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.
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.
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.
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.
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!”
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.
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?
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.
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.
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.
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.
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.
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.