Stories, ideas and resources for the hotel industry. Updates on building brands, direct bookings, revenue management, social media, hotel advocacy, and more from Flip.to.
There are tons of reasons to switch on advocacy, and every story about getting started with Flip.to is unique. That’s because advocacy works for all types of hotels, and all types of travelers. By design, it helps your brand get introduced to the perfect audience in a big way.
We’re taking a peek at just what that looked like for Classic Resorts: two resorts out of the islands of Hawaii. Their team had their sights on achieving more in 2017, and paired up with Flip.to to help conquer their goals. The result? Big wins for their properties and their travelers!
Together with Flip.to, Classic Resorts is inspiring travelers around the world with authentic stories shared by their travelers. And while the ROI has proven to be off the charts, it adds up to something bigger than that:
Building relationships with their travelers with even more hospitality, widening their scope to their best audience yet, and diversifying their strategy to helping their resorts get better every day.
If you’re interested in how advocacy is changing the game for vacation rentals, hotels and destinations, let’s chat. We’ll share more on the impact, and make it a fun chat while we’re at it. (Not to mention, kicking off is incredibly easy.)
I remember growing up it was nearly impossible to get our entire family to decide on a destination. That’s because we all had different ideas of the perfect getaway. In the end, my mom usually called the shots. Today though, I’m calling the shots (sorry, Mom.)
Working at Flip.to for two years now, I’ve seen countless guest stories that inspire me to travel. Below are just a few of my favorites that made my must-do bucket list.
Alyeska Resort – Girdwood, Alaska
“Ski day with a view! Beer apreś ski, who would say no?” — Marlene P.
I’ve only been skiing once, and it wasn’t pretty. However, when I took a peek at the stories from Alyeska Resort’s guests, I can’t help but want to give it another shot. Plus, Jeff, our CMO and seasoned skier, shared some of his pointers over so I’m feeling pretty confident about my new moves.
Turtle Bay Resort – Kahuku, Hawaii
“Where better to make family memories with our kids. If summer has to end, this was the way to end it.” — Christine B.
Gunflint is a place my entire family would enjoy (even my mom). I’d have to take a trip out to Judge C.R. Magney State Park and snag a few photos before taking these canoes out for a sunset ride.
Red Mountain Resort – Ivins, Utah
“I loved all the people we met, the staff and the variety of activities to choose from. My favorite day was the day we went canyoneering. It was so much fun!” — Lana F.
If you asked me lately where I wanted to travel to the most, I probably said Utah. Its four national parks are a photographer’s dream and have been on my list to go since first taking up the hobby. This photo from Lana, a recent guest of Red Mountain Resort, is the exact view I want to capture.
Hotel El Ganzo – San José del Cabo, Mexico
“An amazing destination experience! Luxurious, sophisticated, quiet, calm and totally cool! Best view, sleep, breathing, dining, sunset ever! I cannot wait to go back – please hold a room for me.” — Jeanette G.
Hotel El Ganzo is a creative and artistic getaway that looks right up my alley. The incredible views, pool, rooms, food and hospitality makes this an easy pick for me.
Kiawah Island Golf Resort – Kiawah Island, South Carolina
“We loved the family feel atmosphere, the service and personnel were fantastic. We will back again.” — Monica C.
The perfect vacation wouldn’t be without a round at a pristine golf course. From what travelers share about their stay at Kiawah Island Golf Resort, I’m already looking up tee times.
Santa Barbara Beach & Golf Resort – Newport, Curaçao
““I went diving for the first time with my newly padi qualified 16-year-old daughter and I took this picture. It was a lovely day!” — James R.
Topping off the list would have to be a scuba excursion at Santa Barbara Beach & Golf Resort. (I mean, what good is being scuba certified if I’m not diving with dolphins?)
While these stories have inspired my bucket list, they’re doing so much more than that each and every day for these hotels. They’re reaching warm audiences, and helping introduce entirely new audiences of travelers, (better than any stock photo could).
For more on our take on content, check out the video below:
Looking for more inspiration? Venture on to our last collection of stories that inspire. See any stories that stand out? Let us know!
At the moment I’m writing this article, I’ve just returned from the JAPEX conference in Jamaica. Now, I’ve traveled to the Caribbean islands a number of times, both for work and fun. The hospitality, the people, the energy are fantastic (as we’ve shared ourselves first hand.)
But this trip was different.
Javier Morales, Co-founder at Social Caddie, talks to the audience at JAPEX 2017.
Not in the way you’d think. The hospitality was still top notch. The people? As friendly and welcoming as ever. And the speakers and attendees at JAPEX were all incredibly insightful.
But it was also grounded.
What I took away from JAPEX went well beyond the usual micro-level discussions that typically embody an event like this. It was the broad spectrum: an impressive (and sometimes sobering) macro-level look at challenges in the Caribbean that took the stage—from competing on a global scale to the recent hurricanes and more.
Working together to compete globally
Over the last several years, the Caribbean has excelled at marketing itself as a highly accessible, dream destination. And this is a good thing. My fellow panelist at the event, and Co-founder at Social Caddie, Javier Morales chimed in nicely as to why:
“It’s important for the Caribbean to be identified as a region. Organizations like the Caribbean Hotel and Tourism Association have been created as a major resource for all the islands. By pooling their resources, coming together as region helps them all have access to information and programs to succeed as a whole.”
This has helped introduce more travelers to the region, raising awareness on the global level up against other warm climate destinations. But it poses a unique dichotomy: the need to make known that the Caribbean is more than the sum of its parts.
A recent example? Hurricanes Irma and Maria—both which have come and gone, leaving effects that will linger for years.
Not surprisingly, that poses a problem for the unaffected islands as well as the entire region. Some destinations in the region won’t be visitor-ready in the foreseeable future, and the perception is that the Caribbean isn’t quite as attractive for that dream vacation it’s known and loved for.
Except that it is.
The Caribbean is comprised of more than 30 destinations with thousands of islands totaling over 95k square miles, making it an eclectic mix of unique and independent travel locales. In fact, CHTA partners with 1,000 hotels and allied members plus 32 National Hotel Associations to help shape the future of tourism in the region.
You can’t minimize the devastation for some of the island nations. But it remains a small percentage of the total area—with tourism in many of the areascontinuing to grow. (And the others working diligently to bounce back.)
Putting out in force that in spite of the storms, the nations of the Caribbean are open for business is a must. Javier had a few more adds on the steps every island nation can take:
“Nearly every island has a tourism board or association to help market their destination. Islands should showcase their unique features to stand out in the group. Destinations and their hotels can work together to highlight these features and compete against other global destinations.”
Diversifying your marketing—at the regional, destination, and hotel levels
Another challenge that surfaced is one that’s more relatable for us mainlanders: OTA dependency. The core of this issue is a tough one to overcome.
The United States is a key feeder market for the region as a whole, and in the US we love to drive. It’s as much a part of our culture as baseball and BBQs. So when we visit our friends in the South, there’s more to the travel planning process. This is an arena where OTAs excel, making it incredibly easy to book an entire trip in one sitting.
We know dependency on any one channel can be risky. And while OTAs help put heads in beds, they don’t help in the long term to build relationships with your travelers to keep them coming back again and again.
Diversifying where and how you’re winning business is the first step to becoming less dependant on any single channel. The goal? Reach new travelers, and reach them in a better way.
Javier offered a few tips to start:
“The online world has changed and small destinations and hotels can now compete with the big guys. A well-developed website, strong SEO plan and social media strategy can help brands of all sizes get their fair share of the market.”
Another way? Advocacy. Arguably one of the most compelling ways to make an introduction, advocacy lets travelers to your region or hotel deliver an authentic perspective to a like-minded audience—by the thousands.
Rather than relying on the consumer to discover your marketing (or vice versa), those who’ve lived the experience are sharing the most memorable aspects with people they know. Trust comes built in, so the message is delivered clearly and effectively.
Writing the stories of the Caribbean
Not only is advocacy a remarkable tool for telling the story, (rather the stories,) of every Caribbean destination, it piggybacks on what the market is doing as a whole: inspiring new travelers by giving those who visit an opportunity to share their dream vacation—and those best equipped to do just that are arriving on the islands by the hour.
We love helping hotels, resorts, and vacation rentals get introduced around the world thanks to their travelers. Guests relive their favorite moments, their friends and family learn about their candid experiences in the best way possible, and the properties earn warm introductions to new folks along the way. It’s a win-win-win for everyone.
Today, we’re highlighting one company that recently celebrated a special milestone—100 days shining on the Flip.to platform! 🕶
Growth — A natural result of advocacy
In just their first 100 days, Thomas Beach Vacations has seen the incredible impact of the advocacy platform for their vacation rentals.
244 of their visitors shared about their stay, personally introducing Thomas Beach Vacations to over 225,000 friends and family—like-minded travelers across the globe perfectly matched for their properties.
More than 23,000 of these travelers took the extra step of visiting Thomas Beach’s website, converting 1,700+ into warm leads with the help of Flip.to.
With over 350 vacation rentals in North Myrtle Beach, beautiful beaches, and warm ocean waters are just some of the experiences Thomas Beach Vacations provides guests at any of their oceanfront homes, luxury condos, and incredible villas.
The big picture?
For each advocate that shared about the high point of their stay, Thomas Beach Vacations were introduced to 923 new travelers in the best way possible and earned 6 warm leads.
On top of that, Thomas Beach Vacations earned the first chance to nurture these leads into future guests and capture more travelers booking direct. And the best part? With Flip.to the impact was tracked in real-time—so the team saw the growth each and every day.
It’s also worth mentioning that Myrtle Beach is South Carolina’s premier beach destination.
From renting boogie boards and playing in the surf, to catching an early morning sunrise or just soaking up some Vitamin D, the memories you make while staying at one of Thomas Beach Vacations hundreds of rental accommodations last a lifetime.
Michael shared this genuine moment with 5,417 of his family and friends—and Thomas Beach Vacations was at the center.
Not only did Michael help Thomas Beach Vacations tell a richer narrative for their property, but 30 of those connections visited the Thomas website from these personal introductions, with several claiming an offer on a future stay.
Ever-growing impact
As you can see, the power of advocacy is unmatched.
In fact, according to Forbes, word of mouth marketing is “the one that consumers trust above all others and the one that is most likely to drive sales to your company.” With Flip.to, Thomas Beach Vacations is harnessing this strength daily. And the best part? It never stops growing.
Stay tuned to learn how this story and hundreds more live on, continuing to help attract and convert future travelers.
Strategic partnership offers hoteliers ability to amplify booking potential and win more travelers
Tampa, FL – August 21, 2017 — InnQuest Software, a full-service technology company for hoteliers, is pleased to announce a partnership with Flip.to, the advocacy marketing platform for hotels that helps reach new audiences worldwide, inspiring more travelers to book direct.
This innovative partnership will help the 5,550+ hoteliers InnQuest serves to drive positive, authentic conversations about their property and guest experiences online. Hoteliers using InnQuest’s premier booking engine, WebBook, can now seamlessly integrate Flip.to into their current software to amplify their marketing efforts by empowering guests to share details about their upcoming trip at the point of booking.
“We couldn’t be more thrilled to partner with Flip.to and add this powerful platform into roomMaster’s diverse portfolio of roomMaster integrations,” said Kent Howard, Director of Sales at InnQuest. “We’re always partnering with premier companies in the industry to deliver comprehensive technology solutions for our hoteliers, and Flip.to is a pioneer for advocacy in the travel space.”
With the design-driven Flip.to platform, hoteliers let their guests become advocates, turning trusted introductions to their friends and family worldwide into new guests for the hotel.
The platform earns and tracks new bookings while growing brand awareness, web traffic, and warm leads. Guests share the high points of their travel experiences, with the destination and hotels at the center of these stories.
“The partnership with InnQuest is one we’re very excited to share,” said Richard Dunbar, Flip.to’s Director of Partnerships. “Their impressive global reach lets us bring our entirely new approach to travel marketing to an even wider audience. The partnership offers a best-in-class technology stack with the confidence of a solution set their customers know and trust.”
For more information about InnQuest software and its property management software, visit www.innquest.com.
Every guest story is an opportunity for a hotel to unveil something new. Stories reach and 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:
Gunflint Lodge & Outfitters – Grand Marais, Minneapolis
“You guys were absolutely the best at guiding 3 rookies through the beauty of the Boundary Waters !” — Jaime R.
Jaime and his crew might be kayaking rookies, but the friendly, knowledgeable staff at Gunflint Lodge made all the difference. Plus, Jaime has joined over 70 fellow guests in Gunflint’s current photo contest, helping tell compelling travel stories to over 40,000 friends and family members worldwide.
Banyan Tree Mayakoba – Playa del Carmen, Mexico
“While at Banyan Tree we spent a day with a Mayan family. They showed us ruins, we cooked a meal with them, and Amy showed them how to take pictures with her phone–much to the delight of the adorable children.” — Larry S.
Larry and his family wanted the full local experience when they visited Banyan Tree Mayakoba. Not only did they get the rich culture of Playa del Carmen, they captured memories like this one that will be cherished for a lifetime.
As for the staff at Banyan Tree Mayakoba, this delightful story helps shape insight into the local side for future travelers.
Beach Street Inn and Suites – Santa Cruz, California
“Having a great trip! Last trip as of a family of 3 before this little guy becomes a big brother in August! We highly recommend Beach Street Inn. It was our first stay and will definitely not be the last! We loved it…the location, the beautiful room and great customer service!” — Monica B.
A peaceful moment captured during Sylvia’s stay at The Carlton Hotel speaks volume to the natural beauty that surrounds the property. She and her friends brought over 100 unique visitors back to the hotel’s site–the perfect demographic looking to escape on their next vacation.
Tanque Verde Ranch – Tucson, Arizona
“Absolutely the best family vacation we’ve taken! For a short time, we were all able to leave our daily duties and enjoy a relaxing but engaging time together.” — Janette L.
Janette, a recent guest of Tanque Verde Ranch, shared her favorite travel memory to a warm audience of adventure-loving friends. Tanque Verde Ranch is now at the center of a single story that has reached over 340 friends and relatives the perfect demographic for their resort.
Hotel Tybee – Tybee Island, Georgia
“Our kids were so excited to be at Tybee! They were “jumping for joy”!” — Kacie M.
Vacationers have escaped to Hotel Tybee for over 126 years! Now, after tapping into the advocacy platform for hotels, they’re telling a richer narrative to a massive, new audience of travelers. So far, 62 guests have shared their favorite moments to friends and family, reaching over 100,000 in just 12 days!
WorldQuest Orlando Resort – Orlando, Florida
“We had such a great family vacation in Orlando. The service was 5 star, our condo was perfect. I seriously cannot say one negative thing about the hotel, it exceeded our expectations. And thank you for the shuttle service to Disney !” — Michael F.
A trip to Disney and exceptional service along the way is every reason to celebrate. Plus, you’re never too young to enjoy soaking up the sun poolside.
The Reef Coco Beach – Playa del Carmen, Mexico
“Beautiful sunrise at the Reef Coco Beach, doesn’t get any better than this!” — Dani M.
What a wonderful way to start the day in Playa del Carmen, Mexico. Dani was able to bring 274 unique site visitors back the resort’s site, leading to 32 warm leads that can be nurtured into future guests. Plus, her story joined 53 other finalists, all with unique stories to tell.
Check back next month for even more. See any stories that stand out? Let us know!
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:
Crystal Lodge — Whistler, British Columbia
“A little birdy told me that the hike to Joffree Lake wouldn’t be that difficult in the snow! However, definitely worth the picture perfect view.. what an amazing day waking up in the village & going for a day hike to this unbelievable lake.” — Alexis N.
Alexis, a recent guest of Crystal Lodge, shared her favorite travel memory to a warm audience of adventure-loving friends. Crystal Lodge is now at the center of a single story that has reached over 860 friends and relatives the perfect demographic for their resort.
Lahaina Shores Beach Resort — Lahaina, Hawaii
“I stayed at Lahaina Shores last year and took a drive up the coast where I stumbled upon this labyrinth at the end of Dragon Tooth trail at Makaluapuna point. I wanted to get a shot of the sunset behind the maze when dozens of people suddenly showed up. Apparently, Deepak Chopra had a spiritual retreat up at the Ritz-Carlton, and mentioned the maze to the audience. There went my secluded location, but the moment ended up being even better with so much Aloha and appreciation shared by everyone.” — Andrew W.
Lahaina Shores is inspiring future travelers to choose their brand when guests share the best parts of their trip. This captivating experience brought to you by Andrew is doing just that.
The Osthoff Resort — Elkhart Lake, Wisconsin
“We took our entire family to breakfast with Saint Nick. It just so happened that we received the most beautiful snowfall the night before. As a typical mom, I couldn’t pass up the opportunity to get these kids outside in the snow for a picture. It was a real life snow globe. Such a magical day, with memories we will cherish forever.” — Amy E.
Amy shared this magical memory of a real-life snow globe that her family will cherish for a lifetime. Amy and her fellow guests are helping to tell a richer story for Osthoff Resort. They’re also amplifying their brand, collectively helping introduce Osthoff to 18,000 new travelers since launching in March.
Westgate Park City Resort & Spa — Park City, Utah
“Captured at 6:30am I love this shot of the hotel!” — Jean L.
Jean’s highlight from her recent stay at Westgate Park City Resort is not just a dream-worthy moment. Together, she and fellow guests have helped the resort tap into thousands of authentic introductions in less than three months—the best way possible to get in front of new travelers.
Crown Reef Beach Resort & Water Park — Myrtle Beach, South Carolina
“First time on the beach! His face says it all 🙂 making memories.” — Michelle O.
Crown Reef Beach Resort & Waterpark is receiving seriously good, personal introductions from guests like Michelle. No stock image comes close to telling such an inspiring story for the resort. (Did we also mention that Michelle’s story alone has reached an audience of over 1,000 friends and relatives?)
Jamaica Inn — Ochos Rios, Jamaica
“A view of Jamaica Inn’s boat during a perfect morning walk on the private beach”! – Elissa L.
Hotel El Ganzo — Los Cabos, Baja California Sur, Mexico
“I loved the rooftop pool views straight to the ocean and adore the artistic flair splashed throughout the entire hotel reminding you of the past creatives who stayed at El Ganzo. From writers, artists, and musicians that come to enjoy this special artist in Residence program, this hotel is hip and unique. I love how quiet it feels.” — Melissa C.
Melissa’s highlight from her stay at El Ganzo is traveling. It gives her friends & family a glimpse into the Hotel El Ganzo experience—and it’s stories like these that attract new audiences and capture the attention of new travelers worldwide.
Avista Resort — North Myrtle Beach, South Carolina
“This is my niece who just turned 3. And we’ve talked for months with her about going to the for beach for “vacashe” and she was so excited to get there. Once she saw the big sand box she was in love and it was all we could do to get her to leave! Since being home she has asked several times when she can go back to the hotel and the big sand box! Loved the hotel even though it was over taken by college students, and all the staff we encountered was very helpful (specifically Dennis in the checking parking garage). Thanks for some great memories and we hope to see you again!” — Brittany L.
We often get asked, “How do I inspire more travelers?” We could spell it out, but it’s easy to see when you look at Adrift Hotel. Curtis and Adrift’s guests are sharing moments like this each and every day—authentic stories shared to new travelers by someone they know, love and trust.
Curtis alone helped Adrift earn over 70 warm leads. What’ a warm lead you may ask? We’ll tell you!
Bolongo Bay Beach Resort — St Thomas, US Virgin Islands
“I had the 4 chairs picture (empty chairs) as my background on my computer for an entire year waiting for the 4 of us to sit in them. Our 30th anniversary and our friends 10th anniversary. BEST days of our lives spending it at Bolongo Bay & Iggies. LOVE the view and people, breathtaking. Thanks for the memories and allowing us to fill those chairs.” — Renee E.
We know, we just can’t get enough of the Caribbean!
Bolongo Bay Resort is making memories. Renee’s special story of her anniversary trip is just one. She shared it with over 650 friends and family—76 of whom showed real interest in coming back.
Hotel Wailea — Kihei, Hawaii
“This was our first day in paradise after flying from Atlanta, Georgia to celebrate our honeymoon!” — Sarah M.
Sarah is one of those advocates for Hotel Wailea. She and her fellow guests are not only giving Hotel Wailea incredibly targeted reach to travelers a degree away, it’s at the fraction of the cost of traditional marketing. Her story alone has already traveled to 2,000+ friends and family and counting.
Check back next month for even more. See any stories that stand out? Let us know!
At Flip.to, we help turn travelers into advocates—a powerful marketing force who introduce people around the globe to destinations and hotels. There’s really no better way to get introduced to the folks you’re already trying to reach.
Well, rather than spell it out here, we figured why not tell you ourselves! Tune in below—I’ll let our Director of Partnerships, Ricky take it from here.
A team of advocates:
From warm lead to future traveler:
In short—your advocates are powerful. When trust becomes your new currency, you can bank on big impact. The best thing? We track the impact every step of the way, from warm leads all the way down to booked room nights.
Are you a destination or hotel looking to level up? Get in touch here. We’ll share how advocacy is changing the game for the hospitality and tourism industries worldwide.
We ❤️ our customers, and we celebrate every new hotel kicking off with advocacy. Last month was especially fun as we’re turning a corner into summer thanks to a ton of new launches from our neighbors to the south—the Caribbean!
We’re taking a moment to share the love for these incredible properties. Feel free to put your sunglasses on as you browse through just a few highlights of these pristine resorts who’ve just tapped into advocacy. 😎 🌴
Going live just a month ago, they’re building a team of storytellers who are sharing their resort worldwide. One in particular stood out—Chris, who shared the dream-worthy moment below—not once but 5 times. His friends & family shared, too (to the tune 4 more times) reaching over 5,000 people so far.
There’s really no better way for Jamaica Inn to get introduced to a new audience of future travelers perfect for their timeless resort.
Bolongo Bay Beach Resort
St. Thomas, US Virgin Islands
Bolongo Bay Beach Resort is an all-inclusive resort surrounded by the tastes, sights, and sounds of St Thomas. Since switching on, guests are reliving the favorite moments from their stay, and Bolongo Bay is becoming part of these rich, potent stories being shared—a win-win.
What’s more impressive? The incredible impact since launch! Collectively, travelers to Bolongo Bay have introduced the resort to over 127K folks around the world in less than one month.
Of this captive new audience, over 13,500 unique visitors came back to their site through a quality introduction, and more than 1,500 converted into warm leads to nurture into future guests.
But that’s not the only reason they’re going global. With their “Tote Your Treasured Times” campaign, they’re growing a team of advocates who are sharing Somerset on Grace Bay at every corner of the world!
One of the best part of our jobs is seeing the incredible memories our hotels, resorts & destinations create every day for their travelers. Add to that the impact starting day 1 thanks to these travel stories being shared, and we can hardly contain our excitement for these new launches kicking-off with Flip.to.
Want to see what your destination or hotel could do with advocacy in the next 30 days? We’re happy to share—find out by getting in touch here.
Scott and I go back over 20 years. He’s the EVP of Marketing at Visit Myrtle Beach, but he also happens to be a leader in destination marketing. Though the landscape has changed dramatically, Scott has continued to evolve to keep Myrtle Beach top of mind with travelers everywhere.
He’s also someone I’m glad to call a great friend. (Neither of our hairlines has changed in the last 20 years!)
Scott recently sat in with the team here to give his take on why competing in the inspiration phase is such a critical piece of any marketing strategy—a point that resonates (and not just for destination marketers.)
Tune in below as he shares some great insight:
The big picture: it’s incredibly hard to compete with the big guys at “Book Now,” and Scott’s take reinventing the approach for travel marketing is spot on.
