Last Click Attribution Is Killing Your Hotel Marketing Campaigns
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Marketing success today can be measured using many diverse metrics. Analytics programs let you measure everything from who and where your website visitors come from to … Read More

The Shrinking Value of Hotel Loyalty Programs
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My work revolves around travel. Every night away from home is spent at a hotel or Airbnb property. I was recently asked about my hotel brand … Read More

The Ultimate Guide to Email Marketing for Hotels
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Hotel email marketing has become more important than ever. The cost of click- and impression-based marketing on search engines and social networks continues to rise, not just for … Read More

My Top 6 Articles of 2016
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2016 was a very interesting year and will surely be a memorable one. I have had the opportunity to grow and flourish personally and professionally thanks to … Read More

BookingSuite: A Lesson in Direct Revenue Strategy
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Throughout my career in revenue optimization for the hospitality and travel industry, I have always stressed the importance of owning your digital assets. This means having … Read More

Hotel Website Design and Usability: Top 10 Mistakes
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Hotel website design, like any kind of design, is subjective. Nothing is more painful than a website design “discussion” where stakeholders talk for hours about colors, content … Read More

Super Metrics for Hotel Marketing & Online Revenue Optimization
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Analytics metrics have evolved over the past few years. In my last article, I discussed the dinosaur metrics that have fallen in value since the last … Read More

Dinosaur Metrics Are Taking a Bite Out of Your Hotel Marketing Performance
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Marketing is evolving as I am typing this sentence. I’m here to make sure you are not wasting your time, energy and marketing budgets by focusing on … Read More

Do You Really Need a Separate Brand for Millennials?
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Almost every other week, there is an article about how hotels are trying to “embrace” the Millennial traveler. Basically, anyone born from the 1980s to the early … Read More

My Top 6 Articles of 2015
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2015 was a phenomenal year for my site. I would like to thank all of my subscribers for participating, sharing, and spreading the “Words.” I love writing for you … Read More

Marriott’s Acquisition of Starwood: Winners and Losers
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Marriott’s acquisition of Starwood is great news for investors, but unfortunately not for Starwood hotel guests and employees. The quote that sums up the reasoning behind this deal came … Read More

Hotel Brands’ Struggle to Understand Airbnb: The IHG Edition
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When I’m on Twitter, I’m usually catching up on some of my favorite comedians (mostly comediennes) and posting my own material. But every now and then, some … Read More

The End of Hotel Rate Parity: Much Ado About Nothing
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Over the past few months, there has been a lot of talk about the imminent “end of hotel rate parity” and what it means for the hotel industry. … Read More

Your Marketing Focus Must Shift To Hotel Value Over Price
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It’s amazing how much time and energy gets poured into deciding the price of a hotel room. There are STR reports, RMS Reports, and booking engine … Read More

The Free Website Trap: Lessons From Priceline’s Rebranding of Buuteeq
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Last year, Priceline.com made a splash when it acquired Buuteeq, a digital marketing and website “cloud-based system” for independent hotels, for what looks like $98 million. … Read More

Google’s Mobile Update: Keep Calm and Get With the Program
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Every time Google issues an update, hotel marketing agencies have a field day writing articles and trying to give you a reason to panic about your online presence. … Read More

Let’s Keep It Real: The Truth About Hotel Meta Search
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Hotel marketing types love trends. Every day there is the same old story about a new thing that changes everything. It’s always a thing that, if the hotels … Read More

Expedia Acquisitions Signal Tougher Times Ahead for Hotels
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Expedia, Travelocity and Orbitz walk into a bar.  “We do not serve second and third rate Online Travel Agents here,” says the bartender. “Well, they are … Read More

Marriott’s War on Wi-Fi: Hotels Need to Stop Fighting the Future
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Big hotel brands have seen unprecedented growth over the past decade. Even when the global financial engines slowed down, they grew exponentially in global markets (ie, … Read More

My Top 6 Articles of 2014
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It’s time to say goodbye to 2014. It was an epic year for me, and I especially loved sharing my thoughts about the industry with a wonderful … Read More

The End of an Era: IHG Acquires Kimpton
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How much is that boutique hotel in the window? Well, it’s around $430 million. Yes, that’s the price InterContinental Hotels Group (one of the biggest hotel … Read More

Why You Shouldn’t Sell Rooms for $7 on Hotel Tonight
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This Thanksgiving holiday in the US was an eventful one for the hospitality industry. What got my attention was the Black Friday offer of $7 rooms … Read More

Front Desk: Ground Zero for Hotel Profitability
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Want to increase your profitability, while improving your online reviews at the same time? Then start paying more attention to an area that’s too often overlooked when … Read More

Do You View Hotel Marketing as a Cost or an Investment?
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I am often asked, “What is the most important factor in a good hotel marketing strategy?” One of the top factors (that no one likes to talk … Read More

Reality Check: 7 Questions for Your Hotel Marketing Agency
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Everything digital, including marketing, changes rapidly. Hotels know that online marketing is crucial, yet they take a back seat on innovations. Most of the hotel owners/managers I’ve met … Read More

A Brief Guide to Managing Your Hotel’s Digital Assets
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One of the most crucial aspects of running a hotel or a lodging business is asset management. The same efforts and energy should be used when … Read More

Priceline’s Acquisition of Buuteeq: Why Hotels Must Own Their Digital Assets
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The hotel marketing and distribution world was recently shaken when Priceline Group (aka, The #1 Lodging Online Travel Agency in the World) acquired Buuteeq for an undisclosed … Read More

Euromonitor International Interview With Vikram Singh
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  I was recently interviewed as part of the Euromonitor International Interview Series conducted by Michelle Grant, Euromonitor’s Travel and Tourism Manager. Here’s the article that was … Read More

Hotel Pay Per Click: Your Single Most Powerful Marketing Tool
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I have had a front row seat to the hotel pay per click (PPC) world for the past decade. PPC is not new, but it’s rapidly … Read More

Hotel Marketing Is Not a Substitute for Innovation
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One of the trends I have been noticing is that hotels continually generate hype instead of value. Hyper-marketing on social media platforms has led to a race … Read More

How to Supercharge Your Hotel Revenue After Rebranding
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A Tale of Two Brands (based on a true story) Once upon a time in December 2012, there was a hotel asset. It lived in a … Read More

Hotel Marketing Cannibalization: Is Your Hotel Website Traffic Eating Itself?
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Hotels, bed and breakfasts, and vacation rentals are all competing for their market share of today’s travelers, who are armed with multiple devices and tools to … Read More

Top 5 Resolutions Hotels Should Make to Boost Online Revenue
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We have entered a new year of awesome possibilities. The hospitality and lodging business is poised for more disruption, innovation and growth. I would love to … Read More

My Top 6 Posts of 2013
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This has been an amazing year for the Words of Vikram blog. I remember publishing the first post on a beautiful day at Kaaawa Beach Park in … Read More

How Airbnb Is Crushing Traditional Hotel Brands
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In April, I wrote one of my first ever articles about Airbnb’s impact on the hotel industy. It started as a response to the Euromonitor report … Read More

Google Analytics vs. Adobe Site Catalyst for Hotels
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Marketing is evolving, especially the Internet kind. Website analytics have come a long way in the past decade. We have access to more information than ever … Read More

Death by Data: How Misusing Hotel Analytics Data Can Hurt Your Revenue
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Analytics is an amazing and powerful tool. Voltaire/FDR/Stan Lee (depends who you ask) has said, “With great power comes great responsibility.” This is particularly relevant to Analytics users in … Read More

It’s Time to Burst the Hotel SEO Bubble: What Hotels Really Need to Know
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Hotel search engine optimization (SEO) is one of the most debated online marketing techniques in our industry. That’s because its efficacy is hard to prove, and … Read More

Hey, Airline Industry! It’s Time to Care Again.
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I recently completed another round-the-world trip and got to experience a few different airlines and their cultures. It always amazes me how different things are when … Read More

RoomKey.com: Hotel Brands’ Misguided Attempt to Become an OTA
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How many times have I heard the hotel brands say they are going to “fight and win” the Internet battle against the big bad OTA wolves? … Read More

What the Hotel Industry Can Learn From “Heads in Beds” by Jacob Tomsky
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I recently finished reading Heads in Beds by Jacob Tomsky. To be clear: I am not writing a standard book review. A book is going to … Read More

Biggest Myths About WordPress Perpetrated by Hotel Marketing Agencies
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The hotel industry has always been a target for misinformation about new, emerging, and especially open-source technology. It feels like the industry is stuck in a … Read More

Airbnb: More Than a Threat, It’s a Great Disruptor To The Hotel & Travel Sector
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I recently read an article on Airbnb on Euromonitor that declared: “Airbnb.com Poses Only a Small Threat to Hotel Industry.” The truth is, Airbnb is not … Read More

Hotel Online Marketing Budget Disconnect: A Perpetual Case of Bringing a Knife to a Gunfight.
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“Nice try kid, but it looks like you brought a knife to a gunfight.” This line from Indiana Jones and the Kingdom of the Crystal Skull … Read More

Another Day (Not) Another Blog
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This is not my first blog/dance/party/luau. It’s the fourth blog that I’ve launched since 2006. The other three blogs were focused on topics ranging from Online Marketing … Read More