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R. A. Burrell's blog

Add Soft Conversions and Increase Conversions

Wed, 05/02/2012 - 08:30 — R. A. Burrell

There is still some debate on why Soft Conversions lead to Hard Conversions. Perhaps it's the emotional commitment, perhaps it's how you get enough impressions to get an action. Regardless of why they work, they're the reason some tourism marketers are winning. So, let's take a look at them.

Hard vs. Soft

Reservations are Hard Conversions, they're coming. Marketing has done its job, operations takes over. For some DMOs, Visitor Guide Requests are Hard Conversions. A Soft Conversion is any commitment they take short of the Hard Conversion. Some examples include:

BookDirect Integration Goes Live

Wed, 03/14/2012 - 15:45 — R. A. Burrell

The online referral engine, BookDirect, from Jackrabbit Systems has now been integrated with Honeycomb. The excitement around this improvement is palpable. There is tremendously valuable information in what is being captured in the activity inside the BookDirect feature. We can see what Property they go to, how they go and more. Our partners at Jackrabbit Systems have done a superb job in making this reporting aggregate into Honeycomb.

Burrell Speaking Engagements in April 2012

Sat, 03/10/2012 - 08:51 — R. A. Burrell

April finds Mr. Burrell speaking at two conferences. The Southwest Tourism Summit has asked that he share insights on internet marketing and measurement. The title is "8 Things You Must Do In Online Marketing - Everything Else is a Waste of Time. We've reviewed millions of conversions and found the critical path to conversion.  See what works". Later in April he'll be in Pagosa Springs and cover measurement. Come and see him if you can. 

RoomKey.com Is The Trend. Go Direct.

Sun, 01/29/2012 - 08:35 — R. A. Burrell

Several hotel suppliers, large chains, banded together and created www.RoomKey.com. The room inventory will include Choice Hotels International (NYSE: CHH), Hilton Worldwide, Hyatt Hotels Corporation (NYSE: H), InterContinental Hotels Group (NYSE: IHG), Marriott International, Inc. (NYSE: MAR) and Wyndham Hotel Group, part of the Wyndham Worldwide Corporation (NYSE: WYN).  It will compete directly with the OTAs to provide room and price inventory search results. 

Social CRM In Tourism Marketing

Fri, 12/09/2011 - 17:53 — R. A. Burrell

Social Media offers tourism marketing a chance to build a relationship. To have a direct relationship with travelers and get to know them. Having a conversation with travelers is a wonderful opportunity to build a relationship. But few marketers have fully leveraged that opportunity. After all, what do you know about Facebook Profiles?

Travel Oregon Press Release goes live

Tue, 11/29/2011 - 10:00 — R. A. Burrell

Travel Oregon Retains Internet Honey Co. and its Honeycomb Software Solution for Performance Measurement and CRM

Google's 5 Stages of Travel

Sat, 11/26/2011 - 21:27 — R. A. Burrell

"More than 87% of travelers expect to take the same or more number of personal or business trips in 2011 versus years past. This outlook is positive, and with the rise of mobile, social and video behaviors, we are now seeing seeing travelers move through five key stages of travel."

Leisure Marketing Performance Reporting For DMOs

Wed, 11/23/2011 - 06:57 — R. A. Burrell

DMAI started the Performance Reporting Initiative to help Destination Marketing Organizations (DMOs and CVBs) standardize how they report performance. Even after getting those reports the Leisure Marketing reporting needs help. The organization below provides specific direction on how to use Honeycomb to report on Leisure Marketing. 

Using Data to Create Value

Sun, 11/20/2011 - 08:06 — R. A. Burrell

LinkedIn has created a great data model, creating much value. This article reveals Hoffman's views on value creation. Think about how you can use data in tourism to create value. Although he thinks about size, your partnerships with DMOs media vendors can create size. What else can you do to create that size?

State Tourism Office Best Practices

Sat, 11/19/2011 - 06:56 — R. A. Burrell
The current economic conditions (2011) challenge State Tourism Offices (STOs) with diminished resources and demanding travelers. Accountability for STOs has become chillingly caustic for staff. This document offers direction on how Honeycomb can be used by a State’s Tourism Office to meet these challenges. It is intended for Tourism Office Directors or Secretaries, Tourism Department staff and elected officials responsible for Tourism oversight. While the individual needs of each state are admittedly unique, the Best Practices offered herein provide guidance on the common responsibilities.

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