Proper use of essential marketing tools can enable hoteliers to increase bookings and improve customer satisfaction, according to advice from IHT and Cloudbeds.
“Travel is undergoing tremendous change led by changing demographics, but the only constant is competition for bookings. Competition becomes even more intense when consumer demand shifts to unique accommodations, putting traditional hotels in direct competition with short-term rentals,” said Sebastien Leitner, vice president of strategic partnerships at Cloudbeds.
“As the industry changes, it becomes increasingly important for hoteliers to embrace new marketing opportunities to increase their visibility and generate more demand.”
“It’s not just about knowing how to sell, but also going one step further and understanding the end consumer in order to offer them what they need at the right time,” says Álvaro Carrillo de Albornoz, Director General of the Hotel Technological Institute . Marketing is therefore “a essential tool for improving the competitiveness and profitability of companies”.
These are the five fronts whose potential can be exploited”
1. The Web and SEO
Marketing should start with the website and SEO to enable direct bookings. In this way, the property’s website must be constructed in a way that attracts both guests and search engines. This implies that there is engaging and compelling descriptions, photos and videos, as well as easy navigation, mobile optimization and rich in keywords and tags. It should also include calls to action such as “Book Now” buttons and a “Check Availability” widget, as well as incentives to book directly.
2. Digital Advertising
In terms of digital advertising, it’s more than an expense an investment and the only surefire way to reach online travelers. Targeting and monitoring of results are essential to ensure its effectiveness.
3. Reviews and Social Networks
Online reputation management is an important marketing tool to convert guests. To achieve this, hoteliers must monitor and respond to all reviews that mention the hotel and request reviews from all major sources. Just like reviews, social media is one of the most popular sources of inspiration for travelers. This is why Cloudbeds recommends Hoteliers Maintain online presence to build the brand. However, keep in mind that they can be time-consuming and have limited potential to increase bookings.
4. Loyalty with databases
That Brand hotels can generate between 40% and 65% of reservations from loyal members. In the age of digitization, everything related to customer relationship management (CRM) involves creating databases and profiles of guests and prospects to personalize service and marketing communications, as well as automation tools that allow you to email personalized offers be able.
Finally, the hotelier must appreciate the importance of the media when it comes to reaching his potential guests through media and social networks. Because there Stories worth sharing and establishing a PR strategy is essential to get them to the appropriate channels.
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