The traveler’s journey today is more fragmented. The recent proliferation of travel super apps and distribution Goliaths like Google and Expedia constantly updating their ranking algorithm, as well as the unstoppable increase in metasearch engine traffic, can make it difficult to build and execute a successful hotel marketing strategy. Our hotel management firm recommends that you maintain a holistic and cross-channel marketing strategy.
A robust hotel marketing strategy is primarily designed to boost your brand’s visibility and to do this across all channels. This will ensure that your property can be booked wherever potential guests choose to plan their trip. The importance of mapping your guests’ journey is, therefore, critical for success.
Expedia Group updated its algorithm in August 2022. This update will affect how properties are displayed on the OTA search results. The new factors don’t just look at the strength of a listing but also how often your property provides a great experience to guests, taking into consideration average ratings for cleanliness, amenities, and room comfort.
This aspect is important, as one of the leading OTAs in the world focuses so much attention on it. “you can’t oversell, but only underdeliver,” is what we say at XOTELS.
Don’t Underestimate Your Website
In 2022, talking about websites can sound anachronistic. Your official website remains your most powerful marketing tool. This is true whether you get traffic from SEO, paid advertising, a newsletter, social media, or metasearch engines. When creating a new website, there are many things to think about. But you should always follow these basic rules:
Create it for your visitors, not just your taste. A great website is all about the user experience. Focus on UX and usability, and make sure users can easily access the content they are looking for.
If your website takes more than three seconds for it to load, half of your users will leave. Low load speeds can negate all your marketing efforts.
Choose the best CMS for your needs. Open Source or Proprietary? It doesn’t matter which answer you choose; make sure that it meets your needs.
Keep up with the latest SEO practices. Google has a market share of more than 90. It is the most important search engine. Seroundtable.com has one of the most complete and detailed updates to Google’s search ranking algorithm. Keep an eye on the Google search ranking algorithm at least 3-4 times per year (frequency for major algorithm updates called “core updates”)
Create an attractive Call-to-Action button. What is the goal of your website? What’s your website plan? Increase MICE bookings? Make sure that your CTA is in line with your overall strategy.
Track and track again! On-page analytics and heat mapping tools provide valuable information about your users’ behaviors. Fix it if something doesn’t work. Websites are always in progress.
Social Media Marketing: How to Include it in Your Marketing Strategy
Social media use in the hospitality sector is controversial. This is mainly due to our tendency to only analyze marketing results based on last-click attribution. Social media may not play a role in the final steps of a guest’s reservation, but they are very important during the initial micro-moments.
Engage your guests by providing them with engaging content. Please encourage them to share positive experiences. Choose the best platforms for your guests. Want to attract more business travelers? LinkedIn and Twitter are great places to start. Adult travelers or leisure? Facebook and Instagram seem like the obvious choices. If you’re looking to boost your visibility with younger audiences, however, you might want to consider TikTok or Snapchat. You can increase your visibility on alternative platforms like WeChat or Sina Weibo. You could also try LINE, SNOW. Youku, Qzone and Naver. As with any strategy, success is not guaranteed. Focusing on too many media at once could work against you.
Ask for analytics when you are working with influencers. To avoid unpleasant surprises and to ensure that their demographics are in line with your target audience, you should ask for the followers’ demographics. We help hotels and resorts achieve unparalleled success by positioning them as leaders in the market.
Google’s ranking system measures “E-A.T.” (Expertise, Authority, and Trust). Reviews play a crucial role in measuring this. Reviews are an important ranking signal. It’s also been proven that Responding to reviews can help with SEO. Even without mentioning the many benefits of reputation management, such as better understanding your property’s strengths and weaknesses, solving problems, etc. Increased reviews are also an excellent SEO booster. Remember that even though the majority of reviews appear on Google, Booking.com, Expedia, and TripAdvisor, you should monitor other platforms. Make sure you claim your hotel’s listing on as many review, booking, and map sites as possible.
CRM is a vital part of your marketing plan
CRM is one marketing tool you shouldn’t overlook. In addition to the benefits of marketing automation, collecting data from your guests can help you deliver a more customized experience, which will increase customer loyalty, guest retention, and sales.
You should choose the best advertising solution for your business. Here are some suggestions.
Native advertising, social media, and retargeting can help you increase your brand’s awareness and get your hotel in front of potential guests.
Retargeting and branded ads, on the contrary, are the best tools for a high ROI, even with a small budget.
According to various studies, metasearch engines generate 5-15% of the total online revenue of hotels. There are many different bid approaches, including pay-per-click, pay-per-stay, hybrid, and more. This is one of (if not THE) most effective advertising strategies available for hotels of all sizes and types (see more tips on hotel metasearch advertisements).
OTA Advertising can be a very effective advertising tool, particularly for increasing visibility in the top funnel. Booking.com also beta tests native advertising. The program is open only to certain hotels in the U.S.