In 2024, digital marketing will be very important. In a world of rapid consumption and short attention spans, as marketers and hoteliers, you need to reach your guests quickly and meet them where they are.As consumers we know “easily” And speed is important. “It's too difficult to understand” or “Hard to be absorbed” we leave.
Digital marketing can be leveraged in a variety of ways to drive guests to our website and ultimately into our properties. As hotel marketers, we spend a lot of time on digital paid media. While this is a myriad of tactics that are extremely important, there are many other things you can do in the digital space to drive guests to our website and ultimately to your hotel. That being said, what else can you do besides digital paid media?
website
A great hotel website drives traffic to your hotel website from other digital marketing channels, allows guests to interact on your site to book a stay, and displays important information that guests need to confirm. Having a site is very important. know. The best way to attack a hotel website is to identify critical content areas. This may vary from hotel to hotel. This will help you sort out which pages and tabs you need and which ones you should focus on. Suggestions for pages to consider include Home, Amenities, Policies, Rooms or Suites, Hotel Information, Offers, Experiences, Maps, Galleries, Dining, Events, Spa, Golf, and Other Ancillary Stores and Locations.
This is not a complete list, just some pages to consider. This is a long list and does not need to include everything, but it is important that hotels focus on their key priorities. If you're not sure where to start, keep in mind that hotel reservations start with the purchase of a room and package, and guests need to understand their accommodations. These pages are a good place to start.
Another area I would like to highlight, which may be less glamorous, is policy. This page (or section within the page) is your opportunity to answer your guests' questions. Include the following:
- cancellation policy
- Check-in/check-out times and requirements (age, etc.)
- Additional charges or related charges not related to the accommodation price
- Accepting payments (important for international travelers) and accepting credit cards
- housekeeping service
- Fees for valet parking or parking instructions
- Required state or city policies (e.g. smoking)
The last thing I want to highlight is images and galleries. Guests are visual and want all their digital marketing to represent their assets in the best possible way. Make sure your photos are professional, your videos are clear and consistent, and all floor plans are consistent and digitally created. The more interactive the better. As a pro tip, it's better not to have an image of the room, but to load an image taken with your phone on your website. This will deter guests from booking in the first place.
online reputation
Managing the online reviews your guests leave about your property in an effective manner is critical to your success. We continue to live in an era where the majority of potential guests rely heavily on digital platforms like TripAdvisor and Google to seek reviews and use reviews on OTA sites to inform their booking decisions. The importance of reviews goes beyond her single guest's feedback, as reviews serve as public testimonials of the guest experience that are accessible to a wide audience of potential guests. These reviews, along with your responses as a hotel, play a vital role in shaping public perception.
Statistics highlight the importance of online reviews in the hotel decision-making process for travelers and prospective guests. According to TripAdvisor, an astonishing 81% of people often or always read reviews before booking a hotel. This shows that potential customers value the experiences of others, and that guests trust online reviews as much as personal recommendations from friends and family. It highlights the impact that reviews have on consumer behavior.
Perhaps even more striking is the impact of hotel management's response to reviews. As a rule of thumb, he should respond to 1-star, 2-star, and 3-star reviews within 24 hours, and higher ratings within 48 hours. Addressing the reviewer personally, acknowledging their feedback respectfully, and responding to specific points raised in the review are key elements of an effective response. It's important to create personalized responses rather than relying on generic templates, which can come across as insincere. This includes concluding with a personal greeting from the hotel's appropriate executive committee member.
hotel listing
Your hotel's visibility on Google and other search engines is paramount. When thinking about digital marketing, the focus is on optimizing local listings. That's because your hotel listing is a key element in increasing your online visibility. You want to make sure your local listings are accurate and consistent. This optimization is very important to attract more visitors to his website from local search queries and ultimately attract guests. Improving your hotel's presence in local listings not only increases your online visibility, but also improves your hotel's position in search results. This greatly increases the potential for increased traffic and bookings, harnessing the power of local search to benefit your hotel.
Social media
Social media marketing has become an essential tool for marketers in the hospitality industry. This is a great digital marketing tool to help drive bookings for your hotel. The vast influence of social media serves as a key touchpoint in the consumer decision-making process. With billions of active users on platforms like Facebook, Instagram, Twitter, LinkedIn, and TikTok, hotels have the opportunity to engage with potential guests on a global scale.
First, social media platforms allow hotels to showcase their services and unique selling points through rich media content such as images, videos, and virtual tours. This visual appeal attracts potential guests and gives them a glimpse of the experience that awaits them. Hotels can encourage people to book a stay by effectively highlighting their amenities, services, and overall atmosphere.
Second, social media allows hotels to build brand awareness and loyalty. Through consistent engagement, such as replying to comments, sharing user-generated content, and posting regular updates, hotels can create a sense of community and belonging among their followers. This emotional connection is a powerful motivator when choosing a hotel, as guests often seek a personally touching experience.
Social media influences purchasing decisions. Many users rely on reviews and recommendations shared on these platforms when making accommodation decisions. Positive experiences shared by other guests can act as powerful endorsements and persuade others to book your stay. We are a visual society and consume our desires in the form of photographs. The interactive nature of social media allows hotels to gain valuable insights into the preferences and expectations of their target users, thereby enabling operational decisions. This feedback loop helps hotels adjust their services and marketing strategies to better meet the needs of potential guests, thereby increasing the likelihood of a booking.
Considering how to create content differently, hotels can consider:
special offer promotion
Social media can also serve as a great platform for promotional activities such as special offers, timely news, and pop-ups that directly drive bookings. Exclusive deals shared on social media can create urgency and encourage potential guests to book early.
influencer hosting
It's great to partner with influencers and leverage their reach and platform to get in front of potential guests. We know influencers aren't going anywhere, and hosting influencers on board is an opportunity hotels should take advantage of.
present
Working with influencers and like-minded brands to create giveaways is a great way to reach new audiences and grow your audience. You can give presents by “Like” and “Follow”. This means that anyone participating in the giveaway must like the post (about the giveaway) and follow both the parties involved in the giveaway (e.g. the hotel and the influencer).
In conclusion, there are many different things that hotels can do in the realm of digital marketing to drive guest engagement and bookings in all areas. Outlined strategies for navigating the fast-paced digital landscape of 2024, from carefully crafting your hotel website, strategically managing your online reputation, optimizing your hotel listing, and dynamically leveraging social media. highlights a multifaceted nature. Approach to digital marketing.
Each element serves as a key touchpoint to connect with potential guests, introduce them to your property's unique offerings, and ultimately facilitate the flow from online browsing to on-site booking. These insights demonstrate that in a digital age where consumer expectations continue to evolve, the ability to quickly adapt and adopt a comprehensive digital marketing strategy is not only beneficial, but also critical to success in the competitive hospitality industry. A reminder that it is essential. These strategies extend beyond digital paid marketing. By emphasizing the importance of ease of use, speed, and digital proficiency, we provide a valuable roadmap for hoteliers looking to strengthen their online presence and succeed while effectively engaging with their target audience. can.
Reprinted from Hotel Business Review with permission from http://www.hotelexecutive.com/.
