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Insights Archive

A collection of thought pieces from the folks at Umi Digital

Why You’re Flying Blind | Part 1

Conversion rate is an essential metric that needs to be tracked. It has been that way for years, and hotels are generally good at knowing how many transactions are generated through the booking engine. Indeed, most hotels are good at tracking the top of the funnel as to give a percentage conversion rate – typically […]

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The Future of Hotel Booking Engines

We actually had our own booking engine once upon a time. It was called bookitwith and was, in many ways, ahead of its time in 2012. It was the first responsive booking engine on the market that had a deep integration with Google Analytics. Since putting the booking engine on hold to pursue the marketing […]

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How to gain more Instagram Followers for my Business?

Introduction We have all been there, anxiously examining your stagnant Instagram follower count trying to figure out where you are all going wrong! Well, fear not as many finds themselves in this predicament, constantly gaining an extra few followers, just to find them gone 3 days later. The fact of the matter is that Instagram growth is not as […]

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Content First vs. Design First Website Design

Should you write the content first or design the website first? It’s a question that many of our hotel and travel partners ask and has the potential to really make or break the success of a website if done incorrectly, as well as creating friction in the agency/client relationship. Over the last few years and […]

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Content Management Beyond 2019

The steady marketing mantra of “content is king” has been recycled as a trade show presentation for too long but the fact still stands that it is content that largely governs the success of our digital presence. The point of this little post is not to go into why creating good content is essential; that […]

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A Hotelier’s Guide to APIs

You have heard the term bounded around recently by PMS, Booking engine, CRM and all sorts of other software providers for the hospitality and travel industry. It does however get a little confusing so here I am going to try and debunk what it means in layman’s terms and also explore why APIs are essential […]

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Why Does My Hotel SEO Suck?

Are you struggling with your new or existing website? Do you find yourself at the bottom of the listings when you search your company name on Google? Don’t panic! This is a common issue that many people face when it comes to marketing their website to the public. The position of your website on search […]

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Dark Social and UTM Tags

What is dark social?   Dark social generates traffic to your website that you can’t track because users share links to your content privately. Dark social comes from users sharing links through: Email Direct messaging apps like Facebook Messenger, Twitter, Instagram Direct Message, iMessage, and Whatsapp Native mobile apps like Facebook and Instagram Secure browsing […]

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Should I Translate My Hotel Website?

As we all know, the Internet is the fabric that connects our digital world. If your hospitality business has a web presence and wants to reach international users, you want to make sure that anyone who visits your hotel website can understand it. Contrary to popular belief, only having an English version of your hotel […]

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