Hotel Marketing Coach
Neil L. Salerno, CHME, CHA
Hotel Internet Marketing Articles
Building Traffic (SEO)
Hotel Internet Marketing
It seems that the age-old practice of creating familiarization trips, to check-out hotels and facilities, is another victim of the economy. This economy has caused many planners to research travel information via the Web to help ease their shrinking travel budgets. Apparently meeting planners rely on guest comments, too.
The firestorm, which began when the negotiations between Choice Hotels and Expedia broke down on October 15th, stirred-up a lot of deep-seated feelings about OTA's and Expedia in particular.
I just got through reading an article titled "Growing Tension Between Hoteliers and OTA's". There are so many of things in this article with which I don't agree, I don't know where to begin.
Online, your competition set amounts to those hotels which appear, with yours, on search results. At this point, your hotel's title and description tags are of critical importance, but more about this later. I'm sure you can name all the hotels in your local market, but do you know which hotels compete with your hotel online?
There have been a torrent of articles and webinars extolling the virtues of social media for hotels. Social media is certainly applicable for hotel franchise brand-building, but this writer is still unconvinced about the marketing value of social media for individual hotels.
The content on your proprietary website performs two separate, and extremely important, functions. The first is to attract visitors to your site through organic search; second, to generate interest and drive visitors to your site's booking page.
Recently, I read an article discouraging hoteliers from posting a website link to TripAdvisor or posting TripAdvisor reviews via the TripAdvisor widget on their website. In my opinion, making broad statements like this, is absolutely absurd and demonstrates a lack of understanding how and why people choose a hotel online.
There's only one way to know whether or not your website is doing its job and, that is, to check the number of reservations it's generating. If you have an independent hotel, this is an easy task; your booking engine's analytics should tell you.
Imagine having the ability to change and update the content of your hotel's website on your own; change text, add information, that would be great. At the onset, it sounds terrific. No more waiting for your site developer to make the changes and additions you requested.
To win in 2009, you will need your hotel's website to contribute to your reservations production. So, here is a countdown of the Top Ten Tip-Offs that your hotel website needs attention. It's time to seek advice from a hotel Internet Specialist, when:
Finally, most hoteliers would agree that the only way to measure the effectiveness a hotel website is to track the number of reservations being generated from it.
Times are tough and, as a result, budgets tend to shrink. In times like this, more and more hoteliers are looking to the Internet and other electronic sales channels to generate new revenue. There is actually no other sales channel that has a greater potential return on a relatively modest investment; it offers the biggest bang for your buck.
Today, more than ever before, hotels need the exposure and marketing power that only the Internet can provide from a cost-effectiveness standpoint. Your website may look great, but can Internet searchers find it through generic search?