Usually, we offer insight on the hotel marketing tactics, tools and strategies you should adopt to drive more revenue to your hotel: add chat to your hotel website. Focus on this webpage as your SEO secret weapon. Try these tips on your mobile website, etc…
Today, we want to turn things around and recommend a few things NOT to do!
From our experience, here’s five negative habits inhibiting hotel marketers from reaching their full revenue-generating potential:
1) Using the wrong message to fight OTAs
Travelers aren’t as obsessed with low prices as you may believe. According to a recent JD Power & Associates’ North America Hotels Guest Satisfaction Index Study, customers who booked on third-parties are more likely to face problems (like last-minute changes and canceled reservations) and be dissatisfied with their hotel experience.
So, instead of using price to win back OTA customers, focus on a common fear: Fear of a ruined travel experience.
It’s no secret that OTAs have left thousands of travelers in the lurch with their cancellation policies and ability to change/reassign hotels at their own discretion.
So, use that your advantage. Remind customers that booking direct with your hotel is the SAFER option. Unlike OTAs, you have a staff that actually, truly cares about them and will do all that’s possible to avoid and quickly amend any issues.
2) Tolerating an Inferior Product
Not even the most creative hotel marketing strategies, sophisticated hotel booking engine, or targeted ppc campaigns can compensate for a sloppy hotel experience. Just as the saying goes, “You can’t put lipstick on a pig,” you can’t cover the signs of your hotel’s frayed edges or lapses in service. Travelers are more sophisticated than ever and they’re well aware of their options, especially with so many shiny and new boutique hotels stealing their attention.
While you can’t decide what gets fixed and replaced, that shouldn’t stop you from diligently pointing out to your owners what guests are complaining about. Each year, leverage your guest reviews that show the shortcomings that are deterring guests and hindering revenue growth. Convince your owners that property upgrades and enhancements are urgent if they want to compete in today’s marketplace.
3) Working in a Silo
It’s a common scenario playing out in hotels across the globe:
