The Benefits of Being A Digital Leader vs. Laggard

A recent study conducted by McKinsey & Company shows companies at the forefront of using digital tools including social media to engage consumers along the purchase decision journey are gaining a significant advantage over their competitors. It's the digital leaders vs.the digital laggards and the financial implications are enormous. The...

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TripAdvisor Business Listings For Life?

While at first this may sound like a good thing, be careful what you wish for. Hoteliers really need to know the financial implications of the road ahead.

Last week we posted an article about how hotels have been hit with TripAdvisor sticker shock when it came time to renew their Business Listing. They are seeing renewal costs double and triple over what they paid the previous year. Have you budgeted for that?

No one knows how much TripAdvisor is planning on raising their costs in the years ahead. However some recent moves seem to be sending a clear signal that they want hotels to be subscribers for life – whether you like it or not. And whether you can afford it or not.

What in Hell is the U.S.P.? And Why Do You Need One? Redux

Every so often it’s a good idea to step back and review the real definition of the U.S.P.  While the Unique Selling Proposition is one of the most basic and important components of a hotel’s marketing program it is also one of the least understood. Consultants and advertising agencies are developing varying definitions of the U.S.P., some of which are quite far from the original.

So, following is an updated article on the subject and several new examples of hotels that have developed and benefitted from having a strong U.S.P.’s.

Enjoy,

Madigan