As a hotel’s guest review score has a significant impact on the RevPAR performance of a hotel, we place great emphasis on online reputation management in our hotel revenue management strategies. As a little refresher, we asked our friends at TrustYou for some practical tips on how to tend to your hotel's profile online. Here the first in a series of articles on this topic.
In Part 1 of our hotel internet marketing plan we ended talking about brand protection to drive direct sales. Another method that can be used and is very effective is PPC advertising in search engines, also called SEM, or Search Engine Marketing.In Part 1 of our hotel internet marketing plan we ended talking about brand protection to drive direct sales. Another method that can be used and is very effective is PPC advertising in search engines, also called SEM, or Search Engine Marketing.
It is a balancing act for hoteliers between selling rooms through their own direct channels and using the help of third party websites, wholesalers and online travel agents (OTA's). Naturally, the best way would be to do everything ourselves. According to the motto ‘if you want something to be done good, do it yourself’. But as an independent hotel will it be enough to rely solely on your own revenue management and hotel marketing strategy. In practice however we often reach out for help and alternative distribution channels.
Many hotels and chains spend a large amounts on creating the perfect hotel video. Professional marketing agencies and movie creator / editor experts are involved to create the ultimate hotel marketing video. But do they hit it on the nail? Do they connect with their target audience? The video below will show you that with a bit of creativity and a sense of humor you can achieve a great hotel marketing impact ...
The review score of your hotel is a key driver of your financial success. Guests score you of course on the level of service and product you provide. It is in essence a grade of the experience at your hotel.
There are some easy hotel marketing steps you can take though to improve the guest review score of your hotel. It is a game of putting the %s in your favor. Basically, in general, the more reviews you get, the better you rank.
In case you missed it, Amazon, the biggest ecommerce website in the world, has entered into the hotel distribution game. They have recently started contracting hotels in the United States. Are we looking at a shake-up of the domination of the hotel distribution landscape by a few big global players?
I would like to share with you the hotel marketing success story of 3 of our hotels for which we have been working hard to push direct sales this year. The hotels are in completely different categories, demonstrating that if you work hard and have a focused strategy, you can generate a good level of direct sales, and divert business from OTA directly to your hotel website.
No matter how much you are on top of your game, and how hard you try, sometimes things simply do not go as planned. No worries, it is natural that mistakes or mishaps happen from time to time.
The question is what are you doing about it? How are you handling the situation to avoid getting a negative review online. You need a good hotel reputation management plan to deal with such situations. Do you stick to just the basics or do take it to another level?
That’s right, hotel loyalty programs are part of the past. Guest behavior changes, so should your loyalty scheme.
This should not come as news to you, it’s really been out on the streets for some time now. As returning guests are key to any hotel management structure, we'll have a look at current challenges and possible solutions.
It is time to ask ourselves the annual question, what’s new? How do we have to adjust our hotel distribution strategies to safeguard and enhance profitability? How can we enhance and expand our online presence, reach and exposure? It seems hoteliers are getting savvier and are more than ever ready to go to war and take what is theirs … Direct Sales Rules!