Virtually every hotel is involved in digital marketing is some shape of form. If it is done well, it can increase views, likes, click throughs, and more importantly, sales and revenues. And it can reduce marketing costs. But this is still a relatively new communication channel for hotels as well as consumers/guests so the path to success can be filled with bumps and bruises. Every hotel needs the right people to steer clear of these hazards. In this article, you will find out who you need to have in your hotel's “digital dream team.” READ MORE

With the recent launch of Marriott's dedicated Content Studio, the hospitality industry is catching on to the latest digital seismic shift towards native advertising or branded content. But what can smaller hospitality brands do to create content that represents their brand, engages target audiences, and—ultimately--builds loyalty and drives bookings? A lot! Corey Finjer, Sr. Vice President at Hawkins International PR, provides insights on why it has never been easier to create and distribute quality, editorially driven content that tells a story about your brand and attracts and engages customers. READ MORE

As marketing professionals in a technology savvy digital era, there is only one thing that is constant…and that is change. As always, there is a new era in marketing for us to embrace, and it is likely one of the most advanced forms of marketing that we will see over the next couple of years. It's a bird, it's a plane, no… no… it's a drone. READ MORE

With the banners of somewhere around 492 hotel chains emblazoning tens of thousands of hotels, it is no wonder that many independent owners and operators are convinced they hardly stand a chance. They're wrong. The underlying reasons for the proliferation of brands have left them vulnerable to successful competition by smart independents. This key advantage, which is wrapped in a deeper understanding of customers and the ability to take action on these insights, can be leveraged by focusing on two factors: availability and relevance. In this article we examine how independent hotels can take advantage of this weak underbelly and successfully compete with branded hotels. We offer a two point program to successfully compete against the onslaught of brands. READ MORE

Over the years, my team and I have seen it all. We've also made and fixed every marketing mistake imaginable. From not asking owners for the proper budget, to ignoring past guest data or ignoring guest reviews, we've made all the missteps that we still see many hotels making today. But, those types of blunders can make you smarter... READ MORE

Digital consumer engagement is an important part of building brand equity. By using a five-point digital marketing reference system, a hotel can successfully evaluate and manage its digital customer engagement activity to ensure it supports and reflects the brand's core properties. Tracking consumer-generated online content is a great way to identify short- and long-term marketing campaigns that add value through engagement and revenue through conversions. It also helps you develop distribution point markers so you know which sites require your attention and when to change it. Digital noise is a good thing and with the above tips and talking points, you may even learn to love it. READ MORE

Custom branded content is booming in today's media landscape. For the travel industry, hosting leading travel bloggers to create and deliver enriching branded editorial has become an effective complement to an integrated public relations strategy. The California Highway 1 Discovery Route has implemented a paid blogging program to connect this diverse region with targeted travelers in a dynamic way. READ MORE

How can travel marketers learn and understand their customers' multi-screen, multi-channel behavior to better engage them? What best practices and marketing tactics will help marketers grow revenue in this increasingly fragmented landscape? To overcome these challenges, today's travel marketer must gain these three competencies in order to deliver personalized experiences.... READ MORE

Imagine yourself in 2020 wanting to book your next holiday. You are in the kitchen making dinner and, as you are great at multitasking, you ask Google to research hotels in your shortlist of holiday destinations. By this time, Google will know pretty much everything about you: your likes and dislikes, who your friends and family are, your hobbies, the TV programmes and films you watch, the restaurants and bars you visit, even how you spend your spare time. So, Google will be able to make some very smart deductions on what information to show you. READ MORE

“It's hard, and it's not going to get any easier.” That's how Gary Leopold, president of ISM/CP, phrased his takeaway from HSMAI's Digital Marketing Strategy Conference, where nearly 300 hospitality digital marketing executives met in New York City. But we all know with challenges come opportunities, and the hospitality industry is focused on taking advantage of the opportunity to connect and engage with today's traveler. Much of the discussion at the conference focused on harnessing information about potential guests and long-time clients and using that to tailor each online experience to them, truly talking to them on an individual basis and delivering the services that they want. READ MORE

What inspires meeting and event planners to engage with hotels? The customer journey map for a meeting planner varies from the leisure traveler and hotel marketers need to adjust their marketing strategies in order to provide relevant content to meeting planners during the research and site selection stage of their journey. READ MORE

Over the past ten years, social media has gone from “passing fad” to a strategic imperative. Brands are dedicating significant resources to cultivating a rich online presence and every year, marketers invest more and more in their overall social strategy. The hotel industry has been particularly active in the social media space - not only engaging with existing customers but also trying to capture prospective guests. Social media makes it easy to share, like and recommend brands and content - but these indicators don't always translate into increased engagement. How can hoteliers ensure a solid return on their social media investment? READ MORE

Digital advertising channels have changed the way hospitality brands and independents go to market, not necessarily for the better. Based on the fallacious belief that online channels are "free" or cheaper than traditional channels, and the follow-on belief that SM vehicles are cheaper than digital channels, hospitality marketers have developed strategies that have the unintended consequence of increasing the commoditization of hotel brands. This is unfortunate and unnecessary. In this article we discuss how these channels can be used to build differentiation and distinctiveness, and used in conjunction with other media to build strong, effective brands.? READ MORE

This year, for the first time ever, more people will access the internet through their mobile devices than their personal computer. According to IDC, 150 million Americans currently own a mobile device and 10 million more will join them by the end of the year. But wait…there's more! Since they were introduced, only 3 short years ago, about 71 million US residents have bought a tablet (a 55% increase year-over-year). What does this proliferation of mobile technology mean for you? We believe the mobile revolution is here… and that it has marched right into your lobby. Whether you are ready - or not - it's time for your hotel to position itself to meet the needs of your mobile customers. READ MORE

How many times have you heard the expression "content is king?" I've been hearing it since the early days of the Web, now commonly referred to as the Internet. Lately we're bombarded with a new spin on the content is king mantra - "content marketing." By definition, the word content is very broad, encompassing text, graphics, audio and visuals. For the purpose of this article, I'm going to narrow the focus to visuals - photos, videos and 360 virtual tours. READ MORE

Branding used to be something that was thought of as separate and distinct from other corporate functions like finance and operations, and certainly from the HR-centric world of employee training. But as the Internet (and particularly mobile media) has become ubiquitous, brands have been forced to operate in an increasingly transparent world. Today everything is marketing and marketing is everything, which means that corporate culture-and the behaviors it fosters-is as much (or more) a driver of brand perceptions as advertising ever was. READ MORE