Amy

About Amy Chiang

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So far Amy Chiang has created 31 blog entries.

The one thing you can easily do to improve your online profile, and it’s free!

By |2024-05-13T07:18:51+00:00May 13th, 2024|Accommodation, Tourism|

Tourism, travel marketing and ultimately conversion to bookings is now primarily digital. Therefore, establishing a prominent and robust online presence should be single most important marketing objective. Now don’t be freaked out by the confusing smorgasbord of online platforms available to tourism businesses. There is one that stands head and shoulders above the rest [...]

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Why guest reviews on Google, social media, the OTAs and your website are so important

By |2024-05-08T08:23:36+00:00May 8th, 2024|Accommodation, Tourism|

Guest reviews really matter. Just think about how they impact your own travel decisions. Numerous studies show that a vast majority of travellers research reviews before deciding to book. Positive reviews build trust and credibility. Negative review create uncertainty and ‘risk aversion’ which deter bookings. Add to that, the impact on search engines which [...]

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How to build booking momentum through winter

By |2024-04-18T05:43:31+00:00April 18th, 2024|Accommodation, Tourism|

Believe it or not, winter is almost upon us. It has been a patchy summer/autumn around Australia for both weather and bookings. Let’s now look forward to the next six months. It is important to keep nourishing your online profile and product offerings to both thrive through winter and springboard into next summer (excuse [...]

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How creating compelling content will drive more direct bookings

By |2024-04-09T01:18:59+00:00April 9th, 2024|Accommodation, Tourism|

As I’ve spelled out in other blogs the main marketing challenge that every tourism operator faces in our complex online and social media world is standing out amidst a sea of booking options and particularly the hyper-activity of the OTAs. I’ve also argued that while the OTAs are really important channels in getting your [...]

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Every tourism operator should be hungry for direct bookings

By |2024-03-14T06:10:49+00:00March 14th, 2024|Accommodation, Tourism|

Managing connections to the big OTA websites is fundamental to your business having a viable online profile and sustainable reach across the travel market. But if you want more revenue, lower variable costs, higher profit margin, more control of your ‘brand identity’ and customer interactions, you must actively drive direct bookings. Balancing traditional channels [...]

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The power of Google can drive direct bookings

By |2024-03-11T06:50:40+00:00March 11th, 2024|Accommodation, Tourism|

Google Direct is a feature introduced by Google for both accommodation and activities to improve the travel consumer’s experience in finding and booking tourism products. It is a ‘super channel’ for both travellers and suppliers. Here’s why. Travellers can search for their travel preferences using Google Search and/or Google Maps to find and instantly [...]

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You don’t have to offer free cancellation

By |2024-02-22T03:59:44+00:00February 22nd, 2024|Accommodation, Tourism|

You don’t have to offer free cancellation. Consider this challenging proposition… charging a fee for cancellation of bookings is fair, reasonable and justifiable. Crazy? I don’t think so. While the big OTAs try to push for price parity and free cancellation, these practices are against the interests of tourism suppliers and erode the overall [...]

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The scourge of discounting: At all costs, avoid the race to the bottom

By |2024-02-07T04:51:02+00:00February 7th, 2024|Accommodation, Tourism|

Image Source: Tourism Australia The scourge of discounting: At all costs, avoid the race to the bottom We all think about the cost of an item before we buy it, but we don't buy it just because of what it costs. The same applies to travel. To attract bookings, you’re competing with [...]

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Connect and prosper. Why getting to know your guests is so important.

By |2024-01-18T03:05:13+00:00January 18th, 2024|Accommodation, Tourism|

Connect and prosper. Why getting to know your guests is so important. Running a tourism business means you are operating in a very competitive and dynamic market. Fundamentally, what you are competing for, is the attention of travellers looking for unique experiences. Connecting with those that book with you plays a pivotal role in [...]

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Why ‘Know Your Customer’ details are essential for online merchant accounts and payments.

By |2024-01-16T08:06:25+00:00January 12th, 2024|Accommodation, Tourism|

Why ‘Know Your Customer’ details are essential for online merchant accounts and payments. One of the most often asked questions when setting up Tourism Exchange Australia accounts is “why does establishing an online payment facility, like Stripe or Payrix, require so much detailed info?” Let me explain. In our contemporary world dominated by online [...]

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