Flip.to Company Profile

Background

Flip.to, established in 2010, is a marketing platform dedicated to the hospitality industry. The company's mission is to assist hotels in reaching, inspiring, and converting travelers by leveraging authentic guest experiences. By enabling guests to share their personal stories, Flip.to aims to create genuine connections between hotels and potential travelers, thereby enhancing direct bookings and fostering lasting relationships.

Key Strategic Focus

Flip.to's strategic focus centers on transforming hotel marketing through guest advocacy. The platform specializes in capturing and sharing authentic guest stories, which serve as powerful endorsements to inspire future travelers. By integrating these narratives into the hotel's marketing strategy, Flip.to helps properties build trust and expand their reach. The primary markets targeted include hotels, resorts, and other lodging providers seeking to enhance their direct booking channels and reduce reliance on third-party platforms.

Financials and Funding

As of September 2024, Flip.to reported an annual revenue of approximately $3.8 million. The company has raised a total of $263,000 in funding over one round. The capital has been utilized to develop and enhance the platform's capabilities, expand market reach, and invest in customer success initiatives.

Technological Platform and Innovation

Flip.to's platform is designed to harness the power of guest advocacy by enabling hotels to collect and share authentic guest stories. Key technological features include:

User-Generated Content Integration: The platform allows guests to share their experiences, which are then integrated into the hotel's marketing channels.

Audience Engagement Tools: Flip.to provides tools to engage potential travelers through personalized content, fostering a sense of connection and trust.

Performance Analytics: The platform offers real-time analytics to measure the impact of guest stories on engagement and bookings, enabling hotels to optimize their marketing strategies.

These innovations set Flip.to apart by focusing on authentic, trust-based marketing approaches that resonate with modern travelers.

Leadership Team

Flip.to's leadership comprises experienced professionals with deep roots in the hospitality and technology sectors:

Brian Kent: CEO & Co-Founder. A hybrid developer and designer, Brian brings a blend of technical expertise and creative vision to the company.

Edward St.Onge: President. Founder and former CEO of EZYield, Edward is recognized as a pioneer in the industry, contributing significantly to Flip.to's strategic direction.

Gil Shabat: CTO & Co-Founder. With extensive experience in building large-scale applications, Gil oversees the technical development and innovation of the platform.

Jessica Bush Aslanian: Vice President, Commercial. With a 30-year tenure in the travel industry, Jessica leads commercial strategies and partnerships.

Diane Van Leunen: Vice President, Marketing & Strategy. Diane spearheads marketing initiatives and strategic planning, leveraging her extensive experience in the field.

Leadership Changes

In July 2022, Flip.to appointed Jessica Bush Aslanian as Vice President of Commercial. Jessica brings three decades of experience in the travel industry, enhancing the company's commercial strategies and partnerships.

Competitor Profile

Market Insights and Dynamics

The hospitality marketing industry is characterized by a growing emphasis on direct bookings and personalized guest experiences. Hotels are increasingly seeking innovative solutions to reduce dependency on third-party booking platforms and to build direct relationships with travelers. This trend underscores the importance of platforms like Flip.to that leverage authentic guest content to drive engagement and bookings.

Competitor Analysis

Key competitors in the hospitality marketing space include:

Booking.com Affiliate Partner Program: Offers a vast network for hotels to reach potential guests but often involves higher commission fees.

The Hotels Network: Provides tools for hotels to enhance their direct booking channels through personalized website experiences and price comparison widgets.

GNA Hotel Solutions: Focuses on digital marketing strategies tailored for the hospitality industry, including website development and online advertising.

These competitors offer various approaches to hotel marketing, ranging from affiliate programs to website optimization tools. Flip.to differentiates itself by emphasizing authentic guest advocacy and storytelling as central components of its marketing strategy.

Strategic Collaborations and Partnerships

Flip.to has established significant partnerships to enhance its platform and extend its market reach:

Revinate: In January 2023, Flip.to partnered with Revinate to integrate guest feedback and marketing automation, providing a comprehensive solution for hotels to engage with guests throughout their journey.

NAVIS: Collaborated to boost direct bookings for Alden Suites Beachfront Resort, demonstrating the platform's effectiveness in driving revenue.

These collaborations underscore Flip.to's commitment to providing holistic marketing solutions that address various aspects of the traveler journey.

Operational Insights

Flip.to's strategic approach focuses on leveraging authentic guest experiences to drive direct bookings, setting it apart from competitors that may rely more heavily on traditional advertising or third-party platforms. By prioritizing trust-based marketing and personalized engagement, Flip.to offers a distinct competitive advantage in the hospitality marketing landscape.

Strategic Opportunities and Future Directions

Looking ahead, Flip.to aims to expand its platform capabilities by incorporating advanced analytics and artificial intelligence to further personalize guest engagement. The company also plans to explore new markets within the hospitality sector, including vacation rentals and boutique hotels, to broaden its impact. By continuing to focus on authentic storytelling and guest advocacy, Flip.to is well-positioned to meet the evolving needs of the hospitality.