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Hotel marketing: 7 keys to increase your reservations

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Hotel marketing: 7 keys to increase your reservations

Today, hospitality companies must radically change the way they do hotel marketing . This is so because, to stay competitive in today’s market, they need tourism marketing strategies that focus on providing positive experiences for people, instead of focusing on conventional and ineffective invasive advertising.list_altIndex of contentsHow is digital strategy important in hotel marketing?
What are the 7 keys to hotel marketing to increase reservations?
The future of tourism marketing and how you can take advantage of itChallenges for today’s hotel marketing
That is why you must know the keys to marketing for hotels that will allow you to increase your reservations and improve your loyalty rates . This, through a solid digital strategy with which you can reach 43 million Spaniards with internet access, according to data from the Digital in 2019 study by Hootsuite and We Are Social. Shall we get going?How is digital strategy important in hotel marketing?
The advancement of technology has changed the role of people in accessing information about companies. It is no longer the organizations that decide what messages the audiences should receive, but it is the users who choose what content they look for about the brands.

In the tourism context, Internet users have information on the entire hotel offer that exists in each country at the fingertips of their mobile device . By simply doing a search on Google or social media, people can compare prices, locations, services and even comments from other users regarding different hotels. And that gives a lot of play!That is why, as a hospitality brand, your presence on the internet is decisive to guarantee your survival in the market. However, the most important thing is the execution of a digital strategy that allows you to maximize your online competitiveness.In fact, according to data from McKinsey and cited by Google , the decision to book a hotel is more immediate and effective when a user reaches the hotel brand through a specific search on the internet.In this sense, hotel marketing through digital media is the solution so that hundreds or thousands of people can get to know your brand before your competition and, thus, increase your reservations . This, through different inbound marketing techniques for hotels capable of consolidating a chain in the online ecosystem.A digital strategy within tourism marketing with an inbound approach allows you to offer a positive, emotional and unforgettable customer experience. Consequently, your brand will be positioned as the first option in the user’s mind when conducting a digital search. Take note of what follows, because it interests you!What are the 7 keys to hotel marketing to increase reservations?
At InboundCycle we have developed high-impact digital strategies for different companies in the tourism sector: travel agencies, cruise ships, restaurants, hotel chains, etc.This experience has allowed us to discover what works best for hotel marketing campaigns globally .We have summarized our learning in 7 keys that you must apply in your digital strategy to take your tourism marketing to the next level of excellence and efficiency. These keys are:Develop a content strategy.
Nurture your database of potential clients.
Position your brand on social networks and specialized platforms.
Deploy a local strategy through Google My Business.
Improve user experience (UX).
Optimize your customer service management.
Measure, analyze and evolve.
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1. Develop a content strategy
Developing a digital content strategy is the best way for your ideal customers to discover your brand on their own, without any annoying advertising reaching them.

In this sense, the content strategy for your online hotel marketing must consider the following:a) Buyer persona design
The buyer persona is a theoretical and schematic model that describes what your ideal customer is like. Therefore, this hypothetical profile should be designed based on the characteristics of the clients that already generate greater profitability.By designing this tool, you will be able to create personalized content that is of very high interest to the potential clients that you want to attract and convert in order to increase your bookings. Here we explain how to design the buyer persona of your business .New Call-to-action
b) Development of a blog
On the one hand, the buyer persona allows you to generate content that adapts to the needs and interests of your ideal clients. On the other hand, the blog is the most powerful channel through which you must publish and distribute said content.Developing a blog associated with your website allows Internet users to find your articles, ebooks, guides and other materials perfectly categorized by topics of interest.c) SEO positioningEvery second, more than 75,000 searches are made on Google worldwide . In this sense, SEO positioning techniques are what will allow you to appear in the first results every time a user performs a search related to the hospitality sector.To do this, you must detect the best positioned keywords on the tourism how do i find a mobile phone number uk and generate optimized content for SEO positioning that helps your blog gain greater visibility.d) Creation of valuable content
The “content of value” are those informative materials of very high interest to readers and that can be downloaded after filling out a form or simply blog articles. These types of materials are usually ebooks, guides, studies or templates, among others.The main strategic objective of the content is to attract visits to the blog so that they can later consume those downloadables, and to encourage readers to fill out a form with information about them in terms of their identity, work, contact information, etc.This information allows you to better know your potential customers and contact them directly through digital marketing campaigns.According to our 2018 Inbound Marketing Study , the creation of valuable content has a very positive impact on tourism and hospitality marketing strategies. Mainly before the following objectives:Traffic attraction

UK-Phone-Number-List
 

The results of the study reveal that companies in the tourism and hospitality sector multiply traffic to their website more than 17 times when applying hotel inbound marketing strategies during 3 semesters, as reflected in the following graph on the six-monthly evolution of online traffic:hotel marketing traffic growthAnd this is the monthly growth in traffic attraction:hotel marketing monthly traffic growthCapture of recordsThe landing pages through which ebooks, infographics, etc. are downloaded. They are the most efficient channel for Betting Email List records or leads . In the tourism and hospitality sector, the effectiveness of these channels increases through inbound marketing strategies .In the following graph we see how the acquisition of registrations multiplies during the first 3 semesters of the inbound strategy.As of the 4th semester, deposits decrease, although they stabilize at a high level. This is due to the fact that, before this period, the SEM and social media ads campaigns are stopped, maintaining the efforts in organic traffic.APP – Tourism recruitment growth

2. Nurture your database of potential clients
To obtain commercial requests with great sales potential, you must execute tactical actions at each stage of the buyer journey according to your online hotel marketing strategy .

The objective of these actions is to nurture the database of your potential customers according to the moment in which they are, thus promoting their progress in the purchase cycle.

Do you already know everything about lead nurturing and lead scoring? Access the full PDF!
In this sense, the database nutrition process is made up of the following techniques:

Lead scoring
Lead Nurturing
Punctual BOFU shipments with flash offers
a) Lead Scoring
The Lead Scoring is automatic categorization of leads in your database taking into account 3 criteria or variables:

Degree of match of each lead with your ideal customer profile . The more similar it is, the more important the lead acquires.
Level of knowledge about your brand that each lead has , taking into account the quantity and quality of interactions between it and your company.
Stage of the buyer journey in which each lead is found : discovery, investigation, decision or action.
AIDAb) Lead Nurturing
The Lead Nurturing is a series of automated actions seeking to mature the leads during their journey buyer. In other words, this technique encourages each lead to get closer and closer to their final purchase decision.

In this sense, lead nurturing has two approaches:

Educate your potential customers about a product or service through valuable content that teaches its benefits.
Build loyalty with your current customers through tactics that encourage cross-selling and up-selling.
Don’t miss this complete guide on lead scoring and lead nurturing to take your tourism marketing to its full potential!

c) One-off BOFU shipments with flash offers
A technique that has given us very good results in hotel marketing campaigns is to send personalized content to leads that are in the BOFU stage, according to the sales funnel .

The key to the success of these shipments are flash offers. That is, those offers that awaken a “sense of urgency” and that the lead must take advantage of within a specific period of time, before they expire. For example:

10% discount on reservations for Valentine’s Day.
20% discount if you make your reservation in the next 48 hours.
Obtaining trade requests by MQL
Applying the previous techniques generates higher rates of commercial requests from leads , making them qualify as MQL (Marketing Qualified Lead). This qualification indicates that the leads are already trained to be approached with sales strategies, instead of just marketing.

In the following graph about our inbound marketing study for hotels and other companies in the tourism sector, we see the evolution in the uptake of MQL, which is manifested by obtaining commercial requests on a monthly and semi-annual basis:

 

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