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Four Myths of Online Reputation Management
Once upon a time, the vast majority of guest feedback was private. Hoteliers could see how their hotel was doing in the eyes of their guests without cluing their competitors or prospective guests in on what their guests were complaining about.But now, consumers are writing feedback on public websites like online review sites, online travel agencies (OTAs), and more. In fact, according to TripAdvisor data, more than 50% of consumers have reported writing a review [...]
Is Online Paid Advertising Still Effective for Hotels?
These days, paid ads come in a lot of different shapes and sizes -- social ads, sponsored “native” ads, paid search ads.With every new medium or media outlet, a new way to advertise seems to inevitably follow. But from a marketer’s perspective, are they worth the money? Do they actually work?On one side, some swear by their effectiveness and ROI. On the other, we have purists who find paid advertisements intrusive and spammy.For example, HubSpot [...]
Three Reasons Why Guest Data Will Save Your Hotel
Over the last couple of years, the online travel agencies (OTAs) have consolidated significantly, as Expedia and Priceline have purchased some of the more regional players. For those keeping track, Expedia now owns Hotels.com, Hotwire, Travelocity, Orbitz, Trivago, CheapTickets, and eBookers among others. The Priceline Group now owns Booking.com, priceline.com, KAYAK, agoda.com, and more. These acquisitions have resulted in much less competition amongst OTAs and metasearch sites. Additionally, TripAdvisor and Google have thrown their hats [...]
Three Practical Uses for Sentiment Analysis
We thought we might try something a little different for our monthly product blog post. As we work on getting some pretty major features ready to release soon--stay tuned!-- we’re going to focus in on an oldie but a goodie: the extremely insightful and actionable Sentiment Analysis report.First, here’s a quick recap of what Sentiment Analysis can do for you. This report helps you know more about your guests’ opinions about specific aspects of your [...]
Three Ways Email Marketing Attribution Can Improve Your Hotel’s Marketing Efforts
Hotel marketers have traditionally relied on soft metrics such as clicks and opens as the markers of effectiveness in email marketing. But, in this new data-driven digital media environment, many hotel marketers are finding themselves in a Catch-22. Despite tightening advertising budgets, they continue to lobby for big investments in branding efforts without a way to quantify the success of these initiatives. As the pressure to prove value continues to mount, hotel marketers must take [...]
Facebook Ad Targeting for Hotels
Are you considering running Facebook ads for your hotel? Have you tried Facebook ads but have had little success?Facebook can do a lot to help you find your ideal audience online for hotel marketing. The targeting capabilities on Facebook are arguably far more advanced than any other social media platform. Facebook allows brands to get in front of their perfect audience on a regular basis.Why targeting? Because it's more effective. A study by the Network [...]