1- If only one thing to do: protect your brand!
If you’re not the one who promotes your hotel on the web, someone else will do it… and you don’t want that to happen!
The hospitality industry counts many OTAs that can promote your rooms on their platform, but with a very high-level commission for you. To maximise your revenue you must increase your direct bookings and therefore attract people to your own website: starting with your existing customers or guests who have heard about your hotel. To be sure that when someone is looking for your hotel, they arrive on your website, we recommend at a minimum buying your hotel name and creating campaigns targeting areas where you are the most searched.
To get to know these places, go on Google Trends, write your hotel name and check the “Interest by region” part. As soon as your Google Ads campaigns are created, you’re sure that people arrive on your hotel website to book a room.
Generating traffic is important but converting is essential!
Once you attract people on your website, make them convert: speed and fluidity of navigation are as important as the aesthetics of your website. So make sure that every page loads quickly, that a booking is made in less than 5 clicks and that all redirections links are secured. Most importantly ensure that you display your best available rates on your website. This is the #1 conversion rule!
2- Take advantage of Google free booking links
Google has definitely positioned itself as the key player in Digital Advertising in the hospitality industry and continues to grow its influence and innovate. Let us share with you some interesting data our Data Analysts have crunched:
+65% of hotel bookings generated by a digital media (Search, Metasearch & display) have been done via Google advertising Service. And, what’s new is that in 2022 out of those bookings, nearly 16% are due to clicks on Google free booking links i.e at no cost for the hoteliers.
Advertising is a complex strategy as there are a lot of actors and media you should be seen on. You’re not an octopus, get some help! D-EDGE developed MediaGenius, a single platform to manage all your digital media campaigns.
Digital marketing can seem overwhelming and difficult to understand. Therefore, being supported by a team saves you time and energy through constant support and up-to-date advice. Want to learn more?
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