes 2 transactions in the same session, you would see 2 transactions in your ecommerce data, but 1 booking goal conversion.</p>
<p>&nbsp;</p>
<p>2 &#8211; If you are reading this in 2023, all of this is probably out of date, and you should look for another article on conversion goals in GA4.</p>
<p>&nbsp;</p>
<h2><b>Wrapping it up</b></h2>
<p>Goals should not be overlooked as a critical part of your Google Analytics data and website analysis. However, don’t fall into the “the more, the merrier” trap. Instead, determine what is truly an important conversion on the site, vs. a behavior you’re interested in tracking.</p>
<p>&nbsp;</p>
<p>&nbsp;</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Google Fined In France Over Hotel Star Rankings<br />
</b><a href="https://techcrunch.com/2021/02/15/google-slapped-in-france-over-misleading-hotel-star-ratings/" target="_blank" rel="noopener noreferrer">https://techcrunch.com/2021/02/15/google-slapped-in-france-over-misleading-hotel-star-ratings/</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 178 – Top 3 Google Analytics Goals For Hotel Websites

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<p>During the recovery from the coronavirus pandemic, competition is going to be tough. There will likely be less demand and you’ll have to work harder to get people to visit your site. One of the items that should be on everybody’s to-do list right now is to improve your website’s conversion rate. In this episode, we cover some simple things you can implement today to help catch more direct bookings and ensure that you don’t let people bounce away to the OTAs or to your competitors.</p>
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<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/983681350%3Fsecret_token%3Ds-eZnd2948gpx&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h2>How Do I Optimize My Conversion Rate?</h2>
<ul>
<li aria-level="1">Conversion Rate Optimization begins with understanding the funnel and page flow.
<ul>
<li aria-level="2">Understanding your site visitors and their needs throughout the funnel
<ul>
<li aria-level="3">Different pages have different goals. For instance, the goal of your homepage is to nudge the user further down the funnel to, let’s say, a rooms page.
<ul>
<li aria-level="4">The goal of the rooms page is to nudge the user further down the funnel to selecting an individual room.</li>
<li aria-level="4">The goal of the individual room page is to nudge the user into the booking en gine.</li>
<li aria-level="4">The goal of the booking engine is to get the user to purchase.</li>
</ul>
</li>
<li aria-level="3"> When you look at pages of your site as different parts of the funnel you can begin to understand what a user wants during that particular part of their purchase cycle.</li>
</ul>
</li>
<li aria-level="2">Getting Customers Into The Proper Part Of The Funnel
<ul>
<li aria-level="3">This is the art of matching searcher intent. If someone reaches your site through paid ads by searching for a particular keyword, the landing page experience needs to give them exactly what they were looking for.</li>
<li aria-level="3">Let’s say you’re running ads on “Two Bedroom Oceanfront Condos”. Your landing page for that ad needs to feature everything about your two-bedroom condo offerings. It needs to show off the room, the view, the amenities, and even the deals available for booking that room. If you’re sending someone searching for Two Bedroom Condos to your homepage, you&#8217;re probably sacrificing a lot of conversions.</li>
<li aria-level="3">Equally as important to matching the searcher intent is nudging that prospective guest to the next logical part of the funnel, which, in this case, would be the booking engine so they can book your two-bedroom oceanfront condo.</li>
</ul>
</li>
</ul>
</li>
</ul>
<h2>Okay, I Understand My Funnel. What’s Next?</h2>
<ul>
<li aria-level="1">Next, you must identify which pages on your website currently have the highest conversion rates and which pages to do not.
<ul>
<li aria-level="2">Your conversion rate of a page may not always be a purchase. It could mean increasing clicks from a page to another page or even increasing the number of phone calls.</li>
<li aria-level="2">Check out the blog post for detailed instructions on viewing page flow and conversion rates in Google Analytics.</li>
</ul>
</li>
<li aria-level="1">Now that you know which pages are converting well and which ones are not, it’s time to understand why.
<ul>
<li aria-level="2">This is where we begin to use user testing and screen recording tools like Microsoft Clarity.</li>
<li aria-level="2">Observe how users are interacting with your top converting pages as well as the pages that cause the most exits from your site.</li>
<li aria-level="2">Make a list of differences. What is different about the imagery, the copy, CTA placement, CTA messaging, etc?
<ul>
<li aria-level="3">What facets of your top converting pages can you add to your worst converting pages?</li>
<li aria-level="3">Is there additional information you could add to poor converting pages that users may be seeking elsewhere?</li>
<li aria-level="3">Is there a clear next action for the user to take to lead them into the next logical step of the funnel?</li>
<li aria-level="3">Do you have pages that draw a lot of traffic but do not convert into a purchase? How can you turn those site visitors into purchasers?
<ul>
<li aria-level="4">Does it make sense to send them into the booking engine straight away or does it make more sense to push them to another piece of content or page that will help make them a purchaser?</li>
</ul>
</li>
</ul>
</li>
</ul>
</li>
</ul>
<h2>I Think I Know What Could Improve Conversion Rate. What’s Next?</h2>
<ul>
<li aria-level="1">Testing &#8211; The Key To Conversion Rate Optimization
<ul>
<li aria-level="2">CRO is an iterative process and it requires goals.
<ul>
<li aria-level="3">The Tests
<ul>
<li aria-level="4">Ensure you are making one change at a time. If you’re testing a bunch of new items on a page you won’t know what caused the results you are seeing.</li>
</ul>
</li>
<li aria-level="3">Goals
<ul>
<li aria-level="4">Annotate when a change is made, what the specific change was, and what you intend to accomplish with the change.</li>
<li aria-level="4">Provide an ample amount of time so you can generate enough data to make a statistically significant comparison from the day you made the change to a previous period and the previous year.</li>
<li aria-level="4">Your goal doesn’t always have to be directly related to a purchase. Your goal could be reducing the number of exits of a given page, increasing clicks from a page to another page or even increasing the number of phone calls.</li>
</ul>
</li>
<li aria-level="3">Analysis
<ul>
<li aria-level="4">Did the change accomplish your goal? Were there other unintended consequences?
<ul>
<li aria-level="5">Did your change cause a significant change in rank, CTR, page load speed?</li>
</ul>
</li>
</ul>
</li>
</ul>
</li>
</ul>
</li>
</ul>
<h2>What Are Some Conversion Rate Optimization Tactics?</h2>
<ul>
<li aria-level="2">
<h3>Page Experience Tactics</h3>
<ul>
<li aria-level="3">1. Make your pages load faster!
<ul>
<li aria-level="4">Nothing kills conversion rates more than slow pages. Users are getting so accustomed to getting what they want instantaneously that if your site is loading slow they will leave and go to an OTA that isn’t slow.</li>
</ul>
</li>
<li aria-level="3">2. Making calls to action more obvious
<ul>
<li aria-level="4">All too often we find hoteliers that are so familiar with their site and they know exactly what to click to get to the next step. That’s not always the case with the prospective guest who is visiting the site for the first time. Watching Microsoft Clarity recordings can shine a light on how users are interacting with a page and if they are scrolling around and looking for a way to move to the next step. This can be as simple as using thumb-friendly buttons rather than text links.</li>
</ul>
</li>
<li aria-level="3">3. Reduce The Number Of Steps Required To Make a Purchase (Generally Speaking)
<ul>
<li aria-level="4">After you have made the path to conversion obvious for the user you should now be thinking of expediting the process by reducing the number of steps required to purchase. Things like auto-populating fields have proven to work well. Be sure you are not asking for more data than you need during the purchase process. Remember, you will have other opportunities to gather additional information after the guest has booked.</li>
</ul>
</li>
<li aria-level="3">4. Create open lines of communication
<ul>
<li aria-level="4">Whether this is a live chat option, or simply adding a clickable phone number strategically throughout the site, make it easy for guests to contact you.</li>
<li aria-level="4">A good example of this is including a clickable phone number to a group or wedding reservation specialist rather than requiring a user to fill out a long RFP. Keep in mind when you do this you will need to consider how you will keep track of those calls so you know if this test actually helped improve the conversion rate.</li>
</ul>
</li>
<li aria-level="3">5. Anticipate the contextual questions and answering them
<ul>
<li aria-level="4">The types of questions, doubts, and concerns that occur are mostly predictable throughout the conversion funnel. For example, when a guest is initially searching, they care about their prerequisite checklist such as free wifi, whether or not breakfast is available and if it’s included. As they get closer to pulling the trigger on a reservation, their questions may turn towards the risk factors, such as whether their credit card data will get stolen or what are the ramifications if the guest changes their mind.</li>
</ul>
</li>
</ul>
</li>
<li aria-level="2">
<h3>Psychological tactics</h3>
<ul>
<li aria-level="3">1. Create a sense of urgency
<ul>
<li aria-level="4">This is one of those proven tactics that not enough hotel websites utilize. There is a reason that every infomercial uses this tactic. It works. Making people feel like they would have to spend more if they don’t book now can have a major impact on your conversion rate. This tactic can be deployed throughout the journey from countdowns in your ad copy, to a matching countdown timer on the website, all the way through to the booking engine.</li>
</ul>
</li>
<li aria-level="3">2. Fear of Missing Out
<ul>
<li aria-level="4">Very similar to creating a sense of urgency, FOMO is a psychological tactic that can greatly improve conversion rates. Adding simple text to your booking engine such as “Only 2 rooms left” can nudge the user into booking now rather than putting it off for another day or two.</li>
</ul>
</li>
<li aria-level="3">3. Adding Reviews and Images as Social Proof
<ul>
<li aria-level="4">We talk about this tactic often and that’s because it can greatly improve conversion rates. When your site visitors see others enjoying time at your property they are more likely to book with you too. Tools like Flip.to allow you to embed positive social media posts from your guests right into your site for prospective guests to see.</li>
<li aria-level="4">You should also have reviews of your property on your site as well. We know how important reviews are to prospective guests and having them on your site reduces the chance that users will leave to read reviews elsewhere.</li>
</ul>
</li>
<li aria-level="3">4. Reinforce Value
<ul>
<li aria-level="4">Don’t lose potential guests by making them question their purchase decision. Your booking experience should include all of the perks &amp; discounts they are getting by booking now.</li>
</ul>
</li>
<li aria-level="3">5. Acknowledge and address fears
<ul>
<li aria-level="4">Now, more than ever, people are afraid of many things. Be aware of what those are and don’t be afraid of talking about them in a proactive and reassuring way.</li>
</ul>
</li>
</ul>
</li>
</ul>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Wyndham Hotels &amp; Resorts Joins with Rover to Make Pet-Friendly Travel Easier for New Pet Parents<br />
</b><a href="https://www.prnewswire.com/news-releases/wyndham-hotels--resorts-joins-with-rover-to-make-pet-friendly-travel-easier-for-new-pet-parents-301217138.html">https://www.prnewswire.com/news-releases/wyndham-hotels&#8211;resorts-joins-with-rover-to-make-pet-friendly-travel-easier-for-new-pet-parents-301217138.htm</a></li>
<li><b>Google Merging Broad Match Modified Keywords into Phrase Match</b><br />
<a href="https://searchengineland.com/google-expands-phrase-match-to-include-broad-match-modifier-traffic-345874">https://searchengineland.com/google-expands-phrase-match-to-include-broad-match-modifier-traffic-345874</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 177 – Secrets To Optimizing Your Hotel Website Conversion Rate

<div class="sc-type-small">
<div class="sc-type-small">
<div>
<p>At Fuel, we know a thing or two about mobile apps. Our Fuel Mobile App and Digital KEy software has been deployed to dozens of hotels for more than five years and we’ve been selling the system like hotcakes since COVID hit. During that time, we’ve learned quite a bit about the features that guests want and the tactics that help drive more revenue to the properties. In this episode, we discuss some of the must-have functionalities that you need to consider as you look to recover in 2021.</p>
</div>
</div>
</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/983660557&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<p>Visit <a href="https://admin.travelboommarketing.com/blog/five-reasons-you-can-expect-hotel-apps-to-be-required-in-2021/">fueltravel.com/blog/five-reasons-you-can-expect-hotel-apps-to-be-required-in-2021/</a> for the full article on why 2021 is the year your hotel should adopt a mobile app.</p>
<p>&nbsp;</p>
<h2><b>1. Improved Guest Relations</b></h2>
<p>Hotel owners and operators know that when you have happy guests, they tend to come back to see you more often.  Any amenity, marketing effort, or technology should work to serve that goal.</p>
<ol>
<li>A Personalized Experience</li>
<li>Touch-Free Convenience</li>
<li>Easy One-to-One Communication</li>
</ol>
<p>&nbsp;</p>
<h2><b>2. Drive More Incremental Revenue</b></h2>
<p>A savvy hotelier knows that the hotel room is not the only purchase a guest makes, it’s the “first” purchase a guest will make.  Leading the guest down a multiple-conversion path before, during, and after their stay will drive incremental revenue that will help you realize your largest possible RevPAR.</p>
<ol>
<li>Pre Arrival Upgrades</li>
<li>On Property Purchase Opportunities</li>
<li>Late Check-Out and Extended Stays</li>
</ol>
<p>&nbsp;</p>
<h2><b>3. Direct Revenue From Advanced Bookings</b></h2>
<p>Properties that have rolled out an app are seeing approximately $100,000 in passive annual bookings.  These are bookings that have come in simply from a guest having the app on their phone.  Properties that are proactively communicating with guests are seeing significantly more annual revenue.  2020 was a very difficult year, and despite this we have seen direct app revenue growth year over year.</p>
<p>&nbsp;</p>
<h2><b>4. Mobile Apps Are A Touch-Free Solution</b></h2>
<p>Touch-free and contactless have been hot buttons for all of 2020 and the demand by guests to limit person-to-person contact is not going away any time soon.  Just like grocery pickup, working from home, and streaming new movies; we all have found out how awesome it is to bypass the check in line and go right to our hotel rooms.</p>
<ol>
<li>Express Check In</li>
<li>Digital Key</li>
</ol>
<p>&nbsp;</p>
<h2><b>5. Hotel Apps Allow You To Bypass The Traditional Web</b></h2>
<p>In summary, one of the most valuable aspects of an app is that it is outside of the typical web experience meaning you can engage with guests on a more personal level and ways that would never be possible online.</p>
<ol>
<li>No competition from OTAs or Competitors</li>
<li>No additional costs to drive direct bookings from paid clicks or commissions</li>
<li>Ability to proactively reach out to past guests</li>
<li>Ability to create a frictionless shopping and booking experience through saved payments and personal information.</li>
</ol>
<p>&nbsp;</p>
<p>More information about how a mobile app can lead to success for your property:</p>
<ul>
<li aria-level="1"><a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-155-10-reasons-that-your-hotel-needs-a-mobile-app-and-10-must-have-features/">https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-155-10-reasons-that-your-hotel-needs-a-mobile-app-and-10-must-have-features/</a></li>
<li aria-level="1"><a href="https://admin.travelboommarketing.com/mobile-app-digital-key/">https://admin.travelboommarketing.com/mobile-app-digital-key/</a></li>
</ul>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>RobinHood Breaks The Biggest Rule Of Branding<br />
</b><a href="https://www.fastcompany.com/90599456/with-gamestop-robinhood-broke-the-biggest-rule-of-branding">https://www.fastcompany.com/90599456/with-gamestop-robinhood-broke-the-biggest-rule-of-branding</a></li>
<li><b>Google’s alternative to third-party cookies open for advertiser testing in Q2 2021<br />
</b><a href="https://searchengineland.com/googles-alternative-to-third-party-cookies-open-for-advertiser-testing-in-q2-2021-345599">https://searchengineland.com/googles-alternative-to-third-party-cookies-open-for-advertiser-testing-in-q2-2021-345599</a></p>
<ul>
<li aria-level="1">“Federated Learning of Cohorts (FLoC) … effectively hides individuals ‘in the crowd’ and uses on-device processing to keep a person’s web history private on the browser</li>
<li aria-level="1">The FLoC model by Google claims to protect the privacy of the individual but still allows advertisers to see data from the collective.</li>
<li aria-level="1">Google says, “Our tests show that advertisers can expect to see at least 95% of the conversions per dollar spent when compared to cookie-based advertising.”</li>
</ul>
</li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 176 – Is 2021 The Year Of The Mobile App?

<div class="sc-type-small">
<p>We released the latest findings of version 11 of the Fuel Consumer Sentiment Leisure Travel Study a few weeks ago. Original findings: <a href="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-11/">https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-11/</a></p>
<p>After reviewing the results, we decided that we needed to take a look at the data segmented by those who said they have traveled during the pandemic and those who have not. Here are the biggest takeaways:</p>
</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" width="100%" height="166" scrolling="no" frameborder="no" allow="autoplay" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/973878475&#038;color=%23ff5500&#038;auto_play=false&#038;hide_related=true&#038;show_comments=false&#038;show_user=true&#038;show_reposts=false&#038;show_teaser=false"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<p><b>1 &#8211; Do you plan to get a coronavirus vaccination?</b></p>
<ul>
<li aria-level="1">55% of those who had already traveled voted yes vs. 75% who have not</li>
</ul>
<p>&nbsp;</p>
<p><b>2 &#8211; Do you plan to travel during the upcoming holiday season?</b></p>
<ul>
<li aria-level="1">94% of those who have not already traveled voted no vs. 75% who have</li>
</ul>
<p>&nbsp;</p>
<p><b>3 &#8211; In 2021, assuming cases are dropping and vaccines are being distributed, when will you likely BEGIN PLANNING your next trip?</b></p>
<ul>
<li aria-level="1">32% of people who have traveled said they would start planning in January, and was by far the most popular answer.</li>
<li aria-level="1">For those who haven’t traveled, the answers were much more evenly distributed, with April taking the top spot with 14% of votes.</li>
<li aria-level="1">When asked about booking their next trip, the answers were very similar, with January being most popular for those who have traveled, and April for those who have not.</li>
</ul>
<p>&nbsp;</p>
<p><b>4 &#8211; In 2021, assuming cases are dropping and vaccines are being distributed, when will you likely TRAVEL for your next trip?</b></p>
<ul>
<li aria-level="1">Those who have traveled leaned significantly heavier to the first 6 months of the year, with June being the peak, accounting for 17% of responses.</li>
<li aria-level="1">Non-travelers’ responses look more like a bell curve, with increases beginning in April, peaking in May with 12% of responses, and tapering throughout the rest of the year. 2022 or later is nearly as popular as May and June, with 11% of responses.</li>
</ul>
<p><b>Travelers</b></p>
<p><img loading="lazy" decoding="async" class="alignnone size-medium wp-image-8860" src="https://admin.travelboommarketing.com/wp-content/uploads/2021/01/booking-intent-current-travelers-300x194.png" alt="" width="300" height="194" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2021/01/booking-intent-current-travelers-300x194.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2021/01/booking-intent-current-travelers-1024x661.png 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2021/01/booking-intent-current-travelers-768x496.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2021/01/booking-intent-current-travelers.png 1274w" sizes="auto, (max-width: 300px) 100vw, 300px" /></p>
<p><b>Non-Travelers</b></p>
<p><img loading="lazy" decoding="async" class="alignnone size-medium wp-image-8859" src="https://admin.travelboommarketing.com/wp-content/uploads/2021/01/booking-intent-non-travelers-300x195.png" alt="" width="300" height="195" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2021/01/booking-intent-non-travelers-300x195.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2021/01/booking-intent-non-travelers.png 512w" sizes="auto, (max-width: 300px) 100vw, 300px" /></p>
<p><b>5 &#8211; In 2021, do you expect your travel budget/# of trips/vacation days to increase, decrease, or remain the same as it was in 2019?</b></p>
<ul>
<li aria-level="1">In all 3 questions, those that have traveled had a majority of votes for not changing, and more votes for taking/spending more than less. For those who haven’t traveled, less than half voted for unchanged habits and a higher percentage of spending/taking less than more.</li>
</ul>
<p>&nbsp;</p>
<p><b>6 &#8211; The next time you travel, which of the following would you want the property to communicate to you prior to your stay?</b></p>
<ul>
<li aria-level="1">Those who have not yet traveled voted for updated cleaning protocols and local mask requirements as their top choices, with more than 80% of votes each.</li>
<li aria-level="1">For those that have traveled, the open status of local restaurants was #1, with 73% of votes, followed by mask requirements and cleaning protocols, each with under 70% of votes.</li>
</ul>
<p>&nbsp;</p>
<p><b>7 &#8211; How likely are you to book a trip in the next x number of days?</b></p>
<ul>
<li aria-level="1">65% of people who have not traveled said they would <b>definitely not</b> book a trip in the next 30 days, vs. 28% who have traveled</li>
</ul>
<p>&nbsp;</p>
<p><b>8 &#8211; On a scale of 0 &#8211; 5, how will the following vaccination scenarios increase your likelihood of booking a vacation within six months? (0 = No Impact, 5 = Dramatically Increase)</b></p>
<ul>
<li aria-level="1">44-47% of people who have already traveled said that the vaccine would have <b>no impact</b> on their likelihood of booking a trip vs. 20-27% for those who have not traveled.</li>
</ul>
<p>&nbsp;</p>
<p><b>9 &#8211; Pick the top 3 reasons that would prevent you from staying at a hotel right now.</b></p>
<ul>
<li aria-level="1">More than 35% of people who have already traveled said that nothing is preventing them, and was the #1 choice, closely followed by the “have already traveled” choice. Budget concerns came in at #3, with 25% of votes.</li>
<li aria-level="1">For those that didn’t travel, fear of interaction with guests was the resounding top response, with nearly 50% of votes. The next 3 responses were all fear-related (air, room, common areas).</li>
</ul>
<p>&nbsp;</p>
<p><b>10 &#8211; How soon will you be willing to make the following trips? (distance from home)</b></p>
<ul>
<li aria-level="1">Even those who have not traveled voted at 41% within 1 month to travel within 1 hour from home. All other distances were drastically reduced.</li>
<li aria-level="1">66% of those who traveled voted for an hour within 1 month, 53% for 2 hours, and 42% within 3 hours.</li>
</ul>
<p>&nbsp;</p>
<p><b>11 &#8211; Which of the following would most likely persuade you to book a future vacation during the coronavirus outbreak?</b></p>
<ul>
<li aria-level="1">70% of those who have traveled wanted flexibility to change. Interestingly, those who haven’t traveled still voted for flexibility as their top response, with more than 50%. However, more than 40% also said they could not be persuaded to book a trip now.</li>
</ul>
<p>&nbsp;</p>
<p>&nbsp;</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>DuckDuckGo Passes 100,000,000 daily searches:<br />
</b><a href="https://searchengineland.com/duckduckgos-focus-on-privacy-minded-users-pushes-it-past-100-million-searches-in-a-single-day-345462" target="_blank" rel="noopener noreferrer">https://searchengineland.com/duckduckgos-focus-on-privacy-minded-users-pushes-it-past-100-million-searches-in-a-single-day-345462</a></li>
<li><b>Yelp Launches “Health and Safety” ratings for businesses<br />
</b><a href="https://searchengineland.com/yelp-launches-health-and-safety-measures-community-feedback-feature-345340" target="_blank" rel="noopener noreferrer">https://searchengineland.com/yelp-launches-health-and-safety-measures-community-feedback-feature-345340</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 175 – 11 Key Differences Between Pandemic Travelers and Non-Travelers

<div class="sc-type-small">This is a back-to-basics episode where the Fueligans discuss 21 tangible tactics that your hotel can implement today. We break the ideas down into categories and go through them in detail. Whether you want to improve your website guest experience, revisit your approach to content, or simply sharpen your pencil on your advertising spend, this episode of the Fuel Hotel Marketing Podcast has you covered.</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/968123323&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe><br />
SHOW NOTES:<b> </b></p>
<p>Here&#8217;s our hotel marketing t0-do list for 2021:</p>
<h2><b>Website</b></h2>
<ol>
<li aria-level="1"><b>Do a Monthly Usability Check</b><b><br />
</b>Go through your website and booking engine experience on your mobile device and make a monthly booking, with a real card, to audit the actual customer experience. Google will begin mobile-view indexing in 2021.  Your phone (or mobile emulation) should be your primary way of viewing your site &#8211; like it is for your guests.</li>
<li aria-level="1"><b>Do a Coronavirus Audit</b><b><br />
</b>View your on-site experience through COVID glasses.  What amenities should be changed to work with a more socially-distancing guest?  What signage or processes can you put in place to instill a safe and sanitary environment.</li>
<li aria-level="1"><b>Identify and Fix Your Content Gaps</b><b><br />
</b>Add a keyword search to your website to learn where you have content gaps and fix them by creating new content based on the searched terms.</li>
<li aria-level="1"><b>Provide Accessibility Information</b><b><br />
</b>Add an accessibility page to your site that lists all of the accessibility features your property has to offer</li>
<li aria-level="1"><b>Continue To Monitor the Site for Accessibility Issues</b><b><br />
</b>Use a tool such as <a href="https://wave.webaim.org/">WAVE</a> or a paid system such as PowerMapper to check your site for WCAG 2.1 AA compliance. Consider hiring a company like InclusiveWeb to do a manual audit and frequent scans. Pro Tip: in many cases, ADA compliance work can be tax-deductible. Contact<a href="https://www.inclusiveweb.co/"> Inclusive Web</a> for more information on this.</li>
<li aria-level="1"><b>Evaluate Your Booking Engine Options</b><br />
No matter how good your website is, a poor booking engine experience may be hurting your conversions. Is your booking engine within your domain? Does it look like the rest of your site? Is it tracking all the things? Now is the time to evaluate this critical piece of your tech stack. (Episode 131 – <a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-131-is-it-time-to-re-evaluate-your-booking-engine/">Is It Time To Re-Evaluate Your Booking Engine?</a>)</li>
<li aria-level="1"><b>Check That Your Analytics Is Working Properly</b><b><br />
</b>Audit your analytics tracking, both on your site, and all ongoing campaigns. Is your entire site tagged correctly, with attribution passing to your analytics system? Are your form submissions being tracked? Is ALL of your paid marketing tagged in a way that is easily identifiable and segmentable in your analytics system? Is anyone stealing attribution? #attributiontheftisreal</li>
</ol>
<p>&nbsp;</p>
<h2><b>Content and SEO</b></h2>
<ol start="8">
<li aria-level="1"><b>Speed Up Your Site</b><br />
Google is rolling out Page Experience as a ranking factor in May. Get your site “up-to-speed” before you start losing rankings to your competitors with similar content but faster sites. (Ep. 160 &#8211; <a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-160-googles-latest-ranking-signal-marks-a-new-age-in-seo/">Fuel Hotel Marketing Podcast: Episode 160 &#8211; Google&#8217;s Latest Ranking Signal Marks A New Age In SEO</a>)</li>
<li aria-level="1"><b>Revisit Your Stale Page Titles and META Descriptions. </b><br />
They probably haven’t been updated in years. Test new page titles that will set you apart from the SERP competition and entice users to click. This can help increase your CTR and possibly even rank. Consider adding COVID-related terms regarding safety and cleaning protocols.</li>
<li aria-level="1"><b>Audit Your Old Content. </b><br />
Do you have blog posts you haven’t updated in over a year? We bet there is some new information you could add to those posts to spruce them up for the new year. You can republish them and share them on social media.</li>
<li aria-level="1"><b>Add More internal links</b><br />
While you are refreshing your old blog content see if you have new posts that you could link to or link from your newer posts to this refreshed content.</li>
<li aria-level="1"><b>Encourage Shares of Your New Content</b><br />
When you create new content, make sure you are thinking about sharability/linkability. Don&#8217;t create content just to create content. You should be creating content that your audience will want to consume and share. Your content should also be useful enough that other sites like DMOs would want to share and link to it.</li>
</ol>
<p>&nbsp;</p>
<h2><b>Data &amp; Communication</b></h2>
<ol start="13">
<li aria-level="1"><b>Organize Your Data Collection</b><br />
As third party cookies become less and less usable, first-party data will be key to connecting with your past guests and others who are familiar with your brand. (Ep. 165 &#8211; <a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-165-how-to-prepare-for-a-cookieless-world/">Fuel Hotel Marketing Podcast: Episode 165 &#8211; How To Prepare For A Cookieless World</a>). Collect info about your guests to create a complete guest profile. Not only their email address but also when they booked, when they stayed, who they stayed with, why they traveled, etc. You also need to know why someone provided information. Was it a requirement or are they looking for more information about your property? You should tailor email and remarketing campaigns to serve the appropriate information at the right time to generate new bookings.</li>
<li aria-level="1"><b>Survey Your Database</b><b><br />
</b>Survey your guests and ask them when they will feel comfortable traveling, what is preventing them from booking, what they want to hear about, etc., and use the data to create content that addresses the specific findings. See Fuel’s<a href="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-11/"> sentiment studies</a> for question ideas.</li>
<li aria-level="1"><b>Use Social Proof To Encourage Bookings</b><b><br />
</b>Record conversations with the guests that are currently coming and ask them why they are traveling and how safe they feel, use the footage on your site and on your social channels to show non-travelers that it can be safe to travel. Pro Tip: Evaluate the<a href="https://admin.travelboommarketing.com/blog/fflip.touel-covid-19-consumer-sentiment-study-volume-11/"> Flip.to </a>platform and learn how you can use UGC to encourage people to travel.</li>
<li aria-level="1"><b>Check Your Touchpoints</b><b><br />
</b>Review your welcome, confirmation,b  and pre-arrival emails and update them with relevant coronavirus information. Pro-Tip: keep them updated with real-time information about the local area.</li>
</ol>
<p>&nbsp;</p>
<h2><b>Advertising</b></h2>
<ol start="17">
<li aria-level="1"><b>Make Sure Your Not Wasting Budget On Unnecessary Keywords</b><b><br />
</b>Schedule a monthly review of your Search terms report in Google Ads and add negative keywords to eliminate unqualified searches or remove keywords that you’re wasting money on (or make sure your agency is doing it)</li>
<li aria-level="1"><b>Update Your Audiences</b><b><br />
</b>Adjust your targeting to focus on drive markets and/or markets that are still able to visit your property based on travel restrictions. This is also ideal for hotels with limited budget. (<a href="https://admin.travelboommarketing.com/blog/guide-to-targeting-drive-markets/">A How-To Guide For Targeting Drive Markets</a>)</li>
</ol>
<p>&nbsp;</p>
<h2><b>MISC</b></h2>
<ol start="19">
<li aria-level="1"><b>Be Prepared To Be Agile With Your Rates and Offerings</b><b><br />
</b>Keep a close eye on your rates.  We expect guests to book closer in and a real-time revenue management strategy is more important now than ever (insert COVID catchphrase) In addition, as the coronavirus pandemic evolves, the packages and offers you are promoting may need to shift to cater to the audience expectations.</li>
<li aria-level="1"><b>Allocate Time To Building Partnerships</b><b><br />
</b>Create new partnerships with local businesses and/or leverage old partnerships in new ways. Can you combine your efforts to reach a larger audience and provide more value? Bonus: This can be a great way to get links to your hotel’s website.</li>
<li aria-level="1"><b>Keep Educating Yourself and Your Team</b><br />
Keep an eye on the broader market and news trends.  Today’s hoteliers are going to need to be more nimble and able to quickly adapt and capitalize on fast-moving trends.  Especially on the web things can change in an instant. For instance, your Parler marketing strategy is now out the window&#8230;</li>
</ol>
<p>&nbsp;</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Sandals Resorts Offer Free COVID Testing</b><br />
<a href="https://www.travelweekly.com/Caribbean-Travel/Sandals-Beaches-resorts-offering-free-Covid-testing?ct=hotels" target="_blank" rel="noopener noreferrer">https://www.travelweekly.com/Caribbean-Travel/Sandals-Beaches-resorts-offering-free-Covid-testing?ct=hotels</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 174 – 21 Tactical Hotel Marketing Things To Do In 2021

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In this episode, the Fueligans break down the latest consumer sentiment study data and discuss the impact that a vaccine is going to have on leisure travel in 2021. While we&#8217;re not out of the woods, there are many positive signs that recovery may be closer for many properties than we may have previously thought.</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/963548869&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<p>Check out Volume 11 of the Fuel Leisure Travel Sentiment Study:</p>
<blockquote class="wp-embedded-content" data-secret="Yi4AwiPgr5"><p><a href="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-11/">Fuel COVID-19 Consumer Sentiment Study Volume 11: Will a Vaccine Bring Back Leisure Travel?</a></p></blockquote>
<p><iframe loading="lazy" class="wp-embedded-content" sandbox="allow-scripts" security="restricted" style="position: absolute; clip: rect(1px, 1px, 1px, 1px);" title="&#8220;Fuel COVID-19 Consumer Sentiment Study Volume 11: Will a Vaccine Bring Back Leisure Travel?&#8221; &#8212; TravelBoom" src="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-11/embed/#?secret=JoA0B5VIzk#?secret=Yi4AwiPgr5" data-secret="Yi4AwiPgr5" width="500" height="282" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe></p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Hoteliers prep for industry’s ‘race’ to ramp up<br />
</b><a href="https://www.hotelnewsnow.com/Articles/306380/Hoteliers-prep-for-industrys-race-to-ramp-up" target="_blank" rel="noopener noreferrer">https://www.hotelnewsnow.com/Articles/306380/Hoteliers-prep-for-industrys-race-to-ramp-up</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast: Episode 173 – Will a Vaccine Bring Back Leisure Travel?

<div>
<div class="sc-type-small">
<div>
<p>As we close on an unprecedented year of turmoil, the Fueligans take time to reflect on the things that we’re thankful for during the past 12-months. Despite the numerous challenges our industry has faced, there are so many things to be thankful for and hopeful for as we look forward to 2021.</p>
</div>
</div>
</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/949431196%3Fsecret_token%3Ds-HjmIOhcuIMl&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h3><b>Pete&#8217;s List<br />
</b></h3>
<ol>
<li aria-level="1">Finding efficiencies in our businesses and reducing waste
<ol>
<li aria-level="2">from duplicative software and wasteful spending we were able to save money</li>
</ol>
</li>
<li aria-level="1">Recognizing the value of each individual guest
<ol>
<li aria-level="2">We all became boutique hoteliers</li>
</ol>
</li>
<li aria-level="1">Software and Automation Improvements
<ol>
<li aria-level="2">Being able to do more with less and utilizing the tools are our disposal to make the most of our efforts.</li>
</ol>
</li>
<li aria-level="1">Looking forward to:
<ol>
<li aria-level="2">Seeing the things I am thankful for in 2020 become the most powerful tools at our disposal.  Most importantly continuing to see the marketing/operations silos being broken down and people working closer together to grow their business.</li>
<li aria-level="2">Getting to know my coworkers/clients better in a more human sense.  We’ve all learned to be more compassionate with each other, more flexible, and more transparent.</li>
</ol>
</li>
</ol>
<p>&nbsp;</p>
<h3><b>Melissa&#8217;s List<br />
</b></h3>
<ol>
<li aria-level="1">Transitioning from Adobe Analytics to Google Analytics
<ol>
<li aria-level="2">Saved clients a ton of money</li>
<li aria-level="2">A ton of agita in the short-term, but the right thing to do long-term</li>
</ol>
</li>
<li aria-level="1"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/">Fuel Consumer Sentiment Study</a>
<ol>
<li aria-level="2">Having our finger on the pulse of leisure travelers throughout the pandemic was invaluable</li>
<li aria-level="2">Sharing this knowledge with our podcast listeners, and other channels like HSMAI and “This Week in Hospitality Marketing.”</li>
<li aria-level="2">BONUS FOR WOMEN &#8211; Women in Hospitality and Travel-Tech on LinkedIn: <a href="https://www.linkedin.com/company/whtt/">https://www.linkedin.com/company/whtt/</a> and <a href="https://www.linkedin.com/groups/13730672/">https://www.linkedin.com/groups/13730672/</a></li>
</ol>
</li>
<li aria-level="1">Fuel Hotel Marketing Podcast
<ol>
<li aria-level="2">What else can I say about this? I like to think that this podcast has helped many, many of our listeners get through this pandemic by learning some actionable strategies, and keeping on top of hot topics and trends.</li>
</ol>
</li>
<li aria-level="1">Looking forward to:
<ol>
<li aria-level="2">Can’t pick just one thing. Getting back to the office to see my Fueligan crew, traveling, eating at restaurants, clients with full hotels</li>
</ol>
</li>
</ol>
<h3><b>Phil&#8217;s List<br />
</b></h3>
<ol>
<li aria-level="1">Guest Communication Has Improved
<ul>
<li aria-level="2">The crisis made hotels aware that they need to be active in guest communication.</li>
<li aria-level="2">It seems obvious but many hotels weren’t doing a good job of this pre-2020</li>
<li aria-level="2">COVID restrictions and new policies that HAD to be communicated were communicated. I think many hotels learned that there is real value in reaching out to guests before they visit.
<ul>
<li aria-level="3">I hope this translates into increased communication of things to do, property info, nearby events, etc even after the pandemic passes.</li>
</ul>
</li>
</ul>
</li>
<li aria-level="1">Hospitality Industry Learned to be Hospitable Again
<ul>
<li aria-level="2">Though some of this was done out of fear of bad reviews we did see some hotels transform from solely caring about P&amp;L to truly caring and being empathetic to their guests.</li>
<li aria-level="2">We saw tons of hotels allow for flexible and/or free cancellation which seemingly has become the industry norm.</li>
<li aria-level="2">We saw hotels offering discounts and free stays to frontline healthcare workers</li>
</ul>
</li>
<li aria-level="1">Many hotels began using tactics that will be effective even after we return to “normal”
<ul>
<li aria-level="2">Preventing cancellations by offering upgrades, new dates, vouchers, etc</li>
<li aria-level="2">Outreach to cancelled guests through phone &amp; email</li>
<li aria-level="2">Remarketing was used for the first time by many hotels to target cancelled guests and guests who reached the booking engine but didn’t book.
<ul>
<li aria-level="3">Messaging promoted safe travel but in the future we can get more creative</li>
</ul>
</li>
<li aria-level="2">Specifically targeting certain markets especially drive markets for weekend getaways.</li>
<li aria-level="2">Schoolcations/Workcations</li>
<li aria-level="2">Partnerships with other local businesses</li>
<li aria-level="2">Cross-training employees.. was out of necessity but now hotels should realize that there is real benefit</li>
</ul>
</li>
<li aria-level="1">What I’m Looking Forward To In 2021
<ul>
<li aria-level="2">Other than the travel industry rebounding???</li>
<li aria-level="2">I’m looking forward to hoteliers continuing Guest Communication, keeping hospitality at the forefront and being empathetic to guests, and using their newfound marketing tactics in new ways</li>
</ul>
</li>
</ol>
<p>&nbsp;</p>
<h3><b>Stuart is Thankful for:</b></h3>
<ol>
<li aria-level="1">The value of relationships, including spending more time with my family, getting to know my clients and partners on a whole new level, leading on people in tough times and supporting them when they needed a helping hand.</li>
<li aria-level="1">Recognizing the importance of education and sharing knowledge with the world. This has been a year where we had to reevaluate everything, throw out our playbooks, and try things we’ve never considered in the past. The work that the Fueligans did on our podcasts and sentiment studies didn’t just shape our strategies but they made a real impact on the entire community.</li>
<li aria-level="1">Appreciating the fundamentals and being more deliberate has been the only way to survive the decrease in demand. Learning to fill our bowl of rice one grain at a time as opposed to the scoops we could generate in the past has been eye-openning and will shape our strategies for years to come. Even when demand picks up, we are better equipped to use deliberate tactics to curate the right audience and drive the right business.</li>
<li aria-level="1">I am wishing for the successful rollout of the coronavirus vaccine and hope that the hospitality industry sets the standard in vaccination adoption and positive sentiment. It is the single best path toward recovery.</li>
</ol>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><a href="https://www.travelpulse.com/news/entertainment/disney-world-reportedly-adding-digital-masks-to-ride-photos.html" target="_blank" rel="noopener noreferrer">https://www.travelpulse.com/news/entertainment/disney-world-reportedly-adding-digital-masks-to-ride-photos.html</a>
<ul>
<li aria-level="1">Disney wasn’t allowing maskless riders to purchase photos</li>
<li aria-level="1">They are now adding masks digitally so all rider photos are available for purchase</li>
<li aria-level="1">There is something to learn here… Disney wants to normalize mask wearing on their rides. Hotels can take a page from their book and update their photography on their website of guests wearing masks inside the hotel.
<ul>
<li aria-level="2">Can accomplish the goal of normalizing masks and shows that masks are required inside</li>
<li aria-level="2">Makes potential guests feel like other guests are taking safety precautions (eliminating “fear of other guests” like we saw in our study)</li>
</ul>
</li>
</ul>
<p>&nbsp;</li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast