9 Effective Hotel Digital Marketing Strategies to Boost Direct Bookings
Digital Marketing is more important than ever before. It’s fair to say that the hospitality industry will never be the same after 2020. It has unquestionably been one of the hardest years our industry has ever faced. Rather than curse our bad luck, however, we prefer to stay positive and take proactive steps to ensure we bounce back stronger than before.
In recent years, we’ve seen massive changes in customer journeys, with online research, booking and communication becoming the norm. The first half of 2020 has accelerated the adoption of new technology by many groups who have previously been reluctant to ‘go digital’. With that in mind, we now believe it is essential to combine hotel revenue management with digital marketing in order to maintain and grow revenue.
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1. Understand The Customer Journey: Comprehending the guest’s journey from initial research to booking and post-stay feedback is vital. Tailor your digital marketing efforts to each stage, offering personalized content and seamless experiences.
2. Let Revenue Management Data Guide You: Leverage revenue management data to inform your digital marketing decisions. Analyze booking patterns, market demand, and competitor pricing to optimize your strategies and maximize revenue.
3. Be Visible Online for Relevant Search Terms: Optimize your website and content for relevant search terms to improve visibility on search engines. Conduct keyword research and ensure your hotel appears prominently in search results to capture potential guests’ attention.
4. Test & Learn with ‘Normal’ Google Ads: Experiment with Google Ads to reach potential guests actively searching for accommodation. Test different ad formats, keywords, and targeting options to refine your campaigns and drive qualified traffic to your website.
5. Master Metasearch: Utilize metasearch platforms like Google Hotel Ads and TripAdvisor to showcase your hotel’s availability and rates directly in search results. Optimize your listings and bid strategically to increase visibility and drive direct bookings.
6. Retarget & Incentivize with Facebook Ads: Harness the power of Facebook Ads to retarget website visitors and previous guests with personalized offers and incentives. Use dynamic ads to showcase relevant room options and encourage bookings.
7. Balance Form & Function on Your Website: Ensure your hotel website strikes a balance between aesthetics and functionality. Optimize for mobile devices, streamline the booking process, and provide compelling visual content to engage visitors and encourage direct bookings.
8. Sell the Experience. Not Just the Hotel: Highlight the unique experiences and amenities your hotel offers beyond just accommodation. Use storytelling and captivating visuals to showcase the destination and create an emotional connection with potential guests.
9. Form Brand Partnerships: Collaborate with complementary brands and local businesses to enhance your hotel’s offerings and reach new audiences. Partnering with attractions, restaurants, and tour operators can add value to guests’ experiences and drive direct bookings.
Next Steps
In conclusion, implementing these nine effective digital marketing strategies can help your hotel increase direct bookings, enhance guest satisfaction, and stay ahead in a competitive market. By understanding the customer journey, leveraging data-driven insights, and optimizing your online presence,
you can attract more guests, drive revenue, and establish your hotel as a preferred choice among travelers. Embrace digital marketing as a powerful tool to connect with your target audience, drive engagement, and ultimately boost direct bookings for your hotel.
