Trends & Insights

Social engagement rate continues to fall for every medium…except one.

A few months ago we posted a breakdown of which content types were being shared on Facebook. The takeaway was simply that photos have dominated the Facebook content landscape over the last half decade. But that analysis was only looking at volume. What happens when you bring engagement into the mix? Do photos get the …

Is a 5:00am searcher more likely to book a room than a 5:00pm searcher?

Let's say you get 200 people to perform a lodging search on your site but half of them start at 5:00am and the other half begin at 5:00pm. Will there be any difference in the number of trips that actually get booked between those two groups? That was our question. Here's our answer. The Goods An itinerary …

How many ski resort guests actually self-identify as “skiers”?

A big takeaway from our reader survey was interactivity. So last week we sent the notification list an overview of our methodology and question and then asked them to predict the results. We then promised to share their predictions next to the actual numbers this week. Take a look. An interesting thing happens the more people …

Should you schedule email campaigns for the top of the hour or later?

Welcome to the first Tuesday Trends at our new home, Inntopia! Same weekly insights, just a different website around them. If you missed our acquisition announcement, you can read it here. If you've ever scheduled an email campaign, you've probably noticed that most platforms will default the minute of your scheduled message to ":00". The result, …

After a few years of decline, resort social posting volume plateaus.

A big thank you to everyone who took our end-of-year survey last month. Some exciting new ideas are in the works based on your feedback. Stay tuned. After nearly doubling every year, social posting volume started to decline on nearly all major sites starting in 2013. Was it a bubble bursting or a new channel trying …

The top 10 marketing insights of 2016.
The top 10 marketing insights of 2016.

Every January we summarize the year's best Tuesday Trends insights with a Top 10 list (here's 2012, 2013, 2014, and 2015). This year, however, we're doing it a little early (you'll find out why next week) but staying true to the format of ranking these articles by the open rate of the email alerts we …

How long does it take for someone to book after they open or click an email?

How long does it take for someone to go from opening your email to a transaction? A day? Three days? What about clicking? These are common questions and ones that, today, we'll begin to answer. Here's what we've found. The Goods To find our answer we looked at 20,000 recent transactions that occurred within four days of …

Does email performance drop when more marketers are sending emails?
Does email performance drop when more marketers are sending emails?

Last week we noticed that email performance dipped when send volume was highest, but is that a widespread trend or a one-off fluke due to the marketing overload that only happens during a free-for-all like Cyber Monday? That was our question, here's our answer. The Goods To find our answer we looked at over 700,000,000 emails sent …

A simple, day-by-day guide to Thanksgiving marketing performance.
A simple, day-by-day guide to Thanksgiving marketing performance.

Next week is Thanksgiving in the United States. As such, it's one of those tricky holiday windows where your brand may have something to say but you're never quite sure when to say it. Even trickier are the marketing-laden days of Black Friday and Cyber Monday that follow. So, when should you send those email …