The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Improve the visuals on your hotel website to increase bookings

Improve the visuals on your hotel website to increase bookings | The Insight Files | Scoop.it

High quality hotel visuals increase bookings - optimising your property's images in all places that prospects might 'see' your property (brand website, third party distribution channels and even search engines) may increase your chances of converting lookers to bookers. To keep it simple, this article outlines a few simple things that you should do to improve the quality of your visuals:

 

  1. Make your photos bigger.
  2. Add more photos.
  3. Categorise and tag your images.
  4. Include descriptive information.

 

Following these tips will improve your content score from OTAs and increase both your direct and third party booking conversion. Find out more.

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Make room for mobile-friendly hotel review platforms

Make room for mobile-friendly hotel review platforms | The Insight Files | Scoop.it

Travellers use hotel reviews to make decisions. Reading them on a mobile device does not need to be a clunky, time-consuming endeavour says TrustYou. The WTM Global Trends report projects  that mobile bookings will account for 35% of online bookings by 2018, and this doesn't include the travellers who are driven to call by mobile search. A Google study found that 58% of respondents would be extremely/very likely to call a hotel if the capability were available on mobile search. Clearly, the revenue potential for bookings from mobile devices is extraordinary. However, the industry is struggling to keep up with demand, with only 45% of global hotels currently accepting mobile bookings according to TripAdvisor. In the meantime, travellers are increasingly using mobile devices to do their travel planning research, and Expedia is reportedly developing a way for travellers to begin a booking on a mobile device but transfer it to PC. According to a ComScore report, exclusive mobile visitors add an incremental 48% over desktop. Find out more.

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Panos Fotiadis's curator insight, May 19, 2015 3:20 AM

do you have a "call us" button on your hotel's mobile website ? Do you accept mobile bookings? If not, better think about it!

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Conversion channels for former hotel guests

Conversion channels for former hotel guests | The Insight Files | Scoop.it

A hotel will spend a lot of time marketing its properties to new customers, but an often overlooked segment for conversion is to communicate with and reconvert former guests. A poll by Cheapflights showed that 85% of surveyed travellers will holiday to the same place more than once before. Of 1,053 Americans polled, more than 37% of those polled said they visited the same attractions, with over 43% eating at the same restaurant on repeat visitors, one in five eating the same meal again and one in ten staying in the same hotel room. To break out of their travel ruts, one in five selected Australia or New Zealand as their ideal travel destination. This article lists give ideas businesses can use to 'break the ice' with past guests, and warm them up to repeat business:


  1. Real-world outreach - send them a small gift to remind them of your property.
  2. Email - start an email newsletter for your property to reach former guests. 
  3. Timely reminders - remind guests about your property when it's holiday time; your guests will likely go on vacation around the same time every year.
  4. Loyalty programs - provide club members or card holders with discounts to local tour guides, restaurants and venues. 
  5. Social media - respond to guest comments to humanise yourself and show that you're interested in them.


Find out more.

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Lessons hoteliers can learn from Airbnb

Lessons hoteliers can learn from Airbnb | The Insight Files | Scoop.it

Travellers have more choice thanks to Airbnb when it comes to accommodation, and hoteliers need to pay attention like never before. First came the online travel agencies in the 2000s, when hoteliers were initially happy for help selling rooms during a recession. But today, those intermediaries now own the digital marketplace and hoteliers are struggling to regain control of their inventory and maintain profitability. Now comes the age of the peer-to-peer network - Airbnb has 2 million listings in 34,000 cities, recently confirmed raising $1.5 billion. Hoteliers need to look at the Airbnb model and raise their game in order to prevent falling behind:


  • Hoteliers need to personalise their offering.
  • Communication is key.
  • Airbnb's largest differentiator is that it is a community of travellers and hosts, building direct loyalty.


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Australia makes the top 100 hotels in the world list

Australia makes the top 100 hotels in the world list | The Insight Files | Scoop.it

Beating out competition from across Australia and New Zealand, The Langham, Sydney has been ranked as one of the top 100 hotels in the world by the highly regarded, Robb Report. The Sydney city hotel was the only property in Australia and New Zealand to be listed in the annual report, which compiles the world's most exclusive hotels, villas and luxury retreats. "We are humbled to be recognised on a global level; and in the company of the world's finest luxury hotels,' Langham Sydney General Manager said. "Sydney is a glamorous city, like Paris, London or New York and there is no secret we had hoped to cater to people who are aspirational about those style of cities; therefore to be recognised as one of the best hotels in the world so early in our repositioning journey, means we have certainly delivered what we set out to achieve." Find out more.

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What modern hotel brands can learn from Airbnb

What modern hotel brands can learn from Airbnb | The Insight Files | Scoop.it

Airbnb is a game changer. What is most interestng is the knock-on effect that Airbnb and other home share services like One Fine Stay are going to have on traditional hospitality. Airbnb is preaching membership to a like-minded community, making users feel like they are the in-the-know local. Their user experience, content and hyperlocal recommendations all reflect this. To counter, traditional hotels need to raise their respective games and remember what the core of their business is: service, grace and providing comfort for guests. This article lists recommendations that hotel brands should leverage in order to reinvest and reinvigorate the magic of hospitality:


  1. Improve neighbourhood diplomacy
  2. Strive for the perfect lobby
  3. Remember the magic of the right scene
  4. Use data for a better human touch
  5. Break up the scar tissue
  6. Revel in the blank slate


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