<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode260-1024x1024.jpg" alt="" class="wp-image-12694" style="width:255px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode260-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode260-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode260-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode260-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode260-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode260-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode260-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to episode 260 of the Hotel Marketing Podcast.



We are LIVE at HITEC 2024 in Charlotte, NC where we&#8217;ll be recording every day with the thought leaders and industry experts in the hospitality and hotel space. Today on the show we have Richard Aday, CEO of ThinkReservations.com



Join us as we learn how boutique properties can drive direct bookings, own search results, and create packages that drive ancillary revenue. Now let&#8217;s get this show at HITEC started!



Connect with ThinkReservations:



<ul>
<li><a href="https://www.linkedin.com/company/thinkreservations/">https://www.linkedin.com/company/thinkreservations/ </a></li>



<li><a href="https://thinkreservations.com/">https://thinkreservations.com/</a></li>
</ul>



===========================



Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 260 – Maximizing Your Direct Bookings & Revenue with ThinkReservations

<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode259-1024x1024.jpg" alt="" class="wp-image-12676" style="width:255px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode259-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode259-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode259-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode259-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode259-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode259-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/06/Episode259-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to episode 259 of the Hotel Marketing Podcast. 



We are LIVE at HITEC 2024 in Charlotte, NC where we&#8217;ll be recording every day with the thought leaders and industry experts in the hospitality and hotel space. Today on the show we have Ed St.Onge with Flip.to



Today we will be learning some of the incredible benefits Flip.to&#8217;s guest advocacy and discovery platforms as well as how creating a truly personalized booking journey will send your occupancy and revenue through the roof! 



Connect with Flip.to:



<ul>
<li>https://www.linkedin.com/company/flip-to/</li>



<li>https://www.flip.to/ </li>



<li>https://www.shape.travel/ </li>
</ul>



===========================



Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 259 – Driving Revenue Through Personalized Experiences with Flip.to

<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/05/TB-Podcast-258-1024x1024.jpg" alt="" class="wp-image-12603" style="width:255px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/05/TB-Podcast-258-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/05/TB-Podcast-258-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/05/TB-Podcast-258-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/05/TB-Podcast-258-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/05/TB-Podcast-258-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/05/TB-Podcast-258-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/05/TB-Podcast-258-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to episode 258 of the Hotel Marketing Podcast. In today’s very brief episode, we’re going to talk about the biggest update in analytics since GA4. Every hotelier MUST listen to this episode



Before we begin, if you&#8217;d like to follow along, you can check out the show notes and all links over at TravelBoomMarketing.com/podcast/ and click on episode 258.&nbsp; We’re going to be covering two main topics.







===========================



<h2 class="wp-block-heading">Universal Analytics Sunsetting. </h2>



The era of Google’s Universal Analytics (UA) is ending, and its successor, Google Analytics 4 (GA4), is transforming the world of website data analytics. While this shift shares exciting new insights into customer behavior, it also spawns challenges for today’s hotel marketers. Are you prepared for the impending Universal Analytics sunset?



<ul>
<li>What this means for hoteliers 
<ul>
<li>You better have GA4 set if you don’t already (shame shame!)</li>



<li>Test and test again to make sure you’re tracking</li>



<li>You will lose all access to UA&nbsp;</li>
</ul>
</li>



<li>Do you really need to store historical data? 
<ul>
<li>GA4 data storage limitation</li>



<li>GA4 will ONLY keep data for 14 months</li>



<li>Specific storage needs</li>



<li>There will be no year-to-date v/s year-to-date performance</li>
</ul>
</li>



<li>The solution is a data warehouse
<ul>
<li>Preservation of historical data</li>



<li>Long term comparison</li>



<li>Advanced manipulation of data</li>



<li>Multiple data sources</li>
</ul>
</li>



<li>How to transition to a data warehouse
<ul>
<li>Contact us or learn about BigQuery</li>
</ul>
</li>
</ul>



<ul>
<li>Get your copy at <a href="https://admin.travelboommarketing.com/hotelier">https://admin.travelboommarketing.com/hotelier</a></li>



<li>Get the Leisure Travel Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a></li>
</ul>







<hr class="wp-block-separator has-alpha-channel-opacity"/>



<div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex">
<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2024-hotelier-study/">The 2024 Hotelier Study Is NOW Available!</a>



<figure class="wp-block-image size-full is-resized"><a href="https://admin.travelboommarketing.com/2024-hotelier-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png" alt="" class="wp-image-12436" style="width:368px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>



<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">Get the 2023 Leisure Travel Trends Study</a>



<figure class="wp-block-image size-full"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png" alt="" class="wp-image-12017" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>
</div>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 258 – Don’t Lose Your Analytics Data on July 1st! Here’s What You Need to Do

<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Podcast-257-1024x1024.jpg" alt="" class="wp-image-12589" style="width:255px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Podcast-257-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Podcast-257-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Podcast-257-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Podcast-257-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Podcast-257-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Podcast-257-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Podcast-257-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to episode 257 of the Hotel Marketing Podcast. There are a near-infinite number of marketing channels vying for your budget, but which ones are worth your limited time and funds? That’s the topic today, now let’s get this show started.



Follow along on today&#8217;s Hotel Marketing Podcast by reading the full article detailing the <a href="https://admin.travelboommarketing.com/blog/most-profitable-marketing-channels-for-hotels/">most profitable marketing channels for hotels here</a>.  While you’re there you can also download your free copy of the <a href="https://admin.travelboommarketing.com/2024-hotelier-study/">2024 Hotelier Sentiment Study</a>.







===========================



We, as hotel marketers must meet travelers where they shop—and in today’s digital landscape, which means everywhere. Leveraging the proper mix of digital marketing channels is paramount in generating a long-term, sustainable revenue stream. 



Today, we’re covering the most profitable marketing channels for hotels that help&nbsp;



<ul>
<li>reduce costs,&nbsp;</li>



<li>improve performance and&nbsp;</li>



<li>increase your bottom line.</li>
</ul>



#1: Email Marketing for Hotels



Email marketing is one of the most measurable, reliable marketing channels for hotels.&nbsp;



The return on investment for email marketing averages 36x, meaning for every $1 you spend, you can expect $36 worth of revenue via bookings, upgrades, or services.&nbsp;



For most travel, hospitality, and tourism brands, the ROI is even higher.&nbsp;



Benefits:&nbsp;



<ul>
<li>A fairly inexpensive way to reach a highly-qualified audience that is likely to engage&nbsp;</li>



<li>Fosters guest relationships and loyalty, and&nbsp;</li>



<li>Improves brand recognition without a high CPA</li>
</ul>



Drawbacks:&nbsp;



<ul>
<li>The reach is limited to predefined email lists,&nbsp;</li>



<li>Outreach must follow strict anti-spam laws.&nbsp;</li>



<li>Maintaining subscribers and managing content requires both time and resources.</li>
</ul>



Smartly segmented campaigns can lead to high open rates and an even higher ROI, lowering the cost per acquisition compared to other marketing channels for hotels.



#2: Hotel Website Search Engine Optimization (SEO)



SEO helps your website show up higher in search engine results, bringing in more potential visitors to your website and more business to your hotel. When done correctly, an organic search strategy is an incredibly effective marketing channel for hotels.



An organic, direct booking



<ul>
<li>most cost-effective for hoteliers
<ul>
<li>All it requires is your time</li>
</ul>
</li>



<li>an obvious profitable marketing channel for hotels
<ul>
<li>It costs you nothing to drive organic search clicks to your website</li>
</ul>
</li>



<li>Optimizing a site for search has long-lasting benefits
<ul>
<li>See Benefits</li>
</ul>
</li>
</ul>



Benefits:&nbsp;



A well-optimized, user-friendly website can&nbsp;



<ul>
<li>help improve rankings (first and foremost)</li>



<li>fuel organic traffic&nbsp;</li>



<li>Outrank the competition</li>



<li>Reach new guests (as you rank for new keywords)</li>



<li>Improve brand awareness and recognition (link building, improved rankings)</li>



<li>Helps you understand how your guests find you (GSC, GA4, GBP, etc)</li>



<li>Improves UX</li>



<li>Good PR (helpful content, destination guides, etc)</li>



<li>Good SEO can greatly benefit other campaigns (landing pages)</li>



<li>drive more direct bookings (last but not least)</li>
</ul>



Drawbacks:&nbsp;



Hoteliers must invest in their hotel website to reap the benefits of organic search. Page speed and UX analysis and updates, technical updates/fixes, consistent content creation, link outreach etc. will help you reach your goals but will require consistent effort on your part.



A coveted direct booking from organic search can yield a high profit, however it will require a long-term effort to begin seeing real results. SEO is a long game and must be treated as such.&nbsp; There are times when the benefits of a good SEO strategy can occur quickly, but this really depends on the depth of competition.



In addition, major algorithm updates can make it difficult to stay abreast of best practices and changing guidelines. Avoiding black hat SEO tactics and following best practices can help hoteliers avoid costly ranking decreases during these updates.



#3: CPC Marketing for Hotels Alyssa



As a channel, cost-per-click marketing can both attract and retain customers. 



CPC offers a variety of campaign types with customizable features that provide both a short AND long-term return.&nbsp;



From a profitability standpoint, we can focus on Paid Search and Metasearch advertising. Both of these channels allow marketers to reach a broad customer base that may or may not know about your brand.&nbsp;



They can also generate considerable returns.&nbsp;



Benefits CPC Marketing For Hotels



Generate Immediate Results



Organic<a href="https://admin.travelboommarketing.com/services/hotel-seo/"> Search Engine Optimization (SEO) for hotels</a> is a highly effective way to boost a brand’s visibility in the SERPs but these marketing efforts take time to materialize.&nbsp;



CPC bidding takes effect nearly immediately, positioning your brand at the top of the SERP.&nbsp;&nbsp;



Cutting Out OTAs + Increasing Direct Bookings



We know that guests are more likely to book when they don’t need to search for rates and availability, which is why metasearch is a useful CPC method for hotels &#8211; it’s a real-time rate feed where ⅔ of travelers are already shopping.



&nbsp;It offers a direct route to the hotel’s booking page, offering guests a more satisfying customer experience.&nbsp;



When hotels control direct bookings, they can offer packages and loyalty perks that OTAs can’t match.&nbsp;



Reducing its reliance on third-party sites offers less fees and more immediate revenue for a hotel.



Improve Audience Response and ROI



With CPC, hotels have the capability to segment and target guests by demographics, location, and more.



Using keywords to match what guests are actively searching for, like “family-friendly hotel” or “pet-friendly hotel in Atlanta,” offers solutions for the searchers’ problems served at the ideal time.



The more tailored the strategy, the better the ROI, because the ads home in on the searchers most likely to convert.&nbsp;



Measure and Adjust Marketing Campaigns



Similar to Email and SEO, CPC offers performance data, such as key metrics like CTR, CVR, and Cost Per Click. That’s real-time information that enables marketers to tweak ads to maximize the ROI. Measurable campaigns are also easier to scale and monitor.&nbsp;



Manage the Marketing Budget (stretch budget dollars)



Budgeting features of pay-per-click campaigns allow marketers to control spending, which means that anyone can participate, whether your budget is large or small.&nbsp;



Marketers can select the most cost-effective ad platforms, bidding strategies, and keyword competition to limit spending without sacrificing revenue.&nbsp;



Reduce Abandoned Bookings



Retargeting via CPC marketing urges guests to revisit abandoned sessions, and convert them into reservations. When remarketing campaigns are set up correctly, searchers who have engaged with a PPC ad but have begun browsing elsewhere are served a personalized reminder to complete their purchase. These ads can also be directed toward past guests, which can encourage future bookings and increase loyalty.&nbsp;



Showcase Special Offers To Boost Occupancy



Because CPC ads work quickly, hoteliers can use these to increase occupancy when demand is down without a lot of advance notice.&nbsp;



Specific ad copy can highlight the property’s current promotions, as well as tap into marketing psychology tactics, such as scarcity or urgency.&nbsp;



When the ads are paired with a compelling landing page, hoteliers can promote the most persuasive offers to secure bookings during times of need.



Strengthened Brand Awareness



Think about more than just profitability for a moment &#8211; Display advertising and non-brand paid search ads can increase brand awareness while retargeting and remarketing can bolster brand recognition. We know that travelers are more likely to book brands they are familiar with, so every impression counts.&nbsp;



Of course, there are challenges:



<ul>
<li>Cost: Ad spend can fluctuate based on campaign optimization and keyword selection. You’ll need to spend money to make money – and in most cases upfront payment is required.&nbsp; The cost of Paid Search is more straightforward, while Metasearch engines charge a commission. However, the (hopefully) user-friendly interface can increase direct bookings, and IS cheaper than acquiring a booking via an OTA.&nbsp;</li>



<li>Competition: Similarly to Email and SEO, there is a lot of competition that can vary based on the property type, other bidders, and so on.&nbsp;</li>



<li>Complexity: The logistics, like integrating your rate feed with a metasearch engine, or manually-managing your CPC campaigns, can be challenging for independent hoteliers with limited technical knowledge or resources. To combat this, there are several AI-based tools that can help with management and optimization.&nbsp;</li>
</ul>



All in all, Google continues to offer more SERP real estate to CPC marketing. So, this will continue to be one of the most profitable marketing channels for hotels.&nbsp;



Make sure you’re using this alongside other tactics. Compelling ad copy that echoes your marketing messaging reinforces brand image and voice.&nbsp;



<ul>
<li>Get your copy at <a href="https://admin.travelboommarketing.com/hotelier">https://admin.travelboommarketing.com/hotelier</a></li>



<li>Get the Leisure Travel Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a></li>
</ul>







<hr class="wp-block-separator has-alpha-channel-opacity"/>



<div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex">
<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2024-hotelier-study/">The 2024 Hotelier Study Is NOW Available!</a>



<figure class="wp-block-image size-full is-resized"><a href="https://admin.travelboommarketing.com/2024-hotelier-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png" alt="" class="wp-image-12436" style="width:368px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>



<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">Get the 2023 Leisure Travel Trends Study</a>



<figure class="wp-block-image size-full"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png" alt="" class="wp-image-12017" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>
</div>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 257 – Most Profitable Marketing Channels for Hotels

<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast-256-1024x1024.jpg" alt="" class="wp-image-12576" style="width:255px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast-256-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast-256-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast-256-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast-256-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast-256-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast-256-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast-256-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to episode 256 of the Hotel Marketing Podcast. Hoteliers face an onslaught of challenges every single day. That’s why we compiled the 2024 Hotelier Sentiment Study where we uncovered the top concerns of hoteliers just like you. On Today’s episode, we go through the data and discuss the top 4 takeaways. 



Before we begin, if you&#8217;d like to follow along, you can check out the show notes and all links over at TravelBoomMarketing.com/podcast/ and click on episode 256.  While you’re there you can also download your free copy of the <a href="https://admin.travelboommarketing.com/2024-hotelier-study/">2024 Hotelier Sentiment Study</a>.







===========================



<h2 class="wp-block-heading">In The News:&nbsp;</h2>



AI music begins to hit the mainstream.



Services such as Udio.com and Suno.com allow anyone to create custom AI-generated music. This user-friendly implementation of generative AI can upend the entire music industry, particularly the need for brief audio snippets, jingles, and background music. 



===========================



<h2 class="wp-block-heading">The Main Topic: Takeaways From The 2024 Hotelier Sentiment Study</h2>



TravelBoom recently released a new Hotelier Sentiment Study to discover the biggest challenges of independent, groups, and flagged hotels in today&#8217;s environment. This data was then compared to the recent Leisure Travel Trends study where we discovered similar insights from recent travelers. Combined the two studies paints a 360 picture of exactly what hotel marketers should focus on moving forward.



<ul>
<li>Get your copy at <a href="https://admin.travelboommarketing.com/hotelier">https://admin.travelboommarketing.com/hotelier</a></li>



<li>Get the Leisure Travel Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>&nbsp;</li>
</ul>



Based on the study each cast member picked their one key takeaway, which we will discuss: 



<h3 class="wp-block-heading">Staffing continues to be a big issue.</h3>



When we asked, what is the biggest concern for your property? Staffing was a top response. As travel increases, the staffing issue continues to worsen. The good news is, there are some things you can do to combat the shortage.



<ul>
<li>Treat staff like guests &#8211; build a reputation as a great place to work. What can you do as an employer to make your staff glad they chose to work for you?</li>



<li>Lean into technology &#8211; remote check-in, AI-powered revenue management, and other automated systems can reduce the reliance on staff</li>



<li>Evaluate Service &#8211; review your service stack and determine how you can streamline what you deliver without impacting guest satisfaction. For example, guests have adapted to less frequent housekeeping services.</li>



<li>Get help &#8211; outsourcing is going to become more important moving forward. Some options are laundry services, call centers, and marketing.</li>



<li>The staffing struggles aren’t showing any signs of slowing down. A combination of competitive pay and benefits, a flexible work environment, and getting creative with ways to incorporate the use of technology will help hoteliers succeed moving forward.</li>
</ul>



Are hoteliers marketing the right amenities? (in-room kitchens, etc)



<ul>
<li>Hoteliers may be underselling their most valuable amenities</li>



<li>While hoteliers find free wifi, a pool, free breakfast, and free parking to be the most important amenities (and guests find these important, too), guests find in-room kitchens to be more important than free wifi and free breakfast (2023 travel study). In-room kitchens didn’t crack the top ten in importance in the hotelier study.</li>



<li>If you do have in-room kitchens, it may be time to really sell that feature</li>



<li>If not, fear not. What the data suggests is that hoteliers need to understand what amenities their guests find most valuable and promote those amenities in their marketing campaigns.</li>



<li>Comb your reviews, guest surveys and feedback to find patterns in what’s working and promote those amenities to the right audience.
<ul>
<li>An in-room kitchen may influence families with kids or business travelers.</li>
</ul>
</li>
</ul>



The Hidden Cost of OTAs



<ul>
<li>OTAs are a large source of bookings for most hotels. Based on responses, an average of 40% (nearly the same percentage of direct bookings) of bookings are generated via an OTA with Expedia and Booking.com leading&nbsp;</li>



<li>On average, hoteliers are paying 16.33% in OTA commissions.&nbsp;</li>



<li>The average property surveyed had 166 rentable units or 60,590 annual nights.&nbsp;</li>



<li>The average hotel occupancy rate in America is 66%. (*Siteminder)&nbsp;</li>



<li>According to Statista, the average daily rate was $148.83 in the Americas.&nbsp;</li>



<li>When we examine this data, it suggests that an average hotel might see 15,996 nights booked, valued at $2,380,685, through an OTA.&nbsp;</li>



<li>This represents $388,766 in annual OTA commissions for a typical hotel.&nbsp;</li>



<li>OTAs can be helpful tools to drive bookings and generate brand awareness. However, the cost is high. Hoteliers should carefully consider their OTA strategies to minimize commission costs. Consider reallocating fees to marketing efforts that might drive direct bookings. Use OTAs as a new business pipeline with tactics to convert guests into direct booking in the future, disable OTAs for periods where high occupancy is expected, and invest potential commission spends into other channels such as PPC and metasearch </li>
</ul>



Inflation and rising costs are significant points of frustration for both hoteliers and travelers alike. 



<ul>
<li>Guests are frustrated with ever-increasing room costs, booking fees, and the general rise in costs across the board.&nbsp;&nbsp;</li>



<li>Hotels are frustrated with the high costs of utilities and staffing.&nbsp;&nbsp;</li>
</ul>



How can hoteliers find a balance in raising ADR to cover their costs while also appeasing guests with tighter and tighter wallets?



<ul>
<li>Selling the experience and dream as opposed to simply a “room”</li>



<li>Highlight the benefits and cost-saving opportunities at your property. Lean into free parking, breakfast, concierge savings, etc.</li>



<li>Become the perfect example of an “innkeeper” and deliver amazing personalized service.&nbsp; Just like we spoke about last week with the Leela Palace Hotel. They went way, WAY, out of their way to help a guest recover lost luggage from an airline and even baked them a suitcase-shaped cake.&nbsp;</li>



<li>If you can’t help but raise prices, ensure you are highlighting the value to a greater extent.</li>
</ul>



Conclusion



<ul>
<li>Get your copy at <a href="https://admin.travelboommarketing.com/hotelier">https://admin.travelboommarketing.com/hotelier</a></li>



<li>Get the Leisure Travel Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a></li>
</ul>











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<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2024-hotelier-study/">The 2024 Hotelier Study Is NOW Available!</a>



<figure class="wp-block-image size-full is-resized"><a href="https://admin.travelboommarketing.com/2024-hotelier-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png" alt="" class="wp-image-12436" style="width:368px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>



<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">Get the 2023 Leisure Travel Trends Study</a>



<figure class="wp-block-image size-full"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png" alt="" class="wp-image-12017" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>
</div>



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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 256 – Key Takeaways From The 2024 Hotelier Sentiment Study

<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast255-1024x1024.jpg" alt="" class="wp-image-12553" style="width:255px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast255-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast255-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast255-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast255-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast255-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast255-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/Podcast255-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to episode 255 of the Hotel Marketing Podcast. Do you ever wonder how hotels can compete with the ever-evolving vacation rental industry? Are you at a loss with how your property can succeed in a market with more lodging options than ever before?



Before we begin, if you&#8217;d like to follow along, you can check out the show notes and all links over at TravelBoomMarketing.com/podcast/ and click on episode 255.&nbsp; While you’re there you can also download your free copy of the <a href="https://admin.travelboommarketing.com/2024-hotelier-study/">2024 Hotelier Sentiment Study</a>.







===========================



<h2 class="wp-block-heading">In The News: </h2>



OTAs Makin it Rain


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="599" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Cake-599x1024.jpg" alt="" class="wp-image-12552" style="width:225px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Cake-599x1024.jpg 599w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Cake-176x300.jpg 176w, https://admin.travelboommarketing.com/wp-content/uploads/2024/04/TB-Cake.jpg 632w" sizes="(max-width: 599px) 100vw, 599px" /></figure></div>


<a href="https://www.phocuswire.com/online-travel-giants-new-record-marketing-spend-in-2023">phocuswire.com/online-travel-giants-new-record-marketing-spend-in-2023</a>&nbsp;



Expedia Group, Booking, Airbnb, and other OTAs shelled out nearly $17 billion in marketing efforts in 2023, up 20% from the previous year.



Hotels Doing it Right



<a href="https://www.theleela.com/">Leela Palace Hotel in New Delhi </a>exemplifies the essence of &#8220;surprise and delight&#8221; by demonstrating exceptional care in mitigating a guest&#8217;s unfortunate vacation experience.&nbsp;



A guest had their luggage lost by an airline and Leela Hotel went way above and beyond and handled all communications with the airline, picked up their bag, and went so far as to make a suitcase-shaped cake for the guest. This wasn’t the property’s fault, or even directly related to them.&nbsp; However, they took the opportunity to earn a guest for life and an untold amount of goodwill and social praise.



===========================



Now that we have the news covered, we’re going to dive into the main topic today, how hoteliers can learn and compete against Airbnb and VRBO. This comes to us from an article written by our own Olivia Clifton at <a href="https://admin.travelboommarketing.com/blog/how-does-airbnb-compete-with-hotels/">https://admin.travelboommarketing.com/blog/how-does-airbnb-compete-with-hotels/</a>.&nbsp;











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<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2024-hotelier-study/">The 2024 Hotelier Study Is NOW Available!</a>



<figure class="wp-block-image size-full is-resized"><a href="https://admin.travelboommarketing.com/2024-hotelier-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png" alt="" class="wp-image-12436" style="width:368px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>



<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">Get the 2023 Leisure Travel Trends Study</a>



<figure class="wp-block-image size-full"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png" alt="" class="wp-image-12017" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>
</div>



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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 255 – How Hotels Can Compete With Airbnb & Vacation Rentals

In this special edition of the Hotel Marketing Podcast, we enjoy the audio from the recent TravelBoom webinar on four ways to increase hotel revenue.



While a long-term marketing strategy is ideal, sometimes hotels are desperate for an immediate return, especially in times of need. This webinar will reveal four methods that make an impact on your bottom line, quickly.















<h2 class="wp-block-heading"></h2>











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<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2024-hotelier-study/">The 2024 Hotelier Study Is NOW Available!</a>



<figure class="wp-block-image size-full is-resized"><a href="https://admin.travelboommarketing.com/2024-hotelier-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png" alt="" class="wp-image-12436" style="width:368px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>



<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">Get the 2023 Leisure Travel Trends Study</a>



<figure class="wp-block-image size-full"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png" alt="" class="wp-image-12017" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>
</div>



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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 254 – 4 Ways To Increase Hotel Revenue Right Now

<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-1024x1024.jpg" alt="" class="wp-image-12466" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so. “ – Mark Twain



Good day fellow hoteliers and welcome to episode 253 of the Hotel Marketing Podcast. You may not have known, but Mark Twain was a hotel marketing guru with this famous saying.  Today on the show we’re pulling back the curtain on the top hotel marketing myths that too many think are true.







<h2 class="wp-block-heading">In The News:</h2>



Hilton Expands Mobile Messaging Platform:<a href="https://www.travelpulse.com/news/hotels-and-resorts/hilton-to-expand-on-property-mobile-messaging-platform">https://www.travelpulse.com/news/hotels-and-resorts/hilton-to-expand-on-property-mobile-messaging-platform</a>



<h2 class="wp-block-heading">The Main Topic: Top 10 Hotel Marketing Myths</h2>



Hotel marketers have long held on to certain myths and falsehoods surrounding various hotel marketing efforts. TravelBoom revealed the top 17 myths at a recent artlce at T<a href="https://admin.travelboommarketing.com/blog/top-hotel-marketing-myths-debunked/">ravelboommarketing.com/blog/top-hotel-marketing-myths-debunked/</a> and today we will be covering the top 10.



<h2 class="wp-block-heading">1. Anyone Can Do It (Myth AND Fact)&nbsp;</h2>



Digital marketing isn’t rocket science, however, the industry is layered with niche channels that are typically better left to the professionals. From search engines to social media, the average person won’t be able to master the nuances of each channel as efficiently as an expert. While digital marketing is technically accessible to everyone, effective solutions require a combination of knowledge, skill, and experience driven by strategy, analysis, and creativity. Unfortunately, digital marketing for hotels is not a one-size-fits-all approach, and assuming that “anyone can do it” oversimplifies the complexities involved.



Learn how to find an expert with our blog article on <a href="https://www.travelboommarketing.com/blog/what-to-look-for-in-a-digital-marketing-company">what to look for in a digital marketing company</a>.



<h2 class="wp-block-heading">2. You Need a Huge Budget (Myth)&nbsp;</h2>



<ul>
<li>You DO need to spend money to make money&nbsp;</li>



<li>Investing in your marketing can increase your chances of success</li>



<li>And, having a large budget presents less challenges,&nbsp;</li>



<li>But, effective marketing doesn’t always require a huge budget</li>



<li>A few things you can do to yield significant returns on a small budget:
<ul>
<li>Allocate resources based on data,&nbsp;</li>



<li>Narrowly target campaigns,&nbsp;</li>



<li>and be creative</li>
</ul>
</li>
</ul>



Explore less expensive avenues, such as social media or email marketing to get the most bang for your buck.&nbsp;



Or, consider hiring a knowledgeable intern at a lesser rate.



We do have a free guide to creating the perfect hotel budget that we can link in the episode notes.



<a href="https://admin.travelboommarketing.com/hotel-marketing-podcast/fuel-hotel-marketing-podcast-episode-58-how-to-market-your-hotel-on-a-shoestring-budget/">https://admin.travelboommarketing.com/hotel-marketing-podcast/fuel-hotel-marketing-podcast-episode-58-how-to-market-your-hotel-on-a-shoestring-budget/</a>



<h2 class="wp-block-heading">3. Results Are Immediate (Myth AND Fact)&nbsp;</h2>



There are a handful of tactics in digital marketing that can generate a quick return on investment:



<ul>
<li>Paid Search</li>



<li>Metasearch</li>



<li>Paid social</li>
</ul>



However, true success is a long game of building trust, nurturing leads, and fine-tuning strategies based on data and feedback. Digital marketing requires persistence, and patience if you want to achieve a long-term payoff.



<ul>
<li>SEO</li>



<li>Content marketing</li>



<li>Organic social</li>
</ul>



<h2 class="wp-block-heading">4. People Don’t Read Reviews (Myth)&nbsp;</h2>



<ul>
<li>This is false, Reviews dominate the decision-making process for travelers.&nbsp;</li>



<li>The TravelBoom <a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">2023 Leisure Travel Trends Study </a>found that 81% of respondents would not book a stay without first reading online reviews.&nbsp;</li>



<li>Positive reviews build trust&nbsp;</li>



<li>Negative reviews can deter potential customers&nbsp;</li>



<li>Managing your hotel’s online reputation is a pivotal part of digital marketing strategy, and responding to reviews – good or bad – can be the deciding factor for a consumer’s purchase behavior.&nbsp;</li>
</ul>



<h2 class="wp-block-heading">5. Social Media Has No Return (Myth)&nbsp;</h2>



The belief that there isn’t necessarily a gain from social media marketing is misleading to marketers.&nbsp;



<ul>
<li>This <a href="https://www.americanexpress.com/en-us/travel/discover/get-inspired/global-travel-trends">study by American Express</a> revealed that 48% of respondents want to travel somewhere they can show off on social media.&nbsp;</li>
</ul>



Social media can be a powerful marketing tool. It allows for direct engagement with your audience, builds brand loyalty, and can drive traffic, leads, and ultimately, revenue.&nbsp;



<ul>
<li>However, it does require a strategic approach and consistent effort.</li>



<li>Determine your KPIs</li>



<li>Set proper expectations</li>
</ul>



<h2 class="wp-block-heading">6. You Must be Creative (Myth)&nbsp;</h2>



Creativity (as in thinking outside the box) matters, but analysis, strategy, and execution are equally vital.&nbsp;



Many marketers try to get creative before mastering the basics.&nbsp;



Use data to drive your digital marketing decisions, and monitor the results.



Considering creativity from a design perspective > Consider all of the powerful resources available to digital marketers that can improve efficiency. 



<ul>
<li>AI-powered tools can help generate images, content, and more, while programs like <a href="https://www.canva.com/">Canva</a> can kickstart your creativity online.</li>
</ul>



<h2 class="wp-block-heading">7. Marketing is Meant for New Customers (Myth)&nbsp;</h2>



While digital marketing can attract new customers, retaining existing customers is equally important. Repeat business and brand loyalty contribute significantly to success. Digital marketers should be diligent in focusing on a plan for retention. Capitalize on <a href="https://admin.travelboommarketing.com/blog/retargeting-remarketing-for-hotels/">retargeting and remarketing </a>by implementing visit-based cookies and abandonment campaigns. Hotel marketers can also exploit interest-based audiences by serving up display ads to users who have performed certain search queries, shared similar interests, or visited a site that shares a similar audience as your own.



<h2 class="wp-block-heading">8. More Traffic = More Sales (Myth)&nbsp;</h2>



Quality > Quantity. Driving more traffic to your website or social media account is generally regarded as a win, however, when that traffic isn’t qualified, you could be diluting important KPIs, wasting precious time, or worse, squandering your budget. 



Targeted traffic, personalized content, and effective strategies can help drive users further down the conversion funnel to increase sales.



<h2 class="wp-block-heading">9. Not All Revenue is Good (Fact)&nbsp;</h2>



The illusion that all revenue is good is an irresponsible idea for hotel marketers to accept. Not all revenue is paid with no strings attached. As an example, we can examine revenue generated via an OTA. With commissions costing between 12-18% per booking, we can conclude that hotel marketers should minimize this marketing tactic.



<h2 class="wp-block-heading">10. SEO is Necessary (Fact)&nbsp;</h2>



With ongoing algorithm updates from major search engines, SEO remains crucial for organic visibility. Digital marketers must stay abreast of industry information and be able to easily adapt to changes. Optimizing content for users is essential to success. With <a href="https://www.seoinc.com/seo-blog/much-traffic-comes-organic-search/">an average of more than 50% of online traffic being generated from Organic Search</a>, we consider this myth bogus at best.


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="aspect-ratio:1.7777777777777777;width:441px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></figure></div>


&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;



2023 Leisure Travel Trends Study



Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;



<hr class="wp-block-separator has-alpha-channel-opacity"/>



Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 253 – Top 10 Hotel Marketing Myths Debunked

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<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-1024x1024.jpg" alt="" class="wp-image-12442" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to episode 252 of the Hotel Marketing Podcast! My name is Pete DiMaio and along with Alyssa, Jeremy, and Christy, we are about to dive into the world of email marketing and uncover the top trends for success in 2024. Now let’s get this show started…



















<h2 class="wp-block-heading">In The News:</h2>



Airbnb Crackdown Is Driving Occupancy at NYC Hotels:



<ul>
<li><a href="https://www.travelweekly.com/Travel-News/Hotel-News/Airbnb-crackdown-windfall-for-NYC-hotels">https://www.travelweekly.com/Travel-News/Hotel-News/Airbnb-crackdown-windfall-for-NYC-hotels</a> </li>



<li>New York enjoyed the highest December occupancy of any top 25 market in the U.S. at 86.6%, according to STR. The city&#8217;s average daily rate (ADR) also surged in December, rising nearly 11% to $393, while revenue per available room (RevPAR) shot up 15.6%.</li>



<li>The spikes coincide with a plummeting of availability for short-term rentals of 30 days or fewer, which went from approximately 13,500 listings in August to under 3,000 in December, according to data from AirDNA, due to a New York City law enacted last year that made rental requirements much more onerous for hosts.</li>



<li>Law 18:
<ul>
<li>No more than two paying guests can stay in a short-term rental at a time, no matter the size of the dwelling or the number of bedrooms.</li>



<li>Hosts must be physically present while their properties are being rented.</li>



<li>Hosts and visitors must leave the doors inside the dwelling unlocked, so occupants can access the entire unit.</li>
</ul>
</li>
</ul>



<h2 class="wp-block-heading">The Main Topic: Top Hotel Email Marketing Trends in 2024</h2>



The same topic arises at the start of each new year, “Is email marketing still viable?” The answer is still a resounding YES. Not only will email users top 4.5 billion in 2024, but hotels that use email effectively typically see it as one of the top converting marketing channels. The question then becomes, “How do I use email marketing effectively for my hotel?” You’re in luck, that’s what we’re going to cover right now.



First and foremost, nothing we discuss today is going to help if you don’t have the right CRM or email platform to make it work. We’re not covering the finer points of the CRM today, just know that if your system can’t effectively personalize, segment, and dynamically trigger messaging based on user behavior, you won’t be as successful as possible.



Assuming you have a great CRM system, now we can start talking about the email trends that will shape 2024. You can read more about this as well in the<a href="https://admin.travelboommarketing.com/blog/email-marketing-trends/"> link here</a> or below in the video description.&nbsp;



<ol>
<li>Focus more on the message and not just volume.&nbsp;
<ol>
<li>Tell a story</li>



<li>Incorporate UGC</li>



<li>Create more interactive content</li>
</ol>
</li>



<li>Personalize with AI&nbsp;
<ol>
<li>Sophisticated segmentation</li>



<li>Automate where possible</li>



<li>Develop predictive analytics</li>



<li>ABT Always Be Testing</li>
</ol>
</li>



<li>Security is Paramount&nbsp;
<ol>
<li>Email Authentication&nbsp;</li>



<li>Best practices for unsubscribe, spam, engagement</li>
</ol>
</li>



<li>Mobile is All That Matters&nbsp;
<ol>
<li>85% of users are consuming emails on mobile devices</li>
</ol>
</li>



<li>Adapt to Performance Metrics
<ol>
<li>Today’s performance dictates tomorrow’s delivery</li>
</ol>
</li>
</ol>



In closing, your property should be actively engaging your email database and testing to find the right messaging and frequency. This goes beyond just your periodic news or offer messages and into your automation.


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="aspect-ratio:1.7777777777777777;width:441px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></figure></div>


&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;



2023 Leisure Travel Trends Study



Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;



<hr class="wp-block-separator has-alpha-channel-opacity"/>



Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 252 – Hotel Email Marketing Trends of 2024

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<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-1024x1024.jpg" alt="" class="wp-image-12350" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to 2024! This is the Hotel Marketing Podcast by TravelBoom. Did you know 31.5% of travelers will abandon the booking process when hidden fees are discovered?



Today we will talk about the recent research we just completed that highlights the grave danger of hidden fees and how they impact your overall resort performance. You can read the full research as well as download a <a href="https://admin.travelboommarketing.com/blog/the-hidden-danger-of-hidden-hotel-fees/">free infographic on the data right here</a>.



Before Jeremy and I dig into the main topic, let&#8217;s take a look at what&#8217;s going on in the hotel marketing news world: 



<h2 class="wp-block-heading">In The News:</h2>



New York Times Suing OpenAI (ChatGPT) for Copyright Infringement&nbsp;



<ul>
<li><a href="https://www.theverge.com/2023/12/27/24016212/new-york-times-openai-microsoft-lawsuit-copyright-infringement">https://www.theverge.com/2023/12/27/24016212/new-york-times-openai-microsoft-lawsuit-copyright-infringement</a> </li>



<li><a href="https://nytco-assets.nytimes.com/2023/12/NYT_Complaint_Dec2023.pdf">https://nytco-assets.nytimes.com/2023/12/NYT_Complaint_Dec2023.pdf</a></li>
</ul>



<h2 class="wp-block-heading">The Main Topic: Finding the Balance in Hidden Hotel Fees</h2>



Hidden fees are a major topic in the hospitality industry and our country in general. VRBO and AirBnB have come under fire for not showing transparent pricing early in the process, Hyatt was recently served a suit regarding resort fees, and even Congress is jumping in with the Junk Fee Prevention Act.



This has led us to conduct a study of 300 travelers to gain insight into how a leisure traveler reacts when these fees are presented to them when booking a leisure vacation. We have this data available for any one and I would encourage everyone to download the data.



<ul>
<li>Article: <a href="https://admin.travelboommarketing.com/blog/the-hidden-danger-of-hidden-hotel-fees">https://admin.travelboommarketing.com/blog/the-hidden-danger-of-hidden-hotel-fees</a></li>



<li>Infographic: <a href="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Hidden-Danger-of-Hidden-Fees-by-TravelBoom-2023.pdf">https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Hidden-Danger-of-Hidden-Fees-by-TravelBoom-2023.pdf</a></li>
</ul>



<h3 class="wp-block-heading">What is a hidden fee? </h3>



A hidden fee, now being referred to as Partitioned Pricing is any required cost that is not apparent until the checkout process. Note that this does not include taxes, optional add-on stay enhancements, or optional travel insurance.&nbsp;&nbsp;



What hidden fees are the most frustrating for guests?



<ul>
<li>Online booking fees</li>



<li>Wi-Fi fees</li>



<li>Parking fees</li>
</ul>



<h3 class="wp-block-heading">The competitive landscape has driven hidden fees </h3>



The data from our research is clear, your potential guests feel that there should be no hidden fees. So why do they exist at all?



<ul>
<li>No clear way to compare multiple property prices</li>



<li>OTAs present the room rate only without fees</li>



<li>Properties attempting to win at the price game deceptively&nbsp;</li>



<li>Properties trying to recoup the high costs of ever-expanding amenities</li>



<li>The realization that fees are not always treated the same way as the room rate when it comes to internal accounting, property management costs, and ownership disbursements.</li>
</ul>



<h3 class="wp-block-heading">What travelers expect from a hotel rate </h3>



Travelers appear to be very accommodating of fees for what they perceive as value beyond the stay. The frustration comes when the fees are for what hotel guests see as part of doing business. Most travelers were accepting of a small number of hidden fees (5% or less of room total) and surprisingly somewhat accommodating of resort fees when the real value is delivered.



<h3 class="wp-block-heading">How hidden hotel fees impact guest behavior</h3>



Tacking on a few fees seems like a great idea to increase RevPAR and overall profitability, but it can come with a high cost that may not be apparent.



<ul>
<li>31.5% of travelers will abandon the booking process when hidden fees are discovered.
<ul>
<li>12% will change their hotel choice when hidden fees are discovered</li>



<li>19.5% will actively avoid hotels where they have found hidden fees in the past.</li>
</ul>
</li>



<li>52% of travelers noted that hidden fees would have a strong impact on their hotel review</li>
</ul>



<h3 class="wp-block-heading">Transparent pricing in hospitality </h3>



<ul>
<li>92% of respondents are more willing to accept additional charges when shown upfront</li>



<li>77% of travelers view a property more favorably when shown the total rate early</li>



<li>49% of travelers noted they are more likely to choose a hotel with transparent pricing versus one with hidden pricing (assuming the total stay cost was the same)</li>
</ul>






<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="aspect-ratio:1.7777777777777777;width:441px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></figure></div>


&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;



2023 Leisure Travel Trends Study



Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;



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Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 251 – The Hidden Dangers of Hidden Fees

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<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-1024x1024.jpg" alt="" class="wp-image-12339" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to the big big big 250th edition of the Hotel Marketing Podcast! It was a little over 7 years ago and over 13,000 minutes of recording when we first picked up an el cheapo microphone and all sat around a little round table to record our first episode. Since then the show has had well over half a million downloads from hoteliers around the world.&nbsp;&nbsp;



Today, on our 250th edition we’ve got Jeremy, Alyssa, and me, Pete to share some insights into creating amazing hotel content that drives conversions.



 



<h2 class="wp-block-heading">In The News:</h2>



Is Google Testing Long Ad Descriptions or is it a bug?



<a href="https://www.seroundtable.com/long-google-ads-description-36575.html">https://www.seroundtable.com/long-google-ads-description-36575.html</a> 



<h2 class="wp-block-heading">Building Conversion-Oriented Hotel Content</h2>



Think content is just fluffy blog posts and keyword stuffing? Think again. Powerful, helpful content can boost your website&#8217;s rankings, draw in visitors, turn them into leads, and finally, convert them into hotel guests.



But it&#8217;s a tactic many hoteliers leave lying dormant. Oftentimes, we see thin, outdated content that is in no way helpful to improving SEO, let alone website visitors. But today, we’re here to show you how to build up SEO-rich content that attracts guests and fills your rooms.



Before we get into the strategies for finding content topics that convert, it’s a good idea to understand the hotel booking funnel and how it aligns with content marketing:



<h2 class="wp-block-heading">Understanding the conversion funnel</h2>



<ul>
<li>Who is your target audience? What are their pain points and travel goals?
<ul>
<li>Are you trying to attract more of the same or looking to attract a new type of guest?</li>



<li>What are these audiences searching for? What can you do to make that search experience better for your audience?</li>
</ul>
</li>



<li>Hotel booking funnel and examples of targeted content for all three phases of the booking funnel:
<ul>
<li>Awareness/Discovery > Educate your audience; people become familiar with your brand through content.
<ul>
<li>Example: Best Time to Visit Myrtle Beach</li>
</ul>
</li>



<li>Consideration/Research > People are getting serious about making a purchase but they don’t haven’t selected their desired hotel. This is where you separate yourself from the competition through content.
<ul>
<li>Example: Family Friendly Hotels in Myrtle Beach</li>
</ul>
</li>



<li>Purchase > Your audience is ready to purchase but they still need an extra push to conversion. Make sure you answer all the questions on your website and your core pages to mitigate any friction in the purchasing process.
<ul>
<li>Examples: FAQs on Core Navigation Pages, Why Stay at X Hotel?, FAQs on content</li>
</ul>
</li>
</ul>
</li>
</ul>



<h2 class="wp-block-heading">How to find content topics that convert</h2>



<ul>
<li>What: Find the questions people are asking about your property and make sure those questions and answers are present on your website. These could be policy questions (cancellations), available services/amenities (pools open/closed, breakfast included), and so forth.</li>



<li>How: Through Google Search Console, you can filter your performance report based on search query. For this method, your query filter should include the what, when, where, why, and how’s of a search. If your website has appeared in the organic SERP for searches that include these terms, this is a great place to start with improving your website’s purchase phase content.</li>



<li>Other methods: Google autocomplete, People Also Ask, Related Searches, Q&amp;A section of your Google business profile.</li>
</ul>



(Pete intro; Jeremy leads) Consideration/Research



At this point, the searcher knows the destination where they want to travel to, but hasn&#8217;t decided on the hotel.



<ul>
<li>What: Create content around stay-related keywords that are relevant to your hotel. This could be hotel searches with modifiers like
<ul>
<li>Traveler type modifiers: “for families”, “pet friendly”, and “for couples”</li>



<li>Location modifiers: “near downtown”, “near midtown”, and “near amusement park”</li>



<li>Hotel type modifiers: “boutique”, “luxury”, and “budget friendly”</li>



<li>Accommodation/Amenity modifiers: “with waterpark”, “with balcony suites”, and “with free breakfast”</li>
</ul>
</li>



<li>How: Google autocomplete, Google Related Searches, Google Search Console, and Google Keyword Planner are good places to start.
<ul>
<li>Google autocomplete &amp; Related Searches: your query should include your “destination + hotel(s)”. If people are searching for variations of this search, Autocomplete and Related Searches should provide options that will be up to you to determine if they make sense for your hotel’s website.</li>



<li>Google Search Console: your query should include your “destination + hotel(s)”.</li>



<li>Google keyword planner: This is a fine place to start if you’re new to keyword research/content optimization or are on a budget.</li>
</ul>
</li>
</ul>



With that, start researching, create valuable content, and track your results.



<h3 class="wp-block-heading">TravelBoom News:</h3>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="aspect-ratio:1.7777777777777777;width:441px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></figure></div>


&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;



2023 Leisure Travel Trends Study



Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;



<hr class="wp-block-separator has-alpha-channel-opacity"/>







Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 250 – How Great Content Leads To Great Hotel Conversion Rates

<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-1024x1024.jpg" alt="" class="wp-image-12319" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


Good day fellow hoteliers and welcome to episode 249 of the Hotel Marketing Podcast, &nbsp;Today we have an interesting question, “Is catering to a small niche market a secret to success for a hotel?” Well, we’re about to answer that right now



This is going to be a fun episode today and we couldn’t have fun without Alyssa Foriska, Jeremy Razook, and Olivia Clifton.



 



<h3 class="wp-block-heading">Attracting Avid Guests With Targeted Niches</h3>



Article Link: <a href="https://www.costar.com/article/2128574949/hotels-drive-demand-by-marketing-to-social-niche-groups">https://www.costar.com/article/2128574949/hotels-drive-demand-by-marketing-to-social-niche-groups</a>



Group travel has bounced back post-COVID. The article reinforces this notion, noting that bachelor and bachelorette parties, seniors, couples, destination weddings, and family reunions — groups that may not have seen each other during the worst days of the pandemic — want to reconnect in a big way. 



Couple this with the growing trend of experiential travel, and niche marketing emerges.



Defining niche marketing: niche marketing is defined as channeling all marketing efforts towards one well-defined segment of the population. 



While niche marketing isn’t necessarily a new concept, marketers have traditionally gone after volume versus catering to this underserved population.&nbsp;



The article mentions tailoring online advertising and social media campaigns to reach specific demographics.



If you build it, they will come. If you’re struggling, lean into a new effort and get creative.



<h4 class="wp-block-heading">Some questions to ask yourself:&nbsp;</h4>



<ol>
<li>What does your property have to offer or what can you do to cater to a specific audience?</li>



<li>What does your typical guest look like? What does your area have to offer? What demographic or group type can you realistically generate demand for?</li>



<li>How do you make the experience memorable, fun and/or funny, romantic, immersive, and unique?</li>
</ol>



Disney has been doing this for years with Art of Animation, All-Star Movies, All-Star Sports, Fort Wilderness, and Animal Kingdom Lodge — these themed resorts are micro-vacations by themselves.



They have mastered the art of experience.



Niche Targeting Done Right: Examples



Jeremy



<ul>
<li><a href="https://www.greatwolf.com/concord/suites/themed">Great Wolf Lodge</a> (multiple locations) &gt; Themed suites that appeal to families traveling with young kids.</li>



<li><a href="https://www.thecurtis.com/">The Curtis</a> in Denver &gt; “Hyper themed rooms” that take inspiration from pop culture (Ghostbusters, video games, Star Trek), era aesthetics (70s disco), and more (Knock Knock Jokes).</li>
</ul>



Olivia:&nbsp;



<ul>
<li><a href="https://theroxburyexperience.com/">Roxbury Motel</a> in the Catskills > movie and TV-themed rooms, suites, and cottages. “Samantha’s Cloud” suite modeled after Bewitched scenes where Samantha met w/ her mom in the clouds; black and white theme with Tiffany blue accents for Golightly-a-go-go/Breakfast at Tiffany’s; Fred’s Suite/Flintstone theme</li>



<li><a href="https://www.airbnb.com/rooms/13018859?source_impression_id=p3_1702505418_jZspOCTNqi7AQbAr">Wes Anderson-inspired apartment on AirBnb</a> > in Portland because where else? Whimsical decor and craftsmanship that calls to the feel of a Wes Anderson film (notably Fantastic Mr. Fox and The Royal Tenenbaums) </li>
</ul>







Pete:



<ul>
<li><a href="https://www.lighthouseresort.net/">https://www.lighthouseresort.net/</a> has an indoor six-court pickleball complex that is designed to attract avid players to visit as well as create a sporting hub for the entire area.</li>



<li><a href="https://thehotelchalet.com/">https://thehotelchalet.com/</a> at <a href="https://www.choochoo.com/">https://www.choochoo.com/</a>&nbsp;</li>
</ul>



Alyssa:



<ul>
<li><a href="https://redcaboosemotel.com/">The Red Caboose Motel </a>&gt; Accommodations inside old rail cars.</li>



<li><a href="https://www.cartoonnetworkhotel.com/themed-rooms/family-rooms">Cartoon Network Hotel</a> &gt; A hotel entirely themed around Cartoon Network + its most popular television shows&nbsp;</li>
</ul>



<h3 class="wp-block-heading">TravelBoom News:</h3>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="width:379px;height:213px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></a></figure></div>


2023 Leisure Travel Trends Study



Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;



2023/24 Hotelier Sentiment Study



We need your help! Building on what we learned in the 2023 Leisure Travel Study, we want to know what hoteliers are thinking about. Take five minutes to participate in this survey. Your anonymous responses will be compiled with other hoteliers to create a clear picture of the needs of today’s hoteliers.&nbsp;<a href="https://admin.travelboommarketing.com/hotelsurvey">https://admin.travelboommarketing.com/hotelsurvey</a> 



<hr class="wp-block-separator has-alpha-channel-opacity"/>







Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.

Hotel Marketing Podcast: Episode 249 –  Generating Demand with Niche Targeting

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Hotel Marketing Resources

Blog

The Basics of Facebook Advertising

Hotel Marketing Webinar: A 101 Guide to AI for Hoteliers

Enhancing Guest Experience and Boosting Bookings: The Power of Flexible Payment Options for Hotels

New Features for PPC Ads in 2024

Hotel Revenue Management Strategies That Work

Google’s March 2024 Core Update: Impacts & Insights

Google Hotel Ads: Everything You Need to Know

A Recap of TravelBoom’s 2024 Hotelier Study

Influencer Marketing for Hotels

Universal Analytics Sunset: Are you prepared?

How Metasearch Marketing Can Help Your Hotel

What Should a Hotel Blog About?

Research

2024 Exploring the Landscape of Flexible Payment Options

2024 Hotelier Sentiment Study

2023 Leisure Travel Trends Study

2022 Leisure Travel Trends Study

2021 COVID-19 Travel Consumer Sentiment Study

Podcast

Hotel Marketing Podcast: Episode 260 – Maximizing Your Direct Bookings & Revenue with ThinkReservations

Hotel Marketing Podcast: Episode 259 – Driving Revenue Through Personalized Experiences with Flip.to

Hotel Marketing Podcast: Episode 258 – Don’t Lose Your Analytics Data on July 1st! Here’s What You Need to Do

Hotel Marketing Podcast: Episode 257 – Most Profitable Marketing Channels for Hotels

Hotel Marketing Podcast: Episode 256 – Key Takeaways From The 2024 Hotelier Sentiment Study

Hotel Marketing Podcast: Episode 255 – How Hotels Can Compete With Airbnb & Vacation Rentals

Hotel Marketing Podcast: Episode 254 – 4 Ways To Increase Hotel Revenue Right Now

Hotel Marketing Podcast: Episode 253 – Top 10 Hotel Marketing Myths Debunked

Hotel Marketing Podcast: Episode 252 – Hotel Email Marketing Trends of 2024

Hotel Marketing Podcast: Episode 251 – The Hidden Dangers of Hidden Fees

Hotel Marketing Podcast: Episode 250 – How Great Content Leads To Great Hotel Conversion Rates

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Success Stories

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