In a rapidly growing industry, there are moments when property owners get bombarded by new information about which new trend will attract guests or generate bookings. After drilling down and looking at innovations and successful marketing campaigns, we’ve found seven marketing tips that have consistently helped properties see success.
- Simple booking: At the end of the day, all properties are looking to drive direct bookings. One of the most overlooked but important features a property can provide is a simple and easy to use online booking engine. The more complicated your booking engine is the more likely you are to lose out on revenue. Consumers live for simplicity.
- Know the market: Become a student of the industry. Soak up any information you can about your competitors, yearly trends, and local area. The more you know about how the hospitality industry works within your area, you will be able to increase average room rate (ARR) during local events and peak seasons. Flexible room rates throughout the year will ultimately lead to an increase in revenue.
- Invest in your website: The more visually appealing your website is, the better! Let your unique selling point (USP) be the focus your website. Still trying to pinpoint your property’s USP? Our Digital Marketing Strategies for the Independent Property post provides great insight. When a potential guest lands on your page there should be no question in their mind about the experience they’ll get while staying at your property.
- Get mobile: With mobile already making up over 50% of hotel bookings and continuing to rise, it’s critical that your website is mobile friendly. With the impact that mobile search has had, Google is penalizing non-mobile sites, making them fall further down the page when searched. Mobile search isn’t showing signs of slowing down, in fact, mobile search is up more than ever and mobile email opens are growing as well.
- Be social: Whether it’s a Tweet, Facebook post, Instagram, or any other social platform, it’s important to post quality content. Keep in mind that every post doesn’t have to be about your property. You have the freedom to promote local events or points of interest in the industry. Try to implement the 80/20 rule, 80% of posts are interesting content while only 20% are about your property.
- Control online reviews: A potential customer is going to consider traveler reviews about your property before booking. Make sure you stay on top of reviews and respond to them in a timely manner. When it comes to addressing a negative review be sure to use the sandwich effect by placing a positive note on each side of the negative.
- Consider Google’s 3 pack: With only three slots at the top of search engine results on Google’s first page, it’s important to ensure you have a clean, accurate UNAP (URL, name, address, phone number) profile across the internet as well as having up to date hours of operation and photos to be able to earn your spot in Google’s top 3 for your location. Having the correct information across the internet well help promote your property, and can potentially boost you into the top three.
With technology and the hospitality industry continuing to grow, these are seven tips that have brought success to our customers and continue to bring success to properties throughout the industry. Some of these tips are a simple implementation to your marketing strategy while some may take more time and planning to get into action. We believe that each of these tips will make your property that much more successful and at the end of the day will drive more guests to your website to convert into bookings.