Hotel Marketing Online – The Basics

WTM Seminar Report

How do prospects choose?

  • Research –Select – Location
  • Compile a Shortlist (say, 10)
  • Compare Options and Offers – ‘Best’ vs ‘Cheapest’
  • 57% visit hotel website

Marketing Strategy

1. Popularise/Promote amongst potential guests (i.e not everyone)

  • 21% of bookings come through word-of-mouth
  • 17% of bookings come through an OTA (Online Travel Agent)
  • 13% repeat bookings
  • Prospects like trustworthy selections (eg ‘Best five’ or ‘Top ten’)

2. Capture the Prospect Traffic

  • Social media may produce 9% of website traffic, but only 1% of actual bookings
  • The bigger the (link) target, the easier to hit (click) [Fitts’ Law]
  • Prospect research cycle
    OTA > Reviews (Trip Advisor, etc) > Hotel website > OTA > Reviews . . . etc.

3. Convert the Prospect to a Buyer

  • Only 3 seconds to sell a hotel’s USP
  • USP = Location – Comfort Level – Value
  • USP = what guests think it is
  • Emotion sells – powerful photos, guest memories/stories – “Moments

Key Website Factors

  1. About the Rooms
  2. About the Location
  3. About Pricing

Then

  • Offers / Features / Gallery / etc.
  • The booking process often takes the vast majority of time on a website – 11 minutes compared with 14 minutes overall. Must be carefully planned/executed so prospects don’t give up.

Get people to Recommend / Share

  • Over-deliver the experience, better than they expected
  • Make sure they realise / recognise that – remind them
  • Ask them to spread the word

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