We’ve shown you how to reach and inspire entirely new audiences of travelers worldwide with Flip.to. Now let’s see what happens when all that goodness comes together for Crystal Lodge, Adrift Hotel, Inn on Fifth and Turtle Bay Resort.
Sound interesting? Introduce your hotel to the world with Flip.to. Take a tour, or adventure on to see the impact of advocacy for more hotels below:
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:
“This was our second stay at El Ganzo and it did not disappoint! We visited in 2014 before the hurricane and the hotel has maintained its very hip vibe, with exceptional customer service and attention to detail. This visit was for our wedding, and our family and friends all raved about their time at El Ganzo. We cannot wait to come back!” — Cristina C.
Cristina is just one of Hotel El Ganzo’s current 26 photo contest finalists. Together, Cristina and her fellow guests have shared their stories to over 17 thousands friends and family, leading to 310 warms leads for the 72 room property in only 4 months.
“I loved the laid back atmosphere, the beautiful surroundings and the many variety of activities offered on property! Everything I could want to do in a vacation is offered at Turtle Bay!” — Ileana M.
Ileana is just one guest who shared her favorite moment to Turtle Bay Resort. She reached a network of 455 friends & family.
Turtle Bay Resort has topped over 67,000 warm introductions from their guests in just the past 30 days alone—reaching travelers one degree away in the best way possible.
“We have two special needs pets so this was the perfect little getaway for us. Thanks for making us all feel welcome!” — Zera M.
Not only did Zera’s story create a richer narrative for Adrift, but when she shared it with an audience of 800, Zera captured the hearts of 29 warm leads for Adrift in just 6 days.
This incredible moment shared by Wendy captures the perfect poolside vibes that future guests at Pacific Terrace Hotel can enjoy off the shores of San Diego.
Ann Marie shared her story to 697 friends & family, helping Floridays Resort receive 333 unique site visits and 50 warm leads so far in their current photo contest.
“This hotel is in a fantastic location, the staff are so incredibly helpful, they always keep it clean and the pool is a great place just to chill out after exploring the sites, I TOTALLY recommend the Avanti Resort Hotel.” — Eugenie F.
Eugenie’s story from a recent trip to Avanti Resort gives future travelers a taste of Orlando. Plus, after being shared to 278 friends & family it earned 230 unique sive visits and 55 warm leads for the hotel. It’s a win-win.
“The best part of my stay with Woodloch is the staff! It’s a testament to what a great organization Woodloch is that over my 7, yes SEVEN, visits, I see mostly the same people. The staff is what makes Woodloch a great place to be. Well…along with the excellent spa services, tasty meals, great art/yoga/meditation/workout classes. I have brought many people to Woodloch and recommend to everyone I know!” — Jennifer H. W.
After sharing her favorite moment to 834 friends & family, Jennifer quickly climbed the ranks in The Lodge at Woodloch’s current photo contest, with 103 participants and counting! Her story alone drove 218 unique visitors to Woodloch’s site, leading to 56 warm leads.
Even better, this loyal, lifetime guest shared the true hospitality she’s experienced again and again at The Lodge at Woodloch, becoming a true brand ambassador for the hotel!
“Family friendly with comfortable clean furnishings in the flexible suites. The kids love the happy hour and breakfast in the morning.” — Joshua R.
Joshua is just one of the 18 finalist in Lake Tahoe Resort Hotel’s current photo contest. Just two months in finalists have introduced 20,000 of their friends and family to the resort, leading to 330 warm leads. (And the clock’s still ticking!)
“The feeling of being the only people there, complete solitude, peaceful, quiet, paradise! Unlike any other resort I’ve ever been to!” — John M.
John shared his view from one of Casa del Mar’s championship golf courses, revealing the beauty of this “peaceful, quiet, paradise” from a guest’s unique perspective.
“My daughter was so excited to go to her first water park! She could barely wait for us to get our suits on!” — Tara J.
Tara shared her story to an audience of 270, half of whom became a warm lead for the hotel after visiting Metropolis Resort’s site and claiming an offer on a future stay. Tara’s friends showed genuine interest in a future stay at this Western Wisconsin family getaway—unveiling travelers that are the perfect fit for the hotel.
Check back next month for even more. See any stories that stand out? Let us know!
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.
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.”
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.
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.
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:
“We love the updated rooms and you can’t beat the location. The staff is friendly and helpful here!” — Carol K.
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!)
“Super friendly staff and great location. Perfect ski valet service.” — Joern J.
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.
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.
“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.
“Lounging in our room with a beautiful ocean view to the south, Mimosa in hand – A lovely slow down. Loving Long Beach” — Rachel S.
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.
“Our stay at Brasada was amazing! As usual the only part we didn’t love was leaving to come back home.” — Danielle J.
Danielle shared her story to over 300 friends and family, helping Brasada Ranch top over 30,000 warm introductions in just 8 months.
“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.
Guests at Caribe Royale captured this unforgettable moment and shared with friends and family—the beginning of a lifetime of memories.
“Every employee I encountered made eye contact and said ‘hello’ and it looked like they meant it!” — Christopher C.
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.)
“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.
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!
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.
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.
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.
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:
Advocacy platform bolsters marketing and revenue, builds affinity, and inspires new guests for Pacific Northwest property
ORLANDO, FL — April 13, 2016 — Adrift 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.
“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.
“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.
“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.
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:
“Top notch accommodations in a perfect location with incredibly knowledgeable, caring, attentive and professional dive staff.” — Sherry W.
“Our dog is a rescue from Iran and had never seen the ocean before. It was a hoot to let her run off-leash on the beach for the first time; to be completely honest, we weren’t sure she would ever come back! Adrift is a haven for dog lovers and a beautiful destination year-round. We loved visiting in early March, there were times when we had the whole beach to ourselves and the stormy ocean was indescribably beautiful.” — Danielle J.
“The hotel and the area are beautiful. Our room was regal!” — Barbi B.
(And our very first drone photo!)
“Room was small but cozy and clean, breakfast was great, hot tub on balcony was very relaxing!” — Dan H.
“The food, service, and ambiance on the rooftop bar were superb. I’m dreaming of that ceviche!” — Connor S.
“The opportunity to really relax and feel totally pampered. At 8 months pregnant, this was the perfect weekend escape!” — Kate F.
“The staff was really helpful when I was booking my room.”
— Delan W.
The photo says it all. No quote needed—am I right?
“Hotel is in a perfect location. Easy walk to the beach and many restaurants, shops, etc. Staff is super friendly and helpful. 2nd time there and will be going back” — Brooke M.
“Avanti Resort have great staff, brilliant location, lovely spacious rooms and really good swimming pool hours to unwind in after a tough day out in the parks.” — Adam M.
“We loved being so close to the strip at a smoke-free facility. The staff was so friendly and our view was amazing!” — Kristin N.
