![]() Hotel social media is a powerful tool as it plays a key part of the purchasing process, with the research stage influencing decisions more than ever before. Once you have a greater volume of guests in your direct ecosystem, it’s key to deliver a more seamless user experience, engage them with special offers, use remarketing to capture guests who have abandoned the booking process, and send personalized follow-up messages and offers. Combating issues with rate parity, employing a robust metasearch strategy, developing sophisticated keyword search and other SEO strategies, and launching omnichannel campaigns are all great ways to shift more potential guests to. ![]() To bring greater balance back to the online booking equation and improve the performance of direct channels, there are several ways you can guide shoppers to your direct channel. While the channel mix continues to evolve globally, hotels now have the opportunity to optimize the number of direct bookings and potentially grow its percentage of the overall channel mix equity through direct hotel bookings. Direct bookings are essential because as hotels struggle with rising costs, they are redoubling efforts to have customers book direct to cut out not only the fees associated with Online Travel Agencies (OTAs), but also the relationships OTAs are able to form and leverage with the customers who are loyal to them. The hotel’s website is generally the most profitable for online booking. Our guide to new independent hotel openings covers how to implement independant hotel distribution channels along with launching promotions and loyalty programs. ![]() Optimizing your channel mix should be an ongoing process - especially in uncertain times. The best distribution strategy enhances spend, reach, and results. They should explore all their distribution options, including how these channels can benefit their business, to create a multi-faceted mix that meets the unique needs of their market. Find out more about the benefits of conducting a SWOT analysis for independent hotels.įinally, independent hotels need to establish the right mix of direct and online booking channels to maximize revenue and take full advantage of any projected market growth. Conducting a SWOT analysis of your competitive set, can inform your overall business strategy, build your brand, and enable you to establish a solid foothold in your local market. With that in mind, it is advisable to conduct a SWOT analysis. In addition to competing with existing independent properties, branded hotels and alternative accommodations, each local market exhibits its own set of unique challenges, and it may seem impossible to find solutions for them all. Here are 4 ways to ignite your independent hotel's marketing strategy. A successful marketing strategy starts with knowing your travelers on a deeper level, hearing their feedback, and engaging with them throughout the travel lifecycle to create a lasting impression. This can be challenging in the competitive independent market, but there are ways to conquer this challenge and ultimately increase your return on investment. For independent hotels, it is critical to not only have an effective marketing strategy that draws guests in, but one that also converts them into loyal customers.
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