November in Review: Must-Reads and Watches for Hoteliers ??
Alessandro Crotti
Strategic Hospitality Advisor | Hotel Marketing Strategist & Distribution Expert
Hey there,
How's everything with you?
November has been a month of reflection and unexpected discoveries. The biggest one: how nice is to slow down… before speeding up again.
Speaking of slowing down: the hospitality industry rarely does. From the evolving role of AI in bookings to the eternal OTA vs direct booking debate, there's always something new to discuss and analyze.
Catch up on the latest insights and discussions from the hospitality world below.
Here's to finding the right balance between moving forward and taking those necessary pauses!
Hotel & Marketing: Content of the Month.
Why Your Hotel Website's First 3 Seconds Are Wasting Everyone's Time
Your website visitors already know what you are and where you're located before they land on your page. With only 3 seconds to capture attention and 70% of visitors never scrolling below the fold, shouldn't you use that precious space for something more compelling than stating the obvious? This post challenges the standard hotel website copy approach and shows you how to craft messages that actually spark curiosity and drive bookings.
The Power of Doing Nothing (once in a while)
When was the last time you took a full day off just to read a book? This personal story explores the guilt, revelation, and unexpected clarity that came from stepping away from the endless race of entrepreneurship for just one day. While not everyone has the privilege to take a full day off, the message is universal: sometimes the most productive thing we can do is to stop being productive.
The Changing Landscape of Social Media for Hotels
Reaching travelers on social media isn't what it used to be. This post delves into the evolving nature of social media platforms and how they're becoming more like search engines. Find out why this shift is happening and how hotels can adapt their content strategies to effectively reach their target audience in this new era of social media marketing.
Rethinking Hotel Spaces: Catering to the Needs of Today's Professionals
Inspired by airport coworking areas, this post examines how hotels can better accommodate the growing number of guests who need to work while traveling. It highlights the key elements of a productive workspace and encourages hotels to consider how they can adapt their existing spaces to meet the needs of modern professionals.
The Danger of the "Majority Bias" in Hotel Marketing
This post challenges hoteliers to rethink their assumptions about what guests truly want. It introduces the concept of the "Majority Bias" and how focusing solely on the needs of the majority can stifle a hotel's competitive advantage. Find out how targeting niche segments can lead to higher margins and greater customer loyalty.
Black Friday for Hotels: Worth it?
This post challenges the prevailing trend of Black Friday and Cyber Monday deals in the hotel industry. It dissects the psychology behind BFCM, analyzes the financial implications for hotels, and explores the potential impact on brand perception. Discover alternative strategies that can generate better results without sacrificing profitability or brand integrity.
领英推荐
Other Valuable Resources
The Customer is Not Always Right: A Light-Hearted Take on Hotel Reviews. [Italian edition]
While hoteliers aren't perfect, neither are guests. From those who expect 5-star luxury in a budget room to self-proclaimed hospitality experts who threaten legal action over a $2 water bottle, this humorous piece explores the other side of hotel reviews. A refreshing reminder that travel should be about understanding, empathy, and sometimes, just having a good laugh at the absurdity of it all.
Rate Parity and Direct Bookings: A Reality Check
An interesting post claimed that hoteliers are foolish for maintaining rate parity and investing in advertising while competing with OTAs. My response was in total disagreement: these oversimplified arguments ignore the complex reality of hotel distribution and show a concerning lack of understanding about how the hospitality industry actually works. Let's examine why this perspective misses crucial points about payment collection, guest behavior, and the real-world challenges hotels face.
Tool of the Month
Audiopen
For those who prefer speaking to writing (like many hoteliers constantly on the move), Audiopen is a game-changer. This AI tool transforms your raw voice recordings into well-structured, contextualized text. Perfect for busy hoteliers who need to create content, respond to reviews, or draft emails but don't have the time to sit down and write. Record your thoughts while walking through your property or between meetings, and let Audiopen turn them into polished, professional text.
KPI of the Month
Average Impressions per Conversion
When your hotel's Meta Ads conversion rate drops, but CPM remains stable, which element is underperforming: your targeting, creative, or offer? This custom metric helps you diagnose by removing the cost variable from the equation. Unlike Cost per Conversion, it shows your campaign's true "effort rate" by measuring how many impressions you need to generate one conversion, regardless of what those impressions cost. A simple yet powerful metric that helps you understand if your message is truly resonating with the right audience.
Quote of the month
If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.
Sun Tzu
Conclusion
As always, if you want to share your thoughts on any of these topics or just have a chat about hospitality, hit reply… I might even take a break from my book to respond! ??
Here's to a mindful and productive December!
Ale