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Website Strategy after Covid19 - Free on amazon
You don’t have to know it all – we have your back with Website. Amazon bestseller now FREE

Get WEBSITE Strategy After Covid19 Now

WEBSITE, a best-selling book on Amazon, was the first in the series “Marketing Hotels & Tourism”. It is a chronicle of how to build, repurposed, optimize and re-focus your website as a vital part of an overall integrated brand strategy.

WEBSITE incorporates two decades of wisdom and shares essential resources and knowledge for the digital age. This is a very timely book as tourism struggles with its most significant decline in the history of travel and the uncertainty in the age of the COVID-19 pandemic.

Website Strategy for Troubled times
Buy the WEBSITE and get access all our research and updates on trends and strategies

WEBSITE eBook Now Free On Amazon

See Amazon: https://www.amazon.com/dp/B0196D0OJS/
Also readily available at the short URL http://website.DigitalMediaeBook.com

Free days at this time are April 27 to May 1

 

Sharpen Digital Media Skills

sharpening your digital skills
Sharpen your “Digital Skills” and “Website Strategy” for the post-pandemic tourism revival. Click above for details.

The future of hotel and tourism marketing is digital. Everything is going online. The COVID-19 curfew saw more business going to the internet that ever before. Automation, integration and intelligent systems are the order of the day for now and into the future.

Travel is becoming more and more driven by Artificial Intelligence and countless updates to search and social media marketing. RankBrain, Voice and innovation in every aspect of tourism will predominate. Search ranking, advertising and marketing will see a greater emphasis on Websites as they become a vital asset of the brand. This requires a re-focus and rethinking of integrated design and brand strategy.

Your WEBSITE is Essential to Your Brand Success

As marketing, media and technology become more integrated, brands are under increased pressure to differentiate and personalise in the face of major changes and the dominance of Search Engines, OTAs and Social Media operatives. Too frequently small business owners think: “I do not require an internet website. OTAs and social networks have replaced the need for a brand’s own website”. This is not prudent reasoning. OTAs and Social Media are brands that, above all, promote themselves. If you are not cautious, your brand will become a commodity.

It is prudent to be prepared and employ appropriate website strategies that will build your brand. Get ready now and implement the effective Branding & Website Strategy After Covid19.

Google Search Soars in the Pandemic

“People are relying on Google’s services more than ever and we’ve marshaled our resources and product development in this urgent moment.” Source: Sundar Pichai, CEO of Alphabet and Google.
https://9to5google.com/2020/04/28/alphabet-q1-2020-earnings/

In fact, Google Search, YouTube, and Cloud drove Alphabet’s revenues up 13% over the same period a year ago. Not many companies had that sort of experience, which just goes to show that Search is a key criteria in troubled times and is vital for your website and brand. Travel ads have taken a hit and that is going to be reflected in the next quarterly report. For example, Expedia Group Chairman, Barry Diller, advised that, “it would most likely spend just a fifth of its annual advertising budget during 2020.”  In spite of this, it is important to note that, while total ad revenue was down, people are still looking for organic search results.

The book, WEBSITE, explains why it is important for hotel and tourism companies to get listed and get found on Google. It provides illustrated examples and case studies of what works and why.

Google Reduces Hotels Ads Commission to 5%

In a goodwill effort to help hotels and tourism operators during the shutdown of tourism, Google has lowered its Cost Per Action (CPA) on Search to 5%. This option is in the menu – Dashboard > CPA Cockpit.
It is not permanent and is expected to expire sometime in the next few months. In the meantime, it’s a significant move for hotels to get onboard Google Hotel Ads now and check it out.

Commissions pay-per-action (CPA) gives you a percentage of booking value only when a traveller books your hotel. This is now an option in Hotel Ads where you pay for the ad by commission of a cost per click. See details at https://support.google.com/google-ads/answer/9244120.

Tourism After COVID-19 Recovery

As I introduce this video, we are still in the curfew days of COVID-19. Tourism will certainly recover and now is a great time to discover more about marketing in the digital age.

The future will be all online and technology-driven. Technology does not have to be confusing. It is simply a tool to help you cope with the increasing complexity of marketing and an increasingly integrated age.

ipad- kindle ebook website
WEBSITE is an easy to read conversational book that strips away jargon and makes it all easy to understand.

To help everyone understand the technology, I am offering the digital version of WEBSITE (eBook) free of charge on Amazon.com.

The first FREE Amazon Days are April 27 to May 1.

The eBook can be read online with any browser.
It can also be read on your phone, tablet or iPad.
It can be downloaded along with a free Kindle Reader and read on any computer.

An Evolving Landscape

Of course, it is an ever-evolving landscape.  In the height of the lock-down, some interesting trends have emerged. An example is the surge in online activity and virtual meeting.

Zoom, the online webinar, sharing, video conferencing and meeting software, has soared during the pandemic. Users are spending more time sharing screens and having virtual birthday parties and meetings of all kinds. It’s an example of how the internet is more vital that ever. Also of interest is the fact that Zoom reached out to Oracle to meet the extraordinary demand for its cloud-based service. Amazon and Microsoft did not measure up, they say. That says a lot for the status quo. Source: CNBC 

Everything can change!

We will be following trends and research and giving all “WEBSITE” and “DIGITAL MEDIA” book buyers access to our free membership, along with current updates. This will include the latest from top research sites such as FocusWire, as well as leading strategists in tourism and hospitality.

For all who get the book now  – it’s Free and you can also take advantage of the free access to bonus content which you can find at:

http://bonus1.DigitalMediaeBook.com

I will be adding content related to Post-COVID-19 strategies. See latest updates on Marketing Hotels and Tourism OnlineMarkhat

Caribbean Recovery

The Caribbean is looking at a soft opening of hotels that are currently closed by August. The Caribbean Hotel and Tourism Association (CHTA), is taking a proactive approach to opening up tourism ASAP.  “CHTA’s survey of members, which was completed on April 15th, also shows that 69 percent of the region’s hotels, which are presently closed, anticipate reopening between now and the end of July.” All this depends on the public being willing and able to get on an airplane and travel beyond the confines of home. Some may consider the Caribbean and other resort island destination to be safer than home.

In fact we have seen a spike in traffic to Barbados in the early stages, as travellers rather liked the idea of being in their villa on the beach. St. Lucia is exploring the idea of  “enhancing peace of mind” by creating enclaves and hotel where the staff live on the premises rather than travel freely on the island. This, in conjunction with increased testing and top medical facilities, may well encourage travellers to escape to the islands.

As they say at CHTA: “Now is the time to take a critical inventory of all aspects of our business operation from the eyes of the traveller and to ask ourselves, ‘are we providing peace of mind’?”

Creating Peace of Mind

Are your health safety protocols considering every possible encounter point between employees, with guests and suppliers and vendors who are on property? What measures are in place to demonstrate health safety procedures during check-in and checkout, in the elevator, around the pool and beach, in the restaurant and around the bar and nightclub? Are your guest activities and amenities ‘safe’? Do you need to suspend certain activities like spa services for now? Source: CHTA Resource Center

Rethinking Travel

PhocusWire asks the question: what if their was a better way to travel? It is a provocative question that challenges the time-wasting and herding inefficiencies of the entire air travel process. It asks how can we improve speed and efficiency so that we are not herding people through check-in, security and immigration processes for the air travel experience:

  • What may happen if the existing travel process can be revolutionized to reduce congestion.
  • Why not have passengers screened even before arriving at the airport?
  • Can airport queues be avoided, even during peak hours?

The current airline travel experience makes it extremely vulnerable to the spreading of viruses. New systems are required to make travel more resilient in a pandemic crisis. The solution may well transform travel and tourism globally with significant benefits in reducing overtourism and making it more sustainable. Modern advances in AI, mobile computing, data analysis and applied bio-metrics can make this a reality. Source: https://www.phocuswire.com/Airport-of-the-future-Coronavirus-part-1

The Cure for Overtourism

COVID-19 provides an opportunity for destinations to make long overdue smart and sustainable tourism decisions.
Source: https://www.phocuswire.com/peter-syme-opinion-covid-19-part-2

Stay Safe & Avoid Unnecessary Contact

Stay Safe door Poster

This is a handy Door Poster that you can print out and leave for delivery services. We will continue to see a great increase in all forms of shopping online and all have to be delivered or picked up. Hope this helps. E-commerce is now essential and online commerce and adverting has already overtaken all other forms of media. The future is digital, that means online and in the cloud. Source Markhat – Digital Media Now!      

Is Your Brand Ready?

Check out these useful links:
– Graphics for an e-Commence Brand 99 Design for eCommerce
– Corona-19 Door Poster  99 Design Download
– Design Thinking – MagCloud Illustrated PDF & Print

Related links

TravelWatchNews Introduction to Designing Thinking Website Process

Marketing Hotels and Tourism Blog (MarkHat below – What Mext)

Tourism Crisis Post-COVID-19 Now

Free Amazon eBook

Bestseller WEBSITE Strategies

The importance of your Website After covid19

 

 

 

 

 

 

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TravelWatchNews

Latest Design Thinking on Website Strategy  from Realholidays 

Deep Thoughts on “Design Thinking” Reveals Fatal Mistakes in Branding

A deep dive into “Design Thinking” in the age of intelligence.. Modern Websites are the pivotal point of the entire branding & marketing process. Magcloud’s magazine http://webstrategy.digitalmediaebook.com reveals insight of Power Marketing. It shares the latest strategy for building messaging and image that is powerful throughout all media.  The magazine article  also showcases critical marketing mistakes that many marketers make.

Video Design Thinking Magazine –
This report is available in printed magazine format on MagCloud

For more about the  “Website Strategy Process and the Latest  “Design Thinking” see our previous blog


TravelWatchNews, website design

The new Website Design Thinking asks: what is the purpose of your website? Is it to get more bookings or help people understand more about your brand? Maybe it’s to get prospects to take some specific action. Whatever it is, you may be barking up the wrong tree. You have to start by really knowing your prospects’ mind set. Why do they come to your website? Is it because of a promotion you are running? If so, do you have the message on the page they will land on? The landing page must be what they call ‘native’. It needs to complement the promo and give users the options they want.

In the travel business, travellers do a pile of research. First of all, to decide what kind of vacation they want – Summer, Winter, Active, Relaxing and the list goes on. Then where to go – which destination. Next, what sort of accommodation and what can they do.

Discovery Process

new thinking on website strategy

Understanding all of this is part of the discovery process pioneered by Diego Rodriguez, CEO of the Power Marketing Consultant Network (PMCN). Once you get a handle on what your prospects want then you can engineer the site to convince them that you are the right place for them to be. It’s now time to mesh that with what you want them to do. Given that the decision process is arduous and convoluted, you certainly want to give the right impression.

Are Your Prospects Ready to Buy/Book? 95% or more of travellers will not buy on their first visit to your site – that is just a fact. In many cases, the best you can do is impress them and hope that they will remember you. Possible actions you might encourage are: calling, leaving contact info, watching a video, reading an article, asking a question, downloading a brochure/research paper, or booking a vacation.  It’s not always that easy to know what is best but the questions asked in the Discovery Process will bring clarity.

What Do You Want Visitors to  Learn? No one will understand what makes you special and your Unique Selling Point (USP). Your website is where you can explain what makes you different. Explain it in a way that resonates. The Website Strategy Process (WSP) will guide you to uncovering your special place in the market. It is not a trivial task. In some cases, it calls for a total re-branding of the business. You may need to change the name, the brand and URL (website internet address).

Unique Selling Points

Benefits! All shoppers what to know what the advantage is for them. Why should they stay with you rather than at any of the other places? The #1 benefit is the #1 hot button.

If you are catering to celebrities, the very affluent or the persons who do not like to be the center of attention, Privacy, Space, Quiet and an unassuming attitude are vital. Maybe you are catering to Mindful Souls who like Mindful Holidays.

Comparison! Most shoppers will want to know how you compare in value to other options. It is never a bad idea to group yourself and promote in the channels that you competition is in. Aligning your property with the winners in your niche reinforces the distinction and builds trust. Of course, you need to point out your distinct advantage and value proposition. It may be price but it is far better to build a message around value.

Objections! Many travellers will have some uncertainly, lack of trust or hang ups with regards booking the wrong place. Your message should deal with these objections. For example: small hotels and guest houses feel they are at a disadvantage in competing with large OTAs like Booking.com. To counter this, a property can display its awards, great reviews and affiliations with the tourist board, among other things. This will give prospects a sense of security. Again, the WSP will help you build the right message and hot buttons.

Benefits, Comparison & Objections are the material of Hot Buttons. Get these right and you are on you way to strategic messaging that will power your website forever.

website design is not all about graphics
website design is about the message

It’s Not About Graphics

With the Website Strategy Exercise, the idea that becomes very clear is:

The Message Comes First

When you have a clear idea of the message, you can implement the navigation in a way that builds on the message and guides users to the relevant page that will inspire them to take action. Graphics help in the process but putting graphic design first is a critical error. It must always be the other way around!

New Website Design Thinking
New Website Design Thinking with the Website Strategy Process

Learn More

See more about the Website Strategy Process at:
https://www.slideshare.net/irclay/website-strategy-process-implementation/

Illustrated Magazine in Printed Format available on MagCloud

https://www.magcloud.com/browse/issue/1731682

 

 

 

 

 

 

© Ian R. Clayton

Author of the Book Series Hotel & Tourism Marketing

new thinking about wesite design


music festival, TravelWatchNews

,Barbados Music Festival Claude DeBussy – It’s the 5th year in a row for the Barbados Classical Music Festival. And again world class classic musicians have landed on the island to entertain and teach. When not performing the musicians take part in workshops and special events to help local students.

Barbados Music Festival Claude DeBussy
– Four Hands on One Piano

Ken Gee and Norman Reintaman on Piano – Aare Tammesalu turns the pages while the 4 hands play on!

Excuse the bumpy view. The  camera was very faraway. It was difficult to stay steady when the slightest motion is  magnified to 5 times its normal focal length. It was an impromptu taping as  I was just a guest. Julian Bowen graciously allowed me to records my samples.

Debussy was one of the most influential composers of the 19th & 20th centuries. He is often considered to be first Impressionist composer. That was because he seemed to place  emphasis on the overall impression rather than clarity of detail. Source  wikipedia

Classics Staged Around The Island

The festival was staged in Barbados for a week with venues around the island. The finale was held at the Barbados Museum and Historical Society in the walled garden.

 

Barbados museum stages Barbados Music Festival Claude DeBussy
Barbados museum – Walled Garden – Stage of The Barbados Classical Music Festival 2019 Finale – Barbados Music Festival Claude DeBussy

Its another great event staged in Barabdos and predates the very different and successful Vujaday festival now in its 3 rd year. The genres (Techno and Classical) are almost at polar opposites.  Having said that it bears reflection: When you think about it,  the original classic artists where highly experimental and were breaking the mold just as techno is today.

Debussy an Experimental Avant Garde

Debussy was considered to be one of the first musical impressionist and many considered him to be too Experimental and  Avant Garde to be consider a true classical musician. Avant-garde music  breaks the rules and regulations of traditional culture to explore novelty in presentation. Art is, as they say, above all. It creates a transcendental and mysterious sound world.[8]

There can be no doubt about that now and we see experimental and avant garde in all genres today.

An Entire Ensemble of Classic Music Composers

On the final night the Barbados Museum “Wall Garden” staged  music composed by Brahms, Debussy, Garbriel Faure, Dushkin and Ameadeus Mozart.

The musicians included. Paule Barsalou, Aare Tammesalu, Ken Gee and Norman Reintamm. On the opening night, Monday August 19th, Dexter Norville and Amanda Fields where also on stage.

On Tuesday the 20th, The Royal Barbados Police Force Band featured a Bajan Classical Affair with, David Gooding, Shanika Roach, Amanda Fields and Jane Small.

Learn More

Learn more about the festival and the people behind it, like Julian Bowen and Norman Reintaman
Check out the review at:
https://barbados.org/blog/barbados-clasical-music-festival-another-great-year/
The review features the experimental works of Brahms and Gabriel Faure. It also covers the story behind the 5 years of the Barbados Classical Music Festival.

By Ian R. Clayton
Best Selling Author of  Website and the Digital Media Series Marketing Hotels and Tourism


instgrammarketing

Not Another “How to” Instagram Tutorial

There are hundreds of articles featuring Instagram “How To” information and ultimate guides to marketing hotels and tourism on Instagram. The majority of Instagram Tutorials For Travel Hospitality,  are missing the essential value of Instagram. Of course it is visual and yes video is overtaking photography for engagement and reach.  That needs little elaboration except to say that  the fundamental of Instagram are actually more to do with Authenticity, Passion, Character and Mission.  These traits are all to often over looked in Instagram Instagram Tutorials For Travel Hospitality!

antennas for brand messages on travel hospitality
Mellennials and the new digital citizens see through sham and self interest with antennas bigger than Hubble and quickly spot in-authentic messages

A New Paradigm

The power of Instagram is all to do with psychology based on  traits and their implication. Its best exemplified by who are their fastest growing market: Millennials! That means experience rather than things matter. Brand differential is no longer about place, price,  packaging and promotion. That type of message is a turn-off to today’s tech savvy digital citizen. They see through sham and self interest with antennas bigger than Hubbles TDRS systems.

Likewise  decor and building are valuable only if they denote relevant and matching character. That said, a well executed video that entertains will engage with the right people if it touches them in meaningful way. Getting that right is an art and understanding how to market the experience rather that a set of defined features, amenities and benefits.

Nano Tutorials to the Point


Marketing hotels and tourism is rolling out a set of short multi series video that show why and how this matters. The founders have embarked on an Instagram project that focuses on people character and lifestyle. It  is just getting off the ground but its fine-tuned focus is perfect for the digital age of travel consumers looking for experiences that match.  It serves as an example of fine tuning the message to a niche and of things to come.

More >>>

Get the full story as it unfolds on Markhat.com