Social media has been ingrained into the fabric of our lives. For travelers, it has become an integral part of the guest journey during their research and decision-making as they book hotels. A typical consumer, when making a purchasing decision about booking travel, will have hundreds of touchpoints across multiple websites and social media platforms. Prospective guests use a hotel's video and imagery to get a deeper sense of what it would be like to experience a location, and they use the interpersonal aspect of social media to get feedback from others who've been there. READ MORE

There is no doubt that marketing for hotels has evolved over the years. Hoteliers have more options than ever to spend advertising dollars in both traditional forms and digital forms, so how do you choose? While there is a need for advertising methods through specific channels like billboards, Google AdWords, and TripAdvisor, none of these channels can simultaneously maximize your hotel's digital presence in the three important ways that social media can: by managing your reputation, marketing your property by telling your story, and targeting your ideal guest. READ MORE

For a hotel property, appearance in search results has long been a vital strategy for increased bookings. Hoteliers must stay competitive in search results on online travel agency (OTA) websites and TripAdvisor, along with traditional search engines like Google and Bing. However, there's a new frontier in traveler search behavior. Social networks are some of the most frequently used search engines online. When marketing hotels, traditional SEO practices are not enough to reach travelers. By participating in social networking, hoteliers can take advantage of some of the most used search engines and appear in the most engaging search results online. READ MORE

Changes in technology and the unlimited availability of information has changed the way group buyers purchase travel. Yet in many hotel sales offices, expected sales behaviors have remained unchanged - make cold calls, develop relationships, try to close more deals. This article explores a new look at the hotel group sales process and suggests unique strategies and tools to ensure your sellers are positioning themselves best for today's buyers. While we all know how much technology has changed, pinpointing exactly how it has changed our group buyers has been a little bit trickier to process. READ MORE

The importance of influencers in social media has evolved to the point that fans and followers are not only going where they go, or where they say to go, but they are taking trips with them. How can hotels, resorts and spas tap into what is becoming its own distinct market segment? This article addresses this relatively new phenomenon, cites examples of influencers who are organizing their own trips, and provides tips for hotels and resorts for gaining business through strategic partnerships. READ MORE