The hotel industry is booming and has been doing so for many years. As it stands, the industry is expected to be worth $36.7 billion in 2020.
Here are 4 strategies to increase your bookings -:
Strategy 1: Create a Customer Loyalty Scheme
In order to fully optimize revenue, your hotel will need to do more than just attract one-time guests - it will need to try to generate some degree of customer loyalty so that certain customers choose to stay with you whenever they are in the area. A great way to achieve this is through the creation of a customer loyalty program.
These schemes are beneficial in terms of marketing for several reasons. Firstly, they make people more likely to return to your hotel, because customers that sign up want to actually benefit from being part of the scheme. In addition, their friends, family, and colleagues may hear about their rewards and sign up in order to benefit too.
Essentially, you first have to decide what kind of indicator your loyalty program will use, and how members will be able to accumulate it. As for how to program members can accumulate points, you’ve essentially got 2 main options:
- A Points-Based System – The idea is that for every $ a guest spends at one of your accommodations, they will earn a certain number of loyalty points (5-10 points is the standard). Once they accumulate enough points (in this case, a few hundred or thousand points), they will be able to redeem various rewards, or advance to the next program tier (we’ll get to that in a bit) and enjoy other perks.
- A Booking-Based System – With this system, every time a customer loyalty program member makes a booking at one of your hotels, they earn a certain number of loyalty points (usually a pretty big amount to incentivize the guest to make their next booking at one of your hotels again). Again, they can use the points to redeem rewards or advance to the next tier.
Strategy 2: Build an Engaging Website
The internet is now the main way that customers, or potential customers, find out about hotels. Although they may use price comparison websites or online travel agents, a large number still opt to visit the hotel's official website and book directly, knowing they may be able to gain favorable prices this way.
It is, therefore, absolutely essential that you take the time to build an engaging, attractive, functional website, which makes a good first impression. Keep in mind that, as such, an internet user's first impression of your website is also their first impression of your hotel in general - and first impressions count for a lot.
Aside from being visually appealing and engaging, your website needs to offer all of the important information customers may need before booking a room. It should also include a robust booking system, which is easy to use, which is reliable, which loads quickly and which is available in multiple different languages.
Your website design must be a simple concept. This means that the users should get your brand message instantly by taking a quick look at your website. If that does not happen, then redesign your site by removing unnecessary clutter. A clean and functional layout of the website will ensure that it is easily loadable. It can also be navigated quickly. Such a simple site can also be used on different devices and platforms.
Strategy 3: Make Use of SEO Techniques
It is important for hotel owners to understand that a huge number of modern customers use search engines like Google to find hotels and make bookings. For this reason, one of the single most important and effective hotel marketing strategies is to make use of search engine optimization (SEO) techniques.
This may mean optimizing on-site content to include certain high-value keywords, in order to improve your rank on search engine results pages. It could also mean taking the time to optimize your web pages for mobile users because modern search engine algorithms reward mobile-friendly content.
Getting the most from SEO also involves claiming your Google My Business page, optimizing it, keeping information up-to-date and writing contact information in a standard format across various different online platforms. This allows hotels to maximize the benefits that are on offer to businesses through local search results.
Strategy 4: Focus on Review Websites
According to research from TripAdvisor, 77 percent of people say they 'usually' or 'always' reference online reviews before booking a hotel. That is significantly greater than the number of people who check out online reviews before booking a restaurant or visiting a tourist attraction, which emphasizes its importance.
While the vast majority of trustworthy online review platforms have procedures in place to prevent hotels from influencing reviews, there are steps that hotels can take to help them in this area. For example, hotels should keep their details up-to-date, upload recent photos and respond to feedback quickly and politely.
If you are delivering an excellent customer experience and convincing customers to leave positive reviews, this will serve as one of the most beneficial hotel marketing strategies of all.
Negative online reviews can have an impact on your business. The increased popularity of social media and review websites means businesses need to be more aware than ever of what customers are saying about them online.
Fortunately, like complaints made in person, negative online reviews don’t have to result in lost business. Instead, turn them into an opportunity to attract more customers.
Tips to deal with negative online reviews
The online world operates 24/7 and people expect a quick response. It is important to deal with negative reviews promptly before they escalate and more potential customers read the review.
Be polite and professional
Don’t personally react to a negative review. Respond in a polite, professional manner and don’t blame other people for the problem or create excuses.
Take the issue off-line
After acknowledging the problem, offer to handle the matter off-line, out of public view. Provide your email or contact details so you can discuss and resolve the matter.
Once you have been able to resolve the issue, you can then post a public comment on the review website outlining the agreed outcome.
These hotel marketing strategies you use can go a long way towards determining your revenue generation. By taking advantage of these 4 strategies you will help improve optimizing your financial results.
AirRentalz partners with hotels to increase your direct bookings and personalize your guest experience to improve your customer loyalty.