Lodging Interactive Launches All-Inclusive Website, Social Media and Reputation Management Packages

Lodging Interactive, an award-winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the launch of its all-inclusive full-service digital marketing packages. For one monthly price properties can now choose from a variety of digital marketing packages. Digital marketing packages include website design and digital marketing, social media marketing and engagement, and guest review responses services.

“For nearly twenty years we have continued to develop hospitality focused digital marketing products and services to ensure our clients maximize their online visibility and revenues,” said DJ Vallauri, Lodging Interactive’s Founder and CEO. “Today’s hospitality digital marketing landscape is very complex, and our all-inclusive marketing packages simplifies things a great deal for hoteliers.”

Lodging Interactive’s all-inclusive marketing packages include:

  • Website Design & Development
  • Website Digital Marketing Services (SEM)
  • Social Media Marketing & Social Engagement Services
  • Reputation Management & Guest Response Services

Packages details can be found by visiting: https://lodginginteractive.com/turnkey-packages/.

“And while we continue to offer customized digital marketing solutions for hotels, now any hotel regardless of budget, can compete effectively online with our all-inclusive marketing packages,” added Mr. Vallauri.

All website design agreements include ADA WCAG 2.1 compliance using the most sophisticated AI machine learning technologies and are developed using open source technologies without any

proprietary content management system (CMS). “Many competitors build hotel websites that use proprietary content management systems. Doing so makes it difficult, if not impossible, for hotel clients to leave the agency with their websites. In essence, the website cannot operate without the agency’s proprietary content management system behind it; we refuse to do this. We believe our clients should always have the ability to move the website to another agency if they’re not satisfied with our services,” stated Mr. Vallauri.

To learn how the Lodging Interactive all-inclusive packages can benefit your property or for more information please visit LodgingInteractive.com or call 877-291-4411.

About Lodging Interactive

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants, and spas.

commingle:engage, the Company’s social media and reputation management division, has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually.

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.

The Company’s Founder & CEO, DJ Vallauri, formerly served 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.

Contact

DJ Vallauri
President & Founder
Phone: 877-291-4411

Hospitality Social Media Marketing News Issue June 16, 2019

Dying to know what’s new in social media and how it could affect your hotel or resort? This month we’ve got changes from Instagram, Twitter, and YouTube, along with a few issues of note on Facebook. Let’s take a look at each and what it means for you.

Advertisers Report Continual Issues with Facebook’s Ads Manager

Issues have been ongoing with Facebook’s Ads Manager that have dated all the way back to last November when there was an outage only a few days before Thanksgiving. Advertisers have continued to report problems with performance of the platform, including major inconsistencies and results, and struggling to publish or turn off ad campaigns.

What This Means for Hotels & Resorts: A large number of hotels and resorts depend heavily on Facebook Ads for their advertising strategies, so this isn’t great news. As a note, not all advertisers have been affected with these issues, but they’re something to watch for just in case you are.

The best thing you can do right now is monitor your campaigns particularly closely. If you can’t seem to turn off a campaign, drain its budget immediately after sending a Facebook help ticket, and watch out for unreliable campaign performance. Until the issues are resolved, this is the best we can do to be proactive.

Horizontal Video Comes to IGTV

Landscape-styled videos are now supported on Instagram’s long-form video sister app, IGTV. They’ll be formatted similar to a YouTube video, which can take up a small portion of the screen when viewed vertically but will take up the full screen when the phone is rotated horizontally.

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Image source: Instagram 

What This Means for Hotels & Resorts: If you’re using IGTV and have videos that will look better with a vertical layout, this is your chance. For hotels and resorts in particularly picturesque locations, this option can help better capture more of the beauty in the background to entice guests to come stay with you.

Twitter Releases Live Streaming with Guests

Twitter has just rolled out a new feature allowing mobile users to host a live broadcast and inviting up to three guests to join them. The guests will join on an audio-only basis, so they’ll be able to be heard but not seen.

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Image source: Twitter 

What This Means for Hotels & Resorts: Live video is a strong social strategy for hotels and resorts, and having new ways to make these videos even more engaging for potential guests is great news. Consider using this feature to allow guests to ask questions or to interview influencers about their experiences.

YouTube Announces Image-Only Discovery Ads

YouTube Ads have, until now, been a video-only platform, but this is changing soon. YouTube has just announced new image-only discovery ads, which will show up in the YouTube home feed and discover sections. Users can click to head straight to an advertiser’s site, shop, and more.

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Image source: Google 

What This Means for Hotels & Resorts: Video ads have proven to be incredibly effective on YouTube, but not every hotel and resort wants to continually invest large sums into creating new video campaigns for advertising purposes. This new images-only option can make YouTube Ads more accessible on the platform, allowing you to reach guests at a slightly lower time and financial cost. Consider testing these new ad placements out and see if they work for you.

YouTube Is Altering Public Subscriber Counts

YouTube has announced an update that will impact how viewers see subscriber counts on the channels they’re viewing. Channels with fewer than 1,000 subscribers will have their exact number of scribers displayed, but those with more than 1,000 subscribers will have their follower counts rounded. An account with 5,005,000 followers, for example, would show an estimated count of 5,000,000.

Creators will still have access to the exact numbers in their analytics, found in their Creator Studio.

This update is set to roll out in August of 2019.

What This Means for Hotels & Resorts: Social proof is an important part of all social media marketing, so this update could have minor impacts on hotels and resorts marketing on YouTube. If the rounding doesn’t work in your favor, lowering your subscriber count slightly, that might affect how users perceive your videos, but as long as the content is good that’s what matters most. To ensure best results on the platform, create videos that your audience wants to see and use keyword-heavy titles and descriptions to increase their visibility.

Read The Latest Hospitality Related Social Media Marketing News – June 1, 2019

Social media evolves so quickly that so much has already happened since our last edition of our biweekly newsletter. Facebook is shaking up the algorithm again, Twitter has rolled out new retweeting features, and Instagram Stories just got even more impressive reach. We’ll go over all of this and more in this newsletter, and explain what exactly it means for you.

Facebook’s New Algorithm Prioritizes “Worthwhile” Content

Facebook announced two algorithm updates recently. The first prioritizes content from friends that an individual might want to hear from most. The second prioritizes links that a person might consider “most worthwhile.”

What This Means for Hotels & Resorts: The second algorithm update that focuses on “worthwhile” links is something that hotels and resorts should pay attention to. Offer links that your audience will find value from– like links to travel information they may need or fun things to do around your resort– instead of just spamming links to your site. This will not only help you get more clicks, but rank higher in the algorithm.

Facebook Clears Up that Clear History Tool

Facebook plans to release its “Clear History” tool in the coming months, which will allow users to manage and even disconnect their off-Facebook activity from their user profile. This is designed to be an improvement in transparency. They’ve acknowledged that it may impact targeting, but it will not impact analytics.

What This Means for Hotels & Resorts: We’ve all been worried about what exactly the “Clear History” tool will mean, because many of us use Facebook’s advanced marketing to show relevant ads to niche audiences. Some of Facebook’s most powerful tools– including the pixel– may not be effective moving forward. Retargeting is going to look a lot different on platform, which may mean that we’ll need to rely more on other platforms like Google Display Ads to make up for it.

Facebook Launched Automated Ads Builder

Facebook has released several new automation ad tools designed to help businesses improve and streamline their Facebook advertising.

New tools include:

●     The ability to create up to six different versions of your ads automatically with suggestions from Facebook on CTAs, text, and other creatives based on your Page. Once active, they’ll show you the best-performing option.

●     Tailored audience suggestions based on data from your Page.

●     Recommended budgets based on your goal.

●     Fast notifications regarding your ads, including ad performance and suggestions to improve them.

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What This Means for Hotels & Resorts: For hotels and resorts just breaking into Facebook Ads, automated ads can help you get used to the system and yield some early insights into creatives that may be effective. These ads are not, however, typically going to be a true replacement for custom-written copy that contain intentional messaging and offers to drive action. This is a useful feature, but shouldn’t be used as a substitute for manual ad creation for the most part.

Facebook Updates Video Ranking

In addition to updating the big algorithm, Facebook is also changing how videos are prioritized in the feed.

Video will now be prioritized based on the following criteria:

●     Loyalty and intent, which includes repeat viewership

●     Viewing duration, with more weight on videos keeping users engaged for at least one minute

●     Originality, so videos that are “unoriginal” or that are involved insharing schemes will be demoted

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Image source: Facebook 

What This Means for Hotels & Resorts: Video has been a crucial part of social media marketing, and as long as hotels and resorts are creating quality content that their audience wants to see, this algorithm update could help. Try incorporating more live video into the mix, and have videos like “Ten Things to Do in Santa Monica” or “Rental Car or Uber: What’s Right for Your Vacation?” that will give guests information they’ll need when visiting you.

Twitter Retweets Now Support GIFs, Videos, and Images

Previously, when users on Twitter retweeted a status, they could only comment with text. Now Twitter is allowing users to include images, GIFs, and videos in their retweet responses.

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What This Means for Hotels & Resorts: Twitter has been working to find ways that encourage users to have more meaningful conversations on the platform. Hotels and resorts can use this to their advantage. Not only will visual components add a level of originality to a retweet and help it stand out, but the right images and videos can help you to promote your location too.

Share images or videos pertaining to your resort when appropriate, and use GIFs and images to contribute to the conversation in a branded way.

Instagram Adds to Explore Tab

Instagram is shaking up their Explore tab. There will now be a navigation bar that features pinned shortcuts to Shopping and IGTV, which will then be followed with topics tailored to each user’s interests like “travel” or “food.”

The explore grid will also now feature Stories, giving them even more visibility.

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Image source: Instagram 

What This Means for Hotels & Resorts

Instagram’s Explore section is used by more than 50% of its audience every month, and this is one of the top ways users discover new brands and accounts. The ability to more easily connect with users interested in “Travel” is a great opportunity, so try to increase the likelihood of appearing here by using plenty of travel-related hashtags like #wanderlust and #tuesdaytravels.

Compliant logo

Lodging Interactive Launches AI Powered Website ADA Compliance Service for Hotels

Lodging Interactive, an award-winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the launch of its AI-powered ADA compliance service for hotel websites which remediates website ADA compliance issues in real-time.

“There is so much confusion and noise in the marketplace regarding ADA compliance for hotel websites and hoteliers are confused by the numerous approaches (and cost models) towards meeting website compliance. We have developed a service that combines the latest in ADA compliance machine learning technologies with human oversight and management specifically to address the unique needs of the hospitality industry,” stated DJ Vallauri, Lodging Interactive’s Founder & CEO.

Hotel website ADA accessibility refers to a set of rules, behaviors, code standards and design guidelines that are meant to allow people with disabilities to effectively navigate through websites. To achieve this, the W3C (The World Wide Web Consortium) has created the “Web Content Accessibility Guidelines” 2.1 (WCAG 2.1) which are meant to explain and guide developers on how to make websites accessible. These guidelines have been adopted by governments around the world and are now a part of various legislations, such as the ADA, Section 508, EN 301549, and others.

Lodging Interactive’s solution utilizes two components that, together, achieve website compliance. The first is a foreground application, the accessibility interface, which is responsible for 30% of the requirements, mostly UI and design-related. The second is a background application (AI, Machine Learning powered), which is responsible for the remaining 70% of requirements, mostly related to blind people’s screen-reader adjustments, and keyboard navigation optimizations for people with motor impairments.

“The AI technology is session based and ADA compliance is triggered in real-time. This means the website’s design and navigation structure are not compromised for non-disabled browsers. The AI runs in the background and optimizes the accessibility level of the website every 24 hours. The AI engine remediates the website’s HTML accessibility issues as well as functionality and behavior, for people using screen readers and those with motor impairments using a keyboard,” added Mr, Vallauri.

Lodging Interactive’s AI Powered ADA Accessibility Compliance Service includes:

  • Initial website review and code compatibility audit.
  • Complete AI code implementation on your website.
  • Multi-browser testing.
  • Hotel website becomes ADA compliant within 48 hours.
  • Website scans every 24 hours to ensure any new content, images or pages are also rendered compliant with the WCAG 2.1 and ADA standards.
  • Accessibility Statement and certification of performance.
  • Fully GDPR compliant.
  • Monthly website review and internal audit to ensure ongoing ADA compliance.

The service is included at no additional charge for all new hotel websites developed by Lodging Interactive and can be purchased for an existing website. For more information, please visit https://lodginginteractive.com/products-services/hotel-ada-compliance/ or call us at
877-291-4411 ext. 704.

About Lodging Interactive

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants, and spas.

commingle:engage, the Company’s social media and reputation management division, has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually.

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.

The Company’s Founder & CEO, DJ Vallauri, formerly served 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.

Contact
DJ Vallauri
President & Founder
Phone: 877-291-4411
Fax: 877-833-7375

May 17, 2019 Issue: What’s New in Social Media This Week and What it Means for Hotels

In the last few weeks, the Facebook empire has made some big developments to their platforms that are directly relevant to hotels, resorts, and other businesses in the hospitality industry. In this week’s social media updates, we’ll look at each one and how you can expect for it to impact you.

Facebook’s New Interface Prioritizes New Features 

Facebook has recently released a new mobile app that is a little more user-friendly and runs a little quicker. It also puts emphasis on Stories, Groups, and Events, drawing users’ attention to these popular features.

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Image source: BusinessInsider 

The mobile app is already rolling out, and the matching desktop interface will likely soon follow.

What This Means for Hotels & Resorts: This is good news, because Facebook is prioritizing interactivity and community-building features that users are drawn to. For hotels and resorts who are creating communities on the social media network in the form of groups, using events to generate interest, and leveraging Stories to extend your reach, you’ll be ahead of your competition and able to stay relevant in your audience’s feed.

Messenger’s Interface Gets an Update 

Just like Facebook, their Messenger app has been updated with a simplified, faster version that’s been a little decluttered. Facebook has been working on rebuilding the platform “from the ground up” so that it’s more functional and a lot faster for users. The new version has a heavy focus on chat, but also offers video co-watching capabilities to keep people interacting within the app.

What This Means for Hotels & Resorts: Facebook announced earlier this year that they’re planning on integrating their messaging apps– including Messenger, Instagram direct, and WhatsApp– for a seamless user experience, and this may be part of it. A new and improved messenger could mean that more of your guests will use this messaging platform to get in touch, so make sure you’re paying close attention to these channels.

Messenger Offers New Lead Generation Tools 

Facebook’s Messenger is gaining a few new features designed to make it easier for businesses to drive meaningful results through the platform. This includes appointment-booking, lead generation templates, and clickable CTAs that can drive actions. These features are currently being beta tested, and will roll out to those who don’t have them later this year.

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What This Means for Hotels & Resorts: Increasing numbers of guests are using Messenger to get in touch with hotels and resorts, and this trend will likely continue with the new and improved mobile app. These features can be used to encourage users to take actions like heading your site to book rooms, and booking reservations for your in-resort restaurant or spa.

Instagram Releases Stories’ Quiz Stickers 

Instagram’s new Quiz Stickers allow users and brands to ask their followers a multiple-choice question. You can choose the correct answer, and you can see which answers your followers are choosing.

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What This Means for Hotels & Resorts: This is a versatile sticker when it comes to connecting with guests. One great use may be to offer users who answer a question about your location or your resort correctly a chance to win a prize, like a free extra night or a discounted spa service. This will generate a lot of hype and engagement, which is always great for bookings.

Even if you aren’t using it as part of a giveaway opportunity, guests love interactive Story features, and this is one that will be sure to catch their attention and help you build brand awareness– especially if they want to know whether or not they answered right. Follow up the quiz sticker with a short video explaining the correct answer if possible.

Lodging Interactive Launches PULSE Reputation Management Platform for Hotels & Restaurants

Lodging Interactive, an award-winning digital marketing and social media engagement agency exclusively serving the hospitality industry, today announced the launch of its PULSE Reputation Management Platform for hotels and restaurants. PULSE enables customers 24/7, real-time access to their guest review data and management responses.

“PULSE provides our commingle:engage reputation management customers with a modern and visually enticing way to monitor and view guest reviews along with the guest review responses we’ve written for them. Additionally, customers can easily review their sentiment analysis sorted by any custom keyword attribute combination,” stated DJ Vallauri, Lodging Interactive’s Founder & CEO.

The PULSE platform enables brands and management companies to establish companywide roll-up reporting and regional property clusters to access their respective properties in one online dashboard. PULSE is a SAAS application and requires no software downloads and is completely mobile enabled.

Guest Reviews Dashboard

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Sentiment Analysis

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PULSE connects to all major OTA’s as well as Google, Facebook and Yelp and captures all guest reviews in near real-time. “By using custom API connections, we have immediate access to guest reviews as they happen,” said Mr. Vallauri. “This enables us to provide the fastest turn-around for guest reviews responses.”

PULSE is offered to all commingle:engage customers on a complimentary basis and can also be licensed on its own.

For additional information on PULSE or the commingle:engage reputation management services, please visit commingleengage.com or call Lodging Interactive at 877-291-4411 ext 704.

About Lodging Interactive

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants, and spas. commingle:engage has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually.

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.

The Company’s Founder & CEO, DJ Vallauri, formerly served 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.

What Just Happened in Social Media and what it Means for Hotels – March 14, 2019

The hospitality industry never sleeps and social media doesn’t, either. This week’s edition of our biweekly newsletter discusses new changes to Facebook groups, expanded Promoted Pin access, clarification of YouTube policies, and some news about what Instagram is working on next.

Facebook Releases New Management Tools 

Facebook has just released a flurry of new formatting updates and management tools for Page and group admins. These new changes include:

●     The expansion of subscription groups, which allow businesses to create paid, subscription-only groups

●     Searching membership requests by name, so you can ensure certain audience members are granted fast access to your group.

●     Page admins can respond to Instagram private messages through their Facebook inboxes

What This Means for Hotels & Resorts: Improved ease of use for Page and group admins is an asset for hotels and resorts and any of the social media managers that work for them. Groups have become a strong marketing strategy, and having the ability to better manage branded groups that center your hotel or resort can provide a better experience for you and your guests.

And take note of the Instagram messaging showing up in the inboxes of Facebook Pages. There are also rumors that Instagram is testing messaging on the desktop version of their site, and all of this lines up with their grand plan to integrate the messaging apps from Messenger, Instagram Direct, and WhatsApp by early next year.

Pinterest Expands Ad Access to Four New Countries 

Pinterest has released ad access to four new countries, including business accounts in Austria, Germany, Italy, and Spain, who previously didn’t have this feature available to them yet, even though countries who did have the ads already were able to target audiences in those countries.

What This Means for Hotels & Resorts: It’s not uncommon for hotels or resorts to have businesses in multiple countries. If this applies to you, and one of your business accounts is located in Germany, Italy, Spain, or Austria, you now have the opportunity to run Promoted Pin campaigns. They can be an effective way to generate site traffic, especially if you target keywords like “dream vacation” or “mountain resort.”

Instagram Releases Follower-Sorting Feature 

Instagram is testing and slowly releasing a new follower-sorting feature on the mobile app. Business profiles can sort their follower list by who has been there the longest, and who was most recent to join.

Image source: Social Media Today 

What This Means for Hotels & Resorts: While this feature may not seem too impressive at a first glance, it actually has huge potential for hotels and resorts.Your most long-term followers, for example, could be potential brand advocates. Your most recent followers, on the other hand, may benefit from some active relationship-building, like an effort to reach out through a private DM to welcome them to your channel or offer a special coupon code for booking.

YouTube Updates Its Penalty System

YouTube has updated and simplified their penalty system for creators and community members. Now, if users violate a rule, they’ll be given a warning with no immediate penalty on their channel aside from the removal of the offending content. After the warnings, if violations are still made, YouTube will freeze the ability to upload new content twice, before terminating the channel on the third strike.

What This Means for Hotels & Resorts: All brands on YouTube should be following their guidelines as is, and most hotels and resorts do that well. The majority of guidelines focus on things like language, inappropriate content, and scams or misleading information. As long as your external links are taking users exactly where you say they will, you’ll pretty much be in the clear.

YouTube Confirms Crackdown on Giveaways 

The YouTube community has recently noticed that videos featuring on-platform giveaways have been flagged more often, and YouTube has confirmed that while giveaways and contests aren’t being banned, they’re cracking down more on certain violations. Specifically, giveaways cannot be used to link to external websites that are solely designed to increase engagement metrics.

What This Means for Hotels & Resorts: If you want to host giveaways or contests on YouTube to promote your hotel or resort, make sure that you’re following all of their community rules. You can still use giveaways to increase brand awareness and generate engagement on-platform with on-platform videos.

How to Get Your Resort & Travel Brochure PDFs To Google’s Position Zero By Lodging Interactive

Plenty of hotels, resorts, and other businesses in the hospitality industry have brochures and guides for guests conveniently packaged into one hyper-valuable PDF. They list everything from resort amenities and pricing to events happening at the hotel to what to do in the area, and so much more.

 

Now, there’s a chance to have those PDFs featured prominently on Google in a way that can help you increase brand awareness and connect with new guests.

 

Google has just announced that they’ll be pulling content from online PDFs to use in their featured snippets section of position zero. This presents an enormous opportunity for hotels and resorts to maximize search visibility, which can directly lead to more traffic and an increase in reservations.

 

Ready to take advantage of this for your business? We’re going to show you exactly how to create and optimize content so it has a shot at snagging that prime placement.

Google’s Position Zero: What It Is And Why It Matters for Hotels & Resorts

Google’s Position Zero is also known as their featured snippet block, where a searcher’s question is answered in a concise way. These answers are featured above the rest of the search results for maximum visibility, and users can click for more information to be taken to the source.

 

 

 

Historically, only HTML links were used as sources for featured snippets, but now content from online PDFs (the key word here being online) will be used, too.

 

 

It’s not uncommon for hotels and resorts to already have a number of PDF resources available for their guests, and now there’s an opportunity for those already-existing resources to be used to increase search visibility. Brands also have the option to create content that is specifically written with featured snippets in mind, providing value to potential guests right from the very first interaction.

How to Rank for Google’s Position Zero with PDFs

You know you want to rank for Position Zero to increase brand awareness and hopefully get plenty of clicks and links back to your site. Here’s how you can do it.

Optimize PDFs for Featured Snippets

You have the best shot of appearing in a featured snippet if content within your PDF is, in fact, optimized for that purpose. Consider what questions your guests ask frequently, because these are questions they’ll likely search for online, too. Then create succinct, concise answers for each. Opt for simple but actionable statements, and use bullet-point lists if needed.

 

For the hospitality industry, examples of content that may do well include addressing questions like what to do in an area or what standard checkout procedures are in a resort.

 

Remember, the better you’re able to directly answer these questions in a search-friendly way, the more likely you are to get a shot at that featured snippet.

 

Consider SEO-Friendliness

As you’re optimizing your content, take careful consideration of SEO into account. I recommend using tools like SEMrush to look for question-based keywords that generate a large number of traffic, and use headlines or subheads in the PDF using these same keywords. Asking the question in the PDF and then immediately answering it can help you get results.

 

Publish that PDF Online

Don’t just feature a landing page with the actual PDF and require users to download it before accessing the content, because this will prevent it from being crawlable. And if Google can’t access the information, they can’t share it.

 

You can have your PDFs available on your own site, giving them their own page, and still offering users the ability to download the content if they choose.

 

PDF aggregators will also likely eventually find their way to you, featuring your content on their site. This increases the number of backlinks to your site (as long as they’re linking to you and giving you permission), which can increase both your domain authority (which gives you a better shot at ranking higher in the SERPs) and site traffic, helping you get closer towards that goal.

Tips to Maximize Guest Contact from Your PDFs

To maximize the amount of site traffic you get from your PDFs, consider the following for best results:

  • Offer valuable information. This is what people are typically looking for and what shows up in featured snippets.
  • Create PDF headlines that relate to the searches you want to appear in.
  • Keep SEO and keywords in mind when creating and organizing your PDF; answer questions immediately instead of dragging out the answers.
  • Add links! This is the most important step. Add links to your site including your homepage and resources like your blog so that readers can end up coming back to you. Without this, you’re leaving a lot of potential on the table.

Conclusion

Many brands have everything from lead magnet ebooks to travel brochures online available to connect with guests and improve their experience along the way. Optimize your content moving forward with the featured snippet potential in mind, because the potential search visibility and resulting traffic could be an opportunity too good to pass up.

 

About Lodging Interactive

 

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas.

commingle:engage has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually. The Company also offers a full suite of comprehensive social media marketing services.

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.

The Company’s Founder & CEO, DJ Vallauri, formerly served 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.

What Just Happened in Social Media and What it Means for Hotels

Social media never stops, and neither do the updates that shape the platforms our guests are frequently engaging with. In the past two weeks, we’ve seen exciting new developments from Facebook, Instagram, Twitter, LinkedIn, and even Reddit that are all working to change the game just a bit. Let’s take a look at all these updates and how they’ll affect hotels and resorts.

Facebook Releases “Unsend” Feature for Messenger

Facebook has rolled out a new “unsend” feature in Messenger, allowing you to remove a message within ten minutes after it was first sent. To delete specific blocks of text, tap on it and select the option “remove for everyone.” It will be replaced with an alert showing that a message was removed. This works for group conversations as well as one-on-one convos in Messenger, and it’s being released to a global audience.

What This Means for Hotels

We’ve all likely made use of Gmail’s “unsend” feature at some point, and now we have this functionality for Facebook, too. If you accidentally send incorrect information or need to revise a statement, you can use this feature when working with guests, but note that you should be careful of how you do it. Have a clear amendment and an explanation of what the deleted content was and why it was deleted so that guests won’t feel like you’re trying to cover up mistakes or pull one over on them.

Twitter Bans Follow-Unfollow Services

Twitter has announced that they’re suspending follow-unfollow services, cutting off API access to this software. Follow-unfollow software goes against Twitter’s terms of service, and is often used in attempt to quickly inflate someone’s follower count. Apps being suspended include Crowdfire, ManageFlitter, and Statusbrew.

What This Means for Hotels

This announcement closely aligns with the changes Twitter has been making recently to improve authenticity on the platform and the user experience along with it. Since follow-unfollow is more like an attempt at cheating the system instead of engaging with it, taking away from the user experience. If you’re using this software, go ahead and remove it now and focus on other strategies to connect with new followers.

Instagram Now Features IGTV Previews in Feed

Instagram has announced that previews of videos from IGTV accounts users follow will now appear in their main Instagram feeds. Creators will be able to share up to a minute-long preview to Instagram, and users simply have to tap on the preview to watch the full-length content on IGTV.

What This Means for Hotels

IGTV is a standalone app that integrates with Instagram, and now it will be much easier to usher users from one to the other to see your long-form content. Consider using IGTV to share longer videos showcasing your resort, highlighting events, and even highlighting amenities or doing Q&As and use your built-in Instagram audience to get more viewers.

LinkedIn Releases New Tools for Company Pages

LinkedIn has rolled out a lot of new updates this month, the first of which includes new features for their Company Pages.

The new changes include:

●     More in-depth analytics that include more audience demographic information

●     A Pages Toolkit that feature short, actionable guides about how to optimize advertising on-platform

●     Content Suggestions, which provide information on what your audience may be interested in seeing

What This Means for Hotels

Company Pages historically haven’t been as useful as business profiles on other platforms just because there weren’t as many useful, actionable features for companies to use. LinkedIn is really trying to change that, and the new resources available for Pages could make them significantly more prominent for hotels and resorts looking to connect with B2B professionals.

LinkedIn Rolls Out New Recruiting & Job Searching Features

LinkedIn has rolled out more recruiting and job hunting features in attempt to streamline the process for both parties involved. Job searchers will be able to learn more about the companies they’re interested in working with, and even track them for future job openings. There are more developments in the works here, and hopefully we’ll have more news soon.

What This Means for Hotels

Social media isn’t just for connecting with guests; it can help you find great employees for your hotels and resorts, too. If you’re hiring, take a close look at LinkedIn. You could find some outstanding candidates and quickly review their job history and even testimonials from past colleagues or employers.

LinkedIn Announced “LinkedIn Live”

Live broadcasting is everywhere, and now LinkedIn has announced their own version. After partnering with a few third-party streaming services, they’ve created a native live feature. Right now it’s in testing with a small group of users in the US, but this will likely roll out to wider audiences soon, allowing users to share broadcasts with select groups or to all of their followers.

Image source: Social Media Today 

What This Means for Hotels

LinkedIn is unique in that it’s a business-oriented professional network, so your guests will be using it differently than Facebook, Instagram, or Twitter. Make sure that the live content you share is created with that in mind. You can focus on information sharing and value-based lives to appeal to your guests. Consider starting with videos that offer information about how to choose a resort for your conference, or places to visit in their off-time when guests are near your resort for work.

Reddit Offers Advanced Features for Advertisers

Reddit Ads have been around for a while, but they’re now releasing a few new features to make the platform more appealing for advertisers. They’ve just rolled out App Install campaigns, which will be shown to users of Reddit’s mobile app for the highest chance of users taking action. They’ve also improved their ad tracking and reporting capabilities with a conversion pixel, giving advertisers more concrete data about how their campaigns are performing.

What This Means for Hotels

First, if your hotel or resort has a mobile app, consider testing out Reddit’s App Install campaigns to connect with new guests. And if you’ve used Reddit before but ended up unhappy with the lack of detailed reporting, consider taking another look. Reddit Ads has less competition than other social PPC platforms like Facebook and Instagram, so that could work in your favor.

All-In-One Facebook Messaging & What It Means for the Hospitality Industry

Last week, Facebook announced it is reportedly working to develop a single, unified messaging infrastructure and increasing the connection between several of their apps.

 

The integration will allow users to communicate cross-platform even while using the individual apps of Facebook Messenger, WhatsApp, and Instagram’s messaging, combining the world’s 3 largest messaging platforms. Thousands of Facebook employees are supposedly hard at work, with the goal being to make the integration complete by the end of 2019 or early 2020, though Zuckerberg has said that the functionality likely wouldn’t be possible until sometime in 2020 at the latest.

 

This is happening in the midst of questions about too much connectivity and user privacy concerns, which has garnered mixed reactions to the news at hand even though Facebook first started laying the groundwork for this as early as 2016.

 

Right now, while users are deciding how they feel about this, businesses and marketers have gone straight into what it might mean for them and how it will impact their guest relationships. Some have argued that it will “strengthen Facebook’s grip” on users, with Facebook founder Mark Zuckerberg taking charge of platforms he’d previously said he wouldn’t be heavily involved with.

 

After a great deal of research, I believe this will be a powerful and very positive change for businesses in the hospitality industry, opening the door to the future of live chat.

 

We already know that live chat is essential for businesses in the hospitality industry, where guests frequently have questions to be answered or special accommodations to be requested that an FAQ section just won’t solve. One study even found that 79% of customers prefer live chat to other options because it was both immediate and convenient, which is a winning combination in our on-the-go world.

 

We’ve already seen an increase in guests reaching out to hotels and resorts through social media direct messaging because it’s easy and it’s fast for them, but it’s still convenient. They’re able to send a message to a resort through Facebook Messenger, put down their phone, run their errands, and then come back later to see what was said. There’s the immediacy of live chat without the inherent urgency; they won’t be dropped from the chat if they don’t reply quickly enough, so it’s well-suited to busy consumers.

 

I believe that this Facebook messaging integration, as a result, will become a live chat replacement, giving consumers the ultimate control in how and when they’re getting in touch with hotels. Since there are more than 2.6 million users on the messaging apps combined as it is, this is a valuable opportunity for businesses in the hospitality industry to connect with their guests in a place they’ll be happy to engage.

 

Consumer control is almost always a good thing for any business that’s willing to rise and meet the challenge, and I know we’re getting our clients ready for the shift ahead. Are you getting ready?

 

Lodging Interactive is an award-winning, full-service Hotel Marketing and Social Media Engagement Agency exclusively servicing the hospitality, spa and restaurant industries. Since 2001, we have provided hundreds of hotels and resorts with proven, ROI driven online marketing services.  For more information please visit call 877-291-4411 or visit https://lodginginteractive.com.

 

About Lodging Interactive

 

Headquartered in Parsippany, NJ, Lodging Interactive is a full-service digital marketing, social media engagement and reputation management agency exclusively servicing the hospitality industry. The Company provides cost-effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants, and spas.

commingle:engage has established itself as the largest provider of reputation management services for the hospitality industry, handling over 200,000 guest review responses annually. The Company also offers fully managed Live Chat services for hotel websites through its LiveChatForHotels.com operation and comprehensive social media marketing services.

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.

The Company’s Founder & CEO, DJ Vallauri, formerly served 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.