In a recent visit to a hotel, meeting with his head of marketing and communication, he told us worried: "we have to do something, we have to climb positions in the TripAdvisor ranking; we are in position 63, we have consulted with them (TripAdvisor) and they tell us that the most important thing is that we have more opinions…"; this is how the "hamster wheel" race starts on TripAdvisor for. . .
After the fateful May 25, and with some more perspective, we observe disparity of strategies and tactics that hotels are using to comply with the new data protection regulation. We will highlight some aspects that we are finding, and that we believe positive to discuss approaches in an open and constructive way. We use the question / answer format that we believe facilitates understanding and analysis. Is it ALWAYS necessary. . .
For an independent hotel or a small chain, there are no chances to compete in the battle for customer acquisition with the OTA’s or “Metas”; they have the captive search traffic (by positioning SEO and SEM), in any platform that you look at, so your acquisition strategy has to work with those traffic sources. But there is life beyond search marketing. Direct digital marketing (DDM), that eternal sidekick, is not. . .
Recommendations based on the experience of our clients In this note we suggest you to review your direct feedback settings to take full advantage of this powerful marketing tool, which goes beyond service control or being a mere proponent of online reputation. We should not confuse management of “direct feedback” (proactive management of opinions) with the “online reputation” management (reactive management of opinions). It is true that the latter, derived from the. . .
We’re not talking about getting a new customer, or maybe yes. We are also not talking about the volume of reservations that the last-minute occupation solves, of course not; But we are talking about the safety cushion that stabilizes a quality income and that grows slowly but surely, that percentage of direct sales that so connected is with profitability.
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