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Understanding Guest Acquisition: Thinking Beyond Marketing Spend

According to new research by Kalibri Labs, the cost of acquiring hotel customers through marketing and distribution channels is rising at twice the rate of hotel revenue growth. Online marketing expenditures and third-party commissions receive the most airtime when it comes to breaking down guest acquisition costs and proposing remedies, but there is more to …

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4 Tips for Reducing Guest Acquisition Costs

Alongside the rise in third-party distribution costs, the hotel industry has seen the advent of NetRevPar, a way to calculate revenue that includes the cost of capturing the reservation; the growth of meta search engines into facilitated booking sites; and OTA consolidation that threatens to overpower the industry altogether. The NY Times noted last week …

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The Most Valuable High Touch Guest Service Channels in the High Tech Digital Age

These days, the guest journey has grown more complex. On a typical day in 2015, millions of people worldwide will book lodging accommodations. The exponential growth of the internet and the use of mobile devices by travelers who shop, plan, and book online shines a light on the challenges hoteliers face in their fragmented, complex …

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What Booking on Google Means for Hotels

Travelers now have the option of booking a hotel room directly through Google, Google+, and Google Maps. While the “Book on Google” feature is currently in the beta phase, it speaks to the ever-increasing competition for market share. While there are benefits to this facilitated booking arrangement, when it comes to direct bookings — and …

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Want to Drive VR Demand? Answer 4 Essential Questions to Harvest More Leads

An extensive survey by JD Power finds that guests who make reservations over the phone are more engaged and have a more positive experience than those who book on any other channel. Michelle Marquis, NAVIS VP, Marketing & Strategic Initiatives, shared her experience on how to make the most from the direct channel at Cornell …