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Basics of cloud based platforms and other aspects of marketing

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Basics of cloud based platforms and other aspects of marketing

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Best Practices for Managing Your Online Hotel Reviews

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Whether your front desk staff invite guests to review your property upon check-out, or post-stay surveys are emailed to guests, every single guest should be asked to share feedback about their stay. Be genuine, not pushy, with a simple request like, "We hope you enjoyed your stay with us and welcome you to share your experience by completing this short survey / reviewing us on TripAdvisor.

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Advertised brand: PODZEMKA Bar Advertising Agency: Red Pepper, Ekaterinburg, Russia Creative Director: Danil Golovanov, Nikita Harisov Art Director: Julia Uzkih, Natalia Kotovskaya Copywriter: Ivan Sosnin, Artem Zverev Account manager: Daria Lunegova Production: Evgeny Kharchenko, Kate Bamby Additional credits: Evgeniy Keksin Music: DJ Oguretz - Let The Music Fuck You

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One of the services Alternate Image provides is GDS connectivity directly through the hotel application. We have provided an effortless way to manage your rates and inventory through one point of management. This allows for your property to double their exposure by participating in the well-known travel websites and travel agent systems through GDS. If you have thought about participating in GDS but have several questions, I have composed a Top 10 FAQ's below.

GDS is an acronym for Global Distribution System and is an online system which delivers rates, inventory, discounts, rooms, and descriptions to the many systems supported by GDS.

2. What are the systems supported by GDS?
The GDS system includes high traffic portal travel sites or channels including Expedia, Hotels.com, Travelocity, AAA, Hotwire, Priceline and TravelWeb. It also includes Orbitz, but is required to be registered into their Merchant Program. Most importantly all travel agent systems are included, such as Sabre, Pegasus, Galileo, Worldspan, and Amadeus just to name a few of the familiar ones.

3. How much does it cost?
Our rates our highly competitive and include one-time setup cost of $500. And a monthly charge of a minimum of $75 or $12 per reservation.

4. Can a property be on more than one GDS provider?
There are several companies who provide access to the GDS. Unfortunately you cannot be connected with more than one GDS provider. If you are currently with a provider and would like to change, a switch letter is required. The switch letter indicates the cancelation of one provider and the activation of the other.

5. Which AI features can I use on the GDS?
Our existing system works hand-in-hand with the GDS interface with no additional data entry or third party access. Room descriptions, pictures, discounts, rates and inventory all coincide with the GDS channels automatically for your convenience.

6. What is the process of implementation?
The process includes a separate contract for GDS and Priceline/TravelWeb. Each contract must be completed, signed and returned, before any implementation can be started. Once the contracts are received we will send you a 5-step setup form via online which will need to be completed as thoroughly as possible. The form will include the proper name, address, rooms, amenities, pictures and descriptions. We may already have this information on your current website however, it is important to be specific on how you would like the property to be displayed through these channels.

7. How long does it take to be turned on?
The entire process should take between 4-6 weeks and allow 2 weeks for visibility. Once the setup forms have been completed we will need to create your account using the information provided. This is why we ask that you thoroughly complete the forms so we have all the information needed to create the account.

8. How long does it take to be bookable?
Each GDS channel updates their database at different times and frequencies. Unfortunately we do not know these times or frequencies and can only assume they update at least once a month. If the property is brand new to the GDS and has never had any affiliation with any other GDS provider, the likelihood of their visibility being shorter is much higher. The GDS channels will add on new properties before they update old ones. This is why we allow 2 weeks for visibility, however, it could be longer.

9. Why is it important to be on the GDS?
It is very important to be on the GDS because this information is the only information travel agents will see. Also, the portal travel sites are usually the first places guests will go to search for their next vacation. The more visible you are on the internet the more reservations you will acquire.

10. What are the booking statistics for GDS reservations?
Nearly 300 million active Internet users have already purchased travel online. Online travel bookings have exceeded $100 billion since 2005. GDS on average produces up to 30% of all hotel bookings. The biggest advantage for any hotel is having the largest online exposure to the online markets through GDS where millions of buyers and sellers work together to exchange travel services.

The demand for direct electronic access to hotel websites is growing exponentially. No hotel company can afford to ignore this explosive growth of online hotel internet reservation bookings. Now that many of your questions have been answered and you are still interested in connecting with GDS please call the office so we can get you started today!

Ask for Valerie
386-760-1774

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One of the services Alternate Image provides is GDS connectivity directly through the hotel application. We have provided an effortless way to manage your rates and inventory through one point of management. This allows for your property to double their exposure by participating in the well-known travel websites and travel agent systems through GDS.

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How Facebook is influencing the hotel industry

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How Facebook is influencing the hotel industry

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According to PhoCusWright's "Social media in travel: Mayhem, myths, mobile and money" study, almost 50% of hotel brands have a booking application on their company Facebook page. However the success of a Facebook page isn't usually measured in the number of direct bookings generated (which is a good thing as they average out at less than 1% of total bookings).
Facebook is not a destination that consumers visit when they have done all their research, made up their minds about where to stay and are ready to book; instead consumers tend to visit a hotel's Facebook page at the later stages of their travels (the Experience & Sharing Stages). Therefore, Facebook is not an ideal platform to promote bookings, but it is still a powerful tool for communicating with guests and potential guests.

Using Facebook to promote loyalty to current guests

The sense of community and affiliation with a particular hotel or hotel brand make Facebook the ideal medium for promoting your hotel loyalty program. Those guests that have enjoyed their stay at your hotel or resort will be keen to share their experiences with their friends and followers on Facebook, often tagging or mentioning your hotel in order to draw in the attention of others. This is especially the case when hotel loyalty programs offer an incentive, no matter how small, to guests for sharing their experiences on social media.

Using Facebook to promote loyalty to future guests

When savvy consumers are shopping for hotel rooms, one of the top ten influences on their decision will be the hotel's rewards and loyalty program. Having details about your hotel loyalty program on your hotel's Facebook page allows them to view content created by both the hotel and guests.

It's an ideal place to show off the value of your hotel loyalty program such as competition winners or VIP loyalty experiences. As long as there is no requirement to join the program, even potential guests would consider signing up before they'd even book a room.

Even after guests have shopped, browsed and booked their stay at your hotel they will often be excited and want to learn more about their impending stay. One of their first stops will be your hotel's Facebook page (especially if you include a link both on your hotel website and in your guest's confirmation of booking email) so including details and links that make it easy (and free) for viewers to join your hotel loyalty program can not only endear them to your hotel brand, but provide you with valuable contact and marketing details for the future.
About the author
Nick Baker is the community manager for Appy Hotel, a hotel digital marketing startup based in SE Asia, that provides mobile applications and digital marketing technology solutions to hundreds of hotels across Asia and around the world. Reach him at nick@appyhotel.com or linkedin.com/in/nicholasmarkbaker.

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How Facebook is influencing hotel loyalty programs

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According to PhoCusWright's "Social media in travel: Mayhem, myths, mobile and money" study, almost 50% of hotel brands have a booking application on their company Facebook page. However the success of a Facebook page isn't usually measured in the number of direct bookings generated (which is a good thing as they average out at less than 1% of total bookings).

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Digital Interactive Marketing: iPad / iPhone / Android Apps

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What is it that turns a potential guest to an actual guest? The answer to that question is obviously complex, however it's an axiom of marketing that maximising your exposure and personalising your message to your audience are key in the process.

What To Highlight in Your Hotel Digital Marketing

A recent study by Market Metrix looked at how guests select hotels, and there are some very interesting insights from it that you can and should apply to your hotel digital marketing efforts.

1) Location

Your hotel's location is the single most important factor to your potential guests. Your website, app, social media presence and newsletters should all feature your location prominently. When integrating a map prefer using dynamic services such as Google or Apple maps. These integrate easily with navigation apps allowing your guests to simply click in order to get a full navigation route leading them to your hotel.
Hint: If your hotel is located in a region where there are significant differences between the local naming and what is listed on Google, include a local map of your hotel for guests to show local taxi drivers etc.
Navigating to your hotel is easy for guests when they can access your map from their mobile. The image above shows the map screen on Appy Hotel with your hotel indicated by the pin drop and your guest's current location by the GPS blue dot.

2) Price

After location, price is the most influential factor in determining which hotel a guest will choose to stay at. While you may have limited freedom in altering your price without sacrificing profits or brand standards, you can certainly work to establish the value you provide guests for your rates.

A good looking responsive website and a useful and free-to-download concierge app that puts every service your hotel offers merely a tap away, are excellent tools in helping guests perceive your hotel as a high value experience where the overall proposition justifies a slightly higher cost.

3) Past Experience

Keeping the experience of a past stay in your hotel a live and vibrant memory in your guests mind can be a challenge, but having a hotel app as a key part of your hotel digital marketing presents a unique opportunity in this respect.

The entire app framework is based on the concept that apps are downloaded to a user's device, and each app has its own icon on the users device that serves both as an access point and a visual cue reminding the user of the app's existence on their device.

Having an app is your opportunity to leave a little memory of your hotel live on your guests' mobiles and tablets, long after they've left your property.

4+5) Someone Else's Choice and Recommendation by a Friend

Social marketing is a discipline that is still very much in its infancy, but a growing number of hotels and resorts are already going to great lengths to encourage guests to share their experiences in such a way that will motivate their friends to book as well.

Increasingly properties are educating guests as to what photo opportunities the property offers and which hashtags to use when posting photos and videos of their stay.

A hotel specific app can take this a step further by enabling guests to easily share hotel curated content. This gives hotels a much greater degree of control over how guests project their brand in the digital space.

6) Brand and Hotel Reputation

As we mentioned above for pricing, having a good responsive website and an accompanying app are a great way to establish your brand and distinguish yourself from the competition. This is a classic example of one of those cases where the thrill of finding a cheaper deal subsides long before the true cost of compromising on quality becomes fully apparent.

7) Promotions

Offering a special promotion to promote bookings is a time tested tactic that can gain a powerful multiplier added to its impact when backed by smart digital marketing. Since the growing commissions paid to OTAs are making it increasingly difficult to discount room rates, it becomes quickly evident that promotions on your hotel's F&B and in-house services (i.e. Spa, tours, etc.) offer a much easier and less costly route. Here again having a hotel app plays to your benefit. An app enables you to promote services directly to your guests devices at the precise moment of relevance, when the guest is in your hotel.

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7 Ways Your Hotel Digital Marketing Can Help Guests Choose You - Digital Interactive Marketing: iPad / iPhone / Android Apps

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What is it that turns a potential guest to an actual guest? The answer to that question is obviously complex, however it's an axiom of marketing that maximising your exposure and personalising your message to your audience are key in the process.

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From a previous presentation

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How to respond to negative online reviews

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Some business owners have sought ways to insulate their companies from negative reviews altogether by including non-disparagement clauses in their online terms and conditions (referred to as "clickwrap"). However, such methods are questionable, and a recently-enacted California law (California Civil Code § 1670.8, known as the "Yelp" law), actually prohibits these agreements.

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Explains those acronyms

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Webjet.com.au - Australia's #1 Online Travel Agency

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Compare flights, hotels, rental cars and purchase insurance all in one booking at www.webjet.com.au

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Webjet, Australia's #1 Travel Agency helps you find the best flight to suit your needs by comparing available airfare options.

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The process of controlling rates and occupancy in order to maximize gross room revenue.

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http://www.staah.com/channel-manager/

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http://en.wikipedia.org/wiki/Internet_booking_engine

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http://book.bestwestern.com/bestwestern/advSearch.do

http://www.johansens.com/

http://www.mainstay.co.nz/

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https://nz.answers.yahoo.com/question/index?qid=20100426062129AA2b9mt

http://www.softwareadvice.com/hotel-management/

http://www.capterra.com/hospitality-property-management-software/

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Check in, check out

Receptionist

Occupancy figures

Turnaround

Guest cycle

Deposits/payments

Walk in

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Perishable

Room Night

Dynamic Pricing

RMS

PMS

CRS

OTA

UGC

Comparison Website

Booking engine

Maximizing Yields

Forecasting

Low and High Demand tactics

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We're selling NIGHTS not rooms.

Marketing consortium (pl: consortia)

Agencies

Travel groups

Low and High Demand tactics

Short and long stay

High and low season

Rack rates, discounting

Occupancy Targets

Key accounts

Corporate

Frequent Independent Traveller (FIT)