Owning and running a hotel or resort is no easy task. However, this can become much easier when you have a solid hotel marketing strategy in place.
NB: This is an article from TravelNet
Gone are the days of static content and old school marketing tactics. With constant changes in the industry and technological advances, hoteliers are finding the best ways to get ahead of the game.
We have worked with hundreds of hospitality lodging companies on their marketing strategies, and in this blog, we are going to teach you how to press play on 10 digital marketing strategies to increase your online bookings.
Take your website seriously
Many visitors jump on Hotels.com or one of the many other Online Travel Agents (OTA’s) to find the best value deals. However, you will also know that many online users will then search for the hotel website for either more information or an even better price for the night. With this in mind, you absolutely need an attractive website for the best results. When travelers come to your website, make sure it is up to date, engaging, and user friendly. Below you will find a example of a conversion focused, web design.
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Content is Key
Create content that is going to build trust and helps build the guest experience. Don’t think of just pushing products or services onto the guest, but how the guest will feel by planning a vacation and booking with your hotel or resort.
Blogging really does work
Not only does blogging engage your guests but it also helps with your organic rank on Google. Your blogs should be aimed at educating your guests about any local events, company news, or travel tips. Keep it relative and consistent.
Meta Search on the rise
Travelers price shop, so being able to be on a level playing field with larger companies and OTA’s is key to driving more direct bookings to your site. Below you will see an example of meta search.
Retargeting to reach new and repeat travelers
When you stay in front of travelers after they leave your website, you are keeping your brand top of mind with more frequency, then when the traveler is ready to book, they are able to recall your brand and convert directly with higher probability.
To improve the traffic to your website, leading to more revenue for your business, you must ensure that you are properly set up to be visible on search engine results pages. Using a good mix of keywords will help produce positive results.
“Sites listed on the first Google search results page generate 92% of all traffic from an average search. When moving from page one to two, the traffic dropped by 95%, and by 78% and 58% for the subsequent pages.”- Search Engine Watch
Email marketing to nurture
Automated lead nurturing affords you the opportunity to not only maintain the relationship between your business and the lead but It also helps you to increase this relationship. Thereby leading to a potential increase in the likelihood of converting your prospect into a customer. Below is an example of an email marketing campaign.
Online reputation matters
Whether positive or negative, the feedback matters. The hospitality industry is as competitive as ever and reviews will help you keep an edge and improve your services.
Use the power of Social Media
If you aren’t visible, how will your guests find you? Facebook, LinkedIn, Twitter, Instagram are all powerful platforms to showcase your guest experience.
While showcasing your services and products on social media, don’t forget to show experiences and local attractions. Providing educational pieces of content on social media will also make a traveler more likely to follow you. Below is an example of how you can create an engaging post to gain attention to your post.
Social Listening helps be proactive
What are your competitors saying about you? Your guests? What are you travelers saying about the industry? Keeping in touch with the latest trends can help you drive results.
As you can see, the sky’s the limit when it comes to choosing digital marketing activities, so it is key to educate yourself on what is best for your business and future goals. While some methods require financial investment, much of this process comes down to experience. Having a solid marketing plan will ensure your hotel is improving at every turn and moving in the right direction.