Make 2017 a year of improved guest satisfaction, better guest engagement and increased revenue by committing to these easy-to-keep marketing resolutions of a smart hotelier.
1. I will make my website work harder
A website is one of the most important points of contact your hotel has with a guest. According to a Google research 57% of travellers use OTAs when planning a trip and 52% visit a hotel website after, highlighting its importance.
As a starting point for any successful modern marketing campaign, I will pay attention to it. I will check my website analytics regularly to see if it is working to convert the lookers into bookers. Is it optimised for mobile – the new way to plan and book travel? Does it sell my hotel’s story well through engaging and easily discoverable content and images? Or is it time for me to invest a new website or even update the existing site?
2. I will listen more
Reviews matter. It is estimated that 92% of consumers read online reviews and are greatly influenced by it.
In the light of this fact, I will take time to listen to my guests’ thoughts and feelings about my property and service by reading and responding to reviews. Whether the review is positive or negative, a response from the hotel is essential. In fact a negative review may just be an opportunity to grow my hospitality.
3. I will make friends
Social media is an easy and cheap way to build a network of fans and friends for my business.
In 2017, I will review my current social media presence, including the levels of activity and engagement as well as the consistency of posting. I will post more relevant content, more frequently and then use social media analytics to understand my consumers and their needs. I will build my website to optimise traffic received from social platforms and likewise drive traffic from my site to my social channels through social media links.
4. I will be aware of the signs
I will use insights from my channel manager to my advantage, understanding what channels are working for me. How do I increase my direct bookings? Is my presence on OTAs at optimal levels? How can I use my ConvertDirect Analytics to understand booking patterns and sales funnel. Let this be a year to learn and improve my distribution.
5. I will focus on value
I will be smart about data marketing, leveraging it to my advantage in order to engage, retain and acquire both past and future guests for improved value.
By making the most of the tools provided by my channel manager, I will reach newer segments, plan and implement successful promotions, and optimise to the very last available room.
6. I will be proactive
With timely planning for the year, seasons and events, I will lead rather than follow competitors.
I will continue to invest in digital technology and marketing and use this platform’s analytical depth to understand what has worked in the past and keep on top of trends. This will help me deliver an exceptional guest experience at the right price for both the guest and business.
7. I will share my story
I have many stories to tell, about my brand, my service, my service providers, my guests, my travels … I will create engaging content and distribute via relevant social channels, blogs and website.
I will make this a year of innovation and think outside the box to grow my business.