All posts by Tris Heaword

Takeaways from our webinar, “Online Bookings Research”

Takeaways from our webinar, “Online Bookings Research”

Just recently, Travel Tripper hosted a webinar that addressed how hotels can use online booking research to understand traveler behavior in order to enhance their digital marketing efforts. Industry experts from TrustYou, Fuel Travel, and Travel Tripper shared a number of fascinating insights from their own travel research studies, conducted earlier this year. Topics included the importance of Google and how to influence your hotel’s rankings, search marketing tactics, PPC…

Eye tracking in 2017 for Google hotel searches: Why the old rules don’t apply

Eye tracking in 2017 for Google hotel searches: Why the old rules don’t apply

When one of the first eye-tracking studies on Google search engine results pages (SERPs) came out in 2005, researchers from Mediative discovered that there was a distinct pattern to the way people read the pages—what became known as the “Golden Triangle.” By 2014 a new eye-tracking study found that this model had shifted, owing to many changes and developments in Google search pages. Instead of the distinct triangle, the heat maps…

The tricky business of naming your hotel in the digital age

The tricky business of naming your hotel in the digital age

Naming your hotel is no light task—get it wrong, and it can affect your bottom line. For most hoteliers, that means choosing a name that is interesting, memorable, and easy to pronounce, as well as a name that evokes emotion and portrays the right brand image to your guests. But now that’s not the only factor. Now that the world has become a digital marketplace, a hotel name can’t simply…

by Tris Heaword January 31, 2017 Comments PPC, SEO
5 tips for mastering hotel metasearch advertising

5 tips for mastering hotel metasearch advertising

With huge marketing budgets at their disposal, OTAs have come to dominate metasearch sites in recent years. As part of the widespread bid-for-placement model, it seems that those with the deepest pockets will always gain the top spots. But despite this OTA dominance, metasearch can still be a hugely effective marketing and distribution channel for hotels. Being successful isn’t about spending more necessarily, it’s about spending wisely and following a…

by Tris Heaword December 1, 2016 Comments Featured, Metasearch
Google experiments with new hotel ad placements

Google experiments with new hotel ad placements

Google has been playing around with its hotel ad product lately. The digital marketing team at Travel Tripper recently spotted a subtle change of its metasearch box from the right side of the screen to the left. Below you can see what a typical hotel search returns on a search engine results page (SERP). A box populated with the Google Business listing information appears to the right side, immediately followed…

by Tris Heaword November 10, 2016 Comments Marketing, PPC
How hotels can play the digital marketing game against the OTAs

How hotels can play the digital marketing game against the OTAs

When it comes to digital marketing, OTAs have come to dominate the game. With vast budgets at their disposal—Priceline alone spent $2.8 billion on digital advertising last year—they have been able to gain a near-ubiquitous presence across the web. But that doesn’t mean to hotels can’t compete. Success in digital marketing can actually be achieved with a relatively modest investment. What matters is how and where that investment is spent,…

How hotels can use urgency like the OTAs to drive bookings

How hotels can use urgency like the OTAs to drive bookings

Many people have a natural tendency to procrastinate, choosing to put things off until the very last minute.  But in the world of e-commerce, brands work tirelessly to convince customers that delaying a buying decision isn’t a good thing. This is something commonly achieved by creating a sense of urgency. Studies conducted by internet-based research lab MarketingExperiments have found that urgency can have a huge influence on conversion rates. One…

Why hotels need to bid on their own brand name in AdWords campaigns

Why hotels need to bid on their own brand name in AdWords campaigns

There is a school of thought out there that hotels should NOT bid on their brand names in Google AdWords. In this school of thought, it’s dumb for a hotel to be paying a portion of their AdWords budget on something as basic as their brand name. “Why pay for a brand name keyword? Isn’t this essentially paying money to preach to the choir since people who are Googling my hotel…

by Tris Heaword May 11, 2016 Comments PPC
How hotels can use Google Customer Match for identity-based PPC

How hotels can use Google Customer Match for identity-based PPC

Google AdWords recently introduced an identity-based PPC advertising tool that takes targeted marketing campaigns to a whole new level. With the success of Facebook’s Custom Audiences tool for advertisers, Google has finally gotten into the direct marketing game with their own Customer Match product. Google Customer Match now allows advertisers to upload their customer email lists, and then use this data to create highly-targeted, identity-based PPC ads to specific customers….

by Tris Heaword April 11, 2016 Comments PPC
Using User Flow analysis to improve your hotel website and increase bookings

Using User Flow analysis to improve your hotel website and increase bookings

When it comes to judging the effectiveness of your hotel website, User Flow analysis in Google Analytics is one of the best tools at your disposal. Through the tracking code, Google Analytics can show you how customers navigate and interact with your website. Think of User Flow as your treasure map leading to “X marks the spot” (or in this case a booking).  Google Analytics can show you the route your visitors are…

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