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  • Next Event


    Hospitality Industry Technology Exposition & Conference

    April 10–11, 2019
    Palau de Congressos
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    Hospitality Industry Technology Exposition & Conference

    Minneapolis Convention Center

    June 17-20, 2019

Article by Dave Spector

How One Resort Creatively Filled Rooms Off-Peak

Tambourine 4 February 2019
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.This week's freebie: Creatively extending your resort's prime season will ensure you can meet your revenue targets all year long.Resorts face many unique hurdles.They're harder to reach, most often located in beachfront or mountainside settings. They demand higher room rates and require longer stays. And, they are sandwiched in a cluster of similar resorts - making it confusing for guests and difficult for any single property to stand out.Sophisticated marketers can offset these challenges with skillfully orchestrated tactics that communicate the value of the resort to potential guests.One method every resort should have in their playbook is to manage seasonality.Sustaining a steady stream of bookings, even during low season, requires unfettered creativity. This can include partnering with local events, offering packages tied to seasonal activities, special dinners, talks and tastings, and promoting staycations to the local and regional market.One of our favorite examples is the Couples Resort Jamaica's 'Camp Couples' promotion, which is marketed as an adults-only, sleepaway camp during its off-peak season. Mimicking the exciting experience of your childhood summer camp, the June through September promotion featured a daily itinerary of outdoor fun, new discoveries and endless ways to connect.This type of innovation will help you meet revenue targets and outperform the comp set every month of the year.

Tambourine announces expansion: new east and west coast offices

Tambourine 3 September 2018
Tambourine, a marketing technology company for hotels, resorts and tourism destinations worldwide, has announced its expansion to new offices on the east and west coast.The expansion will triple the size of the Company's current offices and enable the fast-growing firm to attract expert digital talent on both coasts.As part of its expansion: Tambourine will relocate its headquarters to 25,000 sqft at Trade Center South in Fort Lauderdale, Florida. The Firm has also recently opened its first west coast office in Carlsbad, California."Our new headquarters location was selected to create a modern, positive working environment for our talented and growing team," noted Tambourine President Rafael Cardozo. "Technology enables our team to provide customized, scalable deliverables that empower the hospitality industry, but our team still thrives on close-knit collaboration and our new office will reflect that."Tambourine's expansion is a result of its rapid growth and popularity with branded and independent hotels, resorts and hotel management companies seeking to drive more direct business and consolidate the complex hotel digital marketing services required to compete for guests in today's hotel market.

Lotte New York Palace consolidates marketing with Tambourine

Tambourine 12 February 2018
The world famous Lotte New York Palace has selected Tambourine to provide marketing and digital services.Located on Madison Avenue, Lotte New York Palace was named one of the "Top Hotels in NYC" in 2017 according to Conde Nast Traveler."After an extensive global search amongst the leading hotel marketing firms, we are confident to have selected Tambourine as our marketing partner," said Becky Hubbard, General Manager at Lotte New York Palace."Their unique combination of advanced eCommerce capabilities, paired with a strong understanding of high-end luxury branding, have made them a perfect fit for our needs." Tambourine's services for Lotte include:* Omni-channel traffic generation (search, PPC, email, social, meta)* Custom, responsive hotel website design and mobile sites* Programmatic Advertising & Ad Server Management* Strategic branding and collateral development* Photo and Video Asset Creation* Ongoing SEO optimization* Conversion rate optimization* Reservation recovery* Cross-channel ROI tracking"We are honored and humbled to be working with one of New York's most prestigious hotels. And we are already generating exciting results thanks to an amazing collaboration with the Lotte marketing team," said Rafael Cardozo, President at Tambourine. "To be entrusted with this iconic New York hotel is a privilege and we look forward to a long and successful partnership." About LOTTE New York Palace LOTTE New York Palace, a luxury midtown hotel on the corner of 50th & Madison, was acquired by LOTTE Hotels & Resorts on August 28, 2015. Previously, the property completed a $140 million redesign in the fall of 2013. The renovation transformed the property's premier rooms and suites in The Towers, a hotel-within-a-hotel. Additional upgrades included new lobbies, specialty suites and restaurants and bars including Trouble's Trust, The Lobby Lounge, Tavern on 51, Rarities and Pomme Palais. In addition to 30,00 square feet of updated event space, The Palace is home to private spaces located in the historic Villard Mansion that feature 19th-century interiors and are ideal for lavish weddings, events and dinners. With 909 rooms and suites, The Palace is known for unparalleledsplendor, spectacular views, spacious rooms and exquisite service. Located across the street from St. Patrick's Cathedral and only steps from Rockefeller Center - the hotel's world-renowned courtyard incorporates motifs from several 15th-century Italian cathedrals and has served as the entranceway to the historic Villard Mansion since 1882. LOTTE New York Palace gracefully blends the landmark Villard Mansion with a contemporary 55-story tower. Guests can reserve accommodations online at or contact reservations at 1-800-NY-PALACE (1-800-697-2522).About LOTTE Hotels & Resorts LOTTE Hotels & Resorts are currently in operation of 18 properties across five countries globally and have 16 more properties in the pipeline. LOTTE Hotels & Resorts have secured their brand equity by way of their award-winning Five Star properties. Their first luxury and overseas hotel from Korea's hotel brand in Russia has been in the spotlight after being recently awarded with the Prix Villegiature Awards 'Best Hotel in Europe'. LOTTE Hotels & Resorts has gained worldwide recognition for its excellent service and facilities suitable for major international events. It has also been rated as the best hotel in Korea by numerous prestigious magazines, including Conde Nast Traveler, Global Traveler, Business Traveller (Asia Pacific), and Trade Travel Gazette.

OLS Hotels & Resorts consolidates digital marketing with Tambourine

Tambourine 8 August 2017
OLS Hotels & Resorts, a leading hotel management firm, has selected Tambourine to handle website and digital marketing efforts for its portfolio properties. Tambourine has launched services to many of OLS's portfolio, which includes more than 17 hotels in eight states, nine of which are located throughout California."OLS's portfolio of hotels are each unique with a great story to tell, which we will be promoting across all digital channels," stated Brian Ferrell, Vice President at Tambourine. "We are proud to have earned OLS's confidence, as they are clearly one of the most respected and sophisticated hotel management firms in the Country."Tambourine's services for OLS Hotels & Resorts includes: * Omni-channel traffic generation (search, PPC, email, social and meta-search)* Custom, responsive hotel website design and mobile sites* Conversion rate optimization* Reservation recovery* Cross-channel ROI tracking"We are very pleased with all of our new websites and the production that is coming from Tambourine. Their personal commitment to us has been outstanding, with turnaround times that are unbelievable," according to Jennifer Pochedly, Corporate Director of Revenue Management for OLS Hotels & Resorts. "We at OLS Hotels and Resorts are very satisfied with our partnership and are looking forward to a long-lasting relationship."About OLS Hotels & ResortsOLS Hotels & Resorts is considered to be among the finest lodging management companies in the industry, with a diversified portfolio of hotels. Maintaining a focus on quality and sound management ensures that its values reflect a commitment to excellence. Among its portfolio are The Hotel Amarano Burbank, The Chamberlain West Hollywood, The Grafton on Sunset, and Le Montrose Suite Hotel.In the Hospitality Industry, OLS means business. With decades of experiences from which to draw, OLS enjoys a reputation for its ability to profitably manage a wide variety of hospitality related assets. We believe our reputation for honesty and integrity continues to be the primary reason others have places their trust in OLS.

Veteran hotel tech executive Jeff Hiscox joins Board at Tambourine

Tambourine 15 June 2017
As president and CEO of Newmarket, he led the firm to its eventual acquisition by Amadeus in 2014. Mr. Hiscox is currently CEO at UniGuest.As a Board member at Tambourine, he will utilize his sales and marketing expertise to help accelerate the firm's rapid growth. "I got to know the team at Tambourine during my time at Newmarket. They are a terrific group with some really innovative technology. I am looking forward to being a part of their Board of Advisors"Tambourine's unique managed service program (Symphony) has changed the game for hoteliers of all sizes, enabling them to counter OTA encroachment and outperform their compset. As a result, the firm has quickly attracted the attention of independent properties, hotel management and asset management firms seeking to improve bottom line profitability and decrease OTA-dependence."Jeff brings incredible experience and knowledge," said Dave Spector, partner at Tambourine. "We feel so fortunate to have him involved as we continue to ramp our growth." About TambourineTambourine drives direct revenue for hotels and resorts worldwide using advanced marketing technology. Symphony, the Firm's flagship product, helps hotels increase direct website traffic, create a comprehensive presence across all digital channels and decrease the overall cost of acquiring direct bookings. Symphony provides a complete set of fully managed tools and services including:Omni-channel traffic generation (search, PPC, email, social and meta-search)Custom-branded, responsive hotel website design and mobile sitesIntegrated booking engine and reservation recoveryCRS, GDS rate distribution and channel managementCross-channel ROI tracking dashboardThe firm is celebrating its 32nd year in business. For more information about Tambourine, visit

Charlestowne Hotels consolidates digital marketing with Tambourine

Tambourine 17 May 2017
New York, NY - Charlestowne Hotels, a leading hotel management firm, has selected Tambourine to handle website and digital marketing efforts for its portfolio properties.Tambourine's comprehensive service package for Charlestowne includes:Omni-channel traffic generationsearch marketing (paid & organic)emailsocial media/social advertisingmeeting planner lead generationcontent marketingCustom, responsive hotel website design and mobile sitesConversion rate optimizationCross-channel ROI tracking"We conducted a lengthy evaluation process of all the major hotel marketing firms and Tambourine was the clear winner," according to Michael Cady, vice president of marketing for Charlestowne. "We've now built a very close daily working relationship between our team and theirs." Tambourine has launched services to many of Charlestowne's diverse portfolio of more than 41 hotels in 12 states and expects to complete the roll out by end of Q2."Charlestowne is one of the smartest, most innovative hotel management firms we've ever met," according to Dave Spector, Partner at Tambourine. "We're proud they've chosen us and look forward to learning from them."About Charlestowne Hotels Founded in 1980, Charlestowne Hotels is a leading full-service hospitality management company offering innovative expertise in hotel development, operational controls, marketing management, revenue optimization and financial reporting. One of the top ranked hotel management companies in the US, Charlestowne properties consistently achieve RevPAR growth nearly double the national average.The brand offers a robust portfolio of independent hotels and resorts, franchised properties and condos around the country. Known for a proficient management style that pays close attention to guest experience, properties under Charlestowne Hotels regularly receive industry accolades on Conde Nast Traveler's Gold List and Readers' Choice Awards, Travel + Leisure's World's Best Awards for "Top City Hotels in the Continental U.S." and "Top 100 Best Hotels in the World," and top standings on TripAdvisor. For more information please visit TambourineTambourine drives direct revenue for hotels and resorts worldwide using advanced marketing technology. Symphony, the Firm's all-inclusive service program, helps hotels increase direct website traffic, create a comprehensive presence across all digital channels and decrease the overall cost of acquiring direct bookings. Symphony provides a complete set of fully managed tools and services including:Omni-channel traffic generation (search, PPC, email, social and meta-search)Custom-branded, responsive hotel website design and mobile sitesIntegrated booking engine and reservation recoveryCRS, GDS rate distribution and channel management toolsCross-channel ROI tracking dashboardThe firm is celebrating its 32nd year in business. For more information about Tambourine, visit
Article by Dave Spector

7 Signs Your Hotel Marketing is Out of Control

Tambourine 28 February 2017
It's easy to see how things can go off course in hotel marketing.With an array of channels, disparate vendors and multiple audience segments to manage, it's inevitable that some things may fall through the cracks, questions will go unanswered and mistakes could quickly multiply.The good news is that even if your hotel marketing is out of control from time to time, it doesn't mean you've lost control.You are still at the helm and can turn things around whenever you decide to acknowledge the wrong turns you've made and the missing pieces you overlooked.Here are a few of the telltale signs that your hotel marketing might need a reality check... and how to turn things around:1) You're clueless about how much you pay OTAsSooner or later, your owners or managers will ask you, "How much are these OTA bookings really costing us?" It's a question that all hoteliers dread. Why? Because OTA commissions are often opaque. They generally pay a net rate to the hotel, after collecting their commission. Unfortunately, this means the fees being paid to OTAs will never show up as an expense on your P&L statements.Not only do these invisible marketing expenses cost significantly more than direct bookings, they also pose a threat to your other marketing assets as well. When owners look at budget to see which marketing costs to scale back on, the first thing on the chopping blocks are the expenses that are actually shown, even if they produce profitable bookings, such as your hotel website.So hidden OTA costs are allowed to continue, while your other marketing investments are reduced. You should specifically examine and document how much each OTA booking costs vs the actual cost per booking of alternative channels.2) Too many vendors, too much chaosThe more marketing vendors you work with, the more complications and chaos you can expect. Managing several, disconnected vendors to handle separate marketing functions, like advertising campaigns, hotel website design, email marketing or social media, can hurt you in several ways: First, you're most likely paying more for each vendor's separate services. You're wasting time by managing and relaying messages from vendor to vendor. And, worst of all, no single vendor is held accountable for overall success. Instead, they likely point fingers at each other.The key is to consolidate.Narrow down your marketing partners to those who you trust the most, who produce the best and those who can handle multiple critical functions.3) You can't measure your contributions Hotel owners and managers expect their marketing teams to contribute to their revenue targets IN MEASURABLE WAYS. However, many hotel marketers still shy away from being accountable for any revenue responsibilities. Instead, they lavishly tout their "rebranding initiatives," number of social media followers or new hotel photography.This continued disregard for numerical evaluation will put you in a difficult position next year, when you attempt to request a larger marketing budget. Without measuring your success, owners and managers will be more apt to cut back on marketing expenses and staff, believing that your intangible branding results can be achieved with less.To show how your marketing efforts are contributing to the hotel's revenue, calculate your marketing cost per booking (MCPB) and use this figure to prove your team's value and make sure you're given the proper correlated amount of marketing funds next year.4) You're unable (or afraid) to discuss property upgrades with owners For the past few years, major hotel brands have invested millions in revamping their current properties or launching new collections in response to the expectations of modern travelers. With so many of these new or freshly renovated/re-imagined properties vying for your guests' attention, it's more important than ever to keep up and stay competitive by offering remarkable experiences, aesthetics, and amenities.It's vital that your ownership is on board to invest in the necessary renovations, redesigns, and upgrades. Or, else don't be surprised when guests pass you over for the newer kid on the block. No amount of creativity and provocative marketing can mask an aging and tired property.Remind your ownership of that unavoidable reality in the nicest possible way.5) You fail at rate parityWe get it.Managing rates can get complicated. Setting rates every day, for every room, on every channel can easily get overwhelming and confusing. And, not just for you, but your customers, as well.Maintaining rate and market parity is vital to your bottom line. If you and your revenue managers fall asleep at the wheel, you can bet you'll quickly be surrendering revenue.This is about diligently staying on top of all the channels using the right automation tools and working with a conscientious revenue manager. Monitor your comp set's rate strategy weekly to ensure you have market parity.6) You are unable to increase meetings and events lead flow Meetings and events are often a hotel's game changer. And, you know that a single group's spend on event venues, F&B, guestrooms and other ancillary services can quickly help you meet budget.But, what if your group sales numbers remain stagnant, leads consistently go cold and sales calls fail to produce interest?Something is wrong, but it's nothing that you - a bold, brilliant and boundless hospitality leader - can't fix. There are numerous ways to get in front of meeting planners, earn their trust, and compete for and win their event contracts.If what you're doing isn't working, it's time to freshen up your sales approach with new tactics. Some of our favorites include:Reshuffling your sales team by keeping your top performers and attracting other great sales managers.Create a fresh new roadmap for sales success by outlining each market and goals for sales calls/visits, industry tradeshows, and marketing and sales campaigns, etc. Keep this visible and open to update often.Doing more of what actually impacts meeting planners' decisions and site selections (Discover the highlights of our recent meeting planner survey here).Consistently position your hotel as the epicenter of your destination's epic group experiences.Require each sales leader to remain active in LinkedIn groups and offer relevant commentary and participation everyday.7) Your guest sentiment is plummeting Every hotel has their share of negative reviews. But, this doesn't give you a hall pass to shrug them off. How a hotel decides to manage guest reviews will determine if that property shines or stumbles in the future.Notice your TripAdvisor score declining or stagnating? This means your owners and management staff have largely ignored the golden nuggets of feedback that guests leave for them. Do guests express their irritation with the noisy air conditioners in the rooms? Are there several complaints about the lackluster breakfast buffet? Do guests often mention a rude staff member?Frankly, if you receive the same complaint twice, that is already one time too many. Bad service, bad sleep, bad food options and a host of other things, can essentially ruin a guest's opinion of you and their decision whether or not to come back.Consider your guests as your eyes and ears to the problems that are holding your hotel back. When something is broken, actually fix it. Don't just promise to 'look into it,' then walk away.

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