Welcome to the first edition of GCommunity – an e-Newsletter that will keep you informed about the latest trends in digital hospitality marketing and how GCommerce can help you harness the power of the World Wide Web!
The Lenox Hotel is a well known historic hotel that was looking for a way to capitalize on frequent business and leisure travelers.
To accomplish this The Lenox needed to find a way to attract frequent travelers away from big chain hotels. To drive frequent travelers GCommerce partnered with Stash Hotel Rewards to implement a rewards program where Lenox Hotel guests could earn and redeem points at independently-run hotels around the world. GCommerce leveraged the Stash Hotel Rewards to encourage both business and leisure travelers to stay at The Lenox Hotel through a double points offer and an e-mail blast promoting the Stash Rewards Program to Lenox Hotel customers.
Click Here to view the entire case study or call 435-214-5126 to learn more about how GCommerce implemented a highly effective partnership between The Lenox Hotel and Stash Rewards.
As the world of internet advertising expands at break-neck speed, new tools are becoming available to smart marketers. Advertising on the internet has always promised to be more laser targeted, and more effective, than traditional advertising. By applying some of the newly available tools and technologies, hotels can capitalize on that promise.
In advertising, Effective Frequency, the amount of time a consumer must be exposed to an advertisement before it becomes effective, has been a source of debate for over a century. Believe it or not, the most frequently quoted opinions on the subject were written in 1885 by Thomas Smith. He argues that a consumer goes through different levels of brand recognition the first 20 times they see an advert.
However, I argue that not all frequency is created equally. It is possible today to buy advertisements on websites based on their target demographics, traffic levels and content. You typically pay for every thousand impressions, or a higher amount when someone clicks on your advertisement. But as a marketer, you are still guessing that the end consumer will have some level of interest in your hotel. Remarketing eliminates much of that guesswork.
According to Google: "remarketing allows you to show ads to users who've previously visited your website as they browse the Web."
The power of remarketing is obvious. If someone has been to your website, they are very likely interested in staying at your property. Yet something kept them from making a decision to purchase. Maybe they were still shopping, maybe they were looking for a better deal, or maybe they just hadn't made up their mind which hotel to book. In any case, marketing to these customers during the exact time they are showing interest is as targeted as you can get.
To view the entire post Click Here
In the hospitality industry, the value of the flash sale has been a hot topic of debate with antagonists claiming that flash sales undermine the integrity of properties' ADR and doesn't improve customer loyalty. They also claim that with the steep discounts and commissions taken by third party flash sale providers, the property barely makes a penny off room nights. Yet most peoples e-mail is cluttered with the latest sales and deals. Hotels and resorts worldwide continue to participate even though "experts" advise against it. Why, with all the negative effects of a flash sale, do properties keep participating? Will flash sales lose popularity as quickly as they gained it?
That is what GCommerce is trying to find out. Hoteliers, please take a moment to take my brief survey about your experience with flash sales to help answer these questions. This research will help us make recommendations to our clients and the industry about how to best utilize (or avoid) this marketing tactic. Results of the research will be published in an upcoming GCommerce newsletter. Your responses are priceless!
To participate click here.
