How should a hotel communicate to its customers?

Six things you need to know from Google’s “The 2013 Traveler” Study

- See more at: http://www.traveldailynews.com/columns/article/51036/six-things-you-need-to#sthash.l2dGqn53.P1e0hx6e.dpuf
Although this insightful presentation was released in late 2013, it’s worth revisiting… or visiting for the first time for some. As Google states on the second slide, they wanted to know the following: “How have the attitudes and behaviors of leisure and business travelers changed over the past year?” Well, here are six ways travelers have changed over the past year, and what your property can do to capitalize (i.e. better reach, engage and convert these “changed” travel shoppers in the form of direct website revenue):

1. 65% of travelers book travel directly on company sites more often than via online travel agencies (OTAs), up 11% over 2012.
What does this mean for your hotel? In short, this results in an increase in your more profitable website direct bookings, and a decrease in your less profitable (thanks to commission fees) OTA bookings. When hotel marketers say “shift share to your most profitable channel,” this is precisely what they mean. It’s perhaps the most important part of any property’s online marketing strategy. Of course there’s a catch – it’s MANDATORY that you have a modern website with strong search rankings, so that travel shoppers can actually find your site first. The fact that more shoppers prefer to book directly on company sites is partially a testament to the efforts properties and their hotel Internet marketing partners have put in over the years, especially efforts centered on proper search marketing (like focusing on themes, instead of individual keywords) and website design and usability best practices

2. Price is the #1 factor when selecting lodging.
Based on the range of travel shopper budgets—and other factors like property type, location, etc. - your property will sometimes automatically be included in or excluded from a shoppers’ group of choices. If your property is the right type and in the right location, you do have some control with pricing. Have you recently compared your rates to your comp set? Are you competitively priced? Depending on your OTA contracts, do you have the lowest (or at least close to the lowest) advertised rate on your direct website, so that you prevent shoppers from quickly running to an OTA to book? Do you run promotions during off or shoulder seasons? There are countless pricing strategies that can improve your key performance indicators.

3. 60% of leisure travelers and 53% of business travelers rely on search engines.
This is NOT shocking, or even new, but should continue to be a point of emphasis. The bottom line is that you can have the most beautiful and engaging website in the industry, but if travel shoppers can’t find it, it’s worthless! And how are the bulk of those shoppers finding your direct— also known as independent or vanity—website (their preferred location for booking according to #1 in this article)? Search engines, namely Google and Bing (per Search Engine Land, Google currently has 2/3’s of the market share). And it’s simply not sufficient to have a one-time setup approach to search engine optimization (SEO).  Professional, ongoing SEO that adheres to Google’s algorithm updates, researches trends in themed searches, understands the impact Google+ has on the first search engine results page, and realizes how SEO and pay-per-click advertising work in concert is 100% imperative. No questions asked.

4. 42% of leisure travelers and 55% of business travelers read reviews.
It’s actually surprising that these numbers are not higher. Unless I’ve stayed at a hotel previously, I read reviews before every booking. So do my all friends and family members. Travel shoppers put a high value in earned media, such as reviews... it’s less corporate website copy from the hotel and more honest opinions from their peers. First, you have to monitor your review and other social media mentions with one of several programs available. Second, you have to promptly, sympathetically and tactfully reply to ALL of your negative reviews and some of your positive reviews on sites like TripAdvisor and Yelp in order to show travelers you genuinely care. No one is a better authority on this matter than Daniel Edward Craig.

5. 25% of travelers book hotel rooms on smartphones.
Do you have a separate mobile website that displays when visitors are on smartphones?  Or do you have a fully responsive design that renders well across all devices? If not, you’re behind the times. Travelers are increasingly researching and booking rooms on both smartphones and tablets. As they get more comfortable with the security and usability of these devices, 25% is going to be 50% before we know it. You must have a mobile solution that is condensed enough so that it’s easy to use, yet still provides ample information so that travelers can make a purchase decision. And make sure your website experience is seamless across all screens, as shoppers often jump from one screen to another in various patterns, from the beginning to the end of their purchase process.

6. 51% of leisure travelers and 69% of business travelers watch online travel videos.
Internet users enjoy consuming information through a variety of means, including, and often preferring, video. And they’re not just watching 30 seconds of a video in the planning stages; they’re utilizing it throughout the purchase funnel, from planning to booking. A picture is worth a thousand words, and you can say the same about a video’s worth to travel shoppers. Does your property have a YouTube account? Do you have a mixture of corporate produced videos and user generated content in the form of homemade videos? Are guests encouraged to post, tag and share their homemade videos? Although video marketing isn’t quite a mainstay, it’s the type of content that can elevate you above your competition, especially at a high end destination property.
- See more at: http://www.traveldailynews.com/columns/article/51036/six-things-you-need-to#sthash.l2dGqn53.P1e0hx6e.dpuf

How can you make use of the changing behavior of new age tourists?

Lonely Planet reveals the future of travel

26 September 2014, 09:19 - See more at: http://www.traveldailynews.com/columns/article/51156/lonely-planet-reveals-the-future#sthash.3vMGOu0X.dpuf
Lonely Planet and the International Air Transport Association (IATA) have joined forces to celebrate the 100th anniversary of commercial air travel by revealing Lonely Planet’s top 10 predictions for the future of world travel. According to Lonely Planet’s team of travel experts holiday makers are set to demand more ‘unplugged travel’ and secret escapes as the fast pace of modern life continues to grow (the full list of top ten predictions can be found below).

Top of Lonely Planet’s list of predictions is that travel will soon become fully integrated into our lives as opposed to a special event. Data from the Air Transport Action Group (ATAG) forecasts that 6.6 billion passengers will fly worldwide by 2032, growing an average of 4.4% annually from 2014. The increasing volume of commercial flights has brought a large shift in travellers’ mind-sets and Lonely Planet argues the concept of travel as a rare treat is disappearing, replaced by travel as a lifestyle choice.

Lonely Planet also predicts that green travel is also on the rise as a new generation of travellers builds sustainability into every step of their journeys. 70% of travellers expect companies to demonstrate commitment to preserving the natural environment prompting a boom in ecotourism and volunteering abroad. The aviation industry in particular has set its own objectives for carbon neutral growth and cutting CO2 emissions in half.

Sourcing online reviews remains second-nature for travellers, but hunger for secret coves and local secrets is emboldening them to embrace face-to-face or local recommendations. Lonely Planet experts suggest online reviews will remain part of a traveller’s toolkit, but a local recommendation – whether from a taxi driver, in-the-know cafe owner or Airbnb host – has never been more highly prized.

The pressures of modern life are also recognised, as Lonely Planet suggests we can expect an increase in ‘unplugged travel’. With no emails or mobile signal, guests can immerse themselves in their destination and truly forget about work and everyday life.

Lonely Planet’s predictions also bode well for economy fliers, as increased competition on well-trodden flight paths is encouraging airlines to improve the experience for everyone.  As true comparison shopping for air travel increases choice and competition, the future looks bright for economy flights - perhaps lie-flat seats, high quality food and more luxurious touches are not too far away.

Technology is also going to play an increasingly significant role, with more airlines offering paperless travel and integrated smartphones key to planning and tracking your travels. Soon technology will mean suggested tweaks to travellers’ itineraries based on weather conditions and local events will be sent directly to travellers’ smart phones or tablets during a flight – creating an ever more tailored travelling experience.

Airports are also due for an overhaul as innovative departure lounges are a key part of any future travel landscape. With airport spas, art galleries, green areas and even cinemas now a common site at most departure lounges, Lonely Planet suggests we can expect bigger and bolder leisure activities soon, maybe even a pre-flight rollercoaster.

Other future travel predictions include the rise of experience hotels and event travel, as travellers’ explore the globe in search of memorial experiences and once in a lifetime sights.

Speaking about Lonely Planet’s findings, Tony Tyler, IATA’s Director General and CEO said: "100 years after the first passenger flew on a scheduled flight; the predictions from Lonely Planet clearly show that millions more people are set to enjoy the opportunity to travel and particularly travel by air, as the world becomes a smaller and more accessible place than ever before. It is amazing to see how far we have come over the past 100 years and even more so to think of what we can expect from the next century. Air travel connects us to the world and reminds us of the importance of being there, whether it is the places or the people we love."

Tom Hall, Lonely Planet’s Editorial Director, explained: "Travel has changed dramatically since the first commercial flight 100 years ago, and the next 100 years has endless possibilities. At Lonely Plant, we’re constantly monitoring trends and developments in travel as we seek to find emerging destinations, hot topics and what is really getting travellers excited. This selection highlights some of the big trends that we predict for the next few years."

Lonely Planet’s predictions were commissioned to celebrate the 100th anniversary of commercial flight. Readers can explore the story of the first 100 years of commercial air travel, how aviation shapes the world around us, and glimpse the future of flight at flying100years.com.

The future of Travel – Lonely Planet’s Top 10 predictions

• Travel as life not special event - Travel is becoming an integrated part of everyday life
• International festival fever – With flights faster and cheaper than ever before, travellers are taking advantage of a global calendar of events
• Flight of fantasy – Increased competition on travel routes is encouraging airlines to improve experience for economy fliers
• The evolution of airports – The success of airport spas, art galleries and green areas is sure to bring bigger and bolder leisure activities within the airport experience
• The rise of experience hotels – the increase in demand for hotels that offer something extra
• Smarter sustainable travel – Green travel has hit the big time as a new generation of travellers builds sustainability into every step of their journeys
• Travel planning in your palm – As more airlines offer paperless travel, a smartphone can be the key to planning and tracking your travel, all tailored for your experience
• The rise of unplugged travel – True escapes are becoming highly valued, and remote hotels are starting to make a feature of their lack of internet and phone signal
• Return to local knowledge – Travellers’ hunger for secret coves and local trattorias is emboldening them to rely once more on face-to-face recommendations
• Virtual travel – Travellers can now plan their travels from the comfort of their laptop, exploring on Google Streetview before seeing it for real.

- See more at: http://www.traveldailynews.com/columns/article/51156/lonely-planet-reveals-the-future#sthash.3vMGOu0X.dpuf

What kind of risks should be perceived by any Elizabeth Gallagher that would take this offer? What kind of personality type she should be to take this offer?

Man offers free trip to anyone with his ex-girlfriend's name

http://edition.cnn.com/2014/11/04/travel/free-world-trip-elizabeth-gallagher/index.html?hpt=travel_hp_blogroll

CNN) -- Calling all Elizabeth Gallaghers in Canada: Would you like a free trip around the world?

Toronto resident Jordan Axani, 28, is looking for a woman with the same name as his ex-girlfriend to take a couple of airline tickets off his hands. Axani posted on Reddit that he booked this "fairly wicked" trip in March when he and the original Elizabeth Gallagher were still together.

After they broke up, he didn't want the tickets to go to waste.

"Anyone familiar with with the archaic system that is modern air travel will know that a name change on a ticket is damn near impossible," he wrote on the site.

If you're lucky enough to be Canadian and have the name Elizabeth Gallagher, here is your itinerary:

December 21: NYC to Milan

December 28: Prague to Paris

December 29: Paris to Bangkok

January 7: Bangkok to New Delhi

January 8: New Delhi to Toronto

Oh, and if you want to stay a few extra days in India, that's an option too, Axani says.

"I am not looking for anything in return. I am not looking for companionship, romance, drugs, a trade, or to take selfies with you in front of the Christmas Market in Prague," he wrote.

"If you feel compelled to toss me a couple hundred bucks, great. Really the only thing I ask for is that you enjoy this trip and that it bring you happiness."

Better hurry, though. Axani says he has received thousands of emails from around the world in response to his Reddit post, including "dozens of emails from Elizabeths who are Canadian." No word on how he's going to make the final selection. There's probably not enough time before the trip to do it "Survivor" style.

The real question is whether it's possible for another Elizabeth Gallagher to travel under a ticket purchased for Axani's ex.

Airline policies typically forbid the transfer of tickets, but in this case, how would they know? Axani says he booked it on Priceline using Elizabeth's first and last name only (no middle name). And we know security agents at the airport generally don't check birth dates, which are required to purchase a ticket.

CNN has reached out to the Canadian Air Transport Security Authority to find out whether they have any security measures in place that would prevent Elizabeth Gallagher 2.0 from traveling.