Focus on increasing a hotel’s occupancy rate instead.

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.

Hotel Schemas – Less is NOT more

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

Hotelier – Be your guests’ best local guide, digitally

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

Basics of Google Analytics – Part 2

In my earlier post, I have discussed some basics of Google Analytics (GA). We’ve gone through some sections of GA and understand how to use them. We went deeper to understand acquisition, behavior & conversion (ABCs) and how to decipher the information.

In this post, I would go a step further. Here is what you’ll learn:

  • Understand that the numbers means nothing until we put them into chronological order to understand the trend
  • How to make investment decision based on a few measurement metrics.

Continue reading Basics of Google Analytics – Part 2

Basics of Google Analytics – Part 1

Have you recently launched a new website or are you being tasked to manage one?

Here is what you’ll learn:

  • Understanding Google Analytics sections
  • Understand Acquisition, Behavior & Conversion (ABCs)
  • Learn how to decipher the information

No matter the case is, I’m sure you need to look into web analytic. I have clients and friends who asked me how to make sense of all the information, and how does it impact their daily job. This gives me the “push” to write this article. I would try to make it as simple as possible, highlighting some of the generic, yet, important information you need to retrieve from web analytic. Continue reading Basics of Google Analytics – Part 1