Do You View Hotel Marketing as a Cost or an Investment?

I am often asked, “What is the most important factor in a good hotel marketing strategy?” One of the top factors (that no one likes to talk about) is how a hotel’s owners and management view their marketing budget. Those who treat hotel marketing as an investment will be able to maximize their online revenue potential. They will keep spending investing […]

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Reality Check: 7 Questions for Your Hotel Marketing Agency

Everything digital, including marketing, changes rapidly. Hotels know that online marketing is crucial, yet they take a back seat on innovations. Most of the hotel owners/managers I’ve met have been hesitant to do much more than hire an outside agency to handle all things digital. They lack the time, budget, knowledge or interest to get more involved. […]

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Priceline’s Acquisition of Buuteeq: Why Hotels Must Own Their Digital Assets

The hotel marketing and distribution world was recently shaken when Priceline Group (aka, The #1 Lodging Online Travel Agency in the World) acquired Buuteeq for an undisclosed sum. This officially makes them the first OTA to directly enter the B2B hotel marketing services sector. Can you hear me now? For over nine years, in every one of my […]

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Euromonitor International Interview With Vikram Singh

  I was recently interviewed as part of the Euromonitor International Interview Series conducted by Michelle Grant, Euromonitor’s Travel and Tourism Manager. Here’s the article that was published. Euromonitor International is pleased to present an interview examining online distribution for hotels. Euromonitor International Travel and Tourism Research Manager Michelle Grant spoke with Vikram Singh, Co-Founder of […]

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Hotel Pay Per Click: Your Single Most Powerful Marketing Tool

I have had a front row seat to the hotel pay per click (PPC) world for the past decade. PPC is not new, but it’s rapidly changing. One thing that hasn’t changed: hotel marketers and owners are still caught up in debates about its effectiveness and viability. As a result, a lot of hotels are […]

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Hotel Marketing Is Not a Substitute for Innovation

One of the trends I have been noticing is that hotels continually generate hype instead of value. Hyper-marketing on social media platforms has led to a race for hotels to participate in everything; that participation then somehow reflects the level of “modern-ness” or innovation at your hotel. On the contrary, innovation requires time and effort, from […]

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How to Supercharge Your Hotel Revenue After Rebranding

A Tale of Two Brands (based on a true story) Once upon a time in December 2012, there was a hotel asset. It lived in a spectacular location, right on the shore of the Pacific Ocean. But alas, it was caught in the middle of an epic battle between The Brand (who managed the hotel) […]

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Hotel Marketing Cannibalization: Is Your Hotel Website Traffic Eating Itself?

Hotels, bed and breakfasts, and vacation rentals are all competing for their market share of today’s travelers, who are armed with multiple devices and tools to search for lodging . Even if you get their clicks, it’s getting harder to keep their attention. Add to the mix Airbnb, deep pocket OTA’s, and meta search engines, […]

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Top 5 Resolutions Hotels Should Make to Boost Online Revenue

We have entered a new year of awesome possibilities. The hospitality and lodging business is poised for more disruption, innovation and growth. I would love to see my readers address and implement a very simple list of hotel marketing strategies this year. Doing so will help boost your online revenue and make your marketing more […]

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My Top 6 Posts of 2013

This has been an amazing year for the Words of Vikram blog. I remember publishing the first post on a beautiful day at Kaaawa Beach Park in Oahu on March 1, 2013 #nostalgia. Today, I am writing this recap from rainy Tokyo. Cue in Passenger by Iggy Pop. In less than one year, the blog has welcomed […]

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How Airbnb Is Crushing Traditional Hotel Brands

In April, I wrote one of my first ever articles about Airbnb’s impact on the hotel industy. It started as a response to the Euromonitor report highlighting how little impact it was going to have. I fully disagreed. While I did not have the numbers to prove it, I have always known that Airbnb’s impact […]

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