<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>


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

<p>All hotels and resorts are striving to make the most out of their marketing dollars. Hotels will spend countless dollars and hours finding the right audience, the right marketing channels and setting the perfect bait to bring in a new guest. Many are great at setting the bait, but fail to make sure the trap will work.</p>
<p>That’s what we’re going to discuss on episode 65 of the Fuel Hotel Marketing Podcast. We are going to dive in and determine if you are using the right PMS and right <a href="https://admin.travelboommarketing.com/booking-engine/">booking engine</a> that will allow your hotel to make the most of your precious marketing dollars.</p>
<p>To be honest, switching your booking engine and/or PMS can be a pain in the nether regions. But today we’re going to show you why that pain may be worth it and the phrase “no pain no gain” is very applicable here.</p>
<p><strong>CLICK THE PLAY BUTTON BELOW TO START LISTENING.</strong></p>
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<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 Great Hotel Marketing Starts At The End: Choosing the Right Booking Engine" href="https://admin.travelboommarketing.com/blog/great-hotel-marketing-starts-end-choosing-right-booking-engine/" rel="bookmark">Great Hotel Marketing Starts At The End: Choosing the Right Booking Engine </a></p>
<p><b>Question #1: Can Your Booking Engine Work With, And Add Value To,  The Top Performing Marketing Channels?</b></p>
<p>Is your PMS and booking technology adding to the value of your most effective marketing efforts, or is it costing you money?  Specifically, let’s look at the most common top marketing channels and see how a great booking system will boost performance:</p>
<ul>
<li><b>Email Marketing: Are you able to target and personalize your communications to past and potential guests?</b></li>
</ul>
<ul>
<li><a href="https://admin.travelboommarketing.com/hotel-ppc/">Paid Search</a>: The most effective paid search campaigns drive the visitor to the most relevant landing page as far down the conversion funnel as possible.  This means if you can drive your potential guests directly to the appropriate special or room you’ve got a much better chance of closing the deal.  This is just one of the many reasons you want your booking engine actually on your site, such as YourSite.com/Bookings instead of yourhotel.bookingsystem.com/.  Many times, depending on our account and campaign setup, you can’t run ads to a booking engine on a separate domain.</li>
</ul>
<ul>
<li>TripAdvisor: Can you easily distribute the best book-direct rate possible to TripAdvisor? Can you share the best rate for the lowest cost possible?  We are typically seeing ROAS figures between 300-500% and if you’re not seeing that level of performance (or can’t get connected at all) you need to think about making a switch.</li>
</ul>
<ul>
<li>Google’s GHA: Like TripAdvisor, Google’s GHA has been a goldmine as of late. We’ve talked extensively how in 2016 GHA (at the time HPA) was a marketing dog, but all throughout 2017 we have seen record returns, several clients seeing 1000+% returns! If your PMS/booking engine is preventing you from sharing rates and participating in GHA, here’s your wake up call… You have GOT to be on GHA, guests are booking and if you’re not there you are giving the OTAs an easy shot at your guests.</li>
<li><a href="https://admin.travelboommarketing.com/hotel-social-media/">Social Marketing</a>: Social marketing, primarily Facebook, has been performing very well and consistently turns out solid return numbers that often rival email marketing. Yes, regardless of your PMS or booking engine, you can take advantage of social. However the best systems will allow you to fully integrate your booking engine experience within Facebook and work well to allow your booking guests to share their reservation with all their friends.</li>
</ul>
<p><b>Question #2: Does Your Booking Engine Offer An Amazing Mobile Experience?</b></p>
<p>The mobile tipping point took place a long time ago were mobile devices became the primary driver of traffic.  But did you know we are reaching the second tipping point of mobile bookings.  If your property is NOT nearing this threshold there’s a good chance your booking engine is not keeping up wit the times.</p>
<p>Fuel has recently released a series of <a href="https://admin.travelboommarketing.com/blog/your-booking-engine-may-be-losing-you-millions-in-mobile-revenue-part-2/">case studies on mobile booking revenue</a> and found that when a property switches to a mobile-centric booking engine revenues soar. In just one example a property saw an increase of 370 additional bookings and $300,000 in additional revenue after upgrading their booking engine technology over just three months.</p>
<p><b>Question #3: Can Your Booking Engine Stack Up Against The Best Online Retailers?</b></p>
<p>Web habits change over time, and what may have worked in the past may be woefully inadequate for today’s hotel guests. This is one of the most common grievances we have found with clients who are not happy with their booking engine performance. We would suggest you review your engine and compare it to both your competitors but also the web’s top retail outlets.</p>
<p>If you find that your booking engine can’t to the following then it’s time to seriously consider making a change to your technology.</p>
<ul>
<li>Intuitive shopping and filtering process.</li>
<li>Ability to save carts, remember settings and proactively lead guests through the process</li>
<li>Ability to offer additional services and upgrades to drive your incremental revenue.</li>
<li>Creates a checkout process that is easy, clutter-free, and trusted.</li>
<li>Stacks up against the best of the best online retailers.</li>
</ul>
<p>Yes, changing a PMS or booking engine can be a daunting concept.  Manual content, posting rates, endless screens of configuration, and updating your staff processes can be a giant pain… but it can be worth it and reward you with a massive return.  Don’t let a little short term trouble stop your hotel from being all it can be.</p>
<p><b>Listener Feedback:<br />
</b>Name: Alex Tsuk  Title: Boss<br />
Just want to thank you for being an inspiration! i listen religiously to your podcast and with a group of friends, experts in sustainability we are going to start a podcast on sustainability in the hospitality industry, following your format which i find interactive and entertaining so thanks for that.</p>
<p><strong>Surprise and delight story:</strong><br />
Stuart told the story of surprise and delight during his trip to Vermont. The restaurant was the <a href="https://idletymebrewing.com/" target="_blank" rel="noopener noreferrer">Idletyme Brewing Company</a>. Thanks to Jason for the Chilli Cheese Fries!</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>OTA Impact Flattens<br />
</b><a href="http://hotelanalyst.co.uk/2017/10/10/ota-impact-flattens/" target="_blank" rel="noopener noreferrer">http://hotelanalyst.co.uk/2017/10/10/ota-impact-flattens/</a></p>
<p><b>4 Things Small Hotels Can Do To Make A Big Impact<br />
</b><a href="https://www.sojern.com/blog/4-ways-small-hotels-can-big-marketing-impact/" target="_blank" rel="noopener noreferrer">https://www.sojern.com/blog/4-ways-small-hotels-can-big-marketing-impact/</a></p>
<p>========================</p>
<p>Follow Us on Twitter:</p>
<p>@_travelboom<br />
@stuartbutler<br />
@marketingmeisha<br />
@makavanagh<br />
@pdimaio</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>


Hotel Marketing Podcast

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?

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

Fuel Hotel Marketing Podcast: Episode 65 – Does Your Hotel Have The Right Booking Engine?

Fuel Hotel Marketing Podcast: Episode 65 – Does Your Hotel Have The Right Booking Engine?

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