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hospitality advertising
Search Engine Marketing for the Travel and Hospitality Industry
Category: Ad Agency|hospitality advertising|hospitality and marketing|hospitality marketing services|Hotel Advertising|Hotel advertising agency|hotel advertising services|hotel marketing|hotel marketing agency|marketing agency|marketing and advertising agency|marketing for hospitality|marketing in hospitality
6 Dec 2012If you are in the travel and/or hospitality industry, you may have discovered a change in your search engine rankings and advertising results. According to a survey from iPerceptions, (second quarter 2012) 40% of US online travel consumers entered the purchase funnel through search engines. With the increased use of smartphones and tablets, some of that search traffic is coming from mobile.
Notice the decrease if overall search from computers and the rise of mobile devices. The change from Q4 2011 and Q1 2012 is a significant factor, showing the results of the holiday season and a jump in mobile search. We will wait and see what happens between Q4 2012 and Q1 2013, but if history is any indication there should be another jump.
While this graph discusses searches, let’s briefly talk about what happens when someone clicks your link and goes to your website. Is your website mobile compatible? Is it functional, fast loading, and does it work right whether it’s viewed by a tablet or smartphone?
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Marriott’s new campaign targets business travelers across cultures.
Category: hospitality advertising|hospitality and marketing|Hotel Advertising|hotel marketing|marketing for hospitality|marketing in hospitality
31 Oct 2012Marriott is a global leader in travel hospitality and their new marketing campaign targets a specific group of travelers. The campaign, “For You, We’re Marriott”, has many placements in print and online business and lifestyle media targeting Hispanic, African-American, and lesbian, gay, bisexual and transgender (LGBT) business travelers. It runs through the end of the year.
“We believe smart messaging resonates with our customers,” says Joanna Todd, Vice President, Segment Strategy for Marriott. “In this latest multicultural marketing campaign, our intention is to celebrate frequent business travelers and recognize that their expectations are as diverse as they are. The campaign puts a human face on business travel, for the men and women who stay with us every night.”
This campaign shows how important it is to target your customers. By knowing who they are you will get a better response with a message that personally resonates with them. Read more at Hotel News Resource
Visit Author's Google+ PageMarketing From Insurers, Hospitals After Healthcare Law Upheld
Category: hospitality advertising|hospitality and marketing|hospitality marketing services|marketing for medical
1 Oct 2012Now that the Supreme Court has upheld the Affordable Care Act, expect increased marketing from insurance companies and health-care providers as they vie for the attention of consumers.
The law, slated for implementation by 2014, requires that states set up exchanges through which consumers can purchase health insurance regardless of pre-existing conditions. It also mandates that consumers show proof of coverage through their tax filings.
This means that insurance companies will continue to boost marketing aimed at a consumer base to which it never had to cater. And those that had put their marketing efforts on hold until the ruling was made will have to scramble to catch up, explained Lindsay Resnick, CMO of KBM Group, a WPP Health Services company. KBM works with a number of companies, including Wellpoint, Aetna, Blue Cross Blue Shield and Windsor Health.
“A lot of people over the last three months had been saying let’s wait for the decision — now [they're] three months behind,” he said.
Read More at AdAge
Visit Author's Google+ PageConsumers Giving Up Staycations for Real Vacations
Category: hospitality advertising|hospitality and marketing|hospitality marketing services|Hotel Advertising|Hotel advertising agency|hotel advertising services|hotel marketing|hotel marketing agency
10 Sep 2012New research shows Americans are headed back on the road, making solid travel plans and spending money on vacations, despite shaky economic times. Tours.com’s Travel-Intel follows the money, looking at a survey of 2,527 U.S. households that reveals what Americans want in a travel experience. These new travelers represent an opportunity for hospitality companies to reach via new marketing initiatives.
The September 1st issue of Travel-Intel notes that American travelers seek “worth it” experiences, and are willing to spend a little more for it, according to an MMGY Global/Harrison Group 2012 Portrait of American Travelers report released recently. The survey reports the average amount spent on vacations over the last 12 months has increased to $4,461, compared to $3,874 during the same 12 months two years ago.
This issue of Travel-Intel, a leading news source for the travel industry, also looks at the vacations Americans are not taking. In an article about the “Vanishing Vacation,” the travel publication reports that workers with annual vacation benefits leave an average of 11 vacation days on the table. The newsletter also examines which cities are the worst offenders for harboring workaholics who forfeit their vacation days.
Read More at Hotel News Resource
Visit Author's Google+ PageHospitality Advertising: Mobile Counts
Category: hospitality advertising|hospitality and marketing|hospitality marketing services|Hotel advertising agency|hotel marketing|Stevens & Tate|Stevens and Tate
23 Apr 2012Hotels, airlines, and online travel agencies take note: if you do not have iOS and Android apps already, or a web presence optimized for those devices, a segment of travelers is passing you over. Fully 51% of smart phone owners get their travel information on those devices. The data comes from comScore, the digital measurement provider, from its Travel Advisor report. Nearly one in five smart phone owners used the phones to book air travel and hotel reservations. But booking is only part of the picture, said Mark Donovan, comScore’s SVP of mobile research, who called the phones an “essential companion for travelers.”
“Smart phones have really stepped in to meet a variety of needs for travelers, such as coordination of schedules, locations, trip itineraries and transactions. With more than half of all smartphone users now engaging with travel content, there has never been a better opportunity for suppliers and [online travel agencies] OTAs to invest in their mobile strategies to provide a great experience and win loyalty from their customers.”
Compared to the average smartphone owner, the mobile traveler fits the early-technology-adopter demographic of being younger and male. About 62% of mobile travelers are male, and more than three quarters of them between 18 and 44. About half of them reside in households earning $75,000 plus.
Read More at hotelmarketing.com
Visit Author's Google+ PageHomewood Suites Leaves No Stone Unturned in Quest for Greater Awareness
Category: Ad Agency|advertising agency|hospitality advertising|hospitality and marketing|hospitality marketing services|Hotel Advertising|Hotel advertising agency|hotel advertising services|hotel marketing|hotel marketing agency|marketing for hospitality|marketing in hospitality
21 Jun 2011VP-Global Marketing Carla Raynor on Why You’ll See Lewis the Duck Parading Again
Carla Raynor has been with Homewood Suites for 10 years, and for the past two years has been VP-global marketing, overseeing marketing efforts for the chain of extended-stay hotels within the Hilton Worldwide portfolio as it seeks to gain greater prominence in a competitive category.
Look no further than Homewood Suites’ inaugural participation in last year’s Macy’s Thanksgiving Day Parade as evidence of its newfound enthusiasm for exposure: A giant yellow duck named Lewis, its mascot, rambled down the street in the company of Smurfs and Dora the Explorer in an effort to reintroduce — indeed, largely introduce — himself to a broad audience on a very visible stage. It was part of a three-year partnership with the parade that cost $950,000. In the first year, the coverage resulting from Homewood’s participation in the parade had a combined advertising equivalency of $1,039,158.
Homewood Suites has incrementally decreased its measured media spending over the past three years, according to Kantar. It spent $6.9 million in 2010, $7.5 million in 2009 and $8.4 million in 2008. But it is making its dollars work overtime under Ms. Raynor’s leadership. And it has to, she said: “It is such a quality product, but it has such low awareness” — 12%. In articulating her strategy for the brand, she explained, “We wanted to look at a way to really open up the awareness around the brand, make it sexier, showcase the quality of the product,” she said. “One way as an ad campaign, another was events, being more aggressive online. So we put several things into play.” Read the rest of this entry »
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The Perfect Holiday Gift For Your Resort And Your Customers
Category: Advertising Agency in Chicago|hospitality advertising|hospitality and marketing|hospitality marketing services|Hotel Advertising|Hotel advertising agency|hotel advertising services|hotel marketing|hotel marketing agency|marketing for hospitality|Resort Advertising|resort marketing services|Stevens & Tate|Stevens & Tate advertising|Stevens and Tate|Stevens and Tate Advertising
24 Nov 2010Looking for a way to boost occupancy and improve revenue? Try gift cards. Many resort properties are capitalizing on the holiday season by offering gift cards redeemable for room nights, spa services, special packages, dining options, and more.
Pheasant Run Resort in the western suburbs of Chicago has taken to advertising its gift card program across all mediums—signage, radio tags, print ads, eblasts, and the property’s website all promote gift card sales. The resort is banking on the fact that people are looking for easy and affordable stocking stuffers for family and friends. Gift cards can be purchased in denominations of $20. To encourage repeat customers, Pheasant Run Resort also is offering a limited-time special where customers receive and extra $50 for every $200 in gift cards they buy.
This type of loyalty program increases sales for both the buyer and the recipient. Plus, it can translate into revenue twice from the same transaction—once when the gift card is purchased and then again when it is redeemed when the guest hopefully spends additional money on services or amenities at the resort. Studies show that in general, consumers spend more than the face value of the gift card they are using. By limiting the time frame in which the gift card can be used, the hotel can control occupancy, as well.
From a profitability standpoint, gift cards improve cash flow, too. The hotel or resort benefits from the sale at the time the gift card is purchased, even though the property does not have to provide the rooms until the card is redeemed. So even if the property is currently sold out, it can still sell gift cards and increase revenue today.
In addition to boosting sales, gift cards can enhance brand identity. When the resort’s logo is emblazoned on the gift card, it is a constant reminder to the user of that property. It’s like a mini billboard in someone’s purse or pocket!
So this holiday season, if your hotel or resort is searching for a memorable way to generate sales, revenue and customer loyalty, why not implement a gift card program of your own? It could be just the gift you were hoping to receive.
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