As a hotelier, you want to get the best return for your marketing dollars by marketing to your target consumer. Google Analytics is a powerful (free!) tool for precise data on your visitors, and using the data gathered will let you refine your marketing to uncover your hotel target market.
What’s on the dashboard?
Inside your Google Analytics dashboard is a rich inventory of information about your website visitors. You may be using Google Analytics just to see how well your site is performing, but it’s time to dig into the analytics’ demographics, location data, and other valuable information. With it, you’re able to see visitors’ behavior and use the resulting information to take action. And when it comes to your hotel target market, Google Analytics helps paint a complete picture of who is visiting and potentially uncover opportunities.
Demographics
You might know anecdotally the types of customers you have at your property. But do you know the hard numbers behind who is visiting your hotel website? With Google Analytics, you’ll know exactly who is visiting your hotel website. What is their average age and gender? Are you attracting more female visitors than male visitors?
Google Analytics’ demographics information will let you see current trends, as well as marketing opportunities. For example, if you have a higher concentration of female visitors, you may want to look at how your marketing efforts attract (or inadvertently deter) this demographic.
Customer Behavior
Using the data included in Google Analytics, you’ll get a fly-on-the-wall view of how customers behave once on your website.
You can see which pages they visit, how long they stay, and when they leave (also known as bounce). Google Analytics can clue you in on which are the most popular pages on your website and which are the least popular. You’ll even be able to pinpoint opportunities with this information.
