Insights Archive

 Originally from China, I studied in China, United States, Singapore and now London. In London, I work as an intern at Umi Digital for two and a half days a week, take two modules (‘courses’ in the US) at the University of Westminster and spend the rest of my time exploring the UK. Here […]

It has been a reflective few weeks for me. By preparing talks on hotel marketing and through our increased focus on marketing innovation at Umi, I have been steadily been clarifying some key trends that seem to be appearing in the world of hotel and travel marketing. These trends are pretty much synonymous with why […]

A Google Tag Manager container acts as a gateway to your website for loading tracking scripts and other functionality – If GTM is unfamiliar to you, take a look at our introductory article which will take you through the concept. By using a GTM container, hotel marketers can be the ones to deploy new tools […]

What is Traditional Remarketing? You will have heard about remarketing in hotel marketing from various grapevines for a few years now and may be familiar with its use. Google made remarketing available in 2010 and allowed website owners to display advertising to users that came to the website but didn’t convert. It’s the tool that […]

What are Backlinks? Before getting started with creating new and high authoritative backlinks, it is important to fully understand what backlinks are and the important purpose they serve. To get a full and in-depth look into what backlinks are all about, feel free to view our blog taking you through everything you need to know […]

What are Backlinks? Backlinks? What are these mysterious links and what possible use could they have for your hotel website? Well, the short answer is a lot! If you aren’t already, backlinks are certainly worth investing some of your time and can help you to drum up a large number of organic new users through […]

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 […]

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 […]

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 […]