Neurological  Science Reticular Activating System & Triggers

Neurological Science Reticular Activating System & Triggers

This video delves into Brain Waves and the Reticular Activating System that determines what one pays attention to or filters out. It’s important to understand this in order to create effective messaging strategies and sales triggers. We call them Hot Buttons. They are Activators – that is, they present something that is familiar, unusual or problematic that is relevant and important to the client.

The brain is fascinating, so understanding its neurology is vital to creating effective marketing systems. This video is the eighth in the DVD series of Power Marketing Secrets and Strategy, which is available without charge at

What You will Learn from The Video Series

You will learn about your Reticular Activating System, or RAS. You will learn about your brain waves and how to capture the attention of your prospects RAS in a way that will make them snap out of Alpha Auto mode and into Beta Conscious mode. You will also learn how to do this using activators with things that are familiar, unusual, or problematic. In the next video, AllCast Power Marketing will show you how to find and create the right activators and put this knowledge to work for you in your business.

Neuro Reticulaire information-processing

For a limited time, membership is free. All members will have access the most valuable AllCast Power Marketing resources. These include video and audio case studies and tutorial as well as guides, strategies and howto eBook.

See YouTube Neurological Science – The Reticular Activating System & Sales Triggers

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5 Psychological Triggers That Get More Sales – Social Triggers

5 Psychological Triggers That Get More Sales – Social Triggers

Phychology of sales5 Psychological Triggers that Get More Sales – SocialTriggers Over the past year, Markhat blogs have covered, in varying degrees, sales funnels, hot button, buying motivators and the many Psychological triggers that drive sales and direct bookings. This article goes a bit more in depth into some of the master key and triggers. If sign up to their database, you will also get a free book. I have not the book yet read but will review bit shortly and add my comments shortly. So check back for the update as i give you my assessment on how helpful and insightful it is. Based-on on this article I expect will be helpful.

 5 Keys that Motivate Buyers

The blog cover 5 keys as they say and these include everything from “how less choice leads to more sales” to “how mystery increases bookings”.  A rather unusual key is “Why hate mail is good for you” As Derek Halpern founder of Socialtriggers says “When you’re running a website… a business… hate mail is evidence that you’re doing something right.”  The other two keys remind us that “People actually like paying for stuff” and that “Loss aversion  is a bigger trigger than gain”. This last, he says, makes no sense from a logical point of view but in reality travelers, like any other consumer, just hate to loose-out on something. This of course is why marketers add “scarcity” into their campaigns. In travel the OTAs display how many people are looking at a room and how many are rooms left, in order to indicate that they are scarce and you have to act n ow. You will  often see notices on expedia and that say “Book now” or “only one room left” for example. Its a good round up of 5 triggers but of course there are many more.

Authority is perhaps the most compelling of them all.

Here are a couple of videos explaining what is authority, what it means and how you can create it. .. Ben Newman

Ian R Clayton  Tourism Marketing- Publishing For Authority

More like this got to for Free Video tutorial on Hotel and Tourism Marketing

Another way to understand triggers is simple to study the brain, particularly the importance of brain waves, neurological science and the reticular activating system as they relate to attention, activation and sales triggers.


About Derek Halperns’ Book

I did mention above that if you signup you will get a downlaod ebook on Triggers- I got the book and glanced thru it, reading headlines and tit bits. Its a personal account of how he struggled to make sense of marketing and as he says “Finally, I ended up with Social Triggers, which you probably heard that I built from scratch in March 2011 to more than 125,000 subscribers just 2 years later.”

Impressive – their is lots of good advise of the sort you will not find everywhere so its worth a read. The book is really a promotion of SocialTriggers as a service so read with that in mind and make your own evaluation.

The big takeaway is that you need a personal brand and it has to be insanely specific. He will tell you all about that in the book. I don’t personally know or have any contact with Derek and I don’t get anything if you buy anything from him. My interest in writing these blogs is to provide honest reviews and helpful advice.

Yes, I can learn something for Dereks’ book. With luck I will find time to implement one or two ideas!!  Like creating my new personal brand- I think I like Tourism Hot Buttons Psycho Guy!  Well .. it needs some refining 🙂 And I am going to reach out to him now!! You can too at SocialTriggers

Hope you find this useful.

To your Success  .. Ian

More links

Markhat blogs on Sales “Triggers”

Travel Then and Now – How Tourism Has Changed

Travel Then and Now – How Tourism Has Changed

Chapter 1: Travel Then and Now

The first Chapter in Amazon’s Best Selling Book “WEBSITE” is entitled Travel Then and Now. It pays homage to how tourism has changed and what that means for hotel & destination marketing. It explains what to expect and how it relates to the tourism and hotel website.

Chapter 1:”Travel Then and Now” notes: “We are experiencing the greatest rate of change and innovation in information technology, systems networking, publishing and marketing in the history of the world. In his ground-breaking book, “Abundance”, Peter Diamandis documents the exponential rate of change in several key sectors, particularly in communications.”

Tools of the Trade in Tourism Today

Today almost anyone can create, publish, distribute and promote blogs, articles, videos, magazines and books. The tools being used are available at a fraction of the cost they were just a few years ago. Hotel managers and tourism & hospitality professionals must engage with the new media. They must understand what tools and resources are available. This book is about mastering the new media. It shares information about the right tools and resources that will enhance your marketing and help you stand out of the crowd.
How Travel has Changed

Buy Website on Amazon



Learn More About WEBSITE >>>>

Review of Hotel & Tourism Resources

The book reviews several tools, resources, apps and services that will help you develop and market a modern, interactive website that targets your ideal customer. It shows how to fine-tune your messaging with Hot Buttons using the latest neuroscience research. It draws on 20 years of practical experience in building & marketing state-of-the-art websites and applications that drive tourism. Buy it on Amazon and take the first step to perfecting your website for the new age of travel marketing.

7 Reasons to Buy WEBSITE:

  1. Make Yourself Aware of Trends. Out of the kaleidoscope of dramatic change several trends are emerging. It is vital that you know these trends as you plan for the future. Chapter 1 sets the stage for what to expect, what you can learn and where you can get help.
  2. Know What Tools & Resources Can Help – Each chapter will discuss and review resources that apply.
  3. Get the Latest Strategies on Websites As a Sales Agent – The Website is not a brochure. It is an interactive communications channel that should respond to users and provide the right message according to their state of mind. The message is the priority; design follows. Many get this wrong.
  4. Learn the Latest Strategies on Messaging & Communications
  5. Learn the Art of Blogging to Increase Authority, Engagement and Ranking
  6. Learn How to Take Control & Manage the Guest Review Process
  7. Learn How to Make Videos Work for You
  8. Get our Bonus membership – to keep informed of Trends & Strategies


Buy Website on Amazon



Learn More About WEBSITE >>>>


Tourism  in the Time of Covid

We are in a time of extreme change with the majority of airlines, hotels and tourism operations in lock-down. Travel died in march and no one know exactly when it will open up again. We will be adding new blogs and resources as the future unfolds- In the meantime check out this helpful site by Siteminder – It looks at issues like how to handle cancellation, obligation to OTAs, new sales.channels and ways to cope and increase efficiencies

A Case of The Blues in Marketing – Colour Psychology

A Case of The Blues in Marketing – Colour Psychology

the blues in marketing Source: The Psychology of Design: The Color Blue in Marketing & Branding

Colour Psychology

Psychologists have understood that colour is an important emotional trigger. Hospitals were designed with green, as it is a soothing colour for a stressful time. Colour Psychology is now a hot topic in Marketing. Researchers have now made important discoveries regarding the psychology of color and its impact on mood, feeling and behaviour.

Why Blue?

The Blues in Marketing – As dull as it may sound and as sad as you may thing the blues are, in Marketing, it is an entirely different affair!

“Blue is known for its trust and dependability. It’s reliable, responsible, and mentally soothing. For that reason alone, it’s one of the most-liked colors across the entire world.” – CoSchedule.

Blue is a distinctive colour known to emote trust. It is also associated with quality and reliability and has become the darling of high tech companies such as IBM (known as BIG BLUE). Ford, Chase, Lowes, GE and Samsung are also big blue brands.

In Tourism, Sandals, a Luxury All-Inclusive Resort, uses blue predominately on all its websites. Blue and white are their prime colours. It signifies all noted above but it is also the colour of their Sea and Sand Vacation Destinations. Aside from representing Caribbean holidays, the blue and white combination has the highest score of trust of all colours.

Sandals recently added Black to their website navigation. The various shades of black denote quality more that any other colour. It is a clever use of colour to represent their brand and the destinations they work in.

sandal luxury all inclusive barbados

Blue and white are the Colours of the Caribbean – Ocean, See and Sand. It’s also the colours of Sandal Resort Brand!

The Social Media Leaders Facebook, Twitter and LinkedIn use blue extensively. In Marketing, Salesforce and Constant Contact are bluers. In Finance, American Express, Visa and PayPal choose blue!

And the list goes on…

The point is that big brands understand that colour is important and use it accordingly.

In a recent test by HubSpot A/B tested call-to-action (CTA) colors, they found that just changing the colour of the Call To Action (CTA) increased the conversion rate. They also discovered that some colours work better than others. In their test, a red CTA button outperformed a green CTA button by 21%.

Samples Blue CompaniesColour Theory

Primary colours are the main ingredients for colour at large. But what they are depends on your point of view.

If you are an artist, then it’s the pigment that matters most.

If you are looking at light as the source of colour, your primary colours would be cyan, magenta and yellow.

For print, it’s CMYK and for screens or monitors, it’s RGB.

For general purposes in art and design, it’s red, blue and yellow. These are the 3 colours we need to make all others and they are the building blocks of colour psychology in marketing.

Colour Psychology

the blue chartUnderstanding colour is helpful in design but it may not help you understand what colour means in terms of mood and emotion. For that you need to talk to a colour psychologist.

Blue has powerful positive and negative emotional resonance and like all colours, one must use it wisely.

Blue’s emotional triggers are widely seen in nature – from the Blue Ocean to the Blue Sky to Blueberries. Because of these emotional connections, blue is omnipresent in marketing.

Other colours each have a different significance that may be more aligned to what you do, who you are and the emotional.


Just click on the blue chart here to see the spectrum of colours and their personality traits and meanings.










Mood MatchMaker.Travel – The New Frontier For Bookings

Mood MatchMaker.Travel – The New Frontier For Bookings

Mood MatchMaker.Travel because travel is personal Personalization for Every Mood

In the last few months there has been great excitement in personalization of the holiday experience with major hotel chains adopting mood matchmaker.Travel personality based pairing. Even the OTAs have moved into the arena – Expedia declared it as the new frontier for travel bookings. AirBnb is testing its own version of mood matching. Both offer news ways of pairing hotel and holiday experiences to travelers who are looking for a custom made vacation that fits their very special needs and character.

Marriott hotel and AccorHotels have both adopted the approach or are experimenting with it. It makes sense as travelers today are looking for experiences that fit their mood and their personality and the old ways of finding hotel by location, price and amenities does little to fulfill their expectation.

Psychology Applied to Travel By Professional Psychologist

Mood MatchMaker for Travel personalized vacationsIts interesting to note that the early users of personalization based on mood and personality have not developed the solution themselves but outsourced it to established psychological and personality branding companies. Pioneers in developing this technology are companies such as Travelsify, Traitify and PersonaHolidays.  (See comparison at MatchMaket.Travel).

All are using different approaches in finding a different way to personalize holiday vacations. They are moving on from search based on amenities alone to make search a more enlighten experience in tune with what travelers are really looking for: A personal Experience.

Amenities Take a Back Seat to Mood Matching Experiences

Amenities are not what travelers dream of and they do not describe the experience. To fulfill dreams hotel search needs to understand the psychology of the traveler and predict their travel aspirations.  The new personalization solution know this and have unique and innovative ways to create personal vacation experiences that resonate with the psyche.

psychological hotel persona branding helps match them with travelersTravelsify has studies reviews of hotels to establish a set of words that travelers use to describe their stay at a hotel.  The words are travel experience specific terms that reflect the cultural variances in hotel perception.  They include words one would expect like nightlife, gourmet and luxury. But not so typical are vintage, classic, zen and spacious. Words that you may find in in guest reviews and yet are seldom used in hotel search engines, booking systems and holiday planning. It makes absolute sense to use these emotional preferences in holiday planning and in selecting your preferred holiday experience. This is the approach that AccorHotels in using in their Mood Matchmaker.

The MatchMaker.Travel Engine

Traitify requires travelers to do a visual quiz. This is the Matchmaker approach that Marriott is using. It it effective but asking travelers to complete a quiz is a very big barrier. Many travelers just will not bother with it.

PersonaHolidays has a different strategy although many of the same words that are used in the Travelsify solution are also part of the PersonaHolidays personalization. However, they are not overt. Instead each hotel undergoes a professional persona branding  assessment that create its own unique character and matchwords. Travelers are assessed by an inference engine that monitors every interaction and established their travel persona by inference. The hotel holiday experience and traveler are matched by the matchwords (emotional triggers) associated with each.

We will see more personality based search solutions in the future as personalization is a key trend and need in travel. Interestingly the opportunity is creating new startups with skills and experience based in psychological assessment, motivation and visualization using highly adaptive technology that will work with established systems.














Website Strategy Process Implementation

Website Strategy Process Implementation

  Website Strategy Process and Implenetation Report

Amplify Your Brand With a Powerful Website Strategy

Bonus examples for Book 1 in the series

Website Strategy Process Implementation is one of the many complimentary reports available as a Bonus to buyers of the book WEBSITE or any of the books in the Marketing Hotels & Tourism series. To get all Bonuses, check out the website above or click the image on the left. This bonus is an extension of the chapters on perfecting your presence and navigation structure. All are related to Messaging and Hot Button Psychology.

Implementing the Website Strategy Process

website strategy process implementation

How to Implement the Website Strategy Process – Bonus for Book buyers. Click image to see it on Amazon.

If you ask a web designer, an internet marketer and a branding professional what Hotel Website Strategy is, you will get 3 different answers!

  • A Web Designer will tell you that website strategy is about colour, photography, graphics and layout.
  • An Internet Marketer will say it is about keywords and SEO.
  • A Branding Consultant will tell it is about quality images and consistency.

The Website Strategic Process is All About Messaging!

Getting the message right starts with a detailed analysis of your business, mission, competition and guests. You need to have a deep understanding of guests and be able to answer all the objections they may have in selecting your product. In Hospitality, small hotels are often at a disadvantage compared with the large Online Travel Agents (OTAs). They are well known, trusted and can outperform on many service points.

OTAs outperform small independent hotels by offering loyalty points, great alternatives (your competition) and guarantees. With the contract they have with hotels, they also call for RATE Parity which means that you can’t compete with them and they can offer a Best Rate Guarantee. That’s a powerful incentive. We will discuss Rate Parity later; it’s a sort of lie and you can get around it, as we shall see. To overcome the perceived OTA benefits, small hotels need to build authority, trust and incentivise guests to book direct.

Comparison Shopping

Few hotels offer comparison shopping but that is one of the main reasons why travellers go to OTAs. Your guests will check out your rates and compare them with others. Why not help them by doing it for them? That is a messaging strategy that could work for you. But it is a lot of work and, as rates constantly change all over the net, most hotels skip this. But you can create a page about alternatives. Show other places and point out how you compare in value, space, size, comfort, design and all the intangible things that travellers care about. That’s excellent messaging.

An example of this is Poinsettia Villas. They started as Poinsettia Apartments, which just was dead wrong for what they were offering. A change of brand and URL was executed with care. The new name helped avoid the confusion of being compared to high rise apartments. TripAdvisor had them showing up with hotel rooms. The Villa brand made it clear that it was more that a hotel room or an apartment building. Now the question was: how did they compare to other villas? For that, a new page was created. It showed Villas in different classes with costs for each. See

Rates Compare – A Path to Trust

Technology can also help you keep on top of rates. TripTease will check OTAs’ rates and show your advantage. It builds trust to show what else is available and give practical examples of your own advantage. Metasearch is also a rates compare channel that can work for hotels’ direct bookings.

To build trust, you need excellent and consistent reviews as well as a strategy to get and use them efficiently. There are solutions and strategies that will influence your score and tactics to share and market them effectively. We have our own solutions that animate reviews with video and distribute the video to clients’ sites and social networks. They can be syndicated to the internet.

Other solutions, such as TrustYou guest reviews, assist in the process of getting reviews from guests. There are systems that will capture reviews on your site and automatically forward the guest to your preferred review site only if the reviews are 4 or 5 star.

Book Direct Strategy

To get guests to book direct, you have to offer what they get at OTAs (price, service and value) and more. You are the owner and you know your property and its benefits better that anyone. You also know your destination better that any OTA and letting your guests and prospects see you as a destination expert will go a long way to convincing them to book with you.

Tip – add these sentences to your booking engine: “We live in this wonderful place and would love to help you create an unforgettable vacation. We look forward to helping you discover its many secrets.”

Strategic Thinking vs. Platitude

The strategy that comes from this sort of thinking can be profoundly different from what you will get with a web designer, internet marketer and brand consultant. Look at what hotels around you are saying about themselves. It’s all pretty much the same: they are great for families, ideal for couples and fantastic for everyone in some form or other. These, sad to say, are platitudes and they don’t help you one bit. Avoiding platitudes and replacing them with real differentiators is one of the key points in the Website Strategies checklist.

Building a Website Strategy

Building a strategy requires deep understanding of all of these variables. With skillful analysis, the messaging system for your website will create a distinct personal advantage and a strategic message that will permeate throughout the website and offsite into your advertising and content marketing. It requires understanding your clients’ needs and your competition’s strengths and weaknesses, as well as knowing your strengths and your reason why.

The ‘why’ you are doing what you do is your mission and your passion. Most of us who are in hospitality are passionate about it and, for the most part, it has far more to do with caring for and excelling at making guests feel wonderful than it is about making piles of money. Having a good return on your investment is essential for every business, of course, but in many cases it can be the only rational. That is hardly ever the case with hospitality; it is a very personal and passion-driven calling.

Hospitality is a cultural experience. To most vacationers, it is very personal and who you are, who they are and where they are going to stay are often as important as the beach, view, amenities and location. These are commodities and, like all commodities, they tend to be very similar from one place to the next. What is always unique is personality.

Steps to Implementation

The Power Marketing Consultant Program (PMC) has developed a structure for research, development and implementation of the process. It starts with an in-depth interview with marketing professionals and top management. The questions require a serious evaluation of goals and objectives.

The first series of questions will help pinpoint what you want your prospects to do on entering the website. That may seem trivial but understanding who your customers are can require a lot of soul searching. Are your website visitors ready to buy or are they looking for information and is that what you want? Here you come to grips with what exactly you want them to do and if this is reasonable. Possible actions are calling, leaving contact information, watching a video, reading an article, asking a question, downloading a brochure or researching papers or booking a vacation. It’s not always that easy but the exercise will bring clarity.

The second series of question will focus on what you want prospects to learn about your offer. Here you may focus on some objections, such as people not understanding your uniqueness. In this case, you will need to explain it in a way that resonates.

In the process for one of the hotels we worked with, this meant changing the name, brand and internet address, as well as creating content that addressed and corrected the objections. The solution may be bold and out of the box. If you want to be unique you must act differently.

Diego Rodriguez, CEO of the Power Marketing Consultant Network (PMCN,) tells a story of a agricultural product company that had developed a product to enhance crops. Framers just did not believe them, saying: “It’s all Snake Oil; everyone says that.” The solution was an ad campaign and a trade show strategy that shouted out: “NOT SNAKE OIL!” It was a resounding success.

Question three focuses on the reasons why prospects visit your site. What information are they seeking or what is it that they want to find on your website? You can see how these questions build on each other and demand clarity. If the answer is that most visit because of your ads, then you will need specific landing pages for those ads. The strategy will be very different if they are coming from social media, search or referrals.

Each of these question look for information about the brand and the destination. The website navigation must be designed to accommodate and direct people accordingly.

Prioritizing Actions

The next task it to put your answer in order of importance.

The order of the answers to Question 1 will be based on what action you want prospects to take.
Answers to Question 2 will be put in order according to what you want them to learn.
Answers to Question 3 will be in order according to what you think they want and the reason why they visit your site.

The next task is to be clear on how you will satisfy these needs. From this your team will become clear on the motivators and you messaging. Question 1 can give you an insight to Hot Button 1. Similarly, questions two and three are good subjects for Hot Buttons 2 and 3. Your answers are good assets for the ‘Benefits’, ‘Objection’ and ‘Comparisons’ Hot Buttons. They are the three things that your prospects most care about. You may consider using them in a video that tells your story and your value proposition.

Discovery Process

The Website Strategy Process is part of the larger Discovery Process where we come to terms with larger questions like, “Why should someone buy from you instead of your competitor?” The typical answer is often: “Because our service is better.” This needs to be explored in order to find out specifically how and why is it better in terms of real value. The discovery process is intense. It will gather specifics on current marketing, target marketing, objection, benefits and comparison.

The final step is to gather 5-star reviews that will validate the benefits and comparisons, as well as invalidate the objections. All this is merged with the information above to develop a strategy for content, navigation and design.


Psychology plays a huge part in how people shop and travel is no exception. Hoteliers are beginning to understand just how important this is. These systems try to match guests with holiday experiences that fit their personality and mood. Personality Branding is the new way that brands are looking to differentiate themselves. The leading personality branding expert is Sally Hogshead, an award-winning Brand Marketer and author who has founded a company based on building fascinating personality brands. This is now taking root with leading travel brands who are beginning to use Personality to differentiate their brands and fascinate travellers by aligning them with brand experiences based on who they are. You may want to take several actions. Write them down and later  arrange them in order of priority, taking into account how feasible each might be.

Travel is personal and travellers like to know who their host is. Marriott and AccorHotels have recently started using personality assessment in their accommodation search. This idea was pioneered by our own RealHolidays matchmaker technology and is now in use at PersonaHolidays in Barbados.

Fascinating Travellers With Personality Branding

I believe that Personality Matching is going to be a huge disrupter in Travel. I see it augmenting and replacing conventional search by amenities. Amenities don’t match moods or personality and you cannot define a unique holiday experience with amenities and hotel features. Today’s travellers what something more.

Personality Matching is the new frontier in Travel Search and Trip Planning. Travellers want experiences so personality matching is key. You can start by doing the Personality Test by Sally Hogshead. Our team has entered into a partnership with her company, HowtoFasciate, to bring branding and travel planning capability to travel and to bring personality branding to tourism. Find out more at

Hot Buttons Navigation

Hot Buttons for Villa Holidays

Key Triggers are ‘Away from Crowds’, ‘Privacy’, ‘Resort Setting’, ‘Spacious’ and ‘Value’. This covers other benefits like ‘a fantastic view’, ‘great location’, ‘comfort’, ‘security’ and ‘a great place to come home to’.

Personality-driven messaging is a very strategic imperative in Travel. Every piece of content on your website should be geared towards inspiring and engaging with your ideal guests. Once you have gone through the exercise of defining your hotel personality brand and understand who your ideal guests are, you can craft messages that will grab attention and inspire.

In going through that process, you will develop your hot buttons, which are described in the first book, WEBSITE. You can think of them as buttons that shout out what visitors what to hear and see and where you want them to go next. They are you message activators. Another way to look at this is by qualifying Benefits, Objections and Competition:

Hot Button 1—BENEFITS

This represents all the reasons why somebody would want to buy whatever it is that you sell. In other words, what are the benefits to the end user of your products or services. Remember that it’s the benefits to the end user and not the benefits to the business owner. You can refer to the Discovery Process for the questions to ask.


This represents all the internal objections somebody would have to buying your product or service. You must determine all the reasons why someone would object to buying. Then, simply invalidate those objections. Refer again to the Discovery Process.


This represents all the reasons why someone would buy from a competitor instead of you. Refer again to the Discovery Process to get this information.

Source: Power Marketing Consultants –

Message Layering

Messaging takes the form of banners, headers, images, video and content using hot buttons and a call to action. Your main message can be crafted into enticing hot buttons that acknowledge objections, show the emotional, physical and psychological benefits and some comparisons. These are the 3 most important criteria for the majority of vacationers.

Objections, Benefits and Comparisons should be hot buttons on every page driving people to action – to get more information, save it for later, get a quote and book now.

In “WEBSITE”, the example hotel’s Hot Buttons are:

  • A Caribbean Holiday Away from Crowds (takes care of the ideal guest who objects to crowds)
  • The Benefit: Your Own Spacious, Private (3 hot words) Resort Villa (hits another objection for those who don’t want to be remotely tucked away)
  • Comparisons and Guarantees (one of the most popular pages). All of these are echoing the message in the video above. The video is short and its message is: “Your Own Unforgettable Caribbean Resort Villa Holiday”.

Your Own Unforgettable Caribbean Resort Villa Holiday
Away from Crowds with all the Comforts of Home

Affordable, Private, Safe, Spacious Resort Living

Strategic messaging embraces and builds on core concepts. The front banner video is echoed in the 3 buttons. Each button is then linked to a page that echoes the button’s message. The page header also echoes and enhances the message. If there are hot buttons on this page, they will follow the same strategy. This is strategic messaging.

On the ‘Compare’ hot button page, we don’t actually compare to other hotels but that page leads to holiday accommodation pages that do make comparisons. This is helpful to those in the early stage of shopping who need advice on what’s available in the destination. For example, there is a St. Lucia Villa Holidays page that reviews the pros and cons of different types of villa accommodation and shows examples of the alternatives. It also says what Poinsettia Villa is not. Stating ‘what we are not’ is a good way to avoid disappointing guests and build trust.

Every page can have a strategic message and hot buttons that lead to more strategic pages with hot buttons. That way you start to build content that is geared towards specific messages and attracts and inspires the right traveller.

Journey to Discover

Understanding all of this leads us to create very specific messages and strategies to influence. It’s all possible and it’s a journey well worth taking. My book and its bonuses are a first step. Technology is changing everything and it’s an exciting time to be in hospitality. My book and these bonuses are the start of a great discovery that will open doors and change the way you see things. As we move through these three books, you will gain access to all sorts of resources to help you. Be sure to join in at

Get Ready to Change

The other thing we need to know about strategy is that it is not the same as it was before. The internet has ushered in the digital age of exponential innovation and technology. It has only just begun. We are on the threshold of technology that does more that we ever imagined. Things change and the pace of change is accelerating. In the not too distant future, online and offline will all be digital, innovative and dynamic. To win one must be able to integrate old and new to create sustainable, competitive advantages, personalisation and the values that go with it.



Website Strategic Process - Chapter Bonus for Book Buyers

Website’s Chapter 5 puts Hot Button Messaging into perspective. It shows how it works and why.

More on marketing Hotels & Tourism and Website Strategy Process Implementation >>


A condensed version of this report is available in print on MagCloud.

Website Strategies To Excell in the Digital Age

Destination and Tourism Marketing: Website Strategies To Excel in the Digital Age

Insider Secrets on What is a Website Strategy Process and how to implement it. Case studies and Tips FREE as Bonus for buyers of Marketing Hotels and Tourism Online – WEBSITE – The first book in the series

Find out more on MagCloud