Correct use of basic tools marketing can lead hoteliers to increase their reservations and influence guest satisfaction, according to some advice offered by the IHT y Cloudy beds.
“Travel is undergoing a huge transformation, driven by changing demographics, but the only constant is competition for bookings. Competition will only intensify as we see consumer demand shift towards unique accommodations, putting traditional hotels in direct competition with short-term rentals,” said Sébastien Leitner, vice president of strategic partnerships at Cloudbeds.
“As the industry evolves, it will become more important for hoteliers to seize new marketing opportunities to increase their visibility and generate more demand.”
“It’s not just about knowing how to sell, but about going further and understanding the end consumer in order to offer him what he needs at the right time”, he specifies. Alvaro Carrillo de Albornoz, Director General of the Hotel Technological Institute. Marketing is therefore “a essential tool to improve 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 website and SEO, to facilitate direct bookings. In this way, the hosting website should be designed to attract both customers and search engines. This implies that there is engaging and compelling descriptions, photos, and videos, plus easy navigation, mobile optimization, and keyword and tag richness. It should also include calls to action, such as ‘Book Now’ buttons and a ‘Check Availability’ widget, as well as incentives to book direct.
2. Digital advertising
Regarding digital advertising, more than an expense, it is an investment and the only sure way to reach online travelers. To ensure its effectiveness, targeting and monitoring of results are essential.
3. Opinions and social networks
Online reputation management is an important marketing tool for converting customers. To achieve this, hoteliers should monitor and respond to all reviews mentioning the property and seek reviews from all major sources. Along with reviews, social networks are one of the most popular sources of inspiration for travellers. For this reason, Cloudbeds recommends that hoteliers maintain an online presence to build the brand. However, keep in mind that they can be time consuming and have limited potential to increase bookings.
4. Fidelity to databases
The bone Branded hotels can generate between 40% and 65% of bookings from loyal members. In the era of digitalization, everything related to customer relationship management (CRM) involves the creation of databases and profiles of guests and potential customers to personalize service and marketing communications, as well as automation tools that allow you to send personalized offers by email.
Finally, the hotelier must assess the importance of the media when it comes to reaching potential customers through the media, as well as social networks. Because the stories to share and establishing a public relations strategy is essential to get them to the appropriate channels.
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