Time to adjust a few things in your hotel marketing to stand out in 2017! Want to attract new business and get more direct bookings? Make sure the online presentation of your hotel supports this goal.
Take for example, your website. Does it truly communicate the essence of your hotel brand? There is a strong possibility it doesn’t, because most hotel websites lack a crucial ingredient:
Personality – the magic element that connects you with your target audience and differentiates you in a unique way from your competitors.
Why is that important? Let’s have a look at the purchasing behavior of your guests. We already know that about 73% of all consumers go online to research a product and offer before they consider a purchase. What about travelers?
According to the 2015 report of Swiss Hospitality Solutions (SHS) travelers check an average of 18 (!) travel portals before they shortlist their favorite hotels. Following that, they’ll visit on average 10 hotel websites before they make their final decision. This is a lot of information to remember and process.
But this is also the big branding opportunity in your hotel marketing…
Being memorable is key in attracting more direct bookings
No one hotel product is the same. We are not talking about interior design or service offers here. We are talking about the component that makes a hotel truly unique: The way your team translates your vision and philosophy into an exclusive guest experience – something that cannot be copied by anyone else. So how do you communicate that to your guests? By being authentic and using the language and words that appeal to your target audience.