Monday, February 19, 2018

Marketing

Australian locals, great food, a comfy bed and wifi: how and where to have the happiest holiday

Now, global research commissioned by Booking.com, has revealed the magic ingredients to ensure holiday daydreams don’t become a holiday let-down. For many people, going on holiday is a highly anticipated moment, sometimes for months or even years, starting from research through to booking, looking at destination pictures and planning what to do during their stay. Regardless of how far in …

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Are star ratings or self-ratings better for managers?

In a hotly anticipated sequel to our 2015 opinion round-up on whether star ratings still influence bookings, accomnews spoke with a wealth of industry voices and experts about the pros and cons of star vs. self. Of course, views ranged from diplomatic to impassioned but the crux remained: of the two rating types, which holds more benefit for managers and why? …

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With Google, second place is the first loser

“Second place is the first loser.” – Dale Earnhardt, American Racing Legend (1951-2001) This is a bold prediction I am about to make, and so I’ve channelled one of the boldest (and wealthiest) sportstars of our time. We all admire Google. While much is made of their self-driving car, Google Glass and other audacious new devices or applications, Google is also …

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How to find (and keep) the best hotel sales talent right now

Group and catering revenues often make or break your property’s P&L and determine whether you outperform your comp set. Your sales team’s performance is often the key to winning… so you must have quality salespeople. While most hotels have found a way to stay competitive in the transient space (with proper revenue management and smart hotel marketing), gaining a competitive advantage on …

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Time for hotels to get innovative if they want guests to “stop clicking around”

The decision by the Australian Competition and Consumer Commission (ACCC) to enshrine rate parity between hotels and Online Travel Agencies (OTAs) has created a new impetus for the hotel sector to reclaim their guests through innovative marketing strategies. The agreement – which was signed off in early September – allows hotels to offer lower rates than they provide OTAs for …

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Create urgency to stimulate bookings

It’s a universal truth: consumers are more inclined to buy when they feel they are about to miss out on a limited-time offer or a good deal. In fact, urgency creates a sense of scarcity, which is one of Robert Cialdini’s famed six principles of influence. OTAs and major retailers like Amazon have mastered the concept of urgency and implemented …

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The top 5 myths in hotel marketing right now

Sometimes, ignorance is not bliss. In hotel marketing, having outdated assumptions or incorrect information can cost your hotels millions in lost revenue… and perhaps even cost you your job. So we’ve put together a quick list of 5 current myths we see being perpetuated in the hotel marketing world: Myth #1: OTA revenue has no cost We placed this at …

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Give guests less options, not more

Travellers today prefer simple transactions and are driven away by clutter, especially a clutter of choices. Studies show that when people are faced with too many options, they experience decision paralysis. Meaning, they delay making a decision and a purchase for days, weeks and months. Or worse, decide not to make a decision at all! Go through your own booking process and …

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Fixing the problem of too many new brands

Right now, the hotel industry is experiencing a virtual gusher of new brands. There are so many new faces on the logo tree that even as a keen observer of our niche in the world, I am having difficulty placing what brand goes with what house. I imagine that launching a new brand registers some excitement in the corporate head …

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OTAs hitting hotel owners where it hurts: real estate values

A new report from the AHLA has sent a ripple of concern through many hotel owners. According to the report, entitled: Demystifying the Digital Marketplace, “the revenue retained by US hotels after paying all customer acquisition costs declined by almost 0.4% or US$600 million… That US$600m in additional cost would have contributed directly to net operating income. Using an 8% capitalisation rate …

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