Dear hoteliers, This is based on over 500 Hotels that run Christmas campaigns with us every single year. What is your objective? Which period are you trying to drive traffic to? Design your campaign with these in mind. Your Christmas strategy should include direct repeat business and gift vouchers to be purchased. Segmentation of your database According to analytics we have run with over 500 of our hotel partners we see that a personalised marketing…
Dear Hotelier, My hotel flash sale journey began at Groupon in 2011 (a couple of years after the financial crash) and ended with Travelzoo…
Dear hoteliers, It has been amply established that customer loyalty is the challenge of the day. And a proper email strategy is vital to…
Dear hoteliers, I have never considered marketing to be an esoteric or abstract domain in which only Geniuses are capable of producing miracles. While it is true that marketing is an extremely precise, even mathematical science, and must be supported by good ideas, this also holds true for all other professional domains. But what about relationship marketing, that intangible marketing approach whose purpose is to increase the life cycle of your own guests (loyal guests repeating “consumption”…
Dear Hoteliers, I am continuing to work on compiling a resource on CRMs for the hospitality industry. I have made a great deal of…
Dear Hoteliers, When marketing CRM, I often bring the subject up with hoteliers. But most of the time they don’t really understand the concept.…
After years of working on the OTAs, today I can update the many tricks they use which directly affect the profits of your hotel. These tricks are much more than simple “gimmicks”. They are, in fact, actual diversions to the detriment of your income and to the benefit of themselves. The OTAs have virtually unlimited budgets and overwhelm you with their power. Yet, many hotels succeed in reining them in and do very well. The…
I am frequently in contact with hotel owners and I hear too often phrases like: “AirBnB is stealing all our customers! ” “It is…
More and more, we hear people talking about “guest relations,” “following the customer journey,” “Big Data,” “CRM,” and so on. But what do all…
Here’s a question that crops up very regularly: what do your guests really expect? If we could read their minds, what the heck would we find? Do you think that, if you were more able to anticipate your guests’ needs, you would be able to improve your revenue? Even though it’s impossible to answer this question perfectly, I nevertheless had a little fun by analyzing the answers that we receive from pre-stay questionnaires. The rather…