<p>In a shameless effort to newsjack the hysteria revolving around the release of Star Wars The Last Jedi, the Fuel Hotel Marketing Podcast this week is trying to draw comparisons between the galaxy far, far away and hotel marketing. Listen to find out how well we did.</p>
<p>If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.</p>
<p>========================</p>
<p>SHOW NOTES:</p>
<h2><b>1. &#8220;R2-D2! You know better than to trust a strange computer!&#8221; &#8211; C-3PO</b></h2>
<p>Own your website, be in control of your own accounts, and use your own data attribution modelling. Don’t rely on other companies to tell you that their products are great. Decide that for yourself.</p>
<h2><b>2. &#8220;Judge me by my size do you?&#8221; &#8211; Yoda</b></h2>
<p>Don’t focus on the size of your email database or the number of facebook fans you have. Focus on building high quality and super engaged audiences.</p>
<h2><b>3. “She may not look like much, but she’s got it where it counts, kid.” — Han Solo</b></h2>
<p>Focus on the area of your website and booking experience that actually matter. How effective it is at converting is more important than how pretty you think it is.</p>
<h2><b>4. &#8220;Do or do not. There is no try&#8221; &#8211; Yoda</b></h2>
<p>There are often right and wrong answers. The best way to determine whether something is a good idea or not is to test it.</p>
<h2><b>5. “Hokey religions and ancient weapons are no match for a good blaster at your side, kid.” — Han Solo</b></h2>
<p>The things that used to work may not still work today and they certainly won’t work sometime in the future. Don’t rely on old marketing channels and techniques.</p>
<h2><b>6. &#8220;These aren’t the droids you’re looking for&#8221; &#8211; Obi Wan Kenobi</b></h2>
<p>Be sure to look at the right data. Don’t get caught up with vanity metrics.</p>
<h2><b>7. “Remember. Your focus determines your reality” &#8211; Qui Gon Jin</b></h2>
<p>The marketing channels that you focus on should be the ones that have the biggest impact on your bottom line. Don’t jump into the bright and shiny until you’ve perfected the fundamentals.</p>
<h2><b>8. “You can’t stop change any more than you can stop the suns from setting” &#8211; Shmi Skywalker</b></h2>
<p>There’s always something new on the horizon. While you shouldn’t chase every new opportunity, you should always experiment with a fraction of your budget and see if you can take advantage of arbitrage.</p>
<h2><b>9. &#8220;Stay on target&#8221; &#8211; Davish Krail (Gold Five/Pops)</b></h2>
<p>Let your data guide you and steer your decisions. Set goals and hold all your marketing to the same standards.</p>
<h2><b>10. May the Force be With You&#8230;.Always! &#8211; Various</b></h2>
<p>I got nothing. I just thought it would be good to end on.</p>
<p>========================</p>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"><strong>DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></strong></div>
<div></div>
<div></div>
<p>========================<br />
In The Newaies</p>
<p><b>Are The Big Flags and OTAs Colluding?<br />
</b> <a href="https://skift.com/2017/12/14/are-hotels-and-online-travel-agencies-colluding-on-keyword-bidding/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/12/14/are-hotels-and-online-travel-agencies-colluding-on-keyword-bidding/</a></p>
<p><b>RIP Net Neutrality</b></p>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio<br />
@pforiska</p>
<hr />
<div></div>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.</p>


Fuel Hotel Marketing Podcast: Episode 72 – 10 Marketing Lessons Your Hotel Can Learn From Star Wars Quotes

<p>Congratulations on your new hotel or resort adventure! Though inevitably a bit stressful, opening a new property is undoubtedly an exciting task.</p>
<p>Of course, you wouldn’t ever build and open your new property and just hope people show up. Rather, you will want to have a marketing plan in place to effectively promote your property in advance to generate interest and demand.</p>
<p>If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.</p>
<p>========================</p>
<p>SHOW NOTES:</p>
<p>Your brand is likely new and unheard of – so why should people care about yet another hotel? It is your job to convince them why.</p>
<p>Before any type of promotion or lead generation campaigns can begin, be sure you have developed the essential elements of your brand.</p>
<p><b>Full Post: </b><a href="https://admin.travelboommarketing.com/blog/promote-your-hotel-before-it-opens/"><b>https://admin.travelboommarketing.com/blog/promote-your-hotel-before-it-opens/</b></a></p>
<h3></h3>
<h3><b>1. Have a website or landing page</b></h3>
<p>You should have a website or, at minimum, a landing page for your property as soon as your branding is complete.</p>
<p>Key information pieces your website/landing page will need:</p>
<ul>
<li>High-quality images — showcase your destination/location, concept, lifestyle shots, and images of the property (if possible)</li>
<li>General information related to the concept, opening date, etc.</li>
<li>Contact page and information (phone number, email)</li>
<li>Email collection pop-up</li>
<li>Direct booking functionality</li>
</ul>
<p>The primary function of your website &#8211; at this point &#8211; is to generate leads via email.</p>
<p>Booking functionality would also be great, if possible.</p>
<h3><b>2. Social media</b></h3>
<p>Social media channels are another area where your property will want to, <i>at minimum</i>, claim usernames relevant to your brand. We recommend setting up profiles and claiming usernames for Facebook, Twitter, and Instagram.</p>
<p><b>Be sure to follow best practices for setting up each social media channel, which includes:</b></p>
<ul>
<li>Using high-quality images for your profile photo and header photo</li>
<li>Claim a custom URL that is relevant to your brand and keep the usernames consistent across channels, if possible</li>
<li>Verify your account across all platforms</li>
<li>Fill out all profile information</li>
</ul>
<p>Great place to create buzz, connect with future guests, and generate leads.</p>
<p>Be sure to implement <a href="https://admin.travelboommarketing.com/blog/how-hotels-can-use-facebook-pixel/" target="_blank" rel="noopener noreferrer">the Facebook pixel</a> onto your site for later use!</p>
<p>Need a little inspiration? Check out our free guide – <a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/" target="_blank" rel="noopener noreferrer">75 Social Media Post Ideas For Hotels</a></p>
<p><a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/">Not sure where to get started? Check out our free guide – </a><a href="https://admin.travelboommarketing.com/blog/the-best-facebook-ad-formats-for-hotels/" target="_blank" rel="noopener noreferrer">The Best Facebook Ad Formats For Hotels</a><a href="https://admin.travelboommarketing.com/blog/social-media-post-ideas-hotels/">.</a></p>
<h3></h3>
<h3><b>3. Email marketing</b></h3>
<p>As discussed earlier, your website/landing page and other marketing efforts should be a lead generating machine. Email is often the most lucrative marketing channel for hotels and resorts if done correctly.</p>
<p><b>A few things to keep in mind while you are building your email campaigns:</b></p>
<ul>
<li>Make sure you are legally obtaining all email addresses and other prospect information</li>
<li>Use a reputable and trustworthy email vendor</li>
<li>Segment lists appropriately and send targeted messages for the best performance</li>
<li>Set up automated drip campaigns for the best efficiency</li>
<li>Use technology that supports email personalization and testing to boost performance</li>
</ul>
<p>The most basic list = newsletter (all subscribers) → share property news &amp; updates, events, promotions, etc.</p>
<p>You can also get more granular &#8211; Ex: Facebook leads &#8211; exclusive offer</p>
<p>Remember, your goal at this point is to build a relationship with your prospects. Your emails should generate excitement about your hotel, update leads on construction progress, inform them of any upcoming specials or events, and ultimately inspire them to book a stay with your property.</p>
<h3></h3>
<h3><b>4. Public relations</b></h3>
<p>Public relations can be a crucial component when it comes to <b>generating buzz and securing bookings prior to your open date</b>. Public relations can also be used in tandem with specific promotions or campaigns to help amplify reach.</p>
<p>The first step in creating a PR campaign for your hotel or resort is to <b><i>identify what is unique about your property</i></b>. Of course, the initial announcement about your brand is a great starting point, but carefully craft the details about your unique offerings and curate meaningful stories that will resonate with your target audience. <b>Why are you special? Why should people travel to your destination and stay with you?</b></p>
<p>Before you begin, your hotel should also have a <a href="https://www.hermesthemes.com/hotel-press-media-kits-help-get-publicity/" target="_blank" rel="noopener noreferrer">comprehensive media kit</a> to make outreach and pitches easier. Your press kit can be a standalone landing page or exist on a dedicated “press” or “media” page that also showcases existing coverage.</p>
<p>Integrating bloggers or influencers into the mix is another creative way to reach a qualified audience.</p>
<h3></h3>
<h3><b>5. Content</b></h3>
<p>A long-term strategy, creating and distributing high-quality content that provides value to searchers can be an effective way to generate awareness and drive traffic back to your hotel website. Whether you want to curate content via a blog or create unique “guides” for your hotel or destination, any content produced should be well thought out and designed to be easy to access and navigate for both searchers and search engines alike.</p>
<p>Be sure to <a href="https://admin.travelboommarketing.com/blog/ultimate-seo-audit-for-hotels/">implement the SEO basics</a> when it comes to publishing content to your site – this can make or break your organic search engine performance.</p>
<p>A few SEO tips to keep in mind include:</p>
<ul>
<li>Clean and intuitive URL structure</li>
<li>Clever and concise article headline</li>
<li>Enticing title tag and meta description</li>
<li>Include relevant internal links throughout, where appropriate</li>
<li>Include high-quality images with relevant image alt text</li>
<li>Use headers to break up content or bulleted lists to make information easier to absorb</li>
<li>Relevant calls to action throughout – what do you want this person to do? (ps – the answer is not always book!)</li>
</ul>
<p><b>TIP</b>: Content takes many forms! Consider adding video content, guides, infographics, and even sound content (ex: podcast) into your content mix.</p>
<p>Still not convinced? Hear our thoughts on the Fuel Podcast – “<a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-10-hotel-blog/" target="_blank" rel="noopener noreferrer">Does My Hotel Need A Blog?</a>”</p>
<h3></h3>
<h3><b>6. Local partnerships</b></h3>
<p>Word of mouth is inarguably the oldest and most effective form of advertising. But how do you get started? Start small and build a solid reputation within your local community. Community partnerships can be valuable in not only acquiring referrals but also when it comes to other, more niche, marketing efforts, like link building (for search engine optimization).</p>
<p><i>Here are a few ways you can partner with the local community:</i></p>
<ul>
<li><b>Join your local chamber of commerce. </b></li>
<li>Feature local artwork.</li>
<li>Host local events.</li>
</ul>
<p><b>Question from Ebrahim via Twitter: </b>“How do I convince my happy guests to review online considering they have not booked or looked online before reaching the hotel.”</p>
<p><b>Vote in the #FuelOfficePoll on Twitter → New polls throughout the week! </b></p>
<h3><b>Come see the Fueligans live at HSMAI Myrtle Beach </b><a href="https://hsmaisc.ticketbud.com/myrtlebeach2017"><b>https://hsmaisc.ticketbud.com/myrtlebeach2017</b></a></h3>
<p>========================</p>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"><strong>DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></strong></div>
<div></div>
<div></div>
<p>========================<br />
In The Newaies</p>
<p><b>Airbnb Guest Finding Hidden Cameras In Rentals<br />
</b><a href="https://www.cbsnews.com/news/airbnb-guests-find-hidden-cameras/" target="_blank" rel="noopener noreferrer">https://www.cbsnews.com/news/airbnb-guests-find-hidden-cameras/</a></p>
<p><b>Expedia Partner Conference 2017 Wraps Up<br />
</b><a href="https://www.google.com/search?q=expedia+partner+conference&amp;source=lnms&amp;tbm=nws" target="_blank" rel="noopener noreferrer">https://www.google.com/search?q=expedia+partner+conference&amp;source=lnms&amp;tbm=nws</a></p>
<ul>
<li><a href="https://triptease.com/blog/direct-bookings-via-otas/" target="_blank" rel="noopener noreferrer">https://triptease.com/blog/direct-bookings-via-otas/</a></li>
<li><a href="http://travolution.com/articles/105381/expedia-partner-conference-2017-expedia-vows-to-disrupt-the-hotel-revenue-management-sector" target="_blank" rel="noopener noreferrer">http://travolution.com/articles/105381/expedia-partner-conference-2017-expedia-vows-to-disrupt-the-hotel-revenue-management-sector</a></li>
<li><a href="https://www.hotelmanagement.net/operate/expedia-partner-conference-stresses-partnership-innovation-and-a-hyperlocal-focus" target="_blank" rel="noopener noreferrer">https://www.hotelmanagement.net/operate/expedia-partner-conference-stresses-partnership-innovation-and-a-hyperlocal-focus</a></li>
</ul>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio<br />
@pforiska</p>
<hr />
<div></div>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.</p>


Fuel Hotel Marketing Podcast: Episode 71 – The Things You Must Do Before Your Hotel Opens

<p>				In this episode of the Fuel Hotel Marketing Podcast, the Fueligans take a tongue in cheek look at what life would be like if we treated our phone reservations like we treat our website visitors.</p>
<p><strong>CLICK THE PLAY BUTTON BELOW TO START LISTENING.</strong><br />
<iframe loading="lazy" width="100%" height="166" scrolling="no" frameborder="no" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/364859015%3Fsecret_token%3Ds-U4G9i&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true"></iframe></p>
<p><a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a></p>
<p>If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.</p>
<p>========================</p>
<p>SHOW NOTES:</p>
<p>Let’s face it, a hotel’s website is one of the most important investments a property can make. It influences almost every booking in some form or fashion. And yet, we still live in a world where folks take a set-it-and-forget-it approach to their website. Despite more than 50% of direct bookings coming in online, and the fact that the phone reservations probably originated from the website in the first place, people still spend more time focused on improving their agents performance and neglecting their top sales agent&#8230; THE WEBSITE.</p>
<p>Here are the scenarios we cover in this episode:</p>
<p><b>Make The Client Do All The Work.</b></p>
<p>Example: they ask for rates and they have to give the date in a specific format. Then there are no results and the reservationist doesn’t offer alternatives.</p>
<p><b>Force The Guest To Use a Different Device</b></p>
<p>Tell the guest that they need to hang up and call back using an antiquated rotary phone to make a booking because the call center isn’t compatible with mobile phones.</p>
<p><b>The photos are sub-par and dated</b></p>
<p>The reservationist describes a grainy photo of the pool, where the chairs are set up cattywampus and the man in the photo has speedos and a 70s moustache.</p>
<p><b>Site to Booking Engine Experience Is Not Consistent</b></p>
<p>Different agent starts talking in bad British accent, doesn’t know anything about the customer on the phone. Won’t let the guest go back to the first agent.</p>
<p><b>Irrelevant Distractions</b></p>
<p>Someone jumps in and starts talking about the great wedding/group facilities, golf, car rental partnership, etc..</p>
<h3>
<b>Come see the Fueligans live at HSMAI Myrtle Beach </b><a href="https://hsmaisc.ticketbud.com/myrtlebeach2017"><b>https://hsmaisc.ticketbud.com/myrtlebeach2017</b></a></h3>
<p>========================</p>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"><strong>DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></strong></div>
<div></div>
<div></div>
<p>========================<br />
In The Newaies</p>
<p><strong>Google Revamps Mobile Features For HPA<br />
</strong><a href="https://skift.com/2017/11/29/google-hotels-revamps-mobile-features-as-its-ambitions-expand/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/11/29/google-hotels-revamps-mobile-features-as-its-ambitions-expand/</a></p>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio<br />
@pforiska</p>
<hr />
<p>&nbsp;</p>
<div></div>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.		</p>


Fuel Hotel Marketing Podcast: Episode 70 – What Happens When Phone Agents Act Like Your Website?

<p>Reducing friction in the booking process can happen one of two ways. Either you remove the roadblocks and make the booking process more streamlined, or you apply forward pressure through the funnel by using psychology tactics that persuade people to do what you need them to do. That’s what we’ll be discussing in today’s episode. Simple things you can apply to your website and <a href="https://admin.travelboommarketing.com/booking-engine/">booking engine</a> that will have a dramatic impact on conversion rate and the number of direct bookings.</p>
<p><strong>CLICK THE PLAY BUTTON BELOW TO START LISTENING.</strong><br />
<iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/357401294&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p><a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a></p>
<p>If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.</p>
<p>========================</p>
<p>SHOW NOTES:</p>
<p>Let’s talk a little marketing psychology.</p>
<p><b>Goal:</b> To understand what drives consumers’ decisions and then optimize your hotel website to speak to key decision making factors.</p>
<p>Today, we are going to cover <b><i>5 simple concepts</i></b> that you can employ throughout your hotel’s booking process to help <b>positively influence the sale</b>.</p>
<h2>1. Social Proof</h2>
<p>Concept = people view behavior as correct if they see other people doing it.</p>
<ul>
<li>Laugh track on your favorite sitcom</li>
<li>Lines outside of nightclubs</li>
</ul>
<p>Hotel Messaging:</p>
<ul>
<li>How many people are currently viewing a page</li>
<li>How many people have booked a room in a given period of time</li>
<li>Guest reviews / testimonials</li>
</ul>
<p>&nbsp;</p>
<h2>2. Scarcity</h2>
<p>Concept = the more rare or scarce a resource is, the more valuable it is.</p>
<p>There are some interesting studies behind the power of scarcity, including the “11,000 club” experiment. This “exclusive” club offered 11,000 people the opportunity to join the club for one  exceptional benefit: the chance to be a member of the club. No information was given &#8211; people signed up just to join and be a part of the club.</p>
<p>Hotels can take advantage of people’s FOMO with strategic messaging:</p>
<ul>
<li>Limited inventory → “only 3 rooms left”</li>
<li>Limited time offer → “12 hours left for reduced rates”</li>
</ul>
<p>&nbsp;</p>
<h2>3. Urgency</h2>
<p>Concept = suspend deliberate thought and cut through cognitive friction by establishing urgency → Closely related to scarcity.</p>
<p>Think about what the retail industry has done with Black Friday &amp; Cyber Monday…</p>
<p>Hotel Messaging to convey urgency:</p>
<ul>
<li>Countdown timers</li>
<li>Popular travel dates → “Popular travel dates &#8211; book soon!”</li>
<li>Sold out warnings → “These dates sold out last year!”</li>
</ul>
<p>&nbsp;</p>
<h2>4. Anchoring</h2>
<p>Concept = people rely too heavily (or anchor) on one piece of information they see → In this case, your pricing.</p>
<p>Related not only to how you price your rooms &amp; packages, but also how you present them.</p>
<p>“The Economist” experiment is one of the most notable demonstrations of this concept. The publisher wanted to push their “print and web” subscription package, which was priced at $125, compared to only $59 for the “web only” package. When presented with only 2 options, 68% opted for the cheaper subscription. However, once The Economist employed a “decoy” price → “web only” = $59; “print only” = $125; “web and print” = $125 → 85% opted for the most expensive but “better deal” subscription. All of this to say &#8211; <b>pricing and presentation matter</b>.</p>
<p>Hotels can better showcase their value by offering packages (ex: free breakfast), showcasing a “standard” rate as your “decoy” and anchor, and using strikethroughs and colors to demonstrate discounts.</p>
<p><b>Simplicity &amp; The Paradox Of Choice</b></p>
<p>Note: <a href="https://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice#t-1158434">Really interesting TED Talk on this entire concept</a>.</p>
<p>General point &#8211; People become less satisfied if they have too many choices.</p>
<p>Choices are good → Too many choices are bad</p>
<p>“Analysis Paralysis</p>
<p>Do not make the mistake of offering too many rates, packages, e</p>
<p>KISS → Keep It Simple, Stupid</p>
<h2>5. Assurance &amp; Risk Mitigation</h2>
<p>“People want to trust your brand, trust that they are making the right choice, and trust that they are getting the best deal possible.”</p>
<p>Incorporate messaging strategically throughout your booking experience to eliminate any doubts a shopper might have about booking with your hotel.</p>
<p>Hotel Messaging:</p>
<ul>
<li>Free cancellation</li>
<li>No deposit required</li>
<li>Free refunds</li>
<li>Secure booking</li>
<li>Upsell opportunity → Travel insurance / vacation protection</li>
</ul>
<h2><b>Your competitors are already doing this! → Take a look at Hilton, Marriott, and Booking.com </b></h2>
<p><b>Go through your hotel’s booking process on multiple devices. Go look at your competitors’ booking processes. How could yours be improved? </b></p>
<p><b>QUESTION: Amber Hoffman via Facebook </b><b>“</b>What are some best practices for creating engaging FB ads that ensure a high ROI?”</p>
<ul>
<li><b>Use general ad best practices: </b></li>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li>high-quality images (very little to no text &#8211; FB doesn’t like text on images)</li>
<li>Clever / engaging ad copy → You can use marketing psychology here too!</li>
<li>Match your message with your CTA → What do you want people to do?</li>
<li>LOTS of documentation via Facebook, case studies for specific verticals, etc.</li>
</ul>
</li>
</ul>
</li>
<li><b>Establish realistic goals &amp; relevant KPIs → Revenue is not always the answer. </b></li>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li>RELEVANT new page likes &#8211; how much is this worth for you?</li>
<li>Driving traffic to your website &#8211; how much is this worth for you?</li>
<li>Generating new leads (email addresses) → how much is this worth for you?</li>
</ul>
</li>
</ul>
</li>
<li><b>Match your goals to your targeting → How broad or narrow your audience is will match the goal you have in mind. </b></li>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li>Broad audience &#8212; travel shoppers &#8212; page likes</li>
<li>Targeted audience &#8212; consideration &#8212; lead generation</li>
<li>Highly targeted audience &#8212; booking &#8212; website click / promo post</li>
</ul>
</li>
</ul>
</li>
<li><b>Use The Facebook Pixel for smart retargeting &amp; custom audiences. </b></li>
<li style="list-style-type: none;">
<ul>
<li style="list-style-type: none;">
<ul>
<li>A LOT of options here → Tons of online resources, guides, case studies, etc.</li>
<li>Be mindful of your metrics → FB reports ALL conversions, use campaign tracking as well</li>
</ul>
</li>
</ul>
</li>
<li><b>Track everything! </b></li>
</ul>
<p>========================</p>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"><strong>DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></strong></div>
<div></div>
<div></div>
<p>========================<br />
In The Newa</p>
<p><b>AirBnB Buys “AirBnB for Disabled People” startup, Accomable.com<br />
</b><a href="https://techcrunch.com/2017/11/16/airbnb-buys-accomable-a-specialist-in-travel-listings-for-disabled-people/" target="_blank" rel="noopener noreferrer">https://techcrunch.com/2017/11/16/airbnb-buys-accomable-a-specialist-in-travel-listings-for-disabled-people/</a></p>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio<br />
@pforiska</p>
<hr />
<p>&nbsp;</p>
<div></div>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.</p>


Fuel Hotel Marketing Podcast: Episode 69 – 5 Simple Marketing Psychology Hacks To Increase Direct Bookings

<p>				&nbsp;</p>
<p>In this week’s episode of the Fuel Hotel Marketing Podcast, we break down Booking.com’s top 8 travel predictions for 2018.</p>
<p>Looking for inspiration for your 2018 travel? Facilitating reservations for more than 1,500,000 room nights each day, the experts at Booking.com, the global leader in connecting travelers with the widest choice of incredible places to stay, have combined customer insights from over 128 million real guest reviews with research from 19,000 travelers across 26 countries around the world to reveal the biggest travel predictions for 2018.</p>
<p>Here’s the original article:<br />
<a href="https://news.booking.com/eight-travel-predictions-for-2018-as-revealed-by-bookingdotcom" target="_blank" rel="noopener noreferrer">https://news.booking.com/eight-travel-predictions-for-2018-as-revealed-by-bookingdotcom</a></p>
<p><strong>CLICK THE PLAY BUTTON BELOW TO START LISTENING.</strong></p>
<p><iframe loading="lazy" width="100%" height="166" scrolling="no" frameborder="no" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/351475378&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true"></iframe></p>
<p><a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a></p>
<p>If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.</p>
<p>========================</p>
<p>SHOW NOTES:</p>
<h2>1. “New Tech Frontiers”</h2>
<ul>
<li>Immersive Experiences</li>
<li>AI → Help sell destinations and hotels</li>
<li>29% of people = comfortable letting a computer plan their trip based on previous travel history</li>
<li>64% of travelers say they would like to “try before they buy” with virtual reality</li>
</ul>
<h2></h2>
<h2>2. “From Dream To Reality”</h2>
<ul>
<li>Experiences &gt; Material Things</li>
<li>45% of travelers have a travel bucket list</li>
<li>82% of  those plan to travel in 2018</li>
</ul>
<p>Fuel podcast reference: <a href="https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-62-5-unbelievable-hotel-marketing-facts-need-know-act-upon/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/fuel-hotel-marketing-podcast-episode-62-5-unbelievable-hotel-marketing-facts-need-know-act-upon/</a></p>
<p>&nbsp;</p>
<h2>3. “Retro Reboot”</h2>
<ul>
<li>Revisiting childhood memories → nostalgia</li>
<li>34% of travelers plan to visit childhood destinations; Higher for millennials &#8211; 44%</li>
</ul>
<h2></h2>
<h2>4. “Pop Culture Pilgrimage”</h2>
<ul>
<li>Entertainment as a travel destination</li>
<li>22% tempted to travel for major sporting event</li>
<li>Top TV Show Travel Spots → 29% Croatia, Spain, Iceland (Game of Thrones), 21% London (Sherlock &amp; The Crown), 13% New York / Manhattan (Billions)</li>
</ul>
<h2></h2>
<h2>5. “Walk Your Way To Wellness”</h2>
<ul>
<li>Amount of people planning to take a “health and wellness” trip almost doubled from 2017 to 2018 (~10% → ~ 20%).</li>
<li>Walking / hiking trips topped the list → 56%</li>
<li>Other trends = spa / beauty treatments (33%), cycling (24%), &amp; water activities (22%)</li>
</ul>
<p>Fuel blog post: (<a href="https://admin.travelboommarketing.com/blog/wellness-tourism-fueling-hotels-bottom-lines/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/wellness-tourism-fueling-hotels-bottom-lines/</a>)</p>
<p>&nbsp;</p>
<h2>6. “Economic Intuition”</h2>
<ul>
<li>Travelers are becoming more financially savvy → Looking for the best overall value</li>
<li>Things to consider = currency exchange rates, economic climate of destination</li>
<li>Using apps &amp; technology to piece together trips to create unique, valuable experiences → 44% of travelers will use travel apps in 2018</li>
</ul>
<h2></h2>
<h2>7. “The Great Mate Escape”</h2>
<ul>
<li>Group travel is one the rise → Y/Y increase went from 21% to 25% of travelers taking group trips</li>
<li>Not just about the destination &#8211; but who you experience it with</li>
<li>Financial decision &#8211; 42% said it will allow them to travel to places they otherwise could not afford</li>
</ul>
<h2></h2>
<h2>8. “Live Like A Local, Not With One”</h2>
<ul>
<li>33% of travelers say they’d prefer to stay in a holiday rental (home or apt) versus a hotel</li>
<li>21% of owners are considering listing their home on a travel accommodation site</li>
<li>25% of travelers say it is important for their hosts to have a strong local expertise</li>
<li>Travelers want flexibility in interactions with host</li>
</ul>
<h2></h2>
<h2><b>Webinar &#8211; Tuesday, November 14th @ 11 Eastern </b></h2>
<h2>Fuel + TrustYou + Rain Maker<br />
<i>“Optimize The Booking Journey For Hotel Revenue Success” </i><br />
<a href="https://admin.travelboommarketing.com/webinar/" target="_blank" rel="noopener noreferrer">www.fueltravel.com/webinar/</a></h2>
<p>========================</p>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"><strong>DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></strong></div>
<div></div>
<div></div>
<p>========================<br />
In The Newa</p>
<p>Adwords Can Spend Double Your Daily Budget:<br />
<a href="https://searchengineland.com/google-adwords-twice-daily-budget-spend-283897" target="_blank" rel="noopener noreferrer">https://searchengineland.com/google-adwords-twice-daily-budget-spend-283897</a></p>
<p>Direct Booking Movement Actually Working<br />
<a href="https://skift.com/2017/11/01/hotel-direct-booking-pushes-really-worked-and-owners-were-big-winners/" target="_blank" rel="noopener noreferrer">https://skift.com/2017/11/01/hotel-direct-booking-pushes-really-worked-and-owners-were-big-winners/</a></p>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio<br />
@pforiska</p>
<hr />
<p>&nbsp;</p>
<div></div>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.		</p>


Fuel Hotel Marketing Podcast: Episode 68 – Top 8 Travel Trend Predictions For 2018

<p>				&nbsp;</p>
<p>What’s worse than bad analytics data? Not knowing you have bad analytics data! Today we are going to cover some common horrifying pitfalls that wreak havoc in your analytics data, making it a bloody mess.</p>
<p><strong>CLICK THE PLAY BUTTON BELOW TO START LISTENING.</strong></p>
<p><iframe loading="lazy" width="100%" height="166" scrolling="no" frameborder="no" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/349259938&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true"></iframe></p>
<p><a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a></p>
<p>If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.</p>
<p>========================</p>
<p>SHOW NOTES:</p>
<p>Get the original article on how to fix cross domain tracking here:</p>
<p>https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/</p>
<h2><b>1: </b><b>No analytics on your booking engine</b></h2>
<p>No explanation needed. Fix this.</p>
<h2><b>2: No revenue recorded</b></h2>
<p>How to diagnose the cause:</p>
<ol>
<li>Determine whether there is tracking on the confirmation page</li>
<li>Check to see if all of the eCommerce tracking code is being passed &#8211; this is not the default GA script</li>
</ol>
<p>How to fix:</p>
<ol>
<li>If you find that the eCommerce tracking code is on the page, but not working, you might need to work with your booking engine company to make sure that their eCommerce variables are what is passing in the right places to Google.</li>
</ol>
<h2><b>3: Extra revenue/traffic recorded</b></h2>
<p>Causes:</p>
<ol>
<li>Call center bookings</li>
<li>Internal test bookings</li>
<li>Property wi-fi login traffic</li>
</ol>
<p>How to fix:</p>
<ol>
<li>Filter out IP address going forward</li>
<li>If possible, create a segment that excludes this traffic, based on something unique to the traffic
<ol>
<li>Geo location</li>
<li>Network domain</li>
<li>Specific landing page</li>
</ol>
</li>
</ol>
<h2><b>4: Not every page of content on your site is tagged</b></h2>
<p>How to diagnose:</p>
<ol>
<li>More than likely you will find this out because you just sent a slew of traffic to a page, and then don’t see it in your content reports</li>
<li>Use auditing tools such as Screaming Frog, Observe Point, WASP, etc. to audit the entire site.</li>
<li>Use debugger tools when viewing page to confirm that analytics code is present (or missing, in this case).</li>
</ol>
<p>How to fix:</p>
<ol>
<li>Work with developer/agency to ensure all parts of the site will get tagged automatically going forward</li>
<li>If automatic tagging of some sections of the site is not possible, make sure that going forward that analytics code is added BEFORE a page is made live</li>
</ol>
<h2><b>5: Duplicate analytics code/inappropriately triggered code</b></h2>
<p>How to diagnose:</p>
<ol>
<li>Look for a suspiciously low bounce rate
<ol>
<li>If you see a 3% bounce rate, something is definitely askew</li>
</ol>
</li>
<li>Debugger tools like Omnibug, Google Tag Assistant, Google Analytics Debugger, ObservePoint TagDebugger, etc. will show you how many analytics calls are being triggered</li>
</ol>
<p>How to fix:</p>
<ol>
<li>Determine how duplicate code is getting triggered (hard-coded somewhere specifically or Tag Manager incorrectly executed)</li>
<li>Determine if a non-pageview event is artificially lowering the bounce rate, such as a popup being served</li>
</ol>
<h2><b>6: Cross-domain tracking doesn’t work/not implemented at all</b></h2>
<p>How to diagnose:</p>
<ol>
<li>In the acquisition channel report, do you see your domain as a referral of traffic?</li>
<li>Do you see most/all revenue attributed to either your domain or “direct” traffic?</li>
</ol>
<p>How to fix:</p>
<ol>
<li>In the admin console, ensure your domain is listed in the referral exclusion list</li>
<li>Add special “linker” code to the core GA script throughout the site</li>
<li>Click all the links to the booking engine and look for the linker parameter in the URL</li>
<li>Proof like crazy</li>
<li>Actually make a test booking to verify that it’s working</li>
<li>Check out the blog post: https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/</li>
</ol>
<p><b>Takeaways</b>:</p>
<ul>
<li>Always look at your analytics data with a critical eye. Chances are that if something looks too good (or bad) to be true, there’s probably something not tracking correctly.</li>
<li>Use the tools out there</li>
<li>Ask for help</li>
</ul>
<p><b>Links:</b></p>
<ul>
<li>Screaming Frog: <a href="https://www.screamingfrog.co.uk/" target="_blank" rel="noopener noreferrer">https://www.screamingfrog.co.uk/</a></li>
<li>ObservePoint: <a href="https://www.observepoint.com/" target="_blank" rel="noopener noreferrer">https://www.observepoint.com/</a></li>
<li>Omnibug: <a href="https://chrome.google.com/webstore/detail/omnibug/bknpehncffejahipecakbfkomebjmokl?hl=en" target="_blank" rel="noopener noreferrer">https://chrome.google.com/webstore/detail/omnibug/bknpehncffejahipecakbfkomebjmokl?hl=en</a></li>
<li>Tag Assistant: <a href="https://get.google.com/tagassistant/" target="_blank" rel="noopener noreferrer">https://get.google.com/tagassistant/</a></li>
<li>Google Analytics Debugger: <a href="https://chrome.google.com/webstore/detail/google-analytics-debugger/jnkmfdileelhofjcijamephohjechhna?hl=en" target="_blank" rel="noopener noreferrer">https://chrome.google.com/webstore/detail/google-analytics-debugger/jnkmfdileelhofjcijamephohjechhna?hl=en</a></li>
<li>Melissa’s article &#8211; <a href="https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/</a></li>
</ul>
<p>========================</p>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"><strong>DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></strong></div>
<div></div>
<div></div>
<p>========================<br />
In The Newa</p>
<p><b>Delta will start automatically checking you in for flights<br />
</b><a href="https://www.inc.com/chris-matyszczyk/delta-just-announced-its-doing-away-with-a-painful-part-of-flying-but-will-it-work.html" target="_blank" rel="noopener noreferrer">https://www.inc.com/chris-matyszczyk/delta-just-announced-its-doing-away-with-a-painful-part-of-flying-but-will-it-work.html</a></p>
<p><b>Hopper expands its airfare-prediction smarts to hotels<br />
</b><a href="https://venturebeat.com/2017/10/25/hopper-takes-its-airfare-prediction-smarts-to-hotels/" target="_blank" rel="noopener noreferrer">https://venturebeat.com/2017/10/25/hopper-takes-its-airfare-prediction-smarts-to-hotels/</a></p>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio<br />
@pforiska</p>
<hr />
<p>&nbsp;</p>
<div></div>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.		</p>


Fuel Hotel Marketing Podcast: Episode 67 – 6 Common Analytics Mistakes You May be Making

<p>				&nbsp;</p>
<p>What’s worse than bad analytics data? Not knowing you have bad analytics data! Today we are going to cover some common horrifying pitfalls that wreak havoc in your analytics data, making it a bloody mess.</p>
<p><strong>CLICK THE PLAY BUTTON BELOW TO START LISTENING.</strong></p>
<p><iframe loading="lazy" width="100%" height="166" scrolling="no" frameborder="no" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/349259938&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true"></iframe></p>
<p><a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a></p>
<p>If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.</p>
<p>========================</p>
<p>SHOW NOTES:</p>
<p>Get the original article on how to fix cross domain tracking here:</p>
<blockquote class="wp-embedded-content" data-secret="v2fu725l3J"><p><a href="https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/">3 Steps to Ensure Your Booking Engine Tracks Correctly in Google Analytics</a></p></blockquote>
<p><iframe loading="lazy" class="wp-embedded-content" sandbox="allow-scripts" security="restricted" style="position: absolute; clip: rect(1px, 1px, 1px, 1px);" title="&#8220;3 Steps to Ensure Your Booking Engine Tracks Correctly in Google Analytics&#8221; &#8212; TravelBoom" src="https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/embed/#?secret=fLnklrQG0Y#?secret=v2fu725l3J" data-secret="v2fu725l3J" width="500" height="282" frameborder="0" marginwidth="0" marginheight="0" scrolling="no"></iframe></p>
<h2><b>1: </b><b>No analytics on your booking engine</b></h2>
<p>No explanation needed. Fix this.</p>
<h2><b>2: No revenue recorded</b></h2>
<p>How to diagnose the cause:</p>
<ol>
<li>Determine whether there is tracking on the confirmation page</li>
<li>Check to see if all of the eCommerce tracking code is being passed &#8211; this is not the default GA script</li>
</ol>
<p>How to fix:</p>
<ol>
<li>If you find that the eCommerce tracking code is on the page, but not working, you might need to work with your booking engine company to make sure that their eCommerce variables are what is passing in the right places to Google.</li>
</ol>
<h2><b>3: Extra revenue/traffic recorded</b></h2>
<p>Causes:</p>
<ol>
<li>Call center bookings</li>
<li>Internal test bookings</li>
<li>Property wi-fi login traffic</li>
</ol>
<p>How to fix:</p>
<ol>
<li>Filter out IP address going forward</li>
<li>If possible, create a segment that excludes this traffic, based on something unique to the traffic
<ol>
<li>Geo location</li>
<li>Network domain</li>
<li>Specific landing page</li>
</ol>
</li>
</ol>
<h2><b>4: Not every page of content on your site is tagged</b></h2>
<p>How to diagnose:</p>
<ol>
<li>More than likely you will find this out because you just sent a slew of traffic to a page, and then don’t see it in your content reports</li>
<li>Use auditing tools such as Screaming Frog, Observe Point, WASP, etc. to audit the entire site.</li>
<li>Use debugger tools when viewing page to confirm that analytics code is present (or missing, in this case).</li>
</ol>
<p>How to fix:</p>
<ol>
<li>Work with developer/agency to ensure all parts of the site will get tagged automatically going forward</li>
<li>If automatic tagging of some sections of the site is not possible, make sure that going forward that analytics code is added BEFORE a page is made live</li>
</ol>
<h2><b>5: Duplicate analytics code/inappropriately triggered code</b></h2>
<p>How to diagnose:</p>
<ol>
<li>Look for a suspiciously low bounce rate
<ol>
<li>If you see a 3% bounce rate, something is definitely askew</li>
</ol>
</li>
<li>Debugger tools like Omnibug, Google Tag Assistant, Google Analytics Debugger, ObservePoint TagDebugger, etc. will show you how many analytics calls are being triggered</li>
</ol>
<p>How to fix:</p>
<ol>
<li>Determine how duplicate code is getting triggered (hard-coded somewhere specifically or Tag Manager incorrectly executed)</li>
<li>Determine if a non-pageview event is artificially lowering the bounce rate, such as a popup being served</li>
</ol>
<h2><b>6: Cross-domain tracking doesn’t work/not implemented at all</b></h2>
<p>How to diagnose:</p>
<ol>
<li>In the acquisition channel report, do you see your domain as a referral of traffic?</li>
<li>Do you see most/all revenue attributed to either your domain or “direct” traffic?</li>
</ol>
<p>How to fix:</p>
<ol>
<li>In the admin console, ensure your domain is listed in the referral exclusion list</li>
<li>Add special “linker” code to the core GA script throughout the site</li>
<li>Click all the links to the booking engine and look for the linker parameter in the URL</li>
<li>Proof like crazy</li>
<li>Actually make a test booking to verify that it’s working</li>
<li>Check out the blog post: https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/</li>
</ol>
<p><b>Takeaways</b>:</p>
<ul>
<li>Always look at your analytics data with a critical eye. Chances are that if something looks too good (or bad) to be true, there’s probably something not tracking correctly.</li>
<li>Use the tools out there</li>
<li>Ask for help</li>
</ul>
<p><b>Links:</b></p>
<ul>
<li>Screaming Frog: <a href="https://www.screamingfrog.co.uk/" target="_blank" rel="noopener noreferrer">https://www.screamingfrog.co.uk/</a></li>
<li>ObservePoint: <a href="https://www.observepoint.com/" target="_blank" rel="noopener noreferrer">https://www.observepoint.com/</a></li>
<li>Omnibug: <a href="https://chrome.google.com/webstore/detail/omnibug/bknpehncffejahipecakbfkomebjmokl?hl=en" target="_blank" rel="noopener noreferrer">https://chrome.google.com/webstore/detail/omnibug/bknpehncffejahipecakbfkomebjmokl?hl=en</a></li>
<li>Tag Assistant: <a href="https://get.google.com/tagassistant/" target="_blank" rel="noopener noreferrer">https://get.google.com/tagassistant/</a></li>
<li>Google Analytics Debugger: <a href="https://chrome.google.com/webstore/detail/google-analytics-debugger/jnkmfdileelhofjcijamephohjechhna?hl=en" target="_blank" rel="noopener noreferrer">https://chrome.google.com/webstore/detail/google-analytics-debugger/jnkmfdileelhofjcijamephohjechhna?hl=en</a></li>
<li>Melissa’s article &#8211; <a href="https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/" target="_blank" rel="noopener noreferrer">https://admin.travelboommarketing.com/blog/google-analytics-cross-domain-tracking-hotels/</a></li>
</ul>
<p>========================</p>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"><strong>DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></strong></div>
<div></div>
<div></div>
<p>========================<br />
In The Newa</p>
<p><b>Delta will start automatically checking you in for flights<br />
</b><a href="https://www.inc.com/chris-matyszczyk/delta-just-announced-its-doing-away-with-a-painful-part-of-flying-but-will-it-work.html" target="_blank" rel="noopener noreferrer">https://www.inc.com/chris-matyszczyk/delta-just-announced-its-doing-away-with-a-painful-part-of-flying-but-will-it-work.html</a></p>
<p><b>Hopper expands its airfare-prediction smarts to hotels<br />
</b><a href="https://venturebeat.com/2017/10/25/hopper-takes-its-airfare-prediction-smarts-to-hotels/" target="_blank" rel="noopener noreferrer">https://venturebeat.com/2017/10/25/hopper-takes-its-airfare-prediction-smarts-to-hotels/</a></p>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio<br />
@pforiska</p>
<hr />
<p>&nbsp;</p>
<div></div>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.		</p>


<p>Does your hotel website and the online shopping experience accurately reflect the on-property experience? Or, are you a cotton headed ninny muggins who tricks unsuspecting guests into staying with you, only to disaapoint them and have them never return to your property? Hopefully you are the former rather than the later.</p>
<p>In this Elf-inspired episode of the Fuel Hotel Marketing Podcast, we break down some of the biggest mistakes that hotels make by not accurately representing their product and we talk about the consequences that follow.</p>
<p><strong>CLICK THE PLAY BUTTON BELOW TO START LISTENING.</strong></p>
<p><iframe loading="lazy" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/348187137&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true" width="100%" height="166" frameborder="no" scrolling="no"></iframe></p>
<p><a href="https://itunes.apple.com/us/podcast/fuel-hotel-marketing-podcast/id1101978909" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/itunes.png" alt="Subscribe to the Fuel Hotel Marketing Podcast on iTunes" width="165" /></a> <a href="https://soundcloud.com/fuel-hotel-marketing" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/soundcloud_button.png" alt="Listen to the Fuel Hotel Marketing Podcast on Soundcloud" width="190" /></a> <a href="http://app.stitcher.com/browse/feed/87986/episodes" target="_blank" rel="noopener noreferrer"><img decoding="async" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Subscribe-on-Stitcher-Icon-11.png" alt="Listen to the Fuel Hotel Marketing Podcast on Stitcher" width="155" /></a><a href="https://play.google.com/music/m/Is5pw37jjjn4tk327nqan4uh5ci?t=Fuel_Hotel_Marketing_Podcast" target="_blank" rel="noopener noreferrer"><img decoding="async" class="alignnone size-full wp-image-5087" src="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png" alt="Google-play-logo" width="175" srcset="https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo.png 2194w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-300x105.png 300w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-768x268.png 768w, https://admin.travelboommarketing.com/wp-content/uploads/2016/05/Google-play-logo-1024x358.png 1024w" sizes="(max-width: 2194px) 100vw, 2194px" /></a></p>
<p>If you like what you hear, please leave a comment below, share it with your friends, and also leave a review.</p>
<p>========================</p>
<p>SHOW NOTES:</p>
<p>Get the original article here:<br />
<a title="Permalink to Does Your Hotel’s Marketing Sit On A Throne Of Lies?" href="https://admin.travelboommarketing.com/blog/tips-for-consistent-online-offline-hotel-experience/" rel="bookmark">Does Your Hotel’s Marketing Sit On A Throne Of Lies? </a></p>
<h3>Why This Is Important</h3>
<ul>
<li>Overselling and under-delivering</li>
<li>Unhappy guests = negative online reviews; refunds / guests leave</li>
<li>Negative online reviews = empty beds &amp; lower ARD over time</li>
<li>Your word of mouth marketing will also tank</li>
</ul>
<h3>Tips For Ensuring A Consistent Online &amp; Offline Hotel Experience</h3>
<h4>Consistent NAP</h4>
<ul>
<li>Start with the basics</li>
<li>Are your property name, address, and phone # up to date and accurate?</li>
<li>Are they consistent?</li>
<li>Do your local listings reflect this?</li>
<li>Software can help automate</li>
</ul>
<h4>Hotel Information</h4>
<ul>
<li>Are your hours, check-in times, etc. up to date?</li>
<li>What about hours for amenities, dining, etc.?</li>
<li>Are any third-party references accurate and up to date? (ex: restaurant TripAdvisor page)</li>
</ul>
<h4>Hotel Descriptions</h4>
<ul>
<li>Fine line between creative copywriting and blatant lying… but it does exist</li>
<li>DO NOT exaggerate hotel offerings or details</li>
</ul>
<h4>Hotel Photography</h4>
<ul>
<li>A hotel’s most valuable yet most neglected asset</li>
<li>Images are what sell your hotel &#8211; you do NOT want to set yourself up for failure</li>
<li>Minimal editing is to be expected, but to not go overboard (ex: changing beach water color)</li>
<li>Also keep your additional room props to a minimum</li>
</ul>
<h4>Reviews</h4>
<ul>
<li>Having genuine guest reviews and testimonials on your website can be a huge selling point</li>
<li>Do NOT falsify, manipulate, or alter reviews</li>
<li>Showcase genuine reviews and consider showing responses</li>
</ul>
<h4>Staff Interactions</h4>
<ul>
<li>Does your website boast being family-friendly?</li>
<li>Do you tout exceptional service?</li>
<li>Does the on-property experience actually live up to the hype?</li>
</ul>
<p><b>Bottom Line &#8211; If there are things you are not comfortable sharing about your property &#8211; FIX IT. </b></p>
<p>========================</p>
<div id="lp-pom-text-16" class="lp-element lp-pom-text nlh"><strong>DOWNLOAD THE FULL HOTEL ADVERTISING WHITEPAPER FROM <a href="https://admin.travelboommarketing.com/advertising/" target="_blank" rel="noopener noreferrer">WWW.FUELTRAVEL.COM/ADVERTISING/ </a></strong></div>
<div></div>
<div></div>
<p>========================<br />
In The News</p>
<p><b>Soft Brands Take Aim At Independents<br />
</b><a href="http://www.hotelnewsnow.com/Articles/247323/What-the-growth-of-soft-brands-means-for-indie-hotels" target="_blank" rel="noopener noreferrer">http://www.hotelnewsnow.com/Articles/247323/What-the-growth-of-soft-brands-means-for-indie-hotels</a></p>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio<br />
@pforiska</p>
<hr />
<div></div>
<p>Submit your questions and topic ideas on Twitter to <a href="http://www.twitter.com/fueltravel" target="_blank" rel="noopener noreferrer">@_travelboom</a>.</p>


Hotel Marketing Podcast

Fuel Hotel Marketing Podcast: Episode 72 – 10 Marketing Lessons Your Hotel Can Learn From Star Wars Quotes

Fuel Hotel Marketing Podcast: Episode 71 – The Things You Must Do Before Your Hotel Opens

Fuel Hotel Marketing Podcast: Episode 71 – The Things You Must Do Before Your Hotel Opens

Fuel Hotel Marketing Podcast: Episode 70 – What Happens When Phone Agents Act Like Your Website?

Fuel Hotel Marketing Podcast: Episode 70 – What Happens When Phone Agents Act Like Your Website?

Fuel Hotel Marketing Podcast: Episode 69 – 5 Simple Marketing Psychology Hacks To Increase Direct Bookings

Fuel Hotel Marketing Podcast: Episode 69 – 5 Simple Marketing Psychology Hacks To Increase Direct Bookings

Fuel Hotel Marketing Podcast: Episode 68 – Top 8 Travel Trend Predictions For 2018

Fuel Hotel Marketing Podcast: Episode 68 – Top 8 Travel Trend Predictions For 2018

Fuel Hotel Marketing Podcast: Episode 67 – 6 Common Analytics Mistakes You May be Making

Fuel Hotel Marketing Podcast: Episode 67 – 6 Common Analytics Mistakes You May be Making

Fuel Hotel Marketing Podcast: Episode 66 – Does Your Hotel’s Marketing Sit On A Throne Of Lies?

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