1. 2022 End-of-Year
Independent Hotel Checklist

2. Overview
• About me
• About rezStream
• Traveler trends
• Industry changes
• Digital marketing must-haves
• Recap
2
www.rezStream.com

3. Liz Brown
• VP of Customer Delivery
• 11+ years with rezStream
• Originally from the Midwest, but loving Denver
for the last 14 years.
• Enjoys taking walks, yoga, reading to my
daughter and traveling to new places.
www.rezStream.com 3

4. About rezStream
www.rezStream.com 4
Small company of caring and passionate individuals.
View ourselves as an extension of your team.
100 years of combined industry experience.
Suite of solutions focused on helping independently-owned
properties.

5. Traveler Trends
www.rezStream.com

6. Diversity & Inclusivity
• Diversity and inclusivity play a vital
role in marketing your business.
According to Facebook, 71% of
consumers expect brands to
showcase diversity and inclusion
throughout their marketing.
www.rezStream.com 6

7. Diversity & Inclusivity
• The best way to look to start
diversifying your branding is to dig
into your analytics. Research what
age groups, races, and gender
you are marketing to and see
where you can strengthen
representation.
www.rezStream.com 7

8. Bleisure Travel
• Business and leisure have been going hand in hand as the
2020s have progressed.Business trip itineraries now
include fun excursions in whatever new area. If your
property is geared more towards getaways, why not cater to
businesspeople as well?
www.rezStream.com 8

9. Bleisure Travel
• When marketing your property, highlight your
accommodations for technology, such as wi-fi, conference
rooms, and other amenities for remote workers. Emphasize
other features, such as your pool and other leisurely
activities at your property, plus the fun things to do in your
area after a long day of work!
www.rezStream.com 9

10. Travel Lighter
• Travelers are becoming more
conscious of their carbon footprint
resulting in packing lighter for
trips.
www.rezStream.com 10

11. Travel Lighter
• To attract more business,
properties are offering these
bulkier items onsite including
workout equipment and gear for
those “suitcase free” travelers.
www.rezStream.com 11

12. Industry Changes
www.rezStream.com

13. GA4
• On July 1, 2023, GA4 will replace
Universal Analytics. GA4 was
launched to address privacy
compliance issues and to adapt to
the mobile-first shift. GA4 still offers
the same functionality as the legacy
platform but is completely different
in terms of the interface, tracking
features, and reports.
www.rezStream.com 13

14. GA4
• To get started, setup your GA4
account to begin collecting data.
Work with your booking engine
provider to get revenue tracking in
place. If you’re a rezStream Cloud
user, our team can provide
instructions on how to implement so
reach out to
Support@rezStream.com for those
details.
www.rezStream.com 14

15. Video
• Video is becoming more and more crucial for digital
marketing. Platforms like TikTok have changed the game
regarding digital content, and it’s starting to reflect how
people make purchase decisions online. Video content is a
beneficial way to attract the attention of new customers,
especially with content relating to your property and guest
testimonials.
www.rezStream.com 15

16. Video
• Create YouTube channel to promoteand optimize videos.
• Google is working to implement more features to make it
easier for their users to locate video content.
• Feature video footageusing Instagram Reels, ad campaigns,
posts and much more.
• Promotein email marketing campaigns.
www.rezStream.com 16

17. Must-Haves
Non-Negotiables
www.rezStream.com

18. Search Engine Optimization
• Organic traffic should be your
largest traffic and revenue driving
channel (as well as your
cheapest).
• Google handles 88.8% of all traffic
so it is critical to have a strong
presence in this search engine.
www.rezStream.com 18

19. Google Hotels
• Google Hotels is an example of a metasearch engine where
properties can display their rate and availability to acquire
direct bookings (while completing against the OTAs). This
program is tied to your Google Business profile. When a
property utilizes Google Hotels Free Booking Links, guests
can see the property’s rate and availability in Google
Search, Google Maps, and in Assistant.
www.rezStream.com 19

20. Promote Your Best Rate
• Strategies to avoid rate disparities include reviewing your
OTA channels and if disparities pop up, test book the rate
and threaten the provider with a three strikes and you’re out
rule. Also, think about what you can do to competein meta
such as using callouts.
www.rezStream.com 20

21. New Imagery
• Keeping photography fresh and
up-to-date is a beneficial and
strategic way to your property’s
mission beyond words. It will give
potential guests an in-depth and
intimate look into a stay with you.
www.rezStream.com 21

22. Must-Haves
Should Plan For
www.rezStream.com

23. Structured Data
• The purpose of Google’s
structured data markup language
(also known as schema markup) is
to provide a way for websites to
communicate site-relevant
information to Google in a
standard format. Examples of
schema include local information,
FAQ, reviews and more.
www.rezStream.com 23

24. Promote Reviews
• One of the best rewards for great service is being able to
show potential guests just how much your past guests have
enjoyed their stay. We want to create a Testimonials page on
your website to feature your best reviews using a plug-in to
pull in the most recent positive reviews from Google,
Tripadvisor, and other third-party websites.
www.rezStream.com 24

25. Usability Testing
• Usability testing helps you
eliminate assumptions and get
real data on the user experience
of your website.
www.rezStream.com 25

26. Recap
1) Evaluate recommendations to determine
if any of these opportunities are a good
fit.
2) Update marketing strategy to promote
these practices to appeal to capture
bookings and new guests.
3) rezStream can assist with any of the
above including launching, managing
and more.
www.rezStream.com 26

27. Visit the rezStream
Education Center
For upcoming webinars, past blogs, and
resource guides.
27
rezStream.com/Education
www.rezStream.com

28. Thank You
Liz Brown, VP of Customer Delivery
Please forward all questions regarding this webinars to:
• Sales@rezStream.com
• (303)872-0220
• www.rezStream.com
28
www.rezStream.com