Watch now: jumping into video

It’s been 4 months since we released our first video, Introducing: Photo Explorer. We’ve come a long way. We’re continuing to improve our production process, crafting our content and meticulously editing our scripts.

All this incredibly careful planning has led to some really good stuff, and even better bad stuff. So without further ado, let’s start with the bad stuff. (Thanks NAVIS for being such good sports.)

 

We’ve got a lot planned going forward, including a look at our team and culture, video resources for customers, event recaps, partner spotlights and more. Check back soon for even good-er video.

The hotelier’s essentials for big name competition

Here’s a special guest post from one of the number of incredible innovators, subject matter experts, and just all-around big idea folks that we love hearing from. At Flip.to, we’re constantly looking to collaborate with people in the industry that inspire us. Get in touch and let’s do something amazing together.

Jason Winberg has in-depth know-how and the keen ability to increase hotel room revenues. Today he’s sitting in on the Flip.to blog to share a bit of that knowledge. Check out his take on finding the right tools to let independent hoteliers compete with big brands.


 

Again and again, studies have highlighted how properly addressing sales and marketing, reputation, social engagement and a sound revenue strategy translates into sales, while ignoring them cuts into the bottom line. Why, then, does the average independent hotel struggle to dedicate enough time, manpower and budget to these tasks?

In my past life, I wore the hat of general manager at a few boutique hotels. What that really meant was that I was the director of sales, revenue manager, front office manager and even the night auditor when called upon. It was fun, and I learned a ton, but it was a constant struggle to keep up. There were so many different things I could be doing but I just didn’t have time for it all.

My experience would have been very different at a brand name hotel. They can afford an army of staff to regularly analyze data, update stay restrictions in seconds and develop award winning sales and marketing programs.

As an independent hotelier, it can be tempting to say “I just can’t compete with the big chains.” But the fact is, they are your competitors, so you need to find ways of addressing these key issues through more limited means.

Thankfully, you don’t have to go at it alone. Every day I receive emails and calls from people with new ways to manage online reviews, analyze revenue and develop web content. The trick is finding the ones that will address your specific goals while minimizing the time needed, and producing the best return on investment.

As an independent hotelier, it can be tempting to say “I just can’t compete with the big chains.” But the fact is, they are your competitors, so you need to find ways of addressing these key issues through more limited means.

Reviews, Reputation and Social Engagement

Think online reviews are an acceptable sacrifice in your quest to optimize your time? 93% of travelers check online reviews before booking a hotel. If they can’t find a current review of your hotel, 53% will simply presume the worst and ignore you entirely.

And if the reviews are bad? 80% of people won’t buy from a hotel with bad reviews. It takes 10-12 positive reviews to offset a negative one, so it’s absolutely in your best interest to know where people are reviewing your hotel and taking positive steps to win back negative reviewers. Even if you don’t erase an unfortunately poor rating, the fact you’re engaged with reviewers wins some people over. Showing you care about your customers’ opinions matters.

Speed is of the essence. Commenting on a three month old review won’t accomplish much. It’s best to address a review within 24 hours, and that is vastly helped by software which summarizes recent reviews across multiple sites. There are several cost effective products on the market, which crawl all of your booking and review sites and let you respond with a simple click.

One more thing—don’t forget to infuse the really great ones onto your site or online experience. Make sure they’re authentic.

93% of travelers check online reviews before booking a hotel. If they can’t find a current review of your hotel, 53% will simply presume the worst and ignore you entirely.

Revenue and Analytics

Hotel pricing can be an incredibly complicated and time consuming task. The popularity of online travel agencies (OTAs) is growing steadily. 76% of travelers prefer to book an independent hotel through an OTA rather than the hotel’s website. And what’s the most common reason for this preference? Price. Your potential customers are going to OTAs, and they are finding very competitive pricing. It’s absolutely imperative you’re listing the very best deals possible.

But don’t undercut yourself! I can’t count the number of times I’ve seen a hotel’s direct website undercut by its OTA listing. You make the most money when you sell directly to the customer, so your prices should encourage them to book directly with you.

Luckily, there are tools to simplify pricing tasks. They interface with your PMS and help you look at your comp set, run pickup reports and even forecast for you. Besides saving you time, they’ll also keep you acting proactively rather than reactively, taking active control of your own pricing. In the end, you’ll see more direct business, and will own the booking and the guest—a powerful opportunity to earn a repeat guest in the future.

76% of travelers prefer to book an independent hotel through an OTA rather than the hotel’s website.

Web Content Generation

While price is important, there are additional reasons why customers shy away from hotel websites, and that includes content. Websites are marketing tools. Their content should convince potential customers that a night in your hotel will be comfortable, relaxing, stress-free and generally enjoyable. Make sure your site is providing useful, inviting information to readers.

One facet changing the face of the industry today is storytelling, and especially stories that come from your guests. Capture and use content that is authentic. It will not only hit on the points listed above, but since it’s coming from a real person it’ll carry more weight than a piece of stock imagery could do for your site.

Brasada_GuestStory
— Danielle J., past guest at Brasada Ranch

There’s also the matter of a lack of functionality. People find them difficult to use. The sites aren’t intuitive or don’t offer the tools of the large OTAs. Don’t sell your hotel short with a skimpy website. Make bookings easy, and make sure the site’s engaging. Yes, development costs money, but so does every purchase made through an OTA.

Some days, it may feel as if you can’t possibly address all of these issues, but there really are a ton of tools and platforms on the market now that can streamline your workflow, automate processes and otherwise assist in running an independent hotel more efficiently.

First, size up what your biggest needs are. What’s the goal you’re trying to achieve? Is it more leads, more direct bookings, better content? Make sure whatever you’re buying fits the circumstances of your businesses.

Second, don’t get blinded by the bells and whistles. Always ask yourself: how does this product address my specific needs It’s always a matter of return on investment. What can save you the most time, make you the most money or best improve upon an underutilized aspect of your business? Always concentrate on what is most needed to optimize your precious time and produce the best results.

Watch now: Introduce your hotel to the people who matter most

Start delivering unique, personal experiences to everyone that visits your site, no matter who they are or where they’re from. You’ll reach a global audience of travelers that are a great fit for your hotel, while converting warm leads into your future guests—each and every day.

 

Sound interesting? Introduce your hotel to the world with Flip.to. Take a tour, or adventure on to see the power of a story well told below:

Adrift Hotel and Spa reaches over half a million through captivating guest stories captured with Flip.to

Advocacy platform bolsters marketing and revenue, builds affinity, and inspires new guests for Pacific Northwest property

ORLANDO, FL — April 13, 2016Adrift Hotel and Spa, an eclectic boutique hotel in the heart of Long Beach, Washington, has tapped the Flip.to advocacy platform to attract an enormous new audience of travelers, while enhancing their brand with compelling, authentic guest stories.

 

Since launching February of 2014, the property has seen tremendous success, and has since reached a new audience of over 500,000. This is in addition to converting over 4,000 warm leads for the hotel to nurture down the path to becoming a future guest, leading to thousands of booked room nights for the boutique hotel.

“The staff were all so friendly and welcoming. We loved the location and the proximity to the beach and trails. Our dog was spoiled with love and attention, can't wait to return.” — Sara A., past guest at Adrift Hotel and Spa
— Sara A., past guest at Adrift Hotel and Spa

“We’ve gained the attention of travelers worldwide,” noted Linh DePledge, Operations & Marketing Director for Adrift Hotel. “The Flip.to advocacy platform has been key in driving and converting new guests, especially in the competitive Long Beach area.”

Adrift’s success on the platform can in large part be attributed to the implementation of Photo Explorer, a digital experience built to captivate and inspire new audiences of global travelers worldwide, while letting the hotel tell a richer story full of authentic guest experiences. The platform not only drives traffic and leads, but also captures hugely captivating guest content for the hotel to infuse into their online and other marketing efforts.

Adrift Hotel’s Photo Explorer turns memorable guest moments into highly engaging interactions with every type of site visitor.
Adrift Hotel’s Photo Explorer turns memorable guest moments into highly engaging interactions with every type of site visitor.

“The guest stories we’ve captured using Flip.to have brought a genuine voice to our online presence, while boosting traffic from our ideal travelers,” DePledge went on to add. “Whether someone is looking for a dog-friendly property, a romantic getaway, or a place where they have the freedom to enjoy the outdoors, the Flip.to platform has unveiled some incredibly fun, personable, and even heartwarming experiences. The quality of this guest-created content is second-to-none.”

Adrift Hotel and Spa creates unique experiences that cater to the individual, giving visitors a true sense of place. The Flip.to platform uses advocacy to tap into these unique experiences, letting guests share everything from their excitement for an upcoming trip to the favorite moment of their stay with friends and family, tracking all traffic back to the hotel website. As guest networks are full of like-minded individuals often with similar tastes in travel, the platform is the perfect fit for independent and boutique properties like Adrift seeking to reach the right guest.

Content provided by guests is used in Adrift Hotel’s digital marketing initiatives, including their website.
Content provided by guests is used in Adrift Hotel’s digital marketing initiatives, including their website.

“Adrift Hotel have captured some of the most aesthetic and inspiring guest stories we’ve seen,” said Deborah Moses, Senior Director of Sales, Americas at Flip.to. “Most importantly, they’re real experiences from actual guests. They’re aspirational, but also attainable, which truly resonates with the audiences of future travelers they attract.”

Adrift Hotel is an eclectic, modern property with an urban-industrial vibe that borrows cues from the local peninsula landscape. The hotel offers a diverse range of packages, from clam digging, to beachside bonfires and even dog-friendly getaways. This is in addition to complimentary cruiser bikes to explore, locally sourced food and cocktails, and free live music nightly at their onsite restaurant, Pickled Fish. To reserve a stay, visit www.AdriftHotel.com, or call 800-561-2456.