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What is 'programmatic advertising' and why should hotel marketers care?

Tambourine Blog·17 July 2018
Most hotel marketers associate traditional ad buying as a hit-or-miss strategy. Buy space in a magazine… pray for an unknown return. “Programmatic advertising,” which has generated a lot of buzz in the last few years, is data-powered and designed to help hotels target their audience with remarkable accuracy, provide greater insight into who’s responding to the ad and eliminate the guesswork behind hotel ad buys.

Friday Freebie: Ditch the Extras to Clear the Path to Purchase

Tambourine Blog·13 July 2018
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue. This week’s Freebie: Stop cluttering the booking experience with too many options. Want to drive guests to make quicker transactions? Stop offering too many options to sift through!

The 10 Commandments of Hotel Email Campaigns

Tambourine Blog·10 July 2018
Email marketing is one of the best ways to retain customers by engaging with past, present (and future) guests. Smart hotel marketers prioritize keeping up-to-date on email marketing best practices in order to continually improve their programs and reap a growing return on investment.

Friday Freebie: An Extremely Costly Fix to a Common (and Costly) Hotel PPC Mistake

Tambourine Blog· 6 July 2018
This week’s Freebie: Reap more ROI from pricey PPC campaigns with this simple fix: Replace broad, generic keywords with targeted, long-tail phrases. One of the most widespread mistakes that hotel and resort marketers make with their hotel PPC campaigns also happens to be one of the most costly.

Why Is Hotel Marketing so Hard? (And What to Do About It)

Tambourine Blog· 3 July 2018
If you’ve been in the hotel industry long enough, you’d remember when having a few wholesalers’ contracts, a fancy brochure and a telephone number were pretty much all you needed to stay in business.

Friday Freebie: Download The Hotel Power Couple

Tambourine Blog·29 June 2018
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 34th year, is located in New York City and Fort Lauderdale. Please visit:

Friday Freebie: 7 Cool Google Hacks for Hotel Marketers

Tambourine Blog·22 June 2018
This week’s freebie: Stop wasting time researching on Google and wading through useless pages. Efficient hotel marketers know how to properly tweak their marketing questions to get the most targeted and relevant results.

Smart hotel marketers are going 'old school'

Tambourine Blog·19 June 2018
It’s graduation time. And as we sit on uncomfortable auditorium chairs watching our kids, nephews, nieces or grandkids beaming with eagerness for the road ahead… we can’t help think back to the good ol’ days of our own high school and college experiences.

Take this piece of hotel marketing advice from your Dad

Tambourine Blog·15 June 2018
Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.

Metasearch: is it right for your hotel?

Tambourine Blog·12 June 2018
While OTAs have long been a dominant source of indirect hotel bookings, metasearch sites like Kayak, Trivago, TripAdvisor, and Google have recently become much more relevant in hotel marketing and distribution channel discussions.

Why do some hotel marketers get everything they want?

Tambourine ·12 June 2018
With the hotel industry enjoying a period of record performance, posting all-time highs for occupancy, ADR and RevPAR, one of the most talked-about ways to improve performance (and delight ownership) is to reduce the cost of guest acquisition.And that begins with fully understanding a vital metric: your hotel's CLV-to-CAC ratio.But unlike many other industries that have already embraced the concept, too many hotel marketers are still unable to quantify their CLV-to-CAC formula.This can be overcome with a little effort, offering a major potential boost to the bottom line and a far stronger bargaining position when asking ownership for more marketing dollars (and a raise)! What It Means? To get started, there are some basic principles to know, beginning with terminology.CLV stands for "Customer Lifetime Value," meaning the revenue your hotel can expect to earn from each guest over the lifespan of that customer's relationship with you. CAC, meanwhile, is short for "Cost to Acquire Customer,"or your total sales and marketing spend to attract each customer and obtain the aforementioned CLV. The premise behind the CLV-to-CAC formula is to maximize that ratio as much as possible.There are multiple benefits from having a strong CLV-to-CAC ratio, including enabling hotel marketers to ask owners for more investment dollars, for example, imagine being able to tell ownership: "We spent $300,000 last year to attract 5,000 NEW guests, who represent a LIFETIME VALUE of three million dollars in revenue... in other words, for every dollar you give me, I'm giving you ten dollars back in gross revenue."So how do hoteliers calculate their CLV to CAC ratio?Here are the core steps:1. Making the CalculationsTo come up with your CLV, first consider how many times a guest typically stays at your hotel(s) over multi-year period. Then, deduce the total value of those stays. Multiply that value by the total amount of visits per guest and that is the CLV you will use in the formula.Next, to arrive at a value for CAC, simply divide the TOTAL amount your property spends on sales and marketing for each segment (ie: transient vs group vs corporate) by the total number of guests from that segment.EXAMPLE:So, if a hotel attracts 1,000 new guests this year and spends $100,000 to do it, the CAC equals $100.2. What to include in CAC?When calculating CAC for each demand segment, be sure to include salaries, expenses, technologies, advertising and any other investments made specifically to attract bookings for that specific segment. That may include, for example, a customer relationship management (CRM) system and trade show booth that are part of the CAC for your hotel's sales efforts for attracting the corporate business segment.Other costs, like Google pay-per-click (PPC) advertising, email marketing and social media fees should be attributed primarily to transient guest CAC calculations. On the other hand,your hotel's website, the salary for your director of sales and marketing (DOSM) and other "shared" costs can be distributed evenly across all segments that your property targets. 3. The Results:Using the calculations described above, divide the CLV by the CAC to arrive at the ratio.For example, if a hotel has a CLV of $5,000 per transient guest and the CAC for each transient guest equals $100, then the CLV-to-CAC ratio is 50x. In other words, for every dollar spent on sales and marketing to target that guest, the hotel will earn back $50.That is the kind of return owners love!And that is the kind of math that separates serious hotel marketers from those just focused on pretty pictures!Now compare results to your OTA costs!Once you know your own CLV-to-CAC ratio, you can compare it to the CLV-to-CAC of bookings derived from third-party online travel agencies (OTAs).You'll most likely be pleasantly surprised by what you find: Typically, OTA-driven guests are less loyal, and will have a lower CLV as a result. Also, the commissions on those bookings may be higher than the CAC you are achieving on your own.So, in the quest to drive hotel profitability even further into the stratosphere, make it a top priority today to learn your CLV-to-CAC ratio for each customer segment you target. By offering such compelling insight, the CLV-to-CAC ratio can be an incredibly powerful stat for hotel marketers to cite to owners when requesting more marketing dollars.You'll be much more likely to obtain the budget you need when your owner is assured their investment will lead to a far better payoff down the road.

Friday Freebie: Focus On, Then Fix Your Booking Failures

Tambourine Blog· 8 June 2018
Welcome to the Friday Freebie! Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.

Which Direct Booking Incentives Actually Work?

Tambourine Blog·29 May 2018
As hotel and resort owners strive to improve margins by reducing the cost of guest acquisition, hotel marketers are increasingly focused on driving direct hotel bookings, with the major brands spending millions annually to evangelize the benefits.

Friday Freebie: Amp Your Hotel's Authenticity with Hyper-Local Emphasis

Tambourine Blog·25 May 2018
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.

The rising cost of hotel PPC...and what to do about it

Tambourine Blog·22 May 2018
As owners and asset managers struggle to offset the rising costs of debt service, brand fees, energy, staff and insurances, marketing costs have also come under intense scrutiny. For many hoteliers, reducing the cost of guest acquisition is the only way forward to improving margins.

Friday Freebie: Follow These Digital Breadcrumbs To Find Out What Guests Really Want

Tambourine Blog·18 May 2018
You can easily discover what travelers are seeking in a hotel experience by listening and monitoring the right places. The post Friday Freebie: Follow These Digital Breadcrumbs To Find Out What Guests Really Want appeared first on Tambourine.

What's Hot (and What's Not) in Hotel Marketing Right Now?

Tambourine Blog·16 May 2018
We all know hotel marketing moves at a rapid pace. Tactics that crushed it last year may no longer even be relevant today. So, what’s worth exploring and expanding… and what needs to be jettisoned?

Friday Freebie: Don't Miss This Channel When Monitoring Your Hotel Comp Set

Tambourine Blog·11 May 2018
Hotels are forever locked in a battle for bookings. Savvy hoteliers are always aware what their comp set is up to. Besides monitoring rate, they keep one eye focused on what competing hotels are doing to draw more direct bookings and group business. One of the easiest ways to watch your competition is to sign up for their emails and follow their social media accounts.

Why are hoteliers asking CRS vendors so many tough questions?

Tambourine Blog· 8 May 2018
Hotel marketing and revenue management execs are pushing their tech vendors to do more… Your central reservation system (CRS) is one of the most important assets in your hotel’s overall marketing arsenal. (Yes, marketing… because pricing is one of the four “Ps” of marketing)

Friday Freebie: You have one chance to make a good impression

Tambourine Blog· 4 May 2018
Mom was right. Our moms are always dishing out sage advice. And, it turns out their quips hold a lot of hotel marketing wisdom. In honor of Mother’s Day and all our wonderful mothers out there, we’re celebrating one of our favorite mom quotes: “You have one chance to make a good impression.”

Are comments about your hotel falling on deaf ears?

Tambourine Blog· 1 May 2018
Hotels take reputation management seriously when it comes to guest feedback on TripAdvisor, but often underappreciate the need to closely monitor other social media channels. This is a lost opportunity to gain short term insight and long-term goodwill. Here are 3 reasons hotels need to prioritize social listening.

Friday Freebie: How to Uncover Guests' Hidden Instagram Photos

Tambourine Blog·27 April 2018
Your guests are creating FREE ultra-creative marketing content almost every day. Here’s how to uncover that treasure trove of evangelism! Right now as you read this, a guest is documenting their stay at your property and posting it on Instagram for all their followers to see.

Solving the latest hotel website curveball from Google

Tambourine Blog·20 April 2018
In hopes of fostering a safer internet, Google has moved toward new security standards for its Chrome browser, which requires a significant update to hotel websites in order to achieve compliance. Under the new specifications, Google now requires all websites that collect any type of personal data (i.e. forms, email addresses, credit card info, etc.) to migrate websites to HTTPS and upgrade their security technology in the form of “SSL Certificates,” or suffer the consequences.

Friday Freebie: Solving the latest hotel website curveball from Google

Tambourine Blog·20 April 2018
Google’s new security standards could threaten your hotel’s website traffic. Here’s how to solve the problem: In hopes of fostering a safer internet, Google has moved toward new security standards for its Chrome browser, which requires a significant update to hotel websites in order to achieve compliance.

Bad Habits: 5 things hotel marketers should stop right now

Tambourine Blog·17 April 2018
Usually, we offer insight on the hotel marketing tactics, tools and strategies you should adopt to drive more revenue to your hotel: add chat to your hotel website. Focus on this webpage as your SEO secret weapon. Try these tips on your mobile website, etc…

Friday Freebie: Rate parity matters... but so does Promo Parity

Tambourine Blog·13 April 2018
Les Roches students get to enjoy a range of exciting and eclectic activities, clubs and societies. One such example is the Les Roches Wine Club, where keen oenophiles (that’s wine lovers, by the way) gather to discuss, taste and learn about some of the world’s finest vintages. However, Les Roches’ relationship with wine goes deeper. For the past three years, we have organised the World of Wines exhibition, otherwise known as the WOWExpo2018. Run by students and held at Les Roches’ Bluche campus, the one-day event showcases the quality and diversity of Swiss wines, as well as unusual vino from around the world. The third instalment of the WOWExpo takes place on Saturday 21 April and will welcome six different wine-producing regions and their best producers to present. But when it comes to wine tasting, what are the basics? How do you tell a good wine from a bad one? Our blog has all the answers.


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