In the world of digital marketing, we often talk about conversion rate as a critical metric. There are countless tactics to increase your chances of sales on a website. Some are useful, others are plain bullshit. One thing is for sure: brand experience and first impression are critical. The basic formula is pretty simple: getContinue reading “Key elements of an impressive online customer experience for hotels”
Some marketing leaders might not agree with this article, because they grew up in a “what else can we do” mentality. This article is not about how to become lazy, but about how to streamline your strategy and activities to focus on what drives the most growth. Being selective with your efforts is important toContinue reading “Do less, achieve more: how to dramatically simplify your digital marketing”
In the past ten years, I worked with a large number of independent hotel and resort teams. Some were successful, some not but I learned from each experience and realized that failing teams have very similar issues. In this article, I am going to share five of the most common ones. Lack of macro visionContinue reading “5 common obstacles of online sales growth for independent hotels and resorts”
Since we made revenue performance based partnerships available for both new and old clients, we started receiving numerous questions about the pros and cons of these options. In this article I will explain how these options work, and in which cases it is a good option for clients. Moving from retainer-based consulting to success-based partnershipsContinue reading “How our clients benefit from revenue or equity based consulting deals?”
With Millennials and Generation Z making up an increasing percentage of the travel market, it is essential to keep brand communication principles in line with the preferences and expectations of these two generations. Good news, the expectations of these two groups share a lot of similarities. Generation Z won’t buy your brand story According toContinue reading “Stand out with a brand purpose: luxury marketing communication for Millennials and Generation Z”
Marketing communication and customer service that supports a direct-first strategy for resorts in remote locations
For over a decade, distribution and marketing technologies have enabled hotel and resort management teams to optimize their distribution mix. While city hotels and resorts in urban locations had a relatively easy job shifting their distributions to OTAs and their websites, for resorts in remote exotic destinations it is a very different story. This hasContinue reading “Marketing communication and customer service that supports a direct-first strategy for resorts in remote locations”
Marketing has gone almost entirely online, leaving print and other forms of old-school marketing a niche for senior generations and super-specialized segments of the travel audience. This is what you need to keep in mind first and foremost. In this article, I will talk about skills and roles instead of titles. Especially in the hotelContinue reading “How to build a kick-ass hotel digital marketing team? What skills are a must?”
5 key elements to increase your hotel website conversion rate, by improving brand and customer experience
In the digital marketing world, we often talk about conversion rate as a critical metric. There are countless theories about how to maximize your chances of sales generated on your website, some are useful while others are plain stupid. The formula is pretty simple: you need to get relevant, in-market people to your website andContinue reading “5 key elements to increase your hotel website conversion rate, by improving brand and customer experience”
With the online business landscape becoming a increasingly dynamic and Millennials are in business, the consulting industry previously dominated by Generation X and Boomers has turned around almost entirely. One-off jobs and short-term involvements are becoming more in demand compared to classic consulting models. A story from 2015 Before getting into details about our newContinue reading “On-demand and performance based consulting services”
1. Master your positioning and differentiation The internet is busier than ever. Most hotel companies are already investing significant amounts of money in online advertising on various platforms. In 2020, almost all hotels got their standard multi-channel ad setup combos that include Google Ads, social media, retargeting both on YouTube, banners and social media. Today,Continue reading “6 cornerstones of a successful independent hotel marketing strategy in 2020”
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