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Author Archives: Michael Mallory

Travelers want the human face back in tourism

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According to Rafat Ali, Founder/ CEO of Skift, research shows that travelers want the human face back in tourism in a digital age where machines book your hotel room, air ticket and other needs. According to Rafat Ali, Founder/ CEO of Skift, a US-based travel industry intelligence and marketing platform, research shows that travellers are […]

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Kayak proposes ‘lets travel forward together’ with European Love Letters push

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Online travel company Kayak is looking to bring the people of Europe together with its new initiative ‘European Love Letters’. Celebrating the experiences, memories and relationships created by spending time with our European neighbours, the campaign, created by Kayak’s internal agency in Berlin, asks Europeans to share their love and gratitude for one another via […]

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Why customer satisfaction surveys are (still) useless

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Simply put, happy customers do not necessarily equate to a profitable business. If you’re relying on traditional customer satisfaction surveys to track and improve your performance, it’s almost guaranteed that you will not learn enough to make meaningful changes that will impact your business and bottom line. In previous writings on this subject, we offered […]

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How personalized is your hotel’s digital marketing strategy?

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Amazon’s personalization efforts aren’t exactly new – but they’re certainly noteworthy. Can hotels do something similar? “There’s a lot of opportunity here in the hospitality segment,” says Duetto’s Nathan Crisp, who was recently named VP of Managed Services and Customer Success, Americas. “At the moment, there isn’t a good platform to collect and analyze the […]

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Social Media Listening Tools for Tourism Brands

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Are you actively listening for people talking about your tourism brand online, especially on social media? What people say about your tourism brand online, such as on Facebook, Twitter and TripAdvisor can make or break your business or region’s brand perception. Did you know, according to Jay Bayer’s Hug your Hater’s fantastic book on social customer service […]

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Travel search, bargain hunting and the future of booking

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If you think metasearch revolutionized the act of shopping for travel, wait until these sites truly harness all the data out there. Why search for travel on one site when you can search a bunch all at once? That’s the concept behind travel metasearch companies, which take your query for a hotel in Paris, for […]

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Hotel chains push back against OTAs

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Major hotel chains are engaging in an online turf war with the very travel sites that have helped drive their businesses. The new battle is the latest episode in a thorny two-decade relationship between OTAs and the hotel industry. Marriott International Inc., Hilton Worldwide Holdings Inc. and InterContinental Hotels Group are using extensive marketing campaigns […]

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What marketers need to know about Google Attribution

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Despite the fact that it has been a priority for years, attribution remains one of many marketers’ biggest challenges. Now, Google is trying to change that with the unveiling of a new attribution offering called Google Attribution. Here’s what marketers need to know about it. It aims to answer the question, “Is my marketing working?” […]

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Mobile yet to convert hotel lookers to bookers

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European travel bookers are resisting the switch to booking on mobile although they are using devices for research, according to Phocuswright research. Last week’s Phocuswright Europe event in Amsterdam heard, almost a decade after the launch of the iPhone, that European travellers are embracing digital channels faster than in any other region of the world. […]

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Email subject lines: Specific is the new short

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For years now the best practice for writing email subject lines has been “keep it short”. But according to new data, short subject lines are not the ones that are the most effective. They’re certainly the most common – the majority of the subject lines of the emails we examined were 30-39 characters long (and […]

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