Filling occupancy during the off-season remains one of the hotelier’s biggest challenges and can require a lot of creativity for your digital marketing strategy. Hoteliers should be using every platform, including email, social, paid search, and website content, to promote sales during the off-season. As challenging as it may sound, there are several tactics and ideas that you can implement into these platforms for your off-season marketing strategy. Today, we’re going to discuss 8 ways that you can use to push for more bookings in the off-season.
<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>
&nbsp;
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SHOW NOTES:
Check out the original blog post <a href="https://admin.travelboommarketing.com/blog/how-can-hotels-promote-sales-during-the-off-season/" target="_blank" rel="noopener noreferrer">here</a> or read the outline below:
Things to note before you start:
<ul>
<li>Identify your hotel’s seasonal downturn</li>
<li>Get your ads in front of the right audience</li>
</ul>
<h3></h3>
<h3>#1 Create the right content</h3>
Make a plan to create content that highlights the amenities and services that your hotel has to offer during the off-season. Do your diligence with keyword research to find what people are searching for in your area during your off-season, and build content around those topics.
Topics to consider:
<ul>
<li>Amenities and services</li>
<li>Nearby attractions and things to do</li>
<li>Festivals and events</li>
</ul>
<h3></h3>
<h3>#2 Update the imagery on your website</h3>
Swap out images of peak season activities with amenities that are offseason friendly on your website. Doing so communicates that your property isn’t a one-trick pony; your hotel has more to offer than just a few months out of the year.
Make sure your Google My Business listing and other local listings are updated with all your off-season friendly features, too.
<h3></h3>
<h3>#3 Remarket your email database</h3>
Don’t neglect folks that are already familiar with your property. Tailor an email campaign that invites your past guests with lowered rates or a loyalty package.
Go further to segment your database with guests that already stayed at your hotel during the off-season. Was there a particular reason they stayed at your hotel during that time period? Reflect that in an email campaign.
<h3></h3>
<h3>#4 Update ad copy with off-season friendly verbiage</h3>
If you’re running Google Ads and/or Microsoft Ads, update your campaign’s ad copy to reflect the changing seasons. Include amenities and services that are off-season friendly and use season-specific verbiage. If you have a special offer for the off-season use the Google Ads promotion extension to compliment your seasonal ads.
<h3></h3>
<h3>#5 Build campaigns that market off-season amenities</h3>
Research non-brand campaign opportunities that target a specific amenity like ‘hotel with indoor pool’ or ‘hotel with spa’. Use<a href="https://trends.google.com/trends/?geo=US"> Google Trends</a> to identify when people are more likely to search these queries so you get a better idea of when you should push those campaigns.
You can then use these campaigns in tandem with your website content. If you created an article highlighting your off-season friendly amenities, use the article as a landing page for your ads or create a sitelink in Google Ads and Microsoft Ads for the article.
<h3></h3>
<h3>#6 Build out season-specific campaigns for your location</h3>
Get ahead of the curve and be the first stop for people that are researching your destination during a specific time of year. As an example, if you’re located in Wilmington, NC, target the query “wilmington in december” in a paid search campaign to reach those top-of-funnel searchers.
This not only pushes you to the forefront for that particular query but you’ll also get the chance to make the first impression on guests that may be looking to visit the area. These off-season specific campaigns also allow you to tailor your ad copy to more closely match searcher intent. Use this strategy in tandem with a piece of content on your website that highlights your hotel’s location during the off-season.
<h3></h3>
<h3>#7 Tailor your targeting to locals</h3>
Facebook Ads has quickly become a popular source for hotels looking to engage with their past, current, and prospective guests. In this instance, consider marketing to folks are already near your property.
Push exclusive “locals-only” specials or promo codes that locals can use. Build an itinerary that features under the radar attractions, restaurants, and activities near your hotel.
Facebook Ads not only allows you to regionally target your ads, but you can also layer that regional targeting with traveler demographics and behaviors. Is your customer base mostly families? Create a campaign that targets parents in nearby cities and towns. Or tailor your ads to people that have an upcoming anniversary with a romance package only available during your low season.
<h3></h3>
<h3>#8 Build content around weddings, meetings, sporting events</h3>
Is your area a popular destination for sports tournaments? Are there local organizations that run expos, meetings, and events during your low season? Take a peek at search volume for these types of queries for your location. Incorporate your research into a paid search campaign and offer discounted rates for groups.
If your property already offers wedding services, push discounted rates for wedding parties staying at your hotel or discounted wedding services for off-season weddings.
=====
Listener Feedback
Thandi wrote&#8221;
being a small niche company and competing with quickly changing digital landscape. I listen to your podcast and know what i know from it. Find it super helpful thought more aware than ever about being woefully behind the times. Luckily, we have a strong base of our supporters who love us and have spread the word while we catch up.
I am writing to ask if you know of a PMS system that has a slightly more nuanced way of handling inventory &#8211; either a layered taxonomy or another option. I will explain more.
The beloved Sou’wester Historic Lodge and Vintage Travel Trailer Resort is a hodgepodge of accommodation types including suites, cabins, vintage travel trailers, RV spaces and campsites on the Long Beach Peninsula in historic Seaview, Washington. (<a href="http://souwesterlodge.com">souwesterlodge.com</a>). Many (most of return guests) have a preference of a specific trailer they want to stay in and we started off having a one to one ratio between unit types and inventory. However, this makes it a bit overwhelming and confusing for either first time guests, or people who don&#8217;t have a preference or (slows down people who are choosing between several options who have a higher likelihood of dropping out of the booking process).
We just switched for some consolidated unit types and its still pretty clunky&#8230;. any advise?
we&#8217;re currently using webrezpro, we used rezovation before. I&#8217;ve reached out to a couple other PMS&#8217;s with little luck&#8230;
thanks in advance, and come visit if you&#8217;re in the neighborhood&#8230; its really a special small peninsula on the magical PNW coast
&nbsp;
SHOUT OUTS:
From the Direct Booking Summit in Miami, Shout Out to:
Teri, Candice, Paula, and Pamela
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>RevPAR increasing for independent hotels: 
<a href="https://lodgingmagazine.com/revpar-growth-continues-to-flourish-among-independent-hotels/">https://lodgingmagazine.com/revpar-growth-continues-to-flourish-among-independent-hotels/</a></li>
<li>SEO Best Practices Support ADA Compliance 
<a href="https://searchengineland.com/seo-best-practices-support-ada-compliance-for-digital-accessibility-324279">https://searchengineland.com/seo-best-practices-support-ada-compliance-for-digital-accessibility-324279</a></li>
</ul>
========================
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.

Fuel Hotel Marketing Podcast: Episode 125 – 8 Ways Hotels can Promote Sales During the Off-season

Independent hotels can learn a lot from branded hotels. Once you understand their strategies and limitations in the digital space, you can compete with them. For this episode of the Fuel Hotel Marketing Podcast, the Fueligans enlisted the expertise of Stephanie Smith from <a href="https://www.cogwheelmarketing.com/" target="_blank" rel="noopener noreferrer">Cogwheel Marketing</a> to tell us about what the brands are up to and how we can outperform them. From SEO to Social, there&#8217;s a little something for everyone.
<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>
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SHOW NOTES:
Check out the original blog post from Stephanie <a href="https://www.cogwheelmarketing.com/blog/independent-brand-hotel-marketing/" target="_blank" rel="noopener noreferrer">here</a> or read the outline below:
<ol start="1">
<li>UNAP: Most major brands (Marriott, Hilton, and IHG) use<a href="https://www.yext.com/products/listings/"> Yext</a> for UNAP and content delivery. This helps distribute content over their API to their knowledge network on a large scale. It also helps with duplicate suppression if you have issues with multiple listings.
<ul>
<li>Independent Hotel Takeaway &#8211; Use some platform, ie Moz Local or HotelPort or similar to compet</li>
</ul>
</li>
<li>Reputation Management: Most major brands (Marriott, Hilton and IHG) use Medallia for reputation management. It pulls in all their in-house surveys plus 3rd party reviews into one place, including TripAdvisor, Google, Expedia, Booking.com, etc.  It allows for easy trend analysis and aggregate sentiment across multiple channels. They also have strict rules in regard to response times. You can also leverage for capex needs with owners.
<ul>
<li>Independent Hotel Takeaway &#8211; Use some platform to make it easier to manage online reputation and set goals to respond to all reviews within 48 hours.</li>
</ul>
</li>
<li>OTAs: Each brand have negotiated very good commission rates negotiated with major OTAs.  But, they are restricted on which OTAs they can participate with.
<ul>
<li>Independent Hotel Takeaway &#8211; Pay attention to renewal dates and leverage sister properties for better rates.  Take advantage of flexibility for lesser known OTAs for exposure.</li>
</ul>
</li>
<li>Facebook: Each hotel brand sets up parent/child relationship with each individual hotel, so even if you post nothing, the parent posts filter down to hotel level. Otherwise the brand does nothing for individual hotels.
<ul>
<li>Independent Hotel Takeaway &#8211; Leverage your hotel&#8217;s uniqueness and personality to differentiate yourself from branded hotels</li>
</ul>
</li>
<li>Search Engine Optimization (SEO) &#8211; Optimization on the branded hotel’s platform is limited (in most cases) in terms of defined static pages, no blog, and standardized H1s. You cannot add landing pages at whim, or even elaborate on content.  Their CMS has strict character limitations and most headers cannot be changed.
<ul>
<li>Independent Hotel Takeaway &#8211; Build landing pages around demand generators, keep an active blog and customize header strategy to match title/meta strategy.</li>
</ul>
</li>
<li>Loyalty: Loyalty programs are huge with the brands, but the details of specific loyalty members are hidden and not available to market to directly.
<ul>
<li>Independent Hotel Takeaway &#8211; Leverage a CRM and customize your messaging towards your past and future guests.  Use access to data to define niche targets and to better understand your guests.  Develop a loyalty program, or use GuestBook or similar.</li>
</ul>
</li>
<li>    Metasearch: Brands participate at the corporate level with metasearch sites and develop strategies for the hotels to shift share from OTAs and drive direct bookings.  These metasearch sites include Tripadvisor, Google Hotel Ads, Kayak and Trivago.
<ul>
<li>Independent Hotel Takeaway &#8211; Not sure the independent hotel platform for this?</li>
</ul>
</li>
<li>Retargeting: Brands have relationships with remarketing providers like Sojern and Adara to retarget customers. Cookies are placed once a visitor goes to the brand website, but does not book.  Ads are placed via social channels and other websites to target in-market travelers.
<ul>
<li>Independent Hotel Takeaway &#8211; Talk with your agency provider to get the tracking and cookies set up</li>
</ul>
</li>
<li>Reporting: Branded hotels have access to basic information around digital marketing, but it is only provided monthly.  Brand provides high-level digital reports on traffic and channel mix but not real-time analytics access or details on rankings.  Select brands provide referring domain data.
<ul>
<li>Independent Hotel Takeaway &#8211; Independent hotels have a wealth of knowledge in terms of data.  Utilizing a system like Google Analytics to understand source traffic, demographics, heat maps, conversion funnel, etc are priceless. If you are having issues with performance, there is great data in your booking engine reports as well.</li>
</ul>
</li>
<li>Website design: Branded hotels (except Choice and some IHG brands) are no longer allowed to have vanity websites.  This means they are forced into a box when it comes to design and content on their website.
<ul>
<li>Independent Hotel Takeaway &#8211; Independent hotels can tell better stories via better <a href="https://admin.travelboommarketing.com/services/web-design-development/">hotel website design</a> and UX.</li>
</ul>
</li>
</ol>
&#8212;&#8212;&#8212;&#8212;
Stephanie Sparks Smith is Founder and Digital Matriarch at<a href="http://www.cogwheelmarketing.com"> Cogwheel Marketing</a> and partner at<a href="https://cayugahospitality.com/"> Cayuga Hospitality Consultants</a>. Her focus is helping hotels drive incremental exposure and revenue to their websites and online channels through digital marketing and advertising. The expertise of Cogwheel Marketing is openings and conversions along with knowing the intricacies of the brand systems of Marriott/Starwood, Hilton and IHG.
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>TripAdvisor Rolls Out Direct Booking System<a href="https://www.phocuswire.com/tripadvisor-sponsored-placements-direct-bookings">https://www.phocuswire.com/tripadvisor-sponsored-placements-direct-bookings</a></li>
</ul>
========================
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.

Fuel Hotel Marketing Podcast: Episode 124 – What Independent Hotels Can Learn From The Flags

In this episode, we get back to basics with the latest in our hotel marketing 101 series. This time, we discuss social media and identify the platforms and the strategies that make the most sense for your property.
DOWNLOAD THE  2019 LEISURE TRAVEL STUDY: <a title="https://admin.travelboommarketing.com/2019-leisure-travel-trends-study/" href="https://gate.sc?url=https%3A%2F%2Ffueltravelstg.wpengine.com%2F2019-leisure-travel-trends-study%2F&amp;token=db645d-1-1562683814389" target="_blank" rel="nofollow noopener noreferrer">www.fueltravel.com/2019-leisure-tr…l-trends-study/</a>
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SHOW NOTES:
This episode is based on blog post: <a href="https://admin.travelboommarketing.com/blog/why-social-media-is-important-to-your-hotel-marketing/">Why Social Media is Important to Your Hotel Marketing</a>
<h3>Social Media Platforms You MUST Have a Presence On</h3>
<ul>
<li>Almost half of the world’s population is using social media (almost 4 billion people). ⅔ are using Facebook.</li>
<li>Fuel’s 2019 Leisure Travel Study reports 40% of hotel guests look at the hotel’s Facebook page prior to booking.
<ul>
<li>52% of Millenials look at Facebook before booking.</li>
</ul>
</li>
<li>Where you should have a presence
<ul>
<li>Facebook
<ul>
<li>It’s the most widely used</li>
</ul>
</li>
<li>Instagram
<ul>
<li>It’s visual and allows you to showcase your property</li>
<li>It’s trendy</li>
<li>Great place to connect with influencers (<a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-96-influencer-marketing-right-hotel/">episode 96</a>) and micro/macro influencers (<a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-110-the-real-value-of-hotel-micro-influencers-with-flip-to-and-navis/">episode 110</a>)</li>
</ul>
</li>
<li>YouTube
<ul>
<li>People love video</li>
<li>Showcases your property in a creative way</li>
<li>Creates a sense of an experience</li>
<li>Can also be used with PPC</li>
</ul>
</li>
</ul>
</li>
</ul>
<h3> </h3>
<h3>Your Hotel’s Social Media Content</h3>
<ul>
<li>Three rules of thumb when it comes to creating content
<ul>
<li>Be authentic</li>
<li>Be on-brand</li>
<li>Be consistent</li>
</ul>
</li>
<li>Content should focus on
<ul>
<li>Informing your guests</li>
<li>Creating a sense of experience</li>
<li>What makes your hotel great</li>
<li>Why guests love staying there</li>
</ul>
</li>
<li>Content ideas:
<ul>
<li>Post or Facebook Live events at your hotel while they’re happening</li>
<li>Showcase amenities and new property features</li>
<li>Showcase different rooms</li>
<li>Suggest nearby attractions or restaurants
<ul>
<li>Great partnering opportunity (also discussed on a previous blog)</li>
</ul>
</li>
<li>Upcoming events in your area
<ul>
<li>Promote event itself as well as any specials you may be offering for attendees</li>
<li>May open a door to partner with events as their preferred hotel</li>
</ul>
</li>
<li>Engagement oriented
<ul>
<li>Ask questions</li>
<li>Travel tips</li>
<li>Property scavenger hunt</li>
</ul>
</li>
<li>User-generated content
<ul>
<li>Share guest reviews, pictures, and stories</li>
</ul>
</li>
<li>Website content
<ul>
<li>Blogs</li>
<li>Newsletters</li>
<li>Loyalty program info</li>
</ul>
</li>
<li>Contests &amp; Giveaways (great if also combined with PPC for lead generation)</li>
<li><a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/">More on our 75 Social Media Post Ideas For Hotels</a></li>
</ul>
</li>
</ul>
&nbsp;
&nbsp;
<h3>Hotel Social Media Key Factor: Engagement</h3>
<ul>
<li>None of this means anything if you’re not engaging with your audience! (Say it louder for the people in the back!)</li>
<li>It’s an opportunity for you to
<ul>
<li>Answer questions</li>
<li>Get feedback</li>
<li>Respond to reviews
<ul>
<li>Thank them for the positive feedback</li>
<li>“Fix it” if they have a negative experience</li>
</ul>
</li>
</ul>
</li>
<li>It’s a forum for your fans
<ul>
<li>Allows them to
<ul>
<li>Interact with other guests</li>
<li>Share their positive experiences</li>
<li>Leave reviews and comments</li>
</ul>
</li>
</ul>
</li>
</ul>
<h3> </h3>
&nbsp;
<h3>Bonus! #ProTip</h3>
<ul>
<li>For consistent-social-media-posting success create a calendar via Google spreadsheet.
<ul>
<li>Set up columns for the following
<ul>
<li>Date</li>
<li>Posted Checkbox</li>
<li>Content</li>
<li>Links</li>
<li>Images</li>
<li>Notes</li>
</ul>
</li>
<li>Fill out all the info a month ahead of time, leaving notes when you want to Facebook or Instagram Live</li>
<li>Schedule as many posts as you can for the month before the month begins
<ul>
<li>Don’t set it and forget it. In times of distress, like a natural disaster, be sure to revisit scheduled posts and change as necessary</li>
</ul>
</li>
</ul>
</li>
</ul>
<h3> </h3>
SHOUTOUTS 
Stuart recently appeared on the Slick Talk Podcast. Check out the interview with Wil Slickers: 
<a href="https://anchor.fm/wil-slickers/episodes/Stuart-Butler-Fuel-Hotel-Marketing-Podcast-on-Slick-Talk-e5ihl0">https://anchor.fm/wil-slickers/episodes/Stuart-Butler-Fuel-Hotel-Marketing-Podcast-on-Slick-Talk-e5ihl0</a>
<h3> </h3>
UPCOMING EVENTS
FOR MARKETERS 
Direct Booking Summit &#8211; Miami 
22nd &#8211; 23rd October, 2019 
<a href="https://www.eventbrite.co.uk/e/direct-booking-summit-miami-2019-tickets-52711367118?discount=VIP30">Discount for the TripTease Direct Booking Summit: </a>
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Google Claims Quantum Supremacy 
<a href="https://gizmodo.com/google-s-quantum-supremacy-announcement-shouldnt-be-a-s-1838357278">https://gizmodo.com/google-s-quantum-supremacy-announcement-shouldnt-be-a-s-1838357278</a> </li>
</ul>
========================
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.

Fuel Hotel Marketing Podcast: Episode 123 – Hotel Marketing 101: The Top 3 Things You Should Be Doing On Social Media

Finding content out of date, or not ready to be posted, is one of the most common issues we come across in terms of hoteliers being ready for what is to come. This is not unexpected, many hotel operators are busy dealing with guests, property issues, and a myriad of other urgent issues.
Unfortunately, this means the important things that are not urgent, get pushed to the side. If you don’t already know about the Eisenhower’s Decision Matrix by name, you surely have seen it in books like “Seven Habits Of Highly Effective People.” More or less, the point of the matrix is we spend way too much time in Quadrant #1 or Quadrant #3, and not nearly enough time in Quadrant #2.
Today’s podcast is all about setting up your website’s content to be ready to go in advance and completely live in Quadrant #2, important but not urgent. We are going to cover five content areas that can be planned in advance, created, and then executed when the time comes… no urgency needed.
We could do an entire podcast on the Eisenhower Decision Matrix, and probably will, but for now, let’s talk content.
&nbsp;
DOWNLOAD THE  2019 LEISURE TRAVEL STUDY: <a title="https://admin.travelboommarketing.com/2019-leisure-travel-trends-study/" href="https://gate.sc?url=https%3A%2F%2Ffueltravelstg.wpengine.com%2F2019-leisure-travel-trends-study%2F&amp;token=db645d-1-1562683814389" target="_blank" rel="nofollow noopener noreferrer">www.fueltravel.com/2019-leisure-tr…l-trends-study/</a>
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/684050429&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe>
SHOW NOTES:<img loading="lazy" decoding="async" class="size-medium wp-image-7413 alignright" src="https://admin.travelboommarketing.com/wp-content/uploads/2019/09/Fuel-Eisenhower-Decision-Matrix-245x300.jpg" alt="Eisenhower Decision Matrix (Urgent vs. Important)" width="245" height="300" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2019/09/Fuel-Eisenhower-Decision-Matrix-245x300.jpg 245w, https://admin.travelboommarketing.com/wp-content/uploads/2019/09/Fuel-Eisenhower-Decision-Matrix-768x939.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2019/09/Fuel-Eisenhower-Decision-Matrix-838x1024.jpg 838w, https://admin.travelboommarketing.com/wp-content/uploads/2019/09/Fuel-Eisenhower-Decision-Matrix.jpg 900w" sizes="(max-width: 245px) 100vw, 245px" />
<h3>#1 Offers &amp; Promotions</h3>
Offers and promotions are what inevitably drive hotel traffic and bookings.  A property has to stand on its own value, but it is the limited time offers that drive the urgency to actually book.  Unfortunately far too many properties treat offers as a last second grasp to fill holes in occupancy.
The proper way to manage offers, and promotions for those offers, is to create a rolling annual calendar that your entire team works toward.  This will help you:
<ul>
<li>Create a playbook for email, social, paid search, display and print/mail promotions</li>
<li>Proactively address known occupancy issues</li>
<li>Build the opportunity to better yield your rate by driving earlier bookings</li>
<li>Better promote value in your property and avoid trying to constantly reword your standard 30% off offer</li>
<li>Prepare for the need for a last minute promotion to push a soft area by having your messaging, creative, and plan in place</li>
</ul>
&nbsp;
<h3>#2 Articles &amp; News</h3>
Every year we hear of properties who forgot Valentine’s Day is in February or kids go back to School in late August.  These are all fantastic areas to write about to build the breadth of content on your site, as well as drive email newsletter promotions.  Unfortunately by not planning in advance you get stuck in the dreaded Quadrant #1 and are put in a tight deadline to just create content versus taking the time in advance to create great content.
Before you are behind the curve building content sit down with your search team, content team, managers… and a calendar.  Lay out what is going to be written and when. This becomes even more powerful when you incorporate your promotional roll outs with great 10x content.  Learn more about great content by listening to episode 20, <a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-20-how-to-easily-create-amazing-content/">How to Easily Create Amazing Content</a>.
&nbsp;
<h3>#3 Property &amp; Room </h3>
Your potential guests want to see what they’re getting when they book at your property.  This means great photography of the hotel/resort, amenities, and rooms. This also means very descriptive and detailed content.  It is common to have a property schedule a photo shoot and then just go through the site and drop in new photos. This rarely works as well as carefully planning the photos and text you need and specifically tailoring your content creation plans to meet those goals.
2019 is already coming to a close, and now is a perfect time to review your site (on mobile first) and make a list of how you can improve your property and room appearances online in 2020.  If you need some ideas on how to get started, check out these <a href="https://admin.travelboommarketing.com/blog/hotel-photography-the-asset-you-arent-assessing/">five steps to creating great hotel photography</a>.
One more aspect of your property and room information is the incredibly valuable Frequently Asked Questions section.  Don’t have one yet&#8230; make one. Have one… make it better. Guests, and search engines, love the easily searchable content and it’s an easy way to address a guest’s concerns and drive them through the booking cycle.
&nbsp;
<h3>#4 Area Information</h3>
If you are not currently showing area information on your hotel’s site, you are very likely missing out on both a great way to help your guests as well as valuable traffic.  If you already have an area information section on your site, good for you.
Once you have a great area information section built, don’t forget about it.  Spend some time every few months adding new attractions and noting which ones have closed.
<a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-97-8-great-ways-gain-bookings-destination-information/">You can learn more about how to make a great area information on episode 97 of the Fuel Hotel Marketing Podcast</a>.
&nbsp;
<h3>#5 Secondary Content</h3>
Not every page on your site is weighted evenly.  Your privacy policy, disclaimers, about us, and other pages don’t get a lot of traffic.  But the traffic they do get can often be incredibly important. These pages definitely fall within Quadrant #2, important but not urgent.  Focus on making the most of these pages to prevent trouble down the road.
<ul>
<li>Privacy Policy</li>
<li><a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-82-hotels-need-know-gdpr-late/">GDPR/Data Usage</a></li>
<li>ADA Information</li>
<li>Cancellation Policy</li>
<li>About Us/Resort Policies</li>
<li>Emergency Response Pages</li>
</ul>
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Fuel app expands mobile access options 
<a href="https://www.hotelmanagement.net/tech/fuel-app-expands-mobile-access-options" target="_blank" rel="noopener noreferrer">https://www.hotelmanagement.net/tech/fuel-app-expands-mobile-access-options</a></li>
</ul>
========================
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.

Fuel Hotel Marketing Podcast: Episode 122 – Hotel Marketing 101: Proactive Website Content Updates That Make Sense

If you’re a hotel marketer, chances are that you spend some of your budget on advertising. Typically, those efforts are deployed in an attempt to drive demand for your property or to harvest the intend that already exists from a person who is looking to take a trip. Most hotel marketers do the basics right. They set up different campaigns and target a defined audience with a specific message. Most people, however, aren’t taking advantage of all of the potential target segments that exist in today’s marketing toolkit. In this episode, we dig into 15 different ways to target your audience and discuss the fact that layering these segments into more granular groups of people is the best way to maximize your ROI.
DOWNLOAD THE  2019 LEISURE TRAVEL STUDY: <a title="https://admin.travelboommarketing.com/2019-leisure-travel-trends-study/" href="https://gate.sc?url=https%3A%2F%2Ffueltravelstg.wpengine.com%2F2019-leisure-travel-trends-study%2F&amp;token=db645d-1-1562683814389" target="_blank" rel="nofollow noopener noreferrer">www.fueltravel.com/2019-leisure-tr…l-trends-study/</a>
<iframe loading="lazy" width="100%" height="166" scrolling="no" frameborder="no" allow="autoplay" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/680049257&#038;color=%23ff5500&#038;auto_play=false&#038;hide_related=false&#038;show_comments=true&#038;show_user=true&#038;show_reposts=false&#038;show_teaser=true"></iframe>
SHOW NOTES:
This episode is based on a blog post: <a href="https://admin.travelboommarketing.com/blog/top-ways-to-refine-your-ad-targeting/">Top 15 Ways to Refine Your Ad Targeting </a>
Demographic Targeting
<ol>
<li>Geotargeting
<ul>
<li>Use your data to find areas that send the most traffic to your website as well as areas that actually convert best.
<ul>
<li>Targeting your most popular areas separately allows you to see which areas are truly the top performers</li>
<li>It also allows you to spread the budget out. You may have one area that drives a lot of traffic but doesn&#8217;t convert. That could be blowing your budget.</li>
<li>You can refine this by targeting people who are in the area, or people who have shown interest in the area</li>
</ul>
</li>
<li>Geo-target to drive markets
<ul>
<li>Allows you to create ad copy specific to an area</li>
<li>Allows you to promote deals for weekend trips</li>
</ul>
</li>
<li>Geo-target a radius around your property
<ul>
<li>Allows you to run a “hotels near me” campaign</li>
<li>Allows you to promote last-minute specials</li>
</ul>
</li>
</ul>
</li>
<li>Age/Generation
<ul>
<li>Example: If you’re targeting an older demographic with an AARP special or a senior discount, or a younger demographic with Spring Break specials, you can essentially only target that age range by adding negative bid adjustments to age ranges that do not apply. In Facebook, you can simply select your target age range or an entire generation</li>
</ul>
</li>
<li>Gender
<ul>
<li>Example: You run a Girl’s Getaway Special targeted toward women. You add a negative bid adjustment for Males so you are more likely to only show your ads to women. In Facebook, you can simply select your target gender</li>
</ul>
</li>
<li>Income
<ul>
<li>Example: A luxury property may want to test a campaign where they add negative bid adjustments for all household incomes that are not the top 10%-20%.</li>
</ul>
</li>
<li>Parental Status
<ul>
<li>Facebook offers many different options to target people based on their parental status, specifically by the varying age of their children.</li>
<li>Example: You have a family-friendly beach resort, you can display an ad to “Parents with Preschoolers” showing Parents with Preschool age children in you image and promote the family-friendly features of your resort.</li>
</ul>
</li>
<li>Life Events
<ul>
<li>Both Google and Facebook offer “Life Event” targeting for things like “graduation college, getting married/newly engaged, moving soon, etc”</li>
<li>Example: If your hotel hosts weddings or if you set up a honeymoon package and promote it specifically to people who have been identified as “getting married”</li>
</ul>
</li>
<li>Languages
<ul>
<li>If you have a hotel that regularly has guests from other countries this will certainly apply to you.</li>
<li>We’ve had U.S.-based clients that receive tons of business from Mexico and from Brazil.
<ul>
<li>We’ve been able to run ads to both Spanish speakers and Portuguese speakers, paired with location targeting and using those languages in our ad copy.</li>
</ul>
</li>
</ul>
</li>
<li>Political Affiliation
<ul>
<li>Facebook allows you to target based on political affiliation.</li>
<li>Example: If you have a convention, rally, or other political event happening near your hotel you could promote your hotel to that political party’s followers by showing how close you are to the event</li>
</ul>
</li>
<li>Racial Affinity
<ul>
<li>It’s possible, we just don’t use it</li>
</ul>
</li>
</ol>
&nbsp;
Behavioral Targeting
<ol>
<li>Interests
<ul>
<li>There is a vast amount of interest-based targeting options. Facebook interest-based targeting seems a bit more robust than PPC platforms, but all have some form of interest-based targeting.</li>
<li>One that applies to almost all hoteliers would be In-Market Audiences for Travel or “Trip Consideration” in Facebook. If your area is available to target, we highly recommend testing this type of targeting. One we use often with our Myrtle Beach clients is “Trips To Myrtle Beach &amp; Grand Strand”.
<ul>
<li>Google has identified people who are in the market for a trip to this area and we are much more likely to target those people either by using bid adjustments or creating clone campaigns and using exclusions on original campaigns.</li>
</ul>
</li>
<li>Another that we come across often is Fitness &amp; Wellness.
<ul>
<li>Example: There is a marathon happening in your area that people travel for. You can promote to runners to stay at your hotel. Maybe even offer a discount to those showing they are participating
<ul>
<li>Side note: you may also want to partner with the race and get links back to your website</li>
</ul>
</li>
</ul>
</li>
</ul>
</li>
<li>Placements
<ul>
<li>Placements allow you to show a display ad on a specific website, YouTube channel or mobile app.</li>
<li>Not all sites/channels/apps allow display ads, but if you can find one that aligns closely with your typical guest’s interests, it may be well worth testing.</li>
<li>Example: If a local tourism site has a YouTube channel/app/website that allows display ads through Google you could promote your hotel through that.</li>
</ul>
</li>
<li>Time Of Day
<ul>
<li>Time of day targeting allows you show your ads during specific days of the week and/or specific times of day.</li>
<li>This works well if you have data showing that the majority of your bookings come on a certain day of the week or a certain time of day. This can be very effective for hotels with limited marketing budgets.</li>
</ul>
</li>
<li>Website Visitor Lists
<ul>
<li>Visitors of any page of your site
<ul>
<li>Those who are familiar with your brand</li>
</ul>
</li>
<li>Visitors of specific pages on your site
<ul>
<li>They have made it to a specific room page</li>
</ul>
</li>
<li>Converters List
<ul>
<li>You may not be able to capture this information if you visitor leaves your site to book, but you likely have email lists</li>
<li>With the Fuel Booking engine, you can easily create a converters list because the user never leaves the site.</li>
</ul>
</li>
<li>Use Case Example:
<ul>
<li>Create a list of people who have visited a specific room page, but do not fall on the converter list.</li>
</ul>
</li>
</ul>
</li>
<li>Similar To Audiences
<ul>
<li>Similar To Audiences are created by the advertising platforms</li>
<li>They look a the characteristics of people on your existing lists and create a list of new people who share those characteristics</li>
<li>Example: Create a “Similar To” list of your “All Converters” list</li>
</ul>
</li>
<li>Email List
<ul>
<li>You are able to upload email lists to both Google and Facebook</li>
<li>If you can segment your email lists based on specific behaviors and/or demographics, you can create campaigns that target those people.</li>
<li>With the Fuel email platform, you can link your custom email segments with Google &amp; Facebook and the system will dynamically keep the lists up to date.</li>
</ul>
</li>
</ol>
Layered Targeting
<ol>
<li style="list-style-type: none;">
<ul>
<li>While all of these targeting options can have great impact on their own, you can get much more granular when you start layering.</li>
<li>Including more than one of these lets you really begin to personalize ads and get closer to the 1 to 1 communication we strive for in marketing.</li>
<li>Example: You could run Facebook ads to people who are interested in college football, layered with college graduates, promoting an Alumni returning for football game package.
<ul>
<li>Layer on top of that a remarketing list for people who have visited that specific package page and show them display ads for the package with FOMO ad creative.</li>
</ul>
</li>
<li>Exclusions are almost as important as inclusions.
<ul>
<li>You wouldn’t want to promote new deals/specials to people on your converters list. You risk the cancellation and re-book at a lower rate</li>
</ul>
</li>
</ul>
</li>
</ol>
A Caveat here is that cookie-based targeting can be inaccurate. If you want to see what your cookies are saying about you, visit &#8211; <a href="https://datacloudoptout.oracle.com/registry/">https://datacloudoptout.oracle.com/registry/</a>
&nbsp;
UPCOMING EVENTS
FOR SALES PROFESSIONALS
New in 2019, the<a href="https://eur02.safelinks.protection.outlook.com/?url=http:%2F%2Fwww.mmsend2.com%2Flink.cfm%3Fr%3DOVvaae7T94SaI4Qy8wHpGQ~~%26pe%3DnJMObchqDnTnKRrEngxyDIkneOoRBAcn3YwyDBVQIrDvReNcv1s078xiPpMhM4f4YnK6PTIz3N9IIkljaBhYfw~~%26t%3DfsHvwWW5ZKxqPemzTs3a7w~~&amp;data=02%7C01%7C%7Cee6fd936905e4dd505da08d71f33f2ae%7Cac144e41800148f09e1c170716ed06b6%7C0%7C0%7C637012180290576649&amp;sdata=WosNzfc8Rc0wUm5Jf0HI4Cs%2B0uQWtS1PkMDKs0vBPB8%3D&amp;reserved=0"> HSMAI Sales Leader Forum</a> is a unique event that advances the hotel sales discipline by elevating the knowledge and skills of off-property sales leaders when it comes to important trends, critical insights, and best practices&#8230;and what it means for leading hotel sales teams in today&#8217;s landscape.
What: HSMAI Sales Leader Forum
Where: Westin Stonebriar Hotel &amp; Golf Club ? Frisco, Texas
When: November 5-6, 2019
Agenda Highlights
» Strategic conversations, tactical solutions sessions – all designed to build business acumen to elevate sales as a whole.
» Cindy Novotny: An icon in the hospitality industry, Cindy is the original founder of Master Connections Associates and is an internationally renowned leader in sales, leadership, and customer service. Cindy will emcee the day, and deliver a compelling and powerful keynote.
» Scott Edinger: Executive Advisor, Consultant, and Author of &#8220;The Hidden Leader: Discover and Develop Greatness Within Your Company,&#8221; will close the day with a thought-provoking and inspiring talk.
&nbsp;
FOR MARKETERS
Direct Booking Summit &#8211; Miami
22nd &#8211; 23rd October, 2019
<a href="https://www.eventbrite.co.uk/e/direct-booking-summit-miami-2019-tickets-52711367118?discount=VIP30">Discount for the TripTease Direct Booking Summit: </a>
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Are TripAdvisor and Other Travel Companies Censoring Reviews? 
<a href="https://www.usatoday.com/story/travel/advice/2019/08/23/do-tripadvisor-and-travel-companies-censor-their-reviews/2084933001/" target="_blank" rel="noopener noreferrer">https://www.usatoday.com/story/travel/advice/2019/08/23/do-tripadvisor-and-travel-companies-censor-their-reviews/2084933001/</a> (side note: I use an ad-blocker and had to unblock to read the article.  USA Today had 83 ads blocked)</li>
</ul>
========================
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.

Fuel Hotel Marketing Podcast: Episode 121 – 15 Simple Ways To Refine Your Hotel Ad Targeting

What&#8217;s all the fuss about Millennials and Generation Z? Are they really going to cause the death of life as we know it? Should we be spending our time developing a marketing strategy that specifically targets these increasingly influential enigmas? We tackle all of these tough topics and more in this week&#8217;s episode fo the Fuel Hotel Marketing Podcast.
DOWNLOAD THE  2019 LEISURE TRAVEL STUDY: <a title="https://admin.travelboommarketing.com/2019-leisure-travel-trends-study/" href="https://gate.sc?url=https%3A%2F%2Ffueltravelstg.wpengine.com%2F2019-leisure-travel-trends-study%2F&amp;token=db645d-1-1562683814389" target="_blank" rel="nofollow noopener noreferrer">www.fueltravel.com/2019-leisure-tr…l-trends-study/</a>
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/672208571&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe>
SHOW NOTES:
Generation Breakdown
<table border="1" width="80%">
<tbody>
<tr>
<td>Generation Name</td>
<td>
Start
</td>
<td>
End
</td>
<td style="text-align: center;">Youngest</td>
<td style="text-align: center;">Oldest </td>
</tr>
<tr>
<td>The Lost Generation</td>
<td style="text-align: center;">1890</td>
<td>
1915
</td>
<td>
104
</td>
<td>
129
</td>
</tr>
<tr>
<td>The Interbellum Generation</td>
<td style="text-align: center;">1901</td>
<td>
1913
</td>
<td>
106
</td>
<td>
118
</td>
</tr>
<tr>
<td>The Greatest Generation</td>
<td style="text-align: center;">1910</td>
<td>
1924
</td>
<td>
95
</td>
<td>
109
</td>
</tr>
<tr>
<td>The Silent Generation</td>
<td style="text-align: center;">1925</td>
<td>
1945
</td>
<td>
74
</td>
<td>
94
</td>
</tr>
<tr>
<td>Baby Boomer Generation</td>
<td style="text-align: center;">1946</td>
<td>
1964
</td>
<td>
55
</td>
<td>
73
</td>
</tr>
<tr>
<td>Generation X 
</td>
<td style="text-align: center;">1965</td>
<td>
1979
</td>
<td>
40
</td>
<td>
54
</td>
</tr>
<tr>
<td>Xennials</td>
<td style="text-align: center;">1975</td>
<td>
1985
</td>
<td>
34
</td>
<td>
44
</td>
</tr>
<tr>
<td>Millennials/Gen Y 
</td>
<td style="text-align: center;">1980</td>
<td>
1994
</td>
<td>
25
</td>
<td>
39
</td>
</tr>
<tr>
<td>Gen Z</td>
<td style="text-align: center;">1995</td>
<td>
2012
</td>
<td>    7</td>
<td>
24
</td>
</tr>
<tr>
<td>Gen Alpha</td>
<td style="text-align: center;">2013</td>
<td>
2025
</td>
<td>
1
</td>
<td>
6
</td>
</tr>
</tbody>
</table>
Are Millennials and Generation Z really that different than younger people in the past? We don&#8217;t think that they are. 

This article from <a href="https://www.bbc.com/worklife/article/20171003-proof-that-people-have-always-complained-about-young-adults">Worklife</a> illustrates that the younger generations always get the blame for the downfall in society. Here are some of the best comparisons.
They are entitled
“The prevailing narrative about members of Generation Y… is that they are a fleet of job-hoppers who think they&#8217;re above the grunt work of an entry-level position; in other words, not the most desirable employees.” 
<a href="http://www.independent.ie/business/jobs/the-40hour-weeks-i-think-its-slowly-killing-you-research-associate-who-quit-office-to-cycle-around-dublin-36133509.html">‘The 40-hour weeks… I think it’s slowly killing you’</a>, Irish Independent, 2017
“The traditional yearning for a benevolent employer who can provide a job for life also seems to be on the wane… In particular, they want to avoid ‘low-level jobs that aren’t keeping them intellectually challenged.’” 
Meet Generation X, Financial Times, 1995
They are terrible at spelling and grammar:
“Is it just me, or are student competencies like basic writing skills in serious peril today?… Teachers have been reporting anecdotally that even compared to five years ago, many are seeing declines in vocabulary, grammar, writing, and analysis.” 
Why Can’t College Students Write Anymore?, Psychology Today, 2014
“The Chairman alluding to the problem of young people and their English said his experience was that many did not seem able to express or convey to other people what they meant. They could not put their meaning into words, and found the same difficulty when it came to writing.” 
Unable to Express Thoughts: Failing of Modern Young People, Gloucester Citizen, 1936
They reject history and tradition
“They are the most threatening and exciting generation since the baby boomers brought about social revolution, not because they&#8217;re trying to take over the Establishment but because they&#8217;re growing up without one.” 
<a href="http://content.time.com/time/subscriber/article/0,33009,2143001,00.html">Millennials: The Me Me Me Generation</a>, Time, 2013
“Probably there is no period in history in which young people have given such emphatic utterance to a tendency to reject that which is old and to wish for that which is new.” 
<a href="http://www.britishnewspaperarchive.co.uk/viewer/bl/0000290/19361006/169/0009">Young People Drinking More</a>, Portsmouth Evening News, 1936
They are overconfident.
“Many of the millennials in today&#8217;s workforce have more confidence than they do competence.” 
<a href="http://www.independent.ie/life/millennials-their-overconfidence-at-work-can-look-delusional-36133512.html">Millennials: ‘Their overconfidence at work can look delusional’</a>, Irish Independent, 2017
“[Young people] are high-minded because they have not yet been humbled by life, nor have they experienced the force of circumstances.” 
<a href="http://classics.mit.edu/Aristotle/rhetoric.2.ii.html">Rhetoric</a>, Aristotle, 4th Century BC
They think they know best…
“My huge generalities touch on… their insistence that they are right despite the overwhelming proof that suggests they are not…” 
Bret Easton Ellis in<a href="http://www.vanityfair.fr/culture/livre/articles/generation-wuss-by-bret-easton-ellis/15837"> ‘Generation Wuss’</a>, Vanity Fair, 2014
“They think they know everything, and are always quite sure about it.” 
<a href="http://classics.mit.edu/Aristotle/rhetoric.2.ii.html">Rhetoric</a>, Aristotle, 4th Century BCE
5 Strategies for targeting Generation Z
<a href="https://www.wordstream.com/blog/ws/2019/08/21/marketing-to-generation-z">https://www.wordstream.com/blog/ws/2019/08/21/marketing-to-generation-z</a>
<h2>1. Sell experiences, not products</h2>
<h2>2. Video, video, video</h2>
<h2>3. Rethink that major influencer campaign</h2>
<h2>4. Engage with customers</h2>
<h2>5. Highlight your dedication to privacy</h2>
UPCOMING EVENTS
FOR SALES PROFESSIONALS
New in 2019, the<a href="https://eur02.safelinks.protection.outlook.com/?url=http:%2F%2Fwww.mmsend2.com%2Flink.cfm%3Fr%3DOVvaae7T94SaI4Qy8wHpGQ~~%26pe%3DnJMObchqDnTnKRrEngxyDIkneOoRBAcn3YwyDBVQIrDvReNcv1s078xiPpMhM4f4YnK6PTIz3N9IIkljaBhYfw~~%26t%3DfsHvwWW5ZKxqPemzTs3a7w~~&amp;data=02%7C01%7C%7Cee6fd936905e4dd505da08d71f33f2ae%7Cac144e41800148f09e1c170716ed06b6%7C0%7C0%7C637012180290576649&amp;sdata=WosNzfc8Rc0wUm5Jf0HI4Cs%2B0uQWtS1PkMDKs0vBPB8%3D&amp;reserved=0"> HSMAI Sales Leader Forum</a> is a unique event that advances the hotel sales discipline by elevating the knowledge and skills of off-property sales leaders when it comes to important trends, critical insights, and best practices&#8230;and what it means for leading hotel sales teams in today&#8217;s landscape.
What: HSMAI Sales Leader Forum
Where: Westin Stonebriar Hotel &amp; Golf Club ? Frisco, Texas
When: November 5-6, 2019
Agenda Highlights
» Strategic conversations, tactical solutions sessions – all designed to build business acumen to elevate sales as a whole.
» Cindy Novotny: An icon in the hospitality industry, Cindy is the original founder of Master Connections Associates and is an internationally renowned leader in sales, leadership, and customer service. Cindy will emcee the day, and deliver a compelling and powerful keynote.
» Scott Edinger: Executive Advisor, Consultant, and Author of &#8220;The Hidden Leader: Discover and Develop Greatness Within Your Company,&#8221; will close the day with a thought-provoking and inspiring talk.
FOR MARKETERS
Direct Booking Summit &#8211; Miami
22nd &#8211; 23rd October, 2019
<a href="https://www.eventbrite.co.uk/e/direct-booking-summit-miami-2019-tickets-52711367118?discount=VIP30">Discount for the TripTease Direct Booking Summit: </a>
========================
<h2>In The Newsaroos:     </h2>
<ul>
<li>Google My Business Adds “Hotel attributes” section 
<a href="https://support.google.com/business/answer/9177958" target="_blank" rel="noopener noreferrer">https://support.google.com/business/answer/9177958</a></li>
<li>Airbnb Beat Expedia in Booked Room Nights 
<a href="https://skift.com/2019/08/22/airbnb-beat-expedia-in-booked-room-nights/" target="_blank" rel="noopener noreferrer">https://skift.com/2019/08/22/airbnb-beat-expedia-in-booked-room-nights/</a></li>
</ul>
========================
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.

Fuel Hotel Marketing Podcast: Episode 120 – Should Your Hotel Be Marketing To Generation Z and Millennials?

Effective communication is one of the keys to building a strong relationship with your guests. If you do it correctly, you can build customer loyalty, improve the guest experience, and drive more revenue. In this episode, the Fueligans break down a recent blog article that discusses 15 triggered messages that you should be sending to your guests
DOWNLOAD THE  2019 LEISURE TRAVEL STUDY: <a title="https://admin.travelboommarketing.com/2019-leisure-travel-trends-study/" href="https://gate.sc?url=https%3A%2F%2Ffueltravelstg.wpengine.com%2F2019-leisure-travel-trends-study%2F&amp;token=db645d-1-1562683814389" target="_blank" rel="nofollow noopener noreferrer">www.fueltravel.com/2019-leisure-tr…l-trends-study/</a>
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SHOW NOTES:
Follow long at home with the original article:
 <a href="https://admin.travelboommarketing.com/blog/15-triggered-messages-your-hotel-should-be-sending-to-your-guests/" target="_blank" rel="noopener noreferrer">15 Triggered Messages Your Hotel Should Be Sending To Your Guests</a>
Here are the pro tips we teased you with in the show:
Pro-Tips
<ul>
<li>Make the messages as personalized and human as possible. It’s easy for messages to come across as sterile and generic. Try to use the guest’s name in correspondents as much as possible and also try to put the personality of the staff in the messages by showing photos of real employees and writing content with a conversational tone.</li>
<li>One size does not fit all. Always consider the source of the booking and create variants of each triggered message where it makes sense. For example, someone who books through an OTA should receive a different message than someone who books directly from your own website. Also, consider the length of stay and how far in advance the booking was made because these should both impact the timing and frequency of the messages you send to an individual.</li>
<li>Consider the method of communication based on the guest’s preference and the context. For example, an SMS message may be preferable and more effective while the guest is on property. Just be sure to ask permission and set expectations in advance.</li>
<li>To be successful, you must always remember to operate with the guest’s best interest in mind. When you lose sight of that and start sending messages that benefit you at the expense of the guest, it will all fall apart.</li>
<li>Be sure to remove folks from your generic emails when they are actively engaged in a personalized/triggered campaign. You want every message to be deliberate and focused on moving the relationship forward. Why confuse things by sending them a special when they’ve already booked?</li>
<li>The benefit of automated messages is that, once set up, they reduce the workload of your marketing team. However, this comes with the risk of triggered messages breaking at some point in the future. Be sure to have someone go through and test these messages on a frequent basis to ensure that the triggers are working, that the content isn’t out of date, and that the guest is receiving the best possible experience.</li>
</ul>
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Need Help?
If you want to get started implementing these effective message triggers but don’t know where to begin, reach out to a Fueligan. Not only do we have the most advanced, <a href="https://admin.travelboommarketing.com/ai-powered-crm/">hotel AI-Powered CRM </a>software available, but we also offer managed email marketing services that can help take your email campaigns to the next level. <a href="https://admin.travelboommarketing.com/contact/">Contact us here</a>.
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<h2>In The Newsaroos:     </h2>
<ul>
<li>Review Counts Matter More Than Star Ratings 
<a href="https://searchengineland.com/review-counts-matter-more-to-local-business-revenue-than-star-ratings-according-to-study-320271" target="_blank" rel="noopener noreferrer">https://searchengineland.com/review-counts-matter-more-to-local-business-revenue-than-star-ratings-according-to-study-320271</a></li>
</ul>
<ul>
<li>Over 200K businesses examined</li>
<li>“Businesses with more than the average number of reviews bring in 82% more in annual revenue than businesses with review counts below the average.”</li>
<li>Businesses with 3.5-4.5 star range average more revenue than those above or below (people are skeptical of 5 star and assume manipulation. Also 5 star tend to have fewer reviews)</li>
<li>Businesses claiming their listings on multiple sites earn 58% more revenue (GMB, Bing, Yelp, etc)</li>
<li>Businesses that respond to reviews average 35% more revenue</li>
</ul>
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