New York Time Featured Tourism Professional Reveals Winning Strategies

New York Time Featured Tourism Professional Reveals Winning Strategies

The Book Digital Media by Ian R. Clayton, a New York Times featured tourism authority, summarizes what you must understand about Digital Strategies for Hospitality and Tourism.


Digital Media is stacked with twenty years of wisdom and effective strategies that anyone can put into effect now.  It is an easy-to-read guide that will help anyone in tourism and comes with access to a variety of vital reports and membership to a book owners mastermind group.


Grab it now on Amazon at


Seo & RankBran - the Digital Delema

Seo & RankBran – the Digital Delema


My 2021 Digital Media Reward To Friends

In the spirit on New Year 2021, I am gifting my latest book “Digital Media” – Free to all friends – This is an Amazon Kindle Free-Days promotion. From January 4 to 8.

The book has assisted many users to traverse the Internet and virtual reality. Internet has amplified with COVID lockup and everybody now experiences its merit- This book “DIGITAL MEDIA” summarizes the big picture and reveal how all the aspects work in sync.

New Book Digital Media Marketing Practical Advice For Hospitality

New Book Digital Media Marketing Practical Advice For Hospitality

Ian R. Clayton, Best-selling author of HOTEL WEBSITE Strategies, has followed up with Book 2 Digital Media Marketing for Hotel & Tourism Hospitality. The book is full of simple, fascinating ways to get ranked on Google, get featured in the press and across all media and ultimately to drive visitors to your SALES Funnel and WEBSITE to close more sales.

It is a book that applies to any industry involved in digital marketing and will give the reader a firm understanding of how to excel using digital media. It includes numerous examples and is animated with illustrations that can apply to any industry.

Ian’s background is in Tourism where he has pioneered in developing leading application and travel initiatives including Tourism Encyclopedias for destination marketing. He is currently working on a new way to personalise the travel experience using personality matching to pair hotels and their guest based on character.

Digital Media Marketing’s examples are specific to hospitality and there are several illustration of hotels and accommodation providers of all types. Angie Bruce, editor, commented: “Digital Media was a pleasant read for me as the writing standard was so good. With such rich content, no doubt it will be extremely valuable to readers in the industry.”

Here is a brief video that puts it into prescriptive.

Like Book 1, WEBSITE it is far more than the average book that shares a few nuggets. It is based on real examples and deep understanding of how digital media can work to your advantage. Ian share tools of the trade that very few suppliers will divulge and that consultants keep to themselves. As one reviewer said: “It’s like hiring a private business consultant. The author shares their experience and offers tips that he’s used in his own business. For example, he advises becoming an expert in your niche. Then goes on to offer branding and SEO strategies.”

BOOK2-Digital Media Marketing for Hotels Hospitality

Get detail on the DigitallMediaEbook info page

Get  Details at

Register now for launch special offer at just
2.99   for the ebook – limited time offer >>>

For hoteliers, managers, owners and marketers – Launch Special at just 99cents. Printed and eBook versions available.

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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

AccorHotels Travellers Search Hotels by Mood

AccorHotels Travellers Search Hotels by Mood

AccorHotels Gets Personal

Tnooz just reported that the startup Travelsify has been selected by AccorHotels to add mood matching to its hotel search and trip planning. It is a sign of the times, where hospitality suppliers have started to recognize that Travel is all about the experience and that the product has more to do with emotion than the cut-and-dried check boxes for amenities, place, price and features. It’s also a result of the dramatic rise of Artificial Intelligence and smart systems as well as the growing understanding of how psychology influences travel planning.

Source Tnooz: AccorHotels lets travellers search for a property by mood

€2 Million Vote of Confidence for Mood Matching

The Travelsify startup has raised €2 million in seed funding from angel investors and the Luxembourg Ministry of the Economy to build the system now used by AccorHotels and a total of 300,000 hotels in all. The funding and the partnership with Accor demonstrates that persona matching technology has grown up and is now center stage as an alternative to traditional search for hotels and holiday experiences.

Marriott Hotels also got more personal with its persona quiz announced recently. It too confirms that hotel personality matching is now mainstream and not just a fun sideline to holiday planning. In fact, we believe that it is the future of Search in Travel.

Technology Pioneered by RealHolidays in 1999

This is not new and AccorHotels and Marriott are by no means the first mood matching solutions. The technology was pioneered a decade ago by RealHolidays, the precursor to the hotel personality matchmaker and PersonaHolidays.  That project is now FascinatingTravelers by pairing them with hotels and holiday experiences that match their personality.

Actually it is a little more in-depth than that; the engine behind it is firstly a system that brands hotel by personality. On the other end is the Matchwords Engine that takes those personalities traits and generates the travel persona words that fit the hotel personality. And it matches travellers with holiday experiences by predicting who they are based on what they do.

travel is personal

Persona Inference Engine Predicts Personality/Mood

ersona holidays hotels matchmakerPersonaHolidays for Fascinating Travelers is different to any other mood matcher, including how AccorHotels’ Travellers searches hotels by mood, in that travellers do not have to select a mood at all. The PersonaHolidays Inference Engine is actively at work with every user interaction to infer the travellers’ persona based on their activity.

The travellers’ persona is then matched with hotels and experiences. The expert system understands that every hotel offers a unique experience and that Travel is about experiences, not about products and, at the same time, appreciates that location, place, amenities and proximity are all important. It goes one step further by predicting mood and personality based on every user interaction.

PersonaHolidays and its underlying Personality Fascinating Technology understands the meaning behind travellers’ choices. Amenities and location are still important but more and more travellers are looking for a holiday that matches who they are, and Persona does that.

A separate search option is also available to let the system find one’s personality based on selecting personality preferences.

See a live installation at

PersonaHolidays Matching Your Personality – The Hotel Matchmaker from RealHolidays on Vimeo

First Inference Engine for Travel

The PersonaHolidays approach is the result of 10 years of experience with the RealHolidays Hotel Matchmaker. It includes all the lessons learned in building the first Inference Engine for Travel. The Inference Engine facilitates personality matching by interpreting every user’s interaction in terms of its underlying motivation. Our personality matching expert system learns from all that a traveller is doing on the site and especially what they are looking at. It understands the traveller’s persona and the characteristics that best match that personality.

Of course, the Inference Engine is just one part of the system. It helps define the traveller but matching that with a hotel requires also knowing the personality of each hotel. For that the system uses the premier personality branding assessment tools in the industry. Each hotel is classified by a professional team that takes the hoteliers through a thorough assessment to uncover their personality and their Point of Fascination. The assessment is done for the managers/owners and for the brand itself.

Lightening Fast Search, Filtering & Visual Display

Most importantly, the technology is unparalleled in speed and insight, using advanced filtering and visual displays that simply jump off the screen. See the nuclear fast hotel search, filtering and pairing in the video below –

PersonaHolidays Visual Bookings Accelerator

Nuclear Search & Personality Pairing

Notice the nuclear explosively fast, intuitive filtering and paring!! This innovation technology is not used in any hotel search or booking site anywhere other than in personaholidays.  It was developed by Kathy Lynn Ward COO of the team behind Persona Holidays and is based on techniques used in chemical and nuclear algorithms. It is designed for the rigors of nuclear and chemical need for massive filtering, matching and pairing.

Nuclear hotel search and pairing is a new breed of generic algorithm design for engineering information where the  parts are dynamic, evolving and exponential! Like nuclear fusion and human personality – with a million combinations of DNA!

Building on the Uniqueness of Each Hotel

PersonaHolidays matching systems understand what makes a hotel truly special. This comes from years of testing and aligning the systems with personal knowledge, brand psychology assessment and feedback from real guests. We have tracked thousands of travellers and correlated hundreds of matchwords with personality assessment to create a spot-on pairing experience for travellers.

Watch the video (above) to the end and you will be able to request a consultation and apply for details on the licensing for your market.

More about Licensing the technology, go to

Fascinating Travelers with PersonaHolidays

Fascinating Travelers with PersonaHolidays

In Fascinating Travelers with PersonaHolidays we examine How to Fascinate Travelers. The article looks at how PersonaHolidays uses the Sally Hogshead’s Fascination Advantage® and learn how it applies to personality matching in hospitality and destination marketing.

that is fascinating travelers with HowtoFascinate archetype matchingYour Difference is Your Strongest Asset

Sally Hogshead of tells it like it is when she  says “Don’t try to change who you are, be more of who you are”. She is an advocate of knowing your difference, which she says is often more important than knowing your strengths. “Instead of focusing on strengths, highlight your differences”. She also adds: “The greatest value you can add is to become more of yourself”.

Sally is the creator of the Fascination Personality Test – the world’s first personality assessment that measures what makes someone fascinating. Unlike the Myers-Briggs Type Indicator or the StrengthsFinder™ Test, this assessment is not about how you see the world. It’s about knowing what makes you different and focusing on being true to who you are.

How You React Reveals a Distinct Personality Archetype

The test explores how people think and react to different questions. For a hotel brand, we delve a bit deeper into the hotel persona – its certification, awards, how staff and management reaction to situations, how they follow up on TripAdvisor and whether or not they participate on social media. A hotel’s decor, their website design, colors and content reveal and confirm personality. The hotel owners/managers are also invited to do the personal assessment to see how they are motivated.

The essential idea is to see how we are motivated. Sally has observed that there 7 prime ways we communicate that we all share:  These are innovation, passion, power, prestige, trust, mystique and alert. The tests are a set of questions that she has developed and perfected over years. It is very concise and frankly amazingly accurate. Check it out here – it’s FREE.

how to fascinate is fascinating travelers

How to Build a Brand That Fascinates Travelers

Sally believes we should “stand out, or don’t bother”.  Hoteliers tend to think of themselves in terms of market niche  “We are a family hotel, we specialize in romance; Escape to Paradise”.

The problem is that these are not differentiations and they have to a large extent become platitudes. Diego Rodriguez, founder of the Power Marketing Consultants Association, says platitudes are the killer in marketing. As he says: ” A platitude is defined as “words or phrases that are drearily commonplaceplatitudes do not fascinate tarvelers and predictable, that lack power to evoke interest through overuse or repetition, that nevertheless are stated as though they were original or significant.”

We all know it. But look carefully at your marketing and chances are you will notice you are using platitudes. We all do. Like Diego, Sally urges us to drop the platitudes and niche market obsession and to think instead of Personality. This is the real differentiation. It is exactly what the Fascination Advantage Assessment helps us develop for hotel brands. The archetypes are a large part of differentiation and what happens next enhances that with match-words related to travel.

Live Case Study

In another story, we explained how Persona Holidays matched travelers with hotels based on personality. In summary, every PersonaHolidays hotel has a personality archetype. Using our own travel version of the HowtoFascinate Test, we create a brand archetype identity for each property and relate it to travel personas using travel-related keywords which we call ‘persona matchwords’. These words are the key to hotel-traveler matchmaking based on a personality archetype.

In the example, travelers who are looking for a different ‘off the beaten track holiday escape’ often chose the windswept, wild and rugged Barbados East Coast. They will visit the “Escape to the East in Barbados” page and find hotel characters like the Avant Garde or the Artisan. These are not just words but archetypes which the PersonaHolidays app pairs with travel personas. See the Barbados blog about  Personality in Travel for details. Using sally Brand strategies we believe hotels, destination marketers and tourism operators can start Fascinating Travelers by understanding their individual needs and matching them with holiday options that are truly personal.

Brand Personalities

soulful connoisseur the secret weapon in fascination travelersIt may seem strange that brands have personalities but, in fact, HowToFacinate (HTF) began as a study of brand and product marketing. That started in 2006 when Sally, who had won many awards as an advertising copywriter working with brands such as MINI Cooper, BMW, Nike, Godiva and Coca-Cola, began studying why some messages got people’s attention while others got ignored.

“Our interdisciplinary study gave us a well-rounded perspective on the science of fascination. It revealed patterns of communication we hadn’t seen before.” From this Sally published Fascinate: Your 7 Triggers to Persuasion and Captivation. This book became an instant hit with marketersAs she says: ” We began by studying what makes brands and products fascinating. Then we discovered how to take the same system and apply it to people like you.” (Source: HowToFascinate

Travel Personas are Different

In PersonaHolidays, we do not subject travelers to a test.  We do however assess all hotels. We discovered that there is not a consistent correlation between the hotel archetype and the travel persona. An Artisan can be a Connoisseur and a Connoisseur can have many interests: They may be Avant Garde, Artisans, Blue-Chip, Traditional, Conservative, Trendsetters, Outlandish or Soulful. In fact, they may be any one of the 49 archetypes. That is why the ‘persona matchwords’ are an essential part of the holiday and hotel matching process.

The Persona approach is to use the archetype to help us match travelers based on our behavior predictive systems. Hotel archetypes help us create a set of keywords (hotel matchwords) that we match to travel personas we create from a traveler’s search, behavior and nuanced preferences. The result is a personal holiday planning and booking system that is fascinating travelers.

Get Ready to be Fascinated

The first Destination Marketing Organization to license the PersonaHolidays technology is the Barbados Tourism Encyclopedia for its holiday planning and bookings website – The installation has been very popular with travelers and bookings has increased significantly. On that site Barbados invites users to “Get ready to be Fascinated” with an “amazing hotel matchmaker that fits your personality”.

Start Fascinating Travelers Now

Step 1 – Understanding personality archetypes is the first step to understanding how brands can Fascinate.
Step 2Do the test with a qualified PersonaHolidays specialist and Get Listed.

More on the Persona Marketing System

–  Licensing and Partnership Info  >>>

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The PesonaHolidays Investment Value Proposition Press Kit >>>

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PersonaHolidays is the only app in the world that can deliver travelers who are a perfect match for your hotel travel persona.