#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

Net Skills for busy hospitality pros - a cheatsheet

Oneglobe is collaborating with HER Consulting to provide HER readers with easy, actionable methods to stay ahead of the 'firehose' of industry info while saving time.

Here is our SUPER easy cheatsheet - guaranteed to make your life easier!!

Hospitality Service 3.0 - Modul U presentation

There was a responsive group of 90+ participants for our Oct 3 presentation at Modul University in Vienna.  All Net savvy, the students were amazed at the speed of change that is already occurring.

We owe Mathieu Pollet of Lounge Up great thanks for setting up 'guest experience' access to the Lounge Up app.  The participants were most impressed at the possibilities to create services that delight guests.

Also, a sincere merci to Hani El Sharkawi, Department Head at Modul Careers for the invitation.

Below is our intro slideshow - videos of digitally delivered services and the full presentation is here.  This important conversation will continue online - please join us.

Thank you Stephanie Bond for assist with creations + presentation.

The Art of the Craft - Sommelier - Ritz Carlton Hotels

The Ritz Carlton Hotel showcases staff members + their individual commitment to customers in a series of engaging, authentic videos...labeled the Art of the Craft.  An excellent, well executed concept.

New Trend ? Hotel grand openings via Facebook

A very clever use of Facebook engagement approach by W Hotels Singapore.  On target + well wrapped.  Full article and h/t to CPP-Luxury.com

In sharp contrast with the classic type of openings or celebrations, the latest W Hotel Singapore at Sentosa Cove has chosen an unconventional launching,  ”live” onFacebook, entitled Whats New/Next in Singapore! YOU+YOU=W . On Thursday (Sept 13), 3 days ahead of the opening scheduled for Sunday (16 Sept) the W Hotel announced on Facebook ”At 8 am we open our doors :) 

6 Trends + Tactics >>> Impact Marketing + Social Media

An excellent presentation of the traditional customer purchase path  vs. current customer created maze of paths.  It is also clear from the graphics that hoteliers (and other businesses) need to rethink their website as the 'final destination' and change their focus from driving customers to the website site to meeting customers at THEIR preferred touchpoint.

The reality of online commerce is that it is cluster shaped.  Sharp online commerce professionals will adopt an ecosystem approach. Slide 20 stands out as the cluster of commerce is well illustrated

Multiple digital touchpoints give rise to other issues

• Available resources - experience, staff + budget
• Maximizing for interdependencies - various touchpoints working in sync
• How to differentiate in the crowded social fields

Is your organization thinking cluster?

6 trends and tactics changing marketing and social media from Kyle Lacy

Smart Use of Social for Hotel Pre-Opening

Ampersand Hotel, London, pre-opening strategy includes Facebook contest + direct guest experience feedback + social marketing source info = very effective use of SM.

Ampersand Hotel Pre-opening Smart use of Social from eaccraig

Hg2 Guides Facebook Promo

A clever, but laborious, method of generating 8 Likes from each visitor - more if the visitor posts + shares.

Fmkrs hg2 from eaccraig

As customers have become increasingly hybrid, business + leisure travel lines blurred, Marriott Rewards promo cleverly helps visitors self-segment. Has hotel market segmentation morphed into travel styles?

Marriott Rewards + Gamification from eaccraig