Hotel Digital Marketing Tips: Family Traveler Trends & Touchpoints

Hotel Digital Marketing Tips: Family Traveler Trends & Touchpoints

Keeping family travelers engaged, excited and loyal requires your hotel digital marketing to be up-to-date and in keeping with certain trends: Follow Popular Trends You may not be able to follow every trend completely, but taking small actions is better than taking no action at all. Look at family travel blogs and you’ll quickly see what’s popular amongst family travel planners. This could be anything from eco-tourism, wellness travel to the latest Disney movie that kids can’t get enough of. Whatever changes you make in order to follow these trends, be sure to let guests know about it by posting on your hotel blog and sharing via your hotel’s various social networks. Tips: You may not be able to compete with Disneyland resorts when movies like ‘Frozen’ are all the rage, but you can offer simple things like a kids play area with ‘Frozen’ themed goodie bags that still adds wow to a family’s stay. Social Media Influence of Hotel Digital Marketing The power and reach of social media has significantly broadened the family travel market in recent years. Social media platforms such as Facebook, Twitter, Pinterest and Instagram have not only allowed less affluent families to find and book affordable vacation options, but has also given travelers the ability to share and ask for advice from both friends and strangers. Tip: Encourage guests to share as much as possible. If you offer a reward for sharing directly via your hotel app be sure to take every opportunity to let guests know. Use Surveys to Uncover Emotional Touchpoints Understanding your guests needs and emotions both when booking and during...
Is TripAdvisor the Best OTA for your Hotel App?

Is TripAdvisor the Best OTA for your Hotel App?

A hotel app is an ideal way to engage more with guests, improve their guest experience and at the same time increase RevPOR; the trick is getting more guests to download and access your hotel app. We’ve mentioned in previous posts some simple strategies that every hotel should be utilising to promote their hotel app to guests, but how can you take the promotion of your hotel app a step further? A recent report from Strategy Analytics entitled TripAdvisor: A Gateway App suggests that TripAdvisor is the most effective platform so far at increasing your hotel app user base. The report showed that those with TripAdvisor installed were on average three times more likely to own an airline, hotel or OTA app than those without. This correlation could be the key to growing an engaged audience. According to Travel Analytics sister site AppOptix, travel apps represent just 1% of all user sessions on mobile devices. However, TripAdvisor an installed base in excess of 10% which in turn is highly correlated to ownership of other travel apps. Why is TripAdvisor Connected to More Hotel App Downloads? More than any other OTA or travel app, TripAdvisor is used by engaging travelers. Compared to other comparison sites and travel apps, those using TripAdvisor aren’t simply scanning a list of prices and locations. Many users have already researched prices and locations for where they intend to stay, now they want a more comprehensive idea of what to expect. How to Leverage TripAdvisor To Increase Hotel App Downloads TripAdvisor has it’s own list of travel apps available for download, everything from city guides to...
Hotel Marketing Tips: Family Travelers

Hotel Marketing Tips: Family Travelers

As we discussed in our previous post, hotel marketing for family travelers requires a unique approach that cannot simply focus on basic demographics. Families are traveling to create memories together and a successful family hotel will be the one that helps them to do that. The hotel USPs or “wow” factor will get them through the door but it’s up to you and your staff to keep them coming back. Help to Manage Chaos As mentioned in our previous post, families are continuing to travel despite the recent economic hardships. They have adapted by reducing the length of their stay rather than cancelling it altogether. This means that your family guests have less time in which to create wonderful family memories and a hotel that helps them to do so will be remembered, and recommended, as a favourite for years to come. Identify Your Hotel Marketing USPs Not correctly identifying your hotel’s wow factor can quickly lose you family guests. Every hotel need not have water slides or theme parks on-site in order to have appeal to family travelers. Great value, great location and great customer service can be every hotel’s wow factor when presented in a way that appeals to families. Build Partnerships to Add Value Building a strong network of local business and partners can be a win win for any hotel. The ability to add value to your guest’s stay will be especially appreciated by family travelers. While your hotel property may not have an overflow of family-orientated activities, if there are such attractions and activities nearby that your hotel can partner with this becomes a USP...
Issues with the Keyless Entry Hotel App

Issues with the Keyless Entry Hotel App

The latest fad in hotel technology is the careful introduction and integration of keyless entry in hotel chains such as Starwood and Hilton. Before mobile devices can completely replace the beloved plastic key card, there are a few bugs that need to be worked out first. Hotel Brands using Keyless Entry Starwood Hotels & Resorts Worldwide is backing this technology with a $15 million investment and introducing keyless entry to several of it’s properties around the world including Aloft Beijing, Aloft Cancun, Aloft Cupertino, Aloft Harlem, W Doha, W Hollywood, W Hong Kong, W New York-Downtown, W Singapore and Element Times Square. Starwood have plans to introduce 30,000 keyless doors to all of its worldwide branches of W, Aloft and Element hotels. Hilton is expecting to be able to offer this digital amenity to all of their US properties across four of their brands: Conrad Hotels & Resorts, Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts and Canopy by Hilton. They will then launch this application globally to the rest of their international properties in 2016. Ultimate Goal to Boost RevPOR The ultimate goal of a keyless system is to further drive usage of the hotel app, which brands and properties can then use to boost RevPOR. By encouraging or even forcing guests to download the hotel in order to gain access to their rooms, guests will then have a greater range of products and services that they can access directly through their mobile devices.   “It’s a potentially major revenue source to sway hoteliers who might still be on the fence.” Integration issues If everything went smoothly...
5 Things Families Guests Want From Your Hotel Digital Marketing

5 Things Families Guests Want From Your Hotel Digital Marketing

So our previous posts looked at how families travel and make their travel decisions, but what is it they want from your hotel digital marketing? 1 – Make their Lives Easier via Hotel Digital Marketing Family travelers look for tools and information whilst traveling to let them know what’s available nearby and to help them make plans. The hotel that helps them to efficiently manage and coordinate their vacation is the one that would be most appreciated and rebooked for their next trip. 2 – Always Keen for a Deal Unlike some of the other travelers we’ve previously discussed (such as business travelers and affluent travelers), families will always have an eye out for a good deal. No matter their socio-economic background, traveling with a family is costly and they tend to look for savings wherever they can find it. 3 – Add Real Value with Hotel Digital Marketing What’s more important to family travelers than giving them a better deal is giving them better value. Families traveling together will often need a long list of activities packed into their day in order to keep everyone entertained. Taking the work out of organising their stay will give parents a chance to relax and really enjoy their stay. 4 – “Fun is not frivolous, fun is precious.” According to research by MMGY Global (2013) the vast majority of family travelers want time to relax, unwind and spend time together. And while 80% want to see new places, 75% want an easy to get to destination. In this instance loyalty is not so important but showing your family guests what is...
Digital Marketing & Knowing Your Guests: Families

Digital Marketing & Knowing Your Guests: Families

In some of our previous posts we’ve already touched on the importance of no longer identifying your guests by old fashioned methods of measurement. Segmenting your guest database by age and nationality is no longer sufficient in order accurately focus your hotel digital marketing to your loyal and ideal guests. One demographic that can often be misunderstood is guests traveling with their families. And while times may have changed, traveling with your family is still a significant amount of work. Families Go Digital Digital media in all of it’s various forms are involved in travel research and the booking process. Families have a LOT of things to think about when making travel plans and concerns that need to be assuaged such as booking adjoining rooms or reserving adjacent seats on a flight. Online booking and online check-in has allowed families to be assured that their specific set of requirements will be honoured and gives them the ability to enquire more easily and directly with hotels and airlines. Modern Family Travelers What is important to note is that the traditional family unit no longer exists as the norm, the classic married couple with two children currently represents less than half of all American families. Single parents now account for approximately 16% of households in the industrialized world (according to the MMGY 2013 Portrait of American Travelers), but mothers are still the ones who tend to do all the planning, including travel planning. In fact, families that travel are less represented by the old-fashion 2.5 children model than ever, and even grandparents are becoming more involved with more than a third...
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