These ads are both cheeky and brilliant, utilizing the features and limitations of the YouTube and Facebook ad platforms to their advantage.
Props to Hotels.com for their recent advertising campaign which features a character played by Brandon Moynihan called ‘Captain Obvious‘, who as you may have guessed, says and does things that are, well…obvious. Just like hotels.com would be the obvious place on the internet to book your hotel room?
Here’s an early ad from a couple of years ago:
What’s great about this campaign is not the fact that it’s tongue-in-cheek, but that in more recent efforts, it plays well to the ad and content formats available on YouTube and Facebook too.
Continue reading “Cheeky but effective – Captain Obvious Steals the Show for Hotels.com”
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”
An email Q & A with Expedia’s Alex Gisbert – We talk to Alex about the recent announcement about the Yahoo! – Expedia partnership that introduces Expedia’s travel booking & packaging engine on Yahoo! sites across Europe.
[Hotelemarketer.com] It’s great to hear about the recent partnership between Yahoo! and Expedia in Europe – could you tell us a little more about the deal and how this impacts the consumer in particular?
[Alex] Expedia is providing a travel booking engine on Yahoo! Travel sites across Europe (UK, Ireland, France, Germany, Italy and Spain) in addition to a deals module which will be updated in real-time with the latest offers from Expedia.Through this deal, consumers will benefit from the rich editorial content provided by Yahoo! along with our sophisticated search technology and inventory of over 127 000 hotels and more than 450 airlines. We know that all travellers have very different priorities and these can change depending on the occasion, their schedule and their general travel preferences so we are constantly expanding the range of filters we offer so users can find exactly the right accommodation offering for them – in the last couple of months for example we have added both a green/sustainable hotel filter and an LGBT (Lesbian, gay, bi-sexual and transgender) friendly filter. The combined strength of the partnership brings users both inspiration of Yahoo!’s content and the ability to refine this choice according to their preferences and book with assurance that you are making the right choice by checking their choice with a variety of mapping options, reviews from previous Expedia customers and photos.
We understand that consumers use a variety of tools and sites when planning and researching their travel online and we want to make that process as simple as possible for travellers so we believe it’s important to work with sites like Yahoo! where we can offer relevant complementary services to save travellers time in their research. It’s very much about bringing our service to the user wherever they are to save them time. To take another example, earlier this year we launched a specialist IE8 travel browser with Microsoft in the UK offering the user ready access to a number of Expedia’s services such as hotel deals, lastminute deals, currency tracking and a co-branded weather tracking so that users can keep up to date with the latest deals, currency and weather changes whilst carrying on with their normal browsing activities.
Continue reading “Interview – Expedia’s Alex Gisbert on the recent Partnership with Yahoo! in Europe”
I came across a piece I’d written about 17-18 months ago on the future of hotel internet marketing. The article talked about 5 broad tech trends that I thought would radically alter the way we approached digital / internet marketing for hotels back at the end of 2008. I thought it’d be fun to take a re-look at the article and see how far we’ve actually come in the last year or more and if those predictions still hold water… here goes:
1. Choice is king.
The clear winners of the online distribution race will be suppliers and 3rd parties that provide the most choice to the customer. “Experience building” will become key to the looking and booking process online. This will mean that successful suppliers (hotels) will have to break down elements of their inventory like rooms, dining, sports, spa and supporting services into individual units that can be booked and packaged both internally and externally. The more elements you provide to what I like to call the “Experience Engine”, the better the choice available to customers to personalize and tailor their experiences. This creation of experience units will also allow tourism industry suppliers to collaborate more effectively online, as well as spur the evolution of 3rd party providers who provide superior experience engines, taking destination marketing to a whole new level.
Continue reading “Hotel Internet Marketing by 2013 – Are we on Track?”
We accept the reality of the world with which we are presented. We’ve become bored with watching actors give us phony emotions. We are tired of pyrotechnics and special effects. While the world he inhabits is, in some respects, counterfeit, there’s nothing fake about Truman himself. No scripts, no cue cards. It isn’t always Shakespeare, but it’s genuine. It’s a life. – Christof (Ed Harris): The creator of The Truman Show
You may remember the above dialogues from an old big screen favourite, The Truman Show, released in 1998. The movie is above an insurance salesman who discovers his entire life is actually a TV show. While the comedy and irony of the script is quite entertaining, who amongst us has never felt like they were being ‘watched’? Whether it’s the TV version of ‘Big Brother’ or something out of the catacombs of government surveillance, the world’s become a big stage…but just who’s watching who? And what in the world does this have to do with hospitality?
You’ve got to agree that the way hotels work today are far removed from the inns of yore. Consumer access to information and improved transparency, at least in the shadowy world of pricing, has made many a ‘Basil Fawlty’ squirm and shudder. The Internet has been a great equalizer, but how far have we come…and what can hoteliers expect in the future?
Continue reading “Transparency, the Internet and good hospitality – All the hotel’s a stage…”