As travel shopping continues to fragment within the online space to a myriad of channels, devices, and platforms the role of the hotel marketer is becoming increasingly complicated. Today, audiences are jumping from online travel agencies to review sites to social media and so on, using their smartphones, computers and tablets to do so. This makes for a complex web of touch-points for hotel marketers to explore and take advantage of. Success requires balancing a number of priorities and activities that make up a hotel's greater marketing strategy. Included in this strategy are activities that convert website traffic to bookings on the hotel's own website and third party websites. READ MORE

The Press Release and every other piece of online messaging published by your company must now be part of your content marketing strategy. What is content marketing? It is an approach to telling your story. It advances your company's business goals through creating an online environment in which your customers thrive. With the advent of Google, having high quality content is now a "must have." This article explores how the Press Release fits into your content marketing. It reviews proven principles for keeping your messaging clear and consistent. We also explore buyer personas and how to get started on Google. READ MORE

To green, or not to green? To pursue green certification, or not? Those are questions many hoteliers are asking themselves today. As more and more travelers claim they are aware of hotels' environmental practices, and consider themselves environmentally conscious travelers, hoteliers should take note and respond accordingly. At the very least a hotelier can decide to go green and receive green certification, of which there are many types, in order to save money. There are other benefits to pursuing green certification, though; namely, enhanced image, expanded marketing opportunities, differentiation, and clarity. READ MORE

Most hoteliers realize that they must have some kind of spa in their hotel in order to be competitive in today's market; however most do not know how to determine the most appropriate spa concept for their hotel. Just having a spa in a hotel, ten or even five years ago may have been enough, however as supply increased and consumers inevitably became more and more spa savvy, just having a spa isn't enough anymore; it's all about having the right type of spa for your particular hotel. READ MORE

Do you know your popularity index on TripAdvisor or what guests are saying about you on Twitter? With the plethora of social media sites that can positively - and negatively - affect your hotel, it's important to have a clearly defined, manageable plan for social media measurement. READ MORE