#Hotels Organic Search Results - AdWords Inserted

If you are a #hotelmaketing person, I am sure you have noticed the infiltration of drop down booking boxes within your OWN hotel name search results.

     To view - look at > $rate - underneath the description + before the address

Why this is happening

• Google Adwords is inserting OTAs + other 3rd parties, when users search by your hotel name.
• That means that booking.com, hotels.com + other major OTA links are visible in the reservation drop down box - ahead of the hotel's own site
• 3rd Parties are using your hotel name as a result of your hotel's inclusion in distribution

Why this matters

• It is likely that 3rd Party bookings will increase
• Hotels, particularly independents, will need alternative revenue sources to offset likely commissions increase

Initial Research

Hotel direct clicks offset ot as - oneglobe strategies from Oneglobe Network OGN-Xtra

Solutions

• My team and I here at Oneglobe Network are currently testing some workaround solutions for #hotels
• +oneglobe craig will publish #directclick strategies this week, they include:
• use of subdomain + distribution of same
• set up of ancillary revenue sources
• tactics to make the brand name hotel website a better visitor experience than OTAs

If anyone else is working on this issue, we would be happy to collaborate.

Just let me know, craig @ ogn-xtra.com

+SnapTraveller strategy - essential to #hotels OTA offset

+SnapTraveller creators +Sébastien Félix and +Hugo Marchand, are distrupting positively how travelers discover unique and distinctive hotels.  This innovative concept matches socially active influencers with non-big-brand hotels worldwide.

Further, SnapTraveller orchestrates events/contests that provides the context for the influencers' online conversation.

Bottom line:

• Socially active inluencers share hotels' personality and distinctive qualities in a context that is relevant and engages THEIR following - exponentially distributing hotel name to the like-minded

Why is this strategy so important:

• It by-passes brand/name organic search results
• Now OTAs are inserted via Google Adwords in Hotels' official site  - great article on OTAs in Tnooz here
• #OTAs and big brands spend dominate search results, pushing out independent properties
• Today's connected travellers prefer original experiences and relish a sense of discovery that social connections deliver

Hoteliers can't outspend the #OTAs + Big Budget Brands....but you can outsmart them.

SnapTraveller strategy does exactly that.

We would like to thank SnapTraveller co-founders, Sebastien and Hugo, for sharing their research and concept at #CMHshare Paris Think Tank. Merci, it was dynamic!!

#CMHshare Paris Think Tank +oneglobe

#Sharingeconomy is explored at Paris Think Tank 2014

Organized by Oneglobe Network and sponsored by +CMH Hospitality Management 

The Think Tank showcases innovative collaborative companies 

Preview The WOW 

Full details on the website. 

+Sofitel #Hotels creative contest with #Wallpaper Magazine

#Sofitel Hotels and +Wallpaper* magazine team up to launch My Bed Universe contest.

A very clever way to reach a larger creative field from designers and hotel guests alike.  

They pose the MY Bed Universe question

Now Sofitel wants to know, what does the bed-scape of your dreams look like? The contest Brief is here - ends February 11.

Full story and contest details in Wallpaper Magazine

More at Google +

+CitizenM Hotels - Hotel Check In transformed via Kiosks

+citizenM hotels caters to the global mobile C generation (C=connected).  Great background video on how this Hotel Group innovates guest experiences + delivers excellent guest satisfaction.

Google + Hangout for Guerlain Relaunch #Paris Boutique

A Google + Hangout on Air combines beauty bloggers, live interview and video in a clever approach to preview Guerlain re-imagined 'maison' on the Champs Elysees.

A very effective method of achieving digital connectedness while assuring tradition for this historical perfume creator. 

The Youtube video is definitely worth watching to see how G+ platofrm can be both personal and professional.

#econsultancy analysis Hyatt Hotels digital experience

Ben Davis, at econsultancy, examined Hyatt Hotels' integrated digital experience delivering an excellent report. 

I especially appreciated the Google Plus review. The hospitality industry definitely needs a better understanding of Google +, positive guidelines for engaging posts and 'reach' impact.

Hoteliers still seem to regard social media, and the Net in general, as simply a sales channel.  The reality is that all digital touchpoints encompass the hotel guest experience.

2 predictions:

• Web Experience Optimization will become an important skill - hybrid role marrying marketing + digitally delivered services.
• How long before TripAdvisor, and other satisfaction surveys,  includes digital services ratings in their review criteria?

H/T Ben Davis at +Econsultancy - I will use your analysis model with my MBA students.