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Key highlights from a busy week at ITB Berlin

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Last week the Cendyn team packed their bags from around Europe, Canada and the US to come together and join in on the madness that is ITB Berlin. Not only did we have the pleasure of attending ITB Berlin last week, we were also able to squeeze in attendance at both the International Hotel Investment Forum (IHIF) and an event hosted by the HSMAI EU team at the beautiful Sofitel Berlin Kurfurstendamm in the lead up to ITB.

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How to ace peak season marketing

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When peak season hits, the pressure heats up for hotels to fill rooms to capacity. More than any other time of the year, guests are actively searching for properties, so how can a hotel maximize this golden opportunity? For marketers, the key to winning seasonal business is a digital strategy centered around location, context and relationships.

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How are you engaging with your most valued guests?

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We often talk about how to build relationships with your guests and convert them from unknown guests, to loyal brand advocates, but how about what you do once you’ve done that? You have a select few guests who return frequently, sometimes at the same time of year, sometimes for business or sometimes with their family. How to do you treat your most valued guests to make sure they advocate your property and brand as much as possible and keep returning?

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Guestfolio clients see TripAdvisor ranking success with Review Collection

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Recent findings from TripAdvisor and Guestfolio, part of Cendyn Hospitality Cloud, have brought to light the success of TripAdvisor Review Collection Partnerships for hoteliers. Using this technology, TripAdvisor identified that 74% of hotels using Guestfolio maintained or improved their TripAdvisor ranking position since starting Review Collection, and over 10% of those clients now occupy the No. 1 ranking in their region. Read More

The Greatest Email Campaigns of 2016!

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Well, what a year it’s been! It’s been our biggest yet with Guestfolio sending over 41 MILLION emails in 2016 on behalf of our customers. We’ve also seen incredible creativity in so many emails this year, and with the continuing development and change in email, we’re delighted to see so much of that reflected in what hoteliers are using to communicate with their guests.  So, what better way to celebrate these successes than to look back and highlight the most successful campaigns sent this year. Each email campaign listed below, was picked out based on email design, click-through rates, open rates and revenue generated. Enjoy!

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What drives guests to be promoters of your brand?

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In previous research conducted, we’ve seen that the Net Promoter Score has a positive correlation to a hotel’s TripAdvisor rating. Of course that makes sense, a positive review would hopefully tie in with someone willing to recommend your hotel to a friend or colleague but following from that, we decided to delve a bit further – what exactly is driving your guests to be promoters or detractors? Our analytics team looked into a huge number of responses and analysed their outcome to find some fascinating conclusions. Read More

RESEARCH: What makes a guest a promoter, neutral, detractor? A text analysis of Net Promoter follow-up question responses

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Background:

In a previous research piece, we found that a hotel’s Net Promoter Score (NPS) has a strong positive correlation with their TripAdvisor Rating (TAR). This finding, together with a logical argument that the level of guest advocacy for a hotel should influence the subsequent rating provided on TripAdvisor, provides a reasonable basis for hotel managers to adopt an instrumental strategy aimed at influencing their TAR through an understanding of the NPS. Read More

Automated email ideas for the holidays

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The holiday season is upon us and we’re all ramping up to prepare for upcoming busy long weekends and time off over Christmas and New Year. Hoteliers specifically are energising their marketing campaigns to bring more business in and drive revenue from those already booked in. So, what better way to help you get prepared for all this, than to set up an automated online and mobile experience for your upcoming guests?

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How Pacific Crest Hotel jumped to #1 in Santa Barbara on TripAdvisor

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Earlier this year, Pacific Crest Hotel Santa Barbara had a similar issue to many hoteliers, they wanted future guests to see online what a wonderful property they were and how happy guests were during their stays. They were receiving very positive reviews online however they just weren’t standing out amongst competitors on one of the world’s biggest review sites – TripAdvisor.

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International legal requirements for email marketing

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Email laws are not the most glamorous aspect of email marketing, but an important one nonetheless. Understanding them and how they affect your marketing activity is an important aspect of being a marketer – in any organisation. In the hotel industry, you’re communicating with guests and potential guests all over the globe, so how do you prepare for that?

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RESEARCH: Using the Net Promoter Score (NPS) to improve your TripAdvisor Rating

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Business Problem:

Businesses whose clientele utilise travel websites such as TripAdvisor to make purchasing decisions, such as hotels, are engaged in a battle for ratings supremacy. From the hotelier perspective, the benefits of a higher rating on TripAdvisor seem obvious, but there is some empirical work testing hypothesised benefits including increased market awareness, hotel occupancy, and Average Daily Rate (ADR). Making the assumption that a higher rating on TripAdvisor would be beneficial to a hotel, we started to think more about how Guestfolio could help hotels increase their ratings. Read More

What’s driving your guests to make their travel decisions?

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Recently Google published the Google Playbook for Travel – a detailed overview of the trends and learnings of consumer behaviour while booking and researching travel. Within this playbook, Google looks in detail at micro-moments – points in time when people turn to their device with an intent to answer an immediate need. These micro-moments are fast becoming the basis of how we research, plan and make decisions on different aspects of our lives. In our latest article, we’ve outlined some of the key takeaways from Google’s Playbook for Travel and pulled out some best practices for you as hoteliers to capitalise on these micro-moments in your hotel marketing strategy.

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