TBEX Asia 2016, Writing Expert Hotel Reviews, Jennifer Dombrowski
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CONTENT, Jennifer Dombrowski is a location independent globe trotter who is now based in Bordeaux, France after living in Italy for seven years. She works as a freelance social media strategist and is an award-winning travel writer. She is also a travel correspondent on Traveling on the American Forces Radio Network. Luxe Adventure Traveler was named one of the top travel blogs to watch by the Huffington Post and has been featured by top publications such as National Geographic, CNN, Buzzfeed , and The Telegraph. Her iPhoneograpy has also been featured on USA Today, Travel + Leisure and the Travel Channel.
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TBEX Asia 2016, Writing Expert Hotel Reviews, Jennifer Dombrowski
- 1. Writing Expert Hotel Reviews: The Antidote to User Generated Reviews Jennifer Dombrowski @jdomb
- 2. Writing Expert Hotel Reviews • It’s valuable for you to write expert reviews • Tips for pitching • Contracts • Review checklist • At the hotel/resort • Creating engaging content • Monetizing your hotel reviews
- 3. The Traveler’s Multi-Channel Journey to Purchase Social Media Friends & Family Online Print Media BOOKING
- 4. Roughly 50% of global travelers do not book a room until they've read reviews online.
- 5. Reviews Critical Price Important Experience Influences Purchase Decision of Leisure Travelers
- 7. Research • In your audience’s price range? • New hotel openings or recently opened? Re- openings? • Unique amenities?
- 8. No. No, no, no. NO.
- 9. Find the PR Contact
- 10. Tailor Your Pitch • Visit the hotel’s press room • Tell why you’re a great match • Show your ROI • Be specific
- 12. Create a Review Checklist • Distance to airport • Transportation/Transfer/Shuttle • Parking onsite • Parking cost • Nearby things to do/restaurants • Appearance • Décor • Room condition/cleanliness • Room lighting • Number of electrical outlets • Bathroom condition/cleanliness • Bathroom lighting • Electrical outlet in the bathroom • Water pressure • Bathroom amenities • Wi-Fi • Soundproof/noise level • Breakfast • Service • Area around the hotel
- 13. At the Hotel • Photograph your room immediately • Tour the hotel • Take notes • Document with photos and video • Be courteous of other guests when photographing public areas
- 16. Monetizing • Hotel affiliates • Instagram takeovers • Selling photography to the hotel • Social media campaigns • Pitching freelance reviews and stories
Notes de l'éditeur
- Not so much a funnel, more like a flight map. The purchase funnel is dead and has been replaced by a consumer journey that resembles a complex and non-linear path-to-purchase.
- 56% of consumers very first behavior is to check reviews.
- Leisure travelers want to know what their experience will be, so reviews are critical to their purchase decision. Price becomes a factor when the leisure traveler finds accommodations with equal experiences and amenities they want on their holiday. The experience can’t be just okay; they want great.
- Writing expert hotel reviews is a multi-step process that begins with finding an interesting hotel and pitching them. I’m a baseball fan. The pitcher doesn’t just throw the ball the same way over and over again. First, he assesses the batter, decides a strategy and winds up.
- If you’re working with a destination, your hotel is typically chosen for you. But when you’re putting together your own press trip or if you’re working on a project like writing a city guide that will include your recommendations for where to stay, you should be beginning your hotel research just like any other traveler but also with your audience in mind. Is your audience budget backpackers? Then you shouldn’t be searching for 5-star luxury resorts. HotelNewsResource.com is a good industry website to find hotels that are going to be opening and hotels that have undergone major renovations. These are great opportunities because the hotel needs the press and you’ll put yourself on the Google map with one of the first reviews. Do you have something unique you always incorporate in to your travels? Maybe you always take a cooking class in every destination that you go to. You can search for unique amenities like hotels that offer cooking classes.
- Here’s a trick. Ready? Write it down. VISIT THE PRESS ROOM. The press releases that the PR person took the time to write and post explain exactly what is in the hotel’s marketing plan. The PR person receives oodles of media requests. Make yourself stand out and tell them why your blog and your audience is the perfect match. What return will the hotel get by working with you? If you are a hotel affiliate, cite your booking stats. It’s a clear demonstration of your blog’s ability to generate bookings. Be specific about your request. What dates do you want to stay? In addition to the stay, what else are you requesting? Spa treatment, meal, activity offered by the hotel?
- Consistency is really important. You don’t want your review to sound like an other amateur TripAdvisor review that you grit your teeth over. You may not use everything on your checklist when you write your review, but you’ll develop a habit of always checking the hotel and room over like a true professional.
- Help consumers through the path-to-purchase interactively … let them participate in the experience online. Provide your readers with an interactive experience. You can take social media followers on a FB Live tour of your accommodation, then embed that video in your review later. Snapchat or Instagram Stories unique and fun features from your hotel. Don’t mimic the hotel website’s photos. Put your own unique spin that shows readers how much you really enjoyed your stay. Educate and entertain to bond consumers to your brand and build consideration and intent