Post by sumiseo558899 on Nov 9, 2024 10:38:26 GMT
Include interesting content and improve your added value.
On the one hand, having worked on your buyer persona profiles will help you create much more interesting and optimized content for each of the stages of their purchasing cycle . When it comes to attracting them, it is essential to work on the content together with the keywords for your positioning strategy.
In addition, content (text, images, videos and other resources) is what can help you foster engagement with users who come to the website to complete their research and planning. This engagement is the ability to retain users based on how interesting your content may be.
This is a key factor that you can observe content writing service
by analyzing the bounce rate of your pages (the higher the bounce rate, the lower the interest generated or the ability to respond to their internet searches); the time spent on the pages (the longer the time, the better the content generated and the greater the interest); and the conversion rate , that is, the ability of the pages to help you in your goal of boosting direct sales.
On the other hand, when it comes to convincing them to continue browsing once they are on the website, it is essential to add value with your products and services, since, ultimately, it is one of the differentiating elements that makes a potential client choose you over the competition, in addition to your online reputation, which we will discuss below.
Adding value-added services to the website is another useful way to improve the offer without breaking the parity agreement established with the OTA . The hotel should use its website to offer potential customers extra services that motivate them to book through this channel : free Wi-Fi access, free parking, breakfast included, late check-out, early check-in , as well as other facilities.
1.3. Improve the user experience on the web.
Whenever you create a website, in addition to taking into account the hotel's buyer personas, you must also take into account some technical requirements and criteria that will satisfy the big search engine, i.e. Google. In addition to the technical aspects of SEO and loading speed with which you can help your pages improve their ranking in the SERPs, it is important to take into account the structure of your website and its ease of use (usability) to improve the visitor experience .
Furthermore, the user experience on the website must be optimal not only to ensure that Google positions the pages, but also to guarantee conversions and this is where the optimization of the reservation process comes into play , which must meet requirements that satisfy the buyer persona.
The booking process, as you know, begins with the display of the booking engine, which for the user must be intuitive, simple and fast, enabling the display of room availability, and even the recovery of data when the reservation is recovered after abandonment. This will determine the satisfaction of the potential customer during their booking process.
2. Constantly work on your online reputation.
Even if a user books a hotel room through an OTA or a meta-search engine , he or she still gets a list of hotels with similar prices and often consults other users' reviews on review sites such as TripAdvisor to make a decision. This is just another part of a traveller's planning process, a normal step in their purchasing cycle from which the hotel can benefit.
This is a great opportunity for the hotel to increase traffic to its website. It is important to get a large number of opinions and comments about the hotel and, above all, for the hotel to respond personally and quickly to each of the comments posted by users .
To obtain feedback, you can use email marketing or the Wi-Fi channel to guarantee these reviews during your stay, and through satisfaction surveys you can ensure that the guest's in-person experience is optimal, since a positive opinion will depend on it. Remember that, at all times, the reputation of a hotel depends on the overall experience of the customer and that this is what will influence its improvement.
3. Take advantage of the billboard effect.
billboard effect
As we mentioned in the introduction, the idea is for the hotel to increase bookings without giving up any marketing channel. Precisely, one of these channels, the OTAs, can help increase direct bookings on the hotel's website. And although it may sound strange, the OTAs have become the great showcase on the Internet for hotels , that is, they are the largest online channel that can provide visibility to your hotel.
For this reason, the various OTAs are also the best channels to present your hotel and attract the attention of visitors so that they end up booking directly on the website . This is what is known as the billboard effect .
Achieving an increase in the percentage of direct online bookings in the total commercial distribution policy in hotels is not an easy task. But with creativity, perseverance and strategy, great results can be achieved and dependence on OTAs can be reduced. To do this, a Revenue Management strategy can help you:
4. Implement a Revenue Management strategy.
Revenue Management is today more than ever one of the key sales strategies to improve hotel profitability, which must be implemented together with the marketing strategies we have discussed, especially the distribution strategy in the different online channels. This revenue management refers to the strategic distribution and pricing tactics to sell your rooms .
The truth is that more and more hoteliers are trusting in this strategy, which is not exclusive to large chains, but can also benefit smaller businesses. And if you are not convinced, consider that the objective of Revenue Management is to improve profitability, based on the control of the supply and demand of rooms .
Furthermore, on the other hand, Revenue Management is a strategy that will give you greater control to manage your hotel's resources, avoid hiring excess staff during low periods and, on the other hand, ensure an adequate number of staff working during the hotel's busiest hours. Which, again, leads us to guarantee maximum customer satisfaction and an improvement in their overall experience, in a way that is profitable and sustainable for the hotel.
5. Ensure customer satisfaction and loyalty.
On the other hand, to build customer loyalty and ensure that they book through the hotel's website in the future, it is essential to maintain regular communication with them. There are many ways to do this, but without a doubt the easiest and most cost-effective way to implement is email marketing .
This is a low-cost marketing channel, but also one that can generate the highest return on investment. This is because as a direct channel it can be used to announce new services, send coupons and offers, reminders and relevant information for the guest, and even satisfaction surveys.
Email marketing is a successful strategy thanks to the ability to segment your customer database, which also requires an appropriate hotel CRM. This ensures that you can carry out what we know as Lead Nurturing, which is nothing more than sending relevant information to specific segments of contacts based on where they are in their purchasing cycle.
On the one hand, having worked on your buyer persona profiles will help you create much more interesting and optimized content for each of the stages of their purchasing cycle . When it comes to attracting them, it is essential to work on the content together with the keywords for your positioning strategy.
In addition, content (text, images, videos and other resources) is what can help you foster engagement with users who come to the website to complete their research and planning. This engagement is the ability to retain users based on how interesting your content may be.
This is a key factor that you can observe content writing service
by analyzing the bounce rate of your pages (the higher the bounce rate, the lower the interest generated or the ability to respond to their internet searches); the time spent on the pages (the longer the time, the better the content generated and the greater the interest); and the conversion rate , that is, the ability of the pages to help you in your goal of boosting direct sales.
On the other hand, when it comes to convincing them to continue browsing once they are on the website, it is essential to add value with your products and services, since, ultimately, it is one of the differentiating elements that makes a potential client choose you over the competition, in addition to your online reputation, which we will discuss below.
Adding value-added services to the website is another useful way to improve the offer without breaking the parity agreement established with the OTA . The hotel should use its website to offer potential customers extra services that motivate them to book through this channel : free Wi-Fi access, free parking, breakfast included, late check-out, early check-in , as well as other facilities.
1.3. Improve the user experience on the web.
Whenever you create a website, in addition to taking into account the hotel's buyer personas, you must also take into account some technical requirements and criteria that will satisfy the big search engine, i.e. Google. In addition to the technical aspects of SEO and loading speed with which you can help your pages improve their ranking in the SERPs, it is important to take into account the structure of your website and its ease of use (usability) to improve the visitor experience .
Furthermore, the user experience on the website must be optimal not only to ensure that Google positions the pages, but also to guarantee conversions and this is where the optimization of the reservation process comes into play , which must meet requirements that satisfy the buyer persona.
The booking process, as you know, begins with the display of the booking engine, which for the user must be intuitive, simple and fast, enabling the display of room availability, and even the recovery of data when the reservation is recovered after abandonment. This will determine the satisfaction of the potential customer during their booking process.
2. Constantly work on your online reputation.
Even if a user books a hotel room through an OTA or a meta-search engine , he or she still gets a list of hotels with similar prices and often consults other users' reviews on review sites such as TripAdvisor to make a decision. This is just another part of a traveller's planning process, a normal step in their purchasing cycle from which the hotel can benefit.
This is a great opportunity for the hotel to increase traffic to its website. It is important to get a large number of opinions and comments about the hotel and, above all, for the hotel to respond personally and quickly to each of the comments posted by users .
To obtain feedback, you can use email marketing or the Wi-Fi channel to guarantee these reviews during your stay, and through satisfaction surveys you can ensure that the guest's in-person experience is optimal, since a positive opinion will depend on it. Remember that, at all times, the reputation of a hotel depends on the overall experience of the customer and that this is what will influence its improvement.
3. Take advantage of the billboard effect.
billboard effect
As we mentioned in the introduction, the idea is for the hotel to increase bookings without giving up any marketing channel. Precisely, one of these channels, the OTAs, can help increase direct bookings on the hotel's website. And although it may sound strange, the OTAs have become the great showcase on the Internet for hotels , that is, they are the largest online channel that can provide visibility to your hotel.
For this reason, the various OTAs are also the best channels to present your hotel and attract the attention of visitors so that they end up booking directly on the website . This is what is known as the billboard effect .
Achieving an increase in the percentage of direct online bookings in the total commercial distribution policy in hotels is not an easy task. But with creativity, perseverance and strategy, great results can be achieved and dependence on OTAs can be reduced. To do this, a Revenue Management strategy can help you:
4. Implement a Revenue Management strategy.
Revenue Management is today more than ever one of the key sales strategies to improve hotel profitability, which must be implemented together with the marketing strategies we have discussed, especially the distribution strategy in the different online channels. This revenue management refers to the strategic distribution and pricing tactics to sell your rooms .
The truth is that more and more hoteliers are trusting in this strategy, which is not exclusive to large chains, but can also benefit smaller businesses. And if you are not convinced, consider that the objective of Revenue Management is to improve profitability, based on the control of the supply and demand of rooms .
Furthermore, on the other hand, Revenue Management is a strategy that will give you greater control to manage your hotel's resources, avoid hiring excess staff during low periods and, on the other hand, ensure an adequate number of staff working during the hotel's busiest hours. Which, again, leads us to guarantee maximum customer satisfaction and an improvement in their overall experience, in a way that is profitable and sustainable for the hotel.
5. Ensure customer satisfaction and loyalty.
On the other hand, to build customer loyalty and ensure that they book through the hotel's website in the future, it is essential to maintain regular communication with them. There are many ways to do this, but without a doubt the easiest and most cost-effective way to implement is email marketing .
This is a low-cost marketing channel, but also one that can generate the highest return on investment. This is because as a direct channel it can be used to announce new services, send coupons and offers, reminders and relevant information for the guest, and even satisfaction surveys.
Email marketing is a successful strategy thanks to the ability to segment your customer database, which also requires an appropriate hotel CRM. This ensures that you can carry out what we know as Lead Nurturing, which is nothing more than sending relevant information to specific segments of contacts based on where they are in their purchasing cycle.