At Net Affinity we have some the hotel industry’s brightest minds working to constantly stay ahead of digital marketing trends and technology and keep up with the latest hotel industry news. Here’s a look at the top 5 things we have been reading this week.
1. The Changing Nature of Hotel-Guest Relations
Revinate and Skift have teamed to look at how hotels can improve their relationships with their guests, focusing on a data-driven communication solution. The idea of looking at your hotel not as a building with 200 rooms but as a business with 50,000 is intriguing and worth exploring.
Skfit will also be hosting a webinar on this topic on May 20 which you can sign up to here - http://skift.com/2015/05/14/free-webinar-strategies-to-build-better-guest-relationships/
[The report is free but requires a download.]
2. A Look at TripAdvisor’s Instant Booking
TripAdvisor’s Instant Booking platform is targeted at independent hotels and presents as another channel to drive direct bookings. It is noteworthy that OTA giants Priceline and Expedia both declined to participate when the platform first launched. Hotel News Now are taking a closer look at where Instant Booking is positioned in relation to other channels.
3. Loyalty and How Customers Interact With Brands in Social Media Channels
Do you know why users interact with your brand on social media channels? This article offers eye-opening insights on the perception gap between why users engage with brands and why brand think users are engaging with them.
4. Why People Abandon Their Bookings
SalesCycle interviewed 1,000 people across 12 countries on why they abandoned a travel booking and compiled the data into a great infographic. Over 50% of users abandon bookings when shown the total price. How clear is your pricing structure in your booking engine?
5. The Profit-Driven Marketer: Setting a New Standard for Performance
Google takes a critical look at traditional digital marketing and suggests flipping it on its head by approaching marketing as a profit centre instead of a cost centre and the mind shift required to put that into action. An excellent read on KPIs and profit versus efficiency.