Digital Marketing

Hotels are grappling with accessibility on websites

Apr 04, 2019 / Website Design
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Shutterstock

A movement to create online and mobile presences for people with vision and hearing impairments is forcing the hotel industry to take stock of what it is doing and can do to be more inclusive.

Passed by the U.S. Congress in 1990, the Americans with Disabilities Act (ADA) did not account for how consumers would come to interact with businesses via the internet and apps on smartphones.

But now businesses, including hotels, which have done the work to make sure their physical properties are ADA-compliant and properly accessible to people with disabilities, must do the same for their digital properties, experts say.

That includes websites with screen readers for the blind and closed-captioning for the hearing-impaired. Failure to meet such standards often results in legal consequences.

Products & Services

Hotels enhance F&B offerings as guests’ diets evolve

Apr 04, 2019 / F&B
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Shutterstock

By letting guests know that they care about their special food requests, whether it’s keto or cage-free and gluten-free options, hotels are boosting their F&B profits and overall business.

One trend in guest requests is for more menu options that are healthy, including foods from the keto diet and gluten-free and cage-free options. By meeting that need, hotels are boosting their food-and-beverage profits, sources said.

It’s not enough to make a menu change; hoteliers also must effectively market and promote the offerings to guests, as well as educate the kitchen staffs.

With today’s dietary restrictions and food allergies, a kitchen that’s flexible enough to accommodate is an expectation and draw for many guests.

Business Travel

Cvent: Rising hotel costs and value for the spend top challenges

Apr 04, 2019 / Cvent
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Shutterstock

The hospitality industry needs to provide more transparency about pricing and hidden costs and improve negotiation and communication during the RFP process.

With Cvent celebrating its 20th anniversary, BBT took the opportunity to ask CEO Reggie Aggarwal about the changes he’s seen in the events industry and his thoughts on the next decade of event technology.

He says no matter what the political or economic climate, people need to connect. It’s about the power of the human connection. That’s never going to go away. Research proves time and time again that in-person events are where ideas are generated and business deals are made.

Advances in technology including smarter, more customised registration, enhanced sponsorship activations, the rise of the Internet of Things, and the use of biometric data are all part of the Fourth Industrial Revolution that is taking place.

Business Travel

Customer data platforms in travel: Worthy of the hype?

Apr 04, 2019 / CWT
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Shutterstock

CMOs spent two-thirds of their 2018 budgets on customer retention and growth, understanding customer needs through analytics.

Travel management companies like Carlson Wagonlit Travel are not immune from this trend. Historically defined as B2B organizations, in the past few years, TMCs have turned their attention towards travelers and their needs.

Business travelers are ultimately employees at work. TMCs are increasingly focused on helping them stay productive, going beyond the traditional “duty of care” approach to focus on effectiveness, well-being and personalized service.

It is not only finding the right balance between personal preference for hotel and airline versus company policy, but also about providing a smooth user experience, useful services and accurate information. The employee is free to focus on the primary reason for their trip: business.

Digital Marketing

How to leverage audiences for Google Hotel Ads

Apr 04, 2019 / Google Hotel Ads
Google
Google

In 2018, Google made audience segmentation available in Hotel Ads. There are currently three categories available for use in Hotel Ads: remarketing lists, customer match, and similar audiences.

Audience targeting allows you to meticulously choose where to increase your bid multipliers, maximizing your media spend.

Higher relevance for the end user: Your ads will only show your users relevant content, focusing on the experiences they are more likely to book.

Better results for the advertiser: You can be more efficient in your spend and target those who are more likely to convert. Leveraging audience bid multipliers is an efficient and smarter way to bid, driving more bookings. Audiences can help you identify the valuable groups of people you would like to target and by doing so, aid you in achieving your business goals.

Digital Marketing

Increase last minute Easter bookings

Apr 04, 2019 / Net Affinity (sponsored)
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Shutterstock

Here are a few things to consider whilst trying to secure that last batch of bookings before the holiday.

Naturally, it’s families you’ll be targeting generally with Easter offers – the kids are all off school, mam and dad are looking for a break, some well deserved peace, and a bit of fun for the little ones. But the right deal is what everyone’s after – especially a last minute shopper.

A fabulous offer is great, but will fall flat without proper promotion. It’s important to develop a solid channel strategy – will you be pushing this through hotel ads, Facebook, Youtube? Depending on budgets and a deep-dive into the platforms you’re most likely to reach your potential customers on, these are things that will help to guide you on how to get the best value for money out of your campaign.

Digital Marketing

The essential email marketing tips every hotelier should know

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Shutterstock

Email marketing is one of the most cost-effective ways for hotels to build awareness, develop stronger relationships with guests, and drive more direct bookings.

Chances are, most of your subscribers are bombarded with emails on a daily basis. In the battle for consumers’ limited attention, you need to optimize your subject lines to increase the odds that your emails get opened.

Aim to keep your subject lines short and sweet. A maximum of 50 characters with spaces is often recommended. However, Mailchimp suggests to look up the top email clients for your audience and A/B test subject lines of different lengths. Personalizing your subject lines with each recipient’s name or location can also have a big impact on open rates. Studies have found that personalizing email subject lines can increase open rates by 50%.