Digital Marketing

Hilton targeting younger travelers for its direct booking strategy

Sep 08, 2019 / Hilton
Hilton
Hilton

Hilton will enact phase two of its “Expect Better, Expect Hilton” marketing campaign beginning next week, with a greater emphasis on social media than its previous advertising blitz last fall.

The hospitality giant is keen on targeting millennials and Generation Z travelers where they consume most of their media. New creative materials, once again featuring actress Anna Kendrick, are set to appear on Instagram and Snapchat stories, along with Facebook, Twitter, and Pinterest.

Hilton also said television, online, and social media ads will continue to educate travelers about the benefits of booking direct and joining the Hilton Honors loyalty program - including price match guarantees with additional discounts and digital key currently available at about 76 percent of Hilton’s properties.

Digital Marketing

Google price-matching: Are hotel bookings next?

Sep 08, 2019 / Google
Google
Google

Recently, Google announced a test of a new brand promise for its Flights product: a “lowest fare” price guarantee that offers cash refunds to travelers for overpaying on select itineraries.

If the algorithm recommends “buy now,” and the fare actually drops prior to travel, Google will issue a cash refund. In its initial trial, the guarantee only applied on travel booked between August 13 and September 2.

The feature is either a bold product move or a savvy marketing effort - or both, as the guarantee emphasizes confidence in the accuracy of its predictive algorithm.

And given how Google’s product suite is closely interwoven, it’s not that much of a leap to wonder if such a guarantee could soon extend to hotels.

Distribution

New hotel deals experience on Trivago

Sep 08, 2019 / Trivago
Shutterstock
Shutterstock

Trivago has recently begun experimenting with a new user experience that attempts to meet travelers’ needs by utilizing lowest price callouts to better reflect consumer preferences.

This new feature offers travelers room and booking options to meet their specific needs, but only at the lowest price. Options include free breakfast, room type, and more.

The deals are based on the same thinking as Google’s Room Booking Module (RBM) and Trivago’s Top Deals section, but the experience is designed to display deals by lowest price instead of features or room photos.

Digital Marketing

Google hotel results now displays distance to attractions

Sep 08, 2019 / Google
Google
Google

Google's hotel search results now are showing searchers how far away a specific hotel is from an attraction you are looking to visit.

Google's local pack now shows the distance from the hotel to the attraction you're searching for. The distance information is shown right next to the hotel name and its star rating.

Not sure how interesting this feature is for general city trips where you visit many attractions, but for a destination with one major attraction, the new feature is definitely useful.

Distribution

Hotel pricing and room rate optimisation: The complete guide

Sep 08, 2019 / SiteMinder (sponsored)
Shutterstock
Shutterstock

Revenue management and room pricing can become very complex very quickly. The temptation to look no further than the simple room pricing you’re already employing may be hard to resist.

The skills required tend to transcend many areas including technology, customer service, finance, and more so it can be very hard to feel like you’re covering all the bases and staying on top of your pricing.

Such is the fickle nature of the market, prices can (or should) change not just every day but sometimes every hour depending on demand. This is the kind of agility property managers and/or revenue managers are faced with achieving.

However, that doesn’t mean effective room pricing is out of reach unless you do have those skills. There are plenty of methods less experienced hoteliers can use when they don’t have the bandwidth to become or hire a revenue manager.