Whenever we speak about digital marketing in the context of the hospitality industry, we commonly look at the return on ad spend (ROAS) or return on investment (ROI). Ever since online travel agency, such as booking.com, dominates the digital space, marketers now categorize online revenue into two distinct segments: the OTA versus the direct booking. Since the OTAs charges every room reservation for a percentage of commission, it is only natural that the commission became the baseline ROI. The conversation of any digital marketing campaign would soon surround the OTA-declared benchmark. Would this campaign do better than the reference? My management won’t approve if we can’t prove that the campaign’s return would do better than the OTAs. However, is the OTA’s declared benchmark the only factor that matters?
Continue reading Focus on increasing a hotel’s occupancy rate instead.
With so many distractions when a potential guest research for a hotel, any additional piece of information could mean everything. Imagine you’ve shortlisted a hotel you’d like to explore further, typed in the hotel name into Google, and the following results appear. Continue reading Hotel Schemas – Less is NOT more
I can still remember my experience with a hotel in Taipei, Taiwan. We were looking for a certain gift. As that was my maiden trip, we were not sure where to find it. The obvious option was to ask the hotel’s front-desk. The front-desk staff not only answered my questions readily but went the extra mile. The staff ran through, with a simplified map, many interesting locations we should cover and even suggested a few itineraries (e.g. go to this place first, take train to this other place, have lunch at this café and so on). In the end, the trip was much enjoyable to get local insight; and, eventually, we had a very good experience with the hotel.
My point here is this. I believe most hotels’ staff, typically locals or has lived locally for some time, are more than knowledgeable and willing to help their guests to enjoy their trip. Yet, this knowledge is left untapped; at least from a digital marketing point of view. Continue reading Hotelier – Be your guests’ best local guide, digitally
China has always been a mystery to me. Even though I’m a Chinese, but having exposed to Western culture at a young age, trying to understand China would take some effort. Nonetheless, it is still worth the effort; given the massive market it has. Luckily, Singapore’s bilingualism policy has made reading Chinese relatively easy to me.
Understanding China’s Hospitality and Tourism Industry and culture would definitely take some time, and preferably some opportunity to work within China. I guess I would take the first step by doing some research in the industry, from a statistical point of view. The information below is from National Bureau of Statistic of China. Continue reading China’s Hospitality and Tourism Industry
At least from a Google search point of view.
I was browsing through Think with Google and the featured article “Staycations: The Most Popular Destination This Summer Is in Your Backyard” caught my eye. It is an infographic content and here are a few pointers I have summarized.
- The data is United States centric.
- There is an increase in 10% of searches in “Staycations” comparing with last year.
- The search peaks in July.
- Americans searched hotels that are near where they stay.
Since it is United States centric, this makes me wonder whether people who live in the Asia-Pacific region would have a similar search pattern. So I went over to Google Trends and start typing in “Staycation” in the search term and limit the data displayed within the past 12 months.
The graph shows somewhat similar pattern as per the article above; the search trend would peak in July. Next, I wanted to find out how it compares with Asia-Pacific but realize there isn’t an option to choose for “Asia-Pacific.” As I could only choose up to five countries, I decided to include United States, Australia, Japan, Hong Kong and Singapore. Just before I added Singapore into the locations, this is what I see.
Apparently, the three Asia-Pacific countries that I’ve added don’t seem to have many searches on the term. Australia wasn’t even included in the graph at all.
When I add Singapore into the locations, the graph gave me a shock. Continue reading Singaporean Loves Staycation