Tag: HotelMarketing

Introducing: Influencer Labs

At Flip.to, we’re big believers in taking hospitality marketing to a new frontier. We share in celebrating experiences from travelers around the world, and work with folks truly passionate about providing top notch service at incredible destinations.

Somewhere, travel marketing got away from all of that, at the expense of hotels and travelers alike. So we set out to make things right.

Polished product aside, we knew this wouldn’t be a project we’d undertake alone. Nope. This would be an all-hands call with the goal of threading together perspectives from the best in the hospitality industry (and beyond) into a new fabric that defines great marketing.

That’s a pretty lofty task. So where did we start? Naturally, we called a few friends.

INFLUENCER LABS WERE BORN

Orlando Influencer Lab agenda

The idea for the labs was pretty simple. Invite some of the brightest minds in the local community to share their thoughts, spark the conversation, and then let it meander wherever our thought-leaders take it.

Ultimately we landed on very small, by-invitation events held with industry insiders on how to move travel forward—the type of honest conversation that can only happen in an intimate group of smart folks.

From broad topics in marketing, to a “mission to Mars” Elon Musk-style discussion, the groundwork was laid.

THE PILOTS: WHERE CONVERSATION TO MOVE TRAVEL FORWARD ALL BEGAN

Next up was to get the labs off the ground. To do so, we narrowed down three cities from coast-to-coast to be our experiments. And to fuel great conversation, we hosted dinner & compelling dialog with top minds in travel.

Influencer Lab: Orlando

The Alfond Inn

The good company:

  • Maurice Arbelaez, Corporate Director of Sales & Marketing, Vista Cay Resort by Millenium
  • Susan Keaveney, Marketing Director, The Shores Resort & Spa
  • Tony Aslanian, Director of Sales & Marketing, BENCHMARK, A Global Hospitality Company
  • Kit McClelland, Director of Sales and Marketing, Caribe Royale All Suite Hotel and Convention Center
  • Jessica Purslow, Area Director of Sales, TravelClick

Hosted by:

  • Richard Dunbar, Director of Partnerships, Flip.to
  • Diane Van Leunen, Director of Marketing, Flip.to

The biggest takeaways:

  • An all-Central-Florida cast and crew, this inaugural lab is where it all started. (In our hometown, no less.) Our influencers honed in on what matters most—beyond technology, marketing, and everything else—hospitality.
  • Hoteliers consistently go above and beyond when a guest is on property to exceed expectations. Now it’s time to take that same passion everywhere else: like your marketing, digital experiences, communication before and after the stay, and more.
  • Why? Sparking conversations and building relationships is at its heart what this industry is all about. So make sure that no matter how you’re interacting with your guest, that’s the intent that shows through.

Influencer Lab: Myrtle Beach

Travinia Italian Kitchen

The good company:

  • Alex Husner, CMO, Condo-World
  • Pete DiMaio, Director of Client Success, Fuel Travel
  • Matt Klugman, DOSM, Vacation Myrtle Beach Resorts
  • Patrick Norton, VP of Sales & Marketing, Brittain Resorts & Hotels
  • Josh Williams, Digital Marketing Director, Visibility and Conversions
  • Jacob Smith, Marketing Manager, Sandy Beach Resort
  • Jay McLaurin, Market Manager, Expedia

Hosted by:

  • Richard Dunbar, Director of Partnerships, Flip.to
  • Stuart Butler, COO, Fuel Travel

The biggest takeaways:

  • In Myrtle Beach, the market knows that to win travelers, you must first win them for the destination. After all, if you’re bidding for someone that wants to head to say, New York, and you’re in Myrtle Beach, they’re not likely booking your property anytime soon.
  • Taking this to heart, Myrtle Beach has become the example of “a rising tide lifts all boats,” working collaboratively from the ground up. And it’s been a win-win-win: for the destination, for their properties, and for the travelers.
  • The takeaway? Working together matters—and even promotes healthy competition—thanks to a healthy market.

Influencer Lab: Seattle

Edgewater Hotel

The good company:

  • Andrew Assante, Vice President Business Development, VR Cinematic​
  • Meredith Mara, Vice President, Sales, Coastal Hotel Group
  • Lindley Ferris, Vice President Marketing and Account Services, GCommerce
  • Frances Somers, Senior Marketing Manager, Content & Voice, Amazon Restaurants
  • Brent Lindberg, Principal and Founder, Fuseneo
  • Jenny Bullock, Senior Marketing Manager, Strategic Partnerships, Expedia, Inc.

Hosted by:

  • Diane Van Leunen, Director of Marketing, Flip.to
  • Raul Vega, Senior Director of Sales, Flip.to

The biggest takeaways:

  • Looking beyond our industry is a must. As shown by the diverse set of backgrounds who joined us at this lab, our industry should constantly be looking outward for ideas on better serving travelers.
  • So, where do you start? Consider that no matter the path-to-purchase, in every industry it’s all about anticipating the needs of people, and better serving the personal needs of those people at every step along the way. And at the end of the day, people want to be inspired, not sold to.
Influencer Lab: Seattle, hosted at the famed Edgewater Hotel
Influencer Lab: Seattle, hosted at the famed Edgewater Hotel

2019: TAKING INFLUENCER LABS WORLDWIDE

It was obvious from the pilot labs that something was sticking. And we knew that it was time to take this type of conversation to a larger scale.

So, back to boldly taking hospitality to a brand new frontier… 2019 has a ton in store, with labs lined up across the country and around the globe. In fact, the first few are already taking shape:

  • Influencer Lab: Montego Bay
  • Influencer Lab: Denver
  • Influencer Lab: Maho Beach

Be on the lookout for more to come from each of these regions, with lots of opportunity to join the conversation. Collaboration and bringing new ideas to light are musts in order to set a new course and move travel forward, together.

With Flip.to, Adventures on the Gorge primed for season ahead after inspiring new audience of more than 160K in 6 months

March 19, 2019 — Orlando, FL — Adventures on the Gorge—premier West Virginia adventure destination on the rim of the New River Gorge—has tapped the Flip.to advocacy marketing platform to drive growth by opening up an entirely new channel of travelers for their vacation resort.

6 MONTHS OF GROWTH WITH ADVOCACY

Launched in August of 2018, the property has sparked conversations with travelers worldwide, since reaching a new audience of over 160,000. This is in addition to converting thousands of unique site visitors and warm leads who are being nurtured down the path to becoming a future guest with the help of the Flip.to platform.

By tapping into Flip.to, Adventures on the Gorge is turning their travelers into storytellers who go on to share the highlight of their experiences to friends and family around the globe. In turn, Adventures on the Gorge is reaching wide, new audiences who are the perfect demographic for their unique experience.

Trust is a critical piece of the success of the platform. As Nielson, Google, Expedia and other sources have continuously shown over time, recommendations from friends & family weigh heavily on travel decisions being made today. This is especially true at the point of inspiration—to the tune of ⅔ of all travelers, according to Expedia’s research for their 2016 American, British, and Canadian travelers’ paths to purchase.

With these impacts, the platform has opened up a new marketing channel to drive direct revenue for Adventures on the Gorge.

GEARING UP FOR 2019

A pioneer in the adventure resort industry, Adventures on the Gorge has over 40 years of experience bringing unique, adrenaline-fueled adventures to those traveling to the New River Gorge. Their peak visitation runs from mid-spring to the end of summer, edged with shoulder seasons and closing in the winter to prepare for the next peak.

For their marketing team, this meant the ability to continue reaching new audiences over the shoulder and closed seasons was critical to maintain growth.

The advocacy platform presented a unique solution to not only drive more business into their shoulder seasons, but also to continue to nurture and grow an audience of potential future bookers heading into next spring, setting up for the following year.

In fact, even during the months they’ve been closed, travelers have continued sharing stories to friends and family worldwide. This has added up to 60K+ in reach since December alone, raising awareness to hundreds of potential visitors each and every day, all who are being introduced in the most authentic way possible.

The platform goes on to help convert this pool of prospects, previously out of reach, into warm leads who are now in unique, personal conversations—each being nurtured to a future adventure for the the next season.

TAKING A STORYTELLING APPROACH TO MARKETING  

Beyond building an entirely new audience and growing relationships with their guests, the platform has helped amplify their efforts with a storytelling approach to marketing, letting guests share unique perspectives that only they can provide—more authentic than any ad.

With Flip.to, Adventures on the Gorge is netting a library of authentic, legally-owned content to highlight the travel experiences their guests are sharing, with the resort at the center of the story.

These candid adventures from their travelers have built a strong narrative that’s true to their brand and inspires travel, infusing a level of authenticity into all of their efforts.

Adventures on the Gorge 4-story-photo set
Stories and experiences shared by recent travelers to Adventures on the Gorge.
See more at: https://adventuresonthegorge.stories.travel

GETTING STARTED

Drawn to the rim of the New River Gorge by world-class whitewater, rock climbing, mountain biking, and hiking, the founders of Adventures on the Gorge were driven to create a resort that could live up to the natural wonders that surrounded it. To see the authentic experiences being shared firsthand, visit, http://adventuresonthegorge.stories.travel/gallery or reserve your adventure today at https://adventuresonthegorge.com/.

To get started with Flip.to for hotels, the advocacy platform for that reaches, converts and inspires and entirely new global audience every day, take a tour, or see other hotels shining on the platform, here.  

New watchlist: Reimagined marketing that’s traveler-first

We’ve made our rounds on everything from revenue management to marketing and beyond. After picking up a few things along the way, we’re happy to share them with you.

Join hosts Stuart Butler and Richard Dunbar as we talk relationship-building, infusing real hospitality into your marketing, and inspiring every traveler’s journey to your property in four webisodes.

Stay up-to-date with more videos in the series, sent right to your inbox.




We’ll share these thought-starters straight to your inbox, once weekly. What’s that look like?

Webisode 1:  Fueling great storytelling

Set your marketing apart by providing real value to your audience. We’ll share how this mindset nurtures long-term relationships with your travelers that keeps them coming back.

Webisode 2: Fundamentals first

Tune into the importance of infusing the same hospitality you show on property into to your marketing strategy, nailing the basics and growing from there.

Webisode 3: Getting better every day
How to level up your marketing by caring for your brand and your guests.

Webisode 4: Nurture lasting relationships

In our final webisode, we talk strategies to create memorable experiences that keep your guests coming back again and again.

At Flip.to and Fuel, we work hard to help travel brands around the world level up their marketing. Tune in below, and join us in the conversation—as we tackle challenges in travel together.

Hard Rock Daytona Beach debuts to nearly a million in milestone opening with Flip.to marketing platform

January 29, 2019 — Daytona Beach, FL —Hard Rock Hotel Daytona Beach has switched on an entirely new approach to travel marketing with Flip.to, the advocacy marketing platform for hotels and travel brands.

Flip.to lets guests share their Hard Rock experience worldwide, debuting the property to a massive audience by opening up an entirely new marketing channel. The platform closes the loop on these conversations sparked, delivering authentic, personal conversations to inspire & win over new travelers for the hotel.

For Hard Rock Hotel Daytona Beach, that’s made a measurable impact for their business, earning nearly 100,000 in monthly reach, and tens of thousands of dollars in direct revenue so far.

IN THE SPOTLIGHT: NEWLY OPENED HARD ROCK TAPS FLIP.TO

Opening its doors to guests in March of 2018, Hard Rock International brought modern luxury to the Daytona Beach market in partnership with Summit Hospitality Management, who invested $40 million into the 200-room beachfront property. It’s since set the bar for an entirely new level of guest experience in Daytona, earning its AAA 4-Diamond status just five months after hosting travelers for the first time.

Beyond the hotel’s extensive renovation, raising awareness and attracting travelers for this new Hard Rock experience was a critical piece of a successful launch. That charge was lead by industry-leader and years-long user of Flip.to, Susan Keaveney, Hard Rock Hotel Daytona Beach’s inaugural Director of Marketing.

Hard Rock Daytona

Hard Rock Hotel Daytona Beach — 918 N Atlantic Ave, Daytona Beach, FL 32118
https://www.hardrockhotels.com/daytona-beach

 

SETTING THE STAGE FOR SUCCESS

Keaveney joined her post in October of 2017—just six short months prior to the hotel’s opening. She quickly aimed to drive demand for the newly minted property that was soon to be at the top of its market.

Knowing the proven results of the platform and its ability to net immediate impact, Keaveney saw Flip.to as the a perfect fit to start inspiring travelers. With this in mind, Keaveney launched the platform in April of 2018 to start powering growth for their property and top her goals.

“As a new concept to the area, we were on a strict timeline and budget to increase the visibility for this unique Hard Rock experience with the right travelers—everyone from families seeking one-of-a-kind vacations, to those dialing-it-up at one of our events. This meant promoting the authentic spirit that defines the brand to a wide audience that was still highly targeted.

Switching on Flip.to helped tackle this goal by letting travelers share their Hard Rock experience to family & friends globally. This made for an incredibly receptive audience excited to hear about our property, and we saw impact from the first traveler who shared. With the platform we’re easily translating these efforts into business impact, tracking success at every stage down the funnel down to travelers earned.”

With Flip.to, Hard Rock Hotel Daytona Beach are reaching a new audience of nearly one hundred thousand organically each and every month, totaling more than 860,000 in reach, so far.

This drove more than 52,000 unique site visits and 5,000+ opted-in, warm leads for travelers interested in a trip to the Hard Rock in just the first 9 months, a remarkable 2.7X better than the industry benchmark for paid search, and a testament to the receptive warmth of the audience and quality demographic.

Add to that tens of thousands of dollars in directly booked room revenue, and the platform has made a lasting impression for Hard Rock Hotel Daytona Beach.

Performance compared to the travel industry paid search benchmarks.

 

HARD ROCK STILL SHINES ON THE PLATFORM

With 9 months on the platform, Keaveney and the Hard Rock Hotel team are looking ahead to even more growth on the platform. Together with Flip.to they’re crafting rich experiences to put the newest member of the Hard Rock International brand at the center of every traveler’s journey.

Flip.to President, Ed St. Onge, who’s worked with Keaveney spanning her many roles as a veteran in travel, had this to add:

“Hard Rock Hotel Daytona Beach provides experiences guests won’t soon forget, and are excited to share on. Flip.to has been key in tapping into what’s well known as an influential factor in choosing travel: recommendations from friends & family. And the impact of the platform extends even far beyond that, with quality that’s simply unmatched.

It’s shown time and again to drive the warmest traffic with higher conversion. And beyond reach, these audiences are being nurtured down to a buying decision, helping the hotel build long-term traveler relationships that net out better in every way.”

Now part of the portfolio for the Hospitality Ventures Management Group (HVMG) as of December, 2018, Hard Rock Hotel Daytona Beach’s goal is to continue to accelerate. In addition to building a wealth of traveler relationships, the property plans to continue enhancing its marketing strategy side-by-side with the platform. Keaveney added on Flip.to:

“I was an early adopter of the Flip.to platform, and now have been a customer spanning it’s growth at multiple properties I’ve marketed. As the landscape evolved, so too has the platform, bringing solves to the table that truly set out to make travel better for everyone, business and traveler included.

Flip.to will continue to be a part of my marketing strategy and an extension of my team at the Hard Rock Hotel Daytona Beach.”

Hard Rock Daytona 4-story-photo set
Stories and experiences shared by recent travelers to the Hard Rock Hotel Daytona Beach.
See more at: https://hardrockhotels.stories.travel

 

GETTING STARTED

Embodying the essence of the Hard Rock brand—a kinetic spirit that’s ageless and electric—panoramic ocean views and legendary amenities are what awaits travelers to the Hard Rock Hotel Daytona Beach. To see the authentic experiences being shared firsthand, visit https://hardrockhotels.stories.travel/gallery, or reserve your stay today at https://www.hardrockhotels.com/daytona-beach.

To get started with Flip.to for hotels, the advocacy platform for that reaches, converts and inspires and entirely new global audience every day, take a tour, or see other hotels shining on the platform, here: https://www.flip.to/customers/hotels.

About Hard Rock Hotel Daytona Beach

Hard Rock Hotel Daytona Beach brings the global brand’s iconic vibe and energetic beat to a wide stretch of the world-famous Atlantic shoreline. The 200-room beachfront property features renowned, brand-exclusive offerings and amenities, including The Sound of Your Stay® music program, offering complimentary use of Fender guitars and Crosley record players for in-room jam sessions, as well as a renowned full-service Rock Spa® and Salon, a Rock Shop® and a Body Rock® Fitness Center.

The hotel also includes the signature Sessions restaurant and bar, the open-air Wave Terrace and 20,000 square feet of indoor and outdoor meeting space, including a versatile ballroom terrace. The property’s resort-style beachfront pool features an expansive oceanfront party deck and outdoor pool bar and grill. Located at 918 N. Atlantic Avenue, just 15 minutes from Daytona International Airport, Hard Rock Hotel Daytona Beach is owned by Summit Hospitality Management Group. For more information, visit www.hrhdaytonabeach.com.

About Hard Rock International

With venues in 75 countries, including 183 cafes, 27 hotels and 12 casinos, Hard Rock International (HRI) is one of the most globally recognized companies. Beginning with an Eric Clapton guitar, Hard Rock owns the world’s most valuable collection of music memorabilia, which is displayed at its locations around the globe. Hard Rock is also known for its collectible fashion and music-related merchandise and Hard Rock Live performance venues. HRI owns the global trademark for all Hard Rock brands. The company owns, operates and franchises Cafes in iconic cities including London, New York, San Francisco, Sydney and Dubai. HRI also owns, licenses and/or manages hotel/casino properties worldwide. Destinations include the company’s two most successful Hotel and Casino properties in Tampa and Hollywood, FL., both owned and operated by HRI parent entity The Seminole Tribe of Florida, as well as other exciting locations including Atlantic City, Bali, Cancun, Daytona Beach, Ibiza, Orlando, Shenzhen and San Diego. Upcoming new Hard Rock Cafe locations include, Maldives, Manila, Malaga, Georgetown, Fortaleza, Rosario and Chengdu. New Hard Rock Hotel, Casino or Hotel & Casino projects include Berlin, Budapest, Dublin, London, Los Cabos, Madrid, Maldives, New York City, Ottawa, Sacramento, Dalian and Haikou in China. In 2018, Hard Rock International was recognized as a Forbes Magazine Top Employer for Women and Land Operator of the Year at the Global Gaming Awards. For more information on Hard Rock International visit www.hardrock.com.

About Flip.to

Flip.to, the advocacy platform for hotels—Reach, inspire and convert an entirely new global audience of travelers every day with Flip.to.
Flip.to lets your guests introduce your hotel to the world, combining trust with massive reach and introducing your hotel to travelers just one degree away—warm leads who are the perfect fit.  Start building your ever-growing team of advocates who turn meaningful moments into measurable ROI, and instantly see the unmatched impact when you switch on this entirely new channel. http://flip.to

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Resort Data Processing and Flip.to announce new preferred partnership: bringing high-performance operations and advocacy together to boost revenue

December 11, 2018 — Vail, CO — Leading property management software, Resort Data Processing (RDP), and Flip.to, the advocacy marketing platform, are proud to announce a new partnership to help hotels, resorts, vacation rentals and travel brands worldwide grow booking potential and win more travelers.

RDP and Flip.to bring unique solutions to travel

Flip.to is reimagining hotel marketing with a powerful platform that lets travelers share the high points of their experiences with the travel brand at the center of the story. This taps into the warmest, most receptive audience yet, while tracking back all the impact, driving revenue and creating a lifelong return traveler base.

Paired with RDP’s latest update in property management software, RDPWinV5, the ability to earn impact and grow revenue for your property with these new tools is easier than ever, enhancing technology and marketing stacks with solutions built for the 21st century hospitality industry.

This seamless partnership will amplify the impact of your PMS solutions. With RDP, data is readily actioned to build impact for your property—from easy-to-run, premade reports to SQL access for super-users.

In fact, RDP allows segmentation for your campaigns by many metrics such as prior dates of stay, guest type, region, source of business, nightly revenue, and many more.

This pairs easily with the advocacy platform, building richer profiles that help build stronger relationships with guests and travelers. And together with the Flip.to platform, is proven to increase bookings, as well as return guests reservations.

Get in touch

With RDP, travel marketers get back to spending time putting heads in beds, we will handle the rest. Get in touch at http://www.resortdata.com for a walk through.

Spark interest in your property with Flip.to, today. To learn more about the impact of advocacy for your resort, hotel, vacation rental or destination, take a tour.

How storytellers shape travel marketing: Justin Klingenberg on advocacy

Here at Flip.to, we’re pioneering marketing that’s good for travelers and great for business, too. So when we see our customers using advocacy to change the travel marketing game? Well, we think they’re worth celebrating.

Revenue manager Justin Klingenberg at the Stanley Hotel has spent the better part of the last decade learning hospitality inside and out. He recently shared some of his reflections on how the advocacy platform has revolutionized marketing for their property.

Take a look at what he had to say:

What’s been the impact of using real people as an extension of your marketing team?

Stanley Elk

The value of having past guests introduce potential future travelers to The Stanley Hotel is unprecedented.

Traveling is meant to be a social experience that brings people together. Having previous guests share their experiences helps show the history of The Stanley and experiences to be had on-property, as well as providing future guests an introduction to make them want to create their own experience here at the Stanley.

Plus, we always have confidence that Flip.to is putting our property in front of a warm and quality audience because we are connecting with new potential guests by way of our past guests sharing their stories.

Since we have a positive relationship with our past guests, their family and friends are more likely to show interest in our property because of learning about us through travelers with similar interests and established experiences at the Stanley.

How has using Flip.to helped you top your goals? Were you surprised by any changes you made?

Stanley Hotel Friends

For one, Flip.to has changed my approach to social as a Revenue Manager. The platform has proven that these channels can be used to drive bookings thanks to the organic reach of our travelers sharing to their own audiences. We have been able to drive revenue and loyalty.

With Flip.to, we’ve exponentially grown our reach by inviting guests to become storytellers for The Stanley Hotel and actively engaging with them well beyond their stay. Through these efforts, we’ve generated over 4,000 new “friends”—warm leads interested in a future stay at The Stanley.

At the end of the day, tracking down to dollars is a must. As a Revenue Manager, what’s your take?

Flip.to has helped the Stanley generate new leads and bookings in numerous ways, but one of the most powerful is how the Flip.to platform allows you to interact with your guests in real time while having them become storytellers for your brand.

We have been able to drive massive ROI from the platform via increased booked room nights and ancillary outlet visits.

To keep up with more on what Justin is doing in the world of travel marketing, give him a follow here.

Ready to hear how the advocacy platform can put the power of word-of-mouth marketing to work for your brand with incredible impact? Let’s talk. We’ll share how you can reach, inspire and convert new audiences at a scale like never before.

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Four get-yourself-thinking tenets of marketing from travel pros

If there’s one thing we learned from Hacktoberfest, it’s that you really can’t go wrong with great product & brats.

A few special guests came by to leave their stamp on the creative process, and though the event has come to a close, here’s some of what’s stuck with us:

Jason Holic, VP of Digital Marketing at Experience Kissimmee

Understand your traveler’s intent

Jason got a firsthand look at the early stages of our creative process. A longtime destination marketer, he gave his take on the importance of understanding a traveler’s intent in order to connect with them.

“One of the challenges we have is recognizing what the intent of the visitor is on their customer journey.

Are they just looking for inspiration? Are they committed to the destination? Where do we fall on their journey? Do they already know they’re coming to Central Florida or are they in that in-between stage? Or do they just want to know what else there is to do or where to stay? That’s the challenge: figuring out where they are on that path.

As destination marketers, we really need to figure out their place in that journey and also what their level of intent is in order to serve up the content that is most likely going to resonate with them further down that path until they ultimately convert and visit us.”

 

Zach Stovall, Travel photographer, videographer & writer at Zach Stovall Photography

Tell a better brand story

Zach brought his 15+ years of experience in visual storytelling to the mix. On top of being unofficially awarded “Most Authentic Lederhosen,” he shared examples of compelling imagery that helps properties tell a better story.

“[Hotels] need to keep their own stories in mind so they can connect with the appropriate guest for them.

A good story is cohesive, has a solid start, weaves through the whole story process, keeps the reader or the viewer engaged, all the way to the end. It’s all about setting the scene and making it dramatic.

I think it’s important that resorts and hotels use that in all of their marketing.

When they use people to support their marketing, then they can speak more to their ideal guest and they can interact with your brand.”

 

Dr. Dan Spellman, Course Director – Digital Marketing & Personal Leadership at Full Sail University

Start with your “Why”

Dr. Dan shared a historical on how hospitality has changed digitally over the last two decades along with some real-world challenges hoteliers face—and tied all of it back to why. (It’s not his first rodeo here at Flip.to.)

“I was inspired by Simon Sinek’s book, “Start With Why.” I focused on this when talking to hoteliers about their business.

Why are you in the hospitality business? What drives you? What is your motivation when you come to work?

We also looked at our personal why. For me, it was digital media. Things are constantly changing and improving from a digital marketing standpoint.

We would discuss this approach with everyone from top level staff to services. We all wanted the same thing: to serve the guest. And the way each and every hotel does that is different.”

 

Christina Leake, Social Media Director at Westgate Resorts

Unveil experiences

Christina and the team chatted all things travel marketing, from guest storytelling to content marketing, and from the big picture down to the day-to-day application.

“When I first arrived, we were very real estate focused, using a lot of room and interior shots that weren’t resonating with the audience. Almost immediately, we decided to flip the switch to marketing around the experiential—what people are doing while they are on property, around the area, and in the city they are visiting.

By doing that, our audiences have grown exponentially. Our click through rate and revenue have increased as well. Being able to highlight the experiences helps us not only sell the place—it helps us sell the story.”

 

Behind really great product is a lot of collaboration, dynamic teamwork, and, of course, a bit of fun.

And this meeting of the minds was just the start. We’re excited to unveil more in the coming weeks, so be sure to follow us for the big reveal.

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Caribe Royale and Shephard’s Beach win big at Florida’s Flagler Awards

Last week was a big one for travel in the sunshine state at the 2018 Florida Governor’s Conference put on by VISIT FLORIDA. Since we call Orlando home, we didn’t have to travel too far to be a part of the event held at the world renowned Omni Orlando Resort at Championsgate. (In fact, we’re pretty sure Ricky’s time there might qualify as his latest “staycation.”)

At the kick-off was the Chairman’s Dinner, including the 2018 Flagler Awards. It’s no secret: our customers are rockstars—and we’re not the only ones who think so! Caribe Royale and Shephard’s Beach Resort made waves and won big, all with help from their travelers.

Caribe Royale: A year of advocacy brings home silver

Last year alone, Caribe reached 1.2 million travelers in the most authentic way possible, helping inspire every new traveler’s journey to their hotel.

Caribe takes silver at 2018 Flagler Awards

That’s not all. This quality of this audience was unmatched, converting 2.5x higher than the average paid search campaign.

Shephard’s Beach gets bronze: Four decades of fun & four months of advocacy

Shephard’s Beach is turning trusted introductions to the friends & family of their guests into new visitors—with introductions to the tune of nearly three-quarters of a million as part of their ‘Four decades of fun’ campaign.

Shephard's Beach wins bronze at 2018 Flagler Awards

In fact, Shephard’s Beach Resort earned 15 traveler leads for every storyteller who shared, getting more for every dollar they invest in marketing thanks to Flip.to.

Congratulations to these two stunning properties on their well-deserved wins! We know they’re outstanding, so it’s great to see others in the industry recognize what their guests are sharing worldwide, especially in a state we call home.

So whether you’re in the Sunshine state or beyond, if you’re ready to switch on advocacy, let’s chat. We’ll share how advocacy is changing the game for the hospitality and tourism industries worldwide.

Mountain moments: storytellers winning over new travelers

Year round, the mountains make for incredible escapes. Travelers lose themselves in scenic beauty while finding that unforgettable experiences abound.

Visitors to the slopes make memories that last long past their stays, and these storytellers warmly introduce hotels, resorts and destinations to entirely new audiences of potential travelers, ready to make their own mountain memories.

Story from Rachel A., recent visitor to Scenic Washington State 365

Scenic Washington State 365

“Exploring Leavenworth in the fall is one of these most beautiful things to see. The colors are amazing.” — Rachel A.

Rachel and her fellow travelers are sharing incredible stories with massive impact for this breathtaking destination. In just the past six weeks, Scenic Washington’s advocates have reached over 50,000 potential travelers who are the perfect demographic just one degree away.

Story from Justin K., recent guest at Gunflint Lodge

Gunflint Lodge—Grand Marais, MN

“I proposed to my absolutely amazing (now wife) while hiking with our dogs on a dog lovers weekend. Everything about the stay was absolutely fantastic.” – Justin K.

Justin and his family began an entirely new chapter in the mountains—with Gunflint Lodge at the center of their story. Our hearts melted over this mountain memory that will last a lifetime. Justin shared his story to more than 1,000 of his friends and family, showing the unmatched impact of an authentic guest story.

Story from Shauna R., recent guest at Mountaineer Lodge

Mountaineer Lodge—Lake Louise, Alberta, Canada

“Having a breakfast onsite is fantastic! Fast and easy and lots to choose from! Great front desk staff, quick checkin and love the fact that they remember us regulars!” – Shauna R.

Shauna and her family relished their quality time spent at Mountaineer Lodge during ski season. They felt a true connection to the resort staff and, even though it was cold on the slopes, they warmly introduced the lodge to their friends and family around the world—a win for everyone!

Story from Hilary T., recent guest at Grand View Lodge

Grand View Lodge—Brainerd, MN

“Two year old London Clare counting the reasons she loves Grand View Lodge!” – Hilary T.

Hilary and her family enjoyed unforgettable experiences at Grand View Lodge and captured priceless moments along the way. This sweet story, shared to hundreds of her friends and family, garnered over 2,000 site visitors for Grand View Lodge and led to 150 potential travelers claiming an offer for a future stay. Authentic storytelling wins every time.

Story from Caitlin M., recent visitor to Ski City

Ski City—Salt Lake, UT

“Skis, boots, coat, gloves, goggles, binky… check!” – Caitlin M.

Caitlin captured this memorable moment with her niece, who was strapped and ready to take Salt Lake’s snow-covered trails. Not only will this be a treasured memory for Caitlin and her family, but it helped Ski City reach a new audience hundreds of potential travelers strong—and she’s just one storyteller.

Story from Tabitha N., recent guest at Westgate Branson Lakes Resort

Westgate Branson Lakes Resort—Branson, MO

“We spent day 3 of our honeymoon at Westgate Branson Lakes Resort. Everyone was very friendly and congratulated us at every chance. We felt like VIP’s the entire stay. The room was beautiful and very clean we didn’t want to leave. Thanks again for having an awesome property.” – Tabitha N.

Tabitha had an unforgettable experience at Westgate Branson Lakes and shared her story to nearly 5,000 of her friends and family—and she’s just one advocate. Westgate’s advocates are a powerful extension of their marketing team, massively growing their reach to potential travelers around the world.

Story from Rebecca C., recent guest at Hotel Alyeska

Hotel Alyeska—Girdwood, AK

“My 6 year old daughter, Kelley, ready for her first snowboarding lesson. She says it’s more fun than gymnastics, snowmachining and swimming… combined!” – Rebecca C.

Hotel Alyeska will always be at the center of this memorable “first” for Rebecca and her family. Not only that, her story led to lasting impact for the resort, to the tune of more than 1,400 site visits and over 120 potential travelers interested in a future stay at Alyeska.

Story from Meredith B., recent guest at Red Mountain Resort

Red Mountain Resort—St. George, UT

“I loved getting outdoors and reconnecting with myself during my time there. All the staff was so friendly and generous!” – Meredith B.

Meredith’s time at Red Mountain Resort left her feeling centered and refreshed, not only because of her time in nature but also because of the resort’s amazing team. She shared her experience with over 1,200 of her friends, introducing Red Mountain to a large audience of potential travelers along the way.

These are just a few of the storytellers sharing their experiences to new audiences of travelers around the world, each and every day.

If you want to see the incredible impact of storytellers for your property or destination, let’s talk! We’ll share how advocacy powers new awareness, warmer relationships and a whole lot more.

Great stories from the green: our favorite golf resort moments

One of the best things about working for Flip.to is seeing the advocacy platform be a “driver” of incredible impact for hotels, resorts, destinations and more.

As we reach the end of summer—and approach peak season for some of golf’s greenest destinations—, we’re teeing up some of our favorite stories from customers whose guests loved their stays and shared their stories. The best “par”t? (Okay, the last one—we promise! ⛳) Along the way, they introduced their friends and family, like-minded travelers with similar interests, to these amazing properties as well.

Story from Andrew U., recent guest at the Sanctuary at Kiawah

The Sanctuary at Kiawah Island Golf Resort — Kiawah Island, SC

 

“Used on our save-the-dates for our wedding which will be in the same exact spot!” —Andrew U.

 

Kiawah Island Golf Resort made an amazing impression on Andrew and his fiancée—Kiawah will always be a part of their love story. Not only was the resort at the center of their experience, but Andrew shared it along to over 1,300 of his friends, leading to over 600 unique site visits and 70 friends interested in Kiawah Island Resort—and he was just a single advocate.

Story from Christopher H., recent guest at Reunion Resort

Reunion, a Salamander Resort — Orlando, FL

 

“Birdies were flyin’ and so was the Bethel College Women’s Golf as they played the Jack Nicklaus Course over spring break!” —Christopher H.

 

Christopher’s golf story at Reunion Resort is one their team won’t soon forget. The resort’s guests are the perfect extension of their marketing team, amplifying Reunion’s reach and introducing them to new audiences of friends and family around the world.

Story from Stu P., recent guest at Shawnee Inn

The Shawnee Inn and Golf Resort — Shawnee on Delaware, PA

 

“Coming to the Inn since 1996, every year is better than the last on the course and in the Inn itself. Preserving the history is so very important!” —Stu P.

 

Stu and his friends come back to this beautiful resort year after year. They certainly enjoy spending time on the green, but even more important are the memories made with dear friends.

Story from Gabrielle S., recent guest at Westgate Painted Mountain Golf Resort

Westgate Painted Mountain Golf Resort — Mesa, AZ

 

“We loved our stay at Westgate Painted Mountain. I mean what’s not to love… golf, great food and a comfy bed all in one spot!” —Gabrielle S.

 

Gabrielle enjoyed an all-around incredible stay with Westgate, and shared that story with friends and family, like-minded fellow travelers. She pointed out that not only was the property a great stay, but an amazing experience. Together with Gabrielle’s fellow travelers, Westgate Resorts earned introductions to 2,354,831 travelers in the last 90 days alone.

Story from Johnathan L., recent guest at Druids Glen Hotel and Golf Resort

Druids Glen Hotel & Golf Resort — Wicklow, Ireland

 

“You can really unwind and relax. I mean really unwind. The staff are excellent, hotel layout is amazing and the surroundings are opulent.” – Johnathan L.

 

With advocacy, Druids Glen is winning over new audiences who are the perfect fit for their hotel. Johnathan shared his story to a warm audience of other golf-loving, outdoor enthusiasts and friends. There’s no better way for Druids Glen to be introduced to a highly targeted audience.

Story from Nicole W., recent guest at Semiahmoo

Semiahmoo Golf, Resort, and Spa — Blaine, WA

 

“I was sitting on a log on the beach at Semiahmoo Resort. A bonfire was being lit and s’mores ingredients prepared. The waves were crashing, and my 3 kids and husband were skipping rocks as the sun set on the most amazing day spent together as a family. I snapped this picture as my son Nolan brought me a flower he picked at the resort. We love Semiahmoo.” – Nicole W.

 

Nicole’s story reminds us that there’s something for everyone to enjoy at these incredible golf resorts—on the green and beyond. For Semiahmoo, these lasting memories shared by visitors like Nicole turn into lasting impact for their resort, well beyond their stay.

Story from Belen M., recent guest at the Wigwam

The Wigwam — Litchfield Park, AZ

 

“Every moment there is a great time!” – Belen M.

 

Thanks to this memory shared by Belen, the Wigwam is sparking new conversations with potential travelers—to the tune of nearly 1,000 new people thanks to Belen alone.