Sylo provides third-party measurement for the influencer marketing industry. Sylo, is the only trusted software solution in the influencer... read more
- Based in New York (United States)
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Sylo provides third-party measurement for the influencer marketing industry. Sylo, is the only trusted software solution in the influencer... read more
Insense is an influencer marketing platform for custom content creation at scale and paid amplification. Based in NYC and partnered with top... read more
Using computer vision and language parsing, we dive deeper into influencer content and audience engagement to draw out actionable insights for... read more
Swayy is the leading influencer booking and campaign management tool for the hospitality industry. Swayy helps venues find, evaluate, book... read more
Upfluence helps brands tell their story with powerful influencer & content marketing technology. Upfluence Software is an all-in-one SaaS... read more
Featured in New York Times, Forbes, Entrepreneur, Fast Co, USA Today, CNN, LA Times, and many others. Famebit is a self-service marketplace where... read more
Buzz&Go is the first platform connecting worldwide influencers with unique properties and travel brands. Our mission is to create travel... read more
Curacity is a network of travel and lifestyle publishing partners that write insightful and original editorial content about hotel properties, at... read more
The growth in technology tools for hotels has complicated life for hoteliers. While it has always been important to bring potential guests into the conversion funnel, there are now many ways to both capture and convert lookers to bookers. When considering the different ways to bring prospects into your hotel’s funnel, it can be helpful to start with the goal and then look at technologies that accomplish that goal. This approach differs from other common vendor evaluation processes in one key way: it puts the goal first rather than the category. For instance, rather than comparing only direct booking tools to one another, this process focuses on the desired outcome -- and then compares tools across categories that may help a hotel achieve that outcome. With this outcome-based approach, hotels have stronger odds of successfully matching with the correct vendor for a specific issue. "I want to improve conversion on my website" When it comes to getting more direct bookings, it’s all about the hotel website. After all, a hotel with a buggy website and poor user flow will scare off many potential guests who seek a trustworthy booking experience. Direct booking tools promise growth in direct bookings by increasing conversions on a hotel’s website through price check tools, real-time guest messaging, smart segmentation, and pricing optimization. These direct booking tools offer a mix of capabilities, so it’s best to evaluate each according to how your hotel prioritizes direct bookings. Booking engines are a necessity for selling rooms directly. Without a modern and intuitive interface that’s optimized for conversion, guests will go elsewhere out of frustration or suspicion. Look for a booking engine with real-time inventory updates; otherwise, you risk double booking across channels. Reputation management is more than just an operational tool: it’s also handy for marketing. Most hotel reputation management solutions have the ability to feature previous guest reviews on your website; doing so can dramatically boost your conversion rate. Virtual tours can help conversions. When potential guests consider a hotel, they want to be certain that the property is as advertised. Consider investing in a virtual tour to give guests piece of mind. "I want to drive new traffic to my website" Once a website has been optimized for direct bookings and conversion, the next step is to entice more potential guests to it. There’s a blended approach to making this happen. Content marketing is one of the most affordable ways to engage potential guests and to bring them to your website. With great content, you’ll have an engaging website to attract visitors, as well as plenty to post on social media. Be sure to make your content relevant to your guest profile. Social media is a challenging place but can deliver results when done right -- especially for distribution of the great content you’ve created! Social media is also a goldmine of consumer insights. Leveraging social media tools can bring you closer to your customers. Influencer marketing continues to be a growth area for hospitality marketers. Inviting influencers to experience the property, or paying them to post about the property, appeals to hotels looking to reach particular demographics. These influencer marketing tools should factor into the mix, helping identify the right influencers and tracking the success of your campaign. Digital marketing agencies are assets for those hotels that have enough budget to engage subject matter experts. Hospitality marketing agencies use their experience across clients to build high-impact campaigns that can be quite intimidating to deploy solo. "I want to bring back old guests" According to research from the company that invented the Net Promoter Score, increasing customer retention rates by 5% increases profits by 25% to 95%. Statistics aside, it really comes down to customer acquisition cost for hotels. With each booking channel taking a large commission for bringing in a guest, it can be extraordinarily lucrative to re-engage former guests. Loyalty programs are helpful assets to organize and track a comprehensive loyalty program for independents. The best technology will give you insights into your guest profiles, and help you craft the best offerings to each group. Read our article "Do independent hotel loyalty programs actually work?" to decide if this option is right for your hotel or properties. Email marketing is a critical piece of the loyalty puzzle. When evaluating email marketing tools, you want to be sure that it integrates with your existing loyalty program and hotel CRM tools. "I want more bookings on OTAs & Metasearch" Third-party websites and metasearch are important pieces of any hotel revenue management strategy. As part of a cohesive approach that includes direct bookings, wholesale, and groups, these channels are valuable tools to shore up low demand periods and achieve overall revenue targets. Metasearch and ad tech bring advanced reporting, bidding and inventory management to your third-party distribution strategy. These metasearch tools help hoteliers wrangle the complex web of metasearch campaigns, as well as integrating in real-time with existing systems to maximize profitable bookings without overbooking. Review management software performs a critical function: it monitors your hotel’s reviews for potential operational issues. Catching poor performance before it affects the guest experience means better reviews -- and a higher ranking in search results on OTAs and metasearch sites.
Whether you want to sell out your products, gain new subscribers, or even want to influence followers to your brand and its message, they've got to identify your presence and importance.Encouraging loyalty stems from a strong brand's authority and social media marketing can be the catalyst to enhancing brand identity and image. An E-consultancy report shows about 71 percent of brands wanted to invest in social media, to expand reach and rope in new followers thus building brand reputation.According to the stats in Convince and Convert, 22 percent of Americans use social media channels several times every day that makes it the right platform to build a brand. But one should choose the right social media channel from the hundreds of channels swarming on the web. The channels need to support the brand image.Facebook has been by and large the best platform for promoting brand awareness as most Americans use the site. It has a heterogeneous user base that works to a huge advantage. Similarly Instagram is a good channel for retailers and effective in targeting the youth and African Americans.Google+ also can be a great platform to rope in the technical guys, especially those from the engineering field. Pinterest works for brands selling jewelry or clothing. Finally, LinkedIn is a strong social media platform for B2B companies and for connecting with corporate influencers.Provide Shareable Content And Create Social Campaigns For Promotions Brand reputation can be enhanced if the focus is on creating useful content related to your offerings that viewers will share owing to its usefulness. Churning out generic content can do no good on social media. Each line of content should support the brand image indirectly. Do resist the temptation of creating click bait strategies that will even ruin the brand in the long run.Focus on content that will help you drive social media traffic to your brand's site. Images work better than blog posts but to know that, analytics will play an important role.Articles with images always land about 94 percent more views than textual content while Twitter boasts of better engagement with visual content than text posts, too leading to seven times more visual content on the channel.Always check out what the competitors are doing to gain good social traction. Do not build content on unproven topics but rely on competitor's list of techniques and compile your own with much more depth on the same.Tools such as BuzzSumo can help companies to know the sort of articles that work and are popular on the web. Also paid campaigns running on native advertising platforms are good ones to build a brand on social networks. Devise contests and other engaging social media strategy checklist for achieving visibility and generate useful leads.Leverage the right influencers Publishing killer content is an integral part of the equation but when you have an unknown brand, your voice will not make much of an impact and not pull a good deal of audience in a jiffy.A faster approach is to leverage existing influencers in the industry. One can cite the influencer's websites in your self-generated content pieces or tag them when sharing content to diverse social media profiles.Email them after the content is published to let them know about their name being referenced. It does take time to build up any sort of relationship with an influencer through social sharing and social media channels, but one needs to be consistent in creating quality content, and then in involving related influencers in the loop too. These influencers can in turn, help you expand your brand reach to their followers too.
How is the concept of "luxury" perceived and what hotel brands come to mind when you hear the word "luxury"? The word carries a sense of prestige and exclusivity that only selected brands can fulfill. In today's era, this term is often overused, causing the meaning to be diluted. At the same time, as luxury becomes democratic, qualities (such as exclusivity) which had once been associated with it, have become less important to modern day customers.What exactly is this shift in luxury and what are the causes?As wealth is being redistributed across the globe, the social hierarchy between the rich and poor is losing stature. Estimates reveal high growth within the middle class, which is expected to reach 3.2 billion people globally by 2020, up from 1.8 million in 2009. This provides greater access to goods and services, including the ability to travel and exposure to luxury brands. Luxury becomes a norm. Travelers seek different experiences rather than pure extravagance and opulence. The traditional glitz and glamour are no longer perceived as a 'wow factor' for the majority of people, especially amongst the millennials. People who travel on a regular basis seek unique experiences and brands need to adapt to evolving needs. In the past, luxury brands were able to differentiate themselves from the regular brands, but this is no longer applicable in today's era. Hotel operators need to conduct meticulous market research to rebrand and rejuvenate themselves with a fresher, more vibrant and trendy feel. A clear example is Accor's strategic movements to develop a strategic partnership with 25 hours (30% stake) “ a design-orientated boutique hotel group in Germany offering ample entertainment options within their bed and breakfast concepts. Accor has also launched the Mama Shelter lifestyle brand and Jo&Joe, a "co-living" brand which challenges the holiday home rental business model. Travelers, especially millennials, no longer discuss "star categories" or how luxurious the hotel is, but rather focus on the concept, the experience, the entertainment, the people, and the ambiance of their lodging. This brings us to the second point “ a shift in demographic trends.Hotel operators need to adapt in order to capture the emerging generation Y. Hoteliers must learn about this segment's habits; that is, what the new generations' needs and wants are. The term "luxury" is like a membership tag that excludes individuals “ this is often seen as a negative attribute to millennials, as they have no interest in being separated from their peers. The concept of co-living is on the rise for a reason, and of course, it contradicts the luxury living proposition. Generation Y is more concerned with being part of communities in order to share, to interact, to bridge people and to break barriers. Lifestyle brands which quickly adapt to these changes will gain a competitive advantage over the traditional luxury brands.What more should we know about Generation Y? They are urban, digital nomads “ thanks to our advancements in technology and connectivity. Today's era is recognized as "digital by default". Connectivity and sharing platforms enable people to understand more about what's happening around them, creating a desire to travel to the same places as their influencers. This generation is driven by a need to actively share travel photos on their social networks. Brands which understand this know that investment in their website, digital marketing and social content is just as vital as the hotel's operations. Experts will use this to their advantage to enhance potential guests' curiosity about the brand and about the place, converting these visitors to bookers.One of the most difficult tasks for brands is to accept changes and innovate outside of their standard operating procedures. An obvious example is the all-day dining concept which primarily functions to support hotel guests and to provide breakfast service in particular. Meanwhile, during lunch and dinner this outlet is usually under-utilized “ causing space to be wasted and food & beverage costs to be driven upwards. Analysis beyond the standard operating procedures is a means to optimize yield by maximizing the use of space, and to position F&B as a potential revenue generator, not a support center for the Rooms department.Luxury and sustainability hardly go hand-in-hand. A luxury concept demands numerous materials, and operating standards that increase waste and carbon and water footprints. Sustainable practices are now incorporated into most hotel brands' CSR strategies to respond to travelers' awareness and expectations. While travelers might not feel that their impact in greening the environment, they certainly expect big hotel brands to initiate and lead the way. Eco-conscious travelers no longer appreciate the tailored opulent, luxurious stay for their holiday but seek accommodations where they can experience raw, pure form, closest to nature with minimalistic, unobtrusive designs as opposed to opulent glitz and gold. This is the new luxury.Those who cannot change their minds cannot change anything. Unless you own and or operate George V Four Seasons or Emirates Palace “ the luxury landmarks -, resistance to the fast-paced environment will only prove your hotel as an obsolete product. Traditional luxury is long gone, challenged by the holiday homes concept that embodies the sharing economy. Now it is time to challenge these disruptors (if you can't acquire them), taking your hotel brand to another level. This requires a change in the way traditional hotels operate, from changing the revenue model and repositioning ancillary departments, changing the concept and considering CSR strategies.