Beware Review widgets that steal direct bookings

Our friends over at cobooking.com have shared their recent blog on the danger to direct booking posed by third party review widgets.

Cobooking exposes review widget dangers.

Image showing leaking pipe and text "Bad Review widgets leak direct bookings"
Bad Review widgets leak direct bookings

For far too many years we have put up with dodgy review widgets that cheat properties out of direct bookings. Widgets, badges and awards touted by large “reputable” businesses and placed on websites in good faith “trusting” these big corporations that pretend their main function is to “display” reviews, nonsense they are not to be trusted.

Cobooking and many others know that accommodation owners have been cheated because the hidden effect of these widgets is a significant loss of direct bookings. We are dedicated to the promotion of direct bookings so together lets call out the cheats and help remove these bad widgets.

Reviews are good but not all review widgets are good.

The value of having great reviews is undeniable. Almost all guests looking to book are keen to know what others think and reviews do a great job, so naturally you want to display them with widgets, buttons and awards.

However, there is a real danger of losing direct bookings from review widget links on your website and these could cost you a lot more than a bad review!

What do you mean, how do I lose?

The most common loss occurs when a review widget or badge is put on your website. Your guest naturally clicks the widget and is then led off to the review website. Now “your” guest is away on the review website where that website earns money by encouraging “your” guest to make a commissionable booking.

When you feed these review websites “your” guests (via the review widget) you lose direct bookings. In fact, it’s worse than that because they don’t care if “your” guest books your accommodation on their website, they earn commission on any booking “your” guest makes. So most websites offer your guest other accommodation options in order to increase their conversion.

Simply put, you sent your guest there to look at your reviews but they end up booking while there and not on your website. You’ve now lost a direct booking and have to pay commission, or worse still, they book somewhere else and you lose the booking entirely.

What is a direct booking unfriendly widget?

An unfriendly widget has links away from your website to another site where they offer your guest somewhere else to book or encourage them to book with a commissionable agency.

A friendly widget shows your reviews but does not send guests away to book with commission.

How do I know if the widgets, awards and buttons on my website are unfriendly?

Visit your website and follow the links just like a guest. By thinking and acting like a potential guest you’ll see exactly what your guests would see. Ask yourself what you’re being encouraged to do on that site and you’ll see just how direct booking unfriendly the process is.

Review widgets, buttons and awards are free?

Yes, they are free because the review website wants to get your customers onto their website. Is the cost of losing your customers worth the value of displaying reviews on bad widgets ? We are certain it is not.

Trojan horses have much in common with review widgets.

These buttons, awards and widgets are just like Trojan horses. They look like a gift, displaying your fabulous reviews but they contain a link that costs you direct bookings. Your great reviews are a result of your hard work and dedication so please don’t lose out from your hard work.

Review websites play heavily on the temptation to show off your reviews and that’s when they get you to put their Trojan horse on your website and you start leaking direct bookings.

How to fix it …

The simple rule is to never have a widget on your website that takes guests away to book with a commissionable source.

Remove widgets, badges and awards that lose direct bookings.
Replace unfriendly review widgets with friendly ones.
Show your review score or awards in an image with no links away from your website.
If you don’t understand how to fix it you should give your web designer a link to this blog, they will be able to fix it for you and stop you losing direct bookings …

At cobooking we believe that review websites have been abusing the good will of accommodation owners for many years by requesting they put bad acting widgets on their websites without adequately explaining their function.

Let’s campaign to spread the word and encourage companies to create direct booking friendly widgets, good honest widgets. Lets stop this loss of direct bookings.

Cobooking will be looking to create a direct booking friendly widget to help accommodation owners fight back.

Get going, become a partner and join cobooking if you have not already done so – sign up !

If you have already joined cobooking you can get involved in helping on the cobooking users facebook group (closed group for cobooking users only)

6 ways hotels can use social media to attract more guests

A guest blog from Juste Semetaite

6waysGuestBlog

To thousands of holiday seekers, the planning phase may seem like a time-eating disaster. With so many options where to stay and what to do, the majority find themselves immersed in indecision and torn between equally exciting, glamorous and exotic choices. And this is where your social media strategy gets tested.

To capture the holiday seekers’ imagination early, you need to keep the engagement fire blazing on daily basis – a whopping 66% of leisure travellers turn to search engines when planning their next trip. So, what it means, really, is that a ton of potential guests are snooping around your social media accounts every day.

How can you turn curious vacationers into soon-to-be guests?

Capitalise on the magic of compelling visuals

The number of international travellers has skyrocketed in the last 10 years. People are more eager to travel to distant, exotic places than ever before and the thirst for unique experiences pushes them outside their comfort zone.

How do they pick their travel destinations? It’s not uncommon to hear about travellers crossing the world to visit a place they’ve seen featured in a magazine, on TV or in a travel blog. The mind is a visual instrument, so if there is one way to grabbing travellers’ attention, it certainly involves gorgeous imagery.

Here are some ideas to try:

read the full article here

Juste Semetaite is a content marketer @PeoplePerHour,  For hotels struggling to find spare hours or energy to execute social media strategies, PeoplePerHour.com can help. You can ping Juste at juste@peopleperhour.com or tweet @JusteSem.

Why it pays to sleep around for B&B owners

4poster

A Guest Blog by Heather Turner at Forfeng Media.

I wrote a post a while back about Viewing your restaurant from a customers perspective, and it occurred to me after spending a weekend away at a very nice B&B, to wonder how many innkeepers have actually stayed (and not just one night) in every single room in their own B&Bs. I mean packed their bags and literally “checked in”.

I bring this up because, as an example, the B&B I just stayed at recently had wonderful hosts, a delicious breakfast, comfy beds and great amenities, but the toilet paper holder just wasn’t very functional. Every time someone went to use the loo, the toilet paper fell off the decorative holder. How annoying was that? Trivial, but annoying.

Did this mar my whole stay? Absolutely not. Did I forget to mention it to the innkeepers? Yes I did, because it was a very minor problem (am I emailing them after I write this post? Yes).

It got me to thinking though, how many small things that the usual guest may have a small problem with, that doesn’t really affect the overall stay, but stays in the subconscious and they forget to mention it to the innkeepers.

As innkeepers (I know I would feel this way if I had an inn) you go out of your way to try to make a guest’s stay perfect. So to me, take one step more and go a little further.

I recently wrote a post about Attracting Business Travelers to B&Bs, and in it I listed some very minor pet peeves about staying in B&Bs. If I think back to recent stays, not just in B&Bs, but hotels as well, I can list a bunch of minor things, that if the owners or managers had actually stayed in the rooms themselves they would have noticed.

Two different places, had big armoires that had flat screen TVs in them. Terrific idea to get them out of the way and not be an eyesore. Defeats the purpose of having a TV for guests to watch though if the armoire doors won’t stay open, and keeps slowly swinging closed.

Defective or misplaced toilet paper holders seem to be huge one. The one that was two feet from the commode really made my day so to speak, LOL.

The water faucet that sprays a little too hard when turned on all the way. I tell you it’s a real pain having to find another set of clothes to wear, when you are on your way out the door, and all of a sudden you are wearing water polka dots.

What are you supposed to do with all those pillows and comforters (especially when it’s 90 degrees out)? They get piled on chairs. I’m not suggesting you do away with them, they look gorgeous, but perhaps put a place aside where guests can put them. The places that have luggage racks generally get used for that oversized comforter and my luggage ends up on the floor, and the pillows I put on chairs, and then end up with nowhere to sit when I want to put shoes and socks on the next morning.

I am not trying to nitpick about very minor things, but more to make the point that if innkeepers spent actual time (sleep time, activity time) in the rooms they let guests sleep in, they might notice some minor things, like the very bottom drawer of the dresser that just doesn’t want to get unstuck easily.

As innkeepers you want to make your B&Bs perfect, take a look at it from a customer’s point of view, it’s a fresh perspective, and it will help you to better understand and fix any small issues that can make a very small (but lasting) impression on a guest.

I would suggest setting up a log, so you can track when you’ve stayed in the rooms as well. Did the other rooms have guests at the time? Was it a weekend? What season was it?

You may find things like the room that is perfect in three seasons, in the summer the air conditioner blows directly on the sleepers (so you could consider moving the bed), or the suite upstairs you can hear a TV playing (so you consider moving the location of the TV stand against a wall that doesn’t connect with an adjoining guest room). You wouldn’t know these things otherwise.

When was the last time YOU stayed in your rooms?

Accommodation photography

As the old saying goes, a picture is worth a thousand words….

It only takes a quick glance for someone to evaluate what they see and form a positive or negative judgement. In fact, studies have shown that the viewer generates an opinion as instantly as the blink of an eye.

Researchers found that the brain makes decisions in just a 20th of a second of viewing a webpage.
The study, published in the journal ‘Behaviour and Information Technology’*, also suggests that first impressions have a lasting impact.

Researchers also believe that these quickly formed first impressions last because of what is known to psychologists as the “halo effect”. Gitte Lindgaard of Carleton University in Ottawa, Canada, and lead researcher of the paper says: “If people believe a website looks good, then this positive quality will spread to other areas.” As websites increasingly jostle for business, Dr Lindgaard added that companies should take note. “Unless the first impression is favourable, visitors will be out of your site before they even know that you might be offering more than your competitors,” she warned.

Your establishment may provide guests with a spectacular breakfast to beat all of your competitors or you may have spent time, effort & money on the interior design. But if the pictures are poor, unprofessional or non existent, you could risk losing potential customers in an instant.

Therefore, it is evident that good quality photographs are essential for success in drawing in new guests. If there are few or no pictures to look at, the chances are they will move on.

Sarah Kay Photography specialises in all types of accommodation photography and styling. Here she shares some of her tips for creating photographs that will bring out the best in your holiday let and help you use the power of image to increase sales.

Tips for photographing your property:

Tip no 1. It may seem obvious but don’t forget to de-clutter every room. This includes removing bins, leaflets, etc.

Tip no 2. Don’t have wires/cables dangling all over the place! Wherever possible try to hide them either by unplugging or removing them all together. With kettle bases or wires from other appliances, or in the case of lamps which need to be switched on, tuck the wire behind furniture or use masking tape to ‘stick’ them out of the way.

Tip no 3. Tidy and straighten all curtains, blinds, bedding and sofa cushions. Iron them if necessary, there is nothing worse than creases and crumples that stare back at you in photographs!

Note this BEFORE and AFTER shot. Yes it’s the same room!

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Tip no 4. Personally, I always like to have all lights switched on in my shots. I feel it gives the image added shine and sparkle. Depending on the natural lighting in your room, you may want to experiment and see which you feel looks best.

Tip no 5. Please, no toilets in shot. I’m not against photographing bathrooms, some look great. If you think it will be beneficial to photograph your bathroom, do try to avoid the toilet. If this is not possible, please please ensure the lid is completely closed and there is no bin or toilet brush in sight! Eeek!!

Added tip: Take a shot of a detail in your bathroom rather than the whole room. To give a taster of the style of the bathroom. The viewer can then create a idea of the whole room just from that one shot.

Tip no 6. Think about your target market and dress your rooms accordingly. Romantic getaway? Champagne and chocolates will do the trick.

Added tip: Less is more, never over-dress the room or it will look cluttered.

Tip no 7. Remember the reasons that people come to stay in your property. Is it the stunning lake view? Is there a fantastic feature window? Think about it’s uniqueness and take those photographs.

Tip no 8. Ensure your outside areas are looking tip top. Hanging baskets flourishing, decking or patio swept and free of weeds, grass trimmed and looking neat. Take the photograph on a day with some sunshine and blue sky. If you can’t get a good day, take one at dusk with all your lights on for an ambient glow.

Tip no 9. Finally, take your shots. Study each image for imperfections as mentioned above. Does the furniture need tweaking slightly to create better composition for the viewer? Would the picture look better if taken from a different angle? Try every corner of the room, some will look “right” some won’t; again, experiment with this.

Tip no 10. Save time and hire a professional photographer, but first ensure they will take care of all the points mentioned above. Not all photographers include styling in the price. I always say, during my accommodation photoshoot it’s 10% photography, 90% preparation! And then there is professional editing… which is another story all together!

www.skhp.co.uk

Twitter @Sarahkay_photo

https://www.facebook.com/skpcumbria
*Source of research into psychology of first impressions: http://news.bbc.co.uk/1/hi/technology/4616700.stm

Planning ahead for your promotions

heather turnerThis week’s guest blog is from US based social media and marketing expert Heather Turner, “Chief Logroller” at Forfeng Media. Here Heather helps you plan your social media calendar for holiday events and special promotions.

The time to start planning ahead for your promotions throughout the year, is best done in slow season when you actually have a little down time, a little space to actually think and work on your marketing for the upcoming year.

Developing a social media and content calendar in advance is key to getting promotions out in an stress free, and timely manner so you have the best chance for a journalist to pickup an event or special for a story, and to make sure you work any kinks out of the special or offer in advance. If you are doing specials in conjunction with other area businesses, i.e. a discount at a local restaurant in conjunction with a stay, or free or ½ price tickets to a museum, for example, as part of your packages, it’s best to be able to make those connections and iron down the details as far ahead in advance as possible. When making joint package deals its very important to stress to the partnering business that they will be getting a lot of free publicity out of it. Working some numbers up, and letting them know where and how you will be promoting it, and them, is leverage for getting you a better deal on a partnership offer or discount.

If you are hoping to get your special or offer picked up by the news for inclusion in a newspaper or magazine, be cognizant of the fact that the lead time for both is very different. A newspaper generally needs several weeks leads time to run an article. Monthly magazines generally need three to six months.

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Realistically any unique specials or promotions should be up online on your website at least 6 months prior to the actual event. If you send press releases out about it, it should be send out at least 4 months or more prior. Advertising them on social media should start being pushed out at last 3 months prior, 2 at the very latest.

If you have something that you know will book up and sell out in advance, advertise it on social media at least 4 months in advance so that if you get the inevitable cancellation or two you have time to rebook it. Developing the social media calendar will help you keep on track for when you are scheduled to start promoting your specials.

Specific Holidays, Christmas, Valentine’s Day, Father’s Day and Mother’s Day are generally high traffic days for lodging packages, and many potential guests do like to plan ahead for those. You may want to consider starting to advertise these on your social media channels a little earlier than the rest of your other packages.

Posting your specials on social media should not be done more than once a week, each post should be unique, have an appropriate and inviting picture accompanying it (make sure you either own the photograph or image, have permission to use it or have purchased it from a legitimate stock photo source), and be written in a way that utilizes the soft sell approach.

As an example of the soft sell post: Father’s Day is coming up soon. What better way to thank your Dad for being there for you and your family then treating him to a weekend away from it all. Our special Father’s Day Package includes a full day of golf at the historic Beach Head Golf Club, followed by a day on the water fishing for Bass on Lake Bestinach. For more information about this special Father’s Day package please visit http:thejanedoeinn.com/fatherdayspecial.

VS. the hard sell post:  Father’s Day Package, June 18-19, Package includes 18 holes of golf, cart included. River tour with Bass fishing instructor, $360 for the weekend D.O.. Exclusions apply. Book Now at 800-555-1212.

Make sure to keep your social media calendars from previous years, and note when you have gotten the most traffic and bookings for each previous year on them. You should also include anything of note that happens during the time your packages have happened. The Christmas of 2013 had a horrible snowstorm resulting in cancellations, Easter of 2011 had a travel ban, etc. Long term this helps you better plan for next year, as well as being able to look back and see what previous years results were based on what you did for marketing as well as any external events that may have happened that were outside of your control.

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