
<p></p>



<p>In this special edition of the Hotel Marketing Podcast, we enjoy the audio from the recent TravelBoom webinar on four ways to increase hotel revenue.</p>



<p>While a long-term marketing strategy is ideal, sometimes hotels are desperate for an immediate return, especially in times of need. This webinar will reveal four methods that make an impact on your bottom line, quickly.</p>



<p></p>



<p></p>



<p></p>



<h2 class="wp-block-heading"></h2>



<p></p>



<p></p>



<div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex">
<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<p class="has-text-align-center is-style-h3"><a href="https://admin.travelboommarketing.com/2024-hotelier-study/">The 2024 Hotelier Study Is NOW Available!</a></p>



<figure class="wp-block-image size-full is-resized"><a href="https://admin.travelboommarketing.com/2024-hotelier-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png" alt="" class="wp-image-12436" style="width:368px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-HotelierStudy-Book-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>



<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow">
<p class="has-text-align-center is-style-h3"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">Get the 2023 Leisure Travel Trends Study</a></p>



<figure class="wp-block-image size-full"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="500" height="500" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png" alt="" class="wp-image-12017" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover.png 500w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-300x300.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/07/2023-Study-Cover-150x150.png 150w" sizes="(max-width: 500px) 100vw, 500px" /></a></figure>
</div>
</div>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 254 – 4 Ways To Increase Hotel Revenue Right Now


<p></p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-1024x1024.jpg" alt="" class="wp-image-12466" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/03/Podcast-253-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


<p>“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so. “<br>– Mark Twain</p>



<p>Good day fellow hoteliers and welcome to episode 253 of the Hotel Marketing Podcast. You may not have known, but Mark Twain was a hotel marketing guru with this famous saying.  Today on the show we’re pulling back the curtain on the top hotel marketing myths that too many think are true.</p>



<p></p>



<h2 class="wp-block-heading">In The News:</h2>



<p><strong>Hilton Expands Mobile Messaging Platform:</strong><a href="https://www.travelpulse.com/news/hotels-and-resorts/hilton-to-expand-on-property-mobile-messaging-platform">https://www.travelpulse.com/news/hotels-and-resorts/hilton-to-expand-on-property-mobile-messaging-platform</a></p>



<h2 class="wp-block-heading">The Main Topic: Top 10 Hotel Marketing Myths</h2>



<p>Hotel marketers have long held on to certain myths and falsehoods surrounding various hotel marketing efforts.  TravelBoom revealed the top 17 myths at a recent artlce at T<a href="https://admin.travelboommarketing.com/blog/top-hotel-marketing-myths-debunked/">ravelboommarketing.com/blog/top-hotel-marketing-myths-debunked/</a> and today we will be covering the top 10.</p>



<h2 class="wp-block-heading">1. Anyone Can Do It <strong>(Myth AND Fact)&nbsp;</strong></h2>



<p>Digital marketing isn’t <em>rocket science</em>, however, the industry is layered with niche channels that are typically better left to the professionals. From search engines to social media, the average person won’t be able to master the nuances of each channel as efficiently as an expert. While digital marketing is technically accessible to everyone, effective solutions require a combination of knowledge, skill, and experience driven by strategy, analysis, and creativity. Unfortunately, digital marketing for hotels is not a one-size-fits-all approach, and assuming that “anyone can do it” oversimplifies the complexities involved.</p>



<p>Learn how to find an expert with our blog article on <a href="https://www.travelboommarketing.com/blog/what-to-look-for-in-a-digital-marketing-company">what to look for in a digital marketing company</a>.</p>



<h2 class="wp-block-heading">2. You Need a Huge Budget<strong> (Myth)&nbsp;</strong></h2>



<ul class="wp-block-list">
<li>You DO need to spend money to make money&nbsp;</li>



<li>Investing in your marketing can increase your chances of success</li>



<li>And, having a large budget presents less challenges,&nbsp;</li>



<li>But, effective marketing doesn’t always require a huge budget</li>



<li>A few things you can do to yield significant returns on a small budget:
<ul class="wp-block-list">
<li>Allocate resources based on data,&nbsp;</li>



<li>Narrowly target campaigns,&nbsp;</li>



<li>and be creative</li>
</ul>
</li>
</ul>



<p>Explore less expensive avenues, such as social media or email marketing to get the most bang for your buck.&nbsp;</p>



<p>Or, consider hiring a knowledgeable intern at a lesser rate.</p>



<p>We do have a free guide to creating the perfect hotel budget that we can link in the episode notes.</p>



<p><a href="https://admin.travelboommarketing.com/hotel-marketing-podcast/fuel-hotel-marketing-podcast-episode-58-how-to-market-your-hotel-on-a-shoestring-budget/">https://admin.travelboommarketing.com/hotel-marketing-podcast/fuel-hotel-marketing-podcast-episode-58-how-to-market-your-hotel-on-a-shoestring-budget/</a></p>



<h2 class="wp-block-heading">3. Results Are Immediate <strong>(Myth AND Fact)&nbsp;</strong></h2>



<p>There are a handful of tactics in digital marketing that can generate a quick return on investment:</p>



<ul class="wp-block-list">
<li>Paid Search</li>



<li>Metasearch</li>



<li>Paid social</li>
</ul>



<p>However, true success is a long game of building trust, nurturing leads, and fine-tuning strategies based on data and feedback. Digital marketing requires persistence, <em>and patience</em> if you want to achieve a long-term payoff.</p>



<ul class="wp-block-list">
<li>SEO</li>



<li>Content marketing</li>



<li>Organic social</li>
</ul>



<h2 class="wp-block-heading">4. People Don’t Read Reviews <strong>(Myth)&nbsp;</strong></h2>



<ul class="wp-block-list">
<li>This is false, Reviews dominate the decision-making process for travelers.&nbsp;</li>



<li>The TravelBoom <a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">2023 Leisure Travel Trends Study </a>found that <strong>81% of respondents would not book a stay without first reading online reviews</strong>.&nbsp;</li>



<li>Positive reviews build trust&nbsp;</li>



<li>Negative reviews can deter potential customers&nbsp;</li>



<li>Managing your hotel’s online reputation is a pivotal part of digital marketing strategy, and responding to reviews – <em>good or bad</em> – can be the deciding factor for a consumer’s purchase behavior.&nbsp;</li>
</ul>



<h2 class="wp-block-heading">5. Social Media Has No Return <strong>(Myth)&nbsp;</strong></h2>



<p>The belief that there isn’t necessarily a gain from social media marketing is misleading to marketers.&nbsp;</p>



<ul class="wp-block-list">
<li>This <a href="https://www.americanexpress.com/en-us/travel/discover/get-inspired/global-travel-trends">study by American Express</a> revealed that <strong>48% of respondents want to travel somewhere they can show off on social media</strong>.&nbsp;</li>
</ul>



<p>Social media can be a powerful marketing tool. It allows for direct engagement with your audience, builds brand loyalty, and can drive traffic, leads, and ultimately, <em>revenue</em>.&nbsp;</p>



<ul class="wp-block-list">
<li>However, it does require a strategic approach and consistent effort.</li>



<li>Determine your KPIs</li>



<li>Set proper expectations</li>
</ul>



<h2 class="wp-block-heading">6. You Must be Creative <strong>(Myth)&nbsp;</strong></h2>



<p>Creativity <em>(as in thinking outside the box)</em> matters, but analysis, strategy, and execution are equally vital.&nbsp;</p>



<p>Many marketers try to get creative before mastering the basics.&nbsp;</p>



<p>Use <strong>data to drive your digital marketing decisions</strong>, and <strong>monitor the results.</strong></p>



<p>Considering creativity from a design perspective > Consider all of the powerful resources available to digital marketers that can improve efficiency. </p>



<ul class="wp-block-list">
<li>AI-powered tools can help generate images, content, and more, while programs like <a href="https://www.canva.com/">Canva</a> can kickstart your creativity online.</li>
</ul>



<h2 class="wp-block-heading">7. Marketing is Meant for New Customers<strong> (Myth)&nbsp;</strong></h2>



<p>While digital marketing can attract new customers, retaining existing customers is equally important. Repeat business and brand loyalty contribute significantly to success. Digital marketers should be diligent in focusing on a plan for retention. Capitalize on <a href="https://admin.travelboommarketing.com/blog/retargeting-remarketing-for-hotels/">retargeting and remarketing </a>by implementing visit-based cookies and abandonment campaigns. Hotel marketers can also exploit interest-based audiences by serving up display ads to users who have performed certain search queries, shared similar interests, or visited a site that shares a similar audience as your own.</p>



<h2 class="wp-block-heading">8. More Traffic = More Sales<strong> (Myth)&nbsp;</strong></h2>



<p>Quality > Quantity. Driving more traffic to your website or social media account is generally regarded as a win, however, when that traffic isn’t qualified, you could be diluting important KPIs, wasting precious time, or worse, squandering your budget. </p>



<p>Targeted traffic, personalized content, and effective strategies can help drive users further down the conversion funnel to increase sales.</p>



<h2 class="wp-block-heading">9. Not All Revenue is Good <strong>(Fact)&nbsp;</strong></h2>



<p>The illusion that all revenue is good is an irresponsible idea for hotel marketers to accept. Not all revenue is paid with no strings attached. As an example, we can examine revenue generated via an OTA. With commissions costing between 12-18% per booking, we can conclude that hotel marketers should minimize this marketing tactic.</p>



<h2 class="wp-block-heading">10. SEO is Necessary <strong>(Fact)</strong>&nbsp;</h2>



<p>With ongoing algorithm updates from major search engines, SEO remains crucial for organic visibility. Digital marketers must stay abreast of industry information and be able to easily adapt to changes. Optimizing content for users is essential to success. With <a href="https://www.seoinc.com/seo-blog/much-traffic-comes-organic-search/">an average of more than 50% of online traffic being generated from Organic Search</a>, we consider this myth bogus at best.</p>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="aspect-ratio:1.7777777777777777;width:441px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></figure></div>


<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;</p>



<p><strong>2023 Leisure Travel Trends Study</strong></p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 253 – Top 10 Hotel Marketing Myths Debunked


<p></p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-1024x1024.jpg" alt="" class="wp-image-12442" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/02/TB-Podcast-252-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


<p>Good day fellow hoteliers and welcome to episode 252 of the Hotel Marketing Podcast! My name is Pete DiMaio and along with Alyssa, Jeremy, and Christy, we are about to dive into the world of email marketing and uncover the top trends for success in 2024. Now let’s get this show started…</p>



<p></p>



<p></p>



<p></p>



<p></p>



<h2 class="wp-block-heading">In The News:</h2>



<p><strong>Airbnb Crackdown Is Driving Occupancy at NYC Hotels:</strong></p>



<ul class="wp-block-list">
<li><a href="https://www.travelweekly.com/Travel-News/Hotel-News/Airbnb-crackdown-windfall-for-NYC-hotels">https://www.travelweekly.com/Travel-News/Hotel-News/Airbnb-crackdown-windfall-for-NYC-hotels</a> </li>



<li>New York enjoyed the highest December occupancy of any top 25 market in the U.S. at 86.6%, according to STR. The city&#8217;s average daily rate (ADR) also surged in December, rising nearly 11% to $393, while revenue per available room (RevPAR) shot up 15.6%.</li>



<li>The spikes coincide with a plummeting of availability for short-term rentals of 30 days or fewer, which went from approximately 13,500 listings in August to under 3,000 in December, according to data from AirDNA, due to a New York City law enacted last year that made rental requirements much more onerous for hosts.</li>



<li>Law 18:
<ul class="wp-block-list">
<li>No more than two paying guests can stay in a short-term rental at a time, no matter the size of the dwelling or the number of bedrooms.</li>



<li>Hosts must be physically present while their properties are being rented.</li>



<li>Hosts and visitors must leave the doors inside the dwelling unlocked, so occupants can access the entire unit.</li>
</ul>
</li>
</ul>



<h2 class="wp-block-heading">The Main Topic: Top Hotel Email Marketing Trends in 2024</h2>



<p>The same topic arises at the start of each new year, “Is email marketing still viable?” The answer is still a resounding YES. Not only will email users top 4.5 billion in 2024, but hotels that use email effectively typically see it as one of the top converting marketing channels. The question then becomes, “How do I use email marketing effectively for my hotel?” You’re in luck, that’s what we’re going to cover right now.</p>



<p>First and foremost, nothing we discuss today is going to help if you don’t have the right CRM or email platform to make it work. We’re not covering the finer points of the CRM today, just know that if your system can’t effectively personalize, segment, and dynamically trigger messaging based on user behavior, you won’t be as successful as possible.</p>



<p>Assuming you have a great CRM system, now we can start talking about the email trends that will shape 2024. You can read more about this as well in the<a href="https://admin.travelboommarketing.com/blog/email-marketing-trends/"> link here</a> or below in the video description.&nbsp;</p>



<ol class="wp-block-list">
<li><strong>Focus more on the message and not just volume.&nbsp;</strong>
<ol class="wp-block-list">
<li>Tell a story</li>



<li>Incorporate UGC</li>



<li>Create more interactive content</li>
</ol>
</li>



<li><strong>Personalize with AI&nbsp;</strong>
<ol class="wp-block-list">
<li>Sophisticated segmentation</li>



<li>Automate where possible</li>



<li>Develop predictive analytics</li>



<li>ABT Always Be Testing</li>
</ol>
</li>



<li><strong>Security is Paramount&nbsp;</strong>
<ol class="wp-block-list">
<li>Email Authentication&nbsp;</li>



<li>Best practices for unsubscribe, spam, engagement</li>
</ol>
</li>



<li><strong>Mobile is All That Matters&nbsp;</strong>
<ol class="wp-block-list">
<li>85% of users are consuming emails on mobile devices</li>
</ol>
</li>



<li><strong>Adapt to Performance Metrics</strong>
<ol class="wp-block-list">
<li>Today’s performance dictates tomorrow’s delivery</li>
</ol>
</li>
</ol>



<p>In closing, your property should be actively engaging your email database and testing to find the right messaging and frequency. This goes beyond just your periodic news or offer messages and into your automation.</p>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="aspect-ratio:1.7777777777777777;width:441px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></figure></div>


<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;</p>



<p><strong>2023 Leisure Travel Trends Study</strong></p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 252 – Hotel Email Marketing Trends of 2024


<p></p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-1024x1024.jpg" alt="" class="wp-image-12350" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2024/01/TB-Podcast-251-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


<p>Good day fellow hoteliers and welcome to 2024! This is the Hotel Marketing Podcast by TravelBoom. <strong>Did you know 31.5% of travelers will abandon the booking process when hidden fees are discovered?</strong></p>



<p>Today we will talk about the recent research we just completed that highlights the grave danger of hidden fees and how they impact your overall resort performance. You can read the full research as well as download a <a href="https://admin.travelboommarketing.com/blog/the-hidden-danger-of-hidden-hotel-fees/">free infographic on the data right here</a>.</p>



<p>Before Jeremy and I dig into the main topic, let&#8217;s take a look at what&#8217;s going on in the hotel marketing news world: </p>



<h2 class="wp-block-heading">In The News:</h2>



<p><strong>New York Times Suing OpenAI (ChatGPT) for Copyright Infringement&nbsp;</strong></p>



<ul class="wp-block-list">
<li><a href="https://www.theverge.com/2023/12/27/24016212/new-york-times-openai-microsoft-lawsuit-copyright-infringement">https://www.theverge.com/2023/12/27/24016212/new-york-times-openai-microsoft-lawsuit-copyright-infringement</a> </li>



<li><a href="https://nytco-assets.nytimes.com/2023/12/NYT_Complaint_Dec2023.pdf">https://nytco-assets.nytimes.com/2023/12/NYT_Complaint_Dec2023.pdf</a></li>
</ul>



<h2 class="wp-block-heading">The Main Topic: Finding the Balance in Hidden Hotel Fees</h2>



<p>Hidden fees are a major topic in the hospitality industry and our country in general. VRBO and AirBnB have come under fire for not showing transparent pricing early in the process, Hyatt was recently served a suit regarding resort fees, and even Congress is jumping in with the Junk Fee Prevention Act.</p>



<p>This has led us to conduct a study of 300 travelers to gain insight into how a leisure traveler reacts when these fees are presented to them when booking a leisure vacation. We have this data available for any one and I would encourage everyone to download the data.</p>



<ul class="wp-block-list">
<li><strong>Article:</strong> <a href="https://admin.travelboommarketing.com/blog/the-hidden-danger-of-hidden-hotel-fees">https://admin.travelboommarketing.com/blog/the-hidden-danger-of-hidden-hotel-fees</a></li>



<li><strong>Infographic: </strong><a href="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Hidden-Danger-of-Hidden-Fees-by-TravelBoom-2023.pdf">https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Hidden-Danger-of-Hidden-Fees-by-TravelBoom-2023.pdf</a></li>
</ul>



<h3 class="wp-block-heading">What is a hidden fee? </h3>



<p>A hidden fee, now being referred to as <strong>Partitioned Pricing</strong> is any required cost that is not apparent until the checkout process. Note that this does not include taxes, optional add-on stay enhancements, or optional travel insurance.&nbsp;&nbsp;</p>



<p>What hidden fees are the most frustrating for guests?</p>



<ul class="wp-block-list">
<li>Online booking fees</li>



<li>Wi-Fi fees</li>



<li>Parking fees</li>
</ul>



<h3 class="wp-block-heading">The competitive landscape has driven hidden fees </h3>



<p>The data from our research is clear, your potential guests feel that there should be no hidden fees. So why do they exist at all?</p>



<ul class="wp-block-list">
<li>No clear way to compare multiple property prices</li>



<li>OTAs present the room rate only without fees</li>



<li>Properties attempting to win at the price game deceptively&nbsp;</li>



<li>Properties trying to recoup the high costs of ever-expanding amenities</li>



<li>The realization that fees are not always treated the same way as the room rate when it comes to internal accounting, property management costs, and ownership disbursements.</li>
</ul>



<h3 class="wp-block-heading">What travelers expect from a hotel rate </h3>



<p>Travelers appear to be very accommodating of fees for what they perceive as value beyond the stay. The frustration comes when the fees are for what hotel guests see as part of doing business. Most travelers were accepting of a small number of hidden fees (5% or less of room total) and surprisingly somewhat accommodating of resort fees when the real value is delivered.</p>



<h3 class="wp-block-heading">How hidden hotel fees impact guest behavior</h3>



<p>Tacking on a few fees seems like a great idea to increase RevPAR and overall profitability, but it can come with a high cost that may not be apparent.</p>



<ul class="wp-block-list">
<li>31.5% of travelers will abandon the booking process when hidden fees are discovered.
<ul class="wp-block-list">
<li>12% will change their hotel choice when hidden fees are discovered</li>



<li>19.5% will actively avoid hotels where they have found hidden fees in the past.</li>
</ul>
</li>



<li>52% of travelers noted that hidden fees would have a strong impact on their hotel review</li>
</ul>



<h3 class="wp-block-heading">Transparent pricing in hospitality </h3>



<ul class="wp-block-list">
<li>92% of respondents are more willing to accept additional charges when shown upfront</li>



<li>77% of travelers view a property more favorably when shown the total rate early</li>



<li>49% of travelers noted they are more likely to choose a hotel with transparent pricing versus one with hidden pricing (assuming the total stay cost was the same)</li>
</ul>



<p></p>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="aspect-ratio:1.7777777777777777;width:441px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></figure></div>


<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;</p>



<p><strong>2023 Leisure Travel Trends Study</strong></p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 251 – The Hidden Dangers of Hidden Fees


<p></p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-1024x1024.jpg" alt="" class="wp-image-12339" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast250-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


<p>Good day fellow hoteliers and welcome to the big big big 250th edition of the Hotel Marketing Podcast! It was a little over 7 years ago and over 13,000 minutes of recording when we first picked up an el cheapo microphone and all sat around a little round table to record our first episode. Since then the show has had well over half a million downloads from hoteliers around the world.&nbsp;&nbsp;</p>



<p>Today, on our 250th edition we’ve got Jeremy, Alyssa, and me, Pete to share some insights into creating amazing hotel content that drives conversions.</p>



<p> </p>



<h2 class="wp-block-heading">In The News:</h2>



<p>Is Google Testing Long Ad Descriptions or is it a bug?</p>



<p><a href="https://www.seroundtable.com/long-google-ads-description-36575.html">https://www.seroundtable.com/long-google-ads-description-36575.html</a> </p>



<h2 class="wp-block-heading">Building Conversion-Oriented Hotel Content</h2>



<p>Think content is just fluffy blog posts and keyword stuffing? Think again. Powerful, helpful content can boost your website&#8217;s rankings, draw in visitors, turn them into leads, and finally, convert them into hotel guests.</p>



<p>But it&#8217;s a tactic many hoteliers leave lying dormant. Oftentimes, we see thin, outdated content that is in no way helpful to improving SEO, let alone website visitors. But today, we’re here to show you how to build up SEO-rich content that attracts guests and fills your rooms.</p>



<p>Before we get into the strategies for finding content topics that convert, it’s a good idea to understand the hotel booking funnel and how it aligns with content marketing:</p>



<h2 class="wp-block-heading">Understanding the conversion funnel</h2>



<ul class="wp-block-list">
<li><strong>Who is your target audience?</strong> What are their pain points and travel goals?
<ul class="wp-block-list">
<li>Are you trying to attract more of the same or looking to attract a new type of guest?</li>



<li>What are these audiences searching for? What can you do to make that search experience better for your audience?</li>
</ul>
</li>



<li><strong>Hotel booking funnel</strong> and examples of targeted content for all three phases of the booking funnel:
<ul class="wp-block-list">
<li><strong>Awareness/Discovery</strong> > Educate your audience; people become familiar with your brand through content.
<ul class="wp-block-list">
<li>Example: Best Time to Visit Myrtle Beach</li>
</ul>
</li>



<li><strong>Consideration/Research</strong> > People are getting serious about making a purchase but they don’t haven’t selected their desired hotel. This is where you separate yourself from the competition through content.
<ul class="wp-block-list">
<li>Example: Family Friendly Hotels in Myrtle Beach</li>
</ul>
</li>



<li><strong>Purchase</strong> > Your audience is ready to purchase but they still need an extra push to conversion. Make sure you answer all the questions on your website and your core pages to mitigate any friction in the purchasing process.
<ul class="wp-block-list">
<li>Examples: FAQs on Core Navigation Pages, Why Stay at X Hotel?, FAQs on content</li>
</ul>
</li>
</ul>
</li>
</ul>



<h2 class="wp-block-heading">How to find content topics that convert</h2>



<ul class="wp-block-list">
<li><strong>What:</strong> Find the questions people are asking about your property and make sure those questions and answers are present on your website. These could be policy questions (cancellations), available services/amenities (pools open/closed, breakfast included), and so forth.</li>



<li><strong>How:</strong> Through Google Search Console, you can filter your performance report based on search query. For this method, your query filter should include the <em>what</em>, <em>when</em>, <em>where</em>, <em>why</em>, and <em>how</em>’s of a search. If your website has appeared in the organic SERP for searches that include these terms, this is a great place to start with improving your website’s purchase phase content.</li>



<li><strong>Other methods:</strong> Google autocomplete, People Also Ask, Related Searches, Q&amp;A section of your Google business profile.</li>
</ul>



<p><strong>(Pete intro; Jeremy leads) Consideration/Research</strong></p>



<p>At this point, the searcher knows the destination where they want to travel to, but hasn&#8217;t decided on the hotel.</p>



<ul class="wp-block-list">
<li><strong>What:</strong> Create content around stay-related keywords that are relevant to your hotel. This could be hotel searches with modifiers like
<ul class="wp-block-list">
<li>Traveler type modifiers: “for families”, “pet friendly”, and “for couples”</li>



<li>Location modifiers: “near downtown”, “near midtown”, and “near amusement park”</li>



<li>Hotel type modifiers: “boutique”, “luxury”, and “budget friendly”</li>



<li>Accommodation/Amenity modifiers: “with waterpark”, “with balcony suites”, and “with free breakfast”</li>
</ul>
</li>



<li><strong>How:</strong> Google autocomplete, Google Related Searches, Google Search Console, and Google Keyword Planner are good places to start.
<ul class="wp-block-list">
<li><strong>Google autocomplete &amp; Related Searches:</strong> your query should include your “destination + hotel(s)”. If people are searching for variations of this search, Autocomplete and Related Searches should provide options that will be up to you to determine if they make sense for your hotel’s website.</li>



<li><strong>Google Search Console: </strong>your query should include your “destination + hotel(s)”.</li>



<li><strong>Google keyword planner:</strong> This is a fine place to start if you’re new to keyword research/content optimization or are on a budget.</li>
</ul>
</li>
</ul>



<p>With that, start researching, create valuable content, and track your results.</p>



<h3 class="wp-block-heading">TravelBoom News:</h3>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="aspect-ratio:1.7777777777777777;width:441px;height:auto" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></figure></div>


<p>&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;</p>



<p><strong>2023 Leisure Travel Trends Study</strong></p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;</p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p></p>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 250 – How Great Content Leads To Great Hotel Conversion Rates


<p></p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-1024x1024.jpg" alt="" class="wp-image-12319" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/TB-Podcast249-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


<p>Good day fellow hoteliers and welcome to episode 249 of the Hotel Marketing Podcast, &nbsp;Today we have an interesting question, “Is catering to a small niche market a secret to success for a hotel?” Well, we’re about to answer that right now</p>



<p>This is going to be a fun episode today and we couldn’t have fun without Alyssa Foriska, Jeremy Razook, and Olivia Clifton.</p>



<p> </p>



<h3 class="wp-block-heading">Attracting Avid Guests With Targeted Niches</h3>



<p>Article Link: <a href="https://www.costar.com/article/2128574949/hotels-drive-demand-by-marketing-to-social-niche-groups">https://www.costar.com/article/2128574949/hotels-drive-demand-by-marketing-to-social-niche-groups</a></p>



<p>Group travel has <strong>bounced back post-COVID</strong>. The article reinforces this notion, noting that bachelor and bachelorette parties, seniors, couples, destination weddings, and family reunions — groups that may not have seen each other during the worst days of the pandemic — want to reconnect in a big way. </p>



<p>Couple this with the growing trend of experiential travel, and niche marketing emerges.</p>



<p>Defining niche marketing: niche marketing is defined as channeling all marketing efforts towards one well-defined segment of the population. </p>



<p>While niche marketing isn’t necessarily a new concept, marketers have traditionally gone after volume versus catering to this underserved population.&nbsp;</p>



<p>The article mentions tailoring online advertising and social media campaigns to reach specific demographics.</p>



<p>If you build it, they will come. If you’re struggling, lean into a new effort and get creative.</p>



<h4 class="wp-block-heading">Some questions to ask yourself:&nbsp;</h4>



<ol class="wp-block-list">
<li>What does your property have to offer or what can you do to cater to a <em>specific</em> audience?</li>



<li>What does your typical guest look like? What does your area have to offer? What demographic or group type can you realistically generate demand for?</li>



<li>How do you make the experience memorable, fun and/or funny, romantic, immersive, and unique?</li>
</ol>



<p>Disney has been doing this for years with Art of Animation, All-Star Movies, All-Star Sports, Fort Wilderness, and Animal Kingdom Lodge — these themed resorts are micro-vacations by themselves.</p>



<p>They have mastered the art of <strong>experience</strong>.</p>



<p class="is-style-h3">Niche Targeting Done Right: Examples</p>



<p><strong>Jeremy</strong></p>



<ul class="wp-block-list">
<li><a href="https://www.greatwolf.com/concord/suites/themed">Great Wolf Lodge</a> (multiple locations) &gt; Themed suites that appeal to families traveling with young kids.</li>



<li><a href="https://www.thecurtis.com/">The Curtis</a> in Denver &gt; “Hyper themed rooms” that take inspiration from pop culture (Ghostbusters, video games, Star Trek), era aesthetics (70s disco), and more (Knock Knock Jokes).</li>
</ul>



<p><strong>Olivia:&nbsp;</strong></p>



<ul class="wp-block-list">
<li><a href="https://theroxburyexperience.com/">Roxbury Motel</a> in the Catskills > movie and TV-themed rooms, suites, and cottages. “Samantha’s Cloud” suite modeled after Bewitched scenes where Samantha met w/ her mom in the clouds; black and white theme with Tiffany blue accents for Golightly-a-go-go/Breakfast at Tiffany’s; Fred’s Suite/Flintstone theme</li>



<li><a href="https://www.airbnb.com/rooms/13018859?source_impression_id=p3_1702505418_jZspOCTNqi7AQbAr">Wes Anderson-inspired apartment on AirBnb</a> > in Portland because where else? Whimsical decor and craftsmanship that calls to the feel of a Wes Anderson <strong>film</strong> (notably <em>Fantastic Mr. Fox </em>and <em>The Royal Tenenbaums</em>)<em> </em></li>
</ul>



<p></p>



<p><strong>Pete:</strong></p>



<ul class="wp-block-list">
<li><a href="https://www.lighthouseresort.net/">https://www.lighthouseresort.net/</a> has an indoor six-court pickleball complex that is designed to attract avid players to visit as well as create a sporting hub for the entire area.</li>



<li><a href="https://thehotelchalet.com/">https://thehotelchalet.com/</a> at <a href="https://www.choochoo.com/">https://www.choochoo.com/</a>&nbsp;</li>
</ul>



<p><strong>Alyssa:</strong></p>



<ul class="wp-block-list">
<li><a href="https://redcaboosemotel.com/">The Red Caboose Motel </a>&gt; Accommodations inside old rail cars.</li>



<li><a href="https://www.cartoonnetworkhotel.com/themed-rooms/family-rooms">Cartoon Network Hotel</a> &gt; A hotel entirely themed around Cartoon Network + its most popular television shows&nbsp;</li>
</ul>



<h3 class="wp-block-heading">TravelBoom News:</h3>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="width:379px;height:213px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></a></figure></div>


<p><strong>2023 Leisure Travel Trends Study</strong></p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;</p>



<p><strong>2023/24 Hotelier Sentiment Study</strong></p>



<p>We need your help! Building on what we learned in the 2023 Leisure Travel Study, we want to know what hoteliers are thinking about. Take five minutes to participate in this survey. Your anonymous responses will be compiled with other hoteliers to create a clear picture of the needs of today’s hoteliers.&nbsp;<a href="https://admin.travelboommarketing.com/hotelsurvey">https://admin.travelboommarketing.com/hotelsurvey</a> </p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p></p>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 249 –  Generating Demand with Niche Targeting


<p></p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="1024" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Podcast-248-1024x1024.jpg" alt="" class="wp-image-12308" style="object-fit:cover;width:250px;height:268px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Podcast-248-1024x1024.jpg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Podcast-248-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Podcast-248-150x150.jpg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Podcast-248-768x768.jpg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Podcast-248-1536x1536.jpg 1536w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Podcast-248-2048x2048.jpg 2048w, https://admin.travelboommarketing.com/wp-content/uploads/2023/12/Podcast-248-620x620.jpg 620w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure></div>


<p>Good day fellow hoteliers and welcome to episode 248 of the Hotel Marketing Podcast, I’m your host Pete DiMaio of TravelBoom and today we are going to do some search optimization like it’s 2004.  There’s no SEO hat that’s too black today, so let’s dive into the show and start messin’ with some algorithms.</p>



<p>This is going to be a fun episode today and we couldn’t have fun without Alyssa Foriska and Jeremy Razook. </p>



<h2 class="wp-block-heading">Hotel News</h2>



<p><strong>Happy Anniversary to our AI-Overlords: Chat GPT turns one today:</strong></p>



<p><a href="https://techcrunch.com/2023/11/30/on-chatgpts-first-anniversary-its-mobile-apps-have-topped-110m-installs-and-nearly-30m-in-revenue/">https://techcrunch.com/2023/11/30/on-chatgpts-first-anniversary-its-mobile-apps-have-topped-110m-installs-and-nearly-30m-in-revenue/</a>  </p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading">11 Black-Hat SEO Strategies Hotels Should Avoid</h2>



<ol class="wp-block-list">
<li><strong>Exact match domains</strong> such as bestpizzaplacela.com; Google will ignore exact match domains as of 2012 or earlier</li>



<li><strong>Buying links</strong> > Exchanging money or goods or services for links.
<ol class="wp-block-list">
<li>Alternatively, outsourcing/hiring link building to an agency.</li>



<li>Buy links not for the purpose of boosting SEO &gt; links tagged with nofollow and sponsored</li>
</ol>
</li>



<li><strong>Reciprocal linking</strong> > &#8220;Link to me and I&#8217;ll link to you&#8221;
<ol class="wp-block-list">
<li>Alternatively, build organic relationships with sources across the web.</li>



<li>Build links naturally with content</li>



<li>Utilize guest bloggers as part of your PR campaign</li>
</ol>
</li>



<li><strong>Keyword stuffing</strong>: filling up a page with the phrase you want to rank for > Instead, use keywords moderately and naturally within the copy.
<ol class="wp-block-list">
<li>One keyword per page &gt; evolved to one page per topic, not per keyword&nbsp;</li>
</ol>
</li>



<li><strong>Doorway Pages:</strong> Doorway pages are website pages loaded with keywords but have poor page content. These pages are designed to trick search engines into believing there is good-quality content pertaining to the keyword on the page. Doorway pages are generally accompanied by invisible text to pull in users who are searching for multiple topics within a specific industry. </li>



<li><strong>Article spinning</strong> &gt; Copying content from other websites, slightly modifying it, and republishing it on your own website.</li>



<li><strong>Using PBNs</strong> (Private Blog Networks). The act of having a blog/content on a site that links to other sites in a network. The only value is to increase inbound links for search ranking and it doesn’t provide relevant content for the user.</li>



<li><strong>Short-form content</strong> creation/quantity over quality > helpful content update</li>



<li><strong>Writing for bots</strong> <strong>vs. people:</strong> i.e. repeats a particular keyword over and over, awkwardly forces a keyword phrase into a sentence in a way that doesn’t make sense or incorporates unnecessary heading tags</li>



<li><strong>Cloaking</strong><strong>:</strong> a technique where a website shows one version of a URL, page, or piece of content to the search engines for ranking purposes while showing another to its actual visitors.
<ol class="wp-block-list">
<li>Hidden text or links; Placing it behind an image; Using a font size of 0, or white on white, etc.</li>



<li>Adding a class name to an element on your page and setting it to “hidden” in your CSS stylesheet</li>



<li>People typically use this technique to stuff a page with keywords and boost its rankings while hiding the content from users.&nbsp;</li>
</ol>
</li>



<li><strong>Sneaky redirects</strong>: the practice of sending users to a different page or site than the one they requested or clicked on > leading people from a high authority website to your low-quality one.</li>
</ol>



<h3 class="wp-block-heading">BONUS: Optimize for the best user experience</h3>



<p><strong>Instead… Create the best possible resource for your consumers.</strong> No tricks, no hacks, just creating the best possible experience for your potential hotel guests through a fast, mobile-friendly site designed to answer every question about your property and destination. </p>



<h3 class="wp-block-heading">TravelBoom News:</h3>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="640" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="width:379px;height:213px" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 640px) 100vw, 640px" /></a></figure></div>


<p><strong>2023 Leisure Travel Trends Study</strong></p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;</p>



<p><strong>2023/24 Hotelier Sentiment Study</strong></p>



<p>We need your help! Building on what we learned in the 2023 Leisure Travel Study, we want to know what hoteliers are thinking about. Take five minutes to participate in this survey. Your anonymous responses will be compiled with other hoteliers to create a clear picture of the needs of today’s hoteliers.&nbsp;<a href="https://admin.travelboommarketing.com/hotelsurvey">https://admin.travelboommarketing.com/hotelsurvey</a> </p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p></p>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 248 –  11 Outdated SEO Strategies That Will Kill Your Hotel’s Rankings


<p></p>


<div class="wp-block-image">
<figure class="alignright size-large is-resized"><img loading="lazy" decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/10/Podcast247-1024x1024.jpg" alt="" class="wp-image-12264" style="object-fit:cover;width:250px;height:268px" width="250" height="268"/></figure></div>


<p>Good day fellow hoteliers and welcome to episode 247 of the Hotel Marketing Podcast.  It’s me, Pete DiMaio with TravelBoom. Do you want to double your website’s conversion rate? Today we’re covering five strategies that will transform your site into the ultimate revenue-generating machine.</p>



<h2 class="wp-block-heading">Hotel News</h2>



<p>Google Reshapes Hotel Distribution: 3 Key Insights<a href="https://skift.com/2023/10/18/google-reshapes-hotel-distribution-3-key-insights/">https://skift.com/2023/10/18/google-reshapes-hotel-distribution-3-key-insights/</a> </p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading">Double Your Hotel Conversion Rate With These Site Optimization Strategies</h2>



<h3 class="wp-block-heading">#1: Speed Kills or the lack of speed kills&nbsp;</h3>



<p>Your potential guests and search engines demand a blazing-fast website. If you are failing your Google Lighthouse metrics you will see higher abandonment rates and lower conversions.&nbsp;</p>



<ul class="wp-block-list">
<li>Test your site: Pagespeed.web.dev</li>



<li>Optimize based on your results.&nbsp; Typically this includes image size, reducing unnecessary code, and deferring page elements until needed</li>



<li>Consider a headless website</li>



<li>Determine if the resource hogs on your website (such as video) are valuable in the conversion process. Consider testing a static home page image versus a video to see which converts better.</li>
</ul>



<h3 class="wp-block-heading">#2: Get your CTAs where guests will actually see them&nbsp;</h3>



<p>One of the most common issues with a new client’s existing site is a lack of understanding of what calls to action are actually seen on a site. Using tools like Microsoft’s Clarity will allow you to view a scroll map on any page on desktop, mobile, and tablet. Oftentimes you’ll be surprised how little of a page is actually ever seen by your potential guests. More often than not we see the core CTAs, such as a booking widget or specials appear “below the fold.”&nbsp;&nbsp;</p>



<ul class="wp-block-list">
<li>Most users don’t make it much past one scroll on your page/site</li>



<li>On the desktop, your main nav and booking widget will see 90% of clicks</li>



<li>On mobile, your main promo, booking widget, and items on the 1st scroll get the clicks</li>



<li>Do you have important items at the bottom of your site/page that no one sees?</li>



<li>Would a more simplified home page result in higher site speeds without impacting the user experience and conversion rate?</li>
</ul>



<h3 class="wp-block-heading">#3: Make every page an entrance to your conversion funnel&nbsp;</h3>



<p>This is a classic blunder most hoteliers make on their websites. In many cases, your home page will not be your entrance page. This means every page should be designed from the ground up to lead a potential guest to your booking engine.</p>



<ul class="wp-block-list">
<li>Review your analytics and determine the top entrance pages of your site</li>



<li>Review these pages carefully and incorporate intuitive calls to action</li>



<li>Pages such as your cancellation policy, privacy policy, FAQ, and other pages should be structured to lead to booking success.</li>
</ul>



<h3 class="wp-block-heading">#4: Test your site with real users to find the roadblocks to revenue&nbsp;</h3>



<p>User testing can lead to phenomenal insights that you might miss because you’re “too close” to your site. TravelBoom uses several systems to help clients identify conversion roadblocks and this cost-effective strategy always delivers hidden opportunities for conversion rate improvement.</p>



<ul class="wp-block-list">
<li>Qualitative data that is open to interpretation leads to quantitative testing</li>



<li>Fast and effective with as little as 5-10 users</li>



<li>The best results when users have a clear prompt and instructions</li>
</ul>



<h3 class="wp-block-heading">#5: Anticipate and address your guests’ questions &amp; concerns&nbsp;</h3>



<p>Hoteliers are fortunate to have a very specific product that typically has the same concerns, questions, and objections to overcome. You already know these (or you should) and can address them proactively during the planning/shopping process.</p>



<ul class="wp-block-list">
<li>Create an amazing FAQ system</li>



<li>Integrate solutions to traveler concerns throughout the process. Inset reviews, easy-to-find cancellation policies, location information, and more can all be shared with the guest during the booking process to decrease abandonment rates.</li>
</ul>



<h3 class="wp-block-heading">#6 AB test your way to success&nbsp;</h3>



<p>We’re always saying ABT, Always Be Testing, and that is ultimately how you will end up incrementally increasing your site’s conversion rate.&nbsp;</p>



<ul class="wp-block-list">
<li>Create an annual testing plan&nbsp;</li>



<li>Use your analytics and user testing to lead to more effective testing experiments&nbsp;</li>



<li>Most importantly, take your opinion out of the process. Let the data dictate your site experience</li>
</ul>



<h3 class="wp-block-heading">#7: Get proactive and engage your potential guests&nbsp;</h3>



<p>You’re probably spending a ton of time, effort, and money driving guests to your website. Don’t waste that by not being proactive in driving the booking. Unfortunately, most hotel websites are very passive “order takers” and not very effective at proactively selling a stay.</p>



<ul class="wp-block-list">
<li>Chat systems as simple as Olark or as complex as enterprise-level solutions that tie into your PMS are incredibly effective at pushing chats to users at the right time.</li>



<li>Abandonment triggers and pop-ups can help overcome an objection before the user leaves the site.</li>



<li>When a user does leave the site, do you have the retargeting systems needed to find and bring that user back to a booking?</li>
</ul>



<h3 class="wp-block-heading">BONUS: Optimize Your Booking Engine</h3>



<p>This is a bonus tip. Why, because everything you just did in the optimization strategies above needs to be done on your booking engine as well. At TravelBoom we always monitor two conversion rates. Conversion to the booking engine and conversion <strong>through</strong> the booking engine.&nbsp; If you find that your conversion rate dives when a potential guest hits the engine, you’ve got a problem to solve.&nbsp;</p>



<h3 class="wp-block-heading">TravelBoom News:</h3>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="width:379px;height:213px" width="379" height="213" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 379px) 100vw, 379px" /></a></figure></div>


<p><strong>2023 Leisure Travel Trends Study</strong></p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>. </p>



<p><strong>2023/24 Hotelier Sentiment Study</strong></p>



<p>We need your help! Building on what we learned in the 2023 Leisure Travel Study, we want to know what hoteliers are thinking about. Take five minutes to participate in this survey. Your anonymous responses will be compiled with other hoteliers to create a clear picture of the needs of today’s hoteliers. <a href="https://admin.travelboommarketing.com/hotelsurvey">https://admin.travelboommarketing.com/hotelsurvey</a> </p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p></p>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 247 –  7 Ways to Double Your Hotel’s Conversion Rate


<p></p>



<p>Good day hoteliers and welcome to episode 246 of the Hotel Marketing Podcast. Hotels have struggled for years to find the right way to engage guests and drive revenue through social media channels. Today we’re going to make it easy for you with strategies for both paid and organic success.</p>



<p>For us to give hoteliers the best possible way to engage their potential guests on Facebook, Instagram, and other channels we’ll need some expert voices.&nbsp; That’s why we have our very own Olivia Clifton on the show today!&nbsp; Along with Olivia, we have Alyssa and Jeremy.</p>



<h2 class="wp-block-heading">News</h2>



<p><strong>Booking.com Not Paying Hotels or Staff.&nbsp; And now they want a credit card:</strong></p>



<p><a href="https://www.theguardian.com/business/2023/oct/03/bookingcom-makes-a-fortune-so-why-is-it-leaving-its-bills-to-small-hotels-unpaid">https://www.theguardian.com/business/2023/oct/03/bookingcom-makes-a-fortune-so-why-is-it-leaving-its-bills-to-small-hotels-unpaid</a></p>



<p><a href="https://www.phocuswire.com/booking-com-prepares-launch-credit-card-us">https://www.phocuswire.com/booking-com-prepares-launch-credit-card-us</a></p>



<p>Cititravel portal with booking.com</p>



<ul class="wp-block-list">
<li>allows cardholders to book <a href="https://www.cnbc.com/select/best-airline-credit-cards/">flights</a>, hotels, car rentals and even attractions</li>



<li>currently accessible via Citi’s website and will be available to eligible cardholders via the Citi mobile app by the end of March.</li>



<li>Plus, for a limited time, eligible cardholders can earn up to 10X points on their bookings.</li>
</ul>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading">How Hotels Can Succeed With Social Media</h2>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><img loading="lazy" decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/10/GiantCinnamonRoll.jpeg" alt="" class="wp-image-12251" style="width:238px;height:238px" width="238" height="238" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/10/GiantCinnamonRoll.jpeg 1024w, https://admin.travelboommarketing.com/wp-content/uploads/2023/10/GiantCinnamonRoll-300x300.jpeg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/10/GiantCinnamonRoll-150x150.jpeg 150w, https://admin.travelboommarketing.com/wp-content/uploads/2023/10/GiantCinnamonRoll-768x768.jpeg 768w, https://admin.travelboommarketing.com/wp-content/uploads/2023/10/GiantCinnamonRoll-620x620.jpeg 620w" sizes="(max-width: 238px) 100vw, 238px" /></figure></div>


<p>Olivia has put together a great article at TravelBoomMarketing.com detailing how hotels should be using social media at <a href="https://admin.travelboommarketing.com/blog/how-should-hotels-be-using-social-media/">https://admin.travelboommarketing.com/blog/how-should-hotels-be-using-social-media/</a>.&nbsp;</p>



<h3 class="wp-block-heading">Organic Social Media</h3>



<ul class="wp-block-list">
<li>Keep your content mobile-friendly</li>



<li>Authenticity is the most important aspect of social media</li>



<li>Monitor and engage beyond just your profiles</li>



<li>Interact with posts your hotel is tagged in</li>
</ul>



<h3 class="wp-block-heading">Paid Social Media </h3>



<ul class="wp-block-list">
<li>Know your KPIs before launching any campaigns and measure accordingly</li>



<li>Understand the different types of ads</li>



<li>Smart targeting leads to great returns</li>



<li>Read more at <a href="https://admin.travelboommarketing.com/blog/the-best-facebook-ad-formats-for-hotels/">admin.travelboommarketing.com/blog/the-best-facebook-ad-formats-for-hotels/</a>&nbsp;</li>
</ul>



<h3 class="wp-block-heading">Social Media Ideas for Hotels </h3>



<ol class="wp-block-list">
<li>Share a live feed of events that happen at your hotel </li>



<li>Showcase amenities or room tours at your property </li>



<li>Suggest nearby things to do </li>



<li>Highlight upcoming events happening nearby </li>



<li>Post unique, high-quality photographs </li>



<li>Share positive guest reviews </li>



<li>Create giveaways or contests </li>



<li>Make use of user-generated content (UGC) </li>
</ol>



<p>Read 50 awesome social media tips for hotels here: <a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/">admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/</a></p>



<h3 class="wp-block-heading">TravelBoom News:</h3>



<p><strong>2023 Leisure Travel Trends Study</strong></p>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="width:379px;height:213px" width="379" height="213" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 379px) 100vw, 379px" /></a></figure></div>


<p>Savvy hoteliers should expect some unprecedented changes in leisure traveler behavior in 2023 and beyond. Low confidence in the economy, changing decision-makers, and new technologies are all pointing to a massive shift in how hoteliers court a new generation of travelers.</p>



<p>Download the detailed analysis of the findings, along with observations and specific opportunities that help you position your property at the top of customers’ minds.</p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>. </p>



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<p></p>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 246 – How Hotels Should Be Using Social Media


<p></p>



<p>Good day fellow hoteliers and welcome to episode 245 of the Hotel Marketing Podcast, I’m your host Pete DiMaio of TravelBoom and today we’re going to share six simple tips to make GA4 work for you. </p>



<p>Back in July of this year, everyone realized Google was really, really serious about the switch from Universal Analytics to GA4 and we were all thrown into this new exciting world of analytics. We’ve got a full cast today with Alyssa, Jeremy, and Connor. </p>



<h3 class="wp-block-heading">News</h3>



<p><strong>Google quietly increases ad prices to meet targets, claims executive</strong></p>



<p><a href="https://searchengineland.com/google-quietly-increases-ad-prices-targets-432155">https://searchengineland.com/google-quietly-increases-ad-prices-targets-432155</a> </p>



<h3 class="wp-block-heading">6 Ways to Make GA4 Work for You<a href=""></a></h3>



<ol class="wp-block-list">
<li><strong>Filter out internal traffic</strong>
<ol class="wp-block-list">
<li>Internal traffic can create massive problems and inaccuracies in reporting.&nbsp;</li>



<li>Imagine your analytics team completing a weekly booking engine test on both mobile and desktop. Your data would theoretically show a near 100% conversion rate for users in that geographic area with 8 bookings each month.&nbsp; This is then compounded by everyone in your organization as well as potentially everyone staying at your property.</li>



<li>By filtering out traffic you don’t want to track in a traditional sense you’ll be able to have a much more accurate picture of what your potential guests are doing on your site.</li>



<li>Luckily this process is very simple:
<ol class="wp-block-list">
<li>Find your IP address and those you feel should not be in your main datasets.</li>



<li>Go to your admin settings &gt; data streams &gt; select the data stream (typically web traffic) &gt; Configure tag settings &gt; select “show more” &gt; click “define internal traffic”</li>



<li>Within this area, you can add a name and how you would like to identify the traffic such as IP range, specific IP address, and other options.</li>



<li>The benefit of this system is you can also set multiple types of traffic such as:
<ol class="wp-block-list">
<li>Internal company traffic</li>



<li>Agency traffic</li>



<li>In-house guest, etc.</li>



<li>Wifi landing page</li>
</ol>
</li>
</ol>
</li>



<li>Once your traffic filters are set you can then run reports as usual with a much higher degree of accuracy.&nbsp; Best of all, you can always include this traffic based on your reporting needs.&nbsp;</li>
</ol>
</li>
</ol>



<ol class="wp-block-list" start="2">
<li><strong>Customize as much as you can </strong><strong>Jeremy</strong>
<ol class="wp-block-list">
<li>Create custom events and conversions to track unique customer interactions, regardless of their nature.
<ol class="wp-block-list">
<li>Room purchases, newsletter sign-ups, contact forms</li>



<li>Booking funnel steps</li>
</ol>
</li>



<li>Develop custom audiences and segments based on specific user attributes and behaviors.
<ol class="wp-block-list">
<li>Retargeting audiences</li>



<li>Demographics</li>



<li>Interest-based audiences</li>
</ol>
</li>



<li>Target campaigns more precisely and deliver personalized experiences to different user groups.
<ol class="wp-block-list">
<li>Google Ads</li>
</ol>
</li>



<li>Generate custom reports tailored to your specific business goals and requirements.
<ol class="wp-block-list">
<li>Explore reports</li>
</ol>
</li>
</ol>
</li>
</ol>



<ol class="wp-block-list" start="3">
<li><strong>Track your Engaged Sessions</strong>
<ol class="wp-block-list">
<li>In GA4, Engaged Sessions are sessions that meet any of these requirements:
<ol class="wp-block-list">
<li>Has at least one conversion event or more,</li>



<li>Has at least 2 page or screen views,</li>



<li>Or lasts more than 10 seconds.</li>
</ol>
</li>



<li>Tracking the engaged sessions helps you qualify the value of your website’s content based on how your audience interacts with it.
<ol class="wp-block-list">
<li>Identify content that resonates with your audience and holds their attention.</li>



<li>Optimize underperforming pages by analyzing their engagement metrics.</li>



<li>Include relevant and valuable CTAs to guide users through their journey.</li>



<li>Compare engaged sessions across different user segments to gain deeper insights.</li>



<li>Improve the overall user experience by tailoring your content based on engagement patterns.</li>
</ol>
</li>
</ol>
</li>
</ol>



<ol class="wp-block-list" start="4">
<li><strong>Enable Enhanced Events,</strong>
<ol class="wp-block-list">
<li>Great way to get more metrics that provide more user insight without any extra work.
<ol class="wp-block-list">
<li>Just the events you want in the settings ( No need to create custom events or code)!</li>
</ol>
</li>



<li>Will not always work if the Data.Layer is not set up 100% to Google’s specifications.
<ol class="wp-block-list">
<li>&nbsp;Data won’t be pulled or can pull data from the wrong data.layer element.</li>
</ol>
</li>



<li>Use this if the available metrics cover everything you need. If not, I’d recommend building out the rest of the events you want using Google Tag Manager (GTM)</li>
</ol>
</li>
</ol>



<ol class="wp-block-list" start="5">
<li><strong>Thresholding and prerequisites&nbsp;</strong>
<ol class="wp-block-list">
<li>“applied to prevent anyone viewing a report or exploration from inferring the identity of individual users based on demographics, interests, or other signals present in the data” &#8211; Google</li>



<li>Applied when Google Signals is enabled &#8211; collects demographic data and lets properties reuse analytics audiences in Google Ads</li>



<li>Thresholding cannot be adjusted</li>



<li>Thresholding may interfere with your custom reporting
<ol class="wp-block-list">
<li>Adjust your report date range to increase the number of users that may have triggered your event(s)</li>
</ol>
</li>



<li>Predictive metrics/audiences: prerequisites are required</li>
</ol>
</li>
</ol>



<ol class="wp-block-list" start="6">
<li><strong>Utilize the “first user” dimensions</strong>
<ol class="wp-block-list">
<li>The First User dimension represents the source / medium that acquired<strong> the user in the first session</strong><strong>.</strong></li>



<li>This dimension provides insight into the channels users are first coming to your site, and this is useful in itself.&nbsp;</li>



<li>Look at this alongside the session default channel group &#8211; a channel we’ve typically used to analyze data (either in a report or an exploration), and you can gain a better understanding of the path from <strong>initial acquisition through to conversion.&nbsp;</strong>
<ol class="wp-block-list">
<li>Gain a deeper understanding of user acquisition channels and their impact on conversions.</li>
</ol>
</li>



<li>By leveraging the &#8220;first user&#8221; dimensions, you can:
<ol class="wp-block-list">
<li>Analyze the actions users take during their initial visits to identify potential bottlenecks.</li>



<li>Improve landing pages and user flows based on insights derived from first user data.</li>



<li>Provide a seamless and personalized experience that encourages further engagement.</li>



<li>Refine your marketing strategies by aligning them with the customer journey from the point of first interaction to conversion.&nbsp;</li>
</ol>
</li>
</ol>
</li>
</ol>



<h3 class="wp-block-heading">TravelBoom News:</h3>



<p><strong>2023 Leisure Travel Trends Study</strong></p>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="width:379px;height:213px" width="379" height="213" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 379px) 100vw, 379px" /></a></figure></div>


<p>Savvy hoteliers should expect some unprecedented changes in leisure traveler behavior in 2023 and beyond. Low confidence in the economy, changing decision-makers, and new technologies are all pointing to a massive shift in how hoteliers court a new generation of travelers.</p>



<p>Download the detailed analysis of the findings, along with observations and specific opportunities that help you position your property at the top of customers’ minds.</p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;</p>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 245 – 6 Simple Ways To Make GA4 Work Harder For Your Hotel


<p></p>



<p>This is episode 244, and do you ever wonder how you can get those zoomers and younger generation guests to give your property a try? Look no further, that’s exactly what we’re covering in today&#8217;s episode.&nbsp; And big episodes need a big cast, that’s why we have two members of the BoomSquad with us today.&nbsp; We have both Alyssa and Jeremy on to discuss the finer points of attracting younger guests to your property. This episode is going to be covering Alyssa’s latest article, <a href="https://admin.travelboommarketing.com/blog/attracting-younger-hotel-guests/">Attracting Younger Hotel Guests</a>, which you can read <a href="https://admin.travelboommarketing.com/blog/attracting-younger-hotel-guests/">right here</a>.</p>



<p>Parts of this podcast will cover <a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><strong>The 2023 Leisure Travel Trends Study</strong></a> which is ready for download for the low low price of FREE!</p>



<h2 class="wp-block-heading">Today&#8217;s Hotel Newsaroo</h2>



<p>MGM is Hacked by ‘Scattered Spider” bringing down the 14-billion dollar giant on September 13th</p>



<ul class="wp-block-list">
<li><a href="https://www.reuters.com/technology/moodys-says-breach-mgm-is-credit-negative-disruption-lingers-2023-09-13/">https://www.reuters.com/technology/moodys-says-breach-mgm-is-credit-negative-disruption-lingers-2023-09-13/</a>&nbsp;</li>



<li>Caesars was hacked and paid millions in ransom weeks prior: <a href="https://www.bloomberg.com/news/articles/2023-09-13/caesars-entertainment-paid-millions-in-ransom-in-recent-attack?embedded-checkout=true">https://www.bloomberg.com/news/articles/2023-09-13/caesars-entertainment-paid-millions-in-ransom-in-recent-attack?embedded-checkout=true</a>&nbsp;</li>



<li>Gizmodo’s summary of how it happened: <a href="https://gizmodo.com/mgm-grand-cyberattack-caused-by-10-minute-phone-call-1850834558">https://gizmodo.com/mgm-grand-cyberattack-caused-by-10-minute-phone-call-1850834558</a>
<ul class="wp-block-list">
<li>Basically, they found the name of someone on LinkedIn, called the internal helpdesk line for employees, and were able to get access.</li>
</ul>
</li>
</ul>



<h3 class="wp-block-heading">Attracting Younger Hotel Guests</h3>



<p>Defining age groups:</p>



<ul class="wp-block-list">
<li>Baby boomers are the eldest, born between the years 1946 and 1964.</li>



<li>Generation X follows, and they were born between 1965 and 1980.</li>



<li>Next comes Generation Y (more commonly known as Millennials), born between roughly 1981 and 1994.</li>



<li>The youngest generation in today’s workforce is <a href="https://www.zenefits.com/workest/the-gen-z-workforce-who-they-are-and-what-they-want/">Gen Z</a>, who were born between 1995 and 2009.</li>
</ul>



<p>“Everything you think you know about millennials? Concentrate it tenfold, and you get Gen Z. Other generations are a continuum, but the millennial-to-Gen-Z span is a cliff. The next generation is completely detached from many old habits.” Fred Lalonde, co-founder and CEO of <a href="https://hopper.com/">Hopper</a>: a travel booking app and online travel marketplace that sells flights, hotels, rental cars, and short-term rentals</p>



<h4 class="wp-block-heading">Gen Z</h4>



<ul class="wp-block-list">
<li>Starting families later&nbsp;</li>



<li>Buying homes later</li>



<li>Owning less and doing more</li>



<li>This is the first group of people that has had around the clock internet connectivity.&nbsp;</li>
</ul>



<p>While Baby Boomers and Generation X may have more disposable income, data shows that younger generations <strong>are more likely to travel</strong> and hoteliers must be mindful of this.</p>



<p>According to a recent <strong>American Express global travel report </strong>84% of Gen Z and Millennial respondents agreed that they would rather take a dream vacation than purchase a new luxury item.&nbsp;</p>



<h4 class="wp-block-heading">Gen Z Travel Trends</h4>



<ul class="wp-block-list">
<li>Curate cultural experiences</li>



<li>Offer authentic, fresh cuisine</li>



<li>Organize outdoor adventures</li>



<li>Budget-friendly travel: Consider creating a loyalty program for your hotel</li>



<li>Provide quality WiFi + other technology on-site (think streaming services)</li>



<li>Accommodate the wellness traveler &gt; In this post-pandemic world, the focus on health is only expected to grow, which means wellness travel is a permanent sector of the hospitality industry. From massage to meditation, accommodating the wellness traveler can even be as simple as improving your on-site fitness facility.</li>



<li>Support sustainable business practices by going green where possible&nbsp;</li>



<li>Highlight top-notch reviews on social media or directly on your website</li>
</ul>



<ul class="wp-block-list">
<li>Take a proactive approach to guest reviews
<ul class="wp-block-list">
<li>Master customer service to circumvent negative reviews&nbsp;</li>
</ul>
</li>



<li>Collecting feedback wherever possible
<ul class="wp-block-list">
<li>Solicit feedback on a variety of platforms (social media, post-stay survey)</li>



<li>Asks guests to leave a good review when speaking with them on-site</li>



<li>Offer an incentive for leaving a review</li>
</ul>
</li>



<li>Actively engage with users
<ul class="wp-block-list">
<li>Have a dedicated employee or agency that monitors review platforms</li>



<li>This younger audience not only wants a well-reviewed hotel, but they also want to see authenticity in the follow-up.</li>
</ul>
</li>
</ul>



<h4 class="wp-block-heading">Hotels That Are Leading The Way</h4>



<p>Major hotel brands are already catering to both Generations Y and Z:&nbsp;</p>



<ol class="wp-block-list">
<li><strong>Moxy</strong> by Marriott &#8211; a more affordable brand that focuses on the essentials. Their brand overview actually states: guests can save on space and splurge on experiences and they uphold this mantra from the get-go check-in at the bar instead of a typical hotel desk.</li>



<li><strong>Canopy</strong> by Hilton:&nbsp; targets the lifestyle-minded consumer. Canopy offers complimentary Canopy Bikes to explore</li>



<li><strong>Tempo</strong> by Hilton: Each Tempo location offers well-being amenities, modern fitness facilities, and flexible meeting/working spaces.&nbsp;</li>
</ol>



<h4 class="wp-block-heading">What are some tips for Connecting with Gen Z?</h4>



<p>Engaging Gen Z is becoming crucial for success – after all, they are the <strong>future of travel.</strong> Meeting today’s enthusiastic youth where they exist is key.&nbsp;</p>



<ol class="wp-block-list">
<li>Thinking digitally &gt; Master hotel marketing campaigns on platforms they consume information. Consider social media platforms that you might not participate in traditionally:
<ul class="wp-block-list">
<li>TikTok</li>



<li>Instagram (stories &amp; reels)</li>



<li>Snapchat</li>



<li>Non-traditional ad placements &gt; Think OTT</li>
</ul>
</li>



<li>On-site
<ul class="wp-block-list">
<li>The same American Express Global Travel Trends Report revealed that 48% of respondents want to travel somewhere they can show off on social media.&nbsp;</li>



<li>Create areas on-site that guests want to share and / or take photos in front of.
<ol class="wp-block-list">
<li>Post a hashtag and use it!</li>



<li>Set up backdrops or modern spots that guests enjoy being in</li>
</ol>
</li>
</ul>
</li>
</ol>



<p>Ready to learn more about attracting Gen X as well as younger travelers in general to your property, continue reading the latest article <a href="https://admin.travelboommarketing.com/blog/attracting-younger-hotel-guests/">Attracting Younger Hotel Guests</a>, which you can read <a href="https://admin.travelboommarketing.com/blog/attracting-younger-hotel-guests/">right here</a>.</p>



<h3 class="wp-block-heading">TravelBoom News:</h3>



<p><strong>2023 Leisure Travel Trends Study</strong></p>


<div class="wp-block-image">
<figure class="alignright size-full is-resized"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg" alt="" class="wp-image-12209" style="width:379px;height:213px" width="379" height="213" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2.jpg 640w, https://admin.travelboommarketing.com/wp-content/uploads/2023/09/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-640x360-0802-2-Headline2-300x169.jpg 300w" sizes="(max-width: 379px) 100vw, 379px" /></a></figure></div>


<p>Savvy hoteliers should expect some unprecedented changes in leisure traveler behavior in 2023 and beyond. Low confidence in the economy, changing decision-makers, and new technologies are all pointing to a massive shift in how hoteliers court a new generation of travelers.</p>



<p>Download the detailed analysis of the findings, along with observations and specific opportunities that help you position your property at the top of customers’ minds.</p>



<p>Get the 2023 Leisure Travel Trends Study at <a href="https://admin.travelboommarketing.com/study">https://admin.travelboommarketing.com/study</a>.&nbsp;</p>



<p></p>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast: Episode 244 – Attracting The Next Generation of Hotel Guests


<p></p>



<p>The OTAs have come out with some fantastic loyalty programs to take your guests. Do you have a solution? We do and on today&#8217;s podcast we dig into Expedia and VRBO&#8217;s new One Key loyalty program, the 2023 travel study, and what you need to do to keep your guests loyal to you.</p>



<p>It&#8217;s finally here!  <a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><strong>The 2023 Leisure Travel Trends Study</strong></a> is ready for download for the low low price of FREE!</p>



<h2 class="wp-block-heading">Today&#8217;s Hotel Newsaroo</h2>



<p>Expedia Group has launched One Key, a mega loyalty program bringing Expedia.com, Hotels.com, and VRBO.com together.</p>



<ul class="wp-block-list">
<li><a href="https://www.vrbo.com/welcome-one-key">https://www.vrbo.com/welcome-one-key</a></li>



<li><a href="https://www.cnbc.com/select/expedia-one-key-rewards/">https://www.cnbc.com/select/expedia-one-key-rewards/</a></li>
</ul>



<h2 class="wp-block-heading">5 Ways Loyalty Programs Help Independent Hoteliers </h2>



<ul class="wp-block-list">
<li><strong>Dedicated Staff:</strong> Guests like the convenience and exclusivity of having a dedicated person to reach out to as part of a hotel&#8217;s loyalty program.  It&#8217;s a great benefit, but not critical for your loyalty program&#8217;s success.  Can you succeed without one? Absolutely.  However, consider training your staff to welcome loyal guests in a special way online, on the phone, and in person.</li>



<li><strong>Free Perks:</strong> This is the cornerstone of your hotel&#8217;s loyalty program and over 75% of our <a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">Leisure Travel Study</a> respondents noted it was somewhat or very important.  A bottle of water and a snack at check-in can go a long way. Additional perks such as a rate lock guarantee, free Wi-Fi, and more all help win guests to your program.</li>



<li><strong>Future Discounts:</strong> Guests love knowing they can get a better deal next time they visit.  Have a great way to offer the best available rate to your loyal guests.  However, what they really want is instant discounts.</li>



<li><strong>Instant Discounts:</strong> This ranked as the #1 most important benefit of a loyalty program guests were expecting.  Not only do you need to make sure they&#8217;re getting the best deal, they need to get a deal that will win them over compared to some of the OTA&#8217;s incredibly compelling programs.</li>



<li><strong>Food &amp; Beverage Discounts:</strong> Oddly enough F&amp;B discounts didn&#8217;t rank as highly compared to the other loyalty program attributes.  This is not to say it&#8217;s not important and anything you can add to the suite of benefits will help win guests to your property.</li>
</ul>


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="579" height="381" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/08/image.png" alt="" class="wp-image-12069" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/08/image.png 579w, https://admin.travelboommarketing.com/wp-content/uploads/2023/08/image-300x197.png 300w" sizes="(max-width: 579px) 100vw, 579px" /></figure></div>


<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading"><strong>Download Your Free Copy Today</strong></h2>


<div class="wp-block-image">
<figure class="alignright size-full"><a href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/"><img loading="lazy" decoding="async" width="360" height="360" src="https://admin.travelboommarketing.com/wp-content/uploads/2023/08/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-360x360-0802-2-Headline2.jpg" alt="" class="wp-image-12068" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2023/08/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-360x360-0802-2-Headline2.jpg 360w, https://admin.travelboommarketing.com/wp-content/uploads/2023/08/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-360x360-0802-2-Headline2-300x300.jpg 300w, https://admin.travelboommarketing.com/wp-content/uploads/2023/08/23-FUELBC-1716-2023-Leisure-Travel-Sentiment-Study-Banners-360x360-0802-2-Headline2-150x150.jpg 150w" sizes="(max-width: 360px) 100vw, 360px" /></a></figure></div>


<p>Savvy hoteliers should expect some unprecedented changes in leisure traveler behavior in 2023 and beyond. Low confidence in the economy, changing decision-makers, and new technologies are all pointing to a massive shift in how hoteliers court a new generation of travelers.</p>



<p>Download the detailed analysis of the findings, along with observations and specific opportunities that help you position your property at the top of customers’ minds.</p>



<div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex">
<div class="wp-block-button is-style-secondary"><a class="wp-block-button__link wp-element-button" href="https://admin.travelboommarketing.com/2023-leisure-travel-trends-study/">Download The 2023 Leisure Travel Trends Study</a></div>
</div>



<div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div>



<p></p>



<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/_travelboom" target="_blank" rel="noreferrer noopener">@_travelboom</a> or info@travelboommarketing.com.</p>


Hotel Marketing Podcast

Hotel Marketing Podcast: Episode 254 – 4 Ways To Increase Hotel Revenue Right Now

Hotel Marketing Podcast: Episode 253 – Top 10 Hotel Marketing Myths Debunked

Hotel Marketing Podcast: Episode 252 – Hotel Email Marketing Trends of 2024

Hotel Marketing Podcast: Episode 251 – The Hidden Dangers of Hidden Fees

Hotel Marketing Podcast: Episode 250 – How Great Content Leads To Great Hotel Conversion Rates

Hotel Marketing Podcast: Episode 249 – Generating Demand with Niche Targeting

Hotel Marketing Podcast: Episode 248 – 11 Outdated SEO Strategies That Will Kill Your Hotel’s Rankings

Hotel Marketing Podcast: Episode 247 – 7 Ways to Double Your Hotel’s Conversion Rate

Hotel Marketing Podcast: Episode 246 – How Hotels Should Be Using Social Media

Hotel Marketing Podcast: Episode 245 – 6 Simple Ways To Make GA4 Work Harder For Your Hotel

Hotel Marketing Podcast: Episode 244 – Attracting The Next Generation of Hotel Guests

Hotel Marketing Podcast: Episode 243 – Your Guests Are Demanding A Loyalty Program, Here’s Proof.

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