“Culture eats strategy for breakfast” says the quote (oft attributed to Peter Drucker). Nowhere is this more true than the W Doha Hotel. The first W branded hotel in the Middle East, the hotel both silenced initial skepticism (how could such an edgy brand possibly survive in a conservative market like Qatar?) and blew away the competition, year after year (be it in terms of market share, food & beverage concepts or social media prowess).
What astounds me is not the fact that the hotel is always on the ball (everyone walking through the doors is treated like a minor celebrity), but that they are constantly pushing the envelope. Five to six years ago, they were the first in the region to adopt a ‘proper’ [in my opinion] approach to dedicated social media talent (called the eInsider, this person reported to marketing but had an equal work relationship with Operations, constantly on the move with service recovery, surprise & delight and influencer engagement).
Continue reading “W Doha – Culture as a sustainable competitive advantage”
I loved IKEA’s latest display advertising effort. Acknowledging that over 60% of mobile banner clicks are actually accidental, IKEA shows users messages like ‘A slip of the thumb tap? That happens’ and ‘Really, are you sure?’ instead of directly taking users to a site or landing page they didn’t intend to visit in the first place.
Not only is this a better technique for customers (permission marketing 101), but the company also saves money and improves its marketing efforts, thanks to a better understanding of user intent and engagement. Plus, doing something a little creative and different sure helps brand awareness and sentiment!
Watch an overview video here:
As hotel operators and marketers face another fresh, promising new year ahead, many are watching the social media space closely to gauge the level of time, expertise and financial investment that will be required to make it all worthwhile. Having observed the space keenly so far, here are 6 quick (personal) social media predictions for the hotel industry in 2013:
Continue reading “6 Hotel Social Media Marketing Predictions for 2013”
Here’s another great guest post by the team at Mirai Espana, this time by Pablo Delgado and César López. This post examines how 3rd Party Retailers / OTAs capture business intended directly for hotels…and how to approach / fix the problem. Also evaluated is the value OTAs CAN add, i.e. via generic and destination level searches.
How Online Travel Agencies (OTA) or 3rd Party intermediaries get the customers that are searching for you on the web
PART 1: The problem
In Continental Europe, hotels with registered trademarks can prevent intermediaries from using their brand names in Google Adwords. Doing this means that more users end up on their own websites. In spite of the advantages, most independent hotels don’t take the necessary steps to benefit from it.
Did you think you were first in line? Others are cutting in front of you.
Your 1st place is barely visible
Continue reading “The Hotels vs OTA Paid Search War – Get Your Defensive Strategy Right”
Google recently presented their vision for how display advertising is likely to evolve by 2015…these seven predictions are something all marketers worth their salt absolutely MUST be informed and aware about.
To summarize, here are the broad predictions:
- 50% of ad campaigns will include video ads bought on a cost-per-view basis
- 50% of ads will be bought using this real-time bidding technology to tailor experiences for different viewers
- Smartphones / mobile is going be the number one screen for digital brands to engage users
- There will be at least five metrics that advertisers will regard as more important than the “click”
- 75% of web ads will be “social” in nature i.e. Ads will be shared, discussed, subscribed to and recommended
- Rich media formats enable great creativity and interaction – these will grow from 6% of display ad impressions to 50%, especially for brand building campaigns
- Digital display advertising is going to grow to a $50 billion industry
I want to share two very simple but powerful ideas that could radically transform the way the hotel industry utilizes measures like the hotel guest satisfaction index, web analytics, etc.
Continue reading “Rethinking Hotel Guest Satisfaction and Hotel Website Analytics”