Destinations

Another Boring Hotel? How Global Hospitality Brands Can Differentiate with Content

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Individual properties under a global hotel brand enjoy the benefits of brand recognition, rewards programs, and the credibility that comes with a long-standing reputation for service.  Yet, they also face an increasingly common dilemma: Being characterized as “just another hotel.” Guests feel like if they’ve seen one hotel, they’ve seen them all, a sentiment that…

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Fake Online Reviews Trip Travelers

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Online reviews have proven to be a highly influential part of the consumer’s decision making journey. But can they be trusted? According to Shannon Wilkinson, CEO of Reputation Communications, it is estimated that one-third to one-half of the reviews you are seeing are not real. While some experience a short term advantage in gaming the…

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Hoteliers – worried about instant bookings? Learn from Amazon!

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Over the past few weeks there has been a major shift in the travel industry that has the potential to significantly impact booking revenue for hospitality organizations. Two of the largest global web presences, TripAdvisor and Google, have started to add an instant booking function, facilitating bookings directly on their site in an OTA-like manner. Hotel owners,…

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Online Travel Agencies: Friends or Foes?

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Are online travel agencies (OTAs) friends or foes? Thought leader Frederic Gonzalo wrote a great post summarizing this complex relationship between core service providers and the OTA industry. While the structure of the OTA-core service relationship creates complexity in the booking path, effectively cultivating traveler-generated content can allow companies to attract, inspire, and convert guests.…

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Google Report: The 2014 Traveler’s Road to Decision

2014 Traveler's Road to Decision

Last June, Google and Ipsos MediaCT conducted a study that measured the Internet’s impact on travel-related decision-making. Results indicated that travelers use the web across devices for inspiration and research during each stage of planning. Key stats from the survey include: 65% of leisure travelers are inspired by online sources, most notably through social/video sites…

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Travel Marketing’s Must-Have Tool: User-Generated Content

Consumers begin dreaming about and planning trips as a result of content that captures an experience they would also like to have. Travelers have always responded to the potential within a well-chosen marketing image, but user-generated content (UGC) goes beyond presenting what’s possible. And the research tells us that consumers are influenced by UGC more than…

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