Is Facebook Still a Relevant Platform for Hotel Social Media Marketing?

Most social marketers still consider Facebook their most valuable hotel social media platform and it shows by the amount of ad revenue poured into the platform. 2017 ad revenue for Facebook is nearly three times as much as Google.

 

According to eMarketer, Facebook grew by 12.8% to 1.34 billion users in 2016 and recently Mark Zukerberg announced that Facebook has hit 2 billion monthly users. But so far this year growth has actually waned to 9.6% and is predicted to slow to 7.9% growth through 2018.

 

As a consequence ad revenue is predicted to slow down.  A contributing factor is that Facebook ads have nearly saturated user news feeds to the point where consumers don’t even look at the ads anymore. For hotel marketers, this means there will be some fierce competition for ad space and the cost to advertise will increase all while consumer engagement declines.

 

 

Despite these issues, hotel social media marketers are not stopping or slowing down any advertising in Facebook. In fact, 62% of marketers consider Facebook their most important marketing platform. The reasons seem to be because of the sheer size of Facebook’s user base and perhaps the hope that Facebook will make some changes to turn this situation around.

 

Facebook is acutely aware of the growing ineffectiveness of their news feed ads and the rapidly declining click-through rates it causes so they presented another option in Messenger ads for both Facebook and Instagram.  Facebook states over 2 billion messages are sent between people and businesses every month and, if stats hold true, this could mean booking possibilities for hotels.

 

According to a recent Social Media Examiner report, marketers need to change it up a bit and use varied ad formats as a work-around to the news feed overload. SME shows 75% of the participants in their report said they would use video content and 61% would use live video. So adding video to your hotel content strategy might be just the thing to catch users’ attention.

 

Like anything new, there are bugs to work out. Facebook has had their share of questionable metrics but corrected the problems and have shown their resilience over the years by turning mistakes into lessons learned. None-the-less, hotel social media marketers should be mindful of metrics for any new Facebook ad initiatives to ensure that they are getting the most out of their advertising spend.

 

 

Lodging Interactive Integrates Live Chat Services Into Facebook For Hotels

PARSIPPANY, NJ – July 11, 2017  Lodging Interactive, an award winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the integration of its fully managed CoMMingle Live Chat services into Facebook’s social media platform. As a result hoteliers can now benefit by providing Live Chat services to consumers when they visit their hotel’s Facebook page.

 

“Consumers are increasingly using Live Chat services to engage with hotels in real time and our Facebook integration ensures the hotel always has fully trained Live Chat agents available 7 days a week to respond to potential guests,” stated DJ Vallauri, Lodging Interactive’s Founder and President. “Our fully managed CoMMingle Live Chat service is a game changer for hotels who truly are looking to step up their customer service.”

In today’s fast paced mobile environment, hotels can effectively differentiate themselves against their competitive sets by providing online Live Chat customer service. Engaging with potential guests in real-time while on the hotel website provides opportunities to surprise and delight resulting in more wedding, group and event leads and creates guest loyalty to a hotel.  Research continues to show that 65% of consumers would return to a website that had Live Chat services over one that didn’t.

 

“Customer service is the NEW MARKETING and hoteliers who understand how low current customer expectations bar is,  can deploy our CoMMingle Live Chat service to win new customers,” added DJ Vallauri. “Our fully managed Live Chat service offers US based, fully trained Live Chat agents and provides coverage 7 days a week. And now with our Facebook integration we’re increasing opportunities for hotels to always be available where and when their guests are.”

 

For more information about the fully managed CoMMingle Live Chat services for hotels visit: www.LiveChatForHotel.com or call 877-291-4411 extension 701.

 

About Lodging Interactive

 

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing and social media engagement and reputation management agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, Lodging Interactive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. CoMMingle has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses.  The company also offers fully managed Live Chat agents for hotel websites through its LiveChatForHotels.com division.

 

Lodging Interactive is an HSMAI Adrian Award winner, and has won awards from the International Academy of Visual Arts, Interactive Media Awards, Horizon Interactive Awards, Web Marketing Association, Academy of Interactive & Visual Arts, and Travel Weekly’s Magellan Awards have recognized Lodging Interactive as an industry leader.

 

Lodging Interactive is a proud supporter of the Hotel Sales & Marketing Association International (HSMAI) and the company’s president, DJ Vallauri, currently serves on the Board of Directors of HSMAI’s New York Chapter and is a Forbes.com Agency Council contributor. For more information, please contact sales@lodginginteractive.com, 877-291-4411 or visit the company’s website.

 

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User-Generated Content (UGC) Influence on Hotel Bookings

User-generated content (UGC) means digital content created, uploaded and shared publicly online by consumers or end-users through pictures, videos, blog posts, discussion boards, product or service reviews, comments, tweets etc. UGC can initiate a conversation among unpaid contributors through popular social platforms that include the likes of Facebook, Twitter, Pinterest, Instagram and so many other social networks. So what does this all mean for your hotel and the possibility of encouraging bookings? Now-a-days just about everything!

User-generated content (UGC)Various studies have shown some compelling statistics:

  • Neilson has shown that consumers look to recommendations from those they know for purchases 92% of the time.
  • McKinsey has shown that word of mouth marketing generates twice as many sales as paid advertising.
  • Tomoson has shown that, on social influencer marketing, ROI is $6.50 for every dollar invested.
  • Reevoo showed that 72% of people searching out hotels would use UGC as a basis for their purchasing decisions.
  • TurnTo Networks just released a consumer study that shows 90% of consumer purchasing decisions are based on UGC

 

Benefits of UGC for Hotels

 

In today’s digital world, no one can deny the impact of social media on companies, products or services provided. People share their activities, opinions and interests through the various social networks.  UGC becomes an invaluable resource for hotels where these exchanges can create booking opportunities. Its benefits can be seen through:

 

  • Authenticity & credibility: We have grown skeptical of traditional marketing content to make purchasing decisions because the source is the brand itself. Instead, more and more, the trend is to search out the opinion and comments from peers to make purchasing decisions. We want to hear from people like ourselves with authentic accounts about experiences.

 

  • Personalization: Hotels get to have exchanges with guests or prospective guests where they interact with each other through the many social networks. UGC is unique in that it taps into consumer trust and relationship building. This is where brands learn what resonates with their target audience. So these exchanges create a meaningful interaction and encourage other guests to submit content.

 

  • Cost benefits: The costs of traditional advertising and marketing campaigns are always a strain on hotel budgets. But the cost of content creation is included in this marketing approach. After all, the source is the user’s exchanges posted publicly through social networks.

 

  • Re-purposing unique content: Users contribute new content all the time so information is always fresh. Hotels can re-purpose influencer content into blogs, web page copy etc. It helps the hotel marketing team keep content interesting and encourages users to stay engaged. It allows the hotel/guest relationship to develop beyond check-out.

 

  • Social traffic increase: A social media influencer in the hotel industry has established credibility and has a large follower base. They don’t have to be celebrities. They can be bloggers or thought leaders. In all cases, their authentic approach can have an impact on consumer behavior. It wouldn’t be far fetched for consumers to be persuaded to listen to their views, appraise the information and check out your hotel site when considering a hotel booking. It would also be important to keep in mind that, in this digital age, millennials are the largest and most influential of all age groups. They are turning off traditional ads and looking to engage in real-time conversations with brand advocates for their purchasing decisions.

 

  • Building SEO value: According to Kissmetrics, 25 percent of search results for the top 20 largest brands are links to UGC. Positive guest reviews can raise your SEO ranking. Also, gaining knowledge of the most frequently used words and phrases used by your audience can help your keyword optimization research.

 

  • Audience insights and sales leads: Through UGC, hotel marketers can analyze exactly what content is being shared and helps understand what your guests or prospective guests find most engaging. This information can provide valuable insights that can help generate leads and increase sales.

 

In the end, it’s all about people – your guests, your followers, your brand champions – and their experiences, thoughts and mentions of your hotel. If your hotel hasn’t considered UGC within your marketing strategy, you will be missing out on the possibility of a great many booking opportunities.

Google’s Focus on AI-First and the Implications for Your Hotel

What seemed like something far into the future is right here, right now.  Alexa, turn off the bedroom lights. Siri, find me a luxury hotel in downtown Chicago. Hey Google, show me photos from my stay at Hotel ABC. Asking assistance or search using your own voice simplifies what you want and the right result should happen, right?  Read on for Google’s Focus on AI-First and the Implications for Your Hotel.

Well behind what seems like simple voice commands are companies like Apple, Facebook, Microsoft and especially Google blazing the way through AI and machine learning. In fact, Google’s May 2017 keynote made clear that they were moving away from their mobile-first approach to an AI-first focus.

 

From Mobile-first to AI-first

Mobile-first meant that, when designing websites, you would first need to design your mobile website and then work your way up to create a responsive desktop design. Since most web searches are now on mobile, Google had their primary search engine index based on mobile version content.

Now Google’s focus is toward applying AI to solve problems and accomplish tasks through relevant searches that rely on the use of conversation – natural language – instead of typed keywords. Essentially they are using natural voice as an input to computers and using training to make it easier for speech recognition.

They have even gone so far as to use enhanced picture attributes for image recognition – not saying a word but simply snapping a photo of a marquis with a band or play’s name and, just from the photo, know to search out dates/times for the event displayed.

AI and the Hotel Industry

Google’s latest focus shows how they expect artificial intelligence to become a very large part of our lives – from products to services – and the hotel industry has and will feel its effects as well.

Google says 20% of mobile queries are voice searches and, with 1.2 billion mobile web users worldwide, voice queries with the likes of Cortana, Google Now or Siri will continue to grow. The result will be users moving away from desktop and using only mobile or home-based products like Google Home, Apple’s HomePod or Amazon Echo for their searches.

In the hotel industry, some brands have already begun to incorporate AI into hotels.

Leading Hotels of the World has been using AI to improve the hotel research and booking processes. There’s also AI concierge Connie used by Hilton Worldwide or, more recently, AI Rose at the Cosmopolitan of Las Vegas. Then there is AI chat bot Edward at the Radisson Blu. Now the latest to consider guest and employee services through AI is Best Western who is testing Amazon Dot devices in its hotels. In all cases, these AIs are designed to deliver the best guest experiences and at the same time alleviate some staff workload.

For hotel industry websites, you will need a strong mobile-friendly site providing relevant content to create the best possible mobile user experience. From personal mobile devices, to home to hotels, the rocketing presence of AI into the world – and into the hotel industry – is a sure thing and Google is leading the way. So hoteliers need to be ready for the next wave of what it takes to provide great customer service.

Airbnb Web Traffic Highest Among Travel Sites: Hotel Brands in Check

If hotel brands were in a chess game with Airbnb, they would now be in check position. According to Bloomberg, Airbnb Inc. was valued at $31 billion this past March and is looking to raise funds for expansion. With this kind of growth, hotel brands now consider them more like a rival than a business partner and as a hindrance for direct relations between hotels and their guests.

Recently eMarketer reported that Airbnb has the highest traffic of all travel sites – that includes the likes of Booking.com/Priceline Group and Hotels.com/Expedia – and it even eclipses the larger hotel chains.

Airbnb vs. Hotels

At the base of this new standing is Airbnb’s resounding use by millennials. This group looks for more personal experiences in their travels that fit, what they believe, is the uniqueness of their lives. They find this in a home-based stay rather than in a more boxed offering from an average hotel.

But Airbnb is not taking a breather with just this demographic’s allure to their site. They are seriously looking into expanding their services with more personal recommendations, like connections to tour guides and special expeditions. They are even looking to expand beyond the core that gave them its current status by considering to market to business travelers – all through their platform. With the growing number of millennial business travelers who like to mix business with pleasure, Airbnb has already signed up 250,000 companies this year.

Airbnb vs Hotel Brands: The rivalry begins

According to Phocuswright , hotel online bookings through third-party travel sites grew to $31.4 billion in 2016. Hotel brands are now trying to claw their way to winning direct bookings and move away from the expense of commission hungry travel sites.

The response from large hotel brands was to offer lower rates and perks to loyal members that book direct. But these traditional approaches don’t sit well with younger travelers who are less likely to be part of loyalty programs. They prefer travel sites because of their package offerings like combining airfare or car rentals.

The sad part is that hotel brands are doing this by only operating through the old-fashioned wheel-and-deal: Offerings of all kinds from lowered special rates, amenities etc. If the deal is all the ammunition brands have, then they are going to be pushed off the chessboard.

So hotel brands need to get a bit more creative with their marketing. For example, Hilton allows points used toward Amazon.com purchases and Choice Hotels allows customers to redeem points at Starbucks. Or they allow certain services like free Wi-Fi if they book direct.

It’s definitely going to be a challenge and hotel brands need to carefully weigh all the possibilities of their next moves to get out of the check position, reconsider their marketing strategies to lure guests of all ages to book directly to avoid a checkmate – game over!

Social Media Consumption and Your Hotel

At the risk of sounding like my father, there was a time when it would take months for news to reach the other side of the world but the Internet has brought the world closer and made it a smaller place. We literally now have the world at our fingertips.

In more recent years, the explosion of social media through platforms like Periscope, Twitter, YouTube and Facebook as well as instant messaging apps, we can have the latest news within minutes of an event happening anywhere in the world. It’s given a whole new meaning to the Wordsworth sonnet ‘The world is too much with us’.

What is media consumption?

Simply put, media consumption is the total amount of information and entertainment media that an individual or group has listened to or viewed. It traditionally included the likes of print (books, magazines, newspapers), television, film, music and video games.

It not only incorporates content but also the device through which the content is delivered. So media consumption has grown to include modern formats with use of cell phones, tablets, personal computers and social media networks. eMarketer’s latest report shows adults in the US now spend more than 12 hours a day consuming media. What makes usage so high is media multitasking. That is, a person can be on more than one media platform at the same time.

 

 

Social media consumption and your hotel

In recent years, there has been much research that has quantified just how much time we actually spend consuming media. According to a Nielsen study last year, television and radio are still the most popular medium among US adults and, with hand devices like smartphones and tablets, it has made it even easier to live stream our favorite shows, sports events or movies.

Pew Research showed that 65% of adults use at least one social networking site and not surprisingly, when it comes to teens and millennials, social media platforms are the preferred media. This younger crowd spends a lot of time watching television, playing video games, listening to music and checking social media. The average person spends almost 2 hours on social networks each day. 

With so many social media outlets available, the shift from traditional brand advertising to consumer centered marketing has empowered the consumer and influences how your hotel does business. The important things to remember are know your audience and what social media platforms they prefer. Adapting your marketing approach will make sure your hotel stays one step ahead of the competition.

Social Influencer Marketing Impact: Instagram Stories vs. Snapchat Stories

In October 2013 Snapchat updated its app to include Stories which allowed users to build a sequence of content that could be viewed an unlimited number of times over a 24-hour period.  Then in 2016 Snapchat updated this feature to include Snapchat Stories auto-advance allowing users to move to the next story after one story has played. Snapchat Stories became a big hit with its younger audience and quickly took hold with millennials.

 

It wasn’t long before other platforms realized the potential of Snapchat’s feature and in August 2016 Instagram launched Instagram Stories. The product piggybacked on the success of Shapchat Stories and works just like it. One difference is that Instagram has double the user reach over Snapchat – Instagram Stories feature is currently used by 200 million of their 700 million users.

instagram vs snapchat social influencers

According to Google Trends, Instagram Stories is two times more popular than Snapchat Stories. Couple this with the fact that Instagram users easily go through the new feature while staying on a familiar platform and you have yourself the winner of this competition. With such a greater reach to a wider audience, Instagram Stories is attracting users away from Snapchat and even is attributed to stalling Snapchat’s growth.

 

Instagram or Snapchat: Who do Social Influencers Favor?

 

With growing competition for the same feature on the two different platforms, it prompted a month-long study by Mediakix that examined to which platform’s Stories feature top influencers posted most often.  The evaluation included 12 top social influencers who had from 495K to 16.6 M followers, regularly post on Snapchat, and are looking for the most engagement opportunities.

 

Number of Instagram vs SnapChat stories social influencers

 

The study findings showed:

  • Instagram Stories was favored over Snapchat stories 25 of the 30 days
  • On average, social influencers posted on Instagram 25% more of the time than Snapchat.
  • Instagram had an average 6.6 stories posted per day over Snapchat’s 5.3
  • 8 out of 12 social influencers posted more on Instagram Stories than Snapchat Stories

 

Social Influencer Marketing Impact

The Instagram vs. Snapchat study is but a small example of the greater picture for the rapidly growing social influencer marketing industry. Instagram’s influence marketing, currently a 1 billion dollar industry, shows it could reach 2 billion by 2019. Clearly social media influencer marketing has become one of the most important ways to increase awareness of your property and brand. With its leap ahead of Snapchat, Instagram learned there is power in the opinion of peers. They are clearly onto something!

 

Hotel Customer Service Through Social Media Channels

In today’s digital world we all communicate through social media to one degree or another regardless of generational differences. It has become the medium we use to exchange ideas or opinions and create or maintain relationships with not only friends and family but with every industry including, and perhaps especially, when discussing hotel customer service in the hotel industry.

For hotels, it offers a direct channel for guests to provide feedback, from compliments to requests to complaints. And, together with advances in technology, social media channels have created opportunities for hotels to provide and improve customer service.

Social Ecosystem woven in Social Search

The Three R’s of Social Hotel Customer Service

Revenue: Hotels that deliver great social customer service will become more profitable than hotels that do not.  It is the avenue that influences purchasing decisions and creates booking opportunities.

Reliability: Addressing complaints and resolving issues quickly shows your hotel listens and cares about guests. That spontaneous and authentic contact is what your guests and prospective guests crave. It creates a bond between your hotel and guests that creates loyal followers.

Reputation: Guests that experience a positive customer service experience are 25% more likely to become advocates and influencers of your hotel. But they can just as likely stop coming to your hotel and give bad reviews because of a poor experience.

Social Hotel Customer Service Guidelines

When it comes to a social hotel customer service strategy, there is no magic route your hotel can follow to find the best social customer service practices. It all depends on your hotel’s structure, processes, message and identity. But there are some guidelines that will help shape your hotel social customer service practices and serve as a reminder that responsiveness is everything.

 

  • Staff Ambassadors: Your hotel staff is first in line for interacting with your guests. Guests want to feel their issues are as important to you as it is to them. Respectfully take care of any issues and show that your hotel makes them your number one priority. To avoid confusion, ensure your staff is consistent with their handling of all issues by setting standard practices for basic issues but allow some flexibility so that staff can make decisions that make them feel they are part of the solution.

 

  • Chat Messaging: Provide a messaging service between staff and guests as a solution for handling volume requests of basic issues – like needing towels or an extra pillow. It will also assist your staff in attending all guest needs in a less stressful and efficient way.

 

  • Guest Expectations: When guests or prospective guests engage with your hotel through social media platforms, they expect a response in real time. This is your opportunity to shine. There are many live chat services available that can give you the chance to connect with your guests on a more personal level and show your hotel cares – all in real time!

 

Simply put, properties that take the time to include social hotel customer service as part of their social media marketing strategy will be the ones that will reap the benefits of repeat business and increasing their chances for profitability.

Snapchat Marketing for Hotels

A Hotel Social Media Marketing Budget Reconsideration

 In 2011 Snapchat launched as a fun and simple messaging app that reached out to a young teenage audience. The concept was to share images with users’ friends that then disappeared in seconds.

Then they introduced Stories: A chance to put together all user images into a succession of snaps to tell the user’s story. It was a big hit with the younger crowd and quickly caught on with millennials.

Even Facebook’s subsidiary, Instagram, realized the potential when they created their own version of Snapchat Stories.  600 million users strong, Instagram’s version caught on well with users who didn’t have to learn a new social media platform to use the feature. In fact, Instagram became a very strong competitor and their version of Stories became popular enough to stall Snapchat’s growth.

Clearly Facebook and Google also knew that Snapchat was onto something when, in 2013, both giants made bids to acquire them for $3 billion and $4 billion respectively. But Snapchat owners were having none of that. They had bigger and better ideas in mind.

snapchat

Snapchat Paving Their Way into the Future

If Snapchat was going to make it into the future as a vital social media platform, they needed to think beyond their niche market and open themselves up to a wider audience.

According to an eMarketer forecast, this year Snapchat is expected to grow to 70.4 million users in the U.S. and to 89.2 million users by 2021. Their largest user base continues to be between the ages of 18 to 34 but users between the ages of 35 and 44 have been steadily increasing and predicted as jumping from 6.6% in 2017 to 9.8% in 2021. Users between the ages of 45 and 54 are predicted to climb from 4.5% in 2017 to 6.7% by the year 2021. This slight shift in age demographics becomes a consideration for hotels trying to reach their target audience.

Snapchat Inc. became Snap Inc. in September 2016 in preparation for its decision to go public with the Snapchat app being its main product.  Its value now is at approximately $28 billion. According to Snap Inc.’s IPO filing, they:

  • Have 60 million active users from the US and Canada
  • 60% of all smartphone users are now on snapchat
  • 50% of U.S. daily new users are 25 and older

It is evolving and working hard to increase their number of users within a wider audience. They need to show value to their investors by proving they are a viable social media platform well worth the investment. If the numbers increase as predicted, hotels would want to reconsider adding them within their social media marketing plans.

The company introduced their first consumer product, Spectacles, that became available for online purchase this February.  It is a strong indication that Snapchat wants to delve deeper into consumer products and now, having gone public, their interest toward e-commerce can show investors that they are serious about expanding and growing into a solid investment.

Snapchat 3Vi (Vertical Video Views and Interactive) advertising are ads in vertical format that tailor content to the mobile app.  Snapchat popularized this format and it allows users to make purchases through the Snapchat app. According to Snap Inc.’s S-1 filing, over 90% of those that participated in Snapchat’s advertising saw a rise in sales. 3Vi ads also promise to provide a way for hotel advertisers to track ROI. This might make it an alluring way to get hotels to consider joining the app and giving Snapchat ads a try.

Snap Inc. has the incentive and drive to prove they are a viable player against competitors but they have to delicately balance this with the young public that followed them and brought them to this stage in their vision. Also there are so many things happening – and fast – that hotel digital marketers need to keep an eye on the developments to see whether or not Snapchat is worth a second glance.

Conversational Marketing is The Future of Hotel Customer Service

Use of messaging and chat apps at hotels are fast becoming the preferred means to communicate with guests and, with this, come the endless possibilities to build relationships and increase sales. Hotel guests can chat in real-time and receive valuable and convenient customer service. This builds a trusting relationship that will go a long way toward loyalty and guest retention as well as lower overhead costs with efficient daily operations.

The technology is not new but primarily it is the exponential increase of mobile usage in recent years that is at the heart of the resurgence of messaging and chat apps. A Forrester Research study shows consumers spend nearly 78% of their time on smartphones and more than 3 billion consumers world-wide are heavy users of instant messaging platforms.

Conversational Marketing and Building Hotel Guest Relationships

The implication of conversational marketing might be to drive sales but its use now-a-days is more toward providing good customer service.  Uber’s Chris Messina coined the term conversational commerce and, simply put, it refers to the trend toward interaction between consumers and businesses through messaging apps, chat apps, and voice-activated technology. Consumer engagement can be through a human representative, chatbot or a fusion of the two.

For hotels it provides an excellent tool for hotel staff to automate customer service messages to guests. This increases hotel staff efficiency and provides a great guest experience. Hotels can interact with guests to quickly answer questions, resolve issues and provide personalized recommendations  – all in real-time and at the guests’ convenience.

 

conversational marketingIn the artificial intelligence market, there is now IBM’s Watson Technology. It’s essentially a supercomputer system that answers questions using natural human speech with filters for intent and context.  The likes of Facebook, Google and Microsoft have their own versions that are free within their platforms.

 

Facebook Messenger is now able to accept payments through chatbots that not only increase guest engagement but create the possibility to translate the conversation into booking transactions without ever leaving the application. This makes it easy and convenient because it means there is no jumping back and forth between website and text conversations. Reducing the number of sources hotel guests need to turn to will shorten the distance between a prospect and a booking.

 

Conversational Marketing and The Hotel Guest Journey

Regardless of how conversational marketing reaches you, guests want help, advice and direction while they work through their decision-making process. It should be an effortless process for your guests and gives a chance to establish a better rapport with your guests and prospective guests. A quick turn-around to questions/inquires, convenience and personal attention mean everything to your guests. So it’s vital to have the conversation stay natural – human – real.

 

Effective conversational commerce can successfully get your hotel to increase customer satisfaction and foster meaningful relationships. Hotel marketing strategies should carefully consider ways to provide a better customer experience by fusing with emerging technology that will help make those engagements turn into bookings.