From the look on her face, you might think that Associate Account Manager Stephanie Hilger's grin is a result of her recently having claimed the September Blue Magneteer Award! And you would be wrong. If you look closely at the photo below you will see that she is actually staring past the Prize Wheel of Destiny and is, in fact, focusing her attention on the map of the United States. Like Alexander the Great surveying his expanding empire, Stephanie is plotting her next move, eyes gleaming with the possibility of more. Having already conquered the online world, she now hungers for the real one.

BlueMagneteerAward-StephanieHilger

That's right. Stephanie has single-handedly conquered the online world. Facebook? Twitter? Google+? She practically invented them.  In fact, Mark Zuckerberg actually calls Stephanie when he has trouble changing his Facebook privacy settings. Foursquare even has a "Stephanie Hilger badge," which you earn by just being as awesome as Stephanie at online marketing--you don't even have to check in anywhere! Legend has it, Stephanie was also the one who convinced Twitter to use the number sign instead of the ampersand for trending Twitter topics. And, as far as I can tell, it was Stephanie who was chic enough to then start referring to the "number sign" as the "hashtag." Until she came around to class it up, Twitter was still referring to it as the number sign and was #totallylost...or as they would have called it: number sign totallylost.

Besides rewriting online history as though it were nothing more than a Wikipedia page, what lead Stephanie down this path to glory and the cherished Blue Magneteer Award? Well, it all started with a client's social media campaign. The goal was to generate consumer interest in a portfolio of hotels by encouraging the social community to vote on their favorite hotel in various categories. Her social media wizardry generated the following impressive stats for the 6 week promotion:

  • Over 1,400 "votes" for the participating hotels
  • 44 new Twitter followers
  • 1,100 new Facebook fans
  • 469% YOY increase in people talking about the campaign

Not only did Stephanie bring new ideas to the table this year, but she was very proactive in setting up the campaign and also very organized in managing the reporting throughout. In addition, once the campaign was over she put together an incredibly thorough report that truly shows how much analysis and thought she puts into every campaign that she manages.

Congratulations to Stephanie Hilger, champion of the September 2013 Blue Magneteer Award! Thank you, Stephanie, for all your hard work and for your drive and determination to conquer any online challenge that crosses your path! 

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Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Abby stopped by Google’s Chicago office for their Google MapMaker Workshop.

At this session…

The Google MapMaker team explained the importance of Google Maps for small business owners. Not many folks know that they are able to edit information on Google Maps, whether it's updating an address, marking a business as closed or updating a street name. It's important for business owners especially to be aware of how their information is displayed on Google Maps. This is the information that leads potential clients, customers and guests straight to your doors. This session went step-by-step through the Google MapMaker interface and showed how to update business information on Google Maps.

One of the most interesting things I learned at this session is…

The more accurate you are with your MapMaker edits and the more often you make quality edits, the more trusted you become in the Google Maps community. Each edit is reviewed by the MapMaker team and if your MapMaker account has a good history of edits, your future suggestions will be taken at a higher priority and your edits are more likely to be approved.

So, why should a hotel use MapMaker?

It's not only vitally important to have the correct information for your individual hotel on Google Maps, but it's important that guests are getting a good idea of what they will find in the surrounding area. As a hotel owner, you can claim your own hotel on Google Maps and have control over your information. As a member of your community, you can make updates to surrounding businesses, parks and attractions. Did a new winery open up just a block away from your hotel? Check to see if it's on Google Maps! Did a popular bakery next door close it's doors? Make sure to report it as closed so guests don't find themselves in front of an empty building. Remember to always make sure your business information is correct on Google Maps. If your hotel looks great online, go ahead and take a peek at your neighbors and make sure your community looks great!

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

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Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Brittany, Stephanie, and Matt stopped by Google’s Chicago office to learn about maximizing opportunities with Google+ and Brands.

At this session…

Stephanie: The Google team explained how brands can make the most out of Google+, from getting discovered to generating engagement and driving performance across the web.

Brittany: From small, local businesses to international organizations, Google+ allows brands to engage with their customers in various ways, including reviews, hangouts, communities, and profile content. One significant feature of this channel is that brands and individuals are able to categorize their audiences and distribute content more effectively to the appropriate “groups”.

One of the most interesting things I learned at this session is…

Brittany: 1 in 4 search results for the world’s twenty largest brands are links to user generated content. Pairing this statistic with the added data that about 1 in 5 searches are local, it is critical for brands to establish transparent online relationships. Listening to what users are saying online and providing the best possible experience online and offline will only enhance your overall brand presence.

Stephanie: Much like individuals on Google+, brands can also write reviews. Brands are also able to start and join communities on Google+. I also found it interesting that you can use shortcuts to emphasize words and enhance the formatting on Google+ status updates - *word* = word and _word_ = word.

So, why should a hotel use Google+?

Brittany: According to Google, Google+ social annotations in search engines are responsible for a 5-10% uplift in CTR (about 11% in the travel industry)! This statistic goes beyond just Google+ though, Facebook likes, TripAdvisor reviews, and other social annotations are all important facets in the search engine results. As online hotel reviews are feeding into various websites and search results, reputation management (beyond just Tripadvisor) needs to continue to be a major focus for hoteliers.

Stephanie: Brands can (and should) take advantage of being more social. Google+ features users with the highest number of reviews; brands should look at this opportunity as an additional way to reach their target audience. As a hotel, what better way to become an "online concierge" than by reviewing local restaurants, hot spots, and attractions in order to position yourself as an expert in your area and get in front of people who are researching your location? Come up with innovative ways to interact with your customers on social media in order to achieve success!

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

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Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Brittany, Stephanie, and Tim attended Content Marketing That Wins: Making Brands, Readers AND Google Happy to explore high-quality content that will strengthen your brand, give the consumers what they want, and look enticing to search engines.

At this session…

Brittany: The social media and online landscape allows organizations to communicate with individuals on a new, exciting level. But, rather than crafting valuable and engaging social media content, many brands just throw nonsense into the social realm that is completely irrelevant to their brand or audience. As a brand, creating great content comes from understanding who your audience is, assessing what the readers want from the company, managing what action your brand wants readers to take, utilizing the assets that you have, and understanding how the readers talk about the brand or product when they think the brand isn’t listening.

Tim: I think Brittany covered the session overview pretty well. As an industry, we need to reevaluate the content that we post to social media, recall what makes content great, and craft valuable, engaging content for our specific audiences. Great content builds trust, drives measurable consumer action, satisfies a brand’s needs, and is organized around a centralized idea

One of the most interesting things I learned at this session is…

Stephanie: Build a community that makes sense for your brand and demonstrate interest in your user's need to create a value exchange. Look at social media content from a long term perspective and not just a "tweet-based need”.

Brittany: Based on the questions and feedback from individuals in the audience, determining a client-approved ROI for social media marketing and content creation is still difficult for all social media marketers. Attribution modeling is key to how we review social media analytics and performance, but it will certainly take time for this reporting to be more of a norm when working with clients in almost any industry.

Tim: The speakers brought up some really great content examples from the past and compared it to the typical social media content of today. While creativity is almost certain to drop off in social media because of the sheer volume of content, that doesn’t mean that the content should stray from your brand’s centralized idea. Great content is found at the intersection of what a brand can do for their consumers and what their consumers need from the brand. It spurs actions rather than bullying users into conversations.

So, how can a hotelier create winning social media content that drives engagement?

Stephanie: The ROI on social media is not straightforward; you should aim to measure the user’s entire journey. Track your guest from the beginning of the hotel shopping process to the end conversion when they book a room. For example, it’s likely that somebody started clicking around on your hotel’s Facebook page and had their "community experience," then spent  a few minutes on your hotel’s website to learn more information, and several days later when they needed to finalize their trip details, the Facebook fan returned to the site directly to book a room.

Brittany: A majority of people connect with a brand online because they actually want to follow the brands’ posts. Perhaps a fan enjoyed a past hotel stay, are planning a future vacation, are connected to the industry, etc. But, the point is that they sought out the brand or clicked on the content that is being advertised by the hotel. Therefore, it is critical for hotels to serve their audiences with the information they are looking to read. From hotel news to photography and travel advice, taking advantage of your hotel’s resources and crafting a useful, unique story or perspective is the key to social media marketing.

Tim: Social media is an opt-in channel. Therefore, it’s critical for brands to provide content that actually provides value to its users. A strong social media presence builds the brand equity for that specific hotel. The brand equity is an important part of that consumer journey and needs to be considered when discussing ROI.

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

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Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Stephanie attended Good Habits of Successful Social Media Managers to learn new strategies and best practices for delivering successful social media campaigns from other industry professionals.

Chicago Social Media Week 2013

At this session…

Sprout Social moderated a panel made up of social media managers from Divvy Bikes, Grub Hub, and Social Ogilvy. Each social media manager shared their opinions on various topics such as choosing what social networks your brand should be active on, various tools to measure social media performance, and tips for responding to negative comments.

One of the most interesting things I learned at this session is…

A great way to expand your social community organically is to team up with other brands that are relevant to your own. For example, a hotel might want to cross promote (on their social networks) with local vendors they often use for meetings, weddings, etc. This might come as a surprise to many social media managers, but a negative comment is not always a bad thing! It can often provide an opportunity to turn someone who is upset into an evangelist for your brand.

So, what is a best social media practice that the hotel industry should adopt?

Don't feel obligated to be on every social media channel! Before deciding what social networks to be active on, understand the strengths and weaknesses of each channel and how the user behavior differs. Every hotel’s strategy will differ depending on the market, target audience, and resources. So, the channels that work well for one hotel may not be necessary for another hotel.

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

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Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

What Social Media Week Chicago 2013 session did you attend?

Kelsey, Matt, and Andrea attended Improving Social Media with SEO to glean insight from other marketing professionals on how to integrate SEO tactics into their social media strategy.

At this session…

Carolyn Shelby gave insider tips on how to optimize your online strategy by using SEO to effectively improve the reach of your social media campaigns. One of the key things Carolyn wanted to emphasize was to constantly use the words for which you want to be found. Whether you're posting a blog, a Facebook post, or even describing a Pinterest 'pin', you must consistently use the same primary keywords in all of your online marketing efforts. 

One of the most interesting things I learned at this session is…

Kelsey Nupnau: Google+, Facebook and Pinterest are the top three social media channels that signal cues to the various search engines.

Andrea Mann: When posting social media content on Facebook, Twitter, and even Pinterest, do not use ambiguous copy! Be descriptive and use the full search term with which you want to be associated. You should be able to take each important keyword out of context and still understand the premise. All social networks have search functionality built in, so by including your full keywords within the copy or description, you are increasing your brand's exposure for relevant searches on that social channel.

So, how can the hotel industry benefit from improving their social media strategy with SEO?

Kelsey Nupnau: If your hotel is allowed to use vanity email addresses based on your vanity (standalone) domain, use them rather than using a gmail or yahoo account. The more exposure you can give to your website's domain name, the better! Also, if your hotel has outstanding photography, get it on Pinterest and be sure to describe each picture well, use the word hotel, and link to a relevant page of your website in case someone wants to click-through to learn more information.

Andrea Mann: Hotels should reinforce their messaging online and offline to be consistent with how they want to be found by shoppers. A hotel marketing team should decide whether they want to brand themselves as the "hotel overlooking Navy Pier" versus the "hotel within walking distance to Navy Pier" and then remain uniform in all marketing efforts. If a hotel coordinates every message sent to shoppers through all of the various online channels, they will create a longer lasting impression and they can eventually impact the way people search for the hotel.

Read more BMI highlights from other Social Media Week Chicago 2013 sessions.

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Times are changing - the pound sign is now a hashtag, tweets aren't just for birds, and brands want things shared more than a kindergarten teacher. This past week, the Blue Magnet Interactive team set off to explore several educational seminars hosted by Chicago's Social Media Week to stay on the forefront of the everchanging online social landscape. Our online marketing team is eager to share how their key takeaways from these sessions can translate into successful hotel social media marketing campaigns.

SocialMediaKeyboard

Read BMI's highlights from our Social Media Week adventures below:

 

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At Blue Magnet Interactive, we are passionate about hotel online marketing and we care tremendously about the success of our clients' online marketing campaigns. As one of the founders of Blue Magnet, my primary focus is company growth and new business development. While it's easy to get labeled as "that sales guy," I am not in the practice of throwing out a bunch of BS to get the sale; rather, I try to express Blue Magnet's true goal of positively impacting the hotel's bottom line by being honest and transparent about what they will need to be successful. Blue Magnet is not the type of marketing company that will sell you excessive full-scope packages that are unnecessary for your hotel, nor will we nickel and dime you every time you request an update to your hotel's website. That's never in your best interest, and, consequently, it's not in ours either. Because we know that hotel online marketing is rarely a one-size-fits all approach, we analyze your needs and then create a custom online marketing plan that maximizes your success AND fits within your hotel's budget. 

As many hoteliers have learned through past negative experiences working with the wrong online marketing companies, hotels need to exercise caution in selecting an online marketing partner. Every online marketing vendor operates differently, but being able to spot the warning signs of a bad partnership before you sign on the dotted line can save you a lot of headaches in the end.

When did you last speak to your hotel online marketing vendor?

Here are 7 warning signs that your hotel may be working with the wrong marketing agency:

  1. Lack of Transparency – Avoid vendors who fail to disclose how much time they commit to your account each month and don't provide details regarding the actual tasks they are performing. We're in the service industry, and we are providing our time and that must be budgeted each month. I can't tell you how many times I've spoken with a potential client who is comparing us to a competitor and they say, "Well they're providing the same services, but their cost is $200 per month." The response that is immediately triggered in my mind is: "Really!?! Hmmm. Something doesn't add up. How it is possible that my competitor is providing the exact same services each month yet can execute the services in a fourth of the time Blue Magnet is budgeting?" I've been in the marketing business a long time and I will tell you that for $200/month, they are not putting in the hours necessary for your hotel to be successful in any one online marketing channel (SEO, social, website management, etc), let alone a campaign that focuses on all channels. The bottom line is that this stuff takes time and there is NO automated system that completes all these tasks at a push of a button. 
  2. Spread Too Thin – Avoid vendors that assign you to an account manager who services 15+ other hotels. Unless the account manager is providing an extremely focused level of services for 15+ hotels (i.e. just link building), there is no way your campaign is going to receive the level of dedication needed for success. My advice is to ask your potential vendor if you will have a dedicated account manager and how many accounts each manager handles at any given time.
  3. Proprietary Content Management Systems – Avoid vendors that box you into a proprietary content management system. Most likely you will need a scalable and transferable solution. Over time, the needs of your organization will change, and potentially so could your online marketing vendor. If your website is powered by a proprietary CMS, should you need to transition to a new vendor or bring website management in-house, you will likely have to rebuild your entire website since you will be extremely limited in the content, aesthetic, and SEO updates that you can make on the proprietary CMS. Stick with open source CMS solutions like Joomla, Drupal, or Wordpress instead--they're flexible and can be migrated anywhere you decide to move your business.
  4. Expensive Website Hosting Fees – Be careful with vendors that charge you $200+ for their in-house hosting solution. Instead, ask your marketing agency to consider using a 3rd party hosting provider which could cost as little as $10-$50/month depending on your needs. In most cases your hotel website will only require basic hosting services. For $10-$50/month, this cost includes all the server maintenance, account login, and customer service support that you need. More demanding sites will certainly require more powerful hosting needs, but many basic hotel websites can succeed with some of the more inexpensive options.
  5. Unrealistic Guarantees – Avoid vendors that guarantee first place organic rankings in the major search engines. There are no guarantees in SEO and any company that offers them is likely using spammy/black-hat SEO tactics that will hurt your site's search engine ranking in the long run. While Blue Magnet has years of experience understanding how a hotel website can gain high rankings on search engines, no vendor has ultimate control of how Google displays and ranks hotel websites. That will continue to be in the hands of Google. A reputable vendor will be upfront about the personalization of search and the constant changes that the search engines institute which will affect your rank. For this reason, your SEO strategy should not be a "set it and forget it" strategy. Success comes from consistent and continual focus on all aspects of SEO.
  6. Automation Only – It is true that there are many wonderful tools that hotel internet marketers use as a means to maximize the potential of our internet marketing campaigns and in some instances streamline/automate our efforts. This, however, in no way means that these tools remove the necessity of the human element in implementing successful hotel internet marketing campaigns. As I stated above, there are no tools that will successfully automate your entire online marketing campaign.
  7. Level of Service/Response Time – This doesn't take a lot of explanation. If it is taking your vendor 7+ days to respond to you, I wouldn't consider that a true partnership. Blue Magnet account managers typically respond same day or at least within 24 hours. More importantly, it is not all about your vendor waiting for you to contact them. I think it is important for a vendor to be proactive in their account management, which means that in more cases than not, the vendor is reaching out to you even when you have not made a request. Blue Magnet always ensures that our team is proactive in its management of your account, consistent in our communication with your hotel, and innovative in the way we test new marketing channels and strategies. 

Above all, a successful online marketing partnership should be mutually beneficial for both the hotel and the vendor. It is crucial that you choose a vendor that will become a long-term partner for you and your online marketing crusades. Turning over vendors frequently will only stall your success, as you look to build your campaign back up from where the old vendor left off. Looking for the right online marketing vendor is much like looking for the right life partner--you want someone who is honest and transparent, someone who makes time for you, and someone who always sticks to their word. When those conditions are met, the revenue will be sure to follow...and, of course, the love.

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It's very possible that Katharyn Vera, Senior Marketing Manager at Blue Magnet Interactive, has cloned herself.  There's no other way to explain how one person can successfully manage so many different projects and internal company initiatives at once. And it seems that this advanced scientific knowhow has rocketed Katharyn right into the grips of the August Blue Magneteer Award!

Now, I don't have proof of her conducting advanced genetic research at her desk, nor have I ever had any chance encounters with Katharyn doppelgangers on the streets of Chicago; however, if the 1996 blockbuster comedy Multiplicity starring Michael Keaton is any indication of what science is capable of these days, then I'd say that Katharyn has certainly been paying attention. 

Katharyn wins the August 2013 Blue Magneteer Award!

It all makes perfect sense now.  As I understand it, here is how the Katharyns work together to keep Blue Magnet running like the well-oiled cloning machine that it is:

  1. Katharyn #1 trains new and existing team member on how to properly manage Blue Magnet's full array of hotel online marketing services, preparing them to be future Blue Magneteers (sans the cloning).
  2. Katharyn #2 expertly manages her own full plate of client hours, pushing her hotels' performance to new heights.
  3. Katharyn #3 helps organize and structure internal Blue Magnet processes to improve the efficiency of managing our projects, including web design and development.
  4. Katharyn #4 troubleshoots perplexing development challenges, such as .htaccess modifications, CMS configurations, responsive website setups and reservation widget problems.
  5. Katharyn #5 just hangs around waiting for any extra project to become available so she can offer to take the lead and totally crush it.
  6. Katharyn #6 plans team-building events and hosts Blue Magnet parties to keep the whole team smiling like the butcher's dog.
  7. Katharyn #7 covers the tracks of the other 6 Katharyns and ensures that their true identities remain secret.

Of course, the biggest pitfall of such a plan, as cautioned in Multiplicity, is that "sometimes a copy from a copy is not quite as sharp as the original."  Fortunately, Katharyn appears to have improved upon the cloning technology of 1996, since none of these clones seem to have suffered any loss of quality as a result of being copied. Although this would explain why Katharyn #6 has been seen running into walls every now and then. Although, we always chalked it up as an inevitable byproduct of her awesome parties. 

Regardless of how she does it, Blue Magnet owes a big thank you to all the Katharyns for the tremendous dedication they've put towards every project their 14 hands have touched. Best of all, it appears that Katharyn #1 has already begun to share her advanced genetic technology with other account managers, as we've notice several team members exhibiting similar talents of late. As a result, Blue Magnet has never been more productive and efficient. 

Thank you for all your hard work, Katharyns! Your extra effort gives me an even greater pride in Blue Magnet...and an odd hankering for some Doublemint gum.

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It's time to kick the old Frommer's guides and outdated maps to the curb and start using your hotel standalone website as a one-stop shop for guests seeking area info. They already skimmed through your website while searching for hotels in the area and then booked a room online. Now, start positioning the site as a helpful tool for the guest to reference while staying at the hotel.

Hoteliers may look at a standalone site as a booking engine, where a YOY increase in revenue is the only good news to come from an online marketer's mouth. However, I challenge you to exceed guest expectations by using your standalone site as a tool for guest satisfaction during their stay. From identifying points of interest within the hotel to explaining local transportation and highlighting nearby events, you can transform your hotel's website into an experience engine that guests can use throughout their stay.

How To Rethink Your Website Content

Beyond making tweaks and updates to the site that are valuable from an SEO standpoint, begin thinking about the kind of content that your guests will find useful and actually want to read. Valuable information to feature on your standalone site includes:

  • Area Attractions & Local Events: I always highly suggest building out a comprehensive Things to Do page on hotel websites. From a marketing standpoint, not only will your keyword strategy benefit from these area guide pages, but a Things to Do page will also allow your property to better connect with local partners and guests. From area attractions to shopping and entertainment, there is always something nearby that can pique guests' interests before and during their stay. Perhaps you have crafted a detailed landing page about the best Honky-Tonk bars nearby with your expert insider tips. Transform what was perhaps initially intended only for search engine performance into something valuable for guests by leaving the page up on an iPad at the front desk.

honky tonks a honky tonks b

Do your guests need a BART route map while in the San Francisco Bay area? They can easily find a public transit map on your standalone site that also marks your hotel's location. If your site's layout is mobile optimized, they will have an easy-to-use map at their fingertips throughout their stay.

bart example a bart example b

Your guests will appreciate your team's insider knowledge. Make sure the front desk staff and concierge are aware of what is available on the website so that they can point out the information available to a guest on-the-go versus sifting through a pile of flyers and maps.

  • Local Partnerships: Are you closely aligned with local organizations and attractions that guests may be interested in during their travels? Your guests will find it useful to be able to book tickets to these partnering attractions right on your hotel's site. As a hotelier, you likely receive discounts or complimentary tickets to some area sites that you can offer to guests exclusively on your website. I suggest crafting a page--possibly an expansion of the Things to Do page--on your standalone site that asks guest to inquire directly on your site about these local activities. Direct guests to contact your sales staff or concierge desk when booking a limo for a bachelorette party, a day trip to a nearby vineyard, or spa services. This content is not only helpful as guests book their stay, but also during their stay as they make last minute local arrangements.

online ticket purchase

  • Blog: As a content marketer, I love to encourage hoteliers to effectively use blogs as part of their website. Not only can an active blog improve your search engine rankings, but it can also provide great resources and insider secrets for guests. Did you recently write a blog post highlighting your hotel's green initiatives? Why not direct your guests to this blog article during their stay rather than printing out an extra piece of paper to include this information. A window vinyl with a QR code, green emblem, and "We've gone green!" statement could be a great way to direct guests to this fresh, unique information on the site.
  • Social Media: Are your social media icons and feeds easily visible on your site? Effectively displaying these social channels on the site will encourage guests to connect with the hotel online before and during their visit. Your tweets and daily Facebook posts now have another channel by which to reach your guests. Set the homepage on your business center computers to default to the page on the standalone site where guests can find the Twitter feed running. Broadcasting your social feeds on-site is a simple way to get the information noticed and will motivate guests to check-in or post about the hotel on their own social media channels.

standalone social feed

  • Full-Service Amenities: Standalone hotel websites allow hoteliers to highlight full-service amenities more than a standard brand site ever could. Properly reviewing all of the hotel's amenities is an important facet of your guest's journey as they book online, but these dedicated website components can also come in handy during their stay. Eliminate the need for random flyers highlighting special deals and events, and add all relevant information to your standalone site. This way, guests are led to one spot online as they search for dining deals or determine what spa services they want to book. Keep guests and locals coming back to your property by frequently posting special dishes, events, and exclusive deals.
  • Newsletter: Someone on your staff may already be combining local events, discounts, and employee highlights into a newsletter on a monthly basis. Make sure this newsletter is refreshed on the website each month. Then, post your newsletter in the lobby or elevator to provide guests with reading material. Include a QR code on the page so that they may continue reading and revisit the page later on during their stay.

Challenge Accepted!

I hope you have accepted my challenge to think of your standalone site as more than a booking engine. At Blue Magnet, we always tell hoteliers that a user-friendly and informative website can maximize the hotel's online presence and help the hotel act as a "local concierge" for guests. With the aforementioned ideas for content and on-property website promotion in mind, it is time to squeeze all of the value out of your hotel's standalone website! 

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