Digital Marketing

Facebook on inspiring travelers and connecting them to relevant brands

Jun 02, 2019 / Facebook
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Shutterstock

Facebook has been busy developing new products and tools to enable brands to connect with consumers at every step of the travel journey through Facebook, Messenger, WhatsApp and Instagram.

At Phocuswright Europe in Amsterdam, Facebook’s head of global travel strategy Nikhilesh Ponde spoke to Phocuswright European market analyst Peter O’Connor about efforts to build the platform’s ability to inspire travel decisions and to maintain that connection with users through purchase.

And he shared how Facebook is “leaning into conversational commerce” by developing a catalog feature in WhatsApp that enables brands to showcase their products during a chat.

Market Data

US hotels exceed expectations in April despite Easter

Jun 02, 2019 / STR
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Shutterstock

A weaker-than-expected March set the table for a weak April, but U.S. hotel performance exceeded expectations even as ADR growth continues to slow.

When March results with their positive Easter comp came in with an abysmal 0.6% revenue-per-available-room growth, operators everywhere braced for impact for the April results that included this year’s Easter holiday impact. But the results were not as bad as feared.

RevPAR growth in April was positive (+1.2%), and average daily rate growth was very, very, very small at 0.9%.

Products & Services

How experiential travel is reshaping resorts

Jun 02, 2019 / Guest Experience
Six Senses Hotels Resorts Spas
Six Senses Hotels Resorts Spas

Guests no longer want resorts to be a cookie-cutter experience, and hoteliers now need to reach out to surrounding communities to offer new experiences and interactions.

Traveler behavior is changing, and hoteliers in the Caribbean are adjusting to those changes in real time.

Executives speaking during the “Cultural and experiential value proposition for hotels/resorts” session at the Caribbean Hotel & Resort Investment Summit, said travelers are looking to go to places that make them feel a direct connection with local communities, even within the controlled environment of a resort property.

Products & Services

Hotel F&B plays critical part in overall brand value

Jun 02, 2019 / F&B
Louis Hansel/Unsplash
Louis Hansel/Unsplash

Running a successful hotel restaurant requires an understanding of experiences, guest wants, microeconomics, culture, skill sets and location, but a restaurant doesn’t need to turn the world upside down to add to the overall brand value.

One of the thorniest dilemmas in hotel operations is whether to have to a restaurant and then how to run and manage it, according to panelists at last week’s Hotel Operations Conference.

Speaking at a panel titled “How F&B makes money,” Jeremy Robson, owner of the Great Northern Hotel in London, said restaurants must never be ancillary to rooms if the hope is to make them a success. Rather, restaurants must add to the overall value of the hotel, and thus average daily rate, even if they are not a runaway success as stand-alone offerings.

Related: How boutique hotels build unique F&B programs

Revenue Management

Hotel Benchmarking Reports: The value of monthly data

Jun 02, 2019 / Data
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Shutterstock

Without data - without hard numbers, you won’t be able to make educated decisions about your business. But data only works when it is used.

Like any business, a hotel’s success or failure is measured by profit and loss: the ability to maximize revenues while simultaneously containing costs. In order to achieve that balance, hotel owners, operators and asset managers need detailed, robust and actionable data that they can then use to deliver operational efficiency across the board, across all departments.

Hotels normally close their books at the end of each month. Why wouldn’t they want to consult data on a monthly basis, too?

Digital Marketing

PPC for hotels: Branded keyword CPCs continue to rise in 2019

Jun 02, 2019 / GCommerce (sponsored)
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Shutterstock

GCommerce research, along with the supporting data from Merkle, seem to show that Google is employing tactics that are raising CPCs outside of normal factors that we have seen in the past.

Generally, we see increases in Brand CPC tied closest to competitors increasing their bids and spend for those same keywords.

However, GCommerce Data nor Merkle Data are reporting significant changes in competitor spend that would result in these types of increases to Brand CPC.

Digital Marketing

How hotels can take advantage of Facebook’s new appointment booking tool

Jun 02, 2019 /
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Shutterstock

Facebook describe the new tool as allowing “service-based businesses on Facebook and Instagram [to] accept and manage appointments, customer information and send appointment reminders — all from their phone.”

The social media giant appears to be gradually rolling out the tool within the platform and we’ve been exploring it’s value to hoteliers. Although not a great fit to acquire more room bookings, it’s potentially useful for other hotel services that can be booked in time slots.

For example spa services, golf bookings, and afternoon tea.