<div>In our continuing look at consumer sentiment during the coronavirus outbreak, we are beginning to see some positive signs of recovery. After recently taking a major hit from the uptick in COVID cases and the negative media coverage, consumers are beginning to travel again. In this episode of the Fuel Hotel Marketing Podcast, the Fueligans dig into the data from volume 8 of our Sentiment Study and discuss what it means for your hotel.</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/879640744&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h2>Here&#8217;s the most recent study:</h2>
<h3><a href="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-8/">https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-8/</a></h3>
<p>&nbsp;</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Royal Caribbean to Require COVID Testing Before Cruising:<br />
</b><a href="https://www.travelpulse.com/news/cruise/royal-caribbean-group-to-require-coronavirus-testing-before-sailings.html">https://www.travelpulse.com/news/cruise/royal-caribbean-group-to-require-coronavirus-testing-before-sailings.html</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 161 – Consumer Confidence Is Rebounding But Safety Is Still The Primary Concern

<div class="sc-type-small">Don&#8217;t worry, it&#8217;s not the death of SEO and it&#8217;s not another portmanteau with some random word strung together with &#8216;geddon&#8217;, like mobilegeddon. In fact, SEO is very far from being dead and there&#8217;s new information from Google that should have good marketers very excited. Google is preparing to make a major change to its search ranking algorithm by introducing a new ranking factor known as Page Experience. In this episode, we discuss what the new factor is and how you can prepare your <a href="https://admin.travelboommarketing.com/services/hotel-seo/">hotel SEO</a> strategy and website to rank higher and beat your competition.</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/870038323&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe><br />
SHOW NOTES:<b> </b></p>
<h2>What is Page Experience?</h2>
<p>It is a combination of page experience factors. Some Old, Some New. Sites that have a combination of high scores for all of these factors will have a much better chance of earning first page rankings in search results.</p>
<h3>Old</h3>
<ul>
<li><b>Mobile Friendliness </b>
<ul>
<li>Text Too Small To Read</li>
<li>Clickable Elements Too Close Together</li>
<li>Content Wider Than Screen</li>
</ul>
</li>
</ul>
<ul>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;"></li>
</ul>
</li>
</ul>
</li>
</ul>
</li>
</ul>
<ul>
<li><b>Site Security</b>
<ul>
<li>Do you have an SSL/TLS certificate that allows your site to HTTPS protocol and establish a secure connection to your server?</li>
</ul>
</li>
</ul>
<ul>
<li><b>Intrusive Interstitials</b>
<ul>
<li>Anything that makes content less accessible to the user
<ul>
<li>pop-up that covers the main page content when someone visits from search resultsAn interstitial that a user has to dismiss before viewing content</li>
</ul>
</li>
</ul>
</li>
</ul>
<h3>New</h3>
<ul>
<li><strong>Core Web Vitals</strong>
<ul>
<li><a href="https://web.dev/lcp/"><b>Largest Contentful Paint (LCP)</b></a><b>: </b>measures perceived load speed and marks the point in the page load timeline when the page&#8217;s main content has likely loaded. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.</li>
<li><a href="https://web.dev/fid/"><b>First Input Delay (FID)</b></a><b>:</b> measures responsiveness and quantifies the experience users feel when trying to first interact with the page. To provide a good user experience, pages should have a FID of less than 100 milliseconds.</li>
<li><a href="https://web.dev/cls/"><b>Cumulative Layout Shift (CLS)</b></a><b>:</b> measures visual stability and quantifies the amount of unexpected layout shift of visible page content. To provide a good user experience, pages should maintain a CLS of less than 0.1.</li>
</ul>
</li>
</ul>
<p><strong>Combining Old &amp; New</strong></p>
<ul>
<li>This is Page Experience. If you have a great cumulative score across all of these old &amp; new factors your site will be much more likely to outrank your competition.</li>
</ul>
<h2>When Will This Go Into Effect?</h2>
<ul>
<li>Google is giving us all a chance to recover from the effects COVID-19 before they launch Page Experience as a ranking factor</li>
<li>They have said this will go into effect in 2021</li>
<li>Google will provide a 6-month notice before it is officially launched</li>
<li>This will continue to evolve over time</li>
</ul>
<h2>How Will Page Experience Affect My Hotel’s Website?</h2>
<ul>
<li>Great content should still be your main focus</li>
<li>Page Experience will be the tie-breaker to decide which site will rank higher when both sites have great content</li>
</ul>
<h2>What Should I Be Doing Now?</h2>
<ul>
<li>All of these factors that make up Page Experience are already important</li>
<li>If your website is not secure, make it secure</li>
<li>View Search Console or run your website through Google’s mobile-friendliness checker. Fix any errors</li>
<li>If you are using intrusive pop-ups that block the main site content when someone visits from search results. Remove them, or at least move them to a second page visit.</li>
<li>Use Google Pagespeed Insights or Lighthouse to identify issues with LCP, FID, &amp; CLS
<ul>
<li>Prioritize these issues based on what is easiest to fix and will have the most impact to what is hardest to fix and have the least impact.</li>
</ul>
</li>
<li>Keep listening to the Fuel Hotel Marketing podcast for updates on Page Experience</li>
</ul>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Abysmal April pulls Expedia Group down to record lows in second quarter<br />
</b><a href="https://www.phocuswire.com/expedia-group-q2-2020-financial-report" target="_blank" rel="noopener noreferrer">https://www.phocuswire.com/expedia-group-q2-2020-financial-report</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 160 – Google’s Latest Ranking Signal Marks A New Age In SEO

<div class="sc-type-small">You already know that the Fuel Hotel Marketing Podcast is the #1 podcast in the world for all things hotel marketing. But, did you know that there’s another show that the Fueligans enjoy almost as much as our own? <a href="http://www.timpeter.com/category/podcast/">Thinks Out Loud with Tim Peter</a> is smart and snappy and offers great insights into marketing strategy and provides valuable business advice. One of our favorite things about the show is how Tim manages to boil down complex ideas into bite-sized pearls of wisdom. We consider Tim to be the most tweetable digital marketer in the world and we’re excited to chat with him on this episode where we break down a handful of his sayings and unpack the deeper meaning for our listeners as they deal with the current COVID-19 crisis and beyond.</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/865426768&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h3>1. Content is king, customer experience is queen, data is the Crown Jewels</h3>
<p>This first one perfectly encapsulates the advice we gave the episode135: <a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-135-google-is-going-to-destroy-us-all-starting-with-the-otas/">Google Is Going To Destroy Us All (Starting With The OTAs)</a>.</p>
<p><i>Corona-context: </i>The fundamentals of running a successful business are the same, regardless of the situation you&#8217;re currently dealing with. Sticking to your fundamentals is especially important to remember during a crisis like COVID-19</p>
<h2 class="entry-title"></h2>
<h3>2. When you invent the ship, you invent the shipwreck (originally by Paul Virilio)</h3>
<p>This is his most often cited quote (even though Tim didn’t come up with it)</p>
<p><i>Corona-context: Another way of looking at this one is that everything you do has an intended and unintended impact. For example, if you are promoting your property to folks who are on lockdown, you may get some unintended backlash.</i></p>
<h2 class="entry-title"></h2>
<h3>3. There are no millennials; they&#8217;re adults under forty</h3>
<h3>4. It&#8217;s not mobile-first, it&#8217;s guest first</h3>
<p>These ones are good retorts against conventional (lack of) wisdom</p>
<p><i>Corona-context: it’s important to do your research and gather as much information as possible, but have the courage and the foresight to determine your own strategy and don’t just jump on the bandwagon. With the COVID-19 situation, it’s easy to panic and make knee jerk reactions, such as cutting advertising, but think more nuanced than others and see if you can be more deliberate and precise with your decisions.</i></p>
<h2 class="entry-title"></h2>
<h3>5. Content should be snackable, shareable, sharp</h3>
<h3>6. Personalization starts with a person</h3>
<p>These are very memorable and offer sage advice that you should incorporate into every marketing strategy you have.</p>
<p><i>Corona-context: As you think through your content and communication strategy, make sure that you’re not being tone-deaf to the fear that people are feeling. It’s ok to be out there talking about your property, but it’s probably not ok to encourage people to travel recklessly if your area is a hotspot or if the target audience lives in a hotspot. As you promote future stays, think about ways that you can eliminate or reduce the fear and the uncertainty associated with making a booking right now.</i></p>
<h2 class="entry-title"></h2>
<h3>7. Hope is not a business strategy</h3>
<p>This final one is relevant to everyone and may offer the most value from this entire list</p>
<p><i>Corona-context: Now would be the worst time to bury your head in the sand. Many hotels are in a fight for their lives. Hoping that this crisis will blow over in a few weeks is a sure-fire way to increase your risk. Be proactive, educate yourself, share thoughts and ideas with others, and look for opportunities to be creative.</i></p>
<p>&nbsp;</p>
<p>========================</p>
<p>Here&#8217;s a handy jam/jelly cheat sheet courtesy of<a href="https://www.eater.com/2019/9/14/20865422/whats-the-difference-between-jam-jelly-preserves-compote-marmalade-chutney"> Eater.com</a></p>
<ul>
<li>J<b>elly:</b> fruit juice + sugar</li>
<li><b>Jam:</b> chopped or pureed fruit + sugar</li>
<li><b>Chutney:</b> chopped or pureed fruit + sugar + vinegar + spices</li>
<li><b>Preserves:</b> whole fruit or fruit chunks + sugar</li>
<li><b>Marmalade:</b> whole citrus (either chopped or left intact) + sugar</li>
<li><b>Compote:</b> whole fruit or fruit chunks + sugar (but usually eaten immediately, not preserved)</li>
</ul>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Google Testing Upgraded GMB Profiles For $50/month<br />
</b><a href="https://searchengineland.com/google-offering-upgraded-gmb-profile-with-google-guaranteed-badge-for-50-per-month-338064" target="_blank" rel="noopener noreferrer">https://searchengineland.com/google-offering-upgraded-gmb-profile-with-google-guaranteed-badge-for-50-per-month-338064</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 159 – The Top 7 Most Tweetable Pieces of Hotel Marketing Advice You Need Right Now (with Tim Peter)

<div class="sc-type-small">
<div>
<div class="sc-type-small">
<div>
<p>Fuel recently released volume 7 of our consumer sentiment study and it&#8217;s a real eye-opener. Just when we all thought things were heading in the right direction, the cases of COVID began to increase and the mainstream media changed it&#8217;s narrative to be very anti-travel. This has had a dramatic impact on consumers and their willingness to book a vacation. In this episode, we take a look at the new data and break it down between people who are in favor of masks vs those who prefer to abstain. Check it out.</p>
</div>
</div>
</div>
</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/861468946&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h2>Here&#8217;s the most recent study:</h2>
<h2 class="entry-title"><a class="entry-title-link" href="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-7/" rel="bookmark">Fuel COVID-19 Consumer Sentiment Study Volume 7: The Tides Have Turned Again</a></h2>
<p>&nbsp;</p>
<p>========================</p>
<p>Stick around to the end of the show to learn about the differences between jelly, jam, and preserves. Here&#8217;s a handy cheat sheet courtesy of <a href="https://www.eater.com/2019/9/14/20865422/whats-the-difference-between-jam-jelly-preserves-compote-marmalade-chutney" target="_blank" rel="noopener noreferrer">Eater.com</a></p>
<ul>
<li>J<b>elly:</b> fruit juice + sugar</li>
<li><b>Jam:</b> chopped or pureed fruit + sugar</li>
<li><b>Chutney:</b> chopped or pureed fruit + sugar + vinegar + spices</li>
<li><b>Preserves:</b> whole fruit or fruit chunks + sugar</li>
<li><b>Marmalade:</b> whole citrus (either chopped or left intact) + sugar</li>
<li><b>Compote:</b> whole fruit or fruit chunks + sugar (but usually eaten immediately, not preserved)</li>
</ul>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li>AHLA Calls For Mask Mandate &#8211; has garnered support from the CEOs of major hotel brands like Hilton, Hyatt, IHG, and Marriott.<br />
<a href="https://skift.com/2020/07/16/hotel-trade-group-calls-for-mask-mandate-on-guests-finally/" target="_blank" rel="noopener noreferrer">https://skift.com/2020/07/16/hotel-trade-group-calls-for-mask-mandate-on-guests-finally/</a><b> </b></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 158 – Why Consumer Sentiment Is Heading In The Wrong Direction

<div class="sc-type-small">
<div>
<div class="sc-type-small">
<div>
<p>In the latest issue (June/July) of Fortune magazine, the CEOs of the 2020 Fortune 500 list were asked how the world is going to change due to the COVID pandemic.  You can read the full article here, <a href="https://fortune.com/2020/05/14/fortune-500-ceo-survey-coronavirus-pandemic-predictions/" target="_blank" rel="noopener noreferrer">https://fortune.com/2020/05/14/fortune-500-ceo-survey-coronavirus-pandemic-predictions/</a>.  But first, here’s our big takeaways and how they may impact the hotel industry.</p>
</div>
</div>
</div>
</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/856798720&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h2></h2>
<h2>Stat of the week</h2>
<p>This week&#8217;s stat of the week show&#8217;s the polarization between people who are Pro-face mask and those who are stubborn. We&#8217;ve added a little infographic to educate folks that may be on the fence.</p>
<p><b><img loading="lazy" decoding="async" class="wp-image-8481 size-full aligncenter" src="https://admin.travelboommarketing.com/wp-content/uploads/2020/07/facemasks.png" alt="" width="796" height="446" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2020/07/facemasks.png 796w, https://admin.travelboommarketing.com/wp-content/uploads/2020/07/facemasks-300x168.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2020/07/facemasks-768x430.png 768w" sizes="(max-width: 796px) 100vw, 796px" /></b></p>
<h2><img loading="lazy" decoding="async" class="wp-image-8480 size-full aligncenter" src="https://admin.travelboommarketing.com/wp-content/uploads/2020/07/Peeing.jpeg" alt="" width="460" height="552" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2020/07/Peeing.jpeg 460w, https://admin.travelboommarketing.com/wp-content/uploads/2020/07/Peeing-250x300.jpeg 250w" sizes="(max-width: 460px) 100vw, 460px" /></h2>
<ul>
<li><b>Big Takeaway #1: </b></li>
</ul>
<p>The top CEOs are expecting this recovery to take a while.  How long? 52% expect it won&#8217;t be until the 1st quarter of 2022 (nearly two years away) and another 25% are expecting Q1 of 2023!</p>
<p>When you compare this with the data from our <a href="https://admin.travelboommarketing.com/2020-covid-19-hotelier-sentiment-study/">2020 COVID Hotelier Sentiment Study</a> (question 11), you find that Hoteliers are much more bullish on the recovery with 41% expecting business to fully recover within 12 months and only 14% expecting greater than 2 years.</p>
<p>Note that the questions were worded differently and this is not a true apples-to-apples comparison.</p>
<ul>
<li><b>Big Takeaway #2:</b></li>
</ul>
<p>The majority of CEOs don’t expect <b>Business Travel</b> to <b>EVER</b> return to the level it was pre COVID.  To a hotelier this means a permanent shift in how lucrative the business (and tradeshow) market will be in the future.</p>
<p>This pandemic has shown how much work can be done remotely and that a greater reliance on online meetings will reduce expenses while improving efficiency.</p>
<p>If a CEO forecasts business travel will never return to previous levels, is this a self-fulfilling prophecy?</p>
<ul>
<li><b>Big Takeaway #3: </b></li>
</ul>
<p>75% of CEOs are expecting the significant tech transformations coming out of the pandemic.  The realization that, “working from home works” as is quoted in the article/infographic is going to drive the world&#8217;s major companies to accelerate the pace of technological advancements and implementations.</p>
<p>While the business traveler may be a shrinking market, those travelers may very well rely more heavily on your hotel’s tech infrastructure. The question then becomes, if the business traveler is in decline, how can we maximize the ability for a leisure traveler to work from vacation?</p>
<ul>
<li><b>Big Takeaway #4:</b></li>
</ul>
<p>When the top CEOs were asked what is going to change when the pandemic passes it comes down to two main items.  First, business travel is never going to be the same as we have also highlighted in takeaway #2.  Hoteliers are going to need to develop strategies to both adapt to fewer business travelers and attract as many of the remaining travelers as possible.  Secondly trust is going to be a major factor in decision making.  Whether that be trust in a destination, hotel brand, or company; trust will be a deciding factor in any form of business.</p>
<p>(side note: sorry Earth, ain’t nobody got time for dat)</p>
<ul>
<li><b>Big Takeaway #5:</b></li>
</ul>
<p>The trend toward a Stakeholder Capitalism Model compared to a Shareholder Model will accelerate, according to 48% of CEOs.  Stakeholder Capitalism makes a shift from only focusing on return to the stockholders, but also the worker, community, environment, etc.  Most CEOs (64% of those surveyed) believe most good companies have already invested/acted in this model while 25% see this as a major change in business direction.</p>
<p>From a hoteliers perspective this will play an important role in operations in terms of employee benefits, surrounding communities, and guest relations.  If a hotel wishes to keep their best employees, they would be wise to understand this trend.  Think about it as the Chick-fil-a model.</p>
<p>For more information about Stakeholder Capitalism check out <a href="https://www.investopedia.com/stakeholder-capitalism-4774323" target="_blank" rel="noopener noreferrer">https://www.investopedia.com/stakeholder-capitalism-4774323</a>.</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Disney is reopening on July 11th, and the world watches with bated breath:<br />
</b><a href="https://www.travelpulse.com/news/entertainment/walt-disney-world-resort-to-reopen-with-fun-and-safety-in-mind.html" target="_blank" rel="noopener noreferrer">https://www.travelpulse.com/news/entertainment/walt-disney-world-resort-to-reopen-with-fun-and-safety-in-mind.html</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 157 – How Hotels Can Benefit From The Secret COVID Strategies Of Fortune 500 CEOs

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<div class="sc-type-small">
<div>
<p>Fuel recently performed a study with our friends at ReviewPro and StayNTouch, during which we surveyed 500 hoteliers to gain insight into how they were navigating the COVID-19 crisis. In this episode, we discuss some of our favorite insights and takeaways.</p>
</div>
</div>
</div>
</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/847988662&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h2>Download the hotelier sentiment study here: <a href="https://admin.travelboommarketing.com/2020-covid-19-hotelier-sentiment-study/">https://admin.travelboommarketing.com/2020-covid-19-hotelier-sentiment-study/</a></h2>
<h2>SIGN UP FOR THE FREE WEBINAR</h2>
<h2><img loading="lazy" decoding="async" class="alignnone wp-image-8469 size-full" src="https://admin.travelboommarketing.com/wp-content/uploads/2020/06/FUEL-WEBINAR.png" alt="Fuel Webinar Signup" width="600" height="314" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2020/06/FUEL-WEBINAR.png 600w, https://admin.travelboommarketing.com/wp-content/uploads/2020/06/FUEL-WEBINAR-300x157.png 300w" sizes="(max-width: 600px) 100vw, 600px" /></h2>
<h2>Stat of the week</h2>
<ul>
<li><b>Over 30% of people have no fear of traveling</b></li>
<li><b>16% of people say nothing could convince them to travel right now</b></li>
</ul>
<p><b>Pete Top 3 Takeaways:</b></p>
<ol>
<li>Question #1: The first question is impactful in that it sets the stage for the entire study.  The survey audience’s properties are not just North American or European (30% and 28% respectively); they are global with Asia (19%), Oceania (11%), Africa (6.4%), Latin America (3.5%), and the Caribbean (2.3%) all represented.  COVID-19 is a global issue and this study provides a representative sample of what the entire world is dealing with right now.  You are not alone&#8230;</li>
<li>Question #9: I was happy to see that nearly 70% of our respondents either didn’t cut rate or only cut by 10-20% (40% kept the rate the same).  Unfortunately, ⅓ of our audience cut their rate by at least 21%.  Individual properties obviously require individual solutions but in large dropping your rate dramatically is not the right strategy to employ.  People are foregoing travel, not because the monetary price is too high, but because they don’t want to die! As hoteliers we can’t solve non-economic problems with economic solutions.  Question #8 shows a much better strategy mix for driving revenue.</li>
<li>Question #11: Survey respondents are expecting the COVID recovery to take a while, 59% expecting one to two years and longer.  Personally I hate the term “new normal” but as COVID cases spike regionally you may find that recovery becomes more of a tug-o-war.  Here in Myrtle Beach is a good example of seeing great gains, and then as cases spike, another drop.  It does look like most hoteliers are expecting a long term struggle and creating new strategies for this new normal will pay dividends.</li>
</ol>
<p><b>Melissa Top 3 Takeaways:</b></p>
<ol>
<li>Q5: 65% of hoteliers cutting marketing &#8211; when marketing is more affordable now than normal. BUT only 9% of the respondents are in a marketing function. Also, data is a bit contradictory to Q7 that shows that looking at the budgets for marketing, most remained unchanged. Also ironic that in Q14, marketing is the top response to recover.</li>
<li>Q6: Only 39% will cross-train their teams</li>
<li>Q9: Yikes! 32% have cut rates by at least 21%, and 28% cut by 10-20%.</li>
</ol>
<p><b>Phil Top 3 Takeaways:</b></p>
<ol>
<li>Q10: I was surprised at all of the answers for Q10 (aside from Social Media). The number of responses for “not at all” for both in-stay and post-stay surveys was unsettling. In-Stay would be the perfect time to communicate with guests. Maybe it’s just not easy for some hoteliers and maybe those hoteliers need a mobile app! I also thought we would see more hoteliers using email to communicate with those that made bookings and creating more confidence to avoid cancellations.</li>
<li>Q16 &amp; Q17:  There were 15% of respondents that believe nothing will change with business operations post-COVID. Only 6% said that guest behavior/expectations will not change post-COVID. If you were part of the 73% that responded that guest behavior/expectations will change and you were also part of the 15% that said you don’t plan on changing operations you are missing the mark. Guest expectations will change and you need to understand those changes in expectation and respond with changes to your operations.</li>
<li>Q12 &amp; Q13: One of the most telling stats I saw in the study was the correlation between a hoteliers confidence in recovery and having a recovery plan in place. Those hoteliers that were very confident also had a plan in place. If you are a hotelier who has not yet established a recovery plan, that should be a top priority right now.</li>
</ol>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>Airlines Begin Refunding Passengers Who Have A Temperature:<br />
</b><a href="https://www.travelpulse.com/news/airlines/airlines-refunding-tickets-for-passengers-with-elevated-temperatures.html">https://www.travelpulse.com/news/airlines/airlines-refunding-tickets-for-passengers-with-elevated-temperatures.html</a></li>
<li><strong>Fuel recently made the <a href="https://proven.partners/" target="_blank" rel="noopener noreferrer">Proven Partners</a> Ultimate List of Hotel Software Companies</strong><br />
<a href="https://proven.partners/blog/hotel-software-companies-list" target="_blank" rel="noopener noreferrer">https://proven.partners/blog/hotel-software-companies-list</a></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Fuel Hotel Marketing Podcast: Episode 156 – ReviewPro, StayNTouch, and Fuel’s Hotelier Sentiment Study Offers Amazing Recovery Insights

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<p>All the way back in <a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-3-does-your-hotel-need-a-mobile-app/">episode 3</a> of the Fuel Hotel Marketing Podcast, we discussed the need for a <a href="https://admin.travelboommarketing.com/mobile-app-digital-key/">hotel mobile app</a>. Four years on, the technology has still not been widely adopted beyond the major flags. In this episode, we discuss the myths and challenges regarding mobile apps for hotels and give tangible reasons why every property needs to be making the leap right now.</p>
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</div>
<h2><span class="search-result-link"><a href="https://admin.travelboommarketing.com/crisis-management-resources-for-hotels-master-list/" target="_blank" rel="noopener noreferrer">Click Here For A Crisis Management Resources For Hotels Master List</a></span></h2>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/844872310&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=true&amp;show_comments=false&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=false" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p>SHOW NOTES:<b> </b></p>
<h2>Stat of the week</h2>
<ul>
<li><b>People Spent 90% of Their Mobile Time Using Apps in 2019 (<a href="https://www.mobiloud.com/blog/mobile-apps-vs-the-mobile-web/">MobiLoud</a>)</b></li>
</ul>
<p>&nbsp;</p>
<h2>Myths</h2>
<ol>
<li><b>People don’t want to download a mobile app<br />
</b>FALSE. With today’s devices, it’s easier for a guest to download an app than it is to visit a website. Once an app is installed, it’s also much easier to perform routine tasks. According to Fuel’s own data prior to COVID, when properly promoted, more than 50% of guests were downloading the app and more than 25% of all check-ins were performed via the app.</li>
<li><strong>Mobile apps only work if you’re part of a large chain</strong><br />
FALSE. We have plenty of data that disproves this theory. We have independent properties that are seeing 300+ downloads per week. More importantly, they are driving thousands of dollars in incremental revenue.</li>
<li><strong>Guests would prefer to use a kiosk</strong><br />
FALSE. In our recent <a href="https://admin.travelboommarketing.com/blog/fuel-covid-19-consumer-sentiment-study-volume-5/">Consumer Sentiment Study</a>, touch screen kiosks were bottom of the list of methods for checking in. For people under 30, mobile apps are the preferred method. For everyone else, mobile apps are second, behind the front desk.</li>
<li><b>Mobile apps are expensive to develop<br />
</b>FALSE. Just like you don’t build your own booking engine from scratch, smart hoteliers should license mobile app technology in order to benefit from economies of scale. <a href="https://admin.travelboommarketing.com/mobile-app-digital-key/">Fuel’s Mobile App and Digital Key products start at just $250/mo.</a></li>
</ol>
<p>&nbsp;</p>
<h3><b>Why have mobile apps not taken off for independent hotels?</b></h3>
<p>This is a relatively new technology for many properties and there is often internal disagreement about which internal group should take on the responsibility. In our opinion, It falls somewhere between operations and marketing and, while there should be a single person who is accountable, both teams should be heavily involved in the promotion and implementation of the app.</p>
<p>&nbsp;</p>
<h3><b>How does a hotel get guests to download their app?</b></h3>
<p>The app promotion has to be front and center. At a minimum, the property should be communicating the value of the app during the following touchpoints:</p>
<ul>
<li>A /app page within the site</li>
<li>Reservation call-center</li>
<li>Confirmation page of the booking process</li>
<li>Confirmation email</li>
<li>Existing pre-arrival messages</li>
<li>A dedicated pre-arrival email</li>
<li>Pre-arrival SMS</li>
<li>On-property signage</li>
<li>Front desk staff</li>
<li>Welcome packet</li>
<li>During-stay message</li>
<li>Post-stay messaging</li>
</ul>
<p>&nbsp;</p>
<h2><b>Advantages of a mobile app for independent hotels</b></h2>
<ol>
<li>Differentiation from the competition</li>
<li>Compete with the big brands</li>
<li>Reduced check-in lines and check-in time</li>
<li>Less staff-guest physical contact</li>
<li>More opportunities to communicate 1:1 with the guest in real-time</li>
<li>More incremental revenue through up-sells/cross-sells</li>
<li>More on-property amenity utilization</li>
<li>Better guest-initiated communication</li>
<li>Increased guest satisfaction</li>
<li>More guest data collection</li>
</ol>
<p>&nbsp;</p>
<p>BONUS: Increased guest loyalty and more direct bookings!</p>
<p>&nbsp;</p>
<h2><b>Features your mobile app should have in 2020</b></h2>
<ol>
<li>Contactless or reduced-contact check-in</li>
<li>Digital key</li>
<li>Flexible content management system</li>
<li>Real-time updates</li>
<li><a href="https://admin.travelboommarketing.com/booking-engine/">Booking Engine</a></li>
<li>Room upgrades</li>
<li>Additional services promotions</li>
<li>Push notifications</li>
<li>Guest-initiated requests</li>
<li>Late checkout/extended stay promotions</li>
</ol>
<p>&nbsp;</p>
<h2>If you&#8217;re looking for a mobile app for your hotel,<a href="https://admin.travelboommarketing.com/mobile-app-digital-key/#contact"> request a mobile app demo here</a></h2>
<p>&nbsp;</p>
<p>========================</p>
<h2><b>In The Newsaroos:     </b></h2>
<ul>
<li><b>NA</b></li>
</ul>
<p>========================</p>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a> or info@travelboommarketing.com.</p>
<p>&nbsp;</p>
<p><a href="https://admin.travelboommarketing.com/downloads/">IN ADDITION TO THE PODCAST WE HAVE A BUNCH OF WHITEPAPERS AND STUDIES YOU CAN DOWNLOAD HERE</a></p>


Hotel Marketing Podcast

Fuel Hotel Marketing Podcast: Episode 161 – Consumer Confidence Is Rebounding But Safety Is Still The Primary Concern

Fuel Hotel Marketing Podcast: Episode 160 – Google’s Latest Ranking Signal Marks A New Age In SEO

Fuel Hotel Marketing Podcast: Episode 160 – Google’s Latest Ranking Signal Marks A New Age In SEO

Fuel Hotel Marketing Podcast: Episode 159 – The Top 7 Most Tweetable Pieces of Hotel Marketing Advice You Need Right Now (with Tim Peter)

Fuel Hotel Marketing Podcast: Episode 159 – The Top 7 Most Tweetable Pieces of Hotel Marketing Advice You Need Right Now (with Tim Peter)

Fuel Hotel Marketing Podcast: Episode 158 – Why Consumer Sentiment Is Heading In The Wrong Direction

Fuel Hotel Marketing Podcast: Episode 158 – Why Consumer Sentiment Is Heading In The Wrong Direction

Fuel Hotel Marketing Podcast: Episode 157 – How Hotels Can Benefit From The Secret COVID Strategies Of Fortune 500 CEOs

Fuel Hotel Marketing Podcast: Episode 157 – How Hotels Can Benefit From The Secret COVID Strategies Of Fortune 500 CEOs

Fuel Hotel Marketing Podcast: Episode 156 – ReviewPro, StayNTouch, and Fuel’s Hotelier Sentiment Study Offers Amazing Recovery Insights

Fuel Hotel Marketing Podcast: Episode 156 – ReviewPro, StayNTouch, and Fuel’s Hotelier Sentiment Study Offers Amazing Recovery Insights

Fuel Hotel Marketing Podcast: Episode 155 – 10 Reasons That Your Hotel Needs A Mobile App and 10 Must-Have Features

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