Hotelier"s 2012 Mobile Marketing Must Dos And Don"ts

　　In 2012 hoteliers need to optimize their mobile websites with richer visual and textual content that is “fresh and intriguing.” This content needs to be optimized for mobile SEO. Enhance the mobile site with a mobile booking engine, GPS capabilities, “What’s Nearby” walking tours and a local travel guide functionality.

　　The line between mobile and social is blurring: most social network engagements by travel consumers are done via mobile device. In 2012 hoteliers will be hearing a lot of the buzzword SoLoMo (SOcial, LOcal, MObile). Meant to convey the convergence of these three major media, the term SoLoMo describes a match made in heaven between the three content and marketing platforms.

　　What does it mean for hoteliers? Hotel guests are avid SoLoMo service users, which requires hoteliers to align the property’s mobile site content with the social media content and customer feedback from customer review sites. It is that simple: the bigger the discrepancy between the “official” content on the mobile site and the “unofficial” content about the hotel on social media sites, the less the credibility of the property mobile site. Less credibility results in less bookings and revenue.

　　This content alignment could be as simple as removing “luxury” from the description of your rooms, if users are openly questioning the luxury aspect of your accommodations, or removing “award-winning” from the description of your restaurant if it has generated a lot of negative reviews on Yelp.com.