Flip.to sparks huge reach and return for SoHo’s Hotel Hugo

Advocacy platform inspires travelers worldwide, introducing hotel to a warm audience over 75,000

ORLANDO, FL — May 18, 2016 — Hotel Hugo, an independent, luxury hotel in New York City’s historic SoHo neighborhood, has tapped Flip.to to reach a massive network of global travelers perfect for their hotel. Since going live on the platform in January of 2015, the property has reached a warm audience of over 75,000 worldwide, and the advocacy platform has become a pivotal strategy in the hotel’s operations.

Hotel Hugo Lobby

The long-term impact of Flip.to has been huge. In addition to helping the 122-room boutique property get introduced to entirely new audiences every day, they’ve seen a boost in unique site visitors and have started capturing warm leads through the personal recommendations of their guests at a scale never before possible.

“It’s simple, yet impactful,” noted Kelly Sanders, Director of Revenue for Hotel Hugo. “We’re building richer relationships with our guests while receiving introductions to their network of friends & family. There’s no better way to welcome a new guest than through these interactions.”

Flip.to taps into the massive reach of their guests, allowing Hotel Hugo to reach an enormous but highly targeted audience of potential future travelers in an authentic and trusted way. “Flip.to really is the total package for platform and service,” she went on to add, “it all just works, and they have a great team behind an outstanding product.”

The move to implement Flip.to has been part of a comprehensive technology approach by Hotel Hugo. Flip.to is seamlessly integrated with every part of their hotel, from marketing to revenue and even operations. Sanders attributes this to well thought-out touch points for both the guest and hotel.

“Our guests are at the forefront of all of our technology considerations, especially since our influence on the guest experience extends well beyond when visitors are on property. The design of Flip.to lets us engage guests and their friends & family in the best way possible. On site, we can easily track results, and even identify advocates when they’re on property, making for a better stay. It’s changed our approach to how we operate.”

Bar Hugo Rooftop

For independents, unique experiences are key drivers to compete, with Hotel Hugo’s SoHo urban retreat being no different. “Hotels must distinguish themselves in the market. This can be an even bigger challenge with a small team,” said Raul Vega, Senior Director of Sales at Flip.to. “Flip.to offers huge value to disciplines across your hotel, really bolstering everything you’re doing today. Hotel Hugo is the perfect example, and continues to grow with the platform.”

Travelers seeking a stylish New York City neighborhood with timeless appeal can look no further than Hotel Hugo. A seamless blend of contemporary luxury and bohemian chic, the luxurious design pays tribute to the storied history of Lower Manhattan and enduring art-meets-industrial edge. Offering 122 guest rooms and suites, state-of-the-art meeting spaces, and a sleek rooftop bar for cocktails overlooking the stunning Hudson River, Hotel Hugo is SoHo’s most sophisticated urban retreat. To reserve a stay, visit www.HotelHugoNY.com or call 212-608-4848.

Winning at experiential travel: combining data and storytelling to compel your guests

At Flip.to, we’re constantly working with people in the industry that inspire us. Here’s a special post from our own team, originally featured by our partner and hospitality leader, NAVIS. Looking to collaborate? Get in touch and let’s do something amazing together.

Experiential travel has taken off. Guests are seeking travel that inspires, and are looking to buy into more than just a place to stay. For hotels, this is a good thing. NAVIS among others has shown that as the desire for the “experiential” grows, so grows the perceived economic value, revealing a big opportunity for increased revenue.

So how do hotels tap into this phenomenon? The key is in truly understanding the guest journey. The path to travel starts well before a guest is ready to book, and the inspiration and research phases are primed for influencing travel decisions.

Once you understand these key phases, you can immediately begin executing a more effective marketing strategy for your hotel. Two tools stand out as a powerful means to an end—stories and data.

Why? Numbers and data provide the unbiased and objective view of what’s going on. Stories on the other hand are real, authentic, and anecdotal experiences. As hotel marketers you have the ability to marry these two concepts for your most powerful hotel marketing yet.

The path to travel—inspiration with stories

An experience shared by a friend. An upcoming anniversary. A wow moment. These are the true triggers that spark interest in travel. From there, the search begins.

So how do you capture a potential traveler here? Inspire them from the beginning.

Not only is this possible, but it’s what future travelers expect—and are willing to pay more for. Reaching and inspiring guests at the right time is critical for hotel marketers who continue to want to generate the most revenue.

This holds even more true when you consider that research from Expedia shows users visit 38 sites before making a travel decision over the course of about 45 days before actually booking. In fact, according to Travel Weekly, travelers are spending 25% more time researching and booking hotels than flights.

This drives home the importance of getting in front of your guests in the beginning, and is the reason stories—especially those from your guests—are hugely powerful in inspiring and influencing future stays. They’re authentic and show real emotion. Stories are more compelling than any ad, both to the friends and family of your past guests and curious on-lookers to your site.

Studies have shown that stories are not only more persuasive, they’re also over 20 times more memorable than facts. The emotional component is not only compelling, but it triggers real curiosity, piquing a user’s interest to explore more.

Using data to determine context

The key for us as hotel marketers? Know what story to tell, and when. And here’s where data comes in.

Know each of your guests to personalize service, and send meaningful marketing communications that enhance the relationship over time. By capturing the right attributes and preferences, you’ll be able to deliver the best message. Choose the right channels based on your demographic, and even complement these efforts by tapping into your guests to distribute content and to introduce you to future travelers.

Let’s look at a quick example.

Google’s 2014 Road to the Traveler’s Decision reported that most families planning travel are undetermined when they begin thinking about their trip. In fact, over 50% were considering multiple destinations or were completely undecided.

What’s this mean? For one thing, family trip planners are a big opportunity for your hotel to inspire travel before the search begins. Start by using data to analyze trends in which your past and potential family travelers stay. Know what appeals to this segment for your hotel, learn preferences and behaviors, and lastly identify a group of potential leads.

Data provides context. You can easily identify and know what to share in order to have the best conversation with this demographic. Authentic stories provide the compelling content.

Together, stories and data will not only let you have the best conversation with your guests, they’ll also help you reach and convert travelers who are truly a fit for your hotel. You’ll build better brand affinity for a lifetime of stays, and will truly be connecting with your guests.

Stories that inspire: our favorite guest moments from April

Every guest story is an opportunity for a hotel to unveil something new. Stories reach & inspire—they’re truly memorable, sometimes magical, and a lot of times, a bit of fun.

In a way, we’ve fallen in love with guest stories, and every day see firsthand the impact they’re making for hotels. That’s why we’re sharing them with you! Check out a handful of our recent favorites below:

The Point—Top April 2016

The Point — Orlando, Florida

“We love the updated rooms and you can’t beat the location. The staff is friendly and helpful here!” — Carol K.

Jump in

Carol shared her story to 615 friends and family, earning 189 unique site visits & 73 warm leads for The Point. (So far, this story and the others helped boost the contest reach to over 20,000 new folks perfect for their hotel. With only 2 months down, they’re still growing!)

Crystal Lodge—Top April 2016

Crystal Lodge — Whistler, British Columbia, Canada

“Super friendly staff and great location. Perfect ski valet service.” — Joern J.

Catch air

Future guests get a true sense of what they can expect when they hit the slopes, and Crystal Lodge gets an awesome story to share with future guests.

Shores Resort—Top April 2016

The Shores Resort & Spa, Daytona Beach Shores, Florida

Take a beach day

Not only did Cindy share her story, but so did 4 of her closest friends, driving more than 100 visitors back to The Shores Resort’s site. We like to call this the viral effect.

The Lafayette—Top April 2016

The Lafayette, San Diego, California

“Enough room to swing a cat!!!! Front desk service was exemplary…thanks Ronan! Close enough to walk to the zoo and Balboa Park. Everything you could want…” — Belinda M.


Belinda’s story shares how Ronan gave them a sense of hospitality and a more intimate experience. It empowered The Lafayette’s staff, and speaks volume towards the type of service future guests can expect.

Adrift Hotel—Top April 2016

Adrift Hotel & Spa — Long Beach, Washington

“Lounging in our room with a beautiful ocean view to the south, Mimosa in hand – A lovely slow down. Loving Long Beach” — Rachel S.

Tip toe along

Putting guests in the driver’s seat of their marketing drastically boosts this boutique property’s ability to capture timeless moments that reveals their rich story.

Brasada Ranch—Top April 2016

Brasada Ranch — Powell Butte, Oregon

“Our stay at Brasada was amazing! As usual the only part we didn’t love was leaving to come back home.” — Danielle J.

See more of Bend at Brasada

Danielle shared her story to over 300 friends and family, helping Brasada Ranch top over 30,000 warm introductions in just 8 months.

Caribe Royal—Top April 2016

Caribe Royale, Orlando, Florida

“I’m a US soldier and your staff truly made me feel appreciated. It was my engagement weekend and we were a large group, they made sure we were all happy with our rooms and everything was absolutely perfect. Thanks so much for an unforgettable experience.” — Eddy M.

Show some love

Guests at Caribe Royale captured this unforgettable moment and shared with friends and family—the beginning of a lifetime of memories.

Shore Hotel—Top April 2016

Shore Hotel — Santa Monica, California

“Every employee I encountered made eye contact and said ‘hello’ and it looked like they meant it!” — Christopher C.

Soak it in

When a guest calls out what an amazing experience your hotel provided, you don’t have to. (Plus, a stunning shot for Shore Hotel in Santa Monica.)

Shawnee Inn—Top April 2016

The Shawnee Inn and Golf Resort, Shawnee on Delaware, Pennsylvania

“We visit 2-3 times per year with the kids. We love the surrounding beauty, the old time charm and the nostalgia (we married on the front lawn 11 years ago and my husband spent his childhood summers here)…..our Shawnee trips give us a chance to simply be present and enjoy one another – simple, laid back” — Faith P.

Peek at more candid moments

A long tradition of visiting their favorite getaway was shared to over 700 friends and family, helping Shawnee Inn receive 182 unique visits and 60 warm leads. This, and their other spectacular guest stories has boosted Shawnee’s lifetime reach to well over 100,000. (Growing more every day.)

Check back next month for even more. See any stories that stand out? Let us know!

Adventure back to March’s stories