Written by: Cristina García
Online marketing for hotels is becoming more complicated, because all parties (OTA, metasearch engines, platforms reviews...) in this field are very diverse and have objectives that often row against the hotels’ online distribution policy. That’s why, with this post we will convince you that you should dedicate efforts and investment in this channel, by talking about 5 ways to improve profitability in hotels with online marketing.
To improve profitability at this point is vital to focus on the dropout number in the booking process or conversion rate (Conversion Rate Optimization – CRO). In order to reduce this number, hotels will have to improve the user experience in this process and get their potential guests to be attracted to complete that booking on the website..
In addition, this front window also has to be adapted to mobile devices. Today most of your customers have Internet enabled on their mobile and this on is regularly used to access any web, either through a browser or through social networks and other services, using applications.
Everyone has a story to tell. The updated and impressive content has never been more important for your website than it is now. Google’s search engine algorithms reward sites that have high quality and relevant content that people seek for, and penalizes sites that have poor content, misspelled, duplicated or filled of uninteresting keywords.
Texts, Photos, Videos... have to be different to connect with your customers. They should convey a story (storytelling).
Once visitors have entered your website you can set a cookie on their computer so you can now show ads only to those people who have been browsing, but have not completed a booking. This is what is known as re-targeting.
While the re-engagement is about winning back customers who “slip away”, by optimized messages with customized offers, discounts and promotion codes to get recovery rates up to 15%.
Hotels need to integrate SEO and PPC strategies to optimize the return on investment in online marketing. Google recently announced that paid search results will not reappear on the right sidebar, giving priority to the top of the page and placing them above the organic (unpaid) results. Equally, Google announced that will include at the end of the page a maximum of three paid content, which means that the contracted results will change from 11 to 7 per search.
These changes will mean a modification in traffic, increasing the position competition in the browser page. This could result in a decrease in the return on investment of hotels in shares of PPC.
So if you want to improve your profitability, we recommend you integrating SEO and PPC strategies, working on them jointly, so that we achieve increasing our position in the ranking and the traffic on our website.
Properly manage your reputation, your hotel's image is at stake. Answer quickly to all customer feedback on Tripadvisor, Booking or other platforms. And yes, also the bad comments. Each feedback will help to improve the experience of your guests.
According to the survey of 2015 TripAdvisor conducted among 10,000 hotels worldwide, investment in online reputation management received the highest priority throughout 2015, beating renovations, marketing, personnel training and technology (TripBarometer, 2015).
Fuente: TripBarometer, 2015
As we reviewed, it is essential to work in online marketing, and for that, you know, there are experts on the subject. Do not let fate decide the future of your hotel business. Luck is found by working, and here we are, if you wish... working for your online future to be bright.