Creating ad campaigns for mobile devices

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Era of mass marketing is definitly over now. Not only we need to reach customers in a personal way, but we need to be available at any time, any place, to come up to our guest's mind.

The mobile platform provides consumer engagement whenever, wherever – unlike the other traditional mediums.

Style not convinced ?

There are well over 100 million mobile web users in the US alone, according to comScore.

Not being on mobile will lead companies to loose market shares... This article explains you how to proceed.

DDIH think tank review

D di h, think tank 2011

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Remix with Social networks

Last class assignment

Digital Caroline Boda

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Top trends driving global hotel loyalty marketplace

Article

Loyalty programs are tools used by many companies, among them Hotel groups, to reward their guest’s loyalty.
Today, all hospitality ompanies have their own loyalty programs
Accor : A club
IHG: Priority Club Reward
Best Western : Best western reward
Shangri-la: Shangri-La’s Golden Circle
Hilton : HH Honor
Hayatt : Hayatt gold passport
Starwood : starwood prefered guests

A study was made by IHG ( Intercontinental Hotels Groups), which is today know as the hotel industry’s first loyalty club, Priority Club Rewards,; to study global loyalty trends in hospitality today.
It aimed at better understanding expectations, habits, customs, and wishes of guests.

To IHG, loyalty programs are linked to competitiveness.
Customers want it valuable and flexible

“The research clearly confirmed that hotel loyalty program members in every region of the world not only want to earn currency that is valuable and flexible, they also want to maintain absolute control in how they use it”

Here are the trends that appeared in this report :

- Hotel loyalty program points displace airline frequent flyer miles as preferred currency:
- Business travelers value loyalty more than price:
- Travelers across North America, Asia Pacific and Europe are equally point currency conscious:
- Global economy a solid indicator of consumer activity in loyalty programs

The best is to come for European hotels

Article

Despite a 4% fall in 2009, the hospitality sector growth is undoublty back, with a 7% growth, 2% above it's 2008 level. Investments are back, travelers are expecting to grow of around 2 to 4 %...

Trends look good for the hospitality industry ! And it seems that the best is to come !

Social Local Mobile

Social local mobile

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Top ten hotel spa trends to watch in 2011

Article



More and More hotels are recognizing the iMportance of having a spa in their product. The idea of taking care of their customers lies in the meaning of the Spa, which stands for their willingness of proposing a customized product.

Nowadays, you can not imagin a luxury hotel that has no spa at all. It's been one generation that Spa has been developped in the hotel industry. Today, Brands often take over the spa industry, which gives value to the hotel itself ( see the Dior Spa at Plaza Athenee in Paris).
But the Spa industry is diversifying, in order to attract new customers : beyond wellness,
Spa tends to work on prevention and health.

this article provides us 10 trends to look after this year :

1. the spa brandwagon

2. The new « p » Word : prevention
(and the « sciEncE of spa »)

3. Embracing local spa market

4. Authenticity on steroids : the hyper-indigenous spa

5. The online spa (social media & the
Engagement Economy

6. New Groups :
celebrations, multigenerational travel

7. All eyes on Asia

8. Clients over 65 ? Give them results – not labels

9. Recognizing the difference
between medical tourism
and wellness tourism

10. 2011 spa "buzz Words "

Midterm exam

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Hotel Tips for Google Places

Top 10 Tips for Optimizing Your Property's Place Page

SEO is facing a new challenge :
so far, you had to optimize the search engine result, in a way that your name appear in the top of Search Engine results.
but today, with Google places,the challenge is not the same anymore : a recent Google study found that 20% of all searches on Google are used to find location specific answer. and Googlme place results appêar in the top of the search results.

when using SEO, the aim is to appear in the top of the page when tiping the name of the hotel or some key words. But people do not always know in which hotel they want to stay. Google place gives searchers results according to the geographical they chose. This is why it is important for you to appear in the top results given by Gogle place.

here are some tips to do so :

1. Add as much detailed information as possible
2.Fill out the additional, yet optional, information fields.
3.Take advantage of Google Tags.
4.Optimize your description.
5.Select category listings carefully.
6.Keep your title simple
7.Use the "share an update" feature.
8.Include pictures and videos.
9.Take advantage of the coupon feature
10.Encourage online interaction with your guests

How can a hotel use Klout scores to improve customer communications?

- it enables to gather what was said on the internet
- you know better your guest's reactions
- can discovers comments that guests don't say at the hotel : you have more feedbacks !
- can use influncers to comunicate with (potential) guests, and use word of mouth power
- it is all about knowing guests and customers better

What are the guests' main booking criteria ?

Article

HRS lead a survey about the criteria that will make a guest book a hotel. And contrary to what is mainly expected, the price is not always the first thing taken into acount !

For 78%, the possibility to find pictures of the hotel room is one of the main criteria. Guests need to know what the hotel and their room look like: they want to be able to see if the place seems welcoming, if the rooms are nice, and well maintained,... Pictures are one of the elements that makes the guests feel secure about the place they will stay. Pictures enable them to know exaclty how the hotel and the rooms are, if it matches their tastes, what is the atmosphere... In addition, it satisfies the guests' curiosity and make them feel like they want to come and stay in your hotel!

The second criteria, with 66,7%, is the comments about the place. Obviously, people are less and less willing to have a bad surprise when arriving to the hotel. They don't know the place they would like to stay ? They have a look at the comments that will help them be conforted in their choice or not. This is also the reason why it is very important for us, as hoteliers, to answer our guests on trip advisors, or other websites where they can let public comments. Even before their arrival, it shows your future guests that you really care about what they thinbk of your hotel and people, and that you want to improve thanks to their experience.

For 59%, the number of star of the hotel. The star rating system is a reference point for the guests : it reveals the quality of the hotel, which services you can expect to find, which range of price the hotelier can decently offer for the rooms and services... without this criterion, guests would be lost when they have to look for a hotel in a place they don't know. They also feel secure because with the stars, the hoteliers is compelled to respect many quality criteria, and they won't be defraud.

Now that you know about the top three, you will find below other criteria that are important in the guests' decision process:
- For 45%, the hotel should be equipped with a restaurant
- it also depends on the type of trip : private care more about comments
- 1/5 care about video presentations of the hotel
- 1 man out of 2 care about wireless conection, while it's 1 woman out of 3
- the older people are, the more the size of the room is important

I believe it is crucial to know about our guests' decision making process. With the time, technology evolves, and so do marketing tools. The decision criteria evolves in the same rythme, and we have to enquire about it regularly, in order not to be lost and to stay aware of clients' expectation. By knowing your audience well, you can directly target them. The more you are aware about it, the more you can adapt are offer the guest what they expect, and guests finally choose you !

DDiH, Think Tank 2011, CMH Oneglobe, hotel think tank

D di h, think tank 2011, cmh oneglobe, hotel think tank

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L'hôtellerie européenne se ressaisit

Good news guys!

Article on hospitality trends

What do you think of the new Palace Label ?

The French government decided to create a new label to distinguish palaces among other 5* hotels. To receive this label they must have some criteria, called “excellence criteria”, that are likely to attract international high level guests. Candidates are submitted to this list of objective criteria, that will enable them to receive this label for 5 years.

Criteria

France decided to go from 4* luxe to 5* rating, in order to standardize with the rest of the world. It was supposed to attract more international guests, by making the lecture easier : Some foreign people could have not understood the 4* luxury denomination, when looking for a 5* one. This new label will be a purely French standard; will it be understood by foreigners? To them a Palace is a very subjective thing : French palaces where awarded this name because everyone acknowledged the quality they offer was simply “WOW”. It is really worth to create a new purely French award? Isn’t it a step back?

All the criteria are about the quality of facilities and the diversity of the services proposed, but very few are about the quality of service.
I believe that most of the mandatory criteria are obvious for a 5* hotel and more, many criteria are not mandatory:
- The conciergerie service is optional,
- You have to answer the phone before the 5th ring, while most hotel require before the 3rd ring,
- Most of the food and beverage services are not mandatory; can you imagine a Palace without a Gourmet restaurant, one of the French specialties?
- The possibility to book a room 24/24h is not mandatory, while nowadays with the internet, it would be simply crazy not to be able to do so

.

Unfortunately, those which could really distinguish a Palace from another 5* hotel are only “ à la carte”, that is to say that they are only optional, such as
- Being trained to welcome disabled guests, and have a wheelchair at their disposal
- People speaking 3 languages, among them English
This kind of criteria could show that you are ready to welcome any kind of guest, wherever they come from.

Regarding Sustainable development, 3 criteria are mandatory, but to me it seem really not enough : the hotel is supposed to increase awareness of its employees about saving water, energy and produce less waste. But it does not mean that the hotel has to implement real actions to be responsible toward the environment. Hospitality is a very polluting industry, and being a palace should also include that you are responsible for your planet.

I believe that the “criteria of excellence” are not the ones listed for this label. The facilities criteria are already listed in the 5* hotel rating, why listing them again, and not going further in the service requirement? If every 5* hotel can have this label, what is the point of creating it ?

To me the name Palace is a very romantic word of recognition that is awarded by guests, because they experience a WOW service. I don’t think a ministry is really a good judge to design which hotel must be a palace, because all the criteria are purely French, and the word Palace is an international recognition, the criteria are coming from everywhere in the world and are satisfied, so let’s let the guests judge of who can be a palace of not.

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Still not convinced about social media ?

Five Wishes for Hotels and Social Media in 2011

Five Wishes for Hotels and Social Media in 2011

1. Put your on-staff experts to work.
2. More social media only offers.
3. Someone to really take a big foursquare/Facebook Places leap
4. Cross promotion.
5. Fewer minutias

The way social media are used have evolved a lot, and very quickly. Having a Facebook page or a Twitter account is not enough for organizations today. Their aim is to use it efficiently, to engage customers!
Being part of the Social Media is no longer an option. You MUST be part of it! The reason is that it is part of our life style. Some would say that it’s not a serious place to be, but they’re wrong. They cannot be blamed because things evolved so quickly! But it’s time to recover your delay!

Think of how buzz regularly make people famous? Why not using it to your hotel’s advantage!
To do so, you have not only to be very active, but in a good way. Posting one-way comments is useless now:
- Be active in the social media. Experts think posts must be done at least twice or 3 times a week.
- Posts must influence people to comment, react, like, re-tweet… Create conversations on your pages! Involve people in these conversations; it will make them even more loyal.
- Answer your followers! Show them you’re close to them, and that you like conversing with them!
- Talk about your future events, talk about the expertise you have in your hotel (like your chef or concierge or florist ‘s interviews, recipes… !). People are curious, and want to learn new things when coming to your page.
- People also like being rewarded for the time they spend on your pages. Propose the special offers; offer them a glass of wine for newt visits, discounts …thanks to printable coupons, or special codes. This will give them a reason to continue follow you on the social medias!

Social influence

Measuring Social Influence

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Sleeping  like a king

 

Chambord

  After Versaille and Fontainebleau Castles, Chambord, François Premier’s Castle, is going engage a renovation by next year.

Part of it consists in renovating an outbuilding of the domain, la Maison des Refractaires, and another forest house, to open a high standard hotel de charme. Both of them are expected to offer 20 rooms to the visitors willing to enjoy the King life.

Fontainebleau

Internationally famous, the city wants to keep improving its image and fame. 730 000 people visit the castle each year, and 2million enjoy the park. It’s been years since people have claimed for an opportunity to stay in a hotel de charme within the royal property.

 

Cultural hospitality is more and more developed, Fontainebleau and Versaille  took the first step, and Chambord followed them.

Versaille

In Versaille, the Hotel du Grand Controle, which welcomed ministers for finance at the time of Louis XVI, will be transformed into a23 rooms luxury hotel. Fontainebleau just make a call for tender for one of its buildings.

 

This idea triggered off many reactions, some citizens being afraid that the state abandoned their heritage.

To me, it is an innovative idea to renovate buildings that are lagged behind, due to the lack of budget to renovate and exploit them. Not for any easy these building must be lost. As far as the buildings are renovated according to the rules of the listed buildings, without damaging the spirit of the place, transform them into luxury hotels de charme perpetuates the tradition of these Castles. They were built to welcome the splendor of the courts, why not continuing the tradition? I definitly believe that France enjoys many jewels, unfortunatly unexploited, that the government cannot afford renovating. If welcoming people who came to visit wonderful historical sites can save them, let's do it !

 

Hospitality keeps pushing the limits, proposing more and more innovating alternatives to classic hotels. France and especially these 3 Castles offer pioneer ideas. In the end of 2013, Versaille, Fontainebleau and Chambord will provide their visitors with the opportunity to experience the King’s life….

The future of travel loyalty programs

The future of travel loyalty programs

Loylogic published a study regarding loyalty programs. It resulted that nowadays, there is a shift in customer’s satisfaction:

• ·         58% of the travelers prefer earning points on the web: being connected any time, any where is a habit today, and being available on the web is a crucial issue for companies.
• ·         43% indicated that travel was their preferred non-core reward category (Merchandise (26%) and experiences (10%)). This figure demonstrates that consumers want a wide range of options when comes the time to convert their points into rewards.
• ·         75% of travelers are satisfied they can use their points or miles on what they want and when they want

• ·         22% would like more redemption options
• ·         3% indicate they can never use their points or miles on appealing rewards.

Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior - behavior which is potentially of benefit to the firm.

Their aim is to influence the behavior of consumers in order to make them repeat purchase. More, an efficient loyalty programs is able to change normal repeat-purchase patterns into ‘Excess loyalty’ for brands in the program.

Concretely, loyalty programs are used through free cards / paying cards, adapted to your spending potential. The more you spend, the more you can earn points that you can later converts into rewards.

Loyalty programs are experiencing an increasing popularity around the world. Nearly 75 percent of shoppers in the U.S. now belong to at least one loyalty program.

With almost 2 billion loyalty program memberships in the U.S. and more worldwide, the “one-size-fits- all” loyalty program will no longer suffice. It is vital to practice individual marketing level.

The study revealed that 22% would like more redemption options, that is to say nearly 1 out of 4 people. The more personalized, the more attractive are the programs. What is the point of collecting points, or miles, if there is nothing interesting for you in the ends?

Rewards must be targeted and personalized. According to Loylogic, key features of futures travel loyalty programs are:

• o   Higher miles value at unchanged costs
• o   More rewards including non-air travel
• o   Personalized reward experience
• o   Worldwide reward delivery
• o   One electronic interface

Regarding Hospitality pursue a very different business model compared to frequent flyer programs. Leading hotel chains offer attractive reward solutions to their worldwide member bases. The key challenges and opportunities the industry is facing vary among regions but include:

• o   Deliver packaged travel for points
• o   Setting up and managing global reward solutions
• o   New accounting standard

With the increasing number of cunsumers being members of a loyalty programs, hotels and travel companies will have to compete in order to elaborate the more attractive, personalized, and efficient programs!

5 Signs Your Marketing is Outdated

5 signs your marketing is outdated

by IMedia

Sign 1: You don't remember what your website looks like

Sign 2: The administrator of your Facebook account has left the company

Sign 3: You lost rankings when Google Places launched

Sign 4: Your paid search traffic directs to your homepage

Sign 5: Behavioral targeting is not in your vernacular

The article focuses on the importance of Digital Marketing and Sociale Medias.

An attractive website is the basis of Digital Marketing. 

It is crucial to look after your website regularly. It must be easy to use and attractive. It is your digital Brand Image! If your website is not attractive, and complicated to use, customer will not visit it and you will loose a chance to communicate with them and your brand image will suffer from that...

When using Digital marketing, you must be very active. Updating your website and and your Facebook or Twitter page, posting news or comments, answering your followers,... show your followers that you care about them . One of the principles of 

Social Medias is that you must be

 engaging with your consumers. They

 expect brands to be present, responsive, and authentic on social medias. If you do so, they will be seduced ! T

he rate of response is far higher in Social Media in comparison to the traditional media.

Another key tool in the Internet is Google, or Search Engines more generally. It is crucial to have a good referencing to enable customers to find you easily on the web ! Use SEO (Search Engine Optimization) : having a good ranking improves your visibility and gives you more traffic. Consumers don't like loosing time in looking for your website, it is way better if they can reach it easily. More, with a good referencing and ranking, your website can appear before your competitors, which may enable you to steal them some visitors ! 

Target you consumers : Media Marketing Programs are target oriented. If you are aware of the type os consumers visiting you websites and social pages, you can use that information to your advantage. Track consumer interests: If you know their habbits and tastes, you can reach them more efficiently by using ads adapted to them !  The more closely consumers become connected to digital technologies, the greater the power of the information channel for marketers.

 

I definitly believe that today, the Internet has a crucial place in our life, and Digital Marketing is a tool that must not be neglected. It offers you the oportunity to reach a huge pool of consumers. Today, nearly everyone uses the Internet either for work or personaly. Not being present on the Web would make you loose some oportunity to communicate with them. Being active on the internet show your consumers that you care about them. This way you may have the oportunity to fidelize them!  

 Another advantage is that Digital media marketing strategies are far more cost-effective than the traditional marketing media tools. Online marketing includes use of mobile phone and internet technology provides a cheap medium to establish direct contact with the customers. A lot of actions that you can take to promote your brand and communicate with the consumers are free ! It often requires you some time, and involvement, and contrary to TV ads or street billboards, you don't have to pay for it or very few. 

 You only need to have someone dedidated to the digital activity. 

Affiliation Programs part 2

Affiliate Programe on Prezi

Affiliation Programs

Affiliation Programs on Prezi

The economy may not keep holiday revelers at home this holiday season

The economy may not keep holiday revelers at home this holiday season

Holiday travel: 29% will cut trip short or shack up with relatives

by USA Today

According to an AOL Travel survey , 39.6% of travelers said the economy is "somewhat" affecting their plans, while only 17.6% believe the economy affected them "very much."

The survey also found:

• 54.5% of travelers will be cutting back on expensive activities due to the economy.

• 28.5% cited cost as the most stressful part of holiday air travel, and 23.9% indicated delays were the most stressful aspect of flying.

• 82.8% of travelers will be using cars to get to their destination this year.

• Almost 30% of travelers will be shortening the length of their travel or staying with family and friends to reduce expenses.

Although the economy affects the way American people plan their holiday, and despite the desire to save money, they are oddly expected to spend more money this year than last year: American Travelers plan to spend on average $349 more this year — a 41% increase .

Prices had dropped last year due to the economic crisis. As a result, the average amount of money dedicated to holidays had also diminished. Now that there is a recovery, prices are getting closer to their initial rates.: airfares are much higher than a year ago (up to 59% higher than last year for travel before Thanksgiving , according to an analysis by FareCompare.com for USA TODAY, ), higher hotel costs (almost 4% higher than a year ago) …

Consequently, people try to find tips to save money, but they don’t want to sacrifice their holidays at all! Holidays are a way to evade and escape daily life stress and problems, and considering the economic background, they turn even more necessary.

And the economical improving compared to last year makes people feel more optimistic. Their mood is better and they are more inclined to leave, because they feel less threatened than a year ago. They still want to visit their relatives, enjoy the season to have a break… still elaborating money saving strategies to compensate :

Money Saving Strategies :
- Driving than fling

- Shack up with relatives

- Shorter holidays

Reputation management

Reputation management

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What service you can offer with Sixth Sense

What Service You can Offer with Sixth Sense on Prezi

i

Réussir son référencement web en 2011

The Internet regulates our life today, and brands’ referencing in search engines became an issue for brands. The websites’ rating in Google or Bing is made through many criteria, and social networks can have a crucial role in improving the visibility.




SEO and SMO

SMO (Social Media Optimization) is to social networks what SEO (Search Engine Optimization) is to search engines. SMO aims at boosting the use of social networks in generating traffic and referencing strategies on the global level. It is very trendy but no real efficiency was proven yet. However, they are becoming unavoidable: Twitter raised 33% between April and July 2010, becoming the second website in terms of number of requests behind Google and before Yahoo! See how their importance is growing?

Social networks must be used to show popularity and create popular links. They are not part of natural referencing. They are more efficient when they are used with easy link creation tools, no login links (Facebook, LinkedIn...), and it is better concentrating on open diffusion sites such as Digg. Everything must be done to facilitate the access to the information about the brands.

Social networks are tools aiming at broadcasting information and creating traffic. Consequently, it can be more than useful to take the SMO into account. This strategy consists in influencing people in communicating, sharing information about the brand, vote for it… which can definitely bring traffic. People interact on social networks; they share their experience, which develop brands’ visibility among internet users, and advertise the brand.

SMOs are even more useful in Twitter, Facebook in a sharing common points strategy: in these social networks, brands should share qualified and useful information (last offers, news, information about the brand). It will create traffic toward the main website.




Role of Facebook and Twitter in term of referencing:

Public Facebook profiles are indexed, and so are Twitter tweets. This means that social networks bring links to improve the SEO of a website. However, links are “no follow”, that is to say that a hyperlink should not influence the link target's ranking in the search engine's index. As a consequence they cannot improve the popularity or the reputation of a website in search engines. Hence, the direct impact on the SEO is weak, while the indirect impact on traffic and fame is huge.

Which content on the social networks?

Digg likes can be useful if the content of the page is of high quality. Today, a good content is a Return On Investment (ROI), even more on SMO and Social networks because the evaluation is no longer made through robots: humans reads, interpret and make critics about what you wrote. This strategy is interesting rather for edition, blogs… if they offer a clear, original and enthusiastic content. Of course don’t forget to offer the possibility to share the content on social networks.

Referencing on social networks is inseparable from other traffic leverage. It does not create an audience, but it completes the existing one.

Is SMO Competing SEO?

It is impossible to separate SMO from SEO: they are complementary. SMO is an efficient traffic generator but is not a useful source sites in term of SEO because the proposed links are “no follow” and thus are not referenced by SEO websites.

How to use SMO to improve SEO:

• Anticipate: talk of your business before the internet user do it for you ( cf nestle),

• Create RSS feeds,

• Regularly update FB profile,

• Put social widgets on you website