It's time to kick the old Frommer's guides and outdated maps to the curb and start using your hotel standalone website as a one-stop shop for guests seeking area info.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! 

Tags , , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

Superstar Blue Magnet Senior Account Manager Katharyn Molinaro recently partnered with VFM Leonardo to share her experiences managing a successful online marketing campaign for the Hilton San Diego Bayfront hotel. Check out her video below: 

Tags , , , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

Kelsey Nupnau hits the Blue Magneteer Award jackpot!

Kelsey Nupnau is no stranger to the bright lights of fabulous Las Vegas. In fact, it was her fastidious SEO efforts and hotel marketing prowess on behalf of her Las Vegas hotel client that helped launch her into this month's Blue Magneteer Award. But though her hotel client may stand tall in the heart of Sin City, Kelsey's online marketing tactics are totally clean; there's nothing but whitehat SEO in this house, and as any rehabilitated gambler will tell you: The house always wins

And win she did. Kelsey gave the Prize Wheel of Destiny a familar spin, like an old pro come out of retirmement for one final game. Conjuring fond memories of her days raking in fortunes at the roulette table, Kelsey watched as the prize wheel made it's final turn in slow motion. She closed her eyes. "No more bets," a distant voice echoed in her mind.  She took a deep breath, clearing her mind like a basketball player just before taking the game-winning free throw shot. One more click of the wheel...and then silence.  

She slowly opened her eyes and a smile crept across her face. A cool $15 gift card to Starbucks was her reward. As she walked away from the table that day she never once looked back. But she knew she hadn't seen the last of that wheel. She'd be back. And next time, the PTO day would be hers. Oh yes, it would be hers. 

A simple look at the overall visitors for this Las Vegas hotel website from September 2012 to August 2013 in the graph below shows the payoff from Kelsey's marketing efforts: sweet, sweet organic website growth! 

Las Vegas hotel visitor growth

In fact, the relatively new hotel website realized a 600% growth in revenue in Q2 versus Q1 of this year!  Additionally, Kelsey's fun and engaging Facebook campaigns, contests and community outreach have increased the number of new Facebook fans for her hotel by 350 users in a single week! This is complemented by 34 new content entries submitted for the hotel's Facebook contest in that same week. By integrating organic SEO, local search optimization, social media and targeted hotel marketing channels, Kelsey has managed to turn a potential gamble into a sure bet.

With that in mind, a big congratulations goes out to Kelsey Nupnau, our July 2013 winner and second recipient of the monthly Blue Magneteer Award! Thank you, Kelsey, for helping to make Blue Magnet awesome!

Digg!Reddit!Facebook!StumbleUpon! Twitter

The Blue Magneteer Award goes to Brittany Aller!

The Blue Magneteer Award for June 2013 goes to Internet Marketing Manager Brittany Aller for her exceptional client work and resulting performance increases! With an effortless flick of the mighty Prize Wheel of Destiny, Brittany's fate lay in the balance.  She waited with bated breath, hands folded in anticipation, her eyes wide with excitement, as the wheel wound through its final revolutions.  A hush fell over the crowd as team members leaned forward in their seats, anxiously waiting as the wheel clicked, clickkkkk, clickkkkkkkked to a final stop on...the line! The very first spin of the Prize Wheel of Destiny landed on a line between two prizes: an extra vacation day and a $10 Dunkin' Donuts gift card!

This unexpected turn of events called for a quick deliberation of the judges. It was a close call, and we had neither the time nor the scientific instruments to determine (from a molecular level) on which slice of the wheel the pointer fell. In the end, the vacation day seemed like a more fitting prize and the judges' decision was final.  

Brittany's award resulted from many months of hard work for a hotel client in the southwestern United States. This client's new standalone website has tremendous potential in terms of functionality and revenue-generating opportunities, and Brittany's contribution was to improve reporting capabilities, increase on-site engagement and highlight unique selling features of the hotel. Brittany also credits Senior Account Manager Katharyn Molinaro for her valuable assistance in making suggestions, answering questions and general guidance with the standalone site.

In addition to a happy client, Brittany's hard work and targeted marketing strategy paid off with some impressive stats for her site, including:

  • Overall site visits increased by 31%
  • Reservations increased by 43%
  • Room Nights increased by 16%
  • Revenue increased by 43%
  • June numbers are already looking to follow in this pattern

Congratulations once again to Brittany for all her hard work and for being our very first Blue Magneteer! We hope you enjoy your extra day off!

Digg!Reddit!Facebook!StumbleUpon! Twitter

Kim Armour at the wheelKim Armour is a woman with a vision. A vision where all Blue Magnet Team members are created equal (although some team members would be found to be more equal than others)! A vision for rewarding the creme-de-la-creme of internet marketing managers each month in an ostentatious showering of praise and prize. A true vision of Blue Magnet success.  In fact, it may have been a vision inadvertantly induced by the intoxicating aroma of our dry erase markers, but it's a vision nonetheless.

And thus, the Blue Magneteer Award was born.

The product of this vision is a prize wheel so grand that it serves as an affront to all other prize wheels. It is the Prize Wheel of Destiny.  Prizes range from free lunches to gift cards to extra vacation days to free flex days. However, the most coveted part of the wheel is the "Spin Again" slice, which gives the Blue Magneteer the opportunity to continue the joys of spinning a novelty prize wheel for what could be an infinite number of spins (should the team member play their cards right). 

Overall, Blue Magnet wants to reward its team for the extraordinary work and amazing personalities that make our company the best around.  Our business is only as good as our team, and the fact that Blue Magnet has primarily grown its client base by word-of-mouth referrals is simply a testament to the amazing things our people do on a daily basis. The Blue Magneteer Award acknowledges team members who have gone above and beyond Blue Magnet's already high bar and made a difference in our company.  

A big thanks to Kim (shown above during the wheel's construction) for helping to conceptualize and also create this fun monthly celebration! Technically, she is the original Blue Magneteer for all the hard work she's put into making our team stronger.  We'll be announcing upcoming Blue Magneteers on our blog each month so be on the lookout for the next big winner!

Digg!Reddit!Facebook!StumbleUpon! Twitter

Facebook is an extremely open platform, meaning that everyone is allowed to share their photos and tag the hotel they are staying at on Facebook. So for instance, someone can check into a hotel, upload a picture and post the update on their personal Facebook profile. With that in mind, how can hoteliers benefit from these tagged photos?

With the introduction of Facebook Graph Search, hoteliers are able to see the public photos in which their hotel is tagged and can use those photos (share them) on their hotel's Facebook page as valuable content! This gives hotels the ability to see which features of their hotel attract guests most based on their photos of the hotel, in addition to any feedback or review that gets posted with that picture. Sharing tagged photos on the hotel’s Facebook page can also provide an authentic glimpse of the hotel experience for future guests, as captured by a previous guest.

Public Posts vs. Private Posts

When a guest posts a photo and tags the hotel in that photo, it does not mean the picture will be added to the hotel's business Facebook page. The photo will be added to the guest's personal Facebook profile (timeline). If the person does not have strict privacy settings on Facebook and allows their posts to be made public, any photo they tag of a hotel will appear in a Facebook Graph Search, as well as in "Photos Taken Here" on that hotel's Facebook page in Facebook's Mobile App.

If a person does have strict privacy settings on Facebook and uploads and tags the hotel in a private post, others will not be able to see the photo through Facebook Graph Search unless they are Facebook friends with that person. Also, these private posts will not appear in the "Photos Taken Here" section on the hotel's Facebook page in Facebook's Mobile App.

You can tell if a post is public or private by looking at the icons on the post or picture:

Public post icon: 


Private/Friends only post icon:


Facebook Graph Search and the Facebook Mobile App affect the way potential guests see your hotel and allow you as a hotelier to share and monitor the type of public content your hotel gets tagged in. Here are a couple of things you need to take note of:

  1. How does your hotel appear in a Facebook Graph Search for the search query "Photos of [Insert your hotel here]"?
  2. When you visit your hotel's Facebook page through Facebook's mobile app (on your mobile device), what does the "Photos Taken Here" look like?

By discovering how people are tagging your hotel in public photos, you will gain insight into the type of content your guests share, allowing you to re-share that fresh and interesting content on your hotel's Facebook page. Also, by monitoring these tagged images, you can request removal of any inappropriate or incorrectly tagged photos.

First things first, you need to understand the difference between doing a Facebook Graph Search and using Facebook's Mobile App to view your hotel's Facebook page.

What is Facebook Graph Search?

Need a quick recap of what Facebook Graph Search is? Click here for an overview on how Facebook's newest search function affects you as a hotel. Follow these three steps to conduct a Facebook Graph Search and see what public photos your hotel is tagged in:

  1. Login to Facebook (use your personal account - it is not rolled out for individual pages just yet)

  2. Click on the search bar
  3. Start typing in "Photos of [Insert Hotel Name Here]"

Once you've entered your Facebook Graph Search query, you will see results similar to the screenshot below. You can see that someone has tagged your hotel in a photo with swans and you know for a fact that there are no swans at your hotel. This could have been a result of someone not taking into account what he or she tagged when posting the photo (they may have tagged the wrong hotel).

Facebook Tagged Photos

Moving down the results further, you see an inappropriate picture tagged at your hotel:

Facebook tagged photos

Now, do not panic. If you are an admin of your hotel's Facebook page, you can request that incorrectly tagged or inappropriate photos are removed from Facebook. Before we dive into how to get these removed, let's understand how these same photos are viewed on a mobile device.

How does "Photos Taken Here" affect my hotel's Facebook page on the Facebook Mobile App?

The "Photos Taken Here" section pulls in public photos that people tagged of your hotel on Facebook and places them after the "Recommendations" section on your Hotel's Facebook Page in Facebook's Mobile App.

So, if someone goes on vacation and posts a public photo on Facebook and tags your hotel, that photo will show in the "Photos Taken Here" section. Here is how it looks:

First, you will see the details of where your hotel is located along with the ability to like, check in, and call the hotel.


As you scroll down, you will see recommendations in addition to an area for someone to recommend the hotel. Next you will see "Photos Taken Here." In the example above, you can see that the inappropriate photo tagged at our hotel is included in the "photos taken here" section.

So, how do you untag these photos?

Removal requests from your company's Facebook Page

If you want to report a photo from your Hotel's Facebook Page it needs to meet one of the following requirements:


To report a photo from your Hotel's Facebook Page follow these 5 steps:

  1. Login to your personal Facebook account and switch to "Use Facebook as your hotel"
  2. Click on the picture you want to report. You can also copy the link of the picture when you find it, switch to your hotel page and paste the picture link into your browser in order to view and report it.
  3. Click "Options"
  4. Click "Report"
  5. Follow the remaining steps to submit your request

What happens if Facebook does not accept my removal request?

Your personal Facebook account will get a notification regarding the removal request you submitted through your Company's page:

Facebook Photo Review Notification

When opening the report, you will see the following:

Facebook Photo Review Explanation

At this point, I recommend asking the person to remove the photo. You will now need to do this from your personal Facebook account. Or, create a personal Facebook account as the Director of Sales or Revenue Management that you use specifically for handling these types of requests. You can report it right away by clicking the "Ask [Person's Name] to remove this photo."

Removal Requests from your Personal Facebook Account

If you want to report a photo from your personal Facebook account it needs to meet one of the following:


In the case of the picture above--which is not a picture of your hotel--I recommend reporting it from your Personal Facebook account so that you can be specific in your message on why you don't like the photo (ie, because it is not a picture at your hotel).

Follow these 5 steps to remove tagged photos using your personal Facebook account:

  1. Login to your personal Facebook account
  2. Click on the picture you want to report.
  3. Click "Options"
  4. Click "Report"
  5. Facebook will then guide you through the remaining steps.

What does this mean for hotel marketers?

As a hotelier, one of the best marketing tools at your disposal is a review from a guest. With the introduction of Facebook Graph Search and the ability of Facebook users to share their stories and publicly tag your hotel in photos, you can get a visual review instantly from your guests just by searching for publicly tagged photos of your hotel. These posts of public photos makes your life easier as a hotelier because you can share these photos as content on your hotel's Facebook page!

Of course, there will be instances where Facebook users tag your hotel by accident (when it should have been a different hotel or business) or share inappropriate photos. Luckily, you are able to find these tagged public photos through Facebook Graph Search and can take the necessary steps to remove them.

Looking ahead, I think it will be important for Facebook to take into consideration how "Photos Taken Here" affects a hotel's Facebook Mobile Page. I feel that it is far more important to have a section on the hotel's Facebook Mobile Page that displays professional pictures taken by the hotel rather than the "Photos Taken Here" section displaying so prominently. Should a potential guest be visiting the hotel's Facebook page from the Facebook Mobile App, it would be very helpful for them to see professional pictures of the hotel itself before looking at the section on "Photos Taken Here."

Until Facebook adds a section for photos taken by the hotel, as a hotelier, you will need to monitor these publicly tagged photos on a regular basis, or assign a professional like Blue Magnet Interactive to do so on behalf of the hotel. Once you choose someone to monitor tagged photos, they will need to check your hotel’s Facebook page on the mobile application under "Photos Taken Here," or do a Facebook Graph Search to find "Photos of [Insert Hotel Name]." When you see an inappropriate or irrelevant photo, you will need to report it or work with Facebook to either untag your hotel or get the photos taken down altogether. In many cases, you will have to connect with the person who originally posted and tagged your hotel in the photo (through Facebook messaging) and ask them to remove the photo or the tag.

As a hotel marketer, how do you feel about tagged photos of your hotel publicly displaying in Facebook Graph Search? Share your thoughts by tweeting to @Blue_Magnet or @KNupMktg

Tags , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

Email Marketing campaigns have been around for a while in the hotel industry. It may not be the newest or shiniest tool in your marketing mix utility belt, but it has been tried, tested, and proven to be beneficial.  Older does not necessarily mean easier, though. There are many tips, tricks, and traps to be mindful of when planning and executing your hotel’s email marketing strategy, particularly in light of new and improved spam filters from popular email clients like Gmail and  Scroll through our Blue Magnet Interactive infographic to learn how to build strong, effective, and meaningful campaigns. 

Download a larger version of the infographic (PDF).

Download a larger version of the Infographic (JPG).

Click the infographic below to enlarge the image.


Digg!Reddit!Facebook!StumbleUpon! Twitter

MapQuest recently announced a new partnership with Priceline, which will give users the ability to book hotels directly from MapQuest search results. Per their April press release, this update includes "the ability to search, compare and book published-price hotel rooms at thousands of quality chain and independent hotels around the world. MapQuest travelers will also have access to Priceline’s database of hotel specials, including instant discounts, free breakfast, free Internet access and more".

If you never thought MapQuest was a channel to pay attention to for your hotel, now is the time to change your tune.

MapQuest: Playing Favorites

It seems as though MapQuest has partnered with a number of hotel brands to specifically highlight as a user searches for hotels.

MapQuest Hotels


When you choose a specific brand above, it shows you the nearest hotels to your current location:

Holiday Inn Mapquest


At this point, a user can get directions to the hotel, go directly to the hotel's website or book a room. These sponsored listings are pretty straight forward and take the user to the brand website to book.

What About the Other Hotel Brands on MapQuest?

If a guest is looking for a hotel outside of those sponsored brands, there is an option to search for all of the area hotels. This is more of a lion's den - and where the Priceline partnership and the optimization of your hotel's listing come into play.

Using Priceline's inventory, MapQuest shows price comparisons in search results for all area hotels:

Mapquest prices


A user can dive even deeper into a specific hotel by clicking on the hotel name to view its full MapQuest profile, which has photos, a description, Check-In/Check-Out information and more:

Mapquest hotel listing


There are 2 ways to book from here - through the hotel website by clicking "Website" or through the Priceline network by clicking "Book Now".

hotel listing mapquest


In a perfect world, if a user was looking to book a hotel room from MapQuest, they would find their way to your hotel website and book directly with no cut of the revenue going to an OTA. However, the Book Now button is so much prettier! And it's telling me exactly what to do! By clicking the Book Now button, a user will be taken to the Priceline/Mapquest network at The hotel information found on this network pulls directly from a hotel's listing on Priceline and (a Priceline affiliate).

So, How Do I Make My Hotel Stand Out?

Great question! In order to be fully optimized on MapQuest, hoteliers need to do 3 things.

1. Claim & update your hotel listing on MapQuest

Search for your hotel on MapQuest. If it hasn't been claimed already, you'll have the option to Claim this Business:

claim hotel on mapquest

Once you've gone through the steps to claim your business, be sure all of your hotel information is correct and up to date. Take this opportunity to add a hotel description, photos and a YouTube video from your perfectly optimized YouTube channel.

2. Update your hotel information on Priceline

If you need to remove outdated photos, add new amenities or update any of your hotel information on Priceline, just drop them a line. There is no extranet to manage your Priceline listings, but the content team can make any neccessary updates. Shoot an email with your updated hotel details to,  and you'll be that much closer to full optimization!

3. Update your hotel information on

Login to the Extranet to update your hotel information. From here, you can submit new photos or remove outdated photos, add hotel amenities, update room descriptions and details or request updates to your hotel description. The description that displays on your hotel's listing pulls directly from, so be sure all of the information is correct.

Now you're set! Your hotel is going to look great on MapQuest, and hopefully you'll get a boost on your Priceline and listings as well. The more complete and up to date your hotel listings are across the web, the more appealing your hotel will be to potential guests during their online research and booking phases. The OTA and Local Search landscape is always changing, so hoteliers need to be aware of how their hotel looks on the different channels and keep its information up to date. No one wants to lose business to a competitor across the street for something as simple as an out-of-date MapQuest listing!

Tags , , , ,
Digg!Reddit!Facebook!StumbleUpon! Twitter

Happy Independence Day, fellow readers! As you celebrate our country's indepedence this July 4th with your friends, family, flags, fireworks, food and 'freshments, please remember what makes this country great: our freedom.

I was always raised to believe that the United States was the land of freedom--freedom of expression, freedom of religion, freedom of speech. As a country, we choose the government leaders we want to lead us. We don't torture people. And our government certainly does not spy on its citizens or engage in unnecessary search and seizure. Other countries do that--countries with oppressive regimes and tyrannical dictators, who monitor their citizens in an effort to crush all opposition and torture dissenters to keep the public in line. Those were examples of how not to run a country...and certainly not the American way.

Sadly, with the recent unveiling of the NSA's massive survellience of the American public, the US government has placed our country's safety above our liberty. This mass spying effort is most certainly unconstitutional under the "unreasonable search and seizure" language of the 4th Amendment of the Constitution. The government has forced companies like Google, Verizon, Microsoft and other major internet and telecommunications companies to hand over private data about you (emails, phone records, etc) to the NSA, all in the name of fighting terrorism. As founding father Benjamin Franklin once said, "Those who would give up Essential Liberty to purchase a little Temporary Safety, deserve neither Liberty nor Safety." Let's make sure we keep our essential liberties intact this July 4th and bring back the America that we all learned about in grade school. Keeping America safe shouldn't mean turning this country into a police state, nor should it involve sacrificing liberties granted to us by the constitution.

Please make your voices heard to your congressperson to let them know that these actions against the American public are unacceptable.  Click the image below to send a message to congress now!

Happy 4th of July, NSA!


Digg!Reddit!Facebook!StumbleUpon! Twitter

Get ready hoteliers! Now more than ever, hotels will need to adjust their business model based on the influx of business coming in from Chinese travelers. In order to prepare for this excellent source of additional revenue, I'll give you some ideas of how your hotel can welcome Chinese travelers and all their precious revenue dollars...or should I say their precious revenue yuan.

Show me the money! ...and other numbers

According to the World Tourism Organization, the number of international travelers coming from China will increase from 10 million in 2000 to more than 100 million by 2020.

show-me-the-moneyReports are showing a positive trend in the number of Chinese visitors coming to the states and Chinese tourists are now the world's largest spenders. This April, CNN shared a United Nations World Tourism Organization report, stating that Chinese travelers spent $102 billion in 2012, an average of $1,230 per trip! More recently, the U.S. Office of Travel and Tourism Industries reported that Chinese tourists spend an average of $2,900 per trip when visiting California, which has become one of the fastest growing locations for Chinese tourism.

So why the United States? What attracts the Chinese traveler?

In the last 10 years, the earning power has increased for Chinese citizens and various policy changes have gone into effect, making it easier for the Chinese to travel to the U.S. and even obtain visas.

So other than increased travel budgets and the ability to travel easily, what are they interested in when they actually visit the U.S.?

Luxury Goods! According to Wolfgang Georg Arlt, director of the China Outbound Tourism Research Institute, “Luxury goods are 20% to 30% cheaper in other global cities. If you plan to spend $10,000 on shopping and only spend $1,000 on airfare, it’s much cheaper for Chinese tourists to fly abroad to shop.”

How do I market to the Chinese tourist?

There are a LOT of tactics you can put into action as a hotel to make sure you are reaching the Chinese traveler effectively and ultimately get them to book with you. Below is a list of recommendations:

  • Optimize Your OTA Listings: Is your hotel listed on Ctrip, one of the largest Chinese OTAs on the web? If not, make sure you add or update your listing right away. Plus, you can work with your OTA market manager and come up with a solution to market to these travelers through an advertisement campaign that will make sense for your hotel. When optimizing your listing, make sure you expand upon amenities available at your hotel and note any local shopping centers or attractions that would attract Chinese travelers. Hotels marketing to Chinese travelers should also verify that their hotel is listed and optimized on eLong (part of Expedia) which is the second most popular Chinese OTA.
  • Go Social: Consider testing and advertising on Weibo, a Chinese micro-blogging service that looks similar to Facebook and Twitter. This set of slides will teach you how to setup an account on Weibo and you can see how brands, like Pizza Hut, use it effectively here. Below is an example of China Daily's (Chinese newspaper) Weibo account:
    Weibo Profile
  • Make Them Comfortable: Promote various on-property amenities that will welcome Chinese tourists, such as Mandarin-speaking staff members, in-room tea kettles and slippers, and that you accept international payments. Another big amenity is Wi-Fi. Chinese travelers, like all modern travelers, use their mobile phones regularly, so providing access to the Internet is a must!
  • Extended Stay & Advanced Purchased Packages: Chinese travelers tend to book longer stays, well in advance. Do you have some sort of extended stay package or an advance purchase offer that rewards visitors for booking ahead of time and actualizing their stay?
  • Shopping Packages: Since many Chinese tourists may be coming to the U.S. to indulge in a shopping vacation, why not provide them a package that encourages them to visit the luxury mall near your hotel?
  • Create a Mandarin Version of your Website: One thing I've heard from various hotels, especially those without Mandarin-speaking staff, is that Chinese speaking travelers do not communicate with the hotel, primarily due to the language barrier. Why not make your guests feel more comfortable by directing them to a custom version of your website that provides answers to any questions they have during their stay with you, or even before booking? Not only will this encourage communication between you and your Chinese guests, but it will put you on the market as a hotel that welcomes the Chinese traveler!

So, what are you waiting for? Take a look at your revenue over the last two years - have you noticed an increase in revenue from China? Do you tend to see many Chinese guests come through your hotel? Is your competition already marketing to the Chinese travel market? These are all questions that your management team should sit down and discuss, and then proceed in developing a marketing plan to target this growing traveler segment!


Tags ,
Digg!Reddit!Facebook!StumbleUpon! Twitter
Home Blog