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Tuesday, September 30, 2008
Focusing Travel Marketing Efforts
Data from STR Global suggests that the outlook for Hotels in 2009 may seem a little bleak given the current state of the world economy. Here are some take-aways:

- Room supply as a whole has increased while the demand for rooms has decreased. This will undoubtedly lead to a decrease in occupancy levels.

- Average Daily Rates (ADR) has increased 3.8% compared to last year. I would assume that this is in direct response to a decrease on occupancy.

- According to STR, upscale luxury hotels are weathering the economic storm the best in regards to demand while mid range hotels with food & beverage seem to be taking a hit.

Based on the numbers it is almost as if the state of the travel industry seems to be inherent across the board:
1. There is a lot of inventory
2. Demand is waning
3. Costs are increasing
4. Rates are not faltering
5. Customers want the most for their money; i.e. People would rather spend a little more and go farther than a little less and be closer to home...Customers would rather spend more on a luxury hotel than a mid range hotel etc.

Based on that knowledge alone, online marketers can focus their efforts on pushing products which call for a higher price point and emphasize the high "experience per dollar" ratio. The best place to attract potential customers would be at the research level of the purchasing decision process:

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase

Post-Purchase Behavior

It would be at the Information Search level that consumers in this market would be spending most of their time, looking for the best deal out there. Focusing AdSpend on Travel 2.0 (given the fact that people are relying more on Travel2.0 for suggestions ) could prove very beneficial for Hoteliers.

STR Global is the new market leader in providing data to the hospitality industry, they track data from over 35,000 hotels and 1,300 markets worldwide.
Written at 11:25 AM by Sebastien.
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Monday, September 29, 2008
Amsterdam Falafelshop


The Amsterdam Falafelshop is the best quick/cheap eats place in the Adams Morgan neighborhood in Washington. Sure there are other places to check out like Jumbo Slice and Julia's Empenada's. To tell you the truth though, sometimes an Empenada is not enough and (ask ANY DC local this) Jumbo Slice Pizza is not good sober.
Written at 10:19 AM by Sebastien.
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Wednesday, September 24, 2008
Travel 2.0 Settling in Nicely

According to a study released by Prophis eResearch, it is estimated that 19 million online Americans have visited one of the top ten travel 2.0community sites, such as TripAdvisor, in the past 12 months.

Long gone are the days of depending on glossy brochures and stunning websites as the sole means of attracting travelers. Even word of mouth information has shifted in that, less people go to their friends for advice and more are using sites that focus on creating online communities where travelers can share stories with each other – the ultimate research tools, people who have “been there and done that.”

An online study conducted under 7000 Tripadvisor users supports the increasing role of online travel communities in the holiday planning process. The study shows 82.5% use the Internet as their primary information source for booking a holiday. 57.5% of the participants read online reviews to narrow down their choices, 75% of whom regard reviews as highly influential to their choices. (Gretzel, 2007).

Another chapter opens for travel businesses and internet marketers, one where the return on ad spend cannot be trended and tweaked. The questions are the same; when, where, how and what. Here are my responses to those questions:

When = now

Where = social networking sites (Contiki and STA Travel pages on Facebook, for example, are very popular)

How = create a forum with resources (resources being access to information, space to upload user generated content and also a place to research ticket prices and room rates)

What will the future bring = a change in the way people research and dream up places to go.

Written at 10:01 AM by Sebastien.
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Some Capital Golf Action


This is East Potomac Golf course. Every time I come here to play a round I go to the Capitol Grille (at the club house) and order one of their grilled cheese sandwiches, one of the best I've ever had. Their burgers are good too.
Written at 9:50 AM by Sebastien.
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Tuesday, September 23, 2008
Localize it!
According to Andy Gordon, VP of content acquisition at Localeze, “Today, Web users conduct 1 billion local searches each month.” Local searches, if you aren’t aware, are searches that are associated with a particular geographic area and more often than not, appear with a map (Google: Washington, DC hotels for example).

As a hotel in the District you want to be on that top 10 list. The next logical question then becomes “How do I get my hotel on that top 10 list?” – this is the tricky part. It is a combination of information that search engines gather from 3rd parties like Localeze and InfoUSA, paid campaigns and traditional SEO efforts. Then you get into the nitty gritty stuff like rankings and reviews which from a hotel’s perspective you only have so much control over.

It doesn’t stop here though, if (on Google) you click on the “Local business results….” Link above the map you will then be redirected to a page with all the results listed and businesses around those results. See below:


If you rent Kayaks so that tourists can boat around the Potomac River in DC then you want a listing here. These listings are located on the map and (if you notice the little bubble next to their link) allows you to upload a logo with your SEO optimized copy and contact info below it. Get your name out there!

Read Andy Gordon’s article What you Don't Know About Local Search Can Hurt You.


Written at 10:35 AM by Sebastien.
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Friday, September 19, 2008
The DC Wharf


This is a video of the DC Wharf that I shot for the Travel Channel. The food there is really amazing and so very very inexpensive. Hope you enjoy.
Written at 12:37 PM by Sebastien.
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Thursday, September 18, 2008
US Tourism: Interesting Stats
I wanted to give a little perspective on how much impact the travel industry has on world economies. Two examples I've mentioned before is the impact of tourism in the Caribbean and how a weak US economy is adversely affecting the revenue stream to the islands, and in England the fall of a large travel firm has caused significant worries.

The US is experiencing a number of different stresses on its economy and the travel industry is not nowhere near the top of that list. Despite that, here are some interesting numbers (from the TIAA*) to consider:

Two million fewer overseas travelers visited the United States in 2007 than in 2000. The decline in overseas travel since 9/11 has cost America 46 million visitors, $140 billion in lost visitor spending and $23 billion in lost tax revenue. If the United States had simply kept pace with global travel trends in 2007, an additional 340,000 jobs would have been created in 2007.

In response to this, members of the US Congress are proposing to pass the "Travel Promotion Act" which "...establishes a public-private partnership to promote the United States as a premier international travel destination and communicate U.S. security and entry policies. The bill specifies that travel promotion would be paid for - at no cost to U.S. taxpayers - by private sector contributions and a modest fee on foreign travelers that do not pay $131 for a visa to enter the United States."

It is great that something is being done, but here is the one issue I have with it. "...would be paid for - at no cost to U.S. taxpayers - by private sector contributions and a modest fee on foreign travelers..." There are a couple of barriers to entry which potential tourists take into consideration before traveling and one of them is money. So, my question is, how are you supposed to promote tourism if you are going to charge tourists for it? It seems a little counter intuitive to me.

*TIAA = Travel Industry Association of America
Written at 10:42 AM by Sebastien.
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Travel Sites Best Get International!

According to a study conducted by multilingual search engine optimisation (SEO) company Oban Multilingual more and more people around the world are booking their travel tickets online.

A study of people from over 40 countries showed that 99% of the entrants have booked holidays online. 19% percent (the majority) book holiday tickets online once a year, 13% book online twice a year and 11% say they book three times per year. The remaining indicated that they booked 4+ more times a year.

Greig Holbrook, international SEO expert at Oban explains: "This reflects the fact that globally, people are becoming increasingly familiar with booking their travel online," he says "It's a big change from last year, when people everywhere, but particularly overseas, were less trusting of the internet because of fraud concerns."

So where does this leave travel sites in general? Based on the study, it would be in these sites' best interest to have an international web marketing plan at the ready.

"Suppliers not only need to cater for them in their own language but also, as much as possible, allow them to buy successfully from the site."says Mr. Holbrook.

Without an effective global web marketing plan, travel sites are more than likely passing up great opportunities to make money in an industry heavily affected by the current state of world economies.
Written at 10:42 AM by Sebastien.
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Monday, September 15, 2008
Service in Style

Fashion maven Gwen Stefani will be designing the new women's uniforms for the W Hotels under her fashion line, LAMB. The line, to be launched in December, are available only to the bar staff and it hasn't been released if the uniforms are being distributed to select properties. The line will be constructed of black matte jersey, functional to work in and easy to maintain.
Written at 9:47 PM by tara.k foto.
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United Doubles 2nd Checked-Bag Fee

It now costs $50 to check-in a second bag saying that fuel prices are the reason for the hike. This fee will apply to tickets purchased on Tuesday for travel starting November 10th. Just in time for the holidays - might be cheaper to have something bought online and sent directly to the recipient instead of hauling gifts along for the kiddies! For travelers flying within the US for the holiday season, remember to incorporate that extra $50 in your budget, it could mount up especially if you have more than a couple of flights to catch.

This fee will apply to passengers flying within the US or to or from Canada, Puerto Rico and the U.S. Virgin Islands.

Written at 2:50 PM by Sebastien.
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Museum Day!

September 27th marks Museum Day, a day when 892 museums across the US make like the Smithsonian and open their doors free to the public. Make sure to check out what museums are around wherever you are. I might go check out the International Spy Museum (since you have to pay for it regularly). For more information click here.
Written at 12:04 PM by Sebastien.
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Haunted B&Bs
We are approaching the Halloween season and I wanted to get a little head start on researching some ideas. I found a list of haunted B&Bs on bedandbreakfast.com and here are some interesting B&Bs that I read about. Although Halloween is strictly an American cultural activity they had a couple of listings for European B&Bs as well.

UNITED STATES

WEST

Queen Anne Hotel , San Francisco, CA: Built as a girls' finishing school following the Gold Rush, the headmistress apparently hasn't given up her role of tending to the needs of the building's occupants. Dozens of accounts speak of "Miss Mary Lake" appearing briefly in a mirror or being noticed as a hot or cold spot in a room. There's even an odd report of Mary tucking in a napping traveler with the blanket snugly tucked all the way around the bed. The occurrences all happen in what's referred to as "Miss Mary Lake Suite" or "the haunted room" (No. 410). No wonder this is the hotel's most popular room among those seeking a chance at the third dimension. Celebrity psychic Nancy Bradley and Paranormals "Gold Rush Ghosts" have verified that the building is haunted and confirm the ghosts are friendly. It's the first stop on the Pacific Heights Ghost Trek.

Thornewood Castle, Lakewood, WA: So ghostly is this B&B, it served as a set for Stephen King’s mini series Rose Red in 2002. In real life, while no scary hauntings have occurred, guests have reported their share of chills. Invisible presences, the sound of footsteps, and stories of apparitions have been told. The ghost of Chester Thorne has been seen on the grounds and passing through his bedroom. According to lore, if you stay in Thorne's old room and ask for his help with financial matters, he will give you a hand. Thorne's daughter Anna, is often seen sitting at her bedroom windows, looking out. The property has Native American lore — the house is said to sit atop a fairy mound — and fairies are often reported in the gardens. Plenty of orbs have also appeared in guests’ photographs here.

MIDWEST

Hannibal Bed and Breakfast at Rockcliffe Mansion, Hannibal, MO: Built in 1898 and described as the "finest home in Missouri," this mansion was boarded up for 43 years after its owner, John J. Cruikshank Jr., died in 1924. During the years of the vacancy, local children would run through the home, under the dare of making it all the way up to the third floor classroom, tear off a piece of the schoolroom map, and return outside to prove they had made it through Hannibal's most "haunted house." Caretakers who watched over the vacant house would often be forced to leave their living quarters due to the strong smell of cigarette smoke that would sometimes appear at midnight. Now restored as a B&B, the housekeepers at Rockcliffe Mansion have to straighten the bed in the former owner's room, even when no one has been sleeping there, as it mysteriously retains the form of a 5'4" body. Mr. Cruikshank, who stood 5'4" while alive, died in that very bed! From time to time, guests have witnessed Mrs. Cruikshank floating through her grand music room.

SOUTH

Foley House, Savannah, GA: Legend has it that the house was owned in the late 19th century by a widow who rented rooms to travelers and boarders. She was suspicious of one male renter who came and went at odd hours of the night, but decided he was just a loner. One night, the lady was in her room when she heard the front door open and slam shut. She noticed the footsteps did not continue to the next floor but instead stopped outside her bedroom door. The door swung open and the boarder attempted to strangle her. Unable to scream, she grabbed a candlestick from her night stand and beat him over the head. He fell to the floor and the widow ran to another boarder’s room for help. Returning to the bedroom, they discovered the man was dead. Without money for a lawyer and fearful that she would be imprisoned for murder, the lady asked the boarder to help her conceal the body in return for free rent. On her death bed, the she told her friends what happened that fearful night, but never revealed the location of the body. Some have reported hearing the door suddenly open in the guest room where the man was killed followed by a rush of air, even though no one is there.

MID-ATLANTIC

Reynolds Tavern, Annapolis, MD: When you stay at Historic Reynolds Tavern, you may be cared for by the innkeepers, or by Mary Reynolds herself. Mary maintained the tavern until her death in 1785, yet some believe she has never left the building. Employees have heard her sing Christmas carols, experienced her "fixing" the grandfather clock in the dining room, and watched as she showed her dislike of new employees by breaking tea pots and glasses. The Maryland Ghost and Spirit Association confirmed her presence with photographs and temperature readings, and exclaimed that Mary is not alone; they identified a total of five spirits in the house.

NEW ENGLAND

Notchland Inn, Harts Location, NH: A frequently seen apparition is believed to be Nancy Barton, who died on the property in pursuit of her forlorn lover. One guest reported the name "Abigail" was written in the steam on the mirror in their bathroom when no one had taken a shower or bath in that room for several hours. Another guest woke up after an afternoon nap and noticed that someone had brought fresh flowers into the room while he was napping. When he went into the bathroom, he found someone had written "Happy Anniversary" on the mirror in lipstick. He went back into the bedroom, to find the flowers gone. He turned back into the bathroom, and the writing on the mirror had disappeared. Nancy may still be hanging around playing tricks on the men in retribution or could this ghost be Abigail, no one is really sure

EUROPE

The Plough Inn, North Yorkshire, England: A number of interesting occurances have been reported at The Plough Inn over the years, many attributed to the ghosts of Landlady, Mrs Gladys Saxton, and 17 year old maid, Margaret Harrison. Both died in a fire at the inn in March 1945. One couple were woken in the night by someone ‘plumping up’ the pillows on their bed. Another guest found his car key had mysteriously bent in half during the night of his stay. A number of guests, have reported seeing a woman in long black clothes patrolling the upstairs corridor. The young old daughter of one of the inn’s staff refused to enter one of the bedrooms saying “I don’t like it. It doesn’t feel nice. It’s scaring me”. One couple saw ‘orbs’ of light in their room during the early hours.

Le Mesnil de Creances, Creances, France: Dating back to Norman times around 1000 AD, it’s no wonder that stories tell that the inn is haunted. The oven-bottom vault of the staircase tower, and its construction in small flattish stones without thick mortar joints, points to a date around the 12th century. The house was inhabited early in the 19th century by three old ladies, the library by a single man and the kitchen by a family of seven.

Ballygally Castle Hotel, Ballygally, Ireland: According to legend, Lady Shaw was running through the castle trying to escape her husband when she jumped out of a window and fell to her death. She was apparently not quite ready to leave the castle; her ghost has been known to tease guests by knocking on the doors of the rooms then running away.

Castle Leslie, Glaslough, Ireland: This castle outside of Dublin is probably better known as the site of nuptials between Paul McCartney and Heather Mills, but that's not what makes Castle Leslie a little spooky. The castle has been in the Leslie family for over 300 years, and clearly some relatives have hung on to witness the many celebrity weddings that take place here. A number of long time deceased Leslie aunts and uncles have been spotted, and there's even a ghostly dog named Punch that comes to call from time to time.

Dalhousie Castle & Spa, Bonnyrigg, Scotland: Dalhousie Castle's ghost is known to most visitors as The Gray Lady. According to legend, The Gray Lady is the ghost of the mistress for the castle’s original master. She was imprisoned in the castle by his wife and died there. The Grey Lady glides up and down the staircases, making bizarre noises and sends out cold bursts of air. It is said the Grey Lady likes to roam freely throughout the hallways at night.
Written at 12:00 PM by Sebastien.
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