Category: Travel marketing blog

Legend has it that John Fareed, the internationally recognized consultant, writer and professor whose innovative ideas and practices are changing the conversation about marketing what we call “hospitality” or the hotel industry, made a bet in a meeting with senior hotel managers and owners. He urged them to determine the differences between large hotel chains. No need to tell you that he won the bet. There are no significant differences among today’s hotel chains beyond a generalized class of service and rates.

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A study conducted by IAB Spain last September, specifically the annual study on Mobile Marketing, revealed that 9 out of 10 Spanish Internet users have a smartphone, which is more than half of the population (52% of Spaniards between 18 and 55 years).

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In this sector, which is becoming more and more varied and in continuous evolution, it is very important to always be clear about our objective. We must always be aware of what our north is and approach it step by step with each campaign or action. Marketing is so broad that we must set our own path in the content, how? Having a clear idea of what the 5 R’s are will surely help you:

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As the saying goes: “as the law goes, so goes the trap”. Don’t worry! We are not encouraging you to cheat, but we are going to give you 3 useful tips that will allow your hotel to “fight” against the parity clause. In an easy, simple and elegant way. In addition, it recalls that there is a legal vacuum on this issue and that today there are already many European courts that declare this clause illegal. For example, the Düsseldorf High Court of Justice declared them illegal on January 9. The hotel industry often lags behind other sectors in terms of technological innovation. Possibly, the same thing will happen in this particular aspect. Do you want to know what strategies are implemented to avoid the parity clause by online sales gurus in other sectors? Aim!

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But smartphones still have a long way to go. Perhaps this year that we have just started will be the one that marks the turning point and all small stores will support mobile payment. Can you imagine that next New Year’s Eve this technique will be so popular that the two billion users of this device will be able to go out leaving their wallets at home? It is clear that we have a long way to go, but there are things that already exist to which we must adapt. These are the smartphone trends in 2016.

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For online video platforms such as YouTube, interaction metrics (e.g., views, likes, number of times content is shared, comments and viewing time) provide a basic barometer showing how the audience responds to videos. These metrics are important because they allow you to base your strategies on data, as well as the content of your video ads.

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Then they understood that there was no point in training so hard to be the fastest. A pair of slippers made all the difference. If they were shod, they were unreachable. But you might be thinking, what does this story have to do with online marketing automation? Very simple. This legend proves that a tool, whether it’s sneakers or marketing technology, can help us to be better and stand out from the rest… (more…)

Do you want to know what Google rewards when evaluating websites? Want to know what the new Phantom III is all about? Quality content is the most important highlight of Phantom III. This new algorithm aims to ensure that users’ expectations are met as long as the information provided satisfies their doubts or concerns. Google clearly defines that “text content must support the user’s intent; it must provide real value to the user“.

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Of the ten, four relate to airlines or aviation-related companies, three to hotels, and the remaining three to miscellaneous companies. Between them, they received almost 170 million views on YouTube.. The surprising thing is that the number one on the list got almost half of them. Nothing more and nothing less than 88 million views, a shocking amount, don’t you think? in our opinion, it is not for less. It’s an elegant video, creative, very well set, with an excellent quality and with an attractive music -by Glass Candy-. If you go on youtube, you have surely seen it because it is part of a powerful campaign. It lasts 45 seconds and invites you to fly in a world full of magic. Do you want to know what it is? 

The second position goes to the Legoland Hotel in Florida, with 16.7 million visits. It is a video that has gone viral because it responds to the experiences of a family throughout their journey, with an everyday and domestic humor. The recording is home-made (made by the father) and the duration is 24 minutes. (more…)

What is cross channel marketing? It is the fact of combining two or more channels in the same purchase process. A client, Arturo, is visiting the website of a newspaper X on a Sunday morning from his laptop and sees a display ad for a rural hotel about 100 kilometers away from his home town. Moved by the impulse, Arturo clicks on the ad and is directed to a page where he can download a discount brochure for 20 percent off a hotel night. The next day, on his way to work, he remembers that photo of a splendid cow grazing in a green meadow and, while having coffee, with his cell phone, he decides to become a fan of the hotel’s Facebook page and visits its website. A couple of days later, from his office computer, he receives an e-mail with a specific offer of a free spa hour at the hotel for him and a companion. Without thinking twice, access the ecommerce and book a room for the next weekend. Cross channel marketing is a new practice, a new sales technique, that integrates different channels and conceives them as one and the same.

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