October Highlights: Essential Reads and Tools for Hotel Managers ??
Alessandro Crotti
Strategic Hospitality Advisor | Hotel Marketing Strategist & Distribution Expert
Hey there,
How’s everything with you?
October’s been a month of travels and familiar places for me.
I’ve split my time between Malta, where I usually reside, and Bergamo, my hometown, enjoying some family time. I also spent a few days in beautiful Gallipoli, down in Puglia, one of my favorite regions.
Catch up on what’s new in the hospitality world below.
Here’s to making the most of the final quarter of the year!
Hotel & Marketing: Content of the Month.
Think Bigger: Why Your Hotel’s Marketing Needs Blended Metrics
Focusing on individual ROAS or CPA gives you a narrow view of your hotel’s marketing performance. Travelers rarely follow a linear path, they may engage with Instagram, Google, and Facebook (and OTAs) before booking. It’s time to embrace blended metrics like Marketing & Distribution Efficiency Rate (M&DER) to get the full picture.
Why Excluding Internal Traffic Boosts Your Stats and Ad Performance
If you and your team frequently check your website, your data may be skewed by internal traffic, leading to inflated stats and inaccurate ad targeting. This post explains why excluding internal traffic, especially with dynamic IP addresses, gives you clearer insights, better traffic signals, and more accurate ad targeting.
Is Google Losing Its Grip on Hospitality?
With the rise of OTA app usage and Google's lagging AI, has Google lost its dominance in hotel booking searches? While Google's Search Generative Experience (SGE) might stir interest, OTAs like Booking, with 80 million app downloads in 2022, seem to have won over travelers. Are OTAs now the go-to, or does Google still have a chance to reclaim its place in hospitality?
How OTA Rankings Work: Why Direct-Booking May Hurt Revenue
For hotels, OTA rankings impact visibility and ultimately revenue, especially when demand shrinks. Factors like conversion rates, price consistency, guest reviews, and performance programs all influence how OTAs like Booking and Expedia rank your property. Conversion rates, in particular, can make direct-booking strategies risky if they lower your OTA ranking. Consistency, balance, and attention to detail are key to climbing OTA ranks.
AI Voice Tech vs. OTAs: A Reality Check
I recently read predictions that AI voice tech might disrupt traditional booking methods, sidelining OTAs and even Google. But remember when GDS systems were supposed to become obsolete? They’re still here, helping drive hotel revenue. Instead of playing futurist, maybe it’s time we focus on what we can control today. What’s your take: is this hype justified, or are we getting ahead of ourselves?
Resigning, the Memorable Way
Came across a classic video of a hotel employee quitting with style: live band and all. It’s funny but makes you wonder: was it just for laughs or a stand against a toxic environment? Many in hospitality might dream of making a statement when leaving a difficult workplace, though few would go this far. It’s amusing but has a touch of sadness too.
领英推荐
Other Valuable Resources
Value Creation vs. Cost-Cutting: A Lesson for Hotel GMs
This article argues that focusing on value creation is far more beneficial for hotel GMs than obsessing over cost-cutting. While reducing expenses might offer short-term relief, long-term success comes from creating meaningful experiences that drive guest loyalty and revenue.
Where Have Hotel General Managers Gone?
This post questions the disappearing presence of General Managers in hotels. Once the face of the property, always engaging with guests and staff, GMs now seem focused on financials behind closed doors. Is the human touch missing in today's hospitality industry?
AI Voice Technology vs. OTAs
Will ChatGPT Advanced Voice revolutionize travel booking or challenge OTAs? While past voice tech like Alexa and Siri struggled, this new AI might finally unlock seamless travel planning. It could become a serious contender by improving search quality and response times. But for now, its answers are not quite competitive with established platforms. The real question is: how long until AI truly disrupts the booking process?
Is AI Really Going to Kill OTAs?
Similar to the previous post, just from a slightly different angle. There’s a lot of hype around AI voice tech replacing OTAs like Booking and Expedia, but does it truly reflect the reality of the industry? This post questions whether AI can solve the underlying infrastructure issues still plaguing much of the travel sector.
Tool of the Month
Sniply
As a Hotelier, you probably and often need to share third-party content, risking potential guests’ attention and bookings. Sniply solves this by allowing you to add a custom call-to-action to any link, bringing visitors back to your booking page. With applications across social media, email, and influencer collaborations, Sniply can drive conversions while reducing OTA dependence. Want a step-by-step guide on how to use it?
KPI of the Month
Daily Learning-Exit Budget
With only about 20% control over campaigns, the focus shifts to feeding algorithms enough data to optimize performance. For Meta Ads, reaching 50 conversions in 7 days exits the "learning phase," where results improve significantly. A simple custom formula helps calculate the ideal daily budget to achieve this threshold, allowing for budget adjustments or weaker event targeting if needed.
Quote of the month
Skills can be taught… but an a***ole stays an a***ole.
Conclusion
As always, if you have thoughts, ideas, or just want to chat about the latest in hospitality, feel free to hit reply, I’d love to hear from you.
Wishing you a successful November ahead!
Ale