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Definitely Doug 10/18/19
Posted: 12/06/2019

Sustainable Innovation
 
Sustainability can yield multiple benefits to hotels. Saving energy and water yields direct cost savings. Revenue can be generated by guests who prefer to deal with businesses that minimize their environmental impact. And many would argue that conserving scarce resources is simply the right thing to do.

Definitely Doug 12/6/19
Posted: 12/06/2019

Meetings Innovation
 
The sale and delivery of groups and meetings is perhaps the most significant and under-automated functions for many hotels. Even though groups often account for 30% to 60% of revenue, most group bookings are still handled manually for most if not all of steps, as they move from a meeting planner’s research to a confirmed booking.

The biggest enemy to any system is complexity. In a system of inputs and outputs, such as an enterprise system, more complexity means more parts are used in interaction with inputs to create the outputs. Every part that must be built and maintained costs time and money

Tracking the evolution of key performance indicators (KPIs) over time allows hoteliers to identify meaningful trends, create forecasts and budgets and assess the results of different strategies. To perform this kind of analysis, data has to be recorded within consistent time intervals and in chronological order. This is known as a time series.

Definitely Doug 11/15/19
Posted: 11/15/2019

Every time I turn around these days, I see a new vendor or product promising something called a complete Guest Experience Management, Guest Journey Management, or Guest Engagement (or some variation on those words). This week I looked at some of the emerging products claiming to be in this space, both to try to better understand it, and to see what promising ideas it may hold.



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Hoteliers - Monitor Your Google+Local Pages Like an Expert

01/25/2014
by David and John Atkins
    On January 14, 2014, SearchEngineLand broke a story that the Google+Local pages for around 4,000 hotels, branded and unbranded alike, had been “hijacked” by a third party. Many of hotels in question had unverified listings on Google+Local that had been claimed by the 3rd party to steal traffic, according to Danny Sullivan, the founder of SearchEngineLand. Google has said it is aware of and addressing the issue.
    As important to the hotels as the Google+Local listings themselves are for branding and distribution of local information, these pages rarely see much traffic from consumers. The greater concern is that Google Search now relies on Google+Local to display basic contact information and primary links in its organic listings. So, in effect a 3rd party’s that has set up links links on Google+Local is able to redirect hoteliers’ traffic from their SERPs to its network of sites.
    Hotels have been facing this sort of claim jumping for many years. Those who have dedicated resources focused on SEO monitor links and traffic on a regular basis and are able to address issues like these swiftly.
    For those who are just joining the SEO party, there is a short list of steps to help you own and monitor what is happening to your Google+Local pages as well as any other pages you own or operate across the digital landscape:
  1. "Verify” your site listing by clicking the “Is this your business?” link on Google+Local, then provide contact information such as a property’s or flag’s alias and a phone number. You will then need to wait for a Google representative to call and confirm your identity.
  2. When setting up your Google+Local pages, make sure to include links to and from your other web addresses including your corporate web site, your property website and other social media services such as Facebook and Twitter.
  3. Use website analytics to identify traffic and active links that produce traffic and/or SEO authority.
  4. Set up a SEO monitoring program or hire a digital firm to do this for you.
About The Author
David and John Atkins

Digital DNA Infusion, LLC


David Atkins has worked in leadership positions on the client side for Microsoft, Expedia, and IAC. David has a deep passion and knowledge base for all things digital. Complex challenges and new ideas inspire David. He believes that a solid relationship with the customer is essential to the success of any business. David served as the Chairman of the Hospitality Sales and Marketing Association’s (HSMAI) America’s Board of Directors from 2009 to 2011. He writes columns for Hospitality Upgrade on digital strategy and is a frequent speaker on digital trends and online consumer behavior. He serves as an advisor to many corporations. David has run and advised companies on more than $100M in global marketing spend via agencies, vendors and directly with various publishers.

John Atkins has broad experience with consumer and business-to-business digital marketing, cloud-based applications and services, back-end technology platforms and enterprise-scale digital media publishing. John currently serves on HSMAI’s Digital Marketing Council. Since 2006, John has provided investors, enterprises, start-ups and non-profit organizations with global digital and strategic marketing consulting services that include: strategic, business and product plans; vendor selection and technology implementation; competitive, market, field and user research across many market verticals and industry segments. Prior to consulting, John worked at several start-ups and at Microsoft in product management.

 
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