Glossary

This is the percentage of people checking out your hotel or vacation rental site for the first time. It's like counting the number of new faces in a crowd.

Imagine throwing a message-in-a-bottle into every stream of conversation – offline, online, social media, everywhere. That's 360-marketing. It's how you get your hotel in front of as many eyes as possible.

This is the digital equivalent of a 'no entry' sign. If someone tries to open a webpage on your site that doesn't exist, they'll see a 404-error. Keep an eye out for these to keep your site user-friendly.

These are digital tools people use to stop ads from popping up on their screens. It's like having a 'no junk mail' sign on an email inbox.

When someone taps on your online ad to see more. It's like someone seeing your hotel's brochure and opening it for a closer look.

Each time someone sees your ad, that's an ad impression. It's like having your hotel's billboard passed by a potential guest.

This is a type of web design that ensures your hotel's site looks good on any device, just like making sure your hotel's brochure looks great both in print and online.

A digital toolbox for making and managing ads on Facebook, Instagram, and other places. It's like your own little advertising agency.

It's about understanding what your audience does on your website or other marketing channels. Like observing which menu items in your restaurant are most popular, but in a digital context.

This is information about how people use your services or interact with your marketing channels. It's like knowing which pages on your website are most visited or which posts get the most likes on social media.

This is a free toolkit that helps you understand how your website is performing in Bing's search results. It's like having a dedicated guide to help you navigate the Bing search landscape.

This is a feature on social media platforms that allows you to remove followers and prevent them from interacting with you. Think of it as your hotel's 'do not disturb' sign, but online.

A blog is a regularly updated section on your website where you can share news, stories, tips, and more. It's like a digital notice board for your hotel, where you share interesting happenings and insights.

This is a prompt telling website visitors what to do next. It's like a sign in your hotel pointing guests towards the restaurant, spa, or check-in desk.

These are specific marketing projects you want to track. For example, a social media campaign promoting a special offer at your hotel.

An app that operates within Facebook, but not specifically connected to a business page. It's like a pop-up shop that's inside a mall but not tied to a specific store.

A US law that sets rules for commercial emails. It's about making sure you're respectful and honest when you're emailing your customers.

An ad format where you can show multiple pictures or videos in one post. Imagine it as a digital photo album showcasing different aspects of your hotel.

Information, usually in number form, used to make decisions.

Electronic equipment like smartphones, tablets, or computers used to access the internet.

The latest time or date by which something should be finished.

When a guest finds your hotel or vacation rental for the first time.

Planning ads to run at specific times of the day.

Emotional Selling Proposition. The emotional triggers used in marketing messaging to influence a person to book a stay at your property.

The last page a guest looks at before leaving your website.

Equipping your staff with the tools to understand guests' needs, build relationships, and make sales.

The process of building relationships with potential guests, like responding to comments on your Instagram posts or answering questions via email.

The first page a guest sees when they visit your website.

An online platform where users can discuss topics, could be used to engage with your local community or industry peers.

People who are connected on social media and see each other's posts.

The path a person follows on your website to make a booking.

A person who has chosen to see your posts in their social media feed.

The basic structure of your marketing strategy or campaign.

A set of rules from the EU about how businesses can collect and use personal data.

The important actions you want people to take on your site, like making a booking.

A technology that lets you show ads to people within a certain distance of a location, like a special offer for people near your hotel.

Adding location details to a post, like tagging your property in a tweet.

Shared Pinterest boards where multiple users can post, useful for collaborating on ideas.

Any interaction with your website that gets tracked, like a guest clicking on the booking page.

The 's' stands for secure, showing that your website is safe to use.

The name you use on social media, like @YourHotelName.

A keyword on social media that can help people find your posts, like #YourCityVacationRental.

The large text at the start of sections on your website that tells guests what each section is about.

A feature on LinkedIn that lets you message anyone, even if you're not connected.

The process of search engines deciding whether to include your content in search results.

The stage where you're trying to get guests emotionally engaged with your property.

Ads that show up inside mobile apps.

When an ad is shown on a website or social media.

The terms that make your ad show up when people search for them, like "vacation rental".

The phrases people search for that you want your website to show up for, like "luxury hotel in [city]".

Using your target keywords so much on your website that it hurts your search rankings.

The percentage of words on your web page that are your target keywords.

A box that shows up in search results with information about a topic, like your hotel.

Someone who might be interested in staying at your property.

A positive reaction to your social media posts.

Monitoring social media and other online spaces for mentions of your property or related topics.

Optimizing your website to show up in search results for people in your area.

Social media posts that link to your website.

A funny image or video that gets shared around on social media.

When someone includes your username in a social media post or comment.

Information in the HTML code of your website that helps search engines understand what your site is about.

Measurements of data, like the number of visitors to your website or total revenue.

A service for sending emails, like newsletters to your guests.

A system that matches advertisers with places to show their ads, like Google's search and display networks.

A stream of content on social media from people and brands you follow.

A code that tells search engines not to follow a link on your website.

The unwritten rules of behaving politely online.

A plan for targeting your audience with specific messages.

Advertisements displayed outdoors, like a billboard promoting your vacation rental.

Leading people from a social media post to your website where you can capture their contact info, like offering a discount code if they sign up for your newsletter.

The unique qualities you or your business bring to the table, like your hotel's unique history or location.

A goal you want to achieve, like increasing your hotel bookings by 20% in the next quarter.

The percentage of people who actually open your email newsletters.

A piece of content saved on Pinterest, like a photo of your property.

The route a user takes to reach your website or a particular goal, like booking a room.

A tiny image file on a website that helps track interactions with your brand across different platforms.

Physical advertising materials, like brochures or flyers for your property.

The button that lets Pinterest users save your content to their own boards.

A retweet on Twitter with additional comments added, such as sharing a positive review of your property.

A measure of how relevant your ad or webpage is to the user's search.

Measures that show potential business impact, like the number of bookings, the time it takes to confirm a booking, and the value of each booking.

A user who interacts with your hotel's website because of an ad or other marketing material.

The number of people who see your ads.

When someone remembers a promotion or ad for your hotel.

The order in which search engines display webpages in their results. High-ranking pages appear closer to the top.

Sharing a photo from another user's Instagram account on your own, like a guest's photo of your property.

Sharing another user's tweet with your followers, like a guest's tweet about their stay at your property.

This is the last part of your webpage's address that specifically identifies that page. For instance, in "www.yourhotel.com/rooms", "rooms" is the slug. It's like the number on a hotel room door, helping people find the exact room they're looking for.

This is unwanted, unsolicited email. Just like nobody likes junk mail in their physical mailbox, nobody likes spam in their email inbox.

This is a feature on social media where you can post content that disappears after 24 hours. You might use it to share a snapshot of a beautiful sunrise view from your property, or a glimpse of a local festival happening nearby.

This is simply when someone uses Google or another tool online to look for something, like "vacation rentals in Miami" or "best hotels in Paris".

This is the number of times a post or piece of content about your property is shared on social media. It's like digital word-of-mouth advertising.

A way to engage with someone on social media, or to categorize your posts. If you're sharing a stunning photo of your property, you might tag it #LuxuryVacationRental or #BoutiqueHotel.

Throwback Thursday, a fun social media trend. For example, you might share an old photo of your hotel being built or from a memorable guest event.

Specific actions you take to boost your hotel or vacation rental business. This could be anything from offering a discount to repeat customers, to implementing a new cleaning procedure to ensure guest safety.

Trying out different approaches to see what works best. For instance, testing whether your guests respond better to emails or text messages for communication.

The main part of your communication or content. In a blog post about the local area, this would be where you discuss local attractions, dining, and so on.

The name you use to identify your property on social media platforms.

When you encourage guests to upgrade their booking, like offering a suite instead of a standard room.

A unique visitor to your website, like a single guest checking out your hotel online.

What a person wants when they visit your website, like a guest looking to book a weekend getaway.

The steps a guest goes through on your website to achieve a goal, like making a booking.

A video blog, like a video diary of a day in your hotel.

A session of activity by a user on your website, like a potential guest looking at different pages on your site.

A video you upload directly to Facebook or another social channel, like a virtual tour of your property.

When someone uses voice commands to search for your property or related services.

Content about your property that gets rapidly and widely shared online.

An online seminar or presentation, like an online training for your property managers.

A type of website builder where what you see on the screen is exactly what your guests will see.

The basic structure of a website used for planning, like a blueprint for your property's website.

An in-depth guide or report, like a document outlining your cleaning protocols in detail.

When your emails get the green light from email providers, ensuring your promotional emails don’t land in the spam folder.

Content that can impact a person's life, like blog posts about safety protocols at your property.

A tool for making your website more likely to be found on Google.

A feature on YouTube that can drive deeper engagement with your videos, like links to book your property right from a promo video.

Your own space on YouTube where you can upload and share videos of your property.

An ad at the top of the YouTube homepage promoting your property.

Content that can impact a person's life, like blog posts about safety protocols at your property.

A tool for making your website more likely to be found on Google.

A feature on YouTube that can drive deeper engagement with your videos, like links to book your property right from a promo video.

Your own space on YouTube where you can upload and share videos of your property.

An ad at the top of the YouTube homepage promoting your property.