Increase Emotional Connections to Travellers
Brands that make an emotional connection to their customers have greater success and earn a higher customer lifetime value (LTV) than ones that miss the mark.
Think Long Term and
Sweat the Small Stuff
If you want to build long-term value for your brand, you have to step back look at the big picture.
Increase the Resonance of Your Brand with Luxury Travellers
Travellers in the luxury market have different motivations than the average traveller. Aligning your brand, product and services with these motives will increase your resonance with this demographic.
Accessibility or Inclusivity? The Right Approach to ADA Compliance
There’s a big difference between making digital experiences accessible and making them inclusivity.
Using value alignment
instead of personas
Personas do a poor job of representing demographically diverse but homogenous users. We say that a focus on values provides a much better foundation to build a solution around.
Accessibility & Website Compliance
Recently there’s been a growing concern over website accessibility. We are often asked what it takes to be compliant with the current WCAG 2.0 and (upcoming) 2.1. Here at Wallop, we’ve crafted a thorough three-step process to meet this demand for travel and hospitality clients.
What travel & hospitality brands need to know about GDPR
The General Data Protection Regulation, or GDPR, is an upcoming regulation in the EU that was created to protect data and privacy for EU citizens. It comes into effect on the 25th of May.
The Storytelling Effect
Storytelling – it’s been around for ages, and the vehicle we’ve used to record a lot of that history. It’s endured and effective in almost every industry because of its qualities.
Tell Me a Story: The Magic of Data Storytelling
Data facilitates understanding. Storytelling facilitates emotion. Learn how you can bring these two worlds together to better enlighten and engage your audience.
Bing Ads – A Surprising AdWords Alternative
Are you advertising on Google AdWords? Have you also considered Bing Ads? Bing offers a proven and growing alternative, or addition to, Google’s AdWords.
Page Speed: Patience is a Virtue that You Shouldn’t Count On
Have you ever visited a website only to have it take what feels like ages to load? I certainly have. While I’d love to say that patience is among my many virtues, it’s not. The longer a page takes to load, the more likely I am to abandon it.
SSL Certificates and SEO – Are They Necessary?
Google recently began contacting website owners directly through Search Console (formerly Google’s Webmaster Tools) with a somewhat cryptic message about Google Chrome security warnings and SSL Certificates.
We’re headed to Brooklyn
Martin will discuss the role of video and storytelling in marketing experiential travel brands at the Independent Lodging Congress in Brooklyn.
Why people choose
Airbnb over hotels
Though I have a vested interest in supporting hotels (I run an agency that works primarily with a lot of hotels), I often stay in an Airbnb when I’m paying for travel. The reasons are common among people who use Airbnb. There are some great takeaways for Hoteliers, so I’ll outline them in this post.
Facebook ads: growing potential or burst bubble?
Facebook’s seen its fair share of controversy lately. But what does this mean for luxury travel brands? Take a look at Facebooks current advertising offering and explore it’s growing (yet controversial) potential.
The State of Mobile + Travel
The typical path from research → engagement → purchase has been completely disrupted by smartphones. Hoteliers are now faced with a quickly evolving channel to find and convert new guests.
The best kind of email to get from a client
“We are doing great sales from the website and the films in particular are helping to sell the dream. The loop on the homepage is the crown of it all. We love it!”
Airbnb Now and
Where It’s Going
In this article we examine the current state of Airbnb, its impact on the market, and where it’s going.
Luxury Travel Insights Series: Part One
Luxury travel is a $350 billion industry. This niche sector is extremely valuable, so what can you do to reach affluent travelers? We’ve curated data about UHNW individuals to help luxury hoteliers inspire travel to their properties.
in Real Estate Marketing
Video is a highly effective medium and vehicle for marketing high end real estate. Learn how a creative 30-second spot was used for pre-roll ads, showroom screenings, and direct outbound marketing, to successfully reach and appeal to potential buyers.
One Thing I Took Away From the Skift Forum
A singular theme stuck with me after the Skift Forum in NYC last month: the robots are here, and they are bringing their friends. It was made abundantly clear, during those 2 days at The Lincoln Centre, that personalization through Artificial Intelligence and voice-based search will fundamentally change the way human beings search for, purchase, and experience travel.
3 Key Takeaways from the Q3 Google Partners Connect
The key theme of the Partners Connect presentation was mobile. Insights included consumer behaviour, micro-moments, and the opportunities with mobile experiences. We’ve summarized the 3 most compelling takeaways and relevant resources.
The Changing Landscape of Marketing Budget Allocation
As a marketer of a luxury hotel, you’ve likely struggled with how to allocate your digital marketing budget. There are some interesting challenges around how to spend those precious digital marketing dollars.
Gripes about OTAs are well founded
Working in the hotel industry, we hear a lot of gripes about OTAs (Online Travel Agencies) like Expedia, Hotwire, Booking.com, Hotel Tonight etc. And for good reason.
Remarketing in the Travel Industry
What if I told you there was something you’re exposed to multiple times a day, without even realizing it?
Five Lessons from the Google Performance Summit
A global audience of marketers attended or watched the livestream of the Google Performance Summit on May 24 2016.
Wallop at CIMC 2016
The Canadian Internet Marketing Conference (CIMC) brought over 1,200 new visitors to the beautiful town of Squamish between April 14 – 15, 2016.
Why We Travel
By better understanding why we travel, we can improve our approach to marketing travel experiences on the web.
The Art + Science of Understanding Your Guests
The relevance and granularity of personalization is what can ultimately persuade someone to book at a specific property, book direct and even become a loyal, returning guest.
ADA compliance for hotel websites
Just as business are required by the ADA to accommodate customers with disabilities in the physical world, they are required to do so on the web.
How to Use TripAdvisor’s TripConnect to Increase Direct Bookings for Your Hotel
Are you a hotelier, hotel manager or hotel marketer looking to get more direct reservations and avoid costly OTA (Online Travel Agent) commissions? If you are, then you won’t want to miss this!
Digital Marketing Trends for Luxury Hotels in 2015
Each year, we compile a list of digital marketing trends for luxury hotels. With the end of 2014 being as busy as it was, it must have slipped our mind.
2014 – Year in Review
Year 10 was a good one (and so was the party). Our studio is producing some of its best work to date, we’ve got some amazing talent on board, and some great projects in the portfolio and pipeline.
How hotels can use photography to excite, inspire and inform
The true goal – the oft-neglected contributor to conversions – is effective visual communication. After all, communication is a key ingredient in transforming browsers to buyers.
Multiple domains VS directories
There’s a number of things you need to consider before choosing what’s right for your business.
Celebrating 10 Years
To celebrate Wallop’s 10th year in business, we invited friends of the studio to join us on the rooftop (for what turned out to be a rather epic dance party).
Wallop was incorporated in July of 2004, 10 years ago. The same year Facebook started. The same year Britney Spears was married (twice). The year of Janet Jackson’s nip-slip and the start of a second term for George W. Bush. Needless to say, a lot has happened since then.
From England to Vancouver (mostly for snowboarding)
I won’t beat around the bush – I came to Vancouver to rekindle my love for snowboarding. A once-a-year holiday from England was no longer cutting the mustard.
Reworking our approach to project management
New people. New tools.
My first weeks at Wallop
It’s been quite the ride, and despite the disgusting weather we’d been having, I had sprung into an excellent first week at Wallop.
HSMAI Digital Strategy Conference Notes: Responsive Design Panel
This post is meant to summarize the discussion in New York last week. I was invited to be part of a panel on Responsive Design for Hotels with Andy Kauffman, VP of Global eCommerce Marketing at Marriott International, and Brian Estep, VP Sales at buuteeq. The panel was led by Michael Bennett, VP Marketing at KSL Resorts, who did a great job of asking good questions and keeping the discussion moving.
The path to specialization
There are way too many generalists out there, and for us, finding a niche has been a key part our success. A lot of people ask us how we developed our niche, so I’ll provide a bit of background.
This year, instead of corporate holiday gifts…
Instead of sending out a slew of corporate holiday gifts this year, we decided to sponsor a small relief mission in the areas of the Philippines most affected by Typhoon Haiyan.
What we listened to in 2013
Rdio took over our musical lives this year. It gave us a social layer to our musical tastes and, as a result, it feels we are approaching a sort of musical singularity. At any rate, here are some of the albums we’ve been listening to in our studio this year.
Recap of the Independent Lodging Congress in Philadelphia
Last week, I took the train from Montreal to Philadelphia. I wanted to try something different than an airplane for once. Turns out the train includes enough legroom for Roy Hibbert, free wi-fi and the freedom to roam and meet people.
Changes are afoot
Exciting times for Wallop. The world is back to work, and despite the impending rainy season here in Vancouver there is a palpable sense of enthusiasm from our team, clients and partners.
14 web trends for luxury hotels in 2014
This post could have been titled “14 web trends for boutique, independent, luxury, exclusive, art hotels, resorts, escapes, spas, camps, cabins, excursions, and yurts.” But you have to draw the line somewhere. And despite (or perhaps because of) its ambiguity, “luxury” is still a relevant word.
The Hummingbird Update
Google recently announced the launch of a new search algorithm called Hummingbird. It has been up and running for over a month now, and has resulted in minor shifts in search engine results for sites that we monitor. The biggest changes are for outlying pages with content that receives a small amount of the total traffic. It therefore has not had much impact on the site statistics overall. But what is the reasoning behind the change?
Everyone has a hotel story
If you’re in Vancouver this summer, Grand Hotel: Redesigning Modern Life at the Vancouver Art Gallery is certainly worth your time.
There are plenty of great articles about responsive design, so I don’t intend on repeating what’s already out there. But I’m finding there’s a lack of material geared for people outside of the web industry.
3 Days in Dubai: Looking Back on the Luxury Hospitality Summit
After back-to-back red-eye flights, I found myself in Dubai for 3 days. I would have stayed longer, but Canadians are on a short leash due a disagreement between Air Canada and Emirates Airlines. Travelling alone inevitably leaves ample time for good old-fashioned tourism.
Thoughts from South Africa
So we’ve been hard at work re-designing the Singita website. It’s an established name in luxury eco-tourism, in the midst of an extensive rebranding process. We were brought onboard to reinvent the digital application of the brand.
Luxury Hospitality and the Social Mobile Web
Social is a highly effective marketing channel for hotels; no marketer worth his or her salt will tell you otherwise. Social is even more effective for boutique, luxury hospitality brands. However, by the same token, social can be exponentially more destructive to luxury brand equity if not handled properly.
13 Web Trends for Boutique Hotels in 2013
To help spur on productive discussions and to make our clients’ jobs a little easier, we’ve put together a list of 13 important web trends for the hospitality industry in 2013.
Usability: An Integral Part of the Guest Experience
As hotel websites become increasingly interactive, some guests will accept frustrating online experiences as inevitabilities; growing pains in the evolution of the web. Yet, as users’ patience wanes and they spend less time on frustrating sites, it’s time we start seeing usability for what it is: a business concern.
How to Quickly Create a Facebook Page Application for Timeline
Due to lack of properly organized documentation, setting up a simple Facebook application can be a frustrating task (even with Google at your disposal). We’ve prepared this guide to get your Facebook application off the ground FAST.
Picking the Right Video Format
Publishing video on your website is now relatively simple. But with all the formatting options available, it can be difficult to choose the platform and video player that perfectly fits your needs.
The Advantage of Using Web Fonts
In the past few years there has been an emergence of new web-font tools. These tools are opening the door to beautiful typography and design variation across the web. For the sake of simplicity, I’ll compare three widely adopted options. Each product has it’s own advantages and limitations, and knowing the differences is key to determining which service best suits the project.
Mobile – Part II
When we wrote the original article, we were talking about 1.4 billion mobile subscribers in the world. In a span of almost 3 years, we’re now at 6 billion.
How to Speed Up Your Website
Our goal, as forward-thinking developers – is to deliver rich visuals and functionality, across common devices, in a way that flows naturally with users’ precedent experience.
What You Missed in Toronto
Last week, we attended the Hotel Association of Canada conference in Toronto, which conveniently coincided with the Canadian Tourism Marketing Summit and Online-Revealed Canada; a veritable grand-slam of all things hospitality, travel, tourism, and digital.
Introducing the New Wallop
Ladies and Gentlemen. Boys and Girls. It’s my pleasure to introduce the latest iteration of wallopcreative.com.
Hotel Websites Still Tops for Consumers
There’s a lot of talk about social media being a game changer in the hospitality industry, and that’s mostly accurate.
ROI of Website Videos
Here at Wallop, we‘re big proponents of video usage, especially in the context of building websites.
Key Attributes of an Effective Hotel Website
If you’re a hotelier, you’ve probably heard the phrase “best practice” bandied around in the context of designing and building a website. Typically it’s nothing more than a buzz phrase in an industry that’s littered with them.
Customer Reviews & Google’s Local Business Listings
Google’s Business Listings is a popular tool that helps consumers find local businesses. For businesses in certain industries, a favourable ranking in the LBL will go a long way in driving qualified traffic to your website. In this article, we discuss how the LBL works and how customer reviews effect ranking within the system.
The Mobile Web: Taming the Beast
It’s no secret that recent advances in mobile devices have dramatically changed the way people use the internet.
Search Engine Optimization: A Primer
SEO is an extremely popular topic with clients of any web design studio. And even more so with clients in the hospitality industry, as googling for hotels is a common way to find accommodations.
Social Media & the Hospitality Industry
The way hotels communicate with their guests is changing, and quickly.
Cut to the Chase
Considering the volume of information on the web and an audience that is growing increasingly impatient, your website had better communicate its message quickly and clearly.