How can you help travelers find your hotel online without losing significant profit on OTA fees? Learn how to improve your property’s digital presence to increase your revenue. Marketing your hotel follows three stages: reaching travelers, turning travelers into guests, and connecting with guests during and after their stay.
Today’s travelers are finding hotels differently than they ever have before. Over 80% of people have researched destinations on mobile devices, and seeing a friend like a Facebook page is more likely to inspire someone to book a trip than if they had seen traditional advertising.
Online search and mobile aren’t just for planning anymore. Almost half of U.S. travelers have booked a hotel on a mobile device, and 35% of call-in bookings are generated by mobile devices.
To reach travelers, you need to be visible online and optimized for mobile devices. A vanity website outside of the brand.com page is vital to not only provide the information that searchers want but also to help people not get distracted by competitors within your brand’s search results.
Next, you want to ensure that those mobile calls and website visits from people ready to book reach you. A listing management service maintains accurate contact information on search results, on social media, within GPS devices, and on hundreds of portals. Whether someone Googles “hotels near me” or is using their GPS on the road, you’ll be able to be found by travelers.
Getting a traveler’s attention is only half the battle. Three-quarters of U.S. travelers say that understanding all options is an important factor to booking their trip. Before making a final decision, travelers want to see hotel photos and read guest reviews.
When it comes to hotel photos, it is most important to show an accurate portrayal of your hotel. If you’re meeting or exceeding expectations, you’ll have happy guests. If you let down your guests by using overly retouched or outdated photos, your guests will be disappointed and are more likely to leave negative reviews online.
You might wonder if that really matters. After all, the nice photos got the room booked for the night. Many studies have found that when comparing hotels side-by-side, travelers will choose the hotel with a higher review score. In addition, hotels with higher review scores can actually charge more per night.
How much do reviews really affect future travelers? While researching where to stay, nearly half of the online resources that travelers consult are review websites and apps. Almost all travelers (roughly 9 out of 10) say that reviews influence their booking decision. The bottom line: reviews matter.
To turn travelers into guests, you need accurate hotel photos and a well-managed online reputation.
Some hoteliers don’t realize that they can actively affect their online reputation. You aren’t simply at the mercy of who does or doesn’t review their hotel stay. There are a few ways you can encourage your guests to connect with you online in order to help influence your online reputation and help guide future travelers to choose your hotel.
Make it a goal to collect email addresses of guests following their stay to connect later. Emails are a way to reach out and ask happy guests to leave feedback about your property on online review sites.
Travelers perceive that hotel managers who respond to online reviews care more about their guests. An impressive 65% of guests say that they would be more likely to stay at a hotel that responds to online reviews. Review responses provide a sense of transparency and give an opportunity for you to graciously accept praise and proactively solve any problems.
People are increasingly influenced by their social media networks, and travel is no exception. From travel inspiration to finalizing plans, Facebook users consult their friends and families every step of the way. As we mentioned, simply getting a past guest to like your Facebook page can encourage one of their friends to book with you.
You can add these things to your to-do list, or you can partner with us to ensure you make a big impact online as soon as possible. Travel Media Group has helped hoteliers increase occupancy for over 33 years, and we’re experts on making your hotel shine online. Our goal is to help you increase revenue by improving your online presence.
Ready to find out more about the hotel marketing solutions that hotels trust? Visit our Services page to find out about our multi-channel approach to online marketing that helps drive revenue for our hotel partners.
Want to learn about how Travel Media Group has helped other hotels like yours? Read our Case Studies page to find examples of how our social media, reputation management, websites and more have helped hoteliers attract bookings and improve their online presence.
If you’re looking for more information on how to take these steps to improve your web presence, check out these helpful resources:
Find out how to claim your local listings so that Google has the most up-to-date information about your hotel. Plus, learn about Knowledge Graph snippets and how they can help your website compete with OTAs.
Local pages receive much higher engagement numbers than their brand pages. Stay relevant and offer your followers with the content they want to see. Here are examples of 5 different content types and examples to help you get started.
It’s no surprise that travelers say that reviews are influential to their booking decision. What you may not know is that a manager’s response can just as important to shaping the opinions of future travelers about your hotel.