TRAVEL AND HOSPITALITY
The customer experience doesn’t start at ‘Check-In’, nor does it end at ‘Check Out’. Each and every micro-moment leaves an impression about the expected quality of experience. With the rise of VRBO & AirBnB homes saturating the market, it’s imperative you position your boutique hotel, or hotel collection, as an inviting, luxury experience focused on value and the essence of your industry, hospitality.
With the proliferation of travel sites, providers and OTAs, the ability to compete on price, attractive lifestyle photos, excursions and spas is no longer enough. You need to provide a seamless experience that feels almost predictive, guiding customers through each touchpoint, upsell, and notification.
As an agency, we assist in shaping the customer experience from what they see on social media to their interactions on the website, from the gallery to actually booking the room, follow up experiential emails and thoughtful recommendations all throughout the road to check-in. With industry-leading technologies, text message communications and augmented reality experiences, we are excited to influence travelers’ experiences, not only online, but offline as well. As culture and human capital experts, we take the same principles used when creating hyper-loyal customers and employees. By bridging the two, we foster environments for unforgettable brand interactions and overall experiences.
Revenue calculator
TAKE THE FIRST STEPS WITH A WEBSITE & SEO ASSESSMENT, ON US.
Elevating the Customer Experience & Repeat Visits
Remarkable Culture – Your staff is aligned with brand vision and culture, and reflects this onto visitors through interactions from the front desk to the spa or bar. Cultural expectations are clearly defined and prospective employees are looking for a career, not simply a job at the hotel.
Online Customer Experience – The true hotel experience is brought to life–travelers are able to feel what the site is like before booking. The same level of hospitality and personalization that is offered and conveyed on the property is translated throughout the website, and visitors feel a sense of comfort and knowing that their whole experience is going to be impeccable.
Boosted Social Reputation – A resort’s reviews and social reputation across sites drives social behavior and influences future patrons in their buying behaviors. Providing customers with an outlet to share with future customers about a positive experience is crucial to gaining social notoriety. Ask us about how to leverage this to ultimately increase room rates and the lifetime value of a customer.
As Few Clicks as Possible to Book
Research is a critical piece for many consumers before they make their decisions to book a getaway. Increase the chance of conversion by differentiating the customer experience on your website. Make the research phase easier and more efficient. A key element to this, is understanding the human psyche and behavior of online browsing and shopping, eliminating as many clicks as possible from the homepage to checkout is imperative when developing as intuitive user experience At SoCap, we help drive increased direct hospitality customers and increase their spending before they even walk through your doors.
Occupancy Rate Increase
Average Daily Rate
WE WORK WITH
Choose Your Needs
Distribution & Revenue Management
Compete Locally & Consistently Elevate Your REVPAR Performance
Attracting & Retaining Employees
Create a Hyper-Attractive Culture that Boosts Morale, Engagement & Service
Events / Corporate Strategy
Consistently Sell a Variety of Larger Events & Bookings
Reputation Boost
Garner Raving Fans & Advocates that Elevate Reputation & Costs
Competing Locally
Become the Authority on TripAdvisor, Google & more to Drive Bookings
Better Quality Content
Give a Facelift to Your Properties’ Online Profiles to Attract Guests
More Direct Bookings
Increase Profits by Direct Website Bookingspackage
Distribution Review
Analysis of Property Profiles & Regional Pricing Competitiveness
Goals
Provide insights into how the property shows up to travel agents in their native systems along with suggestions for improvement
Assessment of static and dynamic content in major 3rd party channels such as Expedia and Booking.com
Ascertain overall competitiveness of property within its identified set
48% of room nights come from sources other than property-direct and website. (Kalibri Labs)
Services
Sabre HOD analysis
3rd party channel content analysis
Graphical depiction of competitive price/value positioning
Competitive set summary comparison
More than 50% of travel agents surveyed indicate that they are relying more heavily on their native systems than in the past. (Skift)
Distribution Review
package
Distribution and Revenue Management Support
Compliance and Consistency Across Online Travel Agencies & Profiles
Goals
Establish and maintain a sustainable revenue management structure at the property
Review pertinent data elements regularly to make timely revenue-impacting decisions
Monitor competitiveness in order to optimize property REVPAR performance
71% of hoteliers are looking for better ways to improve revenue and profit and 52% state that improving channel management and distribution is one of the biggest challenges they face. (Global Hotel Business 2018)
Services
Consolidate reporting in order to identify opportunities and take appropriate actions
Facilitate weekly strategy calls with key stakeholders
Review opportunities relating to system configuration and distribution channel management
Create and maintain rates, policies and descriptive content in relevant 3rd party channels
Create/maintain suggested selling guidelines and conduct group displacement and other analysis as needed
Rooms revenue contributes just under 70% of total hotel revenues at most properties but represents more than 80% of profit. (CBRE)
Distribution and Revenue Management Support
package
Distribution and Revenue Management Support
Compliance and Consistency Across Online Travel Agencies & Profiles
Goals
Establish and maintain a sustainable revenue management structure at the property
Review pertinent data elements regularly to make timely revenue-impacting decisions
Monitor competitiveness in order to optimize property REVPAR performance
71% of hoteliers are looking for better ways to improve revenue and profit and 52% state that improving channel management and distribution is one of the biggest challenges they face. (Global Hotel Business 2018)
Services
Consolidate reporting in order to identify opportunities and take appropriate actions
Facilitate weekly strategy calls with key stakeholders
Review opportunities relating to system configuration and distribution channel management
Create and maintain rates, policies and descriptive content in relevant 3rd party channels
Create/maintain suggested selling guidelines and conduct group displacement and other analysis as needed
Rooms revenue contributes just under 70% of total hotel revenues at most properties but represents more than 80% of profit. (CBRE)
Distribution and Revenue Management Support
package
Visual & Lifestyle Facelift
Compelling Content that Attracts & Drives Action
Goals
Attractive & Relevant Content for Millennials
Increase Reputation & Relevance on Directories Prospective Customers are Researching
Engage & Provide Value to Clients with Featured Local Places & Partnerships
4x as many customers prefer watching a video about a product than reading about it (Animoto)
Services
Updated Onsite Photography
Updated Neighborhood Photography
Hotel Profiles & Directories Updated with Content
Enhance Website with Lifestyle Content
Including video in a landing page can increase conversion by 80% (EyeView)
Visual & Lifestyle Facelift
package
Employer Brand
Attract & Retain Employees to Create a Hyper-Attractive Culture
Goals
Reduce Employee Turnover & Increase Retention Overall
Clearly Define Values & Attract Aligned A-Level Employees
Increase Return Customers + Referrals, Increase F&B Sales
Accelerate Training, Increase Level of Service
62% of guests with complaints said unfriendly staff are the most frustrating part of their stay. (ALICE)
Services
Career / Employment Branding & Messaging
Updated Employment Photos & Videos
Customer / Employee Experience Evaluation & Roadmap
Rewards & Activities Personalized to Engage & Retain Employees
To attract new employees, hospitality industry players are forced to increase wages. As a result, wages now account for 25% to 30% of the total revenue. (Deloitte)
Employer Brand
package
Partnership Package
Promote Events with Strategic Partners for Maximum Impact
Goals
Cross-promote Brand with Events or other Brands
CoBrand with other Notable & Complimentary Brands
Creative Collaboration with Local & National Partners
Endorsements & Features by Complimentary Brands
Philanthropic Partnerships for Greater Exposure & Cause Marketing
Travelers have two distinct needs around well-being travel—using trips as a primary means to focus on their health versus maintaining healthy habits during typical vacations and business trips. Hotels should consider acquisitions, partnerships, and programming to gain exposure to either opportunity—or both. (Deloit)
Services
Brand or Influencer partnership with hotel.
Ideal for accessing a certain demographic. For example, a local DJ with a solid following is staying at the property before playing at an event the next day. Create a video about this! Follow the celeb through the hotel before their next show. Example here: https://youtu.be/cXTzIaqwh7M
Travelers who book their activities ahead spend 81% more on transportation and 47% more on accommodation. (ThinkWithGoogle)
Partnership Package
package
Regional Tourism Package
City & Country Promotion to Boost Tourism
Goals
Increase Market Share of Tourism to Region or City
Promote City, Event, or Regional Activities
Increase Tourism Stays, Length, and Spend in Area
Demonstrate Need for Tourism Through Social Development
Effective Interaction with Travel Agents
Create Customer Loyalty Through Visual Stories
It’s important to remember that millennials are the number one generation invested in the travel and hospitality industry. [CampaignMonitor]
Services
Focus on Steamline Paid Media Strategy with Measurable Impact
Audience Centric Media with Multi-Channel Approach
Concentrated Impact Paired with Always on Digital Acquisitions
Realtime Optimization
Target Avid Streamers and Heavy Commuters
Cross Channel Targets with Traditional Media (Print TV Radio OOH)
In 2018 digital travel sales worldwide increased by 10.4% to $694.41 billion. (eMarketer)
Regional Tourism Package
package
Visual & Lifestyle Facelift
Compelling Content that Attracts & Drives Action
Goals
Attractive & Relevant Content for Millennials
Increase Reputation & Relevance on Directories Prospective Customers are Researching
Engage & Provide Value to Clients with Featured Local Places & Partnerships
4x as many customers prefer watching a video about a product than reading about it (Animoto)
Services
Updated Onsite Photography
Updated Neighborhood Photography
Hotel Profiles & Directories Updated with Content
Enhance Website with Lifestyle Content
Including video in a landing page can increase conversion by 80% (EyeView)
Visual & Lifestyle Facelift
package
Buy-out Strategy
Special Events including Weddings, Conventions, Corporate Awards & More
Goals
Increase High-Ticket Hotel Services & Catering
Support the Sales & Marketing Department with Warm Leads
Build Sustainable Pipeline of Larger Events Onsite to Fill with Bookings
CWT Meetings & Travel predicts 5-10% growth in demand. At the same time, the development pipeline is slowing. This could mean a boost in hotel group rates. [SocialTables]
Services
Website & Event Page Development & Optimization
Updated Photography and Videography of Special Events
Commercial SEO Submissions – Local Emphasis with Global Reach
Review & Reputation Management – Framework & Platform for Requests
Website Conversion Rate Optimization recommendations / edits
Corporate Event Outlet & Profiles on Event Directories
71% of people consider the destination in the decision to attend a meeting. Beyond that, 20-30% say it’s the deciding factor. [SocialTables]
Buy-out Strategy
package
Partnership Package
Promote Events with Strategic Partners for Maximum Impact
Goals
Cross-promote Brand with Events or other Brands
CoBrand with other Notable & Complimentary Brands
Creative Collaboration with Local & National Partners
Endorsements & Features by Complimentary Brands
Philanthropic Partnerships for Greater Exposure & Cause Marketing
Travelers have two distinct needs around well-being travel—using trips as a primary means to focus on their health versus maintaining healthy habits during typical vacations and business trips. Hotels should consider acquisitions, partnerships, and programming to gain exposure to either opportunity—or both. (Deloit)
Services
Brand or Influencer partnership with hotel.
Ideal for accessing a certain demographic. For example, a local DJ with a solid following is staying at the property before playing at an event the next day. Create a video about this! Follow the celeb through the hotel before their next show. Example here: https://youtu.be/cXTzIaqwh7M
Travelers who book their activities ahead spend 81% more on transportation and 47% more on accommodation. (ThinkWithGoogle)
Partnership Package
package
Assessments & Opportunities
A Roadmap to Sustainable Revenue & Transparency
Goals
Identify the Strength and Weaknesses of:
Social Media Accounts
Maps / Directory Profiles
Brand Assets / Consistency
//Travel decisions are influenced by travel review sites (63%), family/friends (46%), search engine (46%), social media (35%), online videos (28%), online ads (22%). (Expedia Group, 2019)
Services
Reviews & Reputation
Website Detailed Audit
SEO Strength across Search Engines
Directories & Maps Profiles
Social Media Profiles & Effectiveness
Projections for Increased ADR & OCC
//In 2018, 31% of accommodation searches started on search engines, up from 23% in 2017. (Source: McKinsey)
Assessments & Opportunities
package
The Social Boost
Promote IG Content to Travel/Hotel Accounts
Goals
Establish a more Robust & Targeted Social Presence
Engage & Reward Visitors for Social Media Promotion
Leverage Social presence to Drive awareness, traffic, and ultimately conversions from IG (Short-term)
Use Social Boost to drive Influencers, traffic, and bookings over time (Long-term)
More than 50% of millennials trust earned media more than they do owned media.
Services
Updated Lifestyle Photography & Videography Onsite
Customer Activation & Social Reward Strategy
Identify Top IG Accounts to target for Property Promotion
Track Reach and IG Post Impressions
(Optional) Influencers Engagement & Promotion
Retargeting campaigns are 76% more likely to receive clicks than standard display ad campaigns (Wordstream.com).
The Social Boost
package
The Ultimate Experience
Increase Reputation, OCC & ADR
Goals
Elevate Customer Experience & Reputation to Increase Pricing
Increase Occupancy by 10-15% consistently
Increase ADR by 20% consistently
Provide Enhanced Customer Experience for increased Repeat & Referral Business
90% of travelers worldwide say they expect a personalized experience when they book their travel. (Medium)
Services
Social Media Strategy & Management
Review & Reputation Management
Onsite Customer Experience Enhancement
Updated Lifestyle Photography & Videography of Site + Local Area
Commercial SEO Submissions – Local Emphasis with Global Reach
TripAdvisor + Local Maps and Profiles Optimized
Website Conversion Rate Optimization
Reputation Management Audit & Recommendations
Cosmopolitan Las Vegas found that hotel guests who text its chatbot, Rose, spend up to 30% more money than those who don’t. (Skift)
The Ultimate Experience
package
Regional Tourism Package
City & Country Promotion to Boost Tourism
Goals
Increase Market Share of Tourism to Region or City
Promote City, Event, or Regional Activities
Increase Tourism Stays, Length, and Spend in Area
Demonstrate Need for Tourism Through Social Development
Effective Interaction with Travel Agents
Create Customer Loyalty Through Visual Stories
It’s important to remember that millennials are the number one generation invested in the travel and hospitality industry. [CampaignMonitor]
Services
Focus on Steamline Paid Media Strategy with Measurable Impact
Audience Centric Media with Multi-Channel Approach
Concentrated Impact Paired with Always on Digital Acquisitions
Realtime Optimization
Target Avid Streamers and Heavy Commuters
Cross Channel Targets with Traditional Media (Print TV Radio OOH)
In 2018 digital travel sales worldwide increased by 10.4% to $694.41 billion. (eMarketer)
Regional Tourism Package
package
Visual & Lifestyle Facelift
Compelling Content that Attracts & Drives Action
Goals
Attractive & Relevant Content for Millennials
Increase Reputation & Relevance on Directories Prospective Customers are Researching
Engage & Provide Value to Clients with Featured Local Places & Partnerships
4x as many customers prefer watching a video about a product than reading about it (Animoto)
Services
Updated Onsite Photography
Updated Neighborhood Photography
Hotel Profiles & Directories Updated with Content
Enhance Website with Lifestyle Content
Including video in a landing page can increase conversion by 80% (EyeView)
Visual & Lifestyle Facelift
package
Strategy & Social Savant
Media Planning & Your ‘Top 5 Out the Door’ PDF
Goals
Effective & Trackable Social Campaigns
Promote & Reward User-Generated Content
Engage Visitors On Site & with Local Partners
Boost Referral & Repeat Visits through Social
86% of people (and 92% of Gen Z) said they’ve become interested in a specific location after seeing user-generated content. (https://stackla.com/)
Services
Visitor Social Enrollment, Tagging & Geo-location Strategy
“Our Top 5 Out the Door” (Eats, Drinks, Entertainment, Tours, Free) PDF Digital & Print Ready
Discovery Session, Kickoff Meeting, and Consulting Follow-up
Strategy of Implementation into Social Media Campaigns & Current Brand Assets
Tone of Voice Template
Media and Posting Calendar – 1 Month
IG, Pinterest & Twitter takeover with Highlights, Stories, IGTV
+ (Optional) Influencer Posts / Stories (25k-100k) (100k – 250k) (250k – 500k) (500k+)
When booking travel, 89% of Millennials plan travel activities based on content posted by their peers online. [Entrepreneur]
Strategy & Social Savant
package
The Ultimate Experience
Increase Reputation, OCC & ADR
Goals
Elevate Customer Experience & Reputation to Increase Pricing
Increase Occupancy by 10-15% consistently
Increase ADR by 20% consistently
Provide Enhanced Customer Experience for increased Repeat & Referral Business
90% of travelers worldwide say they expect a personalized experience when they book their travel. (Medium)
Services
Social Media Strategy & Management
Review & Reputation Management
Onsite Customer Experience Enhancement
Updated Lifestyle Photography & Videography of Site + Local Area
Commercial SEO Submissions – Local Emphasis with Global Reach
TripAdvisor + Local Maps and Profiles Optimized
Website Conversion Rate Optimization
Reputation Management Audit & Recommendations
Cosmopolitan Las Vegas found that hotel guests who text its chatbot, Rose, spend up to 30% more money than those who don’t. (Skift)
The Ultimate Experience
package
Distribution and Revenue Management Support
Compliance and Consistency Across Online Travel Agencies & Profiles
Goals
Establish and maintain a sustainable revenue management structure at the property
Review pertinent data elements regularly to make timely revenue-impacting decisions
Monitor competitiveness in order to optimize property REVPAR performance
71% of hoteliers are looking for better ways to improve revenue and profit and 52% state that improving channel management and distribution is one of the biggest challenges they face. (Global Hotel Business 2018)
Services
Consolidate reporting in order to identify opportunities and take appropriate actions
Facilitate weekly strategy calls with key stakeholders
Review opportunities relating to system configuration and distribution channel management
Create and maintain rates, policies and descriptive content in relevant 3rd party channels
Create/maintain suggested selling guidelines and conduct group displacement and other analysis as needed
Rooms revenue contributes just under 70% of total hotel revenues at most properties but represents more than 80% of profit. (CBRE)
Distribution and Revenue Management Support
package
The Local Traveler
Driving Transient Local Bookings
Goals
Drive Increased Local Visibility
Increase Bookings through Transient Travelers
Increase Reputation & Relevance on Directories Prospective Customers are Researching
48% of experience bookings happen when visitors arrive at their destination. (ThinkWithGoogle, 2019)
Services
Enhance & Boost Maps & Directories Presence
Optimized Google & TripAdvisor Profile
Updated Onsite Photography – 30 Photos
Reviews & Social Media Audit & Recommendations
8 out of 10 people will use an online directory to find companies or products they are looking for. (Burke)
The Local Traveler
package
Visual & Lifestyle Facelift
Compelling Content that Attracts & Drives Action
Goals
Attractive & Relevant Content for Millennials
Increase Reputation & Relevance on Directories Prospective Customers are Researching
Engage & Provide Value to Clients with Featured Local Places & Partnerships
4x as many customers prefer watching a video about a product than reading about it (Animoto)
Services
Updated Onsite Photography
Updated Neighborhood Photography
Hotel Profiles & Directories Updated with Content
Enhance Website with Lifestyle Content
Including video in a landing page can increase conversion by 80% (EyeView)
Visual & Lifestyle Facelift
package
Strategy & Social Savant
Media Planning & Your ‘Top 5 Out the Door’ PDF
Goals
Effective & Trackable Social Campaigns
Promote & Reward User-Generated Content
Engage Visitors On Site & with Local Partners
Boost Referral & Repeat Visits through Social
86% of people (and 92% of Gen Z) said they’ve become interested in a specific location after seeing user-generated content. (https://stackla.com/)
Services
Visitor Social Enrollment, Tagging & Geo-location Strategy
“Our Top 5 Out the Door” (Eats, Drinks, Entertainment, Tours, Free) PDF Digital & Print Ready
Discovery Session, Kickoff Meeting, and Consulting Follow-up
Strategy of Implementation into Social Media Campaigns & Current Brand Assets
Tone of Voice Template
Media and Posting Calendar – 1 Month
IG, Pinterest & Twitter takeover with Highlights, Stories, IGTV
+ (Optional) Influencer Posts / Stories (25k-100k) (100k – 250k) (250k – 500k) (500k+)
When booking travel, 89% of Millennials plan travel activities based on content posted by their peers online. [Entrepreneur]
Strategy & Social Savant
package
The Ultimate Experience
Increase Reputation, OCC & ADR
Goals
Elevate Customer Experience & Reputation to Increase Pricing
Increase Occupancy by 10-15% consistently
Increase ADR by 20% consistently
Provide Enhanced Customer Experience for increased Repeat & Referral Business
90% of travelers worldwide say they expect a personalized experience when they book their travel. (Medium)
Services
Social Media Strategy & Management
Review & Reputation Management
Onsite Customer Experience Enhancement
Updated Lifestyle Photography & Videography of Site + Local Area
Commercial SEO Submissions – Local Emphasis with Global Reach
TripAdvisor + Local Maps and Profiles Optimized
Website Conversion Rate Optimization
Reputation Management Audit & Recommendations
Cosmopolitan Las Vegas found that hotel guests who text its chatbot, Rose, spend up to 30% more money than those who don’t. (Skift)
The Ultimate Experience
package
Assessments & Opportunities
A Roadmap to Sustainable Revenue & Transparency
Goals
Identify the Strength and Weaknesses of:
Social Media Accounts
Maps / Directory Profiles
Brand Assets / Consistency
//Travel decisions are influenced by travel review sites (63%), family/friends (46%), search engine (46%), social media (35%), online videos (28%), online ads (22%). (Expedia Group, 2019)
Services
Reviews & Reputation
Website Detailed Audit
SEO Strength across Search Engines
Directories & Maps Profiles
Social Media Profiles & Effectiveness
Projections for Increased ADR & OCC
//In 2018, 31% of accommodation searches started on search engines, up from 23% in 2017. (Source: McKinsey)
Assessments & Opportunities
package
The Local Traveler
Driving Transient Local Bookings
Goals
Drive Increased Local Visibility
Increase Bookings through Transient Travelers
Increase Reputation & Relevance on Directories Prospective Customers are Researching
48% of experience bookings happen when visitors arrive at their destination. (ThinkWithGoogle, 2019)
Services
Enhance & Boost Maps & Directories Presence
Optimized Google & TripAdvisor Profile
Updated Onsite Photography – 30 Photos
Reviews & Social Media Audit & Recommendations
8 out of 10 people will use an online directory to find companies or products they are looking for. (Burke)
The Local Traveler
package
Book Direct
Boost & Leverage TripAdvisor & Google for Increased Direct Bookings
Goals
Become the “Go-To” Location in the Region/City
Increase Direct Bookings vs Paying OTAs to do so
Increase OCC & Create Sustainability with More Direct Reservations
In 2018, there were 66.7% direct website bookings, 9.1% marketplace bookings, and 24.3% third-party service bookings. (TrekkSoft, 2019)
Services
Updated Site / Lifestyle Photography
Property Overview Video
“Our Top 5 Out the Door” (Eats, Drinks, Entertainment, Tours, Free) PDF Digital and Print Ready
Commercial SEO Submissions – Local Emphasis with Global Reach
TripAdvisor + Local / Maps Directories and Profiles Optimized
Website Conversion Rate Optimization recommendations / edits
Social Media Management
Review & Reputation Management – Framework & Platform for Requests
(Optional) – PPC Budget with a 90-day commitment to the optimization process
48% of U.S. smartphone users are comfortable researching, booking and planning their entire trip to a new travel destination using only a mobile device. (TrekkSoft)