Know your target market
Who is your target market? Any marketing strategies or activities you implement must focus on your core target market and address their needs. For example, if the majority of your client base is corporate, then promote the business features of your hotel (internet access, business centre etc). If you rely mainly on families, then showcase the family-friendly facilities at your hotel, and it’s close proximity to sightseeing attractions.
Use Social Media wisely
Web 2.0 applications, such as blogs, forums and social media networks (facebook, twitter, foursquare) can all help build brand loyalty. Make sure all hotel Internet marketing tools work in cohesion. For example, add social media icons on your website, so guests know you’re on Facebook and Twitter, encourage people to follow you or become a fan of your business pages. Add social media icons at the bottom of your email signature etc.
Member only special offers
Offer member only promotions via social media networks, email marketing campaigns or other your hotel marketing strategies that you employ. For example, offering promotions or a ‘sneak peek’ which are not offered to the general public will help to increase your fan base, subscriptions or registration rate. Guests will then find more value in what you’re offering and sign up for your e-newsletters or ‘like’ your business page as these special offers aren’t available on your website.
Regularly update your content
Updating your website with blog articles, customer reviews, seasonal promotions and special offers or information about local attractions and upcoming events is a great way to get people to return to your website. If potential guests can’t find the information they want about your hotel and local attractions on your website, they will go somewhere else that will provide them all the information they need to make a booking decision.
Quality of the website design
It’s important that your website design reflects the quality of your hotel and showcases your rooms, facilities and other selling points of the hotel, for example, the views, or proximity to the beach or quiet retreat in the mountains. Your website must also be easy to navigate, show up-to-date information, a easy to use online booking engine, and straightforward enquiry forms. If you’re website doesn’t look good, it won’t entice a customer to book with you. So maybe it’s time to think about getting a new website!
Pictures say a thousand words
Put high quality images on your website of your rooms, facilities, the scenery, the surrounding area and the property. Images can make or break a hotel booking and the more visual information a customer has, the more confident and reassured they will be that booking at your hotel is the right decision. Make sure that your pictures are also high quality.
Fast loading times
The hotel industry is a ruthless, cut throat industry and you are competing with travel agencies, wholesalers and travel products companies where a customer can potentially make a hotel booking. Don’t make it any harder for the customer with a slow loading website because it’s an easy option to book at another website if they can’t find the information they need quickly.
While a large part of your hotel Internet marketing activities should be focused on attracting new customers to your website and building your customer base, there should be a continued focus on getting existing customers to re-book at your hotel and increase brand loyalty.
Speak to one of our marketing consultants at TA Fastrack on 07 3040 3588 to find out how we can help you with your hotel Internet marketing, social media marketing and client retention campaigns.
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